OUR BRAND ●
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HEIDI HYDE IS A BOUTIQUE THAT SELLS HIGH QUALITY BAGS, LUGGAGE, AND ACCESSORIES MADE OF 100% VEGAN LEATHER CLASSIC, MINIMAL, YET FRESH STYLES VEGAN & ENVIRONMENTALLY CONSCIOUS LIFESTYLES INFLUENCE THE OVERALL BRAND AESTHETIC ○ ○ ○
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EARTH TONES & CLEAN DESIGN IRONIC PRODUCT NAMES MARKETING
HEIDI HYDE SUPPORTS ANIMAL RIGHTS & ENVIRONMENTAL CAUSES ○
EVENTS AND FUNDRAISERS
LOCATION
EAST VILLAGE, NEW YORK ● BOHEMIAN REPUTATION ● BOOK STORES, BARS, GALLERIES, CLUBS, SHOPS WITH VINTAGE AND ARTISTIC ITEMS FOR HOME ● ARTSY HANGOUTS INCLUDING POETS CAFE ● LAID-BACK ATTITUDE ● STREET STYLE
OUR CUSTOMER
TARGET MARKET
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AGE: 18-40 MIDDLE - UPPER MIDDLE CLASS ENVIRONMENTALLY CONSCIOUS STUDENT OR COLLEGE EDUCATED CURRENT & TRENDY LIVES IN URBAN AREAS TRAVELS ENTERTAINMENT: ART GALLERIES, CONCERTS, NIGHTLIFE
MOOD BOARD
MERCHANDISE
● ACCESSORIES: $15.00 - $60.00
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PHONE CASES WALLETS KEYCHAINS/BAG CHARMS VEGAN LEATHER CLEANER
● BAGS: $85.00 - $220.00 ○ ○ ○ ○ ○
CROSSBODY TOTES SADDLE BAGS BUCKET BAGS BACKPACKS
● LUGGAGE: $250.00 - $400.00 ○ ○
DUFFLE BAG SUITCASE
PRICING
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PAYROLL
STAFF: ●
STORE MANAGER: $20 PER HOUR
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1 ASSISTANT MANAGER: $17 PER HOUR
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4 ASSOCIATES: $15 PER HOUR
PAYROLL
PAYROLL
STORE ENVIRONMENT
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TABLE 2
TABLE 1
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FLOOR PLAN
FIXTURE PLAN
SALES PLAN
ACCESSORIES
BAGS
LUGGAGE
245 UNITS
150 UNITS
TOTAL: 595 UNITS
MONTHLY INVENTORY
200 UNITS
PRODUCTION COST
$0.30
TOTAL: $11.00 WHOLESALE: $22.00 RETAIL: $44.00 WHOLESALE MARGIN: 50% RETAIL MARGIN: 50%
AVERAGE MONTHLY PROFIT: $2,640.00 AVERAGE YEARLY PROFIT: $31,680.00
SALES & PROFIT
AVERAGE MONTHLY SELL-THROUGH: 60 WALLETS
PRODUCTION COST
$0.75
TOTAL: $20.45 WHOLESALE: $40.90 RETAIL: $150.00 WHOLESALE MARGIN: 50% RETAIL MARGIN: 73%
AVERAGE MONTHLY PROFIT: $15,000.00 AVERAGE YEARLY PROFIT: $180,000.00
SALES & PROFIT
AVERAGE MONTHLY SELL-THROUGH: 100 BACKPACKS
PRODUCTION COST
TOTAL: $64.00 WHOLESALE: $128.00 RETAIL: $256.00 WHOLESALE MARGIN: 50% RETAIL MARGIN: 50%
AVERAGE MONTHLY PROFIT: $6,400.00 AVERAGE YEARLY PROFIT: $76,800.00
SALES & PROFIT
AVERAGE MONTHLY SELL-THROUGH: 25 DUFFEL BAGS
SELL-THROUGH
APRIL INVENTORY
SELL-THROUGH
SELL-THROUGH PERCENTAGE
SALES & PROFIT
SALES & PROFIT
MONTHLY TOTAL SALES: $24,040.00 TOTAL PRODUCTION COSTS: $11,012.50 TOTAL PROFIT: $13,027.50 PROFIT MARGIN: 45.8%
YEARLY TOTAL SALES: $288,480 TOTAL PRODUCTION COSTS: $132,150.00 TOTAL PROFIT: $156,330.00 PROFIT MARGIN: 45.8%
ANNUAL PROJECTIONS
TOTAL ANNUAL SALES : $1,058,400
SPRING PLAN: INSTAGRAM & BRUNCH EVENT
LIFESTYLE FOCUSED
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POSTS CONSIST OF PRODUCT, CUSTOMER STYLE PHOTOS, INSPIRATION, NYC, & AD CAMPAIGNS
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NEW COLLECTIONS USE BRIGHT COLORS THAT SPAN ACROSS MULTIPLE POSTS TO ATTRACT ATTENTION
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BUDGET: $100 (USED FOR GRAPHICS, INSTAGRAM AD SPACE, ETC.)
