2. Table of Contents
Sales Strategy
Executive Summary
Sales Forecast
Mission Statement
Website Marketing
Keys to Success
Strategy
Company Summary
Email Marketing
Company Ownership
Management Summary
Start-up Summary
Personnel Plan
Products and Services
Start-up Summary
Market Analysis
Break-Even Analysis
Summary
Sales Summary
Market Segmentation
Profit and Loss / Cash
Competitive Edge
Flow
3. Executive Summary
EJ Children's Fashion and Design was founded by
Elaine Grullon in June of 2008.
The company is located in Orlando, Florida.
EJ Children's offers an array of infant and
children's clothing for parties, special occasion
events, and religious activities.
4. Mission Statement
EJ Children's Fashion and Design's mission is to offer
quality children's formal attire at an affordable price.
5. Keys to Success
To create a wonderful experience for customers via the
clothing purchased and services provided for extra
things such as party favors and souvenirs.
To create an individualized and personalize shopping
experience, instead of the big box phenomena.
6. Company Summary
EJ Children's Fashion and Design is a local shop with
personal meetings for clients to assist with party
attire.
EJ Children's Fashion and Design specializes in the
needs and wants of the customers.
We also have a presence nationally, over the World
Wide Web, for clients out of the area.
7. Company Ownership
EJ Children's Fashion and Design is an
owner, operated business by Elaine Grullon. The
company has been established as a Sole Proprietor and
established in the State of Florida. A Sole Proprietor
in the State of Florida allows many advantages such as
startup costs and flexibility in registration of home
businesses.
8. Start-up Summary
The start-up of the company was composed of:
proper licensure
identification such as business card and flyers
starting inventory
exposure on the World Wide Web.
9. Products and Services
EJ Children’s offers party, religious, special
occasion dresses and outfits for infants and
children. They are clothing that are especially
prepared for events such as wedding, sweet
sixteen’s and religious celebrations. EJ Children’s
also offers party favors and souvenirs that match
the parties theme or outfit of the child.
10. Market Analysis Summary
Ethnicity
White 25%
Black 20%
Direct Sells 40%
Hispanic 35%
Other 20%
Versus
Age
18-25 25%
25-55 50%
56 and over 25%
Online Sells 60%
Gender
Male 35%
Female 65%
11. Market Segmentation
2008 2009 2010 2011 2012
Growth
Potential Customers
10% 500 550 605 666 732
Customers between the
ages of 18-25
10% 1,000 1,100 1,210 1,331 1,464
Customers between the
ages of 25-55
10% 750 825 908 998 1,098
Customers between the
ages of 55 and over
10.00% 2,250 2,475 2,723 2,995 3,294
Total
12. Competitive Edge
EJ Children's Fashion and Design sells party and
religious outfits for infants and children. Also EJ
Children's offers party favors and souvenirs to
match with the theme of the outfit or dress.
13. Sales Strategy
EJ Children will offer competitive pricing and
incentives. Discounts will be available for large
purchases, which would include various attires,
accessories, and shoes.
15. Website Marketing Strategy
Design a user friendly website that will attract
consumers to visit and search the website. The
main website would be registered as
www.EJChildrensFashionandDesign.com.
Another strategy would be to join several affiliate
programs.
EBay
16. Email Marketing
Constant Contacts is a company that provides
assistance on email marketing.
Google Adware offers companies to create
advertisments on the Google search pages.
17. Management Summary
In the beginning phase (Years 1-5) of the business the
store would be established as an online store, no
employees will be needed. As sole owner,
maintenances would be easy to maintain. After Year 5,
if all goes well a brick and mortar location can be
opened. Plan will be revised at that time to
accommodate those changes.
18. Personnel Plan
As sole owner, a minimum salary would be necessary.
The starting salary can be established at $6,000 with a
10% increase each year, depending upon volume of
sales. A large portion, though, would remain in the
operating accounts to keep the business afloat for the
first five years.
19. Start-up Summary
Startup Expenses are approximately $8000
Collateral available totaling $215,000
Available assets $39,000
20. Break-even Analysis
38 Units is the break-even point
Over 80 units would create a profit over fixed costs
21. Projected Sales Summary
Percentage of Sales Per Item
100%
80%
60%
40%
20%
0%
2009 2010 2011
Girls Clothing Boys Clothing Religious Clothing
Accessories Shoes Souvenirs/Party Favors
22. Profit and Loss / Cash Flow
First Year: $6,400
Second Year: 20-25% Increase
Third Year: 30% as a minimum
