STRIDE SNEAKERS: STRATEGIC GROWTH PLAN Navigating India's 87,000 Crore Sneaker Market Opportunity EXECUTIVE SUMMARY The Challenge: Stride Sneakers, a premium local brand with 3% market share, seeks to increase online sales from 8% to 20% by 2026 while establishing stronger market positioning in India's rapidly growing sneaker market. Key Recommendations: * Hybrid channel strategy prioritizing D2C while optimizing marketplace presence + Premium-accessible positioning targeting aspirational millennials and Gen-Z * Logistics optimization through hub-and-spoke model * Technology integration including AR try-on capabilities * Targeted KPI framework for sustainable growth Expected Impact: 150% increase in online revenue, 30% improvement in delivery times, and enhanced brand equity in the premium segment. PROBLEM STATEMENT & STRATEGIC OBJECTIVES Current Challenges + Low online penetration: Only 8% of total sales vs. industry average of 58% ‘+ Weak market position: 3% market share in a fragmented landscape + Operational ineffi ncies: 7-day delivery vs. competitors’ 4-5 days * Brand visibility gaps: Limited presence on major e-commerce platforms * High return rates: Impacting profitability and customer satisfaction 1, Revenue Growth: Achieve 20% online sales contribution by 2026 2. Operational Excellence: Reduce delivery time by 30% (from 7 to 5 days) 3. Brand Position’ : Establish Stride as premium-accessible aspirational brand 4, Market Expansion: Increase addressable market penetration MARKET ANALYSIS & SIZING Framework: TAM-SAM-SOM Market Sizing + PEST Analysis Market Opportunity Assessment (TAM-SAM-SOM Framework)Total Addressable Market (TAM): * India sneaker market: 87,000 crores by 2026 (15% CAGR) * Current market size: 26,200 crores (2025) © Online penetration: 58% of consumers prefer online channels Serviceable Addressable Market (SAM): © Premium segment (%2,000-%8,000): 52% of market = %3,224 crores © Urban markets (Tier 1 & 2 cities): ~¥3,640 crores * Target demographics: Ages 18-35, middle to upper-middle class * SAM = 3,224 crores (premium segment focus) eable Obtainable Market (SOM): * Realistic 5-year target: 5-7% market share * Revenue potential: 2350-490 crores by 2026 * Online-focused approach: 8175-245 crores online revenue SOM = 8350-490 crores (conservative-optimistic range) PEST Analysis - Market Growth Drivers Political: * Government's Digital India initiative supporting e-commerce ‘* Make in India policy encouraging local manufacturing ‘* GST simplification boosting online retail Econor * GDP growth rate: 6-7% annually * Rising disposable income: 8-10% growth in urban areas * Demographic dividend: 65% population under 35 years Social: Sneaker culture evolution: Shift from functional to fashion statement * Social media influence driving brand consciousness * Urbanization trend: 40% population in urban areas by 2030, Technologi + E-commerce adoption: Accelerated by digital infrastructure improvements ‘* Mobile-first commerce: 80% online purchases via mobile ‘© AR/VR technologies enabling virtual try-on experiencesCOMPETITIVE LANDSCAPE ANALYSIS Framework: Porter's Five Forces + Competitive Positioning Matrix Porter's Five Forces Analysis 1. Threat of New Entrants: MEDIUM-HIGH + Low barriers to entry for D2C brands * High capital requirements for physical retail * Brand building challenges in saturated market 2. Bargaining Power of Suppliers: LOW-MEDIUM ‘+ Multiple manufacturing partners available ‘Raw material suppliers fragmented ‘© Opportunity for vertical integration 3. Bargaining Power of Buyers: HIGH * Multiple brand options available * Price-sensitive market segments * Easy switching between brands 4, Threat of Substitutes: MEDIUM * Formal shoes, casual footwear alternatives * Traditional Indian footwear options * Fashion boots and other casual options 5. Competitive Rivalry: HIGH ‘Intense competition