Brick and Mortar Startup Schematic Report

To: John Keifer, Lori Marchese, Tom Marchese, Lee Wakeman
From: Team 8, PM107 – Justin Brodsky, Travis Bromen, Mark Enscoe, Grant Hall,
Danny Veech
Date: November 16, 2015
Subject: Project 2 Final Report Deck
As requested by the Senior Partners of Copeland and Associates, our team has developed a business
concept in the retail apparel industry. Research led our team to the development of Triple Crown
Threads, a gentlemen’s clothing store based in Louisville, KY. We believe the information reflected in
the report will strongly depict the business objectives of Triple Crown Threads
The report contains the following information about Triple Crown Threads:
• Retail Clothing & Apparel Environment
• Local Business Environment
• Business Concept
• Demand Forecast
• Marketing Strategy
• Information Systems Strategy
• Financial Projections
Research was conducted through telephone conversations with five comparable companies. Our team
sought information on average visitors, average customers, average ticket prices, and overall business
models. This helped to generate a demand forecast and financial projections. Additional primary
research was used to receive information on Triple Crown’s location, marketing strategy, and local
demand. Secondary research was used to learn about internal and external industry trends in the
men’s apparel industry. This research led our team to find an opportunity of sustainable success in
men’s dressy casual clothing. Our financial projections indicate that Triple Crown Threads will be a
profitable company by the end of its second year, and will see growth in the following years.
Thank you Professors Keifer, Wakeman, Tom and Lori Marchese, and our peer mentor, Marie
Strasbaugh for in and out of class assistance with developing this report. Our team appreciates the
opportunity we’ve received to build a business concept for Triple Crown Threads. For any additional
questions that you may have for our team, please call us at (440) 478-6866 or email us at
jb721813@ohio.edu.
Sincerely,
Team 8, PM 107
Justin Brodsky
Travis Bromen
Mark Enscoe
Grant Hall
Danny Veech

Presented for:
Copeland Associate Managers
College of Business
Ohio University
Presented By:
Team 8, PM 107
Copeland Associates
College of Business
Ohio University
Danny Veech
Marketing
Grant Hall
Sports Management
Travis Bromen
Accounting
Justin Brodsky
Sports Management
Mark Enscoe
Marketing

Executive Summary
The purpose of this report was to develop a retail apparel business concept. Industry research found
that the future of the retail apparel industry will be driven by online shopping, disposable income,
and seasonal fashion. Looking deeper into the apparel industry, an opportunity was found in men’s
clothing. Data showed that men’s clothing sales have been consistently growing in recent years,
projecting to reach $11.6 billion within five years. Research also showed that men are converging on
a new dressy casual style, a trend being led by men in their 20s and 30s. After evaluating the
external competition, it became evident that expensive, classic-styled apparel was an underserved
segment in men’s clothing.
This insight was taken to develop the business concept of Triple Crown Threads, a gentlemen's
clothing store based in Louisville, KY. Triple Crown Threads offers gentlemen, aged 18-54 that have a
high quality lifestyle, with a unique shopping experience providing top of the line brands. As a brick-
and-mortar company, Triple Crown Threads prides itself on superior customer excellence to
compete with the growing online shopping sector of the apparel industry.
The table below represents the demand scenarios used to calculate sales. The primary demand
scenario was based on personal communication with five comparable companies. The secondary
demand scenario analyzed local foot traffic. Each demand scenario was weighted and used to
generate Triple Crown’s average visitor, average customer, average ticket price, and fifth year sales.
Demand
Scenario % Weighted Avg. Visitor Avg. Customer Avg. Ticket Price Year 5 Sales
Primary 75% 43 23 $127 $1,051,569.00
Secondary 25% 34 26 $127 $1,198,921.05
Results 100% 41 24 $127 $1,088,407.01
Net Present Value $15,771
Internal Rate of Return 20.33%
Payback Period 4.43 Years
Horizon Value (Year 5) $1,142,484
Calculated Demand Scenario
Feasibility Report
The table to the right represents the feasibility of
Triple Crown Threads. After conducting a cash
flow analysis, we concluded that our internal rate
of return was 20.33% with a net present value of
$15,771. By the end of year five, Triple Crown
Threads horizon value is projected to be
$1,142,484 and is expected to have a payback
period of 4.43 years.
Our team is very confident with the validity of the
projected demand and feasibility report for Triple
Crown Threads. After many successful interactions
with well established businesses, local relators,
and brand suppliers, we conclude that Triple
Crown Threads is positioned for success within the
men’s retail clothing and apparel industry.

Table of Contents
Introduction
Macro and Micro Environmental Analysis
Market Analysis
Competitor Analysis
Business Concept
Primary Demand Sceneriro
Secondary Demand Scenerio
Demand Scenerio Conclusion
Marketing and MIS
Financials
Conclusion
References
Appendix
1
4-5
2-3
6
9
7-8
10
11
24-
20-23
19
16-18
12-15

List of Figures
Figure 1: Perceptual Map of Men’s Clothing Segment
Figure 2: Feasibility Report
Figure 3: Apparel Retail Sales Effected By Online Presence
Figure 4: Retail Apparel Sales By Month
Figure 5: U.S Men’s Clothing Sales By Year
Figure 6: Men’s Clothing Product Segmentation, 2015
Figure 7: Criteria for Prospective Cities
Figure 8: Demographics within 1 miles of Comparable Business Location’s
Figure 9: Four Mile Radius of Triple Crown Threads
Figure 10: Distance from Triple Crown Threads and Fashion Post
Figure 11: Distance from Triple Crown Threads and SWAG
Figure 12: Similarity of Comparable Companies
Figure 13: Calculated Demand of Comparable Companies
1
2
1
2
3
3
4
5
9
9
6
6
5
Figure 14: Primary Data Demand Scenario
Figure 15: Calculation Steps for Secondary Demand Scenario
Figure 16: Secondary Data Demand Scenario
Figure 17: Calculated Demands Scenario
Figure 18: Product, Place, Price, Promotion of Triple Crown Threads
Figure 19: First Year Marketing Budget
Figure 20: Monthly Breakdown of Marketing Budget (%)
Figure 21: Triple Crown Threads Marketing Medium Chart
Figure 22: Prospective CRM Systems
9
10
10
11
13
12
13
14
15

List of Figures (cont.)
Figure 23: Prospective POS Systems
Figure 24: Quarterly Cash Flows
Figure 25: Projected Sales
Figure 26: NPV Calculation
Figure 27: Profit Margin over five years (%)
Figure 28: Worst Case Scenario
Figure 29: Base Case Scenario
Figure 30: Best Case Scenario
15
16
16
17
18
17
18
18

Introduction
The Senior Partners of Copeland
Associates have assigned our team
with developing a concept for a start-
up retail apparel business. After
evaluating the macro and micro
environment of the retail apparel
industry, an opportunity was found in
men’s clothing. Triple Crown Threads
is a classic gentlemen’s clothing store
based in Louisville, KY that offers a
superior brand-name product line. As
shown in Figure 1, expensive quality,
classic style clothing is a segment of
men’s clothing that is currently being
underserved. Louisville was selected
as an ideal environment for this
company to achieve success because
the city offers an ideal demographic,
as well as many tourist attractions
that tie into Triple Crown’s product
line.
1
Figure 1: Perceptual Map of Men’s Clothing Segment
(Source: Company Websites)
Internal Rate of Return 20.33%
After conducting primary and secondary research on
comparable companies and our location, Triple
Crown’s demand was projected. This report reflects
the comparisons between similar companies based on
company performance and market breakdowns. This
information was used to develop Triple Crown’s
projected financial information for its first five years.
Research also was used to develop a marketing plan
for Triple Crown Threads. The men’s retail clothing
market was segmented in order to identify a target.
The companies brand was further developed in order
to position the company for success within this target
market.
Based on external industry trends, it is important for
Triple Crown to build its brand around customer
excellence. This will help to compete with online
retailers, which is a growing sector in the industry.
After reviewing the market in Louisville and projecting
company financials, Triple Crown Threads is
realistically positioned to sustain success as a retail
apparel business; See Figure 2 for feasibility report.

Global Retail Clothing Trends:
Macro Environmental Analysis
Analysis Concept Demand MKT & MIS Financials
“Revenue for the global apparel and footwear industry is expected to hit $2 trillion by 2018” (First
Research, 2015). There are three trends affecting the retail clothing industry that were found through
primary and secondary research tools. These trends include a growing online presence, the fluctuation
of disposable income, and businesses being affected by seasonal sales. A PEST and a Porter’s Five
Forces analysis can be found in Appendix A.
Growing Online Presence
The growth of technology is
influencing the way consumers
purchase clothing. This growth has
created more opportunities for the
businesses to connect to their
customers. Figure 3 demonstrates the
growth of online presence in the retail-
apparel industry.
Fluctuation of Disposable Income
The current economic state affects the
amount of disposable income retail
customers can spend on luxury goods
like high-quality clothing. The economy
is experiencing higher rates of
disposable income, especially in
middle class families. Thus, leading to
increased clothing sales in the retail
apparel industry.
Seasonal Sales Driving Industry
The two major selling seasons for
clothes are spring and fall. Retailers
place orders well in advance and build
inventory in anticipation of these
seasons (First Research, 2015).
Companies make a majority of their
profit during these major selling
seasons, as seen in Figure 4.
10 11 12 12 13 14 14
37 40 45 50 55
61 66
54 49 44 38 32
26 20
2010 2011 2012 2013 2014 2015 2016
PERCENTAGEOFSALES
Online Web-influenced offline Offline only
20,000
20,200
20,400
20,600
20,800
21,000
21,200
21,400
21,600
21,800
SalesinMillions
Conclusion: For retail apparel businesses to be successful, they need to focus on having an online
presence and high seasonal sales. These businesses also have to be prepared for the customers
fluctuation of disposable income based on the current economic state.
2
(Source: Statista, 2015)
Figure 3: Apparel Retail Sales Affected By Online Presence
Figure 4: Retail Apparel Sales By Month

