Vision: To be a large retail chain and online boutique selling trendy urban clothes to women and
Mission: It's time to express yourself through fashion in ways freely you could only imagine and
to provide total customer satisfaction and inspiring customers with unique, stylish clothes
Location: Atlanta, Kennesaw, Smyrna, Acworth, and
Woodstock. Also, Miami, Chicago, and California.
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1. EXECUTIVE SUMMARY 5
1.1. Company description 6
1.2. Marketing Strategy 6
1.3. Organizational and Management Plan 6
1.4. Execution plan 6
1.5. Financial Forecast 6
2. BUSINESS DESCRIPTION 7
2.1. PERSONAL BACKGROUND 7
2.2. INVOLVEMENT OF THE BUSINESS 7
2.3. NATURE OF THE COMPANY 7
2.4. NAME OF THE COMPANY 7
2.5. COMPANY LOCATION AND ADDRESS 8
2.6. START OF BUSINESS OPERATIONS 9
2.7. INDUSTRY 10
2.8. GROWTH STRATEGY 11
2.9. JUSTIFICATION OF THE BUSINESS 12
2.10. GOALS OF THE COMPANY 12
Envy Boutique Business Plan 3
CHAPTER THREE 13
3. MARKETING PLAN 13
3.1. INTRODUCTION 13
3.2. Marketing area 13
3.3. Customers 13
3.5. MARKETING SHARE 16
3.6. PROMOTION 17
3.7. DISTRIBUTION STRATEGY 18
CHAPTER FOUR 19
4. ORGANIZATION AND MANAGEMENT PLAN 19
4.1. INTRODUCTION 19
4.3. PERSONNEL, NUMBER, AND DUTIES 20
4.4. RECRUITMENT, TRAINING, AND PROMOTIONAL PROGRAM 21
4.5. LICENSES, PERMITS, AND BI-LAWS 23
4.6. SUPPORTIVE PROFESSIONAL AND SERVICES 23
4.7. REMUNERATION AND INCENTIVES: 24
CHAPTER FIVE 26
5. OPERATIONAL PLAN 26
5.1. PRODUCTION FACILITIES AND CAPACITIES 26
5.2. PRODUCTION STRATEGY 28
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5.3. SWOT ANALYSIS 29
CHAPTER SIX 30
6. FINANCIAL FORECAST 30
6.1. ASSUMPTIONS 30
6.2. PRE-OPERATIONAL COSTS 31
6.3. BALANCE SHEET 31
6.4. BREAK-EVEN LEVELS 31
6.7. DESIRED FINANCING 32
6.8. RETURN ON EQUITY 32
6.9. RETURN ON INVESTMENT 32
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1. EXECUTIVE SUMMARY
Envy Boutique will be offering women's and children's quality clothing (casual, athletic,
urban) in the international market. Market research shows there is a need for quality clothing
worldwide; by employing competent staff, we can become the clothing company of choice both
in Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock. Also, Miami, Chicago, California, and
Envy Boutique will be located all over the world and will provide the services to its
customers in urban areas. Envy Boutique will be offering women's and children's quality
clothing in casual, athletic, and urban designs in the cloth line as per the customers' demand.
Envy Boutique competes in the clothing industry, which highly depends on high
expertise by designers on the latest designs, fashion trends, and materials. Success factors are
improved customer satisfaction, making considerate profits, and varied prices to our customers
from the latest trends in clothing.
The consumer base for Envy Boutique will be children and adults who love fashion and
are open to new trends in the market. The majority of these customers will be the young
The consumer base for the cloth line will be those in urban areas in Atlanta, Kennesaw,
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Smyrna, Acworth, and Woodstock. Also, Miami, Chicago, and California. These customers will
come from referrals made by friends as wells as our social media handles.
The customer base we are targeting is those in urban areas who are most likely to use social
media. These customers are most likely to do their shopping online. We plan to reach out to
these customers via social media hence advertising our products on our social handles. Also, we
plan to market our cloth line through face to face meetings and local markets. Envy Boutique
will also participate in local events, create a loyalty program, have locations in the mall (foot
traffic), hold big sales in store/online, window displays (Vibrant windows with stylish clothes on
the mannequins) and competition-based pricing.
