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					Bus315   Paper #2, the Major Group Project


The primary target customers of offers clothing We believe that the ustomers will
increasingly grow as the population in doeshe secondary target customers of CS are
teenageoffer unique productsexpect an increasing interest amongst young people who
generally like to experience new things. drives to be very competitive with prices and on top
of the latest styles around the world.Teenagers tend to keep up with the latest fads,
therefore, we expect to see a steady increase in this customer segment.he last target
customers of CS is listed as Other. We expect to see a wide variety of people interested in
something new and different, from business people to international students. CS

believes that we offer great customer service and an overall welcoming, warm, and
educating atmosphere, which will keep a variety of customers coming back.population in the
area is dominant, therefore leading to a high percentage of our expected customers.
Teenagers are amongst the largest group of trend setters and consumers in today's market.
CS feels that by offering a uniquincorporate up and coming designers, as well as design
students, creating their own pieces and e product to thTeenagers: Young people strive on
uniqueness and trendiness, which we offer in the latest styles from around the top Latin
markets.



Market Segmentation

Subculture Affiliation: Though rebellious, teens also want to blend in and be accepted by
peers. They seek a community of peers to welcome them, as well as help them stand
out.Attitude: Teenagers wear attitude like a uniform to give definition to their identity. This
extends to clothing, hair style and the type of music listened to in public. They also react to
humor, silliness, and irreverence more easily than to other styles.plan to create a business
identity that will capitalize on the subculture affiliation and attitude oCollege Students:
Evansville University has an enrollment of 12,000 students, of which 5,000 are 19 years of
age or younger. In many ways, it is the college population that sustains the alternative
culture in Evansville. SmokeJumpers will advertise in the student daily newspaper to bring
this target customer group into the store.


offers a full collection of apparel that is classy, upscale, and versatile. This apparel line
includes casualwill start out by adding logos and branding to pre-made items selected from
ethically-sound producers abroad, and gradually shift to producing more whole items in-
house, using our team of designers.




3.3 Technology

As in other industries, technological advances, globalization, and changing business
practices are affecting the apparel industry. One significant change is the increased
emphasis on quick response to customer demand. This ability is vital in an industry that
sells its products in an ever-changing, fashion-conscious market. Quick response capability
links apparel producers more closely to related firms in the textile and retail sectors of the
economy. Aided by communications technology, such as electronic data interchange, point
of sale terminals, and bar codes, information is instantaneously communicated to and
received from firms in these industries.

Other technologies affecting the apparel industry include computerized equipment and
material transport systems. Computers and computer-controlled equipment aid in many
functions, such as design, marking, and cutting. Overhead conveyor systems transport
material between sewing machine operators and between processes. Despite these
changes, however, the apparel industry - especially its sewing function - has remained
significantly less automated than many other manufacturing industries.

Computer aided design (CAD) is used to design anything from an aircraft to knitware.
Originally, CAD was used in designing high-precision machinery; however, in the 1970s, the
technology made its entry into the textile and apparel industry. Today, most companies
abroad have integrated some form of CAD into their design and production process.

he apparel industry traditionally has consisted of production workers who perform a specific
function in an assembly line. Increasingly, this organizational philosophy is being replaced
by a team concept, in which garments are made by a group of sewing machine operators
organized into production "modules Each operator in a module is trained to erform nearly all
of the functions required to assemble a garment. Each team is responsible for its own
performance, and individuals usually receive compensation based on the team‟s
performance.

Future Products

nclude venturing into an apparel line for college graduates and professionals, with further
opportunities in licensed and branded cologne and perfume, bedding, underwear, small
leather goods, jewelry, and eyewear. Beginning in Fall 2004, ReHabiliments will offer a line
of clothing marketed as apparel to "Clothe Tomorrow's Professionals."

High-end ready-to-wear lines are sometimes based upon a famous gown or pattern that is
then duplicated to raise the designer‟s visibility level.

