3. 3
Wild; untamed.
(le-mo'-lo)
Chinook Jargon
VALUE PROPOSITION
First brand to cater exclusively to the
long-distance hiker, focusing on
market priorities: lightweight, durable,
comfortable
MISSION STATEMENT
We make durable and lightweight
products that exceed the demands of
the long distance hiking community,
inspiring the exploration of their limits,
themselves, and the planet.
4. 4
TARGET CONSUMER
Ages: 23 - 31
Location: United States
Occupation: Accountant,
Massage Therapist
Income: $60,000 - 80,000
Marital Status: Unmarried
Education: Undergraduate
Children: None
ANDREW and KRISTEN
6. 6
STRATEGIC + FINANCIAL PROJECTIONS
HORIZONONE HORIZONTWO HORIZONTHREE
Brand + Product
Development
Product Line
Launch
Geographic
Expansion
7. 7
2020 2021 2022
H1H2H3
HORIZON ONE HORIZON TWO HORIZON THREE
- Brand + product development
- Wear testing
- Marketing activation
- Key REI store + .com activation
- Targeted REI Launch (35)
- Product Launch
- Full REI Launch
- Product Expansion
TARGETOBJECTIVES
MAR DEC
JAN DEC
JAN DEC
Shoe
Shelter
Backpack
Sleep system
Shoe Update
Umbrella
Stakes
Trekking Poles
Bivy
Tarp Tent
STRATEGIC TIMELINE
14. 14
THE LEMOLO LONGHOUSE
• Dyneema® composite fabrics
• Water resistant two-way zipper
• Line locks on all perimeter tie-outs
• Dual peak vents that can open and close
FOB MSRP
$120.09 $500.00
GPM
76%
15. 15
THE LEMOLO PASEESIE
• 950 Sustainable Down
• 20º F (-6º C) temperature rating
• 20” Drawstring and zipper to
open/close footbox as needed
• 19.18 Ounces
FOB MSRP
$65.89 $250.00
GPM
73.5%
16. THE LEMOLO LESAK
16
• 100% Waterproof Dyneema® composite
fabrics
• Hardline with Dyneema® shoulder straps
with 3/8” closed cell foam and spacer mesh
• Adjustable sternum strap with self-
tensioning elastic
FOB MSRP
$65.12 $250.00
GPM
74%
17. HORIZON THREE AND BEYOND VLP
17
UL Umbrella
UL Tent Stake
UL Trekking Poles
21. PRIMARY | ATTRACT
Hike Your Own Hike
SECONDARY | ENGAGE
Go Further, Faster, and Leave Fewer Footprints
TERTIARY | CONNECT
21
The Lemolo Arrow is the first shoe built for the specific needs of
the long-distance hiking community:
Lighter More Durable Better Fit
Hike farther with
less fatigue
More miles, fewer
replacements
Room for long-term
comfort
22. APRIL 2020
REI.com
Hype
FB & IG
Traffic Driving Ads
$3000
4/1 – 6/1/20
22
BRAND BUILDING + PREP
MARCH – AUGUST 2020
ONLINE
MARCH 2020
Brand
Launch
FB & IG
Impression Ads
$1000
Mar 20
JUNE 2020
REI.com
Content Marketing
FB & IG
Traffic Driving Ads
$3000
6/1 – 8/30/20
OFFLINE
JUNE 2020
Purchase and decal-wrap Sprinter van for
grassroots experiential marketing
$40,000
23. 23
SOFT LAUNCH
SEPTEMBER – DECEMBER 2020
ONLINE
SEPTEMBER 2020
REI.com
Preorders
FB & IG
Traffic Driving Ads
$5000
9/20 – 12/20
Banner Ads
Brand Awareness +
Retargeting
$7,200
9/20 – 12/20
OFFLINE
SEPTEMBER 2020
- Local PNW Van Tour
- PCT Days Sponsorship and Experience
- $5,000 Sponsorship
- $7,500 Event preparation & party planning
- $2,000 Digital ad support (FB + IG)
DECEMBER 2020
- Key REI Class Demos
- $5,000 event costs
- SoCal Van Activations REI Locations
- $2,000 brand awareness (FB+IG)
*
*
24. 24
FULL LAUNCH
JANUARY – APRIL 2021
ONLINE
JANUARY 2021
Drive DTC
Sales
FB & IG
Conversion Ads
$10,000
1/21 – 4/21
PPC Ads
High purchase-
intent keywords
$24,000
9/21 – 12/21
OFFLINE
APRIL 2021
- NoBo Trail Angel Campaign
- Van activation to follow largest
concentration of hikers
- Branded experiences to target
consumers
- $20,000 over 4 months: gear, gas,
supplies
- Deep market research
JANUARY 2021
- Retail Fixtures
- Attract, Engage, Connect Elements
- $10,000
28. 28
Primary Image Facebook Ad
Instagram Ad
GDN Mobile Leaderboard
GDN Desktop Leaderboard
Outside Buyer’s Guide
Print Ad
Google AdWords Ad
MARKETING ASSETSDIGITAL ADS
32. 32
FUNDING RECAP
Angel Round
• $200,000
• April 2019
ü Initial funding to launch brand
ü Demonstrate revenue, support final
development costs
ü Domestic retail extension (REI), product line
extension
Kickstarter
• $50,000 Goal
• April 2019 Launch
SEED Round
• $1M - Safe
• January 2020
• $100K - Revenue Run Rate
Series A Round
• $7M - Equity
• April 2022
• $750k - Revenue Run Rate
ü Support Lemolo until profitable growth
phase/International expansion
37. 37
CHILEAN CONSUMER
Age: 31
Location: Santiago, Chile
Occupation: Financial Analyst
Income: $30M CLP ($45,000 USD)
Marital Status: Married
Children: None
Notes: Price is important but so is
quality and technology, connected
through mobile
CRISTOBAL
38. 38
TOURISM CONSUMER
Age: 61 & 59
Location: London, England
Occupation: CPA & Grandmother
Income: £115,000 GPB ($145,000 USD)
Marital Status: Married
Children: Two, 3 grandchildren
Notes: Disposable income, values
quality and convenience,
conservationists
PAUL and SUSAN
39. 39
ARGENTINE CONSUMER
Age: 28
Location: Buenos Aires, Argentina
Occupation: UX Designer
Income: $1,800,000 ARS ($49,800 USD)
Marital Status: Unmarried
Education: Undergraduate degree
Children: None
Notes: Wants value for money, non-
loyal, research before buying.
LUCA
40. 40
LAUNCH STRATEGY
Pricing Strategy
Surgical Pricing
MAP Policy
Arrow Distribution
CALZADOS BLANCO / KOMAX
30% wholesale discount
Targeting high income locals +
foreign adventure tourists
$
Take-down Licensing
Calzados Blanco SA
$300k licensing fee + 7%
Royalties
Local manufacturing
Marketing Strategy
Differentiated strategy to
address specific market
segments
43. ARGENTINA
“Discubre La Madre Patria, discubre a tu mismo.”
(Discover the motherland, discover yourself)
CHILE
“Somos juntos, somos la tierra”
(We are one, we are the land)
LOCALIZED MARKETING MESSAGES
