TouchUp Inc. is seeking a $120,000 loan from investors to start a shoe repair and customization business in Chicago, IL. The company was founded by four students from Eastern Illinois University who see an opportunity to offer services like shoe customization, repairs, polishing, and more to college and high school students. They have researched the market and believe the business will be successful due to a lack of similar companies offering customization services in the area. If funded, the company plans to repay the loan over three years and use the funds to hire employees, furnish their building, and launch business operations by August 2016.

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TouchUp Inc.
Business Plan
Jesus Aguirre
Jaguirre2@eiu.edu
(708) 473-9068
Cary Fisher
cnfisher@eiu.edu
(708) 299-2639
Corey Fisher
cjfisher@eiu.edu
(708) 299-2635
Joey Re’
jare@eiu.edu
(815) 954-3361

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2027 W. North Ave.
Chicago IL 60647
(708) 299-2635
November 28, 2015
Dear Financial Investors,
We are a shoe repair service that will be in the Chicago area to help college students and others
help repair and customize some of the favorite shoes. The name of the shoe repair service is
“TouchUp Inc.”. TouchUp Inc. will be located on 2027 W. North Ave. in the upper division of
Chicago, IL. This letter is a formal is a formal offer for you to invest in our company. We have
done extensive market research and know that without a doubt, our company will prove to be
huge success fast.
The service company, “TouchUp Inc.” is founded by four highly educated individuals here on
the great campus of Eastern Illinois University. My colleagues and I have always had a passion
for fashion and for design. We thought for in the near future that the baby boomers in the
generation that we need to attract, so why not provide a service that is a lost arch in the different
cities as in Chicago, IL. My colleagues and I are involved in many different organizations and
have leadership roles that will help contribute to the success for our service. By investing
$120,000.00, you would be providing us with our total capitalization that is required for the
startup of TouchUp Inc.
We will be gracious and honored to have you pair up with a new, but lost arch service that many
do not know about. Even though we are looking to target high school and college kids, the
service that TouchUp Inc. will be providing will benefit anybody that need shoe repairs or who is
looking to improve the quality on their shoes without buying new ones.
After completing a more thought out financial and market research, our forecast shows TouchUp
Inc. to be a successful service company due to the lack of knowledge about this type of service in
the Chicago area. We are looking to hire 8 new employees and have my colleagues and I
participate in some of the hard work as well. We also bought a building, so we will not be
responsible for paying rental costs.
Additional information, professional history, financial, and market research can be found in the
enclosed resumes and throughout the business proposal. For additional questions, comments, or
suggestions can be reached on our one of the owners, Corey Fisher primary phone which is (708)
299-2635 until further notice.
Thank you for your time, and we look forward to a great partnership and success in the further.
Sincerely,
Jesus Aguirre
Cary Fisher
Corey Fisher
Joey Re

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Table of Contents
Sections: Pages:
Executive Summary..........................................................................................................................4
Company Description.......................................................................................................................5
Company Background......................................................................................................................6
Vision & Mission Statement..............................................................................................................7
Industry Analysis.......................................................................................................................... 8-9
Location..........................................................................................................................................10
Materials……………………………………………………………………………………………....11-12
Key Personnel & legal
Documents…………………………………………………………………………………………...........13
Market
Strategy……………………………………………………………………………………………......14-17
Balance
Sheet………………………………………………………………………………………………………18
Income
Statement……………………………………………………………………………………………........19
Appendix-Jesus Aguirre
Resume………………………………………………………………………………………………...20-21
Appendix-Cary Fisher
Resume………………………………………………………………………………………………...22-23
Appendix-Corey Fisher
Resume………………………………………………………………………………………………...24-25
Appendix-Joey Re’
Resume……………………………………………………………………………………………………26

