Product Statement

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• The Ridge Commuter Backpack Safety+
• Safety is already the backbone of the brand, let’s make it safer.
• Kevlar lined redesign to existing product.
• Kevlar is the most durable lightweight fabric available.
• Stab proof, fireproof, durable, and lifeproof.
• Lifetime guarantee, since Kevlar won’t expire on the inside.
• Durability for the harshest environments.
• Peace of mind in the most dangerous areas.
• Modern style, stylish, and sexy as hell.
• Minimalist design, providing maximum utility for quality and ease of use.

Analysis of the External Environment

• Global Adventure Tourism Market is expected to reach $1.169 Trillion by 2028
• CAGR 20.1%
• Samsonite is most direct competitor
• SXK product line features 5 diverse luggage bags lined with Kevlar
• Primary focus on luggage
• Similar social media following
• Threat of recession & shrinking discretionary income
• GDP shrank at 1.4% annualized rate in Q1 22
• March ‘22 CPI rose 8.5% since last year
• Current Covid-19 laws restrict and/or disincentivize international travel
• Dupont manufactures Kevlar using renewable energy which makes the Safety+ eco- friendly
• Environmentally conscience products continue to grow more popular among consumers

Analysis of the Customer Environment

• Who are the customers?
• Outdoorsmen, frequent travelers, tradesmen, and college aged males.
• Where are they coming from?
• Demanding environments that require high quality durable equipment.
• What do they want?
• Value in the equipment they are purchasing. They want products that will endure years of abuse without fail.
• Versatility minus complexity.
• Always on the move, not time to stop.
• If our customers are going to spend the money, then we need to deliver the absolute best.

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Ability to maintain favorable brand image through many digital assets and channels

Product portfolio contains quality accessories built with high & high quality tech materials

DTC success helps Ridge maintain strong margins

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Company focus primarily on wallets not backpacks

Easy to imitate since Kevlar is a DuPont owed material

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Emerging need for product as travel increases due to loosed Covid-19 restrictions

Collaborating with DuPont increases brand reputation and provides opportunities to add to product line

Branch into more retail stores that expand customer base

Pre-existing competitors such as Samsonite (specialization and economies of scale)

Discretionary income pinch in unfavorable economic conditions

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Marketing Goals and Objectives

• The Classic Backpack, the Packable Backpack, and the Weekender.
• Common theft rates and pickpocketing are always at its high in countries in Central and South America and Europe.
• Ensure durability and security of the Safety+
• Emphasizing all of Kevlar’s positive benefits and how popular the company is in other industries

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Marketing Strategies

• Target Market:
• Ages 18-45
• Working to upper class individuals who consistently travel and are always on the move.
• Geographic Segmentation:
• Mostly those who are located in big cities
• Anybody who seeks to encounter new frontiers
• Psychographic Segmentation
• Constantly traveling, on the road, or in the great outdoors.
• Willing and looking to use high function product with maximum durability.
• College Students and Corporate Employees

Marketing Strategies (continued)

Benefits that need to be pushed forward:

• Compact
• Weatherproof
• Shock-resistant laptop compartment and external USB ports
• Integrated Power Bank holder.
• “Built to last” guarantee
• Designing their products for everyday use

• Implementation of “suggested” social media advertisements from consumers/influencers who have and used the Safety+ themselves.

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• Buy One Get 50% Off A Ridge Wallet

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Affiliate Video:

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https://youtu.be/zbh87BXv9oc

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Marketing Implementation

Continue DTC website sales with current digital assets (social & earned media)

Partner with social media influencers to strengthen DTC website sales and expand current affiliate program

Expand retail channel locations to increase reach & brand recognition

• REI
• Bass Pro Shops
• Lowes
• Possible Future Military Crossover

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Marketing Budget

• Affiliate program pays 25% commission
• Allocate $2500 worth of bags to collaborate with influencers
• Wage cost of paying employee to submit products to new retail chains
• Instagram advertising cost: $6.70 CPM & $0.20-$2.00 CPC
• Highest conversion rate, engagement, order values, CTR than other social media platforms

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