NATASHA Robinson
Marketing & Public Relations
UNDER1HUNDRED
About
Outfits of the Month
Thrifty Threads
Shopping Guide
Submit
Fashion Website
UNDER1 HUNDRED
UNDER1HUNDRED UNDER1HUNDRED is a website that showcases the trends of first and second hand fashion into one overall look. You will learn about where people think fashion is going and even make new views for yourself. Even though San Francisco is known for it’s landmarks, such as the Golden Gate Bridge and Alamo Square, it is also known for it’s diverse culture in fashion and innovator of new trends in the world, no matter what it may be.
OUTFITSOFTHEMONTH Sometimes you see an outfit and you say to yourself, “I just gotta have it,� but it is either too expensive or impossible to find. Well, fear no more, this section is dedicated to helping everyone find an outfit or garment that they think is nearly impossible to find. Each day there will be a new outfit that you can view and of course it will be under $100. Most of the inspiration looks that I find are from lookbook.nu and of course if you find an outfit that you would like me to re-create at under $100, just go to the submit tab and shoot me an email with the image and the source and I will do my best to find what you are looking for.
THRIFTYTHREADS Thrifty Threads showcases outfits that are under $100 from head to toe. All the people featured are local Bay Area students, designers, artists and Eco enthusiasts. With more fashion consumers buying from vintage and second hand stores there has been a huge rise in consumers wanting to know what their clothing is made of. All of the outfits that are featured in Thrifty Threads are under $100 to help show how any style can be created at an affordable price.
SHOPPINGGUIDE The Shopping Guide section of the website is a hub for all the Thrift store, flea markets, retail stores and e-commerce stores that are the best for finding outfits that are under $100. For thrift stores there are all the main ones for each State and for flea markets there is a link which will direct you to a world wide directory.
SUBMIT The submit section of UNDER1HUNDRED is for readers to contact me for information. Readers can submit a picture of an outfit they want me to feature on ‘Outfits of the Month’ or send their own outfit that is under $100. UNDER1HUNDRED also takes inquires from people who live in the bay area and want to be photographed for the website.
Product Development
Ashley Watson
FOR DOONEY & BOURKE Concept and Design by Natasha Robinson l FM3323 Product Development AICA-SF
About Proposal Dooney & Bourke has recently been pushed to the back of the handbag market. A brand extension that incorporates the new found Eco movement could help them to regain their customer base while also broadening their reach to new demographics. This project proposes a collaboration with Canadian handbag designer and Eco fanatic Ashley Watson. By using her design knowledge of recycled leather and organic cotton she could work with Dooney & Bourke to create unique Eco-conscious bags. Although there is a lot of co-branding happening in the fashion world there are not many collaborations that focuses on recycled leather for high end accessories. Since there is a rise in the Eco movement and recycling is something that is in need in every area, i believe that creating this co-branding will not only help Dooney & Bourke get back into the market, but also help Ashley Watson create a larger customer base in the U.S.A. Ultimately, this brand extension would help to raise awareness of how recycling fabrics/clothing can help save the environment and provide excellent new products for the market place.
Dooney & Bourke
Ashley Watson
Dooney & Bourke was created by Peter Dooney and Frederic Bourke in 1975. They started off small with surcingle belts, and classic suspenders. Then, in 1981, they branched out into the handbag business with the release of the Tack Case and the Equestrian bag. The collection was soon sold at Nordstrom, Brook Brothers, Saks Fifth Avenue, and their own Company Store in Norwalk, Connecticut.
Vancouver based designer Ashley Watson and her staff design and handcraft one-of-akind leather products exclusively from recycled materials. In early 2005, Ashley started designing handbags with recycled leather. She was inspired by the original features of soft and gently worn jackets purchased from the local charity thrift stores. She took these features, such as pockets and seams, and applied them to create a unique bag or wallet.
The most famous of their collections, the All Weather Leather, was launched in 1983 along with the introduction of their famous Duck logo. The All Weather Leather is 100% waterproof and is made from cowhide. Using the cowhide helped inspire the duck logo because water sheds from these bags like it does off a duck’s back.
Ashley has an extensive background in studio art. She knows how to bring an innovative and environmentally sound approach to fashion design. She strives to make products that are practical, sophisticated and, above all, distinctive in the market.
