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Business  Plan  

Angel Garcia


Table  of  Contents   Concept  Statement  ……………………………………………………………………………………..   Vision  and  Mission  Statement  ……………………………………………………………………..   Shared  Values  ………………………………………………………………………………………….....     Culture  ……………………………………………………………………………………………………….     Customer  ……………………………………………………………………………………………………     Direct  Competition  ……………………………………………………………………………………..     Indirect  Competition  …………………………………………………………………………………..     Industry  Overview  ……………………………………………………………………………………...     SWOT  Analysis  (Competitors)  ……………………………………………………………………..     Branding  …………………………………………………………………………………………………….     Location  ……………………………………………………………………………………………………..     Location  Demographics  .……………………………………………………………………………...     Store  Décor  and  Visuals  ………………………………………………………………………………     5  Senses  ……………………………………………………………………………………………………..     Plan-­‐o-­‐gram  ……………………………………………………………………………………………….     Merchandise  Classifications  ………………………………………………………………………..     Percentage  (%)  of  Annual  Sales  …………………………………………………………………..     3  Ways  to  Estimate  Sales……………………………………………………………………………..     Website………………………………………………………………………………………………………     Profit  &  Loss  Statement  ………………………………………………………………………………     Events  List  ………………………………………………………………………………………………….     Event  #1  …………………………………………………………………………………………………….     Event  #2  …………………………………………………………………………………………………….     Event  #3  …………………………………………………………………………………………………….     Event#  4  …………………………………………………………………………………………………….     Value  of  Customer  for  Life  …………………………………………………………………………..     Management  and  Leadership  Style  ………………………………………………………………     Organizational  Structure  ……………………………………………………………………………..     Human  Resources/Policies  ………………………………………………………………………….    


Concept  Statement   Our  business  is  an  upscale  boutique  that  sells  classic,  clean-­‐cut  blazers,  pants,  and   blouses  that  can  transition  from  work  to  night.  We  focus  on  quality  and  ‘the  perfect  fit’  for   women’s  apparel.  Our  boutiques  will  be  located  in  Chicago,  mainly  West  of  the  Des  Plaines   River  in  neighborhoods  such  as  Wicker  Park,  Bucktown  and  Logan  Square.     What  makes  our  business  different  from  other  boutiques  in  the  area  is  that  all  sale   associates  will  double  as  skilled  tailors,  and  when  you  purchase  a  garment  the  tailoring  is   included  in  the  price  at  no  additional  cost.  Tailoring  is  done  on-­‐site  and  can  be  done  to  a   garment  purchased  from  our  store  as  many  times  as  the  customer  likes  for  the  life  of  the   garment.  The  garments  will  be  made  so  they  can  be  tailored  in  any  way  possible  from   taking  in/out  seams,  to  making  something  quarter  sleeve  when  it  has  long  sleeves.     Our  target  customer  is  someone  who  can  never  find  the  perfect  blazer  or  pair  of   pants.  This  person  wants  an  investment  piece  that  they  can  wear  to  their  job  and  straight   out  for  happy  hour  drinks.  This  woman  is  most  likely  just  out  of  college  and  buying  her   work  wardrobe.  She  lives  with  a  comfortable  amount  of  money  in  Chicago.    Our  customers   will  want  to  buy  this  product  because  most  people  in  the  city  will  not  make  the  effort  to   take  a  garment  to  a  tailor  for  multiple  fittings  all  over  Chicago  if  the  garment  does  not  fit   right.  Most  importantly,  our  customers  will  buy  our  product  because  they  can  leave  the   store  knowing  that  the  garment  fits  perfectly  and  that  they  will  always  be  comfortable   when  wearing  it.   Our  business  will  be  promoted  on  Refinery29  (the  Chicago  section),  Instagram,   Facebook,  and  Twitter.  Ads  will  be  posted  in  popular  coffee  shops  and  restaurants  in  the   Chicagoland  Area.  There  is  also  the  possibility  of  promotion  through  pop-­‐up  shops  in   surrounding  areas,  to  reach  people  who  do  not  live  in  the  target  market  area.  


Vision  Statement   Our  boutiques  vision  is  to  create  an  upscale  atmosphere  where  customers  enter   knowing  what  they  want  and  leave  getting  it.  Each  time  a  customer  steps  into  our  store   they  will  automatically  feel  comfortable  in  the  posh  environment  we  have  created.  Our   sociable  and  passionate  workers  instill  a  confidence  in  our  customers  that  allows  them  to   leave  the  boutique  with  a  weight  off  their  shoulders;  they  know  they  found  the  perfect   blazer,  and  recognized  the  individualized  service  and  quality  of  product  that  have  bought.   Mission  Statement   To  achieve  our  vision  the  most  important  thing  to  focus  on  is  the  quality  of  our   employees  tailoring  and  communication.  It  is  important  for  the  employee  to  understand   what  the  customer  wants  and  to  be  able  to  execute  it.  Customers  will  be  invited  and   encouraged  to  visit  our  workroom  and  witness  the  hard  work  our  employees  put  into  every   piece.  Our  mission  is  to  create  a  comfortable  atmosphere  for  the  customer.  The  boutique   will  be  designed  to  reflect  our  customer’s  upscale  tastes  and  personalities.  It  will  be  clean,   trendy,  and  artwork  will  be  replaced  every  to  reflect  the  changing  trends  in  fashion.  


Shared  Values   Our  shared  values  are  making  sure  the  customer  leaves  without  doubts  about  how   the  tailoring  of  their  garment  will  turn  out.  Employees  will  be  excited  and  passionate  about   helping  customers,  and  eager  to  learn  new  tailoring  techniques  that  will  help  them  alter   garments  according  to  the  new  and  emerging  trends.  Employees  will  always  look  put   together,  posh,  and  have  a  sociable  and  confident  attitude.    


Company  Culture   Working  for  our  company,  you  should  expect  to  enter  a  self-­‐driven,  self-­‐motivated   atmosphere.  Our  staff  takes  pride  in  maintaining  client  relationships  and  establishing   lasting  friendships  with  other  employees  without  losing  focus  on  sales  and  getting  tailoring   work  done.   Hours:  Full  time  employees  will  be  scheduled  for  30  hours  a  week  on  the  floor.    Time  spent   tailoring  will  take  place  during  times  outside  of  the  30  hours  and  will  be  done  in  the   workshop  on  location.  For  time  spent  sewing,  a  punch  card  will  be  utilized  to  keep  track  of   the  hours  each  employee  works   Staff:  The  staff  will  be  composed  of  experienced  tailors  with  styling  experience.  Staff  will  be   hired  based  on  an  interview  and  a  demonstration  of  tailoring  skills.  Upon  employment,  staff   will  be  required  to  take  a  two  day  training  course.  Day  one  will  cover  the  basics  such  as   how  to  work  the  register  and  getting  familiarized  with  the  layout  of  the  store  and  the   workroom.    On  day  two  you  will  be  taught  how  are  garments  are  made  tailor-­‐friendly,  and   you  will  practice  on  our  clothing  before  we  send  you  out  onto  the  floor.   Schedule:  The  schedule  will  be  posted  in  store  and  emailed  to  staff  every  Monday.  The   schedule  will  be  for  the  next  Thursday  to  the  Thursday  after.  If  a  staff  member  would  like  to   request  a  day  off,  they  must  submit  a  written  request  no  later  than  5  days  in  advance   Wages/Benefits:  Staff  will  be  paid  an  hourly  wage,  plus  commission  for  the  hours  working   on  the  floor.  Each  six  months  employees  will  be  evaluated  based  on  customer  retention,   sales,  and  time  spent  tailoring  versus  how  many  garments  tailored.  Evaluations  will  serve   as  a  basis  for  granting  raises.   Each  staff  member  will  be  granted  two  blazers  upon  employment.  One  may  be  from  the   newest  collection.  Each  three  months  the  staff  member  with  the  highest  amount  of  sales   will  be  given  a  $500  credit  to  be  used  in  the  store.   Workshop:  We  have  designed  the  workshop  area  as  a  designated  employee  oasis.  We  have   worked  hard  to  make  it  an  appealing  atmosphere  for  employees  to  work  on  tailoring  while   still  being  able  to  feel  relaxed  and  enjoy  the  company  of  other  employees.  We  know  that   our  staff  spends  a  great  deal  of  time  sewing  and  tailoring  to  the  customers  needs  so  we   make  sure  that  the  work  are  is  always  stocked  with  refreshments,  supplies,  and  other   needs.   We  find  that  on  Saturday  mornings  when  employees  are  not  scheduled  on  the  floor  they   are  in  the  workshop.  That  is  why  on  Saturdays  you  will  find  bagels,  coffee,  juice  and  other   breakfast  items  supplied  for  you.  Feel  free  to  bring  your  own  champagne  for  mimosas!  