from global and local brands * Price wars and promotional activities * Innovation race in design and technology Competitive Posi 19 Mat Brand Category | Market Share Price Position Differentiation Strategy Global Leaders Nike (20%), Adidas (18%), Puma (16%) | Premium Innovation + Brand Equity Local Established | Red Tape (12%), Campus (8%) Mid-Premium Value + Accessibility Stride Opportunity | 3% — Target 5-7% Premium-Accessible | Culture + Personalization Competitive Differentiation Frameworkstri e's Blue Ocean Strategy: 1, Premium- Accessible Positioning: Quality without luxury pricing 2. Local Cultural Relevance: Indian design sensibilities + global trends 3, Personalized D2¢ Experience: Direct customer relationships 4. Agile Innovation: Faster response to market trends White Space Opportunities: * Sustainable/eco-friendly sneakers + Regional design variations (North vs South preferences) * Size-inclusive offerings (wider foot shapes) * Lifestyle integration beyond sports (work-appropriate sneakers) CHANNEL STRATEGY RECOMMENDATIONS Framework: Channel Partner Matrix + Make vs Buy Decision Framework Channel Strategy Decision Framework Make vs Buy Analysis for Distributio Factor Dac (Make) Marketplace (Buy) Recommendation Control High Low Hybrid approach Margins 25-30% higher Standard Prontize D2C Investment High upfront ‘ow upfront Phased! approach Scale Speed Slow Fast Start with marketplace Customer Data Full access Limited D2C advantage Channel Partner Matrix Primary Channels (70% focus): * D2C Platform (40%): Direct website, mobile app + Premium Marketplaces (30%): Amazon, Flipkart premium sections Secondary Channels (30% focus): * Fashion Platforms (20%): Myntra, Ajio, Nykaa Fashion * Social Commerce (10%): Instagram Shopping, WhatsApp Business Hybrid Channel Strategy (60% D2C, 40% Marketplace) Phase 1: Foundation (Months 1-6) * Build robust D2C platform with enhanced UX/UI* Optimize existing marketplace presence (Amazon, Flipkart) + Implement unified inventory management system Framework Applied: Lean Startup (MVP approach) Phase 2: Expansion (Months 7-12) * Launch exclusive D2C product lines * Expand to regional e-commerce platforms (Myntra, Ajio) ‘* Develop omnichannel customer experience + Framework Applied: Agile methodology for rapid iteration Phase 3: Optimization (Months 13-18) Advanced personalization and recommendation engines * Subscription-based exclusive releases * International expansion planning + Framework Applied: Growth Hacking strategies Channel Strategy Rationale D2C Benefits (Customer Lifetime Value Framework): * 25-30% higher margins vs marketplace sales * 3x higher Customer Lifetime Value (%8,000 vs 2,700) * Direct customer data collection and insights © Brand narrative control and premium positioning Marketplace Benefits (Customer Acqui jon Cost Framework): # 60% lower Customer Acquisition Cost * Immediate access to 400M+ customer base * Logistical infrastructure support © Credibility and trust building BRAND POSITIONING & MARKETING STRATEGY Framework: STP (Segmentation-Targeting-Positioning) + Marketing Mix 7Ps STP Framework Analysis SEGMENTATION: * Geographic: Tier 1 & 2 cities (Mumbai, Dethi, Bangalore, Pune, Chennai, Hyderabad) + Demographi : Age 22-35, Income 36-15 lakhs, College-educated* Psychographic: Quality-conscious, digitally native, socially aware, brand-conscious * Behavioral: Early adopters, social media active, online shoppers, brand loyalists ‘TARGETING: Primary Targs Age: 22-32 years, Income: 26-15 lakhs annually * Values: Authenticity, self-expression, quality over quantity * Pain Points: Limited premium options at accessible prices, poor online experience POSITIONING: “Authentically Premium” - Premium quality at accessible prices with local cultural relevance Marketing Mix 7Ps Framework PRODUCT * Core Product: Premium sneakers with Indian design sensibilities * Actual