High End Ready to Wear
Concealable Body Armor SAVE AND PROTECT LIVES
Contact: Doo Aquino [email protected] MADE IN AMERICA
Business Overview
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Industry Overview
Overview Industry at a Glance
Ballistic vests use layers of very strong fiber to "catch" and deform a bullet, mushrooming it into a dish shape, and spreading its force over a larger portion of the vest fiber. The vest absorbs the energy from the deforming bullet, bringing it to a stop before it can completely penetrate the textile matrix.
In the mid-1970s, DuPont introduced Kevlar synthetic fiber, which was woven into a fabric and layered. Immediately Kevlar became the fabric of choice to create lightweight body armor. Kevlar is still the most widely used fabric in modern body armor.
In recent years advances in material science have introduced new fibers to the market. However, second generation “super” fibers is complex, requires large investments, and represent significant technical challenges and none has yet made a significant impact in the industry.
In the last decade, there has been an increase demand for civilian personal body armor due to the rise of terrorism, drug wars and civilian conflicts around the world. This led to the emergence of concealable vests – body armors that are designed to blend in with regular clothing.
Sales worldwide will reach 1.9 billion in year 2015
500 million dollars annual revenue in Europe alone
Niche Market- World Business
Product offering dominated by tactical category
NJIT Certification program determines level of protection
Biggest clients are government agencies, Securities
Increase in demand for VIP protection
Opportunity for new business development
Demand for protective clothing has risen in years
Worldwide, gun crime is rising and now many more employers have to protect their employees.
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Our Product
Doo Aquino’s Technology
One of the main challenge of designing concealable ballistic apparel lies in the technical limitations of incorporating Kevlar plates in a regular garment. The stiffness and thickness of Kevlar plates and the way it is usually merged with fabrics typically prevents manufacturer from creating truly concealable ready to wear apparel.
We have found a solution to this problem by developing our patented Ready to Wear ballistic apparel system which consists of an internal structure of removable protective panels interconnected to the garment outer shell using a proprietary method of stitching and layering. The underlying structure which holds the protective plates is independent from the outer shell which allows for endless possibility of design and customization.
This advanced design allows for industry leading comfort, mobility and design flexibility and enables us to create garment with a seasonal fashion approach.
The ideal here is a front-opening just as importantly, my ballistic protection is modular my concealment vest is built-in, integrated, instead of slipping on over your head; anyone can quickly close the overlapping Velcro front flaps. My patented functional front-opening do serve a purpose in high heat environments because they offer more ventilation and heat dissipation
Benefits
High degree of customization
Better body coverage protection
Truly concealable
Comfortable
Interchangeability/Modular
Standardization of underlying structure
Ease of cleaning and maintenance
Possibility of upgrade or replacement of Protective panels
Carrier Shell – suitable for protection to level II and for Level IIIA
High Quality Ballistics from Honeywell Industries Spectra Shield IISA-3118
Carrier Shell- semi-fitted to the body, allowing air movement
Carrier shell –trim binding, adaptable to ballistic-layer thickness
Carrier shell- integrated into an article of clothing
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Spring 2014 Product Line
Vest Denim Jacket Shirt Hooded Tops Dress Coat Athletic
3-to 4 Colors
Fabric
Denim, Wool
Linen, Silk, Etc.
Size Ranges:
S-M-L-XL-XXL
6- Silhouettes
3-Design Variations
Fabrications-
•Biodegradable Materials
Outer Shell
Fabrications-
•Microfibers Materials
•Carrier Shell
Design and
Size Customization
Shirt Vest Hooded
Tops
Varsity Jacket Tailored Jacket Athletic
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Target Customers
Customer Value Proposition Primary Focus
Body Guards Private companies and
independent
contractors
• High Degree of customization to follow the image their client wishes
to portray.
• Inter-changeability of protective panels – As their clients change they
do not need to buy new protective panels each time.
• Comfort – they have to wear their armour day after day. Overall cut of
garment and methods of attachment of protective panels.
