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Table of Contents Pg 4: Introduction Pg 5: Brand Story Pg 6: Product Pg 36: Price Pg 38: Place Pg 40: Promotion Pg 44: People Pg 49: Conclusion
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Pivot The Introduction
Tablets and smart phones are littered with a variety of apps that you claim to use. However, where is that one app you just can’t find when you need it? One’s personal tablet organization system (or lack of one) is often the cause of much frustration as you swipe furiously across the screen in hopes of finding that one app. What if everything you needed was consolidated into just one app? What about an t with a broad scope that could easily incorporate into your own lifestyle?
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Pivot The Brand Story
Pivot is aimed to fit the lifestyle of a prep perfectly. From fashion to sports, this lifestyle app covers almost every area that one would need or want to know. It works in worlds – the first 2 being ‘The Mansion’ and ‘The Country Club’. In these 2 worlds, users would be able to explore areas or aspects of these worlds and interact with it. With enough interaction with the app, users could unlock new rooms and worlds that embodies the preppy lifestyle. Page 5
PRODUCT Page 6
Pivot Page 7
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TheMansion Wardrobe. Kitchen.
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The Mansion
Home sweet home. Here you’ll find spacious bedrooms with even bigger wardrobes, endless corridors, a kitchen envied by world class chefs and so much more. A prep’s home has everything they need and more. In Pivot, you would be greeted in the grand foyer upon entrance. Users would then be able to explore some of the rooms and interact with them. The first two rooms that users would be able to explore: the wardrobe and the kichen.
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Enter
The Main Entrance Page 12
Welcome to ‘The Mansion’! Click ‘Enter’ to proceed inside!
Kitchen
Grand Foyer
Wardrobe
Click on the buttons below to be directed to a room Page 13
The Wardrobe Page 14
The Wardrobe
Fashion Gateway The idea behind ‘The Wardrobe’ is to allow users to easily view and buy clothes from preppy brands, turning the t into an online shopping platform. The Wardrobe brings together high-end classic brands such as Ralph Lauren and Brooks Brothers as well as more affordable luxury brands such as Tory Burch and Vineyard Vines. The plan is to collaborate with these brands to provide them an additional point of sale to their main customer group and for Pivot to earn a percentage of the profits. This helps create revenue for the app even though it is free to download in the app stores.
Brooks Brothers
Ralph Lauren
Tory Burch
Vineyard Vines
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Mobile Retail
“Apps encourage shoppers to ‘love’ brands” -Adobe According to InternetRetailer.com, they found that consumers spend more time interacting with online retailers on their smart phones and tablets than on desktops. An overwhelming 55% of the time spent with online retail in June 2013 had occurred on a mobile device.
Photos from Ralph Lauren, Tommy Hilfiger, Brooks Brothers, Lacoste and Tory Burch advertisements and catalogues.
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Professionals encourage retailers to continue to invest to make sure they get their mobile offerings right, or they would risk alienating customers and leaving significant money on the table.
Brands
Wardrobe
Select the brand you would like to view Page 17
Ralph Lauren Merino Wool Crewneck Tank $295.00
Wardrobe Page 18
Sheer- Yoke Crewneck Tee $495.00
Silk- Cashmere Sweater $595.00
Scroll down to view more products. Swipe to the left to look at ‘mens’, ‘womens’, ‘kids’... etc
Ralph Lauren Lacquered Cable- Knit Cardigan Price: $1295.00 Style # 319215
This modern shawl cardigan is cable-knit from luxurious silk and designed with a glamorous lacquered finish. - Ribbed shawl collar. Applied buttoned placket - Long sleeves with ribbed cuffs - Patch pockets at the front - Ribbed hem - 100% silk. Hand wash. Imported.
SIZE
Wardrobe
Details of the product. Select size, colour and add to cart to purchase.
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The Kitchen Page 20
The Kitchen
The Preppy Cookbook Scrumptious meals don’t have to be prepared by your award winning chef. Pivot provides you with the simplest mouth watering recipes straight from the newly released “The Preppy Cookbook” by Christine E. Nunn. The Preppy Cookbook would guide you, step by step, in creating a kitchen and a world that exemplifies the preppy lifestyle. Users would be given 25 free recipes at first, but would need to pay to get the rest of the 100 recipes available.
