Research Collaboration Line Planning Concurrent Strategies LLC

Transcription

1 Research Collaboration Line Planning 1

2 If you are going to build a better mousetrap, you better find out if there are any mice out there -Mortimer B. Zuckerman 2

3 Secondary Research Primary Research 3

4 It all starts with data Market and competition trends New products and technologies Consumer needs Financial performance Political and economic trends New materials, fabrics, processes & technologies Social media trends 4

5 SIA Available Data 5 5

6 SIA s Downhill Consumer Intelligence Project (DCIP) Currently, with just under 11 million participants, the USA market has remained relatively stable since The USA snow sports market peaked at 13 million est. participants in Participants are young, between percent of all participants are in Gen Y and Gen Z. Most participants are not core users, they participate casually 1-2 times per year. More participants are exploring the alternative terrains of both resort accessed and non-resort accessed backcountry, golf courses, terrain parks, and other urban areas. Freeski and snowboard sports garner more ethnic diversity than alpine or cross country sports Concurrent Strategies LLC 6

7 Secondary Research 7

8 NPD Data Enhanced Data Descriptors Metrics Brand Brand Identity Product Line Function Type Use Subcategory Terrain Use Subcategory Terrain Wood Wall Construction Base Material Profile Season Year Month Units Sold Units Sold Projected Average Retail Company X Market Driver SKU 1 Carving Alpine Touring Classic Touring Paulowinia Sidewall ABS Sintered Semi-Rocker Tip, Traditional Tail Nov 300 End of Season Estimate Price Company X Market Driver SKU 2 Float Big Mountain, Powder Touring / Powder Ski Paulowinia Sidewall ABS Sintered Rocker Tip, Semi- Rocker Tail Company Y Early Adopter SKU 3 Float Big Mountain, Powder Freeride Touring Ski Paulowinia Sidewall ABS Sintered P- Tex 4000 Rocker Tip and Tail Company Z Concept Driver SKU 4 Semi Float / Carving Big Mountain Freeride Touring Ski Paulowinia, Bamboo, Beech Sidewall ABS Sintered Graphite Scoop Rocker Tip, Traditional Tail Company N New Entrant SKU 5 Carving Alpine Touring Classic Touring Paulowinia, Bamboo, Beech Sidewall ABS Sintered Graphite Scoop Rocker Tip, Traditional Tail Company O Market Dabbler SKU 6 Carving / Alpine Touring, Light Weight Ski Mountaineer Light Free Touring Poplar, Paulownia Hybrid - Semi Cap ABS/TPU Sidewall Sintered P- Tex 2000 Semi-Rocker Tip 8 8

9 NPD Data Plus New Descriptors Brand Brand Identity Product Line Function Type Use Subcategory Terrain Use Subcategory Terrain Wood Wall Construction Base Material Profile Company X Market Driver SKU 1 Carving Alpine Touring Classic Touring Paulowinia Sidewall ABS Sintered P-Tex Semi-Rocker Tip, Traditional Tail Company X Market Driver SKU 2 Float Big Mountain, Powder Touring / Powder Ski Paulowinia Sidewall ABS Sintered P-Tex Rocker Tip, Semi- Rocker Tail Company Y Early Adopter SKU 3 Float Big Mountain, Powder Freeride Touring Ski Paulowinia Sidewall ABS Sintered P-Tex 4000 Rocker Tip and Tail Company Z Concept Driver SKU 4 Semi Float / Carving Big Mountain Freeride Touring Ski Paulowinia, Bamboo, Beech Sidewall ABS Sintered Graphite Scoop Rocker Tip, Traditional Tail Company N New Entrant SKU 5 Carving Alpine Touring Classic Touring Paulowinia, Bamboo, Beech Sidewall ABS Sintered Graphite Scoop Rocker Tip, Traditional Tail Company O Market Dabbler SKU 6 Carving / Light Weight Alpine Touring, Ski Mountaineer Light Free Touring Poplar, Paulownia Hybrid - Semi Cap Sintered P-Tex ABS/TPU Sidewall 2000 Semi-Rocker Tip 9 10

