I have the option to purchase a company who has developed a new and unique tent.
The tent can hold 2-3 people comfortably and is rather different from
the normal camping tent. I can't get too specific beacause I'm stil in
the due diligence phase of negotiations. The tent weighs approx. 40
lbs so it is not ideal for backpackers. It is designed more for the RV
or SUV person who pulls their vehicle into a campground and sets up
camp. The big advantage is that the tent can be set up by one person
in the dark of night if necessary.
That is how easy it is to set up. No poles, fly's or ropes.

The tent can be used by campers, hunters, fisherman or ice fisherman,
scouts, miltary, outdoor changing area like at the beach or lake or
sporting events etc.
The size is about 7 fot diamater andfive feet high. There is a doorway
and two mesh windows with storm flaps.

The manufacturing cost for the tent is approx. $100 with a retail price of $289
A wholesale price point has not been established yet. What would be
the best price point to market this product?

My question is multi fold in list format and in no particular order:

1. What is the best way to market this new product?
2. Can I sel to the mass merchants as well as one at a time on the internet?
3. Am I better off to sell them inexpensive and in large quantities or
price them high and sel to individuals or specialty stores. Which will
net more profit?
4. Am I better to find sporting goods reps or go direct to
wholesalers/major retailers like the Targets and/or Walmarts of the
world?
5. Where would I get a list of the major tent buyers at retailers?
6. Where would I get a list of companies who produce infomercials?
7. E-mail address's for the above would be ideal so I could do a mass/bulk mail?
8. If I put a rough web ite together is there a way to promote it to major buyers?
9. Any thoughts on a clever web domain name?
10. How can I attempt to market this to the various branches of the military?
11. Is there a national camping show and how would I get e-mail
address's of the the exhibitors.
12. What would be the best way to market this internationally. ?
13. Are there licencing opportunitites?
14. Where would be the best places to advertise?
15. Do you think this would make good temporary housing in disaster areas?
16. What would be the easiest and cost effetive way to test market
besides asking friends and family?
17. What is the total market for tents?
18. What are the demographics of campers?
19. Where in the US are the most used campgrounds?

These are just a few of my questions! I know this is alot of work and
am willing to pay a fair fee for your research. If it exceptional and
results in some sales, the tip would be very appropriate!!!!

---

Request for Question Clarification by jbf777-ga on 11 Jan 2004 22:10 PST

Hello Trayduh -

This sounds like a very interesting topic, but you have several times
the current dollar amount worth of research here -- if you're looking
for formidable research on each question.

If you can tell me your budget for marketing, I might be willing to
tackle this in a general overview sense, touching on some of the
sub-questions as bullet points.  I.e., is your primary question, "How
can I best take this product to market to yield the highest sales?"

jbf

---

Clarification of Question by trayduh-ga on 12 Jan 2004 05:36 PST

What amount of research would you be willing to do for $200.00
Can we start with that amount and if I'm impressed and need to go
further we can expand upon the fee?

Why don't you start by addressing question numbers 4-5-7-8-10-14-16

There is also a uniqueness factor about the tent which I can't go into
on the "public airways" which is a problem because this is what would
make or break the product potentially.

Let me know what you think.

TRAYDUH

<Tents ? taking a new product to market.

1. Best way to market.

Case study - Paha Que Wilderness.
This company provides a good model for building a successful tent
retailing operation.
The company was founded in 1996. Their target market was SUV owners
who camp with their vehicle. Paha Que has concentrated on selling
their tents with speciality retailers. They have expanded their base
of dealers by one a week.

They sell their products through large retail stores such as REI and
high end speciality stores. They also market through direct mail, an
800 phone line, its website and product reviews in consumer
publication such as Outside, Camping Life, Mountain Living and Roads
to Adventure. The company is also investigating selling through mail
order companies and developing its own product catalog.
http://www.pahaque.com/news_info3.html

Marketing approach.
http://www.pahaque.com/news_pr2.html

Product training program.
To train sales people to sell their product they used their website to
give photos, diagrams, features, benefits and key selling points.
http://www.pahaque.com/news_pr8.html

Company website.
http://www.pahaque.com/

Opportunities.
Air travel has declined since 9/11. Due to the drop in consumer
spending for air and hotel vacations. This article reports the
targeting of entry level consumers.
http://216.239.59.104/search?q=cache:dwYiA-lcAyUJ:www.reveries.com/extratexture/content_links/Creating_Growth.pdf+%22market+for+tents%22&hl=en&ie=UTF-8
------------------------------------------------------
2. Should manufacturer?s sell directly over the internet?