ME will provide a selection of brands that fall within our mission statement. Our goal is to
carry a selection of labels from the hardcore western wear to the more sophisticated
southwestern styles.

ExpectingU. com will provide fun and comfortable collegiate maternity wear shirts via our
website, and through an eBay store, which serves as a portal to our main website.
Manufacturing will be done by a third party, and fulfillment will be handled in-house initially.

De Kliek will carry Ready-to-Wear (RTW) designer diffusion lines and casual/contemporary
apparel & accessories for women.

In this industry, customers choose their clothing based on personal preference. hey often
like to find items that represent specialty item that will make them feel good to wear. By
positioning in the market as a specialty store, we are confident that word of mouth will help
to create product awareness. Our market research shows that pregnant women today
attend sporting events and often have to resort to buying men's large shirts or other make-
shift clothing items
will be in a small segment of the clothing industry

Our marketing strategy is to create product awareness among by strategically placing
Internet ads, using direct mail tactics sold and generating PR. We offer a unique product
that we feel confident expectingwill find fun to wearIt will be a novelty item that will allow
them to stay connected to their interest

We will position ourselves as a specialty online store catering toBecause of our niche, we
can effectively choose targeted sources to market our product to our customers. Our
primary weakness is that we are a new business and we offer a new product. To generate
sales, we must first create awareness that our product exists, and make it easy for potential
customers to locate our online store

will fulfill orders from our eBay store and later, our own website. All payments will be
processed through PayPal in the first year, although we will evaluate the option to do Fax
orders if customer demand it.

   E-orders: Customer can purchase online 24-hours a day, seven days a week.

   Fax orders: Customers can fax in an order 24-hours a day, seven days a week if we
implement this.

As the company grows, we will leave the option open to using a fulfillment center to take
orders via the telephone.

wear such as tank tops, sweatshirts and long-sleeved shirts. In the first three months, we
will sell exclusively through eBay. Although this adds to direct costs (roughly $1 per shirt)
because of eBay fees, we will save money on both marketing/advertising costs and website
maintenance by holding off on fully developing our own site until we can see what items
customers prefer. We anticipate that even after enabling sales on our website, eBay sales
volume will continue to be higher.

The following table illustrates unit sales of 36,500 t-shirts for the first year. This would
require us to sell to less than 1% of our primary target market.

The Monthly Sales Chart that follows indicates that we have some seasonality in our
business. We expect sales to increase during the Fall, which is when football season occurs
and when sales for collegiate goods are the highest.

good quality and cut in classic styles. upscale department stores designs are changing with
a new designer on board, and their last collection was sexy yet still professional.

Full and Self-Service

      "What's New" Bulletin. Behind the cash wrap area there will be a bulletin board
       that is frequently updated and that lists and displays the following details:
          o Featured Designer - This will show a profile of one of the designers
          o How to Wear - This will show how to wear a particular item for work, weekend
               and going out
          o Coming Soon - This will feature items coming into the boutique soon
          o Services - This will list all the additional style services that De Kliek offers
      Coterie Clothing Tags. Each clothing tag will have the corresponding Style
       Personality numbers listed to help customers determine which pieces are best for
       them

luxury goods market,high-end brands it will carry, has remained recession-proof, as clearly
indicated by the successful 2003 results for Coach, Tiffany and Saks.


the luxury market, luxury consumersnited Marketing believes luxury consumers see apparel
and accessories as more of a necessity than a luxury.




Research has shown that women are stressed, have little time to shop, and would generally
like help in determining the right clothes and styles to wear.Top Ten Factors in Deciding
Where to Shop

Demographics

      Professional woman (ages 30-55)
      Household income over $100,00
      College-educated
      Lives in a higher-income LA neighborhood

