Sample Marketing Plan - Mosaic Buttons Content provided by the US Small Business Administration, Online Women's Business Center. SBA's Programs and Services are Provided to the public on a non-DISCRIMINATORY BASIS. The following marketing plan is authentic and was written by a woman entrepreneur. The names of certain companies and locations have been changed in accordance with the wishes of the owner. PHILOSOPHY Technically, our philosophy is defined in the introduction to business plan, which includes the marketing plan. It is included here for the sake of the reader. The Mosaic Company aims to bring to market a range of Michigan's highly original buttons. They will delight their users and provide a springboard for creative imagination. Mosaic believes that all forms of artistic expression enhances our quality of life. It helps develop talent and sensitivity. The buttons are in that small works of art in which we can all recognize.
Mosaic Marketing Plan HISTORY & DESCRIPTION The Mosaic Company is proposing a retail store a series of buttons collection, contemporary and hand-made from around the world. These buttons stand out from the other buttons of the market by the quality of their materials, for the work they need and design. The need for simple answers to which the company Mosaic is the fun! The buttons are particularly expressive objects that give clothes a surprising vitality. Apparel manufacturers are beginning to realize the competitive advantage of original and fun buttons. Mosaic therefore allows suits and other artists of the needle to access these buttons. Interior designers also use Mosaic to create products of linen, of houses or even the original curtains. Mosaic also plans to create a future in fabric design studio. Throughout the years, Mosaic will offer workshops in painting, dyeing and printing on fabric. These workshops will be led by the owner of Mosaic and by artists who specialize in their respective fields. Mosaic opened August 5, 1996, with an initial stock worth 1050 U.S. dollars. During the first eight months of operations for 1290 worth of goods were added to the stock. The sales volume has reached 1376 dollars for the same period, with an average income of 172 dollars a month. Sales have increased steadily the first eight months. Customers are: • The Weavers' Guild of Michigan • The embroiderers guild of Michigan • The association "Sew for Profit" Michigan • The national fibulanomiste • Home Fabrics • Smith-Wesson Designers • The Workroom The funding comes from the company's private equity owner and sales revenue. Additional capital is sought to increase the stock and fund an advertising campaign. DESCRIPTION OF PRODUCT OR SERVICE Mosaic offers buttons for clothing handmade and industrial in a variety of materials and finishes. Much of these buttons are made of natural materials such as horn, bone, wood, glass and terracotta. These are original pieces made by artisans around the world. Buttons industrial metal or synthetic materials are also available, and a wide range of buttons and old collectibles. The buttons give character to all types of clothing. Mosaic offers everyone the opportunity to reinvent the loan-to-wear and invest in a creative process. The buttons are a form of ornament, they can renew the order to show his style. The "creators" who invest time and energy to the manufacture of clothing do not want to use buttons that price is the only attraction. These people are looking for the perfect button for their creations. Mosaic allows these designers to find the ideal button to complete the process of creating the best conditions. The charm exerted by these buttons is increasingly obvious to the house where they used to decorate household linens. In general, these buttons are not purchased for their convenience but for their beauty. The collection of old buttons is finally an important investment that gains value over time. DESCRIPTION LOCATION The Mosaic Company Address is: Tower Building, 706 Main NW, Suite 200, Altamount, Michigan, USA. The "Tower Building" is a historical building dating from the heyday of logging in Michigan. It houses two design agencies and a dozen studios in the book industry, photography, painting and surface design and manufacture of furniture. The adjacent building, formerly known as the "Gay-Tonekey Building", located at 710 Main NW, is also home to many studios. The most important are the Artists' Studio, a boutique of decorative objects and manufacture of custom frames, and Lafontaine Gallery, an art gallery known. These two support buildings for over 12 years the artistic community in the region by providing a space interesting architectural point of view and affordable rent. They are the center of thought and artistic activity of the community and attract clients interested in all forms of artistic expression. Moreover, this area will soon benefit from a new will with the beginning of the restoration of the old treatment plant the water will soon become a nationwide restaurant franchise. Mosaic is now the first floor of Tower Building. The company hopes to expand and move to the southern entrance of the building. The advantages of this new site are access by ground floor, more space, better visibility through large arched windows, parking facilities more practical, with other local shops and a reasonable rent. MARKET RESEARCH Sector According to the American Home Sewing and Craft Association (the American Association of sewing and crafts at home), the field of home sewing contribute to U.S. GDP to the tune of $ 3.5 billion. Between 1987 and 1992, buyers of a first sewing machine increased from 30 percent to 50 percent. Between 1991 and 1996, the American Federation of fashion has seen the number of its members double with 55 percent increase in local associations. United States, 30 million people make sewing a hobby seriously. The fact that the overlock machines are now more readily available partly explains this phenomenon. They can sew, overlock and cross in one movement and divide by two and sewing time. In addition, technological advances also apply to this sector, eliminating the need to thread needles or cutting the excess wire. IT has also increased the creative potential of today's sewing machines. The seam is however only one of the sectors that Mosaic offers handmade products. At a time when the United States are reassessing their priorities, leisure activities at home are experiencing a renewed interest. A survey conducted in 1990 by research firm statistics Gallop Oragnization placed the sewing and knitting in the fourth position of the favorite pastimes of Americans. Nothing in Michigan, there are associations for sewing, weaving, knitting (manual and mechanical), embroidery and quilting. Michigan is also home to an office of the National Society fibulanomiste, an association of collectors of buttons. Target Market The profile of the designer home as defined by the American Association of sewing and crafts at home: • 75 percent of women • 25 to 54 years • Higher Education • average income higher than 35,000 dollars per year per household • people who love artistic sensibility originality • designers of different levels This profile is supported by direct observation of customers of the company Mosaic. Those involved in the arts like objects made by hand and buy them for themselves, their friends and family. They practice primarily leisure activities at home such as reading, gardening and cooking. In the cities together Altamount, Fairhill and Levine, 36 percent of households are sewing and 20 percent other forms of needlework. This is slightly higher than the national average and supports a favorable comparison with the City of Indianapolis location Buttons Galore, a company similar to Mosaic with annual sales of 500 000 dollars. In the same area, the percentage of people attending cultural events and providing support to art galleries and the antique shops is higher than in Indianapolis. The average income is slightly higher. Mosaic is also one of its clients interior designers specializing in family homes. The buttons are increasingly used in homes as part of interest and decoration. Competition There are direct competitors in three nearby cities. This is The Threadminder, a provider of coils son to the field of sewing and weaving, located in Michigan Levine, The Fabric Alley, fabric store located in high-end Cashill, and two buttons to store Chicago, Twelve Buttons and Renewal Buttons. The fact that they are in the market for a long time is the main strength of these competitors: their products are well established. The Threadminder offers a limited selection of unusual buttons purchased from the same suppliers as Mosaic for the same price. This is the type of store for lovers full of knitting and weaving, but the buttons are not their specialty. Unless customers from entering their store, they do not know they can find the buttons. Mosaic will make them competitive by specializing in buttons and by offering a larger and more original. The Threadminder expanding its market by organizing courses knitting and weaving. Participants who love the fiber and textile arts will be open to other means of expression, means that their offer Mosaic. Mosaic will also depend on its location: it is a central location and easy access to all areas of the city. The Fabric Alley Cashill, also in the state of Michigan, focuses on serious designers who spend large sums of money for a quality fabric. They offer a wide range of buttons in the same price range as Mosaic. The designers can thus find in both fabrics and buttons. However, these buttons are hard to reach: they are not highlighted and customers must show a lot of patience to find those they like. Once a rare item found, the seller must get out of the display so that the customer can examine it closely. It's both frustrating and a waste of time. Mosaic, the buttons are presented clearly so that the qualities and character of each are well developed. Again, Mosaic will have to rely on his expertise. The company will also compete with its location. Those who find their tissues locally and do not wish or do not wish to cross the entire state to find the original buttons will buy from Mosaic. Twelve Buttons and Renewal Buttons offer an impressive range of products for its quality, price and originality. They are also both conveniently located in downtown Chicago. It is in fact the very model of society that tries to copy Mosaic. Mosaic will attract customers in Chicago that offer very original buttons, inviting the artisans buttons manufacturers to present their work as often as possible and offering a wide range of antique buttons and collection. Good trade relations with the local market of interior design are also crucial for the success of the company. Indirect competition comes from local retail chains: Northeast Fabrics, Fabrics Wisconsin, Joan's Fabrics and Fieger's Fabrics. Mosaic offers buttons that you can not find in the stores but are generally more expensive. The company will have to attract customers who are willing to put a