1. - “Charting the Future”
ADVISORY SERVICES AND STAGE GATE MENU
STAGE 1
PROJECT-BASED
CONSULTATION
STAGE 2
RETAINER-BASED
CONSULTATION
UNDERSTAND
MARKET
SERVED
ASSESS
CURRENT
POSITION
IDENTIFY
ELEMENTS OF
STRATEGY
DEVELOP
TACTICAL
PLANS
DEFINE
OPERATING
MODEL
TOPIC
EXAMPLES
TOPIC
EXAMPLES
TOPIC
EXAMPLES
TOPIC
EXAMPLES
TOPIC
EXAMPLES
Market Size
Growth
Segmentation
Target
Consumer
Retailer
Requirements
Competition
Growth
Barriers
Brand
Identity
Positioning
Statement
On-Line
Presence
Target
Consumer
Product Line
Target
Channels
Historical
Brand
Performance
Specific
Business
Objectives
Required
Competency
Sales Plan
Target
Geography
Marketing
Plan
Size and
Capabilities
Value
Proposition
SWOT
Analysis
Plan of
Attack
Merchandise
Plan
(Product)
Sourcing
Model
ADDED
ADVISORY
SERVICES
SET
FINANCIAL
PLAN
TOPIC
EXAMPLES
Supply Chain
Sales &
Margin Plan
Operating
Procedures
Capital
Budget
Logistics
Partners
Cash Flow
Optimization
IT Plan
P&L
Organization
/HR
Balance
Sheet
Comp.
Schemes
Asset
Utilization
Financial
Reporting
and Controls
CAPITAL
STRUCTURE
INDUSTRY
EXPERTISE
TOPIC
EXAMPLES
TOPIC
EXAMPLES
Capital
Requirements
Capital
Source I.D.
Enterprise
Value
Optimization
Acquisitions
Strategic
Partners
Licensing
Investor Due
Diligence
Acquisition /
Partner Search
Licensing
Sale of Business
Business
Planning
Investor
Package
Review
Crowdfunding
Platforms
Board of
Director /
Advisory Boards
NOTES: Ensure key sequential product to market stages: a. Product Assortment to sell in. b. Product line planning. c. Sales programs and
strategy. d. Marketing programs and strategy. e. Sales execution plan. f. Execution calendar.
THREE-YEAR STRATEGY: Semi-Annual review and pivot recommendations.
MARK G. ANDERSON 949-244-9991
MICHAEL LUNDSGAARD 310-897-1841

2. UNDERSTAND MARKET SERVED
Market Size / Growth / Segmentation / Target Consumer / Retailer Requirements / Competition / Growth Barriers
True North International can help you determine the global market potential of your brand by identifying market size,
prioritized growth potential, segments to target, the consumer within that segment, the retailers that will deliver your
brand, the strengths and weaknesses of your competition and the barriers to success.
CATEGORY)OPPORTUNITY)
MENS)
CATEGORY)OPPORTUNITY)
WOMENS)
PERCENT)OF)MENS)FOOTWEAR)SOLD)
PERCENT)OF)WOMENS)FOOTWEAR)SOLD)
ALL"OTHER"
MENS"SLIPPERS"
MENS"SANDALS"
WOMENS"SLIPPERS"
MENS"BOOTS"
WOMENS"DRESS"SANDALS"
YOUNG"MENS"
WOMENS"BETTER"DRESS"
MENS"CASUAL"
WOMENS"ATHLETIC"/"ACTIVE"
MENS"DRESS"
SEASONAL"BOOTS"/"SANDALS"
MENS"ACTIVE"/"ATHLETIC"
0"
0"
5"
10"
15"
20"
25"
RANGE&ROVER&CONSUMER&
MARK G. ANDERSON 949-244-9991
5"
10"
15"
20"
25"
30"
35"
40"
45"
30"
LAND%ROVER%CONSUMER%
MICHAEL LUNDSGAARD 310-897-1841

3. ASSESS CURRENT POSITION
Brand Identity / On-Line Presence / Product Line / Historical Brand Performance / Size and Capabilities / SWOT Analysis
With knowledge of your consumer and the prioritized product segments that will deliver your brand, True North
International can then help you to evaluate your internal strengths and weaknesses, allowing you to properly invest in
the assets necessary to succeed with your Brand Action Plan.
