paper animals: a hypothetical crafts business
TRANSCRIPT
Competitors: Feature Comparison
We are Childrens' Alternative to Social Media
A child's only means of recording their own life is usually limited to sheets of construction paper, maybe a drawing pad or school - assigned journal. These items are most often displayed for a little while, then hidden away in a drawer or even thrown out by parents in an attempt to clear the clutter. Very few of these autobiographical drawings or hand-written stories are ever seen again.
Our products will allow children to document their lives from their point of view providing growth and self-development.
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Product: The Animal
Life's a jungle.Your child's an explorer.Meet their trusty sidekick.
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Product: The Paper
All of the other greats recorded their adventures. Why should your child be an exception?
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Competitors: Feature Comparison
Competitors:
Since we've created a product out of the need for it, there are no competitors doing exactly the same thing as us. There are cheap handmade toys that come with cheap stapled workbooks, expensive mass-produced toys that come with mass-produced storybooks, and expensive toys that don't come with anything, handmade or not.
We've decided that Paper Animals is closer to expensive handmade toys without books, since our books aren't mass-produced and aren't just story books.
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Competitors: High End Plush Toys
nonesuch art dolls($95-155)
fiesta stuffed toys($96-144)
independent etsy sellers
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Competitors: Feature Comparison
Features:
Handmade
Play-durable
Book Included
Journal Included
Skill Promotion:
Reading
Imagination
Writing
Self-Expression
nonesuch ($95-155)
fiesta ($96-144)
etsy sellers($100 and up)
Paper Animals($99.00)
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Competitors: Feature Comparison
Competitor Summary:
In comparing Paper Animals to our competitors, we found that our pricepoint is lower than most of it's quality while providing at least double the value by including the combined storybook and journal. All of our competitors are handmade, but of them only a subset of the esty sellers retain uniqueness in each individual stuffed toy as we do.
Another issue is that many of our competitors direct at least a portion of their product features towards adult collectors of handmade goods. These collectors may not purchase for children as well.
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Consumers: Primary, Secondary and Tertiary.
12 3
CHILDREN
Ages 4 to 7
Age 4:Reads by pictures, writes name.
Age 7: Reads familiar stories, draws stories.
Age 4-7:Tells stories about day, draws to describe events, takes photos with parents' ipads, phones, cameras.
PARENTS & GUARDIANS
HHI $45K+
Fan of PBS, NPR.
Values analog entertainment.
Interested and active in child's development.
College-educated.
Desires guilt-free shopping and values handmade objects.
CHILD WELFAREPROFESSIONALS
Teachers, TherapistsDay Care Providers, Social Workers
May suggest to parents.
May purchase as therapy aid.
Frequently searches for child development tools and games online.
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Promotions: Broken down by consumer base.
CHILDRENPARENTS & GUARDIANS
CHILD WELFAREPROFESSIONALS
Keeping in mind regulations& no interruption marketing.
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Competitors: Feature Comparison
Placement Summary:
Paper Animals has decided to spend the majority of its efforts to direct selling to the consumer via online efforts. To gain some recognition, some animals will be placed in brick and mortar stores dedicated to local crafts. Some selling will take place on Etsy as well to earn market recognition of those consumers who purchase on craft sites. Once Paper Animals develops relationships with consumers and builds market recognition selective animals (those that have been in the market for the longest) will be placed in more retail stores, however, the new animals developed will solely be available online to ensure sales from online efforts will not decline.
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Situation Analysis: Five Forces of the Toy Industry
COMPETITION SUBSTITUTES NEW ENTRY
Many Competitors
Uniqueness of products
Technology vs.
Traditional Toys
Average Barrier
Regulations and Laws
Start Up Costs
SUPPLIER POWER
Relatively High
Based on Raw Materials
BUYER POWER
High
Many Competitors
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Situation Analysis: SWOT Analysis
STRENGTHS WEAKNESSES
Uniqueness of products
Based on Craft
Child Development
Lack of Brand Image
Financial Constraints
OPPORTUNITIES
Toy Industry Trends
Technology Integration
Licensing
THREATS
Legal Regulations
Many Competitors
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Situation Analysis: Opportunities
TRENDS TECHNOLOGY LICENSING
So Retro!
Enticing Teens and Tweens
24/7 Play
Age 4-7:
Interactive Technology
Outdoor Toys
Coloring Books
Clothing
Electronic Toys &Apps
Possible Companies:HasbroMattel, Inc. Alabama Chanin
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P&L and Balance Sheet: Highlights
PROJECTIONS
First five years will be used to establish a brand and list of characters.
After we receive a following we will pursue license agreements.
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Documents
Executive Summary
Creative Brief
- Company Desc.
- Background
- Market Analysis
- Positioning
Situation Analysis
P&L
Balance SheetBusiness Plan
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