Eclipse
Eclipse
Page |0
Business Plan
Business Idea: Creating and selling a high heel shoe that converts into a flat shoe.
Team Members
Linn Baumgardt
Zach Hally
Amanda Hudson
Martine Jackson
Caitlin O’Malley
Colleen Pascarella
Eclipse
Page |1
Table of Contents
Table of Contents
Page 1
Business and Product Description
Page 2
Industry and Competitive Review
Page 2
Macro-Environmental Forces
Page 3
Market Segmentation
Page 3
Market Segment
Page 3 - 4
Target Markets
Page 4
Competition Analysis
Page 4 - 5
Positioning Strategy
Page 5 - 6
Strategy and Competitive Advantage
Page 6
Operations Strategy
Page 6 - 7
SIPOC
Page 7
Process Flow Chart
Page 8
Quality Assurance Plan and Operations Processes
Page 9
Recovery Plan and Reactive Quality Assurance
Page 10
Organizational Structure and Resource Allocation
Page 10 - 11
Marketing Mix
Page 11 - 15
Promotional Mix and Promotional Budget
Page 13 - 14
Market Forecast
Page 15 - 17
Contingency Plan
Page 17
Financial Narrative
Page 17 - 18
Conclusion
Page 18
Financial Statements, Ratios, and Assumptions
Page 18 - 23
Bibliography
Page 24 - 27
Eclipse
Page |2
Business and Product Description~
Eclipse Inc. designs a unique two-way convertible shoe that turns from a heel to a flat shoe for working women and college women. Eclipse aims to create a shoe that is convenient, comfortable, and that can be worn for day to day activities. In the first year, Eclipse will offer the
Eclipse Executive and Eclipse Limelight, which are both closed toe heels available in sizes 6 to
11, including half sizes. Eclipse Executive is a 2" professional heel of higher quality that comes in black, tan, and brown. Eclipse Limelight is a 4" high heel that is made of a lower quality leather sold at a cheaper price and offered in grey, black, and red. In fall of year 4, the company
will
Page |0
Business Plan
Business Idea: Creating and selling a high heel shoe that converts into a flat shoe.
Team Members
Linn Baumgardt
Zach Hally
Amanda Hudson
Martine Jackson
Caitlin O’Malley
Colleen Pascarella
Eclipse
Page |1
Table of Contents
Table of Contents
Page 1
Business and Product Description
Page 2
Industry and Competitive Review
Page 2
Macro-Environmental Forces
Page 3
Market Segmentation
Page 3
Market Segment
Page 3 - 4
Target Markets
Page 4
Competition Analysis
Page 4 - 5
Positioning Strategy
Page 5 - 6
Strategy and Competitive Advantage
Page 6
Operations Strategy
Page 6 - 7
SIPOC
Page 7
Process Flow Chart
Page 8
Quality Assurance Plan and Operations Processes
Page 9
Recovery Plan and Reactive Quality Assurance
Page 10
Organizational Structure and Resource Allocation
Page 10 - 11
Marketing Mix
Page 11 - 15
Promotional Mix and Promotional Budget
Page 13 - 14
Market Forecast
Page 15 - 17
Contingency Plan
Page 17
Financial Narrative
Page 17 - 18
Conclusion
Page 18
Financial Statements, Ratios, and Assumptions
Page 18 - 23
Bibliography
Page 24 - 27
Eclipse
Page |2
Business and Product Description~
Eclipse Inc. designs a unique two-way convertible shoe that turns from a heel to a flat shoe for working women and college women. Eclipse aims to create a shoe that is convenient, comfortable, and that can be worn for day to day activities. In the first year, Eclipse will offer the
Eclipse Executive and Eclipse Limelight, which are both closed toe heels available in sizes 6 to
11, including half sizes. Eclipse Executive is a 2" professional heel of higher quality that comes in black, tan, and brown. Eclipse Limelight is a 4" high heel that is made of a lower quality leather sold at a cheaper price and offered in grey, black, and red. In fall of year 4, the company
will
References: Amity Advance. (2010). Retrieved April 11, 2010, from http://www.amityadvance.com/ The Average American Women February 18, 2010. Bright, Trent. (personal communication). Retirement Associate, Fidelity Investments. March 4, 2010. Bureau of Economic Analysis. (2010, January) National Economic Accounts. Retrieved from http://www.bea.gov/newsreleases/national/gdp/gdpnewsrelease.htm Camileon Heels. (2008). Retrieved March 8, 2010, from http://www.camileonheels.com/ Crocs Inc Current Population Survey, Bureau of Labor Statistics, (2006) "Table 4. Employment status by marital status and sex, 2006 annual averages" Current Population Survey, Bureau of Labor Statistics, (2008) Employment Characteristics of Families, "Table 5: Employment status of the population by sex, marital status, and presence and age of own children under 18, 2006-2007 annual averages" (2008). Current Population Survey, Bureau of Labor Statistics, (2008) Employment Characteristics of Families, "Table 6: Employment status of mothers with own children under 3 years old by single year of age of youngest child and marital status, 2006-2007 annual averages" The Bureau of Labor and Statistics offered more statistical information on women who are mothers in the Employee Health Benefits Annual Survey. (2009). The Kaiser Family Foundation and Health Research & Educational Trust Factors Influencing Consumption; Experimental Analysis of Shoe Buying. (1954). In Construction and evaluation of estimates of monthly shoe sales Global working women on the rise. (2008). BBC News- UK- July 2008, Retrieved from http://newsvote.bbc.co.uk/mpapps/pagetools/print/news.bbc.co.uk/2/hi/business/7282920.stm Heelys Inc. (2010). Company Financials from 2003 - 2008. Retrieved from Mergent Online Educational Database Johnston, Michelle. (personal communication). CFO, Care Advantage, Inc. February 7 and 18, and March 3, 2010. IBISWorld. (2010, January). Footwear wholesaling in the US (42234).Retrieved from http://www.ibisworld.com /industry/keystatistics Marklein, M.B. (January, 26 2010). College gender gap remains stable: women 57%. USA Today, Retrieved from http://www.usatoday.com/news/education/2010-01-26genderequity26_ST_N.htm. Mintel Group. (2008, July) Attitudes of women aged 18-34- US. Retrieved from http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=295898 Mintel Group. (2009, December) Foot care products- US. Retrieved from http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=393614. Mintel Group. (2008, July) Footwear Snapshots- US. Retrieved from http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=384556/