John G. Stumpf, Manager Wells Fargo Bank & ATM 1605 Monroe Drive NE Atlanta, GA 30324 404-865-2020 Dear Mr. Stumpf, As we agreed upon during our last meeting on October 21st, we are enclosing the business plan to support the loan requested in the amount of $19,000 for start-up capital for our business, Shinola on Ponce, LLC. We also will need an additional line of credit as requested in the amount $3,000 required for unforeseen expenses and daily operating costs. Thank you so much for your time and consideration. We look forward to your reply. Sincerely, Manon Audibert Emily Irons Jordyn Simpson Harmony Trevena Shinola on Ponce 675 Ponce de Leon Avenue NE Atlanta, GA 30308 404.867.5309 shinolaonponce@shinola.com
Enclosures attached.
‘American Made Meets Southern Hospitality’
Prepared by: Manon Audibert, Buyer Emily Irons, Marketing Director Jordyn Simpson, Sales Director Harmony Trevena, Visual Merchant Shinola on Ponce, LLC 675 Ponce De Leon Avenue NE Atlanta, Georgia 30308 Phone: 404-867-5309 shinolaonponce@shinola.com Date Prepared: November 18, 2014 All rights are reserved. Private and Confidential. No part can be copied or distributed without prior written consent of Shinola on Ponce, LLC. The content in this plan is confidential and is the sole property of Shinola on Ponce, Inc. Any reproduction or divulgence of the content of this report without the written consent of Shinola on Ponce, LLC, is prohibited.
Table of Contents Executive Summary
9
Business Overview
9
Critical Success Factors
9
The Management Team
9
The Market
9
Financial Plan
9
Management Plan
10
Business Structure
10
Management Team
11
Management Compensation
11
Personnel Compensation
11
Key Advisors/Directors
11
Communication
11
Governmental Approvals
11-12
Merchandising/Product Plan
13
Merchandise/Product Description
14-16
Unique Characteristics
17
Proposed Lines
17
Proprietary Aspects
17
Four Week Merchandise Plan
17
Merchandise Assortment
18
Markup/Markdown Policies
18
Brick-and-Mortar Location Plan
19
Physical Location
19
Location Features
19
Target Market Considerations
19
Leasehold Improvements
21
Web Plan Summary
22
Overview
21
Internet Strategies
21
Online Marketing Strategy
21
Costs
22
Buying and Shipping Methods
22
Marketing Plan
22
Industry Profile
22
Market Economic Factors
22
Market Analysis Summary
24
Market Needs
23
Customer Profile
23
Future Markets
23
Competitive Analysis
23
Competitive Advantage
24
Pricing
25
Pricing Strategy
25
Price List
25
Market Penetration
25
Brand Strategy
25
Advertising and Promotion
25
Sales Strategy
25
Publicity
26
Promotional Events
26
Evaluating Marketing Efforts
27
Financial Plan
28
Sales Forecast
28
Cash Requirements
28
Break-Even Analysis
29
Projected Financial Statements
29
Retail Operations Plan
31
Reporting Policies
31
Employee Development
31
Staffing Levels
31
Hours/Days of Operation
31
Inventory Control
31
Security Systems/Shrinkage Control
31
Appendix
31
Executive Summary Business Overview Shinola on Ponce is a limited liability corporation founded by four female visionaries: Harmony Trevena, Emily Irons, Jordyn Simpson, and Manon Audibert. Shinola on Ponce is a 4-week pop-up shop located in the Ponce City Market in Atlanta, Georgia, offering a curated selection of the Shinola products. This is a varied assortment containing beautifully crafted American watches, fine leather goods and striking bikes. Prices will range from $550 - $1500 for the watches, $1460 $2100 for bikes, and $35 - $200 for the leather goods. This range of items includes the highest performing Shinola products, and items that will excel in the Atlanta marketplace.
The Management Team Manon Audibert – Buyer Bachelors of Fine Arts in Fashion Marketing and Management Emily Irons – Marketing Director Bachelors of Fine Arts in Fashion Marketing and Management Harmony Trevena – Visual Merchant Bachelors of Fine Arts in Fashion Marketing and Management Bachelors of Fine Arts in Interior Design Jordyn Simpson – Sales Director Bachelors of Fine Arts in Fashion Marketing and Management The Market The customer profile for Shinola on Ponce, is a young urban professional aged 23 to 40 who is passionate about products that are ‘Made in America’. This niche market prefers to walk and ride bikes, making it important for shopping to be located within their geographic area. This demographic is multi-cultural, educated and newly wealthy. The target market lives in multi-use developments that allow them to blur the lines between living, work and play, Shinola on Ponce will position themselves in this area. Through the use of social media, email, personal selling and word of mouth, Shinola on Ponce will target customer who shop similar brands such as sReid and Steven Allan. Financial Plan Shinola On Ponce estimates net sales of $66,105.75. A loan for start-up expenses is requested in the amount of $19,000. The short-term loan has line of credit built in to ensure all financial responsibilities are met. The additional $361.90 will be used for any unexpected/ spontaneous costs.
Executive Summary ll 9
Management Plan Business Structure Shinola On Ponce is a Partnership, LLC. •
Manon Audibert – 25%
•
Emily Irons – 25%
•
Harmony Trevena – 25%
•
Jordyn Simpson – 25%
Management Team Manon Audibert – Buyer Bachelors of Fine Arts in Fashion Marketing and Management •
Predicts and analyzes future trends
•
Manages stock levels
•
Ensures timely delivery and maintain track of product
•
Negotiates supplier’s price & delivery terms
Emily Irons – Marketing Director Bachelors of Fine Arts in Fashion Marketing and Management •
Oversees implementation of the Marketing strategy (campaigns/events/digital marketing/ PR)
•
Manages and directs social media presence
•
Analyzes competitive environment and consumer trends
Harmony Trevena – Visual Merchant Bachelors of Fine Arts in Fashion Marketing and Management Bachelors of Fine Arts in Interior Design •
Plans window/in-store displays and signage that align with the Shinola aesthetic and guidelines
•
Identifies and sources props, fabrics, hardware, lighting etc.
•
Works with architectural framework to maximize the available space
Jordyn Simpson – Sales Director Bachelors of Fine Arts in Fashion Marketing and Management •
Establishes sales objectives and regularly reviews performance levels
•
Determines gross profit plans
•
Monitors cost, competition, and supply & demand
(Copies of résumés are included in the appendix) Management Plan ll 10
Management Compensation Management (Manon Audibert, Emily Irons, Harmony Trevena, and Jordyn Simpson) will equally split the profits of the four-week pop-up shop. This is a projected profit of $10,877 each.
Personnel Compensation Two Interns will receive a stipend and school credit at the end of their six-week internship (two weeks dedicated to designing, preparing, and organizing the shop and four weeks dedicated to sales).