The advantage of selling over the internet is that you have lower
overheads as you don?t have to pay commissions to dealers.

According to Dr Ralph Wilson, ?The Internet is troublesome to
manufacturers, threatening to overturn the carefully nurtured network
of distributors and dealers they've used for decades. Simply stated,
the dilemma is: If you don't sell your products directly over the
Internet, people will go to your competitors who do. If you do sell
your products directly, your distributors and dealers will desert you
and only carry products from manufacturers who don't compete with
them."

There are several solutions:
i. Just using your website to promote your products and help the
customers to find a dealer near to them.
ii. Sell products directly over the internet but not offer any
discounts so that you are not competing with the dealers.
iii. Give dealers commissions on any sales you make in their
territories. http://www.ecomtips.com/articles/bigdilemma.html

The internet ? friend or foe?
http://www.digitaloutput.net/back%20edit/edittopic4i.html

-----------------------------------------------------------
3. Pricing your product.
Entrepreneur.com has some good articles about pricing products.
Pricing a product.
http://www.entrepreneur.com/amex/article/0,5742,305615,00.html

Offering low prices can have a negative effect on a product and
business. It erodes profits and give the company a negative perception
in the market place.
http://www.entrepreneur.com/amex/article/0,5742,302781,00.html

Tactics to avoid lowering prices.
Many businesses find that they are pressured to lower prices. This can
be due to the emergence of a low-priced competitor or economic
conditions. However a price war can be extremely damaging to a
business. Higher prices can be kept by emphasising customer service by
offering extended warranties, free delivery and generous returns
schemes. It is better to create customer loyalty than to be
continually chasing new customers.
http://www.entrepreneur.com/amex/article/0,5742,307579,00.html

According to David Newton, associate professor of entrepreneurship
finance at Westmont College in Santa Barbara, California, start-ups
shouldn't automatically match their competitors' prices. Large
companies often have lower manufacturing costs due to large-scale
production, which allows them to set a lower price. In many cases,
smaller firms can't achieve the same degree of cost savings.
http://www.entrepreneur.com/amex/article/0,5742,265084,00.html

Price comparisons with Paha Que.

Floor dimensions 80 in, 53 in high. $349.90  
http://www.thetentstore.com/paha_que_black_mountain_tents.htm

56ft floor, 84 in high. $449.90
http://www.thetentstore.com/paha_que_temescal_creek_tents.htm

90ft floor, 93in high. $599.90
http://www.thetentstore.com/paha_que_pamo_valley_tents.htm

--------------------------------------------------

4. 
The problem with selling to Walmart is as this site reports ?the
contracts they write with the mnfctrs are such that Walmart keeps its
margin but the mnfctrs lose theirs in a price war. I've seen it happen
with previous clients, including one that went completely out of
business because Walmart wouldn't let them make any profit at all and
they were stuck in a contract (that was American Camper, a mnfctr of
tents and other camping supplies). Mnfctrs who sign with Walmart are
invariably left with two choices -- keep staff wages painfully low or
cut quality. Typically, they end up having to do BOTH.?
http://www.stblogs.org/scgi-bin/mt/mt-comments.cgi?entry_id=7624

Doing biz with Walmart
http://forums2.gardenweb.com/forums/load/tractor/msg110955027974.html

If you decide to sell through Walmart, their site has a section that
advises potential suppliers. Their supplier proposal packet gives
details of their requirements and procedures.
http://www.walmartstores.com/wmstore/wmstores/Mainsupplier.jsp?pagetype=supplier&template=ContentLanding.jsp&categoryOID=-8250&catID=-8250

---------------------------------------------
5. Tent buyers.

The National Sporting Goods Association produces several publications
which may be of use to you.

NSGA's International Directory of Retail Sporting Goods Associations &
Buying Organizations is the Association's compilation of international
retailing and buying groups from 18 countries. It includes all the
information necessary to contact the key person at each organization.

