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JAB
CULTURES
A style for EVERY STORY
By: JANE MANDIDEWA(T00560866) AND
BARBARA UNUEROH(T00526469)
INTRODUCTION TO BUSINESS MNGT 1710
Thompson Rivers University
JUNE 17, 2016
Submitted to: PETER PIETRAMALA

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TABLE OF CONTENT
Executive Summary……………………………………………………………………………………..4
Business Name…………………………………………..…………………………………………………5
Descriptionof Business
Form of Business Ownership
Ideal Customers……………………………………………………………………………………………6
What Makes Our Business Unique (Our Advantages)
Ethical Issues………………………………………………………………………………………………7
Code of Ethics
Social Responsibility…………………………………………………………………………………8
MissionStatement……………………………………………………………………………………9
Business Goals………………………………………………………………………………………………10
SWOT Analysis…………………………………………………………………………………………11
Raw Materials……………………………………………………………………………………………12
LeadershipPhilosophy…………………………………………………………………………………14
Job Description………………………………………………………………………………………………15
Job Specification…………………………………………………………………………………………16
Training Employees ……………………………………………………………………………………17
Compensation
Incentives ……………………………………………………………………………………………….18
Target Market……………………………………………………………………………………………19
Product Features andBenefits…………………………………………………………………..20

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Product Differentiation
Pricing
Place ……………………………………………………………………………………………………….21
Advertising
Promotion
Cost Of Doing Business……………………………………………………………………..22
Income Statement……………………………………………………………………………23

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Executive Summary
JAB Cultures is the name of our business and it is an abbreviation of Jane and Barbara. On the
other hand, ‘culture’ basically describes the tastes in art and manners that are favored by a social
group of people.
JAB Cultures is located on the first floor of Aberdeen mall. Aberdeen mall itself, is situated at
1320 West Trans-Canada Highway, Kamloops, BC V1S 1J2, Canada. Surrounding apparels
include GAP Factory Store, West 49, Northern reflections and TIPTOP tailors. JAB is a new
apparel store that will offer quality African wear in an assortment of different sizes and designs
to accommodate all varying body structures, specifically for women between the age of 20 and
30.The material used is unique, namely Adire and Ankara.
Our ideal customer and focus is to attract women between the age of 20 and 35 who are earning
a minimum wage rate of $14-$15/hour.
The product we offer is unique and outstanding because of its special types of clothing material
used. These include, Adire and Ankara. JAB Cultures stands out because it is the only African
apparel store on both the floor we are located on and the entire Aberdeen mall and the goods we
offer are of high quality.
Jane graduated from Harvard University studying Fashion, Retail and Hospitality. She has 2
years’ experience previously working as a creative and artistic designer at Burlington Coat
Factory and have good understanding of color, texture and fabric quality.
Barbara studied International Business at University of British Colombia and she has 3 years’
experience as a fashion designer at Canucks Halifax, a highly rated fashion industry. She also
spent 2 years working with Coco Chanel the number one top fashion designer in the world.
Together we plan to satisfy our customers and even to attract more customers internationally,
thereby creating a strong base of brand loyalty, competing with top ranked international African
fashion apparels such as Kreyann. Our drive is to assist people from Africa who make these
clothing materials and designs but their efforts are never appreciated. We can help them by
buying our materials from them.

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BUSINESS NAME
JAB Cultures is derived from the business owners’ names. ‘JAB’ being the abbreviation of Jane
and Barbara. On the other hand, ‘culture’ basically describes the tastes in art and manners that
are favored by a social group of people, the Africans. The name does not inform the customers
on what exactly is in the shop and hence we made an effort to include a suitable logo that
symbolizes an African woman.
DECRIBTIONOF BUSINESS
JAB is a new apparel store that will offer quality African wear in an assortment of different sizes
and designs to accommodate all varying body structures, specifically for women aged between
20-30 years of age. Positioning JAB cultures as the best retail shop, holding this service in
Kamloops stands to be our main motive.
FORM OF BUSINESS OWNERSHIP
The business is organized as a general partnership, where Jane and Barbara have agreed to the
same terms and conditions to become partners. The reason we picked on this type of business as
compared to the other business ownerships is because of the advantages it holds. These are listed
below.
Advantages of a General Partnership:
 Easy to establish.
 There is an increased ability to raise funds when there is more than one owner.
 Wider pool of knowledge, skills, and connections.
 Improved management.

