Mission Statement_____________________________________________________________1 Executive Summary ____________________________________________________________1 Primary Research ______________________________________________________________2 Market Analysis _______________________________________________________________3
SWOT Analysis ________________________________________________________________7 Marketing Plan ________________________________________________________________9 Visual Design_________________________________________________________________14 Financials____________________________________________________________________16 Survey Appendices A-L Works Cited
Halcyon charms empower and inspire women and their loved ones to share their stories, find inner peace, and give back to the charities that helped them through their journeys.
Everyone has been affected by women’s issues. There’s someone you love who has fought ovarian cancer, suffered through sexual assault, or survived domestic violence - or maybe you are the survivor. We want to commemorate you, your loved ones, and anyone who has been affected by women’s issues with our submission to EDENS Retail Challenge. Being a team comprised of women, we realized that there are many women’s causes that need support and more awareness. We also realized that supporting a loved one that is going through an illness or issue is a difficult process, and part of the struggle is finding the perfect way to show that you care. The name of our retail idea is Halcyon, which refers to a bird from a Greek legend that can calm the wind and the waves of the sea - peaceful, but powerful. We felt that Halcyon captures our brand well because we want to promote peace within those suffering from women’s causes, as well as those supporting the women in their lives. Furthermore, we want people to not only relate to our brand, but feel empowered. With Halcyon: Wear to Care, we decided to create and sell charms that can be placed on bracelets or necklaces. We will partner with local and national nonprofits, such as Susan G. Komen, Ovarian Cancer Research Fund, and the National Coalition Against Domestic Violence. Through these partnerships, we will find women who have struggled through their issue or illness, and are willing to tell their stories. These women will work with our in-house designer to co-design a charm that provides an inspirational image or symbol that will be associated with their respective charities. For instance, a woman may have survived an abusive relationship and found support through the National Coalition Against Domestic Violence, and the symbol that inspires her throughout the struggle is the moon. She would work with our designer to design a moon to put onto these charms, and that would be representative of the National Coalition Against Domestic Violence. These charms can also be customized with the name or initials of a loved one. Once sold, fifteen percent of the proceeds will go towards the National Coalition Against Domestic Violence. Each charm will also be packaged with the story of the inspirational woman behind the design. These charms are a simple, but effective way of supporting your loved ones and the charity of your choice.
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We envision that the charms will provide a subtle way for customers to support a cause, an alternative to the colored plastic bands, such as the “Live Strong� bracelets. Our charms are appropriate for any situation and will give individuals the opportunity to show their support in a personalized way. We will also differentiate ourselves from other jewelry competitors by providing an environment that encourages social awareness and empowerment to women. Whether you are the survivor, or someone you love has suffered through an illness or issue, we feel that Halcyon provides a subtle, but empowering way to advocate women’s causes and pave the path to recovery for yourself or your loved ones.
For our primary research, we conducted a survey using the surveying tool Qualtrics (survey attached). After collecting data for a week, we received 59 responses. The demographic of our respondents was comprised mostly of females (48) compared to males (8) (Appendix A). Respondents came from a wide range of ages (18-70), but the majority of respondents identified between 18 to 25 years old (Appendix B and C).
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The responses to our survey demonstrate that the women’s issues featured were relevant to our potential consumer base. Respondents, as a whole, knew a person affected by every women’s issue we are focusing on, with Breast Cancer as the most widely known followed by eating disorders, domestic violence, ovarian cancer, and inequalities in the workplace (Appendix D). The majority of respondents were impacted by one or more of the women’s issues (Appendix E). The responses to our survey demonstrate that both the bracelets and necklaces would be items desired by our consumer base. Although we would sell both items, bracelets were viewed more popularly by respondents (Appendix F and G). Our respondents provided a wide range of responses for the price of the product, but a majority identified a price between $25 and $50. Respondents identified a lack of money or tendency not to buy jewelry as a reason for this price. Many others cited that they would buy our jewelry as gift for a loved one. Overall our brand had a positive impression (Appendix I).
