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POCKET STYLIST

21850 Holly Crest Dr. Brookfield, WI 53045 [email protected]

(555) 867-5309

April 20, 2015

This document contains confidential and proprietary information belonging exclusively to Pocket Stylist. Do not copy, fax, reproduce, or distribute without permission.

POCKET STYLIST | BUSINESS PLAN

Table of Contents

Executive Summary 3 Company Description and Vision 4 Mission Statement 4 Company Vision 4 Brief History of the Business 4 Key Component Principals 4

Product Description 4

The Market 5 Industry 5 Market and Target Customer 6 Customer Discovery 6 Competition and Competitive Advantage 9 Law and Regulations 9 Market Share 10

Marketing and Sales Strategy 10 Summary of Market Research 11 Channels of Distribution 12 Sales Strategy 12 Competitors 15 Organization and Management 18 Responsibilities 19 Brief Bios of Owners 21 Operating Aspects 23

Financial Management 24 Estimated Start-up Costs & Statement of Assumptions 24 Operating Capital 26

The Appendix 27 Appendix A 27 Appendix B 28 Appendix C 35 References 39

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EXECUTIVE SUMMARY

Have you ever woken up late and scrambled to get ready for the day? Have you ever sat among

piles of clothes trying to find the perfect outfit for that wedding, interview, or party? Do you

consider yourself fashionable and enjoy sharing your ideas with friends as well as finding

inspiration from others? If so, Pocket Stylist is the application for you!

Pocket Stylist is an innovative application that works to create an immersive social community.

Users will enhance and contribute to each other’s personal style by sharing what they wear and

helping others create outfits for a variety of different events.

Pocket Stylist will be financed by a $50,000 investment from each of the six partners and a

$100,000 sweat equity contract for app creation from Sheila Revis, our software designer. At

this point, we do not require any outside investment. Though, in the future, we may entertain

the possibility for expansion.

Through four different revenue streams, Pocket Stylist intends to become one of the most

downloaded fashion apps by millennials in the next ten years. The company believes this will

happen though our community based influence and incentive programs.

Pocket Stylist will implement a large marketing and advertising budget, initially consisting of

$10,000. The incentive and coupon based programs will help gain users to build the audience

into a more integrated community.

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COMPANY DESCRIPTION AND VISION

Mission Statement Utilizing the world of fashion to provide a mobile app community for helping people create designer style out of their personal closets while gaining inspiration from each other’s wardrobes.

Company Vision The greater the user-following the more the Pocket Stylist will become immersed in the fashion community. Moving forward, The Pocket Stylist hopes to see growth to such numbers that fashion shows, designers, and shoppers alike would seamlessly integrate the app into their lives. By the end of the second year of operations, Pocket Stylist expects to see a user base of at least 246,884 and revenues of $86,780.

Brief History of the Business Established in 2015 by a group of six enlightened entrepreneurs with various backgrounds in business, design, accounting, and marketing; each having a shared passion for fashion. They knew that they wanted to create a community-based environment while maintaining the concept of style and utilizing clothes that people already own. Ultimately, they plan to continue to pursue this passion through the use of their highly advanced style app - Pocket Stylist.

Key Company Principals ● The Pocket Stylist’s goal is to take away the stress of trying to get dressed, whether that

be for the day or for a particular event. At the end of the day, if a Pocket Stylist user is at ease knowing their outfit is styled to their satisfaction, the app has done its job.

● Creating friendships, relationships, and a community for users to share style information in a comprehensive mobile app.

● Providing shopping recommendations based on the Pocket Stylist’s user’s closets, likes, and dislikes.

PRODUCT DESCRIPTION

Pocket Stylist will be a free application for iOS and Android operating systems, with inexpensive in-app purchases that allow the users to experience new fashions ideas, through an online community. There will be advertisements to allow this to be an inexpensive, yet high-quality application. Pocket Stylist will start out with 50 free closet spaces. When the user runs out of space in their closet, they will be able to add 20 closet spaces for $.99.

Once signed up for Pocket Stylist (either through Facebook, Google+, or email) the first thing the user will see is a step-by-step explanation on how to upload their images of clothing in the best quality. For the best quality images of clothing, the user should lay their item on a solid color background with good lighting, and snap a picture. After watching the step-by-step

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explanation, each user will upload images of all the articles of clothing they want to be in their virtual closet. Then, they are free to submit a request for the type of outfit they would like put together for them. When submitting a request, users will be able to choose from different events, weather, and formal/informal. An example: informal lunch, on a warm sunny day. Next, other members will put outfits together to fulfill the submitted requests. The platform for users to create their outfits will be a free-form canvas where the selected articles of clothing can be resized and layered, if needed. Resizing and layering would take place manually, by pinching and dragging the image. The members putting outfits together will be enticed to do this by coupon incentives. These coupons will be for clothing companies that Pocket Stylist works with. For a user to earn their coupon incentive, they will have to complete ten quality outfits for another user. To determine if an outfit was of quality or not, the owner that the outfit was made for will rate the outfit on a scale of 1(bad) to 5(good); a rating of 4 and above will constitute a good quality outfit. As a person continues to make outfits for other people, their ratings will average out so others can see how good they are at putting together outfits.

The Pocket Stylist is extremely competitive because there are no other applications that can do what it does. There are related apps for this market, but nothing includes all of the functions Pocket Stylist will have. After analyzing competitors, Pocket Stylist was altered to be a compilation of the good from each, and also to include new functions that have never been seen before. One function that gives an edge to Pocket Stylist is that it offers the ability for users to hit a star on each of their articles of clothing to notify others that it is their favorite. Then, users will know which items each other would prefer to wear compared to other items. This fashion application also includes a communication platform in the form of a bulletin board, where people can post notes to each other. Pocket Stylist offers other small, yet meaningful functions, like the ability to browse through other user’s closets and outfits that have been assembled for them and the ability to customize their closets with colorful backgrounds for $.99.

Future goals for Pocket Stylist would be to build a large user base that enables the company to offer exclusive weekly sponsorship programs to any and all fashion retailers and designers who could showcase new products for a small fee. The company also plans to actively track and collect user data and trends which it may offer up for sale to increase profits.

