1.0 Executive Summary
The purpose of this business plan is to raise $100,000 for the development of a women’s shoe store while showcasing the expected financials and operations over the next three years. Women’s Shoe Store, Inc. (“the Company”) is a New York based corporation that will provide a number of different mid and high end shoes to customers in its targeted market. The Company was founded by John Doe.
1.1 Operations
Women’s Shoe Store, Inc. is a business that specializes specifically in the retailing of women’s shoes. Through its store, the Company intends to sell a number of women’s shoe lines, which will include mid and high-end shoe manufacturers. After the business begins its operations, the Company will launch an online ordering platform to generate sales on a nationwide basis. These additional sales will allow the business to reach profitability very quickly. The third section of the business plan will further describe the products offered by the Women’s Shoe Store.
1.2 The Financing
Mr. Doe is seeking to raise $100,000 from as a bank loan. The interest rate and loan agreement are to be further discussed during negotiation. This business plan assumes that the business will receive a 10 year loan with a 9% fixed interest rate.
1.3 Mission Statement
Women’s Shoe Store mission is to become the recognized leader in its targeted market for mid and high end shoes.
1.4 Management Team
The Company was founded by John Doe. Mr. Doe has more than 10 years of experience in the retail industry. Through his expertise, he will be able to bring the operations of the business to profitability within its first year of operations.
1.5 Sales Forecasts
Mr. Doe expects a strong rate of growth at the start of operations. Below are the expected financials over the next three years.
1.6 Expansion Plan
The Founder expects that the business will aggressively expand during the first three years of operation. Mr. Doe intends to implement marketing campaigns that will effectively target female consumers within the target market.
2.0 Company and Financing Summary
2.1 Registered Name and Corporate Structure
Women’s Shoe Store, Inc. The Company is registered as a corporation in the State of New York.
2.2 Required Funds
At this time, the Women’s Shore Store requires $100,000 of debt funds. Below is a breakdown of how these funds will be used:
2.3 Investor Equity
Mr. Doe is not seeking an investment from a third party at this time.
2.4 Management Equity
John Doe owns 100% of Women’s Shoe Store, Inc.
2.5 Exit Strategy
If the business is very successful, Mr. Doe may seek to sell the business to a third party for a significant earnings multiple. Most likely, the Company will hire a qualified business broker to sell the business on behalf of the Women’s Shoe Store. Based on historical numbers, the business could fetch a sales premium of up to 4 times earnings.
3.0 Operations
Below is a description of the shoe products offered by the Women’s Shoe Store, Inc.
3.1 Shoe Products
The Company will actively sell women’s mid and high end shoes to its retail clients. All of the Company’s sold shoes and related apparel will always be of the highest retail quality. Management anticipates that the Company will be able to mark-up our purchased inventory 65% of its actual cost. This is an unusually high margin for a branded label merchandise business. The key to the success of the business will depend on Management’s ability to create a stable brand that attracts a wealthy middle to upper middle income earning group within the targeted region.
4.0 Strategic and Market Analysis
4.1 Economic Outlook
This section of the analysis will detail the economic climate, the shoe and apparel industry, the customer profile, and the competition that the business will face as it progresses through its business operations.
Currently, the economic climate is moderate. The economy is undergoing a transition period due to changes in global trade policy. At this time, interest rates have remained steady due to appropriate and measured policies by central banks. While there has been volatility, this is expected to subside as the economy adapts to these changes.
4.2 Industry Analysis
The direct retail sale of apparel (which includes shoes) to the end user is a $150 billion dollar a year industry in the United States. Specially, the sale of shoes generates $25 billion per year of revenues. This growth rate for this industry has been tremendous over the last five years. Growth is expected to occur at a rate of 4% to 5% on an annual basis once the economy exits its current recession. Retail sales operations are a slightly riskier operation to maintain. This is due to the fact that there are significant costs in maintaining a high end retail location in an urban or upscale suburban market. There failure rate for these businesses is approximately 65% for the first five years of operations.
Management is currently building a number of proprietary marketing and pricing models to help ensure the continued success of the Company. One of the most exciting areas of retail trade is the ability to have a virtual store online. Management fully anticipates that once retail operations commence, the Company will develop a streamlined method for our end user client. This will allow them to order, purchase, and make transportation arrangements without having to visit our retail location.
4.3 Customer Profile
Women’s Shoe Store’s average client will be a middle to upper middle class man or woman living in the Company’s target market. Common traits among clients will include: • Annual household income exceeding $50,000 • Lives or works no more than 15 miles from the Company’s location. • Will spend $100 to $200 per visit to the store
4.4 Competitive Analysis
This is one of the sections of the business plan that you must write completely on your own. The key to writing a strong competitive analysis is that you do your research on the local competition. Find out who your competitors are by searching online directories and searching in your local Yellow Pages. If there are a number of competitors in the same industry (meaning that it is not feasible to describe each one) then showcase the number of businesses that compete with you, and why your business will provide customers with service/products that are of better quality or less expensive than your competition.
5.0 Marketing Plan
Women’s Shoe Store intends to maintain an extensive marketing campaign that will ensure maximum visibility for the business in its targeted market. Below is an overview of the marketing strategies and objectives of the Company.
5.1 Marketing Objectives
- Implement a local campaign with the Company’s targeted market via the use of flyers, local newspaper advertisements, and word of mouth advertising.
- Develop an online presence by developing a website and placing the Company’s name and contact information with online directories.
5.2 Marketing Strategies
Mr. Doe intends on using a number of marketing strategies that will allow the Women’s Shoe Store to easily target women within the target market. These strategies include traditional print advertisements and ads placed on search engines on the Internet. Below is a description of how the business intends to market its services to the general public. Women’s Shoe Store, Inc. will also use an internet based strategy. This is very important as many people seeking local retailers, such as shoe stores, now the Internet to conduct their preliminary searches. Mr. Doe will register the Company with online portals so that potential customers can easily reach the business. The Company will also develop its own online website, which in time will feature e-commerce functionality. The Company will maintain a sizable amount of print and traditional advertising methods within local markets to promote the women’s footwear that the Company is selling.
6.0 Organizational Plan and Personnel Summary
6.1 Corporate Organization
6.2 Organizational Budget
7.0 Financial Plan
7.1 Underlying Assumptions
- Women’s Shoe Store, Inc. will have an annual revenue growth rate of 8% per year.
- The Owner will acquire $100,000 of debt funds to develop the business.
- The loan will have a 10 year term with a 9% interest rate.
7.2 Sensitivity Analysis
In the event of an economic downturn, the business may have a decline in its revenues. However, the high gross margins generated by the business will ensure that the business will maintain profitability despite deleterious economic conditions.
7.3 Source of Funds
7.4 General Assumptions
7.5 Profit and Loss Statement
7.6 Cash Flow Analysis
7.7 Balance Sheet
7.8 Breakeven Analysis
7.9 Business Ratios
