KARTIKA SARASWATI& YESHICA INDRA FASHION BUSINESS 4.2 BUDGET PLANNING FINAL PROJECT
BUSINESS OVERVIEW Tee pot. will be a wearable tshirt retail store. We
enables people, male or female, young or old, to design their own clothing whether they have any artistic abilities or not. It will be fashion art that's unique and original. Most of all they will be entertained while creating their own fashion art. Teepot. has begun conservatively by offering Tshirts as in-store inventory from which the customer can choose.
Why screen printing? -  Business in the fashion retail. -  Fashion product which is the shirt is a need from children to adult. - A comfortable shirt that is combined with a unique limited creations that can even come from the costumer themselves. - Affordable price. - A long term business that would never go out of fashion and the ever growing market. - An affordable initial capital with a fast breakeven point result.
FORECAST We will increase our sales in the next two years, each year by 20 percent. And based on the growth of that business we will open several branches outside town to reach more market in order to keep pursuing growth. This will be achieved by our new retail store, and several marketing techniques that will be reviewed by our marketing strategy.
VISION To be a leading fashion supplier for manufacturing and sales for the shirt product that is ready made or printed.
MISSION
Facilitating the service of making shirts by piece or per dozen with the best quality. Creating a field of work that will increase the sustainability. Creating a competitive fashion business opportunity.
Logo Our brand name teepot is inspired by the pot of tea that if the word is reversed it says ‘top’ which symbols our main product which is unisex t-shirt shown by the picture of the silhouette of the pot and shirt.
Target Market The profile for Tee Pot T-shirt customers consist of the following geographic, demographic and behavior factors : •
Geographic
The immediate geographic target is the city of Jakarta with a population of 9.588.198 The total targeted population is estimated to be 200.000 •
Demographics
Age range 1 – 50 70% of the customers are students or young people. The students have a household income of Rp 15.000.000/year – Rp 40.000.000,-/year 30% of the customers are professionals. The professionals can earn over Rp 45.000.000,-/year themselves. •
Behavior Factors
Simple Tend to eat out at least once a month, typically more Live the motto “function over fashion” Are not really always aware of the different fashion trends
PRODUCT FEATURES All shirts printed by manual screen printing (hand printed, not digital printing) and with quality chemical ink to produce the best and quality durable product. For the t-shirts used are already available in various colors and sizes that are very soft and breezy. With the main fiber of cotton combed 20s/30s that are made from 100% premium quality cotton. If the customers like, they can also bring their own shirt so they can modify their own favorite shirt.
PROCEDURE 1. Come in and have a chat with us, tell us what design you wish for your tee 2. Let our in house designer do the work. 3. Choose the tee you like 4. Let us work some magic 5. Voila!
PRODUCT FEATURES
PRICE
Wholesale Whole sale price for our shirts with a standard apllied is 50.000 per piece, if the order different with the standard (two printed colors) there will be some charges based on colour and size. Wholesales is only apply if the order is minimum 3 dozens in one design. Retail Based on experience in this market. The cost of a finished T-shirt at our store will be Rp. 95.000,- Even with this low price the goal of profit and positive cash flow can be achieved. This price may even be able to be raised given the superiority of the location and relative price flexibility of the patrons of the environment.
SERVICE FEATURES The services we give in to our business are very special and interested to the customers. Three services we served for our customers which are: delivery order service made to order or custom and without any minimum order. Guarantee We have some guarantees to make our customer satisfied with our products and services. The customers can get their money back if the product is broken or does not fit with their order. Or our customers can change the model of T-shirt within 7 days with a new model. This guarantee make our customers safe and feel enjoy shopping in our company.
Place We have two places for our business. For retail – We expand our business by adding a new 4 x 5 m store inside a big plaza, GANDARIA CITY accross the XXI. So the customers do not have to go in a far distance to get our products because the mall is in a town centre. It is easy to get there. For wholesale – however our head office and workshop still remains in Fatmawati where costumers can also meet our design consultant for bigger bulk order.
Place Our retail store at Gandaria with the size of 4 x 5 meter, are covered with clear glass. The clearance of transparency here means that by customing your t-shirt design or owning your design is the way for expressing yourself. So here we are free to create any kind of design and that explains the transparency as our main layout without anything to hide. The design is simple and masculine, done to attract the kind of market we are targeting. Mainly our store is about freedom to express ourselves.
