Project Guidelines

Your submission must include:

  1. Brand Identity & Niche Definition: Brand Name, Target Audience Avatar, Value Proposition Statement, and chosen Business Model.

  2. Hero Product Tech Pack Draft: Flat vector/sketch drawing, complete Bill of Materials (BOM) table, and 5 Key Points of Measurement (POM).

  3. Financial Unit Economics: Itemized Landed COGS breakdown, Keystone Wholesale Price, and DTC Retail Price with projected Gross Margins.

  4. Pre-Launch Strategy Outline: Waitlist incentive offer, 3 social media content themes, and launch day email subject lines.

Evaluation Rubric

Criteria Needs Improvement (1–2) Meets Standards (3–4) Industry Ready (5) Weight
Niche & Brand Positioning Target audience is vague or overly broad; value proposition lacks clear differentiation. Target audience is defined with basic demographics; value proposition is clear. Micro-niche is clearly validated with distinct demographics, psychographics, and unique value proposition. 20%
Technical Tech Pack Draft Missing BOM details or POM measurement table; reliant on unedited stock photos. Tech pack contains basic flat sketch, partial BOM, and standard measurement points. Complete professional vector flat sketch, itemized BOM with Pantone codes, and precise 5-point POM table. 30%
Financial & Unit Economics Landed COGS omits shipping/duties; pricing yields gross margins below 50%. COGS accurately calculated; retail price uses standard 3x–4x multiplier. Precise itemized Landed COGS; retail pricing achieves 70%+ gross margin with realistic ad acquisition buffers. 25%
Launch Strategy Lacks actionable pre-launch tactics or email lead capture plans. Outlines basic 30-day waitlist campaign and launch social post ideas. Detailed 30-day pre-launch plan with compelling waitlist incentives, content pillars, and high-converting email copy. 25%

Project Answer Key / Sample Exemplar

  • Brand Name: AURA Athletic

  • Niche: Eco-friendly compression activewear for female pilates enthusiasts.

  • Hero Product: Recycled Nylon High-Waist Legging (300 GSM, 75% Recycled Nylon / 25% Spandex).

  • Landed COGS: Fabric ($4.20) + Assembly ($3.80) + Trims ($0.90) + Freight/Duty ($2.10) = $11.00 Total COGS.

  • DTC Retail Price: $58.00 (5.27x Multiplier | 81% Gross Profit Margin).

  • Pre-Launch Lead Magnet: “Join the VIP Waitlist for 24-Hour Early Drop Access + Free Sustainable Tote Bag with First 100 Orders.”

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