Content Part One Business Plan
1. Background
Part Three Marketing Strategies
2. Mission
1. Sketches
3. Business Nature
2. Final logos
4. Operation
3. Contacts
5. Shop & Delivery 6. Opportunities 7. Competitors 8. Target Audiences 9. Strengthes v.s. Weaknesses 10. Unique Selling Point 11. Personailty Part Two Researches on existing businesses 1. Case Study - Crocs
Part One
Business Plan
Background As one of the “victims, both of us are addicted to buy shoes, this is a common issue that happens among young females, which we are always looking for different shoes to fit in various outfits in different occasions. Since shoes are difficult to play with layering or mix and match, each pair stays the same without any methods to change its original design, the only way to get different styles is
to buy various pairs of them. Unlike clothing, shoes don’t have much add-on accessories to make them look unique from the primary designs. This lead us to the problems of storage for getting too much shoes, and it is quite money consuming. On the other hand, many of us would throw away old and
unfashionable shoes to let the new one in, which we think that it causes another kind of wasting.
In order to solve the problem of wasting, we have figured out a few missions for our business:
A) Provide add-on accessories.
Mission
Customers could use them for decorating their own shoes, so that they can “D.I.Y� various styles on their existing shoes without buying another new pairs. We provide diverse shoes accessories to make each pair of shoe carries more than one style.
C) Enjoy the new experiences of styling their own shoes by mix and match in their daily fashion. We created a various choices of shoe clips with different styles. We are sure that by mix and matching shoe clips would let you have a mood everyday.
B) Collect old shoes or materials from customers. In order to practice the green concept, we encourage customers to send out old or useless materials to us by providing extra discount on shopping our products. We could reuse, recycle and redesign those materials by transforming them into new accessories items.
Opportunities We think that it will be a great opportunities, while no exisiting businesses in Hong Kong’s market are operating this kind of business mode and focusing on providing shoes accessories by recycled materials. In addition, people start to care about the issue of environment protection nowadays. Therefore, our green concept could help promoting and educating the public, while enhancing the brand image at the same time.
Business Nature Clip Clap Club plans to be the pioneer of shoe clips fashion in Hong Kong. It is wished to provide new generation of ladies with new experiences of styling their daily fashion. In order to let our target customers could enjoy the amazing happiness of styling their shoes. Clip Clap Club would offer a wide range of shoe clips- “Luxurious”, “Let’s hangout” and “Gals gathering” these three lines: “Classy”, “hand-inhand!” and “Girls Dates “.
Classy
Working so dull in office would be happen! “Classy” is our newly line provides office ladies with various shoe clips. “Classy” mainly uses Swarovski crystals, bling crystals and glass beeds as materials with fancy and feminine design. “Classy” would definitely keep you have a happy mood at work.
Hand in Hand
After working the whole week, let’s enjoy the dating with our lovely shoe clips at the weekend! “Hand in hand” could make every lady more beautiful and has more confidence in themselves. Lace, bows, check patterns and stripes will be used as materials with lovely and romantic styles. How can guys resist it?
Girls Dates
Being a new generation lady, you must have a large group of intimate friends with brave and independent personalities to support each other. “ Girls Time” let you could enjoy the most relaxing time with your girls.
Operation What’s more? Clip Clap Club loves the green concept! We would like to have “Trade-in points” promotion scheme to our customers. It is simple! Customers could enjoy a certain discounts if they provide us with materials. Step 1
• Every customers could register an account via our official website or app.
Step 2
• Customers could send us photos, showing their unwanted materials such as buttons, ribbons, threads and small toys.
Step 3
• We would make an appointment to collect those materials at specific time and locations.
Step 4
• Customers would enjoy a certain discounts. 40%-10% off will be offered according to the quality and quantity of recycled materials.
Step 5
• The token you earned will be saved to your account as electronic token.
Shop & delivery How to pay?
• Online Payment
Customers will receive an email confirmation after paying their bill through our payment system in our website.
• Phone Payment
Customers could also order through phone calls, and transfer the payments through bank accounts.
Delivery
• Ready-made products
1. Pick your choices
2. Add into cart
3. Click “Buy Now”
4. Log in
5. Pick the methods of getting the products ( Pick up in specific MTR stations / mailing )
6. Pick the date and time
7. Save or print the order receipt
• Tailor-made products
1. Discuss about the design through email or on phone
4. Confirm when and how to receive the products
6. Transfer the rest payment through bank account and email us the receipt
5. Receive images of final products by emails
7. Trade face-to-face or by mailing
2. Confirm designs through sketches reviews
3. Transfer the deposit through bank account and email us the receipt
Competitors There are so many international high-end shoe brands are famous uder their existing brand reputation and history background. They have regular followers and fans who are willing to spend money on their shoes products, while prices and environmental issues may not be their concerns. On the other hand, Crocs, an exisiting american brand of shoes, sandals and clogs, has provided limited shoes accessories, but the use of materials and operating concepts are not focusing on recycling, and their target audiences are mainly focus on parents and children.
