built

Transcription

built

CES DISTRIBUTORS MEETING
1-08-10
© Built NY Inc. 2010
1
ABOUT US
BUILT AT A GLANCE
Aaron and John begin researching materials best
suited for a wine tote. Since they’re both running
their own businesses—Aaron designing fashion
accessories and John designing furniture—this
research takes a year.
2003
The “A-ha!” moment arrives when Aaron and
John create a prototype from neoprene. Surfers
no longer have an exclusive on the protective,
insulating properties of this material. Added
bonus—endless color and graphic pattern
options. BUILT is born.
2002
Aaron Lown and John Roscoe Swartz,
collaborators since their days at Cranbrook
Academy of Art, design a wine satchel for the
sales staff of a friend’s wine importing company.
The result is a beautiful, intricately made
satchel in Italian leather that serves its purpose
but is very expensive to reproduce.
ORIGINAL LEATHER
WINE SATCHEL SKETCH
The project piques their interest
in wine carriers. The two ponder
how to create an affordable
and functional wine tote that
incorporates their design
standards to make everyday life
more enjoyable.
Having run their own businesses prior to BUILT
proves to be very beneficial. In addition to
designing product and creating a business
plan, the guys take on the roles of sales and
distribution, marketing and public relations,
shipping and receiving, and anything else that
comes up on a day-to-day basis.
2004
SIX PACK TOTE
In a move to satisfy the suds-loving
half of the population, BUILT
designs the Six Pack Tote. Beer
drinkers rejoice at the prospect of
cold beer on the go.
The BUILT Two Bottle Tote is the winner of the
coveted Gold award in Business Week's annual
Industrial Design Excellence Awards (IDEA),
the premier international competition honoring
design excellence.
By the end of the year the first BUILT tote is
spotted on the streets of New York City.
2005
THIRSTY TOTES
Aaron and John each have kids,
and are inspired by the One and Two
Bottle Totes to create a miniature
version for baby bottles. This results
in the Thirsty Bottle Totes, and
parents everywhere—especially John
and Aaron’s wives—are delighted.
BUILT debuts the One and Two Bottle Wine
Tote at the New York International Gift Fair—
pandemonium ensues as buyers from MoMA
to Fred Segal rush the booth like bridesto-be at a Vera Wang sample sale.
BUILT sells its one millionth tote! The
company moves into an office in Soho, and
also signs a lease on a 16,000 square foot
warehouse.
In just two days the BUILT team
has over $100,000 in orders for the
two products. It’s an exhilarating
experience the guys will never forget.
Again?! BUILT is honored with its second
prestigious Gold award in Business Week's
annual Industrial Design Excellence Awards
(IDEA) for its Lunch Tote.
TWO BOTTLE TOTE
3
BUILT AT A GLANCE
2006
GOURMET GETAWAY
LAPTOP SLEEVE
The Gourmet Getaway Lunch Tote
makes an auspicious debut—and
unlike those brown bags, you’ll want
to use this one over and over again.
Bringing your lunch to work or school
just got a whole lot cooler.
BUILT introduces its iconic Laptop
Sleeves with a proprietary hourglass
design. Business travelers and urban
nomads rejoice at the stylish options
to choose from when taking their
laptops on the road.
John and Aaron take their first vacations in
three years. Separately.
2007
2008
BUILT partners with French Bull, and pairs
their bold and graphic patterns with four of
BUILT’s best-selling products. The result—killer
combinations destined for greatness.
FRENCHBULL COLLECTION
BUILT sells its seven millionth tote!
2009
BUILT debuts the second generation of
the Original Wine Totes with the debut
of the Fishnet Wine Totes. Toting wine
around just got sexy.
The BUILT design team brings form, function,
and fun together with the debut of the Hoodie
Camera Case. Shutterbugs praise the smart new
way to carry their digital cameras.
HOODIE
BUILT expands the laptop line with
the debut of the Laptop Portfolio—a
sleek way to transport your computer
around town or around the world.
BUILT makes it onto Oprah’s “O
List”. Finally.
BUILT products are sold in
more than 50 countries, and
in more than 10,000 retail
outlets worldwide.