The NSGA Buying Guide each year lists more than 8,000 suppliers of
sporting goods products, which are listed by more than 70 major
categories and 1,200 subcategories. In addition, the NSGA Buying Guide
contains the names, addresses and phone numbers of buying groups and
NSGA-member sales goods agents. You need to be a member of the NSGA in
order to get a copy.
http://www.nsga.org/public/pages/index.cfm?pageid=10

Membership details
One of the benefits of membership is a free 1,000 record mailing list
of retailers and dealers.
http://www.nsga.org/public/pages/index.cfm?pageid=841


A list of the top 25 outdoor stores in the country with names,
addresses and phone numbers of all the top executives can be purchased
for $25.00.
http://www.vnuemedia.com/digitalmall/store/product_view.jsp?product_id=8587&category_name=Retail:%20Sports

Top 100 sporting goods retailers.
Contact details for including Walmart, Dunham?s (120 stores
specialising in camping equipment).
Bob Ward & Sons (5 stores)
http://www.sportinggoodsbusiness.com/sportinggoodsbusiness/images/pdf/sgb_top_retailers03.pdf

--------------------------------------------------
6 & 7. Informercial production companies with email contacts.

Lightmaster Media
Email: info@lightmaster.com
http://www.lightmaster.com/

StarPoint Media Productions.
Email via http://www.starpointmedia.net/contactus.html
http://www.starpointmedia.net/home.html

Direct Response TV
Email via http://www.direct-response-tv.com/Contact-Us.html
http://www.direct-response-tv.com/TV-Infomercial-Production.html

Pure imaginagion
Email via http://www.pureim.com/_/contact.htm#
http://www.pureim.com/pure-imagination/infomercial-production-company/infomercial-production-company.htm

Intellivision Inc.
Email : intellivision@att.net
http://www.dmtelevision.com/

Producers Direct.
Email via http://www.producersdirect.com/contact/
http://www.producersdirect.com/

Warren Direct
Email via http://www.warrendirect.com/contact/contact.php
http://www.warrendirect.com/infomercial.html

The Marek Williams Entertainment Organization LLC.
Email: mark@markwilliansent.com
http://www.markwilliamsent.com/testimonials.htm

Lieberman.com
Email: info@lieberman.com
http://www.lieberman.com/

Infoworx
Email : info@infoworx.com
http://www.infoworx.com/

How much does an informecial cost?
http://www.qnet.com/~palmsong/cost.htm

-------------------------------------------------
8. Promoting your website to major buyers.
Techniques like direct mail, freebies printed with your website
address and  press releases are good ways to promote your site. See
question 5 for addresses.
Links to a number of techniques can be found at
http://www.wilsonweb.com/cat/cat.cfm?page=1&subcat=mp_Promote-Gen

-----------------------------------------------

9. Web domain name suggestions.
Kwikcamp.com
Kwiktent.com
Campfast.com
Campquick.com
Easykamp.com
Kampdirect.com
Kampingdirect.com
Letscamphere.com
Ezeetent.com
Tentnow.com
Fasttent.com
Easytipi.com
Easyteepee.com
You can try out different names here to see if they are available. All
of those listed above are available.
http://www.networksolutions.com/en_US/index.jhtml;jsessionid=M3SJF5VAWX4L0CWLEAMCFEY?_requestid=163970

-------------------------------------------------
10. Military

The Department of Defense has a website which provides information on
how you can sell to the military.
http://www.defenselink.mil/other_info/business.html

This online handbook describes the process of selling to the military.
http://66.102.11.104/search?q=cache:ObFwP6_-2oEJ:www.acq.osd.mil/sadbu/publications/selling/part1.htm+%22selling+to+the+military%22+&hl=en&ie=UTF-8

-------------------------------------------------
11. Trade and consumer shows.
Outdoor Retailers Summer Market
Salt Lake City, Utah
August 12-15 2004
http://www.outdoorretailer.com/or/summer/index.jsp

Regional camping shows.
Details of camping shows in Connecticut, Massachusetts, New Hampshire,
New Jersey, New York, Pennsylvania  and Rhode Island.
http://www.campnca.com/campingshows.htm

Camping-RV Expos in Washington and Richmond.
http://www.royalshows.com/RV/Default.htm

Maine Camping Shows
February  and August 
http://www.campmaine.com/industry/camping_shows.php

