Girls Are Awesome: Competitive Landscape

Part
01
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Part
01

Girls Are Awesome: Media Platform

Four competitors to Girls Are Awesome, specifically in terms of their offerings as a media platform, are The Cut, Ms. Magazine, More, and Cosmopolitan. While Girls Are Awesome is unique in their interactive feature, all four competitors offer similarities with their respective online presence. The complete information regarding these platforms is provided in the attached spreadsheet.

Competitors

  • The Cut is a media platform and competitor because it is targeted to women and it covers style and music topics.
  • Ms. Magazine, while not only a media platform, can compete with Girls Are Awesome as it also covers arts and sports topics and is targeted to women.
  • More is also a media platform targeted to women and can compete with Girls Are Awesome because it covers style and music topics.
  • Cosmopolitan, while being a long-time magazine, is also a media platform that can compete with Girls Are Awesome because it also covers style and music topics and is targeted to women.

Research Strategy:

To provide the competitors, we analyzed the content of sites similar to Girls Are Awesome. According to Girls Are Awesome's website, "it is a platform dedicated to creating a larger and more diverse female representation in society" and empowering women "through digital content." Given this, we included sites that also provided digital content and were dedicated to promote female representation.


Part
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Part
02

Girls Are Awesome: Product Lines

My Sister, Wild Fang, Bird Song, and Sseko are some of the competitors of Girls Are Awesome in terms of product lines. These companies produce conversation-starting, ethical clothing and accessories and implement awareness campaigns to empower and enhance under-represented females' lives. The requested details for each company has been entered into rows two through four of columns H through K of the attached spreadsheet.


My Sister

  • Here is a link to the My Sister website.
  • My Sister provides marginalized women with employment opportunities to help encourage them, particularly sex trafficking victims and those suffering from social injustice.


Wild Fang

  • Wild Fang is operated by women and focuses on supporting women's rights to wear the clothing in which they desire.


Bird Song


Sseko

  • Here is a link to the Sseko Designs website.
  • The primary objective of the company is to provide a path for high potential women living in Uganda to continue their education at university offering them employment in the months following high school and leading up to university.
Part
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Part
03

Girls Are Awesome: Events/Programs

Four competitors to Girls are Awesome regarding their event and program include Girl Up, Global Citizen, Girls Inc, and Fast and Female. The complete information regarding these platforms is provided in the attached spreadsheet.

Competitors

1. Girl Up

  • Girl Up is a United Nation Foundation initiative that focuses on empowering and promoting equal rights for girls and young women around the world. They offer training programs and events.
  • The foundation upcoming event comes up in January 2020 in San Francisco tagged Girl Up STEM for Social Good".

2. Global Citizen

  • Global Citizen is a social movement organization that also seeks to build a powerful community of women and girls who can take charge of their community to help reduce the effect of poverty within their community.
  • The “Global Goal Live” event will be taking place across different continents including North America, Latin America, Europe, and Asia in 2020.

3. Girl Inc

  • Girl Inc is an organization that promotes programs and initiatives that help girls overcome societal challenges and gender bias.
  • Girls in STEM is a program that support girls in STEM learning. It engages girls in various fun activities which help them discover their potentials and help improve their problem-solving skills

4. Fast & Female


Part
04
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Part
04

Girls Are Awesome: Media Platform, Pt. 1

Rows 5 – 10, columns C — D in the Sheet1 tab of the attached spreadsheet have been completed. The Cut is a digital media site owned by the New York Magazine that targets women with stories under the self, style, power, and culture categories. It differentiates itself as a premier destination for women readers and charges a monthly fee of $5 for access to its site. Ms. magazine is a print and online popular source for feminist news and information. It targets feminists and women, and its competitive advantage is to offer gifting and donated magazines in addition to regular print and digital magazines. It has also created a deep connection with grassroots activists in the United States who buy the magazine. Detailed information is in the next section.

