Dress Rehearsal: A Gesture-based Sewing Instruction Application
Dress Rehearsal is a gesture-based sewing instruction application for Apple and Android mobile devices.
In the Dress Rehearsal application, beginning sewists will develop and rehearse foundational sewing and dressmaking skills and techniques on a virtual sewing machine before ever setting needle to fabric. In this rich, simulated sewing studio, learners will use the tactile affordances of tablets and touch-based smartphones to virtually cut, pin, and sew fabrics, and to learn to operate a sewing machine.
Dress Rehearsal Elevator Pitch
Posted in: Week 13: Venture Forum
Julie S 9:20 pm on November 28, 2011 Permalink | Log in to Reply
Hi Allie,
Good job of making the market clear in terms of size of market and type of user – tech savvy yet traditional. You continued to make the market super clear in your venture pitch. I started out quite skeptical of the concept but after reading your report it made a lot of sense. Good luck with this if you are really going to pursue it. Sounds exciting.
– Julie
Allie 11:47 am on November 30, 2011 Permalink | Log in to Reply
Thanks very much for your feedback, Julie! I’m particularly happy to read that my idea was compelling and clearly laid out enough to win over a skeptic! (I was also happy to receive your comment; i was quite apprehensive after seeing my post go up in a sea of very academically oriented learning tech ventures that people would look at it and say… sewing!? really!?)
David William Price 9:25 pm on November 28, 2011 Permalink | Log in to Reply
Hi Allie
KUDOS! you are the only person in the ten pitches I watched who actually made an elevator pitch… meaning an in-person, face-to-face pitch in your own voice. As one of our shy members (your post about pseudonyms)
I have to emphasize how amazing this is! I’ve actually helped create three pitches for real entrepreneurs and watched them pitch to real investors. I can’t tell you how important it is that investors see and hear the founder and determine whether they like the person, can work with the person, and trust the person.
Thank-you for doing this! I will definitely review your venture pitch.
Allie 11:50 am on November 30, 2011 Permalink | Log in to Reply
danke schoen! The EPs I reviewed early in term were all sweaty-palmed entrepreneurs in front of a camera, and so I didn’t think to do anything else! I appreciate your comments about the importance of affect in these EPs, and thanks for reviewing my VP!.
andrea 6:12 pm on November 29, 2011 Permalink | Log in to Reply
Hello Allie,
Congrats on a strong elevator pitch and venture pitch. As Julie noted, you did a great job illustrating the size of the market both in people and dollars. I also liked your clear characterization of your potential buyer as “traditional yet tech-savvy.” Well done!
Andrea
Allie 11:56 am on November 30, 2011 Permalink | Log in to Reply
Thanks Andrea! It’s funny how we often think of traditional and tech-savvy as being somehow opposed; throughout the course, I kept reflecting about how totally integrated technology is within sewing and crafting communities; with nearly every emerging market we discussed, I found I could see the intersections with lifelong learning so much more clearly than with academic anthropology and art history (what I formally teach). I designed Dress Rehearsal to respond to my own key frustrations with learning to sew (I’m entirely self-taught, and learned through online resources over the last 1.5 years).
Cheers, Allie
Angela Novoa 5:16 am on November 30, 2011 Permalink | Log in to Reply
Hi Allie,
Great job! Your elevator and venture pitch offer an innovative and attractive product. I am sure that there is a market gap for Dress Rehearsal. As it has been mentioned before, you provided a detailed venture pitch with strong information about the size of the market (speaking of population and money required). I missed information about the competency of the venture’s leaders and advisors (championship). Could you provide information about the members of this venture and how they have become experts on this field?
Congrats on developing a strong and innovative concept.
Angela.
Allie 12:08 pm on November 30, 2011 Permalink | Log in to Reply
Hi Angela,
Thanks so much for your kind comments! I admit that when I wrote the VP, I didn’t go back to our 2.7 materials on “anatomy of a pitch;” I simply looked at the course requirements page. And am kicking myself a little! I don’t yet have a management team in place, although I think that my *needs* would be someone with good knowledge of web development, and someone with good knowledge about the market in learning applications, and someone with great knowledge of and connections within the overall sewing/crafting market. I’m pretty sure that through my network I have two of those three covered – I know a fantastic web developer, and a fashion designer who teaches garment design and construction at a few of the local fashion schools.
