Cove: Keep Valuables Close

A crossbody bag/suitcase attachment, keeping pocket-sized items accessible

Role

Co-Founder

Industry

Travel, Consumer Goods, Lifestyle

Duration

3 mo

Overview

With the global travel accessories market projected to hit $52.4 billion by 2030 and grow at a 6.3% CAGR (Regional Research Reports), there’s a clear demand for smarter, stress-free solutions.

Designed for modern travelers, it bridges style and function, offering a compact solution for adventurers, busy parents, and anyone navigating the chaos of travel. Cove isn’t just another accessory. It’s a thoughtful way to make every journey smoother.

Consumer

Cove's target audience spans diverse travelers. Here are 3 proto-personas:

Emily Thompson: A 26-year-old marketing manager in New York City who takes 10-12 trips annually for business and leisure, valuing organization and convenience.
Sara Nguyen: A 38-year-old teacher and mom of two from Austin, TX, who prioritizes practicality for family vacations and occasional solo trips.
Matt James: A 35-year-old remote software engineer in Los Angeles, traveling internationally at least 10-12 times a year, seeking a hands-free solution for easier travel.

Together, Emily, Sara, and Matt embody Cove's versatility.

Customer Discovery

The core pain point is disorganization, which snowballs into a multitude of stress factors - TSA, security, and losing items.

"I struggle to keep my belongings together, in one place," "Going through TSA is always a hassle. I wish there was an easier way," and "I hate having to juggle multiple bags. My passport and AirPods get buried in my backpack."

Overview

Consumer

Cove's target audience spans diverse travelers. Here are 3 proto-personas:

Emily Thompson: A 26-year-old marketing manager in New York City who takes 10-12 trips annually for business and leisure, valuing organization and convenience.
Sara Nguyen: A 38-year-old teacher and mom of two from Austin, TX, who prioritizes practicality for family vacations and occasional solo trips.
Matt James: A 35-year-old remote software engineer in Los Angeles, traveling internationally at least 10-12 times a year, seeking a hands-free solution for easier travel.

Together, Emily, Sara, and Matt embody Cove's versatility.

Customer Discovery

The core pain point is disorganization, which snowballs into a multitude of stress factors - TSA, security, and losing items.

Market

Based on our initial interviews, we began our competitor research to understand the market and made matrixes to identify our blue ocean. Moreover, we drew inspiration from VADOO Sling Bag - Anti-Theft Crossbody Shoulder Bag ($20.99), Samsonite Women's Mobile Solution Convertible Backpack ($99.95), and TravelBag Buddy Travel Organizer ($59.99) to strike the balance of streamlined, modular convenience.

Disorganized essentials, misplaced valuables, and bulky travel gear create unnecessary stress for travelers, especially during TSA checks and transit. Cove alleviates this with a sleek, hands-free solution that keeps valuables secure, organized, and always accessible.

Ideation

Our design criteria included a compact, lightweight design made from durable, water-resistant materials and offering universal compatibility with suitcase handles.

For example, how might we make the product durable? How might we make it portable? How might we make it ergonomic? How might we source eco-friendly materials?

As a result, we landed on dual functionality as a suitcase attachment and a crossbody bag for pocket-sized items (Phone, wallet, keys, AirPods, passport, etc.).

Low-Fidelity Prototype

Our low-fidelity prototype's feedback centered around three key components:

Crossbody strap: "The bag that attaches your personal item should be part of the crossbody strap. I don't want this to be an extra accessory to deal with."
Drink holder: "I am concerned about my drink spilling in this cup-holder. I would prefer to fit a small water bottle on the inside."
Weight distribution: "There should be magnets in the center of the suitcase handle slip pocket to help with weight distribution and prevent the bag from tipping."

Business Model

Cove will operate on a flat-fee structure, pricing each unit at $25.00, offering a straightforward and accessible option for consumers.

Revenue streams will be B2C sales through Cove's official website. Cove will also cater to organizations through B2B bulk purchases, helping businesses protect essential items like company equipment or personal belongings.

Go-to-Market

Phase 1: Launch and Brand Establishment

Cove's initial focus is on positioning itself as the go-to solution for keeping essential items close. Marketing will target young professionals, students, and families through social media campaigns, influencer partnerships, and community engagement.

Phase 2: Building the Ecosystem

To expand its product line, Cove will introduce accessories like mini gadget cases, attachable locks for luggage, and wearable trackers, with the next product focused on water bottle and drink holders.

Phase 3: Long-Term Growth

Cove will deepen partnerships with travel businesses. Global expansion will target regions like Europe and Japan, where minimalist functionality is valued.

Phase 4: The Cove Ecosystem

Over time, Cove will evolve into a broader ecosystem with innovative products like the Cove Dock (a charging station). A loyalty program will also reward returning customers with discounts and additional purchases to foster brand loyalty.