Changes & Alterations:
NYX Resistance Obesity Alternative
This alternative will examine a different customer segment than what NYX is currently proposing.
Customer Segments:
Obese men and women who are self conscious of their size and weight who would like to become more active and get in shape to lose weight and become healthier.
Value Proposition:
· Similar to our intended customer, the obese market will see the same strengthening values through the design of NYX shirts. The shirts will also be compressive, moisture wicking, and customizable.
· The compressive material will help boost confidence because it will hold tight any extra wiggle, bumps and lumps that our customers may have.
· Same warranty guarantees
Key Partners:
· Celebrity Endorsements
· Suppliers of Fabrics
Key Activities:
Same as original concept – product development & problem solving together produce a shirt to help loose unwanted body fat and improve image/self-esteem.
Key Resources:
· Intellectual resources – the knowledge behind the design and fabrics of the NYX brand. Any patents/copyrights that we acquire to protect this knowledge.
· Human resources – endorsement by fat celebrities – Kirstie Alley, Jessica Simpson, Queen Latifah, etc.
Customer Relationships:
Customer Retention – the warrant and buyback programs will keep customers coming back. Also these customers will be losing unwanted body fat so they will continually require smaller sizing.
Customer Acquisition – knowledge and brand followers will begin to follow suit of other customers of the same segment and purchase our shirts.
Channels:
Online ordering/distribution and a possible store location at head office
Cost Structure:
We are a value driven company with both fixed and variable costs. Same costs as original plan.
· Fixed: Overhead, Salaried Labour, Rent, Utilities, advertisement, insurance, etc.
· Variable: Labour, materials, shipping, etc.
Revenue Streams:
Asset Sales – initial and continued buyers
Categories:
Business Model Canvas