VESPER BOOK v3

Vesper Designwear
Joceline Janice Kuswanto
Vesper Designwear 1

Joceline Janice Kuswanto
BA(HONS) FASHION MEDIA AND INDUSTRY
2015
Vesper is a brand for all female pole dancers.
“We, as women, are discouraged so often from being comfortable with
ourselves. Women held up their outside title, meaning how they believe
others see and perceive them. Their name, their gender, their profession,
that’s their label, how others see them.
And the pole is their inside world.”
Julia Roth
Filmmaker
Vesper Designwear 5Vesper Designwear4

Business description
Vesper designwear is a premium brand of activewear which offers a
range of tops and bottoms especially designed for pole and aerial
arts and other medium-intensity exercises for modern women who
value active lifestyle. Pole and aerial arts are different from other
exercises. They are more demanding due to the anti-gravity nature
of the sports, they trained not only endurance but also strength and
flexibility, and they have a certain element of performance. Thus, unlike
most other activewear, Vesper designwear was especially developed
through extensive research and user-testing to best acommodate the
nature of pole and aerial arts. Vesper understands the desire of these
women to not only look good, but also feel good when exercising.
With a strong focus on clean lines, the designs has a perfect fit to
different types of the feminine body, and also reflect the grace,
sensuality, and stylishness of pole and aerial arts. Vesper designwear is
available through www.vesper.com and select stockists, which include
internationally renowned pole dance studios and concept stores
around Asia.
Business context (problems & solutions)
Despite the increasing popularity of pole dance in Singapore and
the region, polewear is not widely accessible. In Singapore, only a
few polewear are distributed locally: Indi Polewear, Bad Kitty, and
Dragonfly, and only Bad Kitty are available physically. Thus, there were
not many choices in terms of style and designs. Most pole dancers
sought yogawear in place of polewear. While yoga top can be used as
pole top, yoga bottoms are slightly different from pole wear in terms
of material and proportion. This is because skin contact is of utmost
important for pole fitness, and thus it has some specific requirements.
Other pole dancers have actively sourced their pole wear overseas,
incurring high shipping costs and enduring long shipping time in the
process. Thus, being based in Singapore, Vesper is highly accessible
and available for pole dancers in Singapore.
Target market
Vesper’s primary target market is women in their 20s to 40s who
actively took up pole and aerial arts as a form of fitness in Singapore
and the region. It is forecasted that at least 50%-60% of Vesper’s
sales will come from this segment of the market. Vesper’s secondary
market, which are women of similar age group who took up other
medium-intensity sports such as RPM, cardio barre, yoga, and pilates,
will be a prominent and profitable market as well. Vesper’s secondary
market extends to ordinary women who just liked to dress up sporty,
as sportswear has become a major trend in fashion lately. Together,
it is estimated that the market size amounts to 3000 people, and the
number grows each year.
Competitors
Vesper’s biggest rivals were identified as Bad Kitty, Dragonfly, and
RAD Polewear. Bad Kitty is the current market leader as it is the first
polewear brand to enter the market, and thus has a certain credentials.
However, the products are inconsistent in quality and it is still rooted
in the striptease origin of pole dance. Vesper aims to replace Bad Kitty
as the current market leader by offering alternative style and higher
quality products.
Competitive Advantage
Vesper differentiates itself from its pole wear competitors in terms
of availability, knowledge of the Asian consumer, design and style.
Vesper’s main strategy is to be a brand that has an emotional
connection to the brand, and create products that are not only high
quality but highly desirable. Vesper’s style is best described as the
right balance between athletic and graceful, and it has a contemporary
fashion proposition. Other competitors. such as Bad Kitty, has their
roots in striptease, burlesque and exotic dance, and thus sexy and
costumesque. Sometimes, it does not fit the more reserved Asian
values.
Positioning statement
To all women in Singapore who practice pole and aerial arts, Vesper is
a brand that offers well-fitting and unique designs that accomodate
the anti-gravity nature of pole and aerial activities, so that they will not
only look good but also feel good on the pole.
Mission statement
To be a market leader and taste maker of the polewear industry,
essentially promoting pole dance as a unique and respectable form of
fitness and performance.
Value proposition
Vesper is a premium designwear created by pole dancers for pole
dancers.
Unique Selling Proposition
Well-fitting pole wear with contemporary fashion proposition.
Created with to accomodate the nature of pole & aerial arts.
Graceful, sophisticated style that gives a new perspective to pole
dance.
Team
Vesper is headed by founder Joceline J.K, who will directly be in
charge of all aspects of the brand, the product development, and the
logistic aspect. As the business expands, a general assistant will be the
right-hand man and a full-timer will supervise logistics and sales.
Executive Summary Executive Summary Vesper Designwear 9Vesper Designwear8

Operations
Productions and designs will be handled by production partner based
in Jakarta, Agua de Alma. Milan Pole Dance Studio Singapore will be
the official studio partner for product testing. Various courier services
will also be used to accomodate shipping internationally and locally.
Primary Market
Singapore and ASEAN region.
Main Distribution Channel
E-commerce and authorized studio resellers.
Milestones
In the first year of operation, Vesper planned to focus on its online
business and gained 10% of the market share. Vesper will slowly expand
to phsyical retail through wholesale, with local pole dance studios
such as Milan Pole Dance Studio Singapore and yoga studios such as
Yoga Inc. as the prospective buyers. The third year marked Vesper’s
expansion to department stores and concept stores in Singapore. After
the success of the initial local expansion into retail spaces, Vesper
planned to expand overseas, firstly to neighbouring countries such
as Malaysia, Indonesia, the Philippines, and Thailand. It will cement
Vesper’s position as the market leader of pole wear industry and the
market share was projected to reach 25%.
Further details on management and operations are available in Chapter
03: Strategic Plan.
Further details on business context, target market, and competitors
are available in Chapter 04: The Industry and the Market.
Further details on the milestones and financial plan are available in
Chapter 05: Financial Plan.
Five Year Financial Forecast Summary
Sales Budget (in thousands of Singapore Dollars)
Y1
100
200
300
400
500
600
700
800
900
1000
Y2 Y3 Y4 Y5
BRA TOPS (30%)
SHORTS (23%)
LEGGINGS (19%)
TANK TOPS (13%)
(15%)
ACESSORIES
STREETWEAR
COSTUME
COMBINED REVENUE
Average Annual Growth Rate
1.33
Net Profit in Y5
$252,340
$ 1,005,003
Qty sold in Y5
16,020 pcsRevenue(inthousandsofSGD)
Executive Summary Executive Summary Vesper Designwear 11Vesper Designwear10

Brand Story
Vesper Designwear is a premium activewear brand created by
female pole dancers for female pole dancers.
In the early 20th century, pole and aerial arts started as sports for
men. After gaining negative perception due to its incorporation in
burlesque and exotic dance such as circus act, stripping and lap
dance, it went back to its roots as an alternative fitness for women
for its apparent benefits in strengthening the body and
increasing flexibility. Just like any other sports–or even more
than any other, pole dance requires stamina and perseverance.
Furthermore, the anti-gravity nature and the need for fluidity of
body movements mean that pole fitness can be more demanding
than other fitness forms.
However, pole dancing are still often associated with night club,
striptease, porn and pleasure due to its revealing outfits. Pole
dancers often carry the stigma of a lecherous women. This is,
however, was a misconception. The fact that the little coverage of
polewear was necessary for skin contact, a very technical aspect of
pole dance, was always missed out. Thus, doing pole dance is always
associated with being sexual. The way of seeing the body as a sexual
object is a disrespect to the strength of these women. Sexuality is
inherent in every person and owning it should not be embarassing.
In fact, sexuality is just part of the sum.
A peek into the life of these pole dancers reveal why it is so
important to them. For them, pole dance was never about showing
off their bodies, but a way to control their body and mind by having
strength, body awareness, and mental fortitude.
Vesper Designwear was conceived to honor these women. Vesper
offers female pole dancers well-fitting polewear that stands against
the anti-gravity nature of pole dance to accomodate freedom of
movements. On the pole, concerns over how other people perceive
their bodies should be the least of their worries.
Brand Overview Brand Overview Vesper Designwear 15Vesper Designwear14

Like how pole dance is an expression of themselves,
Vesper celebrates female pole dancers and their
relationship with their bodies.
BRAND DNA
Strength Gracefulness

THE FIRST BRAND TO
USE ‘DESIGNWEAR’
Vesper focuses on in-depth
research on the motions and
physics of pole movements to
cater to the unique and varying
body types of female pole
dancers to create the perfect
pole wear.
THE FIRST POLE WEAR
BRAND TO HAVE A
DIFFERENT ANGLE ON
POLE DANCE
Vesper acknowledges the
inherent sensuality of pole
dance, but celebrates more of
the strength, gracefulness, and
mental fortitude of pole dance.

Corporate Objective
TO BE A MARKET
LEADER AND
TASTE MAKER IN
THE POLEWEAR
INDUSTRY.
Secondary Objective
DEVELOPING POLE
WEAR MARKET BY
PROMOTING POLE
DANCE AS:
1. FITNESS
2. PERFORMANCE

CHAPTER 02
BRAND
OVERVIEW
CHAPTER 03
STRATEGIC
PLAN

Determining Factors
All decisions regarding Strategic Plan are determined by these
factors:
Mission statement
To be a market leader and taste maker of the polewear industry,
essentially promoting pole dance as a unique and respectable form
of fitness
and performance.
Value proposition
Vesper is a premium designwear created by pole dancers for pole
dancers.
Consumer insight
Products that fit their body well instead forcing the body to conform
to the products.
Competitors
Vesper analyses the current trend in marketwear and the
competitors’ offerings to stand out above the rest.
Details on competitors are available on Chapter 04: The Industry
and
the Market
Products & Services
Vesper offers a range of designwear that is especially designed for
pole and aerial activities, but is suitable for medium-impact sports
such as yoga and pilates as well.
Merchandises
For the first five years, Vesper focuses on producing high quality
tops and bottoms (tank tops, bra tops, leggings, and shorts) for pole
and aerial arts. The style can be described as a balance between
sporty and sophisticated, with a contemporary fashion proposition
that separates it from competitors.
Features, advantages, benefits
Vesper tops and bottoms are body-type driven, which means they
are designed to fit different body types. They are form-fitting
and they stay in place amid the rigourous and anti-gravity nature
of pole activities. Thus, there will be no nuisance related to ill-
fitting polewear. The unique style that blends sophisticated and
edgy differentiates it from other competitors. The wearer will feel
sophisticated and not sleazy, comfortable and look good when
doing pole and other aerial activities, regardless of body type.
The designer
All designs are created by Ivan Adiputra, the creative director of
Agua de Alma, a luxury resortwear from Jakarta, Indonesia. Adiputra
focuses on quality and designs and brings a fusion of Asian and
European style. He combined Baleraric themes and the classic
European sense of style with Asian flair for today’s discerning active
women. This is to give an International flair, but still suit the taste of
Asian women.
All Vesper tops has the signature thin straps with unique strapping
designs, like a ribbon that wraps the body. Most Vesper products
came in signature black colour or other colours with coloured
outside stitches. The consistent ideology behind each design means
that Vesper products can be mixed and matched despite the style
group.
Design philosophy
Fashionable pole wear that reconciles the athleticism, gracefulness, and
sensuality of pole dance. Inspired by the lines that was created by the
pole and the body during pole dance to create a sense of asymmetry,
unique silhouette, and intersecting lines.
Strategic Plan Strategic Plan Vesper Designwear 25Vesper Designwear24