Men’s Retail Clothing Trends:
Micro Environmental Analysis
Men Are Purchasing More Clothes
The men’s clothing industry is currently growing in
the U.S. Figure 5 shows that in 2013, men’s clothing
sales in the U.S. reached $9.21 billion, a 22%
increase from 2010 sales. In the next five years,
10,232 men’s clothing stores are projected to open
and the industry will reach $11.6 billion in sales.
(IBISWorld).
Closing Age Gap is Leading to More Casual Style
According to the owner of Saks Fifth Avenue, a
major men’s clothing retailer, men in their 20s and
30s are driving the men’s clothing style among all
age brackets (Patterson, 2015). This trend is being
led by professional athlete’s newfound interests in
style and fashion (Bazilan, 2014). As the current
workforce transitions from Generation X to
Generation Y, a more casual working environment
is to be expected. This transition is expected to
ultimately lead to a more business casual attire
within the office. Figure 6 confirms that casual
wear has taken a large share of men’s clothing as a
result of this generational shift. Men are still
looking to dress up, but with more of a casual
influence. Michael Londrigan, dean of academic
affairs at LIM College and men’s fashion author
explained, “There’s a movement back towards
dress-up, but not to a three-piece suit” (Zillman,
2014). This is leading to the growth of dressy casual
menswear segment within the apparel industry.
Refer to Appendix C for additional information on
men’s dressy casual style.
31.9
17.817
16.3
7.5
5.3 4.2
Casual wear
Office wear
Other
Suits and formal wear
Accessories
Conclusion: With the recent growth in men’s clothing, there are more opportunities available for retail
clothing stores. The emergence of Generation Y in the workforce is leading to a more casual style. This is
a critical trend for men’s clothing retail stores to take advantage of in order to stay competitive within
their market.
Favorable macroeconomic conditions have led to a growth in men’s retail clothing sales. A factor
contributing to this growth is a rise in men’s interest in purchasing retail clothing products. In addition, men
are dressing younger and more casual. These factors are leading to growth in the casual men’s clothing
segment. High quality clothing and college apparel is also a growing segment for clothing companies like
American Eagle, as seen in Appendix B.
7.57
8.24
8.76
9.21
2010 2011 2012 2013
SalesinBillions
3
(Source: IBISWORLD, 2015)
Figure 5: U.S. Men’s Clothing Sales by Year
Figure 6: Men's Clothing Product
Segmentation 2015

Choosing A City:
Market Analysis
Companies
Two or Less
Companies That
are Similar
Near Major
University
Male Population
(18-54) Above
100,000
Avg. Household
Income Above
$70,000
Louisville,
Kentucky
   
Lexington,
Kentucky
X  X 
Durham, North
Carolina
X  X 
This section of the report will analyze three prospective cities where Triple Crown Threads could
potentially open up business. The three prospective cities are; Lexington, KY, Durham, NC, and
Louisville, KY. To decide which of the cities were best suited for Triple Crown Threads, four criteria were
considered; Local competition, near major university, large male population (18-54), and average
household income. See Figure 7 for a table of the criteria
Competition In The Area
When comparing the three prospective cities,
finding an unsaturated market was a high
priority. The men’s clothing market in Lexington
is heavily saturated, consisting of three well
established businesses; Logan’s, Howard &
Miller, and Stuart Mercer. Durham’s men’s
clothing market is also saturated consisting of
three direct competitors; Jack’s, Bernard's, and
Gentleman’s Corner. Louisville has an
unsaturated market consisting of only two
direct competitors, Fashion Post, and Southern
Wear and Goods.
Near Major University
Triple Crown Threads targets collegiate men, so
it was important that the city had a major
university. Lexington has the University of
Kentucky, Durham has Duke University, and
Louisville has the University of Louisville.
Large Male Population (18-54)
One of the trends discussed in the micro
environmental analysis was that men are
purchasing more clothes. Considering Triple
Crown’s product line targets men aged 18-54, it
was vital that the prospective city had at least
100,000 citizens within this demographic.
Lexington has 88,649 male citizens aged 18-54,
and Durham has 70,030. Louisville has the most
out of the three prospective cities with 153,313
males aged 18-54. (SimplyMap, 2015)
Average Household Income
Households that have an average income of
$70,000+ spend more on the products that
Triple Crown Threads carries. Looking at the
three cities to determine what the average
household income was, all cities had an average
household income more than $70,000+.
(SimplyMap, 2015)
Conclusion: After evaluating the prospective cities, Louisville, Kentucky outperformed the other cities
based on the selected criteria. To further test Louisville’s potential, primary research was conducted by
surveying 40 University of Louisville students to see if they have shopped for the brands that Triple
Crown Threads offers within the past year. After analyzing the data, 70% of the 40 students have
shopped for the eight brands that Triple Crown Threads offers. (Refer to Appendix D for Survey
Results)
Figure 7: Criteria for Prospective Cities
4
(Source: SimplyMap)

Store Location Within Louisville
Triple Crown Threads is located at 1500
Bardstown Road, Louisville, Kentucky, 40205.
Deciding the location required three certain
criteria within a one mile radius of five
comparable companies to Triple Crown Threads.
Figure 8 shows the population, average income,
and household average spent on clothing within
one mile of the location of comparable
companies. After evaluating the area of similar
businesses, the location of Triple Crown Threads
will lead to similar success that comparable
companies have seen. Information provided by
our relator also supported our choice of
location. Relator information is located in
Appendix E.
Figure 9 depicts a four mile radius around the
location of Triple Crown Threads. The markers
on the map represent major attractions within
the city that also influenced the location.
1.) Triple Crown Threads
The rental space is located in a shopping center
that has many food and non-competitive retail
apparel establishments. Being surrounded by a
large amount of businesses allows the store to
be exposed to high foot traffic.
2.) University of Louisville- 3.5 miles
A survey was conducted for the students of The
University of Louisville, asking how far the
students would drive to shop for the brands
offered at Triple Crown Threads. 75% of the
students said that they would drive 10 or more
minutes to shop for these brands (Appendix D).
3.) Churchill Downs Racetrack- 4.4 Miles
Triple Crown Threads product line offers horse
racing attire. Customers will come to the store
to purchase products in preparation for Churchill
Downs.
4.) Bardstown Rd. Farmers Market- .1 miles
A farmers market is active every Saturday, year
round, one block down from Triple Crown Threads.
Therefore, the farmers market helps increase foot
traffic in this area.
5.) Cherokee Park- 1.3 miles
Cherokee Park is a large tourist attraction which
hosts many community events year round. Triple
Crown Threads wanted to be near this high density
location.
Figure 9: Four Mile Radius of Triple Crown Threads
Company Population
Average
Income
Avg. HH
Spending on
Clothing
Triple Crown Threads 17,064 $101,057 $2,085
Fashion Post 7,801 $122,853 $3,361
Logan's of Lexington 22,528 $72,018 $1,587
Davis Clothing 3,705 $60,435 $2,444
SWAG 19,871 $98,207 $1,936
Woody's 19,278 $38,744 $1,586
Conclusion: Based on the demographics of the one mile area and the proximity to large attractions in
Louisville, Triple Crown Threads will preform well at this location.
Figure 8: Demographics within one mile
of Comparable Business Location’s
5
(Source: SimplyMap)
(Source: Google Maps)

Competitor Analysis
Fashion Post
Southern Wear and Goods
Online Suppliers
Fashion Post, founded in 1959, is a classic menswear clothing
store located in Louisville, Kentucky. Their store is 10 miles away
from Triple Crown Threads, 14 miles from Churchill Downs, and
13.6 miles from The University of Louisville. The average
household income for this general geographic area is $122,853.
It’s target market leans more towards upper-middle class
gentlemen who are out of college looking for the high quality,
classic style. The Fashion Post sells suits, sportswear, and ties,
however, they do not sell game day apparel. This company also
supplies high quality brands, including Southern Tide. The
average ticket price is $275, with around 7 purchasing customers
per day. This company’s main marketing focus includes
newspaper and print ads, as well as women fashion blogs, due to
ladies buying 70% of men’s sportswear (B. Bayerdorfer, personal
communication, October 28, 2015) Even though this store has a
website, they do not provide an online store. Projected sales for
the Fashion Post per year are $693,000.
Southern Wear and Goods (SWAG) founded in 2005, is a
classic clothing store geared towards the whole family,
located in Louisville, Kentucky. This store is located 5.2 miles
from Triple Crown Threads, 10.2 miles from Churchill Downs,
and 9.1 miles from The University of Louisville. The average
household income for this geographic area is $98,207. SWAG’s
target market is geared towards upper-middle-class families,
not just men’s apparel. The company’s average ticket price is
$50, with around 9 purchasing customers per day. In
addition, this company has a social and digital media presence
on Facebook and Instagram, however, they do not have their
own website or online store. High quality brands provided by
this company include, Vineyard Vines, Smathers & Branson, as
well as several other brands that Triple Crown Threads
provides. Projected sales for SWAG per year is $139,481.
“ In our age, online is a larger competitor than a competing retailer in the same geographic area” (B.
Bayerdorfer, personal communication, October 28, 2015). In the retail-apparel industry, the growth of
technology is influencing the way consumers purchase clothing, especially for the younger
demographics. This growth has created more opportunities for the businesses to connect to their
customers. This includes different types of social media, such as blogging.
Figure 10: Distance from Triple Crown
Threads and The Fashion Post
Figure 11: Distance from Triple Crown
Threads and Southern Wear and Goods
6
(Source: Mapquest)
(Source: Mapquest)

Business Mission
Triple Crown Threads will position itself as a gentleman's clothing store within the retail clothing industry.
The business will be located in Louisville, Kentucky, near the famous Cherokee Park. The store will offer
casual, and formal clothing for all occasions. The store will also be open seven days a week year round.
Business Objectives:
• To create a clothing store for gentlemen whose
primary goal is unforgettable customer
experience.
• To engage in a personal relationship with each
customer to strengthen our brand loyalty.
Mission Statement
Triple Crown Threads mission is to provide
gentlemen with a unique shopping experience
that offers high quality clothing which has stood
the test of time. We understand that quality and
style are important, however, that’s not
everything; How you feel about your clothing is as
important as how you look in it. We strive to offer
an unforgettable customer experience to
guarantee you feel good about shopping with us.
We have a friendly staff that will go out of their
way to help find the look that’s right for you.
Brand Positioning Pyramid in Appendix F.
What We Offer
Triple Crown Threads is located in Louisville, KY,
offering the latest in men’s fashion. Our inventory
includes T-shirts, Polo's, Button-Downs, Blazers,
Outerwear, along with Hats, Ties, and Belts. In
addition to our casual wear, we carry exclusive
Game-day apparel for University of Louisville fans,
as well as a specialized inventory to get you ready
for Churchill Downs. Shop reputable brands such
as Vineyard Vines, Southern Tide, and Southern
Proper. Our brands can be seen in Appendix G.
Along with our selection, we offer services such as
tailoring, fashion expertise, and free shoe shines!
More information regarding tailoring and shoe
shines can be found in Appendix H and I .
Target Market
Our target market focuses on men aged 18-54
with a high quality life-style who care about how
they look.
Conclusion: Triple Crown Threads unique shopping experience offers a variety of brands and clothing
to meet customers needs. Along with high quality apparel, Triple Crown Threads strives to provide an
unforgettable customer experience.
7
(Source:Logan’sofLexington)

