Mommy Daughter Boutique BY: JORDYN YALE
▶
VISION STATEMENT
Mommy Daughter Boutique's vision is to create personal customer relationships and giving the best customer service to our clientele, while having fun.
▶
MISSION STATEMENT
Our mission for the Mommy Daughter Boutique is to make a fun and easy shopping experience for mothers and daughters.
Company/Concept Statement
I brought this idea to life for creating a boutique both mothers and daughters are able to shop at making it easier and a one stop shop. This allows the mom and daughter to get their own clothing as well as matching outfits. Our excellent customer service and customer relationships have created an innovative shopping experience.
Company Mommy Daughter Boutique is a store offering clothes for mothers and daughters. We have many matching sets as well as their own styles. From tops to bottoms, dresses to skirts, and accessories we have it all for moms and their little girls. We are dedicated to providing the best customer service and making lasting customer relationships. This is a one stop shop for moms and their "mini me's" providing the latest style and trends.
CULTURE Our company culture is a fun, happy, energetic feeling. We are here to not only make our customer happy but also our employees. All of our employees have a love for fashion and helping people find exactly what they are looking for, as well as, showing them what they need to stay updated and trendy.
Customer Profile Geographic Segmentation Region: Midwest City Size: Up to 100,000 Population Density: Suburban Climate: Ranges all 4 seasons
SOCIOCULTURAL SEGMENTATION CULTURE: AMERICAN SUB CULTURE: RELIGION: ANY NATIONAL ORIGIN: ANY RACE: ANY
Demographic Segmentation
SOCIAL CLASS: MIDDLE-UPPER CLASS
Age: Mothers 30-45 Daughters 2-10 Gender: Female Household Size: 3 or more people Income: over $100,000 Occupation: Professional or Stay at Home Mom Education: College Graduate
MARITAL STATUS: ANY
Affective and Cognitive Segmentation Degree of Knowledge: Expert Benefit Sought: Convenience Attitude: Positive and Natural
Behavioral Segmentation Brand Loyalty: Divided Store Loyalty: Divided Usage Rate: Medium User Status: Potential User Payment Method: Cash or Credit Card Media Usage: Social Media Usage Situation: Anywhere
Customer
Ashley is a stay at home suburban mom of 3. She has two boys and a very special bond with her only daughter, Abby, her baby. Abby is only 3 years old and such a mommy’s girl. She loves matching with her mom and Ashley loves matching with her little girl.
Competition â–ś
Zulily provides competition for our Mommy and Daughter Boutique. They have a variety of mommy/daughter outfits and one of the only stores that have this approach. The difference between Zulily and Mommy Daughter Boutique is that Zulily is an online only boutique while Mommy and Daughter Boutique has an actual store and sold online.
Competition â–ś
Department stores for Ex: Nordstrom, some of the brands they carry also sell mother and daughter matching outfits. They aren’t as common to find there and they are harder to find, since the girls stuff is in a different department and floor than where the mother shops. Mommy Daughter Boutique has all the matching outfits together and easy to find for you and your special little girl.
Branding
Product/Service/Merchandise â–ś
Dresses $200-$60 0
Accessories $65-$200
Mother’s Assortment Bottoms $189-$250
Tops $50-$2 50
Product/Service/Merchandise Cont. Jackets $50-$150
â–ś
Dresses $35-$55
Daughters Assortment Outfits $40-$65 Accessories $10-$25
Product/Service/Merchandise Cont. â–ś
Matching Outfits
Jackets $50-$250
â–ś
Our service is best known for our excellent customer service and how our employees make sure to create strong and lasting customer relationships.
Outfits $40-$350
Location
464 Central Ave Highland Park, IL 60035
Location Fact Sheet Cross Streets Cross Streets
Dimensions of Entire Space
Shape of Store Location of Entrances/Exits
Central Ave and Sheridan Rd
1,260 square feet
Rectangle Entrance: Front of Store Exit: Back Door
Locations Fact Sheet Continued Security Deposit
Realtor Fees
Expenses Incurred by Lease Allowable Renovations
$3,000
Collected from owner once the lease is signed. Utilities not included in the lease, but heat and A/C are. All renovations allowed.
Location Fact Sheet Continued Location of Windows
Front
Locations of Windows Monthly Rent
$3,000
Terms of Lease
Modified Gross
Common Area Fees
None
Landlord Obligation
Renovations stay once tenant has vacated premises.
Planagram Daughters Clothes Matching Outfits E n t r a n c e
Cash Wrap
Daughters Clothes
Accessories
Accessories
Fitting Rooms
Mother’s Clothes Matching Outfits Mother’s Clothes
Store Decor
Social Media â–ś
Instagram: I will utilize Instagram as promoting my boutique through social media. I will post photos five times a week to show the new apparel we have gotten in as well as how to put certain pieces together to form an outfit. This will get the customers to want to come into my store and buy the whole look instead of just one piece, always maximizing the transactions.
â–ś
Facebook: I will utilize Facebook as another form of social media to gain a stronger customer following. I will do contests on my page for people to be able to win items from the store. This will help me gain more customers as well as keeping my customers up to date with the latest trends as well as what is going on with our store.
â–ś
Website: Mommy Daughter Boutique will also have their own website so for people who do not live in the will be able to still purchase our clothing online. This gives me a wider range of customers and a way for me to reach out and help customers over the internet, allowing them to see what our boutique aesthetic is all about without having to be there.
Marketing ▶
Place: Distributed in store and online through our website.
▶
Price: Premium and occasional promotion pricing events.
▶
Promotions & Events: Mother Daughter Night Out, Mommy’s Night Out, Holiday Promotions, Birthday Promotions
▶
Advertising: Advertising on social media, using our own social media accounts to gain followers, website, flyers, business cards, and word of mouth.
