Woosley By: Ashley Woosley
Who We Are Vision: Woosley aims to be your long-time friend and equip you with the best quality sweaters and tea services to comfort you through life. We want the world to be warm, sustainable, and inviting for everyone. Mission: To provide the highest quality of sweaters and tea selections to our customer while upholding our value on helping the environment. Concept Statement: Woosley aims to provide every person that walks through our door with exceptional service, a warm environment, and only the most exceptional quality products. We care most about three things: the environment, our clothing, and you. Expect a new friend when shopping at Woosley.
Culture Our company takes the environment and wellness seriously. Expect a cozy environment in-store and also employees that have the ability to warm your heart through awesome customer service. Woosley hires only the most nature-loving and fashion-forward wellness gurus that promote a relaxed environment. We all love learning more about healthy lifestyles through fashion and diet.
Customer Profile: ~Demographics~ Gender: Female Age: 25-40 years old Income: $70,000 + Education: College graduate with a Bachelor’s degree Family Life Cycle: Single Occupation: Fashion or environmental/ science Religion: All Ethnic Background: Caucasian, African American, Indian
~Geographics~ Region: Midwest City Size: 100,000 + Urban/ Rural: Urban Climate: Cold winters, warm summers, mild fall, bright spring
Customer Profile: ~Psychographics~ Social Class: Upper class Personality: Eco-friendly, independent, loves adventure, adaptable, loves traveling Life-Style: Always on-the-go, needs comfortable clothing, laid-back but is always busy, actively eats out with friends, constant traveling Attitude: Go-getter, positive vibes always
~Consumer Behavior~ Benefits Desired: Quality, comfort, durability, minimal CO2 emission, almost no environmental impact Usage rate: Highly repeated Knowledge: Actively researches brand sustainability reports, loves being loyal to a brand, knows where the company sources materials and labor Payment method: Credit card, debit card Media usage: Magazines, internet, TV
Favorite movie: The Place Beyond the Pines because of the nice soundtrack and pretty nature-focused cinematography Favorite restaurant: True Food, Whole Foods cafeteria, tea shops Favorite bands: Father John Misty, Blood Orange, Radiohead, Smashing Pumpkins Tech-savvy?: Glued to iPhone and MacBook Pro Where she shops: Thrift stores, socially conscious brands Shopping behavior: Quality focused, eco-conscious, willing to spend $$$ Favorite location: Parks or Lake Michigan Political views: HATES Donald Trump Hobbies: Riding her bike, listening to old records, hiking, drinking tea
Our Customer ~Meet Lily~
28 years old
Competition
•High-end sustainable clothing store that sells an array of women’s clothing and accessories. Competitive edge: no stores in Midwest, does not specialize in sweaters. •Mid-high priced women’s clothing, accessories, shoes. Competitive edge: does not specialize in sweaters, broader target market, does not have sustainable lines •Tea café and wholesaler. Competitive edge: does not have a fashion environment,
Branding
W WOOSLEY
Woosley is all about beautiful minimalism with a focus on natural elements. A natural color scheme, logo, and environment allow for the design of our sweaters to really shine through. Simplicity, quality, and sustainability are what we pride ourselves in.
Product Assortment Sweaters Price Range: $200 - $300 Styles: variety of colors, longsleeve/ short-sleeve, summer/winter, embellished, simple, embroidered Info: All sweaters are sustainably created with up-cycled or organic materials. All sweaters are created either handmade by local artisans or created in a safe and constantly monitored U.S. manufacturing unit. Teas Price Range: $4 - $10 Type: Matcha, tea lattes, black, green, rooibos, genmachai, chai, white Info: All teas will be focused on superfoods and will be either fair trade or from a socially responsible organic brand
Location Fact Sheet Address: 511 W Division Street, Chicago IL 60610 Square Footage: 1,240 SF Rental Rate: $30/SF/Year Monthly Cost: $3,100 Property Type: Retail Property Sub-Type: Street Retail Neighborhood: Old Town Lease Type: Full Service
Plan-o-gram Sweaters
Tea
Sweaters
Store Décor & Visuals
TEA BAR
Store Décor & Visuals
SWEATER PORTION
Social Media / Web Page
W Instagram will be used to engage our tech-savvy target market. We will post pictures of new sweater arrivals, different teas of the day, and also news in environmental and social progress
Facebook will be used to interact with our target market by creating store events, posting pictures of product, and sharing fun tea recipes
Our own web page will be able to reach our target market outside of the Midwest. It will also allow us to grow on a global scale. We will also be able to list more product online
Marketing: Place & Price Price $200 - $300 per sweater $4 - $10 per tea High-class customer Premium pricing
Place Distributed instore and on store website Plan on expanding into wholesale as well
Marketing: Events & Advertising Advertising Message: Woosley wants to promote transparency, brand ethicality, eco-conscious values, and healthy lifestyles throughout all advertising outlets Promotion: •All social media platforms •Facebook page events •Email blasts •Store opening party •Private shopping parties
Event Ideas • Tea happy hours • Clothing swap parties • Specific fundraising days that promote grass-root organizations • Tea making contests • Earth Day celebrations
Advertising Calendar / Budget Promotional
Month
Estimated sales for event
Event
Total Costs for marketing/ running event
Grand Opening
March
$20,000
$1,500
Earth Day Event
April
$25,000
$1,000
Clothing Swap
May
$5,000
$500
Tea Making Contest
June
$15,000
$1,000
Private shopping party
July
$10,000
$300
End of Summer Event
August
$15,000
$1,500
Fundraising Organization Collaboration
September
$20,000
$3,500
Halloween Party
October
$15,000
$1,500
Clothing Swap
November
$5,000
$500
Christmas Party
December
$30,000
$2,000
Fundraising Organization Collaboration
January
$20,000
$3,500
