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R3_preso_G_v6_FINAL

Gerald Carvalho
Gerald Carvalho

Alite produces well-designed outdoor equipment but lacks brand awareness and understanding of their target market segments. Their products are enjoyed most in urban parks but seen as lower quality for devoted campers. Younger urban customers want freedom and comfort experiences in nature near cities, not camping gear. Alite should design products for urban parks and festivals rather than try changing customer behaviors. A line called "Designed for Dolores" could include items like a blanket that unfolds, a backpack with frisbee slot, and a two-person bench for comfort in urban nature.

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MARKET INSIGHTS TEAM BIG DADDY ADAM PIRON / GERALD CARVALHO / JACOB GUERNSEY / MARIA MACEDO / NAOMI KIESER
> Executive Summary > Why Alite & Background > Objectives > Research Methodology > Experience Investigation > Customer Segments > Findings & Insights > Competitive Landscape > Recommendations & Conclusion TOPIC AREAS
EXECUTIVE SUMMARY >> Aliteisafunbrandwithexcellentlydesignedproducts;however,theycouldhavea betterunderstanding of their target market >> Active campers think its too expensive and niche for their needs >> People who love the outdoors dont necessarily like camping risky to build business model around changing customer behavior >> Alite is designing for the right customer segment (20s / 30s urbanite) but the wrong experience: meet your customers where they are, not where you want them to be >> There is a huge unmet need within the experiences of comfort and freedom that urban explorers want (i.e. parks, beaches, festivals) Alite could be the brand that facilitates this
>> Local Brand >> Unique value proposition >> Well designed products >> ... so much potential! WHY ALITE?
Outside made simple Founded in 2010 by Tae Kim Former Design Director of The North Face >> Well-designed products that are extremely functional, ridiculously fun and easy to use >> Targets city dwellers in their 20s/30s looking for fun ways to explore nature >> The brand promise is less about technical equipment and more about having fun outside >> Known for Monarch tent-pole chair and other quirky products (i.e. a sleeping bag that can zip to others, called Sexy Hotness) BACKGROUND HAVE SOME CAMPING GEAR (CHAIRS, MAYBE A SLEEPING BAG) BUT DONT FEEL LIKE SPEND HAVE ING MUCH MONEY ON IT;
Triple sales (market share) by 2016 and increase brand awareness to become the #1 outdoor equipment company for city dwellers in the SF Bay Area Market research the brand experience > What do their customers want? > How can that experience be delivered: define a marketing strategy OBJECTIVES
METHODOLOGY 1 : 1 interviews QUALITATIVE RESEARCH INTERVIEW LOCATIONS SF PARKS Dolores Park, Golden Gate & Washington Square UNIVERSITY CAMPUS ASU, Phoenix, AZ OUTDOOR GEAR RETAIL STORE REI, San Carlos, CA TARGETED URBAN 20s AND 30s WITH AN INTEREST IN THE OUTDOORS 32 PEOPLE
What are the experiences people want from the outdoors?
URBAN EXPLORERS ACTIVE CAMPERS HARDCORE CAMPERS [ [ [COMFORT FREEDOM WONDER ACCOMPLISHMENT
URBAN EXPLORERS [ FREEDOM + COMFORT ] >> Being outside is really important >> Hang out often at parks in the city >> Have camped a few times or never camped >> Hike around the city >> Have some camping gear (chairs, maybe a sleeping bag) but dont feel like spending much money on it; if they were to, it would be restricted to one high quality / outdoor technical product purchase >> Looking for a sense of living without constraints (away from the concrete jungle) yet within the convenience of the city (phone coverage, restaurants, transportation home) RELATIONSHIP TO ALITE >> They are too expensive. I am not so into camping that I would want this, and if I was, Id go with The North Face - Amanda >> Open to purchasing goofy outdoor gear but Alite is not designing directly for the experiences they want (freedom and comfort)
