A Short on Shinola A niche market company. I Know Shinola Shinola is a company that produces a limited number of items It is a “specialty” company—one.

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Presentation transcript:

A Short on Shinola A niche market company

I Know Shinola Shinola is a company that produces a limited number of items It is a “specialty” company—one that attempts to find a UNIQUE market to sell its UNIQUE products (a niche market) Shinola was famous for selling shoe polish long ago

Shinola Products Now

Shinola

Putting Shinola ‘on the map’

Watches Made in Detroit

Shinola

Shinola products not only Made in USA, they are made in Detroit at the Center for Creative Studies The company is housed in a Center for Creative Studies building in downtown Detroit AND works with the school in a “strategic partnership”

Why Detroit? Ever hear of the expression “You Don’t Know S#!%! From Shinola”? Well, that’s the origin of the company Everyone THINKS he/she knows about Detroit, but they REALLY don’t. “Been There, Seen That, Done That”---uhh, for most of us, probably NOT The company did a lot of Market Research and found most affluent Americans were willing to pay more for a quality product made in the USA. Especially products like…bikes, leather goods, watches

Shinola: A niche market company

Niche Market: a small area of trade within the economy, often involving specialized products: Sentence example: Lotus makes luxury cars for a small but significant niche market.