THE MARKET

Industry Pocket Stylist will compete in two major industries: fashion, and technology. The company will be specifically targeting the smart device sector of the technology industry with the development of an innovative application. The implementation of the business will take place on both iOS and Android operating systems for their respective smart devices. On a core level, the application would require up-to-date coding, processing, and management. While both the fashion and technology industries continue to grow together, a relatively sizeable gap can be found between traits offered with paid-for applications versus those that are free. Pocket Stylist will seek to fill this void and take precedence in these emerging industries. Essentially, the

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company plans on implementing a blue-ocean strategy: it is taking something that may already be offered, but altering it to fit the lifestyle of a market that is not currently being served. Specifically, those who have a use for fashion apps, but are not willing to pay to purchase the app. Market and Target Customer There are an estimated 171 million smart device owners that Pocket Stylist will be targeting in the United States. Of the entire U.S. population, Millennials make up one of the largest segments totaling 77 million. A survey done by Nielson will show that over 85% of these Millennials own and use smart devices. Based on customer discovery research, Pocket Stylist has found the target audience consists of Millennials. More specifically, the company’s audience will consist of males and females age 16-30 with initial emphasis on the female segment, eventually expanding to males. Millennials grew up using technology and remain heavily reliant on it today, as most smart devices have become integral parts of their daily life. Further discovery shows the companies audience is made up of tech savvy students and young professionals either just entering the workforce or still in the developmental stages of their careers. These individuals care about their appearance and acknowledge fashion and style yet their time and budgets are limited. Their main concern is not necessarily being the most stylish so much as wearing appropriate outfits for specific functions or matching their outfits to the best of their abilities. The Pocket Stylist application will specifically target time-conscious users who would greatly benefit from quick and accessible fashion information on their smart devices. Customer Discovery

● Female ● 16-30 years of age ● 0-75,000 dollar annual income ● Student / Young Professional ● Interviewed 60 individuals for studies and research below

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On a scale of 1-10, how important to you is fashion?

This graph of Pocket Stylist’s Customer Discovery shows that the majority of people do care about the fashion and its role in their lives. Any of the consumers that fall in the category of 4 and above have an interest in fashion and can be reached out to as a potential consumer.

How many minutes do you spend getting ready daily?

This portion of the customer discovery displays that people take a fairly long time when preparing themselves for the day with the majority of their time spent deciding which outfit to

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wear. Pocket Stylist offers a quick solution to speed up this process and help people get on with their days without the stress of worrying if their outfit is right or not.

How much money do you spend on clothing monthly?

The illustration above displays the amount of money spent monthly on clothing. The majority falling in the category of $25.00-$50.00, which is where Pocket Stylist will thrive, due to the fact that no purchasing of additional clothes is necessary to put together new and innovative looks. This discovery is vital to our research, showing that people do not have the funds to keep up with fresh new looks on a daily basis.

Do you have trouble deciding what to wear?

This graph depicts the amount of individuals that struggle daily with deciding what to wear. 65% of people feel that they do, in fact, have trouble picking out outfits. With the problem

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pinpointed, Pocket Stylist alleviates this burden of preparing for the day, which in turn leads to more efficient and content individuals leading to customer loyalty.

How do you go about deciding what to wear each day? ● “I typically just pool my and my roommate’s clothes and solve the issue by making

combinations” ● “I open my closet and pick something that matches” ● “I would base it off a certain piece. If I really felt like wearing a pair of shoes I would

chose an outfit that looks good with that” ● “Anytime I need something to wear (like to an event) I go to the store and try on a lot of

different choices, take a picture, and ask for my friends’ advice” ● “I put out 3 or so outfits and choose what [looks] best” ● “Whatever is on top of the pile for that days weather”

How would you feel about an application on your phone that would allow you to input your wardrobe and generate outfits out of clothes you already own?

● “It would be cool to have. Especially for those days when I really don’t have the time to sit and stare at my closet. Or for packing for work trips. “

● “I would pay for that. If that existed, it would be super cool. It would make my life so much easier.”

● “That would be really cool. Especially for stuff that I don’t know how to dress - like when we’re going somewhere I’ve never been and I don’t want to be too dressy and I don’t want to be too casual.”

How often do you seek out new fashion trends and where do you look?

● “I’m constantly searching Pinterest and Instagram searching for trends and fashion advice. When I’m browsing the internet, I look for things that are cute and cheap, or for items like things that I already own so I can create a new look with my own clothes.”

● “The only time I seek out new fashion trends are when I’m buying clothes as a gift.” ● “My girlfriend and my mom have good style, so when I need clothes, I go shopping with

them. They always know what’s in [style].” Some overall trends that we found from conducting 60 interviews were that the majority of participants care about how they look, but fashion is not their life. The majority of them live very busy lifestyles and do not have much time or excess money to spend on putting together new outfits or seeking out new trends. Many struggle to find and put together outfits with their own clothing. Competition and Competitive Advantage The fashion/technology market has recently seen rapid growth as technology has evolved to become cheaper and more accessible. Specialty shops, retailers, and boutique stores, as well as the employees that work within them, all represent forms of physical competition. On the digital side there exists a variety of different fashion based applications that work to implement similar traits. The mainstream applications that compete closely with Pocket Stylist include

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Closet, Stylebook, Pose, ClosetSpace, and Wishi. These apps all have an initial purchase price that ranges from $.99 up to $3.99.

While some facets of the business can be found throughout the surrounding competition, the Pocket Stylist’s advantage lies in the company’s ability to offer the largest number of these traits in our application, which upon initial download is free. Many current fashion applications have purchase prices ranging up to almost $4.00 and if you decide to consult with a professional in-person stylist you could be on the hook for between $200-$400+.Offering the Pocket Stylist app for free greatly increases the potential reach and value proposed to the company’s younger, limited income, and time-conscious customer segment. Laws and Regulations Being that Pocket Stylist operates in an online environment we would be subject to the rules and regulations that govern such endeavors. Those laws and regulations include protection of customer privacy, physical and online advertising/marking regulation, and digital rights/copyright laws. Since Pocket Stylist will include the option of in-app purchases any income to the company will be subject to U.S. tax codes and regulations.

Market Share Pocket Stylist currently holds no market share as the application is still in the developmental process. We feel that the company’s unique proposition, which offers the most features while remaining free, will immediately grab attention and give the application better access to the market than most others. The app market is scheduled to be worth 77 billion dollars in 2017. Based off our financial forecast for the same year, Pocket Stylist is posed to attain a market share of around .0007%. Though this may seem small, one must take into account the value and rapid growth that revolves around the app market.

MARKETING AND SALES STRATEGY

Our target market is primarily the late Generation X and the early Millennial Generation. They rely heavily on the Internet and social media, both on their smartphones and tablets. Constant content sharing is a main desire for them. There is a heavier appeal to females, though males also demand the product. Moreover, this market understands the growing complexities and vast abilities of recent technology. This market is always interested in more content and faster speeds, and they want it now.

Most importantly, this target market desires to understand fashion, fashion trends, and how to put together outfits. This product is demanded because this highly-involved market wants to make sense of and have control of: 1) what items they own, 2) what items they want, and 3) what influences their choices. The problem this market faces is wanting to comprehend ‘what is cool’ and to be seen as ‘best dressed’ no matter the occasion. Another challenge they face is overcoming their prior problem by using limited to a moderate amount of income. Please visit Appendix A for the prototype of the app, app notifications, and ad space.

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Summary of Market Research Primary Research

● Our primary market research consisted of surveying and interviewing 60 people. Of the 60 people that we interviewed, 24 were males and 36 were females all ranging between the ages of 15 to 57. We asked each person several questions, guiding the interviewees into conversation. Please reference pages 7-9 for results of interview questions.

● A common problem that the interviewees faced was not remembering what clothes they had in their entire closet; some items are forgotten about.

● The majority of male and females either look to their friends (or significant other’s) or an online blog/social media channel that they follow for fashion advice and trends.

