Over It by Kristen Carle

Over It provides Fall 2011â&#x20AC;&#x2122;s must haves showcased by your favorite designers like BCBG, Stella McCartney, and Topshop. Sleek, simple, and edgy, we love looks that are cool and unexpectedly sexy.

At Over It, we believe that minimal accessories can still make a major statement. Bold boyfriend watches, platform booties, and chunky scarves add glamour to any outfit.

The fabrics in our first delivery are light and just right for layering. Our love for all things sheer brought us to a great mesh that adds a great dimension to our texture driven collection.

Our Compelling collection delves into fall-friendly fabrics like herringbone. One of our absolute favorites is the buttery leather used in our fab leather jacket

As temperatures drop, we crave luxurious fabrics. Therefore, we are introducing a cable-knit dress, cozy Alpaca coats, and satin party dresses.

At A Glance

Over It

1 Dictionary Result

o-ver it [oh-ver it] -noun 1. Over It encompasses everything we feel that our target customer wants in an apparel retailer. She is OVER the mall, OVER the internet warehouse sites, and wants something fresh and direct, and just for her. She’s got an attitude and isn’t afraid to tell everyone that she is, in fact, over it. Origin: After multiple hours of scouring Google and a thesaurus for words that we thought had to do with our company, target customer, fashion in general, and even just random names and phrases, we were stuck. We decided that we would have to move on if we were going to get anything done. Allie said, “We could name our company literally anything at this point, I’m so over it.” Everyone’s eyes lit up, and our name was born. Related Images: company logo

Business Cards

KEY: SALE PROMOTION EVENT NEW DELIVERY

AUGUST/SEPTEMBER 2011 SUNDAY

MONDAY 14

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

LAUNCH WITH DAILY CANDY

LABOR DAY SUNGLASS SPECIAL

AUGUST/SEPTEMBER 2011 WEEK 1: Aug 14-20 (14-20) Launch With Daily Candy -press release in Daily Candy -“Daily Deal” Enter to win $100 worth of merchandise from Over It WEEK 2: Aug 21-27 WEEK 3: Aug 28-Sept3 WEEK 4: Sept 4-10 (5) Labor Day Sunglass Special -25% off all sunglasses for the end of summer!

SEPTEMBER/OCTOBER 2011 SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

15 DAILY CANDY FALL WEEKEND GET-AWAY

10 COLOMBUS DAY “out with the cold, in with the new”

8 KRISTEN’S BIRTHDAY SALE (20% off all party dresses) 15

DELIVERY 2

SEPTEMBER/OCTOBER 2011 WEEK 5: Sept 11-17 (15-17) Daily Candy Fall Weekend Get-Away -it’s time to get away from the city and check out the fall foliage—make sure to pick out a fun new outfit at Over It for your fall weekend get-away -Daily Candy feature Over It in “Fall Weekend Get-Away” slideshow WEEK 6: Sept 18-24 (18) Daily Candy Fall Weekend Get-Away - it’s time to get away from the city and check out the fall foliage—make sure to pick out a fun new outfit at Over It for your fall weekend get-away -Daily Candy feature Over It in “Fall Weekend Get-Away” slideshow WEEK 7: Sept 25-Oct 1 (25) Delivery 2 WEEK 8: Oct 2-8 (8) Kristen’s Birthday Sale -20% off all party dresses WEEK 9: Oct 9-15 (10) Columbus Day “out with the old in with the cold” -Outerwear Promotion

OCTOBER/NOVEMBER 2011 SUNDAY

MONDAY 16

TUESDAY 17

WEDNESDAY 18

THURSDAY 19

FRIDAY

SATURDAY

22 ALLIE’S BIRTHDAY SALE (20% off all party dresses)

SUSAN G. KOMEN 3-DAY FOR THE CURE 28

31 HALLOWEEN “don’t look scary” (24-hour Style Squad Service) 7

VETERAN’S DAY

OCTOBER/NOVEMBER WEEK 10: Oct 16-22 (21-22) Susan G. Komen 3-Day for The Cure -join the Over It team in the fight against Breast Cancer (22) Allie’s Birthday Sale -20% off all party dresses WEEK 11: Oct 23-29 (23) Susan G. Komen 3-Day for The Cure -join the Over It team in the fight against Breast Cancer WEEK 12: Oct 30-Nov 5 (31) Halloween -don’t look scary this Halloween—let our Style Service Squad help you! -24-hour customer service today WEEK 13: Nov 6-12 (11) Veteran’s Day