Seasonal collections and style group
Vesper will have three signature styles which will be the mainstay
of the brand. They will be established in the very first collection,
“Collection 0”. All-new seasonal collection will be released every
four months. Each collection comes with two limited edition
seasonal styles and limited edition colours for the three signature
styles. All designs are unrepeated. This serves to create highly
desirable products.
Sizing consultation
Vesper offers individual sizing consultation with our customer
service officer though e-mail enquiries. This is in-line with Vesper’s
vision of fitting all body types.
Alteration
All body types are not created equal. Vesper accepts requests of
alterations on case to case basis on additional costs.
Returns and exchanges policy
Vesper prioritises customers’ satisfaction. If the products do not fit
well, it may be refunded back to the original form of payment, or
exchanged within 14 days of receipt, provided that the merchandises
are in original saleable condition with all original tags attached.
Merchandises must be accompanied by both the orginal sales
receipt and a return authorization number. To receive return
authorization number, customers are to e-mail Vesper. To prevent
the policy from being abused, Vesper reserves the rights to refuse a
return or exchange if the merchandise in question does not meet the
original standards.
E-mail follow up
Vesper ensures that all customers received the best service and
products. Vesper will send an email after first purchase to gain
customer’s feedback.
Payment methods
Vesper accepts VISA, Mastercard, JCB, American Express, and
payment via Paypal. In the future, Vesper will consider i-banking for
local customers.
UNIQUE SELLING POINT
SOPHISTICATED YET
ATHLETIC STYLE
WELL-DESIGNED
PRODUCT
WITH HIGH
FUNCTIONALITY

Sizing guide
All Vesper products range from XS to XL with the following specifications for tops and bottoms:
US
EU
UK/AU
China
Japan
Bust
Natural Waist
0-2
32-34
4-6
160-165/84-86
3-5
32
24-26
4-6
36-38
8-10
165-170/88-90
7-9
32-34
27-28
8-10
40-42
12-14
167-172/92-96
11-13
34-36
29-30
12
44
16
168-173/98-102
15-17
34-46
31
14
46
18
170/176/106-110
19-21
34/36-38
32
XS S M L XL
Tops
US
EU
UK/AU
China
Japan
Germany
0-2/25-26
32-34
4-6
160-165/84-86
3-5
32
4-6/27-28
36-38
8-10
165-170/88-90
7-9
30
8-10/29-30
40-42
12-14
167-172/92-96
11-13
36-38
10-12
42-44
12-14
168-173/98-102
13-15
38-40
XS/S S/M M/L L/XL
Bottoms
Product Knowledge
Material
All Vesper products are made with Italian Milliskin Matte Spandex,
with a composition of 80% Nylon and 20% Spandex. At 190 GSM,
it is lightweight and silky soft. It has a superior four-way elasticity
and retained good form on the body. It can withstand hundreds of
washing. It is also water-resistant and moisture-wicking to prevent
sweat marks on the top. All materials are pole-tested prior to
production.
To ensure longevity, Vesper products
has to be treated with care.
Handwash or machine wash in gentle
cycle with cold water only. Do not
tumble dry, iron, bleach, or re-dye.
Saline soak (a tablespoon of salt in
cold water) on first wash to set dye.
Separate dark washes from light
washes, as colour run may occur on
the first wash.
Fabric Care
Pole-tested
4-way stretch
Moisture-wicking

Product Mix
Signature collection
The first launch consists of three
signature styles, which has bra tops,
tank tops, shorts and leggings each.
Seasonal collections will be added to
the line every four months.
Tops
Bra Tops
Tops come with removable bra pads.
Some tank tops serve as cover ups, not performance tank tops.
Bra tops and tank tops are designed to complement each other.
Vesper
Black
XS XS XS XS XS XS
S S S S S S
M M M M M M
L L L L L L
XL XL XL XL XL XL
Black Black Black Black BlackC2 C2 C2 C2 C2 C2
Style 2 Style 3 Style 2Vesper Style 3
Tank Tops
Product Classification
All signature items are the regulators
of the product mix because of their
timeless quality. The limited edition
colours (C2) can be classified as
the attractors.
ProductMix
Depth
ProductLineDepth
Shorts
Vesper
Vesper Style 2 Style 3
Bra Bra BraTank Tank Tank
Black Black BlackColour 2 Colour 2 Colour 2
Shorts Shorts ShortsLeggings Leggings Leggings
Black
XS XS XS XS XS XS
S S S S S S
M M M M M M
L L L L L L
XL XL XL XL XL XL
Black Black Black Black BlackC2 C2 C2 C2 C2 C2
Style 2 Style 3 Style 2Vesper Style 3
Leggings
Bottoms
Product Mix Width
XS XS XSS S SM M ML L LXL XL XL

Product Life Cycle
By analysing the product life cycle over the next five years, growth strategy
can be adapted to ensure the relevance and the longevity of the brand.
Research and
Development
Now-Launch
Introduction Growth
Phase 1
Growth
Phase 2
Repeat
Purchases
First-timers
TargetG
row
th
W
ith
no
grow
th
strategies
First-timersUser Testing
1st
Year 1st
-2nd
Year 3rd
- 4th
Year
Profit
Growth Strategies
It is forcasted the brand my reach
an early ceiling of growth in the next
four years if no strategy is employed.
This is because of the sucess of
the brand may lead to increased
competitions in the already niche
market. To maintain the growth
momentum well past 5 years, the
following growth strategy can be
considered:
Diversification
Expansion of product lines to include
accessories (legwarmers, knee
protectors, gloves, headbands),
performance costume, and
streetwear (skirt, outerwear, long-
sleeve shirts).
Quality improvement
There is a potential of finding or
developing new fabric to improve
grip on the pole in the future. The
bigger the production line is, the
more sophisticated machines can
be used to improve quasuch as
seamless sewing.
Design technology
In terms of designs, the following
technology allow for more intricate
and innovative designs, which
justify increased price in the future:
laser cut, digital print, emboss &
engraving, embroidery, knitting, etc.
Promotion & collaboration
To maintain interest on the
brand, There will be on-going
promotions such as sponsorship and
collaborations with well-known pole
stars or fashion designers.
Maturity Decline
Jump to
new competitors
Repeat
Purchases
5th
Year After 5th
year

Product Sample Gallery
VESPER TOP
One of the signature
style, Vesper is
about breaking the
boundaries. The
asymmetry and
intersecting straps
gives an otherwise
predictable design a
twist. It is comfortable
to be worn by people of
all bust sizes.

VESPER SHORTS
Designed to
complement the other
products from the same
line, Vesper shorts is
the first asymmetrical
pole shorts. The strap
helps secure the shorts
even more, and balance
the silhouette.

VESPER TANK
Vesper fitted tank
comes with the same
asymmetry and straps
as the top and the
shorts. It has an open
back to compliment
any criss cross bra.

UNTITLED TOP
An upcoming second
style from the signature
style category, the top
has innovative shoulder
straps that go around
the upper arm to reveal
a beautiful open
back design.

Packaging Design
Vesper packaging was designed to value-add to the product. The
bubble air mailer is cost-efficient and helps protect the products
during shipment. It is also durable and reusable. To further emphasis
the quality of products and to ensure longevity, nylon bag and
laundry net will be given with each purchases. Nylon bag protects
the bag from other items when put inside the bag, and laundry
net separate the products from other laundry. Care cards, and an
illustration, showing how the products are supposed to be on the
body, were given as well.

Commercialisation Strategy
E-Commerce – Business to Consumer
(B2C)
Targeting niche market
E-commerce is the most profitable and the biggest selling platform
for Vesper. This is because it could reach a wide target audience,
locally and internationally. It is also highly accessile for Vesper’s
target customers, which are young, tech-savvy and always
connected. Furthermore, based on primary research (available in
Chapter 04: The Market), most customers have been buying online,
and they do not mind not trying. Moreover, because the target
market is niche, internet can extend market reach and increase
presence via search engine visibility.
Within five years, Vesper aims to distribute its products through
the following sales channels:
3% Department Stores1% Specialty Stores
16% Pole & Yoga Studio
80% Online
Increased efficiency and cost-effective
E-commerce has many benefits. There is no barrier of time and
distance for the customers, which translates to higher rate of
transactions, which in turn means faster turnover compared to
traditional retail. Direct cost-of-sales is also lower than traditional
retail, which means higher net profit. Furthermore, through
supporting cookies, the website is able to integrate customer data
from the web and identify customers’ preferences resulting in
better customer relationship management. E-commerce also means
that the brand is selling directly to customers, with full control of
business, decreasing dependency on intermediaries.
Decreased expenses:
Rental, fixtures, stationery
Communication and
advertising (website can be
used as promotional tools.
Online advertising channels are
also cheaper than traditional
media)
Manpower and sales training
Overcoming challenges of e-commerce
Vesper may lose a portion of competitors who are only comfortable buying
after trying. Because of this, physical retail is still necessary. There is an
increase in costs associated with regular maintainance. However the costs
do not exceed $500 a year. There is also a challenge in maintaining and
increasing website traffic, which can be overcome by extensive promotional
strategy.
The decrease in costs exceeds the increase in costs, so e-commerce is lower
in risk for a new brand entering a niche market like Vesper.
Further details on website features can be seen in Promotional Plan.
Increased expenses:
Initial cost of implementing
e-commerce platform is high
(web developer, web
designer, etc)
Labour cost per person
increases as more highly
qualified employees are needed
Shipping
Storage (no backroom
for stock)

