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Liseladele Lisel Thompson Tammi Reeve Danielle Turner Jeff Giffin Liseladele Lisel Thompson Tammi Reeve Danielle Turner Jeff Giffin

Introduction • Women dream about the day they walk into a store and find Introduction • Women dream about the day they walk into a store and find the exact clothing they were envisioning in their head… • They dream about going into a store and finding the perfect fit of clothing with the first outfit they try on…

We make dreams come true… We make dreams come true…

Liseladele’s future store front in Cherry Creek Liseladele’s future store front in Cherry Creek

Knowledgeable sales staff will be on hand to help customers with any needs they Knowledgeable sales staff will be on hand to help customers with any needs they might have including offering them Champaign and chocolate Pre-made cloths with be on display to entice our customs and help them brainstorm ideas.

The goal of our business is to get our customers to enjoy designing their The goal of our business is to get our customers to enjoy designing their own clothes with our help

Target Market • Demographics: Women, ages 30 -45, with a disposable income, at least Target Market • Demographics: Women, ages 30 -45, with a disposable income, at least a college education, lives in a metropolitan area • Psychographics: thinks of themselves as fashionable, wants long-lasting clothing, wants diversity in clothing • Social Status: pride in wealth, “one-of-akind”

Unmet Needs of Target Market • Originality “Either trendy or old lady, not much Unmet Needs of Target Market • Originality “Either trendy or old lady, not much in between” • Quality “…clothing that can stand being washed without falling apart” • Custom fit “Clothing…that fits women who look like women, not women that look like heroin addicts”

Market analysis • Liseladele will be located in Cherry Creek Colorado • In 1997, Market analysis • Liseladele will be located in Cherry Creek Colorado • In 1997, custom clothing sales were at 60. 4 million in Colorado • Direct competitors: custom tailors and clothiers • Indirect competitors: stores for up scale women looking for clothes for a special occasion or where “money is not an object for them”, as well as clothing catalogs

Perceptual Map Originality High Liseladele Designer Labels Tailors Plain Trendy Style Seamstress Brand Name Perceptual Map Originality High Liseladele Designer Labels Tailors Plain Trendy Style Seamstress Brand Name Low

Operation Strategy • The goal of the business is to get the customer to Operation Strategy • The goal of the business is to get the customer to enjoy the ability to design their own clothes • Pickup within 2 weeks and free alterations up to a month after receipt • Liseladele’s is involved in all aspects of the clothing industry • Nick of Time Textiles can work with our low volume needs

Ongoing Operations • Boutique in Cherry Creek Colorado, with possible expansion to Los Angeles Ongoing Operations • Boutique in Cherry Creek Colorado, with possible expansion to Los Angeles California, Chicago Illinois, Dallas Texas, and Boston Massachusetts • Forecasted operations on a per store basis: – – – 3 Designers @ 15% Commission and 10 k/yr 2 Sales Associates @ 15 K/yr 3 Seamstresses @ 40 K/yr Accountant @ 7 K/yr Legal services @ 4 K/yr

Development Strategy • Will Need: Commercial space, furnishings, fabric wholesalers, staff, equipment • Expenses Development Strategy • Will Need: Commercial space, furnishings, fabric wholesalers, staff, equipment • Expenses include: leases, decorations, furniture, fabric swatches, machines, marketing • Total expenses: $210, 000

Marketing Plan • Three Unmet Needs: – Quality – Originality – Fit • How Marketing Plan • Three Unmet Needs: – Quality – Originality – Fit • How Liseladele will meet these needs: – Fabric & Stitch work – Consumers Do the Designing – Custom Making Each Piece

Benefits and Sustainability • Unique Benefits – Women will feel confident and sexy – Benefits and Sustainability • Unique Benefits – Women will feel confident and sexy – Consumers will be saving time • Customers: – Initially from Competitors – Quickly Build Strong Customer Base – Customer loyalty and name brand will create barriers to entry

