Hadley Green
Hadley, Hailey, Michaela and Lili
Customer
Target Market Age: 55 – 70 Gender: Female Race/Ethnicity: Any/All Occupation: Part-Time Job/Retirement Annual Income: $65,000 -$130,000
Savings Estimated: $3,250,000 - $6,000,000 Home: Hamptons Hobbies: Reading, traveling, Coffee with friends, Shopping, Cooking Spending habits: Frequent Shopper
Mission Statement To give women a place to shop while they are enjoying life's greatest pleasures
Store Location Rent Costs
20 Main St. East Hampton, NY 11937 ~Location is between J Crew and the Movie Theater, this offers maximum exposure of foot
● Ground floor S/F 1550 Sq Ft. ● Rent per year ○ $162,500.00 ● Rent per month ○ $13,541.67
Product Offering Range WOMEN’S WEAR ● ● ● ●
Tops $40 - $90 Dresses $65 - $120 Skirts $35 - $120 Denim $55 - $110
OUTERWEAR ● Coats $120 - $450 ● Jackets $60 - $300
BUSINESS WEAR ● Blazers $65 - $200
Business Hours Welcome!
Monday-Friday 9:00am -7:00pm Saturday-Sunday 10:00am-8:00pm
**HOLIDAY HOURS SUBJECT TO CHANGE**
Staff & Hourly Wage Store manager/owner ($16 per hour) Part time Assistant Manager 1 ($13 per hour)
Associate 1 ($10.00 per hour)
Part time Assistant Manager 2 ($13 per hour) Associate 2 ($10.00 per hour)
Associate 3 ($10.00 per hour)
Scheduling ● Store manager works 40 hours ● Assistant managers work 30 hours per week ● They alternate opening and closing shifts with 2 days off per week. ● Associates work 15.5 hours ● A 5 hour shift or less, requires a paid 15 minute break ● 5 hours or more, a 30 minute unpaid lunch is provided
Days of week
SUN
MON
GSM
9:30 6:00
9:00 5:30
PTAM 1
2:00 8:30
8:30 3:00
PTAM 2
1:00 7:30
Associate 1
10:00 1:00
Associate 2
5:30 8:30
10:30 1:30
Associate 3
2:00 5:00
4:30 7:30
Total
23
TUES
10:30 7:00
8:30 3:00
8:30 3:00
10:00 1:00
4:00 7:30
FRI
10:30 1:30
18
Total
40 2:00 8:30
30
8:30 3:00
9:30 4:00
30
4:00 7:00
10:302:30
15.5
9:30 1:00
4:30 7:30 20
SAT
10:00 6:30
1:00 7:30
4:30 7:30
20.5
THUR
8:30 5:00 1:00 7:30
9:30 12:30
26
WED
15.5 5:30 8:30
20.5
18.5
15.5
146.5
Payroll Costs Payroll Cost
Weekly cost
Yearly cost
GSM
$
640
$
PTAM 1
$
390
$ 20,280
PTAM 2
$
390
$ 20,280
Associate 1
$
155
$
8,060
Associate 2
$
155
$
8,060
Associate 3
$
155
$
8,060
TOTAL
$
1,885
33,280
$ 98,020
Floor Plan
Storage Room Dressing Rooms Racks
Seating Area
Cash Wrap
Accessories Tables
1550 sq ft
Average Sell Price ● ● ● ● ● ● ●
Tops/Blouses Dresses Skirts Denim Coats Jackets Blazers
$65.00 $100.00 $75.00 $100.00 $285.00 $175.00 $90.00
Sales Per Fixture & Sales Per Square Foot Fixture
# items
Avg Retail
Rack 1
20
$
80.00
$
1,600.00
Rack 2
20
$
100.00
$
2,000.00
Rack 3
14
$
160.00
$
2,240.00
Rack 4
14
$
300.00
$
4,200.00
Rack 5
14
$
140.00
$
1,960.00
Lg Table 1
10
$
80.00
$
800.00
Lg Table 2
12
$
80.00
$
960.00
Sm Table 1
8
$
80.00
$
640.00
Sm Table 2
8
$
80.00
$
640.00
Sm Table 3
8
$
80.00
$
640.00
Total
128
$
110.80
Total $ OH
$ 15,680.00
Avg. $ Unit Space 30x50
1550 sq ft
$118.00 Avg Mont h Sales/ sq ft
$47.20
Approximated Average Sales SALES
