bella flats
DESCRIPTION
Bella Flats. “Convenience has never been so beautiful”. Amos Ng Linda Lee Michelle Chin Rebecca Carchidi. To the Bank of Mom&Dad. Bella Flats. W hat we want: $14,744 W hat for? 1.5 terms of schooling for the price of one. But most importantly, - PowerPoint PPT PresentationTRANSCRIPT
Bella Flats“Convenience has never
been so beautiful”Amos Ng
Linda Lee Michelle Chin Rebecca Carchidi
To the Bank of Mom&Dad
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Bella FlatsWhat we want: $14,744
What for? 1.5 terms of schooling for the price of
one. But most importantly,
EXPERIENCE
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Bella Flats
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Bella Flats
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Bella Flats
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Bella Flats
Competitive Analysis
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Industryo Rising trend of increasing spending
on footwear by consumers from 2004 to 2009 (Market Research Institute GMID)
2004 2005 2006 2007 2008 20090
1000
2000
3000
4000
5000
6000
Consumer Expenditure on Footwear
Competitive Analysis
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
IndustryoEdmonton – most affluent Canadian
province per capitao Large, increasing labour forceo 81, 470 females in Sales in
Services(StatsCan, 2006)
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Competitive Analysis
Bella Flats’ Competitors
Damn Heels
Dr. Scholl’s
Fast Flats
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Competitive Analysis
Damn Heelso Canadian companyo Foldable flats in small compact
cubeo Only available in 3 colorso Does not include clutcho $20 (not including shipping)o Only 2 locations in Edmonton
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Competitive Analysis
Dr. Scholl’s Fast Flatso Only comes in blacko Available only in few local
drugstoreso Includes a small gold clutcho Does not include anywhere to carry
high heels
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Competitive Analysis
Bella Flats’ Competitive Edgeo Offering more colorso Easy access for customerso Reasonable priceo Packaged in a trendy clutcho Includes foldable bag
Market Strategy & Analysis
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Market Segmento Females in Edmonton Alberta
1996 2001 2006 2011 20160
100,000
200,000
300,000
400,000
500,000
600,000
700,000
431,298468,922
520,915 573,527
631,453
Fem
ale
Popu
latio
n
Year Stats Can, 2006
Market Strategy & Analysis
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Target Marketo Edmonton Alberta Femaleso Ages 15-39
Non-target market
64%
Tar-get Market36%
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Market Strategy & Analysis
• Age: 15-24• Population size:
78,535• 15.1% of Market
Segment• High school Students• University/College
Students• Entering Work Force
Target Market
#1
• Age: 25-39• Population size: 110,980• 21.3% of Market
Segment• Already in Work Force
Target Market
#2
Market Strategy & Analysis
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Target Market - Studentso 15-24 years old, 15% of market
segmento High school, university/college,
newly entering the labour force o Fashionable and trendyo Includes 18 year olds who are more
likely to frequent clubs and bars
o Higher portion of disposable income
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Market Strategy & Analysis
Target Market - Workerso 25-39 years old, 21.3% of market
segmento Already part of labour forceo Larger disposable incomeo Convenience
Market Strategy & Analysis
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Surveyo Surveyed 100 females living in
Edmonton, Albertao Approx. 60 females between ages
15-24o Approx. 40 females between ages
25-39
Market Strategy & Analysis
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Survey2-3
times a week42%
2-3 times a month45%
2-3 times a
year10%
Never2%
99% wear high heels on special occasions and events (i.e. Clubs, bars, weddings)
o 100% experienced pain from wearing heels