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IDEAL CUSTOMER
As JAB Cultures, our focus is to attract women between the age of 20 and 30 who are earning a
minimum wage rate of $14-$15 per hour.
WHAT MAKES OUR BUSINESS UNIQUE (OUR ADVANTAGES)
 Special types of clothing material used.
 Specialized
 Authenticity
 Partner with our customers
 Special types of clothing material used.
Our buyers love that our African attire are handmade, customized to taste and are of high
quality fiber and is unique.
 Specialized.
There are 15 other boutiques at Aberdeen mall but we stand to be the only boutique that
sells African apparels. Our customers come to us for expertise they have not seen
elsewhere. They could pay less elsewhere for the same goods but they know that with us,
they will get exceptional content that beats the competitions.
 Authenticity.
We never take anyone for granted and we listen to our customers. We provide value in
our products and service, and go above and beyond to make customers feel very special
in their own way and are treated equally. Return to simple values such as face to face
marketing, handshakes, and then we use modern day technology to stay in front of the
competitors.
 Partner With Our Customers.
JAB Cultures stands out because we make our customers revenue sharing partners in our
business. Our referral program pays our members a percentage of the earnings of the
customers they refer to us. They earn money without even shopping and establish
residual income for themselves.

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ETHICAL ISSUES
Code of Ethics
 Anti-Bribery
 Antitrust and fair competition
 Conflict of interest
 Anti-Bribery
No bribes, kickbacks or other similar remuneration or consideration shall be given to any
person or organization in order to attract or influence business activity. Employees shall
avoid gifts, gratuities, fees, bonuses or excessive entertainment in order to attract or
influence business activity.
 Antitrust and Fair Competition
JAB Cultures will conduct its business honestly and ethically. We will constantly
improve the quality of our service, product and operations and will create a reputation for
honesty, fairness, respect, responsibility, integrity, trust and sound business judgement.
No illegal or unethical conduct on the employees or its partners. Jab cultures will not
compromise its principles for short term advantage. The ethical performance of this
company is the sum of the ethics of the men and women who work here. Thus, we are all
expected to adhere to high standards of personal integrity.
Conflict Of Interest
Employees of the company must never permit their personal interest to conflict with the
interest of the company. Employees must avoid using the company contact to advance
their private business or personal interest at the expense of the company. Employees of
Jab cultures will often come in contact with confidential or sensitive information and
must take appropriate steps to ensure that such information is strictly safe guarded. This
information could include operating results, marketing strategies, customer list, new
investment and manufacturer cost. Violation of this code of ethic can result in discipline,
including possible termination. The degree of discipline relates in parts to whether there
was a voluntary disclosure of any ethical violation or whether or not the violator
cooperated in any subsequent investigation. Good ethics is good business.

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SOCIAL RESPONSIBITY
Socially responsible companies are intentional about having a positive impact on the world
around them. Whether the business is starting new or building the existing structures of a
company. Therefore our boutique finds it important to ponder the impact on our employees,
community, and the world. Below are some steps that will help us to create a socially responsible
business:
1. Understand what is meant by "socially responsible."
 Corporate social responsibility (CSR) is about using each aspect of your company to
better the world around you. Though many rightly think of social responsibility in terms
of the environment and global issues, there are many other aspects of being socially
responsible.
2. Explore Environmentally-Friendly Options.
 Saving the earth is of utmost importance to many clients and employees. Our company
can practice social responsibility by reducing the carbon footprint.
 Share files electronically instead of printing them. We can do this through email,
creating a common server, or using a cloud-based document sharing program. This cuts
back on the amount of paper our company uses.
3. Be Conscientious With Our Resources.
 Consumers want to know that we are doing everything we can to be a responsible
steward of our resources. This means not breaking labor laws, buying supplies from fair
trade companies and being held accountable in how we use our money.
4. Support Our Community.
 Though it is important to consider our global impact, being a socially responsible
company also means looking at the impact we are having on our own community.
 Sponsor a fundraiser for a local nonprofit organization. They find it difficult to raise the
money they need to run their organizations. We help them by providing the funds they
need to organize an appropriate fundraiser. For example, sponsor a local 5K Run/Walk.
 We help by donating clothing to a local shelter.
 Encourage staff members to volunteer. We become active in our community by
mentoring, volunteering at a soup kitchen, cleaning up a local highway, or serving at
local churches.

