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Liseladele. Lisel Thompson Tammi Reeve Danielle Turner Jeff Giffin. Introduction. Women dream about the day they walk into a store and find the exact clothing they were envisioning in their head…

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liseladele

Liseladele

Lisel Thompson

Tammi Reeve

Danielle Turner

Jeff Giffin

introduction
Introduction
  • Women dream about the day they walk into a store and find the exact clothing they were envisioning in their head…
  • They dream about going into a store and finding the perfect fit of clothing with the first outfit they try on…
slide5

Knowledgeable sales staff will be on hand to help customers with any needs they might have including offering them Champaign and chocolate

Pre-made cloths with be on display to entice our customs and help them brainstorm ideas.

slide6

The goal of our business is to get our customers to enjoy designing their own clothes with our help

target market
Target Market
  • Demographics: Women, ages 30-45, with a disposable income, at least a college education, lives in a metropolitan area
  • Psychographics: thinks of themselves as fashionable, wants long-lasting clothing, wants diversity in clothing
  • Social Status: pride in wealth, “one-of-a-kind”
unmet needs of target market
Unmet Needs of Target Market
  • Originality “Either trendy or old lady, not much in between”
  • Quality “…clothing that can stand being washed without falling apart”
  • Custom fit “Clothing…that fits women who look like women, not women that look like heroin addicts”
market analysis
Market analysis
  • Liseladele will be located in Cherry Creek Colorado
  • In 1997, custom clothing sales were at 60.4 million in Colorado
  • Direct competitors: custom tailors and clothiers
  • Indirect competitors: stores for up scale women looking for clothes for a special occasion or where “money is not an object for them”, as well as clothing catalogs
perceptual map

Originality

High

Liseladele

Tailors

Plain

Trendy

Style

Designer Labels

Seamstress

Brand Name

Low

Perceptual Map
operation strategy
Operation Strategy
  • The goal of the business is to get the customer to enjoy the ability to design their own clothes
  • Pickup within 2 weeks and free alterations up to a month after receipt
  • Liseladele’s is involved in all aspects of the clothing industry
  • Nick of Time Textiles can work with our low volume needs
ongoing operations
Ongoing Operations
  • Boutique in Cherry Creek Colorado, with possible expansion to Los Angeles California, Chicago Illinois, Dallas Texas, and Boston Massachusetts
  • Forecasted operations on a per store basis:
    • 3 Designers @ 15% Commission and 10k/yr
    • 2 Sales Associates @ 15K/yr
    • 3 Seamstresses @ 40K/yr
    • Accountant @ 7K/yr
    • Legal services @ 4K/yr
development strategy
Development Strategy
  • Will Need: Commercial space, furnishings, fabric wholesalers, staff, equipment
  • Expenses include: leases, decorations, furniture, fabric swatches, machines, marketing
  • Total expenses: $210,000
marketing plan
Marketing Plan
  • Three Unmet Needs:
    • Quality
    • Originality
    • Fit
  • How Liseladele will meet these needs:
    • Fabric & Stitch work
    • Consumers Do the Designing
    • Custom Making Each Piece
benefits and sustainability
Benefits and Sustainability
  • Unique Benefits
    • Women will feel confident and sexy
    • Consumers will be saving time
  • Customers:
    • Initially from Competitors
    • Quickly Build Strong Customer Base
    • Customer loyalty and name brand will create barriers to entry
marketing plan cont
Marketing Plan, cont…
  • Price:
    • Type & Amount of Fabric, Design Complexity
    • $4-$80 per yard, average of 3 yards per garment
    • $250-$10,000 per Item
  • Advertising:
    • Before Opening: Local Newspapers, Flyers, Direct mail, Grand Opening Party
    • After Opening: Yellow Pages, Direct Mail, Website, Stealth Marketing
  • Products Sold through Store only
revenues
Revenues

Growth

Sales/day

2

2.5

3.1

3.3

3.4

funding
Funding
  • Raise $210,000, Offer 40% of Company
  • 60% IRR for Angel Investors
  • 23 P/E
  • Exit Strategy: Liseladele

buyout

risks
Risks
  • Fabric delay/Problems with wholesaler

- Have back-up fabric companies

- Discounts for customers with late clothing

  • Copy of business

- By the time competitors copy our idea, Liseladele will already have strong customer loyalty

conclusion
Conclusion
  • Quality, fit, originality
  • Wine, champagne, and chocolate
  • Satisfied, confident, and fulfilled women
revenue model
Revenue Model
  • Number of customers: 2 sales per day, six days per week, 52 weeks per year
  • Fee per customer: weighted average of prices (60% at $250, 28% at $1000, 10% at 5000, 2% at 10000)
development costs
Leasing:

-Deposit: $6,000

-First month’s rent: $6,000

Decoration: $100,000

Furniture:

-Tables: $150 x4

-Couches: $600 x 4

-Counters: $800 x 2

Fabric Swatches: $360

Sewing Machines:

-Surger: $3,500 x 5

-Pressing machine: $1,000 x 2

-Cutting table: $150 x 5

Marketing and Promotions: $70,000

Total: $210,000

Development Costs
barriers to entry
Barriers to Entry

Our competitors will not be able to respond to this newly created place in the market very quickly. Because our idea is as unique as our clothing, competitors will have to become us to respond. Without having designers available and a system in place, it will take our competitors quite sometime to match us. Plus, contracts with existing wholesalers will make it hard for them to create a made-to-order inventory. By the time they are in our market, we will have such strong customer loyalty, that seducing our customers away will not be an issue.

marketing strategy
Marketing Strategy
  • Grand Opening Party
    • Invite Cherry Creek Socialites, other local business people
    • Invitations, create database
  • Create list of potential consumers
    • Visa/MC/etc: amount spend on clothing, demographics
    • Area Spas
  • Direct Mail
    • Rewards (Bring friend, get 20% disc)
    • “Come see your personal designer, Claudette”
slide32

Age / Price willing to pay

12 female individuals

$1000 +

18 years

66 + year

42 years

$50-$249

slide33

Fashionable / Ave Price willing

to pay

12 Female Individuals

$1000 +

Least Fashionable

42

Most fashionable

$50-$249

future
Future
  • House calls
  • Computer program to draw designs
  • Expansion to other cities
investors
Investors
  • Investors share: 40%
  • IRR: 60%
  • ROI: 1049%
  • Future value: $2,202,010