Product: High-quality materials, comfort technology, durability + Augmented Product: Warranty, size exchange, styling advice, community access * Product Line Strategy: * Classic Collection (Everyday wear) * Limited Editions (Exclusivity) * Eco-Friendly Line (Sustainability) PRICE * Pricing Strategy: Premium-accessible positioning * Price Range: %2,500-%6,000 (sweet spot %3,200-%4,500) Pricing Tactics: * Penetration pricing for new markets * Psychological pricing (82,999 vs 33,000) * Dynamic pricing for D2C vs marketplace * Early bird discounts for community members PLACE (Distribution) + Channel Strategy: 60% D2C, 40% marketplace + Geographic Coverage: Start Tier 1, expand to Tier 2 * Availability: Omnichannel presence with inventory optimization * Exclusive Products: D2C-only limited editions PROMOTION* Content-First Approach: User-generated content campaigns * Influencer Marketing: Micro-influencers (10K-100K followers) * Digital Marketing Mix: * Social Commerce: Instagram Shopping, Facebook Marketplace * Performance Marketing: Google Ads, Facebook/Instagram ads * SEO/Content Marketing: Sneaker culture blog, style guides * Community Building: Stride Sneaker Club loyalty program PEOPLE * Customer Service: 24/7 chat support, styling consultants * Brand Ambassadors: Local influencers and customers * Internal Team: Hire sneaker enthusiasts and culture experts © Traini Product knowledge and brand values alignment PROCESS + Customer Journey: Seamless online-to-offline experience © Order Ful llment: 2-day delivery in metros, 3-4 days Tier 2 + Returns Process: Hassle-free 30-day retums, size exchange ‘* Quality Control: Multiple checkpoints from manufacturing to delivery PHYSICAL EVIDENCE * Digital Presence: Premium website design, mobile app UX * Packaging: Sustainable, Instagram-worthy unboxing experience ‘+ Pop-up Stores: Modern, minimalist design with tech integration * Brand Collateral: High-quality lookbooks, size guides, care instructions Brand Communication Strategy * Brand Promise: “Elevate Your Every Step" * Brand Personality: Confident, authentic, inclusive, aspirational * Tone of Voice: Conversational yet premium, culturally aware © Visual Identity: Modern minimalism with subtle Indian cultural elements © Content Pillars: * Style & Fashion (40%) # Culture & Community (30%) * Product Features (20%) * Sustainability (10%)LOGISTICS OPTIMIZATION PLAN Framework: Supply Chain Framework + Lean Six Sigma + Hub-and-Spoke Model Current State Analysis (Value Stream Mapping) * Average delivery time: 7 days (vs. industry benchmark 4-5 days) * Current inefficiencies: Single warehouse, manual processes, limited tracking * High return rates: 15% due to sizing issues and delivery delays © Customer complaints: 23% related to delivery experience Proposed Hub-and-Spoke Logistics Framework Tier 1 Strategy (Primary Hubs): * 4 Regional Fulfillment Centers: Mumbai, Delhi, Bangalore, Chennai * Coverage: 70% of target market within 500km radius © Target Performance: 2-3 day delivery to major metros * Investment: £15-20 crores over 18 months * Technology: Al-powered demand forecasting, automated sorting Tier 2 Strategy (Secondary Spokes): * 8 Micro-fulfillment Centers: Pune, Hyderabad, Ahmedabad, Kolkata, Jaipur, Lucknow, Kochi, Indore * Coverage: 90% of urban population within 200km * Target Performance: 3-4 day delivery * Partnership Modek: 3PL providers (Delhivery, Bluedart, Ecom Express) Lean Six Sigma Implementation DMAIC Framework Application: DEFINE: Redluce delivery time from 7 days to § days, decrease return rate from 15% to 10% MEASURE: * Current state metrics: Lead time, accuracy, cost per shipment * Baseline establishment: Order-to-delivery cycle time mapping ANALYZE: * Root cause analysis: Warehouse inefficiencies, transportation delays, sizing issues * Pareto analysis: 80% of delays caused by 3 main factors IMPROVE: ‘© Process