NYX Resistance

Customer Acquisition Approach:

In the first year, NYX will be taking a slightly different approach to acquiring new customers. Rather than initially targeting our end user (the customer), we will focus on giving out our product to all of the trainers on major league sporting teams (in most cases the trainers are usually the individuals telling the players what to wear).

In order to get a hold of these trainers, our plan is to host a gala/presentation in 40 of the major cities in the USA and 8 in Canada with invites to all of the major trainers involved at the professional level. At these events we will be giving each trainer a NYX Resistant shirt to test out along with a great meal and a small presentation about the design of the shirt and how it works. At the end of the presentation we will make it available for the trainers to book a time for the NYX team to come and measure up each teams athletes and have demo shirts made for the trainers whole team.

Once NYX has established itself as a strictly performance brand used by only the highest level of athletes, we will then begin to promote our product to consumers. Once everyday consumers see all of their favorite athletes using NYX shirts it will increase the legitimacy of our product and thus increase demand.

Cost & Budget To Acquire Customers:

We will be targeting 40 major cities in the USA and 8 major cities in Canada for which we plan on hosting a Gala/presentation for trainers of major sports teams. We conservatively estimate that we can bring out 10 trainers to each presentation (most professional teams have 3-4 trainers) totaling 480 trainers in total.

We estimate it will cost $100 per person to host the presentations and another $100 per person for the cost of a NYX shirt. Therefore our cost to reach each individual trainer is approximately $200 a person. In order to reach 480 trainers, the total cost would be $96,000 with an additional $20,000 budgeted for traveling expense and accommodations bring our grad total to $116,000.