The Secret Garden
Business Plan
Presented by
Jason Adams
Morgan Bell
Rosalind Davis
Sara Inkster
Vishal Joshi
Xiao Li
Executive Summary
• Remembering special occasions is the
highlight to every relationship
• Devoted to making that special someone
feel unique, important, on top of this world
• Floral shop catering to men
• Purpose: To create Casanova’s out of
ordinary men
Management Team
• University of Lethbridge, Bachelor of
Management Degree
– Majors include Accounting, Finance,
Marketing
• Over Fifteen Years Experience
– Retail/Service/Floricultural Industry
• Extensive Management Experience
Business Objectives
• Establish a Prestigious Image
• Expand Market Share
• Increase Profit Margins
Target Market
• Primary Market
– Professional Men
– Over $75,000 Annual Income
– Primarily Working in the Downtown Core
Other Markets
• In order to maximize shareholder profit the
company will also target alternative
markets:
• Large ceremonies
• Other businesses
• Women
Marketing Strategy
Price
•Premium pricing
•Competitively priced
with other upscale
florists
Promotion
•Collaborations
•Personal selling
•Internet
•Word of mouth
Product
•Superior product
•Elegant packaging
•“Casanova’s Secret”
Placement
•Pickup
•Delivery
Product
• “Casanova’s Secret”
– A Romance Tool For Life
– A Database
– Special Occasion Reminder
– Anonymity is guaranteed
External Analysis
• Flower Shortages
• Special Occasions
• Volatile Weather
• Economic conditions
• Recession
Location
•
•
•
•
•
Trading Area
Economic Base
Competition
Accessibility
Proximity To Other Businesses
Trading Area
• TD Square and Eaton Center Area
• High Foot Traffic Path
• 750 Square Feet
Economic Base
• Headquarters to Important Industries
– Oil/Gas sector
– Information Technology Sector
– Manufacturing Sector
Competition
• Floral Retailers
– Twigs
– Vincci’s
• Market Share
– Estimated at 33%
– Adjusted to 15%
Accessibility
• +15 Locations
• $25 to $50 Sq/Ft
• Superior Access
– Clientele
– Deliveries
Proximity to Other Businesses
• Over 200 Retail Stores
– Clothing
– Specialty stores
• Trendy Restaurants and Cafés
• Major Banking Outlets
Store Layout
• Tranquil Atmosphere
– Stamped Concrete
– Wrought Iron Trim
– Waterfall
• Glass Cooler
– 250 Square Feet
– High Product Visibility
Physical Facilities
• Associated Costs
– $53,700 Total Physical Facility Costs
• Inventory
– Perishable Items
– First-In, First-Out Count Method
Organizational Chart
TEAM
SECRET
GARDEN
On floor manager 1
CUSTOMER
ASSSISTANCE and
INFORMATION
On floor manager
2
MARKETING
INVENTORY,
DISPLAY
Employee #1
DISPLAY
Store design,
Flower
arrangements F/T
Employee #2
DISPLAY
Store design,
Flower
arrangements P/T
On floor manager
3
FINANCE
CASH
SALES CLERK
P/T
SALES CLERK
F/T
Financials
Income Statement- At Projected Market Share (15%)
Revenue
Total Revenue
Standard
$344,000
Functions
114,667
$458,667
Less: COGS
160,533
Gross Profit
$298,134
Less: Expenses
218,810
Income before Tax
79,324
Tax Expense
31,729
Net Income
$ 47,594
Financials
Income Statement- Break-Even
Revenue
Total Revenue
Standard
$252,474
Functions
84,158
$336,632
Less: COGS
117,821
Gross Profit
$218,811
Less: Expenses
218,810
Income before Tax
1
Tax Expense
0
Net Income
$
0
Conclusion
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•
•
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Sufficient Market Potential
Strong Management Team
Quality Product
Competitive Edge