1. Est. 2 0 1 5
November 19,2015
From:
AM 101 Team 6
Allie Kall
Leah Staursky
Hunter Anderson
Noah Saunders
Jimmy Comodeca
To:
Copeland Associates
Luke McElfresh
Jamie Lambert
John Keifer
Nadège Levallet

2. Agenda
Industry
Trends
Local
Market
Business
Concept
Marketing
Strategy
Information
Systems
Demand
Forecast
Financial
Projections

3. Business Concept
Differentiation Strategy:
• Offering product versatility: apparel for work and play
• Increased value perception for millennials that dress to impress
• Targeting metrosexuals (yummies) who drive growth in luxury menswear and
are underserved by competitors
Specialty fabrics and patterns
Made-to-measure fitting process
Haberdashery environment and
specialization in trending luxury
menswear

4. Business Concept
Product Mix
Price ranges from $288-473 Price ranges from $75-100 Price ranges from $100-180
Price ranges from $51-66 Price ranges from $143-182

5. Industry Trends
Macro-environment:
U.S.
• Men’s apparel sales
growth:4.2%
• Women’s apparel sales growth:
2.8%
• Retail menswear industry
=$110.3 billion
• Millennial males spend twice as
much as previous generations
• Rise of the “yummy”
Micro-environment:
Baltimore, MD
• Median age is 34 years
• 66,000 students at 12
accredited universities
• Top city for college grads
(STEM)
• Millennial population 25% and
26th most populous city
• Disposable income on the rise
since 2010
• Baltimore: a top 10 city to
start a small business

6. Local Market
916 N Charles Street in Mount Vernon, Baltimore, MD
• Within Mt. Vernon,
75.5% of the
population are white
collar workers
• The demand for high
end luxury goods are
exceeding the total
supply
• 130% population
increase in our
neighborhood
Ages of Population within
1 mile of Landed Gentry:
(Loopnet, 2015)
(GoogleMaps, 2015)
25-45
10-25
45-65

7. Marketing Strategy
Young
Urban
Male
Target
Market
Ages
25-45
yrs.
$75k
+
Salary
Edu. Bachelors
and higher
Form of Advertising Year 1 Cost
Facebook Targeted Ads $7,300.00
Billboards $22,500.00
Newspaper: Baltimore Sun $4,320.00
Fliers $2,000.00
Total $36,120.00
• Traditional methods such as print ads and
billboards
• Social media also including a Landed Gentry
Instagram, Twitter, and YouTube channel

8. Information Systems
Customer Transaction Process
Customer
Storefront
Website www.LandedGentry.squarespace.com
• $26/month
• Optional ecommerce
• Display for products and location information
• CRM & POS
• $49/month/register
• Stock Keeper
• Perfect Line Up
• Cloud-based
Additional Hardware:
• iPad
• Card Reader
Internal
• Accounting
System
• $12.95/month
• Track expenses
• Dashboard:
-Income
-Account P/R
• Cloud Based
and real-time

9. Demographics
1
2
Demand Forecast
Scenario #1

10. Demand Forecast
Scenario #1
3
4

11. Demand Forecast
Scenario #2
Comparable StoresScore Criteria:
• Proximity
• Store Size
• Business
Concept

12. Demand Forecast
Weighted Demand Conclusion

13. Financial Projections
WACC = 25.99%
IRR = 28.27%
NPV = $36,141
Payback Period = 4.19 years
Feasibility Analysis:
1 2 3 4 5
ROE 15.01 18.41 22.93 25.75 26.75
ROA 11.32 14.69 19.22 22.55 24.40
0.00
5.00
10.00
15.00
20.00
25.00
30.00
Percentage
Projected 5-Year ROE & ROA for Landed
Gentry
1 2 3 4 5
Net Income $53,229 $74,598 $102,328 $124,297 $136,751
$-
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
Net Income
Projected 5-Year Net Income for
Landed Gentry

14. Conclusion
ü Financially feasible
ü Versatile and unique concept
ü Strategic location based on target market