Momo`s Babies - Montana State University Billings

Momo’s Babies
Presented By:
Kallie Francisco
Laura Love
Mattie Beadling
Mission and Vision
Mission: Is to provide babies with high-quality organic
onesies containing attractive, fun designs.
Vision: Is to create a fun and profitable side business creating
and selling these onesies individually online and in bulk
through retailers.
• Products are organic and 100% chemical free cotton organic cotton is a much stronger, yet softer fabric that lasts
much longer than conventional clothing.
• Products are unique – They include printing that
commemorates the babies’ state/city origin, and are
• High emphasis on quality of products offered
• Strong ethical principles
• Small business – Does not have its own stores for shoppers
to visit
• Lack of inventory options – Not many types of onesies or
tees for customers to choose from when ordering
• Lack of business knowledge
• Lack of marketing/promotional strategies
• Lack of personal website – Only uses Etsy to sell products
• Location of business is in the Virgin Islands – Very small
population of about 5,000 people
• Fast growing demand for baby products
• Mother’s and father’s high demand for organic, chemical
free baby products
• Growing opportunities in internet shopping – websites such
as Etsy and Facebook allow for easier selling, and using
Facebook and Pinterest to attract customers is an easy and
effective way to gain exposure.
• GIA announced the Children’s Wear Market is projected to
reach US$156.8 billion by the year of 2015
• Etsy has 15 million buyers
• Difficult to differentiate product amongst others- on Etsy, a
search for “onesie” results in over 71,000 items
• Literally millions of competitors
• Difficult to break-into the market to retailers, and her
location in the Virgin Islands makes it difficult to travel to
shows or markets where retailers shop for products
• Not a business that encourages a lot of repeat customersthe market is people who are having babies or who are
buying gifts for someone that is expecting.
Target Market
Our broad product market is parents, grandparents, family and
friends shopping for baby clothes. Of this market, the people
that will be shopping for our items will be looking for modern,
high-quality items. They like unique and artistic products and
are willing to spend more time and money finding something
different for their baby or their family or friend’s baby. They
appreciate extras, such as packaging and presentation, quality
of material, and good design.
Segmentation Strategy
1. Online shoppers
The online shoppers are technology savvy and frequent sites
like Pinterest, creative blogs, and smaller, more specialized
retailer web-sites. They likely already shop on Etsy for other
handmade and vintage products.
2. Store-front shoppers
The store-front shoppers frequent specialty stores and enjoy
the shopping experience. They take time walking around
“downtown” rather than the rushed big-box shopping. They
put a lot of thought into their purchases and gift –giving.
Dimensions Defining Our Target Market
• Behavioral - Homogenous dimensions of our two market
segments are that our customers are meeting social needs,
such as self-expression and self-esteem needs. Our product
is a way for them to express their style by dressing their
baby or gifting baby clothing that is unique and creative.
• Demographic - Our target market segments have
disposable income, so that they are willing to spend more
for higher quality and unique items; and family life cycleour target market is young families that are having babies
and their families and friends that are buying gifts for them.
Decision Making
• First, our customer becomes aware of a need. A couple
finds out they are pregnant and want to buy things for their
baby. Their friends and family members need to buy gifts
for the baby shower. The parents, family and friends could
also be shopping for Christmas or a birthday gift for the
baby or toddler. They start searching for information. In
this case, they would start getting ideas, either online,
wandering through stores, and looking through catalogs.
Our online customers would enjoy perusing Pinterest, Etsy,
and other unique retailers for ideas.
Decision Making (continued)
• Our store-front customers would start looking in baby
boutiques, or retailers that offer baby items. They would
identify alternatives, they would probably see a lot of things
that they like and narrow down the field by setting criteria.
The decision making process may take a long time for some
of our customers, as they are trying to find a product that is
unique. Others may be immediately attracted to a product
based on the style, display, and quality. When they
purchase the item, they will expect good customer service
and presentation.
• Grow with the infant clothing market that is projected to reach
$156.8 billion in 2015 by expanding our infant tees to toddler
sizes with more design options to choose from by the end of
2015. There is a 2% increase in the industry yearly, and our
goal is to grow 2% a year alongside the industry.
• Increase sales through our present Etsy store. 7.2% of apparel
sales in the US are for infant and toddler clothing. Of the 15
million buyers on Etsy, we expect 50% of them to be shopping
for apparel at some point. If 7.2% of those are shopping for
children’s clothing that creates an Etsy market of approximately
1,080,000 people. This would create approximately 15 views of
each of our products per search for “onesie”.
Objectives (continued)
• Distribute products through specialty retail stores in
Montana, Wyoming, and St. John. By 2014, have one
distributor in St. John, four in Wyoming- in Cody, Jackson,
Cheyenne, and Sheridan, and four in Montana- in Helena,
Missoula, Bozeman, and Billings. These are locations that
support specialty stores with high tourism and populations
with higher disposable income.
Product Life Cycle: Because Momo's Babies is still relatively
new and working on market penetration, customers choosing
to purchase their organic baby clothing will join Momo's
Babies customer base at a gradual rate. Until awareness rises,
promotion costs will need to be relatively high.
The industry is currently at a mature market stage. Because of
this, competition is high. This means that Momo's Babies must
provide a great quality product at a price that customers will
deem better than the competition.
