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Lilt Alex Woehrle   Allyena  Thomas   Deanna  Poneman    


Vision Statement   At  Lilt  we  value  fitness  and  friendship.    Our  vision   is  to  create  an  environment  that  encompasses   the  serenity  of  yoga  and  the  liveliness  of  a  night   with  the  girls  –  laughing,  sipping  wine  and   bonding  in  a  warm  and  cozy  environment.      


Mission Statement   At  Lilt,  we  give  our  customers  a  consistently   unique,  fun,  informative  and  enlightening   experience  each  time  they  visit  our  store  or   utilize  one  of  our  services.  


Company/Concept Statement   At  Lilt,  we  are  passionate  about  fashion,  fitness,   fun  and  female  empowerment  .    We  are  the   ultimate  one-­‐stop  shop  for  all  things  “she”:   body,  friends,  fitness  and  style.        


Company We  are  a  company  that  provides  customers  with   high  quality,  fashionable,  yet  affordable  yoga-­‐ wear  and  quality  equipment  for  a  complete   Pilates  or  yoga  workout.  Our  services  include   private  in-­‐home  nutrition,  yoga  and  Pilates   consultations  and  classes;  yoga  and  Pilates   equipment  rentals  including  set-­‐up  and  take-­‐ down;  and  essentials  for  the  “girls’  night  in”   option  -­‐  including  the  wine  and  the  glasses!    


Culture   Our  employees  are  motivated  and  active  young   women  who  are  certified    nutritionists,  yoga   teachers,  and/or  Pilates  instructors.    We  support   our  employees  by  promoting  each  other’s   personal  goals  as  nutritionists  and/or  fitness   instructors  as  we  fulfill  our  customers’  needs  and   market  the  Lilt  brand.  


Customer Profile   Geographic:   •  Region  –  Evanston,  IL   •  City  Size  –  75,000   •  Urban/suburban   •  Climate  –  Seasonal;  temperate  


Customer Profile   Demographics:  

Psychographics:

• 

Age –  25-­‐45  

• 

Social Class  –  Middle-­‐  Upper-­‐middle   class  

• 

Sex –  Female  

• 

• 

Annual Income  -­‐  $75k-­‐$150k  

Personality –  Extroverted,  social,   family  oriented,  on-­‐the-­‐go  

• 

Education –  Bachelors    

• 

• 

Occupation –  Professional  or   homemaker/stay-­‐at-­‐home  moms.  

Lifestyle –  Busy,  enjoys  spending  time   with  friends  and  family,  physically  fit,   exercises,  enjoys  traveling  and  new   experiences.  

•  • 

Religion –  Spiritual,  religion  not   specified.  

Consumer Behavior   • 

Benefits desired  –  Quality,  value,   reasonable  prices,  “bang-­‐for-­‐her-­‐ buck”  

• 

Usage rate  –  One  to  two  years  

Ethnicity –  “Melting  pot”  


Competition •  Lulelemon   •  Lucy   •  Athleta   •  Free  People   •  Gaiam  


Branding •  Font:     Papyrus •  Color  Scheme:  


Product/Service/Merchandise Assortment   Tops   •  •  •  • 

Tanks T-­‐shirts   Jackets  and  hooded  sweatshirts   Sports  bras  


Product/Service/ Merchandise Assortment   Bottoms   •  Shorts   •  Pants   •  Crops  


Product/Service/Merchandise Assortment   Accessories   •  Yoga  mat  carriers   •  Yoga  mats   •  Foam  rollers   •  Therabands  


Product/Service/Merchandise Assortment   Home  Goods   •  Wine  glasses   •  Cocktail  glasses  


Location 700  Church  St.     Corner  of  Church  St.  and  Orrington  Ave.   Downtown  Evanston  

Dimensions: 2000  square  feet.   Shape  of  store:  Square   Location  of  entrances/exits:  one  entrance  on  Orrington  Ave.  and  one  on  Church  St.   Locations  of  windows:  Windows  surrounding  the  store.   Monthly  Rent:  $5200   Terms  of  lease:  Gross  lease   Security  deposit:  First  and  last  month’s  rent.   Expenses  incurred  by  lease:  Utilities  (water,  light),  maintenance,  (window  washer,  light  bulbs,  etc.)   Landlord  obligation:  responsible  for  making  sure  everything  runs  smoothly  


Location (cont.)  