NOVEMBER/DECEMBER 2011 SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

26 BLACK FRIDAY WEEKEND SALE (10-15% off all merchandise)

DELIVERY 3

25 BLACK FRIDAY (25% off hot items, 10-15% off all other merchandise) 2

THANKSGIVING

CYBER MONDAY (25% off all merchandise) 4

NOVEMBER/DECEMBER WEEK 14: Nov 13-19 (13) Delivery 3 WEEK 15: Nov 20-26 (24) Thanksgiving (25) Black Friday -25% off hot items -10-15% off all other merchandise (26) Black Friday Weekend Sale -10-15% off all merchandise WEEK 16: Nov 27-Dec 3 (27) Black Friday Weekend Sale -10-15% off all merchandise (28) Cyber Monday -25% off all merchandise WEEK 17: Dec 4-10

DECEMBER 2011/JANUARY 2012 SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

HANUKKAH CHRISTMAS EVE

25 CHRISTMAS

1 NEW YEAR’S DAY DELIVERY 4 “New Year, New You 8

26 PARTY DRESS BLOWOUT SALE DAILY CANDY NEW YEAR’S EVE PARTY PLANNER 2

LAST MINUTE HOLIDAY SALE 27

31 NEW YEAR’S EVE

DECEMBER 2011/JANUARY 2012 WEEK 18: Dec 11-17 WEEK 19: Dec 18-24 (20-24) Hanukkah (20-24) Last Minute Holiday Sale -20-35% off hot items (24) Christmas Eve WEEK 20: Dec 25-31 (25-28) Hanukkah (25) Christmas (26-31) Party Dress Blowout Sale -20-35% off all party dresses (26-31) Daily Candy New Year’s Eve Party Planner -Daily Candy feature Over It’s party dresses/party dress blowout sale in “New Year’s Eve Party Planner” slideshow

(31) New Year’s Eve WEEK 21: Jan 1-7 (1) New Year’s Day (1) Delivery 4 (1) New Year, New You -Make your New Year’s resolution to keep up with the trends by shopping at Over It WEEK 22: Jan 8-14

JANUARY/FEBRUARY 2012 SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

16 MARTIN LUTHER KING JR.’S BIRTHDAY

22 MID-WINTER “BLUES DENIM SALE

11 NEED SOMETHING TO WEAR FOR VALENTINES DAY? Ask our Style Service Squad!

JANUARY/FEBRUARY 2012 WEEK 23: Jan 15-21 (16 Martin Luther King Jr.’s Birthday) WEEK 24: Jan 22-28 (22-28) “Mid-Winter Blues” Denim Sale -15-20% off all denim WEEK 25: Jan 29-Feb 4 WEEK 26: Feb 5-11 (11) Need Something to Wear for Valentine’s Day? -Ask our Style Service Squad—extended hours now until Valentine’s Day

Chief Executive Officer—Kristen Carle, Lindsay Karn, and Allie Lang Overview: The CEOs will oversee all employees and all aspects of the business. They will act as the creative directors, keeping up with industry trends and maintaining the look and feel of the company in all aspects of the business Key Responsibilities:  Delegate tasks to employees  Work together to maintain company aesthetic

Designer—Whitney McCalla Overview: The Designer creates unique looks for our private label, Whitney. She communicates frequently with the Senior Buyer and Stylist regarding trends and brand aesthetic in order to keep the company cohesive. Key Responsibilities:  Work with CEO’s to create exciting color stories for each delivery  Design garments and accessories for the company’s private label, Whitney  Create and grade patterns to be sent to CMT manufacturer  Assure quality and fit of garments through fit model sessions with Product Developer