BUILT ends the year on a high note with the
debut of the Alexander Girard Collection,
featuring five new products using three
classic Girard patterns. BUILT is thrilled to
pair the colorful mid-century modern designs
of Girard—one of the greatest colorists,
pattern makers, environmental and exhibition
with its own
designers of the 20th century
century—with
classic 21st century products.
RENZO
OVEN MITT
SOFT SHELL
CAMERA CASE
LARGE
FISHNET
TWO BOTTLE TOTE
ALEXANDER GIIRARD
COLLECTIO
ON
BUILT rejuvenates the kitchen category
with the debut of oven mitts and pot
holders. Finally—kitchen accessories
you’ll want to wear no matter what’s on
the menu.
The camera line expands with the debut
of the Cargo Camera Bags and Soft Shell
Camera Cases. Whether you’re a budding
Ansel Adams or if point-and-shoot is
more your style, BUILT has a solution for
transporting your camera around.
LAPTOP PORTFOLIO
4
NEW YORK CITY
We love great design, and believe that it makes
everyday life better. And for design to be great,
it has to be different—which means you have to
think differently. There’s no sense in repeating
what’s already out there.
New York City allows us to be different, and to
think differently. That’s why BUILT calls New
York home, and why so many of our friends—
who are artists, designers, and part of the
creative community—also call the city home.
Our designs are based on simplicity and a
passion for materials. We design products that
we need, that our friends will use, and that
make everyday life more enjoyable.
5
BUILT GENERAL OVERVIEW
THE BUILT BRAND
TARGET CONSUMERS
•
FUN, COLORFUL, ICONIC, AND QUIRKY
•
TREND SAVVY
•
SUPPORTS AN ON-THE-GO LIFESTYLE
•
IMAGE SAVVY
•
QUALITY—DESIGN IS DRIVEN BY FORM AND FUNCTION
•
QUALITY CONSCIOUS
•
MAKES AN EMOTIONAL CONNECTION WITH END USERS
•
EARLY ADAPTORS
•
ACCOMMODATES THE MOBILE OFFICE
•
CORE CONSUMERS:
18–49 YEAR-OLDS; SWEET SPOT 30–40’s
•
SUPPORTS A CREATIVE LIFESTYLE
6
BUILT GENERAL OVERVIEW
THE FUTURE
•
BUILD UPON THE SUCCESS OF THE ELECTRONIC LINE—CORE
FOCUS OF BUSINESS, GROWTH OPPORTUNITY
•
HOME WILL REMAIN A PART OF THE OVERALL PRODUCT
MIX—SECONDARY FOCUS
•
INTRODUCE NEW MATERIALS TO MAINTAIN COMPETITIVE EDGE
•
CONTINUE TO PROVIDE INNOVATIVE PRODUCT SOLUTIONS AND
EXPAND INTO COMPLETE LIFESTYLE SOLUTIONS
•
EXPAND FASHION-FOCUSED LINES LIKE THE ALEXANDER
GIRARD COLLECTION
7
BYO GENERAL OVERVIEW
THE BYO BRAND
TARGET CUSTOMERS
• AFFORDABLE
• OPEN MINDED, YOUNG, AHEAD OF THE TRENDS
• SASSY, VIBRANT, AN EXPLOSION OF FUN
• TECHNOLOGY AND SOCIAL MEDIA PLAYS AN
• TRENDY AND FASHIONABLE
• SUPPORTS A MOBILE LIFESTYLE
INTEGRAL ROLE IN HOW THEY COMMUNICATE
AND GET INFORMATION
• EXPERIMENTAL AND RECEPTIVE TO NEW IDEAS
• CORE CONSUMERS:
KIDS AND TEENS, AND MOMS WHO BUY FOR THEM
8
BYO GENERAL OVERVIEW
THE FUTURE
• EXPAND ELECTRONIC LINE—CORE FOCUS OF BUSINESS,
APPEALS TO TARGET CONSUMERS
• HOME WILL REMAIN A PART OF THE OVERALL PRODUCT MIX—
SECONDARY FOCUS
• WORK WITH MASS RETAILERS ON EXCLUSIVE PATTERNS AND COLORS
• FURTHER SEPARATE THE DISTINCTION BETWEEN BYO & BUILT WITH
NEW DESIGNS AND MATERIALS
9
MARKETING & PUBLIC RELATIONS
It’s vital that the BUILT message and look is consistent
around the world, so we’ve developed brand guidelines
that include information on logo usage, advertising,
website promotion, collateral, in-store signage, and
merchandising.