Target Audiences Females around 18-25 years old; University students and fresh graduates; Fashion followers; Willing to accept new and fun stuffs; Willing to take recycling concept into practice.
Strengthes ”Clip Clap Club” has brand new concept that could catch the shopping behavior of new generation of ladies. Small scaled company provides customers with more personal services, and we could receive feedback more directly. The more recycled materials you provides, the more discount you received, it could have a “win-win” situation for both parties.
Weaknesses Small-scaled company provides limited amount of products at the beginning stage. Hard to collects materials from customers, which might also limit the amount of production. Customers might worry about the source of the recycle materials.
Unique Selling Points Shoe clips are new and fashionable concepts without purchasing too many shoes, instead, target customers could enjoy changing different shoe clips to match their dresses according to their special
needs. Plus, the “recycle discount” will be offered to those who provide us with materials. The more materials you provide, the more discount you will receive for next purchasing.
Personality In order to increase the interest of mix and match, we would love to provide a sense of fashionable. Also, while we are targeting on young ladies, we would love to create a feeling of “feminine, fancy & chic”.
Part Two
Researches on existing businesses
content. 1. Background 2. Mission 3. Business Nature 4. Personaily 5. Positioning 6. Unique Selling Point 7. Target Audiences 8. Strengthes v.s. Weaknesses
Background.
Mission.
In July 2002, George Boedecker, Scott Seamans and Duke Hanson decided to market an unusual shoe developed and manufactured by Foam Creations, Inc in Boulder.
From 2003-2004, Crocs focused on accommodating their remarkable growth while maintaining control. They expanded their product line, added a warehouse and a shipping
Despite their rapid success, they still stand behind to the core values of Crocs Footwear. They are committed to making a lightweight, comfortable, slip-resistant, fashion-
Originally intended as a boating/ outdoor shoe because of its slipresistant, non-marking sole, Crocs™ introduced it’s first Beach Model in November 2002 at the Florida Boat
operation for speedy assembly and delivery, hired a senior management team and acquired Foam Creations. Today, Crocs are available all over the world and on the internet as
able and functional shoe that can be produced quickly and at an affordable cost to customers.
Show and sold out in two days. From there, popularity mushroomed. Sales poured in. By 2003 Crocs had become a bona-fide phenomenon, universally accepted as an all pur-
they continue to significantly expand all aspects of their business.
pose shoe for comfort and fashion.
Business Nature. They provide variety of women’s, men’s and kid’s footwear collections, including the Berryessa Boots & Flats Collection, Cobbler Clogs & Boots Collection, and so on. Crocs tried to provide diversity of styles and comfort to suit any need.
Featured Style
Classic Style
Other Collections
Jibbitz
• huarache • adrina collection
• kadee • retro
• fuzz • mammoth
• featured Jibbitz • by character
• sexi • beach line boat
• classic crocs • crocband™
• berryessa • crocs cobbler
• by category • by occasion
• mickey and friends • ocean minded
• duet • baya
• dawson • hover
• crocs™ golf shoes • realtree®
• santa cruz • yukon
• lopro sneaker • super molded
• cartoon characters • crocs @ work™
• crocsrx™
• allcast
• scooby doo™
Personality.
Target Audiences.
Energetic / Playful / Colorful / Outgoing / Leisure / Relaxing
Family with kids, suitable for both gender, housewhole income within HK$20,000 - HK$30,000, kid’s age under 12, adult’s age above 35.
Positioning.
Strengthes.
It provides customers with comfortable shoes that could suitable for outdoor activities and rainy days.
Unique Selling Point. Unusual materials used that is light in weight with special shape which is a classic signature and could be recognized by people easily.
• Crocs is an International company, with a large amount of capital backup. It could provides customers with more shoe styling choices. • Unique and special shape of Crocs shoes. It makes Crocs shoes standout from the shoe market easily.
Weaknesses.
Their shoes design cause accidences that hurt customers’ feet.
Competition. Crocs offers shoes accessories, Jibbitz, which its external form is similar to our products. Jibbitz are additional “shoe tacks� that could let users to fill in the holes of the toecaps with their styles.