Customer     Description       Our  intended  market  will  initially  be  female.  However  we  are  open  to  the  possibility   of  including  males  depending  on  the  store's  success  and  the  demand  for  our  services.  Our   potential  customer’s  age  will  be  25  and  up,  with  a  focus  on  the  25-­‐40  age  range.  The   geographic  location  of  the  customer  will  be  in  downtown  Chicago,  most  likely  from  the  loop   and  north  from  there.  Our  customer’s  likely  occupation  will  be  a  business  professional,   ranging  from  entry-­‐level  to  executive  positions.  Generally  our  customer  will  be  interested   in  fashion,  like  to  go  out  (especially  happy  hour)  and  will  overall  be  a  social  person.  Our   customer  will  not  like  ill  fitted  clothes  and  wasting  her  time,  she  will  be  very  efficient.  Our   product  will  be  more  desirable  because  all  the  merchandise  we  provide  is  made  to  fit.  We   will  make  sure  that  the  fabrics  and  material  is  tailor  friendly.  As  far  as  entertainment  our   customer  will  enjoy  traveling,  going  to  movies,  bars,  sporting  and  concerts,  exercising  and   spending  time  with  her  family.  Our  customer  will  be  very  fashion  conscious  and  wants  to   look  like  she  cares  about  how  she  looks  and  what  she  wears  without  trying  too  hard  or   looking  over  the  top.  Since  our  customer  will  be  very  professional  and  a  serious  business   woman  she  won’t  have  as  much  to  shop  as  she’d  like  but  she  will  definitely  come  in  every   season  to  update  her  wardrobe  and  the  occasional  stop  to  pick  up  a  new  piece.  Our   customer  will  mainly  like  to  buy  good  fitting  jeans,  blazers,  and  clothes  that  can  go  from   day  to  night.  She  would  like  to  shop  more  at  retail  stores  but  sometimes  just  doesn’t  have   the  time,  so  she  does  frequent  online  shopping.       Customer  Profile     Geographic   Region:  Chicagoland  Area  (from  the  Loop  and  North)   City  Size:  3  Million   Urban/rural:  Urban   Climate:  All  4  seasons  (Fall,  Winter,  Spring,  Summer)     Demographics   Age:  25  and  Up  (range  25-­‐40)   Sex:  Female   Family  Life  Cycle:  Single,  engaged  or  married   Education:  College  educated,  with  a  possible  Masters  Degree   Occupation:  Professional       Psychographics   Social  Class:  Middle  to  Upper-­‐Class   Personality:  Outgoing,  high  achiever,  ‘go  getter’,  and  hardworking   Lifestyle:  Likes  nice  things  and  to  live  the  ‘good  life,’  and  works  hard  to  make  those  things   happen.      


Consumer  Behavior   Benefits  desired:  Wants  a  regular  store  to  help  her  needs  and  wants  for  looking   professional  and  casual.  Cares  about  fashion  and  what  she  wears  and  wants  long  lasting   clothes  that  are  fit  to  her  body,  and  has  the  option  to  readjust  if  her  body  changes.  She  also   wants  to  look  go  without  looking  like  she  is  trying  to  hard.       Target  Customer  Example     Name:  Pippa   Age:  29   Occupation:  Event  Planner   Where  She  Lives:  Bucktown,  Chicago,  IL   Relationship  Status:  Single   Education:  College  Graduate;  DePaul  University;  Public  Relations  Major   Favorite  Movie:  Bridesmaids   Favorite  Restaurant:  Cantina  Laredo   Favorite  Magazine:  Cosmopolitan   Favorite  Music:  Of  Monsters  and  Men;  Ellie  Goulding;  Electric  Dance  Music   Political  Views:  Liberal   Hobbies:  Socializing;  Yoga;  Going  to  concerts;  Traveling;  Going  to  sports  games   Tech-­‐Savy(ness):  Owns  an  iPhone  and  iMac,  but  not  overly  obsessed   Favorite  Vacation  Locations:  Cabo  San  Lucas,  Mexico;  San  Jose,  Puerto  Rico;  Paris,  France   Other  Favorite  Designers:  Marc  Jacobs;  BCBG;  J  Brand;  Elizabeth  and  James   Favorite  Shopping  Destinations:  Nordstrom;  Nordstrom  Rack;  TopShop;  Zara   Shopping  Personality:  Enjoys  shopping,  but  is  crunched  for  time;  Likes  staple  pieces      

 


Saks  Fifth  Avenue  

Direct  Competition      

  Price  Range:  $200-­‐$1,000     Quality:  High  quality  fabrics  and  well  constructed  garments.     Unique  Features:  Different  designers;  both  well  known  among  not  that  well  known,  young   and  trendy  pieces  and  pieces  for  the  mature  customer.     Distribution  System:  In-­‐store  and  by  mail  through  catalogs  and  online  shopping.     Marketing/Advertising:  In-­‐store,  online  (email,  social  media)  and  by  mail.     Geographic  Location:  Large,  urban  cities  situated  in  a  good  part  of  town.     Strengths:  Larger  selection  to  choose  from.  Different  price  ranges.  In  store  credit  as  a  form   of  payment  and  loyalty  programs.  Yearly  promotional  sales  and  shopping  incentives.  Free   alterations.     Weaknesses:  More  expensive  than  our  retail  boutique.  Larger  store  makes  it  hard  to  find   that  certain  piece  that  you  are  looking  for.    

 


Bloomingdale’s     Price  Range:  $200  -­‐  $500     Quality:  High  quality.  Designer  made  garments  or  well  constructed  garments.     Unique  Features:  Different  designers,  young  and  trendy  pieces  and  pieces  for  the  mature   customer.     Distribution  System:  In-­‐store  and  by  mail  through  catalogs  and  online  shopping.     Marketing/Advertising:  In-­‐store,  online  (email,  social  media)  and  by  mail.     Geographic  Location:  Large,  urban  cities  situated  in  a  good  part  of  town.     Strengths:  Larger  selection  to  choose  from.  Different  price  ranges.  In  store  credit  as  a  form   of  payment  and  loyalty  programs.  Yearly  promotional  sales  and  shopping  incentives.  Free   alterations.     Weaknesses:  Can  be  more  expensive  than  our  retail  boutique  depending  on  section  of  the   store.  Larger  store  makes  it  hard  to  find  that  piece  you  are  looking  for.      

