2021

TUAY
FOR ALL WALKS OF LIFE

WWW.TUAY.COM
ABOUT TUAY
CONTENT REVIEW

01
ABOUT TUAY

02
PERSONA

03
MARKETING PLAN

04
ACTION PLAN
 2021

ABOUT US
Tuay is a footwear brand that
promotes sustainable fashion. We
hands-on selecting quality fabrics with
high durability so it will be more
environmental friendly. Since the fast
fashion trends have been disrupting
the stability of mother nature, we begin
with a timeless piece concept that is
against excessive production and
mindless consumption. With our
product, we come into the mission to
urge a sustainable fashion movement.
TUAY
2021 WORK PROCESS

CREATE A TIMEFRAME FOR EACH KEY MILESTONE. The pre-production stage play the important role in a part of
concept and project direction.

BUSINESS
PROGRESS

01 02
IDEATION PROTOTYPING
This business was initiated Currently the founder trying to
at the end of August 2021 make the sample of Tuay Sandals
2021
Setting out future objectives and strategies
for achieving them.
03
MARKETING PLAN
The founder will try to make a
detailed marketing plan and create
a timeline for each milestones
WORK PROCESS
TUAY - "For all walks of life"
04
LAUNCHING
Taking a long time to perfect work
before going to market. Release it,
and start planning the next model.
 2021

OUR PRODUCT
Our very first product is a trekky
sandals that comes in
sophisticated style and filled with
innovative comfort techniques.
Crafted with quality fabrics, Tuay
offers high durability trekky
sandals. Tuay will be a perfect
option for a woman with high
mobility and someone who would
love to explore the nature.
TUAY
PRODUCT SHOWCASE
CRAFTED WITH HEART
PERSONA
NATASHA
LOERA (24)
STRATEGIC PLANNER
Natasha is a project manager with holistic knowledge
of marketing and design. She also experienced in
coordinating with stakeholders. She is mixed race, half
Indonesian and Belarusian

HABIT AND THINGS SHE LIKE

Spend almost every weekend to go trekking, park

walking, or go to the beach
Would like to purchase eco-friendly brand that
promotes no animal cruelty or natural products
Craving for quality local brand

MORNING COFFEE VOLLEY GAME

TREKKING AND CLIMBING CREME BRULEE

NOT SHOP SO OFTEN MORNING PERSON

 MAYANG
SARI
SUHARDJO (32)
TRAVEL VLOGGER
Mayang is a travel vlogger. She can hoping from one
city to another city in a day. She have a high mobility to
discover new places and create a content for her
audience.

HABIT AND THINGS SHE LIKE

Went to another city every weeks

Would like to buy handcrafted goods
Go shop a new clothes once a week and declutter
her closet frequently
Have a pain on her knee when using heels

ZARA & BERSHKA FAN TINDER DATE

KAYAKING AND RAFTING CHEESE TEA

HANDMADE GOODS NIGHT OWL

 CHARLENE
PRIETA A. (19)
UNIVERSITY STUDENT
Charline is a sophomore student majoring in politics
science. She is not really into girlish trend, so most of
the time she use an unisex clothes. She would like to go
on a camping or camper van on holiday.

HABIT AND THINGS SHE LIKE

Spend almost of her time with her friends. She is the

perfect definition of a social butterfly.
Gym freak. She went to the gym everyday, and twice
in a day while on a weekend
She like to try oriental or new food

NEW EXPERIENCES BUTTER RICE

BLACK AND DENIM SNEAKERS AND SANDALS

FOREVER 21 & HNM COMMUNITY

MARKETING
PLAN
 Collaborate with influencer and Key Opinion Leaders
(KOL) to promote Tuay, delivering our brand value and

AWARENESS story to their audience. We chose influencer and KOL with

a huge number of followers and high engagement rate
that share the same value as our brand.

Next, think of a compelling feature for our cover story. This

will be what draws our audience in. Make sure that we
INTEREST have accompanying visual content that immediately
catches the eye. Then we will set an organic ads through
Instagram and Facebook to our targeted market

To create a topic that will interests our followers and touch

DESIRE their pain points, such as inconveniently footwear, lame

style of variety sandals in the market, slow fashion problem
and effect to the world, and uncomfortable chic footwear.

