Add That2ndGuy pitch deck and market research for Valuetainment
- 13-slide investor pitch deck with market data, competitive analysis, brand positioning, go-to-market strategy, and revenue projections - Separate market research file with raw stats and sources - Golf apparel market: .8B (2025), growing 6%+ CAGR - 47.2M US golf participants, 18-34 now largest demo at 6.3M - Competitive landscape analysis of Malbon, Eastside Golf, Bogey Boys, etc.
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projects/that2ndguy-pitch/MARKET-RESEARCH.md
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# That2ndGuy — Market Research Notes
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## Golf Apparel Market Size
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- **2025:** $4.77–$4.83 Billion (Maximize MR / Global Growth Insights)
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- **2030:** $4.94B (Business Research Company, 7.1% CAGR)
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- **2032:** $7.28B (Maximize MR, 6.2% CAGR) or $7.4B (Global Growth, 6.3% CAGR) or $12.3B (Persistence MR, 5.5% CAGR)
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- Conservative consensus: ~$7B by 2032 at ~6% CAGR
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## Golf Equipment Market (Broader Context)
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- **2025:** $9.24B (Mordor Intelligence), $17.2B (Persistence MR — includes all equipment)
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- **2030:** $11.48B (Mordor, 4.43% CAGR), $19.52B (Virtue MR, 4.49% CAGR)
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## Golf Participation (USA)
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- **Total participants (2024):** 47.2 million aged 6+ (National Golf Foundation)
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- **On-course players aged 18–34:** 6.3 million — now the LARGEST age group
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- **Off-course only (18–34):** 5.4 million (Topgolf, simulators, etc.)
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- **Growth streak:** 6 consecutive years of growth in 18–34 demo (2019–2024)
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## Demographic Insights (Lightspeed 2025 Report, 700+ golfers surveyed)
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- 51% of Gen Z play golf for **mental health and self-care** (top reason)
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- 47% of 25–34 Millennials cite mental health as motivation
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- 84% of Millennials interested in **solo rounds**
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- 76% of Gen Z interested in solo rounds
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- 29% of Gen Z **always or primarily** play solo
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- Self-care was #1 reason for Gen Z, #3 for Millennials
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## Competitive Brands (Streetwear × Golf)
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- **Malbon Golf** (2017, LA) — streetwear meets golf, collabs with Polo RL, New Balance, HUF. Premium pricing.
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- **Eastside Golf** (2020) — Black-owned, Morehouse College alumni, culture-forward. Jordan Brand collab.
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- **Bogey Boys** (2021) — Macklemore's brand. Bold prints, celebrity-driven.
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- **Metalwood Studio** (2020) — Graphic-heavy retro streetwear aesthetic
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- **Students Golf** (2021) — Youth-focused minimalism
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- All featured in Hypebeast, Complex, GQ
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- None have scaled to mainstream DTC — most use limited-drop streetwear model
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## Cultural Tailwinds
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- Golf now covered by Hypebeast, GQ, Complex as fashion
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- Celebrity golfers: Travis Kelce, Steph Curry, Post Malone, Justin Timberlake
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- Athleisure crossover: golf joggers/polos worn as casual everyday wear
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- Topgolf venues making golf accessible to non-traditional players
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## Patrick Bet-David / Valuetainment Context
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- Serial entrepreneur, WSJ bestselling author
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- Valuetainment: #1 YouTube channel for entrepreneurship
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- PBD Podcast: #1 business podcast on Spotify
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- Known for: people investment, reinvesting in business, content creation
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- 12 Business Building Blocks framework
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- Bet-David Consulting arm for business growth
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projects/that2ndguy-pitch/PITCH-DECK.md
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# That2ndGuy — Investor Pitch Deck
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### Golf Lifestyle Apparel for the Next Generation
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**Prepared for Valuetainment / Patrick Bet-David**
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---
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## Slide 1: Title
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**That2ndGuy**
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*Golf Lifestyle Apparel — Where the Course Meets Culture*
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- Domain: that2ndguy.com
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- Tagline suggestion: "Play Different. Look Better."
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---
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## Slide 2: The Problem
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### Golf's Image Problem Is a $5B Opportunity
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- Golf has long been seen as **exclusive, expensive, and old-fashioned** — a sport for country club elders in pleated khakis
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- The traditional golf apparel market is dominated by **legacy brands** (Nike, Adidas, Callaway, Greg Norman) that design for a 55+ demographic
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- **47.2 million Americans** now play golf (2024, National Golf Foundation) — the most ever recorded
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- But the **fastest-growing segment** (18–34-year-olds) can't find apparel that reflects who they are
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- Young golfers want to look like themselves on the course, not like their dads
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> "The culture of golf is changing faster than the brands." — Lightspeed Golf Report 2025
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---
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## Slide 3: The Market Opportunity
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### A $4.8B Market Growing at 6%+ CAGR
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| Metric | Value | Source |
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|--------|-------|--------|
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| Golf Apparel Market (2025) | **$4.77–$4.83 Billion** | Maximize Market Research / Global Growth Insights |
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| Projected Market (2032) | **$7.3–$12.3 Billion** | Multiple analyst reports |
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| CAGR (2025–2032) | **5.5–6.3%** | Industry consensus |
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| Golf Equipment Market (2025) | **$9.2–$17.2 Billion** | Mordor Intelligence / Persistence MR |
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| US Golf Participants (2024) | **47.2 Million** | National Golf Foundation |
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| 18–34 On-Course Players | **6.3 Million** (largest age group) | NGF / Intermountain Golf |
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**Key insight:** The total addressable market for golf apparel is nearly **$5B** and growing. The lifestyle/streetwear segment within that is the **fastest-growing sub-category**, driven entirely by younger demographics.
