industry overview

Business Plan

ENT 588

Diva In Defense

Diva in Defense is a company that focuses on selling women’s self defense products with a touch of glam. We specialize in tazers decorated with Swarovski crystals, Lipstick pepper sprays, or cute and shiny defense key chains. My business model was selected based on the concept that focusing on a single target market would improve profitability and build stronger customer focus. “As shown by Curves International and others, a potentially profitable business model in the fitness industry is to target a single demographic very well by offering a tailored environment and mixtures of classes and facilities (Barringer, 2015).” This is the approach Diva in Defense has taken for their business model. If women are less likely to fall victims of attack with resistance imagine what will come if every women in the world is armed with a tazer or pepper spray. Attackers would be less likely to target women who are alone leaving shopping malls or grocery stores alone if they know that the majority of women in this world are protected. Not everyone has the will to shoot a gun, and lets face it with gun laws becoming more and more strict how are women expected to defend themselves? Through the Divan in Defense products, that’s how!

Key Contacts

As part of our market research at Diva in Defense we have fond that the best contacts that we can develop to build our companies brand and reputation as well as for market research is law enforcement. “According to the National Crime Victimization Survey, which includes crimes that were not reported to the police, 232,960 women in the U.S. were raped or sexually assaulted in 2006. That’s more than 600 women every day (Now.org, 2018).” This is why it is so important to reach out to Law enforcement contacts so that Diva in Defense can be part of the prevention. We also feel that it is important to target local gyms, especially female fitness centers. Often times women go to the gym to get stronger, so that they can protect themselves. By reaching out to local gyms we can gather market data and develop a needs approach to determine what it is that women are looking for when they are considering self defense products.

Research Data

With crimes against women remaining constant we at Diva in Defense asked ourselves, “How can we help?” The answer to that was in giving women the confidence and equipment needed to defend themselves against an attacker. With Gun control laws become more and more strict it is important for women to find other ways to protect themselves. Diva in Defense will focus on the female demographic, however that is not to say men aren’t able to find great products to suite their needs. “Gun ownership is more common among men than women, and white men are particularly likely to be gun owners (Pewsocialtrends.org, 2018).” At Diva in Defense we have come to realize that the reason for less women owning guns is because they are generally less comfortable with a gun then men. That’s okay! Because at Diva in Defense we have so many other options for women to protect themselves without the need for guns and without the fear of causing permanent damage or even death to another human being.

The methods in which I used to acquire my data were via collection of online data from reputable sources. Anyone can put together a website with information on it, however I like to ensure that the information is coming from a reputable source, and that the website is either a government website or a website that references government data. Further research was also gathered by talking to friends in Law enforcement who have expressed the increasing crime rates in the areas as well as areas across the United States.

Conclusion

At Diva in Defense we are focused on giving women the strength, tools and empowerment to stand up for themselves against an attacker. Market research has shown us that women in the United States are less likely to own a gun and are even less likely to use a gun to protect themselves. This is why at Diva in Defense we have found that empowering women through other means of self-defense can help women gain the confidence to protect themselves against an attacker.

References

Barringer, B. R. (2015). Preparing effective business plans: An entrepreneurial approach. Retrieved May 28, 2018.

Violence Against Women in the United States: Statistics. (n.d.). Retrieved May 28, 2018, from https://now.org/resource/violence-against-women-in-the-united-states-statistic/

Mitchell, T. (2017, June 22). 1. The demographics of gun ownership. Retrieved May 28, 2018, from http://www.pewsocialtrends.org/2017/06/22/the-demographics-of-gun-ownership/