EJ Children’s Fashion and Design

Business Plan2009

Table of ContentsExecutive SummaryMission Statement Keys to SuccessCompany SummaryCompany OwnershipStart-up SummaryProducts and ServicesMarket Analysis

SummaryMarket SegmentationCompetitive Edge

Sales Strategy Sales ForecastWebsite Marketing

StrategyEmail MarketingManagement SummaryPersonnel PlanStart-up SummaryBreak-Even AnalysisSales SummaryProfit and Loss / Cash

Flow

Executive SummaryEJ Children's Fashion and Design was

founded by Elaine Grullon in June of 2008. 

The company is located in Orlando, Florida.

EJ Children's offers an array of infant and children's clothing for parties, special occasion events, and religious activities. 

Mission Statement EJ Children's Fashion and Design's mission is

to offer quality children's formal attire at an affordable price. 

Keys to SuccessTo create a wonderful experience for

customers via the clothing purchased and services provided for extra things such as party favors and souvenirs.

To create an individualized and personalize shopping experience, instead of the big box phenomena.

Company SummaryEJ Children's Fashion and Design is a local

shop with personal meetings for clients to assist with party attire. 

EJ Children's Fashion and Design specializes in the needs and wants of the customers. 

We also have a presence nationally, over the World Wide Web, for clients out of the area.

Company OwnershipEJ Children's Fashion and Design is an

owner, operated business by Elaine Grullon.  The company has been established as a Sole Proprietor and established in the State of Florida.  A Sole Proprietor in the State of Florida allows many advantages such as startup costs and flexibility in registration of home businesses.

Start-up Summary The start-up of the company was composed of:

proper licensureidentification such as business card and flyersstarting inventoryexposure on the World Wide Web.                   

Products and Services EJ Children’s offers party, religious,

special occasion dresses and outfits for infants and children.  They are clothing that are especially prepared for events such as wedding, sweet sixteen’s and religious celebrations.  EJ Children’s also offers party favors and souvenirs that match the parties theme or outfit of the child. 

Market Analysis SummaryEthnicity

White 25%Black 20%Hispanic 35%Other 20%

Age18-25 25%25-55 50%56 and over 25%

GenderMale 35%Female 65%

Direct Sells 40%

Versus

Online Sells 60%

Market Segmentation 2008 2009 2010 2011 2012 Potential Customers Growth Customers between the ages of 18-25

10% 500 550 605 666 732

Customers between the ages of 25-55

10% 1,000 1,100 1,210 1,331 1,464

Customers between the ages of 55 and over

10% 750 825 908 998 1,098

Total 10.00% 2,250 2,475 2,723 2,995 3,294

Competitive Edge EJ Children's Fashion and Design sells

party and religious outfits for infants and children.  Also EJ Children's offers party favors and souvenirs to match with the theme of the outfit or dress. 

Sales Strategy EJ Children will offer competitive pricing and

incentives.  Discounts will be available for large purchases, which would include various attires, accessories, and shoes.

Sales Forecast

Website Marketing StrategyDesign a user friendly website that will

attract consumers to visit and search the website.  The main website would be registered as www.EJChildrensFashionandDesign.com. 

Another strategy would be to join several affiliate programs. 

EBay

Email Marketing Constant Contacts is a company that provides

assistance on email marketing.  Google Adware offers companies to create

advertisments on the Google search pages.

Management Summary In the beginning phase (Years 1-5) of the

business the store would be established as an online store, no employees will be needed.  As sole owner, maintenances would be easy to maintain.  After Year 5, if all goes well a brick and mortar location can be opened.  Plan will be revised at that time to accommodate those changes.

Personnel Plan As sole owner, a minimum salary would be

necessary. The starting salary can be established at $6,000 with a 10% increase each year, depending upon volume of sales. A large portion, though, would remain in the operating accounts to keep the business afloat for the first five years.

Start-up Summary Startup Expenses are approximately $8000Collateral available totaling $215,000Available assets $39,000

Break-even Analysis 38 Units is the break-even pointOver 80 units would create a profit over fixed

costs

Projected Sales Summary

0%

20%

40%

60%

80%

100%

2009 2010 2011

Percentage of Sales Per Item

Girls Clothing Boys Clothing Religious Clothing

Accessories Shoes Souvenirs/Party Favors

Profit and Loss / Cash FlowFirst Year: $6,400Second Year: 20-25% IncreaseThird Year: 30% as a minimum