Looks for bargains (seasonal fashion) but willing to spend money on quality, core itemsShe
expects a warm and comfortable environment and nice dressing roomsShe enjoys being left
alone but also enjoys the special touches of personal shopping assistance and having the
ability to special order items. Shhe wants fun and catered shopping events in the evening
and also enjoys receiving special notices on sales and participating in trunk shows to garner
more saving


retail sector is the second-largest industry in the United States, both in number of
establishments and number of employehe Clothing & Accessories Stores subsector of Retail
has seen sales growth of 19% over the last five years from $137.6 billion in 1997 [2] to
$171.8 billion in 2002 [3]. Businesses in the Clothing and Clothing Accessories Stores
subsector sell new clothing and clothing accessories merchandise from fixed point-of-sale
locations. Establishments in this subsector have similar display equipment and staff that is
knowledgeable regarding fashion trends and the proper match of styles, colors, and
combinations of clothing and accessories to the characteristics and tastes of the customer.
Luxury retailers and upscale department stores were the unexpected market leaders during
the 2003 holidays with Nov-Dec sales up 15 percent. Analysts state that as consumers see
their investments increase, they spend more. Outlook
The outlook for sales and earnings in 2004 is bright, with especially strong results expected
in the first quarter [7]. Two trends should dominate retail fundamentals in urrent Trends

      People are shopping online for convenience & value; growth of sales on the Internet
      Continued decline of the mom-and-pop store
      Overbuilding by specialty stores and other chains
      Repositioning of full-price/multi-line department stores
      Supremacy of the discount store chains
      Category-killer superstores
      Continuous changes in demographics, tastes and fashions
      Easy availability of consumer credit
      Dwindling appeal of the major mall

Direct Competition:

direct Competition:

      Abigail Morgan
      Ambiance
      eLuxury.com




trendy location and upscale interior will make shopping aindulgence four marketing efforts
will attract different market segments with targeted ad campaigns and sales.Working
women: The majority ofRetro and Trendy women: This group includes college students
and young professionals, as well as professional women in more creative fields. Our
marketing efforts to these segments will include flyers on the local campuses and print ads
highlighting our unique product offerings, with an emphasis on "the latest" looks. We will
attempt to get free coverage of our grand opening in the fashion section of the local paper,
and will encourage local fashion magazines and the newspaper to use us as a "fashion
expert' resource on footwear issues. The patronage of this group will give us an air of
youthful and creative energy, while maintaining sophistication. Red Carpet women: These
women know each other, go to the same events, and wouldn't be caught dead in the same
shoes. Our targeted ads in the opera and symphony booklets, as well as donations to local
fundraiser auctions, will establish us among this group as an upscale and exclusive boutique

The concept is to offer high-end products for This level of convenience is not offered by
anyone elsehile there is one other store that offers upscale clothing, no one offers products


The second segment encompasses family, friends, coworkers, and others purchasing gifts.

Family & Friends - This segment is buying gifts for the new parents and child. They are
looking for something upscale, something that would be really enjoyed.

      Ages 32-57.
      Household income greater than $83,000.
      Go out to eat 2.1 times a week.
      83% have an undergraduate degree.
      23% have a graduate degree.

Family and friends are interested in buying nice gifts for their expecting friends. This
segment recognizes their friend's appreciation for nice things and are looking for something
that they know they will enjoy. The gifts are meant to be something nice, and luxurious.

Competition and Buying Patterns
      Mail order/Internet - Many retailers sell their products from remote locations that
       are accessible either by catalog or a Website. This provides the consumer with a
       wide selection. While this works for certain general items, it causes problems for
       clothing that must be tried on first. Especially for the expecting mother whose size is
       changing rapidly. Some mothers do not know what their size is due to fluctuation.
      Local retailers - There are six different retailers within a 20 mile radius of Malone's
       Maternity. Five of them cater to the mid-price point. The sixth is a higher end store
       carrying some of the same merchandise for the mother Malone's Maternity will carry.
       While this store has similar stock, the store itself does not feel like a boutique. They
       have high-end merchandise but the store experience does not translate into high-
       end boutique. The store is somewhat drab. All of the local competing stores sell only
       maternity items. They do not offer anything for children.




