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Financing Fashion Marketing
- 1. Fashion Finance Marketing Financing Fashion Marketing Presented by Scot Thom Digital Marketing Class Academy of Design
- 2. Fashion Finance Marketing Gobi Capital We are a Finance Studio We love challenges! We are responsive to our clients needs A few of our initiatives: Tech Finance Program Holly Street Media Fund RocketFund Financing companies
- 3. Fashion Finance Marketing Marketing • Traditional – Print, radio, television, outdoor, tradeshow – Very hard to track and measure success – People gravitate towards this option • Digital – Advertising (CPC) – Google, Facebook – Social Media – LinkedIn, Facebook, Pinterest – DRIP Campaigns
- 4. Fashion Finance Marketing Internal Finance • Cash Flow – Get more money in – Keep expenses down • Founder or entrepreneur makes a loan to the company • Employees make a loan to the company
- 5. Fashion Finance Marketing External Finance • Debt – Term loan – Line of Credit – Funding programs • Equity – 3F’s – Angel investors • Pre-sales – Taking deposits – Crowdfunding
- 6. Fashion Finance Marketing Traditional Finance • Debt – Term Loan – Line of Credit – Convertible Debt • Equity – 3F’s – Angel Investors – Venture Capital
- 7. Fashion Finance Marketing Alternative Finance • Debt – – – – Convertible Debt Asset based lending (leasing, loans, etc) Bridge Loan Mezzanine Debt • Equity – Private Equity Firms
- 8. Fashion Finance Marketing BDC – Marketing Finance Program • You can finance a marketing program for a business – Market Xpansion program (5-7 year term loan) • Requirements for the Market Xpansion Program: – Action plan – 5 to 10 pages long focused on strategy and execution points – BDC Application and Personal Net Worth Statement – Vendor quotes • With this program the funds are paid to the vendors who execute on the points within the action plan.
- 9. Fashion Finance Marketing Case Study #1 You are working for a Canadian fashion house putting on a marketing campaign for Spring Fashion Show. Budget of $100k has been approved internally for traditional marketing campaign. It has been suggested by your boss that digital marketing could be used if a matching loan of $100k is found. What are your marketing and finance options available to you? What information would you need from your boss?
- 10. Fashion Finance Marketing Case Study #2 You’ve been hired by a new fashion design graduate who is setting up a Shopify.com store for his collection. What marketing options are available to you? What finance options are available to your designer?
- 11. Fashion Finance Marketing Case Study #3 You’re working for a collective of designers that are launching a brick and mortar store and want to promote their new store. What marketing options are available to you? What finance options are available to you? How is this different from a traditional business?
- 12. Fashion Finance Marketing The 9 Day Challenge.com • Challenge – raise money and awareness for a local charity this holiday season. • Reward – Warm and fuzzy feeling. Plus you get to intern with Gobi Capital and work on a new project. • Start date – TBD by Professor Wong • Finish date – 9 days later • Read up – Hacking Kickstarter – Blog post by Timothy Ferriss • Email Scot at scot@gobicapital.ca or reach out on Twitter at @scotthom.