In addition, all of the BUILT press materials are available
on our website in the Press Room, and should be used as
a starting point in your PR efforts.
The Press Room is password protected and case
sensitive: Username is press, and Password is built01.
We are planning a PR initiative for BYO in 2010, and will
make those materials available to you on the ShareFile.
Our Communications Team is available to consult with
you on your Marketing and PR plans.
BUILT Pressroom
BRAND GUIDELINES
V1 10
BUILT Brand Guidelines
10
MARKETING & PUBLIC RELATIONS
2009 HIGHLIGHTS
135 million+ media impressions
Impressions: 9,740,482
Laptop Sleeves
Circulation: 697,938
Fishnet Wine Tote
Circulation: 1,371,279
Cargo Travel Organizer
Laptop Sleeves
Fishnet Market Tote
Tasty Lunch Tote
Gourmet Getaway
Gourmet Getaway
Gourmet Getaway
Oven Mitts
11
SALES
12
SALES
INTERNATIONAL TOTAL SALES &
YEAR OVER YEAR GROWTH
•
Expect to continue growth with each International
market across 60+ countries.
•
2009 International sales goal: $5 Million.
•
2010 International sales goal: Break $8 Million.
13
SALES
INTERNATIONAL TERRITORY
SALES EXPANSION
•
Continued growth in individual territories by maximizing
sales opportunities through retail expansion, finetuning assortments, and creative merchandising.
•
BUILT team will be meeting with distributors at
CES for strategic discussion on how to reach 2010
sales goals.
14
SALES
INTERNATIONAL CATEGORY GROWTH
•
The current International mix is primarily driven by
electric products, representing 78% of total sales.
The remaining 22% is driven by home and baby.
•
In 2010 expect electric to continue to grow with an
estimated of 83% of the International mix.
15
INTERNATIONAL PRODUCT LIFE CYCLE
NEW PRODUCT LAUNCH
COMMUNICATION
•
Goal in 2010 is to give a 90-day preview to product launches.
•
At 90 days, BUILT will supply renderings or images, product
specs, and pricing.
END OF LIFE PRODUCT
COMMUNICATION
•
Goal in 2010 is to give a 90-day preview to product end of
life cycle. Distributors will be given 90 days after EOL date
to place orders and have goods shipped.
•
The BUILT Baby Collection will be discontinued as of the
May 2010 launch.
•
One Bottle and Two Bottle Thirsty Totes will move to the
BUILT Collection.
•
Diaper Bag, Cushy Tushy Changing Pad, and Bibs will no
longer be available.
16
NEW GIRARD COLLECTION
Alexander Girard (1907-1993) is one of the greatest colorists,
pattern makers, environmental and exhibition designers of the
20th century. BUILT and Girard are likeminded in their design
philosophy, and love of applying colors and patterns for organic
shapes – a perfect fit for a collaboration.
Using three classic Girard patterns – La Fonda, January, and
Retrospective – BUILT has designed five new products
specifically for this collection. Uniting 21st century design
with colorful mid-century modern patterns has resulted
in products that look as smart as they function.