Industry Description and Outlook The jewelry store industry in the United States is comprised of physical stores selling new jewelry, timepieces, and sterling or plated silverware. The industry also includes engraving or repairs, but excludes cutting or setting gemstones or selling costume jewelry or antiques. The industry is in its mature stage of the product life cycle and is considered to have medium revenue volatility. The main customer group of this industry includes households making over $100,000 a year, due to the extravagant nature of this type of product (Newsom). Due to the economic downturn in 2008, the luxury item industry suffered, as consumers had less disposable income to spend on jewelry. This downfall was exacerbated by rising gold prices, which made jewelry production more expensive. The industry is also seeing a rise in competition from non-jewelry retailers, such as online stores or supercenters (Newsom). Although recent history for the jewelry market has been unfavorable, the jewelry store market within the United States is forecasted to have revenue growth of 0.4% to $33.5 billion over the next five years. Due to a projected growth of the consumer index ratio to 5.2 by 2018, the profit is expected to grow to 8.7% of revenue. Although there is a high level of competition, the threat of competition from non-jewelry retailers for luxury jewelry items is limited (Newsom).
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Distinguishing Characteristics Our customers are looking for a way to show their support for a specific woman’s cause. Through our jewelry line, our customers will support not only charities, but also their loved ones in a meaningful way. Our jewelry line benefits charities that support women’s issues, but anyone would be attracted to our jewelry pieces for their classic and timeless style. Our target market is both male and females of any age who have been directly or indirectly affected by a women’s cause. We expect our target consumer to be from a middle-class to upper-class household with income of over $70,000 a year, as our jewelry pieces are a premium product. We will also focus on the consumer’s emotions during his or her buying process. 1. Need recognition. When someone undergoes such a traumatic experience, she wants to commemorate her life-changing experience with something special. Moreover, her loved ones want to show their support and give back to the organizations that helped her through her journey. 2. Information search. We will use cause marketing and marketing across multiple platforms to drive consumers to our store and online presence. Our website and social media will provide information about our products. By including stories of survivors and motivational messages, consumers will see how our charms have value beyond its aesthetic appeal. 3. Evaluation of alternatives. Currently, the most popular accessory to do so are the LiveStrong bracelets, which are not high-quality or suitable for every occasion. We fill this void by providing premium charms and jewelry that complement any outfit, while giving back to charities. 4. Product choice. When the consumer walks into the store or peruses our website, they undergo an empowering experience. For in-store, we want to use empathetic jewelers and employees that will be sensitive to consumer needs. We will also design the store to feel warm and inviting. Our website will be interactively designed and include the stories of the survivors and patients who co-designed the charms. When a consumer chooses our product, they are choosing the experience of Halcyon. 5. Post-choice evaluation. Because our products are sold at a premium price, we want to reduce any cognitive dissonance from consumers after purchases. Our packaging will ensure that consumers feel good about their purchase decision. We will include a description of the charity on the underside of our jewelry box lid, as well as an insert that features a picture of the patient who co-designed the charm and her story. Through our packaging, the consumer can directly see how they are helping the cause, and thus will feel justified in his or her purchase.
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Augmented Product Concept The core product is the bracelet or necklace made with silver that includes a charm that the customer is buying for themselves or as a gift. The actual product includes the Halcyon brand name, our packaging, the high quality of our product, engraving, and the experience of when a customer enters the store. The augmented product benefits include free shipping if a customer purchases engraving, 6 month warranty on all products, our products will be manufactured in the USA, the charity donation, and the confidence and trust a customer feels when they purchase a Halcyon product. Each bracelet or necklace will feature a special code that connects to a personal note written online. Halcyon will keep a record of these notes so that the person can cherish it forever, which will add to the intangible benefits of purchasing a Halcyon product.
Size of the Primary Target Market In the U.S., jewelry purchases are most frequently made by households with annual earnings of more than $100,000. However, with the recent economic recession, many households are downsizing and limit the amount of expenditures. It is estimated that between 2013 and 2018, there will be a 1.5% increase in the number of households earning over $100,000 annually. Although there has been a decline in spending in the past, it is estimated that the increase in household earnings will speed up in the following five years. This turn in household earnings will be beneficial to our business because people will have more disposable income to spend on luxury items. It is estimated that between 2013 and 2018, the per capita disposable income will grow compoundly a total of 2.5%. Currently, about 6% of the U.S. population have a household income of $100,000 or above. The U.S. jewelry manufacturing industry is currently delivering profits of $2.5 billion annually with annual growth predicted at 0.4% in the next five years. As mentioned above, being in the mature stage, we will be entering a defined and stable industry with room to grow. According to the United States Census Bureau, Washington, D.C. has an estimated population of 632,323 people as of 2012. Of those, 52.7% are female. The median household income of the DC population is $61,835 (District of Columbia QuickFacts from the US Census Bureau). Even though the target market in the jewelry industry is an income of $100,000, we will be focused on targeting people who have an income of $70,000. We have decided to lower it from $100,000 to $70,000 because with such a special and sentimental product, we feel that people will be more likely to buy our product even if it is a little more expensive. There are 98,585 females between the ages of 18 and 34 that we would like to target in the D.C. area.