higher price in the buttons in the fabric to achieve a product with more character. ADVERTISING OBJECTIVES AND STRATEGIES Make its product to the community is one of the biggest challenges facing Mosaic in its first year of operation. At that time, there are only 90 regular customers. The objective of the company is to double this figure to between June and October to 180 clients. Here are some strategies in place to achieve this goal: • Holding a stall in the local market with local produce on Saturdays throughout the summer, for a total cost of $ 210. • Distribution of business cards and copies of the editorial that appeared in Lifelike Mosaic Magazine in January 1997. The distribution will take place on the market, the Arts Alive Gallery Hop and Underground Gallery and Studio in the dry cleaning services in the neighborhood. • Installation of a new sign outside the Tower Building by June 1, 1997. Cost: $ 75. • Publishing a newsletter for customers and some businesses. The newsletter will solicit clients by asking them to inform the company of other potentially interested persons, to promote new products in stock and to inform readers of current promotions. • The organization balances each quarter in May, August, November and February. Balances for the month of May will be in honor of Mother's Day. Customers will be invited to tea and coupons will be offered to mothers. In August, Collage will celebrate his birthday. A parade or a fashion contest and other activities will be organized. November will focus on the holiday season. February will be devoted to Valentine's Day. • The purchase of advertisements in newsletters of professional associations such as the textile Woodbrook Weavers, the Michigan Quilter's Guild and the Embroiderers Guild Greater Levine. The cost is about $ 10 per issue. • The purchase of advertisements in the Yellow Pages of Greater Levine at a price of 10.75 dollars per month. • Participation in events radio fundraising as WYRU Auction by making a donation as a gift. (Price: $ 30; actual cost: $ 15) • Sending to interior models of buttons mounted on the fabric so that they can use with their clients. Another objective is the creation of a stock. The summer months will affect a larger part of society's resources to increase the stock. • Mosaic will put ads in weekly newspapers in the region, as the magazine Retreat for senior citizens to find buttons collection. • The company will also seek handmade buttons by putting an ad in the bargain section of The Art Calendar. PRICING POLICY Mosaic offers three types of buttons: the buttons handmade buttons mass-produced and buttons collection. The gross profit margin industry standard is 100 percent. The average selling price in retail handmade buttons and button collection is 4.25 dollars. The price of industrial knobs varies from 1.45 to 2 dollars depending on the material used. The buttons made of natural materials are more expensive. During the first eight months after opening, the button that has the best selling button was a natural vegetable ivory to 1.20 dollars apiece. TERMS OF SALE Mosaic accepts payment by cash and check. When the customer is more important, it is planned to also accept payment by credit card.
Mosaic Marketing Plan HISTORY & DESCRIPTION The Mosaic Company is proposing a retail store a series of buttons collection, contemporary and hand-made from around the world. These buttons stand out from the other buttons of the market by the quality of their materials, for the work they need and design. The need for simple answers to which the company Mosaic is the fun! The buttons are particularly expressive objects that give clothes a surprising vitality. Apparel manufacturers are beginning to realize the competitive advantage of original and fun buttons. Mosaic therefore allows suits and other artists of the needle to access these buttons. Interior designers also use Mosaic to create products of linen, of houses or even the original curtains. Mosaic also plans to create a future in fabric design studio. Throughout the years, Mosaic will offer workshops in painting, dyeing and printing on fabric. These workshops will be led by the owner of Mosaic and by artists who specialize in their respective fields. Mosaic opened August 5, 1996, with an initial stock worth 1050 U.S. dollars. During the first eight months of operations for 1290 worth of goods were added to the stock. The sales volume has reached 1376 dollars for the same period, with an average income of 172 dollars a month. Sales have increased steadily the first eight months. Customers are: • The Weavers' Guild of Michigan • The embroiderers guild of Michigan • The association "Sew for Profit" Michigan • The national fibulanomiste • Home Fabrics • Smith-Wesson Designers • The Workroom The funding comes from the company's private equity owner and sales revenue. Additional capital is sought to increase the stock and fund an advertising campaign. DESCRIPTION OF PRODUCT OR SERVICE Mosaic offers buttons for clothing handmade and industrial in a variety of materials and finishes. Much of these buttons are made of natural materials such as horn, bone, wood, glass and terracotta. These are original pieces made by artisans around the world. Buttons industrial metal or synthetic materials are also available, and a wide range of buttons and old collectibles. The buttons give character to all types of clothing. Mosaic offers everyone the opportunity to reinvent the loan-to-wear and invest in a creative process. The buttons are a form of ornament, they can renew