 


Nordstrom  

  Price  Range:  $  200  -­‐  $500     Quality:  High  quality.  Designer  made  garments  or  well  constructed  garments.     Unique  Features:  Different  designers,  young  and  trendy  pieces  and  pieces  for  the  mature   customer.     Distribution  System:  In-­‐store  and  by  mail  through  catalogs  and  online  shopping.     Marketing/Advertising:  In-­‐store,  online  (email,  social  media)  and  by  mail.     Geographic  Location:   o    Large,  urban  cities  situated  in  a  good  part  of  town.     Strengths:  Larger  selection  to  choose  from.  Different  price  ranges.  In  store  credit  as  a  form   of  payment  and  loyalty  programs.  Yearly  promotional  sales  and  shopping  incentives.  Free   alterations.     Weaknesses:  Can  be  more  expensive  than  our  retail  boutique  depending  on  section  the   section  of  the  store.  Larger  store  makes  it  hard  to  find  that  piece  you  are  looking  for.      

 


Neiman  Marcus  

  Price  Range:  $200  -­‐  $1,500     Quality:  High  quality.  Designer  made  garments  or  well  constructed  garments.     Unique  Features:  High  range  of  well-­‐known  designers.     Distribution  System:  In-­‐store  and  by  mail  through  catalogs  and  online  shopping.     Marketing/Advertising:  In-­‐store,  online  (email,  social  media)  and  by  mail.     Geographic  Location:  Large,  urban  cities  situated  in  a  good  part  of  town.     Strengths:  Larger  selection  to  choose  from.  Different  price  ranges.  In  store  credit  as  a  form   of  payment  and  loyalty  programs.  Yearly  promotional  sales  and  shopping  incentives.  Free   alterations.     Weaknesses:  More  expensive  than  our  retail  boutique.  Larger  store  makes  it  hard  to  find   that  piece  you  are  looking  for.      

 


Indirect  Competition       Other  places  where  the  customer  may  shop  or  spend  money  at:   1.        Starbucks   2.        Local,  trendy  coffee  shops.   3.        Eats  at  trendy  or  high-­‐end  restaurants  like:  Frontera  Grill,  Avec,  Gilt  Bar,  The  Gage,  and   Girl  &  The  Goat.   4.        Goes  to  bars  like:  Paris,  The  Bar  at  the  Peninsula  Chicago,  Sable,  Le  Bar.   5.        Goes  grocery  shopping  at  Whole  Foods.   7:  Works  out  at  Equinox.   8:  Love  to  travel  to  beautiful  place  where  there  is  fashion  like  Paris,  London  or  Milan.   9:  Enjoys  culture  such  as  shows  as  the  Chicago  Theatre,  Oriental  Theatre,  etc.      

 


Industry  Overview     Census  Data  (Source:  www.cesus.gov)     Annual  Sales  of  U.S  Retail  &  Food  Services  Firm  (in  millions  of  dollars)   1.  Clothing  Stores     2008:  $157,937     2009:  $151,675     2010:  $158,849   2.  Women’s  Clothing  Stores     2008:  $38,315     2009:  $35,  860     2010:  $37,431     Estimates  of  Monthly  Retail  and  Food  Services  Sales:  2012  (in  millions  of  dollars)   1.  Clothing  Stores     January:  $10,711     February:  $12,647     March:  $15,243     April:  $14,057     May:  $14,657     June:  $14,108     July:  $13,816   2.  Women’s  Clothing  Stores     January:  $2,505     February:  $2,999     March:  $3,801     April:  $3,569     May:  $3,676     June:  $3,366     July:  $3,366     Consumer  Measures  (Source:www.conference-­‐board.com)     1.  Consumer  Confidence  Index  (September  2012):  70.3,  up  from  61.3  in  August   2.  Expectations  Index  (September  2012):  83.7,  up  from  71.1  in  August     Women’s  Wear  Daily  (Source:www.wwd.com)     ● Apparel  and  accessories  stores  posted  a  0.1  percent  seasonally  adjusted  decline  to   $19.9  billion  in  August  compared  with  July   ● In  the  overall  economy,  retail  sales  rose  0.9  percent  to  $406.7  billion.   ● The  S&P  Retail  Index  gained  12  points  to  655.80  as  the  Dow  Jones  Industrial   Average  increased  1.9  percent,  or  244.52  points,  to  13,292.   ● Clothing  and  accessories  store  sales  increased  a  seasonally  adjusted  0.9  percent  to   $19.7  billion  in  May  compared  with  April,  while  sales  at  department  stores  rose  0.2   percent  to  $15.2  billion.    


● General  merchandise  store  sales,  a  category  that  includes  discounters  and   department  stores,  posted  a  0.5  percent  decline  to  $52.6  billion  in  May.   ● On  a  year-­‐over-­‐year  basis,  sales  at  apparel  specialty  stores  increased  5.4  percent  in   May,  while  sales  at  department  stores  fell  0.9  percent  and  sales  at  general   merchandise  stores  rose  0.7  percent.     United  States  Department  of  Commerce  (Source:www.esa.doc.gov)    

● Retail  sales  increased  a  strong  0.8  percent  in  March  (exceeding  expectations)   following  similarly  strong  gains  in  January  and  February.    Taken  together,  retail   sales  grew  a  whopping  8.0  percent  at  an  annual  rate  from  the  fourth  quarter  of  2011   to  the  first  quarter  of  2012  and  jumped  6.4  percent  from  the  same  quarter  last  year.   That  means  that  the  average  American  spent  $186  more  per  month  in  2012  Q1  at   retail  stores  than  they  did  in  2011  Q1.         Kiplinger  (Source:  www.kiplinger.com)       Retail  Sales  Forecast:  Look  for  retail  sales  growth  to  fall  off  at  the  beginning  of  2013,   largely  because  of  changes  in  tax  and  government  spending  -­‐-­‐  the  upshot  of  a  deal  to  avert   driving  off  the  fiscal  cliff  .  So  far,  consumers  have  proved  resilient  in  light  of  the  uncertainty   that  is  causing  businesses  to  hold  off  on  investing  and  hiring:  Retail  sales  climbed  1.1%  in    

 


September  over  the  previous  month.  But  increasing  odds  that  the  payroll  tax  cut  enacted  in   2011  won't  be  extended  through  2013  means  consumers  are  likely  to  pull  back  on   spending  even  more  than  is  dictated  by  the  normal  thriftiness  of  the  postholiday  season.  A   pickup  in  spending  in  the  second  half  of  the  year  should,  however,  help  retail  sales  to  grow   about  5%  in  2013,  slightly  less  than  the  6%  gain  expected  in  2012.     Internet  Retailer  (Source:  www.internetretailer.com)      

 

 


Branding   Logo  and  Signage:  

Our  brand,  Willis,  is  inspired  by  the  changed  name  of  the  Sears  Tower.  Our  brand  is   new,  fresh,  sleek  and  sophisticated  just  as  the  new  name,  The  Willis  Tower,  is  fresh  and   new  to  Chicago.   The  left  side  of  the  “W”  in  Willis  is  a  needle  and  thread ��because  our  specialty  is   tailoring.  Also,  when  people  see  our  bags  on  the  street  they  will  know  we  sell  clothing  and   tailoring  services  and  not  other  products  or  services  such  as  food  or  cosmetics.   Font:  Our  signage,  logo,  and  bags  will  use  the  font  “Zapfino”     Color  Scheme:  “Couture”       Garment  and  Shopping  Bags:      

   

 

 


