The University of Adelaide

Foundations of Entrepreneurship

TECHCOMM2001

Concept Statement

July 2009

 

Marius Zanin

a1141224


Contents Page

1. Business Opportunity

2. The Product

3. Target Customer

5. Potential Competitors

6. Competitive Advantage

7. Marketing and Reaching the Customer

8. Conclusion

Reference List

List of Appendices


1. Business Opportunity

With soccer (football) being a winter sport, playing conditions tend to be wet and a player’s match wear tends to feel the effects, especially their soccer boots. The soccer boots are subjected to the constant rigors of kicking and running, often in these wet and muddy conditions. Without proper care, they will have a much shorter life span than they should. 

This problem creates an opportunity for a boot cleaning kit to be created – KitClean®. The use of the KitClean® will enable the use of proper boot care, which will provide players with better support and increased comfort within their boots. The KitClean also solves the problem of finding a suitable tool to use when cleaning. KitClean will provide an all-in-one cleaning experience for soccer boots!


2. The Product

The KitClean® will be used to clean and maintain soccer boots. There will be two packages available for purchase.

  1. Leather Soccer Boots Kit (for leather boots)
  2. Synthetic Soccer Boots Kit (for synthetic or plastic boots)

The kits will consist of:

  • Carry bag (based on the current soccer boot bags)
  • To hold the cleaning tools
  • Can also fit in a players soccer bag
  • Colour – Black outside (represents soccer ball), with green inside (represents the grass)
  • A brush (normal scrubbing brush with firm bristles )
  • To clean the top of the boot
  • Colour – Black handle with black firm bristles
  • A hole brush (normal scrubbing brush with a hole in the centre of the bristles)
  • To clean the bottom of boot
  • To clean and get around the studs/blades of the boot
  • Colour – Black handle with black firm bristles
  • A small towel/cloth
  • Used to whip the boot once the cleaning is done
  • Can be also used to apply leather wax (see below)
  • Leather Wax (only in Leather Soccer Boots kit)
  • Used to soften the leather
  • Improves the flexibility of the leather and make the shoes water resistant


This cleaning kit will definitely work technically; as it is a simple concept. It will be easy to use, provides convenience and variety, and has all the necessary tools in one bag (all-in-one boot cleaning experience).

The KitClean® doesn’t require any necessary training to be able to use it properly. In regards to maintenance, having replacement brushes in the kit can be a possibility, however, this may lead to an increase in purchase price. Otherwise, having each individual tool available for purchase in certain stores or via a web-site can enable potential customers to maintain and upgrade their kits.

Join now!

The KitClean® will be outsourced for materials and production. Within South Australia there are many cleaning suppliers and manufacturers that can assist with the necessary requirements for the KitClean®. Some companies are:

  • Aus Clean
  • Cleaning Supplies Direct
  • D-Zyner Commercial Cleaning Equipment
  • Diverse Distributors

3. Target Customer

Target Customer Segment

The market segment that is most viable for the KitClean® is soccer players. The segment of soccer players encompasses a group of mainly fifteen to thirty-five year olds males and females, who enjoy playing soccer and are passionate about caring for their game. The cleaning kit can also ...

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