Verge is looking to develop a brand in the the extreme sports market. Our mission statement is to create a modern, technology based and innovative ecosystem of products and solutions to improve the experience of the end users.
The use cases vary according to each sub-niche market which is our main USP. Our Value Proposition is to be able to create a versatile and sports specific product line that will allow the end user to be able to adapt to very different use cases using the same underlining host of products we offer.
We are developing a Modulated backpack that assists with the vast differences of use cases that extreme sports enthusiasts might find themselves in. expl. snowboarding (cold, mountain ) and paintball (land based with extensive use of expensive and fragile equipment).
The bag will serve as the display of a collection of symbols developed by the brand. A way of thinking about it might be an updated billboard of personal achievements and anything else the user wishes to share with a demographic that both is social media active as well as highly concentrated in specific events (this is very relevant to paintball)
Community/Social Network/ Online Portal
The website will be the initial touchpoint for users looking to join the online community which will be segmented specifically within an overall collective network. The user will find the sport relevant to them and have the option to onboard starting from the landing page. The user should have the option of also choosing direct access to the POS of the website where he/she will be able to access a form of e-shop to which they will need to input their details.
The landing page will be a second moment of truth with the majority of traffic coming from social media and links located in blogs. Therefore the focus of the landing page will be to engage the user and attract them to easily sign up with little need to initiate the entire explanation of the verge concept.
The landing page will to a great extent be accessed through mobile devices but we anticipate that a large percentage will be through desktop. Therefore please bear in mind that the responsive front end should inform the overall design and information architecture of the landing page.
Initial landing page/Campaign
As an initial teaser to engage with our initial traffic we plan to develop along with the initial landing page a process that the user will perform with the purview of transforming them and testing their verge DNA compatibility. The process has been outlined in the medium fidelity user journey included in the files.
Our initial target market is looking to gain a foothold in the paintball market. Typically this market is largely located internationally with players traveling to events taking place usually in western countries mainly the US, UK, France and Germany. The participants vary greatly both depending on their level (amateur or professional) and nationality. We aim at marketing the product within Europe and the US. The age group is usually between 20-37. Largely mobile demographic and usually with disposable income to engage typically with a 15 times per year frequency of play. The gender tends to be mostly male with an appearance of female participation in the professional circuit.