Marketing Plan, cont… • Price: – Type & Amount of Fabric, Design Complexity – Marketing Plan, cont… • Price: – Type & Amount of Fabric, Design Complexity – $4 -$80 per yard, average of 3 yards per garment – $250 -$10, 000 per Item • Advertising: – Before Opening: Local Newspapers, Flyers, Direct mail, Grand Opening Party – After Opening: Yellow Pages, Direct Mail, Website, Stealth Marketing • Products Sold through Store only

Management Liseladele CEO General Manager Seamstresses Salespeople Designers Management Liseladele CEO General Manager Seamstresses Salespeople Designers

Revenues Growth Sales/day 2 2. 5 3. 1 3. 3 3. 4 Revenues Growth Sales/day 2 2. 5 3. 1 3. 3 3. 4

Profits Profits

Cash flows Cash flows

Funding • Raise $210, 000, Offer 40% of Company • 60% IRR for Angel Funding • Raise $210, 000, Offer 40% of Company • 60% IRR for Angel Investors • 23 P/E • Exit Strategy: Liseladele buyout

Risks • Fabric delay/Problems with wholesaler - Have back-up fabric companies - Discounts for Risks • Fabric delay/Problems with wholesaler - Have back-up fabric companies - Discounts for customers with late clothing • Copy of business - By the time competitors copy our idea, Liseladele will already have strong customer loyalty

Conclusion • Quality, fit, originality • Wine, champagne, and chocolate • Satisfied, confident, and Conclusion • Quality, fit, originality • Wine, champagne, and chocolate • Satisfied, confident, and fulfilled women

We make dreams come true… We make dreams come true…

Revenue Model • Number of customers: 2 sales per day, six days per week, Revenue Model • Number of customers: 2 sales per day, six days per week, 52 weeks per year • Fee per customer: weighted average of prices (60% at $250, 28% at $1000, 10% at 5000, 2% at 10000)

Sales and Marketing Costs Sales and Marketing Costs

Operation Costs Operation Costs

Development Costs Leasing: • -Deposit: $6, 000 • -First month’s rent: $6, 000 Decoration: Development Costs Leasing: • -Deposit: $6, 000 • -First month’s rent: $6, 000 Decoration: $100, 000 Furniture: • -Tables: $150 x 4 • -Couches: $600 x 4 • -Counters: $800 x 2 Fabric Swatches: $360 Sewing Machines: • -Surger: $3, 500 x 5 • -Pressing machine: $1, 000 x 2 • -Cutting table: $150 x 5 Marketing and Promotions: $70, 000 Total: $210, 000

Timeline Timeline

Barriers to Entry Our competitors will not be able to respond to this newly Barriers to Entry Our competitors will not be able to respond to this newly created place in the market very quickly. Because our idea is as unique as our clothing, competitors will have to become us to respond. Without having designers available and a system in place, it will take our competitors quite sometime to match us. Plus, contracts with existing wholesalers will make it hard for them to create a made-to-order inventory. By the time they are in our market, we will have such strong customer loyalty, that seducing our customers away will not be an issue.

Marketing Strategy • Grand Opening Party – Invite Cherry Creek Socialites, other local business Marketing Strategy • Grand Opening Party – Invite Cherry Creek Socialites, other local business people – Invitations, create database • Create list of potential consumers – Visa/MC/etc: amount spend on clothing, demographics – Area Spas • Direct Mail – Rewards (Bring friend, get 20% disc) – “Come see your personal designer, Claudette”

Age / Price willing to pay 12 female individuals $1000 + 18 years 42 Age / Price willing to pay 12 female individuals $1000 + 18 years 42 years $50 -$249 66 + year

Fashionable / Ave Price willing to pay 12 Female Individuals Least Fashionable $1000 + Fashionable / Ave Price willing to pay 12 Female Individuals Least Fashionable $1000 + 42 $50 -$249 Most fashionable

Future • House calls • Computer program to draw designs • Expansion to other Future • House calls • Computer program to draw designs • Expansion to other cities

Investors • Investors share: 40% • IRR: 60% • ROI: 1049% • Future value: Investors • Investors share: 40% • IRR: 60% • ROI: 1049% • Future value: $2, 202, 010