The document provides an overview of a business that produces concealable body armor. It discusses the industry, the company's product which uses removable protective panels for customizable protection, and target customers such as bodyguards and law enforcement. It also outlines the company's branding and marketing strategy, current status, development plans, vision, and team.

1. High End
Ready to Wear
Concealable Body Armor
SAVE AND PROTECT LIVES
Business Overview
Contact: Doo Aquino
stargategalaxia@gmail.com MADE IN AMERICA

2. Industry Overview
Overview Industry at a Glance
Ballistic vests use layers of very strong fiber to "catch" and
deform a bullet, mushrooming it into a dish shape, and
spreading its force over a larger portion of the vest fiber.  Sales worldwide will reach 1.9 billion in year
The vest absorbs the energy from the deforming bullet, 2015
bringing it to a stop before it can completely penetrate the  500 million dollars annual revenue in Europe
textile matrix. alone
In the mid-1970s, DuPont introduced Kevlar synthetic  Niche Market- World Business
fiber, which was woven into a fabric and layered.
Immediately Kevlar became the fabric of choice to create  Product offering dominated by tactical category
lightweight body armor. Kevlar is still the most widely  NJIT Certification program determines level of
used fabric in modern body armor. protection
In recent years advances in material science have  Biggest clients are government agencies,
introduced new fibers to the market. However, second Securities
generation “super” fibers is complex, requires large
investments, and represent significant technical  Increase in demand for VIP protection
challenges and none has yet made a significant impact in  Opportunity for new business development
the industry.
 Demand for protective clothing has risen in
In the last decade, there has been an increase demand for years
civilian personal body armor due to the rise of terrorism,
drug wars and civilian conflicts around the world. This led  Worldwide, gun crime is rising and now many
to the emergence of concealable vests – body armors that more employers have to protect their employees.
are designed to blend in with regular clothing.
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3. Our Product
Doo Aquino’s Technology Benefits
One of the main challenge of designing concealable ballistic
apparel lies in the technical limitations of incorporating Kevlar  High degree of customization
plates in a regular garment. The stiffness and thickness of Kevlar
plates and the way it is usually merged with fabrics typically  Better body coverage protection
prevents manufacturer from creating truly concealable ready to  Truly concealable
wear apparel.
 Comfortable
We have found a solution to this problem by developing our
patented Ready to Wear ballistic apparel system which consists  Interchangeability/Modular
of an internal structure of removable protective panels  Standardization of underlying structure
interconnected to the garment outer shell using a proprietary
method of stitching and layering. The underlying structure  Ease of cleaning and maintenance
which holds the protective plates is independent from the outer  Possibility of upgrade or replacement of Protective
shell which allows for endless possibility of design and panels
customization.
 Carrier Shell – suitable for protection to level II
This advanced design allows for industry leading comfort, and for Level IIIA
mobility and design flexibility and enables us to create garment
with a seasonal fashion approach.  High Quality Ballistics from Honeywell Industries
Spectra Shield IISA-3118
The ideal here is a front-opening just as importantly, my
ballistic protection is modular my concealment vest is built-in,  Carrier Shell- semi-fitted to the body, allowing air
integrated, instead of slipping on over your head; anyone can movement
quickly close the overlapping Velcro front flaps. My patented  Carrier shell –trim binding, adaptable to ballistic-
functional front-opening do serve a purpose in high heat layer thickness
environments because they offer more ventilation and heat
dissipation  Carrier shell- integrated into an article of clothing
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4. Spring 2014 Product Line
Vest Denim Jacket Shirt Hooded Tops Dress Coat Athletic
Fabrications- Fabrications-
•Biodegradable Materials •Microfibers Materials
Size Ranges:
Outer Shell S-M-L-XL-XXL •Carrier Shell
Fabric
6- Silhouettes
Denim, Wool
3-Design
Linen, Silk, Variations
Etc.
Design and 3-to 4
Colors
Size Customization
Shirt Tailored Jacket Vest Hooded Varsity Jacket Athletic
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5. Target Customers
Customer Value Proposition Primary Focus
Body Guards • High Degree of customization to follow the image their client wishes Performance
Private companies and to portray. Convince users with
independent • Inter-changeability of protective panels – As their clients change they extensive explanation of the
contractors do not need to buy new protective panels each time. technology, technical
• Comfort – they have to wear their armour day after day. Overall cut of diagrams, test results
garment and methods of attachment of protective panels.