Available January 2010
Collection Includes:
Laptop Sling (12-13" & 14-15")
Digital Case
Phone Sleeve
Shoulder Bag
Lunch Purse
17
NEW GIRARD COLLECTION
Digital Case
Laptop Sling (12-13" & 14-15")
Phone Sleeve
(January)
(January, Retrospective, La Fonda)
(Retrospective, January, La Fonda)
Lunch Purse
Shoulder Bag
(La Fonda)
(January)
18
NEW COLORS & PATTERNS LAUNCH 2 2010
City Grid
Scuba Blue
Bowery Stripe
Scatter Dot
Navy Blue
Lime Green
19
BUILT NEW PRODUCTS
LAUNCH 1 AVAILABILITY
Asia Warehouse (January 2010)
Netbook Envelope 9-10"
Laptop Envelope 15-16"
(Nolita Stripe)
(Black)
Phone Sleeve
Hoodie Game Case
(Black, Mosaic, Nolita Stripe)
(Nolita Stripe)
TM
20
LAUNCH 1 2010 (AVAILABLE JANUARY 2010)
NETBOOK ENVELOPE 9–10"
Holds and Protects a range of 9–10" netbooks
FEATURES:
-Made of protective neoprene (the wetsuit material)
-Interior pocket to hold accessories
-Soft inner lining protects finish of netbook
-Stain resistant—Hand wash—Drip dry
-Checkpoint friendly—please ensure only the netbook
is in the bag for screening
EXTERIOR DIMENSIONS:
W 11.5" x H 8.5" x D 1"
W 29.2cm x H 21.6cm x D 2.5cm
Black
Netbook Envelope 9–10"
Nolita Stripe
21
LAPTOP ENVELOPE 15–16"
Holds & protects a range of 15 –16" laptops
FEATURES:
-Interior pocket to hold accessories
-Soft inner lining protects finish of laptop
-Checkpoint friendly—please ensure only the laptop
is in the bag for screening
W 17.25" x H 11.5" x D 1"
W 43.8cm x H 29.2cm x D 2.5cm
Black
Laptop Envelope 15–16"
Nolita Stripe
22
PHONE SLEEVE
Holds & protects iPhone™
FEATURES:
-Form-fitting design secures iPhone™ or iPod® touch in place
-Elastic opening for easy access
-Soft inner lining
-Stain resistant—Machine wash cold—Drip dry
W 3" x H 5.25" x D .5"
W 7.6cm x H 13.3cm x D 1.3cm
Black
Phone Sleeve
French Bull Nolita Stripe
Mosaic
23
HOODIE GAME CASE
TM
TM
Holds & Protects Nintendo DSi and DS Lite systems
FEATURES:
-Made with a rigid EVA back for extra protection,
and an elastic neoprene front panel for custom fit
-Built-in back pocket for accessories and slots for game cards
W 4.75" x H 6.9" x D .75"
W 12cm x H 17.5cm x D 1.9cm
Black
TM
Hoodie Game Case
Nolita Stripe
24
BUILT NEW PRODUCTS
Asia Warehouse (Late April 2010)
Soho Laptop Messenger Bag 16"
Bowery Laptop Messenger Bag 16"
Laptop Tote Bag
(Navy Blue)
(Black)
(Dot No.7)
Netbook & DVD Portfolio 10"
Laptop Portfolio 11–13"
Hoodie Mid-Size Camera Case
(Black)
(Black)
(Scatter Dot)
TM
25
LAUNCH 2 2010 (AVAILABLE MAY 2010)
SOHO LAPTOP MESSENGER BAG 16"
Holds & protects up to a 16" laptop
FEATURES:
-Made of protective, lightweight neoprene (the wetsuit material)
-Five interior pockets for added storage
-Padded shoulder strap included
W 20.5" x H 13.5" x D 2"
W 52.1cm x H 34.3cm x D 5.1cm
Black
Soho Laptop
Messenger Bag 16"
Navy Blue
26
BOWERY LAPTOP MESSENGER BAG 16"
Holds & protects up to a 16" laptop
FEATURES:
-Two interior pockets for added storage
-Padded shoulder strap included
W 20.5" x H 13.5" x D 1.5"
W 52.1cm x H 34.3cm x D 3.8cm
Black
Bowery Laptop
Messenger Bag 16"
Navy Blue
27
LAPTOP TOTE BAG
Fits up to 16" laptop
FEATURES:
-Two interior pockets for added storage
W 18.25" x H 22" x D 5"
W 46.4cm x H 55.9cm x D 12.7cm
Black
Laptop Tote Bag
Dot No. 7
28
NETBOOK & DVD PORTFOLIO
Holds & protects up to a 10" netbook or portable DVD player
FEATURES:
-Exterior pocket for added storage
-Soft inner lining protects finish of product
-Removable shoulder strap included
-Remove shoulder strap before washing
Netbook & DVD Portfolio
W 13" x H 11.75" x D 1.5"
W 33cm x H 29.8cm x D 3.8cm