Dooney & Bourke have many different collections of bags and silhouettes. Although they are mostly just a handbag company now, they still sell shoes, wallets, and key chains
http://www.dooneyandbourke.com
Her handbags started retailing in Vancouver and have been sold in stores across North America, and are now available in select stores in Europe, Asia and Australia.
http://www.ashleywatson.net/
Target Primary
Secondary
Age: 18-25 Household Income: $60,000+ Metropolitan Area Dating Seriously Green Party One dog No kids
Age: 26-35 Household Income: $110,000+ Metropolitan Area Married Independent One dog Thinking about kids
Demographics & PyscHographics She lives close to a city, no more than 20 miles away. She has an Eco friendly lifestyle and healthy eating habits. She makes sure that one of her everyday tasks is to help the environment. She doesn’t life to spend excess amounts of money on something that is not worth the amount. If something is either good quality or is for a purpose, she will splurge. Recycling is a big part of her life and works for an Eco friendly business. Her purse is a big accessory to her attire because of her busy life. She needs a good solid bag with
room. Her purse must hold all of her necessities. She makes time for her friends and her boyfriend. She makes time for her friend and her boyfriend. She manages her time well enough to have time for her work, friends and relaxation. Overall she is a well rounded woman who cares about what her products are made of. She makes sure that when she does purchase a product, her money is not only going toward something for her, but also for the environment.
BRANDING Box This new collaboration will encourage current clients of Dooney & Bourke,and Ashley Watson to grow closer to each brand. The branding consists of: • Box made of recycled fibers for purchases. • Thank you for your purchase card. • An information handbook about the concept of this collaboration. • Guide book for how to care for recycled leather and also what your handbag used to be. • Bags made from recycled paper with the brand’s main picture of the cattails on a lake side. This image was chosen because it relates both to Dooney & Bourke’s hunting aesthetic and to Ashley Watson’s recycle and Eco aesthetic. • Hang tags are simple, with a textured recycled paper featuring the logo and “100% recycled leather” on the other side.
Hang Tag
t okle o B al tion a rm Info
We want to provide as much new information to the consumers as we can, making more people aware of the Eco trend and also how a simple change can make a huge difference to the environment.
e uid G re Ca Shopping Bag
Trends Recycled Leather “The process of recycling leather involves treating and recycling leather residues that are discarded by tanneries and other leather product industries and using them in the production of composite materials.” To recycle leather, the residues and scraps must first be shredded. Next, the blend is pressed between metallic molds of various shapes and sizes or directly on sublayers to form plywoods (flat sheets of wood), and then structured into the desired item. The final product has a very polished appearance and there is no need for any additional finishing. Recycled leather products are aesthetically pleasing, soundproof, and even have heat insulation properties. Recycled leather can be used in a variety of ways, from furniture to floor tiles to car interiors and have the look of natural leather.” With a little creativity, and the use of conditioning products, dyes, and crafting supplies, you can recycle and repurpose many old leather products into a brand new, useful item.
Recyclable leather items: • • • • •
Luggage Purses Pants Shoes Gloves
• Wallets • Jackets • Skirts • Belts • Furniture
Eco Information Sustainability OF recycled leather
Leather recycling is being taken one step further by the manufacturing industry. Companies are becoming very conscious of the impact their processes have on the environment. They utilize procedures that minimize harmful emissions and save energy. These companies use natural rubber to bond the leather scrap, reducing the need for any harmful chemicals or harsh glues. They use natural tanning oils and vegetable tannins to color recycled leather products and are able to achieve the desirable appearance of full grain leather, all while avoiding the use of any toxic metals. This process results in a highly flexible and breathable recycled leather product that can be used for the most delicate of leather items, including upholstery and clothing.
Sustainability
• Consumers have become more aware of companies and how they can impact the environment. • Consumers are currently very Eco conscious. • With consumers becoming aware of the Eco movement, more companies have made it a commitment to use products that are recycled, organic, and even biodegradable.
Social Responsibility • • • •
Recycling all business supplies Donating to local fundraising for the environment Making sure all employees have good benefits More digital, less paper
http://www.brighthub.com/environment/green-living/articles/91891.aspx
Inspiration Fall 2011 Trends The Fall 2011 trends are inspired by natural elements around the world. The silhouettes consist of stiff boxy structures and loose travel style structures, playing around with shape and form and re-evaluating the design attitude of structure. Handbag designers now rethink design by paring down and focusing on the essential qualities; design and assembly components that can be rearranged and interchanged to create multifunctional products with a personalized aesthetic. Most are inspired by the past, present and future simultaneously. Approaching design by embracing the past and updating it with advanced technologies; reinventing old traditions and techniques through modern leather and materials, then juxtaposing cultural references for a unique aesthetic. Using minimal hardware helps to keep the natural aesthetic of the bags.
