FINAL CAPSTONE Library

Brevetti, Morciglio, Nowakowski 2
TABLE OF CONTENTS:
EXECUTIVE SUMMARY 3
GENERAL INTRODUCTION 6
NEED FOR BUSINESS 12
COMMUNITY & COMPANY BACKGROUND 14
RENDERINGS 16
LOCATION ANALYSIS 19
MANAGEMENT & OPERATIONS 31
MARKETING & PROMOTION 41
FINANCIAL SUMMARY 53
FUTURE GOALS & CONCLUSION 56
REFERENCES 58
ACKOWLEDGMENTS 63
APPENDICES 64
OWNERS RESUME Appendix A
LEGAL DOCUMENTS Appendix B
FINANCIAL STATEMENTS Appendix C
SAMPLE WORK SCHEDULE Appendix D
BUSINESS CARDS Appendix E
RENDERINGS Appendix F
WEBSITE Appendix G
SOCIAL MEDIA Appendix H
ADVERTISMENTS Appendix I
DISTRIBUTION PAGE Appendix J

EXECUTIVE SUMMARY
Mission Statement:
Rustiq’s mission is to provide its customers with clothing styles, which cannot be found
anywhere else, and to promote the recycling of clothing as well as using creativity and
ingenuity to create pieces that are unique. The vision is to put a heavy emphasis on our
consumer’s needs, building relationships to make sure that we produce clothing that suits all
their needs. The mission is also focused on customer service as a number one priority so the
experience that our customers receive makes them want to discover new places and unique
clothing around the city of Los Angeles.
Rustiq was established by Eliza Brevetti, Nicholas Morciglio, and Rebecca
Nowakowski. The owners strategically and correspondingly spilt up job duties as Manager
of Fashion Merchandising and Advertising and Marketing, Manager of Store Operations and
Customer Service, and Manager of Visual Coordinating. Rustiq’s inspiration is a derivative
of catering to fashion forward females and those willing to expand their fashion creativity
by producing trendy, “one of a kind”, customized clothing. The Rustiq team stresses the
importance of customer service and making shoppers and visitors feel welcome assisting
them with anything that they would make their visit to Rustiq a memorable experience.
Rustiq will be located in one of the fashion capitals of the United States, Los Angeles.
Rustiq’s aesthetic will correlate to the modern, casual ambiance that California possesses.
Within its specific location, Rustiq is surrounded by various retail businesses. Rustiq is the
only fashion business in the area that produces and sells customized clothing,
differentiating itself from any other fashion business in the surrounding area, which would
give Rustiq a competitive advantage.
One of Rustiq’s main goals is to provide women with fashionable clothing that
they can’t get anywhere else. To achieve this, Rustiq will feature several different kinds and
methods of customized clothing. For example: Sun fading, bleaching, stonewashing, spray

painting, etc. Our clothing will be professionally altered and customized by one of Rustiq’s
talented and artistically qualified owners. Throughout the course of the year, Rustiq will
always keep their inventory fresh by always providing its customers with a variety of new
fashions. In terms of what inventory will be on hand, Rustiq will feature customized shirts,
dresses, skirts, jackets, pants, shorts, and shoes. As a result of having such a wide variety of
products, customers can utilize Rustiq as their “one stop shopping” location, which will
make Rustiq stand out amongst its competitors.
The exterior and interior of Rustiq is the result of a trendy and modern subject
that is portrayed through the clothing that Rustiq will feature. Rustiq wants to set the tone
around a fashion forward environment. The high ceilings, custom made clothing racks, and
wood flooring all contributes to the laidback California setting Rustiq is trying to provide to
its customers. In the surrounding area, there is no other retailer or boutique that
specializes in selling customized clothing. That alone will make Rustiq stand out. As a result
of Rustiq being the only retail store of its kind, the owners will promise to keep providing
customers will trendy clothing to keep them interested in our brand.
Sine Rustiq is a newly found business; there is no prior financial history. In terms
of making this business feasible, the owners will be investing $9,000 each, totaling $27,000.
In addition to their personal investment, they will be seeking a $30,000 loan for a 60-
month term for 7% interest.
The fashion industry is a market that is known for generating thousands of dollars
in sales, and is an industry that always holds a high demand for consumer products. The
owners of Rustiq plan to take that into consideration when entering such a competitive
market. Rustiq aims to make enough money throughout the years to expand their business

to the east coast, as well as enter the male market. In addition to that goal, Rustiq aims to
make a name for itself in the fashion industry by building strong relationships with
customers and maintain a positive reputation that differentiates them from its many
competitors.

INTRODUCTION
Customized clothing is an article of clothing that has been altered in some way. It
may be fit, which is altering the size of the clothing. Color, which is dying or staining the
fabric. Or material, which is adding or altering the material to feel a different way.
Customized clothing is generally done with articles of clothing that are found at thrift
stores, consignment shops, or boutiques. These articles of clothing are commonly second
hand clothing. Using clothing that is found at secondhand stores allows for a very large
choice of items to choose from. There many different styles of secondhand stores that will
allow us to choose what we are looking for and what we think will sell well depending on
current trends and the season.
A large aspect of whether or not this business idea will be feasible depends on if our
team is able to restock and consistently supply our customers with items that they would
expect to see at Rustiq. From researching what other businesses utilize on the East coast,
our team will use the same strategy as stores of this similar nature; which is establishing
connections throughout the city of Los Angeles. In building relationships with different
establishments that deal with secondhand clothing gives our team a head start when
locating these items. Doing this also allows our team to network and as we build
relationships it will become easier to obtain these items.
Customized clothing is a successful style of clothing because it promotes the reuse of
clothing that has already been manufactured, allowing garments that will otherwise be
thrown away as garbage or stored away, and never to be worn again. Altering clothing is an
idea that is limitless, it all depends on what the specific article of clothing is, it could be

anything from outerwear such as jackets, vests, hats to everyday items such shirts and
pants.
Customized clothing takes clothing that would otherwise be out of date, or the fit is
very different then current styles of clothing worn today, and turns them into everyday
pieces that follow current trends to attract consumers looking for unique pieces not found
anywhere else.
The team plans on opening a retail store by the name of Rustiq. This business will
feature articles of clothing that are found in thrift stores and boutiques and either sold how
they are found, or will be reworked in some way whether it be altering the size or changing
the color of the item. This store will sell only these items; nothing in our store will be
bought brand new from other retail stores. The name is consequent from the word rustic,
which is defined as being constructed or made in a plain and simple fashion. Style cues
from this type of construction will be strongly seen in the layout of the store space and the
atmosphere that the store creates for our customers. The materials that our team will be
using for the store are hardwood floors, steel shelves and other materials that portray as
raw and unpolished. Our team would like to use as many natural materials and colors as
possible, such as different shades of browns and grays, different materials such as copper,
rusted steel, brass, and wood.
The store will be located at 7311 Melrose Avenue, Los Angeles, CA 90046. Our team
chose this location because it is surrounded by other business in which the customers they
attract are the same kind of customers Rustiq will attract. When choosing the location of
Rustiq, the surrounding business played a crucial role in the final decision process.
Surrounding businesses were so important because the area has to have a demographic of

customers that spend around the same money when they intend to shop. Along the same
street there are multiple retail stores and restaurants that are within the same price range
our team plans on pricing our products at. California has a relaxed, laidback fashion style
and the constant warm weather allows people to avoid weather conditions such as snow
that would slow down the customers that visit our store. The ideal customer to our store
stays up to date with fashion trends and is also social media savvy to gain inspiration for
their looks. Creativity is key for fashion leaders, so placing Rustiq in California is crucial to
reach out and cater to this group of people. Our ideal customer shops at thrift stores and
consignment shops; where they enjoy wearing secondhand clothing that they adapt it to
their style.
The team plans on creating a retail store that allows the customer to walk to
different parts of the store and feel like it is organized into different categories of clothing
depending on what they are looking for, the store will be easy to navigate. The vibe of
customized clothing perfectly relates to the relaxed, beach-like vibes that reflect
California’s style.
Weather plays a significant role in the decision to be located in California, as well as
the large city of Los Angeles. Since the weather where Rustiq will be located is primarily
warm, the majority of our products will be clothing that is worn for warmer weather.
California commonly adopts fashion trends before they migrate over to the east coast. Since
the city of Los Angeles is the largest and closest city to the business, it is a perfect place to
hunt for unique items in thrift stores and boutiques throughout the city that would be seen
as fashionable in today’s fashion trends.

