Scotty Thom's presentation for the Digital Marketing Class at Academy of Design on financing fashion marketing initiatives.

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.