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INSTAGRAM STORIES ARE USED TO ADVERTISE NEW PRODUCTS AND GIVE CUSTOMERS THE FIRST LOOK
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ALWAYS USE BRIGHT AND FUN COLORS TO MAKE AN IMPACT IN THE FEW SECONDS CONSUMERS ARE EXPOSED TO THE IMAGE
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INCREASES SALES OF SPRING COLLECTION BY 15% INCREASE IN $13,230
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ROI: 12947%
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BRUNCH EVENT
BRUNCH FOR FASHION INFLUENCERS OBJECTIVES: ●
TO INTRODUCE NEW SEASONAL MERCHANDISE TO POTENTIAL MARKETORS
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BUILD PERSONAL RELATIONSHIPS WITH INFLUENCERS
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INTRODUCE PRODUCT WITH HANDS ON APPROACH
BRUNCH EVENT
THE BUTCHER’S DAUGHTER 19 Kenmare St NYC - 10012 ESTIMATED COST: ● $3,500 for venue and food cost ● $500 in gifted merchandise ● $485 for employees for 5 hours worth of work ● $2,000 for invitations TOTAL: $6,485 ROI: 5.45%
BRUNCH EVENT
BRUNCH EVENT
EXCLUSIVE GIFT: POUCHES ●
MADE SPECIFICALLY FOR THIS EVENT - YOU CAN ONLY RECEIVE ONE IF YOU ATTEND
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FUN, QUIRKY DESIGN THAT OUR BRAND DOESN’T USUALLY PRODUCE ENCOURAGES GUESTS TO ATTEND IN ORDER TO OBTAIN THE UNIQUE PIECE
FALL PLAN: CELEB & WHEATPASTING CAMPAIGNS
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72.3K TWITTER FOLLOWERS
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280K INSTAGRAM FOLLOWERS
OBJECTIVES: ●
INTRODUCE OUR BRAND REPRESENTATIVE
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GAIN SOCIAL MEDIA FOLLOWERS
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INCREASE BRAND AWARENESS
CELEBRITY CAMPAIGN
KIERSEY CLEMONS
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Professional Photographer ○ $75 Hourly ○ $200 Retouching ○ $180 Digital copies Hair/Makeup Crew ○ $40 Hourly (4 Hours) Stylist ○ $ 50 Hourly Model Kiersey Clemons ○ $800 Hourly Props ○ $1,000 (Plants, Furniture, Clothing) Location ○ $300 Studio rental Travel ○ $150 Parking and gas Meals ○ $120 Catering
GRAND TOTAL: $5,810 ROI: 30.66%
CELEBRITY CAMPAIGN
ESTIMATED COST: (Approx. 4 Hours)
WHEAT PASTE CAMPAIGN
OBJECTIVES: ●
EMBRACE OUR NY LOCATION BY CAMPAIGNING THROUGHOUT THE CITY IN A MORE ARTISTIC WAY REMINISCENT OF STREET ART
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GAIN ATTENTION FROM OUR TARGET MARKET BY APPEALING TO THEIR INTEREST IN THE ARTS
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INCREASE FOOT TRAFFIC IN THE STORE
ROI: $84,640 - 589%
WHEAT PASTE CAMPAIGN
ESTIMATED COST: ● ●