optimization: Automated picking, pre-positioning inventory* Technology integration: Real-time tracking, predictive analytics CONTROL: * SLA monitoring, dashboard reporting, continuous improvement cycles Return Rate Reduction Strategy (Six Sigma Approach) 1. Enhanced Size Gi le (Defect Prevention): © AR-powered virtual fitting room * Foot measurement tool integration * Size prediction algorithm based on historical data 2. Detailed Product Information (Quality at Source): ‘* 360° product views with zoom functionality * Material composition and care instructions * Fit prediction based on similar purchases 3. Customer Reviews Integration (Voice of Customer): «Size feedback system with verified purchases ‘© Fit rating system (runs small/large/true to size) * Photo reviews showing actual fit 4, Flexible Exchange Policy (Customer Recovery): * Size exchange within 30 days © Free return pickup service * Store credit for faster resolution Technology Integration Framework Level 1: Foundation © Warehouse Management System (WMS) ‘* Transportation Management System (TMS) * Real-time inventory tracking Level 2: Optimization + Al-powered demand forecasting * Dynamic routing optimization * Predictive maintenance for equipment Level 3: Innovation# loT sensors for real-time tracking * Drone delivery pilots in select areas * Autonomous warehouse operations Expected Outcomes (KPI Framework) © Delivery Ti # Return Rate: 15% ~ 10% (33% reduction) 1e: 7 days ~ 5 days (30% improvement) * Cost Efficiency: 15% reduction in logistics cost per order ‘© Customer Satisfaction: NPS improvement from 30 to 50+ * Inventory Turnover: 4x — 6x annually TECHNOLOGY & INNOVATION STRATEGY AR Implementation Roadmap Phase 1: Virtual Try-On (Months 1-3) * Partner with AR technology providers (Snapchat, Meta) * Develop foot measurement tool * Beta testing with select customers * Investment: %2-3 crores Phase 2: Enhanced Experience (Months 4-8) * Virtual styling recommendations * Social sharing features * Integration with influencer campaigns © RO! tracking and optimization Expected Benefits © Customer Engagement: 40% increase in session duration * Conversion Rate: 15-20% improvement * Return Rate: 25% reduction in size-related returns * Brand Differentiation: First-mover advantage in Indian market Additional Tech Initiatives 1. Al-Powered Personalization: Recommendation engines, dynamic pricing 2. Voice Commerce: Alexa, Google Assistant integration 3. Social Commerce: Instagram/WhatsApp shopping 4, Sustainal ity Tracking: Carbon footprint calculatorFINANCIAL PROJECTIONS & INVESTMENT PLAN Framework: NPV/IRR Analysis + BCG Growth-Share Matrix + Unit Economics Unit Economics Framework Customer Acquisition Cost (CAC) Analysis: * D2C Channel: $450 per customer ‘+ Marketplace Channel: £250 per customer * Blended CAC: £350 per customer ‘Customer Lifetime Value (CLV) Analysi * Average Order Value: 23,200 * Purchase Frequency: 2.5 times per year * Customer Lifespan: 3 years © CLV = 83,200 x 25 x 3 = 24,000 * CLV:CAC Ratio = 68:1 (Excellent, >3:1 is good) Revenue Projections (8 Crores) - BCG Growth Framework Total Revenue Online % | MarketShare | Growth Rate 2025 | 185 15 8% 3.0% Baseline 2026 | 240 48 20% 3.4% 220% (Star) 2027 | 310 93 30% 42% 94% (Star) 2028 | 390 136 35% 5.0% 46% (Cash Cow) Investment Framework & NPV Analysis Year 1 Investment (#25 Crores): Category Investment. Expected ROI Payback Period Technology & Digital Platform $B crores 300% 18 months Logistics Infrastructure 10 crores 250% 24 months Marketing & Brand Building crores 400% 12 months Working Capital Rerores 200% 15 months Financial Projections (5-Year NPV Analysis): ial Investment: 225 crores © Discount Rate: 12% (WACC) ‘© Terminal Growth Rate: 8%+ NPV: 878 crores (Positive) IRR: 35% (vs. 12% required return) + Payback Period: 2.5 years Profitability Framework (P&L Projections) Year 2 (2026) Projected