Prefix Group Capabilities Deck

The Right People. The Right Process. Right from the Start.

www.prefixgroup.com

CAPABILITIES PRESENTATION

2939 GaviotaPlCarlsbad, Ca


415-652-6101


• A task force of Retail & Marketing Specialists

• A Process-Driven Approach to developing individual stores, roll-outs and Retail infrastructure

• A unique blend of experience in Brand and Business Development

• A menu of services—offered a la carte or in concert—ranging from Financial Grounding through Market Launch

EXECUTIVE SUMMARY

MARKET PLAN & REAL ESTATE

DESIGN & CONSTRUCTION

“Hammer/Nail” icon

STORE OPERATIONS

“Cash Register”

icon

STORE LAUNCH & MARKETING

The Right People. The Right Process. Right from the Start. 2

The Right People. The Right Process. Right from the Start.The Right People. The Right Process. Right from the Start.

EXECUTIVE SUMMARY

METHODOLOGY

A Rigorous Approach to any scope of work……whether augmenting a client’s existing Retail team and

infrastructure……or performing as a turn-key, de facto Retail

Department.3


EXECUTIVE SUMMARY

METHODOLOGY

BRANDBRANDAssignmentAssignment

BUSINESSBUSINESSAssignmentAssignment

The “Sweet Spot” A balance of:

BRAND IDEALS;LONG-TERM BUSINESS CASE ;

IMMEDIATE FINANCIAL OBJECTIVES.

4


• Powerful Brands believing they have the elasticity to extend into this critical customer-direct channel.

• Existing Retail Businesses looking to take advantage of the current economic environment and mass exodus from retail properties, but needing to augment existing infrastructure with fast, flexible execution.

• Existing Retail Operations that have had to cut the internal resources supporting their programs, whether at a corporate or store level.

• Visionary Managers seeing the current economic environment as a possible entry point into Retail and a means of high-margin brand extension.

• Venture and Private Equity Firms with Retail concepts either incubated or in their portfolios, but without the expertise to efficiently activate them.

EXECUTIVE SUMMARY

WHO SHOULD BE A CLIENT?

5


Founded in 2009, Prefix™ is comprised of professionals with direct experience in bringing brands to market through Consumer-Direct channels.

This has involved: Concept Retail Stores; Temporary “Pop-Up” Retail; Shop-in-Shops; Ecommerce; and Event Activation

EXECUTIVE SUMMARY

WHO HAVE WE WORKED WITH?

6

Denver, CO


PRACTICES

MARKET PLANNING & REAL ESTATE

SERVICES> Financial Modeling > Market Entry Plan> Site Location> Real Estate Searches> Lease Negotiation> Local Liaising:

> City Agencies > Neighborhood Associations

BENEFITS> Actionable Budgets> Holistic View of Roll

Out> Benchmarked

Locations> Minimized Legal Fees> Minimized Number of

“Surprises” Threatening Timelines and Budgets

“ONE CITY BLOCK MIGHT AT AS WELL BE A MILLION MILES.”

7


PRACTICES

DESIGN& CONSTRUCTION

SERVICES:> Co-Develop Client Briefs> Develop RFPs and

Source Vendors> Architecture> Millwork/Fixturing> Construction

> Secure Permits> Project Manage

Construction

BENEFITS> Brand-Driven Directives> Appropriately Complex

Vendor Evaluation> Coordination of

Disparate Vendors, Permits, etc. to Protect Timelines

> Constant Value Engineering

> Accountability Throughout Process

8

“THE MOST REWARDING AND MOST DANGEROUS PART OF IT.”


PRACTICES

STOREOPERATIONS

SERVICES> Sales Generation> Custom Systems &

Processes> Human Resources

> Training Manuals> SOPs

> Merchandising Optimization

> BOH

BENEFITS> Dependable Forecasts> Optimized GPM> Reduced Shrink> Reduced Employee

Turnover> Reduced

Compensation as Percentage of Sales

> Scalable Systems9

“IDENTIFYING INDIVIDUAL NEEDS AND CUSTOM SOLUTIONS.”


