Dollhouse Asylum

Summary: Dollhouse Asylum is a lingerie-based

brand which also sells make up, perfume and beauty products,

accessories including hand bags and shoes, lounge wear and some intimate

adult apparel.

Table of Contents

• 1.      Cover Page • 2.      Table of Contents • 3.      Executive

Summary • 4.      Objective • 5. Mission

• 6.      Management Team

• 7.      Marketing Plan • 8.      Financials • 9.      Critical Risks 

• 10. Success Rationale

Executive Board of Directors

• Elexiel Grae Casibang• -         Corporate Executive Manager and Founder• -         Main Designer, Front-woman/ Model• -         Operations Supervisor

• Marie Salonga• -         Corporate Executive• -         Head Marketing Supervisor• -         Human Resources Department• -         Field Manager

• Gustavo A.• -         Corporate Executive• -         Head of Financial Department• -         Career Recruiter

I. Executive Summary(6 Parts)

• Idea• Dollhouse Asylum is a

lingerie-based brand.• The brand will market

within the fashion industry.

• DA’s target consumer would be women

(approximately in their early 20’s to mid/late 40’s, median age).

Arguments for Success:Industry Overview

• Overview of the industry:

• The lingerie-industry is a niche market within the broad scope of the fashion industry. A current projection census (2013) reports that 44% of the industry is dominated by Victoria’s Secret (our main competitor).

• Dollhouse Asylum strives to break that mold by taking over 50% of the lingerie market by the end of 2014.

Benefits to the Client & Company

• Dollhouse Asylum offers a high quality product to our clientele. In addition to high product quality, DA takes the utmost pride in our unique overall customer experience- from our interior décor to our unique and personalized interactions with our clientele.

• As a company, Dollhouse Asylum plans to enter the market as a corporation. DA strives to earn $6.5 billion by the end of 2014, racing ahead of Victoria’s Secret by 38%.

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Company Objective

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• With an annual gross projection of approximately $6.5 billion in sales, Dollhouse Asylum anticipates a sales projection of $1.3 billion by the end of the first quarter (March 2014).

Team: Dollhouse Asylum’s Board of Directors

(Expounded)• > Elexiel

Casibang is our main Operations Executive. She is also the founder, primary designer and front model for Dollhouse Asylum.

• > Gustavo A. is our Executive officer for our Financial Department.He oversees payroll, auditing and accounting services. In addition, he also oversees our legal department and runs our Career Recruitment agency.

MarieSalonga

is our Marketing Executive. She oversees all marketing, merchandising, event planning and networking operations. In addition, she is the head of the Human Resources Department and overlooks our Modeling Agency- Army Of Broken Dolls.

Financial Characteristics

• Dollhouse Asylum strives to be a billion-dollar corporation averaging $6.5 billion in gross annual sales and dominating 50% of the lingerie market.

• Quarterly projection sales are estimated to be $ 1.3 billion.

• As a potential billion-dollar corporation, Dollhouse Asylum estimates start-up expenses totaling $1,000,000 for initial costs. Note, this is a rough estimate total.

• DA currently owns $25,000 in capital available. • The loan needed for start up fees would be $9.75 million.

Financial Liability/ Promissory Note

• As a potential shareholder of Dollhouse Asylum, (Chase bank, financial loans department) will be able

to own a 30% share of the business.• Loan payment will be paid promptly at the end of

every anticipated Quarter.• In addition, Dollhouse Asylum offers to pay a

10% deposit of the total loan ($9.75 million) as collateral payment for this Loan Service by Chase

Bank.

• In the event Dollhouse Asylum forfeits said loan, Chase Bank retains the right to seize all assets

and marginal revenue from DA.

II. Objectives(3 Parts)

• Product• Dollhouse Asylum’s

product is primarily high quality lingerie inspired by Victorian era and Rococo era undergarments; these were romantic periods in European history which reveled in the whimsical feminine aesthetic-particularly in under-garments such as corsets, bustier and brassiere

Miscellaneous Products

• DA also sells it’s own make up and beauty products, accessories including shoes and handbags, lounge wear and intimate adult apparel.

Objective: Service

• Service• DA is known for its

outstanding and personalized service to each of our clients. DA takes pride in its customer service; Services such as bra fitting and special orders are available. In addition DA offers seasonal fashion shows at the end of each quarter, featuring the latest seasonal designs as well as launch parties and special gifts for our VIP guests.

Miscellaneous Service

• Dollhouse Asylum also offers our customer service to men as well to assist in finding the perfect gift for that special woman in his life; DA is a non-discriminatory premise.

Objective: Industry

• IndustryAs aforementioned earlier, the lingerie market is a niche market industry. Victoria’s Secret is our main competitor, dominating 44% of the lingerie market. DA plans on making an impact on the competition with our in-depth market analysis, high quality product and savvy marketing strategy.