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5. Invest In Staff Members.
 We show our employees that they are important and valued members of our
organization. We find ways to show our staff that we care, like protecting their health
and safety by offering reasonable health insurance, setting up regular health clinics, and
maintaining proper safety laws to ensure that our employees and their loved ones are
cared for.
 Maximize performance of employees by encouraging them to maintain a work/life
balance. Allowing staff members to take time off, spend time with family, and get
appropriate rest will go a long way toward building company loyalty and goodwill.
 Provide them with opportunities and funds to develop their skills, hence training them.
Professional development and continuing education are important aspects of helping our
employees.
 Retrenchment in order to put a hold to the different losses. Retrenchment aims at cutting
down on all expensive fields. Moreover, this gives the employers time to think over the
bad investments and about the necessary steps that have to be taken in order to prevent
other managerial fiascos.
 External recruiting opens up opportunities to find experienced and qualified candidates
and may also help develop a diverse team of employees. Hiring a skilled and experience
external candidate may also reduce training costs and give the organization a
competitive advantage. External recruitment also can provide new, innovative ideas for
management strategies, creating a forward-thinking approach that stimulates both
advancement and growth.
MISSION OF STATEMENT
Lifestyle merchandising is our business and our passion. The goal for our brand is to build a
strong emotional bond with the customer. To do this we must build lifestyle environments that
appeal emotionally, and offer fashion correct products on a timely basis. Our customers are the
reason and inspiration for everything we do. Our mission has always been to transcend fashion,
to build confidence, provide a vehicle for expression and to build a family of the world’s best
fashion retail brands offering captivating customer experiences that drive long-term loyalty.

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BUSINESS GOALS
The Company is looking forward to doing the following listed below in the first year:
1. Provide customers with top notch personalized customer service in an atmosphere of
hospitality.
2. Advertise and promote in areas that our target customer base will learn about our store.
3. Continuously review our inventory and sales and adjust our inventory levels accordingly.
4. To have a customer base of 1,000 by the end of the first operating year.
Ways we can successfully achieve this are listed below:
 Offer A Free Newsletter
When we offer a free newsletter, we are informing our potential customers that we are
willing to provide free information from the start. Then we will provide good content in
order for the customers to know more about our business.
 Increase Our Customer Base By Asking For Opinions
Before a web visitor leaves our website, we will request that they complete a short survey
related to our business. People are happy to express themselves and often enjoy telling us
about their online and offline experiences.
 Keep Up And Maintain Excellent Customer Support And Service
Treat each customer with respect and take appropriate action. A happy customer is likely
to tell at least three friends about a positive experience and lead to increased sales.
 Keep Our Website Content Fresh
Fresh and informative content is one of the main elements that pull in new visitors and
potential customers. Keep our content fresh by publishing a blog that reports the latest
business news.
 Promote Your Business On Social Media Networks
There is no easier way to grow our customer base than providing value and then having
our customers promote our brand for us.

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5. To receive a 30% profit margin within the first year.
Looking at the long term achievements we are planning to achieve the following;
1. To achieve net profits of above every financial year.
2. To earn 70% market share and become the number one ethnic African store in Kamloops,
BC and achieve name recognition in the local community.
SWOT ANALYSIS.
STRENGTHS
 Personal experience
 Number of fashion partners
provide variety and
competitive pricing.
 Ease of locating store that
stocks ‘favorite’ fashion items.
 Updated with latest looks of
your favorite fashion icons.
 Affordable-regularity of deals
OPPORTUNITIES
 Rise of new mass markets abroad such
as UK.
 Online sales with the fashion industry
are predicted to continue to grow.
 Changing customer taste
THREATS
 Competitors adopting the business
idea.
 New entrants.
 Popularity of independent fashion
outlets increasing.
 Outside hackers and credit card
thieves who are looking to steal
customer’s identity.
WEAKNESS
 Competing against brands with
established brand images.
 Lack of funding.
 No reputation yet. We haven’t
established ourselves as a reputable
grower in the botanical market.

