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1Homecoming Hats Business PlanBulldoggie Style1.0 Executive SummaryIntroductionOnce a year for an entire week college stud...
2Bulldoggie Style business operations are open Monday through Friday 9am until4pm.Saturday and Sunday times may be schedul...
3Bulldoggie Style has a goal to sell 200 hats, but anticipates selling 100 hats in the firstpurchase order. Each hat will ...
4Start-Up RequirementsStart-up ExpensesLegal $0Premise renovation $0Expensed equipment $0Other $23Total Start-up Expenses ...
53.0ProductsBulldoggie Style offers a simple choice of products. There are two snap-back hats thatcustomers can chose from...
64.2.1 Market NeedsBecause there are two other groups of students creating t-shirts, and another groupcreating a jersey fo...
76.0 Sales ForecastUnits SalesWhite Hats 124Black Hats 176Total Unit Sales 300Unit PricesWhite Hats $15Black Hats $15Sales...
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Bulldoggie Style Business Plan

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Bulldoggie Style Business Plan

  1. 1. 1Homecoming Hats Business PlanBulldoggie Style1.0 Executive SummaryIntroductionOnce a year for an entire week college students prepare for possibly one of the craziestweeks of the year. Homecoming is an event that not just the University of MinnesotaDuluth campus celebrates, but it is an event that sweeps the nation. School rivalries,excessive partying, and sporting events drive students to their limits of partying, alcoholconsumption, and of course who can show the most school spirit.Who can show the most school spirit is not only decided by those who can scream theloudest, come up with the best chants, or the most face paint, but every year thereseems to be a group of students who try to make a little extra tuition, and rent money onthe side by creating, and selling t-shirts that generally have clever, yet “provoking”sayings that have to deal with drinking, or trying to belittle the opposing school. Collegestudents find these shirts to be a part of their school spirit, and most do not hesitatewhen purchasing one of these shirts.The CompanyBulldoggie Style is incorporated in the state of Minnesota. It is owned and managed byone person.Axel Rosar is a current student enrolled at the University of Minnesota Duluth who isworking on his bachelor’s degree in Marketing. He has sales, and marketing experienceworking for his parent’s small automotive and flat glass replacement business. He isvery active with social media, is familiar with SEO/SEM marketing and has a naturaltalent for keeping up with what people are looking for next. After seeing a group ofstudents begin marketing the shirts for the 2012 year, Axel decided to change up thepace with introducing a style of hat that have been growing in popularity over the pastyear.Products and ServiceBulldoggie Style offers a simple choice of products. There are two snap-back hats thatcustomers can chose from. One is a black snap-back hat with that is made of 40%woven acrylic, 50% nylon, woven felt, and 10% woven wool. The other is a white snap-back hat that is made of 80% woven acrylic and 20% woven wool. Each hat has a pre-determined logo with an outline of the state of Minnesota with a star where the city ofDuluth is located and text that reads ,” We Do It BullDoggie Style” both of which isembroidered on the crown of the hat.
  2. 2. 2Bulldoggie Style business operations are open Monday through Friday 9am until4pm.Saturday and Sunday times may be scheduled. Bulldoggie style however offerscustomer service 24/7 through the Facebook page and UMDsnapbacks@gmail.comThe MarketWith school homecomings in early October, incoming freshmen ready to purchaseanything that has something related to where they attend school, and other studentswho still have money from the summer, the retail clothing industry is a perfect area tomake a little extra profit.Bulldoggie Style wants to use social media marketing, as well as posters/fliers, andword-of-mouth marketing to build a potential customer base. By promoting andmarketing the hats weeks before homecoming, this gives these potential customerstime to spread the word, time to talk with their friends, plan their homecoming schedule,and gather their money.Financial ConsiderationsBulldoggie Style expects to raise the money up-front. This means by taking the moneyup-front, customers will purchase the hat, and when the order deadline is passed, ourpurchase order, and stock will have little variability. This also means Bulldoggie StyleDOES NOT need to get a bank loan.
  3. 3. 3Bulldoggie Style has a goal to sell 200 hats, but anticipates selling 100 hats in the firstpurchase order. Each hat will be sold at retail for $15. Total revenue is expected to be$1500. Cost per hat is determined by exactly how many hats are being purchased (bulkdiscount). Cost of the 1st-12thhat is $176.89. Revenue of first 12 hats is $180.00. Afterthe 12thhat,profit per hat is $1.01. After the 48thhat, profit per hat is $5.00. After the199thhat, profit per hat is $5.51. At the 300thhat sold, profit per hat is $7Bulk discount pricingFirst hat: $23.00 (Includes hat, and embroidering)12thhat: $13.99 (includes hat and free embroidering)48thhat: $10.00 (includes hat, free embroidering and discounted $3.99)199thhat: $9.49 (includes hat, free embroidering, and discounted $4.50)300thhat: $8.00 (includes hat, free embroidering and discounted $5.99)1.1 MissionBulldoggie Style aims to offer high quality product, professional customer service,competitive prices of $15 (the same as competitive t-shirts) to meet the demand ofcollege students.1.2 Keys to SuccessKeys to success for Bulldoggie Style will include:1. Providing the highest quality product with personal, professional, andreliable service.2. Competitive pricing2.0 Company SummaryBulldoggie Style is a student owned and operated business. There are currently are twoemployees that help in the sales. The company plans to build a strong market positionaround campus due to clever pricing, promotion, and placing of the product.2.1 Company OwnershipBulldoggie Style is incorporated in the state of Minnesota. It is owned by one soleproprietor.2.2 Start-up SummaryBulldoggie Style is a start-up company. Financing will come from the sole proprietor forbasic promotion including: printer ink, and printer paper for fliers, and cost of first hat.
