Table of Contents
1.0 Executive summary 2
How to Start the Business 3
1.1 Keys to Success 5
2.0 Company Summary 6
2.1 Start-Up summary 6
How it will be achieved 6
Products and services 7
4.0 Strategy and Implementation Summary 8
4.1 Competitive Advantage 8
Market Segmentation and Price discrimination 10
4.4 Milestones 11
5.1 Management Summary 13
6.0 Financial Plan 16
1.0 Executive summary
The introduction of the Pinky Focus in the Global market is dedicated to provide
customers with a product that they have been yearning for, for a long time. It will provide the
customers with excellent experience as it is a quality product, affordable and the customers will
feel and experience the value for their money. With the introduction of the product, we strive to
maintain a friendly creative work environment and enhance customer relationships that will
promote diversity ideas and hard work among employees.
The product intends to establish itself in the international market while selling as a
wholesaler and also as a retailer to the customers. There will be different rates that will be
provided for the retailers and the customers. However, the business has settled to use an e-
commerce platform that will allow for international sells. For the marketing the company will
use several online campaigns and apply social media and referrals from the campaigns.
Additionally, the business will also use market segmentation as part of the marketing strategy.
As the business grows, hiring will be done both in permanent and contract basis depending on
the demand for the products.
To provide to our clientele the best products that will be able to enhance their physical
appearance hence increase attraction and boost their confidence and mental relaxation
To be the number one brand and beauty solution for all the women around the world with our
Pinky Focus brand
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“Trendsetting in Beauty products begins with us!”
How to Start the Business
After a few years of selling mainly lipsticks, lip glosses and other beauty products, we
have decided to venture into the global market using the Pinky Focus Brand. It is a new brand
that will do well in the global market given its quality and the customer preference of the same.
After keen observation, we have established and found out that the timing is right to start the new
venture and to sell the new Pink Focus Lipstick Brand globally. The ambition and the demand
from the clients make the venture have great potential.
First of all, the venture will target the global market and women market. The business
has already been selling other brands to the women for a long time now, and it will only need to
find tools and resources that will allow it to reach the global market. One of the best approaches
is to apply the resources that have been provided by the e-commerce platform.
One of the approaches that the company will use is to use the e-commerce platforms that
have been provided by already established multivendor platforms like Amazon, Alibaba, and
eBay. However, the shop has the option to also to use the Shopify and woocommerce that allows
the vendors to create their sites and shops using templates. That way it will be easier to sell and
market the products as the sites provide complete assistance in running an online business. Some
of the business will even handle shipping and delivery to the customers once they order the
product from the shops.
Our staff is made up of people have diverse knowledge and skills as they have worked in
different places for a very long time. However most of them have worked with beauty and
product and some of them have worked for ecommerce platforms which makes them adequately
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equipped to take this task ahead of them. The shop's staff is therefore, fully experienced in all
that is required to sell the product in the world market. Selling worldwide will however need
additional sets of skills that might prove challenging and difficult for some of the people as they
are used to selling in the local market. However, through hard work, smart work and
determination, we are sure that the business will be able to pull through. We anticipate that the
growing reputation of our new products will be able to lead us to new products and most of the
beauticians already support our products which increases our chances of penetrating the global
To achieve the objectives, the shop will require additional funding to finance all the
activities to be able to increase the sales and market the product adequately. The business will
also need additional money to be able to be able to fulfill the orders that have been ordered by
the clients. The business will incur costs like wrapping costs, branding, and transportation or
shipping costs. The business will take a loan and will be collateralized by the assets the business
already owns. It will also be backed by character, history and experience and the reputation, and
the personal guarantees for the owners of the business of the business the finances will not have
to worry about credit default.
1.1 Keys to Success
The main keys to the success of our business are:
– The location of the business-It will be easily accessible to the customers through online
platforms through our social media pages and the e-commerce platform developed
– The reputation of the business as a provider of high-quality products which will
encourage more players
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– Conveniences of ordering the products online and having it delivered to you without
having to travel from one place to the next
– High-quality products that will enhance the client’s appearance and boost their
attraction, and confidence.
– The advanced skill set of the staff that will be leveraged to ensure that the business sells
to as many people as possible boosting revenues for the business.
2.0 Company Summary
Upon commencement, the business will focus on selling its main product the Pinky Focus
to the world. It is a new high-quality brand of products that contains lipsticks lip glosses and
other beauty products, and we believe it will overcome better in the global market as it already
has demanded from customers. Apart from that, the business will continue to sell its other
products to supplement the income got from selling the Pinky Focus Brand. While the company
has a real shop, it will also have a massive online presence that will help it to people the product
to the global stage and promote sells.