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RAW MATERIAL AND SUPPLIES.
 Acetate Fibres.
This fibre has a similar look and quality to silk and is crease resistant. Acetate is good for
evening wear, summer dresses and lining. Acetate is also blended with synthetic chemical or
natural fibers.
 Viscose Fibres.
Viscose and cotton have similar qualities. The product is cheap in production, it’s printable and
durable and it can be coloured and is washable up to 60°. Viscose is normally used for dresses,
lining, underwear and also furnishing fabric. Viscose is also blended with chemical or natural
fibers.
 Racks.
We need a variety of racks, particularly, two-way racks, they maximize floor space. Since our
boutique-style clothing store is small, we need only a few slant-arm racks to draw buyers'
attention to the clothing.

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 Slat wall
These will help create space since they will be attached to the walls. They serve a purpose to
display our different styles of apparels.
 Manikin
Attracts customers from all angles since they see exactly how the clothes would look like on
them.
 Hangers
Help to keep the clothes straight and clean since they will not be lying around the floors.

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LEADERSHIP PHILOSOPHY
To be good leaders we must also be able to think long term. It is important not only to
understand the position where the business is in the present moment, but also to know where it is
going and how to get there. With the help of our staff and allowing them the opportunities to
create goals and ideas,will help keep the store viable. A leader needs mental toughness to be able
to see things as they are and follow through with the consequences. Leadership creates a certain
separation from one’s peers. As leaders we need to understand that not everyone will agree with
us, but it is necessary to make decisions based on the good of the store.While we need to listen to
constructive feedback, we may also need to stand firm in the face of opposition. This is an area
we feel all leaders struggle with. We feel through great communication, problem-solving and
having an open door policy, this can be tackled.
“Dedication involves making the space to let young ideas take hold; every tree was once a seed
and every company was once an idea.”(Zephyr Bloch-Jorgensen). Dedication means spending
whatever time or energy is necessary to accomplish the task at hand. A leader inspires dedication
by example, doing whatever it takes to complete the next step toward the vision. By allowing
staff autonomy and room for growth we will only make our store stronger.Openness builds
mutual respect and trust between leaders and followers, and it also keeps the team well supplied
with new ideas that can further our vision. We need to be able to think outside the box, especially
if we want our store to be unique and different from others.
To be good leaders, we need to be a good listener. When people take the time to communicate
their opinions to us, we must honor this and give them our undivided attention. Communication
is also a very important step in becoming great leaders. If we cannot communicate well, staff will
not understand what direction the business is going in. We also believe that people need to feel
that their opinions matter and that we use it to help make final decisions.
The most valuable asset of being a leader is honesty and integrity. A leader must be honest with
both the employees and the customers because no one would want to help an organization that is
built on lies and deception. A leader must have the trust of followers and therefore must display
integrity. Once a leader compromises his or her integrity, it is lost.People will feel safe to share
ideas and problems and help solve for solutions. Becoming great leaders is a lifetime of work; it
is not achievable overnight or in a year. Becoming a great leader means to foster these qualities
and follow through with our vision. Being a leader means we are willing to make mistakes and
learn from them. We are excited to venture into our new leadership role and hope we possess
many of these qualities to train and shape our staffs.

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JOB DESCRIPTION
Accountant:
Our accountant will Provides financial information to management by researching and analyzing
accounting data and preparing reports.
Responsibilities:
 Prepares asset, liability, and capital account entries by compiling and analyzing account
information.
 Recommends financial actions by analyzing accounting options.
 Summarizes current financial status by collecting information; preparing balance sheet,
profit and loss statement, and other reports.
 Substantiates financial transactions by auditing documents.
 Maintains accounting controls by preparing and recommending policies and procedures.
 Secures financial information by completing data base backups.
CASHIER:
Our cashier is the face of JAB cultures as they are usually the first face the customer sees.
We are looking for an accountable cashier to process all transactions accurately and efficiently in
accordance with established policies and procedures. The successful candidate will play a
fundamental role in achieving our customer satisfaction and revenue growth objectives. The
cashier’s objective is to support management in achieving the company’s growth by maximizing
sales and controlling expenses.
Responsibilities:
 Greet customers as they enter in establishment.
 Balance cash registers at the end of the day.
 Participate in taking in taking store inventory counts according to guidelines.
 Perform other task as assigned.
 Scan goods and collect payments
 Issue receipt, refunds, change or tickets.
SALES ASSOCIATES
The successful candidate will be able to elevate company standards, achieve sales goals and
meet customer’s expectations.

