TenderCraft Boatshop Inc.

Description

PRODUCT/COMPANY INFORMATION
Founded in 1975, The Tender Craft Boat Shop Inc., designs and builds wooden and fibreglass boats, canoes, rowing skiffs and yacht tenders. Included in its product is distribution of boating accessories, traditional marine hardware and fittings.

The Company has designed and built durable boats for commercial use for such clients as the Toronto Harbour Police, water taxi and tourist lodge services and maritime museums. Others include cottagers and blue water sailers. Boasting a solid and growing reputation for seaworthy craft, the Company has an excellent reputation for repairs and restorations.

An important facet of the Company is its growing involvement in producing precision milled canoe, skiff and tender building kits. The Company has also developed a new electric powered inboard launch featured at the 1994 Toronto International Boat Show.

The Company is also a recognized Toronto dealer for West System
Epoxy products and is the North American distributor of Davey &
Company Classic Boat Equipment.

CURRENT GEOGRAPHIC MARKETING ACTIVITY
The Company's marketing strategy has changed from what it was several years ago when the Company found that shipping finished boats over long distances was too expensive. To solve this, the
Company has successfully developed various kit built boats using precision machined parts that can be shipped economically to
Europe and the United States. The Company has had encouraging success with marketing this product and while the Company does not want to discourage foreign customers from purchasing finished boats, an alternative seems to be addressing the Company's shipping problems.

The Company's products are currently marketed through a catalogue and supporting brochures. Presently there are no established dealer networks, although various dealers do on occasion sell the
Company's products. The Company manufactures and sells directly to dealers on request and to the public.

Approximately 30 percent of sales come from the United States and
10 percent from Europe. The Company has done this through modest classified advertising in selected American publications, referrals and press releases. Within Canada, the Company exhibits at the annual Toronto Boat Show and featured in the
Royal Bank's Royal Reward Program.

GEOGRAPHIC MARKETING PRIORITIES/MARKETING STRATEGY
While the Company is small and product is presently limited to size restrictions, exporting is a priority. With limited advertising, the Company has enjoyed sales from outside Canada.

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