Business Summary
TRAK Outdoors Ltd.
Non-Confidential Business Summary - 2015/16
NOTE: This is not an investor presentation. If you wish to receive one, you can make a request.
This non-confidential business summary is intended to provide you with the information you will need to be clear about our business, the opportunities we have, and what we are looking for to exponentially scale our company.
We know we have something special with global market potential. We have built a great foundation. We now seek the assistance, partnerships and tools that will uncover the right people and resources to grow with.
I invite you to review this and find areas you believe you could work with TRAK in partnership to help build a remarkable global brand. If you do, contact me directly and we will explore this together.
TRAK Outdoors Ltd.
Contents:
- Introduction
- Traction
- The Problem
- The TRAK Solution
- Media and Press
- The Big Picture: Global Market Focus
- TRAK Target Segments
- The Competition
- Our Threats
- Go-To-Market Strategy
- Recent Success
- Regional Focus
- Key Marketing Challenges
- Marketing Assets to Leverage
- Key Tools to Build Awareness
- Technology and Development
- The Milestones
- The Team
- Our Challenge
- What We Need
- Funding Strategy
- Explore More
INTRODUCTION
TRAK customers experience the freedom of being able to travel with a "real" kayak
We manufacture, distribute and sell a product with a unique balance of portability and performance - a 16' sea kayak that packs into a travel golf bag in 10 minutes
We are positioned and now focused on segments of the booming adventure tourism market and outdoor gear markets globally
President is a 15 year entrepreneur and CA, relentless and focused on building the company and brand
Adventure Kayak magazine recently said that, “TRAK’s do-it-all design means it’s truly the only boat you need”
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"The TRAKs are really invaluable. They are very light, they're compact, we can pack them into a skiff or into the float plane, and take them really any place we'd ever need to go."
TRACTION
Shifted to Direct-to-Consumer model globally in April 2015 and increased online sales in Q2-2015 by 105% vs. Q1-2015 and 93% vs. Q2-2014
Opened sales channels in parts of Europe and Asia
Building a global sales system, leveraging owner/ambassadors for reach in key markets
Established partnership with top outdoor gear manufacturer for scaled, profitable volume and product offerings (they mfg for Arc'teryx, Mountain Hardwear, CamelBak, Patagonia, Kjelti, Gregory, Black Diamond, etc.)
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THE PROBLEM
“It’s hard to own a kayak”
"Buying and owning a kayak should not be this hard"
? What kayak do I choose
- So many different choices in the marketplace
- Have to commit to one design based on single intended use
- Cost vs. weight vs. durability (plastic vs. fiberglass/composite)
! I have nowhere to store or stow my kayak
- Live in a hi-rise apartment downtown
- Don't have a basement or a garage, or don't want to use space
- Limited stowage on my sailboat, yacht or RV
≠ I can't take my kayak with me
- Can't check-in and fly with my kayak
- Own a small car, rent Car2Go or use public transit
- Don't want to buy a roof rack
THE TRAK SOLUTION
? What kayak do I choose
SOLUTION: Performance - The TRAK kayak can change its shape to accommodate different water conditions and paddler types. It is multi-use and you can grow with it.
“It’s truly the only boat you need.”
“It’s truly the only boat you need.”
How: A shape-shifting engine – the only boat in the world that changes shape to perform in flat or moving water or adapt to beginner or expert paddler skill levels.
AND the TRAK kayak is durable: only one customer has reported puncturing the hull since being on the market. (which supports our 5-year tip-to-tip warranty)
Who Benefits:
- All Consumer-paddlers: great value proposition, no upgrading required over time, replaces multiple kayaks
- Retailers/Resellers: one product provides a solution to multiple sales problems, with dropship program
- Adventure Tour Operators/Outfitters: one kayak serves a wide range of paddler skill levels, from beginner to expert and handle multiple water types/paddling environments
! I have nowhere to store or stow my kayak
SOLUTION: Packability - The TRAK kayak comes in a rolling travel bag that you can fit into and store anywhere – up an elevator, in a closet, the trunk or backseat of a car or on a sailboat.
How: The 16 foot long (4.88 m) long sea kayak is a skin-on-frame design, like a tent – the skin folds up and the aluminum frame collapses – so it all fits into a 52" (130 cm) high rolling travel bag.
Who Benefits:
- Urban paddlers: no special storage requirements, less room than a mountain bike
- Tour Operators: no need for special trailers, transport or storage requirements
- Sailboat/yacht/motorboat owners: stow kayaks under the deck, out of the way
≠ I can’t take my kayak with me
SOLUTION: Portability - The TRAK kayak comes in a rolling travel bag that can be transported on public transit, bike trailers, small vehicles, boats and planes – then sets up in 10 minutes.
How: The rolling travel bag can be wheeled almost anywhere and checked-in as sports equipment on almost any airline in the world.
Who Benefits:
- Eco-conscious paddlers: tow behind your bike or hop-on public transit for minimal footprint
- Adventure Travelers and Tour Operators: travel with performance kayaks to new destinations, opening up business opportunities
- Anyone who is on the road or lives away from water
“Beginners will dig this easy-to-use system; experts will have a field day.”
