Q.

1 Retail Plan for a Retail Brand

1.0 EXECUTIVE SUMMARY

1.1 COMPANY

“Fashion Today” is a start-up retail establishment that will sell fashionable clothing to women of the
Baby Boom generation. Booming Boutique will be located in Pune, Maharashtra which is a popular
retirement and tourist destination. While our initial goal is to open one boutique, expansion plans
include potentially franchising our retail store and/or building a well-recognized brand name. In
turn, we would hope to penetrate a sizable portion of the online retail market.

1.2 PRODUCTS & SERVICES

The fashion and retail industry tends to be overly youth focused. However, by closely following
generational fashion trends as well as our own customers' purchasing preferences, we will tailor our
inventory to meet the specific needs of our clientele. We will solely focus on the our styles, colors
and fits to flatter the lady Baby Boomer/ Meeting the needs of her figure will be our specialty.

1.3 MARKET ANALYSIS

The total sales reported in the Indian Retail industry in 2007 (including food service and automotive) exceeded
$1 trillion. There are roughly 130 million Baby Boomers, half of which are women. In Pune, the current
population is just fewer than 2000000. 54 percent of the total population is women who have a median age of 48.
The median income is 75000/pm. We will initially seek customers locally, but will increase our reach as we build
our brand and secure our image

1.4 STRATEGY & IMPLEMENTATION

Fashion Today recognizes the importance of marketing. And to that end, we plan to promote our
retail business with an ambitious, targeted marketing campaign, which will include a grand opening
event, local media coverage, print advertising and a direct-mail campaign. Our goal is to keep our
marketing budget to no more than 5% of our gross annual sales, and we will partner with local
organizations such as the Chamber of Commerce and Downtown Merchants Association as often as
possible.

1.5 FINANCIAL PLAN

Our company will earn revenue from our customers' purchases of our products. Fashion Today’s
first-year income statement illustrates a profit margin of at least fifty-two percent, with a net
income of $44,075 per month - after taxes. Finally, we have determined our break-even point will
equal no less than $15,500 in total monthly sales. We project our annual profits to reach $380,000
by year three.

Our company will generate revenue from the retail sale of clothing and other merchandise. First
year sales are projected at $285,000, and we expect sales to surpass $525,000 by the end of year
three. We will achieve month-to-month profitability within the first year.

1.7 SOURCES & USE OF FUNDS

Fashion Today requires 10000000 to launch successfully. We are currently seeking additional
funding from outside angel investors and business loans. Start-up funds will be used for renovations,
inventory and operating expenses such as rent, utilities and payroll. Further, our initial investment
will also be used to purchase retail equipment and inventory software - all of which will produce
future benefits for the company.

2.0 COMPANY

2.1 COMPANY & INDUSTRY

Fashion Today will be located in Pune. IT is a retail establishment selling fashionable women's
clothing to up-and-coming Baby Boomer retirees.

3.0 PRODUCTS OR SERVICES

3.1 DESCRIPTION

Fashion Today will sell a combination of widely recognized name brands as well as clothing lines
from select fashion designers. We will closely follow generational fashion trends as well as our own
customers' purchasing preferences. Moreover, we will tailor our inventory to meet the needs of our
“boomer” clientele. Solely focusing on the styles, colors and fits to flatter the female Baby Boomer's
figure will be our specialty. While apparel, such as business clothing, casual wear, jeans and formal
wear will be our main staple, we will also offer some accessories such as belts, scarves, and hats.

Profits will be earned via the sale of our merchandise. Our pricing structure will remain flexible, as
we will implement suggested retail pricing on common brands as well as the standard practice of
keystoning prices. Additionally, we will utilize a value-based pricing structure, which measures the
value of our products to our customers such as easy access, quality, customer service and styles
flattering to our target consumer. End of season sales, holiday and overstock sales, multi-buy
savings and promotional coupons will be implemented at strategic intervals.

3.2 FEATURES & BENEFITS

One key feature that separates Fashion Today from all other local boutiques and chain department
stores in the area is our commitment to providing women of the Baby Boom generation stylish,
quality clothing options. Because our primary concern will be ensuring our consumers are happy with
the fit and style of their purchase, we will provide products tailored to all shapes and sizes of
women. In addition, we will make every effort to have petite and plus size versions of our
merchandise in stock. If they are not in stock, ordering them will be easy, cheap and efficient.

Further,Fashion Today will not just be a store that sells clothes. The clientele will benefit from an
experienced, knowledgeable sales staff. Out of the gate, our goal is to implement a superior
customer service system. Beyond our friendly reception and an inviting atmosphere, Booming
Boutique will also offer customers fashion information and advice. Our trained personnel will
provide counsel that women simply cannot find at other clothing stores. The service will be likened
to a beautician who offers advice on what hair styles best complement his/her client’s face. Our hip
and qualified fashion-industry expertise will ensure our customers walk away with the perfect
outfit.