PRACTICES

STORE LAUNCH& MARKETING

SERVICES:> Market Outreach

> Database Development> DM Campaigns> Market Priming Programs

> CSR & PR/Media> Launch Events

> Coops with Local Alliances> Visual Merchandising/POP

BENEFITS:> Pre-Opening

Awareness> Cost Effective

Impressions> Integration with

Ecommerce> Cost Effective Launch

Events> Consistent Storytelling

10

“LOOKING FOR WAYS TO PLUG INTO THE COMMUNITY”


CASE STUDIES

> Development of 3 Permanent Stores, 3 Markets> Flagship, Street and Mall Properties> Integrate Retail Operations into a Wholesale Business

6,400 S.F. Flagship, Boulder, CO

11

SCOPE: Strategy > Store Launch


>Sustainability>Product Education>Community Areas and Programs>Educative Elements>Storytelling

Customers are greeted by a combination of art installation and education on the local flora.

CASE STUDIES

The Brand Assignment

12


>Fixture & Staff Productivity>Promotions Productivity>Revenue, Margins & Profitability Ramp>Build-Out Cost & Capital Payback Targets >ROIC

Marketing involves: brand-right themes; partnering with local

businesses; and fostering customer

loyalty.

CASE STUDIES

The Business Assignment

13


CASE STUDIES

> Integrate Asia’s third largest cosmetics company into the U.S. Market

> Develop Corporate Infrastructure & Systems

> Source Real Estate, Vendors and Project Manage Store Openings


1,000 s.f. store, Fashion Island, Newport Beach, CA (at left); Cover Story around the U.S. launch (above right)

14


CASE STUDIES

> Develop Strategy for Store Operations Alongside Corporate Restructure> Launched BEBE SPORT Brand and New Stores to Support It> 10 stores involving Canada, Hawaii, Bay Area, Mall of America, MN


15


CASE STUDIES

>Integrate Retail into a $40 Million, 150 Year Old, Family-Owned Business

>Develop First Freestanding Company-Owned Stores Since the Original Manhattan Apothecary in 1851

>Integrate Retail Concept into Nordstrom (shop-in-shops)


16


SCOPE: Temporary Retail

CASE STUDIES

>Test Market for Potential Permanent Retail (Los Angeles, CA)>Lead Acquisition>Develop Community Partnerships, e.g., Whole Foods>Provide Inventory Liquidation

17


SCOPE: Temporary Retail/Festival

CASE STUDIES

>Produce Large-Scale Events (300,000+ Attendance)>Secure & Manage Vendors, Entertainment, Corporate Sponsorships

>Develop PR: Event Releases, Story-Pitching, Media Interviews

>Partner with Local Retailers in Upscale Denver Shopping District

Denver, CO

18


CASE STUDIES

Key Assignments ResultsBusiness Planning/Mgmt

Market Entry Plan & Site Selection:

Design & Construction:

Systems, Processes & Staff:

BOH:

Marketing:

> Financial modeling and Budget development> Approx $2.5 million in 2008 revenue

> Strategy developed for 3 Market Clusters> 2 complete Stores (Boulder, San Jose)> 1 temporary Store (LA)> San Francisco store (under construction)> Lease negotiation

> Contracted and directed 2 world class architecture firms> Contracted and project managed construction

> Hired and trained 35 staff (without aid of corporate HR)> Developed/incentivized staff toward performance goals > Developed SOPs

> Contributed to POS system sourcing system and integration> Helped develop Flow of Goods (integrating Retail operations

into a primarily wholesale business)

> 2 Opening events (600 VIPS and 3.4million impressions via PR)> In-mall advertising campaign (San Jose)

18


CASE STUDIES

Key Assignments Results

Real Estate Selection:


Infrastructure:

Sales Generation:

Systems & Processes:

CSR:

>2 Stores in New York, NY>1 Store in Fashion Island, Newport Beach, CA>Management of Master Franchise Agents

>Vendor selections plus project management through opening

>Management of Operational Budgets>Logistics, human resources, operations, loss prevention and

marketing

>$4.6 million in annual volume; $1,100 per sq. ft.>Development of all Forecasting