Performance
Convince users with
extensive explanation of the
technology, technical
diagrams, test results
Civilian VIP, Diplomats,
Celebrities, Executive,
Journalist
• Tailoring to follow their professional image. A certain attire will differ
on the setting. Office / Business meeting, Speaking Events, Courtroom
or other civil government location.
• High Fashion – Staying with or ahead of the pack on trends.
• High Quality – Fabrics, linings, and other embellishments
Fashion
Focus on design details,
fabric description, silhouette,
fit
Corporate
Security Airline companies,
casinos, Luxury
hotels, Banks
,Pharmacist
• Garment to look and move like ordinary clothing
• Fabric type – Wear resistant, Sweat Resistant, Breathability
• Removability of protective panels allows for cleaning.
Customization
Emphasize benefits while
highlighting flexibility for
customization
Law Enforcement
Agencies Local state and federal
agencies. International
organizations
• Able to adapt outer look to specific mission environment.
• Garment to look and move like ordinary clothing.
• Protective panels to cover large areas of the torso
Performance &
Customization
Emphasize benefits while
highlighting flexibility for
customization
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Competitive Overview
Unique Technology Compared to our competitors
We are the only company with seasonal fashion cycle
Better technology, design and style
Competitive Price Point
Market Segmentation by Product & Brand Focus
Key Differences Industry & Competitors
Small competitive field
Niche market with limited reach
Most competitors focused on the Law Enforcement market
3 main competitors: Miguel Caballero, Fortier & Co & Anxo Body armor
Strong Brand Performance
Tactical
Ready To Wear (VIP Oriented)
Tactical (Security Oriented)
Point Blank
Safariland
ABA
Second
Chance
…
Doo Aquino
Miguel Caballero
Fortier &
Co
Fashion
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Brand Concept
Contemporary Design
Medium to High Premium
Approachable
Timeless Elegance & Simplicity
Functional
Our model Customer: The Humanitarian James Bond
Humanitarian Worker
International Minded
Mid 30’s Attractive Male
Cosmopolitan Lifestyle
Intelligent and Sophisticated
Brand Guideline
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Development Plan – Near Term
Develop Website
Soft launch for tier 1
Product line
Direct to customer channel
through Ecommerce
Grassroots viral marketing
NJIT Testing
Bootstrap revenue
Start designing Q3FY14
line
Focus on R&D
Mobilize for Q3 full launch
Develop Q3FY14 integral marketing campaign
Produce Fall Q3FY14 photo shoot
Focus on R&D
Expand to Foreign Distributors
Launch Women's Body Armor
Ballistic Testing-Women
Tier 1 line full launch
Start designing Q1FY15
Line
Lease office in LIC and
purchase manufacturing
equipment
Hire initial team
Focus on R&D
Develop Q1FY16 integral marketing campaign
Develop tailoring business
Focus on R&D
De
velo
pm
en
t P
lan
Q3FY16 Q2FY15 Q1FY14 Q4FY17
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Development Plan – Long Term
Develop and launch Tier I
high end ballistic apparel
proposition
Solidify brand concept
Generate initial demand with
aggressive marketing and PR
campaign
Hire strong team and build
initial infrastructure
Develop streamlined sourcing
and manufacturing processes
Develop tailoring business
Develop regional initiatives to increase business opportunities in prioritized international markets (Mexico, Columbia, Middle East)
Launch women’s ballistic line
Launch Tier II menswear brand
Develop retail business focused on tailoring services and tier 1 line
Focus on corporate and governmental sales strategy
Begin organization realignment
Complete organization
realignment and infrastructure
optimization
Outsource Production
overseas
Explore and identify new
market opportunities
R&D focused on new
technologies development
Launch Tier III menswear
brand
Complete international roll-
out
Acquisition strategy to
diversify product offering
Licensing opportunities with
mainstream brands and
retailers (Columbia,
Patagonia…)
De
velo
pm
en
t P
lan
Long Term: Diversify FY18-FY19
Mid Term: Optimize FY16-FY17
Near Term: Expand FY15-FY16
Start-up FY14 – FY15
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Current Status
Product Development
Spring 2014 line finalized
Currently developing tech packs
Sample making
Developing manufacturing processes
Currently developing Continuation Patent #12,462,306
CRM/ IT/LOGISTIC MANAGEMENT
Established web design guideline
