Boots & Crampons is a premium mountaineering & trekking company, focused on delivering high-quality and safety-first experiences to customers.
Our customers often keen themselves fit through gym/ running, and look forward to trekking & climbing with us to recharge themselves.
For our technical climbs, our customers need high-performance equipment. Critical equipment for mountain climbs include backpacks, trekking boots and jackets.
We seek to deliver access to reliable & high-quality mountaineering products to our customers.
Boots & Crampons’ trekking & mountaineering products are in Early Scaling period. Whereas their Retail Store is in its Pre-PMF journey, as we seek to onboard premium brands such as Hyperlite Mountain Gear, La Sportiva and Rab. As we grow and hone our marketing skills, we’ll be looking at building our own products. Live document is at https://milangupta.notion.site/Acquisition-Project-Submission-Boots-Crampons-80f46a74c2054fc3b9e356278fcb77ff?pvs=4
Figma designs for various concepts is at: https://www.figma.com/proto/XkEF0kSINMpqu56B7vwd6L/GrowthX-Showcase?page-id=0%3A1&node-id=1-5&node-type=frame&viewport=731%2C523%2C0.32&t=LeYy2PSHYHV2DUpI-1&scaling=min-zoom&content-scaling=fixed&starting-point-node-id=1%3A5
Understanding the Product
The core Boots & Crampons product is the online marketplace, which is being used to retail premium mountaineering & hiking brands.
Products include:
Key attributes of backpacks valued by customers include:
Sceenshots for user reviews at https://www.notion.so/milangupta/Acquisition-Project-Submission-Boots-Crampons-80f46a74c2054fc3b9e356278fcb77ff?pvs=4#12b74767a5e680a2a608eaccd4e36b5a
Ideal Customer Profile:
In India, Decathlon, Wildcraft and Woodland have strong brand presence, and have captured the mass premium market with their high-quality products. However affluent customers are always on the lookout for premium products by themselves.
Competition:
Market is primarily dominated by Mass Premium Brands
Brand | Revenue (Rs, Cr) |
---|---|
Decathlon | 4000 Cr |
Aero Club (Woodlands) | 1500 Cr |
Wildcraft | 500 Cr |
Gokyo | 1 Cr |
Product categories are:
Climbing Boots
Clothes & Warm layering
Backpacks
Trekking Poles
Crampons
Ice Axes
Shades (UV light)
Ropes & Safety
Harnesses
Cams & Nuts
Ascenders & Descenders
Carabiners
Belay devices
Number of trekker & climbers annually: 100,000
Let’s say 5% of this number are looking for premium equipment in an year.
That places the market at a value of Rs. 50 Annual Crore Revenue.
Different types of trekkers - the kind of trekkers who would want premium equipment are:
In this segment, the following would hold true:
Go-to-platform for high quality mountaineering & climbing equipment.
Channels for acquisition - Mountaineering & Trekking are highly bragworthy. People do Everest Base Camp trek, and then their door-ke-rishtedaar know about this achievement that they've done.
With the parameters being fast, cheap and feedback-driven, we would want to leverage the following platforms.
Primary channels:
Keyword research
https://docs.google.com/spreadsheets/d/1XHdDdF8Zgv2YoA3a-6y6x9vkvrBQtxvsvGqW1RVCxBs/edit?usp=sharing
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