P&L: * Revenue: €240 crores * COGS: 7144 crores (60%) © Gross Margin: 96 crores (40%) © Marketing: £24 crores (10%) * Operations: £18 crores (7.5%) © EBITDA: 254 crores (22.5%) * EBITDA Margin improvement: 15% —+ 22.5% Break-Even Analysis # Fixed Costs: €45 crores annually * Variable Cost Ratio: 60% © Contribution Margin: 40% * Break-Even Revenue: 7112.5 crores * Break-Even Timeline: Month 18 * Safety Margin: 113% above break-even by Year 2 KEY PERFORMANCE INDICATORS (KPIs) Growth Metrics 1. Revenue KPIs: * Online revenue growth (Target: 220% in Year 1) * Market share expansion (Target: 3% —- 5% by 2026) * Average order value increase (Target: 83,200 — 3,800) 2. Operational KPIs: * Delivery time reduction (Target: 7 + 5 days) * Return rate optimization (Target: <10%) * Inventory turnover improvement (Target: 6x annually) 3, Customer KPIs: * Customer acquisition cost (Target: <%500) * Customer lifetime value (Target: €8,000+)+ Net Promoter Score (Target: 50+) 4. Digital KPIs: * Website conversion rate (Target: 3.5%) * Social media engagement rate (Target: 5%+) + Email marketing ROI (Target: 4:1) Monthly Tracking Dashboard * Revenue performance vs. targets © Channel-wise contribution analysis # Customer acquisition and retention metrics * Operational efficiency indicators * Brand health metrics (awareness, consideration, preference) IMPLEMENTATION ROADMAP: Framework: McKinsey 75 Model + Agile Project Management + OKR Framework McKinsey 7S Framework Implementation STRATEGY: Hybrid D2C-marketplace approach with premium-accessible positioning STRUCTURE: * Functional organization with cross-functional teams * Digital-first operations with centralized customer experience * Regional logistics hubs with local market adaptation SYSTEMS: * Integrated ERP system (SAP/Oracle) + Customer data platform (CDP) for 360° view * Supply chain management system with Al optimization SHARED VALUES: ‘* Customer obsession and quality excellence * Innovation and agility in decision-making ‘Sustainability and social responsibility STYLE: * Collaborative leadership with data-driven decisions * Flat hierarchy promoting rapid innovation* Open communication and transparent goal-setting STAFF: * Digital natives with sneaker culture expertise * Cross-functional teams (tech, marketing, operations) ‘© External advisors from fashion and e-commerce industries SKILLS: © Digital marketing and e-commerce expertise # Data analytics and customer insights * Supply chain optimization and logistics management Phase-wise Implementation (Agile Sprints) Phase 1: Foundation (Months 1-6) - Sprint 1-2 (Months 1-; BUILD” * OKR 1: Establish organizational foundation * KR1: Hire 15 key positions (CTO, CMO, Head of Operations) + KR2: Finalize technology stack and partnerships + KR3: Complete brand strategy and creative guidelines + Framework Applied: Team Formation (Tuckman Model) Sprint 3-4 (Months 3-4): © OKR 2: Launch digital presence * KR1: D2C website with 95% uptime and <3 sec load time * KR2: Integrate 3 major marketplace platforms * KR3: Implement basic analytics and tracking + Framework Applied: MVP Development (Lean Startup) Sprint 5-6 (Months 5-6): # OKR 3: Establish operational excellence * KR1: Set up primary fulfillment centers in 2 cities * KR2: Achieve <5% order processing errors + KR3: Launch customer service operations (24/7 support) Phase 2: Scale (Months 7-12) - "GROW" Sprint 7-8 (Months 7-8): © OKR : Technology enhancement© KR1; Launch AR virtual try-on feature + KR2; Implement Al-powered personalization * KR3: Achieve 3.5% website conversion rate ‘* Framework Applied: Technology Adoption Lifecycle Sprint 9-10 (Months 9-10): © OKR 5: Market expansion * KR1: Expand to 4 additional cities * KR2: Launch 2 exclusive product collections * KR3: Achieve 25% brand awareness in target demographics + Framework Applied: Market Penetration Strategy Sprint 