Store  Location    

Address:     1864  N.  Damen  Avenue   Unit  1C   Chicago,  IL  60647     Cross  Streets:  In-­‐between  West  Courtland  Street  and  West  Moffat  Street     Total  Square  Footage:  1250  square  feet     Dimension  of  Entire  Space:  22’-­‐0”  x  57’-­‐0”     Dimensions  of  Separate  Spaces:     Selling  Area:  22’-­‐0”  x  43’-­‐0”     Office/Back  Stock/Tailor  Area:  21’-­‐4”  x  14’-­‐0”     Bathroom:  8’-­‐0”  x  8’-­‐0”     Shape:  Rectangle     Location  of  Entrance:  Front  access,  city  street     Location  of  Exit:  Back  of  the  store,  into  an  alley     Location  of  Windows:  Front/Entrance     Terms  of  Lease:  60  months,  NNN     Rental/Square  Foot:     $30/SF/Year  (without  NNN)   $39/SF/Year  (including  NNN)     Monthly  Rent:     $3125/month  (without  NNN)   $402.50/month  (including  NNN)     Common  Area  Fees:  Air  Conditioning,  Common  Area  Maintenance,  Electric,  Heat,   Janitorial,  Real  Property  Taxes,  Insurance,  Scavenger,  and  Water/Sewer.     Explanation  of  Location:   Our  first  thought  when  we  were  choosing  location  was  where  our  target  market  would   already  be  present.  We  knew  it  would  be  better  to  position  ourselves  where  our  customer   already  shops  instead  of  trying  to  draw  them  to  a  different  part  of  the  city.  We  choose  to  be   on  Damen  because  of  the  high  walking  traffic.  Next,  we  decided  we  wanted  to  be  down   Damen,  towards  where  the  Marc  by  Marc  Jacobs  store,  smaller  boutiques,  and  higher  end   chain  stores  such  as  Free  People  and  French  Connection  are  located.  These  are  stores  that    


our  customer  will  most  likely  shop  at  and  they  will  not  be  able  to  go  to  all  the  stores   mentioned  without  also  passing  our  store  front.     While  we  looked  at  other  places  that  also  have  these  stores  in  a  close  proximity  we  all  had  a   gut  feeling  that  Damen  was  the  best  place  to  begin  our  search.  Throughout  our  research  we   stumbled  across  an  article  from  forbes.com  that  listed  the  Wicker  Park  neighborhood  as   one  of  the  “Hippest  neighborhoods  in  all  of  America.”     Finding  the  actual  space  was  a  different  challenge.  We  needed  a  space  that  would  be  large   enough  for  not  only  our  store  but  for  the  workshop  for  our  tailors.  We  found  a  1,250  square   foot  location  that  already  had  a  separate  office  we  could  use  for  the  workshop.  The   breakdown  of  the  space  would  be  about  900  square  feet  for  the  retail  portion  of  the  store,   and  a  350  square  foot  workshop.     Another  appealing  trait  of  the  location  was  that  the  two  units  above  it  were  vacant.  This   allows  us  opportunity  to  expand  the  store  to  the  entire  1,250  square  feet  and  rent  the  floor   above  for  the  workshop  and  stock  room.  We  found  that  the  rent  the  landlord  is  asking  is   typical  for  the  neighborhood  and  would  be  affordable  for  our  shop.      

 


Exterior  

 

  Floor  Plan  

 

 

 


Explanation  of  Location:                     Our  first  thought  when  we  were  choosing  location  was  where  our  target  market   would  already  be  present.  We  knew  it  would  be  better  to  position  ourselves  where  our   customer  already  shops  instead  of  trying  to  draw  them  to  a  different  part  of  the  city.  We   choose  to  be  on  Damen  because  of  the  high  walking  traffic.  Next,  we  decided  we  wanted  to   be  down  Damen,  towards  where  the  Marc  by  Marc  Jacobs  store,  smaller  boutiques,  and   higher  end  chain  stores  such  as  Free  People  and  French  Connection  are  located.  These  are   stores  that  our  customer  will  most  likely  shop  at  and  they  will  not  be  able  to  go  to  all  the   stores  mentioned  without  also  passing  our  store  front.                       While  we  looked  at  other  places  that  also  have  these  stores  in  a  close  proximity  we   all  had  a  gut  feeling  that  Damen  was  the  best  place  to  begin  our  search.  Throughout  our   research  we  stumbled  across  an  article  from  forbes.com  that  listed  the  Wicker  Park   neighborhood  as  one  of  the  “Hippest  neighborhoods  in  all  of  America.”                       Finding  the  actual  space  was  a  difficult  challenge.  We  needed  a  space  that  would  be   large  enough  for  not  only  our  store  but  for  the  workshop  for  our  tailors.  We  found  a  1,250   square  foot  location  that  already  had  a  separate  office  we  could  use  for  the  workshop.  The   breakdown  of  the  space  would  be  about  900  square  feet  for  the  retail  portion  of  the  store,   and  a  350  square  foot  workshop.                       Another  appealing  trait  of  the  location  was  that  the  two  units  above  it  were  vacant.   This  allows  us  opportunity  to  expand  the  store  to  the  entire  1,250  square  feet  and  rent  the   floor  above  for  the  workshop  and  stock  room.  We  found  that  the  rent  the  landlord  is  asking   is  average  for  the  neighborhood  and  would  be  affordable  for  our  shop.      

 


Location  Demographics    

Area  Code:  60647     Area:  Bucktown/Logan  Square     Population:    98,943     People  Living  in  Area  Code  60647:     • Young  Digerati:  Wealthy  younger  mix  who  are  highly  educated  and  love  living  in   fun,  fashionable  neighborhoods.  They  enjoy  trendy  apartments  and  condos,  as  well   as  casual  restaurants  and  trendy  fitness  clubs  and  clothing  boutiques.     • Bohemian  Mix:  Mobile  urbanites  who  represent  the  nation’s  most  liberal  lifestyles.   Young  singles,  couples  and  families  ranging  from  students  to  families.  They  are   people  who  check  out  the  latest  movie  club,  nightclub,  laptop  and  microbrew.       Data  and  Graphs       Median  Age:  31.2    

   

 

      Median  Income:  $44,700    


Consumer  Spend:  $1,222  MM       Household  Consumption:      

 

      Population  by  Race  &  Ethnicity:    


Store  Décor  and  Visuals      

 

 

Fixtures  and  Flooring:   Key  Features  of  our  store  would  be  dark  hardwood  floors,  white  walls,  and  dark  fixtures   like  in  the  picture  above.  We  would  modify  the  above  space  by  removing  the  center  tables   and  having  that  be  our  waiting  area  with  couches  and  a  table.  Merchandise  would  be  hung   on  wooden  hangers  with  silver  hooks  on  the  top:                      

   


Waiting  Area:     Since  the  merchandise  would  line  the  outside  of  the  store,  we  plan  to  fill  them  empty  space   in  the  center  with  a  large  area  rug  and  two  couches  facing  a  table.  Types  of  décor  we  plan  to   include  are  basic  couches  with  geometric  print  pillows.  They  would  be  changed  out   routinely  as  the  seasons  and  trends  change.  

  Center  Table:                    

 


Area  Rug:                       Walls:  This  is  an  example  of  the  type  of  decal  we  would  have  on  the  wall  behind  the  cash   register.  It  would  tie  our  brand  name  into  the  city  of  Chicago  and  let  people  know  we  are  a   Chicago  based  company.  

