The income and household composition

SITUATION ANALYSIS

 

CUSTOMERS

These are our current customers:

2. Demographics (e.g. age, income, household composition, ZIP code):

20-30 yrs old, income 100kk/y, single

3. Psychographics (e.g. attitude to product, to competition, to ads): interested in innovation, progress, fashion, open to new experiences. Using our competition but ready to test new options as well.
4. Current levels/ measures of customer satisfaction: All potential users are excited for the solution. The design is getting very good ratings.
5. Describe our loyalty program, efforts at CRM; if not applicable, leave blank:

loyalty program will connected to Pro subscription and will be based on governance token.

 

This is what they buy:

1. Buying behavior (e.g. frequency, only on sale, etc.):

 

Often small shopping, from time to time big shopping on the auction.

2. When our buyers buy, what channel do they prefer?

platforms

3. When our buyers buy, do they seem to be price sensitive?

Not that much- if theybreally like items, they will buy it.

 

Possible customer issues to consider:

4. What changes have we seen over time with our buyers, do we expect any in the future?

More and more people are coming to the idea of virtual fashion.

5. Why don’t non-buyers buy?

When they are convinced about rarity and excited about potential gain in the future.

COMPANY

Currently we are:

6. What are we good at? Known for? Do a SWOT Analysis:

SWOT Analysis
	Favorable	Unfavorable
Internal (Corporate)	we gonna foster great culture of collaboration	high competitiveness between collectors can be a problem.
External (Environmental)	part of them koney will donated to charities(enviroemntal)	big usage of Internet by blockchain networks.

7. What do we want to become? Future strategy:

We want to become a one-stop place for synthetic fashion, avatars and collections galleries.

CONTEXT

Economic factors of concern for us:

8. If the economy is a factor, note how here (e.g. stable? Growing? What is the customer mood?); if not, leave blank.

Economic situation with covid made it a little easier to find companies and users interested in new innovative ways.

Political factors include:

9. If politics are a factor, note how here (e.g. supplier country unrest?); if not, leave blank.

Legal issues looming:

10. If legal is a factor, note how here (e.g. Any consumer laws looming?); if not, leave blank

Deepfakes ar still not regulated which can be good and bad in the same time as our avatar technology is based on this.

Technological “threats”/“opportunities” include:

11. If technology is a threat or opportunity, describe here. If not, leave blank.

For us technology and its progress are our biggest advantages. Thanks to this, we can grow with the industry.

 

Larger societal concerns that may affect us include:

12. If there are any societal concerns that may affect us, list them here (e.g. demographic shifts, attitude shifts, etc.). If not, leave blank.

People are scared of deepfakes and may want to publish more campaigns againsts this- this can influence synthetic generation field.

 

COLLABORATORS

Modifications we seek in our supply chain partners:

13. If relations with supply chain providers need modification, state here. If not, leave blank.

Modifications we seek in our distribution channel partner network:

14. If distribution channel relations need modification, state here. If not, leave blank.

COMPETITORS

Certain competitors may be a threat, specifically:

15. Who are our major competitors (define this broadly)?

dress-x.com platform with virtual fashion. Long waiting for the photo with your item- and no nft-based ownership.

rarible best platform for Nft-based virtual art with auctions up to millions of dollars worth of crypto.

Nifty Gateway- special drops and collections with big brands like F1 and NBA, so not only art but also sport collectibles. zthey also have art so we will compete on these area.

Given their strengths:

16. What are our competitors’ strengths?

Started earlier so they have tech advantage and bigger customers base.

STRATEGIC DEVELOPMENT: MARKET ANALYSIS AND STRATEGIES

SEGMENTATION

Based on our marketing research, customer segments may be described as follows.

We currently serve:

17. Base segments on data; gather marketing research to conduct cluster analyses; describe marketplace in terms of demographics, psychographics, buyer behaviors, etc. First, identify / describe current customers:

We are considering moving toward (or also) serving:

18. Describe the ideal customer:

Open to innovation, fashion and art lover. Between 20 and 30 years old.

For now, we are not interested in serving:

19. Describe non-users: People who don’t understand fashion.

TARGETING

To serve a customer base of sufficient size and profitability, we should pursue:

20. Estimate the size and profitability (Lifetime Customer Value) of segments:

There are millions of fashion lovers around the world, our solution has a chance of getting majority of them.

We believe that a focus on this customer base fits with our strategic corporate goals:

21. Characterize fit with corporate and marketing strategy for each segment:

Our fashion lovers community is aligned with our suntainability goals and strategy.

We considered other segments, and their relative attractiveness is as follows:

22. Using financial and strategic information jointly, rank desirability of segments:

NFT and digitaln art collectors could benefit from our solution as well.

POSITIONING

Overall, we will seek a strategic market position of:

23. Strategically choose high-quality/high-price or basic-product/low-price position:

high-quality, medium pricing.

This market space should compare favorably to our competitors’ positions:

24. Show how our strategic position compares to competitors’ positions:

We have solutions that our competitors dont have and can be crucial for success. They started earlier so have bigger customers bases for now.

The marketing mix variables are described in the next section. As an overview:

25. Outline the distribution (wide or exclusive), and promotion plans (mass, light):

Distribution is exclusive, products are in expensive niche. The promotion will be detailed and targeted.

TACTICAL PLANS: MARKET POSITIONING, STRATEGIES AND TACTICS

PRODUCT

Our product is at this phase of the product life cycle:

26. Where are we in the product life cycle; is it time to jump start?

Starting the promotion of it to mass consumer.

