2. APERTURE COLLECTION
• A collection of light weight backpacks for adventurous
photographers.
• Top priority for protecting and securing camera equipment.
• Innovative to the market, @ competitive pricing.
• Teams together a travelers pack with a camera bag.
• Made for TRAILS & FLIGHTS.
• Come in sizes 50L-75L (50L is average size for an overhead bin
of a airplane).
3. Target Market Analysis
“93 million Americans will get outside to backpack… and
they will spend nearly $290 billion in the pursuit”
Potential Consumers -Active Marketing Group
Individuals of various age groups: Campers, Backpackers,
Photographers, International and Domestic Travelers.
Retailers: Outdoor/Camping stores, LOCAL & ONLINE, Photography
gear shops. LOCAL & ONLINE.
The main target consumer of APERTURE packs would be a
professional photographer or avid hobbyist who is constantly on
the go. The APERTURE pack is designed for minimalistic travel
(clothes and stuff) and maximum security for consumers camera
gear.
4. Target Market Analysis
Demographics: Are very broad!
• In the united states around 58% of backpackers in the are men.
• Also they are people who are tend to be mostly middle class.
• Mostly Young Adult to Middle Age.
We target anyone with a camera and a itch to travel…
Cite: Resolutions & Consulting Ltd. Ottawa June, 2003
5.
6. BECAUSE WE ARE
NEW WE NEED YOU !
TAKE $25 OFF
YOUR PURCHASE
WHEN YOU COMPLETE OUR SURVEY
COMPLEMENTS FROM
BWP!
7. DECISION-MAKING PROCESS
• High Effort – There are a TON of well established backpacking brands and
camera gear companies to choose from.
What we will do to help this decision process…
• We will explain that APERTURE packs are something fresh to the market.
• rolled into one pack!
They are hiking and camera bags
• They are designed to be simple and easy for your use.
• The price and life time guarantee we give will match or beat competitors.
• We will use
consumers.
Imagery to capture new consumers attention and retain old
9. MARKETING PLAN
• Create a new consumer for a new market.
• Learn more about our niche market by using surveys and
incentives.
• Get exposure in the outdoor scene.
• Recruit Reps.
• Use the theory of a few: SALESMEN, MAVENS, AND
CONNECTORS.
Amplify
10. Unique Product Positioning
“Minimal, durable, packable, the picture
perfect bag!”
EXPOS
SOCIAL-MEDIA
WEBSITE EVENTS
BILLBOARDS T.V
SPONSOR PHOTOGRAPHERS ONLINE RETAILERS
OUTDOOR STORES
Commission based sales reps
(hire teams to promote) MENS HEALTH MAGAZINE
11. Brief SWOT analysis
Strengths O pportunities
• New type of product • Learn about our consumer
• Competitive Pricing • Start a new thing
• Not many packs geared towards • Become a competitor
photographers
W eaknesses T hreats
• We are a new company • Large established companies
• We don’t have brand loyalists yet • A lot of different types of
• We are smaller in size (start up) photography gear out there for
travel.
12. THE END…
A n y
c o mme n t s
o r
q u e s t i o n
