Final Enterprenuer

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the little charmer


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TABLE OF CONTENTS

CHAPTER 1: COMPANYS OVERVIEW

CHAPTER 2: ORGANIZATIONAL STRUCTURE:

CHAPTER 3: MARKETING PLANS:

CHAPTER 4: FINANCIAL PLAN:

CHAPTER 5: CONCLUSION


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Chapter 1: Companys overview

Executive summary:

Popular culture is no longer regional. The advent of cable television, syndicated

radio programs, and the Internet has created a world where a fashion

statement in Pakistan. The speed of our telecommunication system has

increased young customers' expectations and demands for products thatrepresent their own cultural statement.

This kids clothing store business plan details how elfin will offer young mothers

customers the trendy pus traditional products and clothing that are desired but

not available locally.

The target customer are mothers with girls from age 2-8years (initially), who

wants stylish girlie goods for their princess. Elfin will provide the distinctiveclothing, and planning to offer shoes and products that are just ahead of the

fashion curve.

Elfin plans to achieve a 60% product awareness among the target audience

within the first year of operation and establish a 20% market share within the

first six months.

Sales target of Rs.100, 000 before the end of the financial year.

To attain constant annual growth of 10% revenue in each year of operation.

Elfin will offer fashion-oriented products and clothing that are popular in the

large urban areas but not currently available locally. Partners, of Elfin, will

create a cost-effective operation that will quickly bring new alternative clothing

and products to the customer. Elfin is all about exclusive and off-beat casual,

semi-formal, formal and traditional wear for the young fashionistas.


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Description

For your sprightly little and mischievous one, Elfin provides a magical range of

vibrant clothing that will make your little one stand out.

At Elfin, We believe in blending numerous colours into a cohesive palette, using

the perfection of intricate attention to detail; making clothing experience both

fun and classy for kids.

ELFIN;

The Philosophy:

Elfin is a small ,cheerful, agile and mischievous one having an over-worldly and

magical quality to charm.

We know that your little one is your little Elfin and when it comes to dressing

them up, we are as particular as you are. This is why Elfin has come up with

perky yet classy clothing for kids that will make them protrude from the crowd.


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Mission

The mission of elf in is to offer distinctive qual i ty products, and designs that are not

readil y available for gi r ls in Pakistan to our target customers.


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Keys to Success

Accessible store where you always find something new that you want. Excellent online (Facebook/mobile) relationship that will facilitate quick of orders. Establish an effective strategy for advertising to our target customers. Create a brand image that our target customer sees as both attractive and trendy.

Company logo:

"the little charmer"


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CHAPTER 2: ORGANIZATIONAL STRUCTURE:

Company Ownership:

Its a partnership based of three equal partners.

Management Summary:

Zunaira Azhar will manage the production (buying, stitching, designs and inventory) of the

brand with consultation of other partners. On the other hand Anam Hashmi with her

marketing skills will deal with the branding and advertising and sales of the products. Madiha

Hassan will be working as a silent partner and also as a major investor to the brand. The

combination of these two business students Anam and Zunaira with their deep understanding

of business and market make elfin uniquely qualified to understand the demands of his target

customers.

Personnel Plan:

Elfins management philosophy is based upon responsibility, mutual respect, andprofitabilityand the partners believes that the company's present and future growth are based upon:

Exceptional People Social Responsibility Uncompromising Commitment to Customer Service Excellence Commitment to Core Values

Elfin will have a staff of three: production manager (Zunaira Azhar) marketing manager

(Anam Hashmi) finance manager (Madiha Hassan) along with business consultant Talha

Aziz

We expect only three full-time employees for the first year. Subcontractors might be used to

help with sales and marketing. As we expand, we expect to hire on more full-time staff to aid

in marketplace research, web design and analytics, and business development.

Personnel Plan Profit Division

Manager1 100/3

Manager 2

Manager 3

Total People 3

Total Payroll 33%

Cur rent Employees:

Initially the only employees will the managers As the company grows, more personnel will

be added as needed.


