1. It’s All In Your Genes

2. Table of Contents
Overview
Target Customer
Store Aesthetic and Floor Plan
Hiring Plans
Payroll
Merchandise
Sales Breakdown
Mark Down
Marketing
Executive Summary

3. Overview
It’s All In Your Genes is a luxury
denim shop for women that also offers
accessories to complete their outfits.
We are a blend of casual quality that
aims to provide women with all the
necessities to feel comfortable and
confident in their jeans.

4. Target Customer
Our target customer is a woman age 20-
50 with an annual income of
$75,000+. She lives in the city and
seeks to look trendy while still
maintaining comfort. Our shop is
made for those who are on the go and
want a one stop shop for quality basics.

5. https://thedailylatteblog.wordpress.com/tag/a
ll-saints-spitafields/

6. http://torontolife.com/shopping/style/toronto-store-guide-allsaints-yorkdale/

7. http://trwomenavpa.atspace.eu/p.php?n=all-saints-clothing-store

8. Floor Plan Jeans
Tees and TanksJewelry
400ft
300ft
20ft
100ft
20ft
100ft

9. 3D Floor Plan
1,600 ft2

10. 3D Floor Plan

11. 3D Floor Plan
Fitting Rooms
Storage Room

12. Hiring Plan- Sales Associates
M T W Th F Sat. Sun. Total
Store
Hours 9am-9pm 9am-9pm 9am-9pm 9am-9pm 9am-9pm
10am-
10pm
12pm-
5pm
1 8am-1pm 10am-3pm 1pm-6pm 2pm-6pm 19
2 10am-3pm 10am-3pm 3pm-8pm 11am-4pm 20
3 1pm-6pm 8am-1pm 8am-1pm 8am-1pm 20
4 3pm-8pm 1pm-6pm 10am-3pm 6pm-10pm 19
5 6pm-10pm 8am-1pm 1pm-6pm 2pm-7pm 19
6 6pm-10pm 1pm-6pm 3pm-8pm 14
7 3pm-8pm 8am-1pm 10am-3pm 4pm-9pm 20
8 6pm-10pm 3pm-8pm 9am-2pm 14
9 6pm-10pm 6pm-10pm 6pm-10pm 12
# Hours 28 24 25 24 24 24 9 158
Cost of
Workers $280 $240 $250 $240 $240 $240 $90 $1,580

13. Hiring Plan- Managers
____ M T W Th F Sat Sun Total
Store Hours 9am-9pm 9am-9pm 9am-9pm 9am-9pm 9am-9pm 10am-10pm 12pm-5pm
Manager 9am-6pm 9am-6pm 9am-6pm 10am-7pm 12pm-6pm 40
Assit.
Manager 1 12pm-10pm 3pm-10pm 12pm-10pm 12pm-8pm 33
Assit.
Manager 2 9am-6pm 9am-3pm 1pm-10pm 2pm-11pm 35
# Hrs Wrkd
by Asst.
Managers 8 9 11 17 8 15 68
Cost of Asst.
Manager $120 $135 $165 $255 $120 $225 $1,020

14. Payroll
Payroll Manager
Assistant
Managers
Sales
Associates
Hourly Wage $15 $10
Yearly Salary $35,000
All Employees Yearly Cost
Weekly $2,600
Monthly $10,400
Yearly $124,800
Manager Cost Yearly $35,000
Total $159,800