The Cut

Company Overview

  • The Cut is a lifestyle and fashion digital media site owned by the New York Magazine. The site engages women in a dynamic conversation about important issues that matter to them such as equality, fashion, politics, money, feminism, relationships, and work.
  • The stories that are featured in The Cut are organized under the self, style, power, and culture categories.
  • The audience for The Cut is around 66% female, with 34% of those visiting the site aged 18-34 years.

Competitive Advantage

  • The competitive advantage for The Cut is that it differentiates itself as a premier destination for women readers.

Target Market

  • The site targets women who have stylish minds. The audience for The Cut is around 66% female, with 34% of those visiting the site aged 18-34 years.

Products/Services

  • The Cut offers women a digital media site with stories about self, power, style, and culture.

Pricing

  • The site charges a monthly fee of $5 for access to stories. The first month is free.
  • There is no set number of free monthly stories as the site uses a dynamic meter and readers are prompted to subscribe based on different factors, such as the stories they read and how often they read.

Ms. Magazine

Company Overview

  • Ms. magazine is a print and online trusted and sought-after source for feminist news and information. Its emphasis is on in-depth feminist political analysis and investigative reporting.
  • The magazine amplifies the voices of feminists, makes feminist journalism sustainable, and enables the public to access a feminist worldview.

Competitive Advantage

Target Market

Products/Services

Part
05
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Part
05

Girls Are Awesome: Media Platform, Pt. 2

More is a digital media site focused on women's lifestyle and fashion and targets the affluent, influential market while Cosmopolitan is a "young woman's media brand" that targets the millennial women market. Below is an analysis of both media platforms. The requested details have also been provided on rows 5-10, columns E-H of the attached Google spreadsheet.

More

  • Company Overview:
    • More is a digital media site with a focus on women's lifestyle and fashion. It is part of the InStyle Beauty Group which is owned by Meredith Network. The site features some tips on beauty and fashion, as well as celebrity news. Aside from being a digital media site, More also features a shop for various women's items such as clothing, bag, accessories, and jewelry.
  • Competitive Advantage:
    • More's competitive advantage lies in the accessibility of their articles and its seamless integration with its own women's items shop, with links to featured items readily available on their articles on women's fashion and lifestyle.
  • Target Market:
  • Products/Services:
    • More publishes articles on their site regarding topics under the categories of fashion, beauty, celebrity, lifestyle, and travel. While More has published print magazines in the past, it has been discontinued since 2016.
  • Pricing:

Cosmopolitan

  • Company Overview:
    • Cosmopolitan describes itself as a "young woman's media brand." It aims to deliver purposeful content to millennial women in a unique and fun way through print, digital, and social media. With 75 people of varying backgrounds in their editorial staff, Cosmopolitan attempts to put emphasis on "what millennials truly care about."
  • Competitive Advantage:
    • Cosmopolitan is one of the largest female-focused media brands in the world, with about 78 million brand impressions across all their platform. 16 million of these come from their print magazines while 43 million comes from their digital editions and Snapchat.
  • Target Market:
  • Products/Services:
  • Pricing
    • The cover price of a Cosmopolitan print magazine is US$4.99 per issue (US$5.99 for January and August). An annual subscription is US$12.00 while a bi-annual subscription is US$22.00.
    • A digital single-copy magazine is US$4.99 per issue. A 6-month subscription is US$6.00.
Part
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Part
06

Girls Are Awesome: Product Lines, Pt. 1

Rows 5–10, columns H — I in the Sheet1 tab of the attached spreadsheet have been completed. My Sister existed to empower survivors of exploitation and destroy the systems that exploit women and girls using fashion. My Sister became one with The Outrage before it went out of business. The Outrage offers several community activism programs and activism fashion. Wild Fang is a female-founded and women run platform that empowers women to wear what they want by offering style and culture for the modern feminist. Detailed information is in the next section.

My Sister

Company Overview

Competitive Advantage

Target Market

  • The Outrage targets activists with its product line.

