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FOR AHA Bolivia

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Ing Bags offers retailers a versatile brand that seeks to answer every bag-carrying need of their active and healthy lifestyle customers.

THE PROBLEM

Difficult to find unique bags specific to an active lifestyle. Active people make-do with all purpose bags because they can’t find specific activity bags for tennis, golf, running.

Active bags are not complimenting the stylish active wear trend. Old tote bags and backpacks clash with active people’s carefully styled active wear.

Customers can’t find good gym bags. Bags are usually all-purpose, don’t have multiple compartments, and aren’t sturdy enough for daily gym-going.

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THE SOLUTION

!  Ing Bags allows retailers to satisfy their active customers’ interests with a unique, customized, and durable product.

! Retailers can offer:

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Multi- purpose

Bags

Yoga Bags

Running Bags

Tennis Bags

Travel Bags

HOW IT WORKS – ECOMMERCE PLATFORM

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black webbing

black leather

canvas body

leather with cord inside

leather side detail

leather zipper detail

TOTE BAGSTHE PRODUCT

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Previous Designs New Designs

FRENTE

ATRAS

DUFFLE BAG

Leather Piping

Inside Water Bottle Compartment

black webbing w cord inside

black leather base

flat pieace of dettacheable plasticto hold yoga mat or towel

WEEKEND BAGFRENTE

ATRAS

CUSTOMER LISTENING !  Customer intercepts were conducted in Cochabamba at:

!  Country Club !  “When I work out I go from work – I have to take two bags to fit everything, but I’d

rather just have one that is versatile enough to take to work and the gym”

!  “I just put my tennis shoes in a plastic bag – but I guess that is not idea”

!  “ I need a big bag with compartments so that I can fit all my stuff in it, especially since I carry baby items too”

!  Torres Sofer !  “We go to the beach a lot in Brazil, you want to take something colorful and stylish

to fit your towel and other bathing accessories”

!  “When I do outdoor or active things, I want a sporty-looking bag that matches what I am doing – I want to look the part”

!  Ice Norte !  “When I go riding I have to take two bags because not everything fits - 1 bag for my

riding boots and helmet and a 2nd bag for my cell phone and wallet”

!  “ I want to take something stylish to the gym – something other people are using too”

!  “My current gym bag doesn’t have a place for my PowerAide bottles or cell phone, so I have to carry them in my hand” 7

EXPERT INTERVIEWS – MAJOR CLIENTS

!  Claudia Mansilla, Santa Cruz !  Summary of clients:

!  Higher economic bracket

!  Travel a lot and often take TLM bags as presents to people they are visiting

!  Many are really into yoga right now

!  Go to the gym and often play sports (tennis, running, riding, biking, swimming)

!  Definitely need a digital catalogue for friends and clients living outside of the country

!  Silvia Canelas, La Paz !  Summary of clients:

!  Mid to upper middle class status

!  Travel on the weekends

!  Above all, they like the colors of the items & also like the variety

!  Definitely have active lifestyles, most are in weekend sports clubs

!  The bags area already seen as outdoor, sporty & active so it would be great to build on that more

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ETHNOGRAPHIC RESEARCH

!  Summary of ethnographic research !  Domestic bags lack quality materials & have poor designs !  Customers are looking for deliberately merchandised stores

!  Products compliment each other aesthetically & give a style point-of-view

!  Customers wants help organizing their lives from inside their bags

!  Price ranges: !  Santa Cruz: $50-450 !  La Paz: $50-250 !  Cochabamba: $20-200

!  Aesthetic !  Santa Cruz: Bohemian Chic !  La Paz: Crafty, Artisanal !  Cochabamba: Traditional, Missy-look

!  Store-look !  Santa Cruz: polished, modern & well-designed !  La Paz: clean & professional with a crafty feel !  Cochabamba: no investment in image, stores look old and outdated

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BEHIND THE SCENES – SUPPLY CHAIN

