ALL%20IN%20STRIDE%20Business%20Concept%20DECK%20Erin%20Hutchinson

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ALL IN STRIDEBusiness Concept DECKErin
Hutchinson

• Frank Moyes
• ESBM 3700
• April 28, 2003

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What is the NEED?

• Horse-related accessories used today were
  invented five hundred years ago.
• Tack trunks, grooming boxes and jump standards
  are outdated and unorganized.
• These things are hard to use, heavy to carry and
  bulky to store in barns and to transport to horse
  shows.
• According to my research and my customer survey,
  consumers often feel these products are
  expensive, but are lacking in quality of
  materials and do not last.

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The Products

• A product line that offers products to simplify
  owning, caring for, training and showing horses.
• The headliner product will be the
  adjustable-from-the-saddle jump standard.
• This will attract the attention of trainers, who
  influence the buying decisions of this market.

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FEATURES-
BENEFITS-

• Easy for target market to carry, longevity-saves
  replacement costs
• Status symbols, nice, neat looking equipment is
  associated with prestige (very important in the
  horse-world).
• Maximizes storage space, organizes tack rooms,
  barn aisles and temporary horse show set-ups
• Easy of transport, saves energy and time
  (important to Target Market)
• Professional look, long lasting, easy to move,
  set at any height
• Saves time, and horses backs from injury
• An employee is not required to set fences,
  trainers can get more rides and grooms can tack
  horses, rather than setting jumps

• Light weight, durable plastic materials
• Professional, clean appearance,
• Stackable tack trunks, grooming boxes and related
  products
• Larger products will be equipped with wheels
• Jump Standards
• White, PVC plastic, 6 tall
• Adjustable from the saddle

(customizable and monogramable)
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Target Market-

• Hunter/Jumper trainers, instructors, stable
  owners
• Individual Consumers
• Income 50,000-200,000
• 30-50 y.o. (some are daughters of this age group)
• 90 women, married w/children
• College education, drive SUVs or light trucks
• Dog owners, vacation 2-3 times/yr.
• The show horses owned by this target market are
  priced between 10,000 and 100,000.
• Emotional Decision makers-they want to take care
  of their horses and improve their riding
  abilities.
• Buying Decisions are based on advice from experts
  (trainers and instructors) and trends or fads.

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Competitor Analysis-
All In Stride Sport Tote Jumps USA Baker Build Your Own
Product(s) Offered Tack trunks and accessories Adjustable Jump Standards Saddle and Bridle Racks Feed Bins Tack Trunks and Grooming boxes mounting blocks Variety of Conventional Jump Standards and poles, rails, gates, flower boxes Garment, saddle, bridle bags, horse blankets, show accessories, purses, picture frames, trunk covers Tack trunks, saddle racks, standards,
Price Range 50-500 30-500 40-300 100-2,000 per item
Strengths Variety of products, quality of materials, lasts long Durable plastic materials, lower than average prices, equipped with wheels Market leader Old, well established Brand name associated with prestige and expense Custom, think it,build it
Weaknesses Entering a developed, competitive market Unprofessional appearance Lacking in quality, jumps blow over in wind EXPENSIVE!!! Time consuming
Type of Competitor Indirect Indirect Direct Substitute
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Competitive Advantage-

• All In Strides competitive advantage will be
  derived in marketing. The company will use
  well-known horse trainers and clinicians to
  endorse the products. This will be effective
  because these horse celebrities influence buying
  decisions in this particular target market.
• The design of the products will also be a
  competitive advantage. The focus on
  organization, ease of transport and
  simplification is a new concept in horse-related
  products.

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Profitability Analysis-
Products are priced just below the market
average. I used catalog prices for existing
products for comparisons. COGS was derived from
a price list of a plastics company. Marketing
expenses will be high to get the product out
there.
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Conclusions-

• This is an existing market with plenty of
  competitors.
• Pricing must be competitive
• Research and Development will be needed to
  introduce new products continually
• Endorsements from professionals will be the key
  to success.