Tipsy toes
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Transcript of Tipsy toes
VISION We are an eclectic wine and shoe boutique for style savvy women. We combine an elegant feel with current fashion trends. Our employees are knowledgeable and in tune with costumer needs with out being invasive. We will start with one boutique in major cities we plan on branching out nationally and internationally.
MISSION STATEMENT
We believe in excellent customer service while catering to an enticing shopping experience. By pairing the love of shoes and wine, we aim to be every women’s guilty pleasure.
COMPANY CONCEPT
Each season we provide our costumer with current shoe trends and a variety of specialty wines. Costumers will also have the options to buy accessories that are unique to the store. Party consultants are always available for in store or at home events.
CULTURE
Our employees are professional and knowledgeable with an emphasis on fun. We strive for costumer satisfaction by catering to any request. We want to make the customer feel at home through one on one interactions.
CUSTOMER PROFILEGeographic:
Region: MidwestCity Size: 2 Million +Urban/ Rural: UrbanClimate: 4 Seasons
Demographics:Age: 24-40Sex: FemaleFamily Life Cycle:
Engaged/MarriedIncome: $40,000+Education: College DegreeOccupation:
Fashion/Marketing/Communications
Religion: AllEthnic Background: Caucasian,
African American, Asian
CUSTOMER PROFILEPsychographics
Social Class: Upper-MiddlePersonality: Outgoing, friendly,
hardworking, ambitious, organized, family-oriented, money savvy.
Life-Style: Fashion blogger (hobby), cooking,
traveling, and shoppingConsumer Behavior:
Benefits Desired: She wants fun flats for work, sexy heels for going out, chic clutches, and white wine for girls nights.Usage Rate: 3-5 times a week.
COSTUMER PROFILE: AVA
Ava has lived in the Chicago area her whole life. As a 31 year old, she is well into her career at Monika Dixon Public Relations, putting her bachelor's in communication to good use. Ava is currently on the fast track in her career, and is making $60,000 a year. She recently got engaged to her high school sweetheart, Erik. They share a variety of interests, as well as values. They are both born and raised upper-middle class, Irish Catholics; however, she is also half Filipino. They participate in couples' cooking and yoga classes on a monthly basis. Besides enjoying her time with Erik and their Bichon Frise, Maxi, she runs a daily fashion blog titled, “If the Shoe Fits” as well. She is outgoing, friendly, ambitious, money-savvy, organized, hardworking, and family orientated. Those qualities helped her achieve the life she has today! She loves shopping at Tipsy Toes; it has everything she needs in her daily life. She really appreciates the comfy heels, trendy flats, and going out clutches that are offered, as well as the tasty white wine. She usually stops by there weekly to see new styles and trends, since those shoes are the only brand she currently wears.
COMPETITION
Lush Wine and Spirits: 3 in Chicago
-Specialty wine store
-Events, wine tastings
Evolution Wine and Spirits: 3 in Chicago and North Suburbs
-Wine, spirits, beer
-Glassware
-Events
COMPETITIONLori’s Shoes
-Shoes, Handbags, Accessories, Jewelry, Apparel Trends
Krista K Boutique
-Designers
-Clothing, shoes, bags, accessories, jewelry
-Shoes: Flats, heels, boots, sandals, sneakers, flip flops
LOCATION Tipsy Toes Location: 1654 W. Chicago
Avenue, Chicago IL.
Cross Streets: Chicago and Ashland
Dimensions: 4,000 sq ft.. 1st floor: 3,000sq ft. 2nd floor: 1,000 sq ft. Utility room on 2nd floor. Office on 1st floor 500 sq ft.. 1st floor full bathroom. 2nd floor half bathroom.
Shape of Store: 1st and 2nd floor: Box-shape.
Entrance/Exit: Front/Back of the store
Windows: Large windows in the front of the store and smaller windows on 2nd floor.
LOCATION
Rent: $3,500/mo
Terms of Lease: Yearly
Common area fees- maintenance etc.,: N/A
Security Deposit: N/A
Realtor fees: N/A
Expenses incurred by lessee:N/A
Allowable Renovations: N/A
Landlord obligation/commitment for renovations: N/A
A/C and Heating: N/A
E-BUSINESS Website: TipsyToes.com.
-Information about store, in home patties and see current products. We will not sell our products from this site.
Twitter/Facebook/Instagram: @TipsyToes
-Inform customers of sales, parties and events, and will allow them to post photos and interact with the company.
