1. Visit
evisors.com
to browse all
entrepreneurship experts
who can help you with:
• Informational Interviews
• Resumes & Cover Letters
• Mock Interviews
…and more!
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2. Starting an E-Commerce Business
featuring:
Peyton Jenkins
Co-Founder of
Hosted by:
Caitlin Quan
Evisors Marketing & Operations Associate
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3. Agenda
1. About Alton Lane
• Mission Statement
• Better Clothes. Better Value. Better Experience.
2. Finding the Gap
3. High Touch vs. High Tech
4. The Battleground - Lessons Learned
5. Q&A
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4. About Alton Lane
“Our mission is to create a new standard in men‟s
clothing based on exceptional quality, superior
fit, excellent value and a better customer
experience.”
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5. About Alton Lane
“Our mission is to create a new standard in men‟s
clothing based on exceptional quality, superior
fit, excellent value and a better customer
experience.”
Better clothes Better value Better experience
• Premium fabrics sourced from among
the top mills in the world
• Custom made by highly-skilled tailors
• Full range of customization options for
each garment
• Industry transforming „Modern
Bespoke‟ approach to measurements
• Hand detailed stitching on every
garment
• Expanding product mix allowing us to
develop into a full lifestyle brand
• Unprecedented value in the menswear
market
• Best quality garment in your closet
at every price point
• Streamlined business model reduces
costs
• Just-in-time fabric inventory by
leveraging fabric mills‟ existing
inventory
• 100% satisfaction guarantee
• Showroom atmosphere revolutionizes
„in-store‟ experience for men
• State-of-the-art website makes
shopping easy and enjoyable
• Excellent, thoughtful and personal
customer service throughout customer
lifecycle
• Social events in the showroom drive
customer community and brand loyalty
• Trend-conscious and socially savvy
Alton Lane style experts
=
@ ½ the PRICE
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6. Agenda
1. About Alton Lane
2. Finding the Gap
• Organic vs. Manufactured
3. High Touch vs. High Tech
4. The Battleground - Lessons Learned
5. Q&A
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7. Finding the Gap
Price
QualityLow-endPremium
$200 $3000+
Brioni
Canali
Hickey Freeman
Ralph Lauren
Jos. A
Bank
Men’s Wearhouse
Michael Andrew’s Bespoke
Indochino
Hugo BossBrooks Brothers
Tom James
Kiton
Zegna
Armani
$800
My.Suit
J. Crew
Banana Republic
Miller’s Oath
Astor & Black
Suit Supply
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8. Agenda
1. About Alton Lane
2. Finding the Gap
3. High Touch vs. High Tech
• Building Customers…Cultural Waterfall
• High Touch
• High Tech
• Bridging the Gap
• The Results
4. The Battleground - Lessons Learned
5. Q&A
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9. High Touch vs. High Tech
We have been able to attract clients from some of the best
organizations in New York
As we expand, we will be able to leverage the “cultural
waterfall” to reach clients in other cities around the world
Tertiary cities, universities, rest
of world
Secondary cities,
second tier firms,
business schools
Top firms in
top cities
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10. High Touch vs. High Tech
Showroom Experience
• Comfortable and unique – Each space is
designed to feel more residential than retail with carefully
selected local design touches, multiple seating options and
a sense of the familiar
• Authentic masculinity – Custom leather couches,
flat screen TVs showing games, antique maps, a stocked bar
and animal rugs create an atmosphere that is undeniably
masculine while still feeling authentic
• Personal focus – Private appointments allow for
greater personal touch, as we build relationships with our
customers, discover what they need and guide them
through the process
• Mix of high tech with old world – 3-D body
scanner and custom iPad app for orders combines with
leather swatch books, reclaimed wooden shelves and well
dressed mannequins for a unique blend of the modern with
the classic
• Conveniently located – Each location is carefully
chosen to be easily accessible to men in all parts of the city.
This allows for greater convenience and fewer missed
appointments
“It feels like a poker room at a hunting lodge,
complete with antler chandeliers, leather couches
and trophies…”
Urban Daddy DC
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11. High Touch vs. High Tech
Industry Leading Web Experience
• Virtual Design Lab– Proprietary technology
platform that allows customers to design products
in virtual 3-D and visualize customization options
on their garments before purchase
• Easy repeat purchasing – Customer recognition
recalls measurements automatically during the
order process, allowing for fast purchases and
extremely convenient reordering
• High user interaction– Multiple areas of design
and customization, combined with style advice and
imagery leads to long avg. site visits (4:16) –
website is a destination and an experience
• Global appeal– Unique web interface creates a
fun experience that generates buzz and leads to
sharing across the globe. Recent traffic comes from
944 cities in 63 countries
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12. High Touch vs. High Tech
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13. The Results….

14. Agenda
1. About Alton Lane
2. Finding the Gap
3. High Touch vs. High Tech
4. The Battleground - Lessons Learned
5. Q&A
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15. The Battleground – Lessons Learned
• Thoroughly review your vertical
• Is there a real need for your product?
• If yes, do you answer the need AND can you get in front of your
customer (e.g. Alton Lane, Dollar Shave Club)?
• If no, are you capable of convincing your customer otherwise
(Fab, Instagram, Evernote)?
• BUILD that bridge. KNOW your gap
• Developers and programmers….where do I start??
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16. Connect
Book your one-on-one session with Peyton at
www.evisors.com/expert/2134
Peyton Jenkins
Co-Founder of
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17. Agenda
1. About Alton Lane
2. Finding the Gap
3. High Touch vs. High Tech
4. The Battleground - Lessons Learned
5. Q&A
Hosted by:See the rest at evisors.com/webinars/webinar/65

18. Questions & Answers
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19. Questions & Answers
Question 1:
What is the single most important question
when starting a business?
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20. Questions & Answers
Question 2:
How can you determine what the best
marketing strategy is?
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21. Questions & Answers
Question 3:
What percentage of your time goes into web
development as opposed to product
development?
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22. Questions & Answers
Question 4:
What should you consider when expanding
into global markets?
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23. Questions & Answers
Question 5:
What are the main factors when moving from
an idea to a plan?
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24. Questions & Answers
Question 6:
What are the best payment methods?
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25. Questions & Answers
Question 7:
Is there a target amount set for investing in a
website?
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