Ryan Murphy

1
Lions Head Skis

• Ryan Murphy
• Jon Shenk
• Gary Behm

2
Category Definition

• Custom Ski Manufacturer
• Create custom graphics using the customers
  picture or design on every pair of skis
• This is an existing category
• There are completely customized skis and there
  are green skis but no other companies combine the
  ideas and make them affordable.
• Existing Competitors include Liberty, Folsum,
  Scotty Bob
• Other categories that will compete are other
  alpine ski companies, and fully customized ski
  companies.

3
Market Research- Secondary

• Online snow sport sales grew 23 in units and 12
  in dollars to finish the season at 547million
• The season 319 million of alpine equipment was
  sold in specialty stores
• Internet Stores had sales of equipment grow in
  march 24 in units and 17 in dollars.
• Sales were up in August to October 9
• In Colorado, 60,166,417 spent on alpine
  equipment last year

4
Primary Market Research

• 85 Said that they would want to own a pair of
  skis at some point.
• When asked where they would want to purchase,
  79 said in store with only 1 asking for online.
  
• 77 said they would be interested in designing
  their own ski graphics.

5
Market Research

• The trends in the winter sports market is towards
  online retailers, even though our primary
  research said otherwise.
• Even though the entire industry has falling
  sales, the online is still holding strong in its
  sales percentages.

6
Market Research Summary

• From our research, we found there is a market for
  our product, if we price effectively and are able
  to deliver a quality product at the right price
  consumers will be looking for it.
• Custom graphics is an untapped market
  opportunity, and if we are able to put our
  products into all channels of winter sports we
  will be very successful.

7
Target Market Selection Value Proposition

• Market Segments We can segment our market by a
  combination of the following factors age (young
  adult or adult), wealth (upper, middle, lower
  class), or ski experience (beginner,
  intermediate, advanced.) The buyer of our product
  will most likely be the end user as well.
• Value Proposition Our target market will find
  value in the opportunity to freely design the
  graphics on their skis, and also in the knowledge
  that they are purchasing an environmentally
  friendly product.

8
Target Market Evaluation

• Is the company a good fit for the market segment?
  (young adulthigh, adultmedium), (upper
  classmedium, middlehigh, lowerlow),
  (beginnerlow, intermediatemedium/high,
  advancedhigh)
• Do we understand the segment? We have the
  highest understanding of the young adult, middle
  class segment.
• What compelling need do they have that we offer a
  solution to? Young adults have the desire to
  stand out and be noticed, which our customizable
  graphics will allow for. Adults probably do not
  have this same desire.
• Does the segment have an ability to pay for the
  solution? The upper and middle class would have
  the highest ability to pay for our product, but
  it would probably not be affordable to the lower
  class.

9
Target Market Selection

• As our target market, we have selected young
  adults (ages 16-30) who are middle to upper class
  and are in the intermediate to advanced range.
• We are targeting this age group, because they
  have the highest interest in designing their own
  graphics.
• However, custom design is not cheap, so our
  product would not be suitable for many lower
  class people.
• Our skis will also be high quality/high
  performance, which will be more attractive for
  advanced skiers, who will be willing to spend
  their money on our product.

10
Positioning Statement

• For young, upper/middle class people who are
  advanced skiers
• Who are tired of the boring designs on their
  skis.
• Our Lions Head Custom Skis,
• Will provide a way for you to completely design
  the graphics on your new pair of skis.
• Unlike Folsom and Liberty Skis
• Our skis will be fully customizable, and more
  affordable.

11
Core Product

• We are offering custom skis that are still
  affordable for most skiers.
• The graphics will be customized to the exact
  specifications of the customer.
• The materials and manufacturing methods used will
  be green.
• The customer will be able to use an online
  interface to upload a jpeg file or customize
  graphics.

12
Other Elements of the Offer

• Green production and materials
• We will use bamboo wood as the core of the ski
  instead of foam or other non biodegradable
  products.
• We will use a manufacturer that is dedicated to
  using green manufacturing techniques
• Bundle our skis with a suggested binding.
• Partner with a binding company and suggest a
  binding with the checkout

13
Competitive Analysis

• Folsum/Scotty Bob Skis these skis are fully
  customized to each individual. They are very high
  quality, hand made skis that are great if you can
  afford them. With our skis, we hope to gain
  competitive advantage on the price tag. We want
  to be affordable for most skiers, not just a
  select few.

14
Competitive Analysis

• Liberty Skis These skis are made with green
  materials and their manufacturing plant is
  powered solely by green electricity. These skis
  are about as green a product as you can get in
  the skiing industry. Our skis will hopefully be
  just as green with the customizable graphics.

15
Promotion Plan

• We would like a professional skier to try our
  skis, and possibly endorse them.
• We could demo our skis at ski events and
  competitions.
• We could also have our product reviewed by one of
  the ski magazines.