CRITERIA EXAMPLES
Advantages of proposition?
Capabilities?
Competitive advantages?
USP's (unique selling points)?
Resources, Assets, People?
Experience, knowledge, data?
Financial reserves, likely returns?
Marketing - reach, distribution,
awareness?
Innovative aspects?
Location and geographical?
Price, value, quality?
Accreditations, qualifications,
certifications?
Strengths
1. USP’s – Textile wrap – grosgrain / Accent insole and outsole- Stamped leather – intricate
patterns. Pantoffle / Babbouche opp. for
Spring.
2. Unknown – can craft image and niche.
3. Resources / Assets a. Anas in Italy right next
to the factory. b. Xxxx Xxxxx Capital, the
backing to makes sure the brand strategy
can methodically be done right! 5 year
plan.
4. Start-Up, low overhead and sound financial
backing should enable competitive pricing.
5. Experience and market knowledge of
Weaknesses
1. Unknown Brand / no usable brand assets.
2. Unknown Image – potentially lost on retail
floor. No clear/consistent distinctive identity.
Opportunities
1. To craft an image from scratch to fit the
market need and niche.
2. Brand origin (Jordan) is a market opportunity
targeting high disposable income loyalists.
Threats
1. The Economy / Timing
2. Name / pronunciation backlash
3. Pricing
Strengths – Elaborated in great detail with examples, photos, interviews and
testimonials.
1. USP’s – Textile wrap – grosgrain / Accent in-sole and outsole- Stamped leather –
intricate patterns. Pantoffle opportunity for Spring. As a Unique Selling Point –
the possibility exists to use the brands heritage (Jordan) and the history of
footwear in that region and apply it to today’s styles.
2. The Xxx Xxx brand is unknown – can craft image and niche – the image is not
predetermined in this market.
3. Resources / Assets:
A. Anas is located in Europe – in Italy right next to the factory / his heritage is
Jordanian and he lived in the U.S. for many, many years giving him a very
diverse international outlook.
B. Xxxx Xxxxx Capital, the backing to makes sure the brand strategy can
MARK G. ANDERSON 949-244-9991
MICHAEL LUNDSGAARD 310-897-1841

4. IDENTIFY ELEMENTS OF STRATEGY
Positioning Statement / Target Consumer / Target Channels / Target Geography / Value Proposition / Plan of Attack
Now, reflected in great detail, True North International can help to outline the systematic steps necessary to execute
your plans.
CATALOG HOUSE
DISCOUNT
DEPARTMENT STORE
FLASH SITE
FOOTWEAR SPECIALTY
INDEPENDENT SPECIALTY
ON LINE DISCOUNT
ON LINE RETAIL
VOLUME DISCOUNT
TOTAL
BRAND&PRODUCT&RULES&
LOOK&AND&MATERIALS&
UPPERS&
LAND&ROVER&3&RUGGED&
RANGE&ROVER&3&REFINED&
!PEBBLED!LEATHERS!
!NAPA!LEATHERS!
!DISTRESSED!LEATHERS!
!IRREGULAR!MOTTLED!LEATHERS!
!OILED!SUEDES!AND!NUBUCK!
!HEAVY!CANVAS!
!RAW!EDGE!
!BURNISHED!LEATHERS!
!UNIFORM!MOTTLED!LEATHERS!
!NUBUCK!
!HEAVY!LINEN!
!FINISHED!EDGE!