Competitive Advantage: The critical factor considered by consumers when purchasing
clothing is trust in the professional reputation, reliability, and quality of services provided by
the company. The pricing of our products will influence consumers' choices, as most
customers will purchase our products according to their affordability. Pricing of our products
is a more critical factor, as these services are paid for as negotiated on a case-by-case basis at
the best value and lowest price. When pricing our products, we will explain to the client that
we estimate the materials we use in making our designs as well as the design itself, rather
than bidding low and then exceeding the anticipated total bid price for services.
Consumers of our products usually follow word-of-mouth recommendations, especially
when those recommendations come from their friends and family. There are currently six
other clothing and design agencies serving the same area, but we are unique in that we plan
to offer high-quality products at low prices.
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1. BUSINESS DESCRIPTION
1.1. BACKGROUND INFORMATION
The business is operated and managed by Destiny Langford. The management has
professionals with a demonstrated history of success in designing clothes and other outfits.
Destiny Langford has been passionate about doing a clothing and design company. She is
very good at design. She looks forward to improving designs and delivering the best quality
and unique designs. The clothing boutique will help people stand out, provide personalized
services, build relationships, and serve my community. She will also increase its target
customers and consequently generate more profit.
1.2. INVOLVEMENT OF THE COMPANY
The company will be involved in designing clothes and brand name shoes for women and
children. This will be done purposely to transform efficiency, customer satisfaction, growth,
and development as well as improve on service delivery and performance, among other
benefits. Envy Boutique, with its clothing line, is designed, at its core, to thrive from
determination, enlightenment, and fun. This will, in return, improve the world of clothing and
design, maximize profits, and allow expansion in the future. Our target customers will be
those in Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock. Also, Miami, Chicago, and
California and urban areas globally.
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1.3. NATURE OF THE BUSINESS
The business will run under the management of Destiny Langford because of the following:
Demonstrated long term success in the clothing industry.
Highly experienced team in financial management, Leadership, and Strategy.
Decision making for such a business requires high expertise and extensive consultation.
NAME OF THE BUSINESS
The business is called Envy Boutique.
1.4. BUSINESS LOCATION AND ADDRESS
Envy Boutique will be target Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock. Also,
Miami, Chicago, and California.
The business will operate under the following address
1.5. COMMENCEMENT OF BUSINESS OPERATIONS
The management has enough experience in the clothing and designing industry and thus will
commence as soon as all plans are complete.
Clothing and designing is an essential aspect of the community. Being in the designing field, I
realize there is such a need for creativity, skills, and new designs because of the young
Envy Boutique Business Plan 9
generation and the fact that the world of clothing and designing is changing; everyone wants to
look fabulous in the new trends.
Envy Boutique wants to bridge the gap between new trends and old outfits. Lots of customers are
afraid/hesitant because they fear they cannot afford new trends of clothing. Some customers
don't understand that they can wear beautiful designs at low prices. Envy Boutique wants to help
prevent them from shying away from beautiful designs because they assume they are expensive.
Envy Boutique will major in
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Business rules and regulations
Envy Boutique uses these rules
i. High-quality designs are of priority
ii. Efficiency is key to customer satisfaction
iii. Understanding the customer is as important as the choice of the customer.
iv. Ensure customer satisfaction by fulfilling their needs and solving their clothing
problems or offer the best advice as to which design suits their body shape and size.
Envy Boutique falls under clothing service providers in the clothing and designing industry,
which is rapidly growing due to the changing trends in fashion worldwide through online
platforms and improve customer experience through better service delivery.
Future of the industry
With the increased demand for clothing and designing, the clothing provider needs to come up
with new and more creative designs; hence they should consider the designs that are on-demand
and plan how they will make them more attractive and capture more customers. The clothing
industry seems to grow also because of the need to be the efficient and timely delivery of designs
at the convenience of the customer.
1.7. GROWTH STRATEGY
Growth is being driven primarily by the availability of customers, increasing satisfaction, and
efficient service delivery. This is achieved through customer referrals and demand. Due to the
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increasing competition in the clothing industry, most designers need to understand their
customers better. By introducing consulting services and carefully listening to our customers
before offering our designs and advice on the choice to make, our customers will experience
increased better service delivery.
