Imagine the ability to create a totally custom shirt. You choose the material and style of the shirt, and then the image or graphic you want on the front and/or back. This is the ultimate form of expression. There are no limits to what you can communicate. Some people might show their fanaticism for a particular sports team, others a musician. Or you might have a social message or cause on your shirt. Whatever you may decide, you can print any image on your shirt.
Your T-Shirt! is an exciting new business that allows people to custom design a shirt (specifically the design on the front or back) any way that they would like. By intelligently leveraging cutting edge technology, Your T-Shirt! will harness the power of computer sublimation to allow custom shirt printing in production runs as small as one unit.
Your T-Shirt! has segmented the market into two groups, organized by the type of product that they purchase. The first group is customers that desire an already created graphic image to be placed on the their shirt. The second group are those that prefer custom artwork to be placed on their shirt. Your T-Shirt! has decided to divide the market by the products that they purchase because it offers an intuitive, easy method of targeting the two different groups. An additional reason for segmenting the market based on the two products is because the demographics for the buyers of the two products are distinct enough to group them separately.
Your T-Shirt! has identified three competitors, two are local companies, the third is an Internet-based shirt designer.
- T-shirt World — This local competitor specializes in silk-screening. 70% of their business is silk-screening with the remaining 30% sublimation. They require a minimum order of 10 with a 2-3 week lead time. This company only uses pre-existing designs for their silk-screening and for sublimations you must use their artist.
- Shirt Shack — This local retailer is geared toward organizations or teams with production runs of 20 or more. They do fairly good work but are rigid regarding custom work.
- Design House — This is an Internet-based retailer that primarily offers computer sublimations. Design House has a catalog of approximately 200 images for the customer to choose from. They do allow customers to use their own graphic. The quality of the sublimations is mediocre at best because they can only use off the shelf technology.
Our mission is to offer the finest in custom shirt sublimation production. We will offer customers the best product at the best price. Customer’s expectations will always be exceeded.
We are going to grow our business to start making a modest profit in year 3. Our name will become synonymous with high quality fashion forward T-Shirts. Everyone will come to us when they want to wear something custom made. We will be able to pay off friends and family by year 5.
Financial Highlights by Year
We will be getting a total of $84,500. David will be contributing $19,500 of his own money. We have a loan of $65,000 which will be fully paid by year 5. We will make a small profit starting year 3 and will consider taking on more staff by year 4 or 5 after we pay off the loan completely.