Secondary Research

 The following information is from Vend, a well-known, cloud-based solution for marketing needs. Vend is a point-of-sale provider for any web-based platform or device.

o “Retail in 2015 will continue to be driven by the needs and preferences of two prominent generations: baby boomers and millennials.” (Vend)

o “By the next decade, the Millennial generation, roughly ages 18 to 34, is expected to displace the baby boomers as the nation’s biggest consumer buying group, generating a projected $1.4 trillion in spending by 2020, according to Accenture research.” - A quote from Barbara Thau, a business reporter, for Forbes (Vend)

o “They have been stereotyped as digital addicts tethered to their social networks, laptops, tablets and smart phones, who prefer shopping online to old fashioned brick-and-mortar stores.” - A quote from Barbara Thau, a business reporter, for Forbes (Vend)

o “Over the last several years, brands have used social media to market their products, talk to customers, and even make merchandising decisions; but in the coming months, we anticipate merchants to add “selling” to the list of things they can do on social sites.” (Vend)

o Enriching and personalizing the shopping journey will no longer be limited to tailored product recommendations and offers. Forward-thinking retailers will find additional ways to make each customer’s experience unique and memorable. We predict that one of the areas that they’ll focus on is customer loyalty.

o “The three big steps that retailers will be working on, either in sequence or in parallel, are: 1. Integration or de-channeling of core retail IT systems; 2. Corporate realignment with omnichannel goals that deliver a seamless experience to the shopper; and 3. Personalization across channels, which is actually omnichannel retailing in action and execution.” A quote from Joe Skorupa, Editor-in-Chief and Retail Technology Blogger, for RIS News (Vend).

o “As expected, retailers embracing multiple channels to serve customers will be some of the most successful ones in 2015.” (Vend)

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Channels of Distribution Offline

● App download cards with special discounts ● App download QR Scan codes in promotional material, such as style/fashion magazines

ad placement Online

● Blogs ○ Chicago-based Fashion Bloggers, according to CBS Local Chicago

■ Dana Weiss (www.possessionista.com) ■ Jena Gambaccini (www.chicityfashion.com) ■ Nikia Jefferson (www.chitownfashionista.com) ■ Amy Creyer (www.chicagostreetstyle.com) ■ Liz Schneider (www.sequinsandstripes.com)

○ Biggest source of exposure because we are tapping into an already loyal fan-base

who already look to and trust the Blogger to give them what they want to see.

● Social networks (Twitter, Facebook, Instagram, etc.)

● Social media (YouTube, Flickr, etc.)

● Search engine optimization

● Email subscription

● E-Commerce Sales Strategy

● Sales Objectives ○ Bandwagon Approach:

■ Utilize big-name fashion bloggers (in Chicago) to gain a loyal following, and bridge the gap between the blogger and customer using direct selling. Use a top-down selling approach; start with well-known brands/well-known community figures to get users connected and engaged.

■ In the future, transition the app leadership from the brand/idol figure to the user. Begin implementing a community share app that allows community members to lead each other.

○ Full Integration of App to social media to direct buying/sales:

■ Utilizing programs such as Like2Buy and Click and Collect will set us apart.

http://www.possessionista.com/

http://chicityfashion.com/

http://www.chitownfashionista.com/

http://www.chicagostreetstyle.com/

http://www.sequinsandstripes.com/

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○ B2C Outbound Marketing Approach: ■ Both New Aged Promotions and Traditional Promotions will be

implemented.

○ Incentive-based Approach: ■ For one, incentives will not stay to just when the consumer purchases

something. If the consumer engages or does an action/activity, a reward (whether that be a discount, a free item, etc.) to gain impact.

■ For two, marketing efforts providing incentives for engagement, the consumer will find higher value in our product.

● Pricing

○ Download of the app is free of charge, although advanced features may be subject to upgrade purchases using the .99 pricing strategy.

■ In-app purchasing includes deals such as: free “closet space” upon downloading the app.

● Closet holds 50 free spots. Each “spot” is an item (a shirt, a bracelet, etc.).

■ Proposed Deals: ● 20 extra spots for $0.99 ● 50 extra spots $1.99 ● 200 extra spots for $3.99 ● Customize colors and organize your closet for $0.99

○ “Freemium” version and in-app purchases

■ Freemium eliminates barrier to user-downloading, as well as proves the value of the product by providing access to high-quality content. Premium comes in when the user desires more high-quality content and features. Premium is a monthly subscription with full updates that is .99 cents per month to the user. Users are predicted to continue the subscription due to the game-like features the app offers, mentally connecting the user through daily/weekly interaction.

● New-Age Promotion

○ Click and Collect ■ “The concept is very simple and very counter-intuitive. You, the

customer, buy something online. Then, rather than wait for the postman to ring the doorbell three days later, you go to the shop and collect it yourself. Delivery charges are generally cheaper than by post, or even waived.” (The Telegraph)

○ Being in the face of the virtual consumer ■ “Geo-fencing and mobile-enabled sites” (Vend)

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● According to CIO ○ “It can engage local shoppers” ○ “Deals can be hyper-local” ○ “It leverages your location” ○ “It adds depth to analytics” ○ “You need more rewards”

○ Integrate with social media

■ To start, we want to use Twitter, Instagram, and Facebook. Though each social approach will be slightly unique to the medium, the same message will be across the platforms.

■ Social media will act as a landing to promote the outfit you finally chose, repost something that you absolutely love, or deals they are redeeming by posting it to social media.

■ This creates the snowball effect. Once one person posts from the app to the social media, it informs and promotes to their friends, opening up our reach to the desired target market.

■ Analytics will be gathered using HootSuite and will provide data regarding the intangible value our company holds.

■ Social media content will be a mix of short and long video, high-quality photos, as well as upcoming news.

○ Like2Buy

■ This bridges the gap between social media and direct sales. Using Instagram as a platform, the business posts a picture that is linked directly to the source that has that item. That also eliminates the barrier of buying by 1) providing a link to the direct item and 2) one step away from purchase.

● Traditional Promotion

○ Word-of-mouth ○ Discount coupons/redemption codes for partnering businesses ○ Lead generation using email and SMS messaging ○ Testimonials (on our website) ○ Referrals (to the app in sign-up) ○ Paid advertising

● Products

○ See section “Describe Products and Services”

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● Place ○ Smartphones ○ Tablets, Computers, and other technologies ○ Online/Internet ○ Style Magazine Ad Placement

● Future Sales Strategy

○ Starting point: Chicago, IL ○ Next: Midwest ○ Following that: Nationwide

Competitors **Disclosure: all screenshots of competitors are from the Huffington Post and all product descriptions are from or based off of iTunes App Store information.

● Stylebook Closet App ○ (http://stylebookapp.com/) Website and App functionality. App Store only

purchase. ○ Tagline: ”Bring Your Closet to Life” ○ Import your actual clothes, create magazine-styled outfits, plan what to wear,

create packing lists and learn more about your wardrobe with statistics like cost per wear - in this totally customizable app!” (App Store)

○ $3.99 Buy once ○ Features include: looks, closet, packing lists, inspiration library, calendar,

shopping, size tracker, style expert, style stats, wifi share (found on the website)

http://stylebookapp.com/

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● Closet

○ (http://closetapp.com/) App-only functionality with informational website. Only iPhone downloadable.