Our pricing model
1.) Cost price= cost of clothing
2.) Overhead, admin, and design expenses = the cost of these expenses divided by the
number of items produced in the style.
3.) Profit Margin= profit percentage
Cost price = Price per unit + (Total overheads + admin expenses) / Number of units).
I will take the wholesale price then multiply it by 2-2.5 to get the retail price of each item.
1.8. JUSTIFICATION OF THE BUSINESS
The research carried on the area justify the suitability of Atlanta, Kennesaw, Smyrna, Acworth,
and Woodstock. Also, Miami, Chicago, and California for the intended clothing and designing
business. This is due to the following reasons;
i. Demand: There is high and on the rising demand for clothing and designing services
in Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock. Also, Miami, Chicago, and
California, due to its young, dense population.
ii. Increased demand for timely delivery needs at the convenience of the customer.
2.9.1 Critical Success Factors
The critical success factors in the industry are:
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Location: Customers can easily distinguish Envy Boutique from other designing companies in
Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock. Also, Miami, Chicago, and California.
Service factors: One of the primary drivers of excellent service that offers online services at
Customer remote support: Our customers enjoy 24/7 customer support to help them do their
online search and help in issues they may come across.
Price: Price is a critical factor that customers consider in ascertaining the overall value of a
product. Understanding what the customer is being asked to forego in exchange for what they get
is the key to our ability to deliver superior value.
Annual sales and market sales
The following steps will be taken to estimate annual sales.
Step 1: Determine the number of annual customers Envy Boutique will have.
Envy Boutique's target is 10% each in Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock.
Also, Miami, Chicago, and California and internationally within 12 months of operation.
Step 2: Based on the 10% of customers, what will Envy annual Boutique sale be?
We are projecting a 10% growth at the end of 2020, followed by a 15 % growth after that.
Service revenues: Evidence provided earlier states that customers in need of clothing and
designing services spend around $3200 per customer.
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2.9.2 Marketing Objectives
Promote an inspiring and thought-provoking way of life that helps people
understand the common issues that plague our communities today and allows
them to find the brighter side of life itself.
Establish a strong brand recognition with a cross-cultural approach towards
clothing and design services;
Establish a strong defensive position in the clothing and designing industry;
Maintain a high level of customer service excellence
GOALS OF THE BUSINESS
a) Maximize profit and satisfy customers and their needs
b) Win customers' loyalty
a) Provide the best and quality services to our customers
b) To increase company growth by 30%.
2. MARKETING PLAN
Marketing our service-oriented business requires establishing a reputation for expertise and
excellence. It starts with our known contacts who are in positions to recommend us and make
Envy Boutique Business Plan 14
referrals to us and continues with long-term efforts to develop recognition among other
professionals within the clothing and designing service fields.
We will develop and maintain a database of our contacts in the field of our market area and
will work to maintain those relationships throughout our start-up process. Envy Boutique will
create social media handles like Facebook, Twitter, Instagram, and WhatsApp to market our
products on these platforms reaching out to a large variety of clients, including friends and
family who are potential referral sources. Our communications will be professional, as will our
marketing tools such as social media, face to face meetings, and local markets.
Marketing areas will be selected according to the availability of customers. For example,
since Envy Boutique operates on clothing service delivery, the targeted market should be the
availability of customers around Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock. Also,
Miami, Chicago, and California and internationally. This will lay the basis for our marketing
Some essential competition from the likes of Fashion Nova, Edge clothing, Forever 21, Rue 21,
and ViVi boutique takes 60% of the significant clothing and designing service providers located
in Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock. Also, Miami, Chicago, and California
and its surrounding environments and mostly offer their services at relatively costly rates.
To ensure healthy competition, Envy Boutique will use the following strategies:
Envy Boutique Business Plan 15
The offering of aggressive prices, which shall fit with the first-class of the services
offered at a varied price,
Online support services being available 24/7.
Maintaining a close relationship that is through face to face meetings with our clients.
Collecting views from customers about their feeling in the direction of the services and if
they need any alternate or help to suit their needs.
