“YETI-is the Range Rover of cold,” say Staff writer Bill Saporito of Inc.com
As of 2016-YETI’s combined sales have reached $468.9 Million. The company sells its famous hard sided coolers, a fine range of tumbler cups and a new soft sided cooler called the HOPPER. In this adventure, YETI has become the ultimate “Cult Brand of Coolers.” Not only does the hard corp. outdoorsman rely on the YETI, so do city slickers. Enter into the picture Gene and his son Caden Perkins.
"Ruff riding through the Rockies on our Razors beats the food in our YETI to a pulp. Nothing is more disheartening then riding for several hours to 11,000 ft, stopping to grab a bite to eat with a view, and finding your lunch meat full of water!” says Gene.
Enter, the JOEE.
JOEE was an IDEA that started as a cooler. The cooler had to have the capacity to store food in a dry chamber, give the user extra work space with a cutting board and a container for clean, edible ice. After reviewing what was available on the market and the recent success of the high end cooler market, it was determined the market was just too crowded. Looking around his garage, Gene realized, “I already own three YETIS’.” Why re-invent the wheel when you can just make the wheel easier to use.
After discussing the issue’s with a product development company, “Link” and overcoming some early objections, the idea hit the drawing board. LINK became not only the perfect partner, but the artists behind JOEE’s awesome logo, smooth design, and nested cutting board.
While designing the insert, clean edible ice, dry food storage, and nesting capability of not only the cutting board, it was determined early that stacking during manufacturing and shipping became top priority for the JOEE. It also became apparent that JOEE would be able to tackle one more challenge; the insert could be packed separate from the cooler. After the draft lines and chambers came together; JOEE became a reality.
Great brands are simple ones. The most powerful live at the intersection of clarity and surprise. By embracing simplicity, they attract the right people and drive business results. Cutting through the clutter, they’re impossible to ignore.
MARKETING STRATEGY-A Road well Paved!
While the inventors of JOEE are not into reinventing the wheel, neither is our marketing plan. Following the current sales of YETI into retailers is fairly common sense. Face to Face sales calls and product presentations to buyers and decision makers is a must. JOEE is such a user friendly item, it is almost impossible not to smile about the simplicity of the item, as well as its usefulness at the campground. JOEE keeps your food dry, gives the user the abilaty to have clean edible ice ready for your beverages and cutting board for sandwich making it a special treat when space is limited at the camp site. JOEE is also dishwasher safe making it easy to clean. It is also safe, as it is made from a 100% recycled BP free plastic.
What is great for JOEE and retailers, it plays well with Cabala’s, Canyon, Grizzly, Igloo, Orca, Bison, Esky, Coleman, K2, RTIC, Dometic, Alaskan and many other top selling cooler’s.
JOEE also allows food in the chamber to remain cold, even if the ice in the cooler melts.
JOEE, in the YETI 45 fits a 10lbs bag of ice perfectly, with 2 ½ inches in the bottom of the cooler and 10 cups of ice for your beverages.
JOEE can easily be sold in retail stores such as Ace Hardware, REI, Cabala’s, Bass Pro Shops and a host of other smaller independent shops and retailers.
Margin for the retailer
Why even bother selling JOEE? JOEE is the perfect accessory for your cooler and camping section. JOEE takes coolers to the next level and makes your investment more user friendly. JOEE also has a very nice margin, is manufactured in the USA and can be reground into another JOEE for easy recyling. (Please see us for pricing and deals.)
A nice shelf price of $39.99
Retailers are looking for new and exciting accessories for the ourdoor cooler section and JOEE fits the bill. Not only is JOEE set up in the best selling cooler brand, retailers realize excellent margins that JOEE offers which allows retailers to make extra money on that floor space.
On the drawing board is the JOEE Side table kit. It is a unit that fits all the same size coolers but has a side table attachment. It nests nicely inside the cooler so no other attachments have to be carried to the camp site.
For certain, JOEE accessories will be sold. We have designed a JOEE bottle opener out of the logo, a JOEE ice scoop and a separate strap which makes carrying JOEE a breeze. Now, you will never have to pack your 100 lbs cooler inside your house. You simply attach the strap, carry JOEE inside and pack it nice and tight. Your food will stay dry, your clean edible ice will be ready for you drinks and your beverages will be easy to grasp. No more freezing your hands digging through the ice.
A market that has many years of growth Ex. YETI (2016)
“Last year, Yeti’s earnings rose to $74.2 million from $14.2 million the year before, and its sales increased to $468.9 million from $147.7 million. The company said its products are sold by about 6,000 independent retailers and online. They have partnered with retailers that include Bass Pro Shops, Cabala’s, Ace Hardware and Dick’s Sporting Goods.”
So as you make your rounds at the show, be sure to stop by the booth of JOEE and see Caden and his father Gene. We are looking forward to meeting you and introducing you to our Colorado Company.
Oh Yeah, and if you must know about the name JOEE, it was a man named "Jose Cuervo" who gave the designers the final inspiration!