The quality of our product should be considered by customers to be:

27. Choose high-end quality or basic-quality level: High-end quality.

Our customers primarily seek these benefits:

28. Use conjoint analysis on target segments to determine primary attributes/features:

Easy to use, exciting, fashionable

When customers think about our brand, they think of these associations:

29. What are our brand associations, and what do we want to trade in/out: Revolutionary tech.

We want good quality but its new, developing branch so some customers have to wait for better quality.

 

PRICE

Given our strategic positioning, here are our pricing considerations:

Our customer price sensitivities seem to be:

30. Given strategic positioning, shall we price high (skim) or low (penetrate); if price low, conduct internal audit to assure exceed break-even, if price high, conduct marketing research to assess: First, customers’ price sensitivities:

Our suggestions on occasional price discounts are these:

31. Shall we consider occasional price discounts: We are developing our business so we consider discounts for fitst adopters.

We recommend pricing as follows:

32. How might we benefit from pricing differentially to our segments:

For collectors auctions and high prices. For regular users, drops and regular items.

PLACE/DISTRIBUTION

Our ideal distribution system would be:

33. Design distribution system to be extensive or selective:

We will use promotions to spur trade partners and consumer involvement per:

34. Integrate with promotions as push or pull:

We will address potential partner conflict via:

35. Any conflicts needed to be resolve? Communication, contract, profit-share:

PROMOTION

Our marketing communications (advertising, social media, etc.) goals are:

36. What are our marketing communication goals?

Raised awareness about steelo and synthetic media field. Growing artists and customer bases.

We will measure the effectiveness of our promotions by:

37. How will we measure the effectiveness of our marketing communications and whether our goals were achieved:

Growth of following, more users interested in the platform, activity on social media channels.

 

We will apportion our advertising budget across media as per this IMC plan:

38. How to apportion our marketing communications budget across media for true IMC:

 

Intro;

Steelo is a evolutionary fashion and styling platform based on NFTs, blockchain-based symbols of value. Collectors and fashion lovers can buy items, dress avatars in the items and showcase their collections in high-quality and excting ways. Our start, despite all the competition is looking bright as we researched the most important technology, made the connections and partnerships needed for a successful launch.

 

Main part of our marketing strategy will be to build a prosperous community of collectors, designers and fashionados so they can collaborate together and achieve more than they could ever before. By creating this digital space for their creativity to flourish and their art-hunting to celebrate we meet their one of their most basic needs- appreciation.

 

Our campaign will center those emotions and similar- like being proud of their work, or from their fruitful collaboration, the feeling of being a part of a great community. We imagine all kinds of artists from spaces like music, digital art, fashion and gaming to combine their forces and our platform will be the framework in which the most interesting ideas in the industry can emerge.

 

One of these steps is establishing partnership with Global Street Art which will keep artistic creative value in this project and supply us with artworks from most amazing street creators in the world.

 

Our customers, on the other side, can be divided into these groups:

• fashion and streetwise lovers and fanatics
• digital fashion collectors
• art nft collectors
• virtual reality gamers

 

Our way of getting there will be by creating content marketing strategy and execute it with these main categories in mind:

 

• marketing collaboration with blockchain projects 0 euro
• paid marketing, Google ads 10k EURO
• blog popularising ideas of digital worlds, fashion and art. 5K EURO
• partnerships with NFT and ART magazines 2K EURO
• landing pages with personalized and segmented content 5K EURO
• data-driven video marketing and virtual infulencer marketing distributed through newslettet and social media channels;

like discord, Telegram, Instagram, Twitter, discord

10K EURO

 

 

Audience:

 

Audiences and channels:

Fashionable young people – 16- 24 yrs old, mixed genders

– direct email marketing and social media, notifications

– closed groups

YouTube and Tiktok for videos of the rooms and avatars.

 

Nft collectors 18-40 years old majority male, appreciate art connected to crypto and channels of their use like discord, telegram and new emerging projects. Our platform will also have important social elements like sharing Trophy Rooms and avatars, rating Steelo’s and much more.

 

Digital Fashion collectors are mostly on Instagram and there will be our main focus. Their age is mostly 18-30 yrs old.

 

Virtual reality gamers are using discord and YouTube for their research of new projects combined with reddit forums.

 

 

To understand the most urgent needs of our customers we gonna make additional extensive research to establish how often and what type of content is convincing them to use our solution. In terms of these conditions we can only establish initials approaches like sharing user generated content on social media and with magazines, promoting our own blog where we will spread awareness about NFTs, Digital Fashion and the whole blockchain industry and using paid ads to promote the idea of the platform and marketplace on Google.

 

 

To execute this plan we will establish the following parts:

 

Timeline- Current plan is to execute MVP by summer and starts token sale by the end of it. It will be focused on our avatars and NFT solutions.

 

We will use Adjust for insights into mobile app user behavior and create remarketing campaigns based on these results. Hubspot will be our CRM.

 

Our KPIs will be focused on delivering big sales for artists and collectors, but also allowing users with less deep pockets to use the platform- we will measure activity of rating and comments as well, not only financial benefit.

 

For the final element we will need a successful PR campaign that will enable us to be a part of thi snow emerging virtual fashion and NFT industry. We need to secure interview in top magazine as one of the few of the most creative innovators.

 

 

 

 

 

 

 

 

 

 

 

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