2.3. MARKETING SHARE
Research suggests that competitors take 45% of share in the total market area in Atlanta,
Kennesaw, Smyrna, Acworth, and Woodstock. Also, Miami, Chicago, and California. Envy
Boutique looks forward to changing these figures and occupies 35% in a year with a target
market share up to 50% countrywide and above 75% market share internationally. This can be
executed through the right advertising blend, which includes;
Flexible pricing of service rates.
Highly effective service delivery.
Providing on-time responses to our customers' demands.
This could be done to retain and enhance market share, assembly opposition, maximizing
income, reaching targets return on investment, and for survival.
Envy Boutique Business Plan 16
This can be achieved through the creation of online resources that portray the kind of services
that we offer and publishing them across online platforms where there are customers who might
need our services and convincing them that our services are only the great in phrases of rate,
choice, and convenience.
(a) Social media marketing
This will involve the sharing of services through different social media platforms to reach more
customers. For example, through Facebook Pages, Twitter, Instagram, and WhatsApp showing
(b) Brand Marketing
Envy Boutique will contribute to sponsoring related social events to market our brand and thus
increase customer reach for our clothing and services.
It will also provide;
Excellent customer relations through face to face meetings.
Treat each customer with loyalty.
Fulfill their requirements by offering advice and guidance courteously and promptly.
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3. ORGANIZATION AND MANAGEMENT PLAN
Five guiding principles support our vision:
o Customer satisfaction: working together for a common cause,
o Teamwork: working together for a common purpose,
o Growth through efficient provision of designing services,
o Accountability: delivering on commitment,
o Diversity bridges cultural gaps enhances collective wisdom, and improve reliability, and
o Service and approachability: caring for customers.
3.2. PERSONNEL, NUMBER, AND DUTIES
General Advisory Board
Primary Role: To provide advice for service delivery to increase efficiency.
Primary Role: To provide advice on service selection and to help shape Envy Boutique's
approach towards finances and expenditure in the designing industry.
3. Sales associates
Primary Role: To undertake marketing campaigns and growing customers' trust.
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Envy Boutique wants everyone to play a pivotal role in service delivery. We intend to remain as
customer-centric as possible to hasten the decision-making process and to react promptly to
urgent and emergency calls.
3.3. Operations Plan and Service Development Plan
Envy Boutique operating model and procedures for the company:
General Approach to Operations
One of the biggest challenges in operating clothing and designing service is customers are
charged very high rates. Therefore, both backstage (behind the scenes) and the front stage (what
the customers experience) are critical.
Back Stage (Behind the Scenes Operations Activities)
o Staff Selection: The designers and support staff will be carefully selected. Along
with the skills they need to perform their job, team members must be able to relate
to customers in a professional, thoughtful, and caring manner.
o Motivation: Our human resources strategies will strive to create an environment
in which people are comfortable being themselves, information is transparent, and
personal and organizational values are aligned.
o Emergency plans: Emergency action plans, policies, procedures, and processes
will be established and documented in the operations manual.
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o Operations Manual: An operation manual will be prepared to document and
articulate the day-to-day operational procedures of the company.
o Code of ethics
o Financial administration manual
Front stage (What the Customers Experience)
Design Specialists: They will be available to answer or fulfill customers' requests
and offer fashion consultation services with customers' demands.
Customers Tours: Each weekend, the company will provide a tour to sensitize the
importance of the customers' demand.
Weekly newsletter: A weekly newsletter will be emailed to customers with informative data on
new designs and how to match the designs in the customer's outfit.
3.4. RECRUITMENT, TRAINING, AND PROMOTIONAL PROGRAM
Training will familiarize the personnel with the process and give them all of the important skills
like communique, public relations, and hands-on abilities to have the know-how of excellent
service delivery and enhance teamwork. It may even allow them to:
Have enthusiasm while dealing with customers.
Borrow ideas from others.
Use competitors as their lever
Envy Boutique Business Plan 20
The managers and highly experienced designers will do this training within select premises. The
employees will also be allowed to attend seminars for better service delivery outside the business
This will be done to identify the right and qualified and registered workforce from the clothing
and designing industry. It will be done in different ways, like:
This process is also aimed at improving productivity and service delivery.
