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Damn Heels Assignment
1. From a qualitative viewpoint, discuss the pros and cons of launching this venture.


1. Products that combined convenience, comfort and fashion, Women can wear heels but replace those heels with comfort able flats prior to their journey home -ideal product design; a design that would not only include a pair of foldable flats but also a pouch 2. The Canadian footwear industry had grown steadily over the last few years, and the industry was forecasted to hit $5.7 billion by 2014, an increase of 17.9 per cent on 2009’s estimated market value 3. Since the industry was highly fragmented, New entrants were common since the fixed costs to enter the business were relatively low for all retailers 4. No direct competitors currently operating within the Toronto market, 5. Price competitive compared to American ones ( 25$ vs 20$ ) 6. Harness the promotional power of social media for marketing 7. Coleman believed she could extend the potential market for her product by selling through a variety of retailers – restaurants, bars, clubs and lounges in the city, believing her potential market would be concentrated at these locations.


1. There were several American and European competitors. 2. The competitors’ products differed only slightly by design, distribution method and price. 3. No funds available for promoting the flats, No Storage space & No salary until the business had reached sustainable profitability levels. 4. Driving passion for the flats alone is not enough to guarantee fiscal success. 5. New entrants found it difficult to grow sales volume significantly because of the dominance of large retailers. 6. Plan based on several assumptions

7. She also hoped to sell the flats online through a corporate website. 8. She hoped to achieve profitability in her first year of operations. If she went ahead with the venture, Coleman could start selling the flats in...
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