Product Field Mapping
12 Aspects organized across IDEA, VALUE, RESOURCES, and MARKET elements
IDEA Elements
Foundation and leadership aspects
Goals
Establish dominance as the leading player within the concealed carry apparel niche, targeting 1% market share in leisure and comfort clothing market
Drivers
Co-founders Zion Karsenti (CEO with 15 years online marketing experience and senior corporate management background) and Ido Sachli (CEO with extensive project management experience)
Uniqueness
Specialized waistband design enabling seamless belt insertion and firearm support with minimalist styling that transitions between casual and semi-formal settings
VALUE Elements
User and problem identification
Users
More than 21 million Americans who carry concealed firearms, spanning diverse age demographics within the concealed carry community, including founders who wear prototypes daily
Motivations
Users want to avoid uncomfortable choices between carrying firearms and wearing comfortable clothing, maintaining mobility without constant adjusting, and preventing the risk of leaving weapons at home due to wardrobe limitations
Problem
Multiple related problems exist across diverse population segments where no existing apparel allows people to stay armed, comfortable, and stylish simultaneously, forcing uncomfortable choices and creating risk of leaving weapons at home
RESOURCES Elements
Capabilities and production aspects
Enablers
Not provided in current data set
Production
Not provided in current data set
Solution
Comprehensive branded apparel line centered on proprietary patent-protected pants with specialized waistband design, complemented by shirts, hoodies, and accessories, enabling seamless transition across activities while maintaining minimalist styling
MARKET Elements
Distribution and customer aspects
Distribution
Direct-to-consumer multi-channel approach through Shopify website as primary platform, with Amazon store and TikTok shop as additional sales channels
Customers
Concealed firearm carriers who prioritize comfort, security, and fashion, including active individuals seeking versatile clothing for multiple daily activities
Alternatives
Existing apparel that doesn't accommodate concealed carry while maintaining comfort and style, forcing users into current daily wardrobe options that create uncomfortable choices for concealed carry users