○ Tagline: “The Swiss Army Knife of Style Assistants” ○ “Access your closet on the go! Plan ahead and create outfits for events and day

to day life. Use the calendar to keep track of WHAT you wore WHEN and WHERE. Prepare a packing list for your next trip from anywhere! Share your outfit with friends before heading out to prevent ‘double vision.’” (App Store)

○ Free purchase ■ Top In-App purchases

● Full Version $2.99 ● Everything Forever $5.99 ● Multiple Closets $1.99 ● Theme Pack 01 $0.99 ● Theme Pack 02 $0.99 ● Theme pack 03 $0.99

○ Features include: items last worn, bulk-import, overview Item Grid, built-in calendar, packing lists, favorites list, app information backup, custom themes, and multiple closets (found on the website).

● Pose ○ (https://pose.com/) Website and App functionalities. iPhone, tablet and Android

downloadable. ○ Tagline: “Take Us With You Wherever You Go” ○ “The Pose community posts pictures of what they are wearing. Share your outfit

or get inspired by the world’s largest community of fashion bloggers, stylists and celebs!” (App Store)

○ Free purchase, no known in-app purchases

http://closetapp.com/

https://pose.com/

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○ Features include: buying and selling items, closet space, inspiration hub by following brands and people (found on the website).

● ClosetSpace by Stylitics ○ (https://www.stylitics.com/) Website, App, and Digital Magazine functionalities.

iPhone and Android downloadable. ○ Tagline: “Everything You Need, All In One App” ○ “Your ultimate style management platform. It’s your one-stop-shop for curated

outfit inspiration, organizational tools, and exclusive deals on style services.” (App Store)

○ Free purchase, no known in-app purchases ○ Features include: style toolkit, connection to retailers, expert advice, style

management, organizational tips (found on the website).

https://www.stylitics.com/

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● WiShi ○ (http://www.wishi.me/) Website and App functionalities. iPhone only

downloadable. ○ Tagline: “Upload, Explore, Style” ○ “On WiShi you can check out your friends’ closets, give styling advice to the

community, and even get styled for your upcoming events. It’s the ultimate social styling network created from real closets. You can start by uploading your closet or explore what the community is up to.” (App Store)

○ Free purchase, no known in-app purchases ○ Features include: adding items, personal styling, explore closets/outfits/brands,

style others to earn money.

ORGANIZATION AND MANAGEMENT

http://www.wishi.me/

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Pocket Stylist will be structured as a Limited Liability company with a total of seven owners in the business: Nicole Bleuer: President with a 51% ownership Sheila Revis: Software Developer with a 25% ownership Michael Olson: Vice President with a 6% ownership Heather Mrotek: CMO with a 4.5% ownership Andrew Johnson: Creative Director with a 4.5% ownership Caitlin Barker: CFO with a 4.5% ownership Stephanie Dunne: Financial Manager with a 4.5% ownership Responsibilities

● President

o Plan, develop, organize, implement, direct and evaluate Pocket Stylist’s fiscal function and performance.

o Evaluate and advise on the impact of long range planning, introduction of new programs/strategies and regulatory action.

o Act as an advisor from the financial perspective on any contracts into which Pocket Stylist may enter.

 Software Developer o Producing detailed specifications and writing the program codes o Testing the product in controlled, real situations before going live o Preparation of training manuals for users o Presenting ideas for system improvements, including cost proposals o Reviewing current systems o Presenting ideas for system improvements, including cost proposals

 Vice President o In the president's absence or when the president is unable to fulfill her duties, the

vice president acts in her stead. o Provide technical/professional advice and knowledge to others within the various

administrative areas and discipline. o Act as the company spokesperson for media communication, excluding financial,

investor relations and legal matters, and represent the company in community related activities.

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o Advise, negotiate, manage and administer all contracts into which the company may enter. Counsel with the CFO on financial matters associated with the financial viability of entering into such contracts.

o Oversee the entire human resources function and activities but manage all of the specific activities pertaining to the officers of Pocket Stylist.

 Chief Marketing Officer o Generate revenue by increasing sales through successful marketing for Pocket

Stylist, using market research, pricing, product marketing, marketing communications, advertising and public relations

o Responsible for overseeing the planning, development and execution of Pocket Stylist’s marketing and advertising initiatives.

o Ensuring Pocket Stylist’s message is distributed across channels and to targeted audiences in order to meet sales objectives.

o Implement and manage marketing budget. o Develop and measure key metrics around the business including user acquisition,

conversion rates, engagement rates, satisfaction and renewal rates.

 Creative Director o Develop creative programs and design concepts that meet the business objectives of

the organization and that advance our brand strategy o Provide quality control over concepts and projects o Establish creative direction for the entire line of online services and programs o Working with external clients, pitching designs, and understanding client needs. o Lead creative sessions for project kick-offs

 Chief Financial Officer o Prepare financial statements. o Financial planning and monitoring cash flows o Manage the accounting, human resources, investor relations, legal, tax, and treasury

departments. o Oversee the issuance of financial information o Monitor cash balances and cash forecasts o Arrange for debt and equity financing

 Financial Manager o Providing financial advice and support to clients and colleagues to enable them to

make sound business decisions. o Monitoring and interpreting cash flows and predicting future trends. o Developing financial management mechanisms that minimize financial risk. o Developing external relationships with appropriate contacts, e.g. auditors, solicitors,

bankers and statutory organizations. o Managing a company's financial accounting, monitoring and reporting systems.

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Brief Bios of Owners Please see Appendix B for owner resumes. Nicole Bleuer: Nicole Bleuer is currently attending the University of Wisconsin, Milwaukee, as a junior, intending to graduate with a bachelor’s degree in finance and a certificate in entrepreneurship. Nicole has experience being a key player in the success of a business. She has had to use proper communication skills every day at her previous job. She also has experience in documentation of business activities; as well as a meticulously developed ability to work well under pressure. Included at her previous place of employment, she has been the leader of many teams in competitions that have won awards on national and international levels. In order to be successful in leading those teams, she has had to use her communication skills, working under pressure skills, and strategic decision-making skills. Nicole has also operated her own fundraiser, which raised items that were sent overseas for USA’s deployed military members. Some of Nicole’s achievements include: being on the Dean’s List for the majority of her college career, being a part of three separate honor societies, and having been awarded two separate scholarships for her college education. These achievements are relevant to business activities because it shows that she is dedicated to success. Sheila Revis: Sheila Revis is the developer for Pocket Stylist. She received a Bachelor of Science in Computer Science from Northeastern Illinois University in 2001 where she also received a minor in economics. She also brings knowledge and experience of the Application development world to the Pocket Stylist team. Working for such prestigious companies such as Visa, IBM, American Express, and developing her own property tax web application for San Diego County has given Sheila the know-how on the technological business world. With the Pocket Stylist team being a young start-up, Sheila will bring the experience of these business handlings and keep the direction of the company strong. She has the Brainbench certifications in computer languages C++ and in OO concepts, along with having the ability to code in the JavaScript, and C as well. With Sheila’s skills and experience, Pocket Stylist will have a superb developer and advisor to make sure that it becomes successful on a wide scale. Michael Olson: Michael Olson is the Vice President of the LLC Pocket Stylist. Michael Olson is a driven and innovative new graduate from the University of Milwaukee where he received his BBA in Marketing. Michael has been a part of the fashion industry for upwards of 4 years, working with international fashion companies such as Gap Inc. in the sales and marketing department. He has also held many leadership roles in his community whether it be volunteering, coaching, or for club organizations. He has volunteered and been a chairman for certain events in the Milwaukee area such as 5k‘s for charitable organizations year round. He was a head coach for many youth wrestling programs across southeastern Wisconsin, and a volunteer assistant for inner city high school wrestling programs proving that Michael is a born leader with ambition to reach out, listen, adapt, and manage others efficiently. Michael has been working sales at Banana Republic for the past four years giving him a strong idea of what the demand markets are for people that make fashion a part of their lives as well as acceptable price points. With this experience Michael has also been exposed to many consultants and