Wholesale to Pole and Yoga Studios –
Business to Business (B2B)
Widening reach to target consumer through pole
and yoga studios as intermediaries
Pole and yoga studios have similar concept and the same target
market. Being present in pole and yoga studios also emphasizes the
function of the products for pole activities and medium-intensity
sports. It also means that Vesper products are physically available
to be inspected and tried on by customers (this addresses the
limitations of e-commerce) without the associated costs of renting a
retail space.
Developing segments of the market
Pole studios are also able to develop market segments of the
brand’s potential customers as they are responsible for attracting
and growing pole talents. It needs to be noted that the higher
the level of the customers, the more they are willing to spend on
polewear as pole has become a part of their lifestyle. Since the
market segments are shared, merchandises are sold effectively in
the studios.
Cash flow management
Wholesale is beneficial for Vesper because merchandises are paid
upfront, which means better cash flow. It also reduces on-hand
inventory, ensuring stock are available for sale.
Overseas Expansion
Expansion to overseas studios in the region will start on the fifth
year. The first four years will be focused on local expansion, and
determining the demand from international customers.
There is a need to recognize that the local market of pole dancer is
niche; the pool of pole talents is growing steadily but will sooner or
later reach a ceiling in Singapore. The brand economic growth will
slow down as the market matures.
There is a need for expansion and new market penetration beyond
Singapore. The brand offers international shipping, but being
available physically overseas will increase international presence.
Primary research has shown that pole and aerial arts are gaining
prominence around the region (Phillipines, Indonesia, Malaysia).
Target Studio Buyers
It is in Vesper’s interest to actively promotes to the following
studios, because they shared the same vision and style, and they
had overlapping target market. They are also well-known locally
and internationally.
Not Pictured:
HOM Yoga Singapore, SLAP Dance Studio Singapore, Pure Yoga
Singapore, Viva Vertical Malaysia.
Milan Pole Dance Singapore
PoleLAB Singapore

Upside Motion SingaporeAbsolute Yoga Singapore
Pole Cats ManilaJun Ko Pole Dance Studio Jakarta
Consignment With Specialty Stores
and
Department Stores
Developing secondary market
To maximise the niche market, Vesper has to expand into
department stores and concept stores to develop Vesper’s
secondary market, which makes up a small but significant
percentage of the market segment. Department store helps Vesper
increase visibility and extend its reach further–home-trained people
do not buy their activewear in the studio, as they do not have any
membership with any studios. Concept store targets people who
like to dress up sporty, as sporstwear is a dominant fashion trend in
the market, with designers like Alexander Wang being inspired by
sportswear. Placing in concept stores also help to highlight Vesper’s
strong fashion proposition.
Consignment benefits
By ensuring that the products are available for sale, Vesper reduces
inventory costs. As Vesper is a new brand, it is also easier to
convince big department stores like Robinsons to stock Vesper
products, without the associated costs of renting retail space. It
also helps to nurture a good relationship between Vesper and the
retailers. Initially selling on consignment allows both Vesper and
the retailers to judge what levels of inventory are turned over in
particular time periods. In the future, these retailers might be more
open to bulk order on a wholesale basis.
Target Department Stores & Specialty Stores
Vesper will actively promote to the following department stores
and concept stores, which has overlapping target market group and
where Vesper can blend in and stand out from other
activewear products.
Department stores and concept stores are known to attract tourists.
By placing itself in central-located department stores and concept
stores, Vesper has higher chance to reach this small but profitable
segment of the target market.

Robinsons Orchard
HIC Marketplace, a healthy living concept store at Millenia Walk
Not pictured: Takashimaya Ngee Ann City, Crateful
Marketing Plan
Target Customer (Profile)
After collating the data of Vesper’s potential customers, Vesper ascertains
the typical potential Vesper customer who can be depicted into the following
character:
Name (Fictional)
Age
Occupation
Income
Activities
Pole Level
Membership
Style
Buying
frequency
Qty/purchase
Value/trans
Max spending
power
Where she buys
Priorities
Customer insight
Type
Dianne Ng
31
Lawyer
Medium to High (can afford monthly
studio membership)
Pole fitness, yoga, aerial hoop
Medium-Advanced
At least two different studios
Fashionable designs, does not mind
less coverage
Once a month
At least 2
Minimum $100
Tops: $75
Bottoms: $50
Leggings: $100
Online, specialised retail stores,
department stores
Comfort, Design, Quality, Price
Products that fit their bodies, not
products that force the body to
conform.
Early adopters of polewear trends.
Have several costume-type polewear
for photoshoot or
amateur competition.
Details on the market research
and segmentation can be read on
Chapter 04: The Industry and
the Market
This type of customers is loyal,
and although they make up only
20% of the target market, they
contribute up to 80% of the sales
generated. They are also more
willing in any given transactions.
These women wil also actively
participate in promotional events
like google hangout, road show,
pole camp, etc. Thus, they form a
stable target market.

Pricing Strategies
Premium pricing
The average store mark-up will be 500% from the cost-of-sales.
The merchandises will range in price from $55 (shorts) to $105
(leggings). Bra Tops, the product leader, will be priced at $75.
Ready-made costumes will be priced above $200, and costumised
costumes will be priced higher. Outerwear ranges in price from $55
to $105, and accessories will be priced at $10-$30.
The average wholesale mark-up will be 250% from factory costs. The
merchandises range in price from $20 (shorts) to $50 (leggings).
Product positioning
Being fashionable and especially made for pole dance, the
products have unique features and benefits that separate them
from competitors. The desirability, the high quality and high price
justify the premium pricing. Furthermore, the products fulfilled the
customer insight of well-fitting pole wear. It is also well within their
spending power (refer to pg. 36).
Competition’s pricing
Vesper’s direct competitions have lower pricing. This is because
the quality is not as good as Vesper products. Vesper’s strategy
is to attack current market leaders (ie. Bad Kitty, RAD Polewear)
by providing an alternative sophisticated style and higher quality
products with focused functionality.
$55 - $105
average retail price (5x mark-up)
$25 - $50
average retail price (2.5x mark-up)
Price
Quality
High
Premium
Pricing*
Premium
Pricing
Premium
Pricing
Premium
Pricing
HighLow
Low
Production costs (shorts)
Description
Material (w: 64 cm, elastic thread)
Sewing (Bekasi, Jakarta)
Airfreight from Jakarta to SG*
Logo Silkscreen
Paper Tag
Paper Box, laundry net, nylon bag
Total
*each bra approximately weighs 75g
Wholesale Price (x2.5)
E-commerce costs (min)
Description
Production costs
Paypal (3.9% + 0.5 cents)
GST (7%)
Total
Wholesale Price (x5) / R.R.P
Costs (SGD)
3.5
3
0.3
0.05
0.1
3
9.95
24.9
Costs (SGD)
9.95
0.9
0.1
10.9
54.5
To maintain premium image, Vesper will not offer mark downs, save for
special privileges for community members (further details on pg. x).

Promotional Plan
Marketing objective
Vesper intends to achieve positive brand associations through
effective, intergrated and cohesive communications. All promotional
efforts communicate the same message and should increase
desirability of the brand, increase customers’ loyalty towards the
brand, and increase sales.
Message communicated to the audience
Vesper is a premium designwear especially created for pole and
aerial arts. Pole is athletic and graceful, not sleazy. It is well-
designed, of high quality, and fashionable. The tone of promotional
items have to be inspirational and empowering rather than
aspirational. The language has to be feminine and friendly, but not
girly; personal and not corporate; smart and passionate.
Focus on digital marketing
Vesper will focus its promotions on digital marketing and public or
media relations as opposed to traditional paid advertising. This is
because digital marketing is a more cost-effective and impactful
alternative for start-up business. Furthermore, 96% of millenials
use the internet and are active in social media. Based on primary
research, 93% of pole dancers in Singapore are millenials. It also
highlight Vesper’s modern approach.
User-generated contents
Using social media platforms, the brand can increase user-generated
contents and encourage word of mouth. It is more effective than
traditional paid advertisements, which contents are usually brand-
generated, as 78% of consumers today trust peer recommendations
more than advertisements.
Furthermore, the internet present new creative and innovative
opportunities for promotions, and it is flexible enough to adopt for
the next five years.
www.vesper.com
10% Media Personnel
30% Business Partners
70% Consumer
Promotional budget diversified by target
audience
Vesper’s promotions can be categorized according to the audience
type. The promotional budget (approximately 20% of annual sales)
will be divided into three separate promotional target groups:
Consumer-oriented promotions
Consumer-oriented promotions will focus on digital platforms such
as website and social media. The objective is to cement Vesper’s
position as a premium brand and tastemaker in the pole industry. By
connecting with the audience in an emotional level, Vesper hopes to
encourage repeat purchases, increase loyalty, encourage switch from
competitors, and encourage
new triers.
Business-oriented promotions
By having a separate promotional package for retail partners and
suppliers, Vesper aims to attract big players and to nurture long-
term relationship
with partners.

Media-oriented promotions
Through special privileges for media personnels, Vesper aims to be
featured on media platforms, which are powerful in reaching wider
audience base and in influencing consumers’ purchasing decisions.
Promotional Platforms
Website
Vesper’s main website is an important promotional tool to connect
with the audience. By not having Vesper’s own retail space, the
website acts as the ‘retail space’ and the ‘spokeperson’ of the
brand. As the final destination of all other promotional efforts, it
determines the consumers’ impressions of the brand and influences
their puchasing decisions. Website also helps to educate the
consumer about the Vesper brand.
Integrated brand experience
Due to the importance of website for e-commerce, Vesper will
create an integrated brand experience from a singular website. The
website will be all-in-one: corporate website, marketing website, and
e-commerce platform. Mobile version and mobile application will
reflect the main website. They are made available to shorten loading
time, increase efficiency and to seamlessly integrate Vesper into
their lifestyle.
Search Engine Optimization (SEO)
As a new website, it is important to maximise Search Engine results
to increase online visibility and to generate traffic to the website.
SEO will be done by webmasters according to Google’s guidelines
for SEO. The aim is to be within Top 3 search results for relevant
keywords such as “polewear”.
A few ways in which SEO can be done:
Appropriate title page: “Vesper Designwear : Premium
Polewear”
Including meta description: “Vesper Designwear -
design-focused pole wear that provides flattering fit for
different body types. With exceptional designs that
reconcile sensuality and sport-luxe, Vesper Designwear was
created for maximum performance on the pole.”
Description & title page will avoid non-sensical keywords
such as “pole dancer, pole, polewear...”
Creating wholesome brand experience
through the 7C’s of effective website
Commerce
Content
Communication
Connection
Community
Customisation
Context
As an e-commerce platform, Vesper will create a hassle-free and informative
shopping experience for the customers through the inclusion of product
catalogue, high security shopping cart, automated recommendations,
sizing guide, fabric care guide, and international payment method. For easy
browsing, search, filter, and product sorting will be available by product
features (e.g strap) style, size, colours, fit.
Vesper will make available exclusive and unique contents for the website,
and social media will help direct customers to the website. Full campaigns
such as short video and lookbook will be available for viewing in the website.
Having the right keywords and phrases will also help the website rank higher
in search engines.
Vesper encourages two-way communication between the brand and
consumers. Contact us page will tell the means by which Vesper can be
contacted. Customers can also submit queries via the website. Vesper will
also schedule regular live chat.
There will be live feed for twitter and links to facebook, instagram, and
affiliates links.
As pole dancers in Singapore form a tight-knit community, it will be
beneficial to form Vesper’s own community and community page.
Community members can have their own gallery and hall-of-fame (for
challenge winner). Community members also have their own account, and
they can direct message each other. There will also be a community blog,
which enables community member to share class recommendations or tips,
with web moderator’s approval.
The website can be personalised according to the user if they are community
members. Personalised community member user page ‘X’s Page’ can be
used to see new arrivals and hot items according to saved user preferences.
Recommendations will also be done based on preferences. Preferences
are obtainable both through consumer profile form and eCRM or cookie
implanted on the website to check their viewing history.
Clean, no auto music and video to ensure that the load time is fast.