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---
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## Slide 4: The Demographic Shift
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### Golf's New Player Base Is Young, Diverse, and Style-Conscious
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**Participation growth:**
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- 18–34 age group has grown for **6 consecutive years** (2019–2024)
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- Now the **largest demographic** of on-course golfers at 6.3M
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- 5.4M people aged 18–34 participate in **off-course golf** (simulators, Topgolf, etc.)
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**What motivates them:**
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- **51% of Gen Z** play golf for **mental health and self-care** (Lightspeed 2025)
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- **84% of Millennials** are interested in **solo rounds**
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- They view golf as a lifestyle, not just a sport
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- They spend on **experiences + identity** — apparel is part of their personal brand
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**The gap:** Legacy brands serve performance. Nobody is owning the **culture + style** space at scale.
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---
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## Slide 5: Competitive Landscape
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### The Market Is Validating the Thesis — But No One Has Won Yet
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| Brand | Founded | Positioning | Weakness |
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|-------|---------|-------------|----------|
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| **Malbon Golf** | 2017 | Streetwear meets golf, LA lifestyle | Premium pricing ($80+ polos), limited drops |
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| **Eastside Golf** | 2020 | Black-owned, culture-forward, HBCU roots | Niche audience, limited product range |
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| **Bogey Boys** | 2021 | Macklemore's brand, bold prints | Celebrity-dependent, inconsistent drops |
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| **Metalwood Studio** | 2020 | Graphic-heavy, retro streetwear aesthetic | Small, niche, more streetwear than golf |
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| **Students Golf** | 2021 | Youth-focused, clean minimalism | Very small, limited distribution |
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**What they prove:** The market exists and is hungry. GQ, Hypebeast, and Complex all cover golf fashion now.
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**What That2ndGuy can exploit:**
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- None of these brands have **scaled to mainstream DTC**
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- Most rely on **limited drops** (streetwear model) — not sustainable apparel retail
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- No brand has bridged the gap between **accessible price point + lifestyle credibility + consistent supply**
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- Room for a brand that is **always available, always fresh, and priced for the everyday golfer**
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---
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## Slide 6: The Solution — That2ndGuy
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### Golf Apparel That Doesn't Take Itself Too Seriously
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**Brand DNA:**
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- 🏌️ **On-course performance** — moisture-wicking, stretch fabrics, course-appropriate
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- 🔥 **Off-course style** — designs you'd wear to brunch, the bar, or the office
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- 💰 **Accessible pricing** — $35–65 polos, $45–75 bottoms (vs. $80+ at Malbon)
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- 🎯 **Target demo** — 22–40, style-conscious, golfs recreationally (2–8x/month)
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**Product Line (Phase 1):**
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- Performance polos (classic + bold prints)
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- Golf joggers / slim pants
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- Quarter-zips and pullovers
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- Headwear (snapbacks, bucket hats)
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- Accessories (gloves, towels, ball markers)
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**Brand Voice:** Confident, fun, irreverent. You're the second guy in the group — not the scratch golfer, but the one everyone wants to play with.
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---
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## Slide 7: Why "That2ndGuy"?
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### Brand Positioning That Resonates
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Every foursome has one:
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- The guy who's **not the best golfer** but has the **best time**
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- Shows up looking **clean**, brings the **energy**, tells the best stories
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- Doesn't need a single-digit handicap to own the course
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- **Relatable > aspirational** — this is the golfer most people actually are
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This positioning **immediately differentiates** from:
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- Nike/Adidas (performance-first, pro athlete aspiration)
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- Malbon/Eastside (streetwear credibility, limited access)
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- Legacy brands (country club traditionalism)
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**That2ndGuy is for the 90% of golfers** who play for fun, not for score.
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---
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## Slide 8: Go-to-Market Strategy
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### DTC-First, Community-Driven
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**Phase 1 — Launch (Months 1–6):**
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- DTC Shopify store at that2ndguy.com
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- Launch collection: 15–20 SKUs across 4 categories
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- Pre-launch email list + social community
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- Influencer seeding: golf content creators, lifestyle accounts
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- Launch event: Pop-up at a public course or Topgolf venue
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**Phase 2 — Growth (Months 6–18):**
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- Content engine: course vlogs, "That2ndGuy" series, behind-the-scenes
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- Community: "Second Guy Saturdays" — branded tee time events
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- Wholesale: select pro shops, golf retail (PGA Tour Superstore, etc.)