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Pricing and Gross Margin Targets Each bracelet includes a chain and charm. Each bracelet will vary in price, but with an average cost of $50 per bracelet. Since our bracelets are a premium product, and we are donating 15% to charity, we will not have sales and discounts for our bracelets. According to our primary research, the majority of our participants were willing to pay up to $50 on a bracelet.
Key Success Factors The Key Success Factors (KSFs) of the jewelry industry include ability to control stock on hand, production of goods currently favored by the market, proximity to key markets, good technical knowledge of the product, and an established brand name (Newsom). In order to succeed in the jewelry store industry, we will need to strategically plan ahead to meet these KSFs. Although it will be difficult to predict the demand for our product, so we are never over or understocked, we will use research of our industry and current sales in other stores. We will also continue to study current fashion trends in order to better understand what style of jewelry our customers desire. Our location of the Halcyon store in Washington D.C., such as Georgetown or Dupont Circle, will provide high traffic of our customer demographic. We will hire staff who is knowledgeable in both our jewelry line and the charities we will be supporting to make sure that our customers receive accurate help with any questions. We will not be able to develop a prominent brand name immediately, but we will utilize marketing and word of mouth from customers to build a loyal community around Halcyon.
Strategic Competitive Advantages To diversify ourselves against other jewelry stores in the industry, we will utilize the current need for jewelry with a cause to create a strategic window of opportunity. Our mission is to create a community promoting awareness and support for the different women’s causes we represent. We will focus on several strategic competitive advantages to achieve this. We are creating effective customer segmentation and focus, since we are appealing to a very specific demographic of customers concerned about these issues. It is critical that we focus heavily on customer orientation and feedback to better understand what our customers are passionate about and how they desire to express themselves about these causes. We hope that this will develop into a shared culture among our customer base that motivates individuals to share their personal stories with one another and develop meaningful personal connections to these causes.
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Value Propositions There are three main value propositions we are offering to our customers. By donating 15% of our profits to charities related to specific women’s causes, we will create a Corporate Social program that speaks to our customer base. This, combined with our charms designed by survivors or women affected by these issues, will provide emotional self-expressive benefits. By wearing our bracelets or necklaces, customers will be able to physically show their support or passion for a particular women’s issues. Lastly, we will create superior customer relationships by hiring employees passionate about our mission and capable of dealing with the personal nature of these significant causes. Our store will also create this relationship by featuring inspirational quotes and a portrait wall featuring images of women and their loved ones. Our competitors include outside jewelry companies, such as Pandora or Alex and Ani. However, our jewelry line can be distinguished by our mission-driven goals in donating a portion of the profits to charity, as well as giving the consumers the opportunity for customization.
Strengths
We offer affordable prices starting from $35. Our jewelry feature traditional and fashionable designs. Our products are durable and highquality. Our versatile jewelry can suit any occasion. We represent charities that supports women’s issues, and proceeds benefit a greater cause. Our jewelry features unique designs and construction methods. We offer flexibility for custom pieces. We are a company with a purpose people can relate to.
Opportunities
We can capitalize on the trend of increasing social awareness and responsibility in our society.
Weaknesses
Due to the small size of the company, it is possible that we may be unable to meet demand. It will be difficult to cover all expenses while keeping prices low. We have a narrow product line. A large portion of the target market is unaware of Halcyon's products. There is a limited time and budget to market the company to the segmented target population. Our store is only in one location.
Threats
Our competition is comprised of seasoned, experienced companies.
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There are thousands of nonprofit organizations (related to women’s causes) to partner with and help with spreading awareness. There are opportunities to expand the product line as the company grows: o Expand our product line to include other women’s jewelry, such as rings, earrings, and watches. o Expand our product line for men to include cufflinks, rings, watches, and pens. We can reduce costs as the company expands and buys materials in larger quantities. We can offer special products during the months that are associated with specific causes (i.e. September is National Ovarian Cancer Awareness month, October is National Breast Cancer month.
