mara columbia

MARA Interviews done since the last class: 11

Interviews done to date: 79

1

Day 1 - Business Model Canvas

MARA | Cohort 2 Team 8 | 2

VALUE PROP.

For effortlessly stylish women, MARA is an online clothing brand that designs, manufactures, and sells shift dresses. Unlike traditional fashion retailers, MARA provides a curated and uncluttered digital shopping experience for a versatile collection of shift dresses that have a positive social impact.

CUSTOMER SEGMENT(S)

Woman.

20s to 40s

Working professional.

Disposable income.

Urban setting.

Digitally savvy.

Fashion sense: effortlessly stylish.

Dissatisfied with “fast fashion”

Chooses brands that align with her socially responsible values when possible.

KEY ACTIVITIES

Trend watching.

Purchasing textiles: readymade.

Purchasing textiles: custom designed.

Dress manufacturing.

Supply chain management.

CRM.

Sales.

CRM

Get: social e.g. Instagram, Google AdWords, subway ads, direct mail, website, referral program.

Keep: social, email.

Grow: additional products.

CHANNELS

Primary: direct to consumer e-commerce.

Secondary: pop-up shops.

COST STRUCTURE

Variable (dress): materials, hardware, labor, duties, shipping/packaging, warehouse.

Fixed: manufacturing equipment, rent, marketing, salaries, utilities.

REVENUE STREAM

Direct-to-consumer e-commerce.

KEY PARTNERS

Textile suppliers.

Logistics: shipping and transport.

Marketing: photography, copywriting.

KEY RESOURCES

Production: factory, workers, oversight

HQ: website, cust. service, cust. acquisition, product design, inventory, warehouse

What we learned after Day 1


1. Everyone loves shiftsa. Results: Fit is what is most important, not the cut.b. Iterate: We’re moving away from the “shift” term and talking more about “fit” since poor fit is

the main pain point.

2. Women want dresses that fit them well regardless of style:a. Results: People don’t always have a set style, they are looking for the right fit.b. Iterate: We’re going to focus more on fit and not necessarily a shift cut.

3. Women want to try on different sizes and cuts at home and receive a semi-custom dress:a. Results: There is some interest in this concept, but some hesitancy.b. Iterate: We are moving toward emphasizing nuanced sizing.

4. Women have a hard time finding a dress that fits well. And it is frustrating.a. Results: Yes, this is a consistent pain point. (They are ordering multiple sizes online and

wearing sizes that don’t really fit them.)b. Iterate: We are focusing on offering the “perfect fit” and making it easy.



VALUE PROP.

MARA designs, manufactures, and sells the perfect dress.

For women frustrated with trying to find quality well-fitting dresses for work and social events. They want effortless style in which they feel comfortable and confident. MARA is an online DTC clothing brand that provides a unique, classic designs, and semi-custom fit dresses. Mara provide a versatile collection of your go-to dresses.

CUSTOMER SEGMENT(S)

Woman in late 20s–40s, living in urban setting who is digitally-savvy.

Looking for clothes effortlessly stylish and are dissatisfied with “fast fashion” finding the right fit.

Sub-segments:

● True to size body-type and will order finished dresses

● Unique fit body-types and will opt for semi-custom option

KEY ACTIVITIES

Trend watching.





CRM.

Sales.

CRM




CHANNELS



COST STRUCTURE



REVENUE STREAM


KEY PARTNERS

Textile suppliers.



KEY RESOURCES



Day 2 - Customer Segments


True to size body-type and will order finished dresses

Looking for high-quality dresses in a variety of unique fabrics

Wanting a streamlined online shopping experience that encourages effortless style

Likes wearing one style of dress in multiple fabrics

Unique fit body-type and will opt for semi-custom option

Wants to shop in the privacy of their own home and get a fit “Just for them”

Looking for high-quality dresses in a variety of unique fabrics

Wanting a streamlined online shopping experience that encourages effortless style

Likes wearing one style of dress in multiple fabrics

Interested in supporting socially responsible manufacturing and companies that have social impact initiative. May not be a driver of their decision, but is a contributing factor to supporting re-purchase and investment spends (over their budget).



VALUE PROP.

For women frustrated with trying to find quality well-fitting dresses for work and social events. They want effortless style in which they feel comfortable and confident. MARA is an online DTC clothing brand that provides unique, classic designs, and semi-custom fit dresses. Mara manufactures, and sells shift dresses “the perfect go-to dress for your body type.” Mara provide a versatile collection of shift dresses your go-to dresses. that are made in a socially responsible way.

CUSTOMER SEGMENT(S)



Sub-segments:



KEY ACTIVITIES

Trend watching.





CRM.

Sales.

CRM




CHANNELS



COST STRUCTURE



REVENUE STREAM


KEY PARTNERS

Textile suppliers.



KEY RESOURCES



Day 3 - Value Proposition


Problem Solution Features of Value Proposition

● Hard to find dresses that fit their body type

● Takes effort to shop, try on multiple stores, order multiple sizes - take back what doesn’t fit

● Find something that does fit and can’t get it in different colors

● Classic, versatile high-quality dresses

● A streamlined semi-custom fit shopping experience

● Consistently-sized collection of dresses in a variety of fabrics

● Flexibility in sizing (4.5x the number of sizing options, 59 sizes vs 13)

● Customization of fabric and fit in buying process

● Easy to order, option to try on in privacy of home (free shipping)

What we found after Day 3

8

● Channels○ We thought: Customers would be willing to purchase online. ○ We found: Customers are willing to do this. ○ Iterate: None

● “Get” Strategy○ We thought: Customers like to use social media to talk about this topic.○ We found: This is true. ○ Iterate: None.

● Revenue Model○ We thought: Customers want a perfect dress and will come back to make multiple purchases○ We found: Many respondents prefer same style in multiple colors.○ Iterate: None.



VALUE PROP.

MARA designs, manufactures, and sells the perfect dress.

For women frustrated with trying to find quality well-fitting dresses for work and social events. They want effortless style in which they feel comfortable and confident. MARA is an online DTC clothing brand that provides a unique, classic designs, and semi-custom fit dresses. Mara provide a versatile collection of your go-to dresses.

CUSTOMER SEGMENT(S)



Sub-segments:



KEY ACTIVITIES

Trend watching.





CRM.

Sales.

CRM




CHANNELS



COST STRUCTURE



REVENUE STREAM


KEY PARTNERS

Textile suppliers.



KEY RESOURCES



Day 5 - What does it take to build a fashion brandResearched top brands:

● Tory Burch● Kate Spade● Tom’s Shoes● Warby Parker● Bonobos

Common themes include:

● Connection to fashion media and famous personalities● Great story (Warby Parker)

10

What we are doing next● Building out original story● Testing story with potential

customers (identified segments from this class)

● Testing story with PR professionals

● Prototype testing of product● Experiment with semi-custom fit

options and pricing models● Contacting socially responsible

fashion bloggers

11


Appendix: Interview Tally

How many interviews before the first

class?

How many interviews since Day 1

(Monday’s class)?


(Tuesday’s class)?


(Wednesday’s class)?


(Thursday’s class)?

Aaron 2 1 1 2 1

Julie 3 2 2 3 2

Averie 3 3 1 3 1

Alia 5 2 2 1 1

Victoria 2 2 2 26 6

Total 15 10 8 35 79

mara columbia

Education