15. Merchandise
Item Labor Cost
Materials
Cost Trims Cost
Manu.
Cost
% Mark
Up
Wholesale
Price
% Mark
Up
Retail
Price
Mark
Down
Discount
Price
Hudson
Jean $10.00 $10.00 $2.26 $22.26 56% $50.60 56% $115.00 30% $80.50
J Brand
Jean $10.00 $20.00 $8.33 $38.33 56% $87.12 56% $198.00 30% $138.60
7 For All
Mankind
Jeans $10.00 $20.00 $8.33 $38.33 56% $87.12 56% $198.00 30% $138.60
Levis $8.00 $5.00 $4.04 $17.04 56% $38.72 56% $88.00 30% $61.60
Citizens for
Humanity $20.00 $20.00 $3.46 $43.56 56% $99.00 56% $225.00 30% $157.50
Scoop
Neck T-
Shirt $5.00 $5.00 $3.16 $13.16 56% $29.92 56% $68.00 30% $47.60
Crew Neck
T-Shirt $4.00 $4.00 $3.23 $11.23 56% $25.52 56% $58.00 30% $40.60
V Neck T-
Shirt $4.00 $4.00 $2.65 $10.65 56% $24.20 56% $55.00 30% $38.50
Tank Top $4.00 $4.00 $1.29 $9.29 56% $21.12 56% $48.00 30% $33.60
Rings $3.00 $2.00 $1.50 $6.50 62% $17.10 62% $45.00 30% $31.50
Bracelets $3.00 $3.00 $2.66 $8.66 62% $22.80 62% $60.00 30% $42.00
Necklaces $5.00 $4.00 $1.83 $10.83 62% $28.50 62% $75 30% $52.50

16. Initial On Hand Merchandise
Bottoms
Tops & Accessories
# of Items # of items # of items Total
Wholesale
Price
Initial
Investment
Bootcut Skinny Flare
Hudson Jean 36 36 36 108 $50.60 $5,464.80
J Brand Jean 36 36 36 108 $87.12 $9,408.96
7 For All
Mankind Jeans 36 36 36 108 $87.12 $9,408.96
Levis 36 36 36 108 $38.72 $4,181.76
Citizens for
Humanity 36 36 36 108 $99.00 $10,692.00
Total 540 $39,156.48
# of Items Wholesale Price Initial Investment
Scoop Neck T-Shirt 50 $29.92 $1,496.00
Crew Neck T-Shirt 50 $25.52 $1,276.00
V Neck T-Shirt 50 $24.20 $1,210.00
Tank Top 50 $21.12 $1,056.00
Total 200
Rings 30 $17.10 $513.00
Bracelets 30 $22.80 $684.00
Necklaces 30 $28.50 $855.00
Total 90 $7,090.00

17. Average Monthly Sell-Through: 100 pairs/week = 400
pairs/month
Average Monthly Sales Revenue: $65,920
Average Yearly Sales Revenue: $791,040
Average Price/Pair: $164.80
Daily Sales Breakdown
Sales Breakdown: Jeans
9
10
15
1520
23
8
M
T
W
Th
F
Sat
Sun

18. Sales Breakdown: Tanks & Tees
Average Monthly Sell-Through:
40sold/week = 160 sold/month
Average Monthly Sales Revenue: $9,160.00
Average Yearly Sales Revenue: $109,920.00
Average Price/Tee: $57.25

19. Sales Breakdown: Jewelry
Average Monthly Sell-Through: 16
sold/week = 64 sold/month
Average Monthly Sales Revenue: $3,840.00
Average Yearly Sales Revenue: $46,080.00
Average
Price/Item:$60.00

