The Secret GardenBusiness Plan
Presented byJason AdamsMorgan Bell
Rosalind DavisSara InksterVishal 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
Product•Superior product •Elegant packaging•“Casanova’s Secret”
Promotion•Collaborations•Personal selling•Internet•Word of mouth
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
TEAMSECRET GARDEN
On floor manager 1 CUSTOMER
ASSSISTANCE and INFORMATION
On floor manager 2
MARKETINGINVENTORY,
DISPLAY
On floor manager 3
FINANCECASH
SALES CLERKP/T
SALES CLERKF/T
Employee #1DISPLAY
Store design, Flower
arrangements F/T
Employee #2DISPLAY
Store design,Flower
arrangements P/T
Financials
Revenue
Standard $344,000
Functions 114,667
Total Revenue $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
Income Statement- At Projected Market Share (15%)
Financials
Revenue
Standard $252,474
Functions 84,158
Total Revenue $336,632
Less: COGS 117,821
Gross Profit $218,811
Less: Expenses 218,810
Income before Tax 1
Tax Expense 0
Net Income $ 0
Income Statement- Break-Even
Conclusion
• Sufficient Market Potential
• Strong Management Team
• Quality Product
• Competitive Edge
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