Passion Soles
Strategy and Implementation Summary
Passion Soles will leverage their competitive edge of extensive selection to drive sales. This is indeed a competitive edge because it is typically cost prohibitive for a store to have as much of a selection that Passion Soles will offer. Because of a unique business model, Passion Soles is able to leverage their financial resources and offer an unmatched selection. This is done by carrying a large selection of styles by only stocking one size per style. Once the customer has chosen the style, Passion Soles will have the customer’s shoes in one to two days.
5.1 Sales Strategy
Passion Soles’ sales strategy will be based on display and visibility. A highly visible store with attractive product displays located in the mall will get a high percentage of foot traffic. This is especially the case for a women’s shoe store. Women love to shop for shoes. Some women even use shoe shopping as a form of therapy, similar to eating chocolate. These activities can make them feel better.
The sales strategy will simply be, have the most complete selection of shoes. Assuming the prices are reasonable, having an extensive selection will drive sales because we believe our target markets of fashion-conscious females are always looking for the perfect pair of shoes to coordinate with their fashion style.
5.1.1 Sales Forecast
The first month will be used to set up the store front. The first employee will be hired and display inventory will be purchased. There will be no sales activity during the first month. The second month will begin to see sales activity, and it is forecasted that around month four sales will really begin to pick up. The reason for this is that word will get out about Passion Soles and more and more people will be coming in to check out the extensive selection. A third employee will be hired in December for the holiday season.
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Sales | |||
| Professionals | $84,402 | $118,745 | $135,454 |
| Housewives | $54,861 | $89,184 | $102,095 |
| Total Sales | $139,263 | $207,929 | $237,549 |
| Direct Cost of Sales | Year 1 | Year 2 | Year 3 |
| Professionals | $33,761 | $47,498 | $54,182 |
| Housewives | $21,945 | $35,674 | $40,838 |
| Subtotal Direct Cost of Sales | $55,705 | $83,172 | $95,020 |
5.2 Milestones
Passion Soles will have several milestones early on:
- Business plan completion. This will be done as a road map for the organization. This will be an indispensable tool for the ongoing performance and improvement of the company.
- Set up the store front.
- Revenues exceeding $75,000.
- Profitability.
| Milestones | |||||
| Milestone | Start Date | End Date | Budget | Manager | Department |
| Business plan completion | 1/1/2001 | 2/1/2001 | $0 | ABC | Marketing |
| Set up the store front | 1/1/2001 | 2/1/2001 | $0 | ABC | Department |
| Revenues exceeding $75,000 | 1/1/2001 | 9/31/2001 | $0 | ABC | Department |
| Profitability | 1/1/2001 | 10/31/2001 | $0 | ABC | Department |
| Totals | $0 | ||||
5.3 Competitive Edge
Passion Soles’ competitive edge is an unmatched selection in Eugene. This selection will be achieved in two ways. The first way is a very specific effort to carry as many styles of shoes as possible. Passion Soles recognizes that Eugene currently does not have a single store that offers a wide selection of decent quality shoes for the fashion conscious female consumer. The competitive edge is the recognition of this unserved niche and the serving of this demand.
Passion Soles will be able to offer a large selection through a unique inventory model that stocks only one size per style. The advantage is that for the same amount of money that Passion Soles invests in overhead, they can offer far more styles.
This model is effective because women are willing to order a pair of shoes sight seen but not fitted. Passion Soles offers two day delivery with an additional expense rush overnight option.
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