Civilian • Tailoring to follow their professional image. A certain attire will differ Fashion
VIP, Diplomats, on the setting. Office / Business meeting, Speaking Events, Courtroom Focus on design details,
Celebrities, Executive, or other civil government location. fabric description, silhouette,
Journalist • High Fashion – Staying with or ahead of the pack on trends. fit
• High Quality – Fabrics, linings, and other embellishments
Corporate • Garment to look and move like ordinary clothing Customization
Security • Fabric type – Wear resistant, Sweat Resistant, Breathability Emphasize benefits while
Airline companies, • Removability of protective panels allows for cleaning. highlighting flexibility for
casinos, Luxury customization
hotels, Banks
,Pharmacist
Law Enforcement • Able to adapt outer look to specific mission environment. Performance &
Agencies • Garment to look and move like ordinary clothing. Customization
Local state and federal • Protective panels to cover large areas of the torso Emphasize benefits while
agencies. International highlighting flexibility for
organizations customization
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6. Competitive Overview
Ready To Wear (VIP Oriented)
Doo Aquino
Fortier &
Co
Performance
Tactical Strong Brand
Miguel Caballero
Fashion
Point Blank
Safariland
ABA
Second
Chance
…
Tactical (Security Oriented)
Market Segmentation by Product & Brand Focus
Industry & Competitors Key Differences
 Small competitive field  Unique Technology Compared to our competitors
 Niche market with limited reach  We are the only company with seasonal fashion cycle
 Most competitors focused on the Law Enforcement market  Better technology, design and style
 3 main competitors: Miguel Caballero, Fortier & Co & Anxo Body armor  Competitive Price Point
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7. Brand Concept
Our model Customer: The Humanitarian James Bond
 Humanitarian Worker
 International Minded
 Mid 30’s Attractive Male
 Cosmopolitan Lifestyle
 Intelligent and Sophisticated
Brand Guideline
 Contemporary Design
 Medium to High Premium
 Approachable
 Timeless Elegance & Simplicity
 Functional
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8. Development Plan – Near Term
Q1FY14 Q2FY15 Q3FY16 Q4FY17
 Develop Website  Mobilize for Q3 full launch  Tier 1 line full launch  Develop Q1FY16 integral
marketing campaign
 Develop Q3FY14 integral
 Soft launch for tier 1 marketing campaign  Start designing Q1FY15
 Develop tailoring business
Product line Line
Development Plan
 Produce Fall Q3FY14 photo  Focus on R&D
 Direct to customer channel shoot  Lease office in LIC and
through Ecommerce purchase manufacturing
equipment
 Focus on R&D
 Grassroots viral marketing
 Expand to Foreign  Hire initial team
Distributors
 NJIT Testing
 Focus on R&D
 Launch Women's Body
 Bootstrap revenue Armor
 Ballistic Testing-Women
 Start designing Q3FY14
line
 Focus on R&D
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9. Development Plan – Long Term
Start-up Near Term: Expand Mid Term: Optimize Long Term: Diversify
FY14 – FY15 FY15-FY16 FY16-FY17 FY18-FY19
 Develop and launch Tier I  Develop regional initiatives to  Complete organization  Complete international roll-
Development Plan
high end ballistic apparel increase business opportunities realignment and infrastructure out
in prioritized international
proposition markets (Mexico, Columbia, optimization
Middle East)
 Acquisition strategy to
 Solidify brand concept  Outsource Production diversify product offering
 Launch women’s ballistic line overseas
 Generate initial demand with  Licensing opportunities with
aggressive marketing and PR  Launch Tier II menswear brand  Explore and identify new mainstream brands and
campaign market opportunities retailers (Columbia,
 Develop retail business focused Patagonia…)
on tailoring services and tier 1
 Hire strong team and build line  R&D focused on new
initial infrastructure technologies development
 Focus on corporate and
 Develop streamlined sourcing governmental sales strategy  Launch Tier III menswear
and manufacturing processes brand
 Begin organization realignment
 Develop tailoring business
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10. Current Status
Product Development Organizational
 Spring 2014 line finalized  Patent Submitted
 Currently developing tech packs  Need to register trademark
 Sample making  Need to submit CORP./LLC. application
 Developing manufacturing processes
 Currently developing Continuation Patent #12,462,306
CRM/ IT/LOGISTIC MANAGEMENT Branding & Marketing
 Established web design guideline  Launching brand development survey campaign
 Designed website mockups & wireframes  Currently designing logo and stationeries
 Establishing technical specifications document  Concept for Spring 2014 photo shoot
 Built storefront prototype  Coordinating photo shoot production
 Initial marketing research
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11. Team Their biographies are summarized in the Management Team Gaps
Section. Several key people are also actively being sought…..
