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Get the feedback you need before you launch.If you’re a startup with a big idea, but lean budget, how do you do the market research you need to guarantee a successful launch? How can you make sure you’re reaching your target audience before you invest dollars and time developing your product or service?
Try SurveyMonkey Audience. See how a cool new startup, Vintage Futbol, used SurveyMonkey Audience to make sure they had the right product, right brand, and right pricing for their customers. All on a startup budget.
Vintage FutbolKhoi Phan, Founder and Creative Director
Startup Case Study
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About Vintage Futbol Washington D.C.-based Vintage Futbol
is an up-and-coming, soccer-inspired
clothing and lifestyle brand. When
company founder and creative director
Khoi Phan first moved to New York City to
pursue a career in design, he spent his free
time playing for a soccer league in Chinatown. Motivated by
the passion his teammates felt for the game, Phan envisioned
a clothing line that embodied the spirit of the game and the
people who love it. In a matter of months, he created the
brand, found a business partner, and acquired startup capital.
Fueled by great design ideas and a staff of eight devoted
soccer fans, Vintage Futbol was officially launched in April 2010.
The question every new startup has —how do we get started?
Before the company could
begin production, some
important questions needed
to be answered. The Vintage
Futbol team knew their ideal
customers were people like
themselves—adults between
the ages of 18-30 who’d grown
up playing soccer. But they needed to find out more specific
information about the purchasing habits and clothing
preferences of this particular market.
Vintage Futbol had a short amount of time to get answers and
a limited budget to conduct their initial research. The team
was already familiar with SurveyMonkey, an inexpensive,
flexible tool and had set up
a survey that asked specific
questions about the design
of their product. After a few
rounds of edits, they were
ready to start distributing
the survey: first, amongst
themselves, then to friends
and family, and finally to old
schoolmates, on facebook,
Twitter and other sources.
Market research on a shoestring budget—is it really possible? Recognizing they needed more extensive feedback than just
their families and friends could provide, the Vintage Futbol
team acknowledged that conducting market research had
become critical to the launch of their business.
“Getting feedback from our facebook friends wasn’t going to
give us the confidence we needed to commit all of our time,
and to convince funders to support our efforts,” said Phan.
Selecting a target Audience— just how specific can we get?Working with their SurveyMonkey Audience account manager,
the Vintage Futbol team selected a targeted Audience with
these specific traits:
Americans geographically dispersed across the country
Aged 18-30
A mix of males and females
Since SurveyMonkey Audience knew the basic demographic
information of each Audience member who answered the
Vintage Futbol survey, the collected data was supplemented
with a variety of information about the respondents’ location,
income levels, technology usage, and exact ages, among many
other key details—allowing for more sophisticated analysis of
their purchasing decisions.
Confident with SurveyMonkey Audience’s pre-established
demographic information, the Vintage Futbol team was able
to focus on specific questions about potential design ideas
to figure out which logos, colors, and styles their target
audience preferred. Additionally, they were able to get
answers to the following market research questions about
this particular consumer group:
What makes a brand special enough to pay a premium
for branded clothing?
Which of Vintage Futbol’s design concepts resonated
with teenagers, young adults, males, females?
Which “premium lifestyle brands” are most identifiable
and how can Vintage Futbol learn from them?
Where should Vintage Futbol price its products—does
too low a price undermine the goal of being a “premium
brand”? Does too high a price give a false impression
of pretension?
to purchase or learn more, please contact: [email protected] | Online Form | www.surveymonkey.com Copyright© 2011 SurveyMonkey
STArTup CASe STudy: VinTAGe FuTbol
“Basically, we had a lot of questions we needed answered before we tried to enter an incredibly competitive market.”
“We couldn’t afford to pay thousands of dollars to an agency for research, so when we discovered Survey-Monkey Audience, we knew it was exactly what we needed.”
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in a matter of hours, the Vintage Futbol survey was sent out
to respondents whose characteristics matched the company’s
target market. Rather than just sending the survey to their
personal contacts, SurveyMonkey Audience allowed the team
to poll a much larger group—all of whom provided honest
feedback and critical insights about the product.
Survey Results—what will the data tell us? Within seven days, Vintage Futbol’s survey had over
300 responses. In addition to getting demographic details
about their audience, the team also learned some important
information about their market’s purchasing habits. For
instance, the majority answered the most they had ever paid
for a t-shirt was between $25-$29—a factor Vintage Futbol
took into account when establishing pricing for
their collection.
Additionally, most respondents ranked material and price
as “very important” factors while design was labeled
“extremely important”.
Given the importance of design for the respondents, the most
valuable data came in the form of direct feedback on their
potential product line. The overwhelming favorite was the
grey “City of God” t-shirt which the Vintage Futbol team has
reported to be their best selling product.
The SurveyMonkey Audience AdvantageAfter analyzing the data collected through SurveyMonkey
Audience, Vintage Futbol was able to make strategic
conclusions across various areas of its business—
how to merchandise and offer its products, where to price
its offerings, which designs to go to market with first and
which demographics may represent their most successful
early adopters. With original research to back up their
business decisions, the team launched their first line with
confidence and, of course, style.
to purchase or learn more, please contact: [email protected] | Online Form | www.surveymonkey.com Copyright© 2011 SurveyMonkey
STArTup CASe STudy: VinTAGe FuTbol
Survey results can be easily exported into an excel file.
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Quick Facts: Vintage Futbol The startup: “Vintage Futbol (VF) is an up and coming
lifestyle brand inspired by the game of Futbol (soccer) and
its classic and timeless nature.”
The problem: “We had mocked up a number of different
shirt designs and we really needed to get some feedback from
people who didn’t know us or our product. We wanted to get
a general idea of how much people were spending on t-shirts,
where they’re shopping, and get their thoughts on our designs.
Sometimes it’s tough to know if your friends will give you an
honest answer regarding design work because they don’t
want to criticize the products. Getting hundreds of unbiased
responses was critical to determining designs and pricing.”
The solution: “We got in touch with SurveyMonkey
Audience and with the survey tool’s easy interface we had set
up our survey in a few hours. We loved seeing responses flow
in from hundreds anonymous respondents. The survey results
seemed to be almost instant. We started getting feedback the
night after it was launched and had the majority of responses
within 2 to 3 days.”
The results: It was very important for us to see which
shirts people liked the best and which ones weren’t viewed as
favorably. This helped us decide how many of each shirt design
to order, saving us money on unnecessary inventory. Also,
we weren’t sure how many people have spent at least $25 or
more on a shirt (our price range), so it was encouraging to see
that 58% of the responders had spent over $25 on a shirt
they liked.
To get Vintage Futbol gear today, visit vintage-futbol.com
to purchase or learn more, please contact: [email protected] | Online Form | www.surveymonkey.com Copyright© 2011 SurveyMonkey
STArTup CASe STudy: VinTAGe FuTbol
Starting a new business is hard work. Let SurveyMonkey Audience help. We’re here to make sure you gather the data and insights you need to make important decisions—quickly and affordably.
Contact your SurveyMonkey Audience
account manager to get started today at
Tell us a little bit about yourself by filling out
our online form:
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VINTAGE FUTBOLSUMMER 2011 LOOKBOOK VINTAGE-FUTBOL.COM
“We will definitely use SurveyMonkey Audience in the future, especially to market-test new designs.”