2. 2
August 6th 2014
Ms. Shahneela Naheed
Lecturer,
School of Business,
North South University
Subject: An earnest request to invest in ‘SARAH’s Boutique House’
Dear Ms. Naheed,
We, Rezwan Al Sabab, MD. Alimur Rahman, A.S.M Fazle Rabbi, MD Helal Uddin, Omar Bin
Jainal have come up to you with a business plan for a new boutique house named ‘SARAH’s
Boutique House’ for the male, female and kids. We want to promote a business plan in the
competitive fashion designing market.
The new boutique shop of readymade garments product line will have various
kinds of clothes, which will suit male, female and kids.
The range of products under this shop name will be – Saree, Salwarkameez, Tops,
Panjabi, Shirts, Pants, Sherwani, Bridal dress & Kids items. Our product will be
made of pure cotton and some of by hand looms.
We believe in the era “Going Green”. Our products will be completely
environment friendly and these are perishable. So, there is no chance of
environment pollution.
Today’s people are developing their sense of fashion as well as becoming sensible
towards modern fashion due to the term “Global village”. It is a big concern to us.
We will design our products for university going students, professionals, Kids and
the product price range will be reasonable for all included people.
3. 3
We will promote our product on “Dhaka Club Fashion Show” which will bring
well recognition for our brand in the fashion market.
Our capital requirement for this business is approximately 25 lakh Taka and the
requested amount from you is 15 lakh Taka only. Rest of the money will be
contributed by us. We offer you a 4 year 25% share in all our profit with limited
liabilities in return.
Besides, we offer you additional 10% discount on our product considering
launching our new shop.
Also, our product line will be at a cost price with a 15% discount for online
shopping including free home delivery service.
Assuring your profit through our effort, innovative thoughts and attractive business
campaign we can make a new dimension in current fashion.
Our target is to maintain authentic quality and if once someone tries our product he/she
will definitely fall in love with it. With such design, our business plan is made with all the details
of SARAH’s. We would like you to try it.
We look forward to discussing our skills, competencies and values in greater detail and
for further information. Thank you very much for your kind consideration.
Sincerely,
________________________________
Rezwan Al Sabab
________________________________
MD. Alimur Rahman
________________________________
A.S.M Fazle Rabbi
________________________________
MD Helal Uddin
________________________________
Omar Bin Jainal
4. 4
SWOT analysis
PotentialStrengths
Our product line will be designed by some renowned fashion designers.
Product exclusivity.
Overly youth focused clothing.
Better promotional techniques and policies to boost the business advertising.
We will offer high quality product comparatively at a low price.
Attractive outlets.
Customer satisfaction preferences.
Good consultant panel.
PotentialWeakness
Brand name is not well known yet.
Fewer people resources and staffs.
Lack of proper operational excellence.
Higher cost of primary production.
Product line similar to established competitors.
Lack of management experiences.
5. 5
PotentialOpportunities
Boutique business is one of the most successful businesses in our country.
Unique product designing.
Our motto - ‘High quality at a low price’.
Use of internet for marketing and customer services for better customer preferences.
Growing demand of really good boutique houses.
Export opportunities.
Expand product lines.
Targeted marketing campaign including a grand opening event, local media coverage,
print advertising and a direct-mail campaign for well recognition.
Specialized training for front line employees on ‘customer relationships’.
PotentialThreats
Customer buying demand and habits changes rapidly.
Price competition with potential competitors.
Changing fashion trends.
Unexpected economical ups and downs.
Consumers have a choice to use a substitute product.
6. 6
Management team
Organizationalchart:
The management team is an essential part of every business. This team analyzes and
identifies the business’ goals and objectives and implements and enforces the strategies the
employees need to achieve success. In a business plan, the management team includes the
business’ owners, board of directors and managers. Depending on the business plan’s style, the
details for these team members may appear in different sections of the plan.