AVG # OF UNITS
AVG. RETAIL
AVG TOTAL $
DAILY SALES
20
$ 118.00
$
MONTHL Y SALES
600
$ 118.00
$ 70,800.00
YEARLY SALES
7200
$ 118.00
$849,600.00
2,360.00
NOTE: ● Actual Monthly Sales ○ $72,825 ● Actual Yearly Sales: ○ $873,900
PRODUCT COST
Product Materials: Coats ● Material s $57.00 ● Labor: $45.60 ● Trim: $11.40
Product Cost: Coats Retail price
Product Cost
Margin %
Markup %
Margin $
$285.00
$114.00
60%
150%
$171.00
Coat Monthly / Yearly Averages: ● Average Monthly Sales: ○ 70 Units ● Average Monthly Merchandise cost: ○ $7,980 ● Average Retail Sales: ○ $19,950 ● Average Monthly Gross Margin: ○ $11,970
● Average Yearly Sales: ○ 840 units ● Average Yearly Merchandise Cost: ○ $95,760 ● Average Retail Sales: ○ $239,400 ● Average Yearly Gross Margin: ○ $143,640
Product Materials: Denim ● Material $20.00 ● Labor: $12.00 .
● Trim: $8.00
Product Cost: Denim Retail price
Product Cost
Margin %
Markup %
Margin $
$100.00
$40.00
60%
150%
$60.00
Denim Monthly / Yearly Averages: ● Average Monthly Sales: ○ 90 units ● Average Merchandise Cost: ○ $3,600 ● Average Retail Sales: ○ $9,000 ● Average Monthly Gross Margin: ○ $5,400
● Average Yearly Sales: ○ 1,080 units ● Average Merchandise Cost: ○ $43,200 ● Average Retail Sales: ○ $108,000 ● Average Yearly Gross Margin: ○ $64,800
Product Materials: Dresses ● Material $20.00 ● Labor: $16.00 ● Trim: $4.00
Product Cost: Dress Retail Price
Product Cost
Margin%
Markup %
Margin $
$100.00
$40.00
60%
150%
$60.00
Dress Monthly / Yearly Averages: ● ●
●
●
Average Monthly Sales: ○ 90 Units Average Monthly Merchandise Cost: ○ $3,600 Average Monthly Retail Sales: ○ $9,000 Average Monthly Gross Margin: ○ $5,400
● ●
● ●
Average Yearly Sales: ○ 1,080 units Average Yearly Merchandise Cost: ○ $43,200 Average Yearly Retail Sales: ○ $108,000 Average Yearly Gross Margin: ○ $64,800
Product Materials: Jackets ● Material $35.00 ● Labor: $21.00 .
● Trim: $14.00
Product Cost: Jackets Retail Price
Product Cost
Margin %
Markup %
Margin $
$175.00
$70.00
60%
150%
$105.00
Jacket Monthly / Yearly Averages ● ●
●
●
Average Monthly Sales: ○ 85 units Average Monthly Merchandise Cost: ○ $5,950 Average Monthly Retail Sales: ○ $14,875 Average Monthly Gross Margin: ○ $8,925
● ●
● ●
Average Yearly Sales: ○ 1,020 Units Average Yearly Merchandise Cost: ○ $71,400 Average Yearly Retail Sales: ○ $178,500 Average Yearly Gross Margin: ○ $107,100
Product Materials: Shirts ● Material $13.00 ● Labor: $10.40
.
● Trim: $2.60
Product Cost: Shirts Retail Price
Product Cost
Margin %
Mark-up %
Margin $
$65.00
$26.00
60%
150%
$39.00
Shirt Monthly / Yearly Averages ● Average Monthly Sales: ○ 100 units ● Average Monthly Merchandise Cost: ○ $2,600 ● Average Monthly Retail Sales: ○ $6,500 ● Average Monthly Gross Margin: ○ $3,900
● Average Yearly Sales: ○ 1,200 Units ● Average Yearly Merchandise cost: ○ $31,200 ● Average Yearly Retail Sales: ○ $78,000 ● Average Yearly Gross Margin: ○ $46,800
Product Materials: Skirts ● Material $18.75 ● Labor: $13.13 .
