Mission Statement: SIDEWAYS is a fun, energetic, interactive atmosphere where everyone can feel comfortable.We are accomplishing what most people would only dream of doing, we are outfitting our customers,men and women, from the ages 12 to 30, with unique clothing styles, music, and hard goods forsnow and skate for their active lifestyles. SIDEWAYS has a goal, which is to make our consumers’shopping experience as enjoyable as it possibly can be. The staff will be trained to be as helpful to allthe consumers’ needs and wants, we want our consumers to feel that SIDEWAYS is a place that theywill feel comfortable and want to be at on a rainy day or just when they want to go out shopping. Asa company we will be offering services to our customers such as buying a skateboard in separatepieces instead of a complete set, we will offer to put all the components together for them for free asa service to our customers, the same service will be offered if the customer is buying a snowboard,along with molding the boots to their feet. These services will help our company’s customer servicereputation, which in the long term helps boost our profits and establish customer loyalty, as well ashelping the customer to not worry with the little things. Our company is opening here in theUniversity Village because there is no other store that sells the same or similar products, it is anunderserved market. We will be holding a Grand Opening at our store located in the UniversityVillage Shopping Center. August 2nd 2011.
Company Overview: -Owner: Tristan Lindborg and Organization: SIDEWAYS retail store -Basic business concept: SIDEWAYS is a snowboarding and skateboarding retailcompany that caters to a younger demographic that has interests in active lifestyles. The need of theSIDEWAYS business concept lies in the fact that we will offer a more affordable customer orientedbusiness model. While there are similar offerings of snowboarding outfitters in the surrounding areas,our research will demonstrate that their price point for similar product is much higher thanSIDEWAYS. We have selected a location in the University Village Shopping Center, next to the Universityof Washington. It is a 10-minute walk from the Dorms and the housing for students that attend theUniversity. Our customers will benefit from our proximity to public transportation routes. Anotherbenefit from this location is in the variety of retail offerings in the University Village itself e.g. H&M,Starbucks, and NorthFace. -Legal form and Ownership: SIDEWAYS is a Sole-proprietorship, because it is a smalllocally owned business, which will someday expand to more locations, and at that time we will beconsidering a partnership. The partnership will help the company financially to be able to expand,along with taking on some of the managerial responsibilities of the organization.
Sales PromotionImage Statement SIDEWAYS is a fun, energetic, interactive atmosphere that everyone can feelcomfortable in. We are accomplishing what most people would only dream of doing, we areoutfitting our customers with unique clothing styles, music and hard goods for snow and skate fortheir active lifestyles. SIDEWAYS has a goal which is to make our consumers shopping experienceas enjoyable as it possibly can be, the staff will be trained to be as helpful to all the consumers needsand wants, and SIDEWAYS wants it to be a place that they will feel comfortable and like the placethey want to be on a rainy day or just when they want to go out shopping. As a company we will beoffering services to our customers such as when buying a skateboard in separate pieces instead of acomplete we will offer to put all the components together for you for free as a service to ourcustomers, as well as if the customer is buying a snowboard complete we will put that together forfree as well as a service, along with molding the boots to their feet. These services will help with ourcompany’s customer service reputation, which in the long term helps boost loyal customers andprofits, as well as helping the customer not bother with the little things.Product SIDEWAYS carries clothing for men and women with brands such as, Volcom,Roxy, RVCA, LRG, Billabong, Glamour Kills, KREW, and Element. The categories SIDEWAYSwill be carrying are men’s clothing, women’s clothing, men’s accessories, women’s accessories,Skateboards and accessories, and Snowboard and accessories.Price Our pricing strategy is for us to be able to make our quality merchandise affordablebut still make a profit. Our product/merchandise will be in the mid price range, which is from $3.99to $85.00 for clothing, and a range from $30.00 to $450.00 for hard goods(skateboards/Snowboards),so that our entire demographic which ranges from young teenagers to college students that will begraduating will be able to come and shop when they need or want.
Place SIDEWAYS will be using freighter ships that dock here in the Port of Elliot Bay toget our merchandise/product from overseas where are manufactures are located in Taichung City,Taiwan to our store, we will also use FED-EX and UPS for ground shipping from Americanvendors.Advertising We as a company would like to advertise well for the Grand Opening ofSIDEWAYS, but would also like to budget wisely. We would like to have an advertisement in D-ListMagazine, along with an advertisement in The Stranger a local newspaper here in Seattle. After theGrand Opening, we would like to keep our relationship with the D-List Magazine and The Stranger,by placing monthly advertisements.Direct Marketing SIDEWAYS would like to meet and greet its consumers in person by inviting themto an In-Store event that will be showcasing the new merchandise/product. We will be inviting theconsumers with flyers that will be passed out at the University, and on the local sidewalks onUniversity Avenue, which is a popular local street pulling in people from all over Seattle, and on thesidewalks of the shopping center where the event will be held. There will also be an In-Person eventheld at SIDEWAYS during the winter season, to be able to meet an amateur snowboarder, getautographs and shop for the clothing they will be wearing.Public Relations For SIDEWAYS Grand Opening, we would like to have it well known. There willbe an In-person event held at the store where potential new customers will be able to come and lookat the store and the products, also there will be shopping. SIDEWAYS would also like to place anadvertisement in the local magazine the stranger. SIDEWAYS is a company that cares about theenvironment, we are unable to follow the LEEDS plan but we are able to help in our own ways,SIDEWAYS is proud to help our environment with the help of the Sierra Club, SIDEWAYS willhold events that will benefit the organization and also will be holding special events where part of theprofits will be donated.
Personal Selling SIDEWAYS staff will be a well-trained staff that will be qualified for their positions.We as a company will require different levels of education and experience depending on the positionbeing inquired. SIDEWAYS will train as needed per position and hold an orientation before storeopening to show staff how things will be done in an orderly and timely matter.Owner: Education required is a Bachelors degree and Experience required would be a total of 5years retail and manager level.Buyer: Education required is a Bachelors degree and Experience required would be a total of 5 yearsretail.Manager: Education required is a College degree and Experience required would be a total of 3years retail.Assistant Manager: Education required is a College degree/High School Diploma and Experiencerequired would a total of 2 years retail.Sales Associate: Education required would be In High School/ College and Experience requiredwould be none needed.Internet As a company SIDEWAYS will be using the Internet in a couple of different ways.There will be an online store with all products that will be available for the public’s use for shoppingat their leisure. Facebook will also be a great tool for our company to communicate with our generaldemographic, to let them know about special events, and promotions that will be happening insideand outside of the store, along with getting feedback about our products/services.