Creating online campaign through social media and other platforms
is the fastest and most cost-effective way to reach a large number
of potential customers at the same time. Most customers are
always connected and technology literate, so they will participate
in the campaign. They are also actively sharing in social media,
often posting their pole escapades. The hashtag movement is also
powerful to create buzz around the brand, sometimes blurring the
physical and digital world. It has proven to be successful, through
Lululemon’s #thesweatlife and Adidas #mygirls.
Integrated online campaign through hashtag
movement
#CanYouPoleThrough
Vesper will launch a consumer-focused marketing campaign, called
#CanYouPoleThrough. It is a wordplay on “can you pull through?”
to challenge and empower pole dancers. It highlights the idea of
strength. Furthermore, having a hashtag will help organise user-
generated contents in the internet. In this movement, every pole
dancer-customer becomes the brand advocate.
All social media marketing will go towards and be integrated by
the hashtag. Hashtag also determnes art direction and narrative for
campaigns. #CanYouPoleThrough has to be present in all relevant
social media posts.
Kickstarting #CanYouPoleThrough campaign
To start off the campaign, Vesper will send handwritten card with
every purchase, encouraging them to take pictures of themselves
wearing the products, to upload them to their personal social
network page, and to tage the brand along with the hashtag. Vesper
will also initiate usage of the hashtag on social media platforms
by being the first to post a chain of images with the hashtags. The
images will also serve as a guideline on how customers’ images
should look like (no overly sexual poses, etc). Vesper will continue to
re-tweet, re-post, and re-gram customers’ posts.
The Role of Community Members
Community members are usually people who are passionate about
pole dance, and thus will help spread words and participate in
#CanYouPoleThrough movements. The main objective of this “loyalty
programme” is to increase brand loyalty by making customers feel
valued. Due to special privileges afforded to community members,
repeat purchases will be increased. Pre-requisites to be a member
include purchase above $200 before being allowed to sign up for
membership to ensure that special privileges are given for members
who are ready to spend. To increase connectivity to social media,
members can sign in using their
facebook account.
Online Marketing Campaign
#CanYouPoleThrough?
Member Privileges:
Community member’s own profile page, on which preferences can
be set up;
Community sharing platforms like blog and #CanYouPoleThrough
(refer to next page);
Chance to be campaign model;
Pre-shopping event for new launch (i.e new launch available 6 hours
earlier for community members);
Invitation to shopping event at a physical pop-up store;
Monthly privileges such as free shipping;
Fortnightly shopping night with discounts for members.
#CanYouPoleThrough Platforms
Website (Community Page)
As mentioned in page 41, community is an important aspect of pole
dancer in Singapore. Vesper believes that the hashtag movement
will be spread more effectively by community members who are
as passionate for the cause. Thus, Vesper will create a community
gallery page to honour these community members and inspire
other people, called #CanYouPoleThrough. It will be similar to
Burberry’s “Art of the Trench”. The gallery page will feature pole
dancer-customers who wore Vesper for their pole activities. It also
doubles as product catalogue, which the customers can sort through
(by colour, by style, etc) and linked to product page, so that the
marketing objective is not lost. Photos are able to be shared on
social media (Facebook, Pinterest, Tumblr), to further spread the
hashtag.
#CanYouPoleThrough community gallery can be seen on page X.
Social Media Platforms
The purpose is to encourage interactions between the brand and
users on a personal level, and to encourage users to engage with the
content and the hashtag, linking back to the e-commerce website,
For example:
Facebook
Regular updates on new collections, lookbook, behind-the-scenes,
videos.
Encourage discussions about the products to gather feedback for
future product development at the same time. Facebook message
customers to thank customers who purchased, or send picture of
handwritten message. Share community member’s videos or photos.
Monthly facebook chat among community members to discuss pole
matters.
f

Twitter
Regular, short updates on new collections, behind-the-scenes,
lookbook, and videos, always linked back to main website. Live
conversation (tweet) on competitions like Pole Star Championship,
or Pole SG Challenge with users. Personalised reply to mentions.
Answer direct customer enquiries. Sprinkle in shout-outs for
customers as personal-level interactions.
Instagram
Regular photographic updates on new collections, behind-the-
scenes, lookbook, and videos. Celebrate milestones with customers
esp. community members, by putting them in the spotlight, thanking
them, and encouraging them to be part of celebrations, to make the
customers feel valued. Contest opportunities e.g monthly challenge
for users to post a short pole choreo or pole combo wearing the
products with the hashtag #CanYouPoleThrough. Like and comment
customers’ posts to increase interactivity. Photo coverage on pole
camp, pole championship, etc.
Video Marketing (Youtube, Vimeo)
Youtube is now the second largest search engine, so having
short fimls and other contents there will result in higher search
engine rank. Contents include short films with narrative that
supports hashtag movement. Interview with inspiring pole talents,
highlighting their strength and hard work. Since pole dance places
huge emphasis on flow and movement, videos are important to
see the designwear in motion. It will increase desirability of the
products.
Livechat (Google Hangouts)
A more modern and newer approach to social marketing, enabled
by advancement in live chat technology. Google hangouts presents
some opportunites for next-level community building by having
face-to-face interactions and conversations between community
members, pole talents, and the brand. To encourage participation,
Vesper can Invite big pole stars and instructors to interact with
community members. It can also be utilized as focus group
whenever new campaign or products are developed.
t
ig
y
g+
Public Relations
Connecting digital space and physical space
With the vision of integrated promotions, there is a need to be
consistent in both digital and physical space. Through public
relations activities, Vesper will bring #CanYouPoleThrough to the
physical space. The suggested activities below are appropriate for
the hashtag.
Sponsorship of pole camp and pole roadshow
(collaboration with partner pole dance studios);
Sponsorship of pole competitions, such as Pole
Star, Pole Arts and Pole SG Championship;
Design competition with local performing arts and
design schools such as LASALLE College of the
Arts, to increase awareness on pole dance;
Increase promotion hashtag campaigns on social
network around a timely event to create buzz, such
as pole championship.
Ambassadorship
Ambassadorship means sponsorship of well-known pole stars, who
embody the Vesper woman, instead of paying them to publicize
the products. They should not already be ambassadors of other
polewear brands. Engaging women of strength is appropriate for
#CanYouPoleThrough campaign. They are the celebrities of the
pole world; the main influencers of polewear trends. Sponsoring
competitive pole stars also forms a positive impression on the style,
quality and performance of Vesper products. They can also be
invited to try on newly developed products. Being professionals in
the field, their opinions would benefit the product development.
Potential brand ambassadors
These women have edgy contemporary styles that differentiate
them from other pole dancers. They were champions, and they have
proven to embody strength and grace in their performances.

NAOKO ENOMOTO
Miss Pole Dance
Singapore 2012
VANDA SEETOH
SG Pole Challenge
2014 Winner
1,840 instagram followers
VALERIA BONALUME
Italy Pole Champion
2013 & 2014
1,912 instagram followers
Media Relations
The main objective of media relations is to maximise positive
coverage in mass media without paying for it directly through
advertising. Traditional print magazines are still important in
widening audience reach, and the magazines selected have large
readership. Most importantly, these magazines have similar target
audience and female-oriented. They are either female active
lifestyle magazines with a flair for style, female fashion magazines
that have a segment on active lifestyle, or female magazines that
communicate the same values.
Privileges for selected media personnels to strengthen media
relations:
Free samples for photoshoots;
20% discount off regular purchases;
Invitation to launch events;
Exclusive invitation to participate in pole camp or roadshow;
Press book and printed lookbook for journalists.
List of media personnels eligible for special media privileges:
Magazine
Her World
(including yearly
Fit and Fab)
Shape Magazine
Female Magazine
In the Loop
Personnel
Pearlynn Tham
Li Yuling
Jeanette Eljersen
Christina M.
Position
Editor
Editor
Editor
Resident writer
Readership*
169,000
27,000
100,000
-
Fast Fact*
70% readers will
pay more for
quality goods.
52% readers will
pay more for
premium brands.
60% readers
have income
higher than
national average.
-
*Information obtained from SPH Magazines website: www.sphmagazines.com.sg
Magazines that are not listed above are still eligible for free samples, launch party and event
invitations, when deemed beneficial and appropriate.

