Wednesday, June 24, 2009

Less posting over the next 3 months

We've decided to enter Shoes of Prey into a business competition that requires us to not describe our product or show product demonstrations online for the duration of the competition > 2-3 months.

So we're going to be posting to this blog less frequently for the next little while and there will be no posts that speak specifically to Shoes of Prey. Once the competition is over we'll be straight back at it though. The blog has been extremely helpful for us - your feedback, thoughts and ideas have been immensely valuable, and have caused us to change and modify much of our business plan for the better. Thank you for that.

Photo credit

Tuesday, June 9, 2009

It's Beta Test Time!

We're gearing up to run a very small Shoes of Prey beta test so we can start working out the best method for measuring feet to get the correct shoe size.

If you're interested in participating, here's the deal:

  1. You need to be in Sydney so I can measure your feet. I'll also have you measure your own feet a couple of different ways.
  2. Mike's working on the shoe designer at the moment but it won't be ready for another few weeks. Rather than using that I can show you about 10 shoes that I have from the supplier, as well as a couple of hundred photos of other options. Together we can design your shoes in person.
  3. Because it's a beta test all the shoes will be AUD$125, about half of our planned price.
  4. Delivery will take about 6 weeks.
  5. If we get the size wrong we'll re-make the shoes in the correct size.
  6. If you don't like the shoes for any reason we'll give you your $ back.

Send me an email if you want to be part of the test and I'll arrange a time to meet up with you: michael ~at~

Update: We've had a great response to the beta test (thanks everyone!) so we're going to close it for now. We'll likely do another one once the shoe designer is built so keep checking the blog or subscribe to our mailing list and we'll let you know when the next one is good to go. :)

Wednesday, June 3, 2009

Shoes of Prey - Pricing

We've been giving some thought to the issue of pricing for Shoes of Prey.

Issue 1 - General Price Range We feel that a fair price for our shoes is around the AUD$250 mark. The shoes from the supplier we're going to work with are fantastic quality, and they supply ready made shoes to other retailers in the Australian market who sell the shoes for around $250. $250 also gives us a good margin and we think we can offer a very generous returns policy at that price which will be great for our customers. This price point positions us as a premium product without being as high as some of the famous, established premium shoe brands.

Issue 2 - Price Variation Between Styles The cost price we'll pay to our supplier will vary depending on the options customers select when designing their shoes. For example, a higher heel or more detailed embellishment will generally add to our costs.

Do we change the price we charge the customer depending on each minor change they make to the shoe? This would mean pricing would reflect our cost structure, however we think this would make the design process too confusing and take some of the fun out of it.

Do we use a flat pricing structure? This would be much simpler for the customer, however it might encourage customers to only design more elaborate shoes so they feel they are getting better value for money, and it doesn't make sense to price a simple, classic ballet flat the same as a more elaborate evening shoe.

We think the solution is to have a small number of different price points depending on the general style of shoe being designed. For example, all ballet flats would be one price, simple heels another price, stilettos another price. Based on issue 1 above, the average price we'd aim for would be around AUD$250.

What are your thoughts on issues 1 & 2 above?

Monday, June 1, 2009

The New Sydney Googleplex

Yep, it was tough to resign from this office:

More on the new office here and here.

Update: And check out the hot green patent leather stilettos Australia's Governor General wore to open the office! (Thanks for the tip @elp!)

An early look at the Shoe Designer

Please tell us what you think in the comments.