Top Level
Management
Middle
Level
Management
Entry Level
Management
7. 7
Top Level Management:
Our top level management will consist of 5 members. All 5 co-owners will take part in top level
management. All strategic goals are set by top level management. The designation of all co-owners is
given below:
1. Rezwan Al Sabab : Head of operation
2. MD. Alimur Rahman : Head of marketing
3. A.S.M Fazle Rabbi : Head of production
4. MD Helal Uddin : Head of finance
5. Omar Bin Jainal : Head of design
Job Qualification
Name Educational background Working experience
Rezwan Al Sabab MBA
(Management)
Head of Management at
DHL (1year)
MD. Alimur Rahman MBA
(Marketing)
Marketing Executive at
Robi (8 months)
A.S.M Fazle Rabbi MBA
(Marketing)
Production Manager at
Unilever (10 months)
MD Helal Uddin MBA
(Finance)
Financial Manager at
AARONG (1 year)
Omar Bin Jainal MBA
(Banking)
Chief Executive at
Kay Kraft (1year)
8. 8
Middle Level Management:
Our middle level management will be consisting of 3 members. They will ensure that the
strategic goals set by the top level management are implemented properly by the low level
management. This mid-level management is the connection bridge between top level
management panel and low level management. In middle level management there are:
1. General manager
2. Production manager
3. Sales manager
They will do basically different management jobs, taking order from high level management
panel and implement the orders properly on low level management.
Designation Educationalbackground Working experience
general manager BBA Minimum 2years
Production manager BBA Minimum 2years
Sales manager BBA Minimum 2years
Entry Level Management:
Our entry level management will be consisting of 13 members. Their main duty is to follow the
order from the middle level management panel which is basically directed by top level
management team to reach the goal. In entry level management there are:
1. Supervisor (1 person)
2. Worker (6 people)
3. Foremen (2 people)
4. Salesmen (3people)
5. Cashier (1 person)
Designation Educational background
Supervisor H.S.C.
Worker S.S.C.
Foremen S.S.C.
Salesmen S.S.C.
Cashier S.S.C.
9. 9
Business Consultant
Business consultants can provide management consulting for helping us to improve overall
performance and efficiency. We will consult with -
a. MD. Matin Ahmed
Co-founder of Kay Kraft fashion house.
b. A.K. Abdul Azad
Business consultant of Deshi Dosh
We think it will be very helpful for us starting this business consulting with them.
10. 10
Marketing Plan
Demography:
Product preferences vary among different groups of consumer levels. These preferences are
directly related to demographic characteristics of the consumers, such as gender, race, region,
profession, educational background, average family income etc.
Age: 18years to 55years.
Our targeted customer age range is between 18 years to 55 years. Products that we will
provide will be suitable for this age range of people. According to different age range our
products will also vary in color, design.
Gender: Male & female both.
Our product line will be designed for both male and female. We will also have kid’s
collection. Our male collection will be Punjabi, Shirts, Pants, Sherwani. And female
collection includes Saree, Salwarkameez, Tops.
Race: All
Products of ours will be suitable for all races of people.
Region: All
Our products will target people of all regions. Also, we will launch new collections
before different regional occasions like Eid, Puza, Pahela Baishakh etc.
Profession: Students, service holders, businessmen.
Products will be designed aiming various professions of the people. Our targeted
customer professions are specially students, service holders, businessmen.
Educational background: H.S.C. to University.
Our product line will be made aiming specially H.S.C. to University level background.
This range will cover the major part of the whole customers.
Average family income: 5000 Taka to 60000 Taka per month
11. 11
Our targeted customer will start from middle class to upper middle class with 500 Taka to
60000 Taka (per month) average family income. People having this range of income level
will be made attracted. They will be our potential customers because our product price
range suits with this range of income.
Products:
Since we are opening a boutique shop, ours product is a shopping product. The products we are
going to launch are 1.Saree, 2.Salwarkameez, 3.Tops, 4.Punjabi, 5.Shirts, 6.Pants, 7.Sherwani,
and 8.Bridal dress and 9.Kids items. Considering market demand we will launch more items in
future. Ours product is unique from others by its quality, color combination, fabric, design and so
on.
After sale service:
We are giving opportunity to the buyers though our ‘one week return policy’. Customers who
will buy out product from our outlet or via online will have the freedom of changing their bought
product with another one within one week having authentic cash memo.
Pricing:
Low price of products attracts the customers much. At the first stage the price of our product will
be comparatively less, i.e. we will not look for much profit. When we will get the position in the
market then we will think about our profit. As we will launch different product for ladies, gents
as well as children the price of the products will also be different. An idea is given below :
Classification Type Price Range
Ladies Saree 1500-7000 Taka
Salwarkameez 1200-3500Taka
Tops 700-2500 Taka
Bridal Dress 4000-15000 Taka
Men Punjabi 1000-3000 Taka
Shirts 800-2000 Taka
12. 12
Pants 800-2200 Taka
Sherwani 5000- 12000 Taka
Kids All types of kids wear 500-3500 Taka
Product details:
Saree: Our Saree collection includes Georgette sarees, Chiffon Sarees, Silk Sarees, Crepe sarees,
Cotton Sarees, Banarasi sarees, Jamdani sarees. Main materials for making these sarees are
cotton, silk or polyester silk, nylon or polyester.They will be made gorgeous by embroidery
work. Traditional sarees will be decorated with zari border and handmade designs. Ours sarees
will be suitable for women of all age groups having varied heights.