Main Colours:
Many shades of brown, tan, green, blue, cream, and a golden yellow.
Main Styles:
Shoulder, hand held, clutch, tote, saddle bag, flap tote, shallow shopper, new tote, backpack, and book bag.
Archaeological
Fall 2011 Products
Whimsical
Archaeological Fossilized plants, world map prints and patterns. Shell formations, flattened foliage and a palette of warm neutrals, rusts and mauves. Silhouettes consist of casual, elongated shoulder strap purses, rucksacks, and travel bag features. With an added detail of Boho chic and 70’s shapes. Whimsical Feather and feather prints and patterns. It takes from Ashley’s aesthetics and mixes them into the collection. Tote and framed bags with a ladylike look. Mauve colours and travel styled silhouettes, such as a tool bag and a clean-cut tote bag. These all have minimal or no hardware.
Aquarelle
Aquarelle Originated from a style of painting using thin, typically transparent, watercolors. Nature motifs and natural colours give these bags an exquisite look. Different styles of tote bags, prim and proper boxy shoppers, even canvas bags, and handheld shoppers Natural Instead of prints and pattern, a more natural colour scheme is utilized. A variety of squashy silhouettes makes for a comfortable bag. Roomy purses with a shapely look. Silhouettes such as the urban duffle. Polished hardware contrasts with the relaxed construction.
Natural
Line sheet Natural
Style #DB1001-20 Description: Urban duffle Fabric:100% Recycled Leather Retail: $245
Archaeological
Style #DB1001-21 Description: Roomy shoulder bag Fabric: 100% Recycled Leather Retail: $220
Style #DB1001-22 Description: Shoulder bag Fabric: 100% Recycled Leather Retail: $230
Style #DB1001-23 Description: Pocket shoulder bag Fabric: 100% Recycled Leather Retail: $215
Whimsical
Style #DB4001-30 Description: Slouch travel bag Fabric: Recycled Leather and Cotton Retail: $260
Style #DB2001-01 Description: Pocket backpack Fabric: Recycled Leather and Cotton Retail: $243
Style #DB2001-02 Description: Drawstring duffle Fabric: Recycled Leather and Cotton Retail: $212
Style #DB2001-03 Description: Saddle pack Fabric: Recycled Leather and Cotton Retail: $198
Style #DB2001-04 Description: Buckle backpack Fabric: Recycled Leather and Cotton Retail: $257
Style #DB2001-05 Description: Camera case bag Fabric: Recycled Leather and Cotton Retail: $215
Style #DB3001-11 Description: Hand held shopper Fabric: Recycled Leather and Cotton Retail: $255
Style #DB3001-12 Description: Tote bag Fabric: Recycled Leather and Cotton Retail: $170
Style #DB3001-13 Description: Tote bag Fabric: Recycled Leather and Cotton Retail: $215
Style #DB3001-14 Description: Tool bag Fabric: Recycled Leather and Cotton Retail: $280
Aquarelle
Style #DB4001-31 Description: Tote bag Fabric: Recycled Leather and Cotton Retail: $230
Style #DB4001-32 Description: Long strap tote bag Fabric: Recycled Leather and Cotton Retail: $245
Style #DB4001-33 Description: Travel bag Fabric: Recycled Leather and Cotton Retail: $243
Style #DB3001-10 Description: Boxy shopper Fabric: 100% Recycled Leather Retail: $240
Online Dooney & Bourke’s current website already has a tab for ‘Exclusives’. This is where the current website will showcase the bags from the collection. The web site will list all bag measurements, the material, and the current selling price. There will be an inspiration page to let you know what this collection consists of and information about recycled leather. Ashley Watson will also have the collection featured on her website. Come join us celebrate the new collaboration between vintage and recycled. A old style meets a new generation There will be a giveaway held at Macy*s on August 25th, 2011. Available online and in stores August 2011 www.ashleywatson.ca www.doneyandbourke.com
Roomy Shoulder Bag
Tote
Slouch Travel Bag
Saddle Bag
The aquarelle bag
In Store Flyer A month before the collection comes out, a postcard sized flyer will be distributed in stores. This card is 3 inches high by 5 inches wide on thick, glossy card stock. The associates will put a card in each of the customers’ bags and explain to them how both companies are excited about collaborating on this collection. This is a way to make sure clients are aware of what is to come before it reaches the market place. This product will become popular by word of mouth.