  4. 4. 4Start-Up RequirementsStart-up ExpensesLegal $0Premise renovation $0Expensed equipment $0Other $23Total Start-up Expenses $23Start-up AssetsCash Required $200Other Current Assets $123Long-term AssetsTotal Assets $723Total Requirements $746Start-up FundingStart-up Expenses to Fund $23Start-up Assets to Fund $723Total Funding Required $746AssetsNon-cash Assets $600Cash Requirements $200Additional Cash Raised $0Cash Balance on Starting Date $300Total Assets $1100Liabilities and CapitalLiabilitiesCurrent Borrowing $0Long-term Liabilities $0Accounts Payable $0Other Current Liabilities $0Total Liabilities $0CapitalPlanned Investment $200Additional Investment Requirement $0Total Planned InvestmentLoss at Start-up $600Total Capital $1100Total Capital and Liabilities $1100Total Funding $746
  5. 5. 53.0ProductsBulldoggie Style offers a simple choice of products. There are two snap-back hats thatcustomers can chose from. One is a black snap-back hat with that is made of 40%woven acrylic, 50% nylon, woven felt, and 10% woven wool. The other is a white snap-back hat that is made of 80% woven acrylic and 20% woven wool. Each hat has a pre-determined logo with an outline of the state of Minnesota with a star where the city ofDuluth is located and text that reads ,” We Do It BullDoggie Style” both of which isembroidered on the crown of the hat.4.0 Market Analysis SummaryBulldoggie Style’s focus is on meeting the demand of college students ready to have agood homecoming, as well as student who may be visiting Duluth for the UMDhomecoming festivities.4.1 Market SegmentationBulldoggie Style focuses on all income markets. By having a low priced product, itallows all income market segments to have equal consumption of the product.Students on CampusBulldoggie Style wants to attract student who currently reside in on-campus housing.This segmentation of mostly new, freshmen students will bring stability and high sales tothe business. Freshmen students are more attracted to goods that are related to theuniversity they are attending.Off-Campus StudentsBulldoggie Style also aims at those off-campus students who may be in their 2nd, 3rd, or4thyear of college, but still have the same school spirit as when they were freshmen.While after freshmen year, students buy fewer goods affiliated with their university logo,there are still those who are stuck in the loop, and those who want to truly show schoolspirit, and we want to take advantage of that.4.2 Target Market Segment StrategyThe dominant target market for Bulldoggie Style is freshmen students who are moreattractive to products and good affiliated with the university.
  6. 6. 64.2.1 Market NeedsBecause there are two other groups of students creating t-shirts, and another groupcreating a jersey for homecoming, why create a product that is in the same group asthem?By creating the Bulldoggie hats, we differ ourselves in the competing market,even though the product is still related to clothing and accessories.4.3 Competition and Buying PatternsCompetition on campus to sell your clothing product is more competitive in the 2012-2013 academic years than ever. In 2011, there was only one group of students whocreated a t-shirt for homecoming. The group of students sold 276 t-shirt for $15 dollarsapiece (total profit is unknown).With four different, yet similar products in the market this year, total sales will generallybe more dispersed. Although, the clothing that attracts more students will hold moremarket share. By creating a hat rather than another item of clothing that covers yourtorso, Bulldoggie Style separates itself from its competitors.Local competition is weak on their promotion and marketing skills. One group creating ablack t-shirt joined the market too late which did not give students time to react, whilesome already purchased another product. The group creating the gold t-shirts, which isthe same group that sold 276 shirts the previous year, had a design that did not appealto many students. The last group creating the jersey style homecoming clothing did nottake into account the weather in Duluth in the month of October. Many students found itto be too cold to wear a jersey during a football game.5.0 Competitive EdgeAll three competitors had a design that had something related to “Homecoming 2012”.Bulldoggie Style feels as this creates a low re-wear value. Students may not want tocontinue wearing the product after the homecoming week. However, Bulldoggie Style’sdesign aimed at not only creating school spirit for homecoming week, but for the rest ofa student’s college career. The design allows students to wear the product anytime,anywhere, for any sporting event. Also, other competitors only have one choice of aproduct; by that it means you only have one choice of color and design. Bulldoggie Styleoffers two different designs with minimal work. Competitors must have order forms withsize charts of their product (S through XXL). By having a one size fits all product, we areable to limit our inventory to either black or white hats.
  7. 7. 76.0 Sales ForecastUnits SalesWhite Hats 124Black Hats 176Total Unit Sales 300Unit PricesWhite Hats $15Black Hats $15SalesWhite Hats $1860Black Hats $2640Total Sales $4500Direct Unit CostWhite Hats $8Black Hats $8Direct Cost of SalesWhite Hats $992Black Hats $1408Subtotal Direct Cost of Sales $24007.0 Management SummaryAxel Rosar is a current student enrolled at the University of Minnesota Duluth who isworking on his bachelor’s degree in Marketing. He has sales, and marketing experienceworking for his parent’s small automotive and flat glass replacement business. He isvery active with social media, is familiar with SEO/SEM marketing and has a naturaltalent for keeping up with what people are looking for next. After seeing a group ofstudents begin marketing the shirts for the 2012 year, Axel decided to change up thepace with introducing a style of hat that have been growing in popularity over the pastyear.

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