Innovative Pushchair for Uk

a 5-minute “Pitch” from Andrew Sullivan to Sam Cartwright of Mother care

I am Andrew Sullivan an Hope abasi from 2011-2014

Product – Faraway Foldable,

Innovative pushchair for UK

A –

1. size and difficulty of folding current designs
2. Cars are smaller and retail stores generally had narrower doors and aisles, therefore US centric designs are unpopular among british parents
3. Parents are buying second small foldable pushchair for everyday errands and use the larger ones for major trips

E –

1. Baby safety and travel industry is fragmented, so less entry barreirs
2. 2nd most frequently purchased items for  new baby in the UK after bottles, above even car seats and accounted fro 29% of the 220 million spent on nursery and baby products. And also births in UK were expected to remain at 800k per year and hence demand for pushchair is gonna increase
3. High-ticket item – 50% retaier markup and important poduct line to pull paretns to the store
4. We came up with a thin yet dense metal frame and clever folding design, which is small, sturdy , but easil collapsible, which is exactly what the customres want. This suits the needs of parents who wants ro run errands in busy town centers with smaller cars and were willing to make do with less space undersneath the child’s seat.
5. Footprint is also 40% smaller than the brands and take up less spaces in the retail stores
6. Our manufacturing is al done via contract by highly reputable manufacturing company X in hungary.We also have unique compact  attractive packaging and sturdy enough to use as an ongiojng storage container
7. Positive customer feedback

I –

1. selling 200 units per month through individual independent stores
2. Filed 2 patents
3. Selling to Morleys, regional departmental stores
4. Graduating from Univ of Cambridge, Sponsored by Nestle for MBA in London Business School
5. Abasi from Brunel Univ from London

• – Mothercare sell fareaway folder through their stores

1. We get 130 from retailer and they sell at 250
2. Expecting to sell over 400 units permonth, we expect a maket share of les than 1%, conservative goal

U –

1. Having current HOT pushchair in their stores, how easy it was for their staff to learn about all brands and to demnonstrate, how easy it was for customer to pack them up and carry them to the checkout
2. He saw our pushachair and heard seom buzz about it
3. Very punctual finish it on time

XE –

1. Faraway had associations with travelling, sleeping, and a popular old-fashioned children’s book called The Magic Faraway Tree, which gives brand associations with fairytales and nostalgia for parents’ own childhoods and also wanted to signal folding benefit in the name.

A

I
D

A

Eliminate

F

U

D