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Proposing a Patagonia Hiking Boot Powered by Nike+ Technology
By: Team 4-the-win 1
2
• Wearable Technology Market
• Market Entry Strategy
• Strategic Considerations
• Financial Considerations
• Branding Considerations
• Recommendation for a
Successful Nike Partnership
3
• Consumers today have a number of convenient options to
enhance recreational activities with fun, easy-to-use
technologies
• Companies are finding a variety of ways to meet customer
needs for information in a variety of contexts
4
5
1) Still a great Patagonia product
• quality, comfort, & durability
2) Basic functionality
• distance, time, elevation, & calories burned
3) Emergency GPS signal
• lost, injury, avalanche
4) The TrekTracker App
• records trip data & connects other app users
• provides real-time location updates:
• flora/fauna identifications
• weather and conditions alerts
• terrain updates
• scenic overlook/trail meeting spot locator
5) Sustainable Steps Program
• Patagonia/Nike charitable partnership supporting sustainable practices
• user miles-hiked points translate directly to dollars for the charity
6
• Target Customer Segment:
Weekend Warriors
• Easy to also capture Fitness
Fanatics
• Will not alienate Hardcore
Outdoorspeople
• same shoe plus new safety capability
Weekend
Warriors, 50%
Hardcore
Outdoorspeople,
10%
Trendsetters,
10%
Fitness Fanatics,
30%
7
8
Partner with Nike Develop On Our Own
• Existing technology plus new
features
• Existing relationships with
suppliers/manufacturers
• Traction with target customers
• Lower investment risk
• New business segment
• New hires
• New supply chain relationships
• Greater investment risk
• Licensing/Development Agreement
• Collaborate on additions/modifications to
existing hardware and software
• Nike owns technology, but bears costs and risks
• Grant of continuing rights to use and modify
technology
• Exclusivity: Restrict Nike from working with
competitors
9
• White-label version of Nike+ Platform, with
additional, hiking-specific features
• Patagonia owns all customer data
• No data sharing obligations
• Option to interact with Nike+ apps at user’s discretion
10
2
0.2
12
1.2
0
1
2
3
4
5
6
7
8
9
10
11
12
Initial Investment Annual CapEx
$inMillions
Capital Investment
Partner
Build
11
• Greater risk associated
with development
• Nike already has the
expertise
• Longer time to recoup
CapEx
• Investment likely higher
than $12M model
forecast
6X
Investment
cost
Partner With Nike
• IRR = 38%
• NPV = $4.2M
• Recoup Initial Investment
by late 2019
Develop On Our Own
• IRR = 22%
• NPV = $5.3M
• Recoup Initial Investment
by 2021
12
Takeaway: Financial Projections are similar (and suspect)
in both cases, with a slight edge toward working with Nike
• Market share and consumer category adoption rates
• Sensitivity analysis on key consumer groups shows
extreme fluctuation
• Possibility of capturing new customers
13
• Potential Competition:
• Patagonia Tracker’s Unique Features:
14
• Weekend Warriors value seamless
integration with social media
• Market to add value for different
consumer segments:
• track fitness
• create community of hikers
• document hikes
• ensure safety
• “Climb Smarter” slogan
15
• Customer perception of Nike
• Marketing sustainability
• Patagonia as an ambassador of
sustainable practices via Sustainable
Steps feature
• Prevent alienation of existing Patagonia
customers
• Minimize Nike branding
• Nike+ “swoosh” logo integrated onto
hiking boot tag only
• Product design shows that this is still a
Patagonia product
16
• Depth of Research to Date:
• Consumer survey
• Financial models
• Product Development:
• Primary consumer research results
• Life Cycle
17
• Conduct additional research
• Negotiate favorable financial
terms with Nike
• Define intellectual property
rights
• Draft licensing agreement
• Develop strategic marketing
campaign
18
19

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Patagonia | Final Presentation - Goodwin Procter Program

  • 1.   Proposing a Patagonia Hiking Boot Powered by Nike+ Technology By: Team 4-the-win 1
  • 2. 2
  • 3. • Wearable Technology Market • Market Entry Strategy • Strategic Considerations • Financial Considerations • Branding Considerations • Recommendation for a Successful Nike Partnership 3
  • 4. • Consumers today have a number of convenient options to enhance recreational activities with fun, easy-to-use technologies • Companies are finding a variety of ways to meet customer needs for information in a variety of contexts 4
  • 5. 5
  • 6. 1) Still a great Patagonia product • quality, comfort, & durability 2) Basic functionality • distance, time, elevation, & calories burned 3) Emergency GPS signal • lost, injury, avalanche 4) The TrekTracker App • records trip data & connects other app users • provides real-time location updates: • flora/fauna identifications • weather and conditions alerts • terrain updates • scenic overlook/trail meeting spot locator 5) Sustainable Steps Program • Patagonia/Nike charitable partnership supporting sustainable practices • user miles-hiked points translate directly to dollars for the charity 6
  • 7. • Target Customer Segment: Weekend Warriors • Easy to also capture Fitness Fanatics • Will not alienate Hardcore Outdoorspeople • same shoe plus new safety capability Weekend Warriors, 50% Hardcore Outdoorspeople, 10% Trendsetters, 10% Fitness Fanatics, 30% 7
  • 8. 8 Partner with Nike Develop On Our Own • Existing technology plus new features • Existing relationships with suppliers/manufacturers • Traction with target customers • Lower investment risk • New business segment • New hires • New supply chain relationships • Greater investment risk
  • 9. • Licensing/Development Agreement • Collaborate on additions/modifications to existing hardware and software • Nike owns technology, but bears costs and risks • Grant of continuing rights to use and modify technology • Exclusivity: Restrict Nike from working with competitors 9
  • 10. • White-label version of Nike+ Platform, with additional, hiking-specific features • Patagonia owns all customer data • No data sharing obligations • Option to interact with Nike+ apps at user’s discretion 10
  • 11. 2 0.2 12 1.2 0 1 2 3 4 5 6 7 8 9 10 11 12 Initial Investment Annual CapEx $inMillions Capital Investment Partner Build 11 • Greater risk associated with development • Nike already has the expertise • Longer time to recoup CapEx • Investment likely higher than $12M model forecast 6X Investment cost
  • 12. Partner With Nike • IRR = 38% • NPV = $4.2M • Recoup Initial Investment by late 2019 Develop On Our Own • IRR = 22% • NPV = $5.3M • Recoup Initial Investment by 2021 12 Takeaway: Financial Projections are similar (and suspect) in both cases, with a slight edge toward working with Nike
  • 13. • Market share and consumer category adoption rates • Sensitivity analysis on key consumer groups shows extreme fluctuation • Possibility of capturing new customers 13
  • 14. • Potential Competition: • Patagonia Tracker’s Unique Features: 14
  • 15. • Weekend Warriors value seamless integration with social media • Market to add value for different consumer segments: • track fitness • create community of hikers • document hikes • ensure safety • “Climb Smarter” slogan 15
  • 16. • Customer perception of Nike • Marketing sustainability • Patagonia as an ambassador of sustainable practices via Sustainable Steps feature • Prevent alienation of existing Patagonia customers • Minimize Nike branding • Nike+ “swoosh” logo integrated onto hiking boot tag only • Product design shows that this is still a Patagonia product 16
  • 17. • Depth of Research to Date: • Consumer survey • Financial models • Product Development: • Primary consumer research results • Life Cycle 17
  • 18. • Conduct additional research • Negotiate favorable financial terms with Nike • Define intellectual property rights • Draft licensing agreement • Develop strategic marketing campaign 18
  • 19. 19