-We will use social media as a way for customers to get % off their purchases by “liking” or retweeting posts.
Linked-In: We will use this as a way to connect with other industry professionals.
MARKETING
Place: Products will be sold in store, at in-home parties/catalogues.
Price: Heels- $75-$250, Flats- $50-$150, Boots-$75-$300, Sandals-
$25-$125, Wine-$15-$150, Champagne- $20-$200,
Handbags- $40-$200, Jewelery- $25-$100, Wine Accessories
$15-50.
MARKETING
Promotions and Events
-Marketing through social media.
-At home parties and catalogue parties.
-Wine nights and tastings at the store: “Girls’ Night Out”
every month.
-Have a booth at the Chicago Bridal Expo.
-Partner/advertise with Wedding and Bridal Boutiques.
MARKETING
Advertising: “We want to be your guilty pleasure.”
-Run ads on local radio stations, flyers, word of mouth, Bridal magazines.
Budget: 10% of monthly earnings will go towards advertising.
MARKETING Ad Calendar
Jan: New Year, New You, New Shoes & Boots
Feb: Valentines Day & No Boyfriend Date Night
March: Spring Shoe Sale
April: Summer Sandal Preview & Bridal Showers
May: Summer Shoes
June: Wedding Shoe Guide/SaleJuly: Summer Shoe Sale & VacationsAug: Fall Preview, Back to SchoolSept: Summer Shoe Clearance, Flats and BootiesOct: Boots!, Fall WeddingNov: Holiday Dec: Holiday
MANAGEMENT STYLE
Democratic Approach
Supporting Leadership
Employees are greatly involved
Motivation: At the end of every quarter the associate with the most sales, gests a free pair of shoes. The associate to gain the most new clients every month, will get a percentage off a pair of shoes or case of wine of their choosing. This is on top of their employee discount already.
Discounts
-30% off all wine
-40% off all shoes, accessories, etc.
-Extra 10% discounts at beginning of each quarter
MANAGEMENTGoal Setting
Bonuses happen for every $10,000 a sales associate sells. Those who reach that in a month’s time will receive an extra $50.
Manager Asst. Manager/Key Holder
Associate
Takers Inventory
Creates Schedules
Sell Merchandise
Buys Merchandise
Sells Merchandise
Greet Costumers
Motivates Recruit Provide Services
Prevents Shrinkage
Motivate Maintain Facilities
Evaluates Performance
Visual Merchandising
Accounting Train Employees
FinancialsMarketing/PromotionsOversee Store FunctionsHires Employess
HUMAN RESOURCES
Closed: Christmas, Easter, Thanksgiving Special Hours: Black Friday: Midnight-11pm New Year’s Eve: 9-6 New Year’s Day: 11-7
HUMAN RESOURCES
All associates start at $9.50, every 6 months there is an evaluation for a possible raise. Amount of raise depends on performance.
Trainings: All new associates go through a 3-hour orientation after hire. They also receive a manual as well. They will have a hands on training session with a fellow employee or manager and role play. Also, they will take an e-leanring quiz after orientation to make sure they understand the information they learned.
HUMAN RESOURCES Dress Code:
Must wear shoes that are in current trend and be a trend we are currently selling in the store and also in season. No Uggs, Crocs, Toms, or athletic shoes allowed.
Clothing: Trendy, tasteful, presentable. No other companies logos visible. Stomach must be covered.
Tattoos/Piercing:: Can be shown within reason. Must be appropriate for work. No nudity, profanity, or violence shown.No facial piercing; except for a nose piercing.
No bullying, assaulting, or disrespecting fellow employees.
OPERATIONS
Operations: The business hours of operation will be 10 am to 9 pm, Monday through Sunday.Loss Prevention/Security
-There must be at least one employee on the sales floor at all times.
-Employees areresponsible for keeping track of the merchandise on the floor.
-No physical/pin sensors.
-Barcode sensor stickers used on all merchandise on the floor as well as I nventory.
-Seasonal security guards may be used during Holidays depending on the situation.
SERVICE LEVELS Service Levels
-No layaway.
-24 hour hold policy, flexible upon the situation.
-Customer can return unworn or undamaged items with in 90 days of purchase to receive full cash/credit refund. If past 90 days of purchase, a store credit can be issued that does not expire and can be used on all merchandise.
-Mailing list to customers and VIP customers offering coupon discounts and event invitations.
-Can do special orders on only merchandise the store carries; customer is not obligated to purchase item upon receiving it.
-At home fee shipping.