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RESPONSIBILITIES
 Actively seek out customers in store
 Build productive trust relationship with customers
 Remain knowledgeable on products offered and discuss available options.
 Assess customers’ needs and provide assistance and information on product features.
 Ensure high levels of customer satisfaction through excellent sales service
 Team up with co-workers to ensure proper customer service
JOB SPECIFICATION.
Accountants:
 Holder of a university degree or equivalent. CPA will be an added advantage
 Should be competent in the use of software e.g. accounting packages
 Should be computer literate
 Must have at least 2years experience in related field.
CASHIER
 Proven working experience in retail, cashier or sales.
 Basic PC knowledge and familiarity with electronic equipment (e.g. cash register,
scanners, money counters etc.)
 Strong communication and time management skills.
 Attention to detail and mathematical skills.
 High school degree.
SALES ASSOCIATES:
 Proven working experience as sales associate.
 Basic understanding of sales principles and customer service practices
 Proficiency in English.
 Working knowledge of customer and market dynamics and requirements.
 Track record of over-achieving sales quota.
 Solid communication and interpersonal skills.
 Customer service focus.
 High school degree; BS degree in Marketing or related field would be a plus.

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TRAINING EMPLOYEES
We offer one week on the job training for all our employees. We have an existing hire training
program in place for our new hires. During the training at JAB Cultures, our accountant,cashier
and Sales Associate will learn the secrets to successful store operations, how to provide
unparalleled service experiences and develop the confidence to handle any customer situation.
JAB Culture train Retail Sales Associates become experts at all aspects of retailing — from
professionalism to customer service, sales, inventory, and store appearance. This can result in
significant increases in sales, exceptionally satisfied and loyal customers, and a solid foundation
for our retail career.
Training includes the following modules:
 Professionalism.
 Provide Personalized Customer Service.
 Monitor Inventory.
 Maintain Appearance of Department/Store.
 Protect Company Assets.
The training will give them suggestive selling techniques, merchandising tips, and the best ways
to maximize a customer's shopping experience.
COMPENSTAION
They are many situations in which we will face when deciding what to pay an employee. Like,
market conditions and experience. It takes a carefully crafted balance between the organizational
needs and the individual to arrive at the optimal compensation structure. Our compensation will
be based on experience but for now we came to a conclusion of $1540(month) and the employee
will get a raise over time based on hard work and efficiency,

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INCENTIVES
 Pay increases:
We have a fixed regular payment made to an employee in exchange for performance of
their duties and responsibilities of their role. We give our employees a pay increase of 5%
at the end of every 6months. There are various reasons and methods for determining an
increase, but our common factor is that the increase changes the level of ongoing base
pay.
 A promotional increase
We offer our employees a promotion to a position that is evaluated at a higher grade level
than the position to which they will be currently assigned to. Any employee who is being
promoted will receive a promotional increase at the time of the promotion, taking into
consideration performance, qualifications, and market information.
 A merit increase
We offer an award of merit increase to recognize an employee’s contribution and to
compensate them for their high level of performance.
An employee’s performance will be the key factor in awarding a merit increase and can
be the factor that moves a person through the salary scale towards the midpoint or higher.
Merit increases will be awarded to an employee’s anniversary date following a formal
performance review.
 Bonus payments
Bonus pay is compensation over and above the amount of pay specified as wages or
salary and it is only distributed as the business is able to pay or as outlined in an
employment contract. We will use this to improve employee’s morale, motivation, and
productivity or as a thank you to employees who achieve a significant goal. We will
make the bonus pay discretionary, therefore it will not be considered to be a contract.

