FINAL PROJECT BUSINESS

ALINDER SUITS AND SAREEZ

COUTURE

BUSINESS PLAN

ALINDER SUITS AND SAREEZ COUTURE

INTRODUCTION TO BUSINESS

MNGT 1710

FINAL TERM PROJECT

2


Table of ContentsEXECUTIVE SUMMARY.......................................................................................................................... 4

BUSINESS NAME...................................................................................................................................... 5

DESCRIPTION OF BUSINESS................................................................................................................ 5

FORM OF BUSINESS OWNERSHIP......................................................................................................5

IDEAL CUSTOMER................................................................................................................................... 5

OUR ADVANTAGES................................................................................................................................. 5

ETHICAL ISSUES...................................................................................................................................... 6

SOCIAL RESPONSIBILITY..................................................................................................................... 6

BUSINESS GOALS..................................................................................................................................... 6

SWOT ANALYSIS...................................................................................................................................... 7

RAW MATERIALS.................................................................................................................................... 8

LEADERSHIP PHILOSOPHY................................................................................................................. 8

JOB DESCRIPTION................................................................................................................................... 8

JOB SPECIFICATIONS............................................................................................................................. 9CASHIER....................................................................................................................................................................... 9STORE REPRESENTATIVE..........................................................................................................................................9SECURITY......................................................................................................................................................................9

TRAINING EMPLOYEES......................................................................................................................... 9

COMPENSATION...................................................................................................................................... 9

INCENTIVES............................................................................................................................................ 10

TARGET MARKET................................................................................................................................. 10GEOGRAPHIC............................................................................................................................................................. 10DEMOGRAPHIC..........................................................................................................................................................10PSYCHOGRAPHIC.......................................................................................................................................................10BEHAVIORAL.............................................................................................................................................................10

PRODUCT FEATURES AND BENEFITS............................................................................................11

PRODUCT DIFFERENTIATION..........................................................................................................11

PRICING................................................................................................................................................... 11

PLACE (DISTRIBUTION).....................................................................................................................11

ADVERTISING........................................................................................................................................ 11

PROMOTIONS........................................................................................................................................ 11

COST OF DOING BUSINESS................................................................................................................ 12

INCOME STATEMENT.......................................................................................................................... 13

3


EXECUTIVE SUMMARY

Alinder Suits and Sareez Couture (ASSC) is a start-up retail establishment owned by

Aleta Maida and Inderpreet Bains. ASSC will sell fashionable Indian Sareez and Salwar

Kameez attires worn by women of ages 16 and above. ASSC will be located in Aberdeen

shopping mall, 1320 Trans-Canada Highway. The advantages of this location is that it is

the biggest mall in Kamloops and not only are there local stores inside but also tourist

busses stop over at the mall on their way to their destinations. There is also a lot of traffic

at this location.

Our services include free fitting to help clients pick the right attire for themselves. We

also offer online services to people all over Canada and internationally. Our main focus is

Kamloops because we want to increase the multicultural feel in the community and also

give none Indians a feel of the Indian wear they all love so much.

4

ALINDER SUITS AND SAREEZ COUTUREOur goal is to open one boutique and online presence. Expansion plans include

potentially franchising our retail store and building a well-recognized brand name. In

turn, we would hope to penetrate a sizable portion of the online retail market.

5


Business NameAlinder Suits and Sareez Couture (ASSC).Alinder is originated from the first names of the partners involved in the

business. Al is from Aleta and Inder is from Inderpreet.

Description of BusinessASSC will provide women with a boutique that offers a comfortable and

approachable environment and showcases quality. It will have well-

constructed fashions from prominent and cutting-edge designers. ASSC will

also offer a variety of beautiful and high-end fashion accessories to help

women learn what clothing and styles go best with their unique

personalities.

Form of Business OwnershipASSC is organized as a partnership between the two partners of Aleta Maida

and Inderpreet Bains.

Ideal CustomerOur ideal customers are women of all ages, shapes and color. These products

are very affordable to anyone who desires to get one, from low-income

customers to high-income customers.

Our Advantages Having a good location in a high-shopping area.

Quality products and good relationships with vendors.

Outstanding customer service.

Bilingual stuff

6


Ethical Issues No discrimination: everyone who enters the store will be given the

same treatment, respect and can purchase what they want. Anyone can

wear a Salwar Kameez and a Saree.

Fundamental issue: to help build trust and protection within the

company and its customers by ensuring that everything in the business

is done fairly to all.

No return policy: to avoid customers purchasing and returning worn

products

Social Responsibility ASSC employees will be guaranteed jobs that will give them job

security, great salaries and employee benefits with a balance between

work and personal lives.

The company’s customers be guaranteed excellent and honest

communication services and good quality clothing.

ASSC’s investors will be given full disclosure of the business and its

operations in all honesty and fair stewardship.

The company will ensure products that will be great not only for the

present generation but also for the future generations. The company

offers products that are environmental friendly and trendy.