Key Advisors/Directors Shinola Brand Representative – She/he will provide knowledge about the product and will train the staff and management team according to their understanding of the Shinola brand two days in advance of the invitation-only event. The evening of the event, the brand’s representative will partake in sales floor operations. Financial Advisor – She will provide knowledge on how to manage money, as she is a CPA for Catrakilis & Company. •
Anna Hrabova Phone: (770) 495-9077 AnnaH@cpaofgeorgia.com
Ronda Ltd – A Shinola partner whose “internationally recognized as a leader in the field of watch manufacturing and micro technology. Utilizing the latest technology and a craftsman's attention to detail, Ronda provides expert consultation and partnership throughout each step of the watchmaking process.”
Communication Shinola On Ponce is a Partnership LLC, and each person in our management team has an equal share regarding her input towards our success and profitability. Governmental Approvals The following is a list of business licenses, permits and registrations for Atlanta, GA. Tax Registration Must obtain an Employer Identification Number (EIN) from the U.S. Internal Revenue Service.
Business Licenses & Local Permits •
Business Licenses / Tax Permits - Jurisdictions require a trader's license or tax certificate in order to operate.
•
Building Permit - This permit is generally required if you are constructing or modifying your place of business.
•
Signage Permit - Jurisdictions require a permit before you can display signage.
Incorporation Filing Requirements: Shinola on Ponce must register with the state agency (The Corporations Division) that serves as custodian of the filings and provides copies and certifications of documents. Employer Requirements: •
Withholding Income Taxes
•
Federal Income Tax Withholding (W-4)
•
Federal Wage and Tax Statement (W-2)
•
State Taxes
•
Employee Eligibility Verification
•
New Hire Reporting
Insurance Requirements: •
Worker’s Compensation Insurance
•
General Liability HISCOX – 1.866.283.7545 -Bodily Injury -Property damage and Data Loss -Personal Injury -Coverage for claims or lawsuits brought by another person/business/party
Workplace Poster Requirements: •
Federal Posters
•
State Posters
Management Plan ll 12
Merchandising/Product Plan Merchandise Mix Shinola on Ponce is a unique concept, which unites the opening of Ponce City Market and Shinola products in the Atlanta midtown area. Since this is the very first Shinola store to debut in Atlanta, it is vital that there be a strong merchandise assortment showcasing some of the most popular styles. The merchandise assortment will consist primarily of watches, as well as fine leather products such as tech accessories, wallets and bags. Shinola on Ponce will offer three styles of bikes (which will be used primarily for test rides, but then will be sold at a discounted rate after the pop-up closes) for both men and woman. Shinola is one of the very few American-based and manufactured watch companies, which gives them a unique advantage when compared to its competitors. Retail prices range from $550-$1500 for the watches. The bikes range in price from $1,950-$2,950. All leather accessories from bracelets to dog collars range in price from $35-$200.
Product Description Watches The Black Lizard – Inspired by the Dust Bowl of the 1930s and the homesteaders who weathered the storm, The Black Blizzard titanium wristwatch is an emblem of the American spirit—a willingness and determination to overcome adversity. Features of The Black Blizzard include a sapphire crystal, Super-LumiNova printed dial details, sport 3-eye chrono, solid titanium case with brushed finish, turning topring bezel and screw down crown. The Black Blizzard comes in two sizes, 42mm or 48mm, each with a titanium bracelet and interchangeable black rubber strap. The Henry Ford Pocket Watch - The Henry Ford Pocket Watch is the first pocket watch and the second timepiece in the Shinola Great Americans Series: a collection of limited-edition products inspired by American innovators. Engraved with Ford’s signature and featuring a polished stainless steel case, black dial, cream printing and limited edition numbering on the caseback, the 49mm pocket watch comes with a metal chain and leather fob, and is accompanied by a wooden stand, leather pouch, collectors book and custom gift box. Only 1,000 where made, Shinola on Ponce will carry 2. The Runwell – The Runwell, is a hand-assembled timepiece made from the finest components available in the world. Features of The Runwell include a sapphire crystal, Super-LumiNova printed dial details, and a solid stainless steel case with screw down crown. Detroit-built Argonite 1069 high-accuracy quartz movement drives the two hands and remote secondhand sweep. From the laser-etched case back to the etched lightning bolt on the buckle, every detail of The Runwell has been engineered with an obsessive focus on making a watch of the highest possible quality. Merchandising/Product Plan ll 13
The Runwell Sport & Runwell Sport Chrono – The Runwell Sport Chrono is hand assembled and built for action. Features include a sapphire crystal, Super-LumiNova printed dial details, Detroitbuilt Argonite 5050 high-accuracy quartz movement that drives the hours, minutes, date indicator, stopwatch function, and multiple subdials, a solid stainless case. Premium sport components include a green turning topring and leather strap. Engineered with an obsessive focus on making a watch of the highest possible quality. The Brakeman – A classic cushion case design with absolutely nothing soft about it. The Brakeman is named for the not particularly long-lived locomotive brakemen of the early 1900s and is inspired by watches of the same era. Built with all premium materials, and built in Detroit. The Brakeman Chrono – The Brakeman Chrono is made flawlessly with a stainless steel bracelet. It is named for the not particularly long-lived locomotive brakemen of the early 1900s and is inspired by watches of the same era. Entirely hand assembled in Detroit, including the Argonite 5030 highaccuracy quartz movement, stainless steel case and polished silver hour and minute hands. The Birdy - To those who said watches couldn't be made in Detroit, we give you The Birdy. Classic dial, elevated design, enduring materials. Built right here in Detroit. The Golemsky - That's right. The Golemsky. Go-Mell-Ski. This unique American-made timepiece is named after the first person we met at Baselworld in Switzerland this past spring. A total stranger named Victoria Golemsky. Nice to meet you, Ms. Golemsky. We love the name almost as much as we love the wide-eyed case, coin-edge bezel, and the fact that it's hand-assembled in the Motor City. Bikes The Runwell – Inspired by the enduring French style of Porteur bicycles, first used by newspaper couriers in Paris, The Runwell delivers a classic blend of urban style and practicality. Meticulously designed to yield the best characteristics of a lugged steel frame and fork, we've engineered The Runwell to handle predictably and smoothly for city riding, commuting and errand running. Virtually maintenance free, courtesy of the high-end Shimano Alfine 11-speed internal hub, daily riders will never need to worry about adjustment, maintenance or exposure to rain and snow. Stopping power, in any weather condition, is assured with the quiet and smooth disc brakes. Internal cable routing keeps the cables out of sight and out of the elements. Racks and fenders fit easily onto the frame. Responsive and predictable handling, classic and enduring style, low-to-no maintenance, stopping power in any weather condition, with an American-made frame and fork— The Runwell is truly a unique and worthy voice in the crowd. Available in black, blue, dark orange, light orange and red.