4.0 MARKET ANALYSIS

4.1 TARGET CUSTOMER

Fashion Today is a business-to-consumer retail company. Female Baby Boomers are our clear target
customers. However, we do realize that we will likely attract some younger women with our
peripheral products (handbags, scarves, etc.). Moreover, we expect a portion of our products to
catch on with the younger generations. It’s important that we do not offer products that are
exclusive to the older audience.

Having said that, there are currently about 350 million Baby Boomers living in the India. A boomer is
better described as the generation born between the years 1946 and 1964. About half of this
population is women.

While those born in the 1940's are still slightly more conservative, those born during the 1950's and
60's were trailblazers and trendsetters. Specifically, these will be the women we target vigorously
with our marketing and offerings. These women range in age from their mid 40's to late 50’s. They
value uniqueness, convenience, service and quality. As they retire, price does become a factor in
decision-making. At the same time, they were always a generation of the “buy now and pay later”
philosophy.

4.2 MARKET SIZE

Pune accommodates a robust retail market. While car dealerships, grocers and home improvement
retailers account for a sizable portion of the retail market, the main local shopping district is
downtown. With tree-lined streets and quaint shops and restaurants, the downtown retail district is
the social and shopping hub of the community. The current population of Pune is just fewer than 10
million. 44 percent are women who have a median age of 48. Their median income is above the
national average at $4,600. Moreover, according to National News, Pune is one of the 2009 Top 6
Towns to Retire for Baby Boomers. Many of these retirees are looking to retire on the water in a
cozy, yet thriving community.

In addition to local consumers, we will also benefit from tourist traffic. Pune is located a mere 100
Kms from Mumbai. It’s also within close proximity to many Tampa and Orlando area attractions. Our
town boasts a healthy and recession-proof tourism industry. In addition, Pune hosts several annual
craft and golf events, which bring several thousand of our target consumers into the area each year.

4.3 TRENDS

The retail fashion industry is a solid business with ever-changing styles and ever-present consumer
demand. While supercenters and megastores ruled the past two decades, more and more consumers
are looking for change. They’re searching for a more serene and customer-friendly shopping
experience. This is true especially for those nearing retirement age. In reality, as the Baby Boomers
 numbers decrease, there will be fewer older Generation X-ers to sell to. However, this market
decrease will not occur for at least twenty years. Even then, clothing will always be in high demand.
The fashion industry in America has been thriving since the advent of moving pictures.

4.4 SWOT ANALYSIS

Strengths

 Experience and understanding of the fashion industry

 Unique shopping experience with exceptional customer service

 Great downtown location

 Large and growing consumer base

Weaknesses

 Untested market in Pune

 While market is large, it is a niche market (Baby Boomers)

Opportunities

 Outstanding shopping experience will lead to repeat business

 Growing online Booming Boutique

 Establish a Booming Boutique clothing line

Threats

 Cost and effectiveness of marketing to women “Baby Boomers”

 New retail shops that may or may not open in the future

5.0 STRATEGY & IMPLEMENTATION

5.1 PHILOSOPHY

Our company's core business strategy is to combine exceptional and knowledgeable customer service
with quality stylish merchandise. And n turn, we’ll provide an enjoyable shopping experience for our
customers. Booming Boutique's mission is to offer women of the Baby Boom generation a wide
selection of fashionable, figure-flattering clothing. Our aim is to establish our company as a pioneer
in this youth-obsessed industry and build a boutique brand name that will be synonymous with the
fashion industry revolution.

5.2 PRODUCT DEVELOPMENT

We are currently working with several apparel wholesalers, garment manufacturers and two
freelance fashion designers to assemble our inventory. We are also working with city economic-
development officials to secure all required permits and occupational licensees. Once financing is
secured, we will move ahead with the façade renovation, which will be paid for via the PDRC, as
well as purchasing inventory, retail displays, and office supplies. Prior to the grand opening of
Fashion Today, we will schedule an event with the Chamber of Commerce and commence with pre-
publicity flyers, advertising and additional marketing activities.

5.3 INTERNET STRATEGY

As the Internet has become a staple of American life and retail merchandising, Booming Boutique
will have a viable Web site. We have secured the domain name Fashiontoday.com and will begin site
development as funds become available. Further, we plan to hire an established Web designer that
will accept modest pay in exchange for future profit-sharing. Foremost, we intend to showcase our
brand, our clothing and provide customers with the ability to purchase items online. As the site
progresses, we will include features such as fashion advice, designer interviews, newsletters, and
Internet-only specials. Eventually, we hope to establish and nurture an online social community
where women can gather and discuss topics of the day, network and share clothing secrets.