RV & Camping shows.
Four regional shows in New Jersey, Massachusetts, Rhode Island and Altantic City.
http://www.macevents.com/RVShows.cfm?show=rv

Springfield RV, Camping & Outdoor Show
http://www.springfieldrvcampingshow.com/
List of exhibitors.
http://www.springfieldrvcampingshow.com/exhibitor.html

Details of trade shows in 2004.
http://www.sportinggoodsbusiness.com/sportinggoodsbusiness/business_resources/industry_events.jsp

Getting the email addresses of the exhibitors.
Some of the sites indicated above provide lists of the exhibitors and
links to their websites. It is also possible that some of the
organisers may sell mailing lists. You could try sending an email to
the organisers asking if they sell mailing lists.

-----------------------------------------
12. Marketing internationally.

Europe?s major trade show for camping product is the European Outdoor
trade show which is held in
Friedrichshaven, Germany, July 22-25 2004.
http://www.messe-fn.de/fairs/outdoor/index.php3

Last year it featured 300 tents from 35 international manufacturers.
http://www.sportstrader.co.za/archive_outdoor_tents.htm

Exhibitors list
http://www.messe-fn.de/fairs/outdoor/visitor/exhibitors.php3

Canada
Salon Camping, Plein air, Chasse et Peche (Open air, hunting and fishing).
February 26 ?29 2004
Place Bonaventure, Montreal
http://www.campingquebec.com/atcq/eatcqacti.shtml#salons

This report says that Europeans tend to choose top quality camping equipment.
http://www.geocities.com/ptera_dactyl/cultureshock.html



--------------------------------------------------
13. Licensing
This site explains licensing and the issues involved.
http://www.thepatentguys.com/pages/licensing.htm

Finding licensing opportunities.
The NSGA Buying Guide lists more than 8,000 manufacturers of sporting
goods products. http://www.nsga.org/public/pages/index.cfm?pageid=841


-------------------------------------------------
14. Advertising.

Magazines

Camping life
Read by 75,000 family camping enthusiasts.
http://www.campinglife.com/
Advertising information.
http://www.campinglife.com/site_page_939/index.html

Outdoor Business.
Trade magazine.
http://www.sportinggoodsbusiness.com/sportinggoodsbusiness/OB_index.jsp

Family Camping.
http://www.familycampingmagazine.com/

Outdoor Life
http://www.outdoorlife.com/outdoor/

Willings press has a data base of magazines throughout the world. They
offer a free 48 hour trial.
http://www.willingspress.com/


---------------------------------------------------
15. Temporary housing.

United Nations Procurement Division.
http://www.un.org/Depts/ptd/


The Tent Place is a company that sells to the UN. You can see the sort
of products that they sell on their website. They are registered with
the UN, NGO?s and different government organisations around the world.
http://www.tentsplace.com/refugee_tents.htm

You can register as a vendor here.
http://www.un.org/Depts/ptd/venreg.htm



---------------------------------------------------

16. Suggestion for a low-cost trial.
Arrange a camp site trial with a campsite owner. Take the tent to a
camp site and solicit the residents to try it out. Get them to fill in
a questionnaire with the details you need and offer them a freebie for
taking part - a pen, mug, t-shirt or  baseball cap with your website
address printed on it. Alternatively put all the filled questionnaires
into a draw and offer a prize for the selected winner. If your
questionnaire also asks details about the customer, name, address,
when they intend to buy a new tent, how much they intend paying etc.
you will get the relevant details needed for a direct mailing
campaign.
----------------------------------------------------------
17.
The market for tents.

Manufacturer sales of camping equipment were $1.38 billion in 1994.
http://www.funoutdoors.com/research.html

According to the National Sporting Goods Association Americans spent
over $1 billion on camping equipment in 2002.
http://doityourself.com/outdoors/campercalltoaction.htm


U.S. market.
According to Columbia Sportswear, the tent market is worth
approximately $337 million at retail.
http://www.bizjournals.com/portland/stories/2003/08/04/daily39.html

Camping equipment purchases by age and gender.
http://www.nsga.org/public/pages/index.cfm?pageid=165


Camping industry fact sheet.
http://www.pahaque.com/news_info4.html

Car camping in Japan.
http://www.jinjapan.org/trends96/honbun/tj970510.html

Quebec
http://www.campingquebec.com/atcq/eatcqstat.shtml

A study by the Outdoor Industry Foundation found that 42 percent of
Idaho residents went car camping. Utah came second in the car camping
league.
http://www.standard.net/standard/news/print_story.html?sid=00031104201521444899

In 2002, over 421 million campers visited the National Parks.
http://riroads.com/archive/campingequipment.htm

------------------------------------------

Numbers of campers.