Merchandising/Product Plan ll 14
The Bixby - We love the easy style that a cruiser bike implies, but not the impracticality of the slack frame geometry and cumbersome handling. The Bixby--an Editors' choice by both Outside Magazine and Bicycling Magazine--riffs off the fun look of the curved top tube, but improves on the fit and function with nimble frame geometry and a Shimano 3-speed internal hub. The Americanmade steel frame and fork are designed for comfort, utility and smooth urban riding, in dry or wet. The Bixby is offered in both a classic men's and women's frame design, with thoughtful touches like gender-specific saddle design and proportional geometry. Like The Bixby's big brother, the Runwell, The Bixby frame has custom Shinola dropouts, fork crown, rack and fender mounts and internal cable routing. Style. Performance. Smooth. Efficient. The Bixby has it all. Available in char, dark green, gray and navy. The Women’s Bixby - We love the easy style that a cruiser bike implies, but not the impracticality of the slack frame geometry and cumbersome handling. The Bixby riffs off the fun look of the curved top tube, but improves on the fit and function with nimble frame geometry and a Shimano 3-speed internal hub. The American-made steel frame and fork are designed for comfort, utility and smooth urban riding, in dry or wet. The Bixby is offered in both a classic men's and women's frame design, with thoughtful touches like gender-specific saddle design and proportional geometry. Like The Bixby's big brother, the Runwell, The Bixby frame has custom Shinola dropouts, fork crown, rack and fender mounts and internal cable routing. Style. Performance. Smooth. Efficient. The Bixby has it all. Available in char, mauve, taupe and teal. Leather Goods Leather Wallets - Handcrafted wallets marked by raw cut edges and pared-down simplicity. American made with premium, vegetable-tanned Horween leather that gains rich character through exposure and daily use. The Drawstring Bag – Unique American-made drawstring bag featuring premium leather handcrafted in Chicago by the Horween Leather Company. Design details include a deluxe leather cinch, double-reinforced shoulder strap with roll buckle hardware. Lined internal cavity with two pockets. Hand-sewn, whipstitched internal card pocket. Cut, sewn, and stamped in Ste. Genevieve, MO The Mini Backpack - Elegant American-made mini backpack emphasizing minimalist design and handcrafted details. Cut and sewn by expert craftspeople in Ste. Genevieve, MO, from genuine Horween leather produced in America's oldest continuously operated tannery. Individually numbered, with a hand-sewn whipstitched internal card pocket.
Merchandising/Product Plan ll 15
The Runwell Backpack - The flagship leather backpack—built for generations of reliable use. Designed at our Detroit leather studio and constructed in the United States from genuine Horween leather. Canvas lined interior includes multiple pockets, such as a double zipper padded laptop compartment, double zipper main compartment, and convenient phone pocket. Deluxe leather top carry handle, all leather adjustable padded shoulder straps, and gunmetal finished solid brass hardware ensures long-term durability. Leather iPhone Case - Produced using genuine leather from Horween of Chicago, America's longest continuously operated tannery. Leather will gain a unique patina as it matures. Individually numbered. Made by skilled craftspeople in Ste. Genevieve, MO. iPad Envelope - A unique envelope for the iPad that demonstrates artisan craftsmanship throughout each detail of its design and construction. Features raw cut edges, an unlined interior compartment, and a hand-sewn whipstitched internal card pocket. Made in Ste. Genevieve, MO, using premium vegetable-tanned Horween leather with subtle natural characteristics that will gain in complexity and nuance over time. Journals - American-made journals featuring Smyth sewn binding—a superior binding technique that greatly improves overall durability and extends the lifespan of the journal, while enabling the pages to lie perfectly flat. Handcrafted in Ann Arbor, MI, from all US-sourced components, including acid-free paper from sustainably managed American forests. Includes elastic closure. Dog Collar & Leash - Wicket and Craig vegetable-tanned bridle leather exterior, with an interior of vegetable-tanned Horween leather, featuring solid brass hardware. Handcrafted at Real Leather Creations in Largo, Florida. Luggage Tag - Constructed by skilled craftspeople in Ste. Genevieve, MO, using durable Chicagotanned Horween leather. Design features include raw cut edges, convenient ID window with mylar protector, and snap closure with nickel-plated brass buckle. Leather Double Wrap Bracelet - Emphasizing a minimalist design aesthetic, the double wrap bracelet layers well, and stands out on its own. It features a brass center bar buckle and unlined leather from Horween of Chicago, the longest continuously operational tannery in America. Made by Leatherworks Minnesota in St. Paul, MN. Leather Baseball - Beautiful hand-sewn baseballs featuring waxed linen thread and premium leather. Handcrafted, one at a time, by skilled craftspeople at Leather Head Sports in Glen Rock, NJ.
Merchandising/Product Plan ll 16
Leather Football - The rare overlap of sporting equipment and fine art. But these footballs are built to be used. Individually hand cut and sewn with highly durable polyester thread by Leather Head Sports in Glen Rock, NJ. Features rawhide lace at the grip and premium leather. Unique Characteristics Shinola takes pride in great quality and excellence. Each watch is made impeccably, using only the finest materials. Founded in Detroit, Michigan, Shinola also keeps most of its production in the United States as much as possible. With a growing trend and consumer appreciation for all things made in the U.S. and locally, this consumer-demanded niche is developing quite quickly. Proposed Lines The Shinola on Ponce shop will offer an assortment of 10 different watch styles for men, as well 10 different watch styles for women. A range of styles, colors and price, will be used along with the merchandise extension achieved by shipping directly from Shinola. Along with the watches, Shinola on Ponce will also offer a wide assortment of the leather goods that are featured on the Shinola website. The items will be delivered to the Ponce City Market location through Shinola directly. It has been negotiated to purchase the items through consignment. Any watches or leather goods that is not sold at the end of the 4-week period will be returned to Shinola in perfect condition, for a refund of wholesale price. The demo bikes will be sold for a reduced price to interested customers at the end of the period. Bikes will be sold for a reduced price due to the fact that they will be used solely as test-rides and may not be in perfect condition to be returned to the vendor.
Proprietary Aspects Shinola will be the pop-up shop’s primary partner, as it is an extension of the brand. All agreements will be made in suite with the Shinola requirements, and follow standard brand procedure regarding licensing. Four Week Merchandise Plan This four-week merchandise plan displays sales per week the shop intends to produce. While the total amount of sales is in fact $62,148.70, there are 10% of planned purchases at retail which will be the result of inventory left over after the exit strategy, and will ultimately be inventory given back to Shinola, with a return to the entrepreneurs. There is only one total amount for planned purchases on cost, seeing that we will only be receiving one initial shipment over the four-week period. Also, the markdown shown in the final week addresses the bikes, which will be priced at a reduced cost to the customer. See adjacent table.