Advertising Print advertisements will be a two page spread featuring pictures that go with the different parts of the collection. It will be featured in Coco Eco, Boho, Allure, Elle, Vanity Fair, and other fashion/Eco magazines. The magazine advertisements will run two months prior to the release of the collection and for the following two months.
Catalogue Development
Concept and Design by Natasha Robinson l FM4400 Catalogue Development AICA-SF
BHLDN Online Shop 5000 South Broad Street Philadelphia, PA 19112 Attn: Customer Support
PRSRT STD US POSTAGE PAID URBAN OUTFITTERS DIRECT
www.bhlnd.com
ABOUT
Love is not love Which alters when it alteration finds, Or bends with the remover to remove: O no! it is an ever-fixed mark That looks on tempests and is never shaken; It is the star to every wandering bark, Whose worth’s unknown, although his height be taken. Love’s not Time’s fool, though rosy lips and cheeks Within his bending sickle’s compass come: Love alters not with his brief hours and weeks, But bears it out even to the edge of doom. If this be error and upon me proved, I never writ, nor no man ever loved. - William Shakespear
BHLDN, a new brand added to Urban Inc company, recently just launched their website to the public along with the first collection of wedding attire and accessories. With there being so many wedding brands out there BHLDN wants to make sure they get the recognition this new brand deserves. “BHLDN’s roots are with Anthropologie, so a passion for experience and creating one-of-a-kind moments runs deep. But our offering speaks more to the not-so-everyday occasions—ours is a voice that celebrates a woman’s most anticipated milestones. And one that gives tradition a twist. With the launch of a BHLDN catalogue would help them gain more customers since they are only an online retail store currently. The benefits that will come from the catalog will help this new company tremendously.
ethereal monarch gown
ribboned silk gown
Hundreds of appliqued butterflies swarm this airy organza dress from shoulderkissing neckline to A-line hem. Elegant folds at the bodice gently accentuate the bust and narrow the waist, for a fit that’s flattering on all body types.
Some may call it sleek; others, sexy. We personally think this gown is va-va-voom-y, but only in the best romantic sense. Texturally complex, with rawedged silk habotai panels playing against cascading georgette ribbons. Cut on the bias, with a floor-skimming hem.
Price: 3,200.00
STYLE #19593912
Ribbon Silk Gown $1,600
Price: $1,600.00 STYLE #19593714
STYLE #19605120
pinwheel tea dress
tulle er a dress
Looking for a dress that lives up to your level of sass? Then we recommend this little firecracker, made of lustrousyet-slubby silk dupioni in the most covetable shade of buttercream. Designed just for us with a pleated bodice, swirling pinwheel appliques and countless layers of tulle.
Appliqued and beaded by hand, with jeweled buttons dotting the V-back and three-quarter sleeves, this bygone-era frock features a ruched band of silk taffeta at the waist and a voluminous, below-the-knee scalloped skirt. Button closure.
Price: $1,400.00
Price: $2,600.00 STYLE #19898402
Burnished Organza Gown $1,4000
STYLE #19594118 Tiered Tulip Gown $2,4000
greenbow lace gown Undeniably bohemian, Tracy Reese’s floor-length crocheted lace design is dotted with globe buttons and encircled by grosgrain at the waist; a keyhole nape makes for dramatic exits—simply tuck a wildflower behind your ear for maximum effect.
GOWNS
STYLE #20683199
Price: $600.00
cascading goddess gown A l l at once st r uctured a nd freefor m, t h is Cat her i ne Dea ne dress is sk i r ted w it h a sy m met r ica l w isps of f luid ch i ffon beneat h a l i nea r bodice. Fa l ls to t he f loor. Under w i re bust cups.
STYLE #20316915
Trimpted Pavor Gown $4,000
Price: $1,600.00
starburst pleated dress
tethered dots dress
indigo mist dress
filigree cupcake dress
We love the simplicity and wear-again practicality of shifts; this silk-linen one has those qualities, but is finished with unexpected pleating at the side that pulls the eye to the sash-nipped waist and lends just a bit of movement to the straight skirt below.
Dotted with raw edged appliques, our floaty silk habutai sheath, hued the peppiest shade of lemongrass, drapes gracefully around you before curving into a tulip hem. Soft ruching and an origami bow draw the eye to your waist.
Raw-edged chiffon ruffles create slim flourishes on James Coviello’s design; saffron-hued lining glows from within. Falls to the floor. Side zip.
Who can resist a tiered twill dress embroidered and appliqued like a rich iced petit four? Surely not us. Falls above the knee with side pockets. Interior zip corset with bust cups.
