Business plan : Elegance

Résumé du document

Elegance designs, produces and sells clothes adapted to the expectations of senior and disabled people. Elegance is committed to remain close to its customers. The company is located in Lyon, a city that occupies a central position in the regions of Rhône-Alpes and PACA. This city has been chosen because of its high concentration of senior people. In addition, Lyon is a major transportation and communication network in France and Europe and thus provides high expectations for future expansion. Elegance's headquarters will be based in a free zone near Lyon's international Airport. Elegance is composed of 5 members who have their own functions and specializations. In the first six months, each person will have to make door-to-door sales since the priority is to communicate and to create awareness of the company throughout the region. Market studies show that the target market is not limited only to senior and disabled people. Actually, people who wear Elegance's clothes are often advised by professionals or else their relatives and friends. This is why Elegance is targeting retirement houses, hospitals, domestic nurses and other domestic services. Elegance will also communicate among seniors and disabled people. However, in the beginning the door-to-door work will essentially concentrate on retirement structures.

Extraits

[...] - Seniors assisted by a nurse: they spend their retirement at home and are assisted by a nurse for daily tasks. - Disabled people: receive long-term medical care in a hospital. Problem faced by the target market: They face difficulties to wear their clothes. They want to gain in consideration and to feel elegant. Product range The product range will be standardized in the beginning (during the first year of operation). The range will start widening in the second year (new colours, new materials). Cf. [...]

[...] It will constantly work along with its customers so as to offer them products that perfectly fit their needs. - b. Adaptability Elegance is reactive and adaptable. Seniors and disabled people have different needs. The offer will therefore be customized to each one expectation. - c. Respect Some of the company's customers have experienced some troubles in their life. They are in search of recognition and consideration from their relatives and other people. The company's clothes' range will thus make them gain in recognition and consideration. [...]

[...] Elegance Elegance customers will look good and feel good! 5. Objectives Short-term objectives January June 2006: January: Finalize the business plan During the first six month, two members of the company will prospect customers at full-time. Two other members will deal with daily tasks (partnerships development, communication campaigns, products development ) in the morning and will prospect customers in the afternoon. Set an appointment with the association “Lyon Entrepreunariat” and validate the concept of the firm Present the final version of the business plan to potential investors (Banks, Chamber of Commerce, and City Council) Sign an exclusive licence with the “Institut Français du Textile et de l'Habillement” Seek grants Seek an headquarter (in Lyon) Organize the business administration (insurance, mailbox, taxes) February Develop contacts with professionals and local associations. [...]

[...] The amount of products in inventory is however limited, this is why it is important to develop customers' loyalty and trust in the company so they can accept some flexibility in the delivery schedule in case of problem at the airport. Bibliography Insee http://www.insee.fr Selfia .http://www.selfia.fr Facil'en fil www.facilenfil.fr Phone conversation with Benoit SEGUIN, sales manager of Facil'en Fil Pages jaunes http://www.pagesjaunes.fr IFTH (Institut Français de Textile et d'Habillement) http://www.ifth.org Functional values Easy to wear, convenient, adapted to physical capabilities (zip, magnet). Positioning Social values Psychological values Create an emotional link between the brand and the customer. Make him feel independent, autonomous and self-confident. Elegance, identification to dynamic people. [...]

[...] It is therefore imperative that they take advantage of this time to propose their ideas on the potential strategies to implement and to share their respective customers' recommendations. This type of action will improve decision-making and allow each member to adapt its behaviour and its sales strategy. Quality problems: Chinese labour is increasingly skilled. However, quality problems can still arise. This is the reason why Julien will be sent to China to audit several potential manufacturers. Once a manufacturer will be selected, he will be given precise specifications. [...]