11-12 (Months 11-12): # OKR 6: Community building * KR1: Build Stride Community with 10,000 active members © KR2; Partner with $0 micro-influencers * KR3: Achieve NPS score of 50+ Phase 3: Optimize (Months 13-18) - “SCALE” Sprint 13-15 (Months 13-15): * OKR 7: Advanced personalization + KR1: Implement predictive analytics for inventory + KR2: Launch subscription service with 1,000 subscribers # KR3: Achieve 60% repeat customer rate Sprint 16-18 (Months 16-18): * OKR 8: Market leadership preparation * KR1: Complete sustainability certification * KR2: Establish international expansion framework * KR3: Achieve 5% market share target Change Management Framework (Kotter's 8-Step Process) 1. Create Urgency: Market opportunity and competitive threats 2. Form Coalition: Leadership team and key stakeholders alignment \dia's most loved premium sneaker brand” 3. Develop Vision: 4, Communicate Vision: All-hands meetings and internal communications 5, Empower Action: Decision authority at appropriate levels,6. Generate Wins: Celebrate monthly milestones and achievements 7. Sustain Acceleration: Continuous improvement culture 8. Institute Change: Embed new processes in organizational DNA Risk Mitigation Framework High Impact/High Probability Risks: + Technology platform failures + Backup systems and 99.9% SLA contracts ‘= Supply chain disruptions + Multiple supplier relationships + safety stock ‘Competitive response — IP protection and unique value proposition Medium Impact/Medium Probability Risks: * Key talent attrition - Retention programs and succession planning * Market demand changes ~» Agile product development and customer feedback loops Success Metrics Dashboard (Balanced Scorecard) Financial Perspective: * Revenue growth: 220% in Year 1 * EBITDA margin: 15% + 22.5% ‘© Customer acquisition cost: <%350 Customer Perspective: © NPS score: 30 + 50+ © Customer retention rate: >60% Brand awareness: 15% -+ 35% Internal Process Perspecti © Order fulfillment time: 7 ~ 5 days © Inventory tumover: 4x — 6x # Return rate: 15% ~ 10% Learning & Growth Perspective: * Employee satisfaction: >80% * Digital capability maturity: Level 4/5 + Innovation pipeline: 3 new products per quarter:** ‘Regional expansion to Tier 2 cities * Product line extensions and exclusive releases, © Community building initiativesMonth 11-12: * Performance evaluation and strategy refinement * Advanced analytics implementation * International expansion planning Phase 3: Optimize (Months 13-18) * Al-powered features enhancement © Sustainability initiatives integration * Market leadership positioning * IPO preparation considerations RISK ANALYSIS & MITIGATION, Key Risks & Mitigation Strategies 1. Market Risks: Risk: Economic downturn affecting discretionary spending © Mitigation: Diversified price point portfolio, flexible cost structure 2. Competitive Risks: © Risk: Aggressive pricing by global competitors * Mitigation: Strong brand differentiation, customer loyalty programs 3. Operational Risk Risk: Supply chain disruptions + Mitigation: Multiple supplier relationships, local manufacturing partnerships 4. Technology Risks: ‘© Risk: Platform downtime or security breaches * Mitigation: Robust cybersecurity measures, backup systems, insurance coverage 5. Financial Risks: ‘© Risk: Cash flow management during expansion ‘Mitigation: Phased investment approach, working capital facilities CONCLUSION & NEXT STEPS Strategic Recommendations Summary1, Pursue Hybrid Channel Strategy with 60% D2C focus for margin optimization and brand control 2. Implement Aggressive Digital Transformation including AR technology and Al-powered personalization 3. Optimize Logistics Network through hub-and-spoke model for competitive delivery times 4. Build Premium. Accessible Brand Positioning targeting aspirational millennials and Gen-Z 5. Establish Comprehensive KP! Framework for data-driven