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Breeze Technology, Inc.
Appendix I - Focus Group Analysis

Focus group interviews were commissioned to qualitatively collect information from consumers regarding how they evaluate and select footwear. The focus groups were conducted on site at Bond University. Potential respondents were identified from the university directory and each respondent was called and recruited to participate. The moderator's guide for the focus groups was developed around three major themes: (1) the features or benefits consumers desire when purchasing footwear; (2) the "negatives" involved with purchasing and/or using footwear; and (3) the respondent's "wish list" for footwear (i.e., those features or benefits they would like their footwear to have).

The focus group protocols were analyzed and the Table that follows outlines the comments made by and discussion between respondents within each theme.

Features & Benefits Desired

Negatives Wish List
1. Quality
Arch Support
Good Stitching
Waterproof
Ankle Support
Good Soles
Durability

2. Comfort
Ankle Support
Arch Support
Weight
Cushioning
No Blisters
Heel Comfort
Traction
Shock Absorption
Cool
Dry
Waterproof

3. Performance
Shock Absorption
Rebound
Durability
Lateral Stability
Arch Support
Ankle Support

4. Style
Color
Brands
Looks
Fashion

5. Price
Low Prices
Good Value

Stinky Feet
Sweaty Feet
Bulky
Heavy
Unattractive
Breaking In
Not Waterproof
Gets Dirty Easy
Air Holes crack
Materials Rip and Fail
Uncomfortable
Poor traction
Expensive
Too Hot
Too Warm

Cool feet
Dry Feet
Can Regulate Temperature
Ventilation
Enhanced Circulation
No Maintenance
Waterproof
Get Sole Conforms to foot


Breeze Technology, Inc.
Table of ContentsAppendices
0. Executive Summary
1. The Company
2. Market Analysis
3. Strategic Options
4. Marketing Strategy
5. Research & Development
6. Organizational Structure
7. Risk Reduction Strategies
8. Exit & Harvest Strategies
9. Financials
10. Summary
I. Focus Group Analysis
II. Competitor Content Analysis
III. Product Test Results
IV. Inventor's Test Results
V. Resumes of Directors
VI. US Market Data
VII. Technical Drawings


Discussion Questions