1. FIERCELY
WHAT’S NEW TRENDS FASHION STYLE DESIGNERS CLOTHING
presents…
LESSONS
LEARNED
12 MARCH 2013 STANFORD UNIVERSITY

2. THE INITIAL IDEA
MARKET SIZE: USD 5 BILLION
“Crowdsource fashion designs and take care of production,
marketing, and distribution”
WHAT
Take Kickstarter.com, mix it with Etsy.com for creativity & variety and Quirky.com for the
collaborative process
WHO
Target audience: Emerging & Aspiring Designers, Tastemakers, Shoppers, Established
Brands, Fashion Boutiques, Department Stores, Fashion E-commerce sites
WHERE
Online
WHY
Need exists in the market to match demand with supply and help to eliminate wasted
talent and resources
HOW
The Fiercely Process

3. THE FIERCELY TEAM
TEAM STRUCTURE
OPERATIONS CONTENT
DOMAIN EXPERT:
CONTENT EXPERT:
Dara Johnson / MBA1
Clara Chow / MBA2
VISIONARY:
Nicky Hinrichsen / MBA 2
MARKETING GURU: ROCKSTAR CODER:
Ruchi Dana/ MBA2 Braulio Fernandes
TOGETHER, MAKING FIERCELY A SUCCESS

4. FIERCE LEADER
CONTENT
CONTENT EXPERT:
Clara Chow / MBA2
VISIONARY:
Nicky Hinrichsen / MBA 2
ROCKSTAR CODER:
Braulio Fernandes

5. BUSINESS MODEL CANVAS – V 1

6. WHAT WE DID  Built product mock-up
 Created video explaining value
proposition for Emerging and Aspiring
Designers
 Tested Tastemakers’ & Shoppers’ user
experience
WHAT WE FOUND  Emerging and Aspiring Designers need
support on
o creating design sketches
o samples of their designs
o creating an audience, marketing &
PR, distribution
o producing their styles
 Tastemakers, Shoppers, and Retailers
are excited to
o discover new fashion designers
o engage with designers and become
“ambassadors”
o engage with designers to modify
products

7. BUSINESS MODEL CANVAS – V 2
Prioritize De-prioritize Validated

8. Keep - Kill – Want - Share
Lagerfeld copies from your
Keep - Kill – Want - Share
closet.
Buy designer originals
• Keep
• Kill hot off the presses.
Keep - Kill – Want - Share
Hey good looking. • Want
What do you want to do • Share
today?
• Keep
Keep - Kill – Want - Share • Kill
Keep - Kill – Want - Share
• Want
• Share
Keep - Kill – Want - Share Keep - Kill – Want - Share
You can see the next big thing.
Launch my career.
Keep - Kill – Want - Share
• Keep • Keep
• Kill • Kill
• Want • Want WHAT WE DID
• Share • Share
 Met with the CEOs &
founders of other fashion
kickstarters that had
recently failed and other
Keep - Kill – Want - Share
fashion tech companies
 Iterated MVP
You’ve got taste.  Worked on acquiring
Shape my new line. customers through ads

9. WHAT WE FOUND
• Trendsetters curious about being a patron or
sponsor of emerging design talent, but uncertain
 “I like supporting indie designers through
Etsy.”
 “There’s enough stuff out there. Give me
stories, access.”
 “As a fashion editor my job is to find new
talent. But don’t have them tweet at me. Find
another way to connect.”
 “Set expectations. For ecommerce people
want their product right away. But if it’s set up
as a Kickstarter kind of project, people are
willing to wait; it’s a different mindset.”
• Initial feedback on MVP: need call to action and an
element of play and feedback to keep users coming
back (Polyvore)
• Competitors (Cut on Your Bias, Fabricly, Lookk)
already use voting, pre-orders – how do we
differentiate and acquire customers?

10. BUSINESS MODEL CANVAS – V 3
Prioritize
De-prioritize

11. 1st PIVOT
VOTE NOW ON LOOKS BY
SAKS’ HAND-PICKED
YOUNG DESIGNERS
Saks Trendcaster powered by Fiercely

12. NEXT STEPS: FASHION BY BARTER
INVITE-ONLY BARTER PARTIES MOBILE APPLICATION

13. WHAT DID WE LEARN  Customer acquisition
is KING
FIERCELY VIABILITY  There’s a need for this
that can only be met
once we have a
substantial, vibrant
community
POST-CLASS STEPS  Work on acquiring
customers &
#StayingFIERCE