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AmA [CrEaTiVe DiReCtOr]
Word-juggling philosophy-inspired music lover.
I am a Raconteur.
ChRiS [AcCoUnT DiReCtOr]
Agency/client middleman and beer geek.
I am a Raconteur.
IvY [PuBlIc ReLaTiOnS]
People-oriented perfectionist and Shopaholic.
I am a Raconteur.
XiAo [BrAnD StRaTeGiSt]
Daydreaming trend-watching plan maker.
I am a Raconteur.
MoE [MeDiA DiReCtOr]
Constantly finding the best place
for the best work using my left hand
I am a Raconteur.
YoNa [aRt DiReCtOr]
Design-thinking math geek.
I am a Raconteur.
MEET THE RACONTEAM
We are a collective of skilled storytellers
While we all have our titles, each of our team members contributes
in the creative process to develop the best possible work.
One day, Warby had an idea...
He asked his friends for some advice
There was a man named Warby
Be A
Once upon a time…
GOES TO
THE NETHERLANDS
ThE nEtHeRlAnDs
Be A
Price-sensitive
Quality caring
Similar to American culture
Birthplace of the hipsters
The Dutch
EyEwEaR mArKeT oVeRvIeW
Be A
15%
49%
15%
21%
0-14 15-24 55-64 65+
Aging population
Extensive usage of
electronic devices
Eyewear as fashion
accessory
Growing Market
CoMpEtItOrS
Be A
Global players (e.g. Luxottica)
Local optician’s chain stores
(e.g. Hans Anders)
Vintage brands (e.g. Ray-Ban)
Mature Market
TaRgEt AuDiEnCe
Be A
Ages 18-35
Love to express their
individuality
Fashionable
Tweet and talk about causes
that they believe in
Are trendy and modern but
appreciate antiques
Thrifty
Males & Females
bUyEr pErSoNaS
Be A
32 year-old financial analyst
Very thrifty with his money
Strives to help others
Values products that cater to
his own, unique and
sometimes quirky style
BaReNd BaKkEr KaReL ViSsEr
23 year-old student
Has a high sense of fashion
She hopes to improve upon
existing education systems
She looks for fashionable
brands that are also socially
responsible
POSITIONING
GOES TOAffordable | Quality | Fashion | Trendy | Socially Conscious
1-year no scratch warranty
95 euros
Be A
ACTION PLAN
GOES TOMode of Entry
Retail & Online Stores
PoP-uP ReTaIl StOrE
Be A
Store for Brands
in Kalverstraat
Short-term
Creating buzz
and excitement
CREATIVE
GOES TOMessage Socially Conscious | Affordable | Stylish | Empowering
Image Clean | Simple | Vintage | Stylish
Tone Fun | Young | Quirky
Be A
Comparison of two similar individuals who both
need galsses; one can afford it, the other cannnot.
Focus to be on blury vision.
#eYe4eYe
AdyaI grew up dancing
to Michael Jackson
I played Volleyball
I love wearing yellow
I love science
I needed glasses
I received glasses
AmyI grew up dancing
to Michael Jackson
I played Volleyball
I love wearing yellow
I love science
I needed glasses
I bought glasses
Be A
PuBlIc rElAtIoNs
Store opening
“Buy a Pair, Give a
Pair” brand story
Mix & Match styling
Message
Fashion editorials
Fashion blogs
Target
Be A
SoCiAl mEdIa
Facebook
Twitter
Pinterest
Instagram
YouTube
HYVES
Warby Parker
Consumers
Be A
OuT-oF-hOmE
Photo booths
Bike-Stores
BTL Strategies
OuT-oF-hOmE#NoMoreBlur
#NoMoreBlur
Hakim
I grew up playing
soccer every saturday
I took lots pictures
I love reading Harry Potter
I love my guitar
I needed glasses
I bought glasses
Barend
I grew up playing
soccer every saturday
I took lots pictures
I love reading Harry Potter
I love my guitar
I needed glasses
I bought glasses
#NoMoreBlur
#NoMoreBlur
AdyaI grew up dancing
to Michael Jackson
I played Volleyball
I love wearing yellow
I love science
I needed glasses
I received glasses
AmyI grew up dancing
to Michael Jackson
I played Volleyball
I love wearing yellow
I love science
I needed glasses
I bought glasses
YOU
FOUND US
C O M E O N I N
Be A
DiGiTaL MaRkEtInG
In blogs and high-traffic websites
Retarget visitors to our website
Interactive banners
Online Banners
SEO
“Glasses”
“Eyewear”
“Spectacles”
“Sunglasses”
“Affordable glasses”
“Frames”
“Vintage”
“Prescription”
Be A
MeDiA PlAn
AnD tHe sToRy cOnTiNuEs---
www.raconteurcom.com | info@raconteurcom.com | @raconteurcom
617.818.5660 | 120 Boylston Street. Boston, MA 02116
ThAnK YoU

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Warby Parker Goes to The Netherlands

  • 1.
