1. Executive Summary - Project overview. Our plan is to add a line of replacement
laces that will stay tied during athletic activity.
2. Project Goals
SMART objective 1
Increase overall revenue by 3% by the end of fourth quarter by releasing our new athletic
shoelaces.
SMART objective 2
Gain 2,000 new social media followers from the running community prior to launch.
3. Deliverables
Major



requirements
Design slip-proof shoelace weave.
Manufacture 12,000 pairs of athletic shoelaces.
Increase brand awareness in the running community.
4. Business Case
Why are we doing this?
Customer research reveals this as an untapped opportunity in the market, with the
potential to win loyalty among a demographic obsessed with finding the best gear.
5. Benefit and Costs
What we’ll gain/pay
Benefits:

Add new product to our lace line, leading to 3% revenue increase, increased brand
awareness and customer loyalty
Costs:

Price of materials, design, and prototyping

Adding laces to inventory software
Budget needed:

$525,000
6. Scope and exclusion
What’s in- and out-of-scope
In-scope:

Product development, prototyping, manufacturing, marketing
Out-of-scope:

Vendor contracts, delivery to customers
7. Project team
Project team
Stakeholders
Project sponsor: Director of merchandise
Project lead: Project manager (you)
Project team: Shoelace designer, prototyper, quality assurance tester
Additional stakeholders: Director of market research, marketing manager, sales manager,
director of online sales
8. Measuring success
Measuring success
What is acceptable

3% increase in revenue by the end of the fourth quarter

5% increase in new customers three months after product launch