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The Preppy Cookbook
“Preppies are people who love the classics” -Nunn “The Preppy Cookbook” is a tongue in cheek guide book written by Christine Nunn which emulates the style of the 80’s classic “The Official Preppy Handbook”. In the book, there are 125 recipes available that is said to cater to any occasion. Pivot plans to collaborate with Christine in order to make this recipe book available to people searching for recipe apps. This would open a new segment of market for her and thus, is likely to bring in more profits. Recipe apps is increasing in popularity as most find it more convenient to use their tablets while cooking. In order to introduce the cookbook to users, Pivot would offer 25 free recipes initially. Following which, users are welcome to purchase the rest of the cookbook at the usual retail price of $15.60.
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Preppy Cookbook Lobster Rolls This recipe is for a traditional lobster roll. The fresh lobster meat and the split top hot dog roll, well buttered, are the stars of the sandwich.
Ingredients 2 bay leaves 2 1/2 pound lobsters 1/2 cup good quality mayonaise 1 stalk celery, finely chopped Juice of 1/2 lemon 2 tablespoons salted butter, softened 4 new England hot dog buns
Kitchen
Easy to navigate recipes straight from “The Preppy Cookbook�!
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Country Club Tennis. Golf.
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The Country Club
Home away from home
Welcome to the country club! May I interest you in a game of golf? Perhaps some tennis? The country club is essentially a Prep’s home away from home. They are here almost every weekend to have a meal, play some sports and basically relax. The club is host to a variety of activities that one can enjoy. Likewise, Pivot would like the user to use this app while they are at the club with a variety of systems that would help improve a prep’s stay. Sports such as tennis and golf would be the first two activities to be opened to users. As users interact more with the app, other activities would unlock as well.
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Enter
Country Club Page 26
Click ‘Enter’ to start exploring the different activities available at the country club!
Tennis
Foyer
Golf
Click the activity you would like to explore! Page 27
Tennis Page 28
Tennis
Set point Tennis is one of the activities that is available for users to explore. This sport is widely regarded as a preppy sport due to its exclusivity ever since the beginning of tennis. In Pivot, users would be able to easily pull up the tennis ways and rules should they ever need it. Following that, they would also be able to record a video of their own tennis strokes and compare it to that of professionals. This would allow them to know how and what to improve.
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The Rules Serving
Players stand on either end of the court, and the server serves diagonally cross court. The ball must go in the service box, and not in the doubles alley. For each point, the server must change sides, moving from the left side of the hash mark, to the right side.
Receiving
Receivers can stand anywhere past the service line on the diagonal side of the court
Doubles
If playing doubles, the doubles alley is considered part of the court (other than serving). When playing doubles, players on one team switch sides on their half of the court, as only one player serves per game.
Rules Page 30
Settle any dispute quickly by bringing up our tennis rules guide.
Film Me
Film Me
Compare your strokes with that of a professional’s and improve your game
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Golf Page 32
Golf
The putting green What makes a country club unique: Their golf course. No two courses are the same, which is what makes the game all the more enjoyable. A golf course usually consists of nine or eighteen holes, with play starting at teeing ground and ends when the golfer gets his ball into the hole. In Pivot, we aim to be a user’s right hand. Like Tennis, Golf would also feature a ‘Film Me’ section where players can compare their swings to that of a professional’s. Similarly, Golf rules would also be available.
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The Rules Tee Shot
Play your tee short from between, and not in front of, the tee markers You must play your tee shot from up to two club - lengths behind the front line of the tee markers. If you play your tee shot from outside this area: - In match play there is no penalty, but your opponent may require you to replay your stroke provided he does so immediately - In stroke play you incur a two stroke penalty and must play a ball from within the correct areas.
Rules Page 34
Settle any dispute quickly by bringing up our golf rules guide.