Business Goals To receive a modest profit margin within the first year.

To have a customer base of 1,000 by the end of year one.

To achieve a positive net profit by year two.

To drive awareness and build sales through mentions in both local

print and the nation's top fashion magazines.

7


To make ASSC the number one cultural retail store in Canada

SWOT Analysis

8

Strengths

Quality products

Strong team capability

India is the major exporter

Cost competitive

Technology (online services)

Bilingual Partners

Weaknesses

No experience

Require further education

and experience in marketing

Not enough sales, lack of

diversification of skills

among founders

High start-up research and

development cost

Opportunities

Gaining brand recognition

Multicultural experience

Online-purchases and

advertising availability

Introduction of a possible new

fashion trend (new product

development)

Additional income streams

Threats Risk of not making profit

Wider variety from

competitors out of town

New competitors within

town

Future demand

Key staff leaving

Significant time to market

for first product


Raw MaterialsASSC will need a cash register and a computer to run its day-to-day

business. The cash register will be used for customer purchases and the

computer will be used to communicate with the company’s suppliers and

also online business operations.

Leadership philosophyASSC’s leadership philosophy is democratic in the sense that the owners of

the business share decision making with their employees. ASSC manages its

employees day-to-day by providing clear expectations of how the business is

meant to operate and a clear description of their task, making employees feel

like they play a huge role in the success of the business.

Job Description Cashier: collects payments from a client, maintaining sales records,

greets clients as they walk in and offer helping hand to a client if no

store representative available.

Store representative: assists a client in finding the product they want

to get, assists with size selections, makes sure clothes are neatly

arranged on the racks and neatly folded if need be, makes sure there

are no clothes left unattended.

9


Job Specifications

Cashier Grade 12 or equivalent

Excellent communication and interpersonal skills

Detail oriented

Basic computer skills (MS. Word)

Store Representative Excellent communication and interpersonal skills

Bilingual (English a must)

Previous customer service experience an asset

Ability to multitask

Detail oriented

Grade 12 or equivalent

Training EmployeesEmployees will get on the job training even if previous experiences will be

an asset. The company is going to hire personal trainers to train the

successful candidates based on company standards.

CompensationEach worker will be receiving CAD$15/hour. ASSC believes that all its

employees deserve the same salary because they are all putting in an equal

amount of work towards the company. The company reached this conclusion

based on the projected sales of the company. Employees will also be given

percentage bonuses based on the quality of work and any extra efforts they

put in.

10


IncentivesASSC will throw parties where employees will get to break their regular

routines, loosen up and enjoy. An extra paid day off work for the employee

of the month. Have a wall of fame where the company will put up an

employee’s picture and write what the employee is being recognized for.

Target Market

Geographic Demographic Kamloops

Canada

Internationally

16 and above

Female

Family member

High income

All ethnic and religious groups

Psychographic Behavioural Fashion lovers

Classy and elegant

Creative

Positive attitude

Parties, weddings, family vacations,

casual occasions

Regular usage

Easy adapter

Product Features and BenefitsBy closely following generational fashion trends as well as our own

customers' purchasing preferences, we will tailor our inventory to meet the

specific needs of our clientele. We will solely focus on the styles, colors and

fits to flatter the lady. We will be purchasing through sales representatives

and manufacturers in a variety of sizes, colors and style to fit our target

market base. ASSC will have the 'ASSC Shopper Card' that will entitle

customers to a 50% discount after five purchases.

11


Product DifferentiationASSC will offer clothing to fit all sizes including plus-size women. ASSC

will create a sense of culture and bonding with the community by offering

products that feel multicultural.

PricingASSC will maintain a skimming pricing strategy. We base the product lines

that we carry on their reputation and quality as Indian apparel.

Place (Distribution)ASSC products and services will be located in the Aberdeen mall on a trial

cart that will be found in the mall’s high traffic areas.

AdvertisingASSC advertising strategies consist of a well-optimized website, search

engine marketing tactics, paid ads, social media, e-newsletters, blog

marketing and viral video clips. A well optimized website with proper site

structure, page layout, clear and easy navigation, along with targeted

keywords embedded throughout the site, will ensure proper search engine

placement and saturation.

PromotionsASSC plans to promote its retail business with an ambitious, targeted marketing

campaign, which will include local media coverage, print advertising and a direct-

mail campaign.

12


Cost of Doing Business

Expenses Expected Monthly Cost Expected Yearly Cost

Computer & Software $2,000 $2,500

Office Equipment $2,000 $2,000

Advertising $1,000 $2,000

Purchase of Inventory $5,000 $30,000

Salaries $14,400 $172,800

Rent $2,500 $35,000

Promotional $2,000 $6,000

Utilities $500 $6,000

Insurance $2,000 $24,000

Other Misc. Expenses $5,000 $25,000

Total Expenses $236,400 $305,300

13


14

Documents

FINAL PROJECT BUSINESS