Business Relations
The main objective of business relations is to strategically grow B2B
relationship, creating a trusting, long-term commitment with retail
partners. It also helps attract big players in the industry. Below are
some strategies to ensure healthy business relationship:
Establish retail sales account and support team - always within
reach, fast response time;
Reward program - Lower MOQ (Minimum Order Quantity), Extra
credit for damaged products, cash rebate (wholesale price subject
to derived demand variations) for bulk order;

Consistency in quality and ranges of pole apparel;

Emphasis on augmented product level - technical assistance, post-
sales assistance, deliverytime.
Transparency in business dealings, financial health, etc.
Assistance on branding and visual merchandising guidelines.
Sharing of promotional materials to display in retail shop.
In the future, a sub-domain of the Vesper website for business can
be created to further assist business partners and make it easier
to order.
Management
Equipment & Facilities
Designer, production partner, and material supplier
Agua De Alma, Jakarta
Product testing studio
Milan Pole Dance Singapore
Production courier service
Rayspeed International
Local shipping service
Singpost
International express courier service
FedEx
Frequency of stock delivery to retail partners
Four times a year, local ground shipping
FOUNDER
Joceline Janice K.
ASSISTANT
Full-time employee
Brand
Manager
PRODUCT
DEVELOPMENT
LOGISTIC/
SALES
SUPERVISOR
Full-time Employee
Shipping & handling
Distribution
Customer relations
Creative direction
Work with designer
Liaise & negotiate with
supplier
Oversees
prototypes and product
testing
Branding
Marketing contact
person
Liaise with PR
company
Liaise with
market researcher
Online content

CHAPTER 04
THE INDUSTRY
AND
THE MARKET

Business Context
The emerging popularity of pole dance in
Singapore
and the region
In latter half of 2014 alone, there was an exponential increase in the
number of pole dance studio in Singapore. In the span of four moths,
there are three times the number of pole dance studio 9 years back.
Further adding to this studio, in January, a new pole studio franchise
will be opened, starting things off with sold-out pole camp. The
rapid increase of studios indicate two things: there are more people
taking pole fitness in Singapore; and there is a general increase in
awareness about pole fitness. Studio statistics also prove that pole
dance as a form of fitness is starting to gain its footing in Singapore.
Furthermore, the rapid rise in pole dance as fitness is contributed to
the desire for healthy lifestyle and a general increase in well-being.
As Singaporeans are becoming more educated about fitness and
healthy lifestyle, the traditional running and strength exercises are
starting to bore them.
“There is a growing number of exercise junkies here getting their
fitness fix from increasingly popular alternative sports such as aerial
fitness.” (The Sunday Times, 19 October 2014)
This presents a business opportunity of polewear in Singapore to
satisfy the need of the growing market.
Problem Definitions
Availability and acessibility
Despite the growing popularity of pole fitness in Singapore, acess
to polewear is still limited. Currently there is only one polewear
brand available in Singapore: Bad Kitty. It is sold in Milan Pole Dance
Singapore and PoleLAB, as well as online through Omgoing.com.
As a result, most pole dancers wear yoga attire despite the need
of a perfect fit and comfort to perform pole tricks. Focus group
participants agreed that tops do not really make a difference, but
bottoms are very important. Pole bottoms are more comfortable
than yoga bottoms or running shorts on the pole because the fit and
material are designed for comfort and to maximise skin contact.
Fitting problem for Asian consumers
Asian body sizes differ from its Western counterpart, and all of
polewear in the market now is designed in the West. Thus, fit and
coverage might not fit the Asian market.
636
members in
Milan Pole Dance
Studio Singapore
4 months after
opening.
5,479
likes on Bobbi’s
facebook page.
3 times
as many classes
today than there
were four years
ago at Acro
Polates (the studio
now have two
different locations
to accommodate
the additional
classes).
10 out
of 40
courses are fully
booked in only 5
days after opening.
734
likes on Indonesian
Pole Dance
Association page.
Despite being a
predominantly
Muslim country,
features on pole
dance is aired on
national TV.
Style vs. performance
Most pole wear and yoga wear brands are small independent
enterprises, which means that the quality is not as good as it could
be. The problem of quality also extends to lack of padding. Bad Kitty
and Indi Polewear do not provide pads in their tops. Furthermore,
the style of polewear is still rooted in Burlesque and exotic dance
despite the rise of contemporary pole dance. Although the flirty
style is fun, most customers prefer edgier, more fashionable designs.
On the other hand, big sportswear brands like Nike tend to focus on
performance while paying secondary attention to style. As a result,
there isn’t many choices in terms of style, and they are very generic
and plain.
Unimaginative designs
Competitor research also suggests that although the style is more
variable, most polewear brands has a few plain “templates” of tops
and bottoms in which they apply seasonal colours and prints. These
templates have fixed cuts that is not flattering to all body types, and
thus style is often sacrificed for comfort.
Industry’s problems
As pole brand such as Bad Kitty, Dirdy Birdy and RAD Polewear
are created by practicing pole dancers initially as a side business,
it is understandable that these brands are not readily available in
Singapore, and are catered more towards Western and Australian
market as they have no understanding of the Asian consumers.
There is definitely a strong demand of polewear in Singapore, as
focus group participants agree that one of the main concern about
pole wear is the accessibility. That is why their favourite brand is
Bad Kitty, because it’s readily available. Their second favourite brand
is MIKA Yoga Wear, because it is relatively affordable compared to
other specialised brands and it offers a lot of variety. The strong
demand of specialised pole apparel is supported by the sales
statistics at Milan Pole Dance Studio Singapore (MPDS).
Creative Solution
The main problems are the lack of availability of specialised pole
wear in Singapore, the lack of quality of polewear compared to
sports wear despite the more demanding and rigorous physicality
compared to normal sports like running, and how the Asian values
and body types differ from their
Western counterparts.
The “templates” that activewear brands usually uses do not cater
to different body types too. Simply providing larger sizes does not
guarantee perfect fit because the body is inherently different from
what the design is meant for. Market research will be conducted in
order to find out whether those problems are true for majority of
pole dancers, and if the growing pool of pole talents in Singapore is
tappable. Most importantly, to find out what pole dancers want from
their polewear to give design solution.
High Demand, Low
Supply:
48%
of Bad Kitty items
are sold out in 3
weeks from the
time of arrival at
MPDS. Out of the
48%, 68% of the
sales come from
shorts.
Melissa
Shoes
& Shu
Uemura
have done
collaborations
with Milan Pole
Dance Studio
SIngapore as
part of their
promotions.
Cleo Mag
featured pole
activities 6
months straight
from Nov 2014 -
Apr 2015.
The Industry and the Market The Industry and the Market Vesper Designwear 69Vesper Designwear68

“When we first started classes,
many people shied away. They
said it looked dangerous, even
impossible. But now, there’s
more awareness because of
performances. People are
generally becoming more
adventurous when it comes
to sport, and they find these
classes visually impressive.”
SUZY MING
Founder of Acro Polates Pole Studio
Political
Tourism hub; only 39 countries
worldwide need VISA to
enter Singapore.
ASEAN is a Free Trade Area, and
GST refund scheme encourage
tourists to spend.
Economic
High monthly disposable income
after tax: $3942.51
There’s a corresponding increase on
spending for fitness: $132.12 is the
average spending on fitness club
membership (gym, yoga class, dance
studio).
Average spending on sports good is
quite high too: $135 per purchase.
Social
As Singaporeans are becoming
more health-conscious, spending
on fitness and wellness has become
increasingly important, especially
for younger and better educated
consumers.
Singapore is also no longer very
conservative in terms of
dress code.
Willing to spend for premium brand.
Technology
71% of online shoppers aged 15-
49 y.o buy clothing, footwear and
sporting goods in 2011.
Singapore is No.2 country most
active on social media
Online shopping in Singapore is
secured and safe.
Impact on business
A lot of foreign pole dancers who
are on travel business or holidays
in Singapore could practice pole,
and having foreign pole champions
conducting workshop is common.
As most of them pack light, they
may buy pole wear in Singapore.
Foreigners are a potential extension
of the market, and a marketing tool.
Impact on business
Market is likely to grow.
High spending power affects
pricing strategies of to overcome
competitors and to encourage larger
basket per transaction.
Increased spending on fitness also
reflects an increased awareness of
healthy lifestyle. As more people
spend for fitness, they need the
proper attire.
Impact on business
As more people spend for fitness,
they need the proper attire.
Because Singapore is more open to
revealing clothes, the designs can be
more innovative.
As Singaporeans are willing to spend
for premium brands and luxury
goods, Vesper can adopt premium
pricing and deliver high quality
products with minimum concerns of
turn-over rate.
Impact on business
As Singaporeans are becoming tech-
savvy, they are more open to the
idea of online shopping. For a small
and new business in a niche market
like Vesper, online shopping is more
profitable.
Vesper can also focus on digital
and online marketing, which is more
cost-effective and can be more
impactful than paid advertising.
PEST Analysis of Singapore as the
main market
P
E
S
T
* Databasedon3820entriesinthepast18monthsfrom567differentcontributors.LastupdatedNovember2014.Availableonlineatwww.numbeo.com

Regional Market Attractiveness
As Singapore market is very small, Vesper will also
look at the regional market. As mentioned in overseas
expansion plan, Indonesia, Malaysia, Thailand, and
the Philippines are of great interest due to their large
market size and thriving pole and aerial scene.
Indonesia
1 Studio: Jun Ko Pole Dance
Studio Jakarta
Indonesia Pole Dance Association
Market size •••••
Spending power ••••
Pole & aerial fitness •••
Ease of doing business ••••
Overall attractiveness •••••
Malaysia
2 Studios: Bobbi’s & Viva Vertical
Pole Star Championship
Market size •••••
Spending power •••
Pole dance activities •••••
Ease of doing business ••••
The Philippines
2 Studios: PoleCats &
Pole Academy Philippines
Market size ••••
Pole & aerial fitness ••••
Ease of doing business •••
Overall attractiveness ••••
Singapore
10 Pole dance studios
Market size •••
Spending power •••••
Pole & aerial fitness •••••
Ease of doing business •••••
Thailand
2 Studios: rumPUREE &
Pole Dance School Phuket
Market size •••
Pole & aerial fitness •••
Ease of doing business •••
Overall attractiveness •••
Competitor Analysis
Below are three direct competitors of Vesper, namely Bad Kitty, RAD
Polewear, and Dragonfly. They are the top three brands that focus group
participants (details later) mentioned. First-hand observation confirmed this.
They are also available in Singapore through local stockists.
BAD KITTY
Strength
Creative designs
Stellar brand ambassadors: Michelle
Shimmy, Marion Crampe, etc.
Comfortable shorts.
Affordable prices.
Available locally.
Opportunities
Improvement on quality
and branding.
RAD POLEWEAR
Strength
One-of-a-kind designs. Sexy and
flirty branding is appealing to
some people.
Affordable prices.
Famous brand ambassadors e.g
Vane Lunatica
Opportunities
Improvement on quality
and branding.
Diversification of product range.
DRAGONFLY
Strength
Superior quality at price range.
Affordable.
Signature offering: one-shoulder
design, very memorable.
Opportunities
Ambassadors, more
promotional activities.
Diversification of product range.
Re-branding to be more exciting.
Weaknesses
Inconsistent quality: shorts have very
high quality; tops are lower in quality
with no pads, over stretchy band,
and obvious stitches.
Branding seems tacky, may turn off
some people.
No lookbook or catalogue.
Threats
Competition from brand with similar
brand image, product offerings,
and price range. Most notably RAD
Polewear and Dirdy Birdy.
Weaknesses
Small product ranges.
Low quality and thin fabrics.
Branding may seem tacky.
No lookbook or catalogue.
Often mistaken with RARR due to
similar name and branding.
Threats
brand image, product offerings,
and price range. Most notably RAD
Polewear and Dirdy Birdy.
Weaknesses
Utilitarian, unmemorable branding.
Fabric might be too soft and does
not give good grip on stainless steel.
Small product ranges.
Almost no promotions.
Threats
brand image, product offerings, and
price range. Most notably Lei Voila.
Since these to brands are
Western, the main weakness
lies in the lack of promotion
in Asia and how the products
are not catered with Asian
consumers in mind. Vesper
will offer more fashionable
products that focuses on
the different Asian body
types and maximise local
and regional promotional
activities and channel of
distribution.