● Trim: $5.63
Product Cost: Skirt Retail Price Product Cost
Margin %
Mark-up %
Margin $
$75.00
50%
100%
$37.50
$37.50
Skirt Monthly / Yearly Averages ● Average Monthly Sales: ○ 90 units ● Average Monthly Merchandise Cost: ○ $3,375 ● Average Monthly Retail Sales: ○ $6,750 ● Average Monthly Gross Margin: ○ $3,375
● Average Yearly Sales: ○ 1,080 Units ● Average Yearly Merchandise Cost: ○ $40,500 ● Average Yearly Retail Sales: ○ $81,000 ● Average Yearly Gross Margin: ○ $40,500
Product Material: Blazers ● Material $13.50 ● Labor: $9.45 .
● Trim: $4.05
Product Cost: Blazers Retail price
Product Cost
Margin %
Mark-up %
Margin $
$90.00
$27.00
70 %
233%
$63.00
Blazer Monthly / Yearly Averages ● Average Monthly Sales: ○ 75 units ● Average Monthly Merchandise Cost: ○ $2,025 ● Average Monthly Retail Sales: ○ $6,750 ● Average Monthly Gross Margin: ○ $4,725
● Average Yearly Sales: ○ 900 Units ● Average Yearly Merchandise Cost: ○ $24,300 ● Average Yearly Retail Sales: ○ $81,000 ● Average Yearly Gross Margin: ○ $56,700
Initial Purchase Quantity Quarter 1 ITEMS
UNITS
COST
TOTAL
SHIRTS
350
$26
$9,100
DRESSES
250
$40
$10,000
DENIM
300
$40
$12,000
JACKETS
400
$70
$28,000
COATS
250
$114
$28,500
SUITS
150
$27.00
$4,050
SKIRTS
100
$37.50
$3,750
1800
$95,400
Initial Purchase Quantity Quarter 2 ITEMS
UNITS
COST
TOTAL
SHIRTS
400
$26
$10,400
DRESSES
250
$40
$10,000
DENIM
200
$40
$8000
JACKETS
250
$70
$14,000
COATS
150
$114
$17,100
SUITS
150
$27.00
$4,050
SKIRTS
250
$37.50
$9,375
1600
$72,925
Initial Purchase Quantity Quarter 3 ITEMS
UNITS
COST
TOTAL
SHIRTS
550
$26
$14,300
DRESSES
400
$40
$16,000
DENIM
200
$40
$8,000
JACKETS
200
$70
$14,000
COATS
100
$114
$11,400
SUITS
150
$27.00
$4,050
SKIRTS
400
$37.50
$15,000
2000
$82,750
Initial Purchase Quantity Quarter 4 ITEMS
UNITS
COST
TOTAL
SHIRTS
250
$26
$6,500
DRESSES
250
$40
$10,000
DENIM
450
$40
$18,000
JACKETS
500
$70
$35,000
COATS
350
$114
$39,900
SUITS
300
$27.00
$8,100
SKIRTS
100
$37.50
$3,750
2200
$121,250
Total Units Purchased: 7,600 Total Purchase Cost: $372,325
Total Sales:
$72,825
Cost of Production:
Merchandise Sales & Profit Monthly Averages (before marketing budget added)
Operation Cost
$21,081.67
Total Profit:
$43,695
$8,048.33
Gross Margin:
Profit Margin:
$29,130
11.05%
(40%)
Total Sales:
$873,900
Cost of Production:
Merchandise Sales & Profit Yearly Averages (before marketing budget added)
Operation Cost:
$260,520
Total Profits:
$524,340
$89,039
Gross Margin:
Profit Margin:
$349,560 (40%)
10.19%
MARKETING
Marketing Budget
2.9%
Yearly Sales:
Marketing Budget
Marketing Budget:
$873,900
$24,469.20
SUMMER
Facebook - Coupon Code ● We will create a facebook post with a coupon code. ● 20% off will be offered to customers if they join Facebook and follow our page. ● We will also let our customer know by having a printed version by the cash wrap.
