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Essay about Business Model Analysis: Hammock-Maker Zewik

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Gabriel Torres & Jeffrey Lamendola
ENT 380
Professor Potter
3/26/14

II. Conceptual Statement
For – Demographics would be active parents between the ages of 35 – 55 years with an average income between $40,000 and $69,999 (Ibisworld) with young children. Zewik is focused on Northeast regions with hopes of expanding to the South, specifically the Carolinas as they have a hilly terrain. Who – This innovative hammock is for outdoor adventurers who want a lightweight hammock with extra comfort out of their camping and hiking equipment. Also provides the already present therapeutic attributes that a hammock offers such as being suspended and allowing the hammock to rock to let people fall asleep quicker. …show more content…

Geography plays the largest role in determining the success of Zewik because if the climate of a certain region isn’t suitable for camping, then people will be deterred from purchasing outdoor equipment if they have no use for it.
Currently, Zewik has a provisional patent placed on their Quadrecline technology which does indeed protect their property and gives them a competitive advantage as they have established their differentiator in the market. Household discretionary income also plays a factor in determining how successful Zewik may be. After a household pays its taxes, the leftover money can be spent on luxuries and other recreational activities such as traveling and camping. If a household’s discretionary income is too high then there is more incentive to travel abroad as opposed to traveling a few hours to a rural area outside of a person’s residency. The target demographic is the segment with an average income between $40,000 - $69,999. The raw materials used for Zewik’s Quadrecline hammocks vary from the nylon used in the actual bedding to the wood used in the quadrecline mechanism providing the extra support. All of the different components (nylon, parachords, paint, wood, etc) costs approximately $100 per hammock. The demographic targeted by Zewik is currently families aged 48 years old with young children in northeastern states such as

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