While Rustiq is located in CA, the business is not limited to the LA area for potential
products; places like San Francisco and New York City have their own unique styles and the
business will plan trips to search for potential products there. This allows us to provide our
customers with a large range of different products to shop from, and to see products they
may have never seen if it weren’t for Rustiq being a store that brings these garments to one
spot.
The team believes this business plan will be a success because of the unique market
that we will provide for customers; therefore our products will be unique to our store as
well. The atmosphere the store provides will also be an experience that would be
representative of the brand and the image Rustiq would like to project to it’s customers
when they think of our brand. The mission is also focused on customer service as a number
one priority so that the experience that our customers receive makes them want to share
their positive opinion on the fashion blog on Rustiq’s website. Rustiq’s blog will record all of
the places that our team has visited and what we see on our visits through these stores.
This is to come closer to our customers in regards of their interests such as discovering
new places and unique clothing. Rustiq’s website will also include tutorials on how to dye
clothing, make simple alterations, and what to look for and what to avoid when shopping
for different clothing at stores like this.
Not the entire product base will be customized. If during the process of searching
for different items and we find products that are great on their own, we will also sell them
how they are. Having both customized clothing and secondhand items allows us to have a
larger selection of products. The products will be a mix between secondhand items we find
and don’t alter, in which we will just clean and prepare to be sold in the store, and

secondhand items that will be reworked in some way to be a popular item for our
customers.
The team would like to enter the male market but since the research was done on
only females, the decision to enter the male market will be based on the success of the
female market first. As a result of quantitative and qualitative research conducted in the fall
of 2014, the owners concluded that the male sample was not big enough to support a full
analysis in comparison to females for this business plan. For having such a small male
sample the statistics would be skewed making any obtained information not useful to the
questions and tasks at hand.
Rustiq’s mission is to provide its customers with clothing styles, which cannot be
found anywhere else, and to promote the recycling of clothing as well as using creativity
and ingenuity to create pieces that are unique. The vision is to put a heavy emphasis on our
consumer’s needs, building relationships to make sure that we produce clothing that suits
all their needs.
The owners of Rustiq are Eliza Brevetti, Rebecca Nowakowski, and Nicholas
Morciglio.
Eliza Brevetti is a Cazenovia College graduate who received her Bachelor of
Professional Studies in Business Management alongside a specialization of Fashion
Merchandising. With experience working in different retail settings, she has knowledge
working as a merchandise customer assistant, learning the behind the scenes of how to run
a business functionally and properly. She has also obtained knowledge through the many
fashion and business management courses at Cazenovia College to get hands on experience
to be proficient in the fashion industry.

Rebecca Nowakowski is a Cazenovia College graduate that received her Bachelor
degree of Professional Studies in Management with a specialization in Equine Business
Management. In the past she has worked at multiple retail stores where she gained
knowledge and experience of the fashion industry. Having worked both high end and
casual retail stores she has learned how to successfully sell and promote clothing to
different types of fashion retailers.
Nicholas Morciglio is a Cazenovia College graduate who received his Bachelor of
Professional Studies in Business Management and a Minor in Studio Art. He has years of
experience within the retail industry. He has worked alongside professional stylists on 5th
Avenue in Manhattan, New York and has held the position of manger at his parent’s thrift
store in upstate New York for over five years. He has also participated in multiple art shows
in upstate New York which he showcased his sculptures in small and large exhibitions.
The overall goal is to provide the customers with clothing that is unique and
recycled, to promote wearing secondhand clothing and to create a brand people can
connect with each other and share the places the visit and promote the same styles of
clothing we provide.

NEED FOR BUSINESS
There is a need for this type of business because of the fresh outlook it brings to this
kind of fashion. Rustiq provides customers with products that are unique and difficult to
find. This type of business is needed to help visitors to Rustiq aware of the different
secondhand stores throughout Los Angeles. Being in an urban setting, it is easy to overlook
many small places throughout the city. Rustiq aims to visit as many stores as possible
within the city to have a full understanding of what services are offered and what
businesses exist.
Rustiq is surrounded by three colleges with the farthest one being eight minutes
away, having such a nearby market of a younger demographic allows Rustiq to have the
opportunity to reach out to this market and influence their style with our products.
California is known for its music festivals so offering products and services that cater to
this will bring a larger following. Rustiq not only provides unique secondhand clothing, but
also products that our team will find and customize to change the style of the item. Many of
these items we customize ourselves will follow a music festival theme; this being casual,
Hippie inspired styles. Merchandise such as this is popular amongst markets on the West
coast.
Keeping in mind the restricted budget of a younger demographic; our team has put
into place various discounts that will reduce the prices of some of our items to cater to this
younger market. These discounts are saving 10% on every purchase when you purchase a
cotton tote bag from Rustiq and return to shop with the tote bag. This caters to this younger

demographic because 10% every time you shop adds up. Another discount we will have is
5% off of your first purchase with Rustiq, this will be applied to every person that is
shopping with Rustiq for the first time, after applying this discount our team will discuss
our various social media sites and what it includes; such as the blog of various do-it-
yourself ideas and our lookbook of styled models wearing secondhand clothing that was
discovered by Rustiq.
In the first year that Rustiq will be in business, it is important to build up a name and
reputation amongst customers. This will be done by promoting our contest for two free
Coachella Music Festival tickets for this upcoming years event. Advertising this promotion
on social media sites, in-store purchases, and communicating with followers on various
social media site will spread the name of Rustiq through the Internet and word of mouth.
To win this contest one must follow Rustiq on all of it’s social media sites, as well as post
pictures of yourself wearing different clothing that has been customized along with the
hashtag #RustiqLovesCoachella. Increasing the numbers of followers on our social media
sites is an effective strategy that helps gain more followers. People like to join what they
see is popular so building the reputation of Rustiq will be the main priority.
On the East Coast this style of retail clothing store is much more common. Having all
of New York City as a hunting ground for unique items allows for one of a kind items to be
discovered, marked up and sold to customers. Our team plans on using this business model
on the West coast, using the same strategies and networking skills of searching for these
items as the East coast will assist Rustiq in building a solid reputation as a business that
always offers fresh styles. The need for this business is to promote creativity. Rustiq aims to

bring people together through customizing clothing to their style and wearing clothing that
expresses their style.
COMMUNITY
Rustiq, will be located in the large city of Los Angeles, California. The specific region
in which Rustiq is located will be directly in the fashion district, therefore the owners want
to support the community and offer them unique products and services that they haven’t
seen or gotten anywhere else. Having good ties within the surrounding community is how
Rustiq will make many of its connections. Since Rustiq will be receiving its products from
local and surrounding secondhand stores, establishing a strong relationship with them will
allow Rustiq to receive and obtain their products more easily. Rustiq also plans to help out
and serve the community by promoting up and coming local artists and music festivals
such as Coachella.
BACKGROUD OF RUSTIQ
Rustiq is derived from the emerging fashion trend of customized clothing that was
originally seen in the 1960’s, when people were starting to push away from the traditional
American wear. The inspiration for this push can be traced through historical times and
celebrity figures. For example, as seen during the Hippie Era, peace signs patches and
embroidered daisies were sewn onto their clothing. Famous 80’s icons like Madonna wore
torn or ragged clothing that was held together by safety pins. This, as it is now, is all about
self-expressionism and that concept alone is what drives Rustiq to differentiate itself from
its competitors. Paying homage to the symbolism of expressing yourself, Rustiq aims to
create an environment in which its visitors will be allowed to express their fashionable

freedom in any way they choose. The name “Rustiq” is inspired from the rustic, vintage
atmosphere this creative business is trying to capture through its customized clothing, as
well as store appearance.
COMPETITIVE ANALYSIS
What makes Rustiq stand out amongst any other retail store or its competitors is the
innovative and creative process that goes into making each garment. From the owner’s
prior qualitative research conducted in the fall of 2014, the owners can conclude that
customized clothing is perceived as unique, trendy, and versatile. By providing Rustiq
shoppers with a laidback, trendy environment where they can get fashion forward clothing,
they will be more apt to come back for future visits. Rustiq’s surrounding competitors such
as American Apparel and Urban Outfitters do not compare because they do not offer
apparel products that are specifically personalized to each customer, like Rustiq. Rustiq
offers that personal touch versus the average retailers traditional print manufacturing.
Rustiq garments are all customized by hand, which makes it more unique and personal.
What also gives Rustiq a competitive advantage is that their prices will be significantly
lower than our surrounding competitors, making Rustiq the better retail store option for
consumers. For example, many local secondhand thrift stores that offer their customers
donated clothing for great, cheap prices surround Rustiq. With that, Rustiq plans on
establishing relationships with those organizations in an effort to obtain products more
easily. Overall, by establishing these connections, these secondhand stores will give Rustiq
a well-known, positive reputation versus its competitors.

RENDERINGS
EXTERIOR:
For the exterior of Rustiq, our team wanted a simple design; no posters or signs of
any kind displayed on the doors or their surrounding windows, this will help create the
focal point of Rustiq. The LED sign above the door is six feet tall and five feet wide; the sign
protrudes two inches from the surface it is attached to. It is weatherproof and crafted from
shaped steel so it can withstand rain and the high temperatures of California and still
operate correctly. The sign is off to the right of the entrance because it allows for it to be
larger as opposed to it being directly over the front door.
Rustiq is in between two businesses; on one side the name of the business is
displayed on a tan tarp awning, and on the other side the name of the business is displayed
on a gray steel sign. Having a LED sign displayed will make Rustiq stand out amongst these
other signs, especially when the sun sets and it becomes dark out the sign will draw the
attention of people passing by Rustiq. The exterior sign will be lit at nighttime, during the
day it will be off.
The front doors will be the same doors that come with the property as well as the
windows surrounding the door. The front entrance will not be renovated.
INTERIOR:

