2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

Tapping into an Ignored Market

Saturday, March 12
3:30PM - 4:30PM

Westin Austin Downtown
Continental 1-2
310 E 5th ST

What do you do when someone tells you you’re fighting a losing battle? That your so-called market does not exist? Jennifer Hannon heard countless warnings like these when starting cycling apparel brand, Machines For Freedom, however the passionate following they’ve developed in just one short year is proving otherwise.

This session will discuss how to identify these underserved markets and how to tap into them, especially when you're a one-woman band up against big box stores and brands. Learn how ignoring industry hype and focusing on your observations within a niche community can produce big results.

Hashtags: #sxsw


Anna Maria Diaz-Balart at SXSW

Anna Maria Diaz-Balart



Anna Maria is a New York based fashion editor and creative director. A former road racer and dedicated urban commuter, She is also the co-founder of Pretty Damned Fast, an online women's cycling ma...

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Jennifer Hannon at SXSW

Jennifer Hannon


Machines For Freedom

Jennifer Hannon is the woman behind cycling apparel brand, Machines For Freedom. A passionate cyclist who spent nearly one decade designing hotels and restaurants, Jenn turned her focus to cycling ...

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