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stylists in the fashion industry, which will help tremendously with the production and fluidity of the application “Pocket Stylist”. Heather Mrotek: Heather Mrotek, the chief marketing officer of Pocket Stylist, is experienced, educated, and holds passion in the marketing industry. She has experience in Creative Marketing Services at an international company, Harley-Davidson. When she was in DECA (an international marketing organization for students) she was a state officer for 1 year, a chapter officer for three years, and an International Qualifier three years in a row. The other major experience she holds is a digital magazine called ILLWAUKEE. She is the founder, Editor-in-chief, and the head of the marketing division. Heather is a senior attending University of Wisconsin- Milwaukee for a marketing degree with a certificate in Entrepreneurship. Through her academics she has developed in-depth and thorough marketing plans for both B2C and B2B local businesses. Heather has deep passion in the fashion industry. Her digital magazine, ILLWAUKEE, focuses on chic fashion, fresh music, and a reckless lifestyle primarily for Millennial and X Generations. In the early issue releases of the magazine, she produced the entirety of the chic fashion section and did an immense amount of research and networking to retain and recruit more artistic, fashion-focused talents. When Heather planned and implemented ILLWAUKEE’s Launch Party, the total sales made (by the bar alone) were $44,000. This is something she accomplished whilst being a full-time senior, working 30 hours/week at Harley-Davidson, and creating the 3rd issue of ILLWAUKEE. As CMO, Heather is by far the best executive for the job. What really sets her apart is the passion she has. As previously stated, she planned and conducted a Launch Party that pulled in $44,000 in sales, while being a full time senior, working at Harley-Davidson over 30 hours a week, as well as still producing the 3rd (and best) issue of ILLWAUKEE. When Heather is passionate, she is unstoppable. Andrew Johnson: Andrew Johnson is one of the founding members of Pocket Stylist, LLC. Over the last four years he has attended the University of Wisconsin-Milwaukee where he has been in pursuit of a degree in marketing and international business. In his spare time, Andrew loves to travel and experience different cultures. He leads an extremely active lifestyle and has a high-energy personality that motivates those around him. Andrew is a born innovator and loves using unique and creative ideas to promote growth within teams and organizations. He took the title of Creative Director for Pocket Stylist in January of 2015. He spends the majority of his time working directly with the companies CMO discussing unique new advertising content and marketing strategies to help stay a step ahead of the competition. At Pocket Stylist Andrew does not just think outside the box, he re-invents it. Caitlin Barker: Caitlin Barker started her career in marketing but eventually worked her way through the accounting program at UW-Milwaukee. She has a clear view of how the financial statements work, as well as experience in marketing. This is great for a small startup like Pocket Stylist because everyone wears multiple hats. Between her social media background

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and her work with company financials and taxes, she has an idea of what the company needs while working with a budget, she's a perfect fit for CFO. She also has experience being a key player in the success of a business. Stephanie Dunne: Stephanie Dunne, the financial manager of Pocket Stylist, has extensive knowledge in the realm of finance, sales, and customer service. She also possesses a passion for the fashion industry. Stephanie studies at University of Wisconsin Milwaukee and will graduate in December 2015 with a degree in finance and a certificate in entrepreneurship, boasting a 4.0 business GPA. Her course work has taught her the important aspects of corporate finance, and how to manage and develop complex financial statements. Stephanie has established the unique skill to prepare financial projections and gain financing for new ventures and startup companies. She has also developed several marketing plans for local companies that have proven to increase brand recognition and overall sales by 50%. Stephanie has almost 10 years of experience in retail sales and customer service that have taught her the importance of customer loyalty. She continues to lead her colleagues in sales for five consecutive quarters, generating growing revenue for her company. She received the “People Pleaser Award”, an employee of the year honor awarded to only those who show dedication to outstanding customer service and representation of the company’s core values. She has a passion for working with people and has outstanding communication skills that have contributed to her success in retail sales and customer service. Stephanie has always followed the fashion industry, and aims to exemplify it in her everyday life. She is knowledgeable of the hottest fashion designers and labels, regularly attending fashion shows to predict and spot upcoming fashion trends. She frequently works with friends, family, and colleagues to help them dress in the most flattering way for their body types. Wardrobe styling is her expertise, helping her friends to build a closet full of pieces that contribute to an overall look. Operating Aspects Since Pocket Stylist is an app based business there is no need for a storefront property, but rather a small office space for the owners to work. Therefore with one software designer and six additional owners, Pocket Stylist will need a space with a minimum of 1000 square feet and six computers with multiple servers to handle media traffic once up and running. For this, Pocket Stylist will utilize the residence of the financial manager, Stephanie Dunne, to cut back on expenses in the startup stages of the company. The six computers that are necessary for Pocket Stylist will be the personal computers that all owners already own previously. Since Nicole is the President of the company she will take on the responsibility of complete management and oversight of the Pocket Stylist app. She can directly call upon any of the other six owners for consultation help and managerial decisions. Since Michael Olson is the Vice President he will conduct the majority of the micro-management of the other owners and employees and report directly to Nicole on all issues. He will also act as a voice for the other owners on issues concerning the business; however, the other owners can pass that option and report directly to Nicole if necessary. Heather will be in charge of all marketing decisions

