PROCESS BOOK NICK CHIPOURAS
Copyright Reach Strength 2020
TABLE OF CONTENTS 1. Table of Contents 2. The Big Idea 3. The Problem 4. The Solution 5. The Brand (Development) 6. The Brand (Development) 7. The Brand (Development 8. The Brand (Final) 9. The Brand (Type) 10. Competitor Research 11. Local Competitor Research 13. Competitor Research - Products 14. Competitor Research - Products 15. Product Design 16. Product Design 17. Product Branding 18. Website 19. Website - About Us 20. Website - Product Line 21. Business Suite - Final 22. Social Media 23. Social Media 24. Social Media 25. Social Media (Reviews) 26. Social Media (Reviews) 27. Facebook Marketplace 28. Facebook Marketplace 29. User generated content 30. User generated content 31. User generated content 32. User generated content
1
THE BIG IDEA Recently, lifters have been struggling more than ever to get access to gyms, quality gym equipment, and weights. Reach Strength brings to the local market a product highly sought after — the deadlift platform. With strong branding, a large amount of content, and a very active social media presence, we’ve garnered quite an audience which view, purchase, and inquire about the products. The demand for fitness products is extraordinary, and this business was fortunately launched in April. Since then, Reach Strength has fulfilled many customers and received many 5 star reviews about the product and service as a whole.
2
THE PROBLEM Reach Strength was founded on solving a problem in supply and demand. Our goal is to fulfill a gap in supply of weightlifting equipment while providing with an elegant, well branded product.
3
THE SOLUTION Reach Strength platforms are the solution to the gap in supply at the moment. We provide high quality platforms available within 2-3 days. We’ve developed a product over this time that is cost effective, yet puts our end-users first.
4
THE BRAND (IDENTITY DEVELOPMENT) The Reach Strength brand didn’t come from nothing. I spent countless hours brainstorming our brand and how we want customers to think of Reach Strength. Please see our development over time.
5
THE BRAND (IDENTITY DEVELOPMENT)
6
THE BRAND (IDENTITY DEVELOPMENT)
7
THE BRAND IDENTITY (FINAL)
8
THE BRAND (TYPE) After trial and error, below are the go-to typefaces for the Reach Strength brand.
Gotham: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() Georgia: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
9
COMPETITOR RESEARCH Reach Strength’s current competitor is primarily Rogue Fitness. However, with the increase in demand, I’ve found that no large retailer can keep up with demand that has come with the sudden onset of COVID-19. The competitors are slim to none, especially in local markets.
10
LOCAL COMPETITOR RESEARCH There are no immediate competitors for Reach in the immediate area. Competitors are limited to selling single used platforms.
11
COMPETITOR RESEARCH - PRODUCTS After searching immediate competitors on Facebook Marketplace, Ebay, and Craigslist, I needed to check out companies who manufacture these products in bulk. The companies who make deadlift platform and frames are Texas Strength Systems, Titan Fitness, Fray Fitness, and Rogue.
12
COMPETITOR RESEARCH - PRODUCTS
13
PRODUCT DESIGN First, we built the platform that most DIY’ers build. We settled for cheap, unfinished wood, no built-in accessories, and an unorganized process. The screws were measured at 6 FT and we used no finishing washers. This platform was all one piece, which ended up being three pieces. The process became more organized.
14
PRODUCT DESIGN Two weeks after our first platform, we started adding handles to our platforms. This makes our product easier to transport and store.
15
PRODUCT DESIGN Throughout a lot of trial and error, we also made the platform fully detachable and modular. This allows the user to detach and store with ease. The user would also be able to purchase a 4x8′ platform, and if they wanted to expand, they could expand to an 8x8′.
16
PRODUCT BRANDING We plan to brand the platforms with a vinyl sticker and cover the wood with a sealer/polyurethane in our next branding phase.
17
WEBSITE LANDING PAGE Below is the Reach landing page. There are two sections — home and catalog.
18
WEBSITE - ABOUT US
19
WEBSITE - PRODUCT LINE
20
BUSINESS SUITE FINAL
21
SOCIAL MEDIA Our brand voice has come far. We are an honest company. We want to reflect that. Along with our brand voice, we’ve developed a social media account which showcases what I’ve been working on, branding, and advertisements.
22
SOCIAL MEDIA CONTINUED
23
SOCIAL MEDIA CONTINUED
24
SOCIAL MEDIA (REVIEWS)
25 25
SOCIAL MEDIA (REVIEWS)
26
FACEBOOK MARKETPLACE Below are our Facebook Marketplace posts which have been most effective in terms of revenue and gaining the most customer attention.
27
FACEBOOK MARKETPLACE ITEM DESCRIPTION “Detachable Reach Strength Deadlift Platform. Somewhat negotiable if sold quickly. No weights, bars or plates available. Can deliver for additional fee. Contact me with any questions! Full matted options available for additional cost. Great for barbell sports, such as power lifting, weightlifting, or anything else. Delivery starts at $100 4x8 - $275 6x8 - $400 8x8 -$500” 4x8 Platforms at retail are $325 on Reachstrengthequipment.com.”
I used a lot of keywords and SEO tactics to make these listings pop up at the top. At one point, we had the #6 shopping link on google with the search “Deadlift Platform.”
28
USER GENERATED CONTENT
29
USER GENERATED CONTENT
30
USER GENERATED CONTENT
31
USER GENERATED CONTENT
32
Copyright Reach Strength 2020
REACHSTRENGTHEQUIPMENT.COM @REACHSTRENGTHEQUIPMENT