Products/Services

Pricing

  • The Outrage offers the "choose what you can pay" membership model for those wishing to participate in its programs.

Wild Fang

Company Overview

Competitive Advantage

  • Wild Wang's competitive advantage includes offering expertly tailored blazer and pants with a lot of versatility and the right amount of stretch to enable people to do things in them such as karate and driving a car.
  • The organization also offers the best-fitting button-ups that feature menswear tailoring to get rid of the boob gap and fit properly. The Workwear collection is made from soft material but wears tough as nails for comfort, durability, and functionality.

Target Market

Products/Services

  • Wild Fang offers tops including outerwear, t-shirts/tanks, button-ups, and sweatshirts. It also offers suiting products and bottoms, including pants, shorts, and jumpsuits. Lastly, the organization offers accessories including hats, bags, jewelry, and gifts.

Pricing


Part
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Part
07

Girls Are Awesome: Product Lines, Pt. 2

Birdsong designs clothes and attires for women by working with women makers, artists, painters, seamstresses, and printmakers who face barriers to employment. Sseko enables young, talented and high-potential Ugandan women to continue their education at the university level. A complete record of the research findings have been entered in the attached spreadsheet.

Birdsong Overview

  • Birdsong is a socioeconomic company that design clothes and attires for women by working with women makers, artists, painters, seamstresses, and printmakers who face barriers to employment. The company does this while paying the women workers a London living wage. The company creates products that are ethical and sustainable and protestant to the abuse of women in fashion industry production lines.
  • Competitive Advantage : Birdsong is concerned about helping women earn a fair wage by promoting sustainable and ethical fashion. They advocate for, and use colourful, art-inspired, handmade and environmentally friendly fabrics and processes to create products that are made to stand out and last longer.
  • Target Audience : Birdsong primarily creates products for women who advocate for ethical, sustainable, and environmentally friendly fashion products and against women abuse in the fashion industry. However, the company also stated that its clothing is intended for any gender and its t-shirts and jackets are made with unisex sizing.
  • Products/Services : Birdsong produces tees, shirts, sweaters, dresses, jumpsuits, trousers, skirts, underwear, outerwear, hats and scarves, jewelry, bags, prints, and scrunchies that are made from natural fabric and are hand-crafted.
  • Pricing : Birdsong’s products range from $5 t-shirts to $169 hand-knit gold sweaters.

Sseko Overview

  • Sseko is a company that enables young, talented and high-potential Ugandan women to continue their education at the university level. These young Ugandan women work for Sseko for a nine-month period between secondary education and university education and save part of their income for university education. The girls receive life skills training, professional mentorship, and formal work experience, along with a 300% matching of their personal savings from Sseko. Apart from young women preparing for university education, Sseko also employs full-time staff from its non-profit partners.
  • Competitive Advantage : Sseko makes its products from high-quality leather, hardware and materials that are sourced from East-Africa. Sseko has a return/exchange policy that offers free shipping on the first return/exchange of its customers. Sseko is a member of the Free Trade Federation.
  • Target Audience : Sseko’s main target audience are women. However, they do offer a few products for men: wallets, belts, and travel bags.
  • Products/Services : Sseiko’s product categories are fall collection, holiday gifts, bags, clothing, footwear, jewelry, accessories, men’s products, and custom products.
  • Pricing :
    • Sseko’s fall collection includes products that range from $9.99 pendants to $599.99 Voyager travel bag in oiled cognac & beige.
    • Sseiko’s holiday gifts category includes products that range from $9.99 pendants to $340 bag and accessories bundle.
    • Sseiko’s bags category includes products that range from $19.99 reusable tote bags to $599.99 voyager travel bags.
    • The clothing category includes products that range from $39.99 t-shirts to $199.99 woven coats.
    • The footwear category includes products that range from $15.99 footwear chiffon ribbons to $249.99 v-boots.
    • The jewelry category includes products that range from $9.99 pendants to $79.99 wooden collar necklaces.
    • Sseiko’s accessories category includes products that range from $19.99 purses to $119.99 wallets.
    • Sseiko’s men category includes products that range from $34.99 wallets to $399.99 bags.
    • Sseiko’s custom category includes products that range from $19.99 custom earrings to $199.99 custom tote bags.

