Joyce Wang
The Business Plan for my brand EVE
Senior Project
Company description: (Simple business plan outline)
I always wanted to have my own brand, which not only can provide customers with beautiful accessories, but also can teach them how to match accessories. My brand Eve, which is under the background of a cartoon character, is designed particularly for young girls. Because I do not have location to sell my products, I mainly start my business through online store, which is the most important part of my project. I will also focus on showing people the personal style of my brand, which can attract some young girls who likes the style I create. On the other hand, I will teach people how to match accessories, which is shown on my website. People can also read my blog as well to learn more things about fashion.
Start-plan summary: (Company Summary)
Requirements:
1. Start-up expenses:
Accounting and legal organization: $2000
Marketing and advertising: $2000
Miscellaneous: $1000
Software training and installation: $2500
Packaging and gift-wrap: $3000

Travel: $3000
Total: $13500
2. Start-up assets:
Cash required: $20000
Long-term assets: $80000
Total assets: $100000
Total requirements: $113500
Products and services: (Products and Services)
I am selling women accessories, including headwear and earring. As the cartoon character of my brand is a little girl with traditional accessories, and the color of my products are quite light and active, so most of my customers are teenage girls. My goal is to make a style that many girls like, and attract them to buy my products. As we know, many people don’t know how to match accessories, which would waste them a lot of money and waste them much time choosing accessories. Not like many other brands, my brand will not only provide many good beautiful accessories, but also provide more services to help people get the accessories that fit them. People can learn how to match accessories from the blog of my website. To be more specific, I show some pictures of different ways to do up hair and ways to match accessories.
Diversity of backgrounds and lifestyles of my customers: (Products and Services)
*10~40 years of age
*Students to office lady

*Single to married
*From different ethnic groups
The topics I am focusing on: (Products and Services)
Experiences of shopping: experiences can help customers to distinguish whether the qualities of products are good or not and whether the price is rational or not
Services: customers can get the latest fashion trends from my website
Personal style of products: customers can see the personal style of my brand
Technology: technology of my website ensures concerns of customers
Qualities of products: qualities determine the harvest of the company
The lists of categories for Year One:
* Personal accessories—earring
* Personal accessories—Hair Click
* Personal accessories—Hair Clasp
* Personal accessories—Hairpin
Fulfillment:
First of all, I will focus on the six topics above, which determine the harvest of the company.
Then I will observe the situation of the market, then I will set rational prices for my products. Next I will try to maintain the earnings. I will bring new products twice a month, so I can keep my products attractive to some girls who are fashion conscious. The final goal

is that every single customer can find her favorite style in my online store, and I will develop a real brand in the future.
Market analysis:
Many customers only have little time to shop, and they would prefer helping in determining the right accessory to wear. Also, even though many young girls always buy a lot of accessories, they cannot match them really well. There is a problem that many people buy a lot of beautiful accessories, but they have no chance to wear them, which is kind of waste of money. Although some people can afford the high cost of the accessories, they still don’t know how to wear right clothes to match the accessories. My unique selling proposition is to provide customers more beautiful accessories and teach them how to match it at the same time. What my customer needs is her own style. I will teach her to match, which can make the accessories her own style. To be more specific, customers can learn how to match accessories from my blog and news on my websites.
Market Segmentation:
Age less than 13: They are still too young to buy things for themselves, so they might always ask their parents to buy products for them. Most of the parents choose to buy some high quality products for their children.
Age 13~18: Because of the development of technology of internet, the fashion trend changes rapidly, which costs new generations really fashion conscious. Even though they are not old enough, more and more teenage girls choose to shop during the weekend and holiday to buy some fashionable things.

Age 19~25: They are old enough but they are still studying in the college. Most of college students do not have salary. But during this period, more and more young women spend more time pricking up themselves.
Age 26~30: This is the time for young ladies go to the society. They became to have their own job and family. Beauty is not the only thing they are pursuing. They are getting more concerned with value and meaning.
Age over 30: At this time, women begin to worry about their age. They become to be crazy about everything that can make them look younger. This is also the time for them to take care of their children.
Competition and buying patterns: ( Market Analysis Summary )
Style of my website: Many online stores have really nice websites, which attract a lot of customers. My goal is to make my website not only good enough in the aspect of technology but also in terms of style.
What fun: Many online stores have their own unique things, for instance, on one hand, customers can create their own shoes on Nike website; on the other hand, customers can put their favorite images on the T-shirt; furthermore, singers of music videos of Beats By
Dr. Dre always wear the headphones. On my websites, customers can comment on my blog and News, and they also can learn things from the website pages.
Strategy and implementation summary: ( Strategy and Implementation Summary )
Overall strategy:

First of all, I will develop strong relationships with customers by utilizing style assessment, and I will also build awareness of brand. a. Sales strategy:
Because many accessories are too expensive for people, people begin to think about buying some right accessories, which can be wore during the lifetime. I will bring high quality accessories to women and the prices will reflect a range of mid pricing. Average price points will be around $30. To maintain profit margins of 20%, I will focus on obtaining an average 60% retail makeup for all merchandise. At the same time, my store can provide customers personal styles that they like. In consequence, personal styles, high qualities and appropriate prices are the three most important factors that affects the success. b. Competitive Edge:
I will provide more pictures of my accessories, which let costumers know more details about my products. Furthermore, I put my logo and character on the photos of my products, which reflects the style of my brand. My style is simple, elegant, and illuminated.
And my selling proposition is the integrated concept of personal style service: show costumers how to match accessories with different hairstyles. The character of my brand can also attract more people. The high quality of my product is also the aspect that can be competitive in the market.
Web plan summary: (Web Plan Summary)