20. Sales- One Month Projection
Item
Wholesale
Price Retail Price
# Items
Sold/Mnth End OH % Sold $ Sold
Wholesale
Cost
Profit
Margin $
Profit
Margin %
Hudson
Jean $50.60 $115.00 80 28 74.07% $9,200.00 $4,048.00 $5,152.00 6.53%
J Brand
Jean $87.12 $198.00 80 28 74.07% $15,840.00 $6,969.60 $8,870.40 11.24%
7 For All
Mankind $87.12 $198.00 80 28 74.07% $15,840.00 $6,969.60 $8,870.40 11.24%
Levis $38.72 $88.00 80 28 74.07% $7,040.00 $3,097.60 $3,942.40 5.00%
Citizens for
Humanity $99.00 $225.00 80 28 74.07% $18,000.00 $7,920.00 $10,080.00 12.77%
Scoop Neck
T-Shirt $29.92 $68.00 40 10 80.00% $2,720.00 $1,196.80 $1,523.20 1.93%
Crew Neck
T-Shirt $25.52 $58.00 40 10 80.00% $2,320.00 $1,020.80 $1,299.20 1.65%
V Neck T-
Shirt $24.20 $55.00 40 10 80.00% $2,200.00 $968.00 $1,232.00 1.56%
Tank Top $21.12 $48.00 40 10 80.00% $1,920.00 $844.80 $1,075.20 1.36%
Rings $17.10 $45.00 22 8 73.33% $990.00 $376.20 $613.80 0.78%
Bracelets $22.80 $60.00 20 10 66.67% $1,200.00 $456.00 $744.00 0.94%
Necklaces $10.83 $75 22 8 73.33% $1,650.00 $238.26 $1,411.74 1.79%
Total
Revenue $78,920.00
Total
Profit $44,814.34

21. Mark Down
Mark Down
Discount
Price # Items Sold End OH % Sold $ Sold Wholesale Cost
Profit
Margin $
Profit
Margin %
30% $80.50 20 8 71.43% $1,610.00 $1,012.00 $598.00 4.56%
30% $138.60 20 8 71.43% $2,772.00 $1,742.40 $1,029.60 7.84%
30% $138.60 20 8 71.43% $2,772.00 $1,742.40 $1,029.60 7.84%
30% $61.60 20 8 71.43% $1,232.00 $774.40 $457.60 3.49%
30% $157.50 20 8 71.43% $3,150.00 $1,980.00 $1,170.00 8.91%
30% $47.60 6 4 60.00% $285.60 $179.52 $106.08 0.81%
30% $40.60 6 4 60.00% $243.60 $153.12 $90.48 0.69%
30% $38.50 6 4 60.00% $231.00 $145.20 $85.80 0.65%
30% $33.60 6 4 60.00% $201.60 $126.72 $74.88 0.57%
30% $31.50 5 3 62.50% $157.50 $85.50 $72.00 0.55%
30% $42.00 5 5 50.00% $210.00 $114.00 $96.00 0.73%
30% $52.50 5 3 62.50% $262.50 $54.15 $208.35 1.59%
Total
Revenue $13,127.80 Total Profit $5,018.39

22. Yearly Revenue Breakdown
Revenue
Jeans $791,040.00
Tops/Tanks $109,920.00
Accessories $46,080.00
Total $947,040.00

23. Revenue $947,040.00
MINUS
Employee Cost $159,800.00
MINUS
Initial Inventory
Investment $46,246.48
LEAVES
Estimated Profit $740,993.52

24. Marketing Objectives
Increase our profit by advertising, promoting, and
offering great deals to our customers when they shop
with our brand.
Increase the amount of people coming to our store for
the first time and keep them shopping in our store.
Increase our UPT and ADT to cover all the expenses
and to earn more profit.
Our website will show the full inventory available in
our store and offer visitors deals on their first purchase.

25. Initial Promotion at Grand
Opening
The first 100 customers at our opening who
buy a pair of jeans get a top or jewelry piece
50% off!
If a costumer signs up for our email they
will get promotions and discounts on future
purchases.

26. Grand Opening- Fall Promotion
Objective: To let customers know about our new store, our new products
and our grand opening sale.

27. Indoor Display

28. Grand Opening/Display Costs
Store Opening Cost
Window Banners (2) $74.00
DJ for Opening $1,400.00
Ring belt hanger (10) $29.90
Ceiling screw hook (10) $11.00
Mannequins $1,235.00
Back drops 8x8 (2) $196.00
Display blocks (3) $123.00
Rope (100 ft) $18.50
Total $3,087.40

29. Photo Shoot-
Spring Promotion
Objective: Photoshoot shows that our
products are made for all types of women.

30. Models
Women of all ages can participate in our
volunteer modeling. All body types are
welcome. Submissions are through our website.
The models will get digital versions of all
photos and one 8x11 print. The images will be
around our store in pictures and used in our
advertisements.
They will also get a free top and 50% off a pair
of jeans.

