jaybird uk 2015
TRANSCRIPT
Jaybird Brand Presentation June 2015 Private & Confidential
POWER YOUR PASSION
JAYBIRD IS AN AUTHENTIC SPORTS BRAND OFFERING INNOVATIVE DESIGNS THAT INSPIRE AN ACTIVE LIFE. WE ENHANCE THE ACTIVE EXPERIENCE AND EMPOWER PEOPLE TO IMPROVE THEIR LIVES.
We are premium, focused, passionate, fearless, and have a strong affinity with our customers. Jaybird has redefined the sports Bluetooth headphone category with a strategic mix of lifestyle brand, innovation and design for use.
THE JAYBIRD POINTOF DIFFERENCE
BRAND PARTNERSUSA Triathlon, Lifetime Fitness, Ragnar,Rock’n’Roll Marathons.
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Beats
Bose
JaybirdSennheiser
Sony
Monster
LG
SkullCandy
Plantronics
JBL
TOP 10 PREMIUM HEADPHONE BRANDS
Source: NPD, US Retail Data, 2014. Headphones ASP $90+, by revenue share. Top three brands by unit share are also Beats, Bose & Jaybird.
MARKET SHARE, BLUETOOTH EARPHONES OVER $90
Source: NPD, US Retail Data, 2014, by revenue share.
Jaybird 22%
Beats 53%
LG 11%
Plantronics 5%
Other 9%
2011 2012 2013 2014 2015
Source: NPD, US Retail Data
BLUETOOTH HEADPHONEMARKET GROWTH (REVENUE)
3% of the stereo headphone market
22%of the stereo headphone market
OUR BRANDAMBASSADORS
CURTIS KEENEPRO MOUNTAIN BIKE RACER
RONNIE PRICENBA PLAYER: LA LAKERS
LAUREN FLESHMANPRO TRACK & FIELD
JESSE THOMASPRO TRIATHLETE
BRANDON JOHNSONPRO TRAINER
KATHLEEN TESORIFITNESS ATHLETE/IFBB FIGURE PRO
CAROLINEGLEICHPRO SKIER
NICK RIMANDOPRO MLS/REAL SALT LAKE GOAL KEEPER
US MEN’S NATIONAL TEAM
FOREST SHEARERPRO SPLITBOARDER
KERRI WALSH JENNINGSPRO BEACH VOLLEYBALLERTHREE-TIME OLYMPIC GOLD MEDALIST
THEGO-GETTER
THECOMMUTER
THEPROGRESSIVE
THECORE
THEEXPLORER
THECOMMITTED
THEELITE
WHO ARE OUR CUSTOMERS?
SCALE INFLUENCER
Everyday is a mile-a-minute rush to get more done and get more out of it. I use the newest and the latest because I don’t want to miss a second.
EASY TO USE
COMPATIBLE
PEER APPROVED
COMPACT
RELIABLE
LASTING POWER
PREMIUM
DISCREET
RELEVANT
VERSATILE
DURABLE
ALL-DAY WEAR
DURABLE
ELEMENT-PROOF
FLAWLESS FIT
PRECISION
FLAWLESS FIT
RESPONSIVE
PREMIUM
EFFORTLESS
FLAWLESS FIT
Forever on the go, we are the metro marathoners. Hurry up and wait, hurry up and wait. Everything I need has to be with me and working at all times.
Craft, style, details all matter. Creativity and innovation are my currency. I seek the newest and the best and put them to work wherever life takes me.
I make time for what matters most. Sports, my team, a blast at the gym — they all keep me centered. I have to be ready in the moment to make it happen.
Being full-tilt outdoors is my life-blood. When I step out of the door there’s no going backso I only bring what I need and it better live up to the challenge.
I’m on a mission to elevate my game in every possible way.Everything I bring with me has a purpose—They’re tools to help me zero in and get more out of my experience.
I live in the zone. I keep my performance in tune by staying focused on what matters in the moment. Energy, Impact, Relaxation, each has its place.