Merchandising/Product Plan ll 17
Time Period % of Sales Sales
Week 1
Week 2
Week 3
Total
30%
20%
20%
30%
100%
$18,644.61
$12,429.74
$12,429.74
$18,644.61
$62,148.70
Markup % Markup $
Week 4
60% $39,663.39
Markdown %
$39,663.39 25%
Planned Purchases at Retail
$66,105.65
$66,105.65
Planned Purchases at Cost
$26,536.30
$26,536.30
Total Sales $
$62,148.70
Total Wholesale $
$26,536.30
Markdown %
25%
Markup %
60%
Planned retail - 10% of retail
$59,495.07
Wholesale - 10% of wholesale
$2,653.63
Total Sales after RTV
$62,150.70
Merchandise Assortment Shinola on Ponce will offer a wide selection of the current represented assortment on the Shinola website. By selecting an array of different watch styles ranging in prices, the pop-up will be able to cater to a large audience. It is important that some of the more unique and expensive pieces also be represented, which is why both the exclusive Henry Ford Pocket Watch and the brand new Black Lizard Watch will be featured as key items, which will also be available to purchase and take home immediately. Since there will be two shipments from the vendor to the pop-up store, there will always be stock of at least 5 watches for each style. Please see Assortment Plan excel spreadsheet in the appendices. The merchandise classification breakdown will be as follows: Men’s Watches
30%
Women’s Watches
25%
Leather Tech Accessories
12%
Handbags/Backpacks
8%
Bikes
5%
Leather Accessories
20%
Markup/Markdown Policies Since the bikes will be used as testers, they will be sold to customers for a discounted rate as part of the exit strategy. The retail price of these bikes will be an additional 25% off the original retail price. Both the Bixby and Women’s Bixby models will be sold for $1460, and the Runwell model will be sold for $2100 at the end of the four-week period.
Merchandising/Product Plan ll 18
Brick-and-Mortar Location Plan Physical Location Ponce City Market - Box Car, Atlanta GA 675 Ponce De Leon Ave NE Atlanta, Georgia 30308 Shinola on Ponce hours of operation: Monday – Saturday 11:00 AM to 10:00 PM Sunday 11:00 AM to 7:00 PM Shinola on Ponce will be located at 675 Ponce De Leon Ave NE, in a restored Boxcar on the second level of Ponce City Market. Ponce City Market is a mixed-use development located in the recently renovated historic Sears building. The development houses national and local retail anchors, restaurants, a food hall, offices and boutiques, and residential units. The restored building has regained its prominence as a vital Atlanta landmark. Located in burgeoning Old Fourth Ward, the development has direct access to the Atlanta Beltline and is situated across from the Old Fourth Ward Park. This centralized and historic location is a fast growing Yuppie environment, which offers a unique downtown shopping experience unlike anything else currently in Atlanta. Ponce City Market allows our store to piggyback on the benefits of heavy foot traffic throughout the year, easy parking, and customer access to a variety of other retail establishments. The Boxcar sits atop the rail tracks used by the original Sears Building to unload and distribute merchandise. It is situated above Ponce City Market’s courtyard on the property’s South façade. This location puts Shinola on Ponce external to the boutique second level of the building. The boutique stores on the second level all have South facing windows that give shoppers a clear view of the Shinola Boxcar, which helps drive traffic to our store. The unique nature of our retail environment attracts customers; the Boxcar has historical significance making it a destination within itself. The main traffic drivers are proximity to the Beltline allowing Shinola to attract customers out of curiosity, the connection to second floor retailers and its location above the food hall and outside parking. Each of these four locations has high-foot-traffic and allows Shinola on Ponce to entice shoppers into the Boxcar. The Shinola pop-up shop is the first Atlanta location that brands and merchandises products the same as Shinola’s flagship store. This allows Shinola on Ponce to become a ‘destination’ and attract customers who aren’t presently on the premises. Jamestown Properties Ponce City Market is the perfect test ground for the Shinola brand. It offers an industrial mixed use space that reflects the look and feel of Shinola’s branded stores in Detroit. The customer that is attracted to Ponce City Market matches the demographic targeted by Shinola.
Brick and Mortar ll 19
Atlanta is currently lacking a ‘Made in America’ destination for watches and other accessories, Shinola will fill this need by placing a Pop-up store in the centrally located Ponce City Markets. Location Features Shinola on Ponce can be seen from the main entrance into Ponce City Markets. The Boxcar is visible from North Avenue, a major pass-through street in downtown. North Avenue links Stone Mountain, Georgia Tech and tourist destinations such as the World of Coke Cola and the Aquarium. The newness of Ponce City Market and limited time the Shinola pop-up shop will be open requires an area that has heavy foot traffic and pass-through traffic that stops on impulse. Due to this reliance on foot traffic, Ponce City Markets provides the best possible scenario for a Shinola pop-up shop. Location within the inner city puts Shinola on Ponce in the prime location to attract its target market. Ponce City Market is built around a marketplace itself, a flexible space to gather, eat and shop. The Central Food Hall is home to artisan chefs and local purveyors who bring authentic flavors to Atlanta. Shinola on Ponce will entice customer from this daily gathering place and culinary destination. The 650 square-foot 1882 refurbished boxcar will host 600 square feet of sales floor space and 50 square feet of storage and office space. The boxcar has a double door entrance located in the center of the car. Windows are located on both sides, with views of the beltline and North Avenue. The storage space is located on the short west wall of the boxcar. It will be used to stock inventory and sales materials (see boxcar floor plan in the appendices). Ponce City Market’s leasing office has quoted us a short-term rent of $500 per week (6 weeks) totally $3,000 for the entire pop-up period. Utilities are not included in the lease payments and will be covered by Shinola on Ponce. Utilities will amount to $100 for the 6-week pop-up shop period (see finacial statement in the appendices). This is a short-term lease. The lessee is responsible for taxes, insurance, and maintenance of the leased space of the building. The financial plan reflects the cost of the taxes, insurance, and maintenance fee. The lease is for six weeks beginning 22nd of February 2015 and concluding 4th of April 2015. Target Market Considerations The mission of Shinola on Ponce, is to be the first pop-up shop that stocks the company’s branded products in an environment that reflects the Detroit flagship store. Shinola on Ponce offers premium made in America products such as watches, leather goods and accessories. Shinola of Ponce targets young working professionals aged 23 to 40, with a newly disposable income and who are passionate about America made products. This target market lives in multi-use developments that allow them to blur the lines between living, work and play.
Brick and Mortar ll 20
Ponce City Market is a hub for the creative class, who are likely to shop during lunch hours, inbetween meetings and following a walk on the beltline. Shinola’s target market lives in the Flats apartments located on the upper floors of the East and West Wing of Ponce City Markets, they ride the elevator to work, shopping, and the Food Hall. The target customer also lives in neighboring locations like Virginia Highland, Poncey Highlands, and Midtown, are all within easy walking or pedaling distance of Shinola on Ponce. The closest stockists of Shinola products are Steven Allan located 3.5 miles away. This store doesn’t carry a wide variety of merchandise or display it to reflect Shinola’s branded stores. There are a total of 13 stockists in the Atlanta area. This pop-up shop aims to introduce the Shinola branded experience to the Atlanta marketplace; success will come from locating the store within walking distance of where its target market lives. The location is easily accessible form North Avenue, with parking located around the complex. Ponce City Market can be found using the map provide on its website. Customers will need to park on the third floor for direct access the boutiques, Shinola on Ponce and the beltline. Anyone using the bike valet or on foot will be able to pass Shinola as it sits directly on the beltline pas-through. As mentioned above Shinola on Ponce can be seen from passers by on North Avenue, it is also visible from inside retailers on the boutique shopping level and from inward facing apartments located in the East and West Wings. Target market consideration influenced the location of Shinola on Ponce. In order to capture the attention of the Atlanta market, Shinola on Ponce will be located within the inner city hub. Close to the major downtown highways such as 75/85 and commute roads such as North Avenue and Ponce De Leon Avenue. Leasehold Improvements Leasehold improvements will include installation of hooks to hang merchandise on the walls and lighting in the form of a ‘Shinola’ sign to act as the stores interior promotion. The total for these improvements will be $500. An additional $800 will be spent of furniture, glass display tables, mini fridge and office equipment. All improvements will be started and complete between 22nd and 27th of February 2015. This week period has been designated as the start-up period. Upon closing on the 28th of March 2015, Shinola will have six days to remove all leasehold improvements and clean up in order to receive their deposit.