the order to show his style. The "creators" who invest time and energy to the manufacture of clothing do not want to use buttons that price is the only attraction. These people are looking for the perfect button for their creations. Mosaic allows these designers to find the ideal button to complete the process of creating the best conditions. The charm exerted by these buttons is increasingly obvious to the house where they used to decorate household linens. In general, these buttons are not purchased for their convenience but for their beauty. The collection of old buttons is finally an important investment that gains value over time. DESCRIPTION LOCATION The Mosaic Company Address is: Tower Building, 706 Main NW, Suite 200, Altamount, Michigan, USA. The "Tower Building" is a historical building dating from the heyday of logging in Michigan. It houses two design agencies and a dozen studios in the book industry, photography, painting and surface design and manufacture of furniture. The adjacent building, formerly known as the "Gay-Tonekey Building", located at 710 Main NW, is also home to many studios. The most important are the Artists' Studio, a boutique of decorative objects and manufacture of custom frames, and Lafontaine Gallery, an art gallery known. These two support buildings for over 12 years the artistic community in the region by providing a space interesting architectural point of view and affordable rent. They are the center of thought and artistic activity of the community and attract clients interested in all forms of artistic expression. Moreover, this area will soon benefit from a new will with the beginning of the restoration of the old treatment plant the water will soon become a nationwide restaurant franchise. Mosaic is now the first floor of Tower Building. The company hopes to expand and move to the southern entrance of the building. The advantages of this new site are access by ground floor, more space, better visibility through large arched windows, parking facilities more practical, with other local shops and a reasonable rent. MARKET RESEARCH Sector According to the American Home Sewing and Craft Association (the American Association of sewing and crafts at home), the field of home sewing contribute to U.S. GDP to the tune of $ 3.5 billion. Between 1987 and 1992, buyers of a first sewing machine increased from 30 percent to 50 percent. Between 1991 and 1996, the American Federation of fashion has seen the number of its members double with 55 percent increase in local associations. United States, 30 million people make sewing a hobby seriously. The fact that the overlock machines are now more readily available partly explains this phenomenon. They can sew, overlock and cross in one movement and divide by two and sewing time. In addition, technological advances also apply to this sector, eliminating the need to thread needles or cutting the excess wire. IT has also increased the creative potential of today's sewing machines. The seam is however only one of the sectors that Mosaic offers handmade products. At a time when the United States are reassessing their priorities, leisure activities at home are experiencing a renewed interest. A survey conducted in 1990 by research firm statistics Gallop Oragnization placed the sewing and knitting in the fourth position of the favorite pastimes of Americans. Nothing in Michigan, there are associations for sewing, weaving, knitting (manual and mechanical), embroidery and quilting. Michigan is also home to an office of the National Society fibulanomiste, an association of collectors of buttons. Target Market The profile of the designer home as defined by the American Association of sewing and crafts at home: • 75 percent of women • 25 to 54 years • Higher Education • average income higher than 35,000 dollars per year per household • people who love artistic sensibility originality • designers of different levels This profile is supported by direct observation of customers of the company Mosaic. Those involved in the arts like objects made by hand and buy them for themselves, their friends and family. They practice primarily leisure activities at home such as reading, gardening and cooking. In the cities together Altamount, Fairhill and Levine, 36 percent of households are sewing and 20 percent other forms of needlework. This is slightly higher than the national average and supports a favorable comparison with the City of Indianapolis location Buttons Galore, a company similar to Mosaic with annual sales of 500 000 dollars. In the same area, the percentage of people attending cultural events and providing support to art galleries and the antique shops is higher than in Indianapolis. The average income is slightly higher. Mosaic is also one of its clients interior designers specializing in family homes. The buttons are increasingly used in homes as part of interest and decoration. Competition There are direct competitors in three nearby cities. This is The Threadminder, a provider of coils son to the field of sewing and weaving, located in Michigan Levine, The Fabric Alley, fabric store located in high-end Cashill, and two buttons to store Chicago, Twelve Buttons and Renewal Buttons. The fact that they are in the market for a long time is the main strength of these competitors: their products are well established. The Threadminder offers a limited selection of unusual buttons purchased from the same suppliers as Mosaic for the same price. This is the type of store for lovers full of knitting and weaving, but the buttons