Full Competitor Comparison
Below are Vesper’s strategic plan in relation to selected direct and indirect competitions.
Sports bra
Tank tops
Shorts
Leggings
Accessories
Streetwear
Costume
Removable Pads
Support
Material
Sizing
Washing
Machine
Tumble Dry
International
shipping
SG online
stockist
Retail store
Retail stockists
(Singapore)
Avg retail price
Discount
Wholesale
Lookbook
Ambassador
Print Media
Facebook
Twitter
Instagram
Youtube
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r
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Light-medium
80% Nylon
20% Spandex
XS/S - M/L
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r
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$55
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r
r
r
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Light-medium
80% Polyamide
20% Elastane
XS - XL
r
r
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r
r
$40
r
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r
r
r
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r
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Light-medium
80% Nylon
20% Elastane
XS - XL
r
r
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r
r
r
$50
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r
r
r
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r
r
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r
r
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Light-medium
82% Nylon
18% Elastane
XS - L
r
r
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r
r
$66
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r
r
r
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r
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r
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r
r
r
r
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Light-medium
Supplex
Lycra
XS -XL
r
r
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r
r
r
$50
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r
r
r
r
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r
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Bad Kitty Dragonfly RARR RAD Polewear Dirdy Birdy
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r
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r
r
r
r
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Light-medium
Swim
Fabric
S-M
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r
r
r
$53
r
r
r
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r
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r
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r
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r
r
r
r
r
Light-medium
Lycra
XS -XL
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r
r
$69
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r
r
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r
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Light-medium
Perfit
XS -XL
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r
r
r
$40
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r
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r
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Light-medium
83% Nylon
13% Spandex
XS -L
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r
r
$120
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r
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r
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Light-medium
80% Nylon
20% Spandex
XS -XL
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r
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r
r
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$75
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3rd Year
3rd Year
3rd Year
3rd Year
Most use nylon/
spandex mix
Being based
in Singapore,
Vesper will have
bigger Asian
presence.
Vesper’s pricing
is higher due to
higher quality
and better
designs.
Vesper will
separate
itself from
competitors
through creative
promotions,
unique contents,
and wider
promotional
channels.
Liberty Studio Indi Polewear MIKA Michi Vesper Note

Vesper Designwear76
Positioning Map
Multi-dimensional map against competitors
Fiercest competitors are identified as Dragonfly, Bad Kitty, and RAD
Polewear. To surpass the competitors in the next five years, Vesper plans
to maximise all aspects of its marketing mix. Where Vesper might not
have as much range of products as its competitors, it will compensate
with higher quality and more sophisticated, well-fitting designs. In
terms of pricing, Vesper’s premium price will elevate the image from
the competitors and make the products more desirable. Being based
in Singapore, Vesper will have larger Asian presence. The fiercest
competition will come from Bad Kitty, which is also easily available
online and physically in Singapore. What ultimately differentiates Vesper
from its competitors is the promotional plan. Unlike the competitors
which rely on the burlesque image of exotic dance and mouth-of-
word within the niche market, Vesper will create an integrated online
campaign which not only promote the brand but also pole dance as arts
and fitness, which in the long term will help develop the pole industry
and the market.
Products
Dragonfly
Bad Kitty
RAD Polewear
PricePlace
Promotion
Perceptual Map against competitors
Low Price
High Price
Lululemon
Lorna Jane
NIKE
Adidas by Stella
Mc Cartney
Lucas Hugh
Olympia
Full CourtMichi
Bad Kitty
Liberty Studiowear
Forever 21 activewear
H&M activewear
Dragonfly
Indi Polewear
K. Deer
RAD
RARR MIKA
Onzie
High QualityLow Quality
In the pole dance market, Vesper will fill in the gap for contemporary fashionable activewear with
a focus on product quality, especially in terms of pole and aerial arts. With unrepeated designs
and seasonally launched collection, it will have a similar proposition to Adidas by Stella McCartney.
Although Vesper adopts premium pricing strategy, it is different from luxury sportswear brand such
as Michi, Olympia, Full Court, The Upside, and Lucas Hugh.
Luxury sportswear,
with fashionable
designs and
premium price.
“Indie” activewear
and polewear with fun
designs and higher
quality than that of
Bad Kitty’s group.
Performance-focused
group, with their own
fabric and patented
technology. Price
ranges from medium
to high.
The value-for-money
cluster, which consists of
affordable sports wear
with medium quality.
The designs are typical
sportswear. Affordable
pricing is enabled by
mass productions.
Popular choices because
they are affordable and
have more designs than
common sportswear
like NIKE. Usually have
naughty and
playful image.
Vesper Designwear 77

SWOT & TOWS
ANALYSIS
Strength
Better understanding of the Asian
pole market.
Connection/inside network to pole
community in Singapore.
Strong branding.
Quality products, premium image.
Weaknesses
Product development in Singapore is
expensive, need to outsource.
Brand is not established, need to
gain consumer trust.
Market is niche, doesn’t have the
advantage of economies of scale.
Opportunities
Develop pool of pole dance talents.
Regional & International expansion.
Advancement in technology means
advanced product development.
Government incentives for start-up.
Threats
Competitions from brand with similar
price point.
Customers able to substitute
products.
ST
Due to better understanding of
regional market and insider network,
Vesper has leverage against
competitors.
Different style & branding separate
Vesper from competitors.
WT
Create products that are desirable not
just because of the product features.
Create a strong branding that will
create an emotional resonance with
the customers.
Have no reason to substitute or
switch brand.
SO
Strong message behind the brand to
attract consumer to pole dance.
Inside connection to pole dance
industry means getting valuable
expert opinions for PD.
Partnering with studios are easier.
WO
When needed, government incentives
help expansion strategy.
Regional expansion will help cement
the brand position in the market.
Increased revenue from expansion
will help sponsor advanced product
development.
COMPETITIVE
RIVALRY
Threat of
new entry
Threat of new
entrants
• Low cost
• Experience
needed
• Connection
needed
• Economies of
scale needed to
lower costs
Competitive
rivalry
• Only few strong
competitors
• Specialised
products
• Moderate loyalty of
customers
• Low switching costs
Buyer power
• Few quality brands
• Brands not easily
available
• Not price sensitive
• Moderate brand
loyalty
• Ability to substitute
• Their demands drive
the products
Supplier power
• Many numbers of
suppliers
• Similar quality
• Able to substitute
Threat of
substitution
• Not many good
substitutes of
polewear
Threat of
Substitution
Supplier
Power
Buyer
Power
o
–

Consumer Analysis
The objective of consumer analysis through primary research is
to understand the demography, behaviour, and psychography of
Vesper’s target market.
Methods of Inquiry
Qualitative Research
Focus group of 7 participants includes studio owner, studio
manager, pole instructor, 3 intermediate students, and one beginner.
In-depth interview with MPDS studio manager, Yumi Pong.
Quantitative Research
30 Questionnaires collected from 15 beginners and 15 intermediate-
advanced students collected over the span of 7 days and four
classes.
53 Online questionnaires collected from non-pole women.
Secondary Research
The data was obtained from having the administrative pass to
students’ data on MPDS system.
Demographic Analysis
3% 40-50 years old
44% 30-40 years old
53% 20-30 years old
Data is obtained from MPDS Database
Generally, female pole dancers are in their 20s to 40s. While the
focus group age ranges between 24 to 35, the bulk of pole dancers
are in their early 20s to late 30s (they made up, although there
are a few that are in their 40s. The oldest known respondent in
questionnaire is 42 years old.
In Singapore, 20-50 years old is also the prime age group for
Singapore’s economically active population, which means majority
of the respondents have stable job and thus stable income to be
able to spend on pole classes and pole wear.
In terms of level, there are
more intermediate level
students, followed by basic
level, and advanced level.
There were less than 10%
advanced ladies as the
tricks were exceptionally
hard and there need to be
high level of flexibility and
body awareness. The levels
are judged based on the
difficulty of tricks mastered.
Once a student achieved
her invert, she is considered
intermediate level, hence
the higher number of
intermediate students. The
result is a skewed pyramid
on the side.
Basic
Intermediate
Advanced
Beginners’ level diversified by age Intermediate-advanced level
1% 40-50 y.o 6% 40-50 y.o74% 20-30 y.o 42% 20-30 y.o
25% 30-40 y.o 52% 30-40 y.o

Behavioural Analysis
They have more than they need
Although on average they train only 2-3 times a week (except
for some who trained almost everyday), more than half of the
respondents have more than 10 pieces of pole wear or sports wear
reserved for pole dance.
Infrequent laundry is one of the reasons why they buy more than
they need. Personal gratification and mood are other reasons why
pole dancers buy pole wear not necessarily out of need.
““A pole dancer can never have too many sets.” Celeste Wang
“I’m guilty of spending more than I should. I buy when I see
something nice.” Tracy Mak
“You can’t get the shopaholic out of a girl.” Lim Pei Yi
7% 2-3 times a month
20% Once a week
73% More than once a week
0% Once a month
0% Less than once a month
How often do you pole?
Online Shopping is more common than physical
shopping
All participants of focus group claim that they prefer shopping
online, because pole wear is not very accessible physically. They are
also studio-loyal, so visiting other studios for pole wear is a no. They
are also comfortable with not trying before buying. The reasons they
give include the stretchable material of pole wear, which makes the
sizing more flexible. Having looked at or tried friend’s pole wear in
person is another reason why sizing is not a major problem.
“A physical store is interesting but not necessary.” Vanda Seetoh
20% Retail store 80% Online store
Where do you usually buy your pole apparel?
Online favourite stores
Most participants answered Urban Slings, OMGOING, FitFlyWear,
and MIKA Yogawear as their favourite online stores.
Big basket size per purchase
Because they usually buy from international online shop, they did
not purchase very frequently. The average time is once a month.
However, they would buy 2-3 pieces at any one time. They spent an
average of $50-$70 a piece, although the maximum amount they are
willing to spend is different for each type of items. The high unit per
transaction is to save on shipping costs and waiting time per piece.
“I usually buy together with friends and we buy a lot so we can save
on the shipping cost. The best time is to buy during sales like Black
Friday.” Pei Leng
Maximum spending power
On average they are willing to spend $51-$70 for a top, below $50
for a shorts, and $71-$100 for a leggings. However, focus group
participants had said that it depended on the quality and design as
well. They are willing to spending more for premium brands that can
last a while, like Lorna Jane.