Designers and any other employee in the company who work hard towards the success of the
company shall be rewarded. An end of year party shall be held on select premises. The best staff
on service delivery and commitment shall be promoted during the event.
3.5. LICENSES AND BI-LAWS
Licenses will give authority to operate within Atlanta, Kennesaw, Smyrna, Acworth, and
Woodstock. Also, Miami, Chicago, and California.
The business will use bi-laws during its operations:
Envy Boutique Business Plan 21
High power registered and licensed design stations to ensure a conducive working environment
for excellent service delivery.
3.6. REMUNERATION AND INCENTIVES:
The business shall use the following remunerations:
(a) Working hours
All employees will enjoy flexible working hours and a conducive work environment.
(a) Salary schedule:
The salaries shall vary with one's position and responsibilities, as illustrated in the departmental
The employee shall enjoy the following incentives in the business as a way of motivating them.
4. PRODUCTION AND OPERATIONAL PLAN
4.1. PRODUCTION FACILITIES AND CAPACITIES
The business source of finance will be from:
Envy Boutique Business Plan 22
The business has a capacity of about four employees. They provide excellent clothing and
designing service delivery, accounting, and marketing services. They also have the following
Communication skills to transfer information regarding our services to customers.
Technical skills. This helps them to know about fashion-related service.
The business operates in Atlanta, Kennesaw, Smyrna, Acworth, and Woodstock. Also, Miami,
Chicago, and California and internationally.
Envy Boutique shall use secure and reliable social media platforms as per the needs of the
customers to ensure efficiency and ease their experience effectively.
4.2. PRODUCTION STRATEGY
Envy Boutique shall use production techniques to market its products and services.
The clothing provision practice shall comply with the criteria as proven beneath
1. Determining the service and offerings within which customers will be reached.
2. Determine the importance of the service inside the location
3. Developing a larger picture relating to the customers' preferences.
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4.3. SWOT ANALYSIS
A successful business needs realistic and strategic planning to reach its' goals continually
and avoid backsliding. Strategic planning demands regular and consistent SWOT
Analysis at least twice every year. The four steps of SWOT for your clothing industry
Status and Global
-Wide range of products
-Diversified global presence
-Excellent financial performance
-Too dependent on new fashion trends
-Too dependent on third party suppliers
-Low quality to maintain affordable pricing
-Their buyer personas are improving her/his
lifestyle, with more opportunities to spend.
-More purchases online (expanding the Envy
Boutique e-commerce platform)
-A lot of competitors
-The quick change of fashion trends
Envy Boutique Business Plan 24
5. FINANCIAL PLAN
This includes figuring out the route of action to reap the desired effects. It ensures financial
operations, improves motivation, and helps manage through decreasing uncertainties.
i. Salaries will remain steady for the first three years of operations however will appreciate
yearly via 2% from the fourth year of activity
ii. Sales and delivery will appreciate with 30% after two years of operation.
GENERAL ASSUMPTIONS YEAR 1 YEAR 2 YEAR 3
Plan Month 1 2 3
Current Interest Rate 7.96% 10.26% 7.96%
Long-term Interest Rate 8.00% 8.00% 8.00%
Tax Rate 30.00% 30.00% 30.00%
Other 0 0 0
5.2. ENVY BOUTIQUE BALANCE SHEET
Utilities(electricity, water, waste disposal) $5000
Liability insurance $50000
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Property insurance $10000
Business Interruption Insurance $15000
Health insurance $2000
Workers' compensation insurance $400
Business Permit $750
Certification of Occupancy $100
Business Car $35000
Sensors/hangers/ mannequins/ racks. $2000
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5.3. DESIRED FINANCING
Pre – operational cost 0.00
Working capital 500000.00
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Ibisworld (2013), Online women's clothing sales in the U.K.: Market research report. [Online]
Available at: http://www.ibisworld.co.uk/market research/online-women's-clothing-
sales.html [Accessed:2 December,2013].
MarketLine. (2016, February). Best Buy Co., Inc. SWOT analysis, 1-10. Retrieved from the
Business Source Complete database.
Telegraph (2011),’ online clothing sales double’ [online] Available at:
double.html [Accessed:01, December, 2013].