External changes, such as the government, politics, and taxes, could have an effect. There are exchange rate fluctuations. There are lower cost competitors or imports. Maturing categories, products, or services may affect our sales. Price wars could affect our pricing strategy. Product substitution may cause consumers to purchase alternative jewelry products. There is a decrease of availability of raw materials due to demand from other industries. Artistic copycats could enter the market and mimic Halcyon. A slowdown of the economy will have a reduction on individual's discretionary income. Entry of new competitors could affect our company.
Regulatory Restrictions There are very few regulations in this industry, and most are at the state level. These regulations tend to remain consistent over time. One such recommendation is the Chain of Custory (CoC) certification, created in 2012 by the Responsible Jewelry Council (RJC). The new CoC certification is not required, but it prevents the usage of products from unreputable sources. Obtaining the CoC helps suppliers meet the Dodd-Frank Act of 2010, which requires the disclosure of conflict minerals. Some other regulations to be cognizant of include Section 352 of the revised Patriot Act, the Sherman Antitrust Act, the Wilson Tariff Act, the Clayton Antitrust Act and the Robinson-Patman Act (Newsom). Since we will donate a portion of the profit made from our jewelry sales, we will also need to be aware of the relevant legal obligations or restrictions. We will need to have a contract with each charity that we are working with to establish an agreement on the amount of donation and terms of collaboration. Our store must also adhere to regulations regarding requirements on credit accounts and limitations on financial charges.
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To successfully market Halycon’s products, our first step is to define the target market to establish the direction of our marketing strategy. Our unique selling proposition is selling jewelry with a charitable cause, with charms that are customizable, high-quality, and meaningful. Our pricing and position strategy consists of selling our products at a price that reflects our premium quality, as well as accommodating for our 15% donation to the respective charities. Sales will be made exclusively in-store, but we will use our website to advertise our products and services. Our opening store offer will give combination deals that will allow customers to receive a free engraving to anyone who purchases two pieces of jewelry. Finally, we will outline our promotions, online marketing, and conversion strategy to effectively advertise our products.
Target Market Our target market are women aged 18-34. In terms of family life cycle, these women are young and single or newlyweds. They live in the city, most likely in apartments. They are educated, career-minded and tech savvy. These women have large networks and are very engaged with social media. This core group is socially conscious and feels good about giving back. They enjoy spending time with friends, shopping, reading fashion magazines and traveling. These women like to stay current and keep tabs on the newest fashion trends. They have friends or family members that have been affected by cancer and send cards and little trinkets to show their support. These women like to give back to their community and they are engaged with women’s issues. They would feel good about buying a product that supports charities that empower women.
Unique Selling Proposition Our unique selling proposition is selling jewelry, something seen as a fashion product, and connecting it with charity and social awareness. Our tagline “Wear to Care” summarizes this idea of having jewelry that showcase your support of different causes. Halcyon focuses on women’s issues such as breast cancer, ovarian cancer, equality in the workplace, eating disorders and domestic violence. Halcyon jewelry allows women to be trendy and stylish and also supportive of important causes. The charms are customizable with engraving so that each user can create a unique experience and customize a necklace or bracelet that is filled with meaning.
Pricing and Position Strategy Each bracelet or necklace includes a chain and charm. Initially, we expect each jewelry piece to cost between $10 and $15 to make. We want to charge $50 for each bracelet or
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necklace to account for the 15% of the profit we will be donating to charity. Currently, no marketing testing or research studies have been done. However, we have been able to estimate our prices and costs based on competitors’ pricing. We want our jewelry to be seen as a premium product; therefore, we will not have sales or discounts. We also want to emphasize the importance of the issues and charities we are raising money for. We believe that providing discounts could delegitimize these important causes and damage our brand image. Discounts would present Halcyon as more focused on increasing sales to raise profits.