Business Model
Key Activities
At Triple Crown Threads, key activities include
in-store product sales, as well as customized
alterations and fittings for customers’ own apparel,
or products bought in-store. Appointments for
altercations will be made online, and available
every thirty minutes during regular store hours.
Complimentary shoe shining will be offered in-store
as a way to establish a top-class customer
experience.
Key Partners
Triple Crown Threads key partners will be brand
name suppliers such as Vineyard Vines, Southern
Tide, Southern Proper, State Traditions, Southern
Marsh, and Cutter & Buck. These brands are locally
supported by students at the University of Louisville
and commonly carried by comparable companies.
Projected Costs/Necessary Assets
Projected operational costs will be incurred
through property rent, inventory, utilities,
employee wages, and equipment, as well as
investing in marketing and any depreciation
expenses on facility and equipment. Necessary
assets include our brand-based product line, our
five employees (our most valued asset), and other
resources such as our facility, furnishings, and
operational equipment.
Revenue Streams
Main revenue streams will come as a result of
product sales, (Appendix J for breakdown of
revenue by product) and additional product
services such as tailoring. Customers of this
company are not only paying for very high quality
clothing, but also a personalized, professional
customer experience. This experience is an
additional service to help establish customer
excellence at Triple Crown Threads.
Location
Triple Crown Threads is conveniently located at
1500 Bardstown Road, which is easily accessible
from the University of Louisville, Churchill Downs,
Cherokee Park, and the annual Bardstown Road
Farmer’s Market. These places/events attract high
foot traffic, especially Churchill Downs, the largest
tourist attraction in Louisville, Kentucky.
Target Audience
Triple Crown is targeting customers who value a
professional, service-oriented experience. These
are people who likely are concerned over the
brands they wear and their reputation. Based on
this location, Triple Crown’s average customer will
likely attend local college sporting events and
horse races.
Marketing
Triple Crown Threads will reach its customers
through its online website, local fashion blogs,
social media tactics, newspaper ads, and event
sponsorships.
8
(Source: State
Traditions, 2015)
(Source: Southern
Tide, 2015)
(Source: Vineyard Vines,2015)

Primary Demand Scenario:
Comparable Companies
9
Five comparable companies were interviewed in order to create a demand scenario for Triple Crown
Threads. Through the answers provided, a demand scenario was created to find Triple Crown Threads
average daily visitor, average daily customer, and average ticket price. This is seen in Figure 13.
Company % Similar Avg. Visitor Avg. Customer Avg. Ticket Price Yearly Sales
Fashion Post 21% 20 7 $275 $693,000
Logan's 25% 75 38 $200 $2,700,363
Davis Clothing 15% 30 24 $60 $446,339
SWAG 14% 15 9 $50 $139,481
Woody's 25% 50 33 $70 $822,792
Finding Similarity Of Comparable Businesses
The five comparable companies that were contacted
are not all equally similar to Triple Crown Threads.
Therefore, we needed to calculate a percent of
similarity of the companies to Triple Crown Threads.
To find how much each company is similar to Triple
Crown Threads, the companies population, area
income, product/inventory, and position were rated
on a scale of 1-5. These ratings led to each
companies percentage which are seen in Figure 12.
Additional information on how the percent similarity
for each companies were calculated refer to
Appendix K.
Calculating Demand
After calculating the percentage of similarity between the five comparable companies and Triple
Crown Threads, the demand scenario was able to be calculated, see Figure 13. The average visitor for
Triple Crown Threads was calculated by taking the average visitors of the comparable companies and
multiplying it by its percent similarity to Triple Crown Threads. This created a projected average
visitor of 43 per day. The process was then repeated to find the average customer and average ticket
price. Due to these businesses already being established, the figures will not be for year one, rather
for year five.
Conclusion: After contacting the five comparable companies and finding their percent similar to
Triple Crown Threads, we were able to determine that our 43 daily visitors, 23 daily customers, and
average ticket price of $127 will lead to our fifth year sales being $1,051,569. See Figure 14
Avg. Visitor Avg. Customer Avg. Ticket Price Year 5 Sales
43 23 $127 $1,051,569
•Fashion Post21%
•Logan’s25%
•Davis Clothing15%
•SWAG14%
•Woody’s25%
Similarity (%) Comparable Companies
Figure 12: Similarity of Comparable Companies
Figure 13: Calculated Demand of Comparable Companies
Figure 14: Primary Data Demand Scenario

Secondary Demand Scenario:
Foot Traffic Analysis
10
Step 1: Find Average Daily Visitors
The average foot traffic of people aged 18-54
that pass 1500 Bardstown Road, Louisville,
Kentucky is 1,419 people per day (refer to
Appendix L for calculation). According to
research, 2.4% of foot traffic actually visits
men’s retail stores (Storm, 2014). Figure 15-1
represents the calculation used to find our 34
average daily visitors.
Step 2: Find Average Daily Customers
When men and women aged 15 and older go
shopping, 77% of them will actually purchase
something (NAA, 2011). To find our average
daily customers, we took 77% of our 34
average daily visitors. Figure 15-2 represents
the calculation used to find our 26 average
daily customers.
Step 3: Find Sales Per Day
For consistency, our average ticket price will
remain $127. To find our sales per day, we
took our 26 customers and multiplied it by
$127. Figure 15-3 represents the calculation
used to find our $3,330.34 sales per day.
Step 4: Find Yearly Sales
Triple Crown Threads is open for 360 days
each year. To find our yearly sales we took
our sales per day of $3,330.34 and multiplied
it by 360. Figure 15-4 represents the
calculation used to find our $1,198,921.05
yearly sales.
After creating a demand scenario based on comparable businesses, another demand scenario was needed
to form creditable sales projections for Triple Crown Threads. The secondary data demand scenario is
constructed off of the average daily foot traffic that passes by Triple Crown Threads location.
Foot Traffic x % of Visitors = Avg. Visitor
1,419 x 2.4% = 34
Avg. Visitor x Conversion Rate = Avg. Customer
34 x 77% = 26
Avg. Customer x Ticket Price = Sales Per Day
26 x $127 = $3,330.34
Sales Per Day x Days Open = Yearly Sales
$3,330.34 x 360 = $1,198,921.05
Avg. Visitor Avg. Customer Avg. Ticket Price Year 5 Sales
34 26 $127 $1,198,921.05
Conclusion: After finding that 1,419 people aged 18-54 walk past Triple Crown Threads location
everyday, we were able to determine that our 34 daily visitors, 26 daily customers, and average
ticket price of $127 will lead to our fifth year sales being $1,198,921.05, see Figure 16.
Figure 15-1: Calculation Steps For Secondary Demand Scenario
Figure 16: Secondary Data Demand Scenario
Figure 15-2
Figure 15-3
Figure 15-4

Conclusion to Demand Scenarios
11
Demand
Scenario % Weighted Avg. Visitor Avg. Customer Avg. Ticket Price Year 5 Sales
Primary 75% 43 23 $127 $1,051,569.00
Secondary 25% 34 26 $127 $1,198,921.05
Results 100% 41 24 $127 $1,088,407.01
Triple Crown Threads is a relatively small men's clothing business concept located in Louisville,
Kentucky. Primary and secondary resources were used to find the average visitors per day, customers
per day, and average ticket price. After finding the data, primary research was ranked 75% and
secondary data was ranked 25% of the complete demand scenario. Using this data, yearly sales were
able to be projected based on Triple Crown Threads days open per year, which is 360 days. After the
completion of the demand scenario, yearly sales are projected to be $1,088,407 for year five. These are
the projected sales for year five because the data being used is from well established businesses, not
startups. Considering all of these similar businesses have been established for at least five years, our
team chose to reflect these numbers as Triple Crown’s year five projections. The Demand Scenario is
seen below in Figure 17.
Primary Research (75%)
The primary research that was used to calculate
demand for Triple Crown Threads was based on
phone calls with comparable businesses. Two
comparable businesses were found and
contacted in Louisville, Kentucky. The other
three companies were located in similar
demographic areas as Triple Crown Threads.
When contacting these three businesses, their
average visitor, customer, and ticket price per
day were found. This data then provided a year
five projected sales of $1,051,569 for Triple
Crown Threads. The Primary Research Demand
Scenario was weighted 75% because of the
credibility of the phone calls we had with
comparable businesses. The percent similarity
calculations also gave us a high confidence level
in the primary research demand scenario.
Conclusion: Triple Crown Threads projected year five sales are $1,088,407.01. This was found by
using two demand scenarios, a primary research and secondary research demand scenario. The
primary research demand scenario was weighted at 75% because of the successful interactions with
comparable businesses, as well as our confidence in our percent similarity calculations. The
secondary research demand scenario was weighted at 25% because we believe that taking
information from real businesses is more credible then calculating sales by foot traffic.
Secondary Research (25%)
The secondary research data was found by
researching the men's clothing retail industry.
We were able to find credible sources that
provided us with information to create a
secondary research demand scenario based off
foot traffic. The Secondary Research Demand
Scenario was weighted at 25% because of how
broad the information found was. Triple Crown
Threads is a men’s clothing retailor, but it is
different than many men’s clothing stores due to
its focus on quality and customer service. The
products and style of Triple Crown Threads store
is not commonly replicated by other men’s
retailers. Due to our confidence in our primary
research scenario and the generalizations that
had be to made in the secondary research
demand, we gave the secondary research
demand scenario a 25% weight.
Figure 17: Calculated Demand Scenario