SOCIAL ENGAGEMENT
FACEBOOK 86K LIKES1 Million Impressions
TWITTER 41K FOLLOWERS500,000 Impressions
INSTAGRAM 9K FOLLOWERS150,000 Impressions
YOUTUBE 5.2K SUBSCRIBERS1.5 Million Views
PINTEREST 1K FOLLOWERS57,000 Average Views
CUSTOMER EXPERIENCE
EVENT ACTIVATION
The consumer’s passionate affinity to our brand and products are enhanced and solidified through their interaction with our Customer Experience and Support teams. Zealously supporting our products has been a fundamental pillar of our growth strategy as we curate customers for life. A significant brand differentiator has been our
Lifetime Warranty Against Sweat. This unique promise affords our consumers the critical confidence that competitors lack in the consumer-electronics-for-sport market.
OUR COMMITMENT TO FANATICAL SUPPORT IS WOVEN INTO OUR PRODUCT DEVELOPMENT STRATEGY AS WE RECOGNIZE UNMET CONSUMER NEEDS AND SOLVE GLARING PAIN-POINTS.
As we enter the budding wearables market with our first activity/recovery tracker, the necessity of our support philosophy is exponentially multiplied with a more complex product offering and elevated consumer expectations. We’ve not only developed a water-proof and life-proof product in Reign Band, but we’re supporting it in a revolutionary new way. Our Reign Pro team of Exercise Physiologists offers elevated support for every aspect of Reign Band, including in-depth Heart Rate Variability (HRV) analysis through Go-Zone. A Reign Band user can schedule a free appointment with a Certified Reign Pro through Customer Experience and learn how Reign can make a positive impact in their lives.
Positioning Jaybird organically in the trenches where the, “rubber hits the road” at sporting events has validated our legitimacy as an authentic competitive active lifestyle brand. We’re active people making products that enhance our own active experiences – this can either be an unsupported tagline, or a core principle that our consumers can trust. In these settings our consumers are able to interact with us and with our products on a one-to-one basis in a real-world active environment outside of the traditional retail space.
These pivotal interactions will continue to serve us well as we grow, allowing us to maintain that authentic core identity and brand differentiation with our fans who become promoters and influencers in their own circles.
Authentically engaging with our audience through social channels has proven very effective in communicating our brand story and introducing Jaybird to the world. Social vehicles allow us to tap into the elation the consumer experiences when they interact with our products and connect the dots back to our brand. Our social sphere will drastically broaden as we expand our brand awareness.
RETAIL STRATEGYWE’RE ABLE TO ACTIVATE AND MAXIMIZE CHANNELS THROUGH COMPELLING POINT-OF-SALE DISPLAYS, MERCHANDISING, RETAIL STAFF TRAINING, PRODUCT SEEDING AND EMPLOYEE PURCHASE PROGRAMS.
The assisted sale has been critical to the success of our retail strategy with sales associates embracing our products and becoming brand evangelists within their respective channels. These programs will be enhanced as we add doors and maximize existing channels.
POINT-OF-SALE DISPLAYS
2 FOOT INLINE DISPLAY 4 FOOT END-CAP
REIGN BAND 1Advanced Activity/Recovery tracker. Launch Q3.
BLUEBUDS XOur best product ever, has made Jaybird the third top premium headphone brand in the USA.
FREEDOM SPRINTContinued the success of Freedom, and added Apple as a retail partner, who were skeptical we could succeed at $129 and were very impressed with the sell through before BlueBuds X began cannibalizing it's sales.
FREEDOMLaunched with BestBuy as a single SKU without a marketing program. It outsold every other brand including Motorola, Sony, Jabra, etc. who all invested in significant marketing programs with multiple peg presence. BestBuy was so impressed with the brand and product offering it recommended a strategic partnership and now owns 5% warrants in Jaybird.
SPORTSBANDFirst to market with colorful on-ear Bluetooth headphones that changed the landscape with many imitators from the US and international markets.
