Case 5 0418

Topics: Dye, Organic food, Retailing Pages: 23 (8396 words) Published: April 12, 2015
2015/3/19

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TM
Chapter 5: Tenfold
Organic Textiles Chapter Contents
Book Title: Strategic Management An Integrated Approach
Printed By: ALICIA LI (aliciali0626@gmail.com)
© 2015, 2013 Cengage Learning, Cengage Learning

Cae 5
TM

Tenfold

Organic Textile

Chapter Introduction
5-1 Background
5-2 Market For Sustainable Apparel
5-2a Market Projections and Distribution
5-2b Competition
5-2c Synthetic versus Natural Dyes
5-3 Developing the Venture
5-3a Positioning and Value Proposition
5-3b Access to Unique Dyeing Technology
5-3c Branded Apparel Market Strategy
5-3d Private-Label Strategy
5-3e Progress
5-4 The Challenges of Moving Forward
5-4a Feedback from Investors
TM
Chapter 5: Tenfold
Organic Textiles Chapter Introduction
Book Title: Strategic Management An Integrated Approach
Printed By: ALICIA LI (aliciali0626@gmail.com)
© 2015, 2013 Cengage Learning, Cengage Learning

Chapter Introduction
“We believe that organic cotton should be dyed without chemicals.” Inspired to promote change in the world of textiles, Leah Weinstein founded Tenfold Organic Textiles in January 2006. Paul Weinstein, her brother, joined her as president that December. Tenfold designs, manufactures, and markets naturally dyed, branded, organic apparel called “Truly Organic.” It markets its product line to specialty boutiques and department stores across the U.S. and Canada. It operates an online store and has plans to open retail outlets to sell its Truly Organic apparel line. It also provides private-label services to help apparel retailers create products using naturally dyed, organic cotton. With his newly assembled management team, Paul has been pitching the company’s business plan to investor groups in Seattle, including the Zino Society, the Alliance of http://ng.cengage.com/static/nbreader/ui/apps/nbreader/print_preview/print_preview.html

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2015/3/19

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Angels, and the Keiretsu Group. He also entered both the University of Washington’s business plan competition and the Executive MBA business plan competition. Tenfold is seeking
in investment capital to build the company’s brand, Truly
Organic, and for working capital. However, investors have been skeptical about the company’s retail strategy of developing and branding its own apparel line. They reasoned that building the Truly Organic brand would require significant financial capital and could be overly expensive. Instead, they suggested that Paul focus on the private-label manufacturing and help others create organic apparel using natural dyes and fibers. The Alliance of Angels seemed genuinely interested in Tenfold, and invited Paul and his team to make another presentation in January, 2009. Because Paul and his management team had presented to this group before, they decided to rethink their strategy this time around.

TM
Chapter 5: Tenfold
Organic Textiles: 5-1 Background
Book Title: Strategic Management An Integrated Approach
Printed By: ALICIA LI (aliciali0626@gmail.com)
© 2015, 2013 Cengage Learning, Cengage Learning

5-1 ackground
The idea for starting a venture focused on organic apparel came to Leah Weinstein on one of her trips abroad. Between going to art school and working as tree planter, Leah had spent time traveling throughout Africa and South-East Asia. During one trip in 2002, she became fascinated with the beauty of handcrafted textiles and with organic cotton. After graduating from art school, she founded Leah Weinstein Designs, a business venture focused on making quilts using organic cotton. For Leah, the process of designing and making quilts fulfilled a desire to make beautiful functional objects while addressing issues of environmental sustainability. Not satisfied with just using organic cotton, she began to explore sources for natural dyes, and traveled to India in search of fairly traded, naturally dyed, organic cotton supplies. On her return, Leah started the new venture with...
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