Sales & Marketing Alignment: How to Synergize for Success
Watch.o presentation
1. I. Show us an activity you enjoy doing. How do you think it contributes to your personal
and professional development?
Instituto de Empresas Application
Diego Rodriguez Avila
2. What is Watch.O?
• In 2010, with my brother, being both recent College Graduates and with
relatively little work experience, we wanted to have a greater feel of
managing a small business that would provide us with a more realistic
approach on how companies function.
• We decided to enter an industry with high margins and high sale
volumes. Despite the low barriers of entry, this would allow us to work
closely with suppliers, inventories, employees, marketing and cash
management.
• In Costa Rica, my brother first encountered Tourmaline watches which
are used mainly in sports. They promote body balance, are lightweight,
modern and new at the time.
• We found several suppliers that distributed not only Tourmaline watches,
but many other very attractive and unique designs that give us a
competitive advantage over similar retailers.
Instituto de Empresas Application
Diego Rodriguez Avila
3. Target Market
• After performing a deep market analysis, we concluded that we should
focus on selling our products to children, pre-teens and teens of the
lower middle class (the dominant sector in our country).
• We would reach our objective providing them with unique products that
allowed us to have constant sales giving us a high cash flow.
Age
Income
2%
17%
6%
35%
18 - 24 years old
25 - 34 years old
46%
3%
Under $500
28%
35 - 44 years old
63%
55+ years old
$501 - $999
$1,000 - $1,500
$2,000+
Gender
46%
54%
Female
Male
Instituto de Empresas Application
Diego Rodriguez Avila
4. Our Brand
• We designed our own logo and image with a modern and minimalist look
derived from the national vernacular ”Guacho" in reference to an inexpensive
bracelet watch. We altered it to be similar to the English word “Watch” and
fusioned them so it spelled out : "Watch.O"
• We placed our first order of 15,000 watches in all colors, sizes and designs.
• These products never before seen in El Salvador are the ones that we chose to
launch our first sales point:
Instituto de Empresas Application
Diego Rodriguez Avila
5. Our First Location
• We rented a kiosk in a modern affluent mall (Galerias Mall) and
decorated it to be visually appealing.
• We opened October 31st, the first day of the official holiday
shopping season to take advantage of the high traffic of eager
shoppers.
6. Marketing and Image
• We prepared a pre-launch campaign on Facebook the month prior
to opening. We received 350 likes, which was very surprising.
• Our first promoters were local celebrities from Channel 33. They
appeared in a morning show in which they used our products and
talked about the brand:
7. Marketing and Image
• We conducted several events to bring people to get people to see and feel our
our brand and products for themselves:
• ENVY: The largest nightclub in El Salvador:
• Co- sponsor of the Moonshine Concert at Costa del Sol beach:
• Events in other nightclubs and strategic alliances with "Mediolleno.com.sv" a
social website created by young people for young people:
8. Marketing and Image
• Sales stand at the Quicksilver Pro (annual surfing event with a lot of
international exposure) with custom tags:
• Sales stand at children's events:
Instituto de Empresas Application
Diego Rodriguez Avila
9. Watch.O Metrocentro
• 3 months after opening in Galerias Mall, we launched our second
store in Metrocentro, the largest mall in the country.
• This new position opened the doors to a market with much more
foot traffic.
10. Sales
• Our strategy of selling attractive products at affordable prices
allowed us to sell almost all of initial inventory in the first two
months of opening.
• Following these events we also sold 10,000 watches to a national
phone company for promotional use.
• At the end of our first holiday season, we recovered all the capital
we had initially invested.
Instituto de Empresas Application
Diego Rodriguez Avila
12. Follow-Up
• After operating for three years, our small business has allowed us to learn:
• The legal handling of a business, including the payment of taxes and
financial reporting.
• Develop a good relationship with suppliers and financial institutions
• The importance of delegating
• Workforce Management
• Inventory control
• Mounting events
• Promotion and Marketing
• Prevention of theft and fraud with efficient controls
Instituto de Empresas Application
Diego Rodriguez Avila
