TL2.500 x 4 = TL10.000 TL3.000 x 4 = TL12.000 TL3.500 x 4 = TL14.000 Human researchers: TL2.500 x 2 = TL5.000 TL3.000 x 2 = TL6.000 TL3.500 x 2 = TL7.000 Workers: TL2.000 x 20 = TL40.000 TL2.500 x 20 = TL50.000 TL3.000 x 20 = TL60.000 Total Personnel Costs TL60.000 TL78.000 TL96.000 7.2 Break-Even Analysis Break-even point is the sales volume, at which

1. Note: 1 dolar is 2 TL so I used dolar for charts in this Project.Because also I will sell my
products to other country after establish my company so after 1 or 2 years. Also I have
selling plan charts for 3 years for general selling predictings in this Project so I put dolar for
calculate easily in the charts.

2. Executive Summary
A&U is a women shoe store in Tukey, Turkey has a lot of company for produce shoes for
women and for men but in genereally Turkey does not have any special company for only
women and for only special shoes. If you are women and if you want to buy some special
shoes you have to search for it so it will be so long time and hard for women. Also maybe
you will not find yor style shoes or your need.
A&U will produce special shoes only for women and my products will poduce for working
women and housewife women. Their income levels is higher according to average. I will
produce for these women. Because they are wanting high quality and speacial shoes or
different shoes. Also they can pay high price for these kind of shoes.
A&U will have Professional workers for selling my products. Also my workers will have
training per month for being succesful and for improve their selling skills. The important
thing for my workers that they shoul be good-humored for service to my customer everytime.
A&U will work with some designer who they are very succesful on the World also in Turkey.
A&U will work with Sertaç Delibaş, Cemil İpekçi, Eda Taşpınar, Cengiz Abazoğlu and A&U
will use their experience and their extensive knowledge of the women's retail shoe industry to
quickly gain market share. Profitability A&U will be reached in five month to this amount for
revenue the itself. TL 1.194.500 ($597.250)

3. 1.1 Main point for being succesful
First point is to meet the demand for an luxury women's shoe store with a huge selection and
take account of customer attention and needs.
1.2 Goals
My goals for the first five month of operation will be:
I will produce different kind of shoes that they will have high quality for my customer and I
will do this with my preofessional workers and my Professional designers.
Every month I will improve my company because I will give training to my workers per
month.
I will work with succesful advertisment company for getting a big share from shoe market.
1.3 Mission
A&U's mission is to provide İstanbul with an luxury selection of women's shoes and
outstanding customer service. I will take customer and I will maintain my customer with my
outstanding service form y customer and I will grow up very fast in shoe marketing with my
clients’ positive publicity.
0
50
100
150
200
250
300
350
Month 1 Month 2 Month 3 Month 4
Sales
Gross Margin
Net Ptofit
The
numbersis
usedfor
Showmy
Money
that I will
get.Also
every
numberis
showingus
amount
from
thousand
so for
example 50
meansis
TL50.000

4. Company Summary
A&U is an luxury women's shoe store located in İstanbul in Turkey. Women are looking for
special shoes must travel up to İzmir or to other luxury cities for business trip or for holiday.
A&U will be able to offer a huge selection because I will work very succesful designers and I
will take every opportunity for being satisfied to my customers.Also if my customers want we
can decide together which kind of shoe they are wanting from me and which color I should
produce fort hem. They can decide with my designers after that I will produce for them.
2.1 Company Ownership
A&U is a sole proprietorship owned by Ali UÇAR.
2.2 Start-up Summary
A&U will need the following costs for start-up :
Computer system with CD-RW, printer, Microsoft Office, QuickBooks Pro, and POS
software.
POS terminal/cash register.
Back office desk and chair.
Front of store counter.
Shelving racks.
Display racks.
Some drinks or foods to offer my customers.
Furnitures, mirrors.
Assorted halogen track lighting.
Machines for produce products.
Raw materials.
Cars.
My following items which are considered assets to be used for more than a year will labeled
long-term assets and will be depreciated using approved straight-line depreciation method.
START-UP FUNDING
Start-up Expenses to Fund TL 1.194.500
Start-up Assets to Fund TL 715.500

5. TOTAL FUNDING REQUIRED TL 1.194.500
Assets TL 715.500
Non-cash Assets from Start-up 0
Cash Requirements from Start-up TL 1.194.500
Additional Cash Raised 0
Cash Balance on Starting Date TL 1.194.500
TOTAL ASSETS 715.500
Liabilities and Capital
Liabilities TL 500.000
Current Borrowing 0
Long-term Liabilities TL 500.000
Accounts Payable (Outstanding Bills) 0
Other Current Liabilities (interest-free) 0
TOTAL LIABILITIES 500.000
Capital
Planned Investment
Uçar TL 715.500

