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Naked Heels Business Plan By: Sandra Rodriguez
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Table of Contents
Executive Summary 3 Company Description 4 Operations and Management 5 Industry Analysis and Trends 8 Target Market Analysis 9 The Competition 10 Marketing Plan and Sales Strategy 11 Financials 13 Appendix 15
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Executive Summary
Naked Heels is a heel company who proudly distinguishes
itself for using recycled materials to create their products,
and being a 100% vegan shoe.
Naked Heels is invested in making a heel different from its
competitors. We not only want to provide stunning heels,
but also eco friendly heels that provide comfort. Right now
the market for eco friendly vegan shoes is slim. We feel very
passionate about the environment; therefore, we want to
begin the trend of using heels made from recycled
materials. By doing so we are not only looking stylish, but
we are also doing our planet a favor. We don’t only want to
target environmentalist, we also want to bring awareness to
those people who do not typically associate shoes to the
environment.
We are seeking $75,000.00 to help with the start up of the
company. This money will go towards marketing,
manufacturing, packaging, lawyers, and shipping.
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Company Description:
Naked Heels is a heel company who proudly distinguishes
itself for using recycled materials to create their products,
and being a 100% vegan shoe.
Our Mission:
Naked Heels is invested in making a heel different from its
competitors. We not only want to provide stunning heels,
but also eco friendly heels that are comfortable. Right now
the market for eco friendly vegan shoes is slim to none. We
feel very passionate about the environment; therefore, we
want to begin the trend of using heels made from recycled
materials. By doing so we are not only looking stylish but
also doing our planet a favor. We don’t only want to target
environmentalist, we also want to bring awareness to those
people who do not typically associate shoes to the
environment.
Services:
1. Eco Friendly Vegan Heels: The main product that my
company will sell is heels. Eventually we want to branch out
and make other shoes. However, for now we are just
focusing on heels. These heels will all be very simple in
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color and styles. Our target consumer for these heels are
people whose style is similar to that of Urban Outfitters,
American Apparel, Call it Spring, and Aldo.
Development-to-date:
I have created a plan to aid in the start up of Naked Heels.
With the blueprint ready for commencement, Naked Heels
is ready to be funded and get started.
Legal Status and Ownership:
Naked Heels is a Sole Proprietorship owned by Sandra
Rodriguez. Plans for partnering with other department
stores in the future is something that is being considered.
However, for now it remains a sole proprietorship.
Operations and Management:
In order for Naked Heels Company to succeed, we want to
have a well-established work team. We want to create a
company where there is a sole owner but everyone’s voice
is heard. Having a team of stylish and motivated individuals
will help brand the company and make it appealing to the
target audience we are targeting. We plan on designing the
heels. Since the company is going to start of relatively small,
we will be a home-based company. Manufacturing is
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something we are looking at receiving from other
companies.
Technology:
Since Naked Heels will not have a store-front, we will rely
heavily on the help of social media to get the word out of
our product. The website will also be one of the only
sources where our heels may be purchases, thus making it
an essential part of the company.
Ø Social Media Sites: Facebook, Instagram (most
important), Twitter, Blogs.
Ø For our website we will be using Square Space to host
it.
Ø We will also be seeking the aid of famous bloggers to
talk about our product and help us grow a fan base.
Management:
In order for the business to be successful, we will need a
strong management. By hiring a few people to oversee the
company, the duties and can be evenly distributed, making
it easier to accomplish all the company’s needs. We will
have a team dedicated solely to managing the media sites,
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another to focus on the graphic designing for the company,
a team specifically dedicated in keeping track of the sales of
the company. The management will be in place to oversee
all of these departments and aid with the communication
between them.
Key Advisors:
For advisement we will be seeking the help of professional
business advisors. With their help, the company will be able
to make smart decisions that will help with the company’s
growth. We will also be looking for individuals who have
worked in the shoe business and know how it all works.
Owner Sandra
Graphics In charge of the
company's visuals.
Sales Selling, shipments, all other
Dinancials.
Marketing Advertisement, and representation of the
compnany.
Assistant Together we oversee
the company.
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Having them to mentor us will help us make fewer newbie
mistakes and get the company well established at a quicker
rate.
Industry Analysis & Trends:
With an increasing number of environmentalist, vegan shoes
have become much more popular. In past consumers would
stay away from vegan shoes because of their unpleasant
look. With the evolution of better quality synthetic fibers
and faux-leather, vegan shoes are now able to keep up with
the changing trends. Working professionals can have a sleek
shoe for work, while someone else can have sleek very
fashionable heels.
In a study found on Statisticbrain.com, Americans spend 20
billion dollars on footwear each year. Therefore, with the
improvement of the appearance of vegan heels, it is safe to
say that a good percentage of consumers will be purchasing
these heels. The women shoe industry has been doing
generally well over the years. For this reason entering this
marketing would be very rewarding.
