Y I N G J I A O Z H E N G , K A I T L I N B E A Z E L L , M O L LY PA N N E L L , K R I S T I N A V I L L AV I C E N C I O , T I F FA N Y K U L P, R A J U S H A H A N I ,

A N G E L A H E N D E R S O N , G R A C E D A E U N K I M , A D A M T R A N , L A U R A M O U K A L L E D

Light Traveler

Photo Retrieved from http://www.iaes.org/conferences/past/n

ewyork_60/cityinfo/New%20York%20City.jpg

Photo Retrieved from http://hakkiz.files.wordpress.com/2006/

07/tokyo_night.jpg

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Light Traveler: Company Overview▶ Light Traveler is a new

company eager to expand our market domestically and abroad. Our name communicates that we are a travel company providing light, easy to handle luggage.

Dedicated to make innovative ways to carry luggage so our

customers can travel carefree.

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Light Traveler: Description▶ Inner Structure: Mesh plastic (perforation allows us to keep the weight low)

▶ Exterior Structure: Durable Nylon ▶ Up to 50% Lighter than our competitor’s

luggage ▶Wheels attached on the bottom at each

corner for easy, painless transportation ▶ Product weight is 5.5-6 pounds, comparable

to our competitors’ products that are 11-13 pounds.

▶ Two sizes, carry-on and full size, to appeal to every kind of traveler

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Management & Operations▶ Manufactured in the United States, sold here and in Japan▶ Levels of Management: Hierarchy▶ Employees →Management, U.S.→Japan

CEO

Sales, Finance,

AccountingMarketing, Advertising Manufacturing

COO

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Marketing: Strategies▶ SWOT Analysis

◦ Strengths: strongly designed product◦ Weaknesses: new company in the already well developed suitcase

market◦ Opportunities: rising costs for baggage on airlines depending on size

dimensions◦ Threats: airlines with low, or no, baggage fees

▶ Limitations: small, new company with only two products. Some smaller airlines will still only allow one suitcase even with the weight restrictions. Our product can be purchased as a set of two (one smaller, one larger), or individually depending on the consumers’ needs.

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Marketing: Implementation & Advertising

▶ Illustrated by a consumer study in Asia, the customer market has changed significantly in recent years.

▶ The middle class is steadily on the rise in Asian countries, particularly in Japan.

▶ In addition to the middle class, the young population in Japan, teens-young adult, has increasing power in the consumer world.

▶ By marketing to the middle class and young adult generation in Japan, we can reach our full marketing potential.

▶ The internet will be our main source of reaching the public.

▶ Celebrity endorsements and using models in their 20’s etc. will create an attraction to our brand from youth that will maximize our sales.

http://www.apmforum.com/emerald/asian-consumer-marketing.htm

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Technology▶ The rising popularity of social media Web 2.0 technologies is

changing the way messages about products and brands are delivered and received▶ Most Tweeters are from the United States, seconded by

Japan▶ Japan users of Twitter will grow from 5 million users that was

announced in February of this year to a goal of 10 million users by the end of the year

▶ The way we choose to use technology to market the brand can significantly increase consumer reception of our new product.

http://www.japanmarketingnews.com/2006/06/need_more_speci.html

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Technology: The Internet ▶ Japan is an Internet giant. The country has 96 million Internet users—the second- most in Asia behind China—for a penetration rate of 71.4%. By 2012 the country will have close to 100 million users, for a penetration rate of over 75%.▶ The top five internet using countries in Asia are China, Japan, India, South Korea, and Indonesia. With marketing on the internet to one of the top countries, our marketing campaign has high potential to be successful.

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Why Target Japan?