Salwarkameez: Our Salwarkameez will be made of cotton, crepe, georgette. We will classify
them as casual wear, designer wear, party wear, traditional wear or just anytime wear. Some of
them will be made gorgeous byembroiderywork and handmade designs.
Tops: Tops will be made of pure cotton, polyester, or a cotton and polyester blend. Some will
include pockets and some will not according their design. They will be available in small,
medium, large, and extra-large sizes. Our Tops will be comfortable,attractive, and relatively
inexpensive.
Bridal Dress: Bridal dress includes heavy gorgeous sarees. Materials are mainly silk fabrics,
foven fabrics, and flush fabrics. Different designs will be available according to customer’s
choice. It will be elegantly adapted to most body shapes. Red color will be preferably made
because of its huge demand.
Panjabi: Panjabi will be made of mostly cotton, some will be of silk. Design will vary according
to types like traditional Panjabi, casual Panjabi etc. Different designs, different colors will
available according to trend.
Shirts: Shirts will be made of pure cotton. Traditional, casual, trendy etc. collection will attract
our customers. Shirts will be made in a way so that it can be worn comfortably in any season.
Shirts will be available at a relatively low cost.
13. 13
Pants: Trendy casual pants will be available in two types - Jeans and gabardine. These pants will
be made of both strong and smooth wool. Different styles, sizes, colors will be available at a
reasonable price.
Sherwani: Sherwani will be made of cotton and silk; these two different types. Since sherwani is
a traditional wedding dress of groom, price will be a little high. But there will be exceptionally
gorgeous, comfortable, different, costly buttons, uncommon handmade works; which will attract
all.
Kid’s wear: All kid’s wears will be made of 100% cotton for comfort. All the kid’s product will
be soft, attractive and colorful. Sleep wear, jeans, shirts etc. products will be available. Since
kids are sensitive, their clothing will be made carefully.
Place
We have chosen Bashundhara R/A for our boutique shop. The main advantage for making this
decision is the unavailability of quality and reasonable boutique product while having a huge
demand. Besides, there are a good number of corporate offices, schools, colleges and universities
which will be a boon to attract more customers.
Promotion
We will plan a grand opening to build buzz for our boutique. We will write and submit a
press release to our local newspaper to promote the event for free. We will deal with a
local restaurant or bar to cater the event or hire a local musician or band to perform at it.
We will have a website where customer can go through our products. Also, there will be
a official Facebook page for further promotion.
We will offer promotions and sales to attract new customers. Promotions that we will
follow are buy one get one free, or buy one, get the second one at half off, finally, 15%
discount on online shopping.
We will prepare attractive and colorful leaflets that will be distributed in front of different
universities and colleges, corporate areas.
We hope all this promotional activities will be helpful for entering the boutique business.
14. 14
Comparing us with our potential competitors:
We will prove ourselves ‘different’ from our potential competitors in advertising and pricing
strategies. Our targeted marketing campaign includes a grand opening event, local media
coverage, print advertising, giving away leaflets, and billboard advertising for well brand
recognition. Every advertise will be totally colorful, attractive, quite different from our other
competitors so that our buyers find us ‘different’ from others. Our potential competitors are
‘Kay-Kraft’ and ‘Rongone’.They are already well known to this area.
We will launch our product at a really reasonable price range, so that, our customers will feel
attracted where our competitors have same kind of products at a higher price. Product quality
will be exceptionally good which will attract our customers. Having very good product at the
best price, convincing with great advertising strategies, getting good customer support even after
sales our buyers will be able to differentiate us easily with our other potential competitors.
15. 15
Appendix
References materials:
1. A Beginner’s Guide to Inversing by Alex H Frey, Alex Frey, Ivy Bytes.
2. Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective
Selling by Frank V. Cespedes.
3. Business Adventures: Twelve Classic Tales from the World of Wall Street by John
Brooks.
Web Links:
1. www.wikipedia.org
2. www.entrepreneur.com
3. www.business4wv.com
4. www.bplans.com
5. www.morebusiness.com
6. www.myfreebizplan.com
7. www.amazon.com
