Huberd's Shoe Grease Final Presentation

BUSINESS PLAN

MEET THE CONSULTANTS

OMAR

ANDAZOLA

SENIOR:MARKETING

DYLAN

HERR

SENIOR:MANAGEMENT

SAVANNAH

WEIGANDT

SENIOR:MARKETING

SCOPE

OF

WORK

Seek expansion through

market ing channels

Develop a new IMC

strategy

Analyze potent ia l of

leasing propietery blend

Increase social media

presence

01

GOALS &

OBJECTIVES

MISSIONHUBERD'S

To Be The #1 Leather Care

Product

G O A L S & O B J E C T I V E S

G O A L # 1 : C O N T I N U E T O E N T E R I N T O

N E W M A R K E T S

G O A L # 2 : R E C O N F I G U R E C U R R E N T

S O C I A L M E D I A P L A T F O R M S A N D

S T R A T E G Y

G O A L # 3 : P U R S U E P R I V A T E L A B E L

O P P O R T U N I T I E S W I T H R E T A I L E R S

G O A L S & O B J E C T I V E S

G O A L # 4 : S E E K E X P A N S I O N I N T O

I N T E R N A T I O N A L M A R K E T S

G O A L # 5 : P R O A C T I V E L Y M A N A G E

G R O W T H

G O A L # 6 : G R O W P R E S E N C E I N

C U R R E N T M A R K E T S

G O A L S & O B J E C T I V E S

G O A L # 7 : M A I N T A I N C U S T O M E R

S A T I S F A C T I O N

G O A L # 8 : M A I N T A I N P R O D U C T

Q U A L I T Y

G O A L # 9 : M E E T F I N A N C I A L G O A L S

A N D O B L I G A T I O N S

02

INDUSTRY

ECONOMICS

C U R R E N T F A C T S $352.6 million dollar revenue

 1.6% annual growth

 $30.7 million dollar profit

 4,239 business

 No major industry players

 Low competition

 Minimal barriers to entry

Though there were periods of

significant decline, the market

is currently stable. With such,

there are significant

opportunities for companies like

Huberd’s to differentiate

themselves and remind

consumers of the value their

trusted product brings. 

Source: IBIS WORLD

03

PRODUCT

DEVELOPMENT

& REVISIONS

CURRENT PORTFOLIO

Huberd’s Boot and Saddle Soap (8 oz.): $5.50 Huberd’s Neatsfoot Oil Leather Dressing (8 oz.): $7.50 Huberd’s Saddle & Tack Conditioner: $5.75  Huberd’s Shoe Grease (7.5 oz): $7.50

Huberd’s Shoe Grease Pint Can: $12.50 Huberd’s Shoe Grease Quart Can: $23.75 Huberd’s Shoe Grease Vintage Tube (3 oz.): $5.99 Huberd’s Shoe Oil (8 oz.): $7.50

01

02

03

PRODUCT REVISIONS

Creating a Market for Women

Creating a Product That Encourages More

Frequent Re-Buys

Creating a More Generalized Version

of the Brand to Minimize Confusion

04

05

06

PRODUCT REVISIONS

Pursuing Licensing and Private Label Opportunities

Adding Detailed Product Descriptions

and Usage Guides on Every Can

Create a Waterproofing Spray

HUBERD'S

04

HUBERD'S

FINANCES

HUBERD'S FINANCES

05

MARKETING

PLAN

30 SECOND PITCH

Business to Business: “Maintaining quality is our job spreading it is yours.”

Whatever happened to restoring something we love versus buying another one?  Time and time again, we search for new leather products, why? Because its cracks and breaks down,sometimes as as soon a month after we get it.  Leather has a break in period with couches, gloves, boots, jackets and more we all look forward to when it is done, it’s soft, comfortable, and in the case of a boot nomore blisters. So, the hope is to let your leather products last,  as long as possible.  Leather is not cheap and to prevent all the expensive unfortunate mishaps Huberd’s leather conditioner benefits your wallet and your general comfort.

TAG LINESBusiness to Consumer: “Let your leather last as long as our brand!”

TARGET MARKETS

• Location: Major U.S. Cities located

close to headquarters: (Ex: Denver,

Phoenix, Portland, Albuquerque, Salt

Lake City, Seattle, Dallas, San Antonio)

• Income Level: 35,000-70,000

• Social Class: Middle to lower middle

class

• Occupation: Business Professionals,

Executives, Secretaries

• Education: College Degree (Bachelors)

 AGE: 21-28 GENDER: MALE & FEMALE

01• Location: Major U.S. Cities located close to

headquarters: (Ex: Denver, Phoenix,

Portland, Albuquerque, Salt Lake City,

Seattle, Dallas, San Antonio)- Also extending

to more rural areas that have a higher need

for exploration, and outdoor activity.

• Income Level: 50,000-65,000

• Social Class: Middle Class

• Occupation: (Rancher, Cowboys, Fisherman,

Outdoorsmen, Construction worker,

Firefighters, Policeman).

• Education: High School Education and

above.

AGE: 35-45  GENDER: MALE &FEMALE

02• Location: Anywhere in the United

States.

• Income Level: Retired

• Social Class: Retired Middle Class

• Occupation: Retired

• Education: High School Education

and above.

 AGE: 60-70  GENDER: MALE

03

CABELA'S

BASS PRO SHOP'S

BOOT BARN

HOME DEPOT

LOWE'S

ACE HARDWARE

BECKETT & ROBB

JACK THREADS

STEVE MADDEN

E

X

P

A

N

S

I

O

N

DIRECT COMPETITORS

INDIRECT COMPETITORS

OBENAUFF'S

KIWI LEATHER HONEY

RUST-OLEUM

RAWLINGS GLOVE TREATMENT

COMPETITORS

• “My Boots Throughout the Year”

• Get sponsors and influencers on Instagram that will try Huberd’s Shoe Grease and will demonstrate and promote the product by posting pictures and tagging Huberd’s in it.  

• Running specials during the Shoe Service Institute of America’s “National Shoe Repair Awareness Week” (ssia.com)

• Launch “Influential Women Week” in July in which Huberd’s posts pictures of successful female executives, fashion icons, etc. Tie the product to empowerment and female success in the workplace

• “Love for your Glove” in March to promote TLC for your baseball glove in preparation for the season

MARKETING CAMPAIGNS

 • Hire a Social Media Manager (February 2017) to begin creating Social Media Accounts

• Create a document containing distributor information to send thank you cards and gifts periodically throughout the year

• Pursue trade shows at stock shows, county fairs, and industry specific trade shows

• Print yearly calendar of community events to advertise and get involved 

•Increase Corporate Social Responsibility

“In December, buy a can of shoe grease or leather conditioner and Huberd’s will donate to buying shoes for kids around the world.” (i.e. Soles 4 Souls) 

MARKETING STRATEGY

06

NEW

HIRES

Social Media Manager This person will bring a skill set, of marketing, social media skills, and growth strategies

Will oversee the entire social media marketing strategy for 2017. 

He/She will manage all social media efforts by spending 3-5 hours a day engaging with customers and posting new content. 

Will also act as a customer service representative reaching out to distributors and customers for purchase follow up

Outsourced Part Time HR ManagerThis person will bring organizational skills and ethical practices to the Huberd’s Shoe Grease team.

 Will oversee all things related to the ethical and legal structure of the company and will be very active in the hiring/firing process

Will make a detailed working schedule

New HiresFor 2017

QUESTIONS