III. Our Mission

Dollhouse Asylum strives to bring a nostalgic sense of

feminine sex appeal to the

modern woman. Our unique design, attention to detail

and luxury experience will

make her feel as if she were a “doll”.

IV. Management Team: Career Positions• Dollhouse Asylum offers exciting career opportunities and room for

career growth within the company. With the advent of DA making its debut into the fashion world, DA is currently in need of assistance from career-oriented and fashion-forward individuals for the following positions:

•  • ·  Regional Managers-    for California and New York only at this time

(in training)

• ·  District Managers- (in training)•  • ·  Store manager- for our 1rst store in L.A.•  • ·  Assistant Managers•  • ·  25 to 30 Store associates- to help with the grand opening•  • Modeling opportunities- Models please contact our Human

Resources Department to schedule a Go-See Appointment. Our Agency is Army of Broken Dolls

Management: Ownership Structure

• Ownership Structure

• As a corporation, Dollhouse Asylum yields 30% of its profits, assets and other collateral property to our future shareholder and Endorsing

Loaning partner (Chase Bank).

• Dollhouse Asylum is a Corporation which yields to the authority of Federal Regulation, California State Regulation and standards set by the Securities and Exchange Commission.

• DA operates with an utmost standard in ethical conduct and integrity within business and the global market.

V. Marketing Plan (5 Parts)

•  The primary client for Dollhouse Asylum would be the average modern day woman. She would be in her early 20’s to early/mid 30’s (up to late 40’s).

• DA targets the upper middle class and upper class women- the working blue- collar woman to the fashionista model to the corporate wife with an average income of at least $50,000 or higher.

Marketing Disclaimer

• Disclaimer: DA’s target demographic is by no means discriminatory.

• DA welcomes women of all backgrounds. DA does not discriminate against race/ethnicity, religion, sexual orientation or political views. (Title 7 of the Civil Rights Act)

• (This preceding is DA’s target demographic; this information is used purely for pricing purchases, as DA is a high quality luxury brand. DA reserves the right to price its merchandise as it pleases due to the extremely high quality of its product and high attention to detail within every aspect of the business.)

Competitive Analysis

• DA anticipates the demands and characteristics of the fashion market. According to current information, the most populated cities in the United States include San Francisco, Los Angeles, Los Vegas, and of course New York (this is just a few of many)

•  • DA plans to build its primary boutiques/ stores in these urban

locations, as these are the demographic areas in which the target client would live.

• These cities are highly populated, have an urban appeal and serve as “havens” for the Fashion-conscious woman.

•  • DA’s primary competitors are Victoria’s Secret, and

Frederick’s. The lingerie market is an extremely niche market, so there is not much competition is out on the market. DA plans to take advantage of this opportunity with innovative marketing strategy and products.

Product Characteristics• Features:

• Dollhouse Asylum’s main product- its lingerie has a signature look. The designs were inspired from historical European fashion with a modern yet classic twist.

• The craftsmanship in DA’s lingerie focuses on using the highest quality materials and fabrics (including silk brocade, chiffon and satin);

• DA pays attention to detail even in the lacework and haberdashery.

• The shape and silhouette of the garments such or corsets, bustier and bras are what DA is known for.

Product Characteristics: Pricing

• Pricing:• Of course with high quality comes a high price. Due to the

quality and intricate craftsmanship of DA’s main product- it’s lingerie, its price must match its quality. The primary reason for this is because DA wants to maintain its luxury image and with that image- attract a specific clientele to earn a desired revenue.

•  • Dollhouse Asylum is a luxury brand after all. Clients who are

only after cheaper pricing and quality can go to Wal-mart.

Dollhouse Asylum’s Company belief is that high quality is worth the price; a high quality product is an investment which will bring satisfaction and last a lifetime.

Promotional Strategy

• DA’s promotional strategy, as aforementioned, includes personalized customer service, one on one interaction, monthly catalogues and email subscriptions, seasonal fashion shows and VIP launch parties for upcoming products.

• DA also offers special services such as custom ordering, fitting services,and personalized shopping services. DA also welcomes men and “shopping boyfriends” into our stores.

Sales Projections

• As aforementioned earlier, DA’s annual sales projection would be approximately $6.5 billion gross income in sales with a dominating 50% of the lingerie niche market. DA’s quarterly projection will be $1.3 billion approximately.

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VI. Financials (2 Parts)

• Start-up Requirements

• Dollhouse Asylum will require an estimate of $1,000,000 total capital for start up expenses. DA appeals for a $9.75 million loan to match our current $25,000 in capital.

• DA’s start up expenses roughly include:

• §         wholesale and raw material purchases

• §         Estate leasing (for our head quarters and main store in LA)

• §         Wages and Payroll• §         Product development

expenses• §         Shipping fees (+ EMS

fees)• §         Interior Décor• Capital for marketing

advertisements/ endorsements

Return Measures (ROI- Return of Investment)

• As a potential shareholder and investor of Dollhouse Asylum, we offer 30% of the company ownership including assets, profits and collateral to the ownership of our primary Loan provider (Chase Bank).