47% Less than once a month
33% Once a month
20% More than once
a month
27% $71-$100
33% Below $50
40% $51-$70
0% Above $100
How much are you willing to spend for a top?
How often do you purchase polewear?
27% $71-$100
7% Above $100
47% $71-$100
33% Below $50
13% Below $50
40% $51-$70
33% $51-$70
0% $70-$100
0% Above $100
How much are you willing to spend for shorts?
How much are you willing to spend for leggings?

They are not brand loyal
Pole wear brands retail at similar price range, so do sportswear
brands such as NIKE, Adidas, and Lululemon. This often means
that one person would have a few pole wear from a a few different
brands. Of course, they still have their favourite brands, but they
are open to new pole wear brand, because there is not many in
Singapore market, and “will get what they could”. They are also
open to experiment on unique, unusual designs.
They buy peripheral items too
Pole dancer do not just need a separate bra top and a bottom.
Depending on the class, most of them have legwarmers, knee
protectors, socks, leggings, and capris, and outerwear. More than
half of focus group participants would wear outerwear (tank tops,
crop tees, etc) before the class starts.
“We do class with a lot of girls. I’m sure everyone wants to look
good.” Tracy
Psychographic Analysis
Reasons for joining pole and aerial classes
The objective of pyschographic analysis is to find out what exactly
is lacking in pole wear today, and what the polers want from
their pole wear. Thus, questioning their motivations and how they
wanted to feel on the pole is appropriate. Most clients at MPDS
are career women (although there are housewives too). Their jobs
vary tremendously from cabin crew, corporate lawyer, air traffic
controller, to nurse and doctor.
An in-depth interview with Yumi Pong, manager of MPDS, reveals
how women felt connected to the pole.
“I was an art teacher I was at the lowest point
of my life and I was doing stuff that wasn’t
good for my body. When I realised I had to get
myself together I started going to the gym to
be fit. It was tiring and it wasn’t fun; I always
counted down to the moment it would be
over. I tried dance too and even then, it wasn’t
exciting enough. Then I discovered pole dance.
It was painful and challenging but it’s a new
experience and it felt good. Before I knew it,
one hour was over. After I finished my first
class, I was strangely addicted.”
Like Yumi, for most polers, pole fitness is a fun exercise that
differentiate them from their peers while getting fit at the same
time. The two attributes can’t be separated.

It is fine to express sensuality
Ms. Pong also noted that sexy and strong are always interconnected
as strong may mean inner femininity. Creating a pole brand that is
too conservative might alienate advanced girls who are comfortable
with revealing outfits.
“In the gym, the more you train the easier it
gets. Pole is constantly challenging as there
are always new, harder combos and tricks to
master. That’s why it’s fun.”
There is a difference about being sexy and
performing a sexy routine. Pole dance is
actually about embracing your inner sensuality.
It’s empowering. Kinky outfit is just part of the
job. You need the skin to perform tricks.
Yumi Pong, MPDS Studio Manager
12% Lose weight
63% Fun!
25% Differentiate from peers
8% Feel Sexy
What motivates you to do pole and aerial fitness? The fact that students want to have fun while exercising is also
reflected in how classes like exotic dance and lap dance are filling up
faster than other classes. While the majority of students want to feel
strong, others want to feel sexy. However, except for a notable few
who is comfortable with being sexy, most polers, even the advanced
ones, tend to shy away from overly sexy designs that emphasize
cleavage. “Wardrobe malfunction” is one of the concerns of sexy
designs. Still, to be able to maximise the market potential, Vesper
has to recognize that some women does want to feel sexy.
“I believe everyone has a little bit of
naughtiness in them. For me pole dance is a
way to unleash mine. I don’t think I’m sexy, but
sometimes I want to feel sexy. And I see a lot
of women having fun on the pole too.”
Khadijah Bietz, Housewife
The Industry and the Market The Industry and the Market
Concerns and desire on current polewear brands
in the market
Concerns varied according to the levels. Beginners tend to worry
about the coverage, and go for longer shorts (like running shorts)
because they feel they don’t have the body to “rock” brazil shorts.
Intermediate and advanced girls are more concerned about the lack
of variety of designs and availability in Singapore.
Although the concerns are generally personal and they vary from
level to level, there is a surprisingly simple underlying desire from
the majority of pole dancers: flattering fit. This is because women
are blessed with different body shapes (some with wider hips,
bigger breasts, etc), and a one-style-fits-all nature of most pole
wear brands often does not work. Having a wide range of sizes does
not solve the problems too, because the cut is still not flattering
and may squeeze the body in awkward places. Providing a variety
of design that flatters different body shapes also help to solve the
problem of personal body-shaming that beginners tend to have.

It has to be flattering. I have big hip
and small waist so I have awkward
sizing. I also want more tops for people
with no boobs.
Yumi Pong, MPDS Studio Manager
No love handle, no muffin top,
no camel toe, no side boobs. No
squeezing in weird places. Style-wise
I want it to be edgier. I think people
like to show off what they wear in the
pole community.
Tracy Mak, MPDS Studio Co-owner
I come to train everyday so I think
of pole wear as my normal outfit. It
will be good if it can be a bit more
fashionable, like high neck top with
open back. It look so stylish!
Vanda Seetoh, Pole Instructor
Decent shorts. I still don’t get why we
need to show off our butt cheeks to
each other.
Abby Ng, Pole Beginner
Most of us, women in general,
have self-esteem issues to a
certain degree. When I just
started out I felt the need to
cover up because I was afraid
of people judging me. But
at some point, I focused less
about myself and more about
mastering the tricks.
I came to realise that nobody
cared how I looked like–
they were more focused on
the pole than comparing
sizes with other people. As
I progressed I started to
wear less without realising.
But of course, there’s a limit
to the amount of skin that
individuals are comfortable
showing. Being confident
and comfortable is the most
important.
Yumi Pong

What is lacking from the current polewear brands?
How often do you exercise?
Would you support new pole and aerial apparel brand?
0% Sizing
0% Price Range
0% Yes
0% No
On new polewear brand
The majority of questionnaire respondents feel that stylish designs
are lacking in the current polewear industry. A small percentage
still have concerns over the functionality of polewear, especially in
terms of comfort. When asked if they want to see a new polewear
brand, focus group participants synonymously answered yes, while
questionnaire respondents feel that it depends on the products and
the price range.
13% Functionality
11% Regularly
45% Seldom
33% Depends on price range
87% Design
11% Monthly9% Bi-weekly
25% $Weekly
40% Depends on products
Secondary Market Analysis
Because the market is already small as it is, any possible extension
of the market is considered.
Survey Analysis
53 Questionnaires collected.
RESPONDENTS PROFILE
100% Female
19% Age 16 - 20
81% Age 20 - 30
Behavioural Analysis
They have more sportswear than they use
Although almost than half of them (43%) only exercise when they
feel like it (no regular pattern), they have on average 3-5 sets. Again,
irregular laundry was one of the reason, and seeing something that
they like was another cited reason. Good designs might motivate
these consumers to purchase sportswear.
“Sometimes I see cute sports bra and I just buy it. I secretly hope it
will motivate me to exercise.” - Shiqian Pan, architecture student.

How many sportswear do you have?
What’s the average price you are willing to spend for an activwear?
6% >10 sets
6% >$100
9% $100
43% $50
28% 1-2 sets
42% $30
51% 3-5 sets
They spend less than people who are active
Predictably, they are not willing to spend as much as people who
actively do pole dance, or other exercises.
Potential conversion of secondary
market to primary market
The main objective of these questions is to know the potentiality for
these people to take up pole fitness, and thus the primary market
potential growth.
Their impression of pole dancing is well divided between sexy and
difficult. Sexy is a common perception of pole dancing because of
its association to striptease and night club. When asked if they will
try pole dancing, 38% firmly said no, but 72% might try once. Out of
the 72% who said they might, 32% were more enthusiastic about it.
Although the percentage is not very high, it shows that the pool of
pole dancers is still growing.
What is your impression of pole dance?
19% Interesting
42% Sexy
40% Hard
Interestingly, more than half of the respondents have tried or are
practicing yoga/pilates, while 6 people have tried pole fitness
before. Dance like Zumba, Salsa, and Jazz is also a popular form of
workout. Just like how polers can wear yoga wear, yogi can wear
pole wear as well. These people, who engage in medium-intensity
exercises, are definitely secondary market that Vesper will tap into.
9% 6-10 sets

Will you try pole classes?
Which activities are you doing regularly/have tried before?
Pole
Fitness
5 10 15 20 21
Yoga or
Pilates
RPM
Spinning
Dance
Workout
No. of respondents
Never
Aerial
30% No
32% Yes
38% Maybe once
Market Segmentation
From the above profile and psychographic analysis, the consumer
behaviour indeed mirrors the level they are in. Therefore, potential
customers can be divided into the following categories, with larger
number of beginners.
Mostly pole beginners in their mid-late 20s.
They do not always have fit and toned bod-
ies.
As they are just starting out, they usually
train once a week.
They wear standard exercise gears like NIKE,
Adidas, and Cotton On Body. They own 3 sets
on average.
Main motivation is to get fit.
Main concerns are coverage and their own
body consciousness.
Tend to cover up with tank top and T-shirt,
and longer shorts.
Intermediate to advanced level pole dancers
in their late 20s to early 40s.
Usually wear yoga/activewear, sometimes
polewear (depending on style & preferences).
Bad Kitty, MIKA, and Lululemon are common.
Motivation: to have fun, to differentiate them-
selves from their peers, to feel sexy.
Main concerns: lack of availability and variety
of pole wear in Singapore.
They wear more revealing attire, like adjust-
able yoga string shorts, comfortable bearing
butt cheeks and midriffs.
CASUAL POLERS POLE ASPIRERS