   

 

 


5  Senses     Smell     Clean   Fresh   Light  Fragrance   Plants/Flowers   Serenity    

    Touch     Quality  Fabrics   Hard  Surfaces/Floor   Soft  Rug   Comfy  Couches   Smooth    

   

 

 

   

 


Sight    

Clean   Organized   Sleek   Wood   Oversized  Hangers   Large  Fitting   Rooms   Couches   Polished    

 

 

 

 

 

 

 

Hears     Soft  Music   Happy  Customers   Light  Conversation   Chiming   Chuckling    

 

   

 


Taste     Hydration  (water)   Mints   Cleansed  Palette      

 

   

 

 

 

 

 


Electrical  Room Bathroom

Storage  Room

Back  Room  W/  Sewing  Tables

Accessorries  Table

Cashier

Dressing  Room Dressing  Room

Denim  Rack Trousers Rack Couch Evening/Casual   Blazers  Rack O oman

Professional   Blazers  Rack

Couch Shirts  Rack

Front  Door  Entrace


Plan-­‐o-­‐gram  Explanation:   We  knew  that  we  would  have  to  have  two  separate  spaces  in  our  store.  One  space   for  selling  our  merchandise  and  the  other  space  for  tailoring,  backstock,  etc.  We   decided  to  put  all  of  our  merchandise  on  racks  on  and  along  the  walls  because  we   didn’t  want  too  much  clutter  in  our  store.  Then  we  put  the  couches  and  large   outtoman  in  the  center  of  the  store  for  people  who  may  not  be  shopping  to  sit  and   relax.     We  put  our  trousers,  professional  blazers  and  shirts  all  together  because  that  is   what  we  consider  our  ‘work  wear.’  We  put  out  jeans,  blouses  and  evening/casual   bazers  all  together  because  that  is  what  we  condiser  our  ‘  weekend  and  casual  wear.’   This  will  make  it  easier  for  our  customers  to  shop.    We  put  our  accessories  table  by   the  cash  register  because  those  will  be  our  last  minute  and  add  on  purchases.       Finally  we  have  the  sewing  tables  visible  in  the  back  because  we  want  the  customers   to  get  an  inside  look  of  how  we  run  our  business.  That  way  the  customer  will  feel   more  apart  of  the  store  and  more  comfortable  with  us.      


Merchandise  Classification     Womenswear    

 

Professional  Blazers  

16%  

Casual  Blazers  

16%  

Evening  Blazers  

16%  

Bottoms-­‐Denim  

7%  

Bottoms-­‐Trousers  

7%  

Tops-­‐Shirts  

7%  

Tops-­‐Blouses  

10%  

Jewelry  

12%  

Bags/Scarves  

9%  


Percentage  (%)  of  Annual  Sales     January   February   March   April   May   June   July   August   September   October   November   December  

5%   2%   13%   14%   15%   5%   4%   10%   10%   10%   5%   7%      


3 Ways to Estimate Sales By Units Sold Monday Professional Blazers Casual Blazers Evening Blazers Denim Trousers Shirts Blouses Jewelry/Scarves Bags

1 1 1 1 1 1 1 1 0

Tuesday Wednesday Thursday 2 3 2 3 2 3 2 2 1 2 2 3 2 3 1 1 0 0

Friday 4 4 4 2 2 4 5 2 1

Saturday 4 5 8 3 2 6 7 3 1

Sunday 6 6 8 3 3 7 8 3 1

Unit Total 7 5 3 2 4 5 3 2 1

APP 27 26 29 15 15 28 24 13 4

$275 $250 $300 $180 $180 $100 $120 $60 $100

Total $7,425 $6,500 $8,700 $2,700 $2,700 $2,800 $2,880 $780 $400

Annual

$1,779,135

Annual

$1,122,000

Annual

$510,000

Average Ticket Monday Average ticket= $500

3

Tuesday Wednesday Thursday Friday Saturday Sunday 4 4 6 9 10 8

Based on Rent Annual Rent

Conclusion

$51,000

x10

$510,000

We decided our projected sales will be $1,300,000 annually. We came up with this number based on the Units Sold and the average ticket number. We did not pay much attention to the number we got based on rent because we have to sell more units than the average store because of our workshop we will have the in back. A very large portion of our store will be the tailors work area and storage for our garments, so we have to make more money for the upkeep of the space.


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Profit  and  Loss  Statement   Annual       Total               Net  Sales       1,300,000   Cost  of  Goods  Sold       702,000   Gross  Profit       598,000               Itemized  Expenses           Owner's  Payroll       117,000   Staff  Payroll       182,000               Rent       51,000   Utilities       39,000               Maintenance/Repair       1,000   Telephone/Fax       5,200   Security/Internet       3,900   POS  System  Maintenance       2,600   Liability  Insurance       1,200   Insurance  Worker's  Comp       2,000   Office  Supplies       26,000   Packaging       6,500   Marketing  and  Advertising       26,000   Travel  and  Entertainment       6,000   Professional  Fees       10,000   Merchant  Services       28,600   Employee  Welfare       2,600   Freight  from  Vendors       21,060   Auto       2,000   Taxes  and  Licenses       300   Postage       650   Displays       5,000               Miscellaneous       600   Total  Expenses       540,210               Net  Profit/Loss       57,790  

 

 

Percentage       100%   54%   46%           9.0%   14.0%       3.9%   3.0%       0.1%   0.4%   0.3%   0.2%   0.1%   0.2%   2.00%   0.5%   2.00%   0.5%   0.8%   2.2%   0.2%   3.00%   0.2%   0.02%   0.1%   0.4%       0.05%   42%       4%  


Events  List January:  New  Year’s  Sale   ● January  05,  2013  (all  day  event) ● A  markdown  on  winter  clothes ● Attempt  to  get  rid  of  old  inventory  for  new  inventory February:  Spa  Day  Giveaway ● February  11-­‐17,  2013  (all  week  event) ● Customers  who  shop  with  us  this  week  will  be  entered  in  a  raffle  to  win  a   free  spa  day  at  Mario  Tricoci. March:  Spring/  Summer  Fashion  Show   ● March  22,  2013  (8:00-­‐10:00PM) ● A  fashion  show  at  our  store  displaying  all  of  our  new  merchandise  for  the   Spring/Summer  season ● Attendees  will  be  able  to  try  on  and  purchase  merchandise  after  the  show April:  Bring  a  friend  with  you  VIP  event   ● April  06,  2013  (all  day  event) ● An  event  for  our  top  20  customers  and  a  guest. ● There  will  be  a  trunk  show  of  our  new  merchandise ● Food  and  Drinks,  plus  a  Live  DJ ● All  VIP  members  and  friends  will  receive  10%  off  on  all  their  purchases ● There  will  be  a  raffle  throughout  the  night May:  MAC  Cosmetics  Partnership  Party ● May  18,  2013  (5:00PM  -­‐  9:00PM) ● A  MAC  Cosmetics  Consultant  will  come  in  and  show  customers  how  to  wear   their  makeup  for  the  summer  season  with  our  merchandise   ● Will  give  free  demos,  have  makeup  available  for  purchase,  and  provide  free   samples  of  MAC  products June:  Start  of  Summer  Sale ● June  21,  2013  (all  day  event) ● A  flash  sale  to  get  women  excited  for  summer  weather ● 25%  off  all  merchandise

July:  Summer  Cocktail  Shopping  Party  


● July  13,  2013  (5:00PM  -­‐  10:00PM) ● A  fun  summer  night  out  with  your  girlfriends ● Drink,  shop  and  have  fun August:  Fall/Winter  fashion  show   ● August  03,  2013  (8:00PM-­‐10:00PM)   ● A  fashion  show  at  our  store  displaying  all  of  our  new  merchandise  for  the   Spring/Summer  season ● Attendees  will  be  able  to  try  on  and  purchase  merchandise  after  the  show September:  Trunk  Show  with  Demo   ● September  14,  2013  (2:00PM) ● It  is  designed  to  get  potential  customers  familiar  with  our  business ● One  random  audience  participant  will  be  selected  to  get  a  25%  gift  card  and   free  blazer  tailored  on  the  spot  and  be  able  to  take  it  home  with  her  on  the   same  day,  so  attendees  can  see  the  before  and  after  process. October:  Free  Accessory  with  Every  Purchase ● October  19  and  20,  2013  (all  day  event) ● If  you  shop  with  us  you  will  get  a  free  accessory  with  your  purchase   November:  Date  Night  Shopping  Event ● November  07,  2013  (5:00PM-­‐  9:00PM) ● Bring  a  significant  other  (friend,  husband,  or  child)  to  shop  with  you ● Will  offer  free  pampering,  drinks  and  food  for  your  significant  other  while   you  shop December:  Annual  Holiday  Charity  Event   ● December  14,  15,  and  16  2013  (3  day  event) ● If  you  shop  with  us  during  that  weekend  20%  of  the  proceeds  will  go  to  a   charity.    