Store Décor  and  Visuals   Furniture  


Store Décor  and  Visuals   Abstract  lighting  fixtures  


Store Décor  and  Visuals   Wall  art  that  accents  our  color  palette  


Floor Plan   •  Allyena  insert  planogram  


“Like” Lilt  on  Facebook!  


www.liltmindandbody.blogspot.com Â


Instagram Â


Marketing and   Advertising   •  We  rely  primarily  on:    walk-­‐ins  at  our  accessible,  high-­‐traffic   location  in  the  heart  of  downtown  Evanston;  referrals  due  to  our   warm  and  friendly  customer  service;  and  word-­‐of-­‐mouth  from   satisfied  customers.     • 

We also  partner  with  yoga  studios,  health  food  stores,  and  other   local  businesses  whose  products  are  complimentary  with  the  Lilt   vision.    We  put  flyers  at  their  businesses  and  cross  promote  by,   for  example,  offering  nutritious  snacks  from  the  local  health   food  store  at  our  “girls’  night  in”  event.  

•  We give  each  customer  in  exchange  for  their  e-­‐address  a  Lilt  logo   keychain.    We  send  those  on  the  mailing  list  our  monthly   newsletter  containing  fitness  tips,  nutritious  recipes  and  more;   valuable  weekly  coupons;  and  news  of  special  promos  (such  as   our  item  of  the  month)  and  in-­‐store  events.      


Product Prices     •  Tops  $25-­‐$120  

•  Accessories $6-­‐$60  

•  Tanks $25-­‐$40  

•  Mat carriers  $10-­‐$15  

•  T-­‐shirts $30-­‐$40  

•  Yoga Mats  $30-­‐$60  

•  Sports Bras  $25-­‐$40  

•  Rollers $15-­‐$30  

•  Jackets and  Hoodies  $70-­‐$120  

•  Therabands $6-­‐$20  

•  Bottoms $60-­‐$80   •  Shorts  $30-­‐$50   •  Pants  $60-­‐$90   •  Crops  $50-­‐$70  

•  Home •  Glassware   •  Wine  glasses  $10-­‐$15   •  Cocktail  glasses  $15-­‐$20  


Advertising Calendar  and  Budget   (monthly  promotions)   Promotional   Event  

Month

Estimated sales   for  event  

Total Costs  for   event  

Grand Opening:    

September

$5,000

$1,600

New Years  

January  

$2,500

$500

Valentine’s Day  

February

$3,000

$500

Mother’s Day  

May

$2,000

$400


Event Details   •  Grand  Opening  

•  Mother’s Day   • 

30% off  all  service  fees  which  include:  

• 

Merchandise out  

• 

Sample event  around  fireplace  

• 

Mat rentals  

• 

Free yoga/Pilates  seminar  

• 

Glass rentals  

• 

Wine afterwards  

• 

Pilates/yoga/nutritionist appointment  

• 

Write down  email  address  

• 

Furniture moving  

•  Valentines Day   • 

25% off  Merchandise  and  Service!  

•  New Years   • 

$20 fee  for  an  in-­‐store  event  that   includes:   • 

Hour long  Pilates  class  

• 

Great music  

• 

Wine

• 

FREE personalized  wine  glass!  


Marketing and  Advertising   Costs   •  An  exterior  sign  and  two  center  pylon  signs  -­‐   $4,500     •  Interior  signage  and  décor  -­‐  $600   •  Trademark  registration  and  legal  services  -­‐$500   •  Business  card  design  and  printing  -­‐  $1,300   •  Flyer  design  and  printing  -­‐  $350   •  TOTAL  MARKETING/AD  COSTS:  $7,250  


Publicity •  Grand  opening  event:  Food,  wine  and  non-­‐ alcoholic  beverages  and  private  classes  in-­‐ store  all  day.  Estimated  cost:  $750   •  PR/media  relations  around  the  grand  opening   including  radio,  TV,  print  and  social  media.   Estimated  cost:  $600   •  Flyers  and  paid  display  advertising  around   grand  opening.  Estimated  cost:    $200  


Organizational Management  Structure   Managers  (Alex,   Allyena  ,  Deanna  )  

Bookkeeper Accountant  

Highest-­‐ranked Employee  

Employee

Employee

Employee

Employee


Management and   Leadership  Style   Lilt  prides  itself  on  its  participative  management   style.  This  style  engenders  loyalty  as  employees  at  all   levels  know  they  are  trusted  and  empowered  to   make  decisions.  It  also  encourages  employees  to   offer  feedback  to  the  management  and  owners.    It   offers  a  degree  of  autonomy  when  necessary  to   insure  customer  satisfaction  and  to  get  the  job  done.   Employees  regularly  set  goals,  and  are  reimbursed   for  pre-­‐approved  self-­‐improvement  programs  and   continuing  education  in  their  field.    Incentives  are   offered  for  sales  quotas  and  bonuses  are  given  based   on  not  only  bottom  line  productivity  but  on   unsolicited  customer  feedback.  


