Executive Summary
Product
Allegiance Watch Group (AWG) is the corporate umbrella for several proposed wristwatch lines, including Allegiance GMT, Chandler & Maxwell, Carpus, Sterile, Fleight, Khrona, and Reservoir. The timepieces will feature four available movements: automatic/mechanical, mechaquartz, quartz and digital. Watch cases will be made of either bronze, titanium, ceramic, or stainless steel, with two-piece straps (leather, crocodile, alligator, silicone, rubber, nylon, or canvas), NATO or single-pass ZULU straps (leather, nylon, canvas or repurposed denim), Velcro straps, or stainless steel bracelets (oyster, jubilee, president, or Milanese) on deployment clasp, pin buckle, or sliding buckle).
Customers
AWG’s target audience is adults, whether they are horologists, collectors, watch enthusiasts, or simply consumers who seek a quality timepiece to fit their everyday activities, special events, or to coordinate with their attire. AWG also seeks to supply department and retail store chains with our products, such as Walmart, Costco, BJ’s, Kohl’s, Burlington Coat Factory, and Saks. AWG also plans to open individual stores across the continental United States with plans to expand into the European arena.
Future of the Company
The watch business is highly competitive, with many microbrand watches that have grown in popularity and have also increased in sales prices over the past ten years. At the present, over fifty microbrands have products available to consumers. AWG seeks to cater to various tastes, whether they are looking for an affordable and durable watch for everyday wear, or for higher-end and high-quality timepieces for the non-compromising individual.
Mission Statement
To build, sell, and supply high-quality timepieces that will be cherished and handed down from generation to generation as heirlooms.
Principal Members
T. Alexander M. Clifton I — Chief Executive Officer
Erica P. Paul — President/Accounting Executive
Cordelia E. Lee – Senior Vice President, Social Media Marketing
Yolande B. Murray – Senior Vice President/Human Resources Director
Seeking vice presidents/directors for the watch lines:
Allegiance GMT - Two tone or fluted bezels, GMT hand, with choice of leather, alligator, crocodile, or NATO strap. Primarily stainless steel and/or titanium
Chandler & Maxwell - Elegant dress wristwatch line, with moonphase dials, only on leather, alligator, or croc straps
Carpus - Carpus (another word for "wrist"), the casual watch line, for everyday wear...what someone might consider a beater
Sterile - will feature a red cross logo with the letter S in the middle of it...that will be the affordable line, may be have a complication, like a date window or a day/date full calendar
Fleight - the flieger line, simple in design with the characteristic triangle at the six instead of the 12, which may have a floating dot
Khrona - a full line of only chronograph watches, either panda style or three-eye with or without a date window, depending on the complications
Reservoir - all divers, with water ratings up to 300 meters, and may pay homage to the major watch brands, or stand alone with the generic bezels offered by the supplier, the top shelf watches
Legal Structure
Allegiance Watch Group (AWG) will be a Limited Liability Corporation.
Industry
AWG will be part of a competitive market as a microbrand company, seeking to become a macrobrand. Over the past ten years or so, more than fifty microbrands have been introduced, with their products gaining popularity in the horology market, as well as sales increases. Some of the microbrands are manufactured in China, while others are of Swiss and Japanese origin. While luxury wristwatch prices and values have increased exponentially, their sales, as well as the scarcity of several of their timepieces due to high demand, appear to drive the rise and popularity of microbrands, which attract customers with substantially lower incomes.
Detailed Description of Customers
The groups that the company plans to market to are consumers between the ages of 18 and 75 with an income range of $35,000 - $80,000 a year. Our target customers are interested purchasing durable, attractive and eye-catching timepieces. They value quality and they research the products they buy. Our target customers are willing to spend more money on products that are of higher quality and last longer.
Company Advantages
In the beginning stages of the company, AWG will have the advantage of shipping products directly from the manufacturer to the consumer, and will offer money-back guarantees or warranties that include product replacement or coverage for repairs due to normal wear and tear.
Regulations
AWG will seek to meet all pertinent regulations and will obtain all necessary licenses and permits in order to operate as a legal business entity in the State of Maryland, as well as meet all Federal regulations
Product/Service
Allegiance Watch Group (AWG) will sell products with the following characteristics:
The timepieces will feature four available movements: automatic/mechanical, mechaquartz, quartz and digital.
Watch cases will be made of either bronze, titanium, ceramic, or stainless steel, with two-piece straps (leather, crocodile, alligator, silicone, rubber, nylon, or canvas), NATO or single-pass ZULU straps (leather, nylon, canvas or repurposed denim), Velcro straps, or stainless steel bracelets (oyster, jubilee, president, or Milanese) on deployment clasp, pin buckle, or sliding buckle).
Pricing Structure
To be determined following proposal and price quote from potential Swiss supplier
Product Lifecycle
To be determined following proposal and price quote from potential Swiss supplier
Intellectual Property Rights
Allegiance Watch Group (AWG) and all subsidiaries will be trademarked names in the State of Maryland.
Research and Development
The company is planning to conduct the following research and development:
· Include a feedback mechanism on the website for ideas, suggestions, and improvements
· Provide comment cards for distribution at craft fairs
· Review available market research to identify top children’s toys and reason(s) for their popularity
Marketing & Sales
Growth Strategy
To grow the company, Allegiance Watch Group (AWG) will do the following:
· Sell products at flea markets, via online order, and mall kiosks in Maryland, Washington, DC, and Virginia.
· As business grows, advertise in target markets, especially in advance of the holiday season.
Communicate with the Customer
Allegiance Watch Group (AWG) will communicate with its customers by:
· Providing an email newsletter with company news, product information, and flea market schedule.
· Using targeted Google and Facebook advertisements.
· Utilizing social media such as Twitter, YouTube, Facebook, LinkedIn, Pintrest and Tumblr.
· Providing contact information on the company's Facebook page and website
· Adding labels on watch gift boxes that include company name, contact info, and web address.
How to Sell
Currently, the only person in charge of sales for Allegiance Watch Group (AWG) is the owner, T. Alexander M. Clifton I. As profits increase, Allegiance Watch Group (AWG) will look to add a vice president/division director to assist with social media and online marketing. The target demographic for the company will be consumers between the ages of 18 and 75 . The company will increase awareness to our targeted customers through online advertising, social media marketing, word of mouth, and attending flea markets.