For the interior of Rustiq, our team decided that wood floors would fit the aesthetic
better that Rustiq is trying to create. The type of wood that will be used for the new flooring
of Rustiq is White French Oak. The new wood flooring will cover the entire floor of the
property. This wood was chosen due to its slight discoloration between the different
boards and the strong contrast of the dark knots in the wood against the pale color of the
wood.
For the walls of Rustiq, our team has decided that the raw and textured look of brick
walls would create an attractive atmosphere within the store. To install actual bricks it
would be expensive and it would minimize the space within the store; so to have the look
that brick and mortar brings without building brick walls within Rustiq, our team will have
“thin brick” installed by the company Brick It. What will be installed are real bricks cut into
thin slices, they are attached to metal brackets to ensure the spacing is correct, then the
mortar is added and it gives the exact same look that a traditional brick wall would give.
The type of bricks that will be used for the new walls of Rustiq will be Manganese Ironspot.
This brick was chosen because it is wire cut which gives a different texture; the color of the
brick is a tonal grey. This color was chosen over the burgundy color of traditional brick
because it compliments the pale shade of the wood flooring well. These thin bricks will be
applied only to the walls on the selling floor and not the employee bathroom or the small
storage room in the back.
The clothing racks will be custom made for Rustiq. This is because of the design our
team wanted, and the tall ceilings that Rustiq has. From the top view rendering looking at
the upper side; there will be one clothing rack closest to the main entrance, the changing
room, and another clothing rack. This changing room design was chosen because it saves

space, and it is more aesthetic then a blocky booth. The same company building the
clothing racks will build the changing room. The curtain used to provide privacy to the
customer in the changing room will be made from 11-12 yards of burgundy wool suiting
fabric. This fabric was chosen because it is not transparent in any way, and the texture and
color of the fabric fit in well with the other color choices chosen for Rustiq.
From the top view rendering looking at the lower side; there will be three clothing
racks and one mirror behind each clothing rack. In the middle of the store space is one long
clothing rack, on top of this is a tabletop-like surface that can be utilized for anything from
footwear to accessories.
There will be four full-length mirrors in Rustiq. They will be 6.4 feet tall and will lean
against the wall and attach at the top to prevent them from sliding. The placement of the
mirrors may vary due to the ease of use for the customers.
The pictures hanging on the walls are simple examples of the different decorations
that will change often to keep the layout of Rustiq fresh for new and returning customers.
The sign behind the desk is exactly the same as the sign on the exterior of Rustiq.
Our team decided on having one inside as well because at night it will illuminate the store
and allow people walking by to see the layout of Rustiq. As it gets progressively later in the
day and it becomes darker; the light from the sign will also create a mellow vibe for
customers to shop in.
The desk in the back of the store will be where customers can checkout, sign up for
our email list, and get their items bagged. There will also be a computer located at the desk
for employees only.

Creating a very different space than what is outside on the streets is the main goal of the
designs chosen for Rustiq.
*See Appendix F for complete renderings*
LOCATION ANALYSIS
The team believes California is the perfect location to represent Rustiq because of
the laid back style associated with the West Coast. Rustiq will incorporate a laidback style
but will also include more chic items for those who want a look that is less casual. Los
Angeles is a high-demand fashion area that includes the LA Fashion District, which includes
wholesale business stores. Our team also cannot forget Hollywood, which is the center of
fashion and celebrities. Celebrity impact is very influential in Hollywood, which is why it
brings more people to Los Angeles and it’s surrounding areas. Throughout the interview
process many respondents agreed that when they thought of Californian fashion they
thought of sundresses, sandals, bathing suits, sunscreen and sunglasses. That is the
atmosphere that our team will incorporate when opening Rustiq.
The weather plays a large role in the decision to have Rustiq located in California,
the atmosphere that constant warm weather creates changes the way people dress and the
places they like to shop. If Rustiq was located on the East coast, it would have to battle with
the freezing winter months, which bring ice, and snow, which will make the constant flow
of customers almost non existent. With Rustiq being located in an area that is constantly
warm, the items that our team finds can be focused on the spring/summer seasons, as
opposed to having Rustiq located in an area that experiences all four seasons, it removes
the need to quickly get rid of unique items for sale to cater to the colder or warmer months.

It allows Rustiq to establish a brand and the clothing it provides for its customers without
being controlled by the weather.
The decision to have Rustiq located in a suburban area as opposed to a rural area is
because of the necessity of having a constant flow of customers. Another positive aspect
about Los Angeles is that many people do not own cars so people ride buses; taxis, trains or
some people even walk to work.
Rustiq will be on multiple social media sites so customers accidently finding Rustiq
or customers only walking in from the streets will not be our only source of customers. Due
to the advancement of technology, small businesses can attract new customers easily,
business review sites such as Yelp and Foursquare help in assisting our word of mouth
advertising. Rustiq will have a very strong online presence. On our website will be a fashion
blog that will update visitors to the site to where our team has shopped and discovered
some of the items we find and more importantly the places that we visit. Our team’s goal
with creating the fashion blog is to connect with our customers and to better educate them
on really interesting places to shop that may be very close to places they visit everyday and
had no idea that they exist.
Rustiq will be located at 7311 Melrose Avenue, Los Angeles, California 90046. One of
the reasons our team chose this location is because of the surrounding businesses located
near it.
Shoppers who support retailers such as Urban Outfitters and American Apparel will
easily adapt to the styles Rustiq provides. Since Urban Outfitters and American Apparel will
be some of Rustiq’s largest competitors, studying the way they meet the demands of their
customers will be beneficial to how our team operates. These retailers are trendy, fashion

forward establishments who are known for providing their customers with fashions that
will make them trendsetters. Since our ideal customer is one who likes to take risks with
what they wear and stay up to date with the latest fashion trends, they are not afraid to
wear what suits their personality. That being said, shoppers who relate to Urban Outfitters
and American Apparel’s image will be easily influenced by what Rustiq has to offer.
Being surrounded by a variety of restaurants will also attract a wide range of people
to Rustiq. Restaurants and cafes such as, Pink’s, Lucifer’s Pizza, Lala’s Argentine Grill, Blu
Jam café, and Hot wings Café, to name a few, are all within a twenty mile radius to our
store. Also nearby is Chipotle, which caters to the age range (18 to 26) that Rustiq is
planning on targeting. The crowd they attract is commonly a younger demographic and will
blend in perfectly because they will be the large amount of people who will be more willing
to go out and shop with their friends.
Right next to Rustiq is Mao’s Kitchen. This will capture the eye of many street
wanderers in the sense that people who are walking to Mao’s to eat will pass by Rustiq and
immediately be attracted to its unique storefront. Chantell, a women’s clothing and
accessory store, is located on the other side of Rustiq. Customers who like to shop at
Chantell will recognize Rustiq when they leave the store and will automatically want to go
in to continue their shopping experience. Although Chantell will attract people to our store
as well, they are our biggest competition and paying attention to what they do right and
more importantly what they do wrong will be key in Rustiq’s success. Rustiq is also
conveniently located near different high schools, Fair Fax Senior High School, Bnos
Devorah High School, and Whitman High School all within a one-mile radius. Platinum

Image Services is a spa located about 315 feet away from Rustiq. Since Rustiq is a women’s
clothing store, women who are at Platinum Image Services can easily be drawn in to Rustiq.
There will be more competition because Rustiq will compete with retailers and
stores like Lovemelrose, American Vintage Shop, Wasteland, and previously mentioned
Urban Outfitters, and American Apparel. Having reasonably priced goods is another way
Rustiq can stay competitive while still giving their customers quality goods for a decent
price. By studying the way the surrounding retailers price point their items, the owners of
Rustiq can use that to their benefit and make sure that they have the better price for their
apparel products so more people are keen to shop there. As a result of Rustiq being new to
the Melrose Avenue area, the owners have had a chance to scout out their competition to
look at the quality of goods that the surrounding retails produce as ways to make their
products the better choice for consumers.
In regards to the interior, this location has high ceilings, which will make our retail
space that is only one thousand square feet look much bigger then it actually is. The tall
ceilings also allow our team to play with light and how it will create an atmosphere when
customers visit Rustiq. The storefront has large windows, not only will this bring in
customers off of the street easier, but it also allows our team to change up window displays
on a regular basis so that the first thing that people see remains fresh every week or so.
From the overall layout of the space, the bathroom will be for employees only due to
its location in the back of the store. It is common for smaller stores to not have a bathroom
open to the public, so it will not be a detriment to Rustiq for not providing this service. The
small storage space will be used to store items that have been prepared to be sold and are
waiting for space on the floor to be properly displayed. Our team will make sure this small

storage space is used to its full potential, keeping this room organized and knowing what is
being stored here will be a main priority in maintaining the in-store inventory of Rustiq.
California’s minimum wage is $9.00 as of July 1, 2014. But in January 1, 2016 the
minimum wage will rise to $10.00. Our team is planning on paying our employees more
than minimum wage because of the small amount of employees Rustiq requires to operate
on a daily basis. Besides the amount of employees, paying them more is an incentive to
provide better customer service and it creates a better work environment when people feel
they are part of a team and not part of a labor force. Rustiq will need employees that plan to
stay with our company for a long period of time, this is so repeating customers build a
relationship with Rustiq and its employees. Daily operation of Rustiq will only require 2-3
employees due to the small size of the store space.
In regards to zoning, Los Angeles has their own rules and regulations. Our business
does not plan on building additions of any kind to our store so it shouldn’t be a large
concern of ours.
After inquiring for more photos of our location from the real estate agent, our team
was also able to receive the demographics of the surrounding area from Rustiq’s address.
The Demographical information we received is within a five-mile radius and over the year
of 2013, although it is roughly two years old, it is illustrative of the current demographics.
The ideal customer is between the ages of 18-26 and is female. Our Demographic
information states that in 2013 there were 171,622 people both male and female between
the ages of 20-29 that lived 5 miles or less from our store address.
The quantitative research conducted in Fall 2014 is applicable to our business plan
because although Rustiq will have a small online store, Rustiq’s success depends on