Price: $200.00 STYLE #19610377
Price: $300.00 STYLE #19630862
STYLE #19988690
gin fizz shift
citrine rose peplum dress
savoy dress
A mod mini of sheer silk, garnished with crocheted daisies and a slice of citrine habutai. Falls above the knee. Buttoned nape.
J.Coviello’s dress immediately caught our collective eye. We couldn’t believe the amount of detail that was poured into such an easy, knee-length silhouette - from a sequined scoopneck and peplum to velvet bow-bedecked straps and a petal-rich applique.
A swingy, four-season dress that suits a variety of body types. We love how the sheer neckline, ruched sweetheart bodice and bow-tied band complement each other to showcase the with waist a streamlined shape. Complete with a double-layer, kneelength chiffon skirt.
Price: $450.00 STYLE #19610450
DRESSES
STYLE #202522003
Price: $650.00
Price: $220.00 STYLE #20432217
sculptur al corset dress With its tight, textured pleating at the bodice and threedimensional flounce at the waist, this truffle-hued “crepe de chine” piece recalls a fineart composition. Exposed back zip.
STYLE #19631274
Price: $380.00
Persephone Shift
Sunroom dress
Elbow-length bell sleeves paired with an elevated hem and substantial lace are just the things for spring and summer celebrations.
Crisply pleated and tiered, There Is Only You And Me’s cheerful halter dress is perfect for daytime soirees filled with light and sparkle. Customize your look with the removable halter and grosgrain sash.
Price: $220.00
Price: $400.00 STYLE # 24090631
STYLE #24156853 Fine Line Dress
Marchioness Dress Reminiscent of both ancient Greece and old Hollywood, Quillaree’s one-shoulder frock gets a touch of polish with a structured belt at its waist and soft pleats for its skirt
Price: $350.00 STYLE #24113383
Price: $1,000.00
Price: $400.00 STYLE #20251922
Hitherto pairs a clever fit-andflare silhouette with a coy cutout back for a silk taffeta frock that floats effortlessly between demure and daring.
STYLE # 24437071
Price: $220.00
SHOES US
From Top Left: Firework Fringe Slingbacks $240; Mixed Posy Wedge $160; Shimmering Lattice Skimmers $240; Diamond Dust Sandals $200.
From Top Left: Bow Topped Slingbacks $310; Moonlight Peep Toes $300; On-aWing Heels $480; Jelly Slingbacks $190
From Top Left: Elopement Pumps $340; Torsade Peep-Toes in Teal/Grey, Purple, and Lilac/Grey $180.
From Top Left: Agave Peep Toes $350; Threshold Slingbacks $320; Flouncy Peep Toes $190; Beaded Brocade Slingbacks $310.
UK
AUS
EUR 35
5
2
3.5
6
3.5
4.5
36
6.5
4
5
36.5
7
4.5
5.5
37
7.5
5
6
37.5
8
5.5
6.5
38
8.5
6
7
38.5
9
6.5
7.5
39
10
7
8.5
40
SIZE
XS
S
M
L
NUMERIC
0-2
4-6
8-10
12-14
BUST
33-34
35-36
37-38
39.5-41
WAIST
25-26
27-28
29-30
31.5-33
HIPS
35-36
37-38
39-40
41.5-43
Business Ownership
CraftyKnot.com Concept and Design by Natasha Robinson l FM4430 Business Ownership AICA-SF Š Lindsmae
Company Information
Vision
We believe that when designing a wedding, couples need unique, handmade goods and services that are made with passion, love and care.
Mission
Our mission is to provide an online resource that connects engaged couples, wedding planners and Artisans from all over the world; in doing so we give visibility to small production designers and skilled Artisans who are passionate about handmade wedding items and services. This ensures that couples can express their passion and love in their wedding, in a way that is unique to them.
Values • • • •
To ensure that people choose handmade over mass-produced items. Make sure Artisans expand their sales. Let people know that they can reduce their budget with handmade items. Allow couples to express their passion and love through unique wedding items and services. • To create a global marketplace from which people buy their wedding items.
