1. 1
Homecoming Hats Business Plan
Bulldoggie Style
1.0 Executive Summary
Introduction
Once a year for an entire week college students prepare for possibly one of the craziest
weeks of the year. Homecoming is an event that not just the University of Minnesota
Duluth campus celebrates, but it is an event that sweeps the nation. School rivalries,
excessive partying, and sporting events drive students to their limits of partying, alcohol
consumption, and of course who can show the most school spirit.
Who can show the most school spirit is not only decided by those who can scream the
loudest, come up with the best chants, or the most face paint, but every year there
seems to be a group of students who try to make a little extra tuition, and rent money on
the side by creating, and selling t-shirts that generally have clever, yet “provoking”
sayings that have to deal with drinking, or trying to belittle the opposing school. College
students find these shirts to be a part of their school spirit, and most do not hesitate
when purchasing one of these shirts.
The Company
Bulldoggie Style is incorporated in the state of Minnesota. It is owned and managed by
one person.
Axel Rosar is a current student enrolled at the University of Minnesota Duluth who is
working on his bachelor’s degree in Marketing. He has sales, and marketing experience
working for his parent’s small automotive and flat glass replacement business. He is
very active with social media, is familiar with SEO/SEM marketing and has a natural
talent for keeping up with what people are looking for next. After seeing a group of
students begin marketing the shirts for the 2012 year, Axel decided to change up the
pace with introducing a style of hat that have been growing in popularity over the past
year.
Products and Service
Bulldoggie Style offers a simple choice of products. There are two snap-back hats that
customers can chose from. One is a black snap-back hat with that is made of 40%
woven acrylic, 50% nylon, woven felt, and 10% woven wool. The other is a white snap-
back hat that is made of 80% woven acrylic and 20% woven wool. Each hat has a pre-
determined logo with an outline of the state of Minnesota with a star where the city of
Duluth is located and text that reads ,” We Do It BullDoggie Style” both of which is
embroidered on the crown of the hat.

2. 2
Bulldoggie Style business operations are open Monday through Friday 9am until
4pm.Saturday and Sunday times may be scheduled. Bulldoggie style however offers
customer service 24/7 through the Facebook page and UMDsnapbacks@gmail.com
The Market
With school homecomings in early October, incoming freshmen ready to purchase
anything that has something related to where they attend school, and other students
who still have money from the summer, the retail clothing industry is a perfect area to
make a little extra profit.
Bulldoggie Style wants to use social media marketing, as well as posters/fliers, and
word-of-mouth marketing to build a potential customer base. By promoting and
marketing the hats weeks before homecoming, this gives these potential customers
time to spread the word, time to talk with their friends, plan their homecoming schedule,
and gather their money.
Financial Considerations
Bulldoggie Style expects to raise the money up-front. This means by taking the money
up-front, customers will purchase the hat, and when the order deadline is passed, our
purchase order, and stock will have little variability. This also means Bulldoggie Style
DOES NOT need to get a bank loan.

3. 3
Bulldoggie Style has a goal to sell 200 hats, but anticipates selling 100 hats in the first
purchase order. Each hat will be sold at retail for $15. Total revenue is expected to be
$1500. Cost per hat is determined by exactly how many hats are being purchased (bulk
discount). Cost of the 1st
-12th
hat is $176.89. Revenue of first 12 hats is $180.00. After
the 12th
hat,profit per hat is $1.01. After the 48th
hat, profit per hat is $5.00. After the
199th
hat, profit per hat is $5.51. At the 300th
hat sold, profit per hat is $7
Bulk discount pricing
First hat: $23.00 (Includes hat, and embroidering)
12th
hat: $13.99 (includes hat and free embroidering)
48th
hat: $10.00 (includes hat, free embroidering and discounted $3.99)
199th
hat: $9.49 (includes hat, free embroidering, and discounted $4.50)
300th
hat: $8.00 (includes hat, free embroidering and discounted $5.99)
1.1 Mission
Bulldoggie Style aims to offer high quality product, professional customer service,
competitive prices of $15 (the same as competitive t-shirts) to meet the demand of
college students.
1.2 Keys to Success
Keys to success for Bulldoggie Style will include:
1. Providing the highest quality product with personal, professional, and
reliable service.
2. Competitive pricing
2.0 Company Summary
Bulldoggie Style is a student owned and operated business. There are currently are two
employees that help in the sales. The company plans to build a strong market position
around campus due to clever pricing, promotion, and placing of the product.
2.1 Company Ownership
Bulldoggie Style is incorporated in the state of Minnesota. It is owned by one sole
proprietor.
2.2 Start-up Summary
Bulldoggie Style is a start-up company. Financing will come from the sole proprietor for
basic promotion including: printer ink, and printer paper for fliers, and cost of first hat.