Designed website mockups & wireframes
Establishing technical specifications document
Built storefront prototype
Organizational
Patent Submitted
Need to register trademark
Need to submit CORP./LLC. application
Branding & Marketing
Launching brand development survey campaign
Currently designing logo and stationeries
Concept for Spring 2014 photo shoot
Coordinating photo shoot production
Initial marketing research
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Team
Doo Aquino – President-www.linkedin.com/pub/doo-Kalmanson-Aquino/27/aa9/989 AAS, Associate in Applied Science, F.I.T., 1990 Doo Aquino began his training in technical skills at FIT and has a broad background in design, management and product development . Creatively integrating technologies
from diverse fields and transforming those elements into world class product solutions as his specialty. One
United States Patents pending have been issued to Doo Aquino to date and several more have been in progress . United
States Patent Numbers 12,462,306 and titles currently issued to Doo Aquino as an inventor:
Fred Hamble- General Counsel Current Legal Consultant, Intellectual Property at Frederick J. Hamble Past General Counsel at Warren Pharmaceuticals, Inc. Intellectual Property Associate at Morgan, Lewis & Bockius LLP Associate at Pennie & Edmonds LLP Education Fordham University School of Law/Cornell University
Their biographies are summarized in the Management Team Gaps Section. Several key people are also actively being sought…..
Mike Poole- Vice President/Tactical- Title Ballistic Professional at Ceradyne, Inc. Demographic info Baltimore, Maryland Area | Research Current:*Ballistic Technician at Ceradyne, Inc. Past: Sales/Technical Manager at Oregon Ballistic Laboratories, Lead Ballistic Technician at H.P. White Laboratory-Education: Harford Community College-Lead Ballistic Technician Sales/Technical Manager/Oregon Ballistic Laboratories/ December 2006– January 2011 (4 years 2 months) Business Development and Sales Manager for a small west coast ballistics testing laboratory. DOS FE/BR certification, NIJ body armor certification and NVLAP accreditation, ATC soft and hard armor certification.
Phillip Kalmanson- Research & Development- www.linkedin.com/in/phillipkalmanson Specialties; Spacecraft Propulsion System Design, Spacecraft Architecture, Spacecraft Systems Engineering, Commercial Telecommunications Satellites, Optical Remote Sensing Payloads, Commercially Hosted Payloads Education: Florida Institute of Technology BS,Physics 1994 – 2000 Recommend Phillip’s work at Florida Institute of Technology The Johns Hopkins University MS,Electrical Engineering (Photonics) Recommend Phillip’s work at The Johns Hopkins University
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Vision
We are in a unique position in the market for ballistic protective apparel because it is a niche market with limited competition. This gives us the flexibility to position our brand advantageously. Despite our competitor’s experience in the market, we have significant advantages that allow us not only to compete but also to define and develop new market segments. With superior product, good brand positioning and pricing strategy, we will be able to penetrate the market effectively and position ourselves as leaders.
We want our customers to have a positive image of apparel protection. Our vision is to shape the market beyond its original niche audience and create new business opportunities. Our innovative product offering combined with our unique brand personality and image will undoubtedly secure and solidify our position as market innovators. This will make it very difficult for our competitors to challenge our position.
As our company grows, we need to safeguard the integrity of our brand contract and make sure that the customers are always at the center of strategic decisions and business initiatives.
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I. Introduction II. Goals and Vision III. Brand Development - Brand Contract - Brand Positioning - Brand Personality IV. Delivery and Strategy - Identity System - Advertising Campaign - Web Design - Project Timeline - Metrics of ROI V. Conclusion
Branding & Marketing Strategy
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I. Introduction
Product Brand
Branding is more than a logo and being different
than our competition, it is an evoked emotion ,an
image, a feeling, a reputation.. A link that
emotionally connects our customer to our
company.
