Shinola Detroit Bike Bag // Product Development

JOSHUA MCLEOD, JAIMIN YAN, KERRILYN GIBSON

A

02

WHERE AMERIC AN IS MAD E E s ta bli s h ed i n 2011, s hortly a f ter the s tock m arket pl ummeted a c ros s the U nited States, Shinola b eg an as a watch c o m pa ny, a nd s u s ta ined its elf a s a b ea con of light fo r i t s s tr ug g ling home town of D etroit, MI. Ever y Shinola pro duct i s h and ma d e in America by s k illed a rtis a ns, and s ma ll bus i n es s owner s who ca r r y on the comp a ny ’s spirit a s an neo America n herita g e b ra nd .

03

04

ST RE N G THS -Ha n d c r af ted w i th s tri c t qua l i ty control -Foc u s o n q u a li ty a n d des i g n deta ils -Wi d e p ro d u c t r a n g e -Stro n g c u sto m er loya l ty, es pecia lly with cu sto m er s w a n ti n g g o o ds ma de in the U SA

WE A K N E SSE S -Sti l l wo rki n g to beco m e a s tro ng ly es ta bl i sh ed br a n d -C o m p any sp en ds l i ttle to n o bu d g et on adver ti si n g pro ducts o th er th a n watches -rely o n wo rd o f mo uth

OPPORTU N I T I E S -Ex p an si o n of A s i a ma rk et -Po ten ti al l y s tro n g s elli n g po i nt / more and m o re c u s to mer s a re beco m ing s o cia lly consc i o u s o f wo rk i n g co n di ti o ns in f a s hion

TH RE ATS -Simi l ar p ro duc ts at lower pri c e p oint -Heavi l y satur ated h a n dba g ma rk et -I n c reased d ema n d fo r a n i ma l- f riend ly p ro d u c ts

05

06

PRO D U C T

Sh i n o l a i s fi r s tl y k nown a s a ma k er of watches a nd leather g o o ds, a n d s eco nd ly a s a ma k er of cla s s ica lly ins p ired bi c ycles. O ur n ewes t ha nd b a g of f ering b ea u tif u lly b rid ges th e g a p between Shinola ’s two mos t well k nown p rod u cts: bi k es & l eath er g o od s. We have created a b a g that is d u a lly fun c ti o n a l duri n g b ik e travel, a nd a s a cros s b ody s atchel.

T h is is the Shinola Bik e Ba g.

07

08

I NSPIRAT IO N

Ins pi red by cla s s i c r id ing b a g s a nd tra d itiona l leather satch el s, we a i med to create the mod er n eq u iva lent to the s a m e ty pe o f ba gs traveler s have b een ca r r y ing for c en tur i es. B y cater i ng to the niche ma rk et of p orta ble, d ua l l y fun cti o n a l bik e b a g s, we have created a s ty lis h a n d h i g h ly us eful travel a lter native to the s tationa r y bi k e bas k et or bu lk y p a nnier.

09

10

TA RG ET MARKET

K ayla Jor gensen K ay la is a work ing g ra d s chool s tu d ent f rom a well to d o f am ily.

She lives on the ou ts k irts of a Portla nd , O reg on a nd attends U niver s ity there. She b ik es a round her neig hb orhood , to work , c lass, a nd s ocia l eng a g ements a round ca mp u s. K ay la is not a loyal Shinola cu s tomer, bu t s he is a loyal b ik er a nd wou ld u s e her b ik e bag for tra ns p orting s chool s tuf f.

Ag e: 26 O ccu p ation: Student/Sales As s o ci ate Income ( p a renta l ho u seho l d ) : $200,000 < VA LS Pro f i le: Experiencer / Innovator

TA RG ET MARKET

Louis Park er Lou is is a D etroit native. He has followed the tra jector y of Shinola ever s ince the comp a ny beg an.

Althou g h he owns a ca r, Lou is uses b ik ing a nd wa lk ing a s his p rim ar y mod es of tra ns p ortation b ec ause he lives in a trendy, wa l kable neig hb orhood . Lou is is a loyal Shinola cu s tomer, a nd consider s Shinola p rod u cts to b e a loc al s tatu s s y mb ol.

