Team Hummingbird Mums T Presentation
- 1. Mums T Bespoke Ts for mums-to-be
- 2. The ‘Mums T’ team ? Ciara Hall ? Sue Hagues ? Jude Harrison ? Shelley Hill
- 3. Introduction ? Overview of business idea: ? Development of an e-commerce website which enables consumers to make their own “funny” maternity T-shirt.
- 4. Our company ? Company name – Mums T ? “Bespoke Ts for mums-to-be” ? Website ? Community – forum and social
- 5. The challenge ? Our typical customer is a first time Irish mum-to-be in her late 20s ? She wants T-shirts she can brand with a simple fun message, from a sustainable ethical source, made of a robust good quality material and not too expensive (around ?19.99) Picture: Getty Images
- 6. The solution ? Provide an online service offering prompt delivery of a bespoke good quality T-shirt based on the customer’s message and needs ? Build an online community based on the customer feedback which will allow the business to grow and be trusted through positive recommendations, competitions, blogs and endorsements
- 7. The opportunity ? The most recent figures from the ESRI show that Ireland has the highest birth rate of any of the 27 European Union countries. ? Of the European countries reviewed by the ESRI, Ireland has consistently had the highest birth rate over the period from 15.5 per 1000 population in 2002 to 16.2 per 1000 population in 2011. ? After Ireland, for the year of 2011, the countries with the highest birth rates are the UK (12.9) and France (12.7) followed by Belgium and Sweden (11.9 ad 11.8 respectively). The UK is currently experiencing a baby boom with 800,000 births last year. ? More than 74,000 babies were born in Ireland last year, representing a slight fall at 16 births per 1,000 of population. ? About 33% of 2010’s Irish newborns were to single mothers, while 40% were to first-time mothers with an average age of 29.
- 8. Technology
- 9. Process
- 10. Competitive landscape Our company Café Press Crave Maternity Beautiful bumps Location HQ Ireland Kentucky USA Leicestershire Cork Ireland Operating in Ireland only International: UK, Australia, Canada, Germany, Spain, France and USA UK and Germany London store Distributed in the UK in John Lewis stores Cork Ireland Ireland UK Overview Online only store providing luxury T- shirts for mums to be in Ireland Gift website offering large variety of gift ideas. Can add your own design to their products. Can also sell your designs through them. Maternity boutique originally designed for ‘business bumps’ have now expanded to include all maternity wear. Range of maternity wear and accessories from a variety of European suppliers Vision: Create your own maternity wear ‘We create unique custom products that speak to customers on an emotional level. To us that means shipping delight in every box’ Bob Marino CEO Boutique maternity clothes with exclusive designs for style and comfort. One stop shop for sophisticated yet practical mums-to-be in search of expert advice and personal service. Product offering Range of maternity T- shirts Large range of goods that can be personalised Full range of maternity clothes for all occasions Maternity clothes and accessories Average costs 19.99 – 29.99 euros Short sleeve T-shirt: ?26.50 Delivery: ?5.00 Express delivery: ?17.50 Long sleeve T-shirt: ?28.00 T-shirt: 59 euros Online presence Online social community Sign up to special offers by email 849 followers on Google + Blog, Online brochure, Facebook, Pinterest Twitter, Google +, Competitions, Newsletter Facebook Added value Tracking 30 day money back guarantee Printed within 24 hours Size guides Delivery within 1-3 working days Ethics Ethical Sustainable source No ethical statements on site No ethical statements on site No ethical statements on site
- 11. Unique competitive advantage ? USP: Ireland’s only ‘create your own maternity T-shirt’ online service ? Luxury comfortable material ? Online community of customers ? No store overheads ? Good quality value for money ? Not your average maternity shop – design your own ? Full tracking and order updates ? Short delivery time (you’re only pregnant 9 months, can’t wait too long) ? Ethical - sustainable
- 12. Go to market strategy ? Online store offering custom made high quality T-shirts to mothers-to-be via a “drop ship style” ? Prelaunch of website - development of hype via social platforms, communities & videos ? Launch of website with special promotional offers - promote word-of- mouth marketing ? Creation of online brand advocates and communities via the positioning of company on related baby websites and forums ? Competitions, sponsorship, endorsements, fun competitions for a fun brand! ? Encourage customers to share their products on social platforms ? Inbound marketing via the offering of excellent informational blogs ? PPC campaigns aimed at specific target groups
- 13. 1. Google search Generic search terms used – “maternity clothes” 75% of users utilise search Average of 6 searches per purchase Articles and advice – generic search terms 2. Blogs and Forums Avg. 3 different sites visited, around 4 visits to each site 3. Return via brand search Brand searches or highly specific long-tail generic 4. Return and purchase Average 27 day user journey Or return via a display banner, Google Display Network or social Over 3 hours avg. research time Putting Mums T at heart of user journey
- 14. Blogger outreach driving word-of-mouth Social recommendations are a key part of the strategy. Although we have not factored in the sales impact of these recommendations within the first 12 months, we expect to see the branding impact take effect after three to six months, and begin to influence sales after 12 Providing free samples to key influencers will be a regular function of our strategy Already identified are: Rosie Scribble Frugal Family A Mother's Ramblings Being a Mummy Patch of Puddles Tinned Tomatoes Sunny Day Today Mama Mums T
- 15. Financial road map Product Unit Cost Quantity Unit Cost Est. Printing and Shipping VAT/Tax Total Cost Pre-Profit % Markup Profit Per Unit 1 ?2 ?10 23% ?14.76 67 ?10 Initial Business Set Up Cost Web Dev ?2,000 Mobile Site ?600 Mobile Licence ?800 Revenue Projections Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Paid Search Revenue (?) 427.26 430 435 440 445 450 455 463 468 475 482 490 Organic Search Revenue (?) 0 168.75 506.25 843.75 1518.75 2109.375 2160 2250 2340 2475 2565 2700 Social Referal Revenue (?) 0 20 50 100 150 250 300 300 300 300 300 300 Total (?) 427.26 618.75 991.25 1383.75 2113.75 2809.375 2915 3013 3108 3250 3347 3490
- 16. 0 1000 2000 3000 4000 5000 6000 7000 Organic Search Traffic Paid Search Traffic 0 50 100 150 200 250 300 Paid Search Sales Organic Search Sales Assumptions: Paid Search: 10% CTR at max CPC* *Higher than average, but niche market Organic Search: CTR changes according to position 449 key search terms used as basis x 2.5 to factor in long-tail Peaks at 6k Assumptions: Paid Search: 10% CR Organic Search: 4.5% CR Our Projections – Traffic and sales
- 17. Our projection - Search Revenue + Estimated Social Bonus 0 500 1000 1500 2000 2500 3000 3500 4000 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Paid Search Revenue Organic Search Revenue Social Referal Revenue Total Assumptions: ?10 profit on every unit sale Paid Search costs decline by 10% over 12 months due to bid optimisations and increased Quality Score
- 18. Summary ? We are Ireland’s first supplier of unique, good quality T- shirts for mums-to-be ? Our research shows there is a gap in the market for this product and, from talking to mums-to-be, we know there is a need and a ready and growing market ? Our business will grow through recommendations made through social media, and our website will make it easy to order and receive goods in a timely way ? So remember our name, Mums T, and contact the team for any queries at http://vlc.homelearningcollege.com/mod/forum
Editor's Notes
- #14: Average user journey 27 days