Sea La Vie

San Diego. Est. 2017

Jade, Brittany, Amy, & Alejandra

Our Brand Sea La Vie creates urban swimwear at suburban prices. Our product line includes swimsuits, cotton towels, coverups, & sunglasses. Our mission is to make trendy, well made, swimsuits at an affordable price point.

Our Customer Sea La Vie caters to the wants & needs of trendy California beach girls.

●

Ages 18-35

●

Upper middle class

●

Urban, trendy

●

Spends her free time at the beach with friends

●

Enjoys tanning, fresh-pressed juices, & having a perfect instagram feed

Price Ranges

Tops $25-40 Bottoms $20-35

One pieces $45-60

Coverups Towels Sunglasses

$25-50 $30 $15-25

Location ●

San Diego, CA ○

(La Jolla)

●

Hip, urban area

●

Heavy traffic of both locals and tourists

●

Popular shopping area

●

Located near ocean & downtown San Diego

Payroll

Staffing Store Manager: $20.00 1 Full Timer: $17.50 2 Part Timers: 13.50 Total of four employees

Payroll Sunday Hours

Monday

Tuesday

Wednesday Thursday

10am-6pm 9am-5pm 9am-5pm 9am-5pm

Friday

Saturday

9am-5pm 10am-6pm 10am-6pm

# of hours

8

8

8

8

8

8

8

Add time

9

9

9

9

9

9

9

Hours in shift

8

8

8

8

8

8

8

# of shifts

2

1

2

2

1

2

2

Total hours

16

8

16

16

8

16

16

$ 17.00

$ 17.00

$ 17.00

$ 17.00

$ 17.00

$ 17.00

$17.00

$ 136.00 $ 136.00

$ 272.00

$ 272.00

Avg hourly pay Total cost/day

$ 272.00 $ 136.00 $ 272.00

Schedules Since Summer is our peak season, we will hire an additional part timer to help out June-August