The Market Segment
THE BRIDAL INDUSTRY IS RAPIDLY GROWING EACH YEAR ACCORDING TO FOX BUSINESS. There is such a high demand for wedding services and products, which makes competition often steep in the industry. People tend to lean towards more expensive items and services when planning their wedding, but in reality there are far better items and services that are less expensive and that also help many people within the industry. Facts • In the United States alone there are approximately 2.5 million weddings a year and the industry has grown 40 billion dollars per year. • Engaged couples are spending less on their wedding now than in 2009 and that is partly due to the rise of handmade and DIY aesthetics and items. • Most weddings now contain at least one DIY element which makes for a booming marketplace for Artisans. • The Internet has made it possible for people to communicate and sell on a more broad spectrum. • The Internet has brought crafty people to a whole new market, making their items sellable all over the world by advertising on websites. • The DIY market has only begun to reach its potential and will continue to grow as consumers become more aware of how it impacts the environment and people. • With the Wedding Industry being comprised of a variety of vendors that provide services for creating a wedding event, a central resource is needed for easy consumer access. • During this intimate time in their lives, engaged couples are accessing the internet as an immediate resource for planning their special day.
Location About
The Bridgecourt Apartments is a prime location for CraftyKnot.com because the Owner and creator lives here and has access to everything that is CraftyKnot.com. We are located right over the Bay Bridge and near many craft related fairs and other businesses such as Starbucks, Office Max, Best Buy, Michael’s, Target and the Market. This location is also a tax write off and will help benefit the owner tremendously.
Address
1321 40th Street #233, Emeryville, CA 94608
Map
• CraftyKnot.com’s office has tons of parking in front of the shopping area and it is not just for customers. • Starbucks is located across the street for meetings. • Ikea is located close by so if CraftyKnot.com needs office furniture. • Office Max and Best Buy are in the next parking lot over from CraftyKnot.com • Trader Joes and Safeway is within walking distance where snacks and beverages could be purchased.
© L auratrevey
Empathy Map Artisan
Thinking &Feeling Make a Living keepsake customers $$ REPUTATION network don’t be a sellout crafts HAPPY Seeing Opportunityendlessly creative etsy CRAFTY PEOPLE potential Gains Expansion customers BRANDING WORLD WIDEpostive feedback support ECO FRIENDLY © A Beautiful Mess
Hearing SELL THIS customize how did you make this inspiration MUSIC Pains mass production personal website TIME MAKE A LIVING second job
Bride &Groom
Thinking &Feeling Saving Money stressed OMG Most important day of my life UNIQUE so much to get done Seeing Crafts love CREATIVITY money saving ideaslovebirds possibilities HAPPINESS Gains UNIQUE not pricey less stress gif ts for others Thoughtfulness Š Lindsmae
Hearing ideas from family etsy Wedding plans MUSIC memories Pains making everyone happy MONEY pricing family expectations arriving on time happy
Business Model Canvas
Customer Segments
Artisans Brides & Grooms Wedding Planners Š Getty Images
Artisans The Maker Being the maker of all things crafty and unique the makers are among our top customers. They are the ones who help drive our other customers, Brides & Grooms and Wedding Planners, to our site. On Etsy there are over 10 million members and 800,000 active shops; although they are probably not all for weddings they can all closely intermingle with what it takes to make a wedding. There are over 10 million items listed on Etsy making a booming statistic for how many Artisans are out there. Artisans sometimes do not get the recognition and access to their customer that they deserve but with Etsy and The Handmade Marketplace they will get that exposure they deserve especially since from 2005 merchandise sales at Etsy have nearly jumped $300 million a year.
Š A Beautiful Mess
Š A Beautiful Mess
Brides & Grooms The Users The Brides & Grooms are the people that are in charge of what is going to be in their wedding. With 2.5 million weddings per year, that makes for a lot of Brides & Grooms. This segment is the best for business because they can still essentially look through the website and find ideas for their wedding. The Brides & Grooms are the people that are the middlemen between the Artisans and the Wedding Planners; they can talk to both of them and figure out the conflicts that need to be resolved.
Š Ashley Maxwell Photography
Š Ashley Maxwell Photography
Wedding Planners The Finders Wedding Planners are the finders because they talk to the Brides & Grooms to help figure out what they are looking for. Sometimes they even mention that they should have a DIY idea within the wedding. Wedding Planners stay on top of current trends and now even specialize in ‘Green’ weddings and DIY aesthetics. Wedding Planners know how to take the ideas from the Brides & Grooms, and then use the items made from the Artisans to really create a unique wedding.
© A Beautiful Mess
© A Beautiful Mess
Value Proposition Revenue Stream Products & Services Š Getty Images
Value Proposition Newness
Customization
Our company has a new and improved way that helps with finding items for the wedding day. CraftyKnot.com wants to offer a new way to find handmade items inside the wedding market and truly be the new search engine.