OBJECTIVES: ● Create a new platform for marketing ● Get new customers ● Exposure ● Drive sales ● Have an online presence
Facebook- coupon code Facebook coupon code (March) ● ● ● ● ● ● ●
ROI ○ 23% Marketing Investment ○ $ 4,950 Photographer $1,500 Model $1,250 Stylist $500 Graphic designer $700 Social media manager $1,000
Facebook- coupon code ● Additional Gross Margin ○ $6,069 ● Marketing Investment ○ $4,950 ● ROI % ○ 23%
CLOTHES
AVG MO. UNITS
NEW MO. UNITS
UNIT SELL PRICE $
AVG $
$ THIS MONTH
TSHIRTS
230
277
$65
$14,950
$18,005
DRESSES
115
139
$100
$11,500
$13,900
SKIRTS
90
112
$75
$6,750
$8,400
DENIM
115
130
$100
$11,500
$13,000
BLAZERS
50
67
$90
$4,500
$6,030
TOTAL
600
725
$49,200
$59,335
Fundraiser-Breast Cancer Breast Cancer Fundraiser (May) ●
● ●
We will automatically donate 2% of their total purchase towards breast cancer awareness Snacks will be provided Our customers will get an event notification on Facebook ○ Flyers will be posted around the area and in the store
OBJECTIVES: ● ● ● ● ●
Drive sales Increase units per transactions Bring new traffic Brand awareness Raise money for breast cancer awareness
May Fundraiser- Breast Cancer Summer Facebook ● ● ● ● ● ● ● ● ● ● ●
ROI ○ 28% Marketing Investment ○ $7,580.40 Photographer $1,500 Model $1,250 Stylist $800 Graphic designer $1,700 Snacks $350 Flyers $300 Payroll for posting flyers $250 Traveling expenses (gas) $100 Donation (2%) $1,330.40
May Fundraiser- Breast Cancer ● ●
●
●
Donation (2%) ○ $1,330.40 Additional Gross Margin ○ $ 9,712.50 Marketing Investment ○ $ 7,580.40 ROI % ○ 28%
CLOTHES
AVG MO. UNITS
NEW MO. UNITS
UNIT SELL PRICE $
AVG $
$ THIS MONTH
TSHIRTS
210
281
$65
$13,650
$18,265
DRESSES
175
222
$100
$17,500
$22,200
SKIRTS
100
167
$75
$7,500
$12,525
DENIM
75
84
$100
$7,500
$8,400
BLAZERS
40
57
$90
$3,600
$5,130
TOTAL
600
811
$49,750
$66,520
Summer Marketing Indicating the amount of “likes� received before and after the event
Likes
WINTER
December Marketing: Email EMAIL OFFER WILL INCLUDE 10% off in store purchase through December 31st.
OBJECTIVES: ● Increase in store traffic ● Increase in store purchases ● Drive brand awareness ● Increase/reward customer loyalty
Winter Email Offer DECEMBER EMAIL ● ● ● ● ● ●
ROI ○ 67% Marketing Investment ○ $4,900 1 Photographer $800 2 Models: $2,500 1 Stylist: $800 1 Graphic Designer $800
Winter is coming! Stock up on our coats and jackets to stay stylish while staying warm! Save 10% off your purchase with valid coupon!