My website will provide information of trend of fashion and design, which are appropriate to accessories market. The website also has high technology, which customers can shop conveniently. a. Website Marketing Strategy:
The online will focus on both celebrity endorsements and email marketing. b. Development Requirements:
Development costs:
*Shopping Cart system
*Costs of web-design
Ongoing costs:
*Website name registration
*Site Implementation-Free
*Site hosting-$30 per month with Yahoo!
*Search Engines Registration-$200 per year
Management team: a. Corporate executive
President and chief: the person organizes all the departments and makes decisions of any significant changes b. Product executive
Storage manager: the person who stabilizes currency c. Sales and marketing executives

Shipping manager: the person who maintains the minimum of price of transportation and ensures law risk of transportation
Financial manager: the person who maintains a good mixes of prices and stabilize commodity prices d. Design executives
Accessories designer: the person who designs accessories
Financial analysis: (Financial Plan)
Trying to find the right product and the right price is one of the most important things to maintain gross margin. Also, the experience is significant enough to judge the changing of market. A very clear managed-cost-plan is also really important, because it can help the owner make right decision every single time.
This is the table that shows costs of each year:
Item
Web hosting
Description
Will ensure the maximum price of web hosting.
+/- $
Average price points
Delivery time frame & reliability
Will help ensure that a good mix of prices are maintained
Will ensure maximization of profits.

Shipping and transportation policies
Market demand and turn rates
Tax
Will ensure the minimum of price of transportation.
Help me determine how much is appropriate to buy.
Projected profit and loss:
*Accounting and Legal: Lawyer, payroll
*Insurance: workers life insurance, business property, health insurance
*Taxes: 12% of the payroll for each person
*Marketing and advertising: 5% of the total revenue
*Miscellaneous: software mountainous, search engine registration, accounting fees of bank, employment
*Travel costs: As many workmen have to go on business trips, the company has to pay for the total costs.
Executive summary: (Executive Summary)
Mission:
Company mission: Our company will provide an online store with high quality products and special personal style.
Customer creed: The goal is to show our customers how to express themselves through personal styles.

Employee pledge: My employees will enjoy the environment in my company, and they will also enjoy the work here.
Keys to success:
* Products I am going to sell can show an expression of personal style, and provide value to customers at the same time.
* I will provide customer service, such as showing them how to match accessories and giving them advices about which accessories can fit them.
* I will communicate with customers through the blog of my website. I will also ask some advices from them, and discuss about my products.
* I will show the latest fashion trend, and design products based on the trend (of course, also in the style of my brand).
* I will also ensure that a successful business is maintained and developed.
* I will learn more things about the market, which can help me make right decisions in the competition.
* I will update the website from time to time to attract more people’s eyes
Objectives:
*Maintain a cost of sales of 35% and gross margin of 50% or more.
*Maintain the expenses less than that of the plan
* Develop Internet presence
*Realize an annual growth rate of about 20% i (Company Summary)n year two
*Realize an annual growth rate of about 30% in year three

"A Standard Business Plan Outline — Business Plan Help & Small Business Articles -
Bplans.com." Business Plan Help & Small Business Articles – Bplans.com — Business Plan
Articles from the Business Planning Experts. Web. 14 Feb. 2011.
<http://articles.bplans.com/writing-a-business-plan/A-Standard-Business-Plan-Outline>.
Simple business plan outline
"Home Accessories and Gifts Sample Business Plan - Market Analysis — Bplans.com." Free
Sample Business Plans and Business Plan Software. Web. 14 Feb. 2011.
<http://www.bplans.com/home_accessories_and_gifts_business_plan/market_analysis_su mmary_fc.php#4.2.1_Competition_and_Buying_Patterns>.
Market Analysis Summary
"Home Accessories and Gifts Sample Business Plan - Strategy and Implementation —
Bplans.com." Free Sample Business Plans and Business Plan Software. Web. 14 Feb. 2011.
<http://www.bplans.com/home_accessories_and_gifts_business_plan/strategy_and_imple mentation_summary_fc.php>.
Strategy and Implementation Summary
"Home Accessories and Gifts Sample Business Plan - Company Summary — Bplans.com."
Free Sample Business Plans and Business Plan Software. Web. 14 Feb. 2011.
<http://www.bplans.com/home_accessories_and_gifts_business_plan/company_summary_ fc.php>.
Company Summary
"Home Accessories and Gifts Sample Business Plan - Executive Summary — Bplans.com."
Free Sample Business Plans and Business Plan Software. Web. 14 Feb. 2011.
<http://www.bplans.com/home_accessories_and_gifts_business_plan/executive_summary_ fc.php>.
Executive Summary
"Home Accessories and Gifts Sample Business Plan - Financial Plan — Bplans.com." Free
Sample Business Plans and Business Plan Software. Web. 14 Feb. 2011.
<http://www.bplans.com/home_accessories_and_gifts_business_plan/financial_plan_fc.php
>.
Financial Plan
"Home Accessories and Gifts Sample Business Plan - Products and Services — Bplans.com."
Free Sample Business Plans and Business Plan Software. Web. 14 Feb. 2011.
<http://www.bplans.com/home_accessories_and_gifts_business_plan/products_and_servic es_fc.php>.
Products and Services
"Home Accessories and Gifts Sample Business Plan - Products and Services — Bplans.com."
Free Sample Business Plans and Business Plan Software. Web. 14 Feb. 2011.

<http://www.bplans.com/home_accessories_and_gifts_business_plan/products_and_servic es_fc.php>.
Products and Services
"Home Accessories and Gifts Sample Business Plan - Web Plan Summary — Bplans.com."
Free Sample Business Plans and Business Plan Software. Web. 14 Feb. 2011.
<http://www.bplans.com/home_accessories_and_gifts_business_plan/web_plan_summary_ fc.php>.
Web Plan Summary