There are over 64 million campers in the U.S. More than 34 million
people say they enjoy tent camping.
http://www.funoutdoors.com/research.html

An estimated 30 million Americans camp each year in the nation?s
National Parks. In 2001 2.5 million people camped in Ohio?s 57 state
parks.
http://www.dnr.state.oh.us/news/mar02/0328gocamping.htm

In Europe there are over 36 million campers. In Germany there are 4
million and in the Netherlands over two-thirds of the total population
participate in camping.
http://homepage1.nifty.com/asia-pacific/lars.lecture00.html

Quest tent has also targeted the family car campers. According to
Quest Tents, family camping is a growing segment. These campers look
for higher quality products with the emphasis on comfort.
http://www.pahaque.com/news_mag12.html



------------------------------------------
Competition.

Major players.
According to Warburg Pincus, North Pole has a 56% share of the U.S.
tent market and a 35% share of the market internationally.
http://www.bizjournals.com/dallas/stories/2002/12/02/story1.html

Kyongjo ? leisure tent market.
$18 million per year.
Exports to USA, Japan, Australia, Canada and Europe.
http://www.kyongjo.com/introduction/greeting_e.html

This report says that there is increased competition from China.
http://www.globalsources.com/MAGAZINE/SGOE/0201/TENTS.HTM

New product ? inflatable tent.
http://www.thethinkpad.com/news4.html

------------------------------------------
18. Demographics.
A study by Dean Runyan Associates found over half of all campers have
no children at home. Over 8 out of ten camping households have two
adults. The majority of campers (58%) are aged over 50. 84% of campers
have had some college or graduated from a trade school. Over
two-thirds of campers earn over $50,000 a year. Over three-quarters of
the camping population is white.
After friends and family, 18.1% of campers report that magazines
influenced them to participate in camping activities.
http://www.deanrunyan.com/pdf/cacamp00.pdf

According to KOA the average camper is 52 years old, has an average
income of $69,000, probably still working and is travelling without
kids.
http://www.koapressroom.com/storystarters/KampingTrends01.pdf


According to Marburg, the average hiker is 45 years old, educated, has
an above average income, likes activity and travelling and is
extremely willing to spend money.
http://www.sportstrader.co.za/archive_outdoor_tents.htm



-----------------------------------------
19.

The state parks attracted 59 million campers in 2002.
http://naspd.indstate.edu/statistics.html

The national parks attracted 3.4 million tent campers and 2.5 million
RV campers in 2000.
http://www.discoversouthcarolina.com/documents/National_and_State_Parks.htm

Lake Mead Park just outside Las Vegas has 8 million campers in one year.
http://www.americandaily.com/item/1945


South Dakota State Park had 670,000 campers in 2002.

Yosemite had 3.4 million campers in 2000
http://www.yosemite.org/newsroom/clips2001/august/081201.html


1 million visitors camp in South Carolina. The top destination is Myrtle Beach.
http://66.102.11.104/search?q=cache:YsX2C-D0jr4J:www.discoversouthcarolina.com/documents/RV_Camping.htm+%22national+parks%22+campers+million&hl=en&ie=UTF-8>



----------------------------------------------

<Additional links>

<The World Market for Tents Made of Textile Materials: A 2004 Global
Trade Perspective.
This 111 page report costs $795.00>
<http://www.marketresearch.com/product/display.asp?productID=919020&xs=r>



<Search strategy:>

<"car camping" million>
<://www.google.com/search?q=%22car+camping%22+million&hl=en&lr=&ie=ISO-8859-1>

<"camping equipment" million>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22camping+equipment%22+million>

<"domain name registration">
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22domain+name+registration%22>

<"leisure tent market">
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22leisure+tent+market%22>

<"market for tents">
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22market+for+tents%22>

<campers demographics>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=campers+demographics>

<"un procurement">
<://www.google.com/search?sourceid=navclient&q=%22un+procurement%22>


<Hope this helps.>