Ag e: 39 O ccu p ation: Architect Income: $80,000 VALS Prof ile: Striver / Innovator

11

12

CO MPET ITO RS

HARD GRAFT Emerging out of Australia in 2007, Hard Graft is the brain child of designers monie.ka and James Teal. All Hard Graft bags are constructed by hand in the UK. The company focuses on combining unexpected design details with traditional, Italian leather works practices. Additionally, this company has a very travel-centric, international vibe similar to that of Shinola.

J. W. H U LM E C O. Established in Minnesota in 1905, this 110 year old company is still handcrafting all of their goods in their original St. Paul factory. J.W. Hulme focuses on maintaining leather-work traditions and providing their customer with classic bags fit for modern life. They have relied on the hallmarks of quality and heritage to keep their leather goods business in operation. J.W. Hulme specializes in travel bags, and other large leather goods, and the company already offers two styles of bike bags.

M I FLA ND All Mifland leather goods are made in America. The company was established in 2008, and is still based out of their original location in New York City today. Most well known for their rectangular rucksacks and geometric tote bags which combine leather and wool felting, this company has seen a recent surge in popularity among outdoorsy types seeking quality made leather goods that can withstand even the toughest of adventures.

13

14

SALES VENU E

With o n ly 9 s to re locations in the U nited States a nd o n e s t o re i n L o n do n , Shinola relies on online s a les a nd p ar tn er s h i ps w i th bou tiq u es a nd d e p a rtment s tores to d i s tri but e g o o ds. T he Shinola Bik e Ba g will initia lly b e o f fered o n l i n e a n d i n a ll 10 Shinola b rick a nd morta r l o c ati o n s, w i th th e op p ortu nity to exp a nd into f u rther m a rk ets wh ere Sh i n o la p rod u cts a re a lrea dy s old lik e selec t B l o o m i n g da leâ&#x20AC;&#x2122;s, Niema n Ma rcu s â&#x20AC;&#x2122;s a nd b ou tiq u es a cro ss the U nited States.

15

16

PRO D U C T & BRAND ING

PRO D U C T & BRAND ING

17

18

E X PENSE SHEET In o rd er to p resen t o u r newes t pro duc t i dea t o Shi no l a , o ur three p er so n team p lan s to tr avel fro m o ur o f fi c e i n Sava nna h, G A to th e Sh i n o la h ea dqua r ter s i n D etro i t, M I .

We w i l l

spen d fo u r d ays an d three ni g hts i n D etro i t dur i ng the pi tch, allo c ati n g th e fo l l ow i ng budg e t fo r the tr i p:

ITEM

AMOUNT

AIR FARE- $450 x 3

$1,350

RENTAL CAR ($50 a day x 4)

$200

Hotel (3 nights)

$570

PER DIEM (MISC.) $143

$1,716 TOTAL

$3836

Specification Sheet For: Shinola Bike Bag STYLE # 4022016

3-4 oz black cow’s leather 1 yd canvas ticking 2 lobster claw closures 2 D-Rings 1 zipper 1 adjustable strap slider

48”

Close-up of Magnetic Closures

.25”

.25”

1.5”

19

20

COST SHEET DATE: 05/20/2015

Vendor: Contact Baikil Vendor Phone: (212)-239-4650

DESCRIPTION: Shinola Bike Bag SEASON: Spring 2016 STYLE #: 4022016

Leather Color: Black lining: Canvas Ticking

SIZE RANGE: one size

MATERIAL

QUANTITY

AMOUNT

Vegetable Tanned black Cow’s Leather

4 oz

Canvas Ticking

1/2 yd

$2.50

2 1 2 2

2.60 .70 1.00 .80

$40

HARDWARE (BRASS) lobster claws strap slider magnetic clasps d-rings

PACKAGING:

QUANTITY:

Dustbag & Stuffing

1

LABOR SHIPPING: TOTAL COST:

AMOUNT: $4.00 72.40 1.90 $125.90

21

22