Event  #1   April:  VIP  party   VIP  guests  will  include  our  top  20  customers  determined  by  the  dollar  amount  of   sales  they  provide  the  company.  Each  VIP  will  be  able  to  bring  one  friend  to  the   invitation-­‐only  event.   Every  year  the  event  will  take  place  at  our  first  store  on  Damen.  Guests  will  show  up   at  8:00  after  the  store  has  closed.  There  will  be  a  DJ;  a  bar  tender,  and  light  snacks.   All  of  our  tailors  will  be  at  the  event  to  help  customers  select  the  right  blazers  and   clothing.  For  this  night  only  there  will  be  a  10%  discount  storewide,  even  on  new   merchandise.   There  will  be  three  drawings  over  the  course  of  the  night.  1  drawing  for  a  $100  gift   card,  another  for  a  free  blouse  with  purchase,  and  another  for  a  free  accessory  with   purchase.   Our  company  will  arrange  with  a  neighboring  bar  or  lounge  to  accommodate  our   VIP  guests  with  drink  specials  if  they  show  their  invitation  at  the  bar.  This  will  give  a   chance  for  our  VIP  guests  to  get  to  know  each  other  more  and  talk  about  the   purchases  they  made.   Promotional  E-­‐mail:   To:  annehoffman@gmail.com  From:  MarieHusband@WillsBoutique.com Subj:  Bring  a  friend  to  our  VIP  party.  Giveaways,  sales,  and  drinks! Hey  ___!  To  thank  you  for  helping  our  new  boutique  launch  to  success,  we  have  put   together  a  party  for  our  VIP  members.  We  would  like  to  invite  you  and  a  friend  to   come  to  our  boutique  at  8:00  on  Friday,  April  20th.  There  will  be  a  DJ,  free  drinks,   and  chances  to  win  free  clothes  and  an  after  party  at  the  _  bar  right  across  the   street!! Click  on  the  link  below  to  see  pictures  of  the  merchandise  we  will  be  introducing  at   the  party.  You  can  also  pre-­‐-­‐-­‐order  any  of  the  new  collection  to  be  sure  we  will  have   your  size  on  the  night  of  the  event!! Please  respond  via  e-­‐-­‐-­‐mail,  or  call  the  store  at  312-­‐-­‐-­‐456-­‐-­‐-­‐6756  to  RSVP!! -­‐-­‐-­‐Marie www.willischicago.weebly.com  


Event  #2   May:  MAC  Cosmetics  Partnership  Party     MAC  Cosmetics  Consultants  will  be  available  in  our  store  and  show/teach  customers   how  to  wear  fun  summer  makeup  colors  and  current  makeup  trends  with  our   clothes.  The  makeup  artists  will  give  suggestions  as  to  which  makeup  colors  and   style  look  better  with  certain  merchandise.  The  MAC  Consultants  will  give  insight  as   to  what  makeup  colors/styles  more  appropriate  for  work  and  what  is  better  suited   for  going  out.  Additionally,  the  MAC  Cosmetics  Consultants  will  give  free  demos  to   customers  and  provide  free  samples.  Other  MAC  products  will  also  be  available  for   purchase.  Drinks  and  appetizers  will  be  served  throughout  the  event.     For  this  event  we  expect  50-­‐75  people  to  attend  within  the  5-­‐hour  time  frame.  We   plan  to  reach  our  customers  by  going  into  our  customer  database  and  send   invitations  to  customers  who  made  purchases  in  January  and  February.  We  figure   that  they  came  in  for  winter  clothes  and  now  it’s  time  to  buy  spring/summer  clothes,   and  they  will  be  eager  to  shop.  We  will  also  give  invitations  to  customers  who  shop   with  us  in  the  month  May  and  encourage  them  to  come  back  in  with  their  purchases   for  makeup  tips/ideas.     Date:  May  18,  2013     Time:  5:00  PM-­‐  9:00  PM     Drink  List   ● Champagne   ● Water     Appetizer  List  (Portillo’s  Catering)   ● Vegetable  Tray   ● Cheese  and  Sausage  Cube  Tray   ● Fresh  Fruit  Tray   ● Chicken  Tenders   ● Chocolate  Lovers  Tray                


Cost  for  Event     Invitations:  $500     MAC  Consultant  Fee:  $125     Drinks:  $100     Appetizers:  $165     Champagne  Glasses  (Rented):  $40     Paper  Goods:  $25     Flowers:  $40     Server:  $150   __________________________________________   Total=  $1145     Estimated  Sales:  $14,000     Estimated  Sales  without  Event:  $5571   1,300,000  annual  sales  (15%  Month  of  May)  =  $195,000   $195,000/4  weeks  =  $48,750   $48,750/  7  days=  $7000        


Your  Invited!   A  Night  of  Fun  with  a  MAC  Cosmetics  Consultant   May  18,  2013:  5-­‐9  PM   Are  you  tired  of  wearing  the  same  neutral  or  smoky  eye?  Are  you  looking  to  switch  up  your  regular   makeup  routine?  Well,  Willis  has  the  solution  for  you!  We  are  hosting  a  night  along  with  MAC   Cosmetics  to  show  you  how  to  mix  up  your  makeup  routine  with  fun  summer  colors!  A  MAC   Cosmetics  consultant  will  be  available  to  give  free  demos,  tips,  ideas  and  samples  on  how  to  switch   up  your  makeup  routine.  Drinks  and  appetizers  will  also  be  served.  

only  at     1864  N.  Damen,  Chicago,  IL  60647  

Willis   Monday-­‐Sunday  10AM-­‐8PM  

(312)  555-­‐8734  


Event  #3   September:  Trunk  Show  with  Demo   The  trunk  show  will  be  for  anyone  who  wants  to  attend,  but  an  RSVP  will  be   necessary  if  you  want  guaranteed  entry.  There  will  be  no  cost  to  attend.   The  trunk  show  will  be  an  early  sneak  peak  at  our  winter  and  holiday  items.  In   addition  to  showing  the  new  merchandise  we  will  also  show  how  they  are  tailored.   If  customers  are  interested  in  buying  a  blazer  they  can  enter  a  drawing  for  the   chance  to  get  25%  off,  and  have  their  blazer  tailored  on  spot  and  get  it  back  the   same  night.  When  the  customer  is  selected  from  the  drawing  they  will  choose  their   blazer,  and  go  on  stage  showing  how  it  originally  fits.  The  tailor  will  communicate   with  the  customer  about  how  she  wants  it  tailored,  showing  the  audience  how   experienced  the  tailor  is,  and  how  fun  the  service  can  be.   The  tailor  will  then  take  the  blazer  to  the  sewing  room  to  make  adjustments.   Guests  will  have  time  to  mingle,  get  drinks,  and  take  a  peak  at  the  sewing  room.   When  the  tailor  is  almost  finished,  a  company  representative  will  take  the  stage  to   explain  that  Willis  garments  are  made  to  be  tailor  friendly,  share  some  interesting   facts  about  where  our  tailors  learned  their  craft,  and  other  motivators  to  encourage   customers  to  want  to  purchase  from  us.   The  selected  customer  and  the  tailor  will  take  the  stage  to  show  the  final  blazer.   After  the  customer  is  fitted,  other  guests  will  be  encouraged  to  shop  and  meet  with  a   tailor.  Tailors  will  begin  to  fit  garments  and  also  answer  any  other  questions   customers  have  while  shopping.   Post-­‐card:  