2.1 Start-Up summary
How it will be achieved
The business has developed a strategy of how we are going to sell the products
worldwide. We will exploit the opportunity provided to use by the internet and the online
presence. The business spent a lot of time researching and determining the best approach of
selling the product online and set on using the ecommerce platforms provided by Shopify and
woocommerce to develop a customized website to handle the sales. We decided to build the site
from the ground up and then list all the product and the process in the site.
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The cost of building the site from scratch has already been estimated and captured in the
financial plan. It is cost effective and will eliminate the need for establishing shops in every
country where we intend to sell the product to our customers. On the starting date, we will see a
lot of cash invested in the project to ensure that we have enough cash to push the business
The business has purposed to use the e-commerce platform in establishing a strong online
presence using social media to collect data, market, receive suggestions, communicate, orders
data analytics and complaints from the clients. The social media will be a tool that will work side
by side with the business in the selling of Pinky Focus as we target the new markets that we have
not ventured before. Currently several of our employees are undergoing training to understand
and gain the necessary skill to run a website and handle e-commerce platforms. On the day that
business launches, we will all be able to know how to achieve the business goals.
Products and services
The business already sells lipsticks and lipgloss of other brands. However, the business
wants to concentrate on the sale of the Pinky Focus products in the Global market while
maintaining other brands in the local market.
Pinky Focus brand contains all the products that the business has been selling before. It
contains all the beauty products and makes up products that have been sold by the business. The
main products that are contained in the Pinky Focus Brand include the lipstick, lip gloss,
foundations, Blush, highlighters and Bronzers, Face Powders, Foundation Prime, Face Powder,
and Other Face Make up.
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However, the lip gloss and lipsticks from Pinky Focus will be the primary business
products. They are the products that will receive individual attention and marketing because of
their demand and their high quality thus boosting the sales and reputation of the shop.
4.0 Strategy and Implementation Summary
One of the things that the business intends to use is the highly experienced skills at what
we do, ensuring high-quality customer service and creating a pleasant environment for our
customers to shop at the best affordable rates for the quality of services that they will receive.
Adoption of the entire strategy will be a boost to implementing our business plan strategy
4.1 Competitive Advantage
The business wants to set itself apart from other sellers of beauty products. The company
will specialize and focus on selling the Pinky Focus Brand and will use an online presence to
ensure that we penetrate the unpenetratable markets for other people. Before the venture, we
conducted research and discovered that most of the customers were aware of our products and
would like to get the products. However, they had a hard time on how and where the easily and
efficiently get the product. They usually had to make phone calls or send emails which r might
not be replied in time. Therefore, our competitive edge will lie in the customer satisfaction and
ensuring that they receive the products as soon as they request for the products.
At the moment some other product providers offer the same products worldwide.
However, we will focus on each customer individually to give them personalized attention to
ensure they are satisfied. We also believe in the high quality of our products, and we have
specialized in a few products that we are sure we will deliver in the best way possible.
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The atmosphere that we intend to achieve in the Pinky Focus is an environment that is
convenient and cost friendly to most of your customers. We intend to boost our sells by allowing
most people to afford the products and gain sales margin by use of large numbers. The cost-
effectiveness while maintaining quality will be one of our main competitive advantages as we
penetrate the global market.
4.2 Marketing Strategy
The business will adopt an online marketing strategy that is cost effective and efficient to
reach the target market. The strategy will also fit well with our model of selling using e-
commerce platforms. Specifically, we will use the different online marketers, for example, the
Facebook Advertise, Instagram, Adsense Google Traffick Generator and Youtube Advertisers to
ensure we create various campaigns for our products. Since we will be using an e-commerce
platform, it is only wise also to make sure that we use social media and the various online
advertisers t advertise the products.
The advertising campaigns will use microtargeting to optimize our sales. People who are
more likely to purchase the product will be the ones that can see the products. The
microtargeting feature is a powerful tool and has enhanced results as it appears when an
individual exhibits interest in that line of products.
Additionally, we will also use our customers to become our marketers. We will adopt a
very simple marketing strategy but with a guarantee to reach a wider relevant audience. We will
apply the concept that satisfied clients are the best marketing tool. We will encourage our
customers to share their experiences on their social media platforms and by use of word of
mouth. When they do so, we will be ready and willing to give them copuons for their next
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purchases which will encourage them tremendously. Additionally, we will also use paid
endorsements by online make up tutors that can endorse our product on their various tutorials.
Their followers will be willing and ready to buy a product that they have see its results.
Aside from the major campaigns that are anticipated, we will still have weekly specials
that encourage the customers to share the products with their friends and followers online to get a
free product or coupon. Additionally, they could also refer a new client or remind an existing
client of a new product that has been rolled out to come and purchase online. Given that all the
product will be online they will just then order and have it delivered to them.