Marketing Mix
Product
Triple Crown Threads has a unique variety of
high quality, classic style apparel throughout
the entirety of the store. Types of apparel
include: Polo's, Blazers, Sports Shirts,
Outerwear, Hats, Belts, T-Shirts, Long-
Sleeves, and Ties. Well-reputable brand
names such as Vineyard Vines, Southern
Marsh, Southern Tide, Southern Proper,
State Traditions, Smathers & Branson,
Collared Greens, and Cutter & Buck are
provided as well.
Place
Triple Crown Threads is located on 1500
Bardstown Road in Louisville Kentucky, 3.5
miles from The University of Louisville, 4.5
miles away from Churchill Downs, and 1.5
miles away from Cherokee Park. In addition,
high foot traffic, several restaurants, stores,
and year-round community events allow this
location to be a perfect fit for a men’s retail-
clothing store. The interior of this store
provides a clean, classic, southern style feel
which will enhance the customer’s overall
shopping experience.
Price
Triple Crown Threads’ pricing is due to the high-
quality inventory and exceptional customer
service. This store’s higher priced products are
based off of the well-known brands provided, as
well as the specific target market’s lifestyle. This
lifestyle includes upper-middle class men that
seek high quality and classic style apparel.
Promotion
To promote the company, Triple Crown Threads
will engage in Print, Social Media, Digital, and
Event marketing to increase brand awareness.
Print advertisements will include ad space in the
sports section of the newspaper to promote our
game day special. Social media will be used to
promote our game day specials, holiday specials,
and our Churchill Downs product line throughout
the year. For digital promotions, we will be
partnering with StyleBluePrint and Kentucky Gent,
which are fashion blogs for women and men of
Louisville, as well as providing our customers with
our own website so they can view our products.
For event marketing, we will be partnering with
Churchill Downs and also sponsoring fraternity
rush events.
Product
•Casual and Professional Classic-Style Clothing
•Well-reputable brand names
Place
•1500 Bardstown Road. Louisville, KY, 40205
•Close Proximity to Churchill Downs, University of Louisville, Cherokee Park, and the Bardstown
Farmers Market
Price
•Average Ticket Price: $127
•Based off of comparable competitors in this specific market
Promotion
•Social Media (Facebook, Twitter, Instagram), Digital Media (Blogs, Email Blasts, Website), Event
Marketing (Churchill Downs Partnership, Fraternity Rush Events, Campus Representative
Program, Pop-up Tents), and Print (Newspapers advertisement, and company stickers)
Figure 18: Product, Place, Price, Promotion of Triple Crown Threads
12

Promotional Strategy
Marketing Goals
• Get in front of our target market in order to
develop a strong brand awareness.
• Develop relationships through social media
to generate brand loyalty.
• Invest into strategic partnerships in order
to create business credibility.
• Produce a website that allows customers to
see what our store offers.
Promote to Men and Women
Our main target market is men aged 18 to 54
with a high quality life style that care about
how they look. These men believe that quality
and style are important. These men also want
a classy, confident, and respectable look.
However, our marketing strategy will actually
focus on both men and women. According to
Bob Bayersdorfer, women account for 75% of
men’s sportswear, so capturing that market
will greatly benefit Triple Crown Threads.
This section of the report will discuss the marketing strategy that Triple Crown Threads will implement in
order to grow into a successful men’s retail clothing store. A SWOT analysis was conducted to gain a
better understanding of the men’s retail clothing industry, see Appendix M. We received marketing
advice from the owners of Logan’s of Lexington and The Fashion Post. They said to allocate 7.5% of your
yearly sales to your first year of marketing, according to Figure 19. For more marketing advice from the
owners, refer to Appendix N.
13
Month % of Budget
January 10%
February 11%
March 7%
April 6%
May 7%
June 6%
July 6%
August 6%
September 10%
October 7%
November 11%
December 12%
Total 100%
Year Round Promotions and Advertising
If you refer back to the global analysis, the retail clothing
industry is very seasonal in terms in sales. Triple Crown
Threads offers sales promotions every month in order to
keep customers coming into the store year round. Sales
promotions such as our Game day special, seasonal grand
openings, and chosen holiday specials will be advertised
throughout our four marketing platforms. Figure 20
represents the allocation of the marketing budget per
month. December is projected to generate the most sales
for Triple Crown Threads, so we have invested 12% of the
budget to market the various sales promotions. On the
other hand, January and February were projected to be low
performing months, so in order to get the maximum sales
for the months, we had to invest into marketing campaigns.
Refer to Appendix O For a further monthly breakdown of
marketing budget
Figure 19: First Year Marketing Budget
Figure 20: Monthly Breakdown of Marketing Budget (%)
Sales x 7.5% = Marketing Budget
$544,203.50 x 7.5% = $40,815
Event Marketing $20,403
Print Marketing $8,150
Social Media
Marketing
$6,762
Digital Marketing $5,500

Marketing Communication Strategy
This section of the report discusses and visualizes the integrated marketing communication strategy for
Triple Crown Threads. The advertising mediums that we will leverage to reach our target market and grow
as a start up are; Social Media, Digital Media, Events, and Print Advertisements (see Figure 21).
14
Conclusion: By leveraging Social Media, Digital Media, Event Marketing, and Print Advertisements, we
will be able to efficiently grow our customer base and generate a strong brand name. Refer to
Appendix O for a calendar of paid marketing promotions.
Social Media - $6,762 Digital Media - $5,500
Events - $20,403 Print - $8,150
• 780 posts per year. 225 of these posts are
paid promotions. (Appendix O for Details)
• 147 of the paid promotions will advertise
our Game Day Special. (20% off UL Gear)
• 24 of the paid promotions will advertise our
Seasonal Grand Openings. (Appendix P)
Holiday Specials.
Churchill Down’s product line.
• Paid posts have the potential to generate a
total of 502,500 reach on Facebook, 9,375
engagements on Twitter, and 300,000
impressions on Instagram.
• Year-round advertisements and six featured
blogs on Style Blue Print’s website.
• Five feat. blogs on The Kentucky Gent. (refer
to Appendix Q for information about both
blogs)
• Email blasts regarding special promotions.
• TripleCrownThreads.com enables customers
to view what our store offers. (Appendix R)
• $20,000 partnership with Churchill Downs.
Refer to Appendix S for details of investment.
• Sponsor 14 Fraternity Rush Events.
• Campus Representative Program.
• Pop-up tents at community events.
• Triple Crown Threads will purchase 36
advertising slots in the sports section of The
Courier-Journal, Louisville’s largest
newspaper, to promote our Game Day
Special.
• Purchased 5,000 Triple Crown Threads
Stickers to generate a strong brand
awareness throughout the city of Louisville,
Kentucky.
• Refer to Appendix T for more information.
Figure 21: Triple Crown Threads Marketing Medium Chart

Information Systems
Hubspot CRM System Features
Hubspot is a Customer Relationship Management
(CRM) system. The following are important
features of Hubspot’s CRM:
• Free in price and easy installation
• Fully integrated with company website
• Extracts customer contact information from
loyalty program sign up
• Records interactions with each customer
• Manage tasks to operate efficiently
• Analyze social media presence
Hubspot will help Triple Crown Threads enhance
its lead to conversion ratio, and grow its customer
base. Hubspot will also allow Triple Crown
Threads to build strong, personable relationships
with their customers which will increase customer
loyalty.
For more info about Hubspot refer to Appendix U.
QuickBooks POS Features
QuickBooks offers a system to retail companies,
providing a full point of sales system. The
following are important features of QuickBooks
POS system:
• Integrates with QuickBooks Online Plus
software, providing accounting and budgeting
services for $39.95 per month
• Integrates with Hubspot CRM system
• Manages inventory throughout year
• Employee Time Clock and Labor Scheduling
System
QuickBooks POS system will help Triple Crown
Threads stay organized with its human
resources, sales, and inventory functions leading
to more educated business decisions.
For more info about QuickBooks, refer to
Appendix V.
Software Price
Task
Manage-
ment
Easy to
Use
Integrate
with Social
Media
Zoho Free X X 
Constant
Contact
$20   X
Hubspot Free   
Conclusion: Both Hubspot CRM and QuickBooks POS will allow Triple Crown Threads to grow
efficiently as a start up. These systems offer the ability to effectively manage customer relationships,
as well as employees, and products. Refer to Appendix W for an As Is process flow of these systems.
This will help Triple Crown Threads sustain its expectation of superior service.
When looking for the information systems (IS) to integrate operations at Triple Crown Threads, specific
criteria was identified to fit the business model of the company. Triple Crown is seeking the following
credentials in its information system: Task management system, ability to connect with customers
through social media, easy to use, point of sales system, inventory tracker, employee time clock system,
and accounting and budgeting services. Figure 22 represents three prospective Customer Relationship
Management (CRM) systems that could be implemented into Triple Crown Threads. Hubspot met the
criteria set fourth and will be used to increase customer relationships. Figure 23 represents three
prospective Point of Sales (POS) systems that will allow our company to operate efficiently from a finance
and accounting standpoint. QuickBooks met our criteria and will be used to manage inventory and pay
our employees.
Software Price
Integrate
s with
Hubspot
Time
Clock
System
Accountin
g and
Finances
QuickBooks $2,479   
PcAmerica $799 X  X
Keystroke $2,930 X  
Figure 22: Prospective CRM Systems Figure 23: Prospective POS Systems
15

$544,204
$653,044
$783,653
$925,146
$1,088,407
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
Year 1 Year 2 Year 3 Year 4 Year 5
Sales
Investment Analysis
16
Investment
Triple Crown Threads will require an initial
investment of $305,000 in order to be successful
in its business operations. The investment will
consist of two parts, 30% debt and 70% equity.
This would result in $91,500 as long-term debt
and would be amortized over a 7-year balloon
payment with an interest rate of 8.5%. The
remaining $213,500 will be recorded as Paid-in-
Equity. The initial investment will be used to pay
for building renovations, supplies and equipment,
the first six months of inventory, and to pay for
the first three months rent and utilities.
Sales
Triple Crown Threads is projected to have
sales of $1,088,407 by year five, see Figure
25. Sales projections were based on our
demand scenarios. Since Triple Crown Threads
was compared to established businesses, our
team decided that it was appropriate to
forecast our sales projections as the year five
numbers. In order to find sales in year one,
we assumed that 50% of year five sales would
be a fair assessment for our sales in year one.
Our sales are projected to grow on average
12.5% per year (refer to Appendix Y for actual
growth from year to year). Triple Crown
Threads largest increase in sales occurs from
year four to year five, where sales are
projected to increase nearly 15%. Our
business intelligence system will also extract
sales projections (Appendix Z)
Year Q1 Q2 Q3 Q4 Total Cash Flow
- - - - - (305,000)$
1 (39,333) 11,396 (10,243) (8,430) (46,609)$
2 9,584 28,012 (2,360) (10,000) 25,237$
3 43,676 58,574 30,357 17,751 150,359$
4 64,423 80,524 47,240 33,897 226,084$
5 90,237 108,427 73,118 61,530 333,313$
In order to determine the initial investment of
$305,000, Triple Crown Threads had to project its
future cash flows. Refer to Figure 24 to see Triple
Crown Threads projected quarterly cash flows for all
five years. (Refer to Appendix X to view monthly
cash flows for all five years). By looking at the cash
flows, Triple Crown Threads is expected to have
increasing cash flow each year and positive cash
flows starting with year two. The large growth in
cash flows will allow Triple Crown Threads to expand
when necessary. With large amounts of cash, the
company will be able to provide dividends to the
owners.
Figure 24: Quarterly Cash Flows
Figure 25: Projected Sales