5.4 MARKETING STRATEGY

We both have strong marketing backgrounds and recognize the significance of effective marketing.
We expect our strategy to draw consumers into Fashion from the very beginning. Moreover we will
hire a local PR firm to help us develop and implement a strategic marketing plan and guide our
publicity efforts in a cost-effective manner. Our marketing message, logo and slogans will revolve
around the idea of the Baby Boom generation as revolutionaries and trend setters. Boomer women
are in their prime and at their best, meaning these women deserve to be recognized as a force
within the fashion industry.

Our goal is to keep our marketing budget to no more than 5% of our gross annual sales. We will
partner with local organizations such as the Chamber of Commerce and Downtown Merchants
Association as often as possible. We already have connections in all the necessary places. These
strategic partnerships will allow us to piggyback on publicity for local events, as long as they are
within our targeted demographic. Fashion Today’s initial marketing efforts will remain local as we
establish a presence in our community. These will rely heavily on local print and broadcast media
coverage, traditional advertising, signage, a direct mail marketing campaign and networking. A
significant portion of our advertising budget will be allocated to print and broadcast media.

Of course, we will build anticipation and excitement about the new boutique prior to its grand
opening. Working in conjunction with the Chamber of Commerce, we are already talking about a
grand opening soiree. This will include hors d'ouvres donated by the bistro across the street and a
silent auction of a local artist's painting collection. The collection is currently on display in the
Downtown Art League Gallery.

We will also hold a drawing for a $100 shopping spree and fashion consultation. Entry collection will
start at the grand opening and continue throughout the week. Names and contact information will
be utilized for follow up marketing initiatives. The Chamber of Commerce and the Downtown
Merchants Association will promote the event in local newspapers and radio advertising.
Comprehensive advertising and semi-annual direct mail marketing campaigns will follow the grand
opening. Low cost publicity activities will also be taken advantage of such as posting sale flyers on
community bulletin boards and online.

Finally, marketing opportunities will be continually utilized as we expand our business and our
consumer numbers grow.

5.5 SALES STRATEGY

Booming Boutique plans to generate sales via strategic marketing efforts. These concentrated
efforts will be targeting new and returning customers as well as single-visit tourist consumers. We
will also implement a referral program rewarding customers who refer new customers with discount
coupons. Following our grand opening, we will conduct a direct-mail campaign to targeted
consumers that we have signed up through our in-store mailing program. The direct mailers will be
comprised of 5,000 full-color postcard mailers. Each will include at 10% coupon. We will offer
promotional discounts and seasonal and clearance sales throughout the year.
 Fashion Today will accept cash and payment via major credit and debit cards. Cash layaway plans
will also be permitted. Returns and exchanges must take place within 30 days of purchase and
receipts are mandatory.

Our sales staff will include both co-owners and 2-3 part-times sales associates. Combined, Jensen
and Mathews have nearly 30 years experience in the fashion and retail industries. Comprehensive
training will be provided to each sales associate – to include selling merchandise as well as how to
provide fashion advice to customers. Our sales team will earn an hourly rate, plus a generous
percentage of commission from each sale.

5.8 GOALS

The following is a list of business goals and milestones we wish to accomplish our first year of
operations.

 Complete renovating, stocking, hiring and initial marketing.

 Host a successful grand-opening event.

 Penetrate and raise awareness in 60 percent our targeted consumer market.

 Achieve a profit margin of 50 percent.

 Build a solid customer base and mailing list.

 Generate repeat and referral sales.

 Become a profitable business with expansion potential.

 Establish a solid reputation as quality retail establishment.

Our first major milestones will be securing funds and setting up our business. This is our major focus
right now. In five years, we hope to have established our retail business within the community and
within our industry. Furthermore, as co-owners, we would like to see the growth of our store with
an increase in product lines, further penetration of the national market with online sales and, under
the right set of circumstances, the opening of franchise Fashion Today in strategic locations.

Q.2 Structure a layout of the store

A well-planned retail store layout allows a retailer to maximize the sales for each square foot
of the allocated selling space within the store.
Store layouts generally show the size and location of each department, any permanent
structures, fixture locations and customer traffic patterns.

Each floor plan and store layout will depend on the type of products sold, the building location
and how much the business can afford to put into the overall store design.

Following will be the basis of store layout.

Choosing Customer-Friendly Fixtures

One key way to attract and keep the attention of shoppers is to create an environment that is
conducive to shopping – and one key way to do that is to use compelling, interchangeable
store fixtures and retail display systems to keep your store fresh, interesting and appealing.