Operations & Management
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Operating Cycle
o Spring/Summer fashion trendo Bi-weekly Inventory count
Operations & Management
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Geographical Locationo Retail Kiosk: Edmonton, Albertao Young, Affluent workforce
Suppliero Supplier: Shenzhen, Guangdong
(China)o Cheap manufactured products,
International Porto “Shenzhen Free Trade Zone”
tax relief
Operations & Management
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Facilities and Improvementso Kiosk: lease starting May 2011 o Spring/Summer
(May, Jun, Jul, Aug) o WEMo Expansion to Southgate in Year 4
Storageo Inventory stored privately
Operations & Management
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Facilities and Regulationso “General Business” licence required
($194 CAD/year)o “General liability insurance”
($1,000/year)
Day to day Operationso Opening shift: Open kiosk, check stocko Closing shift: Balance payments and
stocko Website Orders – Daily fulfilment
Operations & Management
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Compensation and Ownershipo Partnership, Equal Ownership and
Profits
Investorso Small outfit, potential growth
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Financials
• Profit vs. __ graph
FinancialsBella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Start-up costso $8,860 to cover first month, or
$2215/family
Profit after summero $27,096 total
Second yearo $33, 088
FinancialsBella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Year 3:o $21, 433/family for costs of $85,
732.73o Making $41, 395.46 total
Year 4:o Expansion to Southgateo Total costs = $193, 343.11
FinancialsBella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
•Insert Financials Again
Risk MitigationBella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Assumptions and Risks
o Fashion trend and demand for foldable flats in Europe and Asia
o Alberta cold winter weather
o Assumed to be also well received in Edmonton (Western Canada)
Risk MitigationBella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Possible Major Problems
o Delays in Delivery (Guangdong, China)
o Quality and Reliabilityo Lack of confidence, leasing Kiosk to
an“untested product”
o Insufficient Monthly Sales (need to cover overheads)
o Demand may decline during Winter
Risk MitigationBella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Plans to Minimize Risks
o Promotions, advertising (University, clubs)
o Posters & flyers to increase awareness
and saleso Reserve stock stored in Edmontono Order additional stock when
inventorydrops below 20%
ConclusionBella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
Questions&
Answers
Appendices
Appendices – Poster Ad
Appendices - Website
Appendices – Shoe Size
5 6 7 8 9 100%5%
10%15%20%25%30%35%40%
6%
15%
34%29%
13%
3%
Shoe Size Survey Results
Shoe Size
21%
63%
16%
Chart Title
Large (9&10)
Bella Flats Size Chart
Small (5&6)
Medium (7&8)
Appendices – Damn Heels
Appendices – Fast Flats
Operations & Management
Bella Flats
Competitive Analysis
Market Strategyand Analysis
Operations andManagement
Financials
Risk Mitigation
Conclusion
MON TUE WED THU FRI SAT SUN
MorningShift
Opening
9:30AM-
5:30PMRebecca (8 hrs)
9:30AM-
5:30PMRebecca (8 hrs)
9:30AM-
5:30PMRebecca (8 hrs)
9:30AM-
5:30PMRebecca (8 hrs)
9:30AM-
5:30PMRebecca (8 hrs)
9:30AM-
5:30PMMichelle (8 hrs)
10:30AM-
5:30PMMichelle (7 hrs)
EveningShift
Closing
4:30PM-
9:30PMLinda(5 hrs)
4:30PM-
9:30PMAmos(5 hrs)
4:30PM-
9:30PMLinda(5 hrs)
4:30PM-
9:30PMAmos(5 hrs)
4:30PM-
9:30PMLinda(5 hrs)
4:30PM-
9:30PMAmos(5 hrs)
N/A
Location: West Edmonton Mall (Kiosk)Co-owner 1: Full-Time at Kiosk (Part-Time Studies)Co-Owner 2, 3, and 4: Working Part-Time at Kiosk
(Full-Time Undergrads)
Appendices – Organization
Retail/Operations Manager
(Co-Owner 1)
Sales Executive (Co-Owner 3)
Sales Executive (Co-Owner 4)
Sales Executive(Part-Timer)
Marketing/Accounts Manager
(Co-Owner 2)
Bella Flats Organization Chart
Appendices
Appendices
Appendices
Appendices
Appendices
Appendices