>Develop staff compensation guidelines; job descriptions, accountabilities, review and counseling guidelines; training, developmental and motivational materials

>Selection and set-up of POS system

>Make A Wish Event—Two kids treated to make-overs and concert + 50% of the day’s proceeds went to Make-A-Wish

20


CASE STUDIES

Key Assignments Results

Real Estate Selection:

Sales Generation:


Staffing:

Product:

>3 freestanding stores>Responsible for net and retail sales for 250 accounts

including Nordstrom, Neiman Marcus, Barney’s New York and Saks Fifth Avenue

>Increased comparable retail sales volume by 65% and net sales volume by 120%

>Vendor selections, negotiations plus project management

through opening

>Recruitment and development of 500 plus staff members >Implementation of co-op compensation terms>Product training and interdepartmental cross-promotion and

training

>Negotiate OTB, writing opening and replenishment orders

21


“Engaging the community was a big goal for our retail project. We wanted to create environments that fostered conversations and interactions. That’s what our brand is about and I believe we came up with some very creative ways to make that happen.”

Beaver Theososakis, Founder, prAna

“Ipso facto delorum. Motis operundi thoerem plato. Ipso facto delorum. Motis operundi thoerem plato. Ipso facto delorum. Motis operundi thoerem plato.”

TheFaceShop

“Ipso facto delorum. Motis operundi thoerem plato. Ipso facto delorum. Motis operundi thoerem plato. Ipso facto delorum. Motis operundi thoerem plato.”

Kiehl’s

CASE STUDIES

TESTIMONIALS

22


BIOS

RICK BOLTONStrategy & Creative Specialist

• Rick blends Strategic Planning with Creative Counseling to ensure store design and placement is both “on brand” and financially viable.

• prAna’s Chief Strategy Officer, immediately prior to co-founding Prefix. • Responsible for prAna’s Concept Retail Stores, Brand Extensions and

Marketing.• Executive, Consultancy and Creative experience involving the

concepting, execution and management of: communications including graphic, broadcast and environmental design; high-profile sponsorships; and major event activation.

• As a consultant and freelance creative, Rick has worked with Coca Cola, PepsiCo, MCI, Netflix, Sky Vodka, DC Shoes, Spy Optics, Champ Car/CART (Championship Auto Racing Teams), on projects ranging from simple Brand Strategy Assignments to complete development of Print and Broadcast Creative.

“BUDGET AND BRAND CAN BOTH SUCCEED.”

CLICK HERE FOR VIDEO:

“Making Blue Sky Reality”

February 12, 2009National Retail

Federation Convention, NYC

Time: 11:00

24


BIOS

DANIELLE FULTON-DAVISOperations Specialist

• Danielle designs, develops and synchronizes all aspects of store operations—on a store-by-store and multi-door roll-out level.

• Creates the staff, systems and processes essential to success: inventory and profit margin optimization; product assortment and merchandising strategies; recruiting, hiring and training corporate and retail staff.

• More than 15 years experience in retail marketing, buying, product branding and business development, working for retailers including Nordstrom, Neiman Marcus, Saks Fifth Ave., Barney’s New York, Sephora, Reebok, BEBE, Limited Brands and, most recently, prAna’s Director of Stores.

• Multiple certifications in Retail-related management and Human Resources/Development.

Danielle Image

“BRAND-RIGHT EXECUTION, EVERY TIME.”

25


BIOS

KARI KIELMarketing Specialist

• Kari leads all marketing efforts needed to create the awareness for successful market launch: community outreach; press materials and marketing collateral; store promotions and the grand opening event production; ongoing materials to support visual merchandising.

• prAna’s Sr. Marketing Manager immediately prior to co-founding Prefix.

• Developed market outreach programs for prAna’s retail: PR campaigns for store openings; large-scale community events; partnerships and cross-promotional opportunities with like-minded businesses.

• More than 12 years experience managing strategic marketing initiatives and project teams, independent creatives, agencies and vendors.

“NOW IS THE TIME TO MAKE CONNECTIONS, NOT NOISE.”

26

Prefix Group Capabilities Deck

Documents

Transcript of Prefix Group Capabilities Deck