Win customers by using retail display systems that are customer friendly: in other words,
harness the powerful psychology of shopping. People love to shop. In fact, a great number of
people consider shopping a relaxing leisure activity or even their hobby, with Business
Network (BNET) stating that 39 percent people in the United States "love to shop." So,
retailers in general have an eager audience that is ready and willing to buy its products – but,
they also have significant competition and so they must woo and win the attention of their
potential customers.

One key way to attract and keep the attention of shoppers is to create an environment that is
conducive to shopping – and one key way to do that is to use compelling, interchangeable
store fixtures and retail display systems to keep your store fresh, interesting and appealing.

Here are several more important tips:

1) You can't use yesterday's store fixtures to capture the attention of today's
shoppers.

An educational site in the United Kingdom – Biz Ed – published an article titled "The
Psychology of Shopping." This article reported that retail giants of the 1970s relied heavily
upon the philosophy of "pile it high, sell it cheap" and they found success with that
philosophy. Since then, though, retailers are using increasingly sophisticated ways to
capture the attention of shoppers – which means that you, as a retailer, also need to use
contemporary strategies, which include attractive retail fixtures, to keep customers
satisfied.

2) Choose retail displays and fixtures that are uniquely suited to your target market.

Here's a great example of how not to structure your retail space. A blogger at a site for petite
female shoppers was complaining that retailers – meaning those who cater to the petite – use
retail displays that are not within comfortable reach of its customers. Now, does that make
any sense? Of course not. Take a detailed look at your own store. In what ways are the store
fixtures and retail displays that you're using not compatible with your customers' needs?

3) Design your space using retail display systems that make it easy for your
customers to keep shopping.
 The Biz Ed article also pointed out how successfully some retailers lay out their stores using
retail displays that allow and even encourage a customer to keep browsing. Nothing blocks the
customers from this path. So, again, take a look at your own store. What store fixtures or
other items make it difficult for your customers to continue to navigate through all of your
products? Remember, too, that an average person's field of vision tends to be around 170
degrees. Keep that in mind as you design your retail space.

Finally, here is a fun quote from a 1924 publication about the psychology of clothes – and,
really, it also relates to the way you lay out your retail displays! According to this publication,
"dress has a tremendous influence upon individuals, upon both the wearer and the beholder.
The consciousness of being becomingly and fittingly dressed for the occasion, whatever that
occasion may be, strengthens and insures one's self-confidence tremendously, gives poise and
self-command, encourages the brain to forge forward, emboldens the timid tongue, and
quickens one's wits along the avenues of resourcefulness, inventiveness, graceful speech, and
tact. In fact all of one's faculties are stimulated and inspired by the consciousness of being
properly attired." Yes, dress does have a tremendous psychological impact on the people
wearing them – and the way in which you arrange your retail fixtures have a tremendous
psychological impact upon the customers who walk inside your front door. Make your retail
space a friendly welcoming place through the strategic use of contemporary compelling store
fixtures today!

Create an Attractive Display

A creative display can draw the customer in, promote a slow-moving product, announce a
sale, or welcome a season. Some stores located in a mall or other structure may lack
windows, but don't despair. There are many places throughout the store to build beautiful
displays.

Creating an attractive product display can draw the customer in, promote a slow-moving item,
announce a sale, or welcome a season. If your store front is fortunate enough to feature one
or more windows, then you have one of the most proven (and least expensive) forms of
advertising at your disposal.

Some stores located in a mall or other structure may lack windows, but don't despair. There
are many places throughout the store to build beautiful displays. Take a look at the flow of
traffic in your store. Are there any areas that are a focal point for customers?

Your local community may have individuals or visual merchandising companies you can hire to
dress your windows, but if you're concerned with saving money, the following tips will help
you create an attractive display.

Visual Display Tool Box

Before designing a product display, put together a visual display tool box to keep on hand. By
having all of these items in one location it will save time in actually preparing the display.

 Scissors, Stapler, Two-Sided Tape, Pins

 Hot glue sticks and glue gun
 Monofilament Fishing Line
 Tape Measure
 Razor Blade/Utility Knife
 Hammer, Nails, Screwdriver, Screws
 Notepad, Pencil, Marker
 Signage, Sign Holders
 Glass Cleaner/Paper Towels
 Props (Non-merchandise Items)

Take time to plan the display. Consider what you want to accomplish, develop a budget and
determine a central theme. You may even want to sketch your display on paper. Gather your
visual display tool box, the merchandise and any props. Make sure all materials and location
(tables, windows, racks) are clean. Choose a slow time of the day or build the display after
hours.

Elements of Effective Visual Merchandising

 Balance: Asymmetrical rather than symmetrical balance with the display.