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Wheatpaste Glue ○ 5/3lb bottles - $50 ($10 each) Bond Paper Rolls ○ 60” by 150” ○ $223 for 4 rolls ($55.53 each) Printmasters Ink (sets of 7) ○ $378 for 8 sets ($54 each) Artist ○ $75 hourly (8 hours) Props ○ $400 (Brushes, ladders, & supplies) Labor ○ $80 hourly (8 hours) Ad Space ○ 10 locations across NYC at $1k each
GRAND TOTAL: $12,291 ROI: 34.80%
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WINDOW DISPLAY
TABLE 2
TABLE 1 WINDOW DISPLAY
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FLOOR PLAN
WINDOW DISPLAY
DISPLAY UP FEB. 1st-28th
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GOAL: TO INCREASE SALES OF THE BUCKET BAG BY 48%
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RESULT: SALES FOR THE BUCKET BAG UP 52% FROM AVERAGE MONTH - INCREASE IN $4,056
INCREASE OF 52%
WINDOW DISPLAY
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WINDOW DISPLAY
WINDOW DISPLAY SELL-THROUGH
INTERIOR DISPLAY
INTERIOR DISPLAY
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DISPLAY UP FEB. 1st-28th
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GOAL: TO INCREASE SALES OF DISPLAYED ITEMS BY 40%
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RESULT: SALES FOR THE DISPLAYED ITEMS UP 45% FROM AVERAGE MONTH - INCREASE IN $2,324 INCREASE OF 45%
INCREASE OF 45%
INCREASE OF 45%
INTERIOR DISPLAY
INTERIOR DISPLAY SELL-THROUGH
TOTAL INVESTMENT: $25,065.53 RETURN ON INVESTMENT: $252,370 - 907%
FINAL COST
INSTAGRAM PROMOTION FINAL COST: $100 PHOTOSHOOT FINAL COST: $5,810 WHEAT PASTE AD COST: $12,291 INFLUENCER BRUNCH COST: $6,485 DISPLAY COSTS: $379.53
INVESTOR
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In order for our brand to continue to grow, we’ll need an investor. It’s important for us to find someone who comes from the fashion world, and understands how to make a business thrive. We would love to have Andrew Rosen be our main investor. Rosen is the creator of Theory, and has invested over $10 million, in other brands, such as Alice + Olivia, Rag & Bone, and Proenza Schouler. His investments have earned over $300 million. With the help of Andrew Rosen, we could expand our company, by creating more retail spaces.
EXPANDING INTO THESE SPECIFIC LOCATIONS WILL BENEFIT OUR BUSINESS BECAUSE OF THE HIGH DEMAND EACH CITY HAS FOR FASHION ASPECTS OF THE TARGET CUSTOMER SUCH AS PERSONAL STYLE, THEIR ENVIRONMENTAL AWARENESS, AND THEIR LEVEL OF INCOME HAVE INFLUENCED OUR DECISION TO OPEN LOCATIONS IN THESE AREAS WE DO NOT PLAN TO EXPAND OVERSEAS UNTIL OUR EXPANSIONS IN THE UNITED STATES HAVE PROVEN THEMSELVES SUCCESSFUL
EXPANDING
WE PLAN ON EXPANDING OUR BUSINESS INTO MAJOR CITIES INCLUDING: - LOS ANGELES - CHICAGO - SEATTLE
EXECUTIVE SUMMARY AVERAGE YEARLY PROFIT: $76,800.00 WITH OUR CURRENT BUSINESS AND MARKETING PLANS, HEIDI HYDE WILL MAKE MONEY WITHIN OUR FIRST YEAR WITH THE GROWTH OF OUR CUSTOMER BASE, AND POTENTIALLY AN INVESTOR, HEIDI HYDE, WILL CONTINUE TO EARN AND GROW YEARLY