Brick and Mortar ll 21
Web Plan Summary Overview Shinola on Ponce will not have a website for the pop-up shop, but will instead be utilizing the websites of both Shinola and Ponce City Market. Shinola will have a tab on their webpage dedicated to the pop-up shop while we will be located under the directory section on the Ponce City Market webpage. Both websites will have a brief description of the pop-up shop and its running dates. During March, both websites will update the pages to include posts about events and promotions being held at the shop. Since we are not selling merchandise online, we will be primarily be using our web presence on Ponce City Market and Shinola’s websites to alert their existing followers of our existence. Internet Strategies Although we will not have our own website or be selling our products online, we will be utilizing various social media platforms discussed in our Online Marketing Strategy. Online Marketing Strategy Our online target market will be the customers and followers of Ponce City Market as well as those visiting the Shinola website. In addition to those viewers, we plan to send emails to Shinola customers already in the Atlanta area that we will obtain from Shinola’s existing email list and those we make during the duration of the pop-up shop. The emails will alert customers of new products and events we will be holding. Unlike the emails sent out by Shinola and Ponce City Market, ours will be tailored to our customers who request them and will be specific to the Shinola on Ponce pop-up shop. Costs We will have no costs for the website since we will be utilizing the websites of Ponce City Market and Shinola. Ponce City Market will be willing to post our information and events for free because we will be bringing business and new customers not only to our own train car, but also to the entire marketplace. Shinola will post information about our shop on their website because we are an entity of the company and by posting our information they will be informing their customers of their presence in Atlanta and show that they are an innovative and creative company.
Buying and Shipping Methods Shinola on Ponce does not have a online store, therefore when a customer wishes to buy an item that we do not have in stock, iPads will be used to order through the Shinola website. All shipping and return policies will be the same as those that Shinola already has in place for their online orders. Web Plan ll 22
Marketing Plan Industry Profile A ‘Made in America’ watch market segment has emerged. The fashion and retail industry has seen major growth in this movement over the past couple of years. Today’s generation looks at a watch as an extension on themselves. Watches combine the usefulness of time telling, engineered precision and fashion. They have become an obsession for many. This interest in watch manufacturing as encouraged a change in where this category is produced. Many shoppers paying for high-ticket items want to know country of origin and working condition of manufacturers. It is important to understand what “Made in America” means when it comes to watches. Research found that there is a limited number of watch companies making 100% American merchandise. In order to be 100% American made, all items, labor and raw materials originated in the United States. Companies currently competing in the category are Shinola, RGM, Minuteman, Weiss, and Martenero. With the revival of American manufacturing, comes a new domestic opportunity in struggling cities such as Detroit. In 2012, Mr. Kartsotis, founder of Shinola commissioned a study that asked people, given the choose they would pay a $5 Chinese Pen, a $10 American Manufactured pen, or a $15 Detroit Pen. Results were published in Crain’s Detroit Business Report that showed when offered the Detroit option; subjects chose it regardless of the higher price. Proving that American Made Luxury had a target market in the Detroit area.
Market Economic Factors Atlanta GA is currently in a development boom, with the construction of multi-use spaces being the main priority. Ponce City Markets will offer the Poncey Highland area and surrounding neighborhoods with much needed housing and job opportunities. According to Richard Florida’s book ‘The Rise of the Creative Class’, Atlanta is one of the cities targeted by young urban professionals looking to live in a creative environment. Ponce City Market is an organic opening, meaning retailers will gradually open over a period of time. This is important to Shinola on Ponce, as February and March 2015 will see many store openings however the development will not be complete allowing the pop-up shop to have limited competition within the complex. Due to short operation time, Shinola on Ponce will be unaffected by layoffs.
Market Analysis Summary The primary target customer for Shinola on Ponce, is a young urban professional aged 23 to 40 who is passionate about products that are ‘Made in America’. This customer purchases fashion apparel and accessories at a better price point and are willing to pay more for ethically made merchandise. This target market lives in multi-use developments that allow them to blur the lines between living, work and play.
Marketing Plan ll 23
Shinola’s target market enjoys apartment living in areas such as Ponce City Market Flats and the neighboring areas of Virginia Highland, Poncey Highlands, and Midtown. Market Needs The marketplace in the city of Atlanta does not include a retailer that specializes in American Made watches and accessories. There are a total of 13 Shinola wholesalers in the greater Atlanta area, however none of these retailers brand the stores in accordance with Shinola flagship stores. Many of these Shinola supplies stock a limited merchandise assortment, creating a need of the Shinola ‘Detroit’ experience.
Customer Profile The customer profile for Shinola on Ponce, is a young urban professional aged 23 to 40 who is passionate about products that are ‘Made in America’. This niche market prefers to walk and ride bikes, making it important for shopping to be within their geographic area. This customer purchases fashion apparel and accessories at a better price point and are willing to pay more for ethically made merchandise. This demographic is multi-cultural, educated and newly wealthy. The target market lives in multi-use developments that allow them to blur the lines between living, work and play. According to 2010 Census data, 46.5% of the city of Atlanta’s population is aged 18 to 44. The median age is 33 years old, making Shinola’s target market a significant part of the Atlanta Market. Age Range
Atlanta GA
Georgia
United States
Age 18 to 24
65,816
13.66%
1,045,529
10.57%
30,645,752
9.94%
Age 25 to 34
93,948
19.49%
1,511,185
15.27%
41,347,003
13.40%
Age 35 to 44
64,634
13.41%
1,432,865
14.48%
42,374,180
13.74%
The intention of Shinola on Ponce to position itself among the geographic location of its target market is to test Atlanta as a viable area for a Shinola branded store.
