Mr.

Burgoyne,
I write this letter with a great deal of respect and admiration for you and your company,
Frogbox. It is truly a tremendous feat that Frogbox has grown as much as it has in eight short
years. From a single truck operation to currently 19 stores, your company has shown a
remarkable amount of efficiency. There is no question that Frogbox is growing rapidly. The
formula that Frogbox utilizes has contributed to over one million dollars in annual sales revenue.
Frogbox implores a simple idea that meets the needs of an ecologically conscience generation.
Plastic moving-container rentals offer an economical and ecologically safe alternative to
conventional moving practices. The elimination of cardboard, tape, and various other moving
supplies is convenient and practical. This has generated a great deal of appeal in your home
market, Canada, with over a million Frogboxes delivered.
With having such success in the Canadian market, I understand that Frogbox has now set
out to expand to the United States. Frogbox has just recently opened operation in Seattle,
Washington and Boise, Idaho. Mr. Burgoyne, you have claimed that Frogbox is an, affordable
and eco-friendly alternative to the five billion dollar North American moving box industry.
Moreover, you have indicated the poise and desire for Frogbox to be a strong presence in the
entire North American market. You have also stated that Frogbox aspires to, be in the 30 biggest
cities in 4 years. I believe that Frogbox is fully capable of achieving such ambitious goals.
However, with a great amount of esteem, I must say that Idaho is not the most strategic location
to dive into the U.S market. With Frogboxs current momentum, strong leadership, and product
success, I believe that it is in the companys best interest to expand to Texas. Timing and strategy
are key to ensure that Frogbox gains a strong foothold in the U.S market. A strong American

foothold will provide Frogbox with an increased ability to develop a larger market, and Texas
offers such location.
With over 40 million Americans moving annually, it is an event that is highly anticipated
in the lives of most Americans. Texas contains one of the highest concentration of these movers
in the country. This includes inbound movers from out of state as well as inter-state movers. In
fact, last year Texas boasted the largest numeric population increase in the country. This is
impressive considering Texas is already the second most populous state in the United States.
Frogboxs goal of campaigning in the largest cities will see huge progress by first focusing on
this one state. Out of Americas top ten most populous cities, three are in Texas, with one city
coming in a slim 11th place. The population of the Dallas area alone is over four times as much as
the entire state of Idaho. As far as location goes, Texas not only provides Frogbox with a high
concentration of potential consumers but also an ideal geographical position. Texas is positioned
in the center of the U.S and is neighbors with Mexico. This strategic spot will allow Frogbox to
expand by linking the two American coasts as well as beginning the task of expanding to
Mexico. For example, 38 percent of Texans are Hispanic and six million people speak Spanish.
Texas serves as a great place to transition to opening operation in Mexico while still taking
advantage the current favorable market.
Frogbox is a company that has found success through careful planning and
considerations. History has shown that Frogbox has been well focused and deliberate with
expansion in Canada, and that should be no different in the United States. While Texas currently
displays a favorable market, it also shows favorable growth and a strong future. Four of
Americas ten fastest growing cities are located in Texas, with three cities being listed in the top
four. Job growth is also booming in Texas with cities like Austin and Dallas seeing a six percent
increase. Timing for Frogbox to expand in Texas is certainly at a model spot. This vividly comes

to fruition when analyzing Frogboxs primary market segments. Frogbox highlights that it is
economical and ecologically friendly, which appeals heavily to a younger generation. Frogbox
focuses on small to medium scale moves which is logical to movers that do not typically have a
large amount of possessions. It is also quite noticeable that millennials are more ecologically
aware than other generations. Nearly 70 percent of millennials express interest in the
environment. This is interesting considering that the largest proportion of American movers are
millennials, at 34 percent. The four major Texas cities that are experiencing favorable population
and job growth are also seeing a growing number of millennials. Of the 15 cities with the most
millennials, the same four Texas cities are in the mix. In fact, the Dallas suburb of Addison was
ranked as the fifth best place for millennials to live. Not only does Texas provide a promising
place to start expansion but also a bright future for Frogbox.
Mr. Burgoyne, you have displayed an earnest amount of leadership and vision. Brand
recognition is soaring along with profits. It is no question that Frogbox is a healthy, growing
company and has dominated the Canadian market. The next challenge awaits and demands
tactful precision. Opening operation in Texas will establish a strong foothold in the American
market. It is also a decision that will pay off currently and in the long-run. Operating in Texas is
an ambitious decision; however, Frogbox is an ambitious company where determination runs
deep. I have no doubt that you will make the right decisions to guide your company. I just
humbly ask that you consider my recommendations. Thank you for your time and I look forward
to seeing what the future holds for Frogbox.
Very Respectfully,
Luis Garcia

Works Cited
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HomeData. (2015, January 21). What Percentage of Americans Really Move Each Year.
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Infoplease. "Infoplease.com." 2014. Top 50 Cities in U.S. 6 February 2016.
Juday, Luke. Mapping City to City Migration. 3 September 2015. 6 February 2016.
Language Surfer. 7 Facts About Texas Spanish. 27 April 2013. 6 February 2016.
Thompson, Derek. "The 15 Most Popular Cities for Millennials." 14 November 2014. The
Atlantic. 6 February 2016.
United States Census Bureau. "State With 10 Million or More People, Census Bureau Reports."
22 December 2015. census.gov. 6 February 2016.
Wilson, Brett. Financial Post. 16 August 2011. 6 February 2016.