JB200Launched Jaybird as successful business and gained market traction with strong reviews and consistent sell through for two years.
X3HR REIGNBAND 2
REIGNWATCH
TRUEX3
2008
2010
2011
2012
2013
2015
2016TRUEHR
CONSUMER INSIGHT INNOVATIONOften companies approach innovation and product development
from a bulleted feature-set platform, simply checking boxes of
perceived feature/benefits dictated by competitors. Consumer
insight drives our innovation. We’re active people creating products
that we want. Our consumers resonate with this level of deep
understanding of their unmet needs and a commitment to solving
their unique pain-points.
WIRELESS AUDIO
Introducing
– Wireless Music + Calls
– Lifetime Warranty Against Sweat
– 4.5 Hour Battery HD
– Great Sound with Warm Bass
– Patented for Secure Fit
- Offical Training Headphones for USA Triatholon
PREMIUM WIRELESS MUSIC & CALLS
FREEDOM SPRINT
Introducing
– Wireless Music + Calls
– Lifetime Warranty Against Sweat
– 8 Hour Battery HD
– Shift Premium Bluetooth Audio
– Singal Plus For Skip Free Music Outdoors
– X-Fit Over/Under Ear Fit Options
- Jenna Voice Promts for easy use
- Offical Training Headphones for USA Triatholon
THE PERFECTION OF WIRELESSSOUND
ChallengeBluetooth headphones suffer from poor audio performance
compared to their wired counterparts. This has stunted growth
in the category and eroded consumer confidence.
Innovation We developed our own codec for decoding the audio with an
enhanced bit rate. The result is crystal clear Bluetooth audio
which rivals leading wired headphones. We call it, ShiftTM
Premium Bluetooth Audio. BlueBuds X leads the wireless sport
category with the best reviews for audio performance.
SHIFTTM BLUETOOTH AUDIO
AUDIOQUALITY
ChallengeBluetooth headphones are unwieldy, cumbersome, clunky and
unfashionable. Until they’re sized right and designed right they
will never garner mass appeal and adoption.
Innovation A new circuit board layout that wraps back on itself into a small
form factor with a matching sized battery in the corresponding
ear. This design is now the benchmark for imitation. BlueBuds
X are still the smallest and most fashionable sport wireless
headphones in the market.
FASHION,FORM &FUNCTION
ChallengeThe battery life of smaller sport Bluetooth headphones are
typically around 4 hours resulting in an average charge of
1-3 hours with daily use. This obstacle ensured wireless
headphones were never the go-to audio product of choice.
Innovation While making the smallest-in-class Bluetooth headphones we
also designed and tuned the product to operate using less
power resulting in category-leading 8 hours of play time. Now
you can listen all day, or enjoy a full week of workout sessions.
For the first time you now have the confidence to reach for
your buds knowing they have the charge you need. We call this
Battery HDTM.
PLAY TIME BATTERY HDTM
ChallengeThis is the Achilles Heal of Bluetooth headphones. When outdoors or
in large open areas, Bluetooth headphones drop the signal when your
body gets between the music device and the headphone antenna. The
weak Bluetooth signal needs areas to bounce off of, making usage
outdoors unacceptable.
Innovation BlueBuds X features what we call SignalPlusTM, an innovative product
architecture and antenna design that eliminates cross-body signal
interference and dropout. It’s a significant breakthrough and meaningful
benefit for active people who become Jaybird brand evangelists once
they experience zero-signal-loss for themselves. Aside from Plantronics,
Jaybird is still the only brand with this level of dedication to signal
performance. All other Bluetooth earbuds including Beats succumb to
signal dropout when outdoors with cross-body interference.
SIGNALQUALITY
SIGNALPLUSTM
ChallengeA common complaint from Bluetooth users is cord-
snag (when the cord — which lays on the back of your
neck — snags on sweaty skin and pulls the earbud
from your ear when you turn your head).