2 Main Competitors
While there are several largeetailers such asthey all carry a mainstream line of clothes that
are appealing to the masses. Due to their mass distribution model, it would not be prudent
for them to carry small amounts of regional specialty items, such as collegiate shirts, at
each store. Online retailers also carry a wide variety of maternity clothes, but very few
carryhose that do offer very little variety in school representation. There is a need for a
specialty web store geared for this type of apparel.




Product and Services Description – Describe your product or service.
1. What do you sell? High-end ready-to-wear lines
   a. What does your product do? Our products include ready to wear pieces as well as
pieces that are custom designed by our in-house designers. Customers can come to our
designers with ideas about what they want and the designers will work with the customer
to make the customer’s idea a reality.

   b. What need does your product address? We will have a wide variety for our customers
to choose from having something to attract someone from every walk of life. The prices of
our products will vary. Designers will set their own prices on their designs and designs
they do for customers.

  c. What are its features and benefits? Semi-casual We will also have a website where
customers can interact with designers and view our ready to wear products.

   d. How is it produced? use standard patterns, factory equipment, and faster construction
techniques to keep costs low, compared to a custom-sewn version of the same item. Ready-
to-wear clothes are a cross between haute couture and mass market. They are not made for
individual customers, but great care is taken in the choice and cut of the fabric. Clothes are
made in small quantities to guarantee exclusivity, so they are rather expensive. Ready-to-
wear collections are usually presented by fashion houses each season during a period
known as Fashion Week. This takes place on a city-wide basis and occurs twice a year.
2. What service do you deliver?
   a. What services do you offer? We will also have a website where customers can interact
with designers and view our ready to wear products.

   b. How do they work?
   c. What material or equipment is needed?
   d. What are your labor needs to provide these services?
   e. What are your days and hours of operation?
The Market and Competition – Describe the market and competition. Detail
marketing and operating strategies including pricing and delivery of products or
services.
1. The Market
   a. Explain who your customers are.
   b. Define your customer by type; (consumer or business and industrial), demographic
factors; (e.g., age, gender, education, etc.), and /or psychographic factors; (e.g.,
beliefs,opinions, interests, etc.). Being the crossroads between the East and West, Hawaii is
home to many people from many different ethnicities and cultures. Hawaii is fortunate to have a
multi-culture and multi-lingual workforce. Because we have such a diverse workforce, our
business professionals are more tolerant and understanding of different cultures and their
practices. This allows our workforce to get along with people from different cultures easily and
have more harmonious organizational cultures.

   c. Which target market will you serve? Is the market scope narrow focused vs. broad
markets?
   d. What is the size of this market in numbers, in dollars?
3
2. The Competition
   a. Identify direct and indirect competition.
   b. How are they similar and different from your business?
   c. Are their businesses steady? Increasing?, Decreasing?
   d. What are their strengths and weaknesses?
   e. List five advantages your company has over its competitors.
   f. What will you do differently and why?
3. Marketing
   a. What is the demand for your product or service?
   b. How will the product or service be delivered?
   c. How will the product or service be promoted?
   d. What are the steps in your service process and the benefits you offer your clients?
   e. What idea are you trying to sell?
   f. What message will you deliver to your customers?
      g. What media channels will you use in delivering your message?
4. Operations
   a. Who are the key people that will manage the business on a day-to-day basis? Detail
their education, background, skill, capabilities and compensation.
   b. What are the personnel needs of the business?
   c. Explain your plans for quality control, inventory control, and customer service.
   e. Identify insurance, lease or rent agreements pertinent to the business.
   f. What systems will you use to account for the operations of the business?
5. Pricing
   a. How are your products and services priced?
   b. What are you trying to achieve with your pricing strategy? Are you a low cost leader or
differentiated?
   c. What exact methods will be used in determining your prices? Some options may
include fixed pricing, customary pricing, prestige pricing, keystone pricing, etc.
   d. Will you use ancillary pricing strategies (e.g., quantity discounts,seasonal discounts,
promotional allowances, etc.)
   e. Identify price and cost levels to maximize profit or price levels that enable your
company to yield targeted return on investments.