Feasibility Analysis
Feasibility
Based on the decision making criteria, Triple Crown Threads
proves to be feasible. Using the free cash flows from each year of
operation, along with the horizon value to determine future
success, the net present value of the business is valued at
$15,771, see Figure 26 for calculation. In terms of getting a return
from the business, Triple Crown Threads internal rate of return is
20.33%, which exceeds the required rate, or WACC of 18.96%.
The IRR for Triple Crown Threads is higher than what is required
by investors, prompting a smart investment. At the end of year
five, Triple Crown Threads horizon value is nearly $1,150,000,
which measures longevity, and ultimately the success of the
business for years to come.
Triple Crown Threads is projected to have consistent growth in
revenue, profits, and cash flows year-after-year. Based on the
decision making criteria, this business proves to be a quality
investment for venture capitalists. Although the start-up
investment is relatively high, Triple Crown Threads will thrive in
the first five years, and can ultimately be successful for the
duration of its operations. Due to the large projected growth in
revenue during years four and five, Triple Crown Threads may
experience new competition in the area. Triple Crown Threads
will expect to expand after year five, having enough liquidity to
do so.
17
NPV Calculation
CF0: (305,000)
C01: (46,609)
F01: 1
C02: 25,237
F02: 1
C03: 150,359
F03: 1
C04: 226,084
F04: 1
C05: 333,313
F05: 1
I= 18.96%
NPV 15,771$
IRR 20.33%
PB 4.43 years
H.V 1,142,484$
Figure 26: NPV Calculation
Figure 27 represents the projected profit
margin for Triple Crown threads over the
next five years. Profitability ratios are
used to give us an idea of how likely it is
that a company will turn a profit. As you
can see in the graph, Triple Crown
Threads surpasses the industry average
of 11.5% after only two years of
operations. By year five, Triple Crown
Threads profit margin gradually increases
to the projected 15.45%. Please refer to
Appendix AA for a complete 5-year
income statement, balance sheet, capital
budgeting analysis, projected cash flows,
important ratios, and more detailed
calculations such as inventory and other
expenses.
Figure 27: Profit Margin over five years (%)
-10.52%
9.83%
12.00%
13.16%
15.45%
-15.00%
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
20.00%
ProfitMargin(%)
Triple Crown Threads Industry Average

Worst, Base, Best Scenarios
18
BASE
Revenue 544,204 653,044 783,653 925,146 1,088,407
COGS (272,102) (337,406) (402,711) (468,015) (544,204)
Gross Profit 272,102 315,638 380,942 457,131 544,204
Net Income (57,233) 64,192 94,004 121,728 168,115
Cash Flows (46,609) 25,237 150,359 226,084 333,313
NPV 15,771$
IRR 20.33%
BEST
Revenue 653,044 783,653 940,384 1,110,175 1,306,088
COGS (272,102) (337,406) (483,253) (561,618) (653,044)
Gross Profit 380,942 446,247 457,131 548,557 653,044
Net Income 36,779 138,092 139,337 171,989 227,916
Cash Flows 71,235 151,515 204,248 273,176 374,247
NPV 276,775$
IRR 45.53%
Worst Case Assumption
In our worst case scenario, we are
assuming that sales will be down
20% from our original projections.
Figure 28 demonstrates how a 20%
decrease in sales would affect net
income, cash flows, NPV, and IRR. By
year three, we would recognize that
sales are down so we would need to
lower our cost of goods sold in order
to start making some profit.
Base Case Assumption
In our base case scenario, our NPV is
$15,771 and our IRR is 20.33%. Our
projections are based on our
calculated demand scenarios. Figure
29 projects the anticipated financials
associated with Triple Crown
Threads. Our team is confident with
the base case projections due to the
credible interactions we had with
existing businesses within our
industry.
Best Case Assumption
In our best case scenario, we are
assuming that sales will actually
increase by 20% from our original
projections. Figure 30 demonstrates
how a 20% increase in sales would
affect net income, cash flows, NPV,
and IRR. By year 3, we would
recognize that our sales are up
resulting in an increase in cost of
goods sold.
Figure 28: Worst Case Scenario
Figure 29: Base Case Scenario
Figure 30: Best Case Scenario
WORST
Revenue 435,363 522,435 626,922 740,117 870,726
COGS (272,102) (337,406) (338,538) (399,663) (470,192)
Gross Profit 163,261 185,029 288,384 340,454 400,534
Net Income (158,065) (92,682) 40,378 58,590 89,819
Cash Flows (60,227) (22,547) 55,520 88,461 148,003
NPV 232,284$
IRR -6.76%
-
Conclusion: Triple Crown Threads will operate successfully with the Base and Best case
assumptions. If the worst case assumption occurs, Triple Crown Threads is prepared to
reevaluate company positioning. Refer to Appendix BB for Worst, Base, and Best assumption
visuals .

Conclusion
19
Through primary and secondary research, we
conclude that Triple Crown Threads is built to
sustain success. Triple Crown’s location in
Louisville, KY will draw an ideal demographic
based on our target market. Triple Crown
Threads is targeting gentlemen with an upper
middle class lifestyle, who seek high quality,
reputable brand name apparel. Local tourist
attractions in Louisville include:
• The University of Louisville
• Churchill Downs
• Cherokee Park
• Annual Bardstown Rd. Farmer’s Market
These local attractions will help generate
higher foot traffic and in-turn, increase our
brand awareness.
Triple Crown’s objective is to create a clothing
store for gentlemen whose primary goal is an
unforgettable customer experience, while
engaging in personal relationships with each
customer. These activities will strengthen our
brand loyalty.
Internal Rate of
Return
20.33%
After many successful interactions with well established businesses, local relators, and
brand suppliers, our team is very confident with the validity of the projected demand and
feasibility report for Triple Crown Threads. Based on our results, Triple Crown Threads is
positioned for continued success within the men’s retail clothing and apparel industry.
(Source: Logan’s of Lexington)

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Southern Tide. (2015). Southern Tide: Preppy clothing. Retrieved from:
http://www.southerntide.com/.
State Traditions. (2015). State Traditions: Quality Clothing & Accessories. Retrieved from:
http://www.statetraditions.com/.
Storm, D. (2014, February 13). 4 Ways Retailers Increase Sales With Mobile-Enabled Foot Traffic
Analytics. Retrieved from: http://blog.softwareadvice.com/articles/retail/increase-retail-sales-with-
foot-traffic-analytics-0214/.
StyleBlueprint. (2015, November 12). Connecting to Women Through Their Community. Retrieved
from: http://styleblueprint.com/
Survey Monkey. (2015). Clothing Purchases Survey. Retrieved from:
https://www.surveymonkey.com/analyze/0INR1Mqa_2F_2FF8ed_2B6pLBhCA3pLFeM_2FvCfmmkuj
S2Id7A_3D.
Tabuchi, H. (2015, November 3). A New Look, and Label, for American Eagle Outfitters. The New
York Times: Business Section.
US Census Bureau. (n.d.). Adjusted monthly retail sales of U.S. clothing stores from January 2014 to
December 2014 (in million U.S. dollars)*. In Statista - The Statistics Portal. Retrieved November 02,
2015, from http://www.statista.com/statistics/289799/us-retail-adjusted-apparel-store-sales-on-a-
monthly-basis/.
US Census Bureau. (n.d.). Men's clothing store sales in the United States from 1992 to 2013 (in
billion U.S. dollars). In Statista - The Statistics Portal. Retrieved November 02, 2015, from
http://www.statista.com/statistics/197645/annual-mens-clothing-store-sales-in-the-us-since-1992/.
22

References (cont.)
Vineyard Vines. (2015). Preppy Men's Clothing. Retrieved from: https://www.vineyardvines.com/.
Woody’s Clothiers. (2015). Gentlemen’s Clothing: Woody’s Clothiers. Retrieved from:
http://www.woodysclothiers.com/.
Zillman, Claire. (2014, March). Undressing today's man: Men's fashion enters a renaissance.
Retrieved from: http://fortune.com/2014/03/14/undressing-todays-man-mens-fashion-enters-a-
renaissance/
Zoho. (2015). CRM. Retrieved from https://www.zoho.com
Zoho (2015). Pricing. Retrieved from https://www.zoho.com
23

Appendix A: Porters Five Forces & PEST
Barriers to
Entry
Bargaining
Power of
Suppliers
Bargaining
Power of
Buyers
Threat of
Substitution
Competitive
Rivalry
• Large Investment
• Steady
• No major regulatory
requirement
• Online sales
• Other men’s clothing
stores
• Thrift Stores
• Low power for buyers.
• Deals affect sales
• Highly competitive
• Suppliers can set
prices for their
goods.
• Small businesses
struggle to
bargain, brands
have the power.
• Low
• Style trends effect
sales
P
E
S
T
• Regulations on Clothing Imports
• Employee protections.
• Taxes and government regulations
on business.
• Style and fashion trends.
• Work clothing trends.
• Online shopping as resource and as
competition.
• Social media marketing.
• Technology is making it cheaper to
manufacture clothes.
• Disposable incomes effected by
economy.
• Price and Sales vary based on
current economic state.
24