Market Segmentation and Price discrimination
Pinky Focus will also apply the market segmentation and price discrimination to charge
people in different countries different prices for the same products. The business will run
different advertising campaigns for different people in different locations. That way we will be
able to segment the customer depending on their different incomes. They will be charged
separate which will adequately fit in their budget and income status. Due to that marketing
strategy, Pinky Focus products will be able to gain a competitive advantage over the other brands
in the market.
4. 3 Sales Forecast
The following will outline all our sales projection for the next three years. Over the next
three years, we expect that the sales will steadily increase owing to the high-quality products that
we have and the extensive and aggressive marketing approach in plans. In the next year, we
expect that we will be able to add more people to the sales department to allow for more sales
depending in demand for the products.
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In the next chart observe that we will not list the actual cost of sales but rather just the
total projected sales over the next few years for the products. Our products will be tracked over
a monthly basis and then accumulated over the years to determine the total sales. In the end, the
profit and loss tables will show the details in a more precise manner allowing for analysis. All
these have been projected from the demand, research and forecasts from the number of people
that we will be able to reach within that period.
Sales forecast Charts
We expect that Pinky Focus will perform averagely in the first few months then pick up
after a while and perform excellently. The following are the growth in percentages or the overall
brand as Pinky Focus without breaking down product by product.
Year First Year Second Year Third Year
Pinky Focus 15% 25% 38%
This section outlines the different stages and details about where the program is expected
to have reached at different times. It highlights which activities should be taking place at which
time of the year to ensure that we are in line and according to the business plans and schedules.
During the entire year, we will be comparing the implementation against the business plan. That
way it will be easier to know the progress and adjust our activities to ensure that we stay on
Milestone Start Date End Date Budget Individuals
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Finishing off the
09/01/2019 10/01/2019 $50 Director
10/01/2019 17/01/2019 – The entire team
10/01/2019 18/01/2019 $-
Develop the e-
and the websites
15/01/2019 31/01/2019 $ 500 The IT Experts
against the Plan
25/01/2019 15/02/2019 $- The entire Staff
Grand Opening 22/02/2019 22/02/2019 $- The entire staff
22/02/2019 31/12/2022 $ The sales and
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1/01/2023 – $ All the team at
5.1 Management Summary
The business already has a creative and innovative management team in the place. The
management team is skilled and is geared towards ensuring that the customer satisfaction and
creation of a working environment that favor personal growth, development and economic
achievement of all the employees.
The management has already established training classes and seminars for the employees
to familiarize themselves with the ecommerce platforms and selling strategies. It will also allow
the employees to be able to gain the product knowledge and the skills required in the day to day
running of the systems and delivery of the Pinky Focus Brand. As the business grows and
enters new territories the business will have clear approaches and chance of giving their
employees packages and benefits for the service delivered to the business.
5.1 Personnel Plan
After the plan to expand to the global market, the business will have to hire more staff.
Plans are already underway, and the business has contacted several people who will be the
perfect addition to the team. The number of people who will be added to the team will total to
six people on top of the seven that are already with the business. The business requires two IT
specialists that will help out with maintaining the site and adding products on a regular basis as
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soon as we have them in stock. The two IT professionals will also be a in charge for developing
features and additional buttons on the e-commerce platforms that will allow for seamless and
effortless navigation for our customers.
The team will be supported by additional three staff members who are conversant with
online and social media marketing. The business needs extensive and aggressive advertising if
we are to penetrate the new international market. The three individuals will be responsible for
the creation of the various advertising campaigns and pushing for more recognition and attention
for the Pinky Force Brands. The last individual will be the one in charge of the PinkY Force
Brand and selling. He/She will be the administrator and will, therefore, make all the critical
decision on behalf of the business regarding the brand.
However, the six will not work on their own. The business already had a few staff before
them which will assist them and play a crucial role in selling the Pinky Force products. The
business staff will be in charge of production and arranging for shipping for all the orders that
have been placed. They will receive all the orders, either online or through the calls that have
been placed by the clients from all over the world
All the workers in the business will be on a permanent basis as the business would like to
maintain all of them. Additionally, the job security that comes with the permanent basis will
encourage the employees to be more dedicated to working with the business to allow us to mee
out objectives. It will also be easier to determine their employment packages and benefits. In the
first few years, we will only have a staff of 13 people. Depending on how the demand for the
products improve or drop we will add more people to the team in various position on a contract
basis. That way it will be easier to handle their wages and salaries, and it will be determined by
the overall demand for the products as they are sold in the market.
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Year 1 Year 2 Year 3
The two IT
The three sales
The receptionist at