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- Collaborations: limited drops with complementary brands
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**Phase 3 — Scale (18+ months):**
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- Amazon storefront
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- International expansion (UK, Canada, Australia — strong golf markets)
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- Women's line extension
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- Corporate/event custom apparel
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---
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## Slide 9: Revenue Projections
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### Conservative Growth Model
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| Year | Revenue | Key Drivers |
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|------|---------|-------------|
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| Year 1 | **$250K–$500K** | DTC launch, 15–20 SKUs, influencer push |
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| Year 2 | **$1M–$2M** | Repeat customers, wholesale partnerships, expanded line |
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| Year 3 | **$3M–$5M** | Multi-channel (DTC + retail + Amazon), women's line, events |
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| Year 5 | **$8M–$15M** | Category leader in lifestyle golf, international |
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**Unit Economics (Target):**
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- Average order value: $85–$120
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- Gross margin: 60–65% (DTC), 40–45% (wholesale)
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- Customer acquisition cost: $25–$35 (social/influencer-driven)
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- LTV:CAC ratio: 3:1+ by Year 2
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**Comparable exits:**
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- Malbon Golf reportedly valued at **$50M+** (private, limited info)
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- Vuori (athleisure) reached **$4B valuation** in 2022
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- Golf lifestyle is a category waiting for its Vuori moment
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---
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## Slide 10: Why Now?
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### Five Tailwinds Converging
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1. **Record participation** — 47.2M golfers, 6th consecutive year of growth in 18–34 demo
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2. **Cultural shift** — Golf is now cool. Travis Kelce, Steph Curry, Post Malone all play publicly
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3. **Athleisure crossover** — Golf apparel is becoming everyday wear (joggers, polos as casual wear)
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4. **Media validation** — Hypebeast, GQ, Complex all covering golf fashion regularly
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5. **DTC infrastructure** — Shopify, social commerce, and influencer marketing make launch cheaper than ever
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The window is open. Legacy brands are slow to adapt. Streetwear golf brands haven't scaled. **The category leader hasn't been crowned yet.**
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---
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## Slide 11: The Ask
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### What We Need to Win
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**Seeking: $250,000 seed investment**
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| Use of Funds | Allocation |
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|-------------|-----------|
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| Inventory (first production run) | 40% ($100K) |
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| Brand & website development | 15% ($37.5K) |
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| Marketing & influencer launch | 25% ($62.5K) |
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| Operations & fulfillment setup | 10% ($25K) |
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| Working capital | 10% ($25K) |
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**What investors get:**
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- Equity stake (terms negotiable)
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- Entry into a **$5B+ growing market** at the ground floor
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- A brand positioned to capture the **largest and fastest-growing golf demographic**
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- Team with vision and execution ability
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---
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## Slide 12: Why Valuetainment?
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### Strategic Partnership, Not Just Capital
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Patrick Bet-David and Valuetainment bring:
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- **Massive audience reach** — millions of entrepreneurs and business-minded consumers
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- **Brand credibility** — PBD's personal brand aligns with ambition, hustle, and lifestyle
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- **Content amplification** — built-in distribution through Valuetainment channels
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- **Business mentorship** — proven track record of scaling ventures
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- **Network effects** — introductions to retail, manufacturing, and other portfolio brands
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This isn't just an investment — it's a **launch pad**.
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---
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## Slide 13: Summary
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### That2ndGuy at a Glance
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- 🎯 **Market:** $4.8B golf apparel, growing 6%+ annually
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- 👥 **Target:** 22–40 year old recreational golfers (6.3M+ and growing)
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- 🏷️ **Position:** Accessible lifestyle golf apparel — performance meets personality
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- 💰 **Ask:** $250K seed to launch DTC and capture market share
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- 📈 **Goal:** $3–5M revenue by Year 3, category leadership
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- 🔥 **Why now:** Record participation + cultural shift + no dominant lifestyle brand = once-in-a-cycle opportunity
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**Golf's next generation needs a brand. That2ndGuy is it.**
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---
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## Appendix: Research Sources
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1. National Golf Foundation — 2025 Golf Participation Report (47.2M participants, 2024 data)
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2. Lightspeed Commerce — 2025 Golf Industry Trends (700+ golfer survey, Gen Z/Millennial insights)
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3. Maximize Market Research — Golf Apparel Market Report ($4.77B in 2025, 6.2% CAGR to 2032)
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4. Global Growth Insights — Golf Apparel Market ($4.83B in 2025, $7.4B by 2033)
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5. Persistence Market Research — Golf Apparel Market ($12.3B by 2032, 5.5% CAGR)
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6. Mordor Intelligence — Golf Equipment Market ($9.24B in 2025)
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7. Hypebeast — "Golf Excites New Generation with Streetwear-Minded Fashion Brands" (2023)
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8. Complex — "Golf Brands for Streetwear Fans" (2024)
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9. GQ — "Best Golf Clothing Brands Changing the Game" (2025)
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10. Intermountain Golf — Young Golfers Revolution (6.3M on-course players aged 18–34)
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---
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*Prepared by Hammer — January 29, 2026*
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