Appendix B: American Eagle’s New Look
American Eagle’s New Vision
In November, 2015, American Eagle acquired Men’s high
end fashion retailor Todd Snyder. This accusation of Todd
Snyder will focus on a new college sports tailgate brand.
Along with the usual high end products that Todd Snyder is
know for, American Eagle is trying to extend its market into
new places that have been growing. This is due to its
recent struggles with competition within its clothing sector.
American Eagle believes that the more high end men’s
clothing will provide a more stable market that causal t-
shirts and jeans did not provided. They believe that high
quality clothing is a growing market that is more stable.
According to the New York Times article, America Eagle’s
goal is open 200 stores based in Mid West college towns.
The previous information was found in Hiroko Tabuchi’s
article in the November 3rd New York Times.
American Eagle Provides Insight for Triple Crown Threads
Triple Crown Threads has positioned itself in a market similar to what American Eagle is moving to.
Triple Crown Threads products are more high quality apparel, similar to the Todd Snyder clothing line
that American Eagle has acquired. Also, American Eagle is going to focus on college tailgate clothing on
campuses in the Midwest. Triple Crown Threads has the same strategic plan. We are going to have high
quality men’s tailgate clothing for University of Louisville students and fans. In conclusion, American
Eagle’s recent moves have provided insight into Triple Crown Threads market position.
(American Eagle, 2015)
(American Eagle, 2015)

Appendix C: The Dressy Casual Style
The Dressy Casual Style
Trends in men’s clothing over the last five years have moved towards a more casual style. This should
not be confused with sweatshirts and sweatpants. Men today are in fact quite concerned over how
they look. According to Fortune, in a discussion with Marshal Cohen, a chief industry analyst at The
NPD Group, he explained, “The previous X and Y generations defined themselves by the electronics
they owned, but now that many consumers are on the same gadget playing field, the younger
generation is spending more on what they look like” (Zillman, 2014). This new casual style is really a
dress-causal look. Both younger and older men are converging their styles towards dressy casual. Jay
Yoo, assistant professor of family and consumer sciences at Baylor University explains, “Men in their
50s and 60s, they think to compete and remain in the workplace, they think they have to look
younger” (Zillman, 2014). The days of full suits and ties are falling out of style, even in the workplace.
As noted by Ray A. Smith of The Wall Street Journal, “Clothing that blends dressy with casual and
sporty is landing in stores now for spring and is expected to keep coming for fall, designers and
retailers say” (Smith, 2015). This was a major influence in development of Triple Crown Threads. Triple
Crown Threads is trying to bridge the style gap in men’s clothing between the new and older
generations of men. This new dressy casual style is the future in men’s fashion, and is appealing to a
significant segment of male age group.
(Logan’s of Lexington, 2015)

Appendix D: Student Survey Results
On October 21st, 2015 a survey was sent to the University of Louisville through a student contact at the
university. The survey, which consisted of six questions, analyzed the target market of male University
of Louisville students. The results of the 40 students who participated are below.
Question 1: Have you shopped for these brand(s)
within the past year?
25
10
19
7 2 10 1 2
12
0
5
10
15
20
25
30
NUMBEROFSTUDENTS
Students Who Shopped at
Listed Brands
Question 2: Where do you shop for these Brands
(previously listed brands).
6
11
28
8
Where did Students Shop for
Brands
Department Stores (example:
Vineyard Vines Store)
Local Boutiques (Logan's,
Southern Wear and Goods
(SWAG), etc.)
Online
I do not shop for these brands
15
8
10
0
2
4
6
8
10
12
14
16
$0-$100 $100-$300 $300+
NUMBEROFSTUDENTS
How Much Students Spent on
Brands
Question 3: How much have you spent shopping
for these brands in the past year? (previously
listed brands).
Question 4: How far would you travel to shop for
these brands (previously listed brands)?
3
5
16
9
6
How Far Students are Willing to
Travel
no more than 5 minutes
20 minutes or more
I would not travel to shop
for these brands
Conclusion: A large majority (70%), of students have bought the listed brands within the last year, with
most of these sales being done online. Amount spent on these brands varies among survey students.
Also, a bulk (64%) of the participants would travel around 20 minutes to buy these brands.

Appendix D (cont.): Student Survey Results
Question 5: What do you normally wear on Game Day?
The student survey also focused on Triple Crown Threads seasonal targeted sales, game day apparel
and horse racing apparel.
29
1 0
8
2
0
5
10
15
20
25
30
35
Casual Wear
(Polo, Button
Down)
Formal Wear
(Sports Coat,
Tie/Bow Tie)
Jersey T-Shirt I do not go to
games
NUMBEROFSTUDENTS
Number students wear for Louisville Games
Question 6: What do you normally wear to the horse races?
4
32
0
3
0
5
10
15
20
25
30
35
Casual Wear (Polo,
Button Down)
Formal Wear (Sports
Coat, Tie/Bow Tie)
T-Shirt I do not go to horse
races
NUMBEROFSTUDENTS
What do Students Wear to Horse Races
Conclusion: Seasonal sales play a large role in the retail clothing industry. Triple Crown Threads is focused
on appealing to two seasons, Louisville sporting events and horse racing. The survey showed that Casual
Wear dominates the apparel students where to games. The survey also shows that Formal Wear controls
the apparel worn by students to local horse racing events.

Appendix E: Email from Relator
Email Conversation with Relator, Florence Brown October 23rd, 2015
“Question: Can we please have some more pictures of the inside of the store?
Answer: I will not be back over there until the end of the week but I will try to get you more photos.
Question: How much are the monthly average utilities of a store of that size?
Answer: The tenants pay utilities and we don’t see their bills. Estimate $200.00 per month for gas
and electric. Landlord pays water.
Question: Do you all have any stats on the foot traffic of the area?
Answer: Heavy foot and drive by traffic, I’ve attached some demographics for your review.
Question: Are there a lot of community events down in that area?
Answer: Yes this is located in front of the famous Cherokee Park there are city events on this corner
year round.
Question: Would this location be a good spot for a men's clothing store? Why?
Answer: Yes, perfect layout for retail apparel with good demographics (attached).”
Demographic Information Provided by Florence
4%
2.70%
2.60%
0%
1%
1%
2%
2%
3%
3%
4%
4%
5%
PercentGrowth
ProjectedGrowth in Median House
Hold Income in Next 5 Years
Area State USA
< $50 K
$50-
$100K
$100K-
$149K
$150K-
$199K
$200K+
2015 HOUSE HOLD
INCOME
(F. Brown, personal communication, November 11, 2015)

Appendix F: Positioning Pyramid
Slogan: How you feel
about your clothing is as
important as how you
look in it.
Personality: Classy,
Friendly, Professional,
Helpful
Emotional Benefits: Feel
Good about the clothes you
are wearing. Confidence
Functional Benefits: High
Quality, Tailor, Will Fit
well.
Credibility: Strong Brand Names,
Customer Excellence, Timeless
Style, Churchill Downs
Partnership
Product Attributes: High Quality,
Timeless Styles, Well Known
Brand names, Classy style.
Essence/Consumer Value
Proposition: Classics that
will stand the test of time
Positioning: To Gentleman, our store
provides a classy and confident look
that comes with top quality brands
and excellent customer service.
Competitive Context
PRIMARY: Swag, Fashion post,
brands, online sales.
Others: Men’s Wearhouse,
Express, J. Mclaughlin.
Insight
Customer wants to look
good, so they feel good.
Target: Upper
middle class
lifestyle men who
are aged 18 to 54.
After finding the insight that customers want to look good so they feel good, the Positioning
Pyramid was built. Within the pyramid the target market of men, aged 18 to 54, who live an upper
middle class lifestyle was designated. Once the insight and target market were found, the pyramid
was built to represent Triple Crown Threads.
Triple Crown Threads Positioning Pyramid

Appendix G: Brands & Products
Triple Crown Threads will carry multiple Vineyard
Vine products, including T-shirts, Sport Shirts,
Polo’s, Blazers, and Outerwear. Vineyard Vines is a
respected high quality brand that we feel
represents Triple Crown Threads goals. Vineyard
Vines started in 1998 as two men selling ties. They
have since expanded into a recognizable brand that
carries is know for its high quality clothing.
(Vineyard Vines, 2015).
Vineyard Vines
T-Shirts
Outerwear
Sport Shirts

Appendix G (cont.): Brands & Products
Southern Proper was founded in 2005 in
Atlanta, Georgia with the goal of dressing the
gentleman from head to toe. Southern Proper is
based on men’s décor and dress with quality as
their main focus. Southern Proper has since
expanded its line to include boxers, belts, hats,
oxfords, polo’s, golf attire, and shorts. You can
find these “fancies” in over 250 specialty men’s
retail shops around the country and online.
Triple Crown Threads will carry sport shirts,
polos, t-shirts, Blazers, and outerwear.
(Southern Proper, 2015).
Polo
Sport Shirt
Blazer

Sothern Tide was founded by a young southern
man who saw a need in the marketplace for
high-quality clothing with a classic Southern
style. The brand, Southern Tide, craftsmanship,
clean lines, classic design and rich heritage that
every gentlemen desires. Southern Tide offers
unique sport shirts and casual pants, to the
classic sweaters, swimwear and polos.
Southern Tide considers themselves the leader
in youthful southern style. Triple Crown
Threads will carry Southern Tide sport shirts,
polos, and t-shirts (Southern Tide, 2015).
Polo Sport Shirt
T-Shirt

Southern Marsh was inspired by the
idea that the South is an area of the
country that still finds time to escape
the hustle and bustle of big city life.
Southern Marsh then focused on
providing the highest quality products,
out of the best materials to people that
enjoy this southern life style. Southern
Marsh carries men’s, women’s, and
youth clothing. Triple Crown Threads
will carry Southern Marsh men’s
clothing apparel products, such as t-
shirts and long sleeved shirts. (Southern
Marsh, 2015).
Long Sleeved Shirt
T-Shirt
T-Shirt

State Traditions creates top-notch, state-inspired
apparel and accessories that reflect traditions
across America. State Traditions carries state
specific clothing, featuring the states logo on their
clothing. They provide clothing that provides a
connection to hometown pride, cherished
memories and favorite pastimes. Triple Crown
Threads will carry State Traditions polos, t-shirts,
and hats. (State Traditions, 2015).
Polo
Hat
T-Shirt

Cutter & Buck is know for its superior
quality clothing. Cutter & Buck mission is
to provide their customers with
seamless transitions between working
days, busy weekends, playtime, and
nighttime. Triple Crown Threads will use
Cutter & Buck as its main game day
apparel provider. Triple Crown Threads
will carry Cutter & Buck Louisville
themed polos, sport shirts, and
outerwear. (Cutter & Buck, 2015).
Polo
Sport Shirt
Outerwear

Collared Greens is
know for their
exceptional quality
clothing goods.
They lead the
industry in their
quality neck ties
and bow ties. For
this reason, Triple
Crown Threads will
carry Collared
Greens bow ties
and neck ties.
(Collared Greens,
2015).
Smathers & Branson
was created as
needle point belt
making company.
Smathers & Branson
are licensed by many
Universities and
professional
organizations. They
offer a wide variety of
custom needle point
belts. Because of
their style and
quality, Triple Crown
Threads will carry a
variety of Smathers &
Branson belts,
including University
of Louisville belts.
(Smathers & Branson,
2015).

