Acquisition project | Boots & Crampons

Understanding the Product

The core Boots & Crampons product is the online marketplace, which is being used to retail premium mountaineering & hiking brands.

Products include:

1. Backpacks - light backpacks that are highly suited for backpacking, retailed by Hyperlite Mountain Gear in India
2. Trekking & Climbing boots - light and with strong grip, and good comfort for long days on the trail - retailed by La Sportiva

Key attributes of backpacks valued by customers include:

• Light backpacks - light backpacks that are highly suited for backpacking
• Fit & Ergonomics - When wearing the pack, the comfort in wearing the pack can make a big difference
• Usability - While fundamentally backpack is needed to keep things that you need for your days on the trail, items that are needed throughout the day should be accessible.

Sceenshots for user reviews at https://www.notion.so/milangupta/Acquisition-Project-Submission-Boots-Crampons-80f46a74c2054fc3b9e356278fcb77ff?pvs=4#12b74767a5e680a2a608eaccd4e36b5a

Understanding the Users

Ideal Customer Profile:

1. Lady in 50s, going for a challenging mountaineering expedition with family
2. 1. Age: 50s
   2. Demographics: Married, with children in college/ working, Income Level : over Rs. 50 Lakh
   3. Need: Product is more of a want-based product, where the user wants to showcase that they use top quality products
   4. Channels: WhatsApp groups, Instagram
   5. Behavior - can be influenced by peers, and can likewise influence peers
   6. Value accessibility to the product - Can only be experienced when outdoors and when they have access; therefore a strong brand is needed
3. Businessman based out of Mumbai/Ahmedabad, pursuing fitness & mountain climbing
4. 1. Age: 45
   2. DemographicsIncome level: over Rs. 50 Lakh
   3. Need: Product is more of a want-based product
   4. Channels: WhatsApp groups, Instagram
   5. Behavior - would like to be interested in technical details of product they use
   6. Value accessibility to the product - High

Understanding the Market

Market is primarily dominated by Mass Premium Brands

In terms of online platforms, the following marketplaces are present:

1. Trekkit -
2. 1. retail premium brands such as Rab, Lowe Alpine & Salewa
   2. Sell products across all categories
   3. Channels of success - Organic inbound (via brands)
3. Adventureworx - self-owned brands
4. 1. GTM Channels - Paid ads (Google Search)

Product categories are:

Clothing & Gear

Climbing Boots

Clothes & Warm layering

Personal Equipment

Backpacks

Trekking Poles

Crampons

Ice Axes

Shades (UV light)

Climbing Equipemt

Ropes & Safety

Harnesses

Cams & Nuts

Ascenders & Descenders

Carabiners

Belay devices