Assignment

Article I.

Section 1.01 Mission Statement

The mission of Alaina Thomas Makeup Artistry is to not only provide impeccable on-site

makeup application services for events, but also to educate women on applying makeup

on themselves and provide them with an array of products to purchase, and direct

instruction on how to use them.

Section 1.02 Principal Associates

Alaina Thomas, Owner and Operator

 Fine arts training in Rome, Italy

 7 years of experience in the beauty industry and sales

 Professional Makeup Artist

Alaina Thomas is the only owner and operator of Alaina Thomas Makeup Artistry. She is not only

responsible for direct contact with all clientele, and providing services to these clients, but she is

also responsible for financial management, accounting, and analysis. She must maintain

professional correspondence with wholesalers, venues, other professionals, and clients alike.

Section 1.03 Legal (Structure/Permits/Licenses)

Alaina Thomas Makeup Artistry is currently structured as a sole proprietorship, but will soon be

converted into a limited liability corporation. This will put distance between the owner and her

finances, and will make the company a separate entity. To operate legally in the state of

Pennsylvania, Alaina Thomas Makeup Artistry possesses:

 Federal Tax ID Number

 Employer Identification Number (EIN)

 Liability insurance

Article II. Product & Service Offerings

Section 2.01 Products/Services

Alaina Thomas Makeup Artistry provides on-site event makeup application services for events

like weddings, proms, and galas, as well as for editorial photo shoots and private booking

events. They also provide private and group lessons on makeup application, and access to great

quality makeup and false lashes available to test and purchase immediately with direct, hands-

on instruction. Being an active or past client also grants access to a closed forum with exclusive

tutorials, giveaways, and direct contact with the owner of the company regarding any beauty

related questions.

 Direct contact and instruction with a professional

 On-site makeup application

 Private makeup application

 Private instructional lessons

 Group instructional lessons

 Unique makeup products available to purchase

Section 2.02 Pricing Structure

Alaina Thomas Makeup Artistry prices in a unique combination of competitor-based pricing and

dynamic pricing. While the company stays within the bell curve of competitors’ pricing, prices

for certain events like Weddings change throughout the year based on season, how far in

advance the client books, and nature of the services. Private and group lessons can also vary in

price depending on season.

Section 2.03 Research & Development

While research and development are a large component to Alaina Thomas Makeup Artistry’s

yearly goals, funding is not currently necessary to research expansion on such a small scale. The

owner is consistently exploring new avenues for company expansion on her own time and dime.

Some current works in progress include:

 A line of branded faux mink and silk lashes

 Custom makeup storage packaging

 Expansion into resale of other cosmetics

Article III. Marketing & Sales Strategies

Section 3.01 Target Market

By doing market research and using market trial and error, Alaina Thomas Makeup Artistry has

come to the conclusion that each vein of product/ service offered is targeted toward a different

market. Overall, the targeted demographic includes women over the age of 15. Prom and gala

private bookings are saturated by females between 15 and 18, while weddings are saturated by

females ages 18 to 37. Private and group makeup lessons are targeted toward women between

the ages of 25 and 75. Some overlap can be seen between each service and each demographic.

Overall demographics for all products and service offered by the company include:

 Age range: between 15 and 75

 Gender: Female

 Household income level: upwards of $50,000 per year

 Location: Pittsburgh PA, Cleveland OH, and Erie PA

Section 3.02 Distribution & Promotional Opportunities

Services are delivered via automobile. The owner of Alaina Thomas Makeup Artistry travels on

location to provide services to clients. Products are delivered via USPS and by personal

automobile. Payments for all products and services are accepted in cash, check, via PayPal, or

Venmo.

Products and services are advertised and promoted by social media, WeddingWire, and word of

mouth alone. Alaina Thomas Makeup Artistry has an overall large social media following and

presence, with the added seasonal sponsored Facebook or Instagram ad. Alaina Thomas

Makeup Artistry’s social media presence holds various annual giveaways to continue to grow the

following and improve leads. The company utilizes WeddingWire to advertise to a more specific

demographic in order to book weddings and reach more brides in a larger area.

Section 3.03 Competitive & SWOT Analysis

Though the social media beauty industry is becoming more saturated by the month, Alaina

Thomas Makeup Artistry fills a niche in the Pittsburgh, Erie, Cleveland area that was not

previously occupied. Being one of the only creative social media content generators that also

directly serve the public in person sets the company apart from many other social media

personalities.

Though the owner sets herself apart from many other companies and social media content

creators, there are still some notable weaknesses along with the strengths, and locations of

improvement and opportunity. Some of the major strengths include a strong social media

presence and more reviews online than any other artist in the area, as well as the simple fact

that Alaina Thomas Makeup Artistry is one of the only reputable working artists in western

Pennsylvania.

Some of the weaknesses include a lack of capital to make large investments in product

inventory, such as the imminent line of false lashes about to be released. There is not much

knowledge about how well they will sell and how much inventory needed. Competitive service

prices sometimes push away big ticket clients. Being such a young company, they can be seen as

inexperienced.

One major opportunity is expansion into the Pittsburgh film industry, with already rapidly

growing connections, and one major threat is the “trendiness” of young girls wanting to become

makeup artists, and the general public not understanding what quality service consists of. There

is already the large possibility of losing business to cheaper and less experienced artists.

Alaina Thomas Makeup

Artistry

SWOT MATRIX

- Large social media presence targets

millenials

- One of the only working makeup artists in

the area

- More reviews on weddingwire in the area

than any other artist

- Young company and may be seen as

inexperienced

- Competitive prices push away highest

income clients

- Lack of capital to make large

investments in product inventory

Opportunities

-Continued rapid social media growth

-Expansion into the film industry

-Opening brick and mortar location

Threats

- Rapid changes in beauty product trends

- -Increase in trend of people trying to become

makeup artists

- Rare for people to understand what good artistry

is and what it is worth