Distribution Plan Halcyon is a physical retail jewelry store. We plan to use our website and social media campaign to reach people over the internet, helping to generate online sales as well as sales in our store. This will allow us to reach more people outside of physical location of Washington D.C. The jewelry industry overall relies heavily on creating a luxury feel through customer service. We believe that the best way to communicate this luxury feel is to employee skilled and knowledgeable jewelers in our physical location. This will allow us to better meet the needs of our customers by truly understanding the type or jewelry they desire, especially when dealing with customized engraving. We also believe that the issues we are representing are extremely personal and deserve the individualized attention of our employees. We will also utilize a digital catalog to showcase our jewelry options digitally. To achieve the same connection with our customers, we will use inspirational quotes, videos, and images to explain our mission, our collaboration with charities, and the personal stories of other customers. Customers will pay for shipping and will receive their custom jewelry sent from our physical location in Washington D.C.
Offers When our business first opens, we want to increase recognition of our name and have people spread the message of our brand. The more people who are wearing our jewelry, the more the word will spread about our brand. We have decided to offer combination deals that will allow customers to benefit from buying a charm and having it engraved. We have chosen to offer free engraving to anyone who purchases two pieces of jewelry, whether it be two necklaces or two bracelets, which will entice people to buy two pieces instead of one. This will also create a personal bond for people who will buy one piece for a loved one and then one for themselves. They will be allowed to engrave the charm with something personal free of charge. In this case, we hope to grow our customer base more rapidly.
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During the holiday season, we will have special products that can be gifted. We will bundle a necklace and a bracelet and charge a lower price so people can get both and keep one and gift the other. This will help drive traffic through our store around the holidays. Also around the slower times for a jewelry store, around the summer, we can offer special deals on charms that will entice people to buy during a time when they normally wouldn’t.
Marketing Materials Our marketing materials are key to making the image of Halcyon recognizable. There are a number of marketing materials that we will need to create and share in order to reach our potential customers. There will be a website, print brochures, catalogs, and business cards. Before we open, we are designing a “grand opening banner.” Our website will include a catalog for online purchases and highlight stories of a few women who have benefited from the various charities that we support. There will also be a part of the website that explains who we are, why we started this business, and what our goals are for the future of Halcyon and the organizations and women we represent. The brochures will have similar features to the website with the exception of the catalog. The style of all of our marketing materials will be consistent. They will be simple, feminine, and elegant. The designs are intended to be very minimal, exposing our brand through the presentation of essential features only. Minimalism is currently a popular trend, so this will helpful in establishing our company as knowledgeable about fads in design The color scheme will highlight the tones of the female halcyon bird, which are cream, turquoise, and a highlight of orange. The orange spot color will make our materials stand out because of the contrast with turquoise. Currently our logo is only silver, but we plan to incorporate the halcyon colors in a new rendition. The color scheme will be utilized in the store’s interior design as well. The purpose of this is to establish familiarity with the style of Halcyon.
Promotions Strategy As mentioned above, our target market are women aged 18-34. This group of women are exposed to trade show marketing and event marketing. Trade shows are a great way to introduce a new product to the market. We would also be able to learn from other leading companies in the jewelry industry who are attending the trade shows. We may even be able to partner with other companies to make exclusive lines or featured products. We also want to focus on giving back to the community and making a better community for everyone. We would like to team up with leading women’s charities to promote our product while bringing awareness to women’s causes. When these charities and organizations are having events, we will present our product at the event. This way, we are going straight to the
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people who are directly affected by these issues. Specifically, when a charity is having a 5k or fundraising event, we can promote our charms at these events and support these charities. In the store itself, we want to promote our link the womens causes and our committment to helping women. We will have a photo wall in the store displaying family ties such as sisters, mother and daughter, mother and son, husband and wife, and so on to show people that anyone can buy a charm.
Online Marketing Strategy Keyword Strategy We will optimize our website for certain keywords by incorporating keywords strategically into our website content. Our keywords will include: breast cancer ovarian cancer eating disorders domestic violence women empowerment equality in the workplace jewelry charity charm necklace bracelet
Search Engine Optimization We will place these keywords in areas where search engines tend to focus on, including bold headings, near the top of the page, and at the end of the page. We will also place these words as closely together as possible so that our website will be more likely to appear on a search. Furthermore, these keywords will be used in the alternative text of the captions of pictures on our website. An example could include: Halcyon, located in Washington, D.C., sells specially designed charms for charities that support women empowerment and women’s causes, such as awareness for breast cancer, ovarian cancer, eating disorders, domestic violence, and equality in the workplace. We will also add meta tags to ensure that our website shows up on relevant searches.