Doo Aquino – President-www.linkedin.com/pub/doo-Kalmanson-Aquino/27/aa9/989
AAS, Associate in Applied Science, F.I.T., 1990
Doo Aquino began his training in technical skills at FIT and has a broad background in
design, management and product development . Creatively integrating technologies
from diverse fields and transforming those elements into world class product solutions as his specialty. One
United States Patents pending have been issued to Doo Aquino to date and several more have been in progress . United
States Patent Numbers 12,462,306 and titles currently issued to Doo Aquino as an inventor:
Fred Hamble- General Counsel
Current Legal Consultant, Intellectual Property at Frederick J. Hamble
Past General Counsel at Warren Pharmaceuticals, Inc.
Intellectual Property Associate at Morgan, Lewis & Bockius LLP
Associate at Pennie & Edmonds LLP
Education Fordham University School of Law/Cornell University
Mike Poole- Vice President/Tactical- Title Ballistic Professional at Ceradyne, Inc. Demographic info Baltimore, Maryland Area |
Research Current:*Ballistic Technician at Ceradyne, Inc. Past: Sales/Technical Manager at Oregon Ballistic Laboratories, Lead
Ballistic Technician at H.P. White Laboratory-Education: Harford Community College-Lead Ballistic Technician
Sales/Technical Manager/Oregon Ballistic Laboratories/ December 2006– January 2011 (4 years 2 months)
Business Development and Sales Manager for a small west coast ballistics testing laboratory. DOS FE/BR certification, NIJ body
armor certification and NVLAP accreditation, ATC soft and hard armor certification.
Phillip Kalmanson- Research & Development- www.linkedin.com/in/phillipkalmanson
Specialties;
Spacecraft Propulsion System Design, Spacecraft Architecture, Spacecraft Systems
Engineering, Commercial Telecommunications Satellites, Optical Remote Sensing
Payloads, Commercially Hosted Payloads
Education: Florida Institute of Technology
BS,Physics 1994 – 2000 Recommend Phillip’s work at Florida Institute of Technology
The Johns Hopkins University MS,Electrical Engineering (Photonics)
Recommend Phillip’s work at The Johns Hopkins University
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12. Vision
We are in a unique position in the market for ballistic protective apparel because it
is a niche market with limited competition. This gives us the flexibility to position
our brand advantageously. Despite our competitor’s experience in the market, we
have significant advantages that allow us not only to compete but also to define and
develop new market segments. With superior product, good brand positioning and
pricing strategy, we will be able to penetrate the market effectively and position
ourselves as leaders.
We want our customers to have a positive image of apparel protection. Our vision is
to shape the market beyond its original niche audience and create new business
opportunities. Our innovative product offering combined with our unique brand
personality and image will undoubtedly secure and solidify our position as market
innovators. This will make it very difficult for our competitors to challenge our
position.
As our company grows, we need to safeguard the integrity of our brand contract and
make sure that the customers are always at the center of strategic decisions and
business initiatives.
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13. Branding & Marketing Strategy
I. Introduction
II. Goals and Vision
III. Brand Development
- Brand Contract
- Brand Positioning
- Brand Personality
IV. Delivery and Strategy
- Identity System
- Advertising Campaign
- Web Design
- Project Timeline
- Metrics of ROI
V. Conclusion
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14. I. Introduction
Product Brand
What is Branding? The Value of Branding?
