These are our current customers:
20-30 yrs old, income 100kk/y, single
loyalty program will connected to Pro subscription and will be based on governance token.
This is what they buy:
Often small shopping, from time to time big shopping on the auction.
Not that much- if theybreally like items, they will buy it.
Possible customer issues to consider:
More and more people are coming to the idea of virtual fashion.
When they are convinced about rarity and excited about potential gain in the future.
Currently we are:
|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.|
We want to become a one-stop place for synthetic fashion, avatars and collections galleries.
Economic factors of concern for us:
Economic situation with covid made it a little easier to find companies and users interested in new innovative ways.
Political factors include:
Legal issues looming:
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:
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:
People are scared of deepfakes and may want to publish more campaigns againsts this- this can influence synthetic generation field.
Modifications we seek in our supply chain partners:
Modifications we seek in our distribution channel partner network:
Certain competitors may be a threat, specifically:
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:
Started earlier so they have tech advantage and bigger customers base.
STRATEGIC DEVELOPMENT: MARKET ANALYSIS AND STRATEGIES
Based on our marketing research, customer segments may be described as follows.
We currently serve:
We are considering moving toward (or also) serving:
Open to innovation, fashion and art lover. Between 20 and 30 years old.
For now, we are not interested in serving:
To serve a customer base of sufficient size and profitability, we should pursue:
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:
Our fashion lovers community is aligned with our suntainability goals and strategy.
We considered other segments, and their relative attractiveness is as follows:
NFT and digitaln art collectors could benefit from our solution as well.
Overall, we will seek a strategic market position of:
high-quality, medium pricing.
This market space should compare favorably to our 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:
Distribution is exclusive, products are in expensive niche. The promotion will be detailed and targeted.
TACTICAL PLANS: MARKET POSITIONING, STRATEGIES AND TACTICS
Our product is at this phase of the product life cycle:
Starting the promotion of it to mass consumer.
The quality of our product should be considered by customers to be:
Our customers primarily seek these benefits:
Easy to use, exciting, fashionable
When customers think about our brand, they think of these associations:
We want good quality but its new, developing branch so some customers have to wait for better quality.
Given our strategic positioning, here are our pricing considerations:
Our customer price sensitivities seem to be:
Our suggestions on occasional price discounts are these:
We recommend pricing as follows:
For collectors auctions and high prices. For regular users, drops and regular items.
Our ideal distribution system would be:
We will use promotions to spur trade partners and consumer involvement per:
We will address potential partner conflict via:
Our marketing communications (advertising, social media, etc.) goals are:
Raised awareness about steelo and synthetic media field. Growing artists and customer bases.
We will measure the effectiveness of our promotions by:
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:
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:
Our way of getting there will be by creating content marketing strategy and execute it with these main categories in mind:
like discord, Telegram, Instagram, Twitter, discord
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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