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Executive Summary
TouchUp Inc. is a company that services in cleaning, repairing, and customizing shoes from
boots, gym shoes, and even dress shoes to your likeliness. TouchUp Inc. is looking to target to
college students and high school students in the upper-division in the Chicago, IL. Some
examples are Colombia College, Robert Morris College, Brother Rice Highs School, Julian High
School, etc. After doing research, there aren’t a lot of shoe design and repair shoe companies in
the upper-division of Chicago, IL, so my colleagues and I thought this would be a great
opportunity to build on a service that is lost.
Our company is looking to repair: heels on shoes, which can be either leather or rubber and that
will be starting at $10-$40 to replace depending on how severe it can be. The soles on the shoes
can either whole or half to replace, which will can range from $40-$80 to replace. The
insoles/foot beds, the cost of the insoles will start at $20 and it will increase depending on if you
decide to buy a new insoles or get them replaced professionally. The welts are the material
attached to shoe upper in to which the sole is attached and that will start at $15 and will increase
depending on the type of welt you decide to purchase. We will also look at replacing the sole
protectors, which is a thin piece of rubber that goes over leather sole to make it lust longer and
that will start at $15 as well. The shoe stretch will be replaced starting at $15 and increase up
depending how far you want your shoe to be stretched to. The most important service that
TouchUp Inc. service in is cleaning, shining, and dying shoes, which will also start at $15.
To start this company, TouchUp Inc. are seeking a loan of $120,000.00 from investors that will
be essential to our company in the Chicagoland area. There is no time table in which we will
need the loan, since my colleagues and I are still looking to hire 8 employees, looking at
furniture for our building, and the minor details that will benefit our company for the future. We
are looking to have everything finished and decided by the summer of 2016, so hopefully by
August 2016, TouchUp Inc. will be in business and ready to open up. We are deciding August of
2016, because we are looking to target those students that will be entering school and colleges in
the beginning of the fall semester.
We will be in business the beginning or in late of August of 2016, so will are looking to repay
the loan over the next 3 years at the cost of $40,000.00. As TouchUp Inc. are in business, we are
looking to pay the loan in full by August of 2019. TouchUp Inc. are looking to change the shoe
design industry drastically. Our motto is “The InDesign for Shoe Design”.

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Company Description
TouchUp Inc. is an independent shoe repair company that is in the downtown area of Chicago,
IL. We specialize in shoe customization, shoe repairs, shoe polishing and many more. We
wanted to attract college students and kids so that they can create their own pair of customized
shoes and also bring out their true creativity on a pair of new shoes or on a pair of used shoes
that they already have. TouchUp Inc. focuses on bringing out someone’s inner creativity and
displaying that on a pair of shoes whether they are boots or a pair of gym shoes, if you want
something unique that no one else will ever have, Touch Inc. is the place to go to for just that.

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Company Background
TouchUp Inc. was founded and created by Cary Fisher, Corey Fisher, Joey Re’ and Jesus
Aguirre, four Eastern Illinois University students who decided to offer something very unique in
the Chicago area. We wanted people to have various options and resources to ever take
customizing something to the next level and with our company we were able to. The founders
saw that there is a niche for customizing things and shoes is no exception, especially since other
people are marketing and advertising their services through social media. The company repairs
shoes, polish shoes, customizing shoes and offer other services depending on the shoe. This
company makes is different and unique from other shoe repair shops that are around the Chicago
are, because their offering services that has never been offered such as shoe customization at
reasonable prices.

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Vision and Mission Statement
Our Vision:
To provide and offer high quality work and customization/ repairs of shoes to college
students and kids around the inner city and downtown area of Chicago, IL. We hope to expand
our company so that we can provide our services to many more colleges and kids in other cities.
Our Mission:
Provide high quality work with fast and convenient services to college students and kids
around the Chicago area that gives them the ability to display their creativity on their own pair of
customized shoes. Repairing shoes by polishing them and ‘touching” them up are essential.