 Branding is more than a logo and being different
than our competition, it is an evoked emotion ,an  Helps drive strategic business decisions
image, a feeling, a reputation.. A link that
 Influence product development strategy
emotionally connects our customer to our
company.
 Provided framework for marketing efforts & delivery
 Branding is an assembled of assets, both  Brand value determines price premium
tangible and intangible that constitute its value
(Brand Equity): brand loyalty awareness, perceived  Facilitates customer acquisition and build loyalty
quality and propriety assets.
 Helps preserve our competitive advantage
 Branding is similar to a living organism; it
 Adds overall value to the company
evolves, adapts, and grows as the company grows.
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15. II. Goals and Vision
Company’s Objectives – 5 year Plan
Brand Objectives
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16. III. Brand Development
“ DEFINING OUR BRAND DNA”
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17. Brand Contract
Definition
Our Brand Contract
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20. Brand Positioning –Competition
Market Segmentation by Product & Brand Focus
Ready To Wear (VIP Oriented)
Doo Aquino
Fortier &
Co
Performance
Tactical Strong Brand
Miguel Caballero
Fashion
Point Blank
Safariland
ABA
Second
Chance
…
Tactical (Security Oriented)
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21. Brand Positioning – Case Study 1
Miguel Caballero- “The Armored Armani”
Differences
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22. Brand Positioning – Case Study 2
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23. Brand Positioning-Findings
Target Audience (By order of Importance) Our Positioning
Industry and Competitors
Key Differences Importance)
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24. Brand Personality -Persona
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25. Brand Personality-Overview
Definition
We are not…..
We are..
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26. IV. Delivery and Strategy
“ BUILDING OUR BRAND EQUITY”
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27. Overview
Purpose Assets
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28. Identity System
 Simple
 Custom Front
Monochromatic
Easy to integrate
Use of tagline
NYC in Tagline
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29. Advertising Campaign
Concept
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30. Web Design
 Minimalist
 Streamlined
Fast Loading
 Photo Oriented
 Efficient Navigation
 Seasonal
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31. Project Timeline-Details
Design Collection
2012
Patent application Web Development 2013
Identify System Development 2012 2013
Business plan Corporate Identity
2013
Location/Facilities
2012
Ballistic Testing 2013
Milestones 2013
Phase I:
 Business plan
 Location & facilities
 Corporate identity Resources
Phase II:
 Identify System, web development, logos,  Web developer
stationary
 Advertising, search engine, social networking,
forums  Photographer
Phase III:  Models
 Ballistic testing
 Marketing/Advertising
 Look book  Marketing
 Patent application
 Design collection
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32. Metrics for ROI
Criteria for Success Methods
 Brand awareness & recognition; Measures  Conduct online survey in targeted markets
strength of the brand as reflected by
customers ability to identify the brand  Backend reports from the online storefront
under varying condition
 Google analytics and the site traffic
 Contract fulfillment; Measure the degree analysis
to
which our brand is upholding our brand  Social media
contract.
 Acquired customers; Count customers
claiming they have come to our
company’s
based on the strength of the brand
 Customers Loyalty: Measures the degree
to
which customers continue to purchase
our
brand and how long that loyalty has
lasted.
 Financial Values: Reports the financial
value of our brand in the marketplace.
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 Price premium: Finds the percentage of

33. V. Conclusion
As we are enter the market as provider of consumer goods, we need to build the value of
our company through the development of a strong global brand. By delivering a
successful branding campaign, we will secure out opportunities for efficient market
penetration and rapid company growth that needs overall goals.
We are in unique position in the market for ballistic protective apparel because it is a
niche market with limited competitor. This gives us the flexibility to position our brand
advantageously. Despite our competitors experience in the market, we have significant
advantages that allow us not only to compete but also to define and develop new
market segments.
We want our customers to have a positive image of ready to wear apparel protection
and also shape the market beyond its original niche market. Our innovative product
offering combined with our unique brand personality and image will undoubtedly
secure and solidify our position as market innovators. This will make it very difficult for
our competition to challenge our position.
As the company grows, we need to safeguard the integrity of our brad contract and
make sure that the customers are always at the best of strategic decisions and business
imitative.
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