“Ladies first …”

Problem • Functional, lycra-heavy cycling products can dishearten

women from cycling.

• No UK cycling brand truly epitomises the elegant and feminine bike ride.

Masculine Feminine

High Cost

Low Cost

X

Opportunity

• To create the UK’s first chic and utterly feminine bicycle brand.

• To make women desire the leisurely feminine bike ride.

Key Insight• An underground movement of twenty to thirty something women, seeking chic feminine cycling experiences.

• Annie Londonderry - a revolutionary woman who redefined cycling during a time when women had few rights, and critics believed cycling was a sport just for men

Solution

Lady Londonderry: because every woman should feel like a lady

We are: A fashion brand that only provides feminine bikes, feminine bike accessories and feminine cycling experiences.

7

• The bicycle historically connects with the independent feminine spirit of women.

• It is empowering for women to emphasise their feminine charm whilst riding on bikes.

• Uncomfortable attire of the cut-throat sports cycling world should be forbidden.

• Women should cycle with elegance, style and wit.

We believ

e:

Our audience

Twenty-to-thirty something ladies.

Educated, intelligent and quirky.

Remembers leisurely childhood cycling experiences.

Wants to move away from the ladette culture.

Dislikes the gym but enjoys Yoga/Pilates.

Dislikes going to car and bike garages.

Wants to be chic and in control.

9

We would sell …

1010

1111

1212

1313

1414

15

The Londonderry. Elegantly designed bicycle named after the first Victorian lady to cycle around the world.

16

The Pendleton. Inspired by English world champion track cyclist, Victoria Pendleton. Feminine style, modern, and with a delicate hint

of sportiness, in a lustrously metallic finish.

17

The Monroe. Marylin Monroe is the beauty behind the design of this bicycle with a voluptuously curvaceous off-white body, and subtly

glamorous diamond studding to enamour you.

18

The Bettie. Dark, sleek, sexy, and curvy. Aptly named after Bettie Page.

19

The Hepburn. Inspired by the beautiful and iconic Audrey Hepburn.

This retro chic edition finished in sumptuous emerald green, will make you feel like a true belle.

20

There is a gap in the market and a clear desire for a feminine bike

brand, Lady Londonderry will fill this.

21

22

Who is Jack?

24

QuickTime™ and aDV/DVCPRO - NTSC decompressor

are needed to see this picture.

25

Problem

Working hours in Britain are long, and leave little time for people to play.

• All work and no play makes people stressed, exhausted and unproductive.

Opportunity• To rejuvenate people by reflecting the feeling of games in the workplace.

26

Key

Insight• A growing movement of people interested in non-traditional and creative workplaces.

27

QuickTime™ and aH.264 decompressor

are needed to see this picture.

27

Mintel reports revealed people are more concerned about balancing work and leisure in life.

28

Why play at work?

29

Solutio

n

Life’s too serious to be taken seriously

30

Our audience• Intelligent, restless and curious staff

• People in highly stressful jobs

• Those in companies with low morale and a high staff turnover

• People who want to just get through the day and go home

• Staff who have little time for leisure during the week

• Those who dislike Monday mornings

• People that take pride in achieving demands of both work and family

31

We believe: • If people are spending more time at work, they should at least be happy.

• Happy business people are free to think big and work more effectively.

• To create that happy ‘spark’, you need a playful environment that can save the soul.

The Analysis Squad

The Environmentalists

The Merry Makers

The Brains

Talent Pool

33

What can Jack do for

you?

• The overflowing vending machine. The best things in life are free, and what better way to start the day than to walk past the office vending machine to see it is overflowing with goodies, just spilling out of it?

3434

• Add a little colour to the day Jack will slip in to remove and replace all pens with coloured pencils for the day, to brighten the staff’s days. A colouring pad will be left by the phone too because, let’s face it...everyone loves to doodle!

3535

• Giant Monopoly In the midst of a ‘run of the mill’ day at work the fire alarm will go off, evacuating the staff, and Jack can have a giant Monopoly board ready and waiting outside for them! Pass ‘Go’. Collect £200.

3636

• Snow day England doesn’t get enough snow these days, but Jack will gladly fill your office grounds with the most immense blanket of snow you may ever see...and, with an office power cut, it won’t be long before staff are having snowball fights...especially if the Boss is out there too!

37

• Have a ball Going through the post in the morning can get very tedious, but we can put a fresh addition to the post by sending a big, bright ball in the post to a member (or members) of staff, with “Have a ball!” (or any custom message) on it. The ball will have the name and address stamped directly onto the ball - yep, no packaging - for all to see, and smile at.

3838

• Office playground Jack is great at making things appear overnight - from “Beach in a Box” and “Mini Desktop Garden“, to “Racing Grannies”, and all things in between, we can have these little gifts sat on the desk for when staff come in for work.

39