Merchandiser/Product Developer—Allie Lang Overview: The Merchandiser analyzes industry trends and demographics of the target market in order to select and distribute merchandise that will be profitable to the company. She keeps up to date with our vendors in order to maintain a positive relationship with them and the companies they work for. As Product Developer, she also sources fabric and findings, works closely with CMT manufacturer and all members of the production chain to assure quality control, if needed. Key Responsibilities:  Keep up-to-date on trends, both in the fashion industry as a whole, and in the buying habits of our target market  Contact and establish relationships with vendors  Choose and purchase merchandise to supplement our private label  Work closely with the CFO to make sure that all purchases will be profitable  Source fabrics and findings for private label brand while remaining within the budget allocated by the CFO  Travel, when needed, to factories  Communicate all quality standards to all members of production chain  Assure that all quality standards are met for each garment

 Attend fit model sessions with Designer Qualifications Allie Lang: Merchandiser and Product Developer Educated in both fashion design and merchandising, Allie has the know-how to be our merchandiser as well as our product developer. She will be working closely with our designer and our vendors in order to create a consistent and profitable product mix that meet our quality standards. Allie is perfect for the job because she is both left and right brained.

Public Relations and Marketing Manager—Lindsay Karn Overview: The PR and Marketing Manager assembles press kits, manages and frequently updates social media sites, develops and executes marketing campaigns. She forms and maintains relationships with industry contacts, all in an effort to spread the company name by whichever means possible. Key Responsibilities:  Assemble and distribute press kits  Maintain Facebook and Twitter pages  Develop and execute marketing/advertising campaigns  Work closely with CFO to remain within budget  Plan promotions Qualifications Lindsay Karn: PR/Marketing A public relations and marketing-oriented merchandiser, Lindsay has taken on the role of leader of our marketing department. She will be assembling and sending out press kits as well as maintaining our social media accounts. Because of her experience in event planning, she will also be in charge of Over It’s promotional events and community outreach.

Webmaster/ Chief Financial Officer—Kristen Carle Overview: The CFO takes care of all bookkeeping, merchandise planning, and finances. She works closely with accountant to make sure that the finances of the company are accurate. As Webmaster, she also designs and maintains the company webpage, and updates it as needed Key Responsibilities:  Work closely with PR/Marketing Manager to allocate funds for marketing/advertising, press kits, and events  Work with HTML coding, Flash coding, and Microsoft Publisher to design website  Update website for every new delivery of merchandise  Create polls for consumer feedback  Work closely with Warehouse manager to make sure that inventory is accurate and upto-date



Work closely with Merchandiser/Product Developer to plan and allocate funds for new merchandise and the development of the company’s private label brand  Work with HTML coding, Flash coding, and moonfruit.com to design website  Update website frequently  Create polls for consumer feedback Qualifications Kristen Carle: Webmaster/CFO Kristen has become our in-house web designer. Like Allie, Kristen has been educated in both fashion design and merchandising, proving her ability to balance the creative and business sides of the business. Although we will be outsourcing to an accountant, as Chief Financial Officer, Kristen will keep track of our daily finances.

Warehouse Manager—HELP WANTED! Overview: The Warehouse Manager will maintain inventory, oversee and coordinate all shipping. The Warehouse Manager will work closely with the Chief Financial Officer and Senior Buyer to make sure that no overages or shortages occur. Key Responsibilities:  Keep track of book inventory with every sale made  Take physical inventory weekly  Work with USPS, UPS, and FedEx to guarantee successful and satisfactory shipping to our customers

Style Service Squad—Elle, Donna, and Tara—INTERN WANTED! Overview: The Style Service Squad provides personalized customer assistance to Over It’s customers. All members are expected to keep up with industry trends, and have a knowledge of style. They help not only with matters of styling, but also sales, shipping, returns/exchanges, and any other questions regarding merchandise. The Style Service Squad also gathers data from customer feedback. The Style Service Squad has 3 full time employees. Key Responsibilities:  Provide personalized customer service via phones, instant message, and e-mail  Update themselves on trends  Aid customers with questions about styling and trend  Work closely with warehouse manager to resolve any shipping issues that occur  Answer any questions regarding returns/exchanges or merchandise in general  Make note of any suggestions/ideas from customers  Gather data from customer polls and other types of standardized feedback, and report on results in company-wide memorandum