Future Markets With the success of the four-week Shinola on Ponce pop-up shop, the brand may look to expand into the Atlanta marketplace. Competitive Analysis The city of Atlanta has thirteen businesses that carry Shinola products. Competition in the area is based primary on selection of merchandise. Shinola on Ponce will compete against department stores such as Bloomingdales, luxury retailers like Neiman Marcus and SAKS and specialty retailers such as Steven Allan (all information from Shinola.com). Marketing Plan ll 24
Shinola on Ponce has an advantage as they are an entity of Shinola, and are therefore able to replicate the brands in-store vibe and wide assortment mix. The thirteen businesses that directly compete with Shinola on Ponce do not carry a large assortment of Shinola product. Their focus is on a select merchandise mix of watches. Shinola on Ponce’s strengths include brand awareness, location close to target market, quality product and accurate branded environment. Passionate sales and management staff, which can easily relate to the needs and wants of the customer due to similar age bracket. Indirect competitors of Shinola on Ponce are Atlanta based stores that carry watches, leather goods and pet accessories. Rolex in Mayors would be an example of an indirect competitor. A competitive advantage of Shinola on Ponce is the training, management and sales received from the Shinola brand representative. This training will allow the business to better understand the customer and exceeding her/his expectations in a way that is reflective of Shinola’s customer service. Competitive Advantage The primary competitive advantage has not been fulfilled in the Atlanta marketplace. The city of Atlanta does not have a branded Shinola experience store. Shinola on Ponce offers a wider assortment than the competition and is located near the target market in order to succeed. The creative class offers a tremendous opportunity, especially for companies that produce ethically manufactured goods and have a focus on ‘Made in America’. The growth of American Made products over the last couple of years has been influential; by offering these products Shinola on Ponce is able to gain a competitive advantage. Through training with a Shinola representative, the pop-up shop will be able to provide excellent customer service and the Shinola brand experience. Location and proximity to the target market give Shinola on Ponce an advantage.
Marketing Plan ll 25
Pricing Pricing Strategy Accessories are typically priced 60% from the wholesale price. There will be no slow-selling merchandise as all merchandise is purchased through consignment. Any merchandise not sold in store, will be returned back to Shinola. As mentioned, all 6 bikes at the end of the 4-week period will be marked down 25% off retail prices. Price List Retail prices range from $550-$1500 for the watches. The bikes range in price from $1,950 $2,950, however due to the markdown at the end of the period, bikes will range from $1460 $2100. All leather accessories from bracelets to dog collars range in price from $35 - $200.
Market Penetration Brand Strategy Our business reflects Shinola’s desire to bring American craftsmanship back into retail in a stylish manner. Both Shinola and Ponce City Market attract a young and hip shopper looking for a unique shopping experience. We will communicate the Shinola brand into the customer’s in-store experience through the shop’s atmosphere, the treatment of the customers, and the way in which the employees handle each situation from greeting to check out. Upon entering the shop, customers will be greeted and offered assistance. Depending on how customers react to the shop and the products, we will tell them more about the company and our one-month pop-up shop concept. The employees will engage in conversation and create relationships with the customers. We may offer them a beverage while they shop and will continue to build a trusting and longlasting relationship with the shopper. By creating a sustainable customer relationship, we are personally connecting the shopper to the Shinola brand. Advertising and Promotion Shinola on Ponce will have an Instagram, Facebook and Twitter page dedicated to interacting with the followers and informing of new products. We will not be using any promotional strategies that require money such as magazine advertisements because it is not cost effective and there is the possibility of the advertisement not being seen in an enough time to encourage people to visit the shop. Our social media posts will focus on engaging with the customers and building a following of Shinola fans to encourage the establishing of a permanent Shinola store in Atlanta.
Sales Strategy
Pricing and Market Penetration ll 26
To track sales, we will collect customer’s information at the time of purchase. This information will not only include the items he or she purchased, but also anything that was mentioned in conversation such as children or anniversaries. Creating a customer profile will help us learn more about our target consumers and will help us to tailor our emails and social media posts. After we have collected and utilized this information, we will give our contacts and the details to Shinola so that the customers can continue to be connected with Shinola. Publicity In addition to using social media, we will also write a press release before and after our Shinola on Ponce launch party. The press release will include who Shinola is, the appeal of Ponce City Market, and the success of bring together Atlanta’s hip and young professional crowd for a night of entertainment and American merchandise people can feel good about owning. Promotional Events Throughout the duration of the pop-up shop, we will have a launch party as well a small in-store event. The launch party will be invitation only and will take place in the train car and the surrounding area. The party will be sponsored by Bulleit Bourbon, who will be providing the whiskey for free in exchange for name exposure and association with Shinola. Entertainment will also be provided by a local Atlanta band free of charge in return for being mentioned on the invitation and the opportunity to perform in front of prospective clients. We will be renting a tent from an Atlanta company whose prices are reflected in the cost sheet. We will not be serving food, but will be serving wine and beer we plan to purchase by the case and will serve any remaining alcohol throughout the pop-up shop to some customers while they shop. The launch party will consist of existing customers in the Atlanta area whose names and contact information will be provided by Shinola. We will also be inviting the tenants of Ponce City Market and employees of stores that share an aesthetic similar to Shinola such as Steven Alan, Billy Reid, and Jonathan Adler. Keeping the party ‘invitation only’ will help to ensure that there is no underage drinking and that the people who come will do so to shop our products and spread the news of the pop-up shop to other influential people (see appendices for details and promotional material). In addition to the launch party, we will host a couple of small events within the train car to encourage customers to come in and browse. In the middle of March, we will have coffee and pastries purchased from one of our neighboring retailers, Dancing Goats Coffee Shop. This will help to nurture our relationship with fellow retailers and further establish ourselves within the Atlanta community. We also plan to have an evening when customers can sample local meats and cheese.
Market Penetration ll 27
We will serve wine and beer that we have remaining from the launch party. Both of these events are reflected in the cost sheet and will be promoted through our social media platforms (see appendices for mock website advertisement). Evaluating Marketing Efforts Social media and email promotion will begin at the start of 2015, with the aim of creating hype and building a customer base prior to the launch party on February 28th 2015. Shinola on Ponce will target existing customers of the brand through information provided by Shinola. The launch party for Shinola on Ponce will take place on the last Saturday of February, it will be Bourbon evening to kick start spring. During the party merchandise will be advertised in order to encourage quests to come back and shop when the store opens. Shinola on Ponce has planned a sell through rate of 90% of stock. Reaching this goal would demonstrate the effectiveness of the pop-up shop and how compatible it is with the Atlanta marketplace. A farewell party will be hosted on the last day; this period will include markdowns taken on the display bikes. Marketing efforts will have been successful if Shinola on Ponce meets sales goals and profits by establishing an Atlanta customer base.
Market Penetration ll 28
Financial Plan Sales Forecast As reflected in our Assortment Plan, Shinola On Ponce estimates that we will make $66,105.75 in net sales. Being that our merchandise is bought on consignment, we gauge that 10% of our product’s net sales, $6,610.58 to be exact, will be reimbursed to the Shinola Brand.
SALES FORECAST Retail Total
$66,105.75
START UP COSTS & WORKING CAPITAL Rent
$3,000.00
Electricity (GEORGIA POWER)
$40.00
Gas (TRUE NATURAL GAS)
$60.00
Phone & Internet Bundle (COMCAST)
$89.90
Merchandise
$10,610.36
Furniture & Fixtures
$1,500.00
iPad (2)
$1,077.84
Event Cost
$1,050.00
In-store Activity
$60.00
Liquor
$100.00
Assorted Permits
$400.00
Insurance
$250.00
Cash On Hand
$300.00
Miscellaneous
$100.00 Total
$18,638.10
A loan for start-up expenses is requested in the amount of $19,000. This will cover start-up costs and working capital. The short-term loan has line of credit built in to ensure all financial responsibilities are met. The additional $361.90 will be used for any unexpected/ spontaneous costs.