“Beginners will dig this easy-to-use system; experts will have a field day.” 
Summary
Game-changer: Single most compelling quality of the TRAK product* is the "functional-technical" features it offers paddlers of any skill level. And you can take it anywhere.
* 80% of TRAK Owners rated the kayak and after sales service as 8 or higher out of 10, in early 2015 survey
MEDIA AND PRESS
“It’s truly the only boat you need.”
Video Review: TRAK Seeker Kayak Review
Print Review: TRAK Seeker ST 16
“For many of these folks, the Seeker is going to be their perfect kayak.”
“For many of these folks, the Seeker is going to be their perfect kayak.” Online Review: An independent Playak Review of the TRAK Seeker Kayak
“Keeps up with a hard-shell kayak in speed and performance.”
“Keeps up with a hard-shell kayak in speed and performance.”
Interview: TRAK Kayaks Designer Nolin Veillard
“Beginners will dig this easy-to-use system; experts will have a field day.”
“It's a freakin' Transformer!”
“It's a freakin' Transformer!”
“But... you can check in a damn kayak.”
“But... you can check in a damn kayak.”
“A kayak that will revolutionize paddling.”
“A kayak that will revolutionize paddling.”
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THE BIG PICTURE: GLOBAL MARKET FOCUS
USA Market Overview (2013): $200M sales / 235K kayaks sold per year
Global Market: est. $500M sales per year
Principal Sources: Outdoor Industry Association (OIA), National Marine Manufacturer's Assoc. (NMMA)
TRAK Primary Advantage for URBAN Lifestyle Market: Packability
TRAK Primary Advantage for URBAN Lifestyle Market: 
TRAK Primary Advantage for Adventure TRAVEL Market: Portability
TRAK Primary Advantage for OUTDOOR Gear Market: Performance
TRAK's "Sweet Spot" is at the intersection of: URBAN - Higher Density and Compact Lifestyle, TRAVEL - Adventure Travel and OUTDOOR - Outdoor Gear.
TRAVEL - Adventure Travel: $400B per year; Growth: 65% per year
OUTDOOR - Outdoor Gear: $300B per year; Growth: 5% per year
Principal Sources: OUTDOOR - The Outdoor Foundation, Outdoor Industry Association (OIA); TRAVEL - Adventure Travel Trade Association (ATTA)
TRAK TARGET SEGMENTS
The majority of our TRAK Customer Base to date:
Age: 40-65 year olds
Gender: Male 80% Female 20%, Couples
Profile: Professional, Business Owners, Retiring, Empty Nesters, Transitional, Outdoor Lifestyle, Adventure Travellers, Financially Fit or Well-to-do
Lifestyle: Mobile, Travellers, Space issues, Small Vehicles, Eco-conscious
Ethos: “Small and portable is more expansive”
The D2C Segment Opportunities include:
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Adventure Traveler |
Consummate adventurers, bucket-list |
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Couples |
Young urban couples or empty-nesters |
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Young Professional |
Financially fit, outdoor enthusiasts |
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Female Paddlers |
Independent, adventurous women |
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Whitewater Transition |
Mature paddlers, outgrowing, evolving |
The B2B Segment Opportunities include:
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Tour Operators |
Adventure tour fleets, worldwide |
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Paddlesport Retailers |
Unique offering, dropship program |
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Environmental Groups |
Water conservation, eco-charities |
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Youth Programs |
Educational, seasonal, outfitters |
THE COMPETITION
The competitive landscape of portable kayaks includes inflatable, folding and skin-on-frame designs:
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The competitive landscape of hardshell or rigid kayaks comprises four main materials and manufacturing processes:
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OUR THREATS
Market shifted to lower quality, cheaper products since 2008
TRAK Primary Response: Lowered price point by 20% in March 2015
Alternative technology positioned competitors to reach part of our target markets at lower price points
TRAK Primary Response: Introduced Financing Program and targeting our value proposition
Folding kayaks are not favoured by specialty paddlesport retailers
TRAK Primary Response: Moved to Direct-to-Consumer model in April 2015
GO-TO-MARKET STRATEGY
KEY MARKETS: North and South America, UK and Europe, Asia, Australia
Any worldwide destination reached economically by FedEx within 2 - 5 days transit time.