 Size of Objects: Place the largest object into display first.
 Color: Helps set mood and feelings.
 Focal Point: Where product and props/signage and background come together.
 Lighting: Should accent focal point, if possible.
 Simplicity: Less is more so know when to stop and don't add too many items.

Once the display is finished, add appropriate signage. Take photos of the display and keep
record of the product sales during the display's existence. Save your information in a file folder
for easy reference. By documenting its success, you can re-create the display next year or if it
flops, you can make sure you don't repeat the same mistakes.

Like any other aspect of retailing, creating an attractive display takes a little skill and lots of
trial and error. As your store changes, so will your opportunities for visual displays. Keep
working at designing eye-catching and innovative ways to make your retail store profitable
through visual merchandising.

Q.3 Structure a CRM Program

CRM for Retail must be extremely suited to perform properly since retail selling has a membership
comprising many different formats and channels, with a multitude of unique relationships that make
up 'operations'. CRM for Retail has been built from the ground up to include features needed for
retailing. Retailing ranges from small, sole enterprise operations to large chain stores and includes
everything in between, department stores, specialty stores and services, discount, catalog, Internet,
independent, restaurants and grocery stores. Retailing depends on partner networks to deliver
goods and services to their customers.

Services are available to consumers from a variety of sources be it a store, kiosk, the Internet, or
catalog. The retailer either manufactures their own product, or maintains a relationship with various
suppliers in order to keep an inventory of goods on hand for their customers. The Consumer Goods
Industry sees the Retail Industry as a key part of their distribution chain and both parties work
together to exchange information and insight on sourcing, marketing and sales opportunities.
Most retail enterprises price their products on a cost-plus-pricing strategy, adding their markup
based on a variety of factors such as competition, product availability and consumer interest. Some
suppliers in the Retail Industry prefer a suggested retail pricing strategy that considers market
placement and retailer profit to maintain consistent customer interest. Whatever the pricing
strategy used, it is imperative that costs be contained while in the supply chain.

Too many retailers spend an inordinate amount of their operational budget on IT solutions to
manage and improve supply chain servicing and merchant systems such as Point of Sale (POS),
SKU and inventory management. CRM can bring all services under one roof with cost savings and
stable access to information for sharing and customer service.

CRM software solution offers truly integrated options for all aspects of retail operations,
incorporating all communications channels. CRM offers a web-based environment that is highly
scalable and entirely flexible to meet each operator's needs. CRM deploys tools that support the
following standard Retail Industry activities and offers ancillary customizations to meet your special
needs :

RETAIL ACTIVITY SALESBOOM CRM IN RETAILING

Marketing and  Improve brand image
Analysis  Increase customer loyalty
 Deliver value-added services
 Align marketing campaigns with target audience
 Personalize campaigns
 Deliver on any communications channel
 Measure, monitor and refine marketing activities based
on campaign performance

Business Analysis &  Use CRM tools to analyze market, customer and product
Planning successes
 Develop and refine marketing and sales strategies
 Use customer analysis tools to profile and understand
preferences and buying patterns
 Understand product revenue and profitability
relationships
 Use information from integrated sources (e.g. POS) to
identify and capitalize on trends and focus sales efforts

Measurement &  Measure, manage and track campaign successes

Reporting  Assess response rates, revenues, return on investment

Sales  Enable commission based representatives to collaborate

across markets, time zones, etc.
 Representatives can manage high value customers
 Representatives have access to customer
communications, and can personalize contacts

Retail Services  Retailers can share information across stores and

districts
 Manage sales in the pipeline
 Provide after sales service and support

E-services  Online sales services and information capture

 Online advice, access to catalogs, price configurations
for maximizing sales opportunities
  Offer self serve options with multichannel support
options available at any time

Call Center Customer  Guide and assist customer service teams through entire
Service process
 Manage, synchronize and coordinate customer
interactions from all channels
 Pull from channels such as web, phone, fax, email,
VoIP, etc.
 Utilize workflow and scripting to enhance customer
service
 Route contacts in queue according to protocols

Field Services  Manage preventative maintenance plans

 Schedule service calls
 Track service inventory
 Manage dispatch and scheduling
 Manage warranties
 Invoicing
 Return authorizations
 Quotes and orders
 Shipping and receiving
 Parts exchanges

Partner Relationships  Manage vendors and franchise stores/service providers

 Manage virtual sales and services
 Offer self serve options to channel partners to
configure, price and order
 Manage co-marketing and co-branding campaigns

Employee  Manage employee life cycle

Relationship  Retain training and performance management
Management  Share company policy, human resources information
 Product and service supports for employees
 Share lessons learned
 Promote teamwork

CRM software addresses and integrates enterprise requirements from three key areas. Operational,
Analytical, and Collaborative. Scale the degree of professional customization as needed and make
user customizations from the desktop. We offers solid customer support, training and professional
services as needed.

