Alexa Morales is a 16-year-old high school student proposing to start a sole proprietorship called EyeWings that manufactures and sells recycled paper butterfly wings to be worn on the sides of the eyes. Her market research shows potential to sell to nearly 400,000 women ages 6-40 in Hartford County, CT. She projects selling over 1,600 units in the first year and earning a net profit of over $10,000 with a 60% return on sales and 924% return on her $1,095 investment. Her goals are to sell EyeWings in beauty supply stores and hire a marketing director within three years.

2. Alexa Morales
11th Grade
Age: 16

3. Mission Statement
 Our mission is to create an easy, fashionable
makeup alternative that helps the earth.
Describe the Opportunity
 In these tough economic times people are
looking for an easy makeup alternative that
they can use for different occasion.
 In the world today people are more
environmentally conscious than ever before.

4. Type of Business
 Manufacturing retailer
 I make the wings myself and sell them individually
to the consumers.
Legal Structure
 Sole Proprietor
 I am the only one doing my business. I’m in charge
of what I do. I don’t have valuables.

5. QUALIFICATIONS
I’m qualified to run this
business because:
I
do makeup
Entrepreneur Class
I am trustworthy and
reliable

6. Market Analysis
Industry Name Clothing-Accessory stores
Industry Size $183,701,991
Total Population Hartford County, Connecticut
Total Population
ZIP code: 06114
877,312 people 877,312
Target Market Women and girls from the ages of 6 to
Target Market
40 with a discretionary income.
418,656
Potential Market Based on my survey of 34 individuals Potential
from the target market, I believe my Market
potential market size is 90% of the
target market. 398,873
 60% go to parties mostly every
weekend
 10% love to dress up
 20% want to bring out a new style

7. TARGET MARKET SEGMENT
 Demographics  Buying Patterns
 Females over 6 years old  Green Products
who live at home or on their  Loves to buy new different
own. Discretionary income. things to wear
 Geographics  Confident Buyer
 Hartford County, CT.
 Psychographics
 Dressing up
 Partying
 Loud fashion statement
 Like green products

8. COMPETITIVE ADVANTAGE
Factors Fashion
MAC Lashes EyeWings
Lashes
Price $12-$50 $15-$18 $10.00
Quality of Synthetic/hu
Human hairs Recycled
Product/Service man hairs
paper
403 North park
Location Paris, France Ctr. Hartford, CT.
Dallas
Well known- Well known- New to the
Reputation/Brands Started 1970 Market
started 1984
Unique Factors/
Ingredients Ingredients Recycled
Knowledge
all over the all over the products
world word

9. MARKETING MIX
Women and girls Hartford County, Bus wraps, Social
from the ages of 6 to CT. Networking.
40 with a
discretionary
income.
People Product Place Price Promotion
Recycled paper $10.00
butterfly wings for
the sides of your
eyes.

10. PROMOTIONAL MIX
Monthly
Promotional Expense
Amount
Advertising Bus wraps, fliers $80.00
Publicity
Facebook, MySpace, Word of mouth $0.00
outside beauty stores, Twitter
Personal
Selling in-store demonstrations. $0.00
Sales
Promotion ---- ------
Other ---- ------
Total Monthly Promotional Expense $80.00

11. COST OF MATERIALS/LABOR
Materials
Material Description Cost/Total Quantity Cost per Unit
4 Butter fly's $16.00/500= $0.03 $0.12
Eyelash glue $1.00 $1.00
4 gems $10.00/200= $0.05 $0.20
Total Material Cost per Unit $1.32
Labor
Labor Cost per Hour Time (in Hours) to Labor Cost per Unit
Make One Unit
$8.00 .016 hr $0.13
Total Labor Cost per Unit $0.13
COGS (per Unit) $1.45

12. ECONOMICS OF ONE UNIT
Describe a unit of sale: A box of 2 pairs of recycled
Description of One
paper butterfly wings and gems for your eyes with
Unit of Sale:
eyelash glue.
Selling Price (per Unit) $10.00
COGS (per Unit) $1.45
Other Variable Expenses (shipping) $0.50
Total Variable Expenses (per Unit) $1.95
Contribution Margin (per Unit) $8.05

13. AVERAGE MONTHLY FIXED
EXPENSES
Fixed Expense Average Monthly Expense
Insurance $30.00
Salaries of Employees -
Advertising $80.00
Interest -
Depreciation -
Utilities (Gas, Electric, Telephone) -
Rent $20.00
Other Fixed Expenses -
Total Average Monthly Fixed Expenses $130.00

14. TIME-MANAGEMENT PLAN
SCHEDULE FOR A TYPICAL WEEK
Total Hours in a Week = 168
School 40
Work 80
Sleep 48
0 20 40 60 80
Hours

15. MONTHLY SALES PROJECTIONS
FIRST YEAR
Total Units
Sold
1673
350
300
Units Sold
250
200
150
100
50
0
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

16. $130.00
= 16.14
$8.05
In an average month, the company will begin
to make a profit after selling 16 units.

17. PROJECTED YEARLY INCOME
STATEMENT
FIRST YEAR
A Selling Price per Unit $10
B Number of Units Sold 1673
C Total Sales $16,730.00
D Variable Expenses $3262.35
E Contribution Margin $13,467.65
F Fixed Operating Expenses $1,560.00
G Pre-Tax Profit $11,907.65
H Taxes @ 15% $1786.05
I Net Profit $10,121.60

18. Start-Up Investment
Start-Up Expenditures
Item Where Will I Buy This? Cost
tools online $20.00
Recycled paper online $35.00
(case)
computer Best Buy $400.00
printer Best Buy $140.00
Total Start-Up Expenditures $595.00
Cash Reserves
Emergency Fund $100.00
Reserve for Fixed Expenses $400.00
Total Start-Up Investment $1,095.00

19. ROS & ROI
ROS: Return on Sales
$10,121.60 Dollar $$0.60
For My Business: X 10o = 60.4 %
16,730.00 Equivalent =
ROI: Return on Investment
10,121.60 $924.00
X 100 = 924% Dollar
For My Business: 1,095.00 Equivalent =

20. FINANCING STRATEGY
Total Start-Up Investment $1,200.00
Source Amount Debt Equity Gift
Personal Savings $200.00 _
Relatives/Friends $1,000.00 _ _ $1,000.00
Investor(banks) _ _ _
Partner(s) _ _ _
$1,200.00 _
Totals _ _

21. BUSINESS RESPONSIBILITY
& PHILANTHROPY
 Business Responsibility
 Use only recyclable paper
 Products will be created with no animal testing.
 Philanthropy
Contribute 2% of yearly net profit (after 3 years of business)
to breast cancer research to help find a cure.

22. BUSINESS & PERSONAL GOALS
Business Personal
 Locate people in the
Northeast who have ideas
Short-Term
 Have my product sold in any and knowledge new ideas
for EyeWings.
store where you can
purchase beauty supplies.  We can be just as popular
as wearing false lashes.
 Graduate College
 Run until I find someone
Long-Term
else.
 By our third year, hire a full-  With this experience, that
time Director of Marketing. can help influence new
looks for women to express
themeselves.

23. Thank you for your consideration.
EyeWings
The nonmakeup makeup
for the Earth!