Part
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Part
08

Girls Are Awesome: Events/Programs, Pt. 1

The comparison of the competitive landscapes of Girls are Awesome and other requested competitors are provided in this spreadsheet.

Girl Up

COMPANY OVERVIEW
COMPETITIVE ADVANTAGE
TARGET MARKET
PRODUCT/SERVICES
  • Béis Travel partners up with Girl Up where every product sold from this company will benefit Girl Up. This company mainly sells bags, luggage, water bottle, and accessories.
  • Girl Up also collaborates with Y.A.A. at Five Below to sell various face and body products.
  • Prinkshop is a clothing company that works with Girl Up where every purchase of You See a Girl, I See the Future product, Prinkshop will donate $5 to Girl Up.
  • Girl Up also released a book titled 'Feminists Don't Wear Pink and Other Lies: Amazing Women on What the F-Word Means to Them'.
  • Catbird partners up with Girl Up where 20% of the proceeds from the stacking necklace collection will go to Girl Up foundation.
  • Girl Up collaborates with Kiss My Pump company in which a portion of their revenue will go to Girl Up foundation and 100% of profits from one signature art print each season will be donated to Girl Up.
PRICING
  • Béis Travel's collection includes products that range from $12 to $258.
  • Prinkshop's Girl Up collection includes products that range from $25 to $40.
  • The Girl Up's book, Feminists Don't Wear Pink and Other Lies: Amazing Women on What the F-Word Means to Them, costs $9.99 for a Kindle version, $17.17 for an Amazon audiobook, $11.22 for a hardcover book, and $11.89 for a paperback version.
  • Catbird's Girl Up collection includes products that range from $102 to $246.
  • Kiss My Pump's collection includes products that range from $9.99 to $24.

Global Citizen

COMPANY OVERVIEW
COMPETITIVE ADVANTAGE
TARGET MARKET
  • Everyone with the willingness to end global poverty is the target market of Global Citizen.
  • Although Global Citizen supports individual charities, they encourage the volunteers to promote advocacy than fundraising.
  • The target market of Global Citizen is likely to be young people considering the rewards offered by this platform.
PRODUCT/SERVICES
  • To support their cause, Global Citizen encourages the volunteers to take advocacy-related actions instead of purchasing a product or fundraising, such as sharing content to social media platforms, taking quizzes, and signing petitions.
  • Global Citizen offers rewards for the volunteers, including concert, show, and event tickets. Although people may get the ticket for free, they may also buy it.
PRICING
  • According to Ticket IQ, the general entries ticket for Global Citizen Festival 2019 costs between $125 to $175, whilst the premium ticket costs $250.

Research Strategy

To provide the competitive landscape of Girl Up and Global Citizen, our research team first began our study by reviewing each official website of the two foundations. We managed to collect abundant information by utilizing this strategy. However, we still couldn't find enough data related to the competitive advantage of both foundations. Thus, we attempted to look for the requested information by looking through news, articles, reports, and publications from trusted sources. We also reviewed each company website of which the requested foundations are collaborating to collect information related to product pricing. Our strategy was proven successful and we managed to answer every inquiry given. We found that the information we sought was straightforward and required no triangulation.
Part
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Part
09

Girls Are Awesome: Events/Programs, Pt. 2

Rows 5 – 10, columns O — P in the Sheet1 tab of the attached spreadsheet have been completed. Girls Inc. advocates for girls and offers life-changing programs and experiences. The organization uses its centers and partners with schools to empower girls to take risks and value themselves. It targets girls aged 6-18 in 350 cities across the United States and Canada. Fast and Female exists to keep girls in school by ensuring that they are healthy and active in sports. The organization targets self-identified girls aged 8-14 years old all over North America. Detailed information is in the next section.