Financial Plan ll 29
Break-Even Analysis
BREAK EVEN ANALYSIS Gross Margin =
Net Sales - Cost of Goods
=
$66,105.75 - $10,610.36
=
$55,495.39
Gross Margin % =
(Gross Margin $ / Net Sales) x 100
=
($ 55,495.39 / $66,105.75) x 100
=
84%
Break Even =
Fixed Expenses / Gross Margin %
=
$18,638.10 / 84%
=
$22,201.58
The break-even point based on our sales over a 4-week period is $22,201.58. Projected Financial Statements
PROJECTED FINANCIAL STATEMENTS Cash Flow Statement =
(Retail Total - Working Capital)
=
($66,105.75 - $18,638.10)
=
$47,467.65
Weekly Cash Flow Statement =
(Retail Total - Working Capital) / 4
=
($66,105.75 - $18,638.10) / 4
=
$11,866.91
(These numbers are based on sales of our full inventory) At the end of our 4-week pop up shop, Shinola on Ponce will have generated $47,467.65 in revenue.
Financial Plan ll 30
Retail Operations Plan Reporting Policies The four of us will be equal part managers of Shinola on Ponce. If either of our interns has an issue, he or she will be able to discuss it with both of the managers on duty at the time. Depending on the matter, the issue may be resolved on the spot or discussed among the four of us in order to make a decision. If any of the managers has an issue with one another, a meeting with all managers will be held until an agreement can be reached.
Employee Development Prior to opening the pop-up shop, we will fly in a Shinola representative to educate us on the Shinola’s products and methods of selling. Shinola will be providing the representative, but we will be flying and hosting him in Atlanta for the day prior to opening and the opening day. The representative will train the four managers as well as the two interns we will be employing for the month of March. We will be trained the day before opening and will have the Shinola representative in the pop-up shop on opening day to continue our training. Staffing Levels There will be three employees in the shop at all times, two managers and one intern. This will ensure that no person will ever be left alone in the shop during business hours. Hours/Days of Operation We will be open seven days a week with varying hours depending on the day. From Monday through Saturday, we will be open from 11:00 AM to 10:00 PM. On Sundays, we will be open from 11:00 AM to 7:00 PM because it is a slower day for sales. All retailers in Ponce City Markets are required to have these hours. Inventory Control Shinola on Ponce has limited selling space and will therefore complete a physical inventory of the merchandise on the floor once a week. Security Systems/Shrinkage Control We will not be installing any kind of security system in our train car, but will focus on assisting every person who walks through the door so that there is very little opportunity for someone to take an item. For our expensive items such as watches, they will be shown in cases only accessible from behind where the sales associates will be standing. If we feel necessary, we have the right to search any property of the interns to ensure that no product is being taken out of the store without permission. Retail Plan Operation ll 31
Appendix Appendix One – Manon Audibert Resume
Appendix Two – Emily Irons Resume
Emily A. Irons emilyairons@gmail.com 904.616.7185
ATTRIBUTES Detail-oriented Strong work ethic Organized Strong sense of color
SKILLS Adobe Suite Microsoft Office Suite
EDUCATION Savannah College of Art and Design BFA in Fashion Marketing and Management Minor in Fibers Atlanta, GA / 2015
PROFESSIONAL EXPERIENCE July 2014 Lisi Lerch Design Set up booth at America’s Mart Took retail orders Conversed with and sold to store buyers
2013 Rosenblum’s Clothier Intern Summer 2013 Seasonal Employee December 2013 Designed store and window displays Worked with customers Recieved and organized store merchandise Bloom Cyprus Florist May - December 2013 Intern Aided in floral and party designs Prepared and delivered floral arrangements Helped with setting up event spaces Sat in on client consultations
Appendix Three – Jordyn Simpson Resume
EDUCATION
SAVANNAH COLLEGE OF ART & DESIGN, 2011 - Current Bachelors of Fine Arts in Fashion Marketing & Management Expected graduation date: May 2015
EXPERIENCE J.CREW - Atlanta, GA
Associate at Collection Store, Oct. 2014 - Current Assist Visual Merchant with store and window displays Participate in store roll-out Replenish merchandise Provide exceptional customer service Place and fulfill fu online orders/shipments Style clients according to their needs & current trends AMERICA’S MART - Atlanta, GA FREDDIE SIMON & ASSOCIATES Showroom Sales Internship, Nov. 2014 - Current FIORE BOUTIQUE - Atlanta, GA Paid Marketing Internship, April 2014 - June 2014 Email marketing Graphic design Event preparation Website cross-selling
B.K.S. BARBERSHOP & SALON - Somerdale, NJ Marketing & E-Commerce Assistant, 2008-2013 Managed e-commerce Organized finances using Excel Designed marketing materials Event preparation and promotion Maintained social media me accounts Email correspondence SHOP FOR SUCCESS FUNDRAISER & GALA - Atlanta, GA Volunteer, 2013 Merchandising Visual Displays
SOFTWARE SKILLS
Proficient in Microsoft Office 2013 Word - PowerPoint - Excel - OneNote - Publisher Proficient in Adobe Photoshop - Illustrator
JORDYN SIMPSON jnsimpson108@gmail.com 609.471.8569
INDUSTRY SKILLS
Visual merchandising - Public relations Product development - Mood board development Hand & machine sewing - Retail math Marketing - Textiles - Merchandising planning
ACCOMPLISHMENTS Dean’s List 2012 - 2014 Awarded Academic Honors Scholarship Awarded Artistic Honors Scholarship
Appendix Four – Harmony Trevena Resume
Harmony Trevena 404.277.1710 harmonytrevena@gmail.com
Education SAVANNAH COLLEGE OF ART AND DESIGN (SCAD), Atlanta, GA Bachelor of Fine Arts, Fashion Marketing and Management Anticipated Graduation: Fall 2015 G.P.A. 4.0/4.0 •
Dean’s List: 2012- Present
Skills SOFTWARE: Microsoft Office Suite (Word, PowerPoint, Excel) PROFESSIONAL: Principals or Marketing; Mood/ Inspiration Boards; Intermediate Sewing; FASHION DESIGN: Fashion Sketching; Textile Research; Customer Service
Experience DRESS FOR SUCCESS, Atlanta, GA Volunteer (Fall 2012) • •
Assisted in styling women with re-sale clothing for professional opportunities. Responsible for re-stocking merchandise and sales.
GLORIA JEANS, Nelson Bay, New South Wales, Australia Assistant Manager Seasonal (June 2010-December 2012) • Managed and oversaw the training and development of sales associates. • Assisted with the visual merchandising strategy according to current trends and customer needs. • Oversaw the end-of-day sales numbers and calculated profit margin. • Successfully handled customer questions and concerns promptly and to their satisfaction.
THE POINT RESTAURANT, Soldiers Point, New South Wales, Australia Waitress (August 2009- December 2010) • Consistently provided excellent customer service by ensuring customer needs and expectations were exceeded. • Responsible for managing the reservation book and working with the customer to accommodate any specials needs or arrangements.