ACTIVE CAMPERS [ FREEDOM + WONDER ] >> The outdoors is really important >> Sometimes hang out at parks in the city >> Hike, car camp or backpack often (3-5 times a year) >> Have their own camping gear (usually from big known outdoor gear brands) and spend a fair amount of money for it >> Know a fair amount about the market, the products and features >> Looking to get out of the city frequently and experience the awe of nature, a majestic creation beyond their everyday lives >> It looks too goofy and you cannot tell if it is good quality when you are camping its all about simplicity and function - Julia >> Needs just one set of camping gear to fulfill all their camping needs; likely to purchase a technically focused, serious brand over Alite RELATIONSHIP TO ALITE
HARDCORE CAMPERS[WONDER + ACCOMPLISHMENT] >> The outdoors, specifically backcountry camping, is essential to their happiness >> Dont hang out at parks very regularly >> Go backpacking frequently >> Have a lot of technical camping gear for every kind of camping experience >> Love to get out into the depths of pure wilderness for days on end RELATIONSHIP TO ALITE >> Ive never heard of it - Sean >> Indifferent to Alite as they are not aware of the brand; looking for technical, functional gear that aids their intense outdoor adventures
FINDINGS & INSIGHTS Branding >> No brand awareness within any of the customer segments, even when individuals own the product (e.g. chair, backpack) >> Confusion around brand identity: multiple logos, inconsistent nomenclature, opaque name people dont get it Pricing >> Pricing for Alites camping gear is above the expectation: hard to justify a goofy approach at this price point for any customer Lifestyle >> Existing Alite products are enjoyed most in an urban environment; often perceived as as lower-quality or diet camping gear to devoted outdoor enthusiasts
FINDINGS & INSIGHTS Product market fit >> Urban explorers that enjoy the outdoors do not necessarily like camping and are not inclined to spend a lot money on an activity that is not part of their lifestyle >> Active campers need only one set of high-quality, expensive camping gear and they will almost always choose a technically focused brand such as The North Face >> Hardcore campers are not a current target for Alite and many brands already cater to this segment Missing the target >> Good intentions but at this price point, Alite is an unlikely purchase for any of the customer segments: hardcore and active campers would likely purchase elsewhere, and urban explorers prefer different activities over camping >> Huge opportunity around the urban outdoors designing products specifically intended for use at the parks, festivals, and beaches that are so central to the Bay Area city dweller lifestyle; currently few brands occupy this space
Right demographic. Wrong experience.
So what strategy SHOULD be driving Alites innovation?
Its not about bringing more people into the world of Alite. Its about bringing Alite into the world of more people.
This is the experience their demographic wants. Why not design for that?
Competitive AnalysisNature/Wonder Urban/Comfort Utilitarian/Accomplishment Fun/Freedom
CONCLUSION >> AlitehasthepotentialtobehugeintheBayAreaand throughoutthe nation, but currently has a poor product market fit >> Most20s/30scitydwellersviewtheoutdoorsas urbannature notcampsitesandhikingtrails; theyarewillingtospendmoneyon products that enhance their existing lifestyle (chairs, bags, blankets)notthosethatrequireanewone(tents, sleepingbags) >> Therearemanyunmetneedsintheexperienceof urbannature;with a slight pivot, Alite can be THE brand that facilitates that desired experience
>> Consider discontinuing serious camping gear (tents, sleeping bags, etc.) or segmenting it into Alites sister brand, Boreas >> Promote a line of products called Designed for Dolores, for example: RECOMMENDATIONS - Bag that unfolds into a blanket - Park kit backpack frisbee slot, small cooler compartment - Waterproof, durable blanket with cup holders - Two-person bench chair / love seat >> Continue market research to discover how Alite can best enable the urban outdoor experience of comfort and freedom that customers want

