Josh Van Gorden

Background & Summary

• Ben Mackay• First skateboard at age 5• Starts building in 1999• Penny is created in 2011• Now in 35 countries

“I eat, breathe, sleep, and sometimes dream skateboarding.”- Ben Mackay

4 P’s

• Product – 22” and 27” skateboards, 26 different colors and styles. Apart from skateboards, Penny offers tee-shirts, hats, phone cases, stickers, and backpacks.• Place – Boards can be bought from online skateboard distributors,

brick-and-mortar skate/surf/lifestyle shops, or directly from the Penny website.• Price – Boards typically range from $100 to $150 depending on the

length and style.• Promotion – SM campaigns, event sponsorships, Instagram,

Facebook, Twitter

Twitter Instagram

Website YouTube

Situation Analysis

• Strengths – unique, variety of colors, high level of customization, trendy•Weaknesses – only two board lengths, some think they are

too small, new brand• Opportunities – dominate the college market, potential to

develop new board length, reinvent the industry• Threats – new entrants to the ‘plastic’ industry

Style

Functionality

Affordable Expensive

Competition

Simplified Creative Strategy

• Principal Target – Men and women, ages 13-25, active lifestyles, adventurers, fun-lovers• Principal Benefit – Penny boards are fun on a budget.• Principal Objective – To persuade consumers that Penny

boards are perfectly small boards made for big adventures.

What’s life without a little fun?