2012 Swinburne University of Technology Sarawak Campus MUHAMMAD BABUR FARRUKH & SAAD ZAFAR IQBAL BUSINESS PLAN - LA PERLA La Perla is an Italian influenced lingerie boutique that will provide high quality lingerie in a wide array of sizes and styles with exceptional customer service. The store is expected to be located in a proven retail center called Suria KLCC Shopping Mall in Kuala Lumpur, Malaysia where the demographics are suitably upscale, traffic counts are high, and compatible retailers offer qualified traffic and potential referral business. BUSINESS PLAN - LA PERLA Contents Executive Summary ................................................................................................................................. 3 Company Background ............................................................................................................................. 6 Company Summary ................................................................................................................................. 7 Hours of Operation ............................................................................................................................. 7 Company Ownership ........................................................................................................................... 7 Location ............................................................................................................................................... 7 Start-up Summary ............................................................................................................................... 8 Merchandise Assortment .................................................................................................................... 8 BRA’S ................................................................................................................................................... 8 BRIEFs .................................................................................................................................................. 8 Product Sourcing & Buying ................................................................................................................. 9 Inventory Management & Technology ............................................................................................... 9 Market Analysis Summary .................................................................................................................. 9 Market Segmentation ........................................................................................................................... 10 Women 25-59 with household income of RM 70K per annum ....................................................... 10 Women 18-24 ................................................................................................................................... 10 Brides ................................................................................................................................................ 10 Target Market Segment Strategy .......................................................................................................... 10 Industry Analysis ................................................................................................................................... 11 Competition and Buying Patterns ......................................................................................................... 11 Trends ................................................................................................................................................... 12 Strategy and Implementation Summary ............................................................................................... 13 Marketing Strategy ............................................................................................................................... 13 Marketing Objective ......................................................................................................................... 13 Tactics ................................................................................................................................................... 13 Print advertising ................................................................................................................................ 13 On-going use of direct marketing ..................................................................................................... 14 Low or no-cost "guerrilla" marketing ................................................................................................ 14 Employ strategic placement among key websites on the Internet .................................................. 15 Parties for promotion ....................................................................................................................... 15 Brand Ambassador ............................................................................................................................ 16 Sales Strategy ........................................................................................................................................ 16 Sales Forecast........................................................................................................................................ 16 MUHAMMAD BABUR FARRUKH AND SHEIKH SAAD ZAFAR 1 BUSINESS PLAN - LA PERLA Competitive Edge .................................................................................................................................. 17 Location ............................................................................................................................................. 17 Product Quality ................................................................................................................................. 17 Customer Loyalty .............................................................................................................................. 17 Personnel Plan ...................................................................................................................................... 17 Financial Plan ........................................................................................................................................ 17 Important Assumptions ........................................................................................................................ 18 Financials ............................................................................................................................................... 18 Break Even Point for the business ........................................................................................................ 20 Exit Plan ................................................................................................................................................. 21 References ............................................................................................................................................ 22 Appendix ............................................................................................................................................... 23 Chart: Highlights ................................................................................................................................ 23 Chart: Start-up .................................................................................................................................. 24 Chart: Partnership Breakdown ......................................................................................................... 24 Table: Expenditures by Household Income of Lingerie Purchasers .................................................. 26 Table: Expenditures by Age of Lingerie Purchasers .......................................................................... 26 Table: Start-up .................................................................................................................................. 27 Table: Start-up Funding..................................................................................................................... 28 Chart: Market Analysis ...................................................................................................................... 29 Table: Market Analysis ...................................................................................................................... 29 Table: Sales Forecast ......................................................................................................................... 29 Table: Sales ....................................................................................................................................... 30 Table: Cost of Sales ........................................................................................................................... 30 Table: Personnel Plan ........................................................................................................................ 30 Chart: Break Even Point .................................................................................................................... 31 MUHAMMAD BABUR FARRUKH AND SHEIKH SAAD ZAFAR 2 BUSINESS PLAN - LA PERLA Executive Summary La Perla is an Italian influenced lingerie boutique that will provide high quality lingerie in a wide array of sizes and styles with exceptional customer service. The store is expected to be located in a proven retail center called