The Secret Garden Business Plan Presented by Jason Adams Morgan Bell Rosalind Davis Sara Inkster Vishal Joshi Xiao Li.

The Secret GardenBusiness Plan

Presented byJason AdamsMorgan Bell

Rosalind DavisSara InksterVishal Joshi

Xiao Li

Executive Summary

• Remembering special occasions is the highlight to every relationship

• Devoted to making that special someone feel unique, important, on top of this world

• Floral shop catering to men

• Purpose: To create Casanova’s out of ordinary men

Management Team

• University of Lethbridge, Bachelor of Management Degree– Majors include Accounting, Finance,

Marketing

• Over Fifteen Years Experience– Retail/Service/Floricultural Industry

• Extensive Management Experience

Business Objectives

• Establish a Prestigious Image

• Expand Market Share

• Increase Profit Margins

Target Market

• Primary Market – Professional Men– Over $75,000 Annual Income– Primarily Working in the Downtown Core

Other Markets

• In order to maximize shareholder profit the company will also target alternative markets:• Large ceremonies• Other businesses• Women

Marketing Strategy

Price•Premium pricing•Competitively priced with other upscale florists

Product•Superior product •Elegant packaging•“Casanova’s Secret”

Promotion•Collaborations•Personal selling•Internet•Word of mouth

Placement•Pickup•Delivery

Product

• “Casanova’s Secret”– A Romance Tool For Life– A Database– Special Occasion Reminder– Anonymity is guaranteed

External Analysis

• Flower Shortages • Special Occasions• Volatile Weather

• Economic conditions• Recession

Location

• Trading Area

• Economic Base

• Competition

• Accessibility

• Proximity To Other Businesses

Trading Area

• TD Square and Eaton Center Area

• High Foot Traffic Path

• 750 Square Feet

Economic Base

• Headquarters to Important Industries– Oil/Gas sector– Information Technology Sector– Manufacturing Sector

Competition

• Floral Retailers – Twigs– Vincci’s

• Market Share– Estimated at 33%– Adjusted to 15%

Accessibility

• +15 Locations

• $25 to $50 Sq/Ft

• Superior Access– Clientele– Deliveries

Proximity to Other Businesses

• Over 200 Retail Stores– Clothing– Specialty stores

• Trendy Restaurants and Cafés

• Major Banking Outlets

Store Layout

• Tranquil Atmosphere– Stamped Concrete– Wrought Iron Trim– Waterfall

• Glass Cooler– 250 Square Feet– High Product Visibility

Physical Facilities

• Associated Costs– $53,700 Total Physical Facility Costs

• Inventory– Perishable Items– First-In, First-Out Count Method

Organizational Chart

TEAMSECRET GARDEN

On floor manager 1 CUSTOMER

ASSSISTANCE and INFORMATION

On floor manager 2

MARKETINGINVENTORY,

DISPLAY

On floor manager 3

FINANCECASH

SALES CLERKP/T

SALES CLERKF/T

Employee #1DISPLAY

Store design, Flower

arrangements F/T

Employee #2DISPLAY

Store design,Flower

arrangements P/T

Financials

Revenue      

Standard $344,000

Functions 114,667

Total Revenue     $458,667

Less: COGS 160,533

Gross Profit     $298,134

Less: Expenses 218,810

Income before Tax 79,324

Tax Expense 31,729

Net Income     $ 47,594

Income Statement- At Projected Market Share (15%)

Financials

Revenue      

Standard $252,474

Functions 84,158

Total Revenue     $336,632

Less: COGS 117,821

Gross Profit     $218,811

Less: Expenses 218,810

Income before Tax 1

Tax Expense 0

Net Income     $ 0

Income Statement- Break-Even

Conclusion

• Sufficient Market Potential

• Strong Management Team

• Quality Product

• Competitive Edge