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Target Market
As a whole, Naked Heels will be targeting all women.
However, our main focus is women between the ages of 18-
30. The reason why this is our target consumer is because of
their spending habits. Our heel will not be very high in
price; however, we want consumers who will purchase heels
at least once or twice a month.
As mentioned earlier in the business plan, Naked Heels is
targeting environmentalist and also consumers who are not
fully vegan. With the growth of people converting to
veganism, people are becoming much more interested in
the welfare of animals. This helps our company by providing
an alternative to the traditional heel made of leather. This is
a survery done by The Fry Guy.
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The Competition
Vegan shoes are a newer trend that has been occurring.
With in the increase in environment awareness, people have
been looking for alternatives to the oh so loved traditional
heels. Also for animal cruelty reason, people are staying
away from heels made from leather and other animal related
materials.
After researching the field, I have found the companies top
three competitors:
Ø Moo Shoes: They are a vegan online store. They do not
manufacture their own shoes, instead the look for other
brands they can sell. They are essentially an online
boutique.
Ø Vegan Chic: They had very trendy heels on their site,
however, they are designers and are very highly priced.
They are targeting a higher price range consumer. We
want to stay below $100.
Ø Beyond Skin: On their site they had a great section for
the company’s philosophy. This added attraction to
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their site, and ultimately made me want to join the
movement by purchasing some heels.
The biggest barrier that Naked Heels faces is brand identity.
As a company we need to find a way to stand out from
these other vegan show stores. Coming up with a successful
marketing strategy will be crucial for the success of the
company.
Marketing Plan & Sales Strategy
It is crucial for Naked Heels to have a market plan in place
to grow a fan base. Since we will be a home-based
company, we will need as much exposure as possible. We
intend to make this happen be fully utilizing all of the social
media platforms, and finding other ways to interact with
both vegan and non-vegan consumers.
Instagram: Our biggest presence will be on Instagram. By
creating an account and consistently posting pictures of our
shoes, slowly we will be able to get exposure. Since many
bloggers showcase products via Instagram, we will be able
to intertwine with their accounts. This will provide us with
more traffic on our own page.
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Facebook: Just like with Instagram, we will utilize
Facebook to create a like page where fans can follow us. By
making a fan page, we want to create cool ways in which
our fans can win free stuff if they share our page with their
friends. This will create a buzz and get our name out there.
Vegan Websites: With the vegan business booming,
there are many websites dedicated on informing the public
of the latest and greatest vegan products. Being featured
on this websites would be very helpful since we would be
directly targeting our vegan consumer base.
Fashion & Vegan Bloggers: Bloggers will help us reach
their own fans and get them to look at our heels. People
love to see what other people are wearing. For this reason if
we are able to get at least 5 well known bloggers to feature
us on their blogs and Instagram’s, we will be able to be
exposed to a crowd that is already interested in our niche
product. It is different then someone seeing us who is not
interested in heels or fashion, verses someone seeing us
who was already looking for some fashion advice.
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Financial
Naked Heels will be a home-based heels company that is
home-based. We offer a niche in the market, which allows
us to be relatively small. We intend to become a bigger
brand in the future, but for the next year we want to remain
small. Once we become a well-known brand we will expand.
How much I wil l need: In order to start my home-based
company, I will need $75,000.00. This will cover:
• Marketing - $10,000.00
• Manufacturing - $40,000.00
• Packaging - $10,000.00
• Lawyers - $10,000.00
• Shipping - $5,000.00
Financial Sources:
In order to save myself from owing loans with interest rates, I will begin with a family loan and crowd funding. Once my
business begins to generate revenue, I will seek a small
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business loan. The small business loan will be used to help the company grow into the next phase and expand.
Crowd Funding: This will be my first financial source. By creating a niche product, it will easier to get funded. Also by providing great gift for those who donate, this will help with getting people to donate.
Since this is essentially free money, the benefits are that I will not be in debt with anyone. Some disadvantages include not receiving the money if my initial asking amount isn’t met.
Family Loan: I will also be seeking the help of my father giving me a loan. He is also a small business owner who supports my decisions and is willing to help.
His loan will be easier to pay off since he is not requesting the money back quickly.
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Appendix
www.inc.com/yun-fang-juan/3-surprising-facts-about-small-
business-loans.html
www.entrepreneur.com/article/206276
www.gsb.standford.edu/ces/crowdfunding-101
www.premierline.co.uk/knowledgecentre/business-
guides/2014/8/what-are-the-advantages-and-
disadvantages-of-crowdfunding
https://thefrysguy1.wordpress.com/?s=fr
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