MARKETING
ACTION
Give a limited offer such as discount or coupon code for
our previous customer that celebrate their birthday, give a
FUNNEL freebies on special event, free shipping, and special price
for bulk order.
With great, curated content, Tuay can be a bestseller in no
time.
 Being a global trekky sandals that will fit for "all walks of life", beyond any race and social status
quo

Being a well-known brand that we can easily find it

Increasing trend on revenue
everywhere, increasing revenue, good positioning on the
trekky sandals market
OKR CANVAS

Reduce the Cost of

Rp400 mio revenue Reach the global
Revenue ratio by
in the 1st year market
50%

Key Result: Key Result: Key Result:

20 product sold per day Increasing margin >50% Listing on global e-commerce

Initiatives: Initiatives: Initiatives:

Endorsed 2 megainfluencer/month Order in bulk quantity Accept world-wide shipping

Maintain the social media traffic Find another supplier with at Have a strategic partnership
at least 30K visit per week least same quality but cheaper with global footwear distributors
CAMPAIGN
 SOFT-LAUNCHING

01
Process requires a strategy. We believe that
the ongoing effort will result in establishing
long-term relationships with customers.

#OneStepCloser
We will be in a collaboration with an influencer couple to have a photoshoot with our products in the
mountain or nature and create online challenge with a hashtag #OneStepCloser. Participant have to capture
their activities and telling a story about their #OneStepCloser moment. Whether it's about love, life, career,
family, or friends. Also, they will be commanded to follow our page and tag their friends to join. The winner will
get a special package from us. This challenge will helps us a lot to increase our traffic and build our brand
awareness and identity.
 GRAND LAUNCHING

COLLABORATION FREEBIES
Launch an exclusive collection that collaboration with indonesian Limited offer for the first 100 customer to get our special freebies
well-known influencer. We will share the 10% of the profit of
product sold for the influencer.
 2
OUR
DIGITAL ADS &
MARKETING
1 INFLUENCER
MARKETING
3
PLAN INSTAGRAM ADS
5 mio
IDR/months
FB ADS

we plan to schedule a social

media ads with segmented
1 mio
IDR/months
Key Metrics:
Post reach
1 mio
IDR/months
Total likes
market and test the result with
Comment
A/B testing so it will easier for Key Metrics: Share Key Metrics:
us to figure out which group Post reach Save Post reach
Total likes Engagement Total likes
engaged with our brand the Followers
Comment Comment
most Share Total Visit Share
Save Page Click
2021 GRAND LAUNCHING

#TUAYRUNWAY

T U A Y
ENGAGE MICRO 'TIL MEGA INFLUENCER TO CREATE A CREATIVE VIDEO WITH HASHTAG
#TUAYRUNWAY. THE CONTENT IS ABOUT FASHION TRANSFORMATION, HOW TO STYLE IN DIFFERENT
CONCEPT (GIRLY/BOYISH), UNBOXING, OR LIVE STORY WITH OUR PRODUCT
2021 TUAY

#TUAYRUNWAY
ACTION PLAN
 Items Strategy Resources Timeline Action/Metrics

Professional product International & local Q1 Product catalog with

Brand
photoshoot model quality pictures
activation Photographer Quality content that will
Social media management
Product sample, label & Funds catch our audience

Packaging Good place to snap interest's

Editing tools Product, label, and
Vendors packaging are ready

TUAY
Create a mass awareness Influencer & KOL Q1-Q4 The campaign reach 500K
Achieve through Influencer & KOL Funds users in total
sales target endorsement Creative campaign 30K average visit/week
Maintain a stable traffic Quality content
Increase the impression of Amount of like, comment,
each post share, and save
Reach per post
Engagement rate

Create a campaign and Influencer & KOL Q3-Q4 Increase in sales

Marketing
giveaway through multiple Content creator High engagement rate
Intellegence
platform Business Development Brand valuation
E-commerce optimization Funds Accessibility to get our
Partnership with footwear Logistics system product online & offline
distributor and reseller
2021 TUAY

THANK
YOU

WWW.TUAY.COM