decision making Immediate Action Items (Next 30 Days) 1. Secure Series A funding of 225 crores Recruit key leadership positions (CTO, CMO, Head of Operations) Finalize technology partners and begin platform development = Initiate brand strategy implementation and creative development Establish governance structure and monthly review processes Success Metrics (18-Month Horizon) * Online revenue contribution: 8% -+ 25% ‘Market share growth: 3% = 4.5% * Brand awareness: 15% -+ 35% (unaided) ‘Customer satisfaction: NPS 30 -+ 50+ * Operational efficiency: 7-day + 5-day delivery CONSULTING FRAMEWORKS SUMMARY Frameworks Applied Throughout Analysis 1. Market Analysis Frameworks: + TAM-SAM-SOM Market Sizing: Quantified €350-490 crore opportunity © PEST Analy Political, Economic, Social, Technological factors driving growth * Porter's Five Forces: Competitive intensity and industry attractiveness assessment 2. Strategic Planning Frameworks: * Blue Ocean Strategy: Identified white space in premium-accessible segment ‘* STP Framework: Segmentation, Targeting, and Positioning strategy © Mckis \sey 7S Model: Organizational alignment for implementation 3. Marketing & Brand Frameworks: * Marketing Mix 7Ps: Product, Price, Place, Promotion, People, Process, Physical Evidence ‘© Customer Journey Mapping: End-to-end experience optimization* Brand Po: joning Canvas: Competitive differentiation strategy 4, Operations & Supply Chain Frameworks: * Lean Six Sigma (DMAIC): Process improvement for logistics optimization * Hub-and-Spoke Model: Distribution network design * Value Stream Mapping: Current state vs future state analysis, 5. Financial Analysis Frameworks: * Unit Economics: CAC, CLV, and profitability per customer ‘+ NPV/IRR Analysis: Investment decision and valuation framework * BCG Growth-Share Matrix: Portfolio strategy and resource allocation 6. Implementation Frameworks: * OKR (Objectives & Key Results): Goal setting and performance tracking * Agile Project Management: Sprint-based execution with rapid iteration * Kotter's Change Management: &-step organizational transformation process 7. Performance Management Frameworks: * Balanced Scorecard: Multi-perspective performance measurement * KPI Dashboard: Real-time business intelligence and monitoring Risk Management Matrix: Probability vs impact assessment CONCLUSION & NEXT STEPS Strategic Recommendations Summary 1. Market Entry Strategy ‘+ Framework Applied: Blue Ocean Strategy * Focus on premium-accessible segment with cultural differentiation * Target $350-490 crore market opportunity over 3 years 2. Channel Optimization * Framework Applied: Make vs Buy + Channel Partner Matrix + Implement 60% D2C, 40% marketplace hybrid strategy * Prioritize margin optimization while maintaining market access 3. Brand Bi 9 ‘© Framework Applied: STP + Marketing Mix 7Ps * Position as “Authentically Premium" targeting aspiring achievers* Build community-driven brand loyalty through personalized experiences 4, Operational Excellence ‘+ Framework Applied: Lean Six Sigma + Hub-and-Spoke * Achieve 30% delivery improvement through logistics optimization ‘Reduce retum rates from 15% to 10% via enhanced customer experience 5. Technology Leadership ‘Framework Applied: Technology Adoption Lifecycle * Pioneer AR virtual try-on in Indian sneaker market * Leverage Al for personalization and inventory optimization inancial Discipline ‘Framework Applied: Unit Economics + NPV Analysis © Maintain healthy 68:1 CLV:CAC ratio * Achieve 35% IRR with 2.5-year payback period ical Success Factors 1. Execution Excellence: ‘* Maintain agile, sprint-based implementation approach * Weekly OKR reviews and monthly strategy adjustments * Cross-functional team collaboration and accountability 2. Customer Obsession: * Net Promoter Score target of 50+ by Month 18 * Continuous feedback integration and product iteration + Personalized