Winter Email ● Additional Gross Margin ○ $8,178 ● Marketing Investment ○ $4,900 ● ROI % ○ 67%
CLOTHES
AVG MO. UNITS
NEW MO. UNITS
UNIT SELL PRICE $
AVG $
$ THIS MONTH
TSHIRTS
60
70
$65
$3,900
$4,550
DRESSES
60
66
$100
$6,000
$6,600
SKIRTS
40
50
$75
$1,880
$3,750
DENIM
100
112
$100
$10,000
$11,200
JACKETS
100
122
$175
$17,500
$21,350
COATS
140
158
$285
$39,900
$45,030
BLAZERS
100
115
$90
$9,000
$10,350
TOTAL
600
693
$89,300
$102,830
Winter Marketing: Email
We collect their email information at the point of purchase
Email New Subscriptions
Indicating the new subscribers before and after the event
November Marketing: Lookbook WINTER LOOKBOOK 15% off instore coupon inside lookbook valid until December 31st
OBJECTIVES: ● Promote new winter collection ● Increase customer loyalty ● Promote brand awareness around holiday season
Winter Collection: LOOKBOOK NOVEMBER WINTER LOOKBOOK ● ● ● ● ● ●
ROI ○ 52% Marketing Investment ○ $5,400 1 photographer: $1,000 3 models: $3,000 1 stylist: $800 1 graphic designer: $600
Find all your Winter essentials in store, receive 15% off your purchases
“A Winter Dream”
WINTER LOOKBOOK ● Additional Gross Margin ○ $8,199 ● Marketing Investment ○ $5,400 ● ROI % ○ 52%
CLOTHES
AVG MO. UNITS
NEW MO. UNITS
UNIT SELL PRICE $
AVG $
$ THIS MONTH
TSHIRTS
55
66
$65
$3,575
$4,290
DRESSES
45
55
$100
$4,500
$5,500
SKIRTS
40
50
$75
$3,000
$3,750
DENIM
110
128
$100
$11,000
$12,800
JACKETS
120
138
$175
$21,000
$24,150
COATS
140
155
$285
$39,900
$44,175
BLAZERS
90
110
$90
$8,100
$9,900
TOTAL
600
702
$91,075
$104,565
Winter Marketing: Lookbook
www.exclusiveholid aylookbooks.com
Lookbook
New Subscriptions
On our emails we include a link that allows our customer to sign-up for a subscription to our exclusive Holiday Lookbook
Interior Display (Summer) Objectives: ● ● ●
Display new summer looks Increase store’s summer aesthetic Promote warm weather wear
How long: ●
May-July (peak summer season)
“Sand and Sun, Summer has Begun”
Interior Display Cost PRODUCT
COST
EXPECTED SELLTHROUGH
JEANS
$100
20%
T-SHIRTS
$65
20%
SIGNS
$50
-
MANNEQUINS
$55
-
$270
-
TOTAL:
Window Display (Winter) Objectives: ● ● ●
To draw customers into the store during Winter months Increase high priced items sell through Promote new Winter weather wear inventory
How long: ●
November-January (peak Winter season)
“A Winter Dream”
Window Display Cost PRODUCTS
COST
EXPECTED SELL-THROUGH
COATS
$285
20%
SHIRTS
$65
20%
JEANS
$100
20%
SIGNS
$50
-
MANNEQUINS
$55
-
FAKE SNOW
$60
-
TOTAL:
$615
-
Dark Green indicating before the Winter and Summer events Light Green indicating after both the Winter and Summer events
Likes & New Subscriptions
Marketing Overview Increase Before & After the events Marketing Overview
Summary of Marketing Plan ● ● ● ● ● ●
Summer Facebook Code: $4,950 Summer Fundraiser: $7,580.40 Winter Email: $4,900 Winter Lookbook: $5,400 Interior Display: $270 Window Display: $615
TOTAL MARKETING COST: $ 23,715.40 TOTAL MARKETING BUDGET: $24,469.20 $753.80 Remainder
EXECUTIVE SUMMARY
Annual Income Statement Net Sales COGs Gross Margin Operating Expenses Profit
$
%
$873,900
100 %
- $524,340 $349,560 - $284,235.40 $65,324.60
- 60 40 - 32.5 7.48%
Investment & Performance ●
Initial Investment: ○ Angel investor and some savings.
●
After reviewing our business plan we have the potential to make a small profit after the first year.
●
However we expect not to make a profit til the year three.
Future plans: Expansion ●
After the third year we would begin expanding our business to new locations where our target market is ○ ○ ○
Florida Arizona North Carolina
(The states listed are the most chosen by retirees)
●
Our goal is to be available for the retired women without making it hard for them to locate us.
EXCEL FILES