FUNCTIONAL*
MARK G. ANDERSON 949-244-9991
SLEEK*
CONTEMPORARY*
CAT
DIS
DS
FLSH
FS
IS
OLD
OLR
VD
1
1
81
26
32
141
CONCEPT'ACTION'PLAN'
LAND'ROVER'–"INTRODUCE"COMFORTABLE,"
FUNCTIONAL,"AFFORDABLE,"INNOVATIVE"AND"
STYLISH"FOOTWEAR"TO"THIS"CONSERVATIVE"
BRAND"LOYAL"CONSUMER"AND"IN"THIS"DISTINCT"
ORDER"OF"PRIORITY"
RANGE'ROVER'–"INTRODUCE"STYLISH,"
INNOVATIVE,"COMFORTABLE,"FUNCTIONAL"AND"
AFFORDABLE"FOOTWEAR"TO"THIS"FASHIONABLE"
BRAND"LOYAL"CONSUMER"AND"IN"THIS"DISTINCT"
ORDER"OF"PRIORITY'
"
MICHAEL LUNDSGAARD 310-897-1841

5. DEVELOP TACTICAL PLANS
Specific Business Objectives / Required Competency / Sales Plan / Marketing Plan / Merchandise Plan / Sourcing
True North International can outline the specific sales and marketing plans that will guide you toward achieving your
business objectives.
ACCOUNT
DOORS
CHANNEL CITY
NORM THOMPSON
1
NORM THOMPSON ON LINE
1
RUDDY DUCK
1
SHOE MILL
7
SHOE MILL ON LINE
1
ZELDAS SHOE BAR
1
5 DOORS UP / WOOLY MAMMOTH
1
AMAZON
1
NORDSTROM
117
NORDSTROM ON LINE
1
NORDSTROM RACK
95
MENS
54564
CAT
OLR
IS
FS
OLR
FS
FS
OLR
DS
OLR
DIS
STATE
HILLSBORO
HILLSBORO
HOOD RIVER
PORTLAND
PORTLAND
PORTLAND
SEATTLE
SEATTLE
SEATTLE
SEATTLE
SEATTLE
TOTAL PER QUARTER 2019
WOMENS
KIDS
TOTAL
PAIRS
84592
22738
$8,336,134
OR
OR
OR
OR
OR
OR
WA
WA
WA
WA
WA
ZIP
97124
97124
97031
97222
97222
97210
98109
98101
98101
98101
OCT
0
1
0
0
1
0
0
0
0
1
50
DOORS SOLD
NOV
DEC
0
0
1
1
0
0
1
0
1
1
0
0
0
0
1
0
20
0
1
1
0
10
OCT
0%
0%
0%
0%
0%
0%
0%
10%
10%
10%
20%
DISCOUNTS
NOV
0%
0%
0%
20%
0%
0%
0%
33%
10%
10%
20%
DEC
0%
0%
0%
0%
0%
0%
0%
10%
10%
10%
20%
MENS
36
24
36
36
12
0
36
60
0
60
72
PAIRS PER DOOR
WOMENS
KIDS
48
0
36
12
48
48
48
0
12
0
72
0
48
0
120
120
0
48
72
48
96
0
MENS
$60.00
$60.00
$60.00
$60.00
$60.00
$60.00
$60.00
$60.00
$60.00
$60.00
$60.00
AVERAGE PRICE
WOMENS
$75.00
$75.00
$75.00
$75.00
$75.00
$75.00
$75.00
$75.00
$75.00
$75.00
$75.00
KIDS
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
$35.00
NET
SALES
$7,277,878
17310
24240
13902
$2,702,310
$1,943,480
69866
103620
39606
$13,349,670
$11,363,570
18060
24624
6910
$3,172,250
$2,597,376
159,800
237,076
83,156
PAIR
MENS
WOMENS
KIDS
480,032
33.29%
49.39%
17.32%
$---27,560,364 $-23,182,304
Target
$33
18,200,000
GROSS-PROFIT $33333,206,009
$33333333
623,093
$33334,604,424
$33333333
988,593
TOTAL
$----9,422,119
GROSS-MARGIN
Q1AQ4
TOTAL-YEAR
MARK G. ANDERSON 949-244-9991
44.05%
32.06%
40.52%
38.06%
40.64%
MICHAEL LUNDSGAARD 310-897-1841

6. DEFINE OPERATING MODEL
Define Supply Chain / Define Operating Procedures / Select Logistics Partners / Develop IT Plan / Organization / HR /
Compensation Schemes / Financial Reporting and Controls
True North International can help you select economical and efficient sourcing and third party operations partners as
well as define an organization to execute.