CRM Solutions offers Retail customers an opportunity to assess, streamline and improve:

 Operational activities with the automation of basic business processes (marketing,

sales, service)
 Methods of analyzing client behavior and incorporating business, operational and
intelligence strategies
 Collaboration with clients on multiple communications channels
 Collaboration between organizational team members with multiple partners to ensure
a quality client service experience and follow up
 Front and back end integration (supply chain) including multiple partner sites/systems
 Workflow and assignment processes.
Q4. Give the business Plan for the
Retail business.

1.0 EXECUTIVE SUMMARY

1.1 COMPANY

“Fashion Today” is a start-up retail establishment that will sell fashionable clothing to women of the
Baby Boom generation. Booming Boutique will be located in Pune, Maharashtra which is a popular
retirement and tourist destination. While our initial goal is to open one boutique, expansion plans
include potentially franchising our retail store and/or building a well-recognized brand name. In
turn, we would hope to penetrate a sizable portion of the online retail market.

1.2 PRODUCTS & SERVICES

The fashion and retail industry tends to be overly youth focused. However, by closely following
generational fashion trends as well as our own customers' purchasing preferences, we will tailor our
inventory to meet the specific needs of our clientele. We will solely focus on the our styles, colors
and fits to flatter the lady Baby Boomer/ Meeting the needs of her figure will be our specialty.

1.3 MARKET ANALYSIS

The total sales reported in the Indian Retail industry in 2007 (including food service and automotive) exceeded
$1 trillion. There are roughly 130 million Baby Boomers, half of which are women. In Pune, the current
population is just fewer than 2000000. 54 percent of the total population is women who have a median age of 48.
The median income is 75000/pm. We will initially seek customers locally, but will increase our reach as we build
our brand and secure our image

1.4 STRATEGY & IMPLEMENTATION

Fashion Today recognizes the importance of marketing. And to that end, we plan to promote our
retail business with an ambitious, targeted marketing campaign, which will include a grand opening
event, local media coverage, print advertising and a direct-mail campaign. Our goal is to keep our
marketing budget to no more than 5% of our gross annual sales, and we will partner with local
organizations such as the Chamber of Commerce and Downtown Merchants Association as often as
possible.

1.5 FINANCIAL PLAN

Our company will earn revenue from our customers' purchases of our products. Fashion Today’s
first-year income statement illustrates a profit margin of at least fifty-two percent, with a net
income of $44,075 per month - after taxes. Finally, we have determined our break-even point will
equal no less than $15,500 in total monthly sales. We project our annual profits to reach $380,000
by year three.

Our company will generate revenue from the retail sale of clothing and other merchandise. First
year sales are projected at $285,000, and we expect sales to surpass $525,000 by the end of year
three. We will achieve month-to-month profitability within the first year.

1.7 SOURCES & USE OF FUNDS

Fashion Today requires 10000000 to launch successfully. We are currently seeking additional
funding from outside angel investors and business loans. Start-up funds will be used for renovations,
inventory and operating expenses such as rent, utilities and payroll. Further, our initial investment
will also be used to purchase retail equipment and inventory software - all of which will produce
future benefits for the company.

2.0 COMPANY

2.1 COMPANY & INDUSTRY

Fashion Today will be located in Pune. IT is a retail establishment selling fashionable women's
clothing to up-and-coming Baby Boomer retirees.

3.0 PRODUCTS OR SERVICES

3.1 DESCRIPTION
Fashion Today will sell a combination of widely recognized name brands as well as clothing lines
from select fashion designers. We will closely follow generational fashion trends as well as our own
customers' purchasing preferences. Moreover, we will tailor our inventory to meet the needs of our
“boomer” clientele. Solely focusing on the styles, colors and fits to flatter the female Baby Boomer's
figure will be our specialty. While apparel, such as business clothing, casual wear, jeans and formal
wear will be our main staple, we will also offer some accessories such as belts, scarves, and hats.

Profits will be earned via the sale of our merchandise. Our pricing structure will remain flexible, as
we will implement suggested retail pricing on common brands as well as the standard practice of
keystoning prices. Additionally, we will utilize a value-based pricing structure, which measures the
value of our products to our customers such as easy access, quality, customer service and styles
flattering to our target consumer. End of season sales, holiday and overstock sales, multi-buy
savings and promotional coupons will be implemented at strategic intervals.