Sunday Manager

Monday

Tuesday

Wednesday

8:45-5:30

Full Timer

8:45-1

Part Timer

9:45-2

Part Timer

2-6:30

8:45-1 1-5:30

1-5:30

Thursday

Friday

Saturday

8:45-5:30

8:45-5:30

8:45-5:30

2-6:30

2-6:30

Average Payroll Expenses Total Per Week

$1,632

Average for Month

$6,528

Total Year

$78,336

Break Room/Office/ Stock Room

Fitting Rooms

Floor Plan

Store Front

Bathroom

Fixtures

Dresser 2

Dresser 1

Dresser 4 Round table 1

R. table 3 R. table 2

Dresser 3

Average Sell Price Fixture

Product

Units of Product

Avg. Price

Total Revenue

Round table 1

Towels

6

$ 30.00

$ 180.00

R. table 2

Sunglasses

30

$ 20.00

$ 600.00

R. table 3

Towels

6

$ 30.00

$ 180.00

Dresser 1

Bikini sets

12

$ 30.00

$ 360.00

Dresser 2

One pieces

12

$ 52.50

$ 630.00

Dresser 3

Bikini sets

12

$ 30.00

$ 360.00

Dresser 4

Coverups

22

$ 37.50

$ 825.00

100

$ 32.86

$ 3,135.00

Total Floor

Weekly/Monthly Sales Timeframe

Units of Product

Avg. Price

Total

Daily Sales

30

$ 32.86

$ 985.80

Weekly Sales

210

$ 32.86

$ 6,900.60

Monthly Sales

840

$ 32.86

$ 27,602.40

Yearly Sales

10710

$ 32.86

$ 351,930.60

Average Monthly Sales Per Square Foot Dimensions

Square Footage

Avg. Monthly Sales

Sales/Sq. Ft

40ftX40ft

1,600

$ 27,602.40

17.2515

Product Breakdowns

Bikini Top

Manufacturing: $14 Retail: $35 Margin: 60% Markup: 150%

Materials: $7 Trims: $1.50 Labor: $5.50

Bikini Bottom

Manufacturing: $12 Retail: $30 Margin: 60%

Materials: $6

Markup: 150%

Trims: $1.50 Labor: $4.50

One Piece

7.6%

Manufacturing: $15 Retail: $50 Margin: 70%

Materials: $8

Markup: 233.33%

Trims: $1 Labor: $6

Cover Ups

Manufacturing: $12 Retail: $40 Margin: 70% Markup: 233.33%

Materials: $7 Trims: $2 Labor: $3

Towels

Manufacturing: $9 Retail: $30

Materials: $7

Margin: 70%

Trims: $1

Markup: 233.33%

Labor: $1

Sunglasses

Manufacturing: $4 Retail: $20

Materials: $3

Margin: 80%

Trims: $0.50

Markup: 400%

Labor: $0.50

Stock/Sales

Peak Season: May

Initial Purchase Quantity - Summer Season Product Tops Bottoms One Piece Cover Ups Towels Sunglasses Total

Initial Purchase Quantity

Total Production Cost

Sell Price

(May start)

Total Retail Value

1200

$16,800

$35

$42,000

1200

$14,400

$30

$36,000

800

$12,000

$50

$40,000

400

$4,800

$40

$16,000

400

$3,600

$30

$12,000

284

$1,136

$20

$5,680

4,284

$52,736

$151,680

Peak Start: May Sell Through Product Tops Bottoms 1 Pieces Coverups Towels Sunglasses

S.T. % 25% 25% 18.75% 25% 37.50% 25%

Peak Start: May Gross Margins Product

4.73%

Tops

$6,300.00

Bottoms

$5,400.00

One pieces

$5,250.00

Coverups

$2,800.00

Towels Sunglasses

Total

Total Monthly Profit After Expenses= $5,426

May Gross Margins

$3,150.00 $1,136.00

$24,036.00

Markdown Season: August

Initial Purchase Quantity - Markdown (August) Product Tops (30% off) Bottoms (30% off) One Piece (30% off) Cover Ups (30% off) Towels (no MD) Sunglasses (no MD) Total

Initial Purchase Quantity

Total Production Cost

Sell Price

Total Retail Value

600

$8,400

$24.50

$21,000

600

$7,200

$21

$18,000

400

$6,000

$35

$20,000

200

$2,400

$28

$8,000

200

$1,800

$30

$6,000

142

$568

$20

$2,840

2,142

$26,368

$75,840

Markdown: August Sell Through Product Tops Bottoms 1 Pieces Coverups Towels Sunglasses

S.T. % 41.67% 41.67% 41.67% 41.67% 41.67% 41.67%

***This assumes selling a 12th of the annual stock

Markdown: August Gross Margins Product

4.59%

Tops

$5,250.00

Bottoms

$4,500.00

One pieces

$5,833.33

Coverups

$2,333.33

Towels Sunglasses

Total

Total Monthly Profit After Expenses= $4,524

MD Month Gross Margins

$1,750.00 $946.67

$20,613.33

Annual Totals

Annual Stock Item

Feb. (15%)

May (40%)

August (20%)

Nov. (25%)

Total Inventory

Tops

450

1200

600

750

3000

Bottoms

450

1200

600

750

3000

300

800

400

500

2000

Coverups

150

400

200

250

1000

Towels

150

400

200

250

1000

106.5

284

142

177.5

710

1,607

4,284

2,142

2,678

10,710

One pieces

Sunglasses

Total Stock

Initial Purchase Quantity - Annual Product

Initial Purchase Quantity

Total Production Cost

Total Retail Value

Profits

Tops

3,000

$42,000

$105,000

$15,199

Bottoms

3,000

$36,000

$90,000

$15,199

One Piece

2,000

$30,000

$100,000

$10,133

Cover Ups

1,000

$12,000

$40,000

$5,066

Towels

1,000

$9,000

$30,000

$5,066

710

$2,840

$14,200

$3,597

Sunglasses Total

10,710

$131,840

$379,200

$54,260

Annual Costs P Payroll

$78,000

Rent

$47,000

Stock Production Marketing, Other

$131,840 $50,000

(15% of sales)

