Paper AnimalsStuffed toys and customized journals for young adventurers.

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Background

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YOUIt's all about

Background: It's about you.

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YOU... and what

Background: It's about you.

remember.

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YOU

Background: It's about you.

at your mostcourageous,

kind & curious.

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Background: Existing "Tools"

adult (18+) teen (12-18) kid (4-12)

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Competitors: Feature Comparison

We are Childrens' Alternative to Social Media

A child's only means of recording their own life is usually limited to sheets of construction paper, maybe a drawing pad or school - assigned journal. These items are most often displayed for a little while, then hidden away in a drawer or even thrown out by parents in an attempt to clear the clutter. Very few of these autobiographical drawings or hand-written stories are ever seen again.

Our products will allow children to document their lives from their point of view providing growth and self-development.

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Product

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Product: The Animal

Life's a jungle.Your child's an explorer.Meet their trusty sidekick.

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Product: The Paper

All of the other greats recorded their adventures. Why should your child be an exception?

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Competitors

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Competitors: Feature Comparison

Competitors:

Since we've created a product out of the need for it, there are no competitors doing exactly the same thing as us. There are cheap handmade toys that come with cheap stapled workbooks, expensive mass-produced toys that come with mass-produced storybooks, and expensive toys that don't come with anything, handmade or not.

We've decided that Paper Animals is closer to expensive handmade toys without books, since our books aren't mass-produced and aren't just story books.

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Competitors: High End Plush Toys

nonesuch art dolls($95-155)

fiesta stuffed toys($96-144)

independent etsy sellers

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Competitors: Feature Comparison

Features:

Handmade

Play-durable

Book Included

Journal Included

Skill Promotion:

Reading

Imagination

Writing

Self-Expression

nonesuch ($95-155)

fiesta ($96-144)

etsy sellers($100 and up)

Paper Animals($99.00)

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Competitors: Feature Comparison

Competitor Summary:

In comparing Paper Animals to our competitors, we found that our pricepoint is lower than most of it's quality while providing at least double the value by including the combined storybook and journal. All of our competitors are handmade, but of them only a subset of the esty sellers retain uniqueness in each individual stuffed toy as we do.

Another issue is that many of our competitors direct at least a portion of their product features towards adult collectors of handmade goods. These collectors may not purchase for children as well.

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Consumers & Targeted Promotions

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Consumers: Primary, Secondary and Tertiary.

12 3

CHILDREN

Ages 4 to 7

Age 4:Reads by pictures, writes name.

Age 7: Reads familiar stories, draws stories.

Age 4-7:Tells stories about day, draws to describe events, takes photos with parents' ipads, phones, cameras.

PARENTS & GUARDIANS

HHI $45K+

Fan of PBS, NPR.

Values analog entertainment.

Interested and active in child's development.

College-educated.

Desires guilt-free shopping and values handmade objects.

CHILD WELFAREPROFESSIONALS

Teachers, TherapistsDay Care Providers, Social Workers

May suggest to parents.

May purchase as therapy aid.

Frequently searches for child development tools and games online.

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Promotions: Broken down by consumer base.

CHILDRENPARENTS & GUARDIANS

CHILD WELFAREPROFESSIONALS

Keeping in mind regulations& no interruption marketing.

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Placement

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Competitors: Feature Comparison

Placement Summary:

Paper Animals has decided to spend the majority of its efforts to direct selling to the consumer via online efforts. To gain some recognition, some animals will be placed in brick and mortar stores dedicated to local crafts. Some selling will take place on Etsy as well to earn market recognition of those consumers who purchase on craft sites. Once Paper Animals develops relationships with consumers and builds market recognition selective animals (those that have been in the market for the longest) will be placed in more retail stores, however, the new animals developed will solely be available online to ensure sales from online efforts will not decline.

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Placement: Local boutiques, Etsy, Paper Animals Website.

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Situation Analysis

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Situation Analysis: Five Forces of the Toy Industry

COMPETITION SUBSTITUTES NEW ENTRY

Many Competitors

Uniqueness of products

Technology vs.

Traditional Toys

Average Barrier

Regulations and Laws

Start Up Costs

SUPPLIER POWER

Relatively High

Based on Raw Materials

BUYER POWER

High

Many Competitors

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Situation Analysis: SWOT Analysis

STRENGTHS WEAKNESSES

Uniqueness of products

Based on Craft

Child Development

Lack of Brand Image

Financial Constraints

OPPORTUNITIES

Toy Industry Trends

Technology Integration

Licensing

THREATS

Legal Regulations

Many Competitors

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Situation Analysis: Opportunities

TRENDS TECHNOLOGY LICENSING

So Retro!

Enticing Teens and Tweens

24/7 Play

Age 4-7:

Interactive Technology

Outdoor Toys

Coloring Books

Clothing

Electronic Toys &Apps

Possible Companies:HasbroMattel, Inc. Alabama Chanin

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P&L and Balance Sheet

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P&L and Balance Sheet: Highlights

PROJECTIONS

First five years will be used to establish a brand and list of characters.

After we receive a following we will pursue license agreements.

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Documents

Executive Summary

Creative Brief

- Company Desc.

- Background

- Market Analysis

- Positioning

Situation Analysis

P&L

Balance SheetBusiness Plan

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Credits

The TeamConcept Development, Art Direction

Market Research, Illustration

Concept Development, Production

Logistics, Marketing

Market Research, Illustration

Mariel Eaves . . .

Ross Emery . . .

Jessica Evans-El . . .

Kayla O'Daniel . . .

Keisha Okafor . . .

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