Business plan by Elizaveta Selezneva
Intro
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Task - to open a space/styling studio
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Location - Moscow city
Market analysis Moscow
St. Petersburg
Population
2010 - 10495 2007 - 10452
2010 - 4508 2007 - 4553
Percentage of middle class
20% (2099)
14,6% (658)
Per capita income (in 1 month)
832 euro
442 euro
Consumer analysis ✦
Basic age range - 25 - 60
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Medium/high income.
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Well-educated
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Married, has kids.
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At work - has a high dignity and has a high social status
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She is self-conscious and confident, demanding a little bit narcistic. Loves perfection in everything She knows on what to spend money and wants all of her expenses will be properly justified.
Competitors in Moscow PODIUM ✦
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High/middle high level British brands Has different price range UK STYLE
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Multi brand store which mainly collects french brands Now started mixing them with world wide known brands such as Vivien Westwood
Competitors in Moscow PODIUM
UK STYLE
Concept store
South - west part of Moscow It’s an area where are located expensive buildings. Beauty salon and spa Famous chain of beauty salons
Modena
Multi brand store Sells selectively chosen clothes from a middle-high italian brands.
Parisian beauty salon, which is now located all around the world.
Task
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To be the only concept store which offers a complete changing of persons’ image in the same place, just one day
Philosophy ✦
High quality approach to each service
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Precise attention to each client
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Personal approach each client’s style
Pricing ✦
Medium-high for a beauty salon service. Hair cut - 50 euro Hair dress - 30 euro Colorizing - 80 euro Manicure - 40 euro Pedicure - 60 euro Make up - 50 euro Cosmetics procedure - 100 euro
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Medium price for a clothing store. 100 - 700 euro for an item of clothing.
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Medium for a photo-shooting service. Photo-shooting - 250 euro Picture printing - 5 - 20 euro
Brands Fashion store ✦
Middle-high level brands
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With a different style and silhouette
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A clothes which is capable to mix with each other.
Brands Beauty salon
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French cosmetic for skin and hairs A high quality products from the most well known and luxury cosmetic brands.
Space ✦
1 floor - beauty salon.
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2 floor - clothing store and photo-shooting studio.
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eclectic style mixed with modern, luxury elements and some romantic entourage combined in minimalistic style. Work to convey a relaxing and comfortable atmosphere (Tv screens, comfortable furniture) color palette: dark brown, beige and light gold
Communication ✦
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Direct marketing strategy (newsletters via e-mail.) Events and holidays activities (such as new year or women's day) Facebook and VKontakte official fan page
Communication Website
Communication Video ad ✦
1st video - a short trailer of the main video only for a video web sites (youtube, vimeo) to create an interest from a public
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2nd video - main video for a official web site and stores projectors to show client’s complete day in FULL OUT store
Conclusion First styling concept store in Moscow No more just a concept store - concept of life
To live FULL OUT