Man & Murk - Retail Store

By: Tran Nguyen, Victoria Clausell, Alicia Peake, & Zac Buntin

Located in Seattle, WA - Capitol Hill Neighborhood

Known for its local coffee shops, museums, fringe theaters, and pubs. There is plenty of foot traffic which would bring more business for Man & Murk.

Style

❖Urban ❖Modern ❖Sustainable

Product Men’s sportswear + outerwear with sustainable infused fibers/recycled materials

❖Pants $98-$120 ❖Sweatshirts -$100-$150 ❖T-shirts -$20-$35 ❖Button-ups $79-$99 ❖Light Jackets -$150-$180 ❖Heavy Jackets -$180-$225

Consumer Demographics ❖Men ❖Ages: 20-35 ❖Profession: Local business owners, young professionals, and military personnels ❖Salary: Vary depending on age and profession ○ Avg range would be about $35k-$60k

Consumer Psychographics ❖Environmentally conscious ❖Northwestern US dweller: urban hipster, military personnels ❖Likes to recycle and compost ❖Enjoys hiking and outdoor pursuit activities ❖Coffee aficionado ❖Shops for clothing from local or eco-friendly brands ❖Loves to attend local music lounges or goes out to bars ❖Shops for food at Whole Foods, farmers market, or local

Payroll

Payroll: Annual Salary & Cost ❖Manager: $35,000/yr ❖Assistant Manager: $17/hr ❖Sales Associates (4): $15/hr ❖Weekly Average Payroll: $2,361 ❖Monthly Average Payroll: $9,447 ❖Total Annual Hours: 7,473 ❖Total Annual Payroll: $113,364

Payroll: Tentative Weekly Schedule Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