3.2 FEATURES & BENEFITS

One key feature that separates Fashion Today from all other local boutiques and chain department
stores in the area is our commitment to providing women of the Baby Boom generation stylish,
quality clothing options. Because our primary concern will be ensuring our consumers are happy with
the fit and style of their purchase, we will provide products tailored to all shapes and sizes of
women. In addition, we will make every effort to have petite and plus size versions of our
merchandise in stock. If they are not in stock, ordering them will be easy, cheap and efficient.

Further,Fashion Today will not just be a store that sells clothes. The clientele will benefit from an
experienced, knowledgeable sales staff. Out of the gate, our goal is to implement a superior
customer service system. Beyond our friendly reception and an inviting atmosphere, Booming
Boutique will also offer customers fashion information and advice. Our trained personnel will
provide counsel that women simply cannot find at other clothing stores. The service will be likened
to a beautician who offers advice on what hair styles best complement his/her client’s face. Our hip
and qualified fashion-industry expertise will ensure our customers walk away with the perfect
outfit.

4.0 MARKET ANALYSIS

4.1 TARGET CUSTOMER

Fashion Today is a business-to-consumer retail company. Female Baby Boomers are our clear target
customers. However, we do realize that we will likely attract some younger women with our
peripheral products (handbags, scarves, etc.). Moreover, we expect a portion of our products to
catch on with the younger generations. It’s important that we do not offer products that are
exclusive to the older audience.

Having said that, there are currently about 350 million Baby Boomers living in the India. A boomer is
better described as the generation born between the years 1946 and 1964. About half of this
population is women.

While those born in the 1940's are still slightly more conservative, those born during the 1950's and
60's were trailblazers and trendsetters. Specifically, these will be the women we target vigorously
with our marketing and offerings. These women range in age from their mid 40's to late 50’s. They
value uniqueness, convenience, service and quality. As they retire, price does become a factor in
decision-making. At the same time, they were always a generation of the “buy now and pay later”
philosophy.

4.2 MARKET SIZE

Pune accommodates a robust retail market. While car dealerships, grocers and home improvement
retailers account for a sizable portion of the retail market, the main local shopping district is
downtown. With tree-lined streets and quaint shops and restaurants, the downtown retail district is
the social and shopping hub of the community. The current population of Pune is just fewer than 10
million. 44 percent are women who have a median age of 48. Their median income is above the
national average at $4,600. Moreover, according to National News, Pune is one of the 2009 Top 6
Towns to Retire for Baby Boomers. Many of these retirees are looking to retire on the water in a
cozy, yet thriving community.

In addition to local consumers, we will also benefit from tourist traffic. Pune is located a mere 100
Kms from Mumbai. It’s also within close proximity to many Tampa and Orlando area attractions. Our
town boasts a healthy and recession-proof tourism industry. In addition, Pune hosts several annual
craft and golf events, which bring several thousand of our target consumers into the area each year.

4.3 TRENDS
 The retail fashion industry is a solid business with ever-changing styles and ever-present consumer
demand. While supercenters and megastores ruled the past two decades, more and more consumers
are looking for change. They’re searching for a more serene and customer-friendly shopping
experience. This is true especially for those nearing retirement age. In reality, as the Baby Boomers
numbers decrease, there will be fewer older Generation X-ers to sell to. However, this market
decrease will not occur for at least twenty years. Even then, clothing will always be in high demand.
The fashion industry in America has been thriving since the advent of moving pictures.

4.4 SWOT ANALYSIS

Strengths

 Experience and understanding of the fashion industry

 Unique shopping experience with exceptional customer service

 Great downtown location

 Large and growing consumer base

Weaknesses

 Untested market in Pune

 While market is large, it is a niche market (Baby Boomers)

Opportunities

 Outstanding shopping experience will lead to repeat business

 Growing online Booming Boutique

 Establish a Booming Boutique clothing line

Threats

 Cost and effectiveness of marketing to women “Baby Boomers”

 New retail shops that may or may not open in the future

5.0 STRATEGY & IMPLEMENTATION

5.1 PHILOSOPHY
Our company's core business strategy is to combine exceptional and knowledgeable customer service
with quality stylish merchandise. And n turn, we’ll provide an enjoyable shopping experience for our
customers. Booming Boutique's mission is to offer women of the Baby Boom generation a wide
selection of fashionable, figure-flattering clothing. Our aim is to establish our company as a pioneer
in this youth-obsessed industry and build a boutique brand name that will be synonymous with the
fashion industry revolution.

5.2 PRODUCT DEVELOPMENT

We are currently working with several apparel wholesalers, garment manufacturers and two
freelance fashion designers to assemble our inventory. We are also working with city economic-
development officials to secure all required permits and occupational licensees. Once financing is
secured, we will move ahead with the façade renovation, which will be paid for via the PDRC, as
well as purchasing inventory, retail displays, and office supplies. Prior to the grand opening of
Fashion Today, we will schedule an event with the Chamber of Commerce and commence with pre-
publicity flyers, advertising and additional marketing activities.