Having the organization being the key root to our business concept is what helps us get the job done. With our efficient hash tagging system and our team working hard to look at every item listed and creating a list of words that represents that item is what drives sales to the Artisans.
Price Pricing is unique within itself because CraftyKnot.com is not determining the prices but the Artisans are. The Artisans can also choose to sell something at a different price or even negotiate payments. The beauty of our pricing is that it is flexible, which everyone loves.
Getting the Job Done The main problem with most handmade wedding sites is that they are not well organized and not tailored to the Brides & Groom’s needs. We will be adding tags to each item that is listed so when customers search for something they can be easily directed to the product or something closely related. Our site is a community and we will bring all of our customers and target market together and give them all the advice and unique items they’ll need.
Convenience / Usability
We want to have 24/7 customer service and have online chat be available for the customers who have a subscription helps them talk to other Brides-to-be. By having everything link up to one website instead of searching around the whole World Wide Web, we create seamless usability throughout our website.
Accessibility CraftyKnot.com makes the whole network of Brides & Grooms more accessible to the Artisans and it is a $0.15 charge for every item the Artisan posts. But with our niche market and the features we offter them, such as advertising, they won’t have to hope for sales.
Revenue Stream Advertising
Subscription
Advertisers are our main revenue stream. We will also have a subscription fee for customers called ‘sneak-a-peek.
Sneak-a-Peek is a subscription that we have built into our website specifically to help with Brides & Grooms. Having this as a revenue steam for our website will help Artisans and Wedding Planners see how many impressions we receive on our site daily.
Advertisement Placement: • Right side of website Advertisement Sizing: • Advertisements will not exceed 300px in length • Advertisements can vary from 90px - 600px in height • To ensure that we get as many advertisers as possible each category will have different advertisements and will somehow relate to that specific category. Artisan Advertisement: • Special pricing for Artisans to advertise their store and products that are on our website. • Within each category on our website there will be a master image that will be showcased as the icon for that category. • The master image is a fee-based placement option. Every two weeks we will rotate the images so each Artisan has a chance to be featured. • CraftyKnot will also do a special for the store with the most sales, giving them a free month featured master image of their choice. Example: This master image would be for the shoes category. The name of the store is at the bottom of the photo and will link to that store.
rtothesecondpower
Pricing: • Ruby (1 Year): $80.00 • Emerald (9 Months): $60.00 • Diamond (6 Months): $40.00
• Blue Sapphire (3 Months): $25.00 • Red Alexandrite (1 Month): $20.00
What is a subscription? • You can view other customer’s weddings and see how they used what they bought through our website. • You can make different folders for whatever you have in mind for your wedding. (i.e. colours, theme, material, location). • Our subscription is a community of Brides & Grooms from around the world. • You can cancel the subscription at the end of any month if you are paying month to month. • There is a chat option during specific time frames.
Advertisement Pricing Class
Type
Price Per Month
Vendor AD
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$35.00 $30.00 $25.00 $20.00 $15.00
Non- Vendor AD 7px 7px 7px 7px 7px
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$45.00 $40.00 $35.00 $30.00 $25.00
Products
Services
ACCESSORIES
BOUQUET
CARDS
FAVOURS
MAN
SNEAK-A-PEEK
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• Items especially for Men i.e. Bow Ties, Suits, Rings, Cuff Links.
A subscription offered to customers to see the use of Artisan’s products that are listed. They also see customers’ weddings and how they used certain Artisans items in their wedding.
RINGS
SELF SERVICE
Garter Hair Hat Head Piece Tiara Umbrella Veil Shoes Custom Hanger
ALBUM • • • • • • • • •
8.5 by 11 11 by 8.5 11 by 17 17 by 11 5 by 4 4 by 5 8 by 8 10 by 10 12 by 12
BAGS & PURSES • • • • • • •
Clutch Tote Personalized Cosmetic Gift Pouch Duffle
BASKET • • • • • • •
Ring Bearer Flower Girl centerpiece Decor Food Vase
Pom Windmill Real Flowers Artificial Flowers Fruit Accessory Feather Button Seashell Brooches Paper
CAKE TOPPERS • • • • • • • • • •
People Animals Nature Letters Flag Words Wood Miniature Shapes Custom
CANDLES • • • • • • •
Votive Mason Jar Tapered Pillar Container Tea Light Custom
Congrats Invitations Save the Date Thank You Seating Card Name Tag Will You be Table Number
CLOTHING • • • • • • • • • • • •
Wedding Dress Dresses Bridesmaids Groomsmen Shirt Suits Ties Bow Ties Shawl/Shrug Flower Girl Ring Bearer Custom
DECORATION • • • • • • • • •
Glassware Props Poms Table Cloths Signs Banners Guestbook Chalkboard Confetti
FRAMES • Multiple Sizes • Multiple Woods • Multiple Colours
Accessories Bath & Beauty Home Decor Jewelry Paper Goods Edibles
GUEST BOOK • • • • • • • •
Book Sheet Bench Wood Cut Out Cards Puzzle Picture Stamp
INVITATION • • • • • • • • •
Letterpress Photo Save the Date Shower Will You be Wood Burning Balloon 3D Label Booklet
JEWELRY • • • • • • • •
Bracelet Brooch Cuff Links Earrings Necklace Pendant Ring Watch
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Adjustable Band Chainmaille Felt Fiber Glass Gold Jewel Metal Metal Work Plastic Polymer Clay Resin Sets Shell Sterling Stone Wood
Customers provide their own service but can reach out for help from each individual Artisan and Customer by e-mail or messaging.
