Bra~vo Intimates
Strategy and Implementation Summary
Bra~vo’s strategy to gain the largest portion of market share.
- Policies geared toward total customer service and retention.
- Create a warm and natural shopping environment for women of all shapes and sizes to feel comfortable, serving refreshments, making her feel welcome.
- Employees that are well trained, compensated and appreciated, taking part in fashion merchandising and window decor. We will hold monthly meetings recognizing their contributions and creativity in an applauded way.
5.1 Milestones
The milestones table below outlines our plan with specific dates along with who will enact that step and an assigned budget.
| Milestones | |||||
| Milestone | Start Date | End Date | Budget | Manager | Department |
| Complete Business Plan | 5/31/2001 | 5/31/2001 | $0 | RA | Marketing |
| Confirm Logo | 6/15/2001 | 6/15/2001 | ($1,000) | RA | Marketing |
| Enter PaloAlto business plan contest | 5/31/2001 | 5/31/2001 | $0 | RA | Marketing |
| Apply for Bank Loan | 5/31/2001 | 5/31/2001 | $157,190 | RA | Marketing |
| Secure Store Location/Lease | 6/10/2001 | 6/10/2001 | ($12,500) | RA/LW | Marketing |
| Apply for Business License & Building Permits | 6/1/2001 | 6/1/2001 | ($35) | RA | Marketing |
| Hire Builder Confirm Build out plan | 6/5/2001 | 6/5/2001 | ($18,000) | RA/LW/DS | Marketing |
| Place Inventory Orders | 7/15/2001 | 7/15/2001 | ($95,000) | RA | Marketing |
| Order Store Fixtures | 6/15/2001 | 6/15/2001 | ($18,000) | RA/LW | Marketing |
| Order Alteration Equipment | 7/15/2001 | 7/15/2001 | ($385) | LW | Marketing |
| Purchase RetailPro Program & Hardware | 7/1/2001 | 7/1/2001 | ($10,500) | RA | Marketing |
| Place Opening Advertising | 7/1/2001 | 7/1/2001 | ($8,500) | RA | Marketing |
| Order POS Supplies | 7/5/2001 | 7/5/2001 | ($995) | RA | Web |
| Order Business/Bankcard Supplies & Machine | 7/5/2001 | 7/5/2001 | ($1,105) | DS | Operations |
| Confirm Start of Insurance Plans | 7/15/2001 | 7/15/2001 | ($2,100) | DS | Operations |
| Contact Utility Companies | 7/15/2001 | 7/15/2001 | ($2,250) | DS | Operations |
| Hire Staff | 9/15/2001 | 9/15/2001 | ($1,460) | RA/LW | Department |
| Opening Event | 9/4/2001 | 9/4/2001 | ($3,000) | RA/DS | Department |
| Store Opening | 9/5/2001 | 9/5/2001 | $0 | ABC | Department |
| Other | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Totals | ($17,640) | ||||
5.2 Sales Strategy
- Our goal is to sell a minimum of two units per transaction, an average item being $72, we aim for a total sale of $144.
- Every customer purchase will include care instructions. While being fitted the salesperson will explain product care and each sales receipt will include care instructions and return policy.
- Utilizing the Retail Pro system will enable us to record a customer’s contact information and purchases, enabling us to create a contact list for promotions, special events and the arrival of new products.
- We believe it is important to remain an active member of the local business community supporting our downtown area, taking part in local promotions as well as being an active member in organizations that impact our customers lives (Breast cancer awareness, Gilda’s Club and Dress for Success).
- Our knowledgeable sales staff will offer the highest level of customer service. This type of service during an intimate fitting experience develops a strong bond between the customer and her fitter, which in turn develops a devoted customer.
5.3 Sales Forecast
In this section we outline the first three months of our sales plan in detail, giving pertinent information that will affect sales performance. After which we show the peak selling times for each category. The following table will show our sales plan for the next three years, with the first year in a monthly category plan. We plan an aggressive second year for the intimate apparel category due to the launch of the mastectomy department.
September $19,350, approximately 269 units
This is our opening month and therefore we have estimated sales on the conservative side. If we open according to plan, September 6, 2001, we will have 25 selling days with an average daily goal of $774. We will have a grand opening party the night before opening for business, inviting the press, local retailers, city officials, family and friends. We will serve wine & cheese while professional models feature key items and the staff explains our expertise and answers any questions. We will send out press kits to all the major media and organizations.
- Intimate apparel/bras at $8,500 (44%, and approx. 131 units), we believe that most sales will be in the fashion sets, merchandised on the wall in the front of the store.
- Shapewear is a strong category the industry over, with shaping panties being the leader, we plan $3,000 (16% approx. 32 units) for this category.
- The Sleepwear/At Home-wear category is more of an impulse purchase and based more on fashion than fit and comfort, we will lean more on this category as we start up, with this category planned at $7,500 (39% approx. 81 units). The greatest portion of the items sold in this category will be young contemporary sets and the start of Fall nightwear, especially in robes, followed by At Home/lounging sets.
- Hosiery is something we will build on, planning the majority of the first three months sales to be in everyday basic panty hose selling $250 (approx. 1%, 17 units).
- The final portion of the sales plan is in the “other” category, $100 (approx. 0.5%, eight units), primarily in lingerie wash.
October $23,350, approx. 324 units
In the month of October there are 31 selling days, an average daily goal of $753.
- Our second month we will have an ad in Hour Magazine, the October issue is their Fall Fashion issue and will go on the stand the end of September. This is a high-end glossy magazine and on the stand for approximately one month. That gives the customer an opportunity to go back to the ad more than once if she is making a mental note about visiting the store.