Branding is an assembled of assets, both
tangible and intangible that constitute its value
(Brand Equity): brand loyalty awareness, perceived
quality and propriety assets.
Branding is similar to a living organism; it
evolves, adapts, and grows as the company grows.
What is Branding? The Value of Branding?
Helps drive strategic business decisions
Influence product development strategy
Provided framework for marketing efforts & delivery
Brand value determines price premium
Facilitates customer acquisition and build loyalty
Helps preserve our competitive advantage
Adds overall value to the company
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Company’s Objectives – 5 year Plan
Brand Objectives
II. Goals and Vision
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III. Brand Development
“ DEFINING OUR BRAND DNA”
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Definition
Our Brand Contract
Brand Contract
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Brand Positioning –Competition
Market Segmentation by Product & Brand Focus
Strong Brand Performance
Tactical
Ready To Wear (VIP Oriented)
Tactical (Security Oriented)
Point Blank
Safariland
ABA
Second
Chance
…
Doo Aquino
Miguel Caballero
Fortier &
Co
Fashion
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Brand Positioning – Case Study 1
Miguel Caballero- “The Armored Armani”
Differences
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Brand Positioning – Case Study 2
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Target Audience (By order of Importance)
Industry and Competitors
Key Differences Importance)
Our Positioning
Brand Positioning-Findings
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Brand Personality -Persona
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Definition
We are not…..
We are..
Brand Personality-Overview
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IV. Delivery and Strategy
“ BUILDING OUR BRAND EQUITY”
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Purpose Assets
Overview
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Identity System
Simple Custom Front Monochromatic Easy to integrate Use of tagline NYC in Tagline
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Advertising Campaign
Concept
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Web Design
Minimalist Streamlined Fast Loading Photo Oriented Efficient Navigation Seasonal
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Project Timeline-Details
Phase I: Business plan Location & facilities Corporate identity Phase II: Identify System, web development, logos, stationary Advertising, search engine, social networking, forums
Phase III: Ballistic testing Marketing/Advertising Look book Patent application Design collection
Milestones
Web developer
Photographer
Models
Marketing
Resources
Identify System Development
2012
Location/Facilities
2013
Business plan
2012
2013
Web Development
Corporate Identity
2013
2012
Patent application 2013
Design Collection
2013
Ballistic Testing
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Methods
Conduct online survey in targeted markets
Backend reports from the online storefront
Google analytics and the site traffic
analysis
Social media
Criteria for Success
Brand awareness & recognition; Measures
strength of the brand as reflected by
customers ability to identify the brand
under varying condition
Contract fulfillment; Measure the degree
to
which our brand is upholding our brand
contract.
Acquired customers; Count customers
claiming they have come to our
company’s
based on the strength of the brand
Customers Loyalty: Measures the degree
to
which customers continue to purchase
our
brand and how long that loyalty has
lasted.
Financial Values: Reports the financial
value of our brand in the marketplace.
Price premium: Finds the percentage of
premium our brand is able to command
Metrics for ROI
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As we are enter the market as provider of consumer goods, we need to build the value of our company through the development of a strong global brand. By delivering a successful branding campaign, we will secure out opportunities for efficient market penetration and rapid company growth that needs overall goals. We are in unique position in the market for ballistic protective apparel because it is a niche market with limited competitor. This gives us the flexibility to position our brand advantageously. Despite our competitors experience in the market, we have significant advantages that allow us not only to compete but also to define and develop new market segments. We want our customers to have a positive image of ready to wear apparel protection and also shape the market beyond its original niche market. Our innovative product offering combined with our unique brand personality and image will undoubtedly secure and solidify our position as market innovators. This will make it very difficult for our competition to challenge our position. As the company grows, we need to safeguard the integrity of our brad contract and make sure that the customers are always at the best of strategic decisions and business imitative.
V. Conclusion