NORTH AMERICA
SOURCING PLAN
CHINA
China Shoe Bond
New Allied
VIETNAM
OSCO (OGGI)
INDIA
Vista Shoes
Bachi
Choudary
Indiport
PA Footwear
Kiwi Enterprises PVT
Leayan Global
Roger Industries Limited
Leiner
BANGLADESH
Sonali
INDONESIA
Karindo
MOROCCO
Morosco
PORTUGAL
Jefar
Pedouro
Gemeos
Arto-Ri
SPAIN
Calzados Kepis
Director 3/1/13
Kids Director 3/1/13
Product Development / Contract 3/1/13
Retail Sales / Contract 1/1/14
Seattle 2013
Marketing Director / Web Services 7/1/13
Operations / HR 3/1/13
Social Media / Publicity / PR 8/1/13
Customer Service 6/1/13
Web Services / IT 1/1/14
Fulfillment / Distribution Center
1/1/14
Sales Director / Adult 7/1/13
Retail Sales / Contract
Seattle 2013 Add thru year
Retail Sales / Contract
New York 2013 Add thru year
On Line Sales
MARK G. ANDERSON 949-244-9991
MICHAEL LUNDSGAARD 310-897-1841

7. SET FINANCIAL PLAN
Sales & Margin Plan / Capital Budget / Cash Flow Optimization / P & L / Balance Sheet / Asset Utilization
True North International can role up all of the costs and margin plans to accurate reflect in the financials.
Projected
January
2018
Cost<of<Goods<Sold:
))Inventory).)Beginning)
))Finished)goods)purchases
))Freight)(3.5%)of)net)sales)
))Duties,)Customs)(15%)of)cost)purchases)
))Royalties).)wholesale)(0,6,)7,)8)
))Inventory).)Ending
Total<Cost<of<Goods<Sold
Gross<Profit
Projected
March
2018
Projected
April
2018
$))))))))
843,980
$))))))))))))
8,000
$))))))))))
10,550
)$.))
)$.))
$))))))))
862,530
$)))
1,636,970
$)))))))))
11,000
$)))))))))
20,462
)$.))
)$.))
$)))
1,668,432
$))))
1,900,150
$)))))))))
15,000
$)))))))))
23,752
)$.))
)$.))
$))))
1,938,902
$)))))))))
97,680
$)))))))))
18,000
$)))))))))))
1,221
)$.))
)$.))
$)))))))
116,901
$)))))
1,285,806
$))))))))
950,075
3.5% $))))))))))
51,752
15.3%
)$.))
6.0% $))))))))))
67,518
$))))
(1,848,243)
$))))))))
506,909
$)))
1,848,243
$)))))))))
48,840
$)))))))
100,106
)$.))
$)))))))
130,958
$))
(1,213,512)
$)))))))
914,634
$))))
1,213,512 $))))
1,133,371
$)))))))
667,110 $)))))))))
92,310
$)))))))
116,334 $)))))))))))
7,014
)$.))
)$.))
$)))))))
152,012 $)))))))))))
7,814
$))
(1,133,371) $))
(1,182,772)
$))))
1,015,597 $)))))))))
57,737
$))))))))
355,621
$)))))))
753,798
$)))))))
923,305
41%
Revenues:
))Sales).)wholesale
))Sales).)Retail
))Sales).)Shipping)wholesale
))Sales).)Shipping)retail
))Returns,)allowances)and)discounts)@)5%
Net<Revenues
Projected
February
2018
45%
)$.))