6. Other TL 144.000
Additional Investment Requirement 0
TOTAL PLANNED INVESTMENT TL 859.500
Loss at Start-up (Start-up Expenses) TL 1.194.500
TOTAL CAPITAL TL 1.194.500
TOTAL CAPITAL AND LIABILITIES TL 1.194.500
Total Funding TL 194.500
START-UP
Requirements
Start-up Expenses
Legal TL 10.000
Logo design TL 5.000
Inital website design
Insurance
TL 5.000
TL 8.000

7. Payroll
Rent / Security deposit
Computer and Office equipment
Training
Pre- opening marketing
Office supplies
TL 51.000
TL 10.000
TL 30.000
Free
TL 10.000
TL 5.000
TOTAL START-UP EXPENSES TL 144.000
Start-up Assets
Cash Required TL 1.050.500
Other Current Assets TL 335.000
Long-term Assets TL 144.000
TOTAL ASSETS TL 1.050.500
Total Requirements TL 1.194.500
Products
A&U will sell luxury women's shoes. The general categories of shoes that I will produce:
Sandals
Stylish work shoes

8. Loafers
Dress shoes
Canvas athletic/stylish shoes
A&U will effort to have one of the biggest selection of shoes in İstanbul. I will produce for
my customers handmade shoe also I will produce with machines. If my customers want to
special shoe and if they want to choose the style of shoe they can choose the style and color.
Also if they want to decide with my designer they can decide with my designer after that I
will produce for them.
Market Analysis Summary
A&U will be aiming two different groups, professional workers and housewifes.
While both groups are interested in dress shoes, also the professionals will be looking for
fashionable shoes they are able to wear with their business dress. The housewifes could be
looking for fasionable but more casual shoes.
4.1 Market Segmentation
A&U is aming two different population sections
within the wide category of the fashion-conscious female with disposable income.
Working women: these women are full-time working. They usualy earn more than
TL90.000.They will purchase shoes for their business, as well as for free time.
Housewifes: The household income of this group is between TL5.000-TL20.000.
0%
20%
40%
60%
80%
100%
Professionals Housewifes others
housewife
Professionals

9. YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Potential Customers Growth
Professionals 11% 13,237 15,432 17,990 19,444 21,667
Housewives 9% 15,121 17,125 19,661 21,336 22,999
Other 0% 0 0 0 0 0
Total 10% 28,358 32,557 37,651 40,078 44,666
Market Demographics
A&U’s customer include of the following geographic, demographic factors:
Geographics
•Geographic goal is the city of İstanbul with a population of 15.000.000
•The total objective population is 1,000,000.
Demographics
•Age range 20 - 50.
•45% of the customers are housewives.
•The housewives have a household income of TL100.000 – TL200.000 ($50,000-$100,000) in
a year.
•55% of the customers are professionals.
•The professionals earn more than TL90.000 ($45,000) in a year.

10. Market Needs
A&U is servicing the market with a large range of fashionable shoes with an unique selection.
A&U purposes to meet the following benefits that are important to their customers:
 Selection: The large selection of fashionable shoes in the İstanbul.
 Accessibility: My workers will work in 2 shift and in totaly I will service to my
customers 16 hours in a day.
 Customer service: My service for customers will be the best. Because I will give
training to my workers every month.
 Competitive pricing: My all products will be priced opponent in women’s shoe market
in İstanbul.
Market Trends
The market trend for women's fashionable shoes is toward a larger selection of overall design
elements. Over the past few years, there has been an increase of various design variations
from a base design. Also nowadays women is wanting be diffent according the others. They
are needing special shoes or they are needing different shoes according shoe market in
İstanbul. Also women shoe market’s trend started to be induvudual for customers. I have to
produce different kind of shoe according to shoe market.
0
10
20
30
40
50
60
70
Month 1 Month 2 Month 3 Month 4 Month 5
professionals
Housewifes
others
Thischart is
tellingmy
customers’rate
accordingmy
goal.I will take
Professionaland
housewifes
womenfora
customerso I
showedtheir
changingrate in
five month.

11. Market Growth
The women's shoes market is a strong, stable growing market. Generally economic downturns
is not affecting it. Women everytime is wanting to buy shoe. Economic situation or crisis is
not important for them.
SWOT Analysis
Strengths
 My workers will be very strong for persuade and satisfied the customers.
 If my customers want they can choose which color or which model should I produce
for themselves with my designers.
 I will produce unique shoes for women.
 I will use real and quality leather when I was producing the products. They will be
orthopedic and be healthy.
Weaknesses
 My company will be new brand so nobody doesn't know me in the beginning.
 I have to wait for my designers for new models in the beginnig so I will produce
slowly only in the beginning.
 My product will be expensive.
 My opponents are known in the shoe marketing. I will be weak in the beginning.
Opportunities
İstanbul does not have strong women shoe company.
Women need to different kind of shoes in your job or in your life.
My government is supporting to enterpreneurs.
Threats
My opponents are known so I can be slog for introduce my company in the beginning.
My customers can prefer to my opponent because my product will be expensive.
I have to deal with animal lovers because I will use animals' leather in production.