Product
    High-end ready-to-wear lines
Price
    30+
Place
    East and West, Hawaii Consumers use local social networks to find businesses, but also to
get social proof when making a decision. They use comments and reviews to go with the
“best” listing. Because of the demographic these sites target (people ready to make a
decision) small businesses can see a great return from local social networks.
Promotion
    social media - incorporates facebook and twitter Flickr Flickr, where she invites others to
join using the incentive that she may feature their photos on one of her Miamism Friday
posts It is a way to drive traffic to my site and build exposure among people who may not
otherwise have ever heard of me. online connections leads to real world one. , reviews,
photos and videos on my blog and have even gone ., But social media is a direct to
consumer tool that gives small businesses marketing power equal to their larger
competitors. Put aside your reservations and start using it. to build a strong online
community. Including your Facebook Page or blog URL in offline ads act as social proof,
inviting potential consumers to see your community and increase trust in your business.
customizing messages across sites help the message spread but it keeps users from
receiving multiple identical communications. Be sure to maximize your potential by sending
a user that follows the business on Twitter and Facebook two different messages, instead of
the same thing. For a small business, local search can be a big win. Being visible to
consumers looking for a business in their area is extremely important. Make sure your site
is included in local business directories in order to help ensure that consumers find you
when they need you. Sometimes finding that many sites can be difficult, however.Google
Maps . Discounts are also a great way to connect with your community. By giving exclusive
coupons to your social community, you‟re rewarding and reminding them that you are not
only a brand to engage with, but also to buy from. reating a basic social media presence is
easy enough, getting your community to actually do something is more difficult. Building
and writing a blog may be time consuming, but it creates a way to connect with users on
your own website. Additionally, creating useful content such as how-tos or industry insights
can keep customers engaged.With Twitter, business owners are able to cater to their
consumer‟s needs instantaneously. In a world where everything needs to be done
yesterday, a quick response can create a lifelong customer.o keep consumers informed and
engaged. My final tip is to use a custom wiki, which takes advantage of a phenomenon
called crowdsourcing. In other words, use your customers to give information to other
consumers. brand awareness. well-written online persona and Aleksandr‟s distance from the
brand he‟s marketing. home-grown, showing that with a personality and a good product you
can build up a loyal community. They‟ve recognized that a lot of their clientele are young
professionals using new technology, so they adapted their marketing to suit that
demographic. Their Twitter account contains a good mix of interaction with followers, as
well as links to film teasers, exclusive announcements and special offers. integrated
different social media channels which are all consistently communicating the Duke of York’s
brand.
Heather Gorringe from Wiggly Wigglers is active across the company‟s social media
accounts, sharing her expertise on topics like worm composting, and posting „wiggly deals
of the day.‟ They‟re sharing a vast amount of specialist information both on and off their
site, which has established them as experts in the area. Their social media activity has
brought credibility to their brand and this is priceless for any company.

Howies is a UK clothing company specializing in activewear. By any standards their site is
incredibly social and packed full of sticky content. Howies has succeeded in giving their
brand a real personality by making sure visitors get to know the individuals within the
company. The howies blog is regularly updated by staff members Tim, Ruben, Ben, Pete,
and Jon, and each of the authors has a distinct personality which comes through their posts,
The blog‟s content includes the right mix of product updates, such as t-shirt of the month,
and quirky posts, such as Pete‟s decision to sell his BMX.

There‟s barely a social network that Howies doesn‟t have a presence on — they‟re even on
Last.fm, maintaining an active company playlist. And they‟re sharing an impressive amount
of content on these channels, having built up over 2,000 fans on Facebook( ). They‟re also
clearly communicating expertise in their area, by joining niche social networks such as
Rumplo, where members share artistic t-shirts from around the web. There isn‟t an inch of
their site that isn‟t communicating their quirky personality and it‟s certainly working to
connect people to the brand.