PRIMARY STRATEGY: Direct-to-Consumer supported by:
- PILOT PROGRAM: Global mobile sales team for demonstrations, events, test-paddles
- DROP-SHIP PROGRAM: Paddlesport Dealers do not need to carry inventory, only demos
- DISTRIBUTION PROGRAM: in select geographic markets
MAKING IT EASY: Three Simple Ways Customers Access TRAK and Buy
- FINANCE: Financing Plan for $1,000 down and $100/mo. for 21 months or 90 Day Plan
- TRY TRAK: 30 day demonstration period for customer to test-paddle
- PURCHASE: Buy retail for $2,799
SECONDARY STRATEGIES:
- TOUR OPERATOR PROGRAM: market TRAK fleets to specialty tour operators to outfit or open up new remote destination tour channels
- YACHT/SAILING MARKET: market TRAK's stowability and simple set-up benefit to yacht and superyacht chandlers worldwide
- RV/OVERLANDER MARKET: develop ways to reach and market to those segments
- SPECIALTY: find channels with unique needs that TRAK's value proposition works in and market there
Overall: own the relationship with the customer, driving inspiration to purchase to financing, building a global brand
RECENT SUCCESS
Exhibited at Banff Film Festival – November 2014
Differentiated: The only kayak at a world-class event
Targeted: Crowd of financially fit outdoor enthusiasts, adventure travellers, inspired by films
Results: Generated 4 sales and about 20+ qualified leads – team was inundated with engaged visitors
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REGIONAL FOCUS
Focus: Pacific Northwest - Seattle launch in 2016, then Portland, SF Bay Area, Vancouver
Target: Financially fit outdoor enthusiasts in hi-density urban demographic
Strategy: Younger demographic, online community of outdoor adventurers, social media savy, local demonstrations and gatherings
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KEY MARKETING CHALLENGES
What we are working on: Finding and reaching our target customer segments in a scalable manner
OUTREACH STRATEGIES
We are seeking assistance in uncovering these opportunities and developing the tools and mechanisms to reach them
MARKETING ASSETS TO LEVERAGE
New Website: launched April 2015
The TRAK Files: 6 episode web video series filmed in 9 countries over 3 years
Nobody’s River film: 30 minute short film, featured by National Geographic
Bucket List Kayak Tours: including one week Amazon/Rio Negro tour
Marketing Automation: industry-leading software (InfusionSoft) being implemented
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KEY TOOLS TO BUILD AWARENESS
Public Relations: strategies for sharing our story in targeted segments
Community: Owners, TRAK Pilots, Events
Social Media: expanding digital presence and building community
Content Marketing: stories, images, video
Media: film and video
Tours: Adventure Travel - Outdoor crossover
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TECHNOLOGY AND DEVELOPMENT
Patents: Patented system for tensioning and shape-changing
Assistance: Leveraging Federal and Provincial government incentive programs accessing resources at world class technical colleges
Commercialize: Accessing other Provincial programs to increase commercialization efforts and to develop new products
Roadmap: Working to extend the technology roadmap to align with opportunities identified through our commercialization process
THE MILESTONES
Current Focus (2016): Outreach, Expanding Network, Strategic Partnerships, and accessing Capital for Scaling and Growth
THE TEAM
TRAK Team : Efficient, effective team at HQ leverages field members and global agents for results
EXPLORE: Full TRAK Team bios
Extended TRAK Team: Highly trained, dedicated team at a world-class outdoor gear manufacturer
EXPLORE: Extended TRAK Team blog story
OUR BIG CHALLENGE
What we've proven:
• Can design and produce a world-leading product
• There is consumer-segment demand for the TRAK value proposition
Scale: We are now well positioned to scale
Secret: Our problem is that TRAK is still a well-kept secret – need an exponential growth in awareness and traffic
Strategy: Need to design and implement a series of marketing/outreach strategies to achieve our targets, including regional focus
WHAT WE NEED
Find and reach target market segments, outreach strategies and go-to-market implementation support
Access capital and funding to build and scale
Complete technology development to achieve our strategic objectives
Source a steering group, strategic advisors, and Board of Directors for this stage of growth
People with ideas and access to strategies, tools and key partnerships
FUNDING STRATEGY
All technology is paid for and in the pack with a clean structure
We now need to access capital for inventory and working capital
We also intend on raising additional equity capital to scale, executing a more rigorous and strategic set of go-to-market strategies
We are currently leveraging a few government-sponsored programs to match against other investment, including a few for 2016
To discuss how we may partner, or to request a more comprehensive investor package, please contact us directly:
Nolin Veillard, President / Director
Tel: +1 403 723 0077 ext 3
Email: nolin@trakkayaks.com
EXPLORE MORE
TRAK Kayaks Website
Social Media - Facebook and YouTube
Partners:
Research data reference sources:
Paddlesport / Kayak Market
- The Outdoor Foundation / Outdoor Industry Association
- Special Report on Paddlesports
- American Canoe Association (ACA)
- Industry Canada - Recreational Boats Industry Profile
- National Marine Manufacturers Association (NMMA) (USA)
- NMMA Canada
Outdoor Recreation and Gear Market
- The Outdoor Foundation
- Outdoor Industry Association
- The Outdoor Recreation Economy (USA)
- Outdoor Recreation Participation Studies and Special Reports
- Canadian Tourism Commission
- Canadian Soft / Hard Outdoor Adventure Enthusiasts Survey - USA and Canada
- NPD Group (formerly Leisure Trends) - Sports and Recreation Marketplace
Adventure Travel Market
- Adventure Travel Trade Association (ATTA)
- Adventure Tourism Market Report
- Banff Centre - Banff Mountain Film and Book Festival
- Outdoor Adventure - Tourism Sector Profile Studies (Provincial)