4. 4
Start-Up Requirements
Start-up Expenses
Legal $0
Premise renovation $0
Expensed equipment $0
Other $23
Total Start-up Expenses $23
Start-up Assets
Cash Required $200
Other Current Assets $123
Long-term Assets
Total Assets $723
Total Requirements $746
Start-up Funding
Start-up Expenses to Fund $23
Start-up Assets to Fund $723
Total Funding Required $746
Assets
Non-cash Assets $600
Cash Requirements $200
Additional Cash Raised $0
Cash Balance on Starting Date $300
Total Assets $1100
Liabilities and Capital
Liabilities
Current Borrowing $0
Long-term Liabilities $0
Accounts Payable $0
Other Current Liabilities $0
Total Liabilities $0
Capital
Planned Investment $200
Additional Investment Requirement $0
Total Planned Investment
Loss at Start-up $600
Total Capital $1100
Total Capital and Liabilities $1100
Total Funding $746

5. 5
3.0Products
Bulldoggie Style offers a simple choice of products. There are two snap-back hats that
customers can chose from. One is a black snap-back hat with that is made of 40%
woven acrylic, 50% nylon, woven felt, and 10% woven wool. The other is a white snap-
back hat that is made of 80% woven acrylic and 20% woven wool. Each hat has a pre-
determined logo with an outline of the state of Minnesota with a star where the city of
Duluth is located and text that reads ,” We Do It BullDoggie Style” both of which is
embroidered on the crown of the hat.
4.0 Market Analysis Summary
Bulldoggie Style’s focus is on meeting the demand of college students ready to have a
good homecoming, as well as student who may be visiting Duluth for the UMD
homecoming festivities.
4.1 Market Segmentation
Bulldoggie Style focuses on all income markets. By having a low priced product, it
allows all income market segments to have equal consumption of the product.
Students on Campus
Bulldoggie Style wants to attract student who currently reside in on-campus housing.
This segmentation of mostly new, freshmen students will bring stability and high sales to
the business. Freshmen students are more attracted to goods that are related to the
university they are attending.
Off-Campus Students
Bulldoggie Style also aims at those off-campus students who may be in their 2nd
, 3rd
, or
4th
year of college, but still have the same school spirit as when they were freshmen.
While after freshmen year, students buy fewer goods affiliated with their university logo,
there are still those who are stuck in the loop, and those who want to truly show school
spirit, and we want to take advantage of that.
4.2 Target Market Segment Strategy
The dominant target market for Bulldoggie Style is freshmen students who are more
attractive to products and good affiliated with the university.

6. 6
4.2.1 Market Needs
Because there are two other groups of students creating t-shirts, and another group
creating a jersey for homecoming, why create a product that is in the same group as
them?By creating the Bulldoggie hats, we differ ourselves in the competing market,
even though the product is still related to clothing and accessories.
4.3 Competition and Buying Patterns
Competition on campus to sell your clothing product is more competitive in the 2012-
2013 academic years than ever. In 2011, there was only one group of students who
created a t-shirt for homecoming. The group of students sold 276 t-shirt for $15 dollars
apiece (total profit is unknown).
With four different, yet similar products in the market this year, total sales will generally
be more dispersed. Although, the clothing that attracts more students will hold more
market share. By creating a hat rather than another item of clothing that covers your
torso, Bulldoggie Style separates itself from its competitors.
Local competition is weak on their promotion and marketing skills. One group creating a
black t-shirt joined the market too late which did not give students time to react, while
some already purchased another product. The group creating the gold t-shirts, which is
the same group that sold 276 shirts the previous year, had a design that did not appeal
to many students. The last group creating the jersey style homecoming clothing did not
take into account the weather in Duluth in the month of October. Many students found it
to be too cold to wear a jersey during a football game.
5.0 Competitive Edge
All three competitors had a design that had something related to “Homecoming 2012”.
Bulldoggie Style feels as this creates a low re-wear value. Students may not want to
continue wearing the product after the homecoming week. However, Bulldoggie Style’s
design aimed at not only creating school spirit for homecoming week, but for the rest of
a student’s college career. The design allows students to wear the product anytime,
anywhere, for any sporting event. Also, other competitors only have one choice of a
product; by that it means you only have one choice of color and design. Bulldoggie Style
offers two different designs with minimal work. Competitors must have order forms with
size charts of their product (S through XXL). By having a one size fits all product, we are
able to limit our inventory to either black or white hats.

7. 7
6.0 Sales Forecast
Units Sales
White Hats 124
Black Hats 176
Total Unit Sales 300
Unit Prices
White Hats $15
Black Hats $15
Sales
White Hats $1860
Black Hats $2640
Total Sales $4500
Direct Unit Cost
White Hats $8
Black Hats $8
Direct Cost of Sales
White Hats $992
Black Hats $1408
Subtotal Direct Cost of Sales $2400
7.0 Management Summary
Axel Rosar is a current student enrolled at the University of Minnesota Duluth who is
working on his bachelor’s degree in Marketing. He has sales, and marketing experience
working for his parent’s small automotive and flat glass replacement business. He is
very active with social media, is familiar with SEO/SEM marketing and has a natural
talent for keeping up with what people are looking for next. After seeing a group of
students begin marketing the shirts for the 2012 year, Axel decided to change up the
pace with introducing a style of hat that have been growing in popularity over the past
year.