Purchase Raw Materials – plastic,

leather

Distribute to Workshops –

3 cottage industry

Workshops Produce

Quality Control -

Workshop

Quality Control Office

Package & Ship

Client Payment & Workshop Payment

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THE OPPORTUNITY – GENERAL

! The handbag, luggage & accessories market is growing in the US !  $10 billion in revenue in 2014 !  Annual growth rate of 3.3% from 2009-2014

! Growth in the U.S. sporting goods store market is driven by consumers' rising health awareness and increased participation in sports, revenue is expected to increase !  $44 billion in revenue in 2014 !  3% annual growth rate from 2009-2014

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THE OPPORTUNITY – ACTIVE LIFESTYLES

!  Consumers are indulging their interests in trendy fitness regimes and healthier lifestyles, creating a demand for stylish but functional workout gear

!  Top sporting and active lifestyle brands are doing well !  Puma posted $5.3 million Euros in net earnings in 2013

!  12% increase in consolidated sales in 2012 !  Cobra PUMA Golf performed exceptionally well !  Puma apparel increased by 15.2% to € 316.6 million after increasing

demand for fitness and training gear

!  Lululemon’s stock was up 40% in 2012 and averages an annual return of 148% in the three years prior !  In 2012 the company opened 38 new stores, 27 of them in the US 12

TARGET CLIENT – ACTIVE & HEALTHY LIFESTYLE (AHLS) ! There are over 77 million Active and Healthy Lifestyle

consumers in the US !  Informed consumers who research before buying !  Understand value and are willing to pay for “the

best” ! AHLs are an influential group and are considered

super influencers for: !  88% physical fitness products !  85% environmentally products !  near the top for business travel, finance/investments, fashion and

other leisure activities such as wine, vacation travel and cooking

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TARGET CLIENT – AHL SEGMENTED

Young Movers interested in social and physical activity.

* 18–35, low to moderate incomes, single or recently married and are childless * Key activities: Competitive Sports (football, basketball, soccer), Extreme Sports (backpacking, rock climbing, snowboarding), Yoga

Active Parents focused more on multitasking and taking part in social and recreational activities with young children & friends.

* 25–55, married or divorced, with a moderate income, and have at least one child in the household * Key activities: Social & Recreational (basketball, soccer, softball, bicycling, jogging

Booming Boomers that are young-at-heart and enjoy physical activity and casual sporting

45–65, are married or divorced, with a moderate to high income, and have children who are no longer at home or nearing an age when they’re likely to move out Key activities: Aerobic & Recreational (bicycling, basketball, canoeing, skiing, golfing, hiking, target shooting)

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MARKETING STRATEGY

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Digital Ecommerce, SEO, Social

Media Online PR

Trade Shows Direct Selling & Events: Domestic

BUSINESS MODEL

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Business Model: Manufacturing to Wholesale

Target Segment: Healthy Active

Lifestyle Retailers

Service Offering: manufacture of unique, durable

active bags

Lead Generation:

digital, WOM, trade shows

VALUE PROPOSITION

Value Chain: communication

+ designs + sourcing

Cost Model: workshop cost +

overhead

Organization: cottage industry

outsource production

OPERATING MODEL

COMPETITION

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NOTE: Competition could = potential buyers, depending on final market strategy after testing

Active Apparel & Shoes

Active Bags

LEADERSHIP

! Anna Aliaga Bio

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THE TEAM - OFFICE

Anna Aliaga President

Jose Assist Bag Order Processing

Mercedes Accounting

Exports

Adriana Bag Client Manager

Bag Order Processing Store Management Marketing (Bags)

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THE TEAM – BAG WORKSHOPS

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Elena

Yuri

Marco

FINANCIALS

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0

10000

20000

30000

40000

50000

60000

70000

2012

2013

Bag Sales

ASK

!  Ing Bags (with AHA Bolivia) needs USD $97,000 in order to scale to the next level*

! Funds will be used for: !  Sales & marketing

!  Ecommerce platform !  Trade show !  Marketing materials !  Direct domestic selling

*This accounts for the bag AND knit LOB 22

THANK YOU

www.ing-bags.com

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