experience across all touchpoints 3. Data-Driven Decis * Real-time dashboard monitoring of all key metrics * APB testing for all major initiatives * Predictive analytics for inventory and demand planning 4, Cultural Transformation: * Embed customer-first mindset across organization ‘Foster innovation and experimentation culture * Build learning organization with continuous improvementImmediate Action Items (Next 30 Days) Week 1-2: Foundation Setting 1. Secure Series A funding of 825 crores 2. Recruit CTO, CMO, and Head of Operations 3. Finalize technology partners and development roadmap 4. Establish OKR framework and governance structure Week 3-4: Execution Initiation 5. Begin D2C platform development (MVP approach) 6. Initiate brand strategy implementation and creative development 7. Start logistics network planning and partnership discussions 8 Launch intemal change management and communication program 18-Month Success Metrics Financial Targets: * Online revenue: 215 crores = $75 crores (400% growth) © Market share: 3.0% ~+ 4.5% (50% increase) EBITDA margin: 15% + 22% (improvement of 700 basis points) Operational Targets: * Delivery time: 7 days -+ 5 days (30% improvement) # Retum rate: 15% ~ 10% (33% reduction) * Customer satisfaction: NPS 30 - 50+ (67% improvement) Strategic Targets: Brand awareness: 159% -+ 35% (133% increase) * Digital penetration: 8% — 25% (213% increase) © Community size: 0 ~ 25,000 active members Long-term Vision (3-5 Years) Market Posi in: Establish Stride as Top 3 premium sneaker brand in India with 5-7% market share Revenue Scale: 7500+ crores with 40% online contribution and sustainable profitability Brand Equity: Become synonymous with premium-accessible Indian sneaker culture Innovation Leadership: Pioneer in AR/AI technologies and sustainable manufacturing practices The framework-driven approach ensures systematic execution, measurable outcomes, and sustainable competitive advantage. Success depends on disciplined implementation, continuous customer focus, and agile adaptation to market dynamics.RESEARCH SOURCES & CITATIONS Academic & Industry Research Papers 1, Market Research Sources: * Grand View Research (2025). “india Sneakers Market Size & Outlook, 2030." Market Analysis Report * MARC Group (2024). “india Sneaker Market Size, Share & Forecast Report 2033." Industry Analysis * Maximize Market Research (2025). "India Footwear Market - Industry Analysis and Forecast (2025-2032) 2. D2C Strategy Research: * ResearchGate (2021). “Direct to Consumer (D2C) €-Commerce: Goals and Strategies of Brand Manufacturers.” Academic Journal * ResearchGate (2022). "Direct-to-Consumer eCommerce (D2C) Business Model: The Dilemma of Getting It Right." Business Strategy Research # ResearchGate (2024). "D2C Revolution: How ChatGPT and Generative Al are Transforming Direct- to-Consumer Business Models in India and Beyond” 3, Market Analysis & Trends: * Statista Market Forecast (2025). "Sneakers - India Market Analysi * Future Market Insights (2025). "Sneakers Market Size, Share & Trends 2025-2035" * Incd2 (2025). "How Sneaker Resellers & D2C Brands Are Cashing In On India's $6 Bn Boom” 4, E-commerce & Digital Strategy: * CB Insights (2021). "Direct to Consumers (D2C) Company Trends in Retail” * Incd2 (2025). "122 D2C Brands That Are Disrupting India's Consumer Market” * Linkedin Industry Analysis (2021). "The Direct to Consumer (D2C) Opportunity in Footwear" 5. Technology & Innovati + KPMG (2022). "Evolution of the direct-to-consumer ecosystem.” Consulting Report * Technavio (2025). "Sneakers Market Growth Analysis - Size and Forecast 2025-2029" Data Sources: * Case study exhibits and market data from Eclipse Case 2025 Industry reports from Grand View Research, IMARC Group, Statista * Academic research from ResearchGate and peer-reviewed journals * Consulting insights from KPMG, CB Insights, and Technavio