customers walking in and having the product in front of them. Research shows 119
respondents to our survey were students and 79% of respondents prefer to shop in store
than online, so having a much stronger physical store presence will benefit Rustiq and its
success much more then focusing our attention on a large online store.
The annual income of the target customers will not be a defining factor in who shops
at Rustiq, due to the lower price range of our products. We want customers who spend an
average of $100 on clothing a month. This range of spending can be someone who makes as
much as $50,000 a year, to college students who have a limited budget.
The college student demographic may be easier to access than what was assumed
in previous research due to our location being less than a five minute drive from The
American Academy of Dramatic Arts and Emerson College and being less than a 15 minute
drive from The AMDA College and Conservatory and The Art Institute of California-
Hollywood. All of these schools teach subjects such as acting, graphic design, fashion
design, and many other creative majors so it is safe to assume the creative, young, fashion
forward female that enjoys wearing unique articles of clothing will not be hard to find at
this current location. Due to such a strong student presence so close to Rustiq, our team
would like to use that to our advantage with special discounts for this demographic. Rustiq
will build its customer base by accommodating the budgets of this target market so they
return and spread the word that Rustiq is a must shop location if you live in the area.
For the overall design of Rustiq, our team’s main goal is to create an atmosphere so
when customers come in off of the street we want them to feel as if they have stepped into
an entirely new space than the area that is outside on the streets of Melrose Avenue. Rustiq
aims to create a retail store that uses a minimal amount of processed materials such as

plastic. Our goal is to use “raw” materials, such as wood, wool, copper, and whatever else is
necessary to give a natural appeal.
Rustiq will have a feminine aesthetic to it, this will be shown in the décor of Rustiq
with Victorian style frames on mirrors, pastel colored decorations, etc. Many of these items
our team will use to decorate Rustiq with will be found in the same way our clothing will be
found, through thrift stores and consignment shops to stay within the trend of found
treasures; and just like the clothing if it needs to be modified to look better we will do so as
our team sees fit. The current floor in the location we chose is a strongly contrasted black
and white large tile floor. This will not work at all for the aesthetic that is desired for the
style of Rustiq so our team plans on removing the tiles and replacing it with a hard Maple
wood floor. Our team has decided on this style and type of flooring because it portrays the
desired look Rustiq is going for, not to mention that as time progresses the floor will
become scuffed, dented, and scratched from daily use from customers and employees who
will make the floor look used and aged. Quality wood floors are something that only
becomes better looking with wear and tear. The current light fixtures are spotlight style
and are attached to the high ceiling. Although they are the style of lights our team desires
for Rustiq, they are black and set up on either side of the ceiling. For the proper aesthetics
of Rustiq our team will remove this light fixture and install lights that are an off white color
to match the décor of the rest of Rustiq. Instead of having many smaller lights our team may
have a different style of lights where they are running down the middle of the ceiling and in
a pattern the lights are directed in opposite directions of one another, this will create less
clutter and make it look less like a busy movie set.

All of the furniture currently within the space will not be used in the final set up of
Rustiq; this includes the glass counter and the mirrors underneath it. Our team plans on
painting the ceiling and walls the color eggshell instead of the stark contrasting white walls
and black ceiling. Having a light colored ceiling and the proper lighting will make the space
look larger than it actually appears. Lighting plays an important role in creating an
atmosphere in a store, getting the light fixtures right will be a crucial part in the design
process of Rustiq. Since Rustiq is a clothing store that sells many different items, having a
dressing room will help customers be more satisfied and confident in what they are buying
will fit. After researching different styles of dressing rooms our team decided on a similar
style seen in Old Navy in which there is a revolving curtain that moves 180 degrees and
covers the customer in a big semi-circle shape, with the wall covering the rest of the
dressing room. This style of dressing room will save space and matches the aesthetic of
Rustiq more than a big blocky room.
The storefront has large windows which also includes natural light, having these
windows allows us to attract people off of the street and into Rustiq. On the exterior of
Rustiq, above the storefront windows, our team will display a logo that will properly
represent Rustiq. The logo is eye-catching enough to catch the attention of people unaware
of Rustiq off of the street, and colorful enough to pull in those people looking for Rustiq
among the other signs along Melrose Avenue. Rustiq’s logo has a slight advantage over the
neighboring businesses because it includes an actual logo with the name of our business.
The logo incorporates bright colors, as opposed to the neighboring businesses which only
include the name of the business and no logo, and the primary colors of their signs are a
light tan and gray which will make Rustiq stand out even more.

The team does not plan on customizing the clothing within Rustiq’s store location;
instead the team plans on using the places of residence to customize the products. Doing it
this way not only saves us money because we do not have to rent another space, but it
allows us to work on the clothing whenever we want in the comfort of our own space. The
customizing process does not require a very large space and our team believes it can be
easily controlled in our residences. Over time when demand is much higher, we will expand
appropriately.
The rent for this location is $2.50 per square inch. So the space being 1,000 square
feet it comes out to $2,500, which also includes utilities. This is still within a manageable
price range for our business plan.
Aside from Rustiq’s store location and where we customize our products, what also
needs to be considered is where we will store our products. Although there is a small
storage room within Rustiq, it is not nearly large enough to properly store all of the
products our team plans on finding and customizing. To combat this problem, our team has
decided we will rent a storage space so we can not only have somewhere to store our
products, but also to keep them properly organized so we know what is in our inventory.
The storage space our team will be renting from is Public Space, which is located at 6202
Willoughby Avenue, Los Angeles California, 90038. This is only 1.3 miles away, or a five-
minute drive from Rustiq.

The close location allows the team to easily access our entire inventory and have it
organized. The size of the storage space is 5x10 and is $199 a month. Public Storage also
has a deal on their website in which the first month is only $1 and if you pay the bill online,
you receive 15% off of your monthly rent, which will be utilized by our team. It is also
located on the first floor so no waiting for elevators or stumbling with our merchandise up
and down stairs. This size is listed as being able to hold all of the contents of a studio
apartment, so our team believes this will be enough for the first few months, and then an
upgrade in size may be in order at the same location.
The location the team chose will be effective for many reasons. We will have access
to the targeted demographic we researched for the success of a store of this style. The
yearlong warm weather allows the team to bring a business such as this to the West coast.
Although Rustiq is only 1,000 square feet, new technology allows people to locate us easier.
Therefore size will not be an issue as to how many people visit the store. The vision of the
team is to create a common gathering place for people to discover unique items and to
educate them about secondhand items they never would have known existed without
Rustiq.

MANAGEMENT AND OPERATIONS
This management plan is designed to ensure the success of Rustiq. It consists of all
job titles and their responsibilities, the owner’s responsibilities, and what the application
and training process will consist of. This plan is to be followed to make sure that all
employees and partners are treated fairly and what is expected of all involved parties in the
development and growth of Rustiq.
Human resource management is important for any business, as it keeps track of
recruiting and hiring employees, while making sure that they are educated and trained
enough to be able to perform their job efficiently. In relation to Rustiq, people who are
seeking employment will have to go through the standard process of filling out an
application, followed by an interview, and once hired, training and orientation.
As far as recruiting employees goes, the owners of Rustiq will post fliers along
Melrose Avenue, as well as posting job offerings online on job search sites (Monster.com,
Careerbuilder.com, Indeed.com, etc.). The ideal employee consists of someone who has
retail experience, and is between the ages of 20-25 years old, preferably female due to the
store associates selling exclusively to a female market. Though, Rustiq promotes an anti
discrimination policy on the basis of sex. Rustiq will require potential employees to fill out a
standard online application, where they will fill out contact information, work history, and
why they are interested and why they deserve the job. Applications will be different
depending on which job the person is applying for. That being said, Rustiq will feature
openings for two positions: Sales Associate and Merchandiser.
Job duties and responsibilities will vary depending on the job. Sales associates are
required to provide exceptional customer service and assist customers with any help that

they may need. Being able to compute sales and transactions is the main responsibility that
they will have, as well as maintaining the floor making sure that everything on sale is in
order, whether that be checking fitting rooms, straightening up the clothes racks, or making
sure the mirrors, racks, and floors are presentable and clean. The job responsibilities of a
Merchandiser would be traveling with Eliza Brevetti and Rebecca Nowakowski, the Head
Merchandisers, to specific locations looking for clothing and accessories to sell, as well as
potential items that can be customized and resold. All potential items are inspected and all
items purchased are by the Head Merchandisers.
Rustiq will follow the standard interview process, where the candidate will come
prepared with a resume and will be asked a series of questions about any retail history and
other skills that make them qualified for this job. Rustiq is looking for people who are
educated in fashion merchandising or design with retail experience, who also fit the style
profile that Rustiq is trying to portray which a style that inspires visitors to want to wear
similar clothing, a style that is personalized with unique items, beyond just a basic
wardrobe. The Rustiq owners will make the final decision together on who they think is the
best applicant for the job. Since Rustiq is a smaller retail store, there is a limited amount of
openings for each job position. As Rustiq sells merchandise and grows, the amount of
employees necessary to perform daily responsibilities will expanded. The team will grow
as time progresses along with the growth of the business.
Once hired, the employee will go through a process where it will be required to fill
out paperwork regarding tax forms, employment verification, and fairness policies. The
hired employee will have to sign a W4 form for taxes withholdings and claiming yourself in
terms of dependency. Next will be the I9 form for employee verification that confirms that

