TAIWANTOMS

BUSINESS PLAN

2014 - 2016

JET SUNNY

overview

formosa

NAMED BY PORTUGUESE SAILORS in 1544

13,974 SQ MI36,193 km

2

POPULATION 23 MILLIONS DENSITY 1,664/SQ MI

GDP per CAPITA $20,100

$9,086,620

FOUNDED IN 1989

EMPLOYEES: 53

REVENUE 2012

DC distribution since 199412 DC concession storesOver 110 retail accounts for DC120,000 pairs of DC 2011 Successful events and exhibitions

Experience

Aggressive sales targetStrategically focused sales

Marketing manager for each brand

Solid marketing budget execution

Investing more than 7% of revenue as marketing budget for the first year

Building authentic brand identity Powerful visual merchandising execution.

Commitment

Believe in the brand we represent Sharing good vibe with staffs, retailers and customersSincere customer serviceHosting the biggest Go SkateboardingDay in Asia

Passion

EfficiencyStrong logistic partnership Order processed and delivered next day. Stable finance support Professional seasoned sales teamAbility to strategically grow sales through existing channelsResult:More than 100,000 pairs of Native in 2012which is the 2nd year in Taiwan

SHOWROOM 1

SHOWROOM 2

Fashion Consultant at Jet Sunny

Miranda started her career as MTV VJ in the 90's

She is now an influential fashion and travel show hostess.

Famous hostess for various events, interview celebrities like

Sarah Jessica Parker and Katie Holmes.

A true fashion icon throughout Chinese society.

Miranda Lu

Competitors Analysis

most successful competitor

8 concession stores in the department stores

throughout the country

5 stand-alone stores

No wholesale account

Retail price from $69 to $89

Estimated more than 100,000 pairs a year

Sanuk

Distributed by Havaianas distributor JJ40

Retail price from $42 to $89

2 Stand-alone stores

26 wholesale accounts

Online store

Distributed by Havaianas distributor JJ40

Retail price from $47 to $66

26 wholesale accounts

Online store

Higher price with limited fashion accounts

Retail price from $89 to $116

1 concession store

2 wholesale accounts

Online store based on Zalora.com

A local version of Toms

100 percent follower of Toms

Same styles

Same one for one movement

Eco friendly minimum package no shoe box.

Retail price from $30 to $45

6 wholesale accounts

on-line store

Low Price Point FollowersWith Good Quality And Color-ways Such As Wakai.

challenge

Sweat and smell, due to thetemperature and humidity, anti-microbial such as Agionis getting essential.

challenge

Without Asian Fit, They Slide Downthe Noses Or Rest On The Cheekbones.

challenge

Counterfeit is getting very serious, mainly from China, retail price from $10.

challenge

Marketing

The most socially and environmentally conscious brand.

“Giving is what fuels us. Giving is our future.”

to be the most iconic brand of

espadrilles in Taiwan.

Sharing the stories of

“One for One” movement

”One Day Without Shoes”

”Style Your Sole”

Distribution Channels

Stand-alone store

Department Concession store

Action Sport retail

Fashion store

Casual Footwear account

Stand-alone store

Important for brand awareness and consciousness.

Bring authentic brand story to the consumers.

Department Concession store

Major retail channel in Taiwan, cover most of the cities.

Great sales all year round.

Action Sport retail

Emerging channel in Taiwan, Jet Sunny owns the most iconic one

All Ride, and distribute to most of others.

Casual Footwear account

Over 50 doors in Taiwan, another major footwear channel

for consumers in Taiwan.

Fashion stores

Select shop/boutique is growing in major cities in Taiwan.

But still a small market, important for brand segmentation.

Projections

2014 - 2016

Eyewear

Toms is not just a shoe company,

it's a “One for One” company.

2014 17 doors 3,120 Pairs

2015 28 doors 4,680 Pairs

2016 32 doors 6,420 Pairs

Year 2014 Year 2015 Year 2016

17 doors

Stand-alone store 1

Department Concession store 2

OWN MULTIBRAND 2

THIRD PARTY MULTIBRAND 10

28 doors 32 doors

Distribution Channels 3 years Plan

Own Ecommerce 1

Third Party Ecommerce 1

Stand-alone store 2

Department Concession store 3

OWN MULTIBRAND 3

THIRD PARTY MULTIBRAND 15

Own Ecommerce 1

Third Party Ecommerce 1

Stand-alone store 3

Department Concession store 5

OWN MULTIBRAND 3

THIRD PARTY MULTIBRAND 18

Own Ecommerce 1

Third Party Ecommerce 1

OWN OUTLET 1

2014 - 2016 Projections

Year 2014 pairs

Year 2015 109,476 pairs

Year 2016 165,255 pairs

YEAR 2014 YEAR 2015 YEAR 2016

52,320

Women, Men and Youth breakdown

women 60%

men 30%

youth &tiny 10%

2014

52,320 pairs

Women, Men and Youth breakdown

women 50%

men 35%

youth &tiny 15%

2015

pairs

109,476

Women, Men and Youth breakdown

women 40%

men 40%

youth &tiny 20%

2016

165,255 pairs

Year 2014 Year 2015 Year 2016

22 doors

Stand-alone store 1

Department Concession store 2

Action Sport retail 2

40 doors 64 doors

Distribution Channels 3 years Plan

Own Ecommerce 1

Third Party Ecommerce 1

THIRD PARTY MULTIBRAND 15

Stand-alone store 2

Department Concession store 6

Action Sport retail 3

Own Ecommerce 1

Third Party Ecommerce 1

THIRD PARTY MULTIBRAND 26

Third Party OUTLET 1

Stand-alone store 3

Department Concession store 10

Action Sport retail 3

Own Ecommerce 1

Third Party Ecommerce 1

THIRD PARTY MULTIBRAND 44

Third Party OUTLET 1

OWN OUTLET 1

Marketing Expenses

Year 2014 $94,961

Year 2015 $195,729

Year 2016 $291,028

PR PRODUCTSEEDING 25%

PR MEDIAEDITORIAL20%

EVENTS15%

TRADESHOWS15%

VISUALMERCHANDISING 25%

MARKETING EXPENSES BREAKDOWN*

*we understand no print ad for Toms.

& Designated Team for Toms

Toms Team Taiwan Personnel Plan

Year 2014 Year 2015 Year 2016

Marketing Manager

PR Assistant

Visual Merchandiser

Marketing Manager

PR Assistant

Visual Merchandiser

Operational Manager

Sales Manager

Marketing Manager

PR Assistant

Visual Merchandiser

Event Manager

Operational Manager

Sales Manager

Toms Team Taiwan Personnel Plan

THANK YOU

Shina, 5 years old, daughter of Jimmy Sun

General Manager, Jet Sunny