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!