  • 2. AmA [CrEaTiVe DiReCtOr] Word-juggling philosophy-inspired music lover. I am a Raconteur. ChRiS [AcCoUnT DiReCtOr] Agency/client middleman and beer geek. I am a Raconteur. IvY [PuBlIc ReLaTiOnS] People-oriented perfectionist and Shopaholic. I am a Raconteur. XiAo [BrAnD StRaTeGiSt] Daydreaming trend-watching plan maker. I am a Raconteur. MoE [MeDiA DiReCtOr] Constantly finding the best place for the best work using my left hand I am a Raconteur. YoNa [aRt DiReCtOr] Design-thinking math geek. I am a Raconteur. MEET THE RACONTEAM We are a collective of skilled storytellers While we all have our titles, each of our team members contributes in the creative process to develop the best possible work.
  • 3. One day, Warby had an idea... He asked his friends for some advice There was a man named Warby Be A Once upon a time…
  • 5.
  • 6. ThE nEtHeRlAnDs Be A Price-sensitive Quality caring Similar to American culture Birthplace of the hipsters The Dutch
  • 7. EyEwEaR mArKeT oVeRvIeW Be A 15% 49% 15% 21% 0-14 15-24 55-64 65+ Aging population Extensive usage of electronic devices Eyewear as fashion accessory Growing Market
  • 8. CoMpEtItOrS Be A Global players (e.g. Luxottica) Local optician’s chain stores (e.g. Hans Anders) Vintage brands (e.g. Ray-Ban) Mature Market
  • 9. TaRgEt AuDiEnCe Be A Ages 18-35 Love to express their individuality Fashionable Tweet and talk about causes that they believe in Are trendy and modern but appreciate antiques Thrifty Males & Females
  • 10. bUyEr pErSoNaS Be A 32 year-old financial analyst Very thrifty with his money Strives to help others Values products that cater to his own, unique and sometimes quirky style BaReNd BaKkEr KaReL ViSsEr 23 year-old student Has a high sense of fashion She hopes to improve upon existing education systems She looks for fashionable brands that are also socially responsible
  • 11. POSITIONING GOES TOAffordable | Quality | Fashion | Trendy | Socially Conscious 1-year no scratch warranty 95 euros
  • 12. Be A
  • 13. ACTION PLAN GOES TOMode of Entry Retail & Online Stores
  • 14.
  • 15. PoP-uP ReTaIl StOrE Be A Store for Brands in Kalverstraat Short-term Creating buzz and excitement
  • 16. CREATIVE GOES TOMessage Socially Conscious | Affordable | Stylish | Empowering Image Clean | Simple | Vintage | Stylish Tone Fun | Young | Quirky
  • 17. Be A Comparison of two similar individuals who both need galsses; one can afford it, the other cannnot. Focus to be on blury vision. #eYe4eYe
  • 18. AdyaI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I received glasses AmyI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I bought glasses
  • 19. Be A PuBlIc rElAtIoNs Store opening “Buy a Pair, Give a Pair” brand story Mix & Match styling Message Fashion editorials Fashion blogs Target
  • 21.
  • 23. OuT-oF-hOmE#NoMoreBlur #NoMoreBlur Hakim I grew up playing soccer every saturday I took lots pictures I love reading Harry Potter I love my guitar I needed glasses I bought glasses Barend I grew up playing soccer every saturday I took lots pictures I love reading Harry Potter I love my guitar I needed glasses I bought glasses #NoMoreBlur #NoMoreBlur AdyaI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I received glasses AmyI grew up dancing to Michael Jackson I played Volleyball I love wearing yellow I love science I needed glasses I bought glasses YOU FOUND US C O M E O N I N
  • 24. Be A DiGiTaL MaRkEtInG In blogs and high-traffic websites Retarget visitors to our website Interactive banners Online Banners SEO “Glasses” “Eyewear” “Spectacles” “Sunglasses” “Affordable glasses” “Frames” “Vintage” “Prescription”
  • 26. AnD tHe sToRy cOnTiNuEs---
  • 27. www.raconteurcom.com | info@raconteurcom.com | @raconteurcom 617.818.5660 | 120 Boylston Street. Boston, MA 02116 ThAnK YoU