5.0%
2.50%
1.25%
1.3%
Projected
October
2018
Projected
November
2018
Projected
December
2018
Year<Ended
2018
$))))))
676,330
$))))))))
30,000
$))))))))))
8,454
)$.))
)$.))
$))))))
714,784
$)))))))
158,700
$)))))))))
30,000
$)))))))))))
1,984
)$.))
)$.))
$)))))))
190,684
$)))))
696,920
$)))))))
50,000
$)))))))))
8,712
)$.))
)$.))
$)))))
755,632
$)))))
376,500
$)))))))
75,000
$)))))))))
4,706
)$.))
)$.))
$)))))
456,206
$))
11,734,600
$)))))))362,000
$)))))))146,683
)$.))
)$.))
$))
12,243,283
$))
1,182,772 $))))))))
699,404 $))))))
2,279,340
$)))))
227,315 $)))))
1,686,950 $)))))))))
338,165
$)))))))
82,554 $))))))))))
13,016 $)))))))))))
29,719
)$.))
)$.))
)$.))
$)))))
106,738 $))))))))))
14,770 $)))))))))))
36,370
$))))
(699,404) $))))
(2,279,340) $))))
(2,349,704)
$)))))
899,975 $))))))))
134,799 $)))))))))
333,890
$))
2,349,704 $))))))
975,500
$)))))))
79,350 $))))))
348,460
$)))))
207,064 $))))))))
42,887
)$.))
)$.))
$)))))
269,912 $))))))))
54,106
$))))
(975,500) $)
(1,020,960)
$))
1,930,531 $))))))
399,993
$))))
1,020,960
$)))))))
188,250
$)))))))))
11,441
)$.))
$)))))))))
12,696
$))
(1,130,016)
$)))))))
103,332
$))
1,130,016
)$.))
$)))))))
45,338
)$.))
$)))))))
55,754
$))))
(772,817)
$)))))
458,291
$)))))
772,817
)$.))
$)))))))
27,372
)$.))
$)))))))
30,120
$))))
(527,342)
$)))))
302,967
)))
$))))
1,285,806
$))))
4,626,825
$)))))))734,597
)$.))
$)))))))938,768
$))))))
(527,342)
$))))
7,058,654
$)))))))))
59,164
$)))))
475,923
$)))))))))
161,422
$))
1,520,543
$))))))
314,791
$)))))))))
87,352
$)))))
297,341
$)))))
153,240
)))
$))))
5,184,629
48%
51%
35%
38%
33%
44%
44%
46%
39%
34%
42.3%
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
$))))))))
355,621
$)))))))
753,798
$)))))))
923,305
$)))))))))
59,164
$)))))
475,923
$))))))))))
82,129
$)))))))))
161,422
$))
1,520,543
$))))))
314,791
$)))))))))
87,352
$)))))
297,341
$)))))
153,240
$))))
5,184,629
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
)$.))
$))))))))
355,621
$)))))))
753,798
$)))))))
923,305
$)))))))))
59,164
$)))))
475,923
$))))))))))
82,129
$)))))))))
161,422
$))
1,520,543
$))))))
314,791
$)))))))))
87,352
$)))))
297,341
$)))))
153,240
$))))
5,184,629
Total<Expense
Operating<Income
Provision<for<income<taxes
Net<Income
Projected<Statements<of<Income<(Operations)<and<Operating<Expenses
For<the<Year<Ending<December<31,<2016
Projected
Projected
Projected
Projected
Projected
May
June
July
August
September
2018
2018
2018
2018
2018
MARK G. ANDERSON 949-244-9991
$))
1,334,220
$)))))))
25,000
$)))))))
16,678
)$.))