- Bras/Intimate Apparel at $9,000 (38%, and approx. 139 units) same as above, with more fittings taking place, due to advertising.
- Shapewear will increase as the weather turns cooler,and we move into the Fall and Holiday season. Planned at $4,500 (19%, approx. 50 units).
- The Sleepwear/At Home-wear category is planned to grow with cooler weather. Planned at $9,500 (41%, and 110 units).
- Hosiery same as above planned at $250 (1%, 17 units).
- Other category same as above, at $100 (0.4%, approx. eight units).
November $30,000, approx. 417 units
In the month of November there are 29 selling days, an average daily goal of $1,035.
- This month we will bring in swimwear. Our ad in Weddingpages will hit the stand at the end of the month, featuring both undergarments for the bride and swimwear for the honeymoon.
- Bras/Intimate Apparel category will be selling a bit more of the high fashion sets and strapless bras for the Holiday season, planned at $10,000 (approx. 33%, 161 units).
- Shapewear will increase in percentage this month due to the garments needed for Holiday dresses, planned at $4,500 (15%, approx. 55 units).
- Sleepwear/At Home-wear will increase due to the receipt of fall robes, planned at $10,000 (33%, approx. 115 units).
- Swimwear will supported by advertising, planned at $5,000 with an average selling price of $100 (17%, approx. 50 units).
- Hosiery will increase with the Holiday season, planned at $300 (1%, approx. 20 units).
- The Other category will increase with the receipt of swimwear wash, planned at $200 (0.7%, approx. 16 units).
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Sales | |||
| Intimate Apparel/Bras | $170,000 | $225,000 | $255,000 |
| Shapewear | $48,000 | $67,500 | $85,000 |
| Sleepwear/At Home wear | $95,000 | $110,000 | $130,000 |
| Swimwear & Accessories | $71,000 | $112,500 | $135,000 |
| Hosiery | $4,300 | $5,200 | $5,750 |
| Other | $1,450 | $15,000 | $44,500 |
| Total Sales | $389,750 | $535,200 | $655,250 |
| Direct Cost of Sales | Year 1 | Year 2 | Year 3 |
| Intimate Apparel/Bras | $76,500 | $101,250 | $114,750 |
| Shapewear | $19,200 | $27,000 | $34,000 |
| Sleepwear/At Home wear | $38,000 | $44,000 | $52,000 |
| Swimwear & Accessories | $28,400 | $45,000 | $54,000 |
| Hosiery | $2,150 | $2,600 | $2,875 |
| Other | $0 | $0 | $0 |
| Subtotal Direct Cost of Sales | $164,250 | $219,850 | $257,625 |
5.4 Advertising Campaign
In talking with prospective customers, and Sales Reps for the Tri-county papers, we have determined our customer reads/listens/watches the following mass media and have devised our advertising program accordingly. Outlined below is our first three months of advertising.
Newspaper/Magazine
- Detroit Free Press
- The Detroit News
- The Oakland Press
- The Macomb Daily
- The Daily Herald
- Hour Magazine
- The Royal Oak Mirror
- The Metro Times
- The Observer & Eccentric papers
- Weddingpages
Radio
- WJLB
- WNIC
- WPLT
Cable
- BET- Black Entertainment
- Lifetime
- WE- Women’s Entertainment
Advertising Schedule (Print Ads/section/audience/cost:)
September Budget $2,721
Cable Advertising
- A commercial featuring the store and services.
- To be played on BET, Lifetime, H&G, The Weather Channel, and WE
- Approx. $1,300
Gazette- Troy/Somerset
- 1/4 pg. Weekly paper- Sat.
- Above the fold, front 5 pages.
- 4×5 ad. wealthy Oakland county area 1/2 business, 1/2 families
- $136
The Mirror
- 1/4 page Ad.
- Weekly paper- Oakland County
- $50,000 household income
- $1,285
October Budget $2,885
Hour Magazine
- 1/6 pg. 4 color Oversized magazine gives a large ad.
- Fall Fashion issue comes out the last week of September
- Over 110,000 subscriptions. Stays on newsstand until end of month.
- Only Detroit monthly magazine.
- $1,585
Cable Advertising
- A commercial featuring the store and services.
- To be played on BET, Lifetime, H&G , The Weather Channel, and WE
- Approx. $1,300
November Budget $3,233
- Michigan Weddingpages & The Knot website
- Published twice a year, December & June
- Distribution of 60,0000, at over 200 locations
- The Knot website has 12,234 area brides as members and 1,020 additional joining each month. A Profile on their website entitles us to a 75 word description of products, price range, services, hours, photo, logo, map-directions, contact information. They will fax all email replies.
- The Weddingpages Ad 1/3 $1,887
- The Knot site $46 per month
Cable Advertising
- A commercial featuring the store and services.
- To be played on BET, Lifetime, H&G, The Weather Channel, and WE
- Approx. $1,300
5.5 Promotional Plan
September
Opening Party for the press, friends and family.
Press Release kit sent to all major media and organizations 2-3 weeks prior to opening.
Kit will include: press release, glossy picture of store and interior, postcards of some of the brands carried, our business card and an invitation to the opening party.
October
Give a short presentation at the meeting of the Plastic Surgeons Assoc., to explain how we can care and fit their patients. Distribute a folder of information to offer their patients, containing: brands carried, services and a glossy of the store. (This is aimed toward enhancement and reduction surgeries.)
November
The start of “Have a fit during lunch”
The third Thursday of each month we will provide tea sandwiches and beverages while our customers get fitted or shop during their lunch hour. No need to sacrifice lunch for shopping. This will be mentioned in our cable advertising for the month.
By 
