Josh Van Gorden

Background & Summary Ben Mackay First skateboard at age 5 Starts building in 1999 Penny is created in 2011 Now in 35 countries “I eat, breathe, sleep, and sometimes dream skateboarding.” - Ben Mackay

4 P’s Product – 22” and 27” skateboards, 26 different colors and styles. Apart from skateboards, Penny offers tee-shirts, hats, phone cases, stickers, and backpacks. Place – Boards can be bought from online skateboard distributors, brick-and-mortar skate/surf/lifestyle shops, or directly from the Penny website. Price – Boards typically range from $100 to $150 depending on the length and style. Promotion – SM campaigns, event sponsorships, Instagram, Facebook, Twitter

TwitterInstagram WebsiteYouTube

Situation Analysis Strengths – unique, variety of colors, high level of customization, trendy Weaknesses – only two board lengths, some think they are too small, new brand Opportunities – dominate the college market, potential to develop new board length, reinvent the industry Threats – new entrants to the ‘plastic’ industry

Style Functionality AffordableExpensive Competition

Simplified Creative Strategy Principal Target – Men and women, ages 13-25, active lifestyles, adventurers, fun-lovers Principal Benefit – Penny boards are fun on a budget. Principal Objective – To persuade consumers that Penny boards are perfectly small boards made for big adventures.

What’s life without a little fun?