are not their specialty. Unless customers from entering their store, they do not know they can find the buttons. Mosaic will make them competitive by specializing in buttons and by offering a larger and more original. The Threadminder expanding its market by organizing courses knitting and weaving. Participants who love the fiber and textile arts will be open to other means of expression, means that their offer Mosaic. Mosaic will also depend on its location: it is a central location and easy access to all areas of the city. The Fabric Alley Cashill, also in the state of Michigan, focuses on serious designers who spend large sums of money for a quality fabric. They offer a wide range of buttons in the same price range as Mosaic. The designers can thus find in both fabrics and buttons. However, these buttons are hard to reach: they are not highlighted and customers must show a lot of patience to find those they like. Once a rare item found, the seller must get out of the display so that the customer can examine it closely. It's both frustrating and a waste of time. Mosaic, the buttons are presented clearly so that the qualities and character of each are well developed. Again, Mosaic will have to rely on his expertise. The company will also compete with its location. Those who find their tissues locally and do not wish or do not wish to cross the entire state to find the original buttons will buy from Mosaic. Twelve Buttons and Renewal Buttons offer an impressive range of products for its quality, price and originality. They are also both conveniently located in downtown Chicago. It is in fact the very model of society that tries to copy Mosaic. Mosaic will attract customers in Chicago that offer very original buttons, inviting the artisans buttons manufacturers to present their work as often as possible and offering a wide range of antique buttons and collection. Good trade relations with the local market of interior design are also crucial for the success of the company. Indirect competition comes from local retail chains: Northeast Fabrics, Fabrics Wisconsin, Joan's Fabrics and Fieger's Fabrics. Mosaic offers buttons that you can not find in the stores but are generally more expensive. The company will have to attract customers who are willing to put a higher price in the buttons in the fabric to achieve a product with more character. ADVERTISING OBJECTIVES AND STRATEGIES Make its product to the community is one of the biggest challenges facing Mosaic in its first year of operation. At that time, there are only 90 regular customers. The objective of the company is to double this figure to between June and October to 180 clients. Here are some strategies in place to achieve this goal: • Holding a stall in the local market with local produce on Saturdays throughout the summer, for a total cost of $ 210. • Distribution of business cards and copies of the editorial that appeared in Lifelike Mosaic Magazine in January 1997. The distribution will take place on the market, the Arts Alive Gallery Hop and Underground Gallery and Studio in the dry cleaning services in the neighborhood. • Installation of a new sign outside the Tower Building by June 1, 1997. Cost: $ 75. • Publishing a newsletter for customers and some businesses. The newsletter will solicit clients by asking them to inform the company of other potentially interested persons, to promote new products in stock and to inform readers of current promotions. • The organization balances each quarter in May, August, November and February. Balances for the month of May will be in honor of Mother's Day. Customers will be invited to tea and coupons will be offered to mothers. In August, Collage will celebrate his birthday. A parade or a fashion contest and other activities will be organized. November will focus on the holiday season. February will be devoted to Valentine's Day. • The purchase of advertisements in newsletters of professional associations such as the textile Woodbrook Weavers, the Michigan Quilter's Guild and the Embroiderers Guild Greater Levine. The cost is about $ 10 per issue. • The purchase of advertisements in the Yellow Pages of Greater Levine at a price of 10.75 dollars per month. • Participation in events radio fundraising as WYRU Auction by making a donation as a gift. (Price: $ 30; actual cost: $ 15) • Sending to interior models of buttons mounted on the fabric so that they can use with their clients. Another objective is the creation of a stock. The summer months will affect a larger part of society's resources to increase the stock. • Mosaic will put ads in weekly newspapers in the region, as the magazine Retreat for senior citizens to find buttons collection. • The company will also seek handmade buttons by putting an ad in the bargain section of The Art Calendar. PRICING POLICY Mosaic offers three types of buttons: the buttons handmade buttons mass-produced and buttons collection. The gross profit margin industry standard is 100 percent. The average selling price in retail handmade buttons and button collection is 4.25 dollars. The price of industrial knobs varies from 1.45 to 2 dollars depending on the material used. The buttons made of natural materials are more expensive. During the first eight months after opening, the button that has the best selling button was a natural vegetable ivory to 1.20 dollars apiece. TERMS OF SALE Mosaic accepts payment by cash and check. When the customer is more important, it is planned to also accept payment by credit card.
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