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TARGET MARKET.
The primary JAB Culture customer is a professional woman with a household income of over
$25,000. Her main characteristics are listed below:
Demographics
 Professional woman (ages 20-35)
 Household income over $25,000
 College-educated
 Spends over $1,500 for clothes each year.
Psychographics
 Looks for bargains (seasonal fashion) but willing to spend money on quality core items.
 Would like more time or help in understanding what clothing is right for her.
 She wants to look her best because she wants to feel good about herself as well as make a
good impression at her job and community.
Behavioral:
 Supports the Arts
 Reads Vogue, New Africa women, Afrik Fashion, Opra.
 Watches African magic, Channels, CNN.
 Travels, owns a passport, car.
 She enjoys eating out as well as taking time for herself at the spa or getting a mani-pedi.
 She cares about how she presents herself, enjoys fashion, and looks for quality over
quantity.
Geographic:
 She lives in Kamloops, Canada.
 Likes the summer weather.

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PRODUCT FEATURES AND BENEFITS
Features Benefits
 Affordable prices
 Long lasting
 Private label/brands
 Cultural design
 Confidence that this product will be
high quality.
 Different material used for different
occasions.
PRODUCT DIFFERENTIATION
 We are the first of this kind in Kamloops and our product will stand out for itself as we
will offer a wide range of African fabric. We hope to distinguish our brand by remaining
original and unique to our goal which is to sell our clothing..
 Customization-by making our designs stand out and customize to an individual/customers
taste.
 Unique material fibre.
PROMOTION
Some ways we can promote our product are listed below:
 Since our product is protruded as a new culture, we intend to create a unique brand for
our product though social media.
 We intend to create public relations through TRU international students so that they can
showcase our African culture.
 Networking, creating brand ambassadors and even using mediums like flyers and posters
will help for our initial kick off.
 We will consider seasonal promotions that will usually be for the summer to encourage
patronage.
PRICING
Our product will be priced using the penetration strategy. This is to enable us grow our market
share as fast as possible. In adapting this strategy we hope to bench mark existing substitutes or
alternative by matching similar product with lower pricing.
Below are some of the reasons we choose penetration strategy:
 This strategy will encourage repeat purchase and increase turnover.
 This strategy will enable us to manage competitors and make it difficult for new entrant.

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PLACE
JAB Cultures is located on the first floor of Aberdeen mall. Aberdeen mall itself, is situated at
1320 West Trans-Canada Highway, Kamloops, BC V1S 1J2, Canada. Surrounding apparels
include GAP Factory Store, West 49, NORTHEN REFLECTIONS and TIPTOP tailors. The
exact location is presented below by the blue circle as indicated,
ADVERTISING
Social media will be our main form of advertising and we intend to exploit mediums such as
Facebook, Instagram, Twitter and Snapchat. To target our market, this advertising platform has
been chosen to reach our target market which is women of the ages between 20 and 35.
We chose this form of advertising because:
 It is less expensive.
 It is more direct as an average person can access the social media/internet.

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COST BREAKDOWN
CAPITAL 60 000
Rent (2500/month)…..covers 3 months
7500
Materials:
Acetate fibres (150 pieces)
Viscose fibres (200 pieces)
Racks (5 sets)
Manikin (2 sets)
Hangers (500 hangers)
Ankra fibres (100 pieces)
Slat wall (3 sets)
EXTRA COSTS FOR SHIPPING FROM USA:
Customs duty
Breakage and damage
Shipping cost
7500
10000
250
140
200
5000
190
1900
1070
1100
Salary and Wages (1540 each/month)….covers 3 months) 23100
Computers (3 monitors) 1600
Insurance 450 60 000
NB: Prices of the apparels will be ranging from $25 to $80 depending on the type of
material and design.

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JAB CULTURES INCOME STATEMENT(YEAR ENDING 30/09/2017)
REVENUE 2016
Sales Revenue 88500
(Less sales returns)
Damaged goods 6500
TOTAL REVENUES 82000
EXPENSES
Advertising 1100
Bad debt 800
Commissions 420
Cost of goods sold 3111
Deprecation 1132
Employee Benefits 5000
Insurance 1800
Interest expense 1882
Maintenance and repair 900
Office supplies 1102
Payroll taxes 510
Rent 30000
Research and Development 2200
Salaries and wages 18480
Software 480
Utilities 320
TOTAL EXPENSES 69237
Net income Before Tax 19263
Income tax expense 3772
NET INCOME 15491