Mostly pole beginners in their mid-late 20s.
Advanced to professional level including pole
figures and instructors. They train everyday.
Usually wear international pole wear brands
(might be sponsored) like Bad Kitty, RAD
Polewear, Dirdy Birdy and Dragonfly. Only
occassionally do they wear yoga attire. Own
more than 10 sets.
Motivation for pole: passion. Pole has become
their life.
Main concerns: design and how it affects
their image.
Comfortable in very revealing attire. Midriffs
and butt cheeks visible most of the time.
POLE JUNKIES
Targeting: all three
segments.
Due to the already niche nature of the
pole market, Vesper will target all three
identified segments. This is so that the
market can be maximised for the brand
future growth and sustainability in the
long term. Not forgetting that one day,
the casual polers will level up to the
pole aspirers, and most of them will be
the pole junkies. As the community is
also tight-knit, their preferences and
style are influenced by each other.
The three targetted segments have the
need of pole wear regardless of their
levels, although the aspirers and the
pole junkies would purchase more.
SECONDARY MARKET
People who practices Yoga (especially
Bikram Yoga) as the top is
interchangeable
Female aged 20-40 whose personal
style is sporty
Female aged 20-40 who exercise
regularly
To women who took up pole
dance and aerial fitness
in Singapore, Vesper is a
premium designwear which
create sophisticated products
to accommodate different
body types and the rigour of
pole movement. Not only will
pole dancers feel comfortable
and secure on the pole, they
will also look and feel
their best.
POSITIONING STATEMENT

Financial Summary
YEAR 1
Introduction Stage
Launch brand on e-commerce website
Launch brand at authorized studio resellers
Pilot community programme
Launch of online campaign
Gathering initial feedback
Strategy adjustment
DISTRIBUTION CHANNELS
E-commerce
2 Pole Studios
2 Yoga Studios
Market Share: 10%
Target sales: 5,200 pcs
Revenue: SGD 33,366
YEAR 3
Growth Stage
Addition of 3 product lines
Venture to department store and specialty store
Retain existing customers & heavy promotion to expand customer
base
E-commerce
2 Pole Studios
2 Yoga Studios
1 Department store on 30% Consignment terms
1 Specialty store on 30% Consignment terms
Market Share: 16%
Revenue: SGD 97,974
YEAR 2
Introduction - Growth Stage
Continue growth momentum
2 Additional Retail
New campaign launch
Establish brand name
Expand customer base
E-commerce
3 Pole Studios
3 Yoga Studios
Market Share: 12%
Revenue: SGD 46,551
YEAR 4
Growth Stage
Further voray into department store
New technology for product development
Retain existing customers & heavy promotion to expand
customer base
E-commerce
3 Pole Studios
3 Yoga Studios
2 Department Stores on 30% Consignment Terms
1 Specialty Stores on 30% Consignment Terms
Market Share: 20%
Revenue: SGD 168,402
FInancial Plan Financial Plan Vesper Designwear 103Vesper Designwear102

YEAR 5
Growth Stage
Overseas expansion to four
different countries
Retain existing customers & heavy
promotion to expand customer base
E-commerce
3 Pole Studios
3 Yoga Studios
2 Department Store on 30% consignment terms
1 Specialty Store on 30% consignment terms
4 Overseas Pole Studios
Market Share: 25%
Revenue: SGD 252,340
Year 1 Sales Budget
Bra Tops
10
20
30
40
50
60
70
90
80
100
110
120
130
140
40%
10%
30%
20%
150
Tank Top Shorts Leggings
Revenue(inthousandsofSGD)
Mark up
5x
Avg. Price/Unit
$75
Revenue
$326,000
Qty sold in Y1
5,200 pcs

Start-up Budget
Capital
Registration & Incorporation
of Private Company
SGD 80
Administrative Expenses
SGD 200
Branding
SGD 1,000
Rental Deposit
SGD 4,500
Initial Stock
SGD 19,560
Website Developer
SGD 5,000
Domain
SGD 10
Transport
SGD 1000
Fixed Assets
SGD 7,700
SGD 39,050
SGD 50,000
Five Year Financial Forecast Summary
Sales Budget (in thousands of Singapore Dollars)
Y1
100
200
300
400
500
600
700
800
900
1000
Y2 Y3 Y4 Y5
BRA TOPS (30%)
SHORTS (23%)
LEGGINGS (19%)
TANK TOPS (13%)
(15%)
ACESSORIES
STREETWEAR
COSTUME
COMBINED REVENUE
Average Annual Growth Rate
1.33
Net Profit in Y5
$252,340
$ 1,005,003
Qty sold in Y5
16,020 pcs
Revenue(inthousandsofSGD) FInancial Plan Financial Plan Vesper Designwear 107Vesper Designwear106

Year 1 Year 2 Year 3 Year 4 Year 5
Sales
Top-Bra (40%) 130,400 175,920 169,740 215,100 290,250
Top-Tank (10%) 32,600 43,980 73,554 93,210 125,775
Bottoms - Shorts (30%) 97,800 131,940 130,134 164,910 222,525
Bottoms - Leggings (20%) 65,200 87,960 107,502 136,230 183,825
Acessories 16,974 21,510 29,025
Costume 28,290 35,850 48,375
Streetwear 39,606 50,190 67,725
Consignment Sales - - 18,900 28,350 37,800
Total Sales: 326,000 439,800 584,700 745,350 1,005,300
Less: Cost of Top-Bra (Variable) 31,200 60,458 56,881 67,392 97,322
Cost of Top-Tank (Variable) 7,800 15,115 24,649 29,203 42,173
Cost of Bottoms - Shorts (Variable) 23,400 45,344 43,609 51,667 74,613
Cost of Bottoms - Leggings (Variable) 15,600 30,229 36,025 42,682 61,637
Cost of Accessories 5,688 6,739 9,732
Cost of Costume 9,480 11,232 16,220
Cost of Streetwear 13,272 15,725 22,708
Total Cost of Goods Sold 78,000 151,146 161,164 190,944 275,744
Gross Profit 248,000 288,654 423,536 554,406 729,556
Less: Operating Expenses
Fixed Costs
Rental Cost (Space Business Centres) 18,000 18,000 18,000 18,000 18,000
Staff-Fixed Salaries (includes CPF) -
assistants@$2000/month + $3600/month for Joceline 69,600 69,600 98,400 98,400 98,400
Accountant (Corporate Secretary) 1,000 1,000 1,000 1,000 1,000
Utilities - $300/month 3,600 3,600 3,600 3,600 3,600
Repairs & Maintanance 500 500 500 500 500
Internet wi-fi $49.90/month, rounded up to $50 600 600 600 600 600
Communication & Telephone - landline $50/month 600 600 600 600 600
Travel & General Transport ($400/month) 4,800 4,800 4,800 4,800 4,800
General and Administrative ($200/month) 2,400 2,400 2,400 2,400 2,400
Depreciation of Fixed assets 1,540 1,540 1,540 1,540 1,540
Insurance Cost 500 500 500 500 500
Start-up costs 7,290 - - - -
Variable Cost
Promotional Budget - 20% of sales 65,200 87,960 116,940 149,070 201,060
Selling & Distribution - 5% of sales 16,300 21,990 29,235 37,268 50,265
Staff Commission (AWS) 5,600 5,600 8,400 8,400 8,400
Other Variable Costs (3% of sales) 9,780 13,194 17,541 22,361 30,159
Operating Profit 40,690 56,770 119,480 205,368 307,732
Less Interest Costs (Fixed)
- - - - -
Net Profit Before Tax 40,690 56,770 119,480 205,368 307,732
Less: Taxes (18% X NPBT) 7,324 10,219 21,506 36,966 55,392
Net Profit After Tax 33,366 46,551 97,974 168,402 252,340
Profit & Loss
Statement
Profit Margin
Year 1
10.2%
Year 2
10.5%
Year 3
16.8%
Year 4
22.6%
Year 5
25.1%

Beginning Cash Balance - 34,390 76,272 175,481 348,031
Initial Paid-Up Capital/Contribution 50,000 - - - -
Total Sales:
92% of Total Cash Sales 299,920 404,616 537,924 685,722 924,876 80,424
8% of Total Credit Sales 26,080 35,184 46,776 59,628
Total Bank Borrowings - - - - -
Increase in Current Liabilities - - - - -
Cash Available 349,920 465,086 649,380 907,979 1,332,535
Less: Cash Payments
Cost of Purchases
100% Cash 78,000 151,146 161,164 190,944 275,744
Rental Cost 18,000 18,000 18,000 18,000 18,000
Staff-Fixed Salaries 69,600 69,600 98,400 98,400 98,400
Accountant 1,000 1,000 1,000 1,000 1,000
Utilities 3,600 3,600 3,600 3,600 3,600
Internet 600 600 600 600 600
Communication & Telephone 600 600 600 600 600
Travel & General Transport 4,800 4,800 4,800 4,800 4,800
General and Administrative 2,400 2,400 2,400 2,400 2,400
Insurance Cost 500 500 500 500 500
Start-Up Costs 7,290 - - - -
Promotional Budget 65,200 87,960 116,940 149,070 201,060
Selling & Distribution 16,300 21,990 29,235 37,268 50,265
Staff Commission 5,600 5,600 8,400 8,400 8,400
Other Variable Costs 9,780 13,194 17,541 22,361 30,159
Total Interest Costs - - - - -
Tax Payments - 7,324 10,219 21,506 36,966 55,392
Purchases of Computers & Printers (Fixed Asset) 7,700 - - - -
Beg. & Ending Inventory Amount 19,560 - - - -
Rental Deposit 4,500 - - - -
Total Cash Payments 315,530 388,814 473,899 559,948 732,994
Ending Cash Balance 34,390 76,272 175,481 348,031 599,540
Total Sales:
Cash Available 349,920 465,086 649,380 907,979 1,332,535
Less: Cash Payments
Cost of Purchases
100% Cash 78,000 151,146 161,164 190,944 275,744
Rental Cost 18,000 18,000 18,000 18,000 18,000
Accountant 1,000 1,000 1,000 1,000 1,000
Utilities 3,600 3,600 3,600 3,600 3,600
Internet 600 600 600 600 600
Insurance Cost 500 500 500 500 500
Tax Payments - 7,324 10,219 21,506 36,966 55,392
Total Sales:
Cash Available 349,920 465,086 649,380 907,979 1,332,535
Less: Cash Payments
Cost of Purchases
100% Cash 78,000 151,146 161,164 190,944 275,744
Rental Cost 18,000 18,000 18,000 18,000 18,000
Accountant 1,000 1,000 1,000 1,000 1,000
Utilities 3,600 3,600 3,600 3,600 3,600
Internet 600 600 600 600 600
Insurance Cost 500 500 500 500 500
Tax Payments - 7,324 10,219 21,506 36,966 55,392
Cash Budget

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