Go Green Yoga Mats is in the yoga industry and is focused on selling eco-friendly yoga products. Their main competition rests in companies that sell eco-friendly yoga mats, bags, and props. Go Green Yoga Mats products stand out compared to others by means of quality and by offering package deals. They also offer a variety of eco-friendly yoga mats for customers to compare.
Go Green Yoga Mats direct competitors are other online distributers of yoga products. Some of the competitors compile all the top brand names to sell on their sites. Consumers will continue to do more research on companies, products and pricing as more information is available to them online.
Direct Competitors: Gaiam, Barefoot Yoga, Yoga-Clothing.com, Manduka and Jade Yoga.
Indirect Competitors: include all companies that sell yoga products, but do not offer green products, or sell their products online.
Indirect competition comes in many forms including offline retailers such as Wal-Mart and Target. They are indirect competitors that offer inexpensive yoga products with the appeal of instant gratification (no wait time to receive your product). However, the low-quality, short product life, and the lack of eco-friendliness create a consumer market that we are not targeting. Other indirect competitors include Amazon and Lululemon Athletica, which are large companies.
Market Share Analysis
Exact market size for online eco-friendly yoga stores is difficult to determine because many of these businesses are private. There are a small number of dominant organizations with significant market share, but most of these companies also have brick and mortar stores in addition to their online sales. The major organizations in the market include Lululemon Athletica, who has a brick and mortar store along with online shopping and net revenue increase 54.5% in the last year, and Gaiam and Amazon, who sell solely online. These stores are either well branded or have a wide variety of options, and have some focus on eco-friendly products. Many companies sell yoga products as part of a much wider line, such as Amazon, Wal-Mart, etc.
|GoGreenYoga Mats.com||Gaiam||Barefoot Yoga|
|Years in Business||0||20||10|
|Owner||Tyler Jensen||Jirka Rysavy||Kelly LeFebvre|
|Est. # of Employees||4||70,000 Stores Domestically/20 Countries Distributed||30|
|Type of Entity||Partnership||Corporation||Corporation|
|Yearly Sales||N/A||$263 Million||?|
|Company Headquarters||San Diego, CA||Boulder, CO||Seattle, WA|
|# of Countries
|Average Price Per Mat||$69.60||$34.00||$54.00|
|Average eco-friendly Package Price||$185.50||does not offer eco-friendly packages||$60 (includes mat and a pair of blocks only)|
|Yoga World Online||Linkshare Affiliate Network|
|Focus||Eco-Friendly Mats & Packages||Eco-Friendly Products/DVD’s/Solar Panels||Yoga Products & Clothing|
|Target Market||Eco Minded People who practice Yoga||Eco-minded people in general||Eco-Friendly yoga people|
|Distributor||Manufacturing 73% Importing 27%||Importing|
|Contact Info||tyler@thenew waveproject.com||(877) 989-6321||(877) 227-3366|
|Strengths||Packages||Size of Company/ Financial Status in Growth||Focus strictly on yoga products/ simple, easy Website|
|Weaknesses||Margins||Low end selection of yoga products||Advertising|
Direct Competitors (cont.)
|GoGreenYoga Mats.com||Yoga-Clothing. com||Manduka||JadeYoga|
|Years in Business||0||5||10||6|
|Owner||Tyler Jensen||?||Peter Sterios||Dean Jerrehian|
|Est. # of Employees||4||20||25||9|
|Type of Entity||Partnership||Corporation||LLC||Corp.|
|Company Headquarters||San Diego, CA||Ventura, CA||San Luis Obispo, CA||Conshohocken, PA|
|# of Countries
|Average Price Per Mat||$69.60||$62.00||$69.60||$70.95|
|Average Eco-Friendly Package Price||$185.50||does not offer packages||$136.25||does not offer packages|
|Program/Networks/ Charities||Yoga World Online||bizrate.com||Ambassadors||Trees for the future|
|Focus||Eco-Friendly Mats & Packages||Yoga Clothing & Mats||Yoga Mats & Products||Yoga mats only|
|Target Market||Eco Minded People who practice Yoga||Eco-Friendly clothing buyers||Eco-Friendly yoga people||Eco-friendly yoga people|
|Distributor||Importing||Importing||Made in the USA|
|Contact Info||tyler@thenew waveproject.com||(800) 620-9642||(805) 544-3744||(888)784-7237|
|Strengths||Packages||Focus strictly on Clothing/ Simple Website||Website/ Distribution Program||Simple/ easy site navigation|
|Weaknesses||Margins||Not enough info/ seems like company w/o experience||Product Selection/Needs to add DVD Program||Lack of accessories/ packages|
|Name of Owner/CEO||Christine Day||Jeffrey P Bezos||Michael Duke||Gregg Steinhafel|
|Company Headquarters||Vancouver, British Columbia||Seattle, Washington||Bentonville, Arkansas||Minneapolis, MN|
|Contact Info||604-732-6124||1-866-216-1072||479-273-4000||(612) 304-6073|
|Type of Entity||Corporation||Corporation||Corporation||Corporation|
|# of Locations/Stores||110||Online only||8,400||1,750|
|# of Employees||3,219||13,300||2,100,000||351,000|
|International Presence||Yes Canada, USA, Australia, Japan||Yes Canada, China, USA, France, Germany, Japan, UK||15 countries||Only USA|
|Manufacturing, importing, distributing||Sell in stores and online||Sell online only||Sell in stores and online||Sell in stores and online|
|Product/Service Summary||Athletic gear||Large variety of products- from household goods to exercise equipment to books||Large variety of products- from household goods to exercise equipment to books||Large variety of products- from household goods to exercise equipment to books|
|Target Market||Active women and men||Online shoppers||Discount shoppers||Discount Shoppers|
|Estimated annual revenues for last 3 years||270 450 million||470-902 million||405 billion||63 65 billion|
|Pricing||Yoga mats –||Yoga mats||Yoga mats||Yoga mats|
|$28 — 90 dollars||$13 — 100 dollars||$12 — 50 dollars||$19 — 70 dollars|
|Strengths||Brand||Variety of products, inexpensive online store||Discount Store||Discount Store|
|Weaknesses||Specific brand for higher cost||Online only + shipping costs||Inexpensive lower quality product||Inexpensive lower quality product|
Go Green Yoga Mats only carries organic, toxin free, naturally made mats with no exceptions. Their premium yoga mats are made with only all natural products, contain no harmful substances like PVC (polyvinyl chloride), and are lovingly crafted using sustainable green practices. Go Green Yoga Mats products stand out from their competitors due to their high quality and package deals. They offer a variety of eco-friendly yoga mats for customers to be able to compare to determine what option is best for them. The website also contains additional information about yoga so consumers can continue to gain more knowledge about the industry.
Barriers to Entry
There are few barriers to entry in the yoga product distribution industry, due to the nature of the industry and the organization being online. The most relevant barrier of entry for this organization would be brand recognition. Many of the organizations have very strong brands which get consumers attention and loyalty. Getting our name heard and our website viewed will be the main challenge, though our prices, packages, and quality of products will be on our side. Marketing and advertising are another potential barrier due to the size of the competition and the money they are willing to spend to get there brand noticed.