Crossbow Market Overview

CROSSBOW MARKET OVERVIEWApril 2010Mark Miranda

Executive Summary Cbdcwekl wetvsur

2Confidential Property - Prepared by M. Miranda for Carbon Express

Marketplace


Key Trends


Customer Profile


What theyre Talking About


Key Competitors


Company A


Company B


Company C


Company D


CX Opportunities


Bass Pro Shop Crossbow Customer Review Comments 2006-2010 by Brand0.5 0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Horton6 Products

Bass Pro carries 7 crossbow brands44%

Horton appears to have significantly more top of mind among Bass Pro consumers% of comments % of Tot Products 32%

24%

18% 15% 12% 8% 7% 5% 16% 12% 8%

Excalibur8 Products

Barnett2 Products

Parker4 Products

Ten Point3 Products

Other2 Products


Cabelas Crossbow Customer Review Comments 2008-2010 by Brand0.6

Cabelas carries 6 crossbow brands Barnett appears to be the top of mind brand among Cabelas consumers50% % of comments % of Tot Products

0.5

0.4

0.3 22% 20% 0.2 16% 12% 0.1 11% 12% 7% 8% 9% 4% 2% 0 Horton3 Products

Excalibur3 Products

Barnett4 Products

Parker2 Products

Ten Point5 Products

Other1 Product


Gander Crossbow Customer Review Comments 2008-2010 by Brand0.6

Gander carries only 4 crossbow brands; major brandsExcalibur and Horton absent Only one of Big 3 outdoor specialty retailers to feature Eastman Outfitter brand43%

% of comments % of Tot Products 50%

0.5

0.4 32% 0.3 22% 0.2 14% 0.1 3% 0 Eastman Outfitters2 Products

29%

7%

Barnett4 Products

PSE1 Product

Ten Point7 Products


Bass Pro Shop/Cabelas/Gander Combined Crossbow ReviewsAverage Customer 5 Point Ratings by Brand- Among major brands, Excalibur and Ten Point perceived to be quality leadersbased on almost 500 Customer Reviews 2006 20105 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Horton Excalibur Barnett Parker Ten Point Eastman PSE Bowtech 4.8 4.3 4.1 4.7 4.4 5

4.2

3.2


X-Bow Brands Price/Quality MapSource: Bass Pro Shop/Cabelas/Gander Customer Reviews Industry Avg. Quality (4.3)

$1,200.00Avg. X-bow Pkg. Price

$1,100.00 $1,000.00 $900.00 $800.00 $700.00PSEIndustry Avg. Pkg. Price ($747)

Ten Point Bowtech

Excalibur Parker Horton Eastman

$600.00 $500.00 $400.00 $300.00 $200.00Barnett

3.4

3.6

3.8

4

4.2

4.4

4.6

4.8

517

Avg. Customer RatingConfidential Property - Prepared by M. Miranda for Carbon Express

Consumer Value

Parker X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas Customer Reviews


$1,000.00

Industry Avg. Quality (4.3)

Cyclone Extreme Pkg w/ Multi Reticle Scope

$800.00

Industry Avg. Pkg. Price ($747)

Tornado HP Outfitter Pkg

$600.00

Buck-buster 175 Outfitter Pkg Buck-buster 150 Outfitter Pkg

$400.00

Safari Magnum 160-lb. with Scope

$200.00

3.6

3.8

4

4.2

4.4

4.6

4.8

518


Consumer Value

Barnett X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas/Gander Customer Reviews Industry Avg. Quality (4.3)


$1,050.00 $850.00 $650.00 $450.00 $250.00Phantom Jr. Pkg


Predator Pkg

Revolution AVI Pkg

Quad-400 Pkg

Wildcat C5 Pkg

$50.00

2.8

3.3

3.8Avg. Customer Rating

4.3

4.819

Confidential Property - Prepared by M. Miranda for Carbon Express

Consumer Value

Excalibur X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas Customer Reviews


$1,000.00


Equinox "Lite Stuff" Pkg Exomax Pkg Vortex Pkg

$800.00


$600.00

Phoenix Lite Stuff Pkg

$400.00

$200.00

3.6

3.8

4

4.2

4.4

4.6

4.8

520


Consumer Value

Horton X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas Customer Reviews


$1,000.00

$800.00



$600.00Team Realtree w/ Scope

$400.00Buck-buster 150 Outfitter Pkg

$200.00

3.6

3.8

4

4.2

4.4

4.6

4.8

521


Consumer Value

Ten Point X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas/Gander Customer Reviews Industry Avg. Quality (4.3)

$2,000.00 $1,800.00Avg. X-bow Pkg. Price

Phantom CLS w/Pro-View Scope and ACUdraw

$1,600.00 $1,400.00 $1,200.00 $1,000.00 $800.00Industry Avg. Pkg. Price ($747)6 Point Series GT Mag Pkg w/ 3X Pro-View Scope

Lazer Pkg 6 Point Defender CLS Pkg Titan HLX Pkg w/ Acudraw and 3X Pro-View Scope

6-Point GT Flex ACUdraw Package

$600.00 $400.00 $200.00

Titan HLX Scope Package

3.6

3.8

4

4.2

4.4

4.6

4.8

522


Bowtech/PSE X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas/Gander Customer Reviews

$1,400.00PSE TAC 15

Avg. X-bow Pkg. Price

$1,200.00 $1,000.00 $800.00 $600.00 $400.00 $200.00PSE Sidewinder XB Pkg


Bowtech Stryker Pkg


PSE Copperhead 150 Pkg

2.6

2.8

3

3.2

3.4

3.6

3.8

4

4.2

4.4

4.6

4.8

523


Consumer Value

Eastman Outfitters X-Bows Price/Quality MapSource: Gander Customer Reviews


$1,200.00 $1,000.00 $800.00 $600.00



X-Force 500

$400.00 $200.00

X-Force 300

3.6

3.8

4

4.2

4.4

4.6

4.8

524


Consumer Value

Projected Crossbow Brand Shares50 45 40 35 30 25 20 15 10 5 0Horton Barnett Ten Point Excalibur Parker Eastman Outfitters PSE 10.4 6.9 6.1 0.8 1.1 0.1 Bowtech 43.0

Projected Share = (20% x Brand share of Outdoor Specialty Customer comments 7/09 -4/10) + (80% x Brand share assumption for other distribution channels)

31.6


Documents

Crossbow Market Overview