Financial Start-Up Requirements Worksheet Initial Espenses Legal Office Supplies Office Equipment Brochures/Design/Letterhead, Business Cards, Etc. Rent Deposits Printer Computer (including Microsoft Office, Incription Software, Quickbooks Pro, N.A.S Device, all computer accessories, and 1 docking station Software Insurance Construction of fixtures and equipment Phone and fax systems Total Initial Expenses

$ 5,000.00 $ 700.00 $ 6,792.80 $ 15.96 $ 3,000.00 $ 372.34 $ $ $ $ $ $

8,349.63 2,082.96 2,000.00 20,000.00 896.00 49,209.69

Monthly Money Reserves Salary of owner-managers All other salaries and wages Payroll taxes Rent Freight Operating Supplies Telephone/Internet Taxes (property) Advertising/Promotional Expenses Banking Charges Legal and Professional Fees (CPA) Total Monthly Expenses Total Monthly Expenses for first year

$ 8,750.00 $ 4,917.47 $ 737.62 $ 1,500.00 $ 6,184.89 $ 350.00 $ 269.55 $ 300.00 $ 3,000.00 $ 10.00 $ 200.00 $ 26,219.53 $314,634.36

Start-up Inventory

$100,000.00

Other Expenses Sinage Total Other Expenses

$ $

Total Start-up Requirements Total Start-up Requirements for first year

$175,929.22 $464,344.05

500.00 500.00

COMPANY MARKUP % LAST YEAR -

SALES

RETAIL STOCK (BOM) $

MARKDOWNS $

RETAIL PURCHASES

COSTS

ENDING STOCK

STOCK/SALES RATIO

PLAN 55% FALL Last Year Plan Percent of Sales Revised Actual Last Year Plan Revised Actual Last Year Plan (percent) Plan ($) Revised Actual Last Year Plan Revised Actual Last Year Plan Revised Actual Last Year Plan Revised Actual LAST YEAR PLAN

ACTUAL -

SHORTAGES % AVERAGE STOCK SEASON STOCK TURNOVER OVERALL MARKDOWN %

1 $105,440.00 4.4 16.17%

AUG SEPT OCT NOV DEC JAN SEASON TOTALS $ $ $ $ $ $ $ $41,580.00 $69,300.00 $83,160.00 $101,640.00 $115,500.00 $50,820.00 $462,000.00 9% 15% 18% 22% 25% 11% 100%

$ $ $ $ $ $ $ $ 100,000.00 $ 89,420.00 $ 120,120.00 $ 136,960.00 $ 135,320.00 $ 50,820.00 $

20% 27% 50% $ 14,940.00 $ 20,170.00 $ 37,355.00 $

16.17% 74,705.00

$ $ $ $ $ $ $ $100,000.00 $31,000.00 $100,000.00 $100,000.00 $100,000.00 $31,000.00

$462,000.00

$0.00 $55,000.00

0% $

$0.00 $17,050.00

632,640.00

$0.00 $55,000.00

$0.00 $17,050.00

$ 58,420.00 $ 20,120.00 $ 36,960.00 $ 35,320.00 $ 19,820.00 $

0 2.40

0 1.29

0 1.44

0 1.35

0 1.17

0 1.00

$0.00 $254,100.00

Profit & Loss Statement Net Sales Cost of Goods Sold Gross Margin Operating Expenses Profit $ Profit %

$ 462,000.00 $ 254,100.00 $ 207,900.00 $ 157,320.00 $ 50,580.00 11%

$ 387,000.00 $ 207,900.00 $ 179,100.00 $ 157,320.00 $ 21,780.00 6%

$ 966,000.00 $ 531,300.00 $ 434,700.00 $ 165,120.00 $ 269,580.00 28%

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