31. Photo Shoot Costs
Photo Shoot Cost
Model (5) $76.51
Makeup Artists (2) $400.00
Hair (2) $400.00
Clothes/Accessories $0.00
Shoes (5) $500.00
Photographer $600.00
Total $1,976.51
Avg Loss/Top for Models Avg Gain/Jean for Models (age rev/jean- avg cost/jean)
$25.19 $9.89 $82.40 $72.51
Total loss on models -$76.50
Average loss/model -$15.30

32. Social Media
Instagram and Facebook
We will use these to connect with and
interact with our customers.
Followers will be privy to promotions in
store and new merchandise alerts.

34. A slight rip isn’t always a bad thing.
inyourgenes
4 minutes ago
inyourgenes
nonamexo
redayokay
love these!!!
Purchasing as we speak 
Nordstrom
4 minutes ago

35. Social Media Costs
One Time Cost Monthly Cost Yearly Cost
Social Media
Instagram $0.00 $0.00 $0.00
Facebook $0.00 $30,000.00
Total $30,000.00

36. General Promotion

37. General Promotion Costs
One Time Cost Monthly Cost Yearly Cost
Business Cards
(500) $9.99 $9.99
Website $50.00 $600.00
Billboards $700.00 $8,400.00
Total $9,009.99

38. Total Marketing Costs
General Promotion $9,009.99
Photo Shoot $1,976.51
Social Media $30,000.00
Grand Opening $2,964.40
GRAND TOTAL $43,950.90

39. Revenue $947,040.00
MINUS
Employee Cost $159,800.00
MINUS
Initial Inventory Investment $46,246.48
MINUS
Marketing $43,950.90
LEAVES
Estimated Profit $697,042.62

40. Gains from Marketing
We expect a 20% growth in sales after a year of our marketing efforts.
Item
Wholesale
Price Retail Price
# Items
Sold/Mnth
20%
growth
# Items
Sold/Mnth $ Sold
Wholesale
Cost
Profit Margin
$
Hudson Jean $50.60 $115.00 80 x 1.2 96 $11,040.00 $4,857.60 $6,182.40
J Brand Jean $87.12 $198.00 80 x 1.2 96 $19,008.00 $8,363.52 $10,644.48
7 For All
Mankind $87.12 $198.00 80 x 1.2 96 $19,008.00 $8,363.52 $10,644.48
Levis $38.72 $88.00 80 x 1.2 96 $8,448.00 $3,717.12 $4,730.88
Citizens for
Humanity $99.00 $225.00 80 x 1.2 96 $21,600.00 $9,504.00 $12,096.00
Scoop Neck
T-Shirt $29.92 $68.00 40 x 1.2 48 $3,264.00 $1,436.16 $1,827.84
Crew Neck T-
Shirt $25.52 $58.00 40 x 1.2 48 $2,784.00 $1,224.96 $1,559.04
V Neck T-
Shirt $24.20 $55.00 40 x 1.2 48 $2,640.00 $1,161.60 $1,478.40
Tank Top $21.12 $48.00 40 x 1.2 48 $2,304.00 $1,013.76 $1,290.24
Rings $17.10 $45.00 22 x 1.2 26.4 $1,188.00 $451.44 $736.56
Bracelets $22.80 $60.00 20 x 1.2 24 $1,440.00 $547.20 $892.80
Necklaces $10.83 $75 22 x 1.2 26.4 $1,980 $285.91 $1,694.09
Total Revenue $94,704.00 Total Profit $53,777.21

41. 2015 Total Profit/Month $44,814.34
2016 Total Profit/Month $53,777.21
$ Increase $8,962.87
% Increase 16.67%
2015 Profit $537,772.08
2016 Profit $645,326.52
$ Increase $107,554.44
% Increase 16.67%
Executive Summary

Our company will be profitable in its first year.