Carmen R. Chantelle R. Dara H. Kelly R. Kolby R.

Carmen R.Chantelle R.

Dara H.Kelly R.Kolby R.

Personal Strength & Training• Education, experience in retail, vision for company

Weaknesses• Lack of capital resources, inexperience in running a business, and

brand identity in community

Proposed Growth Strategy• Attend trade shows• Establish a training program to enhance leadership and interpersonal

communication skills• Establish quarterly, semi-annual, and annual benchmarks to monitor

performance

SELF ANALYSIS

Business Location- Apx/ Vivint buildingCentral shopping districtDestination storeRetail and apparel

• Benefits to LocationVisibilityParkingLarge window displaysExcellent pedestrian & vehicular flow (convenient entry)Proximity to other key locations, (Taco Bell, Banks, etc.)

THE SKINNY LOCATION

Competitors Business Locations• Maurice's• Circle of Love• Down East Outfitters• Panache• Ferrell’s Clothing• Kmart• Bealls

TRADING AREA ANALYSIS

http://maps.google.com/

• Wal-Mart• Kmart• Panache• Mila Couture• Lulu Bella’s• Maurice’s• Downeast Outfitters• Bealls• Ferrell’s

COMPETITORS

COMPETITORS

• Location• Building size• Fashion and Selection• Atmosphere

• Not the lowest price point in town

• New retailer• Have to coordinate café

and clothing store

Strengths Weaknesses

THE SKINNY

• Gain loyal consumer base• Potential opportunities for

expansion• Opportunities for growth

• Low disposable income• Not gaining market

segment• Losing consumers to

Idaho Falls

Opportunities Threats

THE SKINNY

Limited Liability Company• Management flexibility• Pass through taxation• Must register with the secretary of state by submitting its Articles o

Organization and pay $100 fee

Must register with the City of Rexburg and pay $20

Percentage Lease• Reduce monthly rent• Total cost depends on productivity• Avoid upfront costs of purchasing building

BUSINESS REGISTRATION & REQUIREMENTS

2010 PRIZM segmentation system definition:• The Skinny’s target market consists of low-mid income young and middle aged

individuals and families who value fashion, sports, and lifestyles centered on cars, sports, dating, and family relationships

Target Consumer• Women ages 18-35• Low-middle income• College and new nesters• Mormon • Modest and conservative styles• Work in the service industry with relatively normal schedules

MARKET SEGMENT ANALYSIS

LAYOUT OF THE STORE

LAYOUT

CAFÉ LAYOUT

LOGO

Basic Overview• Mid Priced • Wide & Shallow selection• Men, Women, & Children Clothing & Accessories• 61% Markup• High Turnover

MERCHANDISING

What The Skinny offers:• 30-day money back returns• After 30-day in store credit exchange• Layaway program(30% paid up front)• Gift wrapping

MERCHANDISING

Buying Procedures• Acting manager trained as buyer • Dealing directly with wholesaler• Working exclusively with one wholesaler • Benefits of Wholesaler• same day shipping • guaranteed to arrive in 5 business days

MERCHANDISING

MERCHANDISINGPRODUCTS

MERCHANDISINGPRODUCTS

MERCHANDISINGPRODUCTS

MERCHANDISINGPRODUCTS

MERCHANDISINGPRODUCTS

MERCHANDISINGPRODUCTS

MERCHANDISINGPRODUCTS

SALES AND PROMOTIONS

Essential to our store and ready to respond to customer’s “needs.”

Their characteristics: • Be a people person.• Be flexible.• Be decisive.• Have analytical skills.• Have stamina.• LOVE fashion.• Young and very fashionable.• Wear black attire or The Skinny’s

clothing.

SALESPEOPLE

• Personal selling thought out The Skinny. The percentage of personal selling is 100%.

• The Skinny total employees is 10 including the founders.

• The Skinny will have a manager and 3 employees each turn.

• The store schedule:• Monday - Thursday 10am -

9pm.• Friday & Saturday 10am –

10pm.• Sundays closed.

TYPES OF SELLING

• “Happy Clients” is The Skinny’s motto.

• Excellent Customer Service is the manager’s main job.

• All the returns will be executed in the cashiers.

• The Skinny’s website 24/7 inquiries service with 24 hours answer period.

• The Skinny’s will not incur in extra costs for this service.

CUSTOMER SERVICE

• Tie merchandise by dressing mannequins in trendy fashions.

• The Skinny’s coupons for next time purchases.

• Price discrimination for BYUI students, senior citizens, and employees discount.

• Summer & Winter Sales to sell slow-moving and end-of-season merchandise.

• Before classes start clearance to refresh inventory.

PROMOTIONAL ACTIVITIES

Success!!!!

CONCLUSION