Part Three
Marketing strategy
Establishment
Although the titles and the positions of us are focusing on different areas in the business, we both involve of everything and cooperate in each part of the business process.
Chan Hei Ting, Giselle
Marketing and Promotion Director 1/ Come up with promotional methods to hit potential customers. 2/ Think about advertising strageries to promote our brand and products. 3/ Keep the business volume. 4/ Promote our recycle material collecting plan. 5/ Promote the discount reward plan of material collection.
Law Yin Ki, Yanky Chief Production Creative Director 1/ Come up with shoe-clips design.
2/ Produce the products. 3/ Packaging designing and producing. 4/ Control the production costs to fulfil the financial plan. 5/ Collect recycle materials.
Material collecting CLIP CLAP CLUB Collect 2nd-hand adornments / costumes Donate 2nd-hand adornments / costumes for custom-made designs
Provide 10% - 30% off discount for registed customers
Custom-made accessories for commemorate items, such as relic or token of
THE SALVATION ARMY
CUSTOMERS Donate 2nd-hand adornments / costumes Register their personal information for discount
Central Collecting Point
Website Hosting Membership registration Official website will be set up for customers to register so that they could upload their unwanted materials to get the discount from us.
Promotion Our website will be act as platform to release our latest promotion.
Shop and delivery Customers could know our latest products and choose their favourite shoe clips form our website. Enjoy shopping via the most convenience and secure way.
production We are a D.I.Y workshop of shoes accessories, which we produce our products step by step easily without difficult techniques and huge implements.
material & steps
packaging design In order to practice the recycle concept, we would want to give practical function to the packaging. We try to combine “clip holder + envelope�.
An envelope templete that could clip on maximum six shoes clips.
Fold it into an envelope and ready to mail it after applying address
Financial Plan • Retrenching expenses 1/ Rental Since we are boutique operation, and the production process does not involve wide space and huge equipments, instead of renting a studio, everything will be done at home. 2/ Promotional fee In order to test the responses of audiences and save the cost, instead of spending money on app-inventory, we will focus on the use of facebook page at the very beginning , a free social network that could reach a lot of potential customers easily. • Budget for start-up capital HK$5,000 per person $5,000 x 2 = $10,000 • Main expenses Monthly Cost 1/ Materials 2/ Packaging printing 3/ Website maintenance fee 4/ Shipping delivery / transportation
One-Time Cost
1. Tools
Financial Budget Expenditure
Quantity
Amount ($)
4 in 1 laser printer
1
2000
Materials
NA
900
-Scissors
2
40
-Cutters
4
80
-PVC Glue (bottle)
2
20
-Hot Bond
2
80
-Hot Bond Sticks (2 lbs)
1 Bunch
30
- Paper Cutter
1
100
Tool
(for 3 months)
Others Web Hosting
1
800
Internet Service
1
1200
Promotion Fee
1
800
Packaging printing
NA
150
Shipping delivery / transportation
NA
300
Total
6500
In order to practice the eco-concept, we prefer reuse tools and materials that we already have at home. Therefore, we try not to pay more than HK$1,000 on making the products. • Revenue v.s. List Price Price Production cost of each clip will be controlled within HK$5 or under, which we plan to earn HK$15 - HK$25 per pieces for revenue. The prices of each product will list within HK$20 - HK$30 depends on size.
Deliver fee / Shipping If customers want to get our products face to face, they can pick up at the MTR station of the Kwun Tong line, Tsim Sha Tsui and Jordan. If they want us to delivery it by mail, HK$8 will be extra charge for the shipping fee.
Part Four
Corporate identity
Sketches
Final Logo We finally pick this version for our logo design, which we think that the form of C could represent the shape of a shoe clip. In addition, 3 Cs could also easily symbolize the name of Clip Clap Club.
Full Color & Monotone Reproduction
Black & White Reproduction
Inverse Reproduction
CMYK
Web RGB
M:46 Y:22
R:246 G:160 B:165
M:75 Y:46
R:255 G:102 B:109
Contact information Chan Hei Ting, Giselle
Law Yin Ki, Yanky
Marketing and Promotion Director
Chief Production Creative Director
Office Tel: (852) 3411 3729
Office Tel: (852) 3411 3730
Mobile Tel: (852) 9208 6404 Fax: (852) 2879 9888
Mobile Tel: (852) 6620 7992 Fax: (852) 2879 9888
E-mail: giselle.chan@clipclapclub.com
E-mail: yanky.law@clipclapclub.com
Address: 50 Begonia Path, Palm Springs, Yuen Long, N.T., HONG KONG Website: www.clipclapclub.com.hk