11am-6pm

10am-9pm

10am-9pm

10am-9pm

10am-9pm

10am-9pm

10am-9pm

8

8

8

8

8

8

8

8

Manager Assistant Manager

7

Sales Associate 1

4

Sales Associate 2

4

Sales Associate 3

8 6

5 6

Sales Associate 4 Total Hours

7

6 6

15

14

7

14

5

6 14

21

28

35

Payroll: Cost Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

11am-6pm

10am-9pm

10am-9pm

10am-9pm

10am-9pm

10am-9pm

10am-9pm

Number of Hours

7

11

11

11

11

11

11

Added Time

8

12

12

12

12

12

12

Hours in Shift

5

7

7

7

7

7

7

Number of Shifts

3

2

2

2

3

4

5

Total Hours

15

14

14

14

21

28

35

Avg Hourly Pay

$16.75

$16.75

$16.75

$16.75

$16.75

$16.75

$16.75

Total Cost/Day

$251.25

$234.50

$234.50

$234.50

$351.75

$469

$586.25

Hours Open

Sales Projections

Fixture

# of Units

Average Retail

Total $ OH

2 Shelf

24

$125

$3,000

2 Shelf

24

$27.50

$660

Rack

4

$165

$660

Rack

4

$165

$660

Rack

4

$89

$356

3 Shelf

120

$109

$13,080

3 Shelf

100

$75

$7,500

Rack

4

$50

$200

4 Shelf

4

$97.50

$390

4 Shelf

4

$97.50

$390

4 Shelf

32

$84

$2,688

4 Shelf

32

$99.63

$3,188

Display Table

2

$121

$242

Display Table

2

$121

$242

Coat Rack

2

$202

$404

Coat Rack

2

$202

$404

Coat Rack

2

$202

$404

Total Avg Sales Per Unit

366

$34,468 $94

Merchandise Breakdown Daily Sales

20

$1,882

Monthly Sales

600

$56,472

Yearly Sales

7,200

$677,666

Space 33x56

1,848 sq ft

$367 avg per sq ft

Pants

Total Manufacturing $22.50 Total Wholesale: $45 Total Retail: $110

Materials: $10.87 Trims: $2.28 Labor: $9.35

Shirt

Total Manufacturing $5.00 Total Wholesale: $10 Total Retail: $30

Materials: $2.50 Trims: $0.50 Labor: $2.00

Jacket

Total Manufacturing $37.50 Total Wholesale: $75.00 Total Retail: $165.00

Materials: $18.42 Trims: $4.08 Labor: $15.00

Product Margins

Initial Purchase QTY Season: Winter

Product

Initial Purchase QTY

Total Product Costs

Total Wholesale $

Total Retail $

Pants

220

$4,950

$9,900

$24,200

Sweatshirts

140

$3,675

$7,350.00

$17,500

T-Shirts

240

$1,200

$2,400

$7,200

Button-Ups

200

$3,750

$7,500.00

$17,800

Light Jackets

120

$4,500

$9,000

$19,800

Heavy Jackets

90

$4,050

$8,100

$18,000

1010

$22,125

$44,250

$104,500

TOTAL

Full Price FULL PRICE: DECEMBER Product

Sell Through

Remaining Inv

Sell Through %

Monthly Profit

Pants

120

100

54%

$13,200

Sweatshirts

90

50

64%

$11,250

T-Shirts

180

60

75%

$5,400

Button-Ups

120

80

60%

$10,680

Light Jackets

60

60

50%

$9,900

Heavy Jackets

30

60

33%

$6,000

TOTAL

600

410

$56,430

Markdown MARKDOWN: JANUARY Product

Markdown Price

New Margin

January

Remaining Inv

Monthly Profit

Pants

$83

75%

35

65

$2,888

Sweatshirts

$94

75%

30

20

$2,813

-

-

8

52

$240

Button-Ups

$67

75%

20

60

$1,335

Light Jackets

$116

70%

25

35

$2,888

Heavy Jackets

$140

70%

15

45

$2,100

133

277

$12,263

T-Shirts

TOTAL

December Unit Sales/Projection

January Unit Sales/Projection

Op

Tot

Annual Sales & Profit Margin

al A

nnu al S ing ale at a s : $6 35% 7 7,6 Pro fit M 66 arg in

era t

Marketing Tactics

Fall/Winter ‘16

Fall Marketing Plan Military Graduation Event: Nighttime Silhouette ❖Nighttime silhouette will attract people artistically & perfect for climate ❖Event is hosted at Art Marble 21 ❖Snapchat at event ❖Host special military guests ❖Military discount for all who graduated or who served

Military Graduation Budget ❖Projector: $50 ❖Snapchat Geotag 1 filter for 4 hrs: $10 ❖Portage Bay Café (Catering): $9750 ❖Art Marble 21 (Venue): $2000 ❖Printed Coupons: $200 ❖DJ: $1,000 ❖Stage Rental, 4'x8': $60 ❖Natural Wood Folding Chairs Rental: $400 ❖Table Tents: $38 ❖Window Cling: $34 ❖Insurance: $275 ❖Employee Overtime: $144

Grand Total: $16,161 ROI: $1,129 Objective: To increase brand recognition and associate our name with being an ethical and community-minded company.

Winter Marketing Plan Free Fittings ❖Send out email blast ❖Window cling ❖Includes shirts, pants, & coats

Free Fittings Marketing Budget Grand Total: $532 ROI: $37,261 Objective: To increase sales, specifically in our button up shirts and pants.

Most men don’t know their sizes in clothes.

Additionally, once we fit them into the clothes, they are more likely to purchase these items.

❖Email Blast: $460 ❖Table Tents: $38 ❖Window Cling: $34

Spring/Summer ‘17

Spring Marketing Plan Earth Day Event ❖Volunteer Park in Capitol Hill ❖Snapchat event ❖Serve horderves ❖Promo: bring a bag of recyclables, get $10 off your purchase ❖Promote through window cling + Instagram

Earth Day Marketing Budget ❖Park Permit: $160 ❖Insurance: $136 ❖Tent Canopy: $400 ❖Portage Bay Café (Catering): $1500 ❖Instagram Promo: $460 ❖Printed Coupons: $200 ❖DJ: $4,000 ❖Window Cling: $34 ❖Snapchat Geotag 1 filter for 4 hrs: $10 ❖General/Variable Expenses: $800

Grand Total: $8,198 ROI: $2,324 Objective: To show that Man&Murk is an ethical and community-minded company. Since we are a boutique, our main clientele are members of the neighborhood/area. It’s important they know we care about them to create more personal relationships

Summer Marketing Plan Celebrity Endorsement ❖Respectively known as Ben Haggerty. From Kent, WA ❖Encompasses the aesthetic and target market of Man and Murk ❖Is nationally recognized and a local who can bring in more traffic into our store ❖Endorse through Instagram; send celebrity gratis to promote

Celebrity Endorsement Budget 3 Instagram photographed promos:

Grand Total: $18,000 ROI: $1,004 Objective: To increase brand awareness by endorsing a celebrity while still maintaining our neighborhood-minded aesthetic. Macklemore is from the area, and represents the edgier products that Man&Murk have in the product mix.

Anticipated Sales - Fall/Winter

Anticipated Sales - Spring/Summer

Overall Marketing Budget & ROI Annual Marketing Budget = $67,766 (10% of Annual Sales) Total for all promos & events = $42,891 Total ROI ($)= $83,841 Total ROI (%)= 195%

Floor Plan Display Mood Board

Floor Plan [2D]

Labeled Floor Plan [2D] Rack

Shelves

Shelves

Coat Stand

Door

Window Display

Rack

Display Tables

Rack Fit Desk Sitting Area

Racks Bench

Rack

Sliding Door Mirror

Door Shelves

Rack

Shelves

Floor Plan [2D w/Dimensions]

Break Room/Office/Backstock

Introductory

Maintenance

Clearance

Window Display Mood Board

Window Display

Display: Pant(x2): $110 Shirt: $35 Button Up: $99 Merchandise: $244 Mannequins: $230x 3=$690 Bamboo Rods: $50 Brick Backdrop & Flooring: $2000 Total: $2,984

Eileen Fischer Inspo

Display: One Shirt: $25 One Button Up: $89 One Pant: $110 One Light Jacket: $160

Merchandise: $384 Display Fixture: $275 Plants: $12 Other small fixtures: $30 Total Cost: $701

Thank You!