Liseladele

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Liseladele

• Lisel Thompson
• Tammi Reeve
• Danielle Turner
• Jeff Giffin

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Introduction

• Women dream about the day they walk into a store
  and find the exact clothing they were envisioning
  in their head
• They dream about going into a store and finding
  the perfect fit of clothing with the first outfit
  they try on

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We make dreams come true
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Liseladeles future store front in Cherry Creek
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Knowledgeable sales staff will be on hand to help
customers with any needs they might have
including offering them Champaign and chocolate
Pre-made cloths with be on display to entice our
customs and help them brainstorm ideas.
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The goal of our business is to get our customers
to enjoy designing their own clothes with our help
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Target Market

• Demographics Women, ages 30-45, with a
  disposable income, at least a college education,
  lives in a metropolitan area
• Psychographics thinks of themselves as
  fashionable, wants long-lasting clothing, wants
  diversity in clothing
• Social Status pride in wealth, one-of-a-kind

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Unmet Needs of Target Market

• Originality Either trendy or old lady, not much
  in between
• Quality clothing that can stand being washed
  without falling apart
• Custom fit Clothingthat fits women who look
  like women, not women that look like heroin
  addicts

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Market analysis

• Liseladele will be located in Cherry Creek
  Colorado
• In 1997, custom clothing sales were at 60.4
  million in Colorado
• Direct competitors custom tailors and clothiers
• Indirect competitors stores for up scale women
  looking for clothes for a special occasion or
  where money is not an object for them, as well
  as clothing catalogs

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Perceptual Map
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Operation Strategy

• The goal of the business is to get the customer
  to enjoy the ability to design their own clothes
• Pickup within 2 weeks and free alterations up to
  a month after receipt
• Liseladeles is involved in all aspects of the
  clothing industry
• Nick of Time Textiles can work with our low
  volume needs

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Ongoing Operations

• Boutique in Cherry Creek Colorado, with possible
  expansion to Los Angeles California, Chicago
  Illinois, Dallas Texas, and Boston Massachusetts
• Forecasted operations on a per store basis
• 3 Designers _at_ 15 Commission and 10k/yr
• 2 Sales Associates _at_ 15K/yr
• 3 Seamstresses _at_ 40K/yr
• Accountant _at_ 7K/yr
• Legal services _at_ 4K/yr

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Development Strategy

• Will Need Commercial space, furnishings, fabric
  wholesalers, staff, equipment
• Expenses include leases, decorations, furniture,
  fabric swatches, machines, marketing
• Total expenses 210,000

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Marketing Plan

• Three Unmet Needs
• Quality
• Originality
• Fit
• How Liseladele will meet these needs
• Fabric Stitch work
• Consumers Do the Designing
• Custom Making Each Piece

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Benefits and Sustainability

• Unique Benefits
• Women will feel confident and sexy
• Consumers will be saving time
• Customers
• Initially from Competitors
• Quickly Build Strong Customer Base
• Customer loyalty and name brand will create
  barriers to entry

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Marketing Plan, cont

• Price
• Type Amount of Fabric, Design Complexity
• 4-80 per yard, average of 3 yards per garment
• 250-10,000 per Item
• Advertising
• Before Opening Local Newspapers, Flyers, Direct
  mail, Grand Opening Party
• After Opening Yellow Pages, Direct Mail,
  Website, Stealth Marketing
• Products Sold through Store only

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ManagementLiseladele
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Revenues
Growth
Sales/day
3.4
3.3
3.1
2.5
2
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Profits
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Cash flows
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Funding

• Raise 210,000, Offer 40 of Company
• 60 IRR for Angel Investors
• 23 P/E
• Exit Strategy Liseladele
• buyout

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Risks

• Fabric delay/Problems with wholesaler
• - Have back-up fabric companies
• - Discounts for customers with late clothing
• Copy of business
• - By the time competitors copy our idea,
  Liseladele will already have strong customer
  loyalty

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Conclusion

• Quality, fit, originality
• Wine, champagne, and chocolate
• Satisfied, confident, and fulfilled women

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We make dreams come true
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Revenue Model

• Number of customers 2 sales per day, six days
  per week, 52 weeks per year
• Fee per customer weighted average of prices (60
  at 250, 28 at 1000, 10 at 5000, 2 at 10000)

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Sales and Marketing Costs
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Operation Costs
 
 
 
 
 
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Development Costs

• Leasing
• -Deposit 6,000
• -First months rent 6,000
• Decoration 100,000
• Furniture
• -Tables 150 x4
• -Couches 600 x 4
• -Counters 800 x 2

• Fabric Swatches 360
• Sewing Machines
• -Surger 3,500 x 5
• -Pressing machine 1,000 x 2
• -Cutting table 150 x 5
• Marketing and Promotions 70,000
• Total 210,000

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Timeline
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Barriers to Entry

• Our competitors will not be able to respond to
  this newly created place in the market very
  quickly. Because our idea is as unique as our
  clothing, competitors will have to become us to
  respond. Without having designers available and
  a system in place, it will take our competitors
  quite sometime to match us. Plus, contracts with
  existing wholesalers will make it hard for them
  to create a made-to-order inventory. By the time
  they are in our market, we will have such strong
  customer loyalty, that seducing our customers
  away will not be an issue.

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Marketing Strategy

• Grand Opening Party
• Invite Cherry Creek Socialites, other local
  business people
• Invitations, create database
• Create list of potential consumers
• Visa/MC/etc amount spend on clothing,
  demographics
• Area Spas
• Direct Mail
• Rewards (Bring friend, get 20 disc)
• Come see your personal designer, Claudette

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Age / Price willing to pay 12 female individuals
1000
18 years
66 year
42 years
50-249
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Fashionable / Ave Price willing to pay 12 Female
Individuals
1000
Least Fashionable
42
Most fashionable
50-249
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Future

• House calls
• Computer program to draw designs
• Expansion to other cities

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Investors

• Investors share 40
• IRR 60
• ROI 1049
• Future value 2,202,010