they are eligible to work in the United States. For this form, 2-3 different forms of
identification are required (Drivers license, passport, school ID, etc.). If they are full time
employees, a 401K form is to be signed to ensure retirement savings and plans. Equal
Employment Opportunity (EEO) is another form that guarantees fairness and no
discrimination amongst Rustiq employees and managers. Lastly, the At Will form is a policy
statement form that specifically mentions that they can be fired at any moment and they
also have the right to quit at any particular time if they wish to do so. In additions to these
forms, the employers of Rustiq will purchase and explain workers compensation, as well as
the code of ethics and procedures. All newly hired employees will be given a company
handbook that will feature policies and procedures, corporate compliance, benefits
included, whether not holidays will be paid, pay raises, workers harassment and bullying,
and work-related relationships.
Rustiq also has a termination policy that is situational based. The system that Rustiq
will follow is a three-strike rule system; all of the owners have authority to fire someone,
but this will be discussed among the other owners before anything is issued or addressed
to tell the employee they are terminated. Where everybody will be given two warnings and
failure to change the specific behavior will ultimately result in termination. For example, if
an employee shows up to work 30 minutes late and have been more, but still continue to
arrive late for their shifts, he/she will be terminated from Rustiq. Establishing an employee
base that is reliable and primarily works as a team is crucial in the growth of this business.
Rustiq plans on making sure their employees are properly trained and educated
before they are allowed to work on the floor or out looking for merchandise. Employees
will endure a day’s worth of orientation where they will learn what they will be doing in

regards to their job title. These modules will be updated every month so employees can
always stay up to date with knowledge about their job duties and responsibilities. There
will also be hands on training where they will learn how to work the cash register and
certain merchandising aspects like organizing different departments of the store in terms
of women’s shirts, pants, sweaters, dresses, shoes, etc. For the Merchandiser employees,
they will be trained in terms of what to look for when purchasing apparel for Rustiq.
For the employee section of our business our team plans on not hiring employees
for the startup of Rustiq. Rustiq is only 1,000 square feet so it is small enough where
Nicholas Morciglio can manage it on a day-to-day basis alone; meanwhile Rebecca
Nowakowski and Eliza Brevetti will map out the different locations in Los Angeles and
search for new merchandise. Hiring no extra employees in the startup of Rustiq also allows
for the team to work out a daily routine or operation that works with the team working to
build Rustiq. After a company routine or style of searching for new merchandise is
established, then the team will be able to incorporate new employees to expand these
established operations. Hiring too many people in the beginning can be risky and not cost
effective. Employees that would be hired will start by working part time to begin with.
They will need to be fashion forward and have an interest in the fashion industry. We will
also be looking for employees that have retail experience.
Rustiq will also be organizing a program where we will work with the nearby
Colleges in which students can be paid to join our Merchandiser team for a weekend or
every other weekend to search for potential items for the store. This program allows the
team to receive new creative minds on picking merchandise, as well as including the
surrounding area in Rustiq’s operations. Having students involved in this process is a

learning experience that allows them to be in a work environment that can inspire them to
join the fashion industry. Rustiq is located near three colleges so the appropriate
demographic for the preferred employee will not be hard to access. The employees will be
working closely with the owners of Rustiq so that there is a strong profit in the beginning of
the business. As Rustiq expands and earns more profit the team will be open to hiring more
employees in the future.
For our store’s organizational structure the team is doing a General Partnership. A
General Partnership is an association of two or more people that have the same goals on
earning a profit. Each member of our team is equally taking part in all the business’s profits
and losses. Ownership of Rustiq is taken part by all three owners. All three owners equally
own 33.3 % of the business. The business will not be issuing stocks because it is private
and small and additional investors in the company and the distribution of ownership is not
a relevant concern in the opening year of Rustiq.
The Head Merchandiser position is made up of Rebecca Nowakowski and Eliza
Brevetti. Both Head Merchandisers are responsible for going to different thrift stores and
finding retail clothing that are unique and customizable. From there the clothing will be
customized by the owners of Rustiq within the home of Nicholas Morciglio, this is due to
having the appropriate space and materials necessary to work on the merchandise that is
being customized, this also saves the team a substantial amount of money because it is one
more space that doesn’t require rent to be paid. As demand grows the team will research a
space to customize more clothing using the amount of materials and space that is
necessary.

The team plans on staying with the company for 10 years. This is to ensure that
Rustiq is given enough time from each owner to allow it to establish a name and customer
base. As Rustiq makes a profit and it expands, the team plans on opening a second location
on the East Coast, possibly in New York City. New York City is an ideal location to expand to
because of the large amounts of thrift stores located within the city, along with the subway
transportation. The second Rustiq location will be manage and operated in the same style
of the original location. This new location will be run by one of the original owners of
Rustiq, to ensure that the new store location is managed properly.
A stated previously, Rustiq has three owners, Nicholas Morciglio, Eliza Brevetti, and
Rebecca Nowakowski. They are qualified to start and maintain a retail-clothing store in
California and be successful.
Rebecca Nowakowski’s primary responsibilities will include driving to different
locations, and assisting Eliza Brevetti in mapping out the locations that will be visited that
week. Rebecca will have an equal say in what is purchased as merchandise for Rustiq
alongside Eliza. Rebecca will also decide with Eliza which applicants will be hired to go
along with them as a Merchandiser for Rustiq. This is due to the both of them knowing what
applicants have the proper experience and proper personality to work as efficiently as
possible and as a team on these trips to different Locations in California.
Rebecca Nowakowski graduated Cazenovia College with a Bachelor of Professional
Studies in Business Management with a specialization in Equine Business Management. She
has worked at two retail stores ranging from casual to formal retail. From those work
experiences she has learned how to merchandise and assist customers. Rebecca has also
worked at many different horse barns assisting the head trainer in sales and training.

Rebecca has grown a strong interest in the fashion industry and plans on pursuing a lasting
career in this field.
Eliza’s primary responsibilities and authorities will include being reliable for driving
to these local stores, as well as providing a map of places that she and the employees will
be going to. She will also be responsible for making sure that purchased items will be
within the budget range that the merchandisers are allowed to spend. Focusing on time
management and making sure everyone uses their time wisely when out looking for clothes
will be another obligation she will hold. Finding trendy and fashionable clothing, traveling
time, is the main responsibility she and the employees will have.
Eliza plans on being apart of the Rustiq brand for ten or more years as Head
Merchandiser. As Rustiq expands as a successful business over the years, she is an advocate
for the idea of opening more stores across the United States (for example: New York City)
and is willing to move to the east coast to help run the store.
Eliza Brevetti is a Cazenovia College graduate who received her degree in Business
Management alongside a specialization of Fashion Merchandising. She aspires to use her
degree to become a Fashion Stylist. With experience working in different retail settings, she
has gained experience working as a Merchandise Customer Assistant, learning the behind
the scenes of how to run a business properly. Through her experiences, she has been
recognized for providing exceptional customer service, making creative visual displays, and
for her ability to convince people sign up for store credit cards to increase sales. Alongside
those accomplishments, she has also been recognized for being an assertively hardworking
employee and teammate, who is willing to take on any task or challenge. Eliza has also
traveled abroad to France and Spain to gain a sense of, and observe, fashions of different

cultures. Volunteering for Cazenovia College’s annual fashion show as a dresser for three
years, she understands the importance of time management, teamwork, persistence, and
dedication. She has also obtained knowledge through the many fashion and business
management courses at Cazenovia College to get hands on experience to be proficient in
the fashion industry.
Nicholas Morciglio’s primary job responsibilities will be Manager of Rustiq. This job
requires Nicholas to work alongside one or two Sales Associates assisting customers and
changing the visual displays within the windows, maintaining the floor, and opening and
closing Rustiq on a daily basis. Nicholas will also be in charge of payroll for all employees
including the fellow owners. Nicholas will also work alongside an accountant to ensure that
all expenses and monthly bills such as rent for both the storage unit and the store location,
payment on the company truck, and the monthly budget for new merchandise stays
organized so Rustiq can grow. Alongside the other Owners, Sales Associates, and
Merchandisers, customizing potential merchandise will be done in Nicholas’ home, this is
due to his lifestyle as an artist and already having the prepared space for processes to be
done such as customizing clothing. Nicholas is also in possession of many materials that
will be necessary to customize the clothing; this includes sewing machines, dyes, paints,
and many other materials that will be of use in the process of preparing merchandise for
customers. Nicholas Morciglio’s house has already been planned to be converted to an art
studio, so this space would be sufficient in what Rustiq requires for its customized
merchandise.
Nicholas Morciglio will work with Rustiq for at least ten years, but projects that
Rustiq will live much longer then that. Having grown up in Brooklyn, New York, He is

proficient in navigating through an urban environment that will assist in discovering
secondhand stores big and small all over the city of Los Angeles, and possibly New York
City when Rustiq eventually decides to expand.
Nicholas Morciglio is scheduled to graduate in December of 2015 with a degree in
Business Management and a Minor in Studio Art. Nicholas also has a strong interest in
traveling to see fashions of different cultures. Traveling allows Nicholas to experience a
different culture that will help in the design aspect of Rustiq. Nicholas Morciglio has many
years of management experience due to his five years managing his mother and father’s
Thrift Store in upstate New York where many different kinds of merchandise was sold such
as men, women and children’s clothing and accessories, as well as a jewelry business that
sold vintage gold and silver bracelets, rings, and pins. Aside from having thrift store
experience, Nicholas has also worked on 5th Avenue in Manhattan as a Retail Sales
Associate for J. Crew at their main retail store location; here Nicholas learned how to cater
to a wide range of customers. At this position Nicholas also worked alongside personal
stylists to style many kinds of customers with different tastes. Nicholas is also an artist that
creates cardboard sculptures; he has showcased his art in multiple gallery shows and
exhibitions. This is a hobby that refines his creative skills and his ability to interact with
many different kinds of personalities. Being an artist Nicholas has converted his home into
an art studio, which will be where the customizing of the clothing will take place.
In order for Rustiq to build a profit and expand, this management plan must be
followed by the owners and the employees to ensure company success. As long as the
inventory and all expenses are organized and tracked, and a reliable team of employees is
established early on, Rustiq can be a success. Rustiq wants to present itself as a fashion

forward team of people that are knowledgeable of the surrounding area to educate people
of small businesses that promote the recycling of clothing.