▶
Publicity: networking throughout the town we are in and the surrounding ones, our website by offering promotions to first time customers, and a way to earn points to receive special offers all the time. Press Releases when we are having events at the store as well as flyers to our customers about new arrivals.
Advertising Calendar & Budget Promotional Event
Month
Estimated sales for event
Total Costs for event
Grand Opening
April
$12,000
$1,500
Mommy Daughter Night Out
June
$17,000
$1,000
4th of July Sale
July
$15,000
$1,000
Back to School
August
$20,000
$1,500
Fall Clearance
October
$15,000
$700
Black Friday
November
$22,000
$1,000
Holiday Party
December
$25,000
$1,500
Holiday Sale
January
$8,000
$800
Mommy’s Night Out
February
$12,000
$1,000
$146,000
$10,000
Totals
Organizational Culture â–ś
The culture of our store is a fun and girly environment. It is specifically for mothers and daughters to come and be able to have fun doing what they do best, shopping! Our staff is very energetic and loves conversing as well as helping our customers find exactly what they want or need. Our employees create lasting customer relationships, so we are very close with our customers.
Management Style Our management style is to encourage our employees to be the best they can be. We pride ourselves on exquisite customer service and doing all that we can for our customers. Management will provide daily, weekly, and monthly goals for each employee as well as the store. The employees will have their own tasks that they need to get done to better our store and service.
The store manager will have an authoritarian leadership role by making all the important decisions. When the store manager is not there it is up to the assistant manager to make those decisions. The employees are to make their best and smartest decisions based on the situation.
Mommy Daughter Boutique GOALS BY ASSOCIATE (In Hundreds) Date August
Associate
Actual Goal Week 1 Week 1
Goal Week 2
Actual Week 2
Goal Week 3
Actual Week 3
Goal Week 4
Actual Week 4
Goal Week 5
Actual Actual Week 5 Goal Total Total
Jordyn
10
10
10
9
12
12
13
11
12
11
57
53
Sarah
9
9
10
10
11
12
12
13
11
11
53
55
Haley
8
8
8
8
10
9
10
11
10
11
46
47
Jen
8
8
8
8
9
10
10
10
9
9
44
45
0
0
TOTALS BY WEEK
STORE GOAL
35
35
36
36
42
43
45
45
42
42
200 200
20,000
Employees
â–ś
Selling programs used for the employees are to set goals for them daily and monthly. They are expected to meet their goals, if not daily then by the end of the month. We give them bonuses when they meet their goal and if they have exceeded their goal they get an even bigger bonus.
We have fun and pick an item of the month and whoever sells the most of this specific item wins that specific item. Also during events we will have a specific item and whoever sells the most wins it.
Organizational Management Structure
Store Manager/Owner: Jordyn Assistant Store Manager: Sarah Sales Associate: Haley Sales Associate: Jen
Human Resources Ethics ▶
Mommy Daughter Boutique does not tolerate ANY theft. Honesty is essential in working here, with so little employees we have to surround ourselves with people we trust. We do not discriminate against ANYONE and we hire who we believe has the most passion for this industry and our store. We pride ourselves on excellent customer service and that is what we will show not only to our customers, but also our co workers.
Hourly Rates & Bonuses ▶
Manager: Salary
▶
Assistant Manager: $16/hour
▶
Sales Associates: $13/hour
▶
Meeting Goals: $100 added to paycheck
▶
Exceeding Goals: $150-$200 added to paycheck
Discounts We discount our merchandise after the given season. We also will occasionally have promotion offers during holidays and specific in store events.
Training NEW EMPLOYEES SHADOW THE MANAGER FOR A FEW DAYS UNTIL THEY UNDERSTAND THEIR DUTIES. THE MANAGER TEACHES THEM THE COMPUTER SYSTEM AND SALES TACTICS TO HELP THEM APPROACH CUSTOMERS AND INCREASING SALES.
Employee Manuals ▶
Our employee manual is very simple, be honest and follow the rules: ▶
No theft
▶
Give the best customer service
▶
Make your best judgment
▶
Smile
▶
Have fun!
Mommy Daughter Boutique WEEKLY SCHEDULE WEEK OF 10/17/16-10/23/16
NAME
PREPARED BY
Jordyn Yale
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SUNDAY
TOTAL
Jordyn
9am-5pm
9am-5pm
Off
9am-5pm
9am-5pm
9am-5pm
Off
40
Sarah
Off
10am-5pm
9am-5pm
11am-5pm
9am-5pm
10am-5pm
Off
36
9am-3pm
Off
11am-5pm
Off
9am-3pm
11am-5pm
Off
24
Off
11am-5pm
9am-3pm
9am-3pm
Off
10am-4pm
Off
24
Jen
Business Hours
▶ Monday
– Saturday 10am – 5pm ▶ Sunday Closed
Loss Prevention ▶
Our store will have cameras in the front and back of the store as well as inside.
▶
The employees are the only ones allowed through the back entrance and that is where they MUST enter and exit.
▶
We have a security system that will be turned on every night before leaving the store.
▶
The manager and assistant managers are the only ones who have keys as well as know the code to the security system.
▶
We sensor all of our merchandise and take inventory twice a year.
▶
Our employees are trained on how to identify a suspicious shopper and the specific signs of shoplifting.
Service Levels ▶
Merchandise Holds: We will hold merchandise for up to 48 hours, then it is placed back on the floor.
▶
Returns: Full refund within 30 days, after 30 days store credit.
▶
Alterations: We are able to give free simple alterations by calling in our tailor, complicated alterations may cost more.