EXECUTIVE SUMMARY - Retail Dogma



BUSINESS PLANSTORE NAMEADDRESSStreet addressCITY, STATE, ZIP codeDATE 00/00/0000TABLE OF CONTENTS TOC \o "1-3" \h \z \u EXECUTIVE SUMMARY PAGEREF _Toc63597712 \h 3COMPANY overview PAGEREF _Toc63597713 \h 3INDUSTRY OVERVIEW PAGEREF _Toc63597714 \h 4TARGET MARKET PAGEREF _Toc63597715 \h 5COMPETITION PAGEREF _Toc63597716 \h 6marketing PLAN PAGEREF _Toc63597718 \h 7OPERATIONS PLAN PAGEREF _Toc63597719 \h 8Financial plan PAGEREF _Toc63597720 \h 9EXECUTIVE SUMMARYWrite the executive summary at the end, after filling the next sections.Summarize the following points:Types of products sold at the storeCustomers served by the storeCompany mission & visionMarket share to be capturedCOMPANY overviewWrite an overview about your company.You can cover:Store category (e.g. beauty store, toy store)Store location and brief description of the areaProduct categories carriedCompany legal structure INDUSTRY OVERVIEWWrite an overview about the industry (retail/ecommerce)Cover areas such as:Total retail salesContribution of your retail category to the total sales (size of the market)Online vs. Brick & Mortar trendsRecent industry trends and shifts in terms of products you are sellingYou can find recent insights at MARKETWrite about your target customersAge bracketGenderIncome levelEducational levelHobbiesThe specific needs that your products will fill for themCOMPETITIONList the current competition in the market that are serving your target customersCover information about:No. of storesSize of storesProduct categories they sellPricing levelSales per day estimatesStrengths & WeaknessesName# of StoresAvg. SizeCategoriesPrice LevelSPDRetailer A52000Fashion, beauty & accessories$$10365$Retailer B31300Fashion & accessories$$$5432$Retailer C1900Fashion$1724$OUR COMPETITIVE ADVANTAGEWhat will make customers leave the competition and come to you? Use the weaknesses areas that you mentioned about the competition and mention how you will improve on them.This could be by:Superior qualityBetter pricesConvenienceMore varietyBetter shopping experiencemarketing PLANDescribe your marketing strategyCover the following areas:Brand PositioningBranding Strategy (Persona, tone, language,)Product Strategy (Key products and product features that will attract your customers)Pricing StrategyPromotional StrategyMarketing ChannelsOPERATIONS PLANWrite how you will operate your storeCover the following:Management structure (store manager, supervisor,)Staff plan (3 sales associates, 2 cashiers, etc.)Brief role descriptionsCompensation structureFinancial planList estimates for the capital you will need to start and financial projections for the following years.CAPITAL NEEDEDStart with how much capital you will need to start the businessThis will include:Initial rentInitial product orderInitial staff salaryStore fixturesStore equipmentRead also PROJECTIONSInclude a 5-year financial projection for the business based on your forecasted sales and costsMonthly income statement (P&L) for the first yearYearly income statement for following 4 yearsMonthly cash flow projection for the first yearRead also EVEN POINTInclude a snapshot of the 5-year P&L plan here and mention the SPD (sales per day) you need to breakeven, based on your P&L numbers.YEARSALESMARGINNET PROFIT11,000,000 $55%-134487 $21,200,000 $56%-74587 $31,380,000 $56%-10324 $41,518,000 $55%150234 $51,593,900 $55%183454 $KEY ASSUMPTIONSMention the assumptions you used for creating your financial projections. For example, you assumed that sales per day for the first year will be 1000$ and then will grow by 20% in the second year, 15% in the third year and 10% in the fourth year, etc. ................
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