Enertor is aiming to revolutionise the global foot orthotics (insole) market, moving it from its position today, with a medical focus and an elderly demographic, to a health and lifestyle proposition with a younger, more active demographic and global appeal. The key target market is the 25-55 people who are active and want to stay pain and injury free.
Leveraging its heritage, providing years of orthotics and bio-mechanical scanning systems to elite athletes, the British Armed Forces and the NHS, the company saw an opportunity to take a new product, with what they believe to be an unrivalled ability to reduce pain and injuries, to the mass market.
The big idea was to try and do for insoles what Nike did with sneakers through its 'Air Jordan' campaign led by Michael Jordan - building a global brand with a sporting icon. The company approached Usain Bolt, who signed a 10-year deal in 2016 to become Enertor's global brand ambassador and he is now a shareholder.
Over the last 12 months the Company has:
- Proven the product's claims and benefits with independent tests
-Uses D3O as proprietary material in the products.
- Signed a 10-year agreement with Usain Bolt
- Launched the product in almost 500 stores.
- Received media coverage GQ, Sports Illustrated, Runner's World, the Times.
- Doubled the revenue to £2m
- Built a grassroots following with a combined potential reach of over 500,000
The core of the business model is an online B2C retail model and an on and off-line trade retail model i.e. distributing through retail chains. The model is based on price, sales rates and numbers of stores. The insoles are priced (R.R.P.) from £14.99 to £29.99 with an 80%+ gross margin for B2C sales and 60%+ gross margin for trade sales.
In the next 12 months to June 2018 the Company anticipates generating ~£3.3m of revenue and securing listings in ~2200 stores across 5 key markets (US, UK, Canada, Australia and Norway).
Use of Funds
The funds will be used to buy stock and for the marketing associated with the retail launches.
The Company raised just over £2m in 2016 in seed funding from friends and family which was used together with investment from the founders to launch the product.
In 2016 Implus acquired Spenco Insoles and 2nd Skin. Then in 2014, the Aurelius group acquired Sscholl's footwear division from Reckitt Benckiser group PLC. We aim to grow and establish Enertor with distribution in all major markets, to create what we feel could be an attractive acquisition opportunity.
Please note that any forward looking statements, including financial forecasts are not a reliable indicator of future performance.
Kontakt firstname.lastname@example.org for full pitch og plan.
Enertor™D3O® Performance Insoles - Innleggssåler av og med Usain Bolt for aktive i jobb, fritid og sport.
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E.M Nordic AS
0884 Oslo, Norway
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