Black
Navy Blue
Dot No. 7
29
LAPTOP PORTFOLIO 11–13"
Holds & protects a range of 11.6–13" netbooks & laptops
FEATURES:
-Made from protective neoprene (the wetsuit material)
-Exterior pocket for added storage
-Soft inner lining protects finish of computer
-Removable padded shoulder strap included
Remove shoulder strap before washing
W 14.5" x H 13.25" x D 1.5"
W 36.8cm x H 33.7cm x D 3.9cm
Black
City Grid
Laptop Portfolio 11–13"
Scatter Dot
30
HOODIE MID-SIZE CAMERA CASE
TM
Holds & protects a range of long zoom cameras
FEATURES:
-Made with a rigid EVA back for extra screen protection,
and an elastic neoprene front panel for custom fit
-Built-in back pocket for accessories
-Removable shoulder strap
-Soft inner lining
TM
W 4.5" x H 6.75" x D 1.75"
W 11.4cm x H 17.1cm x D 4.4cm
Black
Navy Blue
Hoodie Mid-Size Camera Case
Scatter Dot
31
BYO NEW PRODUCTS
• Asia warehouse (January 2010)
• BYO available on forward order only out of China
with a 90 day leadtime
32
BUILT & BYO
WHO, WHAT, WHY
•
•
BUILT is for the better retailer in all territories— from
specialty stores to department stores that can manage and
support the brand strategy.
PRICING AND SALES STRATEGY
•
On Average between like products BYO offers the mass
customer a 15 to 20% savings over the BUILT Line.
•
BYO offers you a design collection for the Mass retailer.
Not to be compared to an OEM product line, but as a “step
up” for the mass retailers to offer.
•
Strategy in 2010 will be to identify the top retailers for this
project and to work together to offer them the range.
BYO is for mass retailers such as supermarkets and
hypermarkets. BYO delivers the functional qualities of the
BUILT line at a lower price point.
PLACEMENT STRATEGY
•
One brand, one retailer—BUILT and BYO cannot be placed
together at any one retailer.
•
Separating the two brands by type of retailer will eliminate
confusion as to where each brand belongs in your marketplace.
33
MARKET SEGMENTATION
RACK & PLANOGRAM PROGRAMS
•
Developing programs customized for your
customers needs, and a new rack strategy
for global use.
•
Rack prototypes available at the BUILT
booth for your review.
•
All future requests for customization with
racks and graphics should come through
the sales manager responsible for your territory.
4 Sided Floor Display
3 Tier Spinner
ELECTRIC
HOME
Freezer Rack–Double Sided
34
MARKET SEGMENTATION
RETAIL ADVERTISING
Goal in 2010 is to work with key retailers in each
marketplace and expand our brand presence through retail
advertising, while maintaining global brand consistency.
35
MARKET SEGMENTATION– RETAILER PLACEMENT
KEY CHANNELS OF DISTRIBUTION
•
Kitchen Shops
•
Online Retailers
•
Gift/Design Stores
•
Catalogs
•
University Stores
•
Specialty Chains
•
Wine Stores
•
Mass Retailers
•
Duty Free
•
Supermarket/Hypermarket
•
Outdoor/Sporting Good Retailers
•
Discounters
•
Luggage Retailers
•
Promotional/Logo
•
Department Stores
36
INTERNATIONAL MERCHANDISING STRATEGY
SELL AS BRAND / COLLECTION
•
Assort a collection of items, no single sku programs.
•
Tell the story, no cross-merchandising with BUILT and BYO.
37
INTERNATIONAL VISUAL MERCHANDISING SUPPORT
38
39
FILE SHARE SITE –
HTTPS://BUILT.SHAREFILE.COM
The following resources are available:
•
High Resolution Images—product shots and lifestyle imagery
•
Catalogs
•
Logos
•
Banners
•
Advertising Templates
•
Sales Resources
US
YOU
Request access from your sales manager; login and password required.
40
INTERNATIONAL PR & MARKETING
INTERNATIONAL CATALOG
•
Tentatively scheduled for June 2010.