Total

$306,840

Annual Sales P February Quarter

$56,880

May Quarter

$151,680

August Quarter

$57,740

November Quarter

$94,800

Actual Annual Sales

$361,100

Annual Costs

$306,840

Actual Annual Profit (sales - costs)

$54,260

Marketing

Marketing Budget Annual Sales Estimate = $361,100 15% of that = $54,165 Our budget to work with = $50,000

Summer

Objective Increase sales and daily traffic flow (reach more people)

Tactics 1. Flyers at the beach 2. “Follow, like, sign up for email, and post with #SeaLaVie�- 10 winners of beach tote with goodies

Costs Flyers ● ● ● ● ● ●

Beach Tote

Flyers: $200 Payroll: $174 Gas expense (beach to beach): $100 Permit: $200 Female models: $1,000 Photographer: $2,000

● ● ● ● ● ● ● ● ●

Totes: $100 Water: $5 Sunglasses: $200 Sunscreen: $50 Tanning lotion: $100 Social media ads: $300 Female models: $1,000 Photographer:$2,000 Email Production: $200

Total Cost: $7,629

ROI 31.08%

Interior Display OBJECTIVE Get excited for summer Promote new bikini styles HOW LONG? (Peak season is May-July) Month of May

Interior Display Product

Cost

Projected Sell Through

Projected Gross Margins

New Sell Through

New Gross Margins

Bikini Tops

$224

25%

$6,300

37.5%

$9,450

Bikini Bottoms

$192

25%

$5,400

37.5%

$8,100

Signs

$40

-

-

-

-

Misc.

$20

-

-

-

-

TOTAL

$476.00

$11,700

$17,550

Winter

Objectives Maintain customer traffic and average sales

Tactics 1. Online only sale! (email blast- 40% off everything) 2. Facebook promotion (“cozy up� ad for towels and coverups)

Costs Promoting 40% off whole store: ● ● ● ● ● ●

Graphic Designer: $400 Website License: $200 Photographer: $1,000 Models for website:$500 Email production: $200 Social media ads: $300

Facebook Promotion: ● ● ● ● ● ● ●

Graphic designer: $400 Photographer: $2,,000 Facebook Ads: $100 Facebook business page:$200 Models: $1,000 Email Production: $200 Payroll for shoots; $800

Total Cost: $7,300

ROI

23.29%

Sign Up Log In

40% OFF ENTIRE STORE! Sign up above for promo code!

Exterior Display OBJECTIVE Draw in street customers Focus on towels and coverups HOW LONG? (Winter is november-january) Month of November

Exterior Display Product

Cost

Projected Sell Through

Projected Gross Margins

New Sell Through

New Gross Margins

Towels

$90

33.2%

$1,743

56%

$2,940

Swimsuits

$41

33.35%

$15,595

28.5%

$13,925

Coverups

$24

33.2%

$2,324

48%

$3,360

Sign

$20

-

-

-

-

Backdrop

$10

-

-

-

-

Mannequins

$300

-

-

-

-

Misc.

$20

-

-

-

-

TOTAL

$505

$19,662

$20,225

Income Statement Annual Sales

$361,100

100%

Production Cost

-$131,840

-36.51%

Gross Margin

$229,260

63.49%

Operating Expenses -$175,000

-48.46%

Profit

15.03%

+$54,260

Future Plans ● Initial investments can be found by either going to the bank for a loan or going to an investor to invest in the business. ● In order to pay off our initial investment, it will take us five years to start making money. ● Since we are a small boutique in San Diego, California, it would be ideal to expand the business to other parts of California.