12. 4.2 Target Market Segment Strategy
I will rent some store in huge shopping centers. I will service to reach women with my
Professional workers. My outstanding service for my customer in my store will be customers’
prefer’s reason. I will produce only women shoe so I do not havr to keep other fashion. I will
work very succesful designers and fashion designer for being succesful and for take share
from shoe market easily and quickly.
4.3 Industry Analysis
İstanbul has a lot of store for selling shoe. Some big stores is selling clothes and shoes
together. Some stores is selling just shoe but women and men shoes together. Some store is
selling only women but they are selling common shoe so according this shoe market my
company will be different.
4.3.1 Competition and Buying Patterns
A&U has two direct competitors in İstanbul:
Limoya: This company has high quality products. Also this company known for their
outstanding customer service. The shoe price point is TL200-1000.
Yeşil: this company is producing for high class, older crowd. Shoes range from TL300-
TL1500.
Working women are buying new shoe every month with a clothe or only shoe. I will work
with shoe designers also with fashion designer for clothes so both of them can offer to my
customers some shoes from my store for their buying. Also housewifes can choose some
shoes from my store with my designers. Also they will want to come to store for seeing these
people after that they will buy.
Strategy and Implementation Summary
A&U will increase their competitive edge of wide selection to drive sales. I will have a wide
selection for my customers. They will be satisfied from my wide selection. Because they will
easily find their needs in my store. Also every time I will have discount and promotion for my
customers so they will want to buy more than more every time.
5.1 Sales Strategy
A&U’s sales strategy will based on customers feeling and thinking. I will manage their
feelings and their thinking with my succesful advertising and high quality shoes. Also I will
use guerilla advertising for being different in shoe marketing and I will influence my
customers.

13. 5.1.1 Sales Forecast
My first month will be so slow for selling. Because nobody know me in the beginning. But
after my opening ceremony I will do a lot of campaiggne in first month and I will give some
gift to my customers for introduce my company. After that my sales will increase and end of
the my first month I will get TL100.000 ($50.000) and my profit will be TL20.000.
SALES FORECAST
YEAR 1 YEAR 2 YEAR 3
Sales
Professionals $75,467 $132,342 $212,897
Housewives $45,821 $92,531 $142,776
TOTAL SALES $212,288 $224,873 $355,673
Direct Cost of Sales Year 1 Year 2 Year 3
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Week 1 Week 2 Week 3 Week 4
Sales First Month
Sales First Month

14. Professionals $25,121 $55,129 $60,996
Housewives $14,545 $35,767 $54,999
Subtotal Direct Cost of Sales $39,666 $90,896 $115,995
5.2 Competitive Edge
A&U's competition power is an unique selection in İstanbul. My company will work very
succesful and famous designers so I will be outstanding compared to competitors. They are
not working with a designers in generaly so I will be outstanding in this point. Also I can give
a lot of gift to my customers because my products will be expensive and I will get high profit
so I can give my customers for their staisfied. Also I will use very different and interesting
advertising for influence my customers’ feelings and thinkings.
.
6. Management Summary
Ali Uçar, the founder and owner received her Bachelor of Public Administration from
the University of Çanakkale. After graduation, Ali worked at Adidas. He started out as a sales
person in the İstanbul outerwear department, where Ali was named employee of the week
nine times. This caught the attention of his manager and after one year of full-time work at
Adidas, he was offered a position as the assistant manager of the women's shoe department.
Ali worked as the assistant manager for two and a half years before receiving a promotion to
manager of the department. Ali learned all of the "ins and outs" of the Adidas retail shoe
industry in this job. After three years, Ali decided to leave and look for another job. He began
to do some market research about the women's shoe industry in İstanbul. He realized that
there was an unfulfilled demand for fashionable shoes and he began to write a business plan
to serve this need and he took a course from government for supporting himself about Money
at the same time. Because government was supporting to enterpreneur in Turkey. After course
he created a store in İstanbul serving fashion-conscious women.

