Executive Summary This Land will be a menswear specialist located in the Fulton Market district of Chicago. The purpose of this plan is to highlight certain opportunities currently available to a retail business capable of targeting and executing for a particular high-end market. Leading the charge in an untapped menswear market is a daunting yet thrilling prospect. With a projected profit of $600,000in the first year, This Land not only breaks even, it exceeds even and will create a new outlet for masculine aesthetics.
Conclusion This Land stands poised to fill a profitable void in the Chicago menswear market —the void itself being as important as our numerous strengths. While the demand is high for the products and services This Land will provide, there isn’t a business satiating consumers’ appetites just yet. We feel our competitive advantages—high quality products, expert customer service—will set This Land apart in a market packed with similar small businesses struggling to find an identity and brand consumers can comprehend and desire. The target market is already searching for the products This Land will carry and is a group who shares information through forums and blogs. In many ways, the target market will act as advertising and promotion, informing and encouraging each other to take interest. This Land bucks trends when it comes to the location of the business. It is a destination, not a chance find. We feel it will not only keep real estate costs low, it will also create intrigue. One of the many selling points of This Land is its low-cost advertising and brand-building budget—a draining and crippling hurdle for many small retail businesses. The suppliers of This Land are the preeminent producers of our time and show no signs of changing tastes or production techniques—promoting high price points due to high quality. The notion that clothes are an investment and can help to build a wardrobe that will last a lifetime is appealing to anyone looking to get the biggest bang for their buck—in the meantime covering various professions, ages and backgrounds. In the end, This Land is for men who actually care about real quality, not about prestige.