Lesson: By creating an incredibly social website, Howies demonstrates an understanding of
the full social media landscape. It’s one thing to work hard at building an external
community on social networking platforms, but the key is retaining this traffic on your own
site and creating a social experience for the user that will (hopefully) lead to sales.. Useful
social content (blog, video, images, audio)

These examples hopefully show that it‟s not about the monetary investment you make in
social media, but how you use these channels to communicate and build a community.


Strategy 2: Integrate Offline and Online Advertising

Step Four: Participate in the Conversation




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Paper #2, the Major Group Project is due at the beginning of class on Tuesday, December 1st.
Approximately five students will work together to write one Business Plan on a fictional
company that your team creates.

      Each team will first decide on the type of company you will create, and then turn in a
       page on which is listed the team members, and the name and type of company on
       Thursday, September 3rd.
      There are numerous resources available to help you to write the business plan. See the
       nice short Bank of Hawaii Business Plan format on my CD. At a minimum you should
       visit the Small Business Administration’s web site: www.sbaonline.sba.gov/starting. This
       is a good resource, and some of the links to other sites are very useful. Another useful site
       is: http://www.win.org/library/information/business_plan_service.htm#business. Please
       note the SBA site has a wide range of information on going into and being in business.
       Do not limit yourself to only the business plan section. The other site provides a
       simplified business plan for small service firms and is one that will probably provide the
       most help for this class project. Note also that the text (pages 168-169) has information
       on writing business plans. Also, I recommend the Wall Street Journal site: WSJ.com. Go
       to the section “StartupJournal” and it gives a lot of useful information on business plans.
       Also, while on the WSJ site, look at “CareerJournal” for it has a lot of useful information
       on careers including things like interviewing, resumes, etc. With the information on
       writing business plans, you will then write your plan for your company. Sources used
       should be provided in the bibliography of the report.
      As part of this assignment, you will visit at least one company in the line of business you
       wish to create. You should include a summary of your meeting(s) as an appendix of your
       final report. Every member of the team must go on at least one visit. You must have the
       business person sign a document to acknowledge which students visited and the date of
       the visit.
      It will be virtually impossible to present a true financial report since your firm is fictional.
       Hence detailed standard financial data is not required. However, you should include a pro
       forma cash flow statement, balance sheet, and income statement. This would provide
       ballpark figures. You should also write a brief financial report demonstrating that you
       have some idea as to what it would cost to start your business (e.g., equipment, furniture,
       web site costs), and some idea of rough operating costs.
      You must provide an organization chart.
      You must address the issue of employees. Who they might be (skills needed) and where
       you would find them. Also, what human resources issues you anticipate.
      You should address the external environment at least to the extent of identifying potential
       competitors and legal issues (permits, regulations, etc.).


upscale men's & women's clothing retail store.




Team Contract: Personal
Part A

    What do I want to get out of this project?

       I want to learn how to write a business plan, develop my group working skills,
and hopefully make good connections with my teammates.

    What do I want to learn?

   I would like to learn how to write a business plan that would be similar to one that
would be successful in the business world.

    How do I learn best?

     I learn best by doing things. I learn a lot from the mistakes I make and am always
looking for ways to improve. I am very open to suggestions and like constructive
criticism. I like to have a plan for a general direction to go in, but use it more as a
guideline because I know there has to be room for flexibility.

    What are my goals for this project?

   My goal is to get an A for this project. However, if everyone in our group does there
honest best work and really puts the effort into it, I will be happy with a B.

    What are my hopes and fears of working with this group?

     I really hope that we can all get along and are able to function as a group well so
that we can achieve our goals for this project. I’m concerned that some people may not
pull their weight, because I have just had so many encounters with type of situations. I
am also concerned that meeting up with each other may be a problem just because I
know we all have different schedules and there are things that do come up
unexpectedly.

Part B

    What do I have to offer the group?

   I think I can provide our group with structure and organization. I believe I can help
keep our team on track and also be like the mediator if need be.

