Fantastic Florals

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Artificial Flowers Import Business Plan

Strategy and Implementation Summary

FFI focuses on providing high-quality products to consumers with outstanding service. Customization of orders and specialization of services will create a competitive advantage.

FFI is developing the organization by beginning with few employees to reduce costs. All current employees are very motivated, resulting in a positive and strong company culture. This culture will carry over to all new trainees, which is a prime objective for the expansion of FFI.

The first year of service will be the most important, as FFI plans to establish strong relations with both suppliers and buyers. These relationships will help FFI to grow and evolve in this industry.

5.1 Marketing Strategy

  • FFI is focusing on silk flowers and accessories, targeting women with upper-end income as the end customers, and targeting sales reps that distribute to exclusive gift retail stores and mail-order catalog companies.
  • FFI plans to be an exhibitor at Silk '95, having already collected all the necessary information at Silk '94. This trade show is the largest international silk flower and accessories exhibition attended by multiple buyers including, but not limited to, catalog/mail-order, floral wholesalers, chain stores, craft stores and wholesalers, visual display companies, etc. This will be a good opportunity to start and get exposure to FFI's product. FFI plans to attract the right sales rep and mail-order company for its products through this trade show, which is realistic since Silk '95 is the biggest and most reputable permanent and silk accessories trade show in the United States.
  • For the first year, FFI will both lease a space for a retail store at the Third Street Public Market and supply its products to buyers that FFI attains though Silk '95.
  • FFI will also send some samples to "Blossom" catalog, who does mail orders for silk flowers and other silk accessories. The purpose of this is to reach more customers while doing only minimal research.

5.1.1 Promotion Strategy

The goal of FFI is to promote its products as fine collectibles, either for the collector or the gift-buyer. This will be done through in-store promotions, direct-mail advertisements, appearances in related catalogs, and publicity events.

5.1.2 Pricing Strategy

FFI sets standard prices for each product line. These prices are not expected to experience significant change over the next three years.

  • Tulips and Roses - $2.25
  • Arranged Flower 1 - $18.99
  • Arranged Flower 2 - $39.99
  • Silk Scarf - $15.99
  • Other hair accessories - $9.99
  • Other/Seasonal bouquet - $59.99

These prices exhibit quality products at reasonable costs to consumers.

5.2 Sales Strategy

Products will be distributed through the retail store in Anytown at Third Street Market or by pre-orders until FFI is able to further expand. Sales is one area that needs to be developed in order to better serve the consumer and meet objectives.

5.2.1 Sales Forecast

As indicated in the table, sales are forecasted to remain relatively constant throughout 1995, with growth predicted in both 1996 and 1997. Sales, however, will tend to fluctuate depending on the month and the season.

Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Tulips and Roses 28,300 35,165 45,714
Arranged Flowers 1 5,000 6,501 8,451
Arranged Flowers 2 5,000 6,500 8,450
Silk Scarf 10,800 13,910 18,083
Other hair accessories 12,000 15,600 20,280
Other/seasonal bouquet 8,200 10,660 13,858
Catalog Sales 0 20,000 30,000
Total Unit Sales 69,300 108,336 144,836
Unit Prices Year 1 Year 2 Year 3
Tulips and Roses $2.25 $2.25 $2.25
Arranged Flowers 1 $18.99 $18.99 $2.25
Arranged Flowers 2 $39.99 $39.99 $39.99
Silk Scarf $15.99 $15.99 $15.99
Other hair accessories $9.99 $9.99 $9.99
Other/seasonal bouquet $59.99 $59.99 $59.99
Catalog Sales $0.00 $2.25 $2.25
Sales
Tulips and Roses $63,675 $79,121 $102,857
Arranged Flowers 1 $94,950 $123,454 $19,015
Arranged Flowers 2 $199,950 $259,935 $337,916
Silk Scarf $172,692 $222,421 $289,147
Other hair accessories $119,880 $155,844 $202,597
Other/seasonal bouquet $491,918 $639,493 $831,341
Catalog Sales $0 $45,000 $67,500
Total Sales $1,143,065 $1,525,269 $1,850,373
Direct Unit Costs Year 1 Year 2 Year 3
Tulips and Roses $1.50 $1.50 $1.50
Arranged Flowers 1 $11.99 $11.99 $1.42
Arranged Flowers 2 $27.99 $27.99 $27.99
Silk Scarf $8.50 $8.50 $8.50
Other hair accessories $6.50 $6.50 $6.50
Other/seasonal bouquet $41.99 $41.99 $41.99
Catalog Sales $0.00 $1.50 $1.50
Direct Cost of Sales
Tulips and Roses $42,446 $52,742 $68,564
Arranged Flowers 1 $59,951 $77,949 $12,006
Arranged Flowers 2 $139,963 $181,952 $236,537
Silk Scarf $91,803 $118,239 $153,711
Other hair accessories $78,006 $101,408 $131,830
Other/seasonal bouquet $344,343 $447,645 $581,939
Catalog Sales $0 $29,997 $44,996
Subtotal Direct Cost of Sales $756,512 $1,009,932 $1,229,583

5.2.2 Sales Programs

  • Floral wholesalers: Develop awareness about the quality of FFI's products in order to create demand within the first two months. For the next year, provide incentives and price-promotions to encourage wholesalers to purchase FFI products.

  • Retail Stores: Offer low-priced products in exchange for significant shelf space and access to consumers. By the end of the first year, have FFI products distributed in selected stores with minimal constraints on price and location.

  • Manufacturers/Assemblers: Provide FFI products at a reduced rate corresponding to volume of purchase.

5.2.3 Sales Goals

  • End of 1995 - Sales of $1.1 million.
  • July 1995 - Open exclusive gift shop at Third Street Market in Anytown.
  • 1996 - Sales of $1.5 million.
  • July 1996 - Expand distribution into catalog/direct mail.
  • 1997 - Sales of $2 million.

5.3 Milestones

Sample Milestones topic text.

The milestones table and chart show the specific detail about actual program activities that should be taking place during the year. Each one has its manager, starting date, ending date, and budget. During the year we will be keeping track of implementation against plan, with reports on the timely completion of these activities as planned.

Milestones
Milestone Start Date End Date Budget Manager Department
Sample Milestones 1/4/2008 1/4/2008 $0 ABC Department
Finish Business Plan 5/7/2009 6/6/2009 $100 Dude Boss
Acquire Financing 5/17/2009 7/6/2009 $200 Dudette Legumers
Ah HA! Event 5/27/2009 6/1/2009 $60 Marianne Bosses
Oh NO! Event 6/26/2009 7/1/2009 $250 Marionette Bouc émissaire
Grande Opening 7/6/2009 7/11/2009 $500 Gloworm Nobs
Marketing Program Starts 6/6/2009 7/1/2009 $1,000 Glower Marketeers
Plan vs. Actual Review 11/1/2009 11/8/2009 $0 Galore Alles
First Break-even Month 3/5/2010 4/4/2010 $0 Bouys Salers
Hire Employees 2/1/2010 3/3/2010 $150 Gulls HRM
Upgrade Business Plan Pro 4/22/2010 4/24/2010 $100 Brass Bossies
Totals $2,360