▶ Japan and U.S. have already shared the same technological preference

▶ Twitter

1 2 3 40100000002000000030000000400000005000000060000000700000008000000090000000100000000

47,080,000

78,050,000 87,540,000

94,000,000

Years

User

s

10

Competitor: Kenneth Cole

050,000

100,000150,000200,000250,000300,000350,000400,000450,000

2009 IncomeStatementSummary ( inThousands)

Gross Profit Summary

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Finance and Accounting

Sources: http://www.census.gov/prod/2009pubs/10statab/domtrade.pdf & https://www.census.gov/prod/ec97/97m3169a.pdf

$2,652,000

$723,640

$234,760

$508,080

$1,185,520

Sales RevenueCost of GoodsOperating ExpensesTaxesNet Income

12

Finance and Accounting

Sources: http://www.census.gov/prod/2009pubs/10statab/domtrade.pdf & https://www.census.gov/prod/ec97/97m3169a.pdf

Year 1 Year 2 Year 3500000

1000000

1500000

2000000

2500000

3000000

3500000

ProfitsExpensesRevenue

13

Investment Inquiries and Concerns

050,000

100,000150,000200,000250,000300,000350,000400,000

Invest NetRevenue

Return

EstimatedIncome &Inquires

▶ Invest $250,000,000 dollars; Loan repayment = $75,000/yr

▶ Break even in 3.5 years with an initial return of half of our gross profits in 3.5 years

▶ Plus $75,000 return for two years, total of 150,000 return on initial investment which is a 60% increase.

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Questions?That concludes our presentation. We’d like to take the remaining

time to answer any questions you may have! Thank you for your time and considering investing in our company, Light Traveler.

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Reference List ▶ United States Securities and Exchange Commission;Form 10-K Report; Retrieved from http://phx.corporate-ir.net/phoenix.zhtml?c=71589&p=irol-

SECText&TEXT=aHR0cDovL2NjYm4uMTBrd2l6YXJkLmNvbS94bWwvZmlsaW5nLnhtbD9yZXBvPXRlbmsmaXBhZ2U9NjgxNjI0NyZhdHRhY2g9T04%3d

▶ Fiorella, Michael (2006). Spark Productions Service Line Up.. Japan Marketing News Retrieved from http://www.japanmarketingnews.com/2006/06/need_more_speci.html

▶ Emerald Intelligence (2000). Asian Consumer Marketing. Asia Pacific Management Forum. Retrieved from http://www.apmforum.com/emerald/asian-consumer-marketing.htm

▶ Gulati, A. (2009). Statistics of Web 2.0. Message posted

to http://gulati.info/2009/01/statistics-web-2/

▶ Internet World Stats. (2010). Internet Usage Statistics. Retrieved

from http://www.internetworldstats.com/stats.htm#links

▶ Schaffer, N. (April, 2010). Twitter in Japan Update 2010 –

Statistics, Video and Duck Mouth? Retrieved from

http://windmillnetworking.com/2010/04/07/twitter- in-japan-

update-2010-statistics-video-and-duck-mouth/#axzz010nM0qrO

▶ Magininness, Craig, (2006) Japan’s Roots in the U.S. Automotive Industry Grow Deeper. posted July 26, 2006. Retrieved from http://exinglobal.typepad.com/going_global/japan/

▶Wei, Coach (2006). Web 2.0 Is Hot in Japan…But No One Knows MySpace. Ajax World Magazine. Retrieved from http://ajax.sys-con.com/node/275632

▶ Hobica, George (2010). Airline Baggagee Fees Chart. Airfare WatchDog. Retrieved fromhttp://www.airfarewatchdog.com/blog/3801089/airline-baggage-fees-chart-updated/

▶ Japan Airlines (2010). American Region Frequently Asked Questions. Japan Airlines Retrieved from http://www.ar.jal.com/region/en/other/faq/index.html

▶ Photo Credit, New York Skyline with Statue of Liberty, Retrieved from http://www.iaes.org/conferences/past/newyork_60/cityinfo/New%20York%20City.jpg

▶ Photo Credit, Tokyo Skyline at Night, Retrieved from http://hakkiz.files.wordpress.com/2006/07/tokyo_night.jpg