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Industry Analysis
The shoe repair industry is a multi-million-dollar industry, but the shoe customization
industry is a new industry that’s not exposed as of right now. The shoe repair industry has
decreased in sales from 2008 to 2013. As of two years ago, the shoe repair industry in the United
States had revenue of 330 million dollars. Lower than 2008’s annual revenue of 333.32 million
dollars in revenue. This industry is not an industry that people are into meaning that value shoe
repairing and they actually repair their shoes. Most individuals would just buy a new pair of
shoes or repair it themselves, before paying someone to repair it for them. We are focusing on
more than just shoe repairing, we all expanding our company to customization of the shoes and
polishing of the shoes, two services most shoe repair shops does not offer.
The shoe customization market and industry is very new and fresh to the scene, but we
feel like this is a market that many teenagers and young adults would pursue an interest in,
especially young adults in college. Shoe customization consists of creatively designing a shoe
displaying what you wanted on the shoe. Shoe polishing is self-explanatory; it’s just polishing a
shoe with various products so that your shoe looks or at least appears to be brand new. Repairing
the shoe will just consist of polishing them and also bring them back to life such as putting new
shoe strings on them and also crossing over to a customization on them. We plan on marketing
our company anyway possible so that Chicago knows that our company is here to stay.
We plan on growing our company by market sales and revenue sales. We want to
introduce our company to college campuses, because they’re going to be our biggest attraction

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and our most loyal customers. We expect our company to grow in steps, but we do realize that
this industry is not a need, it is a necessity. We want to be innovative in what we do, but we also
want specialize in customization than shoe repairing for the simple fact that most people buy a
new pair of shoes then getting them repaired, so customizing them brings a new target market
with a high demand for customized shoes for college students and teenagers.
One of the advantages on our company is that we’re not trying to be like any other
company, we’re the only company that offers other services than just shoe repairing. We decided
that if we expand our services more, other shoe repair shops with see us as competition soon as
we our company introduces itself. One disadvantage that our company will have straight out of
the gate will be the low demand for something like this. Not a lot of people knows about nor
cares about shoe customization and as I said earlier, most individuals polish their own shoes. It
will be a low demand for what our company offers, but we are very hopeful that once people see
our work and what our employees can do, that’ll definitely be pleased and satisfied enough to
want a pair of their own customized shoe whether it’s a winter boot like Timberland’s or a gym
shoe such as Nike. After looking at the pros and cons of starting our own shoe
repair/customization company, we all felt like this is something that can really evolve into
something more and innovative within the next 5 years, it’ll just need to take some time to do so.

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Location
Address: 2027 W. North Avenue Chicago, IL 60647
 Listing ID: 19482319
 Location: Wicker Park
 $38/SF/Year
 3,000 SF/Retail
 1 Year Cost: $114,000.00
 Monthly Cost: $9,500.00
Details: As Listed Below
 Bi-level space with exposedbrick
 Hardwood floors
 2 bathrooms
 1 parking spot located in the rear
Store Hours: As stated below
 10 AM – 8 PM
 Open 6 Days a Week
 Closed on Sunday

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Key Personnel& Legal Documents
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Key Personnel & Legal Documents
Staffing: Stated Below
12 employees ( 8 new employees)
$9.25/hour
Plus Compensationof Sales
2% for 1st
year
5% for 2nd
year
7% for 3rd
year

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Market and Target Customer: The market that we are looking to enter as a business is
the shoe repair and shoe retail market. Many middle aged kids, mainly college students
and athletes, want to wear and keep up with the best sneaker trends. As a business, we
plan on appealing to the kids who want or have the best sneakers available. We want to
bring the best available shoes, whether it be a rare pair of sneakers or a popular brand
name, to people who don’t have access to them.
 Target Customer: Middle aged adults aged 18-25, who want
to keep their shoes looking in pristine condition, or who wants
to have the best sneakers available.
 Chicago’s Demographics:
25-34 Years of
Age
18.41%
35-44 Years of
Age
14.96%
45-54 Years of
Age
11.41%