InnovationWe designed the earphone housing allowing the user
to wear the product under-ear, or over-ear with
reduced cord length through a cord management
clip system. Over-ear lifts the cord off the neck
and provides the most liberating sports music
experience. This has been a huge hit with runners
as they acknowledge our unique innovation around
consumer insight. The under-ear wearing style
offers users a non-sports looking product for a more
traditional everyday use-case.
WEAR OPTIONS
X-FITTM
ChallengeBluetooth headphones have traditionally not featured a secure-enough-fit
required for sports.
InnovationWe licensed a secure-fit ear-fin design critical for our consumer base. This
has been imitated and become common place.
SPORT USESECURE-FITTM
FITNESS WEARABLES
Introducing
Introducing Reign by Jaybird, an advanced Heart Rate Variability Activity/Recovery Tracker for an active life. Reign knows how ready your body is to be active, knows how much sleep you need tonight, and automatically displays your day by activity and sport.
– 5+ Day Battery
– Activity, Sleep, Go-Zone
– Tracks Walking, Running, Biking,
Swimming & Sport
– Heart Rate Variability
– Waterproof and Stain-Proof
– Syncs with iPhone and Android devices
ADVANCED ACTIVITY/RECOVERY TRACKER
ChallengeActivity trackers lack stickiness in the market
because they don’t give enough resolution or color to
represent your day. Over time you get underwhelmed
by how vanilla and meaningless the feedback is.
InnovationAutomatic activity type detection facilitates a
seamless user experience undeterred by complex
interactions. Your entire day is now presented on
a dial giving you a snapshot of how you spent your
time. (Patents pending)
Activity type detection is starting to become more
commonplace however the way in which it’s presented
is most often not executed in a useful way.
ACTIVITY
ChallengeActivity trackers simply report on last nights sleep which is not
very useful or actionable.
InnovationReign knows how much sleep you need tonight to be at your best
tomorrow, and gives you a unique recommendation for tonights
sleep (patents pending). This is unique to Jaybird.
SLEEP
ChallengeActive people represent about 30% of the target 15-60 age
demographic. Active people understand the need for recovery.
Activity trackers don’t consider user fatigue or recovery levels,
nor to they have the ability to offer such relevant feedback.
InnovationOur hardware and software solution, backed by acquired proven
sports science measures user fatigue/recovery levels. Now you
know how ready your body is to be active each day. Even when
you feel lethargic, most often your body wants to be active and
you feel wonderful after you get moving — we often just need
to be given a credible reason to justify the effort to try. Your
Go-Score gives you a nudge when you would have otherwise
remained inactive.
It’s highly rewarding to use Reign and be more active more often
as a result (patents pending). Reign is the only activity tracker
with a simple user experience addressing recovery. When
marketed effectively this will be a powerful tool to differentiate
Reign for active people and those who need a nudge to get active.
GO-ZONE
ChallengeActivity trackers do not convey a premium look and are not perceived
as a relevant fashion accessory.
InnovationUsing contemporary minimalist design and premium brushed metal
parts, Reign becomes a fashion icon that stands apart from others
(patents pending). No other activity tracker (excluding smart
watches) have this kind of appeal.
FASHION
ChallengeNothing on the market can help a consumer train for a sports
event by managing their fatigue and recovery levels to position
them in a peak performance zone for the day of the event.
InnovationUsing the science of Heart Rate Variability (HRV) we’ve developed
a platform to recommend daily activity based on a Go-Score to
move the user through high, moderate and low training loads
and position them in peak performance for the day of the event
(patents pending). This is unique to Jaybird.
TRAIN FOR AN EVENT
ChallengePeople who train often can fatigue themselves deeply enough and
not recover strong enough to see optimum fitness results. They go
through life without experiencing their very best self, even though
it’s within them.
InnovationBoost guides the user through deeper cycles of fatigue and recovery
to ratchet up their fitness like never before (patents pending). This
is unique to Jaybird.
BOOST