MARKETING AND PROMOTION
In regards to distribution in order to get customers to shop with Rustiq, the most
difficult task to complete will be getting the name into potential customer’s minds. This will
be completed by advertising Rustiq on relevant social media sites. Since Rustiq is a fashion
retail store, so many of the social media sites that will be focused on more than others for
advertising Rustiq will be more photo-oriented. The sites that will be used are Facebook,
Twitter, Instagram, Pinterest, and Tumblr.
The social media sites that will be used primarily will be Instagram, Pinterest, and
Twitter. Instagram and Pinterest are better for this kind of business due to being able to
post different “DIY” (Do it yourself) photos, giving people visuals along with the steps on
how to use these different tips on projects of their own. Using these social media sites for
styling purposes is a strong part of having these accounts as well. Having outfits styled with
different accessories and merchandise that is actually for sale also advertises the many
different styles and products we sell and have access to with our business. More
information-based social media sites such as Twitter and Facebook will be keeping
followers updated on the places our teams visit, and where to potentially shop to
experience small mom and pop or “hole in the wall” type stores.
On Rustiq’s website “Rustiq.com” our team also has a fashion blog that is updated
daily to stay up to date with what Rustiq is doing and what places our merchandise team
visits across the city of Los Angeles.
Rustiq’s main form of distribution will be the store location. Rustiq will also have an
online marketplace of exclusive customized clothing. These exclusive items will be through
different collections our team plans on organizing with various artists that our team will

get in touch with. Rustiq’s online store will also include special items that are found. This
can be a rare jacket or a rare piece of jewelry. Only limited merchandise such as artist
collaborations and rare found items will be offered on the website. Our team decided our
online store will only be used for limited special event items because it also serves as an
advertising factor for local artists and Rustiq. This will also help Rustiq promote the
creativity related to the local area near Melrose Avenue.
The store location will be Rustiq’s main form of distribution. This is due to the
market of secondhand clothing being much more profitable and marketable in person.
Since these are items have had previous owners, the size and fit of some items can only be
known in person. In our team’s qualitative research, respondents said that they would
much prefer to try on secondhand clothing in person then to take the chance of it not fitting
from an online purchase. This is another reason our team will sell limited or exclusive artist
collaboration items that would be items such as denim jackets and sneakers.
When our customers purchase something from Rustiq they will have the option to
have their items that were purchased to be wrapped in tissue paper and then placed in a
recycled brown paper shopping bag. The bags will be plain with no logo on it to save money
and instead one of Rustiq’s business cards will be placed in the bag along with the
customer’s sales receipt. The business card has the links to all of Rustiq’s social media
accounts, along with the address of the store location, and phone numbers to contact
Rustiq.
Customers will also have the option to purchase a cotton tote bag that has Rustiq’s
logo on one side, and Rustiq’s website on the other side. These tote bags will be sold to
promote the reuse and recycling of the bags used to carry newly bought items. Rustiq will

also have a promotion that if a customer purchases one of these bags and comes back and
shops at Rustiq again and brings the tote bag, they can receive 10% off of their purchase.
This promotion is to encourage people to use bags that can be reused over and over,
whether they use the bag to shop at Rustiq, or they use it to shop at other stores it will
encourage customers to want to recycle.
Rustiq is a one of a kind customized clothing store that aims towards younger
demographics in the Los Angeles area. The business model of a secondhand store and
customized clothing store incorporates customers that are looking for clothing that is
unique and incorporates designs that are hard to find other places. From there Rustiq
customizes the clothing to meet the needs of customers. Rustiq’s customers want clothing
that is unique and different that appeals to them. In order for that to happen, Rustiq will
provide unique clothing that can be found in a variety of thrift shops.
A strong competitor of Rustiq is Urban Outfitters. This clothing company has items
that are always following the strongest trends; they also appeal to a younger demographic
similar to Rustiq. Urban Outfitters draws in this target market with deals such as anything
over $50 gets free shipping and free returns. Rustiq plans on differentiating their
competition in many ways. There will be a student discount for all students that attend the
local universities in the area. Rustiq clothing will also incorporate tote bags that feature the
name and logo of the store. People have the option of buying a tote bag and then bringing it
back to the store to get an additional 10% off.
The clothing store will also advertise and promote to the popular Coachella event
that takes places in the area. People from all parts of the country come to celebrate
Coachella. The Coachella Valley Music and Arts Festival is an annual music and arts

festival held at the Empire Polo Club in Indio, California, located in the Inland
Empire's Coachella Valley in the Colorado Desert. This summer festival hosts multiple
musical artists every year, whether well known or emerging people from all over the world
come to experience this festival.
This feature is unique to Rustiq because not many clothing stores offer such an
attention grabbing deal to its customer’s. Having a big promotion such as this will build the
brand name early in Rustiq’s first year of being open for business.
PROMOTION:
Successfully promoting the Rustiq image to its desired target market will be the key
to creating a brand with long lasting reputation. More specifically, in terms of promotion,
Rustiq will focus on aspects such as content marketing, public relations, advertising and
social media, and packaging to create an overall image that will set itself apart from any
other retail store in the surrounding area. Since Rustiq will also have a strong online
presence, making sure the website is properly advertised and designed will be crucial to
attracting customers from all over the world.
CONTENT MARKETING:
Creating an environment that is both modern and stimulating can be used to its
advantage when advertising and promoting Rustiq’s exterior and interior. Rustiq is
generated and derived around the idea of selling and producing trendy, fashion forward,
“one of a kind” clothing. That being said, creating the Rustiq store around that image will be
an easy way to create an environment that customers will relate to. Our prior qualitative
research shows that establishing customer relationships is crucial for any organization, as
those customers are the ones supporting your business. As a result of Rustiq being a small

business, these relationships are essential to increasing its profitability. The owners of
Rustiq want the community to be active members of its success. For example, offering
volunteer opportunities for females to be a part of the merchandising team and finding
clothes that will be in the store, can both benefit their shopping experience as well as
profiting the store. Another aspect of Rustiq that will attract customers is the discounts that
will be available. With most of the Rustiq’s target market being in college, offering a 10%
student discount and a 5% discount on your first purchase either in store or online is a
strategic way to gain their customer loyalty. Also, as a part of Rustiq’s grand opening, Rustiq
will be featuring a Coachella ticket giveaway contest where one lucky contestant will win a
pair of tickets to the popular California music festival. In order to win, one must take a
picture of them wearing Rustiq clothing and the owners will choose the outfit they think is
the best. They must be 18 or older to enter. Rustiq will also be promoting a deal that with
each returning purchase when a customer brings their Rustiq shopping bag that they have
purchased, they will receive an additional 10% discount. In addition to the aforementioned
contest, there will be a competition where contestants will have the chance to send in
pictures of clothing that they have customized themselves and whoever the owners think is
the most creative design will be featured for sale in both store and online.
Reputation and references are highly valued for any business. With that in mind,
Rustiq is created around the idea that our customers will be treated with the highest quality
of customer service in order to establish a solid relationship base to retain them as loyal
customers. To make the shopping experience more complete for our customers, customer
service will always be available. There will always be someone on hand (both in store and
online) to answer any questions the customer might have, as well as offering advice or to

act as a personal stylist if a customer is in need. With our customers receiving the best
treatment and care, they will spread the word about their excellent experience shopping at
Rustiq to their friends and family. This would bring in more customers, which would
benefit Rustiq, too.
Public relations can be classified as a professional spreading of information by an
organization or company. Utilizing public relations is a strategic way to gain exposure and
to inform the public or prospective customers about a specific item or brand. Developing a
public relations strategy is a beneficial way for small businesses to spread the word about
their company.
Since the state of California is so large, the owners of Rustiq will be getting in touch
with different media companies to help Rustiq get the proper exposure it needs to make
people aware of its existence. This will also be used as a business tactic to attract a larger
range of female customers, as well as attracting those who are not aware of what Rustiq is
and what it has to offer. With that in mind Rustiq will be producing a thirty-second radio
commercial that will be featured on 98.7 Alternative station (KYSR), 102.7 FM Top 40
(KIIS), 88.9 College (KXLU). Keeping in mind the interests of Rustiq’s target market, these
specific radio stations where chosen to fit in with their particular hobbies and likings. For
example, while a majority of the desired target market are college students, featuring our
ad on local college radio networks is a great way to capture their attention.
Rustiq’s radio ad is as follows:
“Do you love shopping at secondhand clothing stores? Do you love that feeling when
you are looking through a mountain of stuff and you find that “hidden gem”, that item
that is so unique you just have to have it? What if those gems were searched for all

over the city of Los Angeles by real fashion merchandisers and brought to one location
so you can have full access to these one of a kind items to shop from?
Well now you can! Welcome to Rustiq, a new female clothing store that resells only
these rare and unique items. Rustiq is located at 7311 Melrose Avenue and is open 10
to 10 Monday through Friday and 10 to 6 on Sundays.
All college students with a valid college ID get 10% off of their purchase!
Rustiq is also giving away two tickets to this year’s upcoming Coachella Valley Music
and Arts Festival to winners of our online contest; go to Rustiq.com for more
information on how to win!
Come to Rustiq and see what we discovered for you!”
ADVERTISING:
Aside from a radio commercial, there are other forms of advertising that the owners
of Rustiq will be using to properly promote the Rustiq brand. Prior research conducted in
the fall of 2014 states that online fashion is an important key factor in terms of expanding
their business. As a result of technology playing an important role in today’s society, Rustiq
will use that that to their advantage when targeting their technology savvy demographic.
Since Rustiq plans on having a strong online presence, creating a website that is both
innovative and eye catching is a goal the owners are trying to achieve.
Promoting Rustiq’s brand through the utilization of social media will be an essential
key factor to company success. Since the demographic that Rustiq is targeting are females
who are creative, inventive, and fashion forward, they are more likely to use social media to
stay up to date with their favorite brands, alongside current fashion trends, according to

