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Bella Flats

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  1. Bella Flats “Convenience has never been so beautiful” Amos Ng Linda Lee Michelle Chin Rebecca Carchidi To the Bank of Mom&Dad

  2. Bella Flats Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • What we want: $14,944 What for? • terms of schooling • for the price of 1! • But most importantly, EXPERIENCE!

  3. Bella Flats Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  4. Bella Flats Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  5. Bella Flats Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  6. Competitive Analysis • Industry • Rising trend of increasing spending on footwear by consumers from 2004 to 2009 • (Market Research Institute GMID) Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  7. Competitive Analysis • Industry • Edmonton – most affluent Canadian province per capita • Large, increasing labour force • 81, 470 females in Sales in Services • (StatsCan, 2006) Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  8. Competitive Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  9. Competitive Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Damn Heels • Canadian company • Foldable flats in small compact cube • Only available in 3 colors • Does not include clutch • $20 (not including shipping) • Only 2 locations in Edmonton

  10. Competitive Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Dr. Scholl’s Fast Flats • Only comes in black • Available only in few local drugstores • Includes a small gold clutch • Does not include anywhere to • carry high heels

  11. Competitive Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Bella Flats’ Competitive Edge • Offering more colors • Easy access for customers • Reasonable price • Packaged in a trendy clutch • Includes foldable bag • Impulse buy • Modern and trendy styles and colors

  12. Market Strategy & Analysis • Market Segment • Females in Edmonton Alberta Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion Female Population Year Stats Can, 2006

  13. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Target Market • Edmonton Alberta Females • Ages 15-39

  14. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  15. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Target Market #1 - Students • 15-24 years old, 15% of market segment • High school, university/college, newly entering the labour force • Fashionable and trendy • Includes 18 year olds who are more likely to frequent clubs and bars • Higher portion of disposable income

  16. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Target Market #2 - Workers • 25-39 years old, 21.3% of market segment • Already part of labour force • Professional, yet convenient • More frequently attend special events • Large disposable income

  17. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Survey • Surveyed 100 females living in Edmonton, Alberta • Approx. 60 females between ages 15-24 • Approx. 40 females between ages 25-39

  18. Market Strategy & Analysis Survey Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • 99% wear high heels on special occasions and events (i.e. Clubs, bars, weddings) • 100% experienced pain from wearing heels SurveyMonkey.com

  19. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion Marketing Strategy • Facebook & Twitter • Promotional Posters • Website • Metro, 24 hours • SEE magazine • (Free for consumer access) SurveyMonkey.com

  20. Operations & Management • Geographical Location • Retail Kiosk: Edmonton, Alberta • Young, Affluent workforce • Supplier • Supplier: Shenzhen, Guangdong (China) • Cheap manufactured products, • International Port • “Shenzhen Free Trade Zone” • tax relief Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  21. Operations & Management Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Operating Cycle • Spring/Summer fashion trend • Year 1&2: May – August (4mths) • Subsequent Years: March – October (8mths) • Website Orders, all year round

  22. Operations & Management • Facilities and Improvements • Kiosk at WEM • Spring/Summer (May, Jun, Jul, Aug) • Expansion to Southgate in Year 4 • Storage • Inventory stored privately • Bi-weekly inventory count Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  23. Operations & Management • Facilities and Regulations • “General Business” licence required • ($194 /year) • “General liability insurance” • ($1,000/year) • Day to day Operations • Opening shift: Open kiosk, check stock • Closing shift: Balance payments and stock • Website Orders – Daily fulfilment • FREE delivery within Edmonton Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  24. Operations & Management Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Compensation and Ownership • Partnership of four, Equal Ownership and Profits

  25. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  26. Financials • Start-up costs • $14,944 to cover first month, or $3,736/family • Profit after summer • $24,704 total profit • $6,176 per family • Second year • $31,927 total profit • $7,982 per family Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  27. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  28. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Year 3: • Making $41, 395.46 total • Year 4: • Expansion to Southgate • Total costs = $173,190

  29. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  30. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Year 3: • $22, 280/family for costs of $89,121.12 Making $47, 375.81 total • Year 4: • Expansion to Southgate • Total costs = $173,190.51

  31. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  32. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  33. Risk Mitigation • Possible Major Problems • Delays in Delivery (Guangdong, China) • Quality and Reliability • Lack of confidence, leasing Kiosk to an • “untested product” • Insufficient Monthly Sales • (need to cover overheads) • Demand may decline during Winter Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  34. Risk Mitigation • Plans to Minimize Risks • Promotions, advertising • (University, clubs) • Posters & flyers to increase awareness • and sales • Reserve stock stored in Edmonton • Order additional stock when inventory • drops below 20% Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  35. Conclusion Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion Experience Experience … … Experience!

  36. Questions & Answers Amos Ng Linda Lee Michelle Chin Rebecca Carchidi

  37. Appendices - Main Marketing Competitor Information Operations Financials

  38. Appendices - Marketing Website Poster Advertisement Shoe Size Chart

  39. Appendices – Competitors Damn Heels Dr. Scholl’s Fast Flats

  40. Appendices - Operations Tentative Work Schedule Other Suppliers

  41. Appendices - Financials Costs Breakeven Year 2 Objective Sales

  42. Appendices - Costs Revenue, Costs & Profits Start-up Costs Unit Costs Variable Costs WEM & Web Fixed Costs Southgate Fixed Costs

  43. Appendices - Breakeven Breakeven Point Breakeven Chart

  44. Appendices - Website

  45. Appendices – Poster Ad

  46. Appendices – Shoe Size Shoe Size Survey Results Bella Flats Size Chart Small (5&6) Medium (7&8) Shoe Size

  47. Appendices – Damn Heels MUD Studio12403 Stoneplain Rd,EDMONTON, AB708 482 2004www.mudstudio.com Michele's Centre Cafe9797 Jasper Ave,EDMONTON, AB

  48. Appendices – Fast Flats Shoppers Drug Mart London Drugs http://www.drscholls.ca

  49. Appendices – Work Schedule Location: West Edmonton Mall (Kiosk)

  50. Appendices – Other Suppliers • Yiwu Sunshine Footwear Firm • [ Zhejiang, China (Mainland) ] • HouxiongIndustry Co., Ltd. • [ Fujian, China (Mainland) ] • HainingQiangsheng Shoe Co., Ltd. • [ Zhejiang, China (Mainland) ] • Yiwu Sunshine Footwear Firm • [ Zhejiang, China (Mainland)] • Ningbo Yinzhou So-Show Imp & Exp Co., Ltd. • [ Zhejiang, China (Mainland) ]