1. 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.
3. 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
4. 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).
5. 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.
6. 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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8. 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.
9. 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.
10. 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.
11. 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
12. Miscellaneous Products
• DA also sells it’s own make
up and beauty
products, accessories including
shoes and handbags, lounge
wear and intimate adult
apparel.
13. 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.
14. 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.
15. Objective: Industry
• Industry
As 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.
16. 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”.
17. 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
18. 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.
19. 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.
20. 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.)
21. 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.
22. 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.
23. 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.
24. 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.
25. 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. 0
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26. 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
27. 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).
28. 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…
29. 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.
30. 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.
31. 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.
32. 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).
33. 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.
34. 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.
35. 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.
36. 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.
37. 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.
