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The Pitch: Grand Plans for Petite Market

The Pitch: Grand Plans for Petite Market

(page 2 of 2)


Expert Feedback:

 Joann Seery,
president, Board of Directors, Hawaii Women’s Business Center

Allisonizu has a well-defined target market and has done a great job on defining the needs of her customers in filling a specific niche. She is a living example of someone who has had a difficult time finding clothes that fit properly. She also has a fashion degree and the background to make this business successful. Going forward, the owner will need to aggressively manage the growth by developing key contacts on the Mainland as well as managing inventory and costs.

Jim Meier,
vice president of business development, Chamber of Commerce of Hawaii

The key to any successful product lies in identifying a meaningful consumer need and then developing a product that meets that need. You’ve clearly done that with Allisonizu Designs.  Your immediate challenge is to develop a marketing plan that insures you effectively reach your target market. You’ve segmented by women 5 feet 4 and under. Given your focus on quality you may be able to further segment based on income/demographics that gets you to the consumer willing to pay for a higher priced designer product.

Erica Okada,
associate professor, University of Hawaii Shidler College of Business

Good idea, but your positioning is limiting. The average height for women is 5 feet 4 inches tall, so your line of clothing isn’t just for “short” people. It’s for most women, as far as more women are closer to 5 feet 4 inches than 5 feet 10 inches. In fact, most men are not 5 feet 10 inches, as the average height for men is 5 feet 9 inches.

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