 


Event  #4   December:  Annual  Holiday  Charity  Event  

    The  annual  holiday  charity  event  will  be  a  shopping  event  that  will  be   available  to  the  general  public  for  three  days.       The  main  aim  of  this  weekend  event  will  be  for  guests  to  come  in,  shop  and   then  20%  of  the  proceeds  will  go  to  a  charity  of  our  choice,  which  can  change  every   year.       In  addition  to  the  three-­‐day  shopping  event,  on  Friday  night,  December  14,   2013,  we  will  host  a  charity  event.  The  event  will  be  free  to  our  top  30  customers   depending  on  the  amount  they  have  spent  but  will  also  be  opened  to  the  general   public  for  a  fee.  The  store  will  not  lose  money  with  the  event  since  we  will  depend   on  sponsors  for  food,  alcohol  and  entertainment.  The  only  thing  we  would  pay  for   would  be  servers,  flowers,  invitations,  paper  goods,  cocktail  glasses,  and  other   miscellaneous  things.  Auctions  and/or  prizes  will  be  available  with  merchandise   from  the  store.  Merchandise  for  prizes  from  our  store  will  include  a  set  of   accessories,  a  tailored  blouse,  tailored  pants  and  a  gift  card  for  the  store.       To  bring  in  more  customers,  we  will  also  offer  customers  the  chance  to  win  a   set  of  accessories  for  those  who  did  not  attend  the  charity  event.       Our  goal  with  this  event  is  to  bring  awareness  to  our  store  and  to  the  charity   of  our  choice.  The  charity  will  benefit  by  raising  money  for  themselves  and  their   cause  and  our  store  will  benefit  by  gaining  exposure  and  sales  through  a  charitable   cause.             Though  it  might  sound  like  a  loss  with  the  free  merchandise  we  are  offering   and  by  giving  20%  of  our  proceeds  away,  we  hope  that  by  doing  this,  we  will  gain   new  clientele  which  in  turn  will  increase  our  sales  and  profits.         2013  Charity:  Muscular  Dystrophy  Association     Live  Entertainment:  DJ.     Cocktails:  Champagne,  red  and  white  wine,  special  cocktails  made  for  the  event.     Appetizers:  Crab  cakes,  Kobe  sliders,  shrimp  cocktail,  grilled  chicken  skewers.  


Specific  Cost:     • Liquor:  $500.00  (Possibly  free  with  sponsor  or  only  pay  half  of  price.)   • Appetizers:  $500.00  (Possibly  free  with  sponsor  or  only  pay  half  of  price.)   • Entertainment:  $250.00   • Invitations  (150):  $150.00   • Servers  (2):  $300.00   • Cocktail  glasses  (rented):  $80.00   • Paper  goods:  $30.00   • Total  cost:  $1,360.00  (Based  on  paying  half  for  liquor  and  appetizers.)       Total  sales  of  the  event:   • Friday:  $6,500.00   • Saturday:  $4,062.50   • Sunday:  $4,062.50   • Total  sales:  $14,625.00   • Total  sales  after  20%  proceeds  going  to  charity  of  choice:  $11,  700.00      


by

December  14,  2013  7:00  PM  -­‐11:00  PM   Please join us Friday December 14, 2013 for our annual holiday char ity ev ent to be held at our store. Come shop, have dri nks (champagne, wine and specialty cocktails) and appetizers, and wi n prizes all for a good cause benefiting the Muscular Dystrophy Association.

1864  N.  Damen  Avenue,  Chicago,  IL  60647  

10:00  AM  –  8:00  PM  

(312)  555-­‐8734  


Value  of  a  Customer  for  Life Core  Customer She  is  a  fashion  savvy  individual  who  will  originally  come  in  when  she  got  her  first   job  after  college,  looking  for  professional  work  clothes.  She  then  will  shop  here  4   times  a  year  (at  the  start  or  every  season)  to  update  her  wardrobe.  She  will  shop   with  us  for  about  6  years  until  she  gets  engaged.  Then,  she  won’t  come  in  for  about  a   year  because  she  is  too  busy  planning  her  wedding.  She’ll  start  shopping  with  us   again  for  2  years  until  she  has  her  first  child.  She  won’t  shop  with  us  during  her   pregnancy  and  then  start  shopping  with  us  again  for  another  2  years  after  she  gives   birth.  She  will  then  give  birth  to  her  second  child,  move  to  the  suburbs  and  we  will   never  see  her  again. ● 1  Person ● 10  Years ● Example  Purchase  (  4  times  a  year) ○ 1  Evening  Blazer:  $300 ○ 1  Professional  Blazer:  $275 ○ 1  Pair  of  Trousers:  $180 ○ 1  Shirt:  $100 ○ 1  Blouse:  $120 ● $4000/Year ● 10  Years  ($4000)  =  $40,000 Secondary  Customer This  customer  will  be  in  love  with  our  blazer  and  will  come  in  one  time  a  year  to   purchase  a  few  blazers.  She  will  always  come  in  no  matter  what  stage  she  is  in  her   life. ● 1  Person ● 20  Years ● Example  Purchase  (once  a  year) ○ 1  Casual  Blazer:  $250 ○ 1  Even  Blazer:  $300 ● $500/Year ● 20  Years  ($500)  =  $10,000    


Management  and  Leadership  Style

  As  managers,  we  are  responsible  for  motivating  employees  and  making  sure   they  are  doing  their  best  work.  Since  our  employees  are  tailors  and  tailor   apprentices  and  we  are  not  experienced  in  the  tailoring  expertise,  we  will  bring  in  a   third  party  of  speakers  and  teachers.   On  a  monthly  basis  we  will  host  1-­‐2  guests  from  the  following  categories: ● Speakers  introducing  the  most  up  to  date  machinery  and  sewing  equipment   that  makes  tailoring  easier  and  more  efficient ● Teachers  that  introduce  time  management  techniques  and  tips  to  get   tailoring  done  in  a  timely  matter ● Seminars  about  how  to  properly  fix  a  mistake  made  when  tailoring  to  avoid   having  to  throw  the  garment  away ● Tailors  that  are  now  in  high  power  positions  who  started  out  as  tailors.  They   will  speak  to  the  apprentices  and  motivate  them  to  not  give  up.   Something  that  we  will  do  to  motivate  tailors  is  give  them  freedom  to  work   on  their  tailoring  whenever  they  want.  Tailors  will  be  able  to  schedule  when  they   are  in  the  workshop  on  their  own  time  and  will  have  access  to  the  workshop  after-­‐ hours.  When  in  the  workshop,  they  will  be  encouraged  to  dress  how  they  want  and   listen  to  music  if  it  helps  them  enjoy  their  work  and  be  productive.   Our  leadership  style  will  be  based  on  treating  all  of  our  employees  as  equals.   We  will  be  open  about  the  sales  we  made  for  the  day  and  how  well  the  company  is   doing.  we  will  encourage  our  employees  to  let  us  know  when  something  in  the   company  is  not  going  as  smoothly  as  it  should,  and  we  will  be  open  to  making   changes  based  on  their  feedback.  We  will  honor  everyone’s  own  way  of  completing   their  tasks,  and  accept  our  employees  for  their  own  personal  style  and  personality   that  they  hold  on  the  selling  floor.   While  everyone  is  different  we  still  want  to  make  sure  that  our  employees   represent  the  company  in  a  positive  light  that  fits  in  with  our  vision  and  mission.   Therefore,  as  managers,  we  will: ● Always  be  on  the  floor  when  working,  instead  of  in  the  backroom  or   workshop ● Greet  every  customer  when  they  enter  the  shop ● Get  to  know  customers  on  a  first  name  basis ● Make  sure  every  customer  is  knowledgeable  about  the  changes  that  will  be   made  to  the  blazer  they  are  trying  on ● Always  be  energetic,  productive,  and  on  time.  


