Jonathan Ramos
Grade: 10
Age: 17
1
Mission Statement

Mission Statement

Urban Image Fragrance is dedicated to providing fresh
fragrance to men, women, and children at a quality price.
We are about the consumer and we want them to have the
best products for the best price. We buy the best
wholesale fragrances in New York City and bring them to
the greater New Bedford area.

Opportunity

Urban Image Fragrance has exotic scents of perfume and
cologne for all men, women and children because many
people in the city like to sport a fresh scent. Each bottle
of perfume and cologne has its own unique and different
fragrance.
2
Business Profile

Type of Business:

Retail

Urban Image Fragrance is a retail business.
We buy wholesale fragrances and sell them
at the retail level.

Legal Structure:

Sole proprietorship

I selected this legal structure because it
gives me control of the business and I’m able
to make my own decisions.
3
Competitive Advantage
Factors
Urban Image
Macy’s
Price
$15
$45
$7- and up
Quality of
Product/Service
Great
Great
Good/Fair
Location
New Bedford
Dartmouth
Dartmouth/
Fairhaven
Reputation/Brands
Urban
Designer
Brands
Unique Factors/
Knowledge
Knows
Market/Price
Large
Selection
Wal Mart
Affordable
Location
6
Target Market Segment

Demographics

Psychographics

Ages 10-and up, male and female,
middle and upper class families,
with an income of $40,000+.

Urban lifestyle families that like to
sport a fresh scent.

Buying Patterns

Every month a consumer
purchases one to two bottles of
fragrance. My customers love my
Sean John, Curve, Mariah Carey,
and many more. They also pay
with cash.

Geographic's

Greater New Bedford area; work,
shop, and go to school in the
local area.
7
Marketing Mix
Males and Females
ages 10-and up.
Flyers, business
cards, website:
157 Union Street
New Bedford, MA
www.Urbanfragrance.com
People
Product
Urban Image uses
the best selection of
fragrances to sell to
their consumers.
Place
Price
Promotion
All fragrances $15
8
Promotional Mix
Promotional Expense
Monthly
Amount
Flyers, business cards, www.Urbanfragrance.com
$25
Facebook
$0
Personal
Selling
Display
$25
Sales
Promotion
Holiday/ event discount
$50
Advertising
Publicity
Other
Philanthropy Tags
Total Monthly Promotional Expense
$25
$125
9
Cost of Materials/Labor
Materials
Material Description
One bottle of fragrance
Cost/Total Quantity
Cost per Unit
$100/20
$5
Total Material Cost per Unit
$5.00
Labor
Labor Cost per Hour
Time (in Hours) to
Make One Unit
Labor Cost per Unit
$0
N/A
$0
$0
Total Labor Cost per Unit
COGS (per Unit)
$5.00
10
Economics of One Unit
Description of One
Unit of Sale:
One bottle of fragrance.
Selling Price (per Unit)
$ 15
COGS (per Unit)
$5.00
Other Variable Expenses (Shipping)
$0.75
Total Variable Expenses (per Unit)
$5.75
Contribution Margin (per Unit)
$9.25
11
Average Monthly Fixed Expenses
Fixed Expense
Average Monthly Expense
Insurance
$20
Salaries of Employees
$100
Advertising
$25
Interest
$0
Depreciation
$0
Utilities (Cell Phone & Internet)
$50
Transportation
$25
Other Fixed Expenses
(Discounts/Displays/Philanthropy Tags)
$100
Total Average Monthly Fixed Expenses
$320
12
Monthly Sales Projections
First Year
Total Units
Sold
600
Units Sold
100
50
0
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
14
Projected Yearly Income Statement
First Year
Selling Price per Unit
$15
Number of Units Sold
600
Total Sales
Variable Expenses
$9000
$3450
Contribution Margin
Fixed Operating Expenses
$5550
$3840
Pre-Tax Profit
Taxes @ 15%
Net Profit
$1710
$256.50
$1453.50
16
Start-Up Investment
Start-Up Expenditures
Business License
City Hall
$50
Advertisement
Staples
$90
Product
Johnny’s Fragrance Shop
$100
Total Start-Up Expenditures
$240
Cash Reserves
Emergency Fund
$120
Reserve for Fixed Expenses
$960
Total Start-Up Investment
$1320
17
ROS & ROI
ROS: Return on Sales
Formula:
For my business:
$1453.50
_____
X 100 = 17%
Dollar Equivalent
$0.17
$9000
ROI: Return on Investment
Formula:
For my business:
$1453.50
______ X 100 = 110%
Dollar Equivalent
$1.10
$1320
18
Business Responsibility
& Philanthropy

Business Responsibility:

Urban Image Fragrance will help the community by providing young
teens with job internships, and by showing them responsibility in a
work place.

Philanthropy:

1% of profit donated to Feed the Children.

We will volunteer our time answering phones and go on trips to experience
giving first hand.

We will raise awareness by putting a tag on all fragrance bottles.
Urban Image Fragrance sponsors Feed The
Children, a non-profit relief organization that provides food, medical care,
and education to families in America and in foreign countries.
20
Business & Personal Goals
Short-Term
Business

I will purchase my product and
start up my advertising and hire
my interns.

I will always be on the look out
for the most popular fragrances
on the market.
Long-Term


The education that could help
me with my business is more
entrepreneurship and business
courses.
My mentor Dr. Spencer could
help me make the right
business decisions.
Personal

The way I will expand my
business is selling fragrance in
flea markets on the weekends.
I will also hire additional sales
people, and come out with my
own fragrance.

I plan to run my business for
my high school and college
career and then maintain the
business after graduation.

The way this business will
prepare me for my career is by
having the motivation to take
my own initiatives and start
my own enterprises.
21
“Unleash The Scent”
Thank you for your consideration.
URBAN IMAGE FRAGRANCE!
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