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VENTURE SUMMARY

Venture Name

Target audience/market

Miss Daphne Vintage Accessories

The target audience for Miss Daphne products is women of all ages. At the moment, it is a current trend for young women to enjoy vintage style products and shop in local eclectic markets, so the product range will first be aimed at this market. After some research in the local handmade retail industry, I have found that Miss Daphne would be unique even in this market. There are no other handbags and accessories that are made from recycled doilies and table clothes. In fact, there are not many other products made from these particular vintage materials. I also believe, and have gained feedback from retailers, that Miss Daphne products are appealing and are products that customers would “want to buy”.

Public Disclosure Summary Miss Daphne Vintage Accessories is a unique brand that repurposes vintage doilies and materials into distinctive handbags, cases and purses. Each product is completely tailor made to the individual doily, which is why each product is a work of art in itself. Miss Daphne products offer a variety large of colours, styles, and types of handbags and purses, all with a similar crocheted lace style.

Venture Overview Miss Daphne is unique in the market of handbags and purses because it provides a way to make old things new and trendy again. Crocheting doilies was once a valued tradition for women of all ages and each piece produced was admired as a work of art. These days, most women would still agree that a doily is a beautiful artwork in it own right, however, it is no longer common to want them in the home. No one likes to see a work of art go to waste, especially one that has been handcrafted! Up cycling doilies into beautiful vintage style handbags and accessories is a great way to admire something that people no longer want, regardless of its beauty. It is also a great way to honor those that spent the time and effort creating them. Miss Daphne cares about a sustainable environment and encouraging repurposing in the community. With the ever-increasing volume of landfills each year, Miss Daphne believes that it is time we find new ways to reduce consumption and ultimately disposure. Of course we all like to treat ourselves to buying new products and luxury possessions, but Miss Daphne believes that repurposing past treasures is an innovative and successful solution to this problem.

Resources At this current moment, the cost of producing Miss Daphne products is not very high due to the methods and materials that are needed. Recycled doilies can be found for very cheap prices at local second hand thrift shops and the fabrics can be purchased from local material stores. I make the products myself, using my own sewing machine at home. I will be selling the products online on a website I will make myself and also at the Miami Marketta, where a table costs $33 for the even. All these costs and resources are very available at this stage of the growth of the brand.

Development The next step is to continue production of the products and to also continue the marketing. I plan to market the products through community social networks using special promotions, brochures, posters, photo-shoots and website marketing tools. I plan to sell the products at the markets, and to produce the online store. If the business grows, other possible resources in the production process and materials will be explored. The processes and materials include: • Sourcing fabrics from wholesalers • Possibly sourcing vintage materials online or overseas. • Possibly having the products handmade by and external source.


MARKETING STRATEGY


BUSINESS CARD

Ribbon part is press embossed.

Pressed shape on opposite side.


SWING TAG

Sticker for product details


INVOICE

MISS DAPHNE VINTAGE ACCESSORIES 8 BRETTON CRT, CARRARA QLD, AUSTRALIA 4211

BILL TO

SHIP TO

DATE

Lucy Lou 6 Crochet St Bagtown, QLD Australia 4211

Lucy Lou 6 Crochet St Bagtown, QLD Australia 4211

24th April 2013

PRODUCT ID MD0016 MD0023 MD0104

DESCRIPTION Small Doily Purse - Mint Extra Small Doily Purse Burgundy Large Tote Bag Burgundy

NOTES

QUANTITY 1 1 1

UNIT PRICE LINE TOTAL $12.00 $12.00 $9.00 $9.00 $89.00

SUBTOTAL GST SHIPPING TOTAL PAID TOTAL DUE

THANKYOU FOR YOUR PURCHASE +61 413 160 474 MAIL@MISSDAPHNE.COM.AU WWW.MISSDAPHNE.COM.AU

$89.00

$110.00 $11.00 $14.25 $124.25 $124.25 $0.00


PACKAGING


CONCEPT STORE

W hi t e S t i c ker on gl a s s door

O PE N

D i s p lay Shelf ma de f rom po l i s he d woode n crate s


Mi r ror

Tree Wall Ar t with hooks to hang bags f or display

Display units are polished recyled wooden crates

Pendants made from recycled doilies


ADVERTISING


ADVERTISING


BROCHURE


www.missdaphne.com.au Due to the unique nature of our one off vintage products, we can’t guarantee that all products will look exactly like those shown.


