1. Marketing Plan
1.1. Social media campaign
1.1.1. YouTube
1.1.2. Instagram
1.1.3. Facebook
1.1.4. Snapchat
1.1.5. Blog
1.1.5.1. Topics
1.2. Brand Ambassadours
1.2.1. Sports
1.2.1.1. Slaven Bilic
1.2.1.2. Mirko Filipovic
1.2.1.3. David Haye
1.2.2. Music
1.2.2.1. John Joseph - Cromags
1.2.2.2. Henry Rollins
1.2.2.3. Punk
1.2.3. Vegan
1.3. Marketing Channels
1.3.1. Subscription
1.3.2. Web
1.3.3. Health professionals
1.3.4. Gyms
1.3.4.1. Independent gyms
1.3.4.2. Crossfit boxes
1.3.5. Events marketing
1.3.5.1. crossfit
1.3.5.2. toughmudder
1.4. Focus on personality - not on the apparel directly
1.4.1. Beautiful, full size, grimy imagery
1.4.1.1. Gym
1.4.1.2. Punk
1.4.1.3. Defective World
1.5. Samples to bloggers / people of influence
2. Business Development Plan
3. Competition
3.1. Reebok
3.2. 2XU
3.3. Zensah
3.4. Sock Fancy
3.5. Socksinabox
3.6. London Sock Company
4. Target Market
4.1. Functional training / gym
4.2. Snow
4.3. Skate
4.4. Running
4.5. Hiking
4.6. Skate / Punk / alternative / hardcore /.straight Edge crossover with sports
4.7. MMA / Boxing
4.8. Gym apparel outside the gym
5. Inspiration
5.1. Goat Tape
5.2. Beardbrand
5.3. The Five Minute Journal
5.4. Meundies.com
5.5. Dollar Shave Club
5.6. London Sock Company
5.7. Grenade
5.8. Maker's Row
5.9. Lululemon
5.10. Gumball Poodle
5.11. Soxy
5.12. Stance
5.13. Happy socks
5.14. Heat Holders
5.15. Sensoria Fitness
5.16. Bombas
5.17. Pedestal socks
5.18. Skinners socks
5.19. Bear Grips
5.20. W.O.D.Welder
5.21. Mudgear
5.22. Productivity Planner
5.23. Grenadier Grips
5.24. Desire Brand
5.25. Gym Shark
6. Research
6.1. The subscription economy
6.1.1. https://www.entrepreneur.com/article/225802
6.1.2. http://www.the-future-of-commerce.com/2016/07/27/subscription-models/
6.1.3. http://hbswk.hbs.edu/item/whats-the-future-of-the-subscription-model
6.1.4. https://hbr.org/2016/07/subscription-business-models-are-great-for-some-businesses-and-terrible-for-others
6.2. Fashion zeitgeist
6.2.1. To be determined by the community
6.3. Punk / Straight Edge / Youth Crew
6.4. Crossover between Music & Sports
6.4.1. https://en.wikipedia.org/wiki/Straight_edge
6.5. Ankle specialists
6.5.1. London Foot and Ankle Surgery
7. Supply Chain
7.1. Manufacture
7.1.1. The Sock Mine
7.1.2. Samson Hoisery
7.1.3. Happy Feet Sock Company
7.1.4. Exceptio
7.1.5. Zagreb connections?
7.2. Prototype Cost
7.3. Design
7.3.1. Etsy.com?
7.4. Funding
7.4.1. Kickstarter
7.5. Shipping
7.5.1. Shipwire
7.6. Trademark Research
8. Names
8.1. Punk Dogz / Dogs
8.2. Defective World / Defektive World / Defektive Inc
8.3. Boot Filla
8.4. Battle Socks
8.5. Battle Fatigues
8.6. Foot Fatigues
8.6.1. USPs
8.6.1.1. Design
8.6.1.1.1. Battle fatigue / camo
8.6.1.1.2. LOGO -
8.6.1.1.3. Long / hidden
8.6.1.2. Reinforced chin protector
8.6.1.3. Strengthened soul
8.6.1.3.1. d3o?
8.6.1.4. Antibacterial
8.6.1.5. Fresh delivery every month / quarter
8.6.1.6. Patented ankle support
8.6.1.7. FOCUS ON JOINT PROTECTION
8.6.2. BRAND
8.6.2.1. Mission Statement
8.6.3. Products
8.6.3.1. Socks
8.6.3.2. Wrist guards
8.6.3.3. Back support
8.6.3.4. Shoulder bracing
8.6.4. Body Fatigues
8.7. HOW TO EXCEL???
8.7.1. Design
8.7.2. Quality
8.7.3. Delivery
8.7.4. Follow up
8.8. Food-Soldiers
9. Mission / Foundation Principles
9.1. Creation and manufacture of the world's best sports socks - one off or subscription platform
9.2. That fresh feeling with every pair
9.3. Maintaining foot health, increasing performance
9.4. Ultimate Feel, Maximum Performance
9.5. Ahead of the gym fashion curve
9.5.1. Community based interaction
9.5.1.1. Customers
9.5.1.2. Ambassadours
9.6. The creation of a personal journey for the customer - keeping pace with the personal zeitgeist
9.7. First to provide a crossover from sports to music - hardcore in both cases.
9.8. VISION
9.8.1. DESIGN, ETHOS, PERFORMANCE
9.9. Charitable angle - socks to 3rd world??? / promotion of health & fitness - link to existing charity??
9.10. What simple problem are we trying to solve?
9.10.1. The convenience of not having to buy gym socks
9.10.2. The convenience of forgetting about gym socks
9.10.3. Tough, stylish, replace shoes in the gym
10. USPs
10.1. Material
10.1.1. Compression technology
10.1.2. Wicking properties
10.1.2.1. Anti-microbial
10.1.2.2. Anti-blister
10.1.3. Sports relevant
10.1.3.1. Performance enhancing
10.1.3.1.1. Grip
10.1.3.1.2. Cushioning / support
10.1.4. Ultimate for performance & comfort
10.1.5. Vegan
10.1.5.1. Advanced synthetic material
10.1.5.2. Eco-friendly
10.1.6. Patented Hold-up technology
10.2. Design
10.2.1. Striking signature designs
10.2.1.1. Topical / event driven
10.2.1.2. Customised preference list
10.2.2. Event relevant
10.2.3. Sports relevant
10.2.3.1. Cushioning
10.2.3.1.1. Anti-scrape technology - extra padding on chin?
10.2.3.2. Grip
10.2.3.3. Length
10.2.4. Punk / Straight Edge
10.2.5. Symbolic - eg X
10.3. Health benefits
10.3.1. Antibacterial
10.3.1.1. Silver Lining?
10.4. Subscription service
10.4.1. Option to order 1, 2 or more pairs on monthly sub
10.4.2. Always fresh & inspiring
10.4.3. Regular update of sports look
10.4.4. That great feeling of new socks every month