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Competition and Competitive Advantage: Beings we have decided to locate our business
in downtown Chicago, and Chicago being the big city it is, there are many shoe repair
businesses already in business. However, we plan to distinguish ourselves apart from all
the other shoe repair businesses. One business that is located in the city, and is very well
known, is Excellent Shoe Repair. Although they have a large customer base, some
customer reviews have indicated that it sometimes gets too busy and the job isn’t
completed on the date given by the workers. Another competitor we found was a shop
called Gus New Quality Shoe Repair. Although the service here is good, it’s known to be
somewhat pricey for basic shoe repairs. What is going to set us apart from all of these
competitors would be the slightly different niche in the market that we plan to enter. Not
only do we plan to clean and repair shoes better than our competitors, we plan to buy
used shoes from customers at a price that we value, and clean them up to brand new and
then resell them. Our location is also very ideal for sales. Being located in Chicago allows
us to appeal to many different types of customers. Were located in an area where foot
traffic is very common, so advertising such as flyers are necessary for our business. One
advantage we have over our competitors, is appealing to customers that are interested in
theMichael Jordan brand of shoes, known as Jordan’s. Jordan’s have a new pair of shoes
released to the public every Saturday. However, these shoes can be sometimes, if not
most of the time, extremely difficult to purchase because of the large customer base who
wants them. As a business we will encourage people to sell us their shoes, no matter
what condition, so we can resell them to the customers who want them. Our main focus
for advertisement would of course be social media; Facebook, Twitter, Instagram; but also
word of mouth is a key advertisement strategywhen pertaining to the shoe business. We

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will create a strong relationship with our customers that most of our other competitors
don’t have time for.
Sales Plan: In order to increase our sales and outcompete our competitors, we are going
to use social media and word of mouth as our main platform. We will make sure that we
appeal to the market by participating in lots of promotions, and also appealing to the
overall culture of Chicago. We will send out fliers to local college campuses around our
location, as well as newspapers ads, and direct mail to people’s houses. We will also
make sneakers available to college athletes at a discounted price to put our name in the
market more. We will hand out fliers to the business section of our location, as many
businessmen and woman need their businesses shoes cleaned, polished, or repaired.
By doing this we will also help build our clientele, as we will create client relationships with
our customers.

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Growth Plan: In order to grow and expand in our market, we need to have an established
name between our customers, and also the surrounding markets. Once we have
established, we believe our customer base will grow because there are no other
companies that do what we do.
0
2
4
6
8
10
12
14
16
18
20
1 2 3 4 5
Customer Base Growth Plan
Years
Customers
in
thousands

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Touch Up Inc.
Balance Sheet
End of 2015 End of 2018 End of 2020
Assets
Cash $78,000 $84,000 $96,000
AccountsReceivable 94,800 97,200 103,200
Supplies 6,000 4,200 6,000
Inventory 3,600 3,600 4,800
Equipment 8,000 4,000 4,000
Building 114,000 108,000 108,000
Total Assets $304,400 $301,000 $322,000
Liabilities
AccountsPayable $84,600 $88,200 $93,000
NotesPayable 72,000 69,000 60,000
Owner’sEquity $147,800 $143,800 $169,000
Total Liabilities& Equity $304,400 $301,000 $322,000

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Touch Up Inc.
Income statement
Year of 2015 Year of 2018 Year of 2020
Revenue
RepairRevenue 109,200 114,000 118,800
SalesRevenue 6,537 7,200 7,800
Total Revenue $115,737 $121,200 $126,600
Expenses
Rent 114,000 108,000 108,000
Salaries&Wages 6,000 6,000 6,200
Supplies 4,000 2,200 2,220
Insurance 3,000 3,000 3,000
Utilities 2,820 2,820 2,820
Total Expenses $129,820 $122,040 $122,240
NetIncome ($14,083) ($840) $4,360

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