Travelot

Problem

Top 3 Problems you face

High costs

PRODUCTION COSTS We face big costs due to usage of expensive materials (non creasing+antibacterial silver fibers)
MARKETING COSTS
new on the market, need to advertise heavily

Competition

the sport clothing companies (e.g Queuecha or Decathlon) might copy our idea
or
Vistula/Ralph Lauren etc. might release a new line that would meet requirements of our clients

little experience?

Being leaders in the niche of elegant travellers clothes means we can make many mistakes
(lose customers/lose financial liquidity etc)

Solution

Top 3 Solutions to your Problems

Reducing costs + Big profit margin

Basing production in cheap labor regions -LATAM/ASIA

As we are not targetting cost-cutting audience, we can keep prices well above the market average
Additionally, we're pioneers, operating on a niche market

fighting Unfair Advantage

will be mentioned later in Unfair advantage part

+shops in airports (e.g shopping while waiting on transfer) will make buying OUR PRODUCT more convenient

Marketing research

We should conduct market research(Key metrics part) to gain knowledge about our customer's needs (how the needs differ globally)

+hiring experienced financial team if possible, to avoid loss of financial performance

Unique Value Proposition

Single, clear, compelling message that states why you are different and worth buying

You can forget about ironning - travel with style and comfort!

Our potential customers want to look good and stylish while traveling. It might be difficult with regular clothes. They can easily get dirty and wrinkled. Our UVP is that our clothes are made with fabrics that are anti-stained and keep the shape when wearing without any wrinkles.

Why buy from us, not from competitors

Our competitors like sport brands have in offer clothes which don't get dirty and wrinkled but often they can be worn just for doing sports, not casual occasions because they are not elegant. On the other hand, clothes from casual/smart brands are often not very comfortable for traveling and can easily be crumbled and dirty.
Our brand combine features from sport and elegant clothes that's why we are worth buying.

Unfair Advantage

Can't be easily copied or bought

registering design

EU+UK
(3yrs rule -unpaid)
>5years=needs copyright protection

objects like dresses, shoes bags cannot be protected by copyrights, but their design can (US market)

Avoid Cybersquatting

Trademark protection

"Supreme" logo case
(cannot be trademarked, according to the US patent and Trademark Office) Threat of Copies

patent rights

it is highly possible that with the growth of our company, we will invest in R&D actions. That will lead to inventing new materials with unique features, that can be used in our products.
+buying/selling licenses

trade secrets

soft ways to keep the competitive advantage
e.g keeping production and logistic chain secret

Customer Segments

Target customers

Women and men who are 18+ years old

no upper age limit because our clothes are versatile, elegant and fit many occasions, while keeping the essence-functionality

Travellers who value comfort, style, uniqueness and high quality

Sizes XS-XXL

Access for the whole world (airports)

For middle class

Products for travellers from middle class who are willing to look stylish and elegant for an affordable price

Business travellers

Young entrepreneurs (mainly start ups) increase in numbers, they value mobility and convenience

Normal business travellers-don't have time to go shopping
+small luggage space makes them cram clothes in (non-creasing feature very appealing)

Key Metrics

Activity that drives retention/revenue

Social Media (Instagram)

Followers engagement rate

Followers growth rate

Account impressions

Posts with the most interaction

Product survey

Facebook Ads

Cost per acquisition (customer, ATC, PUR)
Cost per click
Cost per mille
Return on ad spend
Relevance

Company and e-com

Yearly/monthly/weekly/daily revenue
Period-over-period growth
Costs (ads, manufacturing, employees, rents, interest, accounting, payment fees, shipping costs, ecommerce platform)
Taxes
Profit
Top products

Conversion Rate
Customer return rate
AVG Order value
Customer LTV

Brand

Brand awareness (tools like brand24)
Customer satisfaction through survey sent after purchase
Hands-on feedbacks from retail stores employees

Channels

Path to customers

Primary

Direct-to-consumer ecommerce that won't only be a revenue stream but a primary experience touchpoint

Secondary

Shop-in-shop collaboration with travel retail locations (luggage, agents, lounges, airplanes)

Wholesale distribution through agents/distributor for each market region

Cost Structure

Customer acquisition costs, distribution costs, hosting...

Startup expenses (9,2%)

Trademark (100%)

Registration fee (0%)

Cost of product (59,2%)

Cost of material (32%)

Production (32%)

Collection design & development (26%)

Office & storage (10%)

Shipping and logistics costs (1,4%)

Transportation (0%)

Shipping (100%)

Online purchase system (0%)

Marketing costs (26,6%)

Photography (0%)

Social media [Facebook and Instagram] (43%)

Online marketing [various ads, referrals and other activities to acquire customers] (57%)

Operation costs (2%)

Insurance (11%)

Accounting (15%)

Legal (74%)

IT/website costs (1,6%)

Website hosting and SEO (64%)

Domain registration (7%)

IT tech support (0%)

Computers, network and telephone (29%)

Revenue Stream

Revenue model, Life time value revenue...

The revenue is acquired in the form of sales

Website (e-commerce [direct selling])

Airport retail ([e.g. Duty-free stores] a key partnership with the brand)

Inflight retail (key partnership with aviation alliance, such as Star Alliance [e.g. airlines such as Lufthansa, SAS, TURKISH AIRLINES, LOT or UNITED] or the Emirates group).

The life time value revenue

The clothes are seasonal (Autumn-Winter and Spring-Summer), therefore, released twice a year.

Because of that, there's an expectation, that our consumers would purchase the product about twice a year.