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pertaining to advertising and promotion of Pocket Stylist. She will work directly with the software programmer to create an appealing and seamless interface for the consumers on the Pocket Stylist app. Caitlin and Stephanie will work with each other on a daily basis managing financial records predicting sales forecasts and producing financial statements. They will also be in charge of developing different revenue streams as Pocket Stylist grows. Caitlin and Stephanie will also work with Heather on developing a proper price point with our target market based upon Heather’s market research. Andrew’s main concern in the opening of Pocket Stylist is innovation on every aspect of the product. Andrew will be working very closely with Heather and the software designer to make the app appealing to the consumer in terms of aesthetics, pricing, and utilizations of the product itself to set it above the rest in the market. Pocket Stylist owners will set their own hours which will be high in the early stage. The owners will be dedicated to working 80 hour weeks. The computer programmer for Pocket Stylist will receive 25% ownership of the company for compensation of her work. The hours Pocket Stylist will require for the programmer will be 40-hour weeks from 8:00am-5:00pm with a one-hour break. Application development will take 6-8 months from the coding beginning to completion. At this point the developer will keep the app up to date and correct bugs and glitches in the coding, as well and continually updating the app to change with our market needs and technology advances. Once the app is operating, Pocket Stylist will then implement its 24-hour online support service provided 7 days/week. The online support service will be handled and managed by the five minor shareholding owners. The hours of the owners, once the business is operational, will be reduced to a normal 40-hour week to focus on innovation, product development, marketing, and expansion decisions. FINANCIAL MANAGEMENT Please see Appendix C for financial statement projections for the first 19 months of operation including the income statements, balance sheets, statement of cash flows, and break even analysis. Estimated Start-up Costs & Statement of Assumptions Link Purchase Revenue: In each instance Pocket Stylist made the assumption that until the app’s launch in February there would not be any revenue. After checking on other app start- ups, their revenues, outside of the gaming industry and with similar capabilities, qualities, and processes the managers found that they might be able to make the following formula:

(Number of users * 5% that expect to make purchases FROM our app)*(sale price*5%)

Here they are assuming the average sale price will be $100 resulting in an average of $5 of revenue per sale. PPC Revenue: Taking into consideration, the research, other mobile apps prices and revenues, as well as the small scale start-up the financial managers decided the following formula is reasonable:

POCKET STYLIST | BUSINESS PLAN

((Number of users*$.05) + ((estimated 15% of our users clicking on the advertisement)*$.01 per

click)

The $.05 comes from Pocket Stylist’s five advertisers contributing a flat rate of $.01 per impression which is a very reasonable estimate based on research. Data Mining: The data that Pocket Stylist will be collecting from user signups as well as user purchases, likes, and dislikes, will be valuable to clothing and accessory companies. Based on research, the company can make $0.05 per user profile. Research, Development, and Maintenance: Continuing to maintain the app will be an important part of staying up to date with trends. Pocket Stylist will invest 10% of our revenues towards this category. Much of the development costs will occur within the first six months of the app during which time the computer programmer will create The Pocket Stylist. However, we want to maintain a steady level of research and development to ensure our product is at the top of its game consistently which includes creating a crash-free app for when more users are on than normal or instances when the app needs to be updated whether that be for technology or style. Office space: To begin with Pocket Stylist will convert Stephanie’s basement into a workable office space. It’s a humble start but the managers will revisit the topic of getting an office space three years down the road. Travel Expense: Being a fashion based-app Pocket Stylist will have two people on the ground networking and “advertising”. There will be managers in New York for February and September of every year whether it results in app downloads or additional investors. Two two-way economy-class plane tickets, a small food budget for each week, cab fare, and relatively inexpensive hotel-stay comes to roughly $1000 per person. Cost of Revenue: Based on research we found that most app companies end up spending about 30-40% of their incoming revenue to obtain that revenue. Pocket stylist estimated 35% cost of revenue, based on how new the company will be as an app producer and whether or not the company felt the profit would be expensive from deciding anywhere between royalties to bloggers, pay-per click apps, advertising budgets, etc. Computer and Internet Expense: Through Time Warner Cable, using the highest speed internet and phone line and fax we estimated that monthly costs would be $200. Insurance: We’ll need a technology E&O policy to cover us for professional mistakes and the average price is roughly $2000 a year. Advertising and Promotion: Typically a company of Pocket Stylist’s size with a similar budget and marketing plan in place would spend 10% of sales on advertising and promotion. However, before the app launches, we want to attract bloggers, magazines, online forums, etc. to the

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Pocket Stylist and in order to acquire a place to advertise and promote there is a need for money. Essentially, Pocket Stylist wants to create buzz before the launch of the product. So, for the first two years a flat advertising budget of $10,000 is reasonable to create the desired buzz. Office Supplies: One of the biggest costs with office supplies is the computer. To cut down on startup costs, the managers would all use our own laptops instead of buying all new computers. However, the computer programmer will receive the top of the line lap top and all the additional items she would need to work best. Ultimately, that comes out to just roughly $5500 for the lap top, 2.8 GHz Quad-core Intel Core i7 Turbo Boost Processor, flash storage, USB Super drive, apple care protection, and external hard drive. Furthermore, based on a few discount stores and shopping based on price we feel we can get desks, chairs, lamps, filing cabinets, scanner, printer, and fax machine for $800 total cost which we didn’t think we’d need to really invest in a space until our programmer had finished developing the application which we’re hoping is in February (so we can get our space going in January). Finally, Pocket Stylist estimated about $300 a year to keep up small things like post-its, paper, envelopes, etc. Intellectual Property Protection: A provisional patent can cost anywhere from $2000-$4000 after which we could decide if we needed a non-provisional patent which for a mobile app can range anywhere from $10,000-$15,000 to prepare and file (I estimated, because it’s going to be a highly developed app with quite a few nuances to set it apart, the high-end $15,000). Additionally, upon receipt of the non-provisional patent we will need to negotiate with the patent office and that could cost anywhere from $5000-$15,000 over 2-3 years. For the purpose of the fees I decided to net that $15,000 over three years starting in 2017. Dues, Fees & Licenses: Based on the cost of the LLC, articles of organization, and hiring a lawyer for two and a half hours to create the legal operating agreement. Its $800 overall cost but decreases to $25 a year after the first year. Monthly Active Users: From the beginning of our business in June each of us would be responsible for finding users (averaging about 100 each per month) before launching the app in February Partner Salaries: Pocket Stylist will not have a partner salary in the foreseeable future. Once the company starts making a bottom line of $500,000 owners will start taking a small salary yet to be determined.

Operating Capital Initially each partner is expected to acquire $50,000 to contribute whether that is by themselves, through investors, personal loans, or family members. That’s a starting budget of $300,000. After that point additional investors, loans, and means of capital will need to be obtained as a group. Our app developer, Sheila Revis, will contribute work accounting to $100,000, giving her 25% ownership of the company. As an owner, she will begin to receive a salary as the company becomes profitable.