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Organizational chart:As it is a partnership based company there is no such unbending level of structure and formal

relationship but in times of final decision making and conflict resolution Madiha Hassan the

finance manager is made CEO of the company.

CEO

ProductionManager

MarketingManager


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CHAPTER 3: MARKETING PLANS:

Elfin objectives:

To achieve a 60% product awareness among the target audience within the first year ofoperation.

To establish a 20% market share within the first six months. To achieve a sales target of Rs.100, 000 before the end of the financial year. To attain constant annual growth of 10% revenue in each year of operation.

Market Segmentation:

Each market has its own different segments. Understanding the relevant segments for your

product(s) in your market is important, for they allow you to adjust your marketing mix to

better adapt to the different needs of each segment.

For elfin, the market segment that is targeted is children (girls in particular) from the age of

2-8 years whose parents want them to get dressed in an elegant yet fashionable manner.

What is the ratio of the targeted customer in overall market

demographics?

(Source: http://www.indexmundi.com/pakistan/age_structure.html )

As per recent demographics, 34.7% (male 33,941,828/female 32,130,001) range from 0-14

years of age. Whereas it can be evidently seen from the above figure that the population from0-4 and then 5-9 years accounts for good majority of the population.
http://www.indexmundi.com/pakistan/age_structure.htmlhttp://www.indexmundi.com/pakistan/age_structure.html


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What, exactly, this segment wants and needs.Children of this age now a days themselves are very conscious about what they wear and hoe

they look but parents specially mothers are particular decision making authorities for children

of this age group. Mothers are now a days looking for good designing and classy, edgy pluselegant touch in the frocks or other girls wear.

This need was extracted after interviewing many mothers plus personal shopping experience

was the main reason that provoked the idea of Elfin.

The best ways to advertise to and communicate with this segment.Best way to reach this market segment is by promoting it on web, physical advertisement like

billboards etc plus children magazines. But due to budget constraints, elfin is not able to

invest much in marketing for the starters, but soon will be using some of these tactic.

Elfin SWOT Analysis

Strengths

Customer need (Elfin) there is a

huge customer need for cutting

edge clothing for children.

Cost Advantages (Elfin) Lower

costs lead to higher profits for

Elfin. A low cost leader canundercut rivals on price.

Unique Products (Elfin) Unique

products help distinguish Elfin from

competitors. Elfin can charge higher

prices for theirproducts, because

consumers cant get those products

elsewhere.

Weaknesses

Lack of Scale (Elfin) A lack of

scale means Elfins cost per unit

of output is very high. Increasing

volume, while maintain quality,

would help reduce those costs.

Budget constraints (Elfin) As forthe beginning, Elfin is facing

budget constraints to compete in

the market of well established

child wear brands.

Opportunities

Online Market (Elfin) The online

market offers Elfin the ability to

greatly expand their business. Elfin

can market to a much wider

audience for relatively little

expense

Innovation (Elfin) Greater

Threats

Intl Competition

(Elfin) International competitors

are numerous and difficult to

combat, because they can have

many competitive advantages that

give them an advantage overElfin

Mature Markets (Elfin) Mature
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innovation can help Elfin to

produce unique products and

services that meet customers

needs.

New Services (Elfin)New serviceshelp Elfin to better meet their

customers needs.

New Products (Elfin)New

products can help Elfin to expand

their business and diversity their

customer base.

International Expansion

(Elfin) International markets offer

Elfin new opportunities to expand

the business and increase sales.

markets are competitive. In order

for Elfin to grow in a mature

market, it has to increase market

share, which is difficult and

expensive.

Volatile Costs (Elfin) Volatile

costs mean Elfin has to plan for

scenarios where costs are

skyrocket. Cautious planning will

lead to avoid this situation.

The Marketing Mix

The marketing mix is a business tool used in marketing and by marketing professionals. The

marketing mix is often crucial when determining a product or brand's offering, and is often

synonymous with the four Ps:price,product,promotion, andplace; in service marketing,

however, the four Ps have been expanded to the Seven Ps or eight Ps to address the different

nature of services.