Schedule Â


Employee Motivation/  Goal   Setting    At  Lilt  we  understand  the  importance  of   empowering  our  sales  team.  In  order  to  keep  our   staff  motivated,  we  set  weekly  goals.  To   accomplish  these  goals,  we  have  rankings   amongst  our  employees  on  the  schedule.  The   employees  who  are  ranked  the  highest  are  able   to  have  first  pick  of  their  days  off,  as  well  as  a   higher  percentage  off  on  the  merchandise  they   purchase  that  month.  


Goal Setting  Sheet  


Selling Programs  and   Incentives   •  Item  of  the  Month  -­‐  Each  month  we  have  a  different  “Item  of   the  month”  that  represents  what  we  stand  for  that  month.   We  drive  sales  by  selling  this  item  and  building  on  that  sale.   Our  employees  receive  thorough  product  knowledge   training  on  the  item  so  they  can  fully  stand  behind  the   product.  In  order  to  ensure  that  our  employees  are  truly   presenting  the  IOM  to  every  customer  we  set  up  an  item  of   the  month  goal  sheet.    Whoever  sells  the  most  of  that  item   gets  a  free  in-­‐store  yoga,  Pilates  or  health  and  nutrition     session  on  the  house  with  up  to  five  friends.    Drinks  and   snacks  are  included  in  the  session.   •  Employee  Discount  Program  –  Employees  receive  30%  off  all   products  and  services  year-­‐round  and  an  additional  20%  off   products  up  to  $500  once  a  quarter.    


Human Resources   Policies   At  Lilt  you  are  a  part  of  a  team  of  empowered   and  talented  individuals  who  work  together  to   provide  quality  customer  service.  While  working   for  Lilt,  we  ask  our  employees  to  follow  one   simple  rule:  use  your  best  judgment  in  every   situation.    If  you  always  use  your  best  judgment   you  will  always  be  providing  your  best  customer   service.    


HR Policies  (cont.):  Time   entry   We  work  hard  to  earn  the  trust  of  our  customers   and  employees.  This  trust  is  one  of  our  most   valuable  assets.  This  means  paying  everyone  for   all  the  time  they  have  worked.    We  require  all   employees  to  clock  in  at  the  beginning  of  their   shift  and  out  upon  leaving  for  the  day.     Employees  must  also  clock  out  before  going  on   any  break  longer  than  ten  minutes.   We  encourage  all  employees  to  look  over  their   pay  slips  because  mistakes  do  happen.    


HR Policies  (cont.):  Breaks   and  overtime   •  Employees  are  allotted  45  minutes  of  unpaid   break  time  per  shift.      They  are  also  allowed   one  ten-­‐minute  paid  break  for  every  four  hours   worked.    Employees  must  clock-­‐out  for  their   unpaid  break  time  and  are  allowed  to  leave  the   store.    Employees  may  remain  clocked-­‐in  for   short  breaks  but  must  not  leave  the  store.     All  employees  MUST  clock-­‐out  every  time  they   leave  the  Lilt  property.      


HR Policies  (cont.):  

Employee Discount   •  Employees  receive  30%  off  all  merchandise.   This  discount  is  not  to  be  given  to  friends  or   family.  We  do  designate  certain  days  for   friends  and  family  to  receive  discounts.   Employees  may  share  their  discount  with  their     spouse.      


HR Policies  (cont.):   Employee  Manual   •  Every  employee  receives  an  employee  manual   during  their  orientation  class.    Employees  are   expected  to  read  the  manual  and  ask   questions  if  necessary.  Employee  manuals  are   held  accountable  for  all  actions.  Not  following   the  guidelines  outlined  in  the  manual  may   result  in  termination.      


Merchandise Classification  sheets  


Monthly Sales  Plan   Month  

% of  Total  Year  

Sales Plan  

Justification

January

3

$7,500

January is  notoriously  slow  for  retail.  People  are  shopped  out  from  the   holiday  and  trying  to  save  money.    And  the  weather  is  terrible.  

February

2

$5,000

Statistically the  slowest  month  in  retail.      