Appendix H: Tailoring Service
As a part of Triple Crown Threads customers excellence, we offer In-house tailoring on sport coats. If a
customer buys a sport coat at Triple Crown Threads the jacket is then measured and marked by one our
two tailors to fit the customer. Our tailor then adjusts the jacket in his or her free time. Once finished, the
customer can come pick up the sport coat. This turn around period will take less than a week. Customers
can also bring in their already owned sport coats for tailoring. A non-Triple Crown Threads sport coat will
cost a specific fee.
Benefits of Tailoring service:
• Represents our customer excellence
• Attracts new customers
• Allows us to compete with major
sport coat retailors.

Appendix I: Why Shoe Shines?
Triple Crown Threads offers complimentary shoe shines as a form of customer service. Complimentary
shoe shines extend the personal service that Triple Crown Threads strives to succeed in. The idea behind
the free shoe shines is backed from insight found within the retail industry, as seen below:
Insight 1: More time spent in the store will lead to higher ticket prices.
A recent study was done by a software company that looked at a correlation between time spent in store
and how much money was then spent in store. The results were broken down into two average times
spent in retail clothing stores. The first set of customers spent 22 minutes shopping, and this lead to their
average bill coming to about $40. The second set of customers shopped for 34 minutes in the store and
spent $60 on the stores products. It was then found that the more time a customer spends in the store,
the more they are likely to spend (Storm, 2014).
Insight 2: If you shop slow, you spend 40% more.
A Wall street Journal article looked at the store Origins, which is a retail cosmetic store. It has recently
changed its style of customer service. Before the change, Origins CEO said they were just like all other
retail stores. They focused on a fast pace customer shopping experience that would allow the customer
to buy product quickly. However, they recently changed to having fewer products and longer customer
visits. They have added seats to their store so customers can relax and have conversations about
products with employees. Origins CEO said this new customer shopping experience has lead to a 40%
increase in sales (Byron, 2015).
Triple Crown Threads will encourage customers to spend more time in the store offing free shoe
shines. This will allow the customer to relax and engage in conversation with our knowledgeable
employees. This will lead to higher ticket prices and higher sales.

Appendix J: Product Revenue
Hats
3%
Polo's
20%
T-shirt
23%
Long-sleeve
7%
Button downs
20%
Ties
8%
Belts
2%
Sport Coat
10%
Outerwear
7%
REVENUE BROKEN DOWN BY PRODUCT CATEGORY
Triple Crown Threads will sell multiple high quality products. These products include: polos, t-shirts,
button downs, sport coats, ties, outerwear, long sleeve shirts, hats, and belts. To increase the
inventory turnover success rate, the percentage of sales each product will account for was determined.
These projections are based of direct phone calls with similar businesses, and secondary research from
IBSWORLD. The projected percentage of revenue for each product can be seen below.

Appendix K: Percent Similar
The creation of Percent Similarity table was done by looking at four company comparisons. Each of the
four comparisons were given a percentage of importance based off their connection to Triple Crown
Threads. Then each company was ranked on a 1 to 5 scale, with 5 being the highest. That rank was then
weighted based of the percentage of importance given to that company comparison subject. The results
to the four company comparisons are below and on Appendix K (cont.).
The first comparison, population within a mile radius of each companies address was given a 15%
importance to Triple Crown Threads. Each population within a mile radius was listed and then ranked on
a 1 to 5 scale based on its proximity to Triple Crown Threads population of 17,064. The 1 to 5 score was
then weighted 15% of each company’s total score.
Population Comparison Rankings (15%)
Average Income Comparison Rankings (15%)
The second comparison, average household income within a mile radius of each company was given a
15% importance to Triple Crown Threads. Each average household income was ranked on a 1 to 5 scale
based on its proximity to Triple Crown Threads average household income of $101,057. The 1 to 5 score
was then weighted 15% of each companies total score.
Company
Population
Rank
Weighted
Income Rank
Weighted
Product/Inventory
Rank Weighted
Position
Rank
Weighted
Company Total
score (1-5 scale)
% of
total
Fashion Post 0.3 0.6 1.6 1.2 3.7 21%
Logan's of
Lexington 0.45 0.45 2 1.5 4.4 25%
Davis Clothing 0.15 0.3 1.2 0.9 2.55 15%
SWAG 0.6 0.75 0.4 0.6 2.35 14%
Woody's 0.75 0.15 2 1.5 4.4 25%
Company Population (15%) Population Rank Population Rank Weighted
Triple Crown Threads 17,064 n/a n/a
Fashion Post 7,801 2 0.30
Logan's of Lexington 22,528 3 0.45
Davis Clothing 3,705 1 0.15
SWAG 19,871 4 0.60
Woody's 19,278 5 0.75
Company Average Income (15%) Income Rank Income Rank Weighted
Triple Crown Threads $101,057 n/a n/a
Fashion Post $122,853 4 0.6
Logan's of Lexington $72,018 3 0.45
Davis Clothing $60,435 2 0.3
SWAG $98,207 5 0.75
Woody's $38,744 1 0.15
Percent Similarity Table

Appendix K (cont.): Percent Similar
Product & Inventory Comparison Rankings (40%)
The third comparison, product and inventory similarity to Triple Crown Threads products and inventory
size. Due to the importance of having similar products, this category was given a 40% importance to its
connection to Triple Crown Threads. Each companies products, especially brands that the company
carries, were compared to Triple Crown Threads eight products. The inventory size was also compared to
the project inventory size of Triple Crown Threads. The product and inventory similarities were ranked
on a 1 to 5 scale based on its proximity to Triple Crown Threads products and inventory projections. The
1 to 5 score was then weighted 40% of each companies total score.
Company Position Comparison Rankings (30%)
The fourth and last comparison was the companies position, which received a 30% importance to Triple
Crown Threads. Each companies target market and location were taken account for basing each
companies similarity to Triple Crown Threads. After receiving either a same (5), comparable (4),
moderately comparable (3), slightly comparable (2), not comparable (1), each company was then ranked
on a 1 to 5 scale based on how similar the company was to Triple Crown Treads. Then each ranking was
weighted as 30% of the companies total score.
Company Product/Inventory (40%)
Product/Inventory
Rank
Product/Inventory Rank
Weighted
Triple Crown Threads 8 Products n/a n/a
Fashion Post
Carry 6 Similar products
with simular Inventory. 4 1.6
Logan's of Lexington
Carry all 8 products and
more. 5 2
Davis Clothing Carry 6 Similar products. 3 1.2
SWAG
Carry 4 similar products.
More women's clothing
than men's. 1 0.4
Woody's
Carry all 8 products and
more. 5 2
Company Position (30%) Position Rank Position Rank Weighted
Triple Crown Threads n/a n/a n/a
Fashion Post Similar 4 1.2
Logan's of Lexington Same 5 1.5
Davis Clothing Moderate similar 3 0.9
SWAG Not Similar 2 0.6
Woody's Same 5 1.5

Appendix L: Finding Foot Traffic
Triple Crown Threads is located at 1500 Bardstown Road, Louisville Kentucky. The average foot
traffic per day that passes by this location is 3,300 (KIPDA, 2015). This foot traffic was then used to
calculate the secondary research demand scenario. However, not everyone that passes by Triple
Crown Threads is a potential customer. Thus, a calculation was needed to find the foot traffic that is
actually a potential customer. The calculation is below:
Percentage of men aged
15 to 54 is 29.24%.
Percentage of women
aged 15 to 54 is 28.48%.
% of women x one half = % of women customers
28.48% x ½ = 14.24%
% of men + % of women = total % of potential customers
29.24% + 14.24% = 43.48%
Total Foot Traffic x Target Market Foot Traffic = Actually Foot Traffic
3,300 x 43.48% = 1,419
To start the calculation, our target market of
men and women, aged 15 to 54, living in the
area was found. Men aged 15 to 54 accounted
for 29.24% of the population. While women
aged 15 to 54, accounted for 28.48% of the
population. These percentages were found on
SimplyMap.
Once the percentage of women aged 15 to 54 was found, there was need
for calculation. Triple Crown Threads main target market is men, however,
we do target women. Women often buy clothing for the men in there life at
Triple Crown Threads. Due, to Triple Crown Threads mainly focusing on
men, we think we can only reach about half the women in the area. The
percentage of women in the area, 28.48%, was then spilt in half to equal a
percentage of women reached.
Next, the percentage of men aged 15 to 54 was added to the reached women
aged 15 to 54. This gave us the percentage of potential customers.
Not every person passing by Triple Crown Threads is a potential customer. It was
found that 43.48% of people passing by Triple Crown Threads are possible
customers. This percentage was then taken from the total foot traffic in passing
Triple Crown Threads each day. Thus, giving us an actual per day foot traffic of
1,419 people.
Step 1
Step 4
Step 3
Step 2

Appendix M: SWOT Analysis
 Product excellence
 Customer excellence
 Locational excellence
 Extra services
 Not an established company
 Small in size
 Small marketing budget
 Unique business concept
 Increase in Men’s casual
style (Peterson, 2015)
 Capture the younger
generation
 Leverage digital market
 Growing social media
market
 Increase in men’s clothing
sales (Bazilian, 2014)
 Online sales from
suppliers (B. Bayerdorfer,
personal communication,
October 28, 2015)
 Economy is unstable.
 Style change
 Running out of cash
Triple Crown Threads SWOT Analysis
Conclusion: Triple Crown Threads strengths and weaknesses are about even. Within the
strengths, the goals of having excellence in three category's: Products, Customer, and Location is
the main focus. The biggest weakness of Triple Crown Threads is that it is an unknown company
that has to build its brand name. Currently the opportunities outweigh the threats, however the
threats could have a major impact. Online sales are a major threat for brick and mortar
businesses. Triple Crown Threads needs to take advantage of its opportunities to be a successful
startup company.