As for my own expertise as venture leader, I’m an educator (doing this MET program, but also having developed and taught post-secondary courses for 8 years) and a sewist. I’m I only began to learn how to sew a year and a half ago, and am entirely self-taught, off of online resources. Turns out that’s how most crafters today learn (Torrey et all 2009). I came up with the idea for Dress Rehearsal when I was working through a technique I learned online – and for the first time wasn’t going back and forth from my computer to the sewing machine, awkwardly trying to piece the two pieces of fabrics together. It was finally a fluid process, and I thought – how about I design a learning program for sewing that’s portable and small enough to be held at the sewing table (i.e. mobile device), and that helps sewists learn by doing – not by reading or showing.
best, Allie
Angela Novoa 10:58 am on December 1, 2011 Permalink | Log in to Reply
Hi Allie,
Thanks for the information that you provided. I am really messy at sewing, but maybe, by having the experience of Dress Rehearsal, I could be able to learn (I am always enthusiastic about gaming and simulated environments for learning). I think that your idea is really innovative. I watch at my niece having such a good taste on combining colors. She plays with web 2.0 apps to make dresses but have never sewed. I think that she would learn a lot from your product.
Angela.
David William Price 10:55 am on November 30, 2011 Permalink | Log in to Reply
Elevator pitch assessment
Allie – Dress rehearsal
First Impression: Shows the CEO speaking directly to us, reading is distracting, clever product name
CEO Credibility: Seems confident in her concept and smiles at the end and appears to be an example of her own target market
Management Team: No team is mentioned, but the CEO appears and seems to be her own subject-matter expert for the sewing and m-learning aspect, at least at a high level.
Venture Concept: Gesture-based sewing learning using m-learning devices, including feedback and troubleshooting. Not sure how this would work. Is the sewing with a machine or by hand? Intriguing enough to read more.
Opportunity Space: Young, female, traditional but tech savvy. Addressing $29 billion crafting industry and 12 million 18-34 US women using m-learning devices. Not clear how many young women are sewing… would be a good number to have. No indication of pricing or revenues.
Market Readiness: No description of how this will be marketed or distributed, how to enter the market or how to grow presence.
Competitive Edge: Claimed advantage is m-learning gesture-based advice and troubleshooting.
Exit Strategy: No indication of their target market, its size, or how they will capture it. No indication of what investment is wanted or how it will be repaid.
Overall Investment Status: CEO seems earnest about the concept and defines a broad market. Concept appears lower risk as it’s an m-learning app, however there is likely very little upside for an investor—how many will buy this app and how long will it take to repay me? I don’t know how much cash is asked. Would be interested to read more to see how the crafting market and m-learning market intersect in an m-learning sewing market.
Allie 12:45 pm on November 30, 2011 Permalink | Log in to Reply
Many thanks for your detailed review of my EP, David. You offer many good points to consider, and if I am to revise my EP, I certainly will take them into account. It’s a new genre for me.
– I was a little disappointed too that i was reading off script more than I would like. Especially because I pride myself on my lecturing/public speaking skills. Given my own time constraints – having well and truly knocked myself out over that Social Analytics presentation the week before – and my and my partner-producer’s difficulties working iMovie that weekend, it was the best I could do (I wanted to do some splicing, and demonstration, but it just wasn’t happening 🙁 ). I realize one could raise one’s finger and object “but in the real world!” My real world is that I had both assignments worth the same % back to back. Not saying that your point isn’t well taken.
– interesting that you wonder if it would be hand or machine sewing. I’ll have to find a way to make it clearer that it would be machine sewing. hand sewing tends to be the province of couture (= really advanced).
– it’s true – it’s difficult to gauge the number of sewists out there, especially in my demographic. IN the VP, I do mention the demographics and numbers of members and monthly unique hits for the two main english-language websites for 18-34 beginner sewists. Perhaps I could really do some sleuthing and find out the sales figures for beginner sewing books. i don’t know if that would be heavily guarded or relatively accessible. Have you any ideas?
– pricing I mention in the VP (4.99, based on other educ virtual apps). It’s true that while I provided numbers of potential users (750,000 Burdastyle members, starting from 0 in 2007)), I didn’t project numbers for how many more members will register with Burdastyle over the next couple years, nor what % might want to buy Dress Rehearsal. I guess… I’m a little in the dark as to how many I could reasonably expect to use Dress Rehearsal. 5%? 10%? Do you have any idea how I might go about working that out?