March

8

$20,000

Weather starts  to  get  better  and  business  starts  to  pick  up.    Spring  breaks   start  and  people  start  thinking  about  getting  in  shape.  

April

10

$25,000

Spring  is  here.    Weather  gets  nice.    Foot  traffic  picks  up.    People  want  to   get  in  shape  for  summer.  

May

10

$25,000

Spring is  in  full  force.    Summer  clothes  come  out  and  people  realize  they   have  to  shed  the  extra  lbs.    People  stock  up  on  summer  items.  Mothers   day  event.  

June

12

$30,000

Summer vacation.    Beautiful  weather.    Beach  bodies  are  a  must.    Foot   traffic  at  an  all-­‐time  high.    Need  new  clothes  for  summer  vacations.    

July

10

$25,000

Summer is  in  full  swing.    People  are  outside.  Still  a  lot  of  foot  traffic  but  not   as  busy  as  June  because  people  are  at  the  beach,  etc.  

August

5

$12,500

Sleepy end  of  summer  days.    People  are  on  end  of  summer  vacations.  All   retail  slows  down  in  August.      

September

5

$12,500

Back to  school.    People  still  recovering  from  summer  and  getting  into  their   new  routines.    NU  students  don’t  come  back  until  the  end  of  the  month.  

October

10

$25,000

Kids are  in  school  and  mom’s  have  time  to  themselves  for  relaxing,   shopping,  yoga,  and  maybe  even  to  throw  a  Lilt  event  for  their  girlfriends!  

November

15

$37,500

Holiday shopping  is  in  swing.    People  buying    gifts,  event  packages,  etc.    It   isn’t  freezing  yet  so  the  Chicago  winters  have  yet  to  discourage  shoppers.  

December

10

$25,000

Holiday shopping.    New  Years  events.    Winter  break.  

TOTALS:

100

$250,000


Sales Plan  By  Category/ Class   Category  

% of  Total  sales   $$  Sold  

Justification

Tank tops  

10

25,000

A yoga  staple.    Good  for  layering  or  alone  when  doing  hot  activities   like  Bikram.    

T-­‐Shirts

10

25,000

Nobody can  have  enough  t-­‐shirts.    Can  be  worn  year  round.      

Sports Bras  

10

25,000

There are  not  a  lot  of  places  to  find  a  good  sports  bra  but  it  is   something  everyone  needs.      

Jackets/Hoodies

10

25,000

We do  not  carry  as  many  skus  as  other  top  categories  but  they  are   popular  sellers  and  a  higher  price  point  so  they  contribute  equally   to  our  overall  volume.  

Shorts

5

12,500

A workout  staple  but  people  prefer  pants,  leggings,  and  crops.    Can   only  be  worn  at  certain  times  in  the  year.      

Pants

15

37,500

Big ticket  item.    Varying  price  points  and  styles  cater  to  everyone   from  hardcore  yoga-­‐doers  to  students  who  want  to  wear  leggings   to  class.  

Accessories

5

12,500

Not a  huge  focus.    Water  bottles  and  hair  accessories  sell  at  register   but  are  very  low  price  points.    Bags  are  nice  but  pricey.      

Equipment

10

25,000

Highest price  point  besides  our  service  but  lower  price  point  than   our  competition.    People  often  rent  yoga  gear  and  we  provide  it   with  our  service  so  not  a  top  seller.  

Glassware

5

12,500

Has a  sort  of  cult  following.    People  often  purchase  after  they   throw  a  Lilt  event.    Not  a  huge  chunk  of  business  because  we  are   not  a  home  goods  store.  

Service

20

50,000

Our service  is  our  highest  price  point  and  our  niche.    Nobody  else   offers    our  service  so  we  have  to  direct  competition.  

TOTAL:

100

250,000


Operations •  Business  Hours  

•  Monday-­‐Saturday 9am-­‐7pm   •  Sunday  11am-­‐5pm   •  7  days  a  week  

•  In-­‐store and  in-­‐home  events  will  often  take  place   after  7pm  

•  Loss Prevention  and  Security   •  •  •  • 

Two visible  security  cameras   Employees  rotate  “security  shifts”   Sensors  on  items  above  $30  with  alarm  system   Fitting  room  number  system  


Service Levels   •  Merchandise  holds   •  24  hours  

•  Basic alterations  done  in  house  for  minimal  fee   •  Returns   •  30  days  for  full  refund   •  90  days  for  store  credit  or  exchange     (NOTE:  tags  must  still  be  attached  in  most  cases)  

Retail Management Project  
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