Organizational Structure


Human  Resources/Policies         Hours  of  Operation:           Monday-­‐  Thursday   10:00  AM  –  8:00  PM   Friday  –  Sunday   10:00  AM  –  8:00  PM       Store  Guarantee:   • We  guarantee  top  customer  service  by  providing  impeccable  service  matched   by  clothing  made  from  the  highest  quality  material,  altered  by  trained  tailors   to  provide  the  best  fit.           Store  Return  Policy:   • RETURN  POLICY  FOR  MADE  TO  MEASURE  ITEMS:   o  Due  to  the  unique  nature  of  made  to  measure  items  they  are  NON-­‐ REFUNDABLE.  This  means  that  no  returns  or  exchanges  will  be   accepted.     • RETURN  POLICY  FOR  NON  MADE  TO  MEASURE  ITEMS:   o All  items  that  are  not  made  to  measure  have  a  30-­‐day  return  policy   as  long  as  the  purchase  receipt  is  provided.  Returns  will  be   accepted  and  either  a  store  credit  will  be  awarded  or  money  will   be  refunded  back  by  original  form  of  payment.       Store  Positions:   • Owner/Manager   o Manage  and  motivate  team  to  increase  sales  and  ensure  efficiency;   manage  stock  levels  and  make  key  decisions  about  stock  control;  deal   with  staffing  issues  such  as  interviewing  potential  staff,  conducting   appraisals  and  performance  reviews,  as  well  as  provide  or  organize   training  and  development;  ensure  standards  for  quality,  customer   service  and  health  and  safety  are  met;  organize  special  promotions,   displays  and  events.   • Tailor/Sales  Associate/  Key  Holder  (2):     o  Develops  design  for  garment,  adapts  existing  design  for  garment,  or   copies  existing  design  for  garment;  alters  garment  and  joins  parts,   using  needle  and  thread  or  sewing  machine,  to  form  finished  garment;   draws  individual  pattern  or  alters  existing  pattern  to  fit  customer's   measurements;  sews  buttons  and  buttonholes  to  finish  garment;   presses  garment,  using  hand  iron  or  pressing  machine,  watches  over  


boutique  while  manager/owner  is  not  present;  opens  and  closes  the   store.   Tailor/Sales  Associate  (Regular)  (2):   o Develops  design  for  garment,  adapts  existing  design  for  garment,  or   copies  existing  design  for  garment;  alters  garment  and  joins  parts,   using  needle  and  thread  or  sewing  machine,  to  form  finished  garment;   draws  individual  pattern  or  alters  existing  pattern  to  fit  customer's   measurements;  sews  buttons  and  buttonholes  to  finish  garment;   presses  garment,  using  hand  iron  or  pressing  machine,  watches  over   boutique  while  manager/owner  is  not  present;  opens  and  closes  the   store.   Apprentice  (2):     o Assists  with  all  duties  assigned  by  the  tailors  and  or  by  the   manager/owner.  Duties  may  include  assisting  customers  with  fits,   altering  clothes,  and  cleaning  duties.  Additional  duties  may  be   assigned.  Priority  duties  would  be  to  assist  tailors  and  learn  from   their  experience  and  training.   Cashier  (1):     o Cashier  would  only  come  in  on  busy  days  like  weekends  or  when   holding  a  special  event.  Duties  will  include  expediting  the  sale   process,  assist  customers  with  whatever  they  need  or  ask  for,  cleaning   duties,  and  other  duties,  which  may  be  assigned  by  the  discretion  of   the  owner/manager  or  by  one  of  the  tailors.  

    Hourly  pay  or  salary  of  employees:   • Owner/Manager:  $117,000   • Tailor/  Sales  Associate  (Key  Holder):  $35,000   • Tailor/  Sales  Associate  (Regular):  $30,000   • Apprentice:  $15.00  per  hour.   • Cashier:  $10.00  per  hour.     Employee  bonuses  and  incentives:     Each  staff  member  will  be  granted  two  blazers  upon  employment.  One  may   be  from  the  newest  collection.  Each  three  months  the  staff  member  with  the  highest   amount  of  sales  will  be  given  a  $500  credit  to  be  used  in  the  store.  Staff  members   that  are  on  salary  will  also  qualify  for  medical  insurance.  End  of  the  year  bonuses   will  also  be  given  depending  on  how  well  the  staff  member  has  performed  that  year.   Additional  bonuses  or  incentives  will  also  be  created  at  the  discretion  of  the   owner/manager  as  a  means  of  motivation  for  the  staff  and  to  increase  sales.            


Employee  Weekly  Schedule:     Employee  

Monday  

Tuesday  

Wednesday  

Thursday  

Friday  

Saturday  

Sunday   Hours   Worked  

Owner/Manager    N/A  

10:00  –   7:00  

10:00  –  7:00  

N/A  

10:00   –  7:00  

10:00  -­‐ 7:00  

10:00  -­‐   40   7:00  

Tailor/  Key   Holder  (1)  

10:00  –   7:00  

12:00  –   8:00  

12:00  –  8:00  

10:00  –   7:00  

N/A  

10:00  –   7:00  

N/A  

Tailor/  Key   Holder  (2)  

12:00  –   8:00  

N/A  

12:00  –  8:00  

12:00  –   8:00  

12:00   –  8:00  

12:00  –   8:00  

12:00  –   40   8:00  

Tailor  (Regular)   (1)  

N/A  

12:00  –   7:00  

N/A  

12:00  –   7:00  

N/A  

12:00  –   7:00  

12:00  –   28   7:00  

Tailor  (Regular)   (2)  

N/A  

N/A  

12:00  –  7:00  

N/A  

12:00   –  7:00  

12:00  –   7:00  

12:00  -­‐ 7:00  

Apprentice  (1)  

N/A  

12:00  –   6:00  

N/A  

12:00  –   6:00  

N/A  

12:00  –   6:00  

12:00  –   24   6:00  

Apprentice  (2)  

N/A  

N/A  

12:00  –  6:00  

N/A  

12:00   –  6:00  

12:00  –   6:00  

12:00  –   24   6:00  

Cashier  

N/A  

N/A  

N/A  

N/A  

N/A  

12:00  –   6:00  

12:00  –   12   6:00  

  Worker’s  Weekly  Wages:   • Cashier:  $120.00   • Apprentice  (1):  $360.00   • Apprentice  (2):  $360.00     Worker’s  Yearly  Salary:   • Owner/Manager:  $117,000.00   • Tailor/  Key  Holder  (1):  $35,00.00   • Tailor/  Key  Holder  (2):  $35,000.00   • Tailor  (Regular)  (1):  $30,000.00   • Tailor  (Regular)  (2):  $30,000.00   • Annual  Salary  All  Workers:  $289,840.00  

40  

28  


Retail Management Project