Appendix N: Owners
Social Media Marketing
During a phone call with the owner of Logan’s,
Elliot Logan stated “Social media is the most
effective marketing technique that we use. It is
a great way to get in front of your customers
and build a strong, constant relationship. Social
media also helps us get the younger
demographic through the door.” (E. Logan,
personal communication, October 28, 2015)
Triple Crown Threads will leverage Facebook,
Instagram, and Twitter to get in front of their
target market.
Digital Marketing
During a phone call with the owner of The
Fashion Post, Bob Bayersdorfer mentioned that
one of his companies most successful marketing
techniques was advertising on blogging websites
geared towards women. Bob further explained
why advertising a men’s clothing store on a
women’s fashion blog was successful by stating,
“Women purchase 70% of the men’s sportswear
in our store” (B. Bayerdorfer, personal
communication, October 28, 2015). Triple Crown
Threads will feature advertisements on
Styleblueprint.com, the largest women’s fashion
blog in Louisville, as well as
thekentuckygent.com, the largest men’s fashion
blog in Louisville. Triple Crown Threads will also
have a website at triplecrownthreads.com
Triple Crown Threads gathered several marketing communication strategy ideas by communicating
over the phone with the owner of The Fashion Post, Bob Bayersdorfer and the owner of Logan’s of
Lexington, Elliot Logan. These two gentlemen have been extremely beneficial to the startup of our
company. The following information below shows two types of marketing communication strategies
that they advised us to implement into our business.
Elliot Logan Bob Bayersdorfer

Appendix O: Monthly Breakdown of
Marketing Budget and Calendar
The table below represents a cost breakdown of the marketing budget by each month and each
marketing method. There is a different amount of paid advertisements in certain months to attract
more customers. For example, there will be more paid Social Media Posts in the months of September-
March because those months are Football and Basketball season for the University of Louisville. At the
bottom of the slide there is a calendar of when paid advertisements are occurring throughout the year.
The table to the right represents the cost of
different paid advertisements that Triple Crown
Threads promotes throughout the year. Activities
such as Stickers, Churchill Downs Partnership, and
Tent/Table are to paid in 12 equal payments at
the beginning of each month. Ads listed with a
number next to them represent quantity. Example
“SBP Blog (6)” means we have 6 style blue print
blogs throughout the year and cost $300 each.
January
• 24 Basketball
Social Post
• KY Gent Blog
• 8 Paper Ads
February
• 9 Valentines
SM Post
• 24 Basketball
Social post
• SBP Blog
• 8 paper Ads
March
• 6 Spring Grand
Openings
Social Posts
• 15 Basketball
Social Posts
• KY Gent Blog
• 2 Paper Ads
April
• 3 Churchill
Downs spring
race day social
• SBP Blog
May
• 15 KY Derby
Social Posts
• 6 Summer
Grand opening
Social posts
• KY Gent Blog
June
• 3 Fathers Day
Social Posts
• SBP Blog
July
• 3 Fourth of
July Social Post
• SBP Blog
August
• KY Gent Blog
• 14 Fraternity
Rush Events
September
• 3 Churchill
Downs fall
race day social
• 6 Fall Grand
Opening
Social Posts
• 15 Football
Social Posts
• SBP Blog
• 5 Paper Ads
October
• 12 Football
Social Posts
• 3 Basketball
Social Posts
• 5 Paper AdsNovember
• 12 Football
Social Posts
• 6 Winter
Grand Opening
Social Posts
• 18 Basketball
Social Posts
• 10 Paper Ads
• KY Gent Blog
December
• 18 Christmas
Social Posts
• 24 Basketball
Social Posts
• SBP Blog
• 8 Paper Ads
*SBP= Style Blue Print*

Appendix P: In-Store Specials
Seasonal Grand Opening Specials:
In the beginning of March (spring), May (summer), and September (Fall), Triple Crown Threads will
engage in six grand opening paid social media posts, which offer special deals. In addition, at the end of
November (Winter), the same types of social media post specials will apply as spring, summer, and fall.
These specials include; A gift to the first one hundred people in attendance to our store, a free hat with
any $50 purchase, and a free shirt with any $100 purchase. Twitter, Instagram, and Facebook will each
have two paid posts per grand opening to promote these specials to start off the seasons!
Holiday Specials:
Triple Crown Threads first decided to have in-store specials for Valentines Day. As a company,
we selected this holiday due to similar marketing actions taken in this company. These actions
include advertising on Style Blue Print, the largest ladies blog in Louisville, Ky. “Ladies buy 70%
of men’s sportswear” (Bob Bayersdorfer). For Valentines day, ladies want to buy their
significant others gifts, potentially our products. Father’s day and the 4th of July also have
holiday specials due to the fact that June and July are slow months for Triple Crown Threads.
During slow months, we want to take advantage of these holidays for a better reason to
promote our products. Christmas specials include buy one get 20% off. All other holiday
specials include 20% off store wide.

Appendix Q: Blogs
Why Advertise on StyleBlueprint?
• 55,000+ daily email subscribers with an
average open rate that is more than twice the
industry average
• 250,000 unique visitors per month
• Ranked one of the top 10,000 websites out of
200 million
• 75 to 100 social media posts per week
StyleBlueprint is considered the largest women's blog in Louisville, Kentucky. Triple Crown Threads will
advertise on StyleBlueprint to attract women to shop at our store for men. According to Bob, the owner
of the Fashion Post, a surprisingly large amount of his sales are by women customers buying for the
men in their life. Triple Crown Threads will also try and attract women looking to buy clothing for the
men in their life, and we feel StyleBlueprint is the best place to do this. Triple Crown Threads will have 6
blogs each year, along with a company profile page, and continues ads on the StyleBlueprint website.
StyleBlueprint
The Kentucky Gent
(StyleBlueprint, 2015)
Josh Johnson, Creator of
Kentucky Gent.
Why advertise on the Kentucky Gent?
• Total Social Reach is 30,000.
• 20,000 views a month.
• For “gentlemen”.
(J. Johnson, personal communication, November 12, 2015)
Triple Crown Threads will use The Kentucky Gent to post
blogs directed at the “gentlemen” of Louisville. After
reaching out to the creator of Kentucky Gent, we felt
that this blog would be a good place to advertise. Triple
crown Threads will post 5 blogs each year on The
Kentucky Gent.
Blogs Price Post Extras
StyleBlueprint $4,000 6 Company Profile & Website Ads
Kentucky Gent $1,500 5 n/a

Appendix R: Website
In today tech driven society, online
capabilities for a clothing store is a must.
The graph to the right shows how web
influenced sales in stores have grown
rapidly over the past four years and now
accounts for a major part of total sales for
retail businesses. However, online sales
have stayed rather steady over the last four
years (Statista, 2015). Triple Crown Threads
online capabilities include a website, social
media, email, and blogs. Due to the low
percentage of online sales, Triple Crown
Threads will not offer a online store.
However, there will be a website for Triple
Crown Threads to give potential customers
information about products.
Triple Crown Threads Website
www.triplecrownthreads.com is Triple Crown
Threads developed website. It offers a place
for browsing customers to take a look at our
products and brands. The website will give us
a place to show of our brand excellence and
provide brand awareness to local Louisville
residents. It also allows customers to make
tailoring appointments and create loyalty
accounts.
37% 40%
45%
50%
55%
61%
66%
10% 11% 12% 12% 13% 14% 14%
0%
10%
20%
30%
40%
50%
60%
70%
2010 2011 2012 2013 2014 2015 2016
PERCENTAGEOFRETAILSALES
WEB INFLUNCED VS ONLINE SALES
Web Influnced Online sales
What the Website offers:
• Showcases new products.
• Lets browsers sort by Brand, Product
Type, and Game Day Apparel.
• Ability to schedule tailoring
appointments.
• Create loyalty account and receive
email updates.
• Integrated with Hubspot CRM
system.

Appendix S: Churchill Downs Partnership
Triple Crown Threads will partner with Churchill Downs to directly target horse racing fans. Triple Crown
Threads apparel fits the wealthy style of horse racing fans, as well as having a seasonal clothing that is
specifically for horse racing. We believe this partnership will generate credibility, thus leading to higher
sales. The partnership with Churchill Downs will include advertisements for the Kentucky Derby and
both horse racing seasons.
Churchill Downs Partnership Includes:
• Reoccurring sponsorship segment on video
board for Kentucky Derby.
• Jumbo Video Board advertisement that
appears twice everyday.
• Right to use Churchill Downs’ logo.
• Naming rights for a spring horse race.
• Eight seat package for every Churchill Down
race, excluding Kentucky Derby.
• Two all inclusive passes for Kentucky Derby.
Triple Crown Threads feels that partnering with Churchill Downs will be a great asset. The Video Board
ads will create brand awareness, which will be especially helpful in the first few years. The right to use
the Churchill Downs logo will provide credibility to the brand of Triple Crown Threads. This creditability
will enhance our brand excellence and location excellence at Triple Crown Threads. The seat packages
that come with the partnership will be used as promotions throughout the horse racing season. This will
strengthen Triple Crown Threads customer excellence, that we pride ourselves on.
Churchill Downs Racetrack
(J. Koleba, Personal Communication, November 13, 2015)

Appendix T: Print & Event Marketing
Breakdown
Print Advertisement:
The total cost of print advertising for Triple Crown Threads will be $8,150. We will engage in print
advertising through the sports section of the Courier Journal. 20% off all Game Day apparel reminders
will be present in this section of the newspaper during a football or basketball game week. In addition,
these 20% off reminders will be shown for 13 University of Louisville football games, as well as 33
basketball games per year. All 46 of these games will cost approximately $6,900 to advertise. Lastly,
our company designed Triple Crown Threads stickers, which will be handed out at Pop-up Tents during
fourteen different fraternity rush events. These stickers will also be given throughout year-round
events at Cherokee Park. Our company ordered 5,000 stickers, costing approximately $1,250.
Event Advertising:
The total cost for event advertising will be $20,403. Triple Crown Threads will obtain a
partnership with Churchill Downs for $20,000. Our company will also have a campus
representative program at the University of Louisville. Triple Crown Threads t-shirts including,
Southern Tide, Vineyard Vines, etc., will be given out at fourteen different fraternity rush events
at the University of Louisville. These shirts will cost approximately $241.50 for these occasions. In
addition, a 10 x 20 pop-up tent will be needed for events as well as year-round events at
Cherokee Park. The total cost for this sized pop-up tent will be exactly $109.99. A six foot table
will also be needed, costing us $51.51. Overall, Triple Crown Threads’ Campus representative
program is important, because it gets the word out to these college students about our company,
and helps bring those younger demographics into our store.

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