    Previous experience that might be relevant.

    I have worked in many groups that have had similar tasks. Also, my work
experience has also helped me because my coworkers tend to come to me with
questions about our job and also for help in some situations that they aren’t comfortable
in dealing with.
    Special skills I can teach the group.

     I believe I can teach the group to set standards in their quality of work and try
different approaches and be open to suggestions that will help achieve those
standards.

My personal preferences and work styles are:

    I can work well both individually and in a group. I’m the kind of person who likes to
know what has to be done and do it to the best of my abilities. I don’t like to wait until
the very last minute and just try to put something together that will just get me a passing
grade. I do take pride in my work and would rather produce something of high quality
than something that is lengthy.




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                                                                              Keoni Moniz

Team Contract: Personal

Part A

    What do I want to get out of this project?

        With this project, I hope to learn more about the structure of a small business,
and build upon my teamwork skills.

    What do I want to learn?

    How to write a successful business plan

    How do I learn best?

   I learn best by working in a team and contributing to the groups combined
experience and constructive criticism.

    What are my goals for this project?

     I’m sure I’m not the only one that wants an A on this project, but I would like a
finished product that we can all be proud of.

    What are my hopes and fears of working with this group?
    I hope that we can work well as a team and get our project done in a timely manner,
but I fear that our schedules will conflict with that. I’m glad that we have deadlines
throughout the semester though to prevent procrastination.

Part B

      What do I have to offer the group?

    I feel that I can offer the group the organizational and teamwork skills we will need
to have a great project.

      Previous experience that might be relevant.

    I’m a member of the Kappa Sigma fraternity here at UH. I have often been in charge
of organizing events and projects (sometime with very little notice) with 50 of the most
eccentric and difficult men on this campus.

      Special skills I can teach the group.

      I believe I can teach the group teamwork, and tolerance among group members

My personal preferences and work styles are:

    I am a very easy going person, individually and in a group, but I still make sure
everything is done in a timely manner. I know we are all busy with work and school, but
I can always make time in my schedule to meet with anyone, given enough notice.




outline

Writing The Plan

What goes in a business plan? The body can be divided into four distinct sections:

1)   Description of the business
2)   Marketing
3)   Finances
4)   Management

Agenda should include an executive summary, supporting documents, and financial
projections. Although there is no single formula for developing a business plan, some
elements are common to all business plans. They are summarized in the following outline:

Elements of a Business Plan

1. Cover sheet
2. Statement of purpose
3. Table of contents


           I. The Business
          A. Description of business
          B. Marketing
          C. Competition
          D. Operating procedures
          E. Personnel
          F. Business insurance


          II. Financial Data
          A. Loan applications
          B. Capital equipment and supply list
          C. Balance sheet
          D. Breakeven analysis
          E. Pro-forma income projections (profit & loss statements)
          F. Three-year summary
          G. Detail by month, first year
          H. Detail by quarters, second and third years
           I. Assumptions upon which projections were based
          J. Pro-forma cash flow


          III. Supporting Documents
          A. Tax returns of principals for last three years Personal financial
             statement (all banks have these forms)
          B. For franchised businesses, a copy of franchise contract and all
             supporting documents provided by the franchisor
          C. Copy of proposed lease or purchase agreement for building space
          D. Copy of licenses and other legal documents
          E. Copy of resumes of all principals
          F. Copies of letters of intent from suppliers, etc.
   Interview Questions
       1. How competitive is this market?
       2. What is the average lifespan for a company in this industry?
       3. How do differentiate yourself from your competitors?
       4. What were so of the major obstacles you’ve had to overcome? (In starting
       the business and in operating the business once you established it)
       5. How do you gage how much of one product to order?
       6. What type of customers do you target?
       7. What ways do you advertise your products?
       8. How do you help in the community?
       9. What is the company’s image that you are trying to portrait?



***These are the questions Keoni and I asked the manager at Louis Vuitton. Feel free
to ask other questions that you think would help us write our business plan.

				
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