Customer-Driven Feasibility Study Bristol, Cuozzo, Holz, Lyman, Patibandla, Sexton

Research Performed and Customer Pain. Shoe Skin System, Benefits, Micro-Market Macro-Market information Macro-Industry information Key Learning’s and Conclusion Shoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of the their shoes any time they want.

“Being different makes me feel good.” Colin (age 8) “At school, you don’t like to be the same. You want to stand out.” Vika (age 11) “I like clothes and styles that nobody else has. “ Phoebe (Age 7) “like the way shoes feel.” Irina (Age 8) “Shoes that could change colors would be cool. Allison (Age 8) “you can save money by not having to buy more shoes. Molly (Age 10) Having to buy multiple shoes for kids. Limited choices and styles with existing shoes. Child and parent interviews 40 survey respondents Secondary Sources

Variety of colors and styles Offers individuality and self-expression Ability to share, collect, and trade skins Cost effective – less need for other shoe purchases. Coolness factor of having something new and innovative Green – reusable skins Be part of an online community with fun games and activities. The Shoe Skin System Online purchase and community

SECONDARY SOURCES Pricing of existing novelty shoe offerings: Customizable Converse sneakers: $58 - $95 Heelys: $43 - $80 Crocs: $20 - $40; Jibbitz (clip-on decorations) $3 - $6 Sneakart stickers: $12-$14 PRIMARY SOURCES All parents interviewed would pay $30 for the shoe skin system. 40 parents surveyed on typical price paid for a pair of children's shoes: – < $2527.6%35.9% – $25-$3544.8%43.6% – $35-$5024.1%17.9% – > $50 3.4% 2.6% This data supports a pricing range of $20 to $30 for the Shoe Skins system.

Target Market: 5-12 age group US Census: Estimated 36M 5-12 YO in 2008 Composes 68% of the total $ 6.2M children’s footwear market 5-12 YO market: $4.2M in 2009

Licensing potential Possibility of full outfit creation geared around unique Shoe Skins. Shoe Skin accessories, such as jibbets or matching laces. Shoe ad-ons to make them bounce, make noises, or light up. Limited editions created by artists. Color, and pattern options truly endless.

Macro trends indicate a huge potential for Shoe Skins beyond Children’s Shoes Market size in Volume Sales: Growing at CAGR of 5.1% during year & expected to grow at 6.4% during year Children’s market represents 22% of overall US footwear market Volume sales are growing at a higher rate than value sales Both Children’s and Women’s footwear market is expected to grow at a faster rate compared to Men’s market

TrendDescriptionFavorableUnfavorable PoliticalRegulatory Environment _________ EconomicalEconomic Down Turn _________ SocialGoing Green √ SocialObesity √ TechnologicalOnline Shopping √ TechnologicalOnline Social Networking √

Overall Assessment: Favorable Easy access to large customer base Opportunity for effective/focused marketing Favorable social trends to re-usable and fitness related products

SUPPLIERS Low SUPPLIERS Low RIVALS Moderate RIVALS Moderate BUYERS Large Chains: High Small Retailers: Moderate Online: Low BUYERS Large Chains: High Small Retailers: Moderate Online: Low SUBSTITUTES All Shoes: Moderate Customizable Shoes: Low SUBSTITUTES All Shoes: Moderate Customizable Shoes: Low NEW ENTRANTS Moderate NEW ENTRANTS Moderate BARRIERS TO ENTRY Moderate BARRIERS TO ENTRY Moderate ? ?

Summary Assessment: Moderately Attractive Not a sure bet Niche products Thoughtful about strategy Design strategy (IP) Channel strategy Crocs and Heelys are recent examples of specialized footwear breakthroughs.

Tell them what you told them. What did we learn about our original idea. Bring this up here. – What is potentially the critical flaw – What is potentially the critical strength. Questions we still have…more questions than answers?

Appendix

Boys and Girls – Ages 7-12 yrs – Friends important – Very active (sports, dance, etc.) Grandparents/Aunts/Uncle Want their kids to have something to remember them by and like them. Want their kids to have best, latest things. Parents – Want durable shoes that are comfortable for the kids – Want their kids to be happy – Save money on multiple shoe purchases Companies Access to a large target market to extend their brands. Who is seeking the benefit? Who else would buy?

CROC Jibbets Custom Converse SNEAKART Strong word-of-mouth. Loyal customer base Break easy Warm weather only, limited activities Many activities Any season, any weather. Established brand. Difficult online setup Limited to colors. Many styles, accessories Share and swap. Online social network Cool styles, make your own styles. Use with any shoe. Hard to Adhere Fall off easy Easy to attach, remove Durable PROS CONS SS BEN

Other ideas that came up during interviews. – Shoes that click, make noise – Skins that match your outfit for the day. – Theme shoes (elf shoes, princess slippers, etc.) – Shoes that bounce – chameleon shoes – Track your swapped style on the web. What are your shoes doing now? – Track fitness (How far you walked/ran today) – Others as well (see notes)

Do we want to take on the full shoe manufacturing? Should we just stick with skins for any shoe? Will it stay on with excessive activity?

Shoe Skins is a unique system that makes footwear fun by allowing children to easily change the look of the their shoes any time they want. The Shoe Skin SystemWeb site mock-up

The Shoe Skins system comprises a base model casual shoe (or line of shoes) plus a removable “skin,” such as those available for laptops and cell phones. The skin will affix to a special surface on the shoe. Shoe Skins will be sold separately in many different colors and patterns and contain robust potential for licensing opportunities.