10 Competitors vs Positioning Traditional Brand Owner Early Adopter W/ New Adaptation New Market Entrant1 Market Exiter New Market Entrant2 Company X Recall - Under Performance Small Market Competitor New Market Entrant Market Dabbler

11 What is Hookit? Digitally connected eco-system of tools, services & DATA 1 Billion Pieces data & content measures athletes : Commitment Hookit Score Performance Reach 11

12 Secondary Research 12

13 Aggregator: Components and material differences Aggregator: Terrain Aggregator: New Adaptation or disruptive adaptation Market Owner Durability vs. Light Weight Price Company Position New Channels New Markets 13

14 Secondary Research Primary Research 14

15 Voice of the Customer: Omnichannel Fan reviews Blog reviews Facebook customer relationships Consumer needs Surveys Consumer segmentation Customer dialogues 15

16 Primary Research: Segmentation 16

17 Outdoor Industry Association (OIA) 17

18 Primary Research: Segmentation 18

19 Dichotomous vs. Predictive Questions Ski First Vs Coffee First Photo by tvol / CC BY 19

20 Dichotomous image selection ak9slife/blogspot.com Quiet Time Air Time 20

21 How many responses do I need? Confidence interval or standard deviation 21

22 How many responses do I need? Confidence level: 95% Certain

23 Primary Research: Segmentation 23

24 Personas & Muses vs. Segmentation 24

25 Personas & Muses vs. Segmentation Population size Activities Product uses Terrains Behaviors Lifestyles 25

26 E N T H U S I A S T Filter: Replaces gear every year Enthusiast: Aggressive Concerned about missing out Filter: Age Prefers durability over lighter weight Techy and productknowledgeable Filter: Weekly gear use in high altitude excursions Mid-income ranking Will pay for quality can t afford a breakdown 26

27 Segments Adventure Traveler, 5% Fitness Focused, 18% Family & Pet Focused, 31% The Enthusiast, 47% 27

28 Secondary Research Primary Research Collaboration 28

29 Engagement Who s at the table? Management Operations Marketing Sales Research & Development Others? 29

30 Why include as many participants as possible? Involving a wide variety of perspectives and backgrounds by staff and stakeholders will make blind spots and distortions in SWOT evaluations less likely. 30

31 Engagement What are the data drivers for your product design?

32 Considerations of information relevancy Quantity Recency Dependability Quality of the SWOT Analysis Variety of perspectives involved Tadequacy of the competitive benchmarking/benchtrending Reliability of the interpretation Source: H. Weihrich 32

33 SWOT Strengths Weaknesses Opportunities Threats 33

34 SWOT Analysis Strengths Internal activities and active Weaknesses Internal activities and active Opportunities New techniques, new research and actionable Threats External changes in market and political environment 34

35 SWOT Leads to community clarity and dispels: UNCERTAINTY FUZZINESS AMBIGUITY NONSPECIFICITY DISCORD Source: Klir and Yuan (1995) 35

36 SWOT to TOWS Creates a strategic matrix of connective elements between the identified positions. 36

37 SWOT Analysis leads to TOWS Strategies O S SO W WO T ST WT Ref: Heinz Weihrich, Ph.D., UCSF 37

38 Secondary Research Primary Research Collaboration Line Planning 38

39 Secondary Research Primary Research Collaboration Line Planning 39

40 Natural next steps Goals, Objectives, Strategies and Tactics (GOST) should be summarized and role responsibilities assigned. 40

41 GOST Line Planning Guide Goals It s a what, not a how Objectives Specific and Measurable Milestone Strategies Tells you how you are going to get there Tactics The specific things done to deliver on the strategy 41

42 GOST Line Planning Guide 42

43 Secondary Research Primary Research Collaboration Line Planning 43

44 Thank you Lynette Seebohm