POCKET STYLIST | BUSINESS PLAN

APPENDIX

Appendix A

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Appendix B

Nicole Bleuer S47 W25728 Wood Lilly Ln. Waukesha, WI 53189

[email protected]

(414)801-7030

EDUCATION UW-Milwaukee, Milwaukee, WI September 2014 – May 2016

Major: Finance GPA: 4.0/4.0

Certificate: Entrepreneurship UW-Waukesha, Waukesha, WI September 2012 – May 2014

GPA: 3.7/4.0

EXPERIENCE J.K. Lee Black Belt Academy, Waukesha, WI March 2009 – August 2014

Taekwondo Instructor

· Lead classes for children and adults, ranging in size from 5-50 students · Head of the demonstration team · Lead summer camp of over 20 children · Communicate with a diverse group of clientele · Train new employees in curriculum, customer service, and class structure · Operate and update company databases · Market membership benefits to gain new clientele · Create, design, and proofread advertisements and handouts for community

events

· Call current customers as well as prospective customers to ensure customer satisfaction

· Participate in community outreach programs · Conduct intricate time-management

ACTIVITIES CircleK (Volunteerism Club), UW-Waukesha September 2013 – May 2014

Volunteerism

· Operated my own service project, collected items for our military members and sent them overseas (150+ items collected and shipped)

· Board Break-a-thon for childhood cancer research ($700,000+ raised) · Soles4Souls (20,000+ pairs of shoes donated to Kenya, Japan tsunami

victims, and local homeless shelters)

Taekwondo, J.K. Lee Black Belt Academy, Waukesha WI June 2005 – Present

· Earned 3rd degree black belt (40 out of 5,000 students have attained 3rd degree)

· Earned a place as a leader HONORS Phi Theta Kappa Honor Society, UW-Waukesha October 2013 - Present

Recipient of Lynn A. Stapelfeldt Memorial Scholarship Recipient of Evelyn Evert Huegel Scholarship, UW-Waukesha

Tau Sigma National Honor Society, UW-Milwaukee March 2015 – Present

Golden Key International Honour Society March 2015 – Present

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HEATHER MROTEK 3059 N Maryland Ave. Milwaukee, WI 53211 [email protected]

262-894-4000

EDUCATION - Working towards an Undergraduate degree at University of Wisconsin-Milwaukee, majoring in Marketing with certificate in Entrepreneurship (Present) - Graduated Honors from Arrowhead High School (2007-2011)

EMPLOYMENT - Harley-Davidson Creative Services, 2 year Intern (December 2013-Present) - Corporate Photography, Professional Retouching and Digital Asset Management - ILLWAUKEE Digital Magazine, Founder/Editor-in-chief/Marketing Head (July 2014-Present) - Passion Pursuit LLC, Owner and Photographer (July 2012-August 2013) - Creative Images, Intern & Production Assistant (Spring 2012)

LEADERSHIP - Harley-Davidson Digital Asset Management Council, Secretary (September 2014-Present) - RYLA Leadership Summer Camp, Junior Counselor (May 2014-Present) - Co-Founder and Officer (President), UW-Milwaukee Women’s Club Lacrosse (August 2013-Present) - Committee Member, Project Volunteers (July 2013-Present) - Student Representative, Board of Directors, Waukesha County Food Pantry (2008-2009) - Attended 4 levels of WASC (Wisconsin Association of Student Councils) Leadership Summer Camp (2007- 2011) - State Officer, Wisconsin DECA (2010-2011) - Board of Directors, Wisconsin DECA (2010-2011) - Chapter Officer, Arrowhead DECA (2008-2011) - School Store Manager, Arrowhead DECA (2008-2011) - Chair Head, Arrowhead Student Senate (2007-2008)

TOP ACHIEVEMENTS - DECA High School Competition: Sophomore: Top 16 in the World (Anaheim, CA) Junior: 3rd place state, International Competitor (Louisville, KY) Senior: 1st place in state, International Competitor (Orlando, FL) - Honorable Mention at Business Skill Olympics (2008-2009) - Varsity Letter, Varsity Women’s Lacrosse (2008)

EDUCATION - Business-to-Business Sales & Marketing - Entrepreneurship - Marketing Management - Consumer Behavior - Marketing Research - Management of Promotions - Marketing Seminar: Social Media Marketing - Principles of Finance - Principles of Marketing - Intro- Supply Chain Management - Organizations - Business Law

POCKET STYLIST | BUSINESS PLAN

Andrew Johnson Contact Information

Email: [email protected] Phone: 920-253-9059

QUALIFICATIONS:

• Amplified communication and personal skills • Exemplary business professional and creative writing abilities • Adaptable problem solver • Proficiency using Microsoft Office and related programs • Strong background with various social media platforms • Innovative thinking and multitasking abilities

EDUCATION: University of Wisconsin-Milwaukee Bachelor’s Degree in Marketing Certificate in International Business Anticipated Graduation: December 2015 Dean’s list (2013-2014 academic years) GPA: 3.6/4.0 EXPERIENCE: Skate Express (2007-present)

• Help manage and run the establishment • Design advertising and promotional items • Handle customer relations • Technical support • Over 8 years of employment

Sales Associate at Aquatic Adventures Inc. (April-August 2012)

• Generated day to day sales • Modeled store layout • Organized and balanced daily sales reports • Engaged customers face to face, over phone, and by email

HONORS ACTIVITIES:

• Mission worker in Haiti • President and officer of two UWM student organizations • Studying abroad in greater China (5/22/15 – 6/07/15) • Advanced photography

REFERENCES: Will be provided upon request

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Caitlin Barker [email protected] 1705 E Thomas Avenue Milwaukee, WI 53211 Cell: (262) 894-5564

Objective

Seeking an internship position to gain experience in various accounting functions and daily

accounting operations.

Education University of Wisconsin-Milwaukee, Milwaukee, Wisconsin Bachelor of Business Administration - Junior Standing Majors: Accounting and Marketing Minor: Economics Cumulative GPA: 3.032 Expected graduation: May 2016

Work Experience UWM-College of Nursing, Coordinator of Student and Community Engagement – Development and Alumni

Relations, Milwaukee, WI April 2013-Present · Co-created Ambassadors of the UWM-College of Nursing, an organization of 20 nursing students that helps strengthen relationships between students, staff, alumni, and the community · Lead fundraising campaigns targeted to nursing students approaching graduation · Designed and oversaw Phone-a-thons between Ambassadors and alumni to facilitate mentoring relationships · Facilitated professional development seminars to help nursing students prepare for their career · Developed, organized, and coordinated events, volunteer opportunities, and responsibilities to promote student involvement · Used various communication platforms such as brochures, emails, and invitations to supply opportunities and information to key stakeholders · Collaborated with local nonprofit organizations to foster relationships within the community UWM-College of Nursing, Student Worker – The Student Affairs Office, Milwaukee, WI September 2011-September 2013 · Oversaw the allocation and organization of over 900 files · Updated database entry in relation to student files, scholarships, and admissions · Coordinated meetings between students and advisors · Answered student questions about deadlines, applications, the nursing major, vaccination requirements, and scholarships · Liaison to the Career, Internship, and Job Board The Cheesecake Factory, Server and Designated Trainer, Glendale, WI February 2011-Present · Trained and oversaw newly hired and current servers · Communicated face to face with customers · Improvised and problem solve efficiently · Prioritized customer needs, restaurant protocol, and manager expectations

Computer Skills – Microsoft Excel, Word, and PowerPoint

POCKET STYLIST | BUSINESS PLAN

STEPHANIE DUNNE 2218 N. Summit Avenue Milwaukee, WI 53202

Phone: (262) 689-9142 Email:[email protected]