VII. Critical Risks

• Dollhouse Asylum anticipates the risks and roadblocks that may threaten and stand in the way of its financial endeavors. The anticipated risks include the following…

1. Failure to Meet Consumer Satisfaction

• -Impact: DA realizes that its clientele is the blood of the business. Without delivering satisfaction to our clients, there would cease to be business.

•  • > Solution: DA addresses

outstanding Customer Service in all aspects as a remedy to keep the ties with its clients strong.

2. Failure to Understand Consumer Demand (Needs of

the Business)• -         Impact: DA understands that it is

imperative that they meet all the basics needs of their clients before embellishing their services with higher quality. DA realizes needs such as proper sizing, comfort, function and practicality and overall safety is an essential component in any product.

•  • > Solution: DA ensures the basic needs of

their product will be met by means of testing their product first (humanely) on paid volunteers for product research. Products will be evaluated for fit, function, comfort and safety.

3. Failure to Understand the

Current Market and Trends • -         Impact: DA realizes that in the Fashion

industry, it is imperative to be up to date on current trends in product and sales to better understand the overall consumer demand

•  • > Solution: DA remedies this problem by

simply staying current within the world of fashion, being aware and taking notes of their surroundings and market behavior. DA plans to anticipate consumer behavior, be flexible with market demand and participate in the modern day fashion industry; however, DA will not compromise is signature look and style.

4. Failure to Reach Projection Goals

• -         Impact: Within any business endeavor, there must be a bottom line, and that is profit. If DA fails to make a profit, the business will cease to exist.

•  • > Solution: DA realizes this is a serious

issue and a very real possibility. To prevent this from happening, should DA ever fall short of sales, market research must be conducted (understanding the scope of the overall fashion industry, the national economy and the global economy are key).

• From that research DA will adjust their marketing and sales strategies accordingly to adjust to the current market and meet consumer demand (while still making a profit).

5. Failure in Loss Prevention and Audit (internal and

external loss)• -         Impact: A business must run functionally

internally. This means all store and company procedures must be adhered to, inventory must be accurate, as with financial records as well. This also would include maintenance of the facility, the product and employee behavior.

•  • > Solution: DA plans to run a monthly audit for each of

its stores, to make sure everything is running efficiently. All information regarding stock inventory and financial records must be accurate.

• DA will also issue an outlined employee handbook and monitor employee behavior. Physical upkeep of the actual facility is also key.

•  • Facilities not only pertain to stores, but to operational facilities,

warehouses and main offices as well.

6. Failure to Meet Financial Obligations

(Financial Liabilities)• -         Impact: A Business needs capital in

order to start up the initial process. Businesses obtain this capital from potential shareholders and Loan Officers. Failure to re-pay the amount of capital back, would result in a financial liability to the company.

•  • > Solution: DA plans to check all financial

date on a weekly basis. DA plans to follow up with the SEC for submission of public accounting information of the health of the business.

• Monitoring the financial health of the business is key for DA to fully understand what action to take if their sales projections read short.

7. Failure to Act in Good Faith (Business Conduct)

• -         Impact: DA understands that this issue is not to be overlooked. DA realizes that the blood of the businesses is not only its clientele, but also more importantly the team that operates from within. This includes the Board of Directors, Regional Staff, the district staff, our Human Resources Department, our Modeling Agency, our Design Product Development Team, the IT department, the marketing department, our warehouse facilities, and of course our supervisors and employees of our stores.

•  • > Solution: With this issue in mind, DA has outlined

ethical employee behavior in their handbook, all which comply with Federal law, State law, accepted company ethics and widely accepted social ethics. Failure to comply in good ethical behavior will result in correctional action and if taken further, termination.

VIII. Success Rationale• Why will this business be successful?

• Dollhouse Asylum offers a new innovative look and feel to its product which no other lingerie offers.

• ·  DA’s products are of the highest quality and showcases its signature “vintage doll-like” look

•  • ·  DA offers highly attentive and specialized customer service

tailored specifically for each client.•  • ·  DA pays attention to detail fro everything from its product to its

interior design to its marketing- DA offers a luxury experience.•  • DA treats its clients and its shareholders with the utmost care and

attention- including personalized subscriptions (based on taste personal taste through online survey), seasonal fashion shows, launch parties and VIP treatment and gift packaging.

Our Mission

• The “Dollhouse” is a luxury treatment one could only experience for oneself. The “Dollhouse” plans on taking the lingerie and fashion industry by storm transporting its clients into an otherworldly

exotic fantasy.•  

• Every woman deserves to feel like a doll that is ready to play.

• Dollhouse Asylum plans to expand it’s market worldwide and offering “In-mate” subscriptions to all

our clients who desire to take a look into the “Asylum”• …So what are you waiting for? Come on

and play with us.