Toms Shoes Business Plan
Since its inception the company has expanded their product lines to include coffee and sunglasses and in correspondence have increased their giving to also includes glasses for those in need and clean drinking water.
Since their inception the company has given away more then 45 million pairs of shoes.
The brand was initiated to start helping out one community.
At TOMS, social impact, meaningful branding and building a successful business all come together, but not without challenges and obstacles.
Toms chose to use Instagram as the platform for this campaign.
Lessons Learned Although Toms did not reach their goal of donating one million shoes to children in need, there are some things that we can take away from what they did.The whole business started as a social mission and the business model was built around that, not the other way around.After seeing how powerful this model could be, TOMS realized they could use the same concept to fill other needs.Now, TOMS is offering multiple types of Giving Shoes for varying needs.Think of winter boots for children in Nepal and school shoes that fit the criteria for school uniforms in India!In the first day, Toms and their hashtag #withoutshoes had 14 000 posts.The campaign was scheduled to run May 5th to 21st 2015.After the campaign ended, the company had donated 296 243 pairs of shoes in addition to their regular donations based on purchases.One thing to note, was they they only donate shoes for each unique person that posted a picture.The campaign and method for participating in this campaign aligns with the business plan of the company, and the donation of the shoes to children in need.By posting photos of bare feet, it aligns with the reasons that this company donate.