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Paid Online Advertising Strategy Our paid online advertising strategy will focus on driving consumers to our online store. First, we will utilize Google Adwords to ensure that relevant searches drive traffic to our website, and we will use Facebook advertising to reach our target audience. We will also create a Google Product Listings Ad campaign so that our items appear on Google Shopping.
Social Media Strategy Our Facebook page will be used to announce newly designed charms from different charities. We will also have a photo album featuring all of the survivors who designed the charms, as well as a caption describing their journey and the story of inspiration behind the design. We will use our Facebook page to connect with different charities, as well as provide comfort to our fans, who are most likely affected or know someone affected by women’s issues (Appendix J). Our Twitter page will be similar to our Facebook page in announcing newly designed charms and partner charities. Our Twitter page will also focus more on sharing content (such as links to articles and videos) about women’s issues, since the content must be shorter than a Facebook post and limited to 140 characters. Our Twitter page will emphasize that we are more than just a jewelry store, but also a resource for women and their loved ones to find support and feel empowered despite their suffering (Appendix K). We will manage our Facebook and Twitter using Hootsuite, which is a social media management platform that allows users to schedule Facebook posts and tweets, manage their interactions, and analyze viewer statistics. We will also have a Pinterest that showcases our products and mission in a more visual manner. We will have Pinterest posts about our new products, the women behind the designs, and people who are wearing our product, and we will repin inspirational photos for women going through these issues (Appendix L). By using a trifecta of Facebook, Twitter and Pinterest, we will cover three crucial areas: announcing new products and Halcyon news (Facebook), educating audiences about women’s issues and empowerment (Twitter), and artistically showing our product and mission (Pinterest). Finally, we will include a blog on our website that will tell the stories of our women codesigners in detail. Although our package inserts have a short description of these women, we want people to know their whole story so that we can inspire and empower women who are going through the same journey.
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Conversion Strategy In order to convert prospective customers into paying customers, we will first need to focus on our culture and ensure that our employees exemplify what we stand for. When a prospective customer walks into the store, they should feel welcomed and comfortable, especially since they are sharing personal information about themselves or someone close to them. We hope to hire employees who have personally been affected by these causes or know of someone who has been affected by the causes. We want our employees to feel passionate about the company, since they are the first person a prospective customer is interacting once entering the store. Employees should be empathetic, kind, sociable, and good listeners. Also, we need to ensure that each bracelet has its display so that the prospective customer can familiarize themselves about the cause and the designers of the bracelet. The display will include sensitively designed infographics about the cause, stories, and testimonials. We will offer multiple bracelets for each charity to allow our customers to find a bracelet that fits their personal story. We want to be a transparent company, so that when a person buys a bracelet, they know exactly how much was donated to charity. We hope that our transparency will cause prospective customers to feel comfortable making a purchase with Halcyon. Everything seen in the store will be expanded into the website, but the website will feature more in-depth videos about the person who co-designed the bracelet so that the prospective customer can relate to them. We hope that when people visit on our website, they are not just looking at the bracelets, but using it as a place for empowerment. If our potential customers can align themselves with our brand, then Halcyon believes that they can be converted to actual customers.
Store Interior Figure 2 shows a visual of the store interior. The interior of the Halcyon store will be a quaint and peaceful environment for customers to do their shopping. The floors are a honeycolored wood to provide a warm homey feeling. The walls are white with one blue accent wall. The blue color comes from the blue back of the Halcyon bird. The store’s front door is also on the blue accent wall, and is painted a bright orange color. This shade of orange represents the orange beak of the halcyon bird. We chose to use fluorescent lights in the store that are angled at the jewelry displays in order to make them the focus
The color swatch we will use, based on the colors of a Halcyon bird.
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and highlight their shine. One wall of the store is covered in framed photos of women who have benefited from one of the charities we support. Some of the photos even include women with their children, husbands, and parents.
Figure 2: Store Interior
Store Front Figure 3 below shows a visual of our store front. The windows in the front of the store display three examples of our bracelet designs as well as the wall to the right. We wanted to have a combination of table displays and case displays in order to enhance the homey feel we are trying to convey while still providing retail services.