EDUCATION Lubar School of Business, University of Wisconsin-Milwaukee

Bachelor of Business Administration in Finance

Undergraduate Certificate in Entrepreneurship

Expected date of graduation: December 2015

Business GPA: 4.0 Overall GPA: 3.4

RELATED COURSEWORK · Corporate Finance- Analyzing capital structure; valuation of portfolios; comprehensive examination of corporate and financial restructurings. · Investment Finance- Creating a diversified portfolio comprised of stocks and bonds; analyzing present value of bonds; analyzing risk and return on individual assets as well as entire portfolios. · Analysis of Options and Futures- Deriving payoff functions of options and stock index futures; constructing strategies to hedge price and interest rate risks; valuing derivative securities using pricing models. · Venture Finance- Assessing financial need, value of, and claims on new ventures; analyzing contracts between entrepreneurs and private equity firms. · Financial Institutions- Analyzing financial instruments and the markets where they trade; examination of term structures of interest rates and the valuation of debt and equity securities. · Financial Accounting- Formal financial accounting following GAAP principles; production of financial statements including income statements, balance sheets, retained earnings statements, and statement of cash flows; accounting for depreciation and amortization. · Managerial Accounting- Business decision making based on internal cost accounting methods; management of internal financial statements; information system development; evaluating performance of business practices. · Business-to-Business Sales and Marketing- Organizational buying and selling; development of problem- solving abilities; creation of comprehensive B2B marketing plan for an actual Milwaukee company. · Business Models of New Ventures- Formulating an effective business model; analyzing fixed and variable costs of new ventures; communication with professional investors and investment capital agencies. · Supply Chain Management- Forecasting inventory and revenue; ordering and purchasing logistics. · Information Technology Management- Managing formal information systems development; problem solving using microcomputer tools; utilizing Microsoft Word, Excel, PowerPoint, and Access in a business setting.

EXPERIENCE Bartending- Profit and cost control; manage and record product inventory; upsell products to increase overall

revenue; perform cash and credit transactions with precision; cash drawer reconciliation; maintain proper

accountability in the quality of products and bar equipment; educate clients about the art of brewing and styles of

beer; host beer pairing events; multitask and prioritize duties; communicate effectively with clients.

· Miller Time Pub & Grill- Milwaukee, WI. 2013-Present.

· Lumberyard Brewing Co.- Flagstaff, AZ. 2010-2012.

· Jotini’s on the Green- Flagstaff, AZ. 2009-2010.

· Tailgator’s Sports Bar and Grille- Sussex, WI. 2007-2009.

HONORS AND AWARDS People Pleaser Award- Hilton Milwaukee City Center, 2013 Employee of the Month- Miller Time Pub & Grill, 2014 Dean’s List- University of Wisconsin-Milwaukee, six consecutive semesters Individual Leadership Award- WASC Leadership Camp, 200

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Michael Olson 2332 N Oakland Avenue #109, Milwaukee WI, 53211 (262)-672-0473 [email protected] Summary Entrepreneurial marketer passionate about building productive relationships with clients, partners and team members. New customer acquisition expert who emphasizes a mix of online and offline marketing strategies. Talented networker well-versed in identifying market trends and customer needs to create highly-targeted marketing campaigns Fluency in three languages: French, Spanish, English Versatile Sales Associate bringing 4 years managing sales teams. Firm grasp of how to leverage both online and instore marketing strategies to develop and grow customer base and conversion rates. Highlights Strategic Media Placement Fluency in Spanish and French Knowledge of Market Trends Cross-Cultural Management Sales Multi-Media Marketing International Strategies Information Systems Accomplishments Increased page views by 3% in just 2 months by utilizing social media properly. Promoted from Package Sealer to Raw material Handler after 1 months of employment. Promoted from Raw Material Handler to Warehouse Manager after 2 months of employment. Named “Associate of the Quarter” for Gap Inc. for exceeding all customer service goals. Fulfill all supervisory duties when Store Managers are on vacation. Experience Sales Associate / Key Holder November 2011 to Current Gap Inc - Glendale, Wi Setting up floor sets Product Placement Email Captures Credit enrollments Sales Customer Service Store RestylingInventory Management Online Sales Education GPA: 3.7 BBA : Marketing, 2015 University Wisconsin-Milwaukee - Milwaukee, WI, United States Transfered to UWM : Education University Wisconsin Oshkosh - Osh, WI, United States

Warehouse Manager

April 2008 to October 2008 HNP Pharmaceuticals - Hartland, WI Manage 8 warehouse employees

Process Shipping orders Increase efficiency Keep production moving with raw material

efficiency Cancel Sales orders Supply Chain Management Provide Quarterly Numbers

mailto:[email protected]

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Appendix C

POCKET STYLIST | BUSINESS PLAN

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POCKET STYLIST | BUSINESS PLAN

Ju n

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POCKET STYLIST | BUSINESS PLAN

YE 2015 YE 2016 YE 2017

Fixed Costs:

Bank Service Charges $175 $300 $300

Computer & Internet $1,400 $2,400 $2,400

Insurance $1,167 $2,000 $1,167

Operating Fees $0 $198 $198

App maintnance

Total Fixed Costs $2,742 $4,898 $4,065

Variable Costs:

Cost of revenue $0 $22,331 $200,198

Partner Salaries $0 $0 $0

Total Variable Costs: $0 $22,331 $200,198

Contribution Margin= Rev-Variable Costs $0 $88,890 $467,128

Contribution Margin Ratio = CM/Rev 0 0.79922309 0.70

Bre ake ve n in Sale s = Fixe d Cos t/CMR 0 $6,128.45 $5,806.67

Break Even Analysis

POCKET STYLIST | BUSINESS PLAN

REFERENCES

http://chicago.cbslocal.com/top-lists/best-chicago-fashion-blogs/ http://www.cio.com/article/2383123/mobile/5-things-you-need-to-know-about- geofencing.html http://www.entrepreneur.com/article/228089 http://www.entrepreneur.com/article/236832 http://www.huffingtonpost.com/2013/10/15/best-fashion-app-sites_n_4053617.html http://investor.zynga.com/secfiling.cfm?filingID=1193125-14-62902&CIK=1439404

https://itunes.apple.com/us/ http://mashable.com/2011/04/19/effective-appvertising/

http://www.richardspatentlaw.com/faq/have-an-idea/how-much-does-it-cost-to-patent-a-mobile-

app/ https://www.sba.gov/content/online-business-law http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-

us/http://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9785532/Click-and- collect-the-new-way-to-go-shopping.html https://www.vendhq.com/university/retail-trends-and-predictions-2015

http://chicago.cbslocal.com/top-lists/best-chicago-fashion-blogs/

http://www.cio.com/article/2383123/mobile/5-things-you-need-to-know-about-geofencing.html

http://www.entrepreneur.com/article/228089

http://www.entrepreneur.com/article/236832

http://www.huffingtonpost.com/2013/10/15/best-fashion-app-sites_n_4053617.html

http://investor.zynga.com/secfiling.cfm?filingID=1193125-14-62902&CIK=1439404

https://itunes.apple.com/us/

http://mashable.com/2011/04/19/effective-appvertising/

http://www.richardspatentlaw.com/faq/have-an-idea/how-much-does-it-cost-to-patent-a-mobile-app/

https://www.sba.gov/content/online-business-law

http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/

http://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9785532/Click-and-collect-the-new-way-to-go-shopping.html

https://www.vendhq.com/university/retail-trends-and-predictions-2015