Developing a Point in Time Point of View ('PiTPoV") is a technique I have used for a while now to create a directional perspective on a variety of things. Often business trends, regularly technology and invariably concepts where I am trying to make sense of something.
A PiTPoV is a sequential set of evidence based points, where each point is, hopefully, independently correct but relates and expands on the previous point. These are often all bound by a common theme or thesis, leading to a final perspective.
In the COIVID era, I was challenging myself to advance the skill and write PiTPoV's on the various ideas that came along. Here is an example to give you a sense on how I have tried to develop various thesis's over time;
Starting hypothesis; The 'creator economy' is just starting, but social media influencers margin is declining. What can be done to improve their economics.
Idea to test: Create a business that leverages social media influencers audience for their capital gain into a fashion accessory products that they partially own.
Product idea: Create a premium shoelace brand to enable aspiring fashion-conscious millennials access to an affordable element of their footwear
Point in Time Point of View;
Prestige and ego has always been a key driver of fashion
Increasingly fashion is being led by younger generations first
Those younger generations are seeing shoes and sneakers as the premium expression of their fashion
That premium sneaker trend is being fuelled by social media influencers, accelerating demand
That increasing demand and premium attribution has seen sneakers increase their price elasticity
That price elasticity has seen an increase in product diversity and many premium brands (and influencers) have successfully launch products, given higher margins.
That product diversity has extended to shoelaces functionality like, elasticity, strength, no-tie, colour and aglet.
BUT, we are yet to see that extend to a premium brand shoelace.
A premium brand shoelace would allow less wealthy millennials, Gen Z and Gen Alpha (and their parents) to afford a premium accessory on a non-premium sneaker.
For this cohort, in the age of social media, participating in a premium market is increasingly becoming synonymous with their online persona, and their ego (sadly)
Creating that aspirational relationship (between premium product and ego) is a role that is increasingly driven by social media influencers
Those social media influencers only commercially participate via affiliate / media fees. I.e; transactional fees (CPM, CPA, etc) or retainer
Those fees do not include the brand value exhaust or life time value of the customer to the advertiser
All that asset value cumulates onto the advertisers balance sheet and is significantly greater than any fees paid to influencers.
For those influencers to participate in the asset upside they need to own some equity in the promoted product.
Owning equity in the product may marginalise credibility of their recommendations and lower their consumer conversion rate.
That credibility could be maintained if they anonymously owned units in a discretionary unit trust that owns part of the equity any new created brand
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