15. 6.1 Personnel Plan
Ali will be working full time at A&U. Ali will be in charge of all administrative details,
hiring, inventory management, etc. Ali will hire four person full-time sales clerk to help his at
the store. Also two person for human researchers and twenty workers for produce shoes.
7. Financial Plan
Financial information will be as following sections.
7.1 Important Assumptions
The following table details important financial assumptions.
PERSONNEL PLAN
YEAR 1 YEAR 2 YEAR 3
ALi TL5.000 TL 10.000 TL15.000
Full-time employees TL6.000 TL7.000 TL9.000
Human researchers
Workers for produce
TL4.000
TL30.000
TL5.000
TL35.000
TL6.000
TL40.000
TOTAL PEOPLE 29 29 29
Total Payroll TL45.000 TL57.000 TL70.000
GENERAL ASSUMPTIONS
YEAR 1 YEAR 2 YEAR 3
Plan Month 1 2 3

16. 7.2 Projected Profit and Loss
The following chart will show my projected profit and loss. I guessed buying of new shoe
display inventory, firstly for the seasonal changes in styles. Because these are displays, I am
following them as expenses. It is estimated that new trends will require regular buying of shoe
shows as part of business.
Loss
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Loss
Profit
Current Interest Rate 10.00% 10.00% 10.00%
Long-term Interest Rate 10.00% 10.00% 10.00%
Tax Rate 20.00% 20.00% 20.00%
Other 0 0 0
Thischart
tellingusmy
Loss andmy
Profit.
Because my
lossis
TL1.194.500
.000
Afterfive
monthMy
lossit is
finishing
and I am
startingto
earnprofit

17. 8. Risk Analysis
8.1 Human Resource Risk
I will have to Professional human resources so if I have any problem with my customers they
will solve this problem. Also my company will adopt “the customer is always right” policy.
This policy very useful for understand the customers and for solve the problems very easily.
The result will be good and I will take my customers because they will be glad from my
policy and from my friendly services about problem.
8.2. Production Risk
I will use real leather and my products will be healty, orthopedic and natural so I will not have
any problem with my product. Also I will have every precaution in my factory for my workers
in produce process. Also I will have doctors for my workers and I will be helpfully and
friendly for my workers so we will understand each other, we will not have problem, we will
not have stress and we will be happy and healty.
8.3. Demographic Risk
I will produce for between 20-50 ages women. Also Turkey has a lot of young people for
being my customers. Also According my quality and my price will be suitable for people and
according my guessing I will take 1.000.000 women from shoe market after my first year. I
will not have problem with demographic. Because my country every time has customers for
buying shoes specialy women.
8.4. Environmental Risk
I will not have any environmental problem.Because my factory will be outside city and my
store will be in the biggest and famous shopping centers and my factory will have every
precaution for protect to natüre. Becase my company will adopt to “protect our future” policy.
I will not have problem with some association or sendika about environmental. Also I will
have some campaigne for protect the nature.
8.5. Economic Risk
I will not have so much problem with economy. Because women do not care the crises and
they are continue to buying, specialy to buying shoes. The buying shoe like therapy for some
women. If they have stress or if they have some problems they are buying somethings,
specialy shoes. This is my big advantage.

18. 8.6. Geographic Risk
This risk almost same with environmental risk so I will have every precaution for nature and
for being succesful. Because I like to nature so I will protect it and I want to be succesfull and
I will choose the biggest and famous shopping centers for openning my store. The result will
be good for me because I will have everything for being succesfull.
8.7. Market Risk
I will have strong competitors but My differences is producing different kind of shoes with
different way and services. Also I will work with some famous designers for shoes and
slothes so they will help me for being succesfull. They will keep the fashion for me and they
will give me report and I will produce. My customers will prefer me for buyşng these
different shoes and for seeing my perfect services and for seeing my designers.
8.8. Price Risk
My prices will be little expensive but my customers can pay my price because they will have
job, or they will have reach husband. Because my customers will have higher position in
economic life. Also according my services for my customers and according my higher quality
shoes they will prefer pay. They will compare to my company and the others and they will
prefer me. Because I will do everything for influence my customers.
8.9. Technological Risk
The tecnology is not risk for me also it will help me for taking more customers. Also I will
have good website for introduce my company and tecnology will help me for produce and for
selling.
8.10. Financial Risk
My government is supporting to enterpreneurs and they are giving Money for two years and
you do not have to pay anything during this two years. After this two years you will start to
pay slowly but if you need more time they will give you just you should be trust enterpreneur
and you should be succesful. So When I am with my government I do not have any financial
risks.
8.11. Family Risk

19. My family every time supports me about every subjects so this is not risk for me.
Total Risks Assessment
Generaly I do not have big risks. My competitors only big risk for me but I will overcome this
problem with my famous and succesful designers, with my succesful advertising company
and with my helpfully supporter government. Also my workers will be profeesional for
selling and for producing. Also I will have perfect and professioanl human resources for
solving my all problems with my customers and my customers will suprise for my intirest for
solving the problems and they will glad every time and I will be succesful.