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Cosmetics Manufacturing Business Plan

Executive Summary

Bluespa is a company that has created a brand concept consisting of both skin care and athletic apparel utilizing multiple channels of distribution. We are seeking recurring investment to fund the growth of the brand, and position the company for an IPO. The plan that follows explains our market, our value proposition and our market segmentation strategy. The detailed financial plans provide a clear view of our sales and profit forecasts. These plans show how Bluespa will reach profitability in our third year of operation and generate shareholder return on equity within five years.

To establish Bluespa as an important brand that represents quality in skin care, fitness apparel and accessories. We will accomplish this using high quality manufacturing and research, a creative marketing program, and a comprehensive distribution network using both brick and mortar retail outlets, internet presence, and a consumer catalogue.

By utilizing this multi-channel approach we will be able to reach the niche market for quality personal care products rapidly and efficiently. It will allow us to develop Bluespa as the brand for quality skin and body care products within our target market.

The Company
Bluespa is an Oregon corporation. The company is 100% owned by Ray and Barbara Brunner, the founders. The board will consist of seven members: Mr. R.G. Brunner, one additional member of management, three outside directors appointed by Mr. Brunner, and two representatives appointed by the major investor(s).

Together, Mr. and Mrs. Brunner have 65 years worth of combined experience in the retail industry. Both of them have held senior management positions with major companies in this area.

The company's main office is located in Portland Oregon. The leased office space should be sufficient for planned staff size growth within the first few years.

From Year 1 through Year 5 we will grow in head count from ten to sixty-five. The majority of this growth will come in store personnel, the rest will be support staff. We believe the plan shows a controlled and conservative ramp up of personnel.

Skin and body care products will be developed and produced at our contract facilities in France and California. Production of apparel products will be managed through our contract manufacturer of sport-related apparel. Production of accessories will be managed through a contract with a manufacturer of quality sports-related accessories including: bags, hats, totes and socks for the wholesale market.

Bluespa will have two product lines, skin care and fitness apparel. Within the skin care line we will offer a wide array of products including eye makeup removers, cleansing creams, facial scrubs and masks, and body lotions. Within the fitness apparel line we will first offer Lycra products such as tights and shorts, plus polyester and cotton tops.

Our pricing strategy is to position our products with a shelf price that is in the mid to lower quadrant of high-quality products and brands. We have accomplished this by making careful market comparisons and adjusting our packaging size.

We believe our ability to create future product opportunities and growth will only be limited by our imagination and our ability to attract talented people who understand the concept of branding.

The Market
Bluespa will occupy a unique market position. No other brand offers a specialty line that includes skin care, cosmetics, fitness apparel and accessories. However, within each category significant brands do exist. Quality and price vary widely within each group. Bluespa will be positioned as a quality brand. The U.S. cosmetics market has seen large annual growth rates over the past decade. Last year alone, the market grew by over $1 billion. Clear divisions between traditional categories are becoming blurred and new lines, such as aromatherapy are also emerging, creating new openings for profit.

In fitness apparel and accessories there is a tremendous opportunity since the female customer has been grossly overlooked. Most major companies do not produce products focused specifically on the female customer. Puma is the only brand that has developed a line of fitness apparel fro women. Early sales for them have been exceptional, further highlighting the potential within this category.

In the skin care and cosmetics category the competition can be divided into three groups: Commercial--i.e. MAC, Origins, Philosophy, Erno Laslo and Shesheido; Clinical--i.e. Kiehl's, Clinique, Clarins and Dr. Hauscha; Spa--private label brands associated with spas.

The Customer
Because Bluespa is a combined retail (direct to end user) and wholesale (to the end user through a reseller) strategy our target customer must be broken into two distinct groups, the end user and the reseller.

Our targeted end user is between the ages of 24 and 65. They are female urban professionals with at least some college. This consumer has an active lifestyle. They are concerned about social and environmental issues. Mind and body wellness are important to them. They belong to a health club; take yoga, pilate's or tai chi lessons. The effects of aging and the maintenance of a youthful appearance are a part of their life.

Our target customers (vs. end user) for wholesale distribution will be resellers who recognize the needs of this consumer and who she identifies with. We have used the term resellers because they will not be limited to retailers. We will reach the consumer through four distinct reseller channels. Spas and Health Clubs, Lifestyle Retailers, Cosmetic Specialty Retailers, and Boutique Department Stores.

There are a number of new demand trends that have impacted the market and created greater opportunities. These trends include a returning to age old, time proven, natural remedies; more consumers that are looking for more holistic and healing benefits from her skin care products, and today's consumer being more informed and more inquisitive about the benefits of her personal care products.

In order to launch its unique product line Bluespa requires an initial outlay. Sales at Bluespa retail stores are planned to grow rapidly from Year 1 through Year 5. During this time frame our wholesale revenues are planned to grow enormously. Bluespa will become profitable in our third year of operation. Initial growth will be financed by a combination of equity investment and debt financing. Our ratios are well within prudent limits and our growth plans are challenging, but realistic.

1.1 Objectives

  1. Launch Bluespa retail by the second quarter of Year 1.
  2. Launch Bluespa wholesale by the third quarter of Year 1.
  3. Achieve an above median maintained margin rate by the end of Year 4.
  4. Generate a return on equity by end of year end 2005.
  5. Position bluespa for a successful IPO in 2006.

1.2 Mission

To establish Bluespa as an important brand that represents quality in skin care, fitness apparel and accessories. We will accomplish this in the following ways:

  1. High quality manufacturing and research.
  2. A creative marketing and PR program.
  3. Creation of a brick and mortar retail presence in 2001.
  4. Development of a wholesale distribution network by the third quarter of 2001.
  5. The successful launch of a Bluespa Web presence by the first quarter of 2002.
  6. The successful launch of a consumer catalogue in the third quarter of 2003.

1.3 Keys to Success

  1. Quality product.
  2. Manpower.
  3. Product logistics and quality control.
  4. Product placement in key retail accounts.
  5. A vertical retail presence in brick and mortar, catalogue and e-commerce.
  6. The creation of a "buzz" about this "" brand among opinion leaders through a combination of PR and product placement.