warby parker - mbacasecomp.com · assumptions: 1) growth continues to double/year 2) boutiques are...
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Warby Parker Odette School of Business
Ryan Donally
Evgeni Gentchev
Taylor Laporte
Bilal Rammo
Issue Identification
• How to continue to meet our social commitment of distributing eyeglasses to those in need in a sustainable way? What decisions need to be taken in order to retain their growth momentum?
Recommendation
• Three pronged approach • New Corporate Headquarters
• Increase Number of Physical Store Locations
• Further Cause Marketing Efforts
Agenda
• Strengths and Opportunities
• Weaknesses and Threats
• Competitive Advantage
• Alternatives
• Weighing the Options
• Recommendation Advantages
• Financials
• Implementation
Strengths and Opportunities
Strengths Opportunities
Socially Conscious Brand Equity Superior Customer Service Low Cost Distribution Accessible Price Point Quality similar to industry leaders Partnerships with non-profits
Expand product offerings Increase social commitment Brand Recognition Geographical Expansion Changing Consumer Demands
Weaknesses and Threats
Weaknesses Threats
Brand Awareness Cost of One to One Model Relative Low Margin
Price/Quality Perception Economic Sustainability Mature Market
Competitive Advantage Valuable
Rare
Inimitable
Non-Substitutable
Exploitable
Customer Service
Product Quality
Business Model
Price of Product
Online Distribution
Brand
Alternatives
• Status Quo
• Extend Product Offerings
• Increase Number of Physical Locations
Weighing the Options
Economic Sustainability (40%)
Social Commitments (10%)
Brand Image (30%)
Brand Awareness (20%)
Totals
Status Quo 2 2 2 2 2.0
Extend Product Offerings
1 2 1 2 1.3
Increase Number of Physical Locations
3 3 3 3 3.0
Recommendation Advantages
• Increasing Brand Awareness
• Experiential product engagement
• Extending culture of Warby Parker
• Increasing Sales
Assumptions: 1) Growth continues to double/year 2) Boutiques are 50 sqft. Outlets 500 sqft. 3) $2927/sqft on outlets (80%). $585/sqft (20%)
Revenues by year and per location
2010 2011 2012 2013 2014
In $ $ 3,333,300.00 $ 6,666,600.00 $ 13,333,200.00 $ 26,666,400.00 $ 53,332,800.00
qty sold 33333 66666 133332 266664 533328
$/sqft
Sales per location Type
Online (%) $ 16,187,024.00 61%
Boutique (8) 50 585.44 $ 234,176.00 1%
Outlet (7) 500 2927.2 $ 10,245,200.00 38%
Financials
Revenues Expected per new location:
Units Sold per day
Revenues per location New Locations Total Revenues GM Profits in 2013Boutique 29,272.00$ 8 234,176.00$ 15% 35,126.40$ Outlet 1,463,600.00$ 7 10,245,200.00$ 25% 2,561,300.00$ Online 16,187,024.00$ 50% 8,093,512.00$
Units sold per day Per TypeOnline 443.48 443.48Boutique 6.42 0.80Outlet 280.69 40.10
Financials
Implementation
• 5 Part Implementation – 4 Years Plus • 1- Marketing Strategy- Day 1 Onwards
• 2- Expansion of Secondary Corporate Office and Distribution Center- Year 1
• 3- Addition of 8 Boutique/Retail Locations- Year 1
• 4- Expansion of up to 8 Direct Retail Locations- Year 2 though 4
• 5- Warby Parker Cause Retailers- 2 onwards
Marketing Strategy
• Click and Mortar & Brick and Mortar • Augmented reality technology • Establish web presence via social media (Facebook, Twitter, Pinterest, etc.) • Emphasize sustainable social commitment (Profit, People, Planet)
• Online product forums • Advertising campaign revolving around one-to-one business model (corporate
social responsibility) • Allocate 5 million dollar marketing budget
Secondary Office
• 1 Year Completion approx.
• Location Determination- (research, contracts)- 8 Weeks
• Set Up- Week 9 through completion
• Costs • Set up- $100K (Desks, Chairs, Networks)
• Labour - $1 Million (20 ee’s @ $50,000)
• Rent- $75,000/ Yr. ( 5000 sq.ft. $15 Per Sq Ft.)
Boutique/ Retail
• 1.5 Years
• 10 Weeks Per Set Up- 8 Stores
• $10,000 training, set up and misc. expenses
• Expected Revenue of $29,272 per store
• “Test Markets”
Direct Retail
• 1-3 Year Timeline
• Converting boutique markets into Direct Retail Outlets
• Expected Revenue of $1.463 Million- 14,636 Glasses
• $500,000 Labour- (20 ee’s @ $25,000 avg.)
• Rent – $100-$500 sq. ft. -500 Sq. Ft. $50,000-$250,000
• Design- $500,000 approx.
Warby Parker Future
“Cause Retailing”
Thank You
Odette School of Business
Ryan Donally
Evgeni Gentchev
Taylor Laporte
Bilal Rammo
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