Girls Inc.

Company Overview

Competitive Advantage

Target Market

  • The organization targets girls aged 6-18 at over 1,500 sites in 350 cities across the United States and Canada.

Products/Services

Pricing

  • Program Fees for the Girls Inc. after school program includes a registration fee of $10 per family, a monthly charge fee of $40, and a van Service fee of $10 per month.

Fast and Female

Company Overview

Competitive Advantage

  • The organization engages elite female athletes, Olympians, and Paralympians as ambassadors to help accomplish its mission of helping girls to stay active in sports and stay in school.

Target Market

  • Fast and Female targets self-identified girls aged 8-14 years old all over North America.

Products/Services

  • The organization offers the Summit, Champ Chats, Girl’s Run, and Power Hour events.
  • The Summit is a full-day conference geared towards girls aged 8-18 years, parents, and coaches involved in sports. The conference involves sessions on empowerment, peer connection, and sports, coupled with mentorship from Fast and Female Ambassadors and fitness leaders in the community.
  • In Champ Chats, girls aged 8-18 attend a 3-4 hour event where they receive face-to-face inspiration from elite female athletes, Olympians, and Paralympians and are encouraged to have fun while staying active in sports.
  • The Girl's Run event invites girls aged 5-12 to a 1.5-hour event hosted by the Rocky Mountain Soap Company where they participate in a 500m/2km fun run and are inspired by elite female athletes.
  • Power Hours are non-competitive, 1-2 hour, fun-filled events that connect the participating girls with inspiring female athlete role models who equip them with empowering skills for life and sports.

Pricing

  • The registration fee for the Summit event is $65 per participant.
  • The Champ Chat event costs $10 per participant.
  • The registration fee for the Girl's Run event is $20 per participant.
  • For the Power Hour event, 100 complimentary tickets are issued with the funding of each event.