(Burdastyle is the massively popular sewing website for 18-34 year olds whose open source patterns would be taught on Dress Rehearsal.)
– you ask for some things, that I think are totally reasonable, to include in the EP. Like most, I struggle with doing it in the most succinct possible way. If you have any suggestions for how I might very succinctly include any of these within my pitch, I’m all ears.
Deb Kim 3:54 pm on November 30, 2011 Permalink | Log in to Reply
Hi Allie,
When I first saw “Sewing” in your title, I got really excited because I love making things too. Although I’m a huge fan of knitting, sewing is another area that I’d like to dig in. I’ve dreamt of making my own clothes but haven’t tried yet because it’s hard to teach myself without help either from a book (traditional way) or from technology (your venture fits perfectly!).
I was a little curious at the beginning (before reading your venture pitch) how Dress Rehearsal was going to compete against other sewing apps or videos (e.g. YouTube) available online, but your clear venture pitch answered this question.
Great work overall!
Deb
Allie 9:19 pm on November 30, 2011 Permalink | Log in to Reply
Hi Deb,
I know! I learned from books/online resources – am *still* learning a lot! – and it’s really hard.
But go sew! If I can do it, anyone can! Sewing one’s own clothes is awesome. And send me any sewing questions anytime – there are some awesome online resources that I’m more than happy to share!
Allie
David William Price 4:12 pm on November 30, 2011 Permalink | Log in to Reply
Allie Dress Rehearsal – Venture Pitch assessment
CEO Credibility: Founder does not provide description of herself, background, or qualifications.
Management Team: Founder does not describe people involved or existing resources.
Venture Concept: Gesture-based application on Android smartphones teaching women 18-44 how to sew using freely-available patterns. Gestures meant to guide learners through physical actions for handling fabric and sewing by hand and machine. App teaches basic skills missing from online instruction and helps use plentiful but poorly worded patterns
Opportunity Space: Online sewing community over 500,000 members, average household income $70,000. Crafting growing, driven by beginning sewists. Majority self-taught relying on web, challenged to translate instruction into actions. Founder not describe target market share or revenue. Founder assumes “tech savviness” (needs definition) in sewists translates to purchasing smartphones.
Market Readiness: Venture relies on existing technology (mobiles, gesture-interface software, apps) and existing content (sewing patterns, techniques). Touch-gesture input may require significant complex development and pilot-testing. “Vast majority” of users of sewing websites have sewing machine. Why they would practice with mobile rather than their machine? How well does learning on smartphone translate into intricate hand motions for handling fabrics and making stitches? Potential partnerships with pattern designers and websites mentioned but not described. Price of $4.99 high for mobile users and subject to 30% app market cut.
Competitive Edge: Uses touch-gesture technology, potential significant development for application to sewing. Innovation may have high barrier to entry but unclear how well translates into transferrable sewing skills.
Exit Strategy: Founder does not describe initial target market or how to grow, amount of investment, projected revenues, or timelines for return of investment.
Overall Investment Status: Smartphone app relying on individual purchases. Highest selling apps tend to be games. Given app market fee, taxes, cost of goods, etc. how many need to be sold over how many years to recoup a $100k investment with a better return than the stock market? Not clear how founder will leverage partnerships to improve sales. Without demo or scientific backup to connect touch gestures to actual sewing learning, consider this investment high risk and would not pursue it.
Jay 8:19 pm on November 30, 2011 Permalink | Log in to Reply
Hi Allie,
You have an interesting idea and I particularily like your idea on learning by doing as it touches on some of the educational theory I have been reading and the importance of not removing the learning from context. You describe the idea clearly in your elevator pitch and I found your venture pitch addressed key aspects such as the market and competition.
One comment I have: While your target market is likely females, I would be careful in gendering your pitch as this might imply that men do not like to sew. I don’t doubt that there are more women occupy this market but I am just advocating for inclusion of men into such a pitch and caution gendering that may lead to exclusion. Just a thought on your great idea.