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R3_preso_G_v6_FINAL

  • 1. MARKET INSIGHTS TEAM BIG DADDY ADAM PIRON / GERALD CARVALHO / JACOB GUERNSEY / MARIA MACEDO / NAOMI KIESER
  • 2. > Executive Summary > Why Alite & Background > Objectives > Research Methodology > Experience Investigation > Customer Segments > Findings & Insights > Competitive Landscape > Recommendations & Conclusion TOPIC AREAS
  • 3. EXECUTIVE SUMMARY >> Aliteisafunbrandwithexcellentlydesignedproducts;however,theycouldhavea betterunderstanding of their target market >> Active campers think its too expensive and niche for their needs >> People who love the outdoors dont necessarily like camping risky to build business model around changing customer behavior >> Alite is designing for the right customer segment (20s / 30s urbanite) but the wrong experience: meet your customers where they are, not where you want them to be >> There is a huge unmet need within the experiences of comfort and freedom that urban explorers want (i.e. parks, beaches, festivals) Alite could be the brand that facilitates this
  • 4. >> Local Brand >> Unique value proposition >> Well designed products >> ... so much potential! WHY ALITE?
  • 5. Outside made simple Founded in 2010 by Tae Kim Former Design Director of The North Face >> Well-designed products that are extremely functional, ridiculously fun and easy to use >> Targets city dwellers in their 20s/30s looking for fun ways to explore nature >> The brand promise is less about technical equipment and more about having fun outside >> Known for Monarch tent-pole chair and other quirky products (i.e. a sleeping bag that can zip to others, called Sexy Hotness) BACKGROUND HAVE SOME CAMPING GEAR (CHAIRS, MAYBE A SLEEPING BAG) BUT DONT FEEL LIKE SPEND HAVE ING MUCH MONEY ON IT;
  • 6. Triple sales (market share) by 2016 and increase brand awareness to become the #1 outdoor equipment company for city dwellers in the SF Bay Area Market research the brand experience > What do their customers want? > How can that experience be delivered: define a marketing strategy OBJECTIVES
  • 7. METHODOLOGY 1 : 1 interviews QUALITATIVE RESEARCH INTERVIEW LOCATIONS SF PARKS Dolores Park, Golden Gate & Washington Square UNIVERSITY CAMPUS ASU, Phoenix, AZ OUTDOOR GEAR RETAIL STORE REI, San Carlos, CA TARGETED URBAN 20s AND 30s WITH AN INTEREST IN THE OUTDOORS 32 PEOPLE
  • 8. What are the experiences people want from the outdoors?
  • 9. URBAN EXPLORERS ACTIVE CAMPERS HARDCORE CAMPERS [ [ [COMFORT FREEDOM WONDER ACCOMPLISHMENT
  • 10. URBAN EXPLORERS [ FREEDOM + COMFORT ] >> Being outside is really important >> Hang out often at parks in the city >> Have camped a few times or never camped >> Hike around the city >> Have some camping gear (chairs, maybe a sleeping bag) but dont feel like spending much money on it; if they were to, it would be restricted to one high quality / outdoor technical product purchase >> Looking for a sense of living without constraints (away from the concrete jungle) yet within the convenience of the city (phone coverage, restaurants, transportation home) RELATIONSHIP TO ALITE >> They are too expensive. I am not so into camping that I would want this, and if I was, Id go with The North Face - Amanda >> Open to purchasing goofy outdoor gear but Alite is not designing directly for the experiences they want (freedom and comfort)
  • 11. ACTIVE CAMPERS [ FREEDOM + WONDER ] >> The outdoors is really important >> Sometimes hang out at parks in the city >> Hike, car camp or backpack often (3-5 times a year) >> Have their own camping gear (usually from big known outdoor gear brands) and spend a fair amount of money for it >> Know a fair amount about the market, the products and features >> Looking to get out of the city frequently and experience the awe of nature, a majestic creation beyond their everyday lives >> It looks too goofy and you cannot tell if it is good quality when you are camping its all about simplicity and function - Julia >> Needs just one set of camping gear to fulfill all their camping needs; likely to purchase a technically focused, serious brand over Alite RELATIONSHIP TO ALITE
  • 12. HARDCORE CAMPERS[WONDER + ACCOMPLISHMENT] >> The outdoors, specifically backcountry camping, is essential to their happiness >> Dont hang out at parks very regularly >> Go backpacking frequently >> Have a lot of technical camping gear for every kind of camping experience >> Love to get out into the depths of pure wilderness for days on end RELATIONSHIP TO ALITE >> Ive never heard of it - Sean >> Indifferent to Alite as they are not aware of the brand; looking for technical, functional gear that aids their intense outdoor adventures
  • 13. FINDINGS & INSIGHTS Branding >> No brand awareness within any of the customer segments, even when individuals own the product (e.g. chair, backpack) >> Confusion around brand identity: multiple logos, inconsistent nomenclature, opaque name people dont get it Pricing >> Pricing for Alites camping gear is above the expectation: hard to justify a goofy approach at this price point for any customer Lifestyle >> Existing Alite products are enjoyed most in an urban environment; often perceived as as lower-quality or diet camping gear to devoted outdoor enthusiasts
  • 14. FINDINGS & INSIGHTS Product market fit >> Urban explorers that enjoy the outdoors do not necessarily like camping and are not inclined to spend a lot money on an activity that is not part of their lifestyle >> Active campers need only one set of high-quality, expensive camping gear and they will almost always choose a technically focused brand such as The North Face >> Hardcore campers are not a current target for Alite and many brands already cater to this segment Missing the target >> Good intentions but at this price point, Alite is an unlikely purchase for any of the customer segments: hardcore and active campers would likely purchase elsewhere, and urban explorers prefer different activities over camping >> Huge opportunity around the urban outdoors designing products specifically intended for use at the parks, festivals, and beaches that are so central to the Bay Area city dweller lifestyle; currently few brands occupy this space
  • 16. So what strategy SHOULD be driving Alites innovation?
  • 17. Its not about bringing more people into the world of Alite. Its about bringing Alite into the world of more people.
  • 18. This is the experience their demographic wants. Why not design for that?
  • 20. CONCLUSION >> AlitehasthepotentialtobehugeintheBayAreaand throughoutthe nation, but currently has a poor product market fit >> Most20s/30scitydwellersviewtheoutdoorsas urbannature notcampsitesandhikingtrails; theyarewillingtospendmoneyon products that enhance their existing lifestyle (chairs, bags, blankets)notthosethatrequireanewone(tents, sleepingbags) >> Therearemanyunmetneedsintheexperienceof urbannature;with a slight pivot, Alite can be THE brand that facilitates that desired experience
  • 21. >> Consider discontinuing serious camping gear (tents, sleeping bags, etc.) or segmenting it into Alites sister brand, Boreas >> Promote a line of products called Designed for Dolores, for example: RECOMMENDATIONS - Bag that unfolds into a blanket - Park kit backpack frisbee slot, small cooler compartment - Waterproof, durable blanket with cup holders - Two-person bench chair / love seat >> Continue market research to discover how Alite can best enable the urban outdoor experience of comfort and freedom that customers want