•
Multilingual, focused assortment of strongest performing
BUILT products to meet your customers’ needs.
PRICING 2ND HALF – INCREASE
BUILT has done our best to hold our current costs,
but we are expecting a small increase on international
pricing between 2–4 percent on most products as
of May 2010.
SALES DEVELOPMENT FUNDS
In 2010, BUILT wants to partner with our distributors, and put
together a sales development budget for territories. This budget
will be determined based upon the following:
1.
2.
3.
4.
PR expense
Product placement at retail
Markdown expense
Volume rebates
41
FINANCE
PAYMENT TERMS
Yes, BUILT wants to get paid!
Pre-payment is required prior to any order being processed
and prepared for shipment.
In an effort to expedite your shipment, BUILT will be
sending payment reminders twice a week until payment
is received.
CREDIT
Upon request, with proper financial information
submitted, BUILT can initiate the process to obtain credit
insurance on your account. This will allow us to offer you
payment terms for future shipments and is done on a case
by case basis.
Information needed to obtain credit is as follows:
• List exact name and address of your company
• List tax / registration number
• Provide name(s) of key owners and / or management
• Provide three (3) credit references – include contact
names and e-mail addresses
• List amount of credit requested (terms)
most recent audited financial statements and most
recently prepared interim financial statements
• Certificate of incorporation/formation
42
LOGISTICS
Beginning January 1, 2010, our goal is to ship all shipments
from our China warehouse location.
ASIA STOCK STATUS REPORT
If a product is unavailable, we may decide on a case-by-case
basis to utilize our US warehouse to fulfill your order.
Monitor Asia Stock Status report sent 2x a week to give you realtime visibility to inventory available in Asia warehouse. Inventory
is available on a first-come, first-serve basis.
Prior to entering your order, BUILT must obtain all logistic
information including:
EUROPEAN DISTRIBUTION CENTER
Bill to and ship to address
Freight forwarder information including an email
(Shenzhen contact and/or NY contact)
• Documentation requirements (if any)
à EX- Form A / Certificate of Origin / Original Commercial
Invoice & Packing List (signed and sealed by BNY)
• Ship to address (if required) for docs and a courier account
number (FedEx / DHL / UPS)
• Labeling requirements (if any)
• Artwork / placement / label size (if required)
•
•
We are reviewing the potential to have a logistic platform in
Central Europe this year to better support our distributors’ needs.
43
INTERNATIONAL FORECASTING PROCEDURE
Forecasting is a tool that can help improve BUILT’s
abilities to deliver the many products we offer to you
in a timely fashion.
You know your marketplace best, so we need your
help in predicting the future, and collectively
managing a forecast.
Specifically we ask that you forward on a monthly
basis a six (6) month forward-looking forecast. Each
consecutive month you will forward the forecast on
the 15th of that month. For example, the February
2010 forecast is due on January 15, 2010, and
covers the period from February through July 2010.
By actively participating in the forecast, we at BUILT
will strive to manufacture and keep appropriate unit
inventory levels, so we can fill your orders on short
notice. Should you choose not to participate, our
ability to fulfill your orders is not guaranteed.
44
PARTNERSHIP AND COMMUNICATION
Communication is key to our continued success!
As our distributor and partner, we are looking to you for
market-specific sales strategies, product market intelligence,
and trend insight to assist in on-going product development.
In 2010, we are asking for communication on a bi-weekly
basis, between you and your sales manager. We will give
you all the tools you need to succeed, but without proper
feedback we will be unable to refine those tools to fit your
marketplace.
We would like to meet with each individual distributor at CES
to discuss 2010 sales strategy, and how we can help you
meet your 2010 goals.
BUILT CONTACTS
SALES
Rick Sadofsky GM/VP Global Sales rsadofsky@builtny.com
Martin Anderson VP International Sales manderson@builtny.com
Jennifer Simeone Sales Coordinator/Manager jsimeone@builtny.com
Kelly Uglem Sales Coordinator kuglem@builtny.com
MARKETING & PR
Deborah Strafella Director of Communications dstrafella@builtny.com
CREATIVE SERVICES
Deanna Spence Director of Creative Services dspence@builtny.com
45
THANK YOU.

built

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