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:
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
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!
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
Estimated sales for event
Total Costs for event
Event Details • Grand Opening
• Mother’s Day •
30% oﬀ all service fees which include:
Sample event around ﬁreplace
Free yoga/Pilates seminar
Write down email address
• Valentines Day •
25% oﬀ Merchandise and Service!
• New Years •
$20 fee for an in-‐store event that includes: •
Hour long Pilates class
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 )
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.
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
January is notoriously slow for retail. People are shopped out from the holiday and trying to save money. And the weather is terrible.
Statistically the slowest month in retail.
Weather starts to get better and business starts to pick up. Spring breaks start and people start thinking about getting in shape.
Spring is here. Weather gets nice. Foot traﬃc picks up. People want to get in shape for summer.
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.
Summer vacation. Beautiful weather. Beach bodies are a must. Foot traﬃc at an all-‐time high. Need new clothes for summer vacations.
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.
Sleepy end of summer days. People are on end of summer vacations. All retail slows down in August.
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.
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!
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.
Holiday shopping. New Years events. Winter break.
Sales Plan By Category/ Class Category
% of Total sales $$ Sold
A yoga staple. Good for layering or alone when doing hot activities like Bikram.
Nobody can have enough t-‐shirts. Can be worn year round.
There are not a lot of places to ﬁnd a good sports bra but it is something everyone needs.
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.
A workout staple but people prefer pants, leggings, and crops. Can only be worn at certain times in the year.
Big ticket item. Varying price points and styles cater to everyone from hardcore yoga-‐doers to students who want to wear leggings to class.
Not a huge focus. Water bottles and hair accessories sell at register but are very low price points. Bags are nice but pricey.
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.
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.
Our service is our highest price point and our niche. Nobody else oﬀers our service so we have to direct competition.
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)