WEBSITE

WEBSITE URL : www.missdaphne.com.au


ONLINE STORE


MISS DAPHNE VINTAGE ACCESSORIES 8 BRETTON CRT, CARRARA QLD, AUSTRALIA 4211

PRESS RELEASE

The Great Australian Doily Drive Miss Daphne Vintage Accessories is partnering with Lifeline to hold a “Doily Drive” at Burleigh Heads National Park on the 15th of June. For every doily donated, Miss Daphne will give $1 to Lifeline and then up cycle those doilies into vintage inspired bags and purses. “Somewhere in Australia there is a new call to Lifeline every minute.” — Lifeline. Suicide remains the leading cause of death for Australians aged 15-44. Suicide accounts for more than one in five deaths of younger Australians: for males this is between 15-34 years of age, and for females this is between 15-24 years of age. Recent statistics from the Australian Bureau of Statistics, Causes of Death Report, 2011, show that more people die from suicide in Australia than in road related transport deaths (in 2001 this was 2,273 vs. 1,386), and more people die from suicide in Australia than from skin cancer (in 2011 there were 2,087 skin cancer deaths). It is estimated that 249 people make a suicide plan everyday and that as many as 1014 people think about suicide every day. Lifeline is an organisation focused on preventing suicide in our community and raising awareness of depression, anxiety, abuse and trauma. Lifeline offers services to effectively respond to the needs of individuals, families and communities to prevent tragic loss of life by suicide. Miss Daphne is a passionate supported of this organisation. “Nearly everyone I have talked to has experienced the loss of someone they know to suicide, whether that be a close relation ship or an association. Recently, someone I know took their own life, and this left me and so many others shocked. We all wish there was something we could have done to help prevent this.” — Darcelle Hinze. Lifeline is a leading provider of services for suicide prevention. They offer counseling services, 24 hour telephone and online crisis support, and community activities to bring people together and raise awareness of suicide. Miss Daphne believes that many people are not aware of the role that Lifeline plays in the community, and many people who have suicidal thoughts are also unaware of the help that is available to them through this organsiation. “The Great Australian Drive” is an event that aims to help raise this awareness as well as money to donate to Lifeline in support of it’s activities. Miss Daphne is also very passionate about recycling and repurposing vintage goods, and believes this event is a great way to encourage the community to support recycling. The event will be a fun day for all ages as there will be food stalls, local music talents, and Lifeline will be hosting an outdoor “Op Shop”. Everyone who donates a doily will go in the draw to win a Miss Daphne handbag valued at $80.

+61 413 160 474 MAIL@MISSDAPHNE.COM.AU WWW.MISSDAPHNE.COM.AU


EVENT POSTER


EVENT POSTER

OUTDOOR BANNER


1/2 PAGE NEWSPAPER AD


FACEBOOK PAGE


WEB BANNER


PROMO VIDEO

On the 15th of June, your invited, to Australia’s first ever Doily Drive. Whats’s this? Miss Daphne and Lifeline, are asking you, to help raise money for a great cause by donating your old and unused doilies. Why? For every doily donated, Miss Daphne will give $1 to Lifeline, and then up cycle those doilies into unique, vintage inspired handbags and purses. Where? At Burleigh Heads National Park. What time? From 8am till 2pm. There will be food, music, thrifting and a chance to win a one of a kind Miss Daphne Should Bag. So dig out those old doilies, and don’t miss out on The Great Australian Doily Drive. VIDEO URL : www.missdaphne.com.au/community



Miss Daphne Portfolio