our quantitative research. By using social media, it will be a great way for consumers to
spread the word about Rustiq. By sharing and liking posts, other viewers can look at that
and will lead them to see what Rustiq is all about. By having multiple social media accounts,
it will be easier to keep Rustiq trendy because there will always be something new for
customers to look at. As stated in our quantitative research, providing exceptional social
media accounts can attract people who aren’t local, as well as increase brand popularity.
Rustiq will be present on popular social media networking sites, such as Facebook,
Twitter, Instagram, Pintrest, and Tumblr. The reasoning for choosing these specific sites
was due to the high demand of their users. Rustiq’s target market utilizes the most current
and up to date social media networks. These networks also make it convenient for users to
communicate with each other or to express their personal interests. Rustiq plans on being
apart of this important relationship by always keeping its followers up to date with current
in store and online trends, promotions and sales, and ways and tips to customize their own
clothing to fit their personal style.
The owners of Rustiq assume they can cater to people who may not be able to visit
the physical store, so with that they want to make sure that their website is concise and
aesthetically appealing so they can give those customers the same experience as if they
were at the physical store. After concluding our quantitative research, 21% of the
respondents would prefer to shop online versus in store because they can see the actual
product. With that statistic being so low, Rustiq hopes to change that will their uniquely
designed website. The website will have a short URL name (www.Rustiq.com) so it’s not
too complicated for customers to remember. There are many features of Rustiq’s website
that will make it unique and stand out from its competitor’s sites. The “lookbook” tab will

show current fashion trends or looks that Rustiq is inspired by, as well as items that they
might feature for sale. The “shopping” tab will be where customers can purchase one of a
kind Rustiq clothing. This tab is where customers can find one of a kind, trendy clothing. It’s
a fact that most people are turned off by long and complicated checkout processes. Though,
quantitative research shows that 93% of people think the opposite. As a result, Rustiq will
keep their checkout process short and to the point so it is easier and more convenient for
customers. Rustiq.com will also feature a blog, where the owners will post DIY video
tutorials and picture grids of how to customize your own clothing. The “Contact” feature is
where people can sign up to the Rustiq email to stay up to date will all that Rustiq has to
offer, in addition to special sales and discounts. This page will also have an aerial view map
of our store, so people who need directions and easily locate our establishment. Lastly,
Rustiq’s website will have an “About” tab where Rustiq’s mission statement will be present,
alongside background information about the store owners. Our qualitative studies show
that when respondents think of California, adjectives such as “laidback”, “comfortable”, and
“beach style” come to mind. These keys words were the inspiration for how Rustiq’s
website was going to look. As far as the actual web design goes, the company logo will be
on every page and large enough to stand out. The color scheme of the website consists of an
abstract light yellow and pink background. This specific color pallet was chosen to bring
out the logo, while still respecting the calm California vibe. Navy blue, magenta, and purple
color text goes along with the colors that are in the logo and will be the title colors of each
distinct page. On the bottom of each page are social media icon apps that Rustiq is featured
on. If a users clicks on one, it will bring them to the specific Rustiq site. There is also a

fading transition feature that happens when you go from page to page to add a fresh aspect
to the website.
There are other promotional advertising elements that Rustiq will consider as its
business begins to grow. Once Rustiq expands to other locations and there is more
inventory in stock, the use of catalogs and direct mail will in effect to advertise to a mass
majority of people.
PACKAGING:
Since Rustiq is a small business, the way it packages its apparel is crucial for not only
business, but advertising too. The owners of Rustiq will order cotton tote and brown paper
bag shopping bags that are customized with our company logo and website on it. These
bags will act as free advertising in the sense that people who are walking around with their
Rustiq bag will be promoting our company to the public without them knowing. Since
Rustiq isn’t utilizing any help from suppliers, the owners will not need to pay an additional
cost for truck deliveries or special packaging for our garments. Though, for online orders,
our garments will be shipped in bubble envelopes. In terms of in store garments, they will
be displayed on wooden hangers. Since Rustiq is finding their clothes at secondhand shops,
the merchandisers who pick the garments will be sure to have every size displayed for
customer variety. The price tag on one side will have the Rustiq logo and the other side will
have the barcode as well as the price. The Rustiq logo will be on everything involving
advertising, so it can be projected into the public as a well-known name.
The way Rustiq will be promoting its products will differ from the competition in the
sense that Rustiq pays extreme attention to detail and customer satisfaction. With its

modern approach to advertising and unique design aesthetic, it will certainly stand out
amongst its competitors in the surrounding area. Keeping in mind what the customer
wants is key to keeping them as loyal Rustiq customers. Qualitative research conducted in
the fall of 2014 can come to the conclusion that California is home to creating unique
fashion trends that are only seen in California. With that, Rustiq aims to create trendy,
fashion forward apparel that you won’t find anywhere else.

FINANCIAL ANALYSIS
START-UPCOSTS
In order to make this business feasible, we will be joining together as a general
partnership each contributing and investing $9,000 each, totaling $27,000. We will be
seeking a $30,000 loan for 60 months for 7% interest. We will be using this loan to
purchase necessities such as the truck and all of the renovations such as new wood
flooring, custom clothing racks, and our custom LED signs for both the interior and the
exterior of the building renovation expenses. Our investment money will be towards all
other expenses, such as advertising, equipment, etc. All together our start up costs will be
totaling $57,000.
Our team plans on adding renovations to the walls of Rustiq as well, but since the
cost of the Brick It service, which would be purchasing the bricks, having them cut to
Rustiq’s store space specifications, having them shipped to Rustiq and being professionally
installed it would cost an average amount of $15,000 which would be roughly a third of the
amount of money we would be asking for. Due to this specific renovation being so
expensive it will be held off until a later date as money is saved for this project.
INCOME STATEMENT
Rustiq will be making a net loss of 3,435 during the first year of business. If you look
at the financial statements you’ll see that we estimate that we will make about 120,924 in
sales during the first year. Our cost of goods sold will be 24, 185. As you can see we are
marking up our prices about five times what the price we bought the merchandise for. We
are estimating this low amount number of sales, which is about 200 items per month, is
because we are entering a newer market in California. In the East Coast they have not

reached this California style of fashion yet. Because of this we have estimated that it will
take a little while for people to come accustomed to us and buy our product. As such, we
are raising our sales by 1.1 % which is the industry average. We will see a net profit in year
3.
We have conducted research on successful boutiques on the East coast that upsell
secondhand clothing in New York City to better understand how much they mark up their
items to a market that is in an urban environment.
PRICING
To discover how our team was going to price clothing, our team researched and
evaluated multiple valuation guides found online of the largest secondhand thrift stores in
Los Angeles. These are Goodwill and Salvation Army. These valuation guides explained on
average the least these secondhand stores would charge for a specific type of item and on
average the most these secondhand stores would charge for a specific type of item. Using
this information our team is able to project a monthly budget for our Fashion
Merchandisers to use for when routes are planned, and when they are visiting multiple
stores to purchase potential item to be resold at Rustiq.
CASHFLOW
Rustiq is able to maintain a strong cash flow throughout the first year of being opened.
Rustiq will never dip below $8,400. Rustiq will have a set amount for rent and a set amount
for gas and electric. The gas and electric will cover the travel expenses used to gather our
merchandise with the company truck which will travel all over Los Angeles looking for new

merchandise to sell. Our salaries for the year are about $40,000 split between the three
partners. Since it is expensive to live in Los Angeles, splitting this low amount between
three people is difficult to live on, but realistically our Fashion Merchandisers will not be
spending the entire store hours of one day, being 10:00 am to 10:00 pm searching for these
potential items, so they will have another job with this job being more of a secondary job
position. As for Nicholas Morciglio, since the original idea was his and he would want to see
Rustiq succeed regardless of what is necessary to be done, he will live off of whatever is
necessary to make the feasible. Our team is able to, in a 12-month period, pay back the
minimum loan payments and our team believes that we will make enough in sales to cover
our expenses. In year 2 we will see a loss in cash because we will be raising our salaries by
1.1%, which will increase payroll taxes. In year 3 our team will have an increase in cash of
about $3,000 and that is because we will see another increase in sales and this would cover
the increase in advertisement and salary expenses. As stated earlier the rent is fixed and
our team will have a three-year lease.

