Starting an E-Commerce Business

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http://www.evisors.com/webinars/webinar/60



Starting an E-Commerce Business

featuring:

Peyton JenkinsCo-Founder of

Hosted by: Caitlin QuanEvisors Marketing & Operations Associate





Agenda

1. About Alton Lane • Mission Statement• Better Clothes. Better Value. Better Experience.

2. Finding the Gap

3. High Touch vs. High Tech

4. The Battleground - Lessons Learned

5. Q&A





About Alton Lane

“Our mission is to create a new standard in men’s

clothing based on exceptional quality, superior

fit, excellent value and a better customer

experience.”





About Alton Lane

“Our mission is to create a new standard in men’s

clothing based on exceptional quality, superior

fit, excellent value and a better customer

experience.”

Better clothes Better value Better experience

• Premium fabrics sourced from among the top mills in the world

• Custom made by highly-skilled tailors

• Full range of customization options for each garment

• Industry transforming ‘Modern Bespoke’ approach to measurements

• Hand detailed stitching on every garment

• Expanding product mix allowing us to develop into a full lifestyle brand

• Unprecedented value in the menswear market

• Best quality garment in your closet at every price point

• Streamlined business model reduces costs

• Just-in-time fabric inventory by leveraging fabric mills’ existing inventory

• 100% satisfaction guarantee

• Showroom atmosphere revolutionizes ‘in-store’ experience for men

• State-of-the-art website makes shopping easy and enjoyable

• Excellent, thoughtful and personal customer service throughout customer lifecycle

• Social events in the showroom drive customer community and brand loyalty

• Trend-conscious and socially savvy Alton Lane style experts

=

@ ½ the PRICE





Agenda

1. About Alton Lane

2. Finding the Gap• Organic vs. Manufactured



5. Q&A





Finding the Gap

Price

Qua

lity

Low

-end

Prem

ium

$200 $3000+

Brioni

CanaliHickey FreemanRalph Lauren

Jos. A Bank

Men’s Wearhouse

Michael Andrew’s Bespoke

Indochino

Hugo BossBrooks Brothers

Tom James

Kiton

Zegna

Armani

$800

My.Suit

J. Crew

Banana Republic

Miller’s Oath

Astor & Black

Suit Supply





Agenda

1. About Alton Lane

2. Finding the Gap

3. High Touch vs. High Tech• Building Customers…Cultural Waterfall• High Touch• High Tech• Bridging the Gap• The Results


5. Q&A





High Touch vs. High Tech

We have been able to attract clients from some of the best organizations in New York

As we expand, we will be able to leverage the “cultural waterfall” to reach clients in other cities around the world

Tertiary cities, universities, rest of world

Secondary cities, second tier firms, business schools

Top firms in top cities






Showroom Experience

• Comfortable and unique – Each space is designed to feel more residential than retail with carefully selected local design touches, multiple seating options and a sense of the familiar

• Authentic masculinity – Custom leather couches, flat screen TVs showing games, antique maps, a stocked bar and animal rugs create an atmosphere that is undeniably masculine while still feeling authentic

• Personal focus – Private appointments allow for greater personal touch, as we build relationships with our customers, discover what they need and guide them through the process

• Mix of high tech with old world – 3-D body scanner and custom iPad app for orders combines with leather swatch books, reclaimed wooden shelves and well dressed mannequins for a unique blend of the modern with the classic

• Conveniently located – Each location is carefully chosen to be easily accessible to men in all parts of the city. This allows for greater convenience and fewer missed appointments

“It feels like a poker room at a hunting lodge, complete with antler chandeliers, leather couches

and trophies…” Urban Daddy DC

Hosted by:See the rest at evisors.com/webinars/webinar/65




Industry Leading Web Experience

• Virtual Design Lab– Proprietary technology platform that allows customers to design products in virtual 3-D and visualize customization options on their garments before purchase

• Easy repeat purchasing – Customer recognition recalls measurements automatically during the order process, allowing for fast purchases and extremely convenient reordering

• High user interaction– Multiple areas of design and customization, combined with style advice and imagery leads to long avg. site visits (4:16) – website is a destination and an experience

• Global appeal– Unique web interface creates a fun experience that generates buzz and leads to sharing across the globe. Recent traffic comes from 944 cities in 63 countries








The Results….

http://www.recipestap.com/wp-content/plugins/wp-o-matic/cache/9e3c1_Garden+and+Gun+logo.png

http://www.budgetfriendlybungalow.com/uploads/2/7/3/5/2735625/721248.jpg?456

Agenda

1. About Alton Lane

2. Finding the Gap



5. Q&A




The Battleground – Lessons Learned

• Thoroughly review your vertical • Is there a real need for your product?• If yes, do you answer the need AND can you get in front of your

customer (e.g. Alton Lane, Dollar Shave Club)?• If no, are you capable of convincing your customer otherwise

(Fab, Instagram, Evernote)?• BUILD that bridge. KNOW your gap • Developers and programmers….where do I start??




Connect

Book your one-on-one session with Peyton at

www.evisors.com/expert/2134

Peyton JenkinsCo-Founder of


http://www.evisors.com/expert/2134



Agenda

1. About Alton Lane

2. Finding the Gap



5. Q&A




Questions & Answers




Questions & Answers

Question 1:

What is the single most important question when starting a business?

Hosted by:See the answer at evisors.com/webinars/webinar/65



Questions & Answers

Question 2:

How can you determine what the best marketing strategy is?




Questions & Answers

Question 3:

What percentage of your time goes into web development as opposed to product development?




Questions & Answers

Question 4:

What should you consider when expanding into global markets?




Questions & Answers

Question 5:

What are the main factors when moving from an idea to a plan?




Questions & Answers

Question 6:

What are the best payment methods?




Questions & Answers

Question 7:

Is there a target amount set for investing in a website?