Cheers,
Jay
Allie 9:34 pm on November 30, 2011 Permalink | Log in to Reply
Hi Jay,
Thanks for your review! I was also thinking a lot about how I targeted women specifically… especially since I’ve studied a lot of feminist theory in graduate school. And because a couple of the powerbloggers are really quite interested in the gendering associated with fashion and sewing – and the huge popularity of retro and vintage 50s patterns. And since one of my favourite sewing bloggers is a man (peter lappin, who writes “male pattern boldness”), and one of the topics that emerges every so often in the online sewingsphere is… do men sew? why do or don’t they?
I was genuinely surprised to find out that women make up 95% of the market share (and that’s the lowest number I found; the other I found was 97%!); craft magazine’s ‘brother’ is Maker (of MakerFaire) magazine has similar numbers of male readers. If this weren’t a business oriented class and venture, I probably would have taken a somewhat more sensitive approach to gender, but given the assignment and audience, I took women to be the norm.
Do you sew?
Allie
Jay 9:58 pm on November 30, 2011 Permalink | Log in to Reply
Thanks for you response and glad to see your awareness and sensitivity to the matter. I think that even though it is a business context it is important to consider these issues to move past them, even in business. Thanks for presenting the numbers of male readers of a similar magazine.
With regards to sewing, i do not sew myself mainly for lack of time to learn but hopefully in the future that changes. I would be interested in learning (mainly for practical purposes, not “sew” much as a hobby. It would be quite “handy” since I currently have a button that needs to be fastened to my winter coat!
(Sorry for all the plays on words. Been a long day)
Cheers!
Jay
Cheers.
Jay
verenanz 11:12 pm on November 30, 2011 Permalink | Log in to Reply
Allie! Absolutely love it…..Since I am in your target market…it doesn’t surprise me…(well done pointing that out). I couldn’t access your video (I’m in China) but I did read over your venture. I could “read” your enthusisam throughout the paper….and that’s what will sell this App!!!
I think it’s a great idea…and if it happens- pls send me the link. $4.99 is a great price for such a great learning tool. Well done!
Verena:)
ashleyross 2:43 pm on December 1, 2011 Permalink | Log in to Reply
Hi Allie,
I think you have a very interesting product. Reading through your VP you seem well researched and it was clear right away what this product was selling and how it would work. I also like the idea of tactile learning how to sew on a tablet or mobile device before moving over to the machine. I have to be honest, I love the idea and concept of sewing but unfortunately I was not provided with the sewing gene. I’m a little sewing inept even with a machine, so the idea of practicing before actually wasting fabric sounds wonderful to me. 🙂
I have a few suggestions for improving your VP. Although you seem really knowledgeable regarding this field I would have liked to know a little more about your background and how you fit into Dress Rehearsal. Also, will you be personally designing the gesture-based interface of your product or how will it actually be developed? The only other addition I might suggest for a future VP is providing any challenges or weaknesses you’re working to overcome. Maybe it’s finding the right person to build the product? Regardless I think you have a great product and best of luck with it! Is this something that you are planning to develop?
Cheers,
Ashley
mcquaid 5:39 pm on December 1, 2011 Permalink | Log in to Reply
Hi, Allie. You’re in my top three! I liked your elevator pitch and how unique (yet lucrative) your market was. I was drawn to delve deeper (having a very crafty wife probably helped me visualize some things… especially potential revenue!). Here are some thoughts I had on your idea:
Despite your 18-34 focus, I think there could be significant opportunity in the intermediate / high school market, too. You kept mentioning girls / women as your market, but what better way to increase boys’ interest in sewing (or knitting… more are doing it again now, after decades of not) than to put it on a mobile device. Maybe even make a serious game out of it – rewarding precision and correctness with points / trophies, etc. Home Economics might get a boost in enrolment and fun / attitude towards the course. That being said, I wonder how hard it would be to make your program look real and act realistically (animations / different fabrics, etc.).
Another potential market that I think would be quite large is the cultural one. Imagine preserving craft-based traditions (thinking First Nations especially), so that youth could maintain their culture? I could easily see this also going into Parks Canada programming for classes / visitors.
I thought your pricepoint was very reasonable. Simple games on something like a PS3 often market for $15 – $20, and may have no updates. If your program can be made as good as it sounds, I think you could easily up your price (your market’s pretty affluent, too, after all).
I like the name, you made great points on scaffolding and practice, and I thought you put together a great variety of supportive research.
I’m in!
Stephen