)$.))
$))
1,375,898
$))))))))
184,620
$))))))))))
30,000
$))))))))))))
2,308
)$.))
)$.))
$))))))))
216,928
$))))))))))
82,129
$)))))))))
454,630
$)))))))))))
35,000
$))))))))))))
5,683
)$.))
)$.))
$)))))))))
495,313
$))
3,373,900
$)))))))
35,000
$)))))))
42,174
)$.))
)$.))
$))
3,451,074
MICHAEL LUNDSGAARD 310-897-1841

8. SUMMARY - WITH A THROUGHLY PLANNED BUSINESS YOU AVOID COSTLY ERRORS
SALES BY QUARTER
Q1 DOLLARS
NET
CHANGE
2015
$504,570
2016
$2,264,936
448.88%
2017
$4,724,991
208.61%
2018
$5,003,727
105.90%
2019
$7,277,878
145.45%
MENS PAIRS
2015
1888
2016
16184
857.20%
2017
32568
201.24%
2018
35928
110.32%
2019
54564
151.87%
Q2 DOLLARS
NET
CHANGE
2015
$253,220
2016
$849,716
335.56%
2017
$1,389,785
163.56%
2018
$1,647,842
118.57%
2019
$1,943,480
117.94%
MENS PAIRS
2015
1596
2016
7308
457.89%
2017
11652
159.44%
2018
13872
119.05%
2019
17310
124.78%
Q3 DOLLARS
NET
CHANGE
2015
$1,121,333
2016
$4,039,082
360.20%
2017
$5,927,273
146.75%
2018
$8,072,108
136.19%
2019
$11,363,570
140.78%
MENS PAIRS
2015
5056
2016
23974
474.17%
2017
32370
135.02%
2018
48890
151.03%
2019
69866
142.90%
Q4 DOLLARS
NET
CHANGE
2015
$610,790
2016
$1,374,612
225.05%
2017
$1,765,842
128.46%
2018
$1,151,223
65.19%
2019
$2,597,376
225.62%
MENS PAIRS
2015
4432
2016
9408
212.27%
2017
11592
123.21%
2018
6336
54.66%
2019
18060
285.04%
2015
$2,489,913
2016
$8,528,346
342.52%
2017
$13,807,891
161.91%
2018
$15,874,900
114.97%
2019
$23,182,304
146.03%
MENS PAIRS
2015
12972
2016
56874
438.44%
2017
88182
155.05%
2018
105026
119.10%
2019
159800
152.15%
2015
55040
23.57%
36.90%
39.53%
2016
177714
32.00%
46.47%
21.53%
2017
287714
30.65%
47.10%
22.25%
2018
329550
31.87%
46.79%
21.34%
2019
480032
33.29%
49.39%
17.32%
2015
$258,239
$88,643
$513,287
$206,080
$1,066,250
2016
$995,965
$300,258
$1,733,498
$480,996
$3,510,717
2017
$2,143,336
$510,677
$2,523,147
$681,126
$5,858,286
2018
$2,284,322
$523,135
$3,425,607
$457,017
$6,690,081
2019
$3,206,009
$623,093
$4,604,424
$988,593
$9,422,119
2015
51.18%
35.01%
45.77%
33.74%
42.82%
2016
43.97%
35.34%
42.92%
34.99%
41.17%
2017
45.36%
36.75%
42.57%
38.57%
42.43%
2018
45.65%
31.75%
42.44%
39.70%
42.14%
2019
44.05%
32.06%
40.52%
38.06%
40.64%
TOTAL DOLLARS
NET
CHANGE
PAIR
MENS %
WOMENS %
KIDS %
GROSS PROFIT
Q1
Q2
Q3
Q4
TOTAL
GROSS MARGIN
Q1
Q2
Q3
Q4
TOTAL YEAR
MARK G. ANDERSON 949-244-9991
MICHAEL LUNDSGAARD 310-897-1841