5.3 INTERNET STRATEGY

As the Internet has become a staple of American life and retail merchandising, Booming Boutique
will have a viable Web site. We have secured the domain name Fashiontoday.com and will begin site
development as funds become available. Further, we plan to hire an established Web designer that
will accept modest pay in exchange for future profit-sharing. Foremost, we intend to showcase our
brand, our clothing and provide customers with the ability to purchase items online. As the site
progresses, we will include features such as fashion advice, designer interviews, newsletters, and
Internet-only specials. Eventually, we hope to establish and nurture an online social community
where women can gather and discuss topics of the day, network and share clothing secrets.

5.4 MARKETING STRATEGY

We both have strong marketing backgrounds and recognize the significance of effective marketing.
We expect our strategy to draw consumers into Fashion from the very beginning. Moreover we will
hire a local PR firm to help us develop and implement a strategic marketing plan and guide our
publicity efforts in a cost-effective manner. Our marketing message, logo and slogans will revolve
around the idea of the Baby Boom generation as revolutionaries and trend setters. Boomer women
are in their prime and at their best, meaning these women deserve to be recognized as a force
within the fashion industry.

Our goal is to keep our marketing budget to no more than 5% of our gross annual sales. We will
partner with local organizations such as the Chamber of Commerce and Downtown Merchants
Association as often as possible. We already have connections in all the necessary places. These
strategic partnerships will allow us to piggyback on publicity for local events, as long as they are
within our targeted demographic. Fashion Today’s initial marketing efforts will remain local as we
establish a presence in our community. These will rely heavily on local print and broadcast media
coverage, traditional advertising, signage, a direct mail marketing campaign and networking. A
significant portion of our advertising budget will be allocated to print and broadcast media.

Of course, we will build anticipation and excitement about the new boutique prior to its grand
opening. Working in conjunction with the Chamber of Commerce, we are already talking about a
grand opening soiree. This will include hors d'ouvres donated by the bistro across the street and a
silent auction of a local artist's painting collection. The collection is currently on display in the
Downtown Art League Gallery.

We will also hold a drawing for a $100 shopping spree and fashion consultation. Entry collection will
start at the grand opening and continue throughout the week. Names and contact information will
be utilized for follow up marketing initiatives. The Chamber of Commerce and the Downtown
Merchants Association will promote the event in local newspapers and radio advertising.
Comprehensive advertising and semi-annual direct mail marketing campaigns will follow the grand
opening. Low cost publicity activities will also be taken advantage of such as posting sale flyers on
community bulletin boards and online.

Finally, marketing opportunities will be continually utilized as we expand our business and our
consumer numbers grow.

5.5 SALES STRATEGY

Booming Boutique plans to generate sales via strategic marketing efforts. These concentrated
efforts will be targeting new and returning customers as well as single-visit tourist consumers. We
will also implement a referral program rewarding customers who refer new customers with discount
coupons. Following our grand opening, we will conduct a direct-mail campaign to targeted
consumers that we have signed up through our in-store mailing program. The direct mailers will be
 comprised of 5,000 full-color postcard mailers. Each will include at 10% coupon. We will offer
promotional discounts and seasonal and clearance sales throughout the year.

Fashion Today will accept cash and payment via major credit and debit cards. Cash layaway plans
will also be permitted. Returns and exchanges must take place within 30 days of purchase and
receipts are mandatory.

Our sales staff will include both co-owners and 2-3 part-times sales associates. Combined, Jensen
and Mathews have nearly 30 years experience in the fashion and retail industries. Comprehensive
training will be provided to each sales associate – to include selling merchandise as well as how to
provide fashion advice to customers. Our sales team will earn an hourly rate, plus a generous
percentage of commission from each sale.

5.8 GOALS

The following is a list of business goals and milestones we wish to accomplish our first year of
operations.

 Complete renovating, stocking, hiring and initial marketing.

 Host a successful grand-opening event.

 Penetrate and raise awareness in 60 percent our targeted consumer market.

 Achieve a profit margin of 50 percent.

 Build a solid customer base and mailing list.

 Generate repeat and referral sales.

 Become a profitable business with expansion potential.

 Establish a solid reputation as quality retail establishment.

Our first major milestones will be securing funds and setting up our business. This is our
major focus right now. In five years, we hope to have established our retail business
within the community and within our industry. Furthermore, as co-owners, we would like
to see the growth of our store with an increase in product lines, further penetration of the
national market with online sales and, under the right set of circumstances, the opening of
franchise Fashion Today in strategic locations.