In recent times, the concept offour Cs has been introduced as a more customer-drivenreplacement offour Ps. And there are two four Cs theories today. One is Lauterborn's four

Cs (consumer, cost, communication, convenience), another is Shimizu's four Cs

(commodity, cost, communication, channel).

Product

The main product of Elfin is children wear, girls wear in particular.

It includes a whole range of Casual, Semi-formal and Formal range of children wear that

includes:

-Frocks

-Tops

-Shalwar kameez

-Shirts and Trousers

-Dresses

Here are some pictures from the shoot of the current Eid collection that is in stock.
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Supply chain:

Promotion

A promotional plan can have a wide range of objectives, including: sales increases, new

product acceptance, creation of brand equity, positioning, and competitive retaliations. The

main objectives of promoting Elfins products are:

To present information to consumers as well as others. To increase demand. To differentiate a product.

The promotion strategy is to use web, social networking physical advertisement like children

magazines.

Production

manager

Raw

material

purchase

Production Packing

Shelfing/Onlineorders

DelievryPaymentprocess


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CHAPTER 5: FINANCIAL PLAN:

Cash flow statement shows the available cash calculate from projected cash accumulations

minus projected cash disbursements.

CASH FLOW STATEMENT ELFIN

Rs.

STARTING CASH BALANCE 0

SOURCES OF CASH

Owners' Cash Capital Injections 60,000

TOTAL CASH INFLOWS 60,000

Raw material 30,000

Labor salary 20,300

Hangtags/Woven labels 7000

Accessories 2000

TOTAL CASH OUTFLOWS 59,300

CHANGE IN CASH 700

ENDING CASH BALANCE 700


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INCOME STATEMENT

Revenue Amount

Sales 5000

Net sales 5000

Cost of SalesAmount

Beginning inventory 0

Plus goods purchased/manufactured 59300

Total goods available 59300

Less ending inventory 54300

Gross profit (loss) 5000

Operating ExpensesAmount

Labor salary 20,300

Hangtags/Woven labels 7000

Accessories 2000

Total operating expenses 29300

Net income before taxes (24300)

Taxes on income 0

Net income after taxes (24300)

Net Income (Loss) (24300)

Shows the net profit calculated from projected revenues minus projected costs and expenses


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BALANCE SHEETSummarizes the projected assets, liabilities and net worth of new venture

Assets

Current assets: 2013

Cash 0

Investments 60000

Inventories 0

Accounts receivable 0

Pre-paid expenses 0

Total current assets 60000

Fixed assets: 2013

Property and equipment 0

Leasehold improvements 0

Equity and other investments 0Less accumulated depreciation 0

Total fixed assets 0

Total assets 60,000

Liabilities and owner's equity

Current liabilities: 2013

Accounts payable 0

Accrued wages 0

Accrued compensation 0

Income taxes payable 0

Unearned revenue 0

Total current liabilities 0

Owner's equity: 2013

Investment capital 60,000

Total owner's equity 60000

Total liabilities and owner's equity 60,000


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CHAPTER 5: CONCLUSION

This report introduces the basic model of the newly made firm Elfin that is looking or its

unique place in the market. We presented information about the marketing, financial and

organizational plans of Elfin. The future of this business is dependent on the vision plus the

practicality of the efforts put.

Elfins competitors with apparel industry which is widely varied. Direct competitors are other

established brand manufacturers, such as outfitters, Minnie minors, breakout and pepper land,

the closest competitor in terms of popularity, growth and product line is outfitters.

The companys management is confident that Elfin can achieve its sales objective at the end

of the first financial year.Due to the company's aggressive marketing strategy, establishmentof the company as a "unique" entity in its industry, careful development of its products

coupled with strategic partnerships with some of the industry's retail clothing outlets, and the

company's profitable revenue model, Elfin has the potential to provide lucrative returns to

potential investors., Elfin should be able to achieve operational success for many years tocome.

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