Marketing Strategy •
Products : modify products
We usually modify the model of T-shirt regulary to make some new and fresh products. Especially for the screen printing, we always serve new and fresh every several months. So the customers will not get bored or unsatisfied with our products. •
Pricing : discount policy
We have some discount policy for the shopping. There are two kinds of prices for our products. First, for the retail shopping the price is more expensive than for the wholesaler shopping. The rule for the wholesaler is if the customers buy a dozen from our similiar products. Then the price is much cheaper. •
Promotion : change advertising regulary or sales promotion
Increase coverage in magazines and newspapers Send an email to customers for our new updates Go to school events, and open a booth to sell Add new blog in the internet so many people can see and order the products Give new leaflets and namecards to each customer with their bill Distribution : expand the shop and website To open new stand in a big Mall To allow online bookings
Marketing Strategy •
The greater proportion of and advertising will be in give-a-ways to local groups such as high schools, communities, and groups. This will be the best way to build local support in target market.
•
Communities events are a very effective means of advertising. By bringing in a group of children to paint, they will either return themselves or show others our product. This is achieved by advertising in small local newspapers and magazines.
•
Teepot now will be advertising toward local schools, colleges and universities. The store will bring in local art classes and charge a minimal fee if they bring their own shirts. The object will be to derive repeat customers out of the class and new customers out of the school clubs. The object of a club promotion will be to teach people how to use their creativity efficiently. That would in turn help to make repeat customers out of them. They will also bring in their friends which they will promote.
•
Logo identification will be another advertising method. T-shirt can be manufactured for the local fixie communities, music groups, tour groups, restaurants, and companies
Special Packaging
Basic Packaging
Brochures/ Flyers
Social Networking
Website
KEY OBJECTIVES AND FINANCIAL OVERVIEW The objectives of this plan is to grow our business by expanding our business’s places and rising the price of the main product which is screen printing T-shirt so the profit can increase 5 percent a year in real terms over the next two years. Also we will increase our sales in the next two years, each year by 20 percent. And based on the growth of that business we will open several branches outside town to reach more market in order to keep pursuing growth.
KEY OBJECTIVES AND FINANCIAL OVERVIEW
Assumption The customer demand will remain with the increases of the main product price. The tax income will remain in the range of 4 to 5 percent over the period of the plan. The cost of sales will increase in the range of 5 to 10 percent over the period of the plan.
Key Objectives and Financial Overview Basic financial of our business are:
Assortment Plan
Assortment Plan
Sales Budget
Production Budget
Expenses
Income statement
Income statement
Schedule
COMPETITION We have so many competitors who serve and sell similar products with us. They give the cheaper prices and a lot of discount. But they do not have the best quality products like we do in our business. Our competitors tend to move steadily and slower than us in responding what customers want. So we can get some opportunities from this situation.
Competitors my cup of tea, at Grand Indonesia similar with us but the printing is by “Heat Press” which is the lowest quality in printing method. They also sell accessories T-Lab, same as My cup of Tee but with additional of selling denim, shoes and figurine C59, known as the popular t-shirt producers from Bandung SAKASA.COM, they don’t have store, they have website only
SWOT ANALYSIS Strength Our products are different than other. We have original, stylish, fresh and unique models. We also try to make it up to date every month or base on the customers want. We have some extras services such as delivery order service and order by customers want. We serve some guarantees for our customers if the products make them unsatisfied, so all those things make our business have some advantages than other competitors. Weakness Our business is in growing progress. It is new but it can grow rapidly just in a few years with a large number of customers demands. But the growing progress can be broken if we can not keep the rules of our business. As a new comer, our business is fragile to everything. So we have to keep on eye to watch every sector in our business.
SWOT ANALYSIS Opportunity The centre of our business is located in Jakarta. But we can see if there are some opportunities in out of town, even more in out of Java Island, such as Kalimantan and Sumatera. So we try to expand our business to those places through making a webmaster, so the new customers can see our products. Threats There are so many competitors, especially in Jakarta and Bandung. They served the similar products with a lower price and give the customers some extras discount.
Organization Structure We have a full-time shopkeeper and online customer services in our website, who are in effect this salesperson. This structure of the company is shown below. We as the owners of the business will get involved to control our business progress and we will give responsibility to the senior operations staff and selling staff for producing and promoting the products.
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