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Clothing E-Commerce Site Business Plan

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Liquid Culture

Executive Summary

Opportunity

Problem

Women enjoy the outdoors the same as men. They are able to hunt or hike or fish etc.  Why should men have all the fun? Women do not enjoy having the clothes be ugly and corse and the tools be designed to utilize a man’s strength. Women are equal to men. They do not need to be exactly like men. 

Solution

Liquid Culture will offer creative women’s outdoor clothing, online, that is both functional and beautiful. Larry Wilson and Maggie Granger, co-owners of Liquid Culture, will create a cost-effective operation that will eliminate the cost of inventory by having a third-party, Magic Clothing Company, handle all manufacturing and shipping of clothing to the customer. Liquid Culture will process the order and collect the payment online. The order will then be sent to Magic Clothing Company to be filled and shipped. Liquid Culture will focus on clothing design and marketing of its products.

Market

Women’s outdoor wear has grown into a billion dollar niche in the clothing industry. The popularity of the Internet has launched a number of online stores for women’s outdoor wear but no women’s outdoor company we know of is exclusively selling their products online.  Yet. 

The key is amplified word of mouth via social media, with emphasis on content and opinion leaders related to outdoor fashion and women’s health and women fitness sites. 

Our messaging will focus on the eliminating the compromises others make and stepping up to the distinctive style of Liquid Culture. And of course social media will also be an important marketing tool in bringing customers to our website.

Competition

  • The women’s offerings at major online outdoor offerings including REI, Columbia, Patagonia, LLBean, and others. 
  • Amazon.com and other major sellers of generalized clothing include outdoor clothing for women. 
  • We also have women-specific competition, especially titlenine.com. 

Why Us?

Liquid Culture’s mission is to present consumers with designs, styling and clothes that energizes any outdoor activity. Whether it be snowboarding, running along the beach, or drifting down a river, Liquid Culture has comfortable, durable clothing that will look and feel wonderful.

Expectations

Forecast

Liquid Culture’s Year 1 line consists of the best fabric, designs and styling on the market. Larry Wilson and Maggie Granger, co-owners of Liquid Culture, have fifteen years of experience between them in the outdoor garment industry. Maggie has been a senior clothing designer for Manic Woman Clothing for the past seven years.  Larry has been the website administrator for South Face the past eight years.

Our projections here indicate we are generating unrealistically high cash balances. We leave that here for now, but with the certainty that actual results will emerge using a lot more expenses than what we project here. We know it will happen. So we leave the existing estimates with a huge cushion for the realistic expenses later. 

Financial Highlights by Year

Chart visualizing the data for Financial Highlights by Year

Financing Needed

$460K funding includes $260K from $130K each from the two founders, plus a $200K loan. 

We estimate $58.5K in startup expenses and $401.5K needed in cash reserves to support deficit spending for the first few months. 

 

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