The Ownership: The Business Structure, Sole Proprietorship

BUSINESS PLAN
Gardenia Rouge Store
New York
U.S.A
14TH December 2016
Executive Summary
The Ownership - The business structure will be a sole proprietorship.
The Management –The owner shall manage the operations of the business. Staff members shall carry out business logistics and customer response.
The Goals and Objectives – the business shall aim to provide high-end quality lingerie products in luxury departmental and online stores, later expanding to luxury lingerie boutiques. The business has a prospect of having three more stores in the state of New York within the first three years of operation.
The Mission – is to provide the highest quality and trendy high-end lingerie fashion alternative in a serene shopping atmosphere for all fashion savvy women.
The Vision – is to be the best fashion house of choice, offering quality lingerie fashion with unlimited variety, lifestyle, and value.
The Product – The products shall include bras, knickers, suspenders, corsets, basques, bodysuits, playsuits, garters, chemises, merry widows, bustiers, baby dolls, accessories, intimate gifts, and nightmare. The business will expand to RTW, swimsuits, and many more lingerie products between the second and third years.
The Target Market – the business shall target women that are fashion savvy, trendsetters, leaders, adventurous, luxury and glamour seekers within the state of New York. The products shall fit their seasonal and continuous demands, by offering sexy and trendy outfits for these women.
Pricing Strategy - The prices shall start from $80 according to the size and product type.
The Competitors - The business main competitors are shops and online stores offering the same type of products, such as Agent Provocateur, Fleur du Mal, Bordelle, and La Perla.
Capital Requirements – the business shall require a start-up capital of $1,500,000 for acquiring products and servicing other expenses within the first one year of operation. Out of this, the business shall require bout $500,000 through bank loans.
Barriers to market – the business might face the problem of assuring fit and comfort with an online purchase.
Organizational chart- the business organization structure would include the owner and four departments, including finance, procurement, ICT, and sales and marketing.
Marketing penetration strategy – the business will increase its market share by offering competitive prices, increasing marketing communications, and using reward systems such as loyalty points.
Business Plan
The Company
Business Sector – the owner would like to start a luxury departmental store business specialized in delivering a large variety of high quality lingerie. The company’s name shall be Gardenia Rouge operating in the state of New York (U. S. Small Business Administration, 2012).
Company Goals and Objectives - the company aims to provide high-end and in-demand local and exotic lingerie to fashion loving women. The business aims to reach this market through the luxury departmental store and e-commerce through the business website. The departmental stores shall offer exquisite ambience ideal for high-end shopping, quality service and after-sal...