Private Shopping Party
February
$10,000
$300
$170,000
$17,100
Totals
Organizational Culture Expect a tight-knit family feel at Woosley. We value each and everyone of our employees dearly and want to make sure their vibes are always 100% positive. We promote this by hosting organic team dinners, going on team nature walks, and having team yoga sessions. Awesome teamwork and communication are key components to our success as a brand
Goals Setting Sheet Woosley GOALS BY ASSOCIATE Mar-17
Associate
Goal Week 1
Actual Week 1
Goal Actual Goal Week 2 Week 2 Week 3
Actual Week 3
Goal Week 4
Taylor
900
800
2000
900
Cleo
400
600
500
Dena
1000
800
700
TOTALS BY WEEK
2,300
2,200
1000
1000
1000
800
800
900
5700 4400
300
300
800
700
600
700
700
2600 3000
900
800
700
700
600
600
800
3800 3800
2,500
2,400
3,200 2,100 2,100
Actual Goal Actual Goal Week 4 Week 5 Week 5 Total
Actual Total
2,000 2,100 2,400 12100 11200
Management Leadership Style Leadership Style Supportive: involves employees in decision-making and goal setting; provides resources and support if requested Democratic: encourages employees to take part in decision-making; uses delegation
Bonuses / Incentives • Paid volunteer time off • Vacation days • Free tea • Food Fridays • Paid wellness retreats once per quarter • 30% product discount
Selling Programs • Employee of the month program where winner gets store gift card • ‘Change maker award’ is awarded each year to whichever employee volunteers most of their time
Organizational Structure Manager (1)
Sales Associate (1)
Tea Barista (1)
Greeter (1)
There will be one of each position on the floor at all times
Organizational Structure Duties Manager
Sales Associate
Tea Barista
Greeter
•Makes weekly schedules •Hiring/ interviewing process •Interact with customers •Can ring up sales •Ability to fire •Final decision in everything •Opens and closes store
•Interacts with customers •Can ring up sales •Gives advice on styling •Answers to manager •Helps with closing and opening
•Responsible for preparing and cleaning bar area •Must make sure all ingredients are fresh •Interact with bar customers •Clean up after customer has left •Helps closing and opening
•Greet customers coming into store •Cleaning/ tidying up areas •Helping sales associate if needed •Helps closing and opening
Human Resources Policies Ethics •Environmental, economic, and social ethics are the backbone of our company •Our customers and employees are our number one concerns and we treat them with utmost respect •Integrity, honesty, and kindness are values that are essential to us
Hourly Rates •Manager: $15 per hour •Sales Associate: $10.50 per hour •Tea Barista: $10.50 per hour •Greeter: $10.00 per hour
Discounts •Managers receive a 30% discount on all merchandise •All other employees receive a 20% discount on all merchandise •While on shift all employees can have free tea
Human Resources Policies Training •Every employee will undergo a one week paid training time period before being fully hired •Managers interview and train every job position •Training duties include: importance of company history, background on sustainability and why it is essential, how to interact with customers, ringing up customers, store security and theft measures, replenishing inventory, daily tasks, proper opening and closing procedures
Employee Manual •Each employee will receive an employee manual upon initial hiring •Manual will include: store history overview, company’s HR policies, dress code, safety/theft precautions and policies, customer service policies, and pay roll •Employees should actively study the employee manual, especially if they have questions about the above subjects before approaching a manager
Employee Schedule
Finances Monthly Sales Dollar Plan Business Name: Woosley January February March April May June July August September October November December TOTAL
Sales By Month & Percentage Sales $
12,100 12,350 12,400 13,000 12,850 13,200 13,400 13,700 13,600 14,000 14,300 15,100 160,000
Monthly Sales Dollar Plan
Business Name: Woosley $$
January February March April May June July August September October November December TOTAL
12,100 12,350 12,400 13,000 12,850 13,200 13,400 13,700 13,600 14,000 14,300 15,100 160,000
% of Total Year Sales Justification
7.55%Kick-off party 7.72%Private shopping event 7.75%Fundraising event 8.13%Earth Day event 8.03%Clothing swap 8.25%Tea making contest 8.38%Private shopping event 8.56%End of summer event 8.50%Fundraising event 8.75%Halloween party 8.94%Clothing swap 9.44%Christmas party 100.00%
Finances pt. 2
Operations Business Hours of operation M: 10am-8pm T: 10am-8pm W: 10am-8pm TH: 10am-8pm F-S: 10am-9pm SUN: 12pm-6pm
Operations • Loss Prevention & Security -Install security system that is key-code operated and only managers have login information -Only manager can count and handle closing and opening money procedures -Check and record inventory twice every month -Employee checkout system involves manager checking bags before they leave -Managers are only allowed to ring up store associates when making a purchase
Service Levels • Layaway -10% down payment -$50 cancellation fee -payments can only be made in-store -customer has four weeks to complete layaway purchase
• Merchandise Holds -customers will be able to hold merchandise in their name for 24 hours -after being on hold for 24 hours customers will be notified by phone call that their merchandise hold has been withdrawn
Service Levels • Alterations
• Returns
-customers will be given free repairs on their purchased sweaters
-customers will be given 30 days to return an item they have purchased with a valid receipt -If a customer returns a sweater without a receipt, they will be given a gift card for store credit
Service Levels • Clientelling -collect addresses, email address, phone number, and birth date while at register checking out a customer -send them marketing emails and specified promo codes/sales incentives for their birthday
• Customer Service -every single person that walks through the door is your friend and potential customer -treat everyone with the utmost respect and actually get to know them personally -we want to be our customers’ style guru, but also a friend