3. 3
Table of Contents
EXECUTIVE SUMMARY..........................................................................................................................................4
BUSINESS NAME.......................................................................................................................................................5
DESCRIPTION OF BUSINESS..............................................................................................................................5
FORM OF BUSINESS OWNERSHIP...................................................................................................................5
IDEALCUSTOMER...................................................................................................................................................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.............................................................................................................................................9
CASHIER .......................................................................................................................................................................9
STORE REPRESENTATIVE..........................................................................................................................................9
SECURITY .....................................................................................................ERROR!BOOKMARK NOT DEFINED.
TRAINING EMPLOYEES.........................................................................................................................................9
COMPENSATION.......................................................................................................................................................9
INCENTIVES.............................................................................................................................................................10
TARGET MARKET.................................................................................................................................................10
GEOGRAPHIC ............................................................................................................................................................10
DEMOGRAPHIC.........................................................................................................................................................10
PSYCHOGRAPHIC......................................................................................................................................................10
BEHAVIORAL ............................................................................................................................................................10
PRODUCT FEATURES AND BENEFITS.......................................................................................................10
PRODUCT DIFFERENTIATION.......................................................................................................................11
PRICING......................................................................................................................................................................11
PLACE (DISTRIBUTION)...................................................................................................................................11
ADVERTISING.........................................................................................................................................................11
PROMOTIONS.........................................................................................................................................................11
COST OF DOING BUSINESS...............................................................................................................................12
INCOME STATEMENT.........................................................................................................................................13
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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.
Our 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. 5
Business Name
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 Business
ASSC 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 bestwith their unique
personalities.
Form of Business Ownership
ASSC is organized as a partnership between the two partners of Aleta Maida
and Inderpreet Bains.
Ideal Customer
Our 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
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Ethical Issues
No discrimination: everyone who enters the store will be given the
same treatment, respectand 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.
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To make ASSC the number one cultural retail store in Canada
SWOT Analysis
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
8. 8
Raw Materials
ASSC 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 philosophy
ASSC’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 ofthe 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 productthey 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.
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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 Employees
Employees 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
successfulcandidates based on company standards.
Compensation
Each 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.
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Incentives
ASSC 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 Benefits
By 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 ShopperCard' that will entitle
customers to a 50% discount after five purchases.
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Product Differentiation
ASSC 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.
Pricing
ASSC will maintain a skimming pricing strategy. We base the productlines
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.
Advertising
ASSC 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 propersite
structure, page layout, clear and easy navigation, along with targeted
keywords embedded throughout the site, will ensure proper search engine
placement and saturation.
Promotions
ASSC 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.