FUTURE GOALS
Rustiq hopes to add a lot of positive and innovative plans for the future. Rustiq is
looking to expand into opening a male apparel line. We think that this is a great idea so that
we can get more people introduced to the brand. Rustiq wants to feature more than just
women apparel so that it can market everyone not just a select target market. The owners
want to be able to provide fashion forward clothing for everyone that comes into Rustiq. As
Rustiq grows in revenue and sales, the clothing store is looking to expand to other areas in
California. The clothing store is looking to expand to areas both in Southern California and
Northern California. The store will be looking to employ more people to join the fashion
forward company. The purpose of hiring more employees in the future is to have more help
around the store and be able to create more unique items for customers. With more help at
Rustiq, we will be able to work on other aspects of the store like renovating it and
enhancing its appearance. For example, we hope to have brick added to the back of the
store to accentuate the desk where people get checked out.
Promoting local and upcoming artists is huge to Rustiq since we are looking for
different ways to promote our brand and help others promote their business. By promoting
local upcoming artists, Rustiq hopes to gain more people to explore and visit the store. We
will also be looking to help local customized businesses gain attention by having them
promote our brand and clothing. By doing this Rustiq should be able to grow and expand by
having more people enter the store and buy customized items that aren’t found in other
stores.
Coachella Music Art’s Festival is a huge event that takes place every year in Indio,
California. Rustiq works to promote Coachella and give one person free tickets to the music

festival, which is great deal because Coachella is one of the most expensive music festivals
there is to attend in the area. People look forward every year to be lucky enough to be able
to attend the festival, because it sells out in minutes. Coachella is known for it’s great music
and laidback style. Rustiq will host an Instagram contest every year and the store manager
chooses the winning look and whoever wears the most Coachella inspired outfit wins the
free ticket. Rustiq is looking to expand to promote other music festivals in the area to help
gain more people to visit the store.
CONCLUSION
Rustiq will always be looking for other ways to expand. Rustiq will be looking for
other ways to promote the brand and help local businesses grow. Opening a male apparel
line will help to bring new customers that wouldn’t normally enter the store. By all of
Rustiq’s future plans the clothing brand is looking to stand out and be unique and
innovative to customers. Rustiq still remains to hold close relationships with customers and
help build and maintain strong relationships with local artists featured in the area. Rustiq
clothing is a one of a kind clothing store that is focused primarily on promoting its unique
laidback style. There is limitless ways to customize clothing, so Rustiq will always have
options to customize their clothing. Rustiq will be successful due to its unique clothing and
creativity.

REFERENCES

SPECIAL THANK YOU TO
Craig Nowakowski
Patrick Boyle
Joshua Chaudhary
Anthony Joyce
Lashawna Westmoreland
Hope Brennan
Hailey Kolb
Austin Stone
Alex Wind
Dalena Phan

APPENDICES

APPENDIX A
Owners’ Resumes

Eliza Brevetti
6257 Country Lane
Homer, NY, 13077
607-745-9157
evbrevetti@cazenovia.edu
EDUCATION
Bachelor of Professional Studies in Fashion Merchandising
Cazenovia College, Cazenovia, NY, expected May 2015
Relevant Coursework:
Buying and Merchandising
Product Development
Global Apparel
Accounting
Management and Marketing
Business Law
Ethics
Ecommerce
Fashion History
Textiles
Human Resource Management
SPSS
Fashion Promotion
Global Perspective of Dress
Fashion Merchandising
Research Methods
International Business
Small Business Management
WORK EXPERIENCE
Merchandise Customer Assistant (Intern), Sears, Ithaca, NY, June 2014-August 2014
• Assisted with visual merchandising
• Completed mannequin displays throughout departments
• Unloaded inventory and stocked merchandise, maintained store appearance
• Processed PCN’s and ad-sets
• Printed signage for sales and promotions
Sales Associate, Fashion Bug, Cortland, NY, July 2011-August 2011
• Processed customer transactions
• Designed floor layout
• Provided customer service
• Maintained store cleanliness
Maintenance Worker, Homer Central High School, June 2008-August 2009
• Assisted maintenance staff with cleaning classrooms
• Prepared classrooms for the new school year
SKILLS
Microsoft Office including Word, Power Point, Excel
SharePoint Designer
Basics of Adobe Photoshop and Illustrator
Public Speaking
Language: English and Spanish
ACADEMIC ACHIEVEMENTS
Senior Capstone
Dean’s List, Spring and Fall 2014
Marketing campaign for a product, “PurseSkirt”
Completed a full tech pack for a wrap skirt, constructed merchandising buying line plan and a visual floor plan
COLLEGE INVOLVEMENT AND VOLUNTEER WORK
Cazenovia College’s Fashion Club, 2012, 2013, 2014 annual fashion shows
Do-it-Yourself club, various design tasks
Community service at Phillips Free Library, Homer, NY
Community service at the annual Pumpkinfest, Cortland, NY, monitored the children’s games

Nicholas Morciglio
22 Sullivan Street, Cazenovia, NY 13035
315.254.3427
Nrmorciglio@Gmail.com
EDUCATION
Cazenovia College, Cazenovia New York, May 2015
Bachelor of Professional Studies in Business with a minor in Studio Art and Fashion
Merchandising
COURSES COMPLETEDRELATEDTOJOB POSITION
 Marketing
 Human Resource Management
 E-Commerce
 Business Research Methods (Capstone Senior Project)
 Product Development
 Retail Management
 Survey of the Global Apparel Industry
CUSTOMER SERVICE EXPERIENCE
Sales Associate- J.Crew, Store 540, 91 Fifth Avenue, NY, May 2014-August 2014
 Processed customer transactions
 Assisted Personal Stylists with scheduled customers
 Styled floor, layout new inventory
 Maintained men’s, women’s, and children’s floors
 Assisted male and female customers with sizing and styling tips
 Helped maintain in-store inventory
 Created online orders for customers
 Worked overnights to change inventory (Summer to Fall transition)
Front Desk Attendant- Cazenovia College, Cazenovia NY, August 2013-May 2014
 Maintained gym equipment (machines, weights, etc.)
 In charge of people entering and leaving the fitness center
 Recorded and reserved fitness trainer schedules and classes
Store Associate- Jewelry store, Hunter, NY, June 2009- February 2013
 Arranged display cases
 Managed the store alone on a daily basis
 Kept track of Inventory
 Repaired men and women’s watches and jewelry

Rebecca Nowakowski
Cazenovia College • Box 1595 • Cazenovia, New York 13035
15772 Parkhurst Square • San Diego, California 32130
858.248.3858
rnowakowski@cazenovia.edu
EDUCATION
Bachelor of Professional Studies in Management
Equine Business Management Specialization
Cazenovia College, Cazenovia, New York, May 2015
Related course work:
Principles of Management
Principles of Marketing
Equine Nutrition
Equine Anatomy and Physiology
College Activities:
Horse Show Fundraiser
WORK EXPERIENCE
Sales Associate, Angl, La Jolla, California, 2012-2014
 Promoted sales of the company’s clothing
 Developed and maintained positive relationships with customers
 Processed new store inventory
Trainers Assistant, Concord Equestrian Center, Del Mar, California, Summer 2013
 Magnawaved horses for clients
 Taught summer camp for the children
 Maintained the school horses and the client’s horses
Model, Hollister, La Jolla, California, 2010-2011
 Marketed clothing to customers
 Processed sales and return transactions
 Priced and stocked new and sale merchandise
Office Assistant, AMN Health Care, San Diego, California, Summers 2009 and 2010
 Entered data on local hospitals to project staffing needs
 Worked on business expansion project

Trainer Assistant, Helen Woodward Therapeutic Riding, Escondido, California, Summer 2010
 Assisted children and adults with special needs in a therapeutic riding setting
 Groomed and tacked horses
 Provided lessons and assisted trainer during lessons
APPENDIX B
Legal Documents

10. INDICATE WHETHER AN APPLICATION TO REGISTER THE MARK, OR PORTIONS, OR A COMPOSITE THEREOF, HAS BEEN FILED BY
THE REGISTRANT OR A PREDECESSOR IN INTEREST WITH THE UNITED STATES PATENT AND TRADEMARK OFFICE.
FILING DATE _________________ SERIAL/FILE NO. ___________________ STATUS OF APPLICATION _____________________________
IF REFUSED, WHY? _______________________________________________________________________________________________
CHECK HERE IF THIS ITEM DOES NOT APPLY
11. MANNER IN WHICH THE MARK IS USED (Check all that apply)
FOR TRADEMARKS ONLY FOR SERVICE MARKS ONLY
ON LABELS AND TAGS AFFIXED TO THE GOODS ON BUSINESS SIGNS
ON LABELS AND TAGS AFFIXED TO CONTAINERS OF THE GOODS ON ADVERTISING BROCHURES
BY PRINTING IT DIRECTLY ONTO THE GOODS ON ADVERTISING LEAFLETS
BY PRINTING IT DIRECTLY ONTO THE CONTAINERS OF THE GOODS ON BUSINESS CARDS
OTHER _____________________________________________________ ON LETTERHEADS
ON MENUS
OTHER __________________________
12. SPECIMENS (Check one box below and enclose three (3) identical original specimens showing current use of the mark.)
FOR TRADEMARKS ONLY FOR SERVICE MARKS ONLY
ACTUAL LABELS BUSINESS CARDS
ACTUAL TAGS ADVERTISING BROCHURES
PHOTOGRAPHS OF GOODS/CONTAINERS SHOWING THE TRADEMARK ADVERTISING LEAFLETS
FRONT PANELS OF A PAPER CONTAINER BEARING THE TRADEMARK MENUS SHOWING THE MARK
OTHER ________________________________________________ OTHER ________________________
13. DECLARATION OF OWNERSHIP
Applicant declares that the applicant is the owner of the mark, that the mark is in use, and that to the knowledge of the person verifying
the application, no other person has registered in this state, or has the right to use the mark, either in the identical form or in such near
resemblance as to be likely, when applied to the goods or services of the other person, to cause confusion, to cause mistake, or to
deceive.
14. DECLARATION OF ACCURACY
Applicant declares that all the information contained in this registration is accurate and if the applicant willfully states in the registration
any material fact that the applicant knows to be false, the applicant shall be subject to a civil penalty of not more than ten thousand
dollars ($10,000.00).
___________________________________________________
DATE
___________________________________________________ ___________________________________________________
SIGNATURE OF AUTHORIZED PERSON TYPE OR PRINT NAME AND TITLE
SEC/STATE TM 100 (REV. 08/2010) (Page 2 of 2) FILING FEE: $70.00 PER CLASSIFICATION

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