Appendix Five – Assortment Plan PRODUCT DESCRIPTION & CODE
QTY
RETAIL
WHOLESALE
per unit
per unit
SHIPMENT TOTAL (Wholesale)
RETAIL TOTAL
MEN'S WATCHES Black Blizzard 48mm – S0100118 Henry Ford Pocket Watch – S0100130 Runwell White/Brown 47mm Runwell Chrono Blue/Brown 47mm Runwell Contrast Chrono Black 47mm Brakeman Chrono Blue 46mm Brakeman Cream 40mm Runwell Chrono Black 41mm Runwell Sport Chrono Black/PVD 42mm Runwell Cream/Brown 47mm Total Men’s Watch Styles (10)
2
$1,500.00
$600.00
$1,200.00
$3,000.00
2
$1,000.00
$400.00
$800.00
$2,000.00
3
$550.00
$220.00
$660.00
$1,650.00
3
$750.00
$300.00
$900.00
$2,250.00
2
$800.00
$320.00
$640.00
$1,600.00
3
$775.00
$310.00
$930.00
$2,325.00
3
$775.00
$310.00
$930.00
$2,325.00
2
$800.00
$320.00
$640.00
$1,600.00
2
$1,125.00
$450.00
$900.00
$2,250.00
3
$550.00
$220.00
$660.00
$1,650.00
25
$8,625.00
$3,450.00
$8,260.00
$20,650.00
WOMEN'S WATCHES Runwell Gold/Brown 36mm Runwell Cream/Brown 36mm Runwell Burgundy/Brown 36mm Runwell Blue/Brown 41mm Runwell Cream/Brown 41mm Runwell Contrast Chrono Gold 41mm – S0100080 Birdy Double White/Brown 34mm – S0200034 Birdy Double Rose Gold/Brown 34mm – S0200033 Gomelsky White/Brown 36mm – S0200032 Gomelsky White/Steel 36mm – S0200025 Total Women’s Watch Styles (10)
2
$750.00
$300.00
$600.00
$1,500.00
2
$750.00
$300.00
$600.00
$1,500.00
2
$800.00
$320.00
$640.00
$1,600.00
3
$600.00
$240.00
$720.00
$1,800.00
3
$550.00
$220.00
$660.00
$1,650.00
2
$975.00
$390.00
$780.00
$1,950.00
3
$525.00
$210.00
$630.00
$1,575.00
2
$525.00
$210.00
$420.00
$1,050.00
3
$495.00
$198.00
$594.00
$1,485.00
3
$595.00
$238.00
$714.00
$1,785.00
25
$6,565.00
$2,626.00
$6,358.00
$15,895.00
ADDITIONAL ITEMS Card Wallet - Spruce
3
$80.00
$32.00
$96.00
$240.00
Card Wallet – Dark Coffee
3
$80.00
$32.00
$96.00
$240.00
Card Wallet – Natural
3
$80.00
$32.00
$96.00
$240.00
Bi-fold Wallet – Black
4
$125.00
$50.00
$200.00
$500.00
Bi-fold Wallet – Dark Coffee
4
$125.00
$50.00
$200.00
$500.00
Large Wallet – Black
2
$195.00
$78.00
$156.00
$390.00
2
$195.00
$78.00
$156.00
$390.00
2
$275.00
$110.00
$220.00
$550.00
2
$275.00
$110.00
$220.00
$550.00
5
$255.00
$102.00
$510.00
$1,275.00
2
$255.00
$102.00
$204.00
$510.00
3
$950.00
$380.00
$1,140.00
$2,850.00
3
$950.00
$380.00
$1,140.00
$2,850.00
2
$950.00
$380.00
$760.00
$1,900.00
4
$85.00
$34.00
$136.00
$340.00
4
$85.00
$34.00
$136.00
$340.00
4
$85.00
$34.00
$136.00
$340.00
3
$165.00
$66.00
$198.00
$495.00
3
$165.00
$66.00
$198.00
$495.00
3
$165.00
$66.00
$198.00
$495.00
15
$12.00
$4.80
$72.00
$180.00
15
$17.95
$7.18
$107.70
$269.25
10
$19.95
$7.98
$79.80
$199.50
Luggage Tag - Green
6
$55.00
$22.00
$132.00
$330.00
Luggage Tag – Red
6
$55.00
$22.00
$132.00
$330.00
6
$55.00
$22.00
$132.00
$330.00
10
$30.00
$12.00
$120.00
$300.00
10
$30.00
$12.00
$120.00
$300.00
10
$30.00
$12.00
$120.00
$300.00
Large Wallet – Natural Drawstring Bag – Dark Coffee Drawstring Bag – Red Mini Backpack – Dark Coffee Mini Backpack – Bold Orange Runwell Backpack – Black Runwell Backpack – Spruce Runwell Backpack Natural Leather IPhone Case – Natural Leather IPhone Case – Coffee Leather IPhone Case – Green IPad Envelope – Emerald IPad Envelope – Red IPad Envelope – Royal Hard Journal Small – Royal Hard Journal Medium – Royal Soft Linen Journal Medium – Black
Luggage Tag Natural Double Wrap – Orange Double Wrap – Spruce Double Wrap – Black
– Bracelet Bracelet Bracelet
Tonal Dog Leash – Chestnut Tonal Dog Collar – Chestnut Leather Baseball (for display too) Leather Football (for display too) Felt Pennant “DETROIT”(for display only) Felt Pennant “SHINOLA” (for display only) Total Additional Items (35)
3
$125.00
$50.00
$150.00
$375.00
3
$75.00
$30.00
$90.00
$225.00
4
$40.00
$16.00
$64.00
$160.00
4
$135.00
$54.00
$216.00
$540.00
2
$48.00
$19.20
$38.40
$96.00
2
$48.00
$19.20
$38.40
$96.00
167
$6,315.90
$2,526.36
$7,808.30
$19,520.75
BIKES Bixby
2
$1,460.00
$584.00
$1,170.00
$2,920.00
Runwell
2
$2,100.00
$840.00
$1,770.00
$4,200.00
Women’s Bixby
2
$1,460.00
$584.00
$1,170.00
$2,920.00
6
$5,020.00
$2,008.00
$4,110.00
$10,040.00
223
$26,525.90
$10,610.36
$26,536.30
$66,105.75
Total Bike Styles (3) FINAL TOTAL
Appendix Six – Ponce City Market Map (Location of Brick-and-Mortar Store)
Appendix Seven – Boxcar Blueprint
Appendix Eight – Store Floor Plan
Appendix Nine – Website Mock Up
Appendix Ten – Ponce City Market Website Advertising
Appendix Eleven – Promotion Example
All rights are reserved. Private and Confidential. No part can be copied or distributed without prior written consent of Shinola on Ponce, LLC. The content in this plan is confidential and is the sole property of Shinola on Ponce, Inc. Any reproduction or divulgence of the content of this report without the written consent of Shinola on Ponce, LLC, is prohibited.
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