What elements of the BU business model set it apart from its competitors

What elements of the BU business model set it apart from its competitors

Boots Unlimited: Getting a Foot in the Door

1) What elements of the BU business model set it apart from its competitors? What does this mean for the brand’s positioning?

2) Is Adwords a good marketing option for BU? What other alternatives could be used to generate new customers?

3) The equestrian campaign had an average cost per click (CPC) of $0.61. If the average pair of cowboy boots if $550 with a 50% margin, what percentage of those clicking an ad need to purchase a pair of boots in order for BU to break even? What does this mean for the campaign?

4) Is customer lifetime value (CLV) a relevant concept for BU? What information would the Rosens’ need to calculate CLV? What can they do increase CLV?

Discussion: Discuss the Rosen brothers’ initial plan. How did they adapt as the campaign progressed? Why didn’t the original plan generate enough traffic?

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Answer preview to what elements of the BU business model set it apart from its competitors

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