Film Me
Film Me
Compare your swings with that of a professional’s and improve your game
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PRICE Page 36
Price
Wallets out Pivot would be free to download for all users with the first two worlds and two rooms / activities available. However, there are some in app purchases that customers could choose whether or not they would like to pay for. In ‘The Wardrobe’ users would only have to pay if they decide to buy a product. In which case, profits would be split - whereby Pivot would earn a small percentage. Likewise in ‘The Kitchen’, users would only have 25 free recipes. Should they want more, they would have to pay $15.90 for it. If users would rather not wait to unlock the worlds, they could pay to have it instantly available for them to explore. The same goes for more rooms and activities.
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PLACE Page 38
Place
App Stores Pivot would be available for download in both Apple itunes app store and Google android play store. A popular occurrence nowadays is for places like country clubs to have ipads at their cafĂŠs or bars for customers to use. Pivot could collaborate with these clubs to ensure that the app is downloaded on to those ipads so as to allow customers to use it whenever they like.
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PROMOTION Page 40
Promotion
Advertise us! Pivot is a completely new app that needs to get the word out about its existence. Before Pivot, there were no apps about the prep or preppy world and lifestyle. Promotion is needed to make people aware that such an app now exists. Promotions would occur mainly through collaborations with different brands, clubs and people of influence.
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Country Club
One promotion method is to collaborate with country clubs. Restating the fact how there are some country clubs that have ipads available at their bars and faces for their patrons to use, Pivot could seek to have the app downloaded into all of these tablets. This would allow us to reach and be exposed directly to our target customers. Another collaboration would be to make a new world just for that country club so that members of the club could download it. Their world could include maps of the area, special events and news. Only members of that specific club would be able to download this new world. Thus, making this more exclusive for the members.
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Fashion Brands Collaborating with fashion brands would also help to promote Pivot. In wardrobe, Pivot would potentially be collaborating with preppy brands such as Tory Burch and Vineyard Vines. The brands could consider designing a special line that is only sold exclusively on Pivot. This way, it would benefit both parties with more sales for the brand and heightened brand awareness for Pivot.
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PEOPLE Page 44
People
Represent. Who would be the ones to represent our brand? Why not preps themselves who lived, breathed and wore the lifestyle. I scouted down the top preppy style blogs and narrowed it down to a few. Another collaboration could be done between these blogs and Pivot. These preppy bloggers who have their own fan base and following could be Pivot’s brand ambassadors. Realistically speaking, a new app such as Pivot would probably not be able to get big celebrities to endorse the app. As such, bloggers who could be seen as mini celebrities would be perfect for the brand.
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The Bloggers
Julia from Lemon Stripes & Reggie James from The Preppy Scholar Lemon Stripes was established in 2010 where it features the daily life and adventures of a New Yorker. The blog not only features topics about style, but also about cooking and sports as well. The combination of these aspects makes the blog very much like Pivot’s overall aesthetic and captures what our app is about. The Preppy Scholar was founded in 2013. It is a site where everything preppy is posted: from style, music to travel. The site, focuses very much on the preppy aesthetic, which is the whole idea and purpose of Pivot.
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Lauren Wynns & Van Bloys from Necessary & Proper
The Bloggers
Necessary & Proper follows the daily lives of Lauren Wynns and Van Bloys, Washington DC natives. The site started in 2011 and has grown into a brand since then, with numerous articles and fans following them. Their style is very much preppy and so are their lives. Pivot would need brand ambassadors who actually live the life of a prep and would be able to convince the rest of our target market to download it.
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The Conclusion Pivot is an and a brand that is tailor made to fit a prep’s lifestyle. I believe that Pivot would do well in the market as it is truly one of a kind and thus, would be able to dominate and monopolize the preppy app industry. By looking at the Product, Price, Promotion, Place and People through this booklet, you would hopefully have a better idea of what the brand Pivot stands for and hopes to achieve. Following the release of this app, I would like to see Pivot expand beyond just an app and turn into an actual brand that would sponsor events such as sports games or charities. The future of Pivot is to see it grow exponentially to be a much needed tool and a right hand to a prep. In every corner of the world and available in multiple languages, to connect the preppy lifestyle together.
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