Sources
Sources

From Part 02
Quotes
  • "The MY SISTER team believes in combating sex trafficking in a thoughtful and sustainable manner by tackling the systemic social injustices that create the vulnerabilities that lead to exploitation."
  • "By offering survivors and marginalized women a place to build skills and experience through internships and employment. By fueling a movement that consumers can easily understand and join to create change. By being a judgement-free and inclusive business ."
Quotes
  • "Believing that no effort is too small and that the conversation can start with all of us, MY SISTER was created in 2015. Our focus is on three key components that facilitate change: education, empowerment and employment."
  • "Through our ethically made, statement-making clothing and accessories we’re making it easy for everyone to join the movement towards a world without sex trafficking. With the sale of these same items we’re able to employ survivors, engage with communities to educate and inspire action and support nonprofit programs focusing on job training and employment."
Quotes
  • "FEMALE FOUNDED. WOMEN RUN. In 2013, we set out to create a home for badass womxn everywhere. It started with the “radical” belief that a womxn has the right to wear whatever the hell she wants and be whoever the hell she wants."
  • "And speaking of rights, in 2018 alone, we raised over $400k for charities that support reproductive, immigrant, and women’s/human rights."
Quotes
  • "Women have always found creative ways to make a statement with what they wear. From the berets of the black panthers in the Sixties to the quiet resolution to only wear clothes made in the UK, fashion is an important ally for change."
  • "At Birdsong, we create clothing for women who dress in protest. We do the slogans too – our No Borders and Still I Rise tees are some of our best-sellers – but we also make statements that last longer than the time it take to read a t-shirt."
  • "Wearing our collection of original wardrobe staples is a protest in itself– against the fast nature of the fashion industry, against the obsessive pursuit of trends and against the systematic abuse of women in the production line. We know that women want more from their wardrobe but that the world of ethical, sustainable and local fashion can be a minefield. So we’ve ticked all the boxes for you."
Quotes
  • "Sseko was started to enable high potential, talented young women in Uganda to continue on to university. These young women work for Sseko in the nine-month gap between secondary school and university, saving part of their income for university. They receive life skills training, are paired with professional mentors and get valuable formal work experience. At the end of their term, Sseko matches their savings 300%. Every woman who has graduated from Sseko has gone on to pursue higher education and is on her way to making our world a more beautiful place. In 2019, Sseko will enable our 131st woman to attend university!"
  • "We enable Impact Entrepreneurs to join Sseko’s story while creating their own social enterprise! Sseko Fellows are a community of women who are taking giant leaps and small steps towards using their talents to make an impact felt across the world. Through their Sseko businesses, they are able to create opportunity for themselves, their families AND their sisters in East Africa."
Quotes
  • "The Sseko Fellows program launched, and for the first time, women all across the U.S. launched their own impact businesses by selling Sseko and styling their communities."
  • "Sseko Designs appeared on NBC’s Shark Tank and the world fell in love with our versatile strappy Ribbon Sandals, little did they know, Sseko produces so much more!"
From Part 03
Quotes
  • "Girl Up is a global movement of empowered young women leaders who defend gender equality."
Quotes
  • ""Rise Up activates women and girls to transform their lives, families and communities for a more just and equitable world through investment in local solutions, strengthening leadership, and building movements. ""
Quotes
  • "Global Citizen is a movement of engaged citizens who are using their collective voice to end extreme poverty by 2030."
Quotes
  • "Women and girls are too often afflicted with some of the harshest aspects of poverty. Instead of victims, women and girls can be powerful community leaders."
From Part 04
Quotes
  • "The audience is about 66% female, and about 34% of site visitors are 18-34 years of age."
Quotes
  • "Welcome to the premier destination for women with stylish minds. Our stories are organized around four categories: Style, Self, Culture, and Power — words that give us a framework for what it means to be a woman moving forward in the world today. "
Quotes
  • "Access to all of our sites will cost $5 a month. Click over here to choose a plan and set up an account. Your first month is free, and you can cancel anytime. "
Quotes
  • "In short, Ms. was the first national magazine to make feminist voices audible, feminist journalism tenable, and a feminist worldview available to the public."
From Part 09
Quotes
  • "Girls Inc. inspires all girls to be strong, smart, and bold, through direct service and advocacy."
Quotes
  • "The network of local Girls Inc. nonprofit organizations serves girls ages 6-18 at more than 1,500 sites in 350 cities across the United States and Canada."
Quotes
  • "Fast and Female’s mission is to keep girls healthy and active in sports. We do this by introducing self-identified girls ages 8-14 to inspiring athlete role models at non-competitive, fun-filled events all over North America."
Quotes
  • "Fast and Female’s mission is to keep girls healthy and active in sports. We do this by introducing self-identified girls ages 8-14 to inspiring athlete role models at non-competitive, fun-filled events all over North America."
Quotes
  • "The Fast and Female Summit is the ultimate full-day conference for girls (8-18 years), parents, and coaches involved in sports. There will be sessions focused on sport, peer connections, and empowerment, all with mentorship from fitness leaders in the community as well as Fast and Female Ambassadors."
Quotes
  • "Girls of all fitness levels age 8-18 are invited to a 3-4 hour event, called a Fast and Female Champ Chat where they will be inspired by Olympians, Paralympians, and elite female athletes to stay active in sports and have fun!"
Quotes
  • "Girls age 5-12 are invited to a 1.5 hour event called the Fast and Female Girl’s Run presented by Rocky Mountain Soap Company where they will be inspired by elite female athletes and participate in a 500m/2km fun run! "
Quotes
  • "Power Hours are 1-2 hour fun-filled, non-competitive events for girls that connect participants with inspiring female athlete role models and equip them with empowering skills for sports and life. "
Quotes
  • "Power Hours are 1-2 hour fun-filled, non-competitive events for girls that connect participants with inspiring female athlete role models and equip them with empowering skills for sports and life. "