Since there will always be a need for baby clothing, if Momo's
Babies can keep up with the competition, the product life cycle
may not decline for at least 10-15 years.
Perceptual Map:
Brand Positioning Statement: Parents who purchase organic
clothing demand the best for their children. Momo's Babies
provides parents with the best organic clothing in a fun and
unique appearance. Choosy parents choose Momo's Babies to
show off not only their great choice in clothing type, but the
birthplace of their most treasured gifts, their children. Momo's
Babies knows how treasured children are, and makes it their
mission to show the rest of the world that special quality that
children hold.
Objective: Our objective is to make enough of a profit in
order to not only gain, but also widen our target market and
sales areas. We need to be able to bring in a considerable
amount of profit and keep customers loyal.
Strategy: We will charge an adequate price for the clothing,
averaging lower than the most expensive brands on the
market, but more than the cheaper, lower ends. This price will
allow us to make a profit and continue to provide our
customers with good-quality, unique organic clothing. In order
to encourage loyal customers we will also offer occasional
sales and promotions.
Competitor Analysis: Big name brands like Wal-Mart, Kmart,
Carter's and Kohl’s offer organic baby clothing at extremely
cheap prices. This clothing is often generic, just like the stores
and of lesser quality than more expensive brands.
Brands like Nosilla, Finn & Emma, B Nature Organic and Dior
Baby are expensive and high end. These brands do not offer
many creative or unique designs, therefore causing parents to
only pay for the name and quality of the organic material. In
several instances, the clothing is bland and colorless.
Competitor Analysis (continued): Momo's Babies will provide
great quality organic baby clothing with creative designs at a
cost that is between the cheap, lesser quality clothing and the
expensive, less creative brands. Our design is unique and
exciting. It will cause parents to realize that they are not only
paying for our name, but our quality and creativity as well.
Objective: Our objective is to reach our target markets where
they are and when they are there. Our online clients need to
have easy access to the website, ease of shopping, and receive
their goods in a timely and efficient manner. Our retailers
need to be able to keep a constant supply, but not be
overstocked. We need to be able to ship them goods quickly
and efficiently, as needed.
Strategy and Examples: We have two locations where
customers will be able to get our goods: our online Etsy store
and through the specialty retailers that carry our product.
Strategy and Examples (continued): Our Etsy site needs to be
attractive, well maintained, and easy to access. It is, in essence,
our “store-front”. We will discuss further in the promotion section
how we plan to enhance our Etsy store to attract more customers.
When we are promoting our product to retail stores, we will also
need to be choosy about which stores we want to sell our goods
in. The locations that we want to sell our onesies in are St. John,
USVI; Sheridan, Cody, Cheyenne, and Jackson Hole, WY; and
Bozeman, Missoula, Helena, and Billings, MT. These cities all have
larger populations, a significant portion of people with disposable
incomes, and thriving downtown shopping districts. We will
contact retailers with specialty shops in these downtown shopping
Strategy and Examples (continued):
Our channels of distribution are:
Online customers: our location to the customer
Retail shoppers: our location to the retailer to the customer
Both distribution channels rely heavily on well managed
shipping processes. We will use UPS because of their
competitive rates and the speed of delivery from the Virgin
Islands. Since this is a small business, Moriah will be able to
store inventory in her home and arrange shipping immediately
upon need. Our customers will expect high-quality packaging
and quick delivery of their products, so we will have to be
efficient in both of these areas.
Objectives: Our objectives are to increase our online sales
through Etsy and to begin selling onesies and t-shirts through
retailers in specialty stores in St. John, Wyoming, and Montana.
Strategy and Examples (online market)
• Improve our image on Etsy: Our logo and picture on Etsy is
currently really attractive. We will improve the description of
the store, though, to include the reasons why our products
are so great: organic, original designs, etc. We will add
more products. We need to display different designs, sizes
and colors. Also, a full store is more attractive than an
empty one. Use good photography and artistic editing to
add visual attraction to the products and site. Display the
items on babies and toddlers.
Strategy and Examples (online market)
• Improve our visibility on the web: Use social media to its
max. Create a Pinterest account for the store, where we pin
each new item added to the Etsy site, and linked to the
store. Create the boards with a wide range of categories
such as “design” “kids” and “women’s fashion” so that it will
show up on as many accounts as possible. Repin from
personal Pinterest accounts and recruit friends and family
members to repin as well. Create a Facebook page for the
store where customers, friends, family and we can post
pictures of kids wearing our items. Share photos and links
to the Etsy store through personal Facebook page.
Strategy and Examples (online market)
• Improve our visibility on Etsy: Add common search words
to our descriptions. Post new products periodically so that
they show up on the new product list on the homepage.
Promote our store and items in Etsy blogs.
Strategy and Examples (store front shoppers)
• We will contact retailers in St. John, select cities in Wyoming,
and in Montana. Moriah will research the stores in
Wyoming and Montana and then personally visit them this
summer while there on vacation. She has connections with
store owners in St. John that she will visit.
• Have samples and a well designed letter promoting the
product and directing them to the Etsy site to see more
designs that she can leave with the retailers.
The Herald Tribune. Industry IQ: Children’s Apparel. 2004.
Children’s and Infants Clothing Industry: Market Research Reports,
Statistics and Analysis.
ReportLinker. 2012.
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