SEARCH ENGINE Customers are able to search through a variety of categories that are pre-made; along with using the search bar for tags we have individually given to each product that is listed.
LIVE CHAT During certain hours of the day there will be a live chat representative for all questions.
SOMETHING BLUE • This showcases things that are blue.
© A Beautiful Mess
Customer Relationships Channels Key Partners Š Getty Images
Customer Relationships Self Service We strive to provide help within our website for our customers, such as recommendations and a chat room. CraftyKnot.com wants to be able to help customers without overwhelming their own personal sense of their wedding.
Community We want to bring the community of Artisans and Brides & Grooms around the world together and have a nice community that helps everyone. A company that has a long standing community is what helps to keep them alive and we at CraftKnot.com want to stay alive.
Personal Assistance CraftyKnot.com encourages communication with everyone on our network to help our customers find exactly what they are looking for. We allow our customers to get a subscription that will help ensure that their wedding comes together perfectly and to ensure that people can share and give their feedback on items from the Marketplace. CraftyKnot.com believes that the best kind of personal assistance is from someone who has already been there, done that. Brides & Grooms from around the globe can post their wedding and wedding details online for other subscribers to look at and get inspiration.
Channels Awareness CraftyKnot.com will be advertising on known markets and websites that we know our customers will see. Google advertisements and advertisements on blogs will help drive awareness to our site.
Evaluation To help bring our Value Propositions to the Market we take into consideration what it is that makes our Value Propositions become true to our costumers. By seeing what our customers want we can evaluate what is necessary.
Purchase Each transaction that is for an item that is listed will go through PayPal for purchases of Artisan merchandise. All advertisements inquires and payments of advertising will be dealt directly with our marketing team and you can make an inquiry to them via our website or e-mail.
Deliever All merchandise will be at the Artisan’s discretion, they can use FedEx, USPS or UPS to deliver packages and depending on the time frame chosen by the customer, that is when the merchandise will be received.
After Sales Once a sale goes through and the merchandise is received, the customer will be sent an e-mail asking for feedback on the purchase. The feedback will be in the form of a rating scale (1-5) and testimonial.
Key Partners
Key Activities
Artisans
Production
Artisans are one of four key partners because they provide content and revenue to our website. The goods and services that they create for purchase help to generate our sales and increase clicks.
The designing of our website is what delivers on our Value Proposition, Our Value Proposition is newness, customization, getting the job done, design, price, convenience/usability and accessibility; and bringing these to our customers.
Advertisers Advertising is our main source of revenue, which makes our advertisers important. Each advertisement will relate to the section in which they are placed to help direct our customers to related assistance, while giving the company prospective customers.
Brides &Grooms
Brides & Grooms generate buzz for our customers; they are the people who buy the merchandise from Artisan’s stores and have a subscription. They are adding content to our website, which makes them a key partner.
Web Designer Without a Web Designer our company wouldn’t have a platform that enables it to function. The work of the Web Designers attract customers to our site and keep them there with beautiful aesthetics and site navigation. Web Designers know that our advertising is continuously changing and therefore a template for our company to use to place new advertisement regularly.
Problem Solving
Relating back to our Market Issues, we are here to solve the problem of finding unique handmade items for the Brides’ & Grooms’ wedding day.
Platform/Network
We have designed a new innovative search engine that will specifically find what our customers are looking for from our network of talented Artisans. The Handmade Marketplace relies heavily on the creation of a unique website that is a platform for providing solutions to our customers.