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Figure 3: Store Front
12-month Sales Forecast Sep12 Necklace units sold Sale price @ unit Necklace 1 TOTAL Bracelet 2 units sold
Oct12
Nov12
Dec12
Jan13
Feb13
Mar13
Apr13
May13
Jun13
Jul-13
Aug13
Annual Totals
525
525
575
600
500
500
450
350
350
350
350
400
5475
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
26,250
26,250
28,750
30,000
25,000
25,000
22,500
17,500
17,500
17,500
17,500
20,000
273,750
650
650
675
700
575
575
550
450
450
450
450
400
6575
Bracelet price @ unit Cat 2 TOTAL
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
50.00
32,500
32,500
33,750
35,000
28,750
28,750
27,500
22,500
22,500
22,500
22,500
20,000
328,750
Monthly totals: All Categories
58,750
58,750
62,500
65,000
53,750
53,750
50,000
40,000
40,000
40,000
40,000
40,000
602,500
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Four Year Profit Projection Halcyon 2012
%
2013
%
2014
%
2015
%
Sales Cost/ Goods Sold (COGS) Gross Profit
$ 600,000 120,000 $ 480,000
100.00% 20.00% 80.00%
$ 650,000 $ 130,000 $ 520,000
100.00% 20.00% 80.00%
$ 650,000 130,000 $ 520,000
100.00% 20.00% 80.00%
$ 700,000 140,000 $ 560,000
100.00% 20.00% 80.00%
Operating Expenses Salary (Office & Overhead) Payroll (taxes etc.)
$ 110,000 250
18.33% 0.04%
$ 110,000 250
16.92% 0.04%
$ 120,000 250
18.46% 0.04%
$ 120,000 250
17.14% 0.04%
Outside Services (Engraving) 60,000 Supplies (off and operation) 150 Repairs/ Maintenance 1,000 Advertising 30,000 Accounting and Legal 8,000 Rent 47,000 Telephone 1,200 Utilities 13,000 Insurance 750 Taxes (real estate etc.) 775 Total Expenses $ 272,125
10.00% 0.03% 0.17% 5.00% 1.33% 7.83% 0.20% 2.17% 0.13% 0.13% 45.35%
65,000 150 1,000 30,000 8,000 47,000 1,200 13,000 750 775 $ 277,125
10.00% 0.02% 0.15% 4.62% 1.23% 7.23% 0.18% 2.00% 0.12% 0.12% 42.63%
65,000 150 1,000 25,000 8,000 47,000 1,200 13,000 750 775 $ 282,125
10.00% 0.02% 0.15% 3.85% 1.23% 7.23% 0.18% 2.00% 0.12% 0.12% 43.40%
70,000 150 1,000 25,000 8,000 47,000 1,200 13,000 750 775 $ 287,125
10.00% 0.02% 0.14% 3.57% 1.14% 6.71% 0.17% 1.86% 0.11% 0.11% 41.02%
Net Profit Before Tax Income Taxes Net Profit After Tax Owner Draw/ Dividends Adj. to Retained Earnings
207,875 207,875 $ 207,875
242,875 242,875 $ 242,875
237,875 237,875 $ 237,875
272,875 272,875 $ 272,875
GENDER Female
Male
Other
4 8
48
AGE Number of People
25 20 15 10 5 0
Age Range
AGE 15-20
21-25
26-30
21-35
35-40
41-45
46-50
51-55
56-60
61-65
66-70
Unknown
Number of People
KNOW SOMEONE AFFECTED 50 45 40 35 30 25 20 15 10 5 0 Breast Cancer Ovarian Cancer
Domestic Violence Issue
Eating Disorders Inequalities in the Workplace
ISSUES AFFECTED BY 16
Number of People
14 12 10 8 6 4 2 0 None
One
Two
Three
Four
Five
Number of Issues
Appendix F
Number of People
LIKELIHOOD OF BUYING: NECKLACE 14 12 10 8 6 4 2 0 Very Unlikely
Unlikely
Somewhat Undecided Somewhat Unlikely Likely Likelihood
Likely
Very Likely
Number of People
LIKELIHOOD OF BUYING: BRACELET 18 16 14 12 10 8 6 4 2 0 Very Unlikely
Unlikely
Somewhat Undecided Somewhat Unlikely Likely Likelihood
SUGGESTED PRICE under 25
25-50
Over 50
4 15
31
Likely
Very Likely
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