3.5 fashion business

Week16introtobusinessplanning2.pptx

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FMAN3002 Fashion Business INTRODUCTION TO BUSINESS PLANNING: R equirements of a Business Plan Abbie Swinfield Week 16

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Today’s session: What elements are required within a business plan Purpose of an executive summary Writing an executive summary What are vision and mission statements? Examples from Kingdom of Origin (Fiona's brand) Extended vision statements Guess the brand task Overview of business idea SWOT Operations plan style.visibility ppt_w ppt_h style.rotation style.visibility

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What’s included? Executive Summary Mission Statement Company Background Product Description Marketing Plan Competitor Analysis SWOT Analysis Operations Management Financial Planning Summary Appendices: Timeline Summary of Feasibility Analysis Customer Reaction to the Product Supporting Industry Research Business Plan

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Purpose of an Executive Summary Gives the first impression of your business Investors see several business plans Gives an overview without having to read full business plan The executive summary can alone, determine whether an investor will read the rest of the business plan. It is arguably the most important part of a business plan It must interest and excite the reader… style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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Writing an Executive Summary Always at the beginning of the plan You will probably write it last Short summary of the entire plan Outlines your objectives for the next one to five years Should refer to the major points in each section of the plan Clearly state any resources needed and how they would be used Needs to be as interesting, memorable and engaging as possible style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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Writing an Executive Summary Points to remember: The executive summary is not an introduction or a preface to the business plan. IT IS A SUMMARY OF THE PLAN ITSELF The summary shouldn’t exceed 2 pages. The most popular way of laying out the executive summary is to provide an overview on a section by section basis. The topics should be presented in the same order as they would be within the business plan. style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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The Mission / Vision Statement The mission statement is different to the vision statement. The vision statement answers the questions ‘ where do I see the business going?’ The mission statement answers the question ‘ why does my business exist’ also known as your WHY Vision statements are future focused . Written with the end result in mind They are meant to be big and bold They inspire and energise and create a clear picture of where you see your business going in the future style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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The Vision / Mission Statement VISION – WHERE YOU WANT TO BE MISSION – YOUR WHY style.visibility style.visibility

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‘Kingdom of Origin will be the number one ethically sourced, British made luxury girlswear brand in the United Kingdom. By the end of year 2, the brand will be stocked in the UK’s most prestigious department stores. By the end of year 3, the brand will be selling into the European market and will be a key player within the European girlswear market. After 5 years the brand will be stocked globally and considered amongst the world’s finest ethical children's’ brands.’ EXTENDED VISION STATEMENT

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Guess the Brand Our vision is to lead the fashion e-commerce market globally, in a way that delivers for our customers, people, suppliers and stakeholders. Our focus is to maintain an outstanding customer proposition , with the latest fashion at great prices, combined with excellent customer service

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Guess the Brand

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Guess the Brand style.visibility ppt_x ppt_y

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Guess the Brand

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Guess the Brand style.visibility ppt_x ppt_y

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Guess the Brand

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Guess the Brand style.visibility ppt_x ppt_y

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What are they known for? Fast fashion, latest trends, cheap product Innovative, performance sportswear Innovative, sustainable materials and loungewear product Variety of on trend products and huge choice of brands. style.visibility style.visibility style.visibility style.visibility

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The Company overview General explanation of your business and product idea Provide background on the industry in general and potential for your product Explain the business model direct to consumer (D2C) wholesale (D2B) licensed product Concession Explain the structure of the business Limited company Sole trader Partnership Who are the key people? Remember this is an overview only – the detail will follow within the rest of the business plan style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility ppt_x ppt_y

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The Business idea An overview of the business idea including: Your WHY Background to where the idea was generated from: changing environmental trends problem solving gaps in the market Evidence of feasibility (include within appendices) State the features and benefits of the product Sustainability strategy style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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The Product idea: An overview of the product and Background to where the idea was generated from: changing environmental trends problem solving gaps in the market. Clearly highlight the products USP, features and benefits State the features and benefits of the product Include details such as sustainability State the WHY – why would a customer choose your product style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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SWOT analysis A full SWOT analysis should be provided for your product. Strengths – be realistic Weaknesses – describe how each weakness will be overcome e.g. There is a lack of PR experience within the management team Solution: ‘An outside PR agency will be employed to manage all PR activities, including product launch, social media strategy and sample requests from magazines. This will be at a cost of £500 per month which is included within the expenditure stated in the financial accounts.’ Opportunities – state how you will capitalize on the opportunities identified Threats – Include both macro and micro economic factors, competitors, changing trends, changing consumer behaviours, pricing etc. style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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The Operations Plan Covers the resources needed to run the business everyday Outline details such as key team members, and their skills and expertise Include the following details: How many colourways / options you will product and when these will be launched production time line for each new product drop Details of your supplier strategy Details of logistics How will the product be delivered from supplier to warehouse Warehousing details (will this be handled in house or sub-contracted?) How the product will be packed and sent to customers (if B2C) How the product will be packed and sent to retailers (if B2B) Consider any potential issues / risks and advise solutions for these NB: This section is invaluable to assist you in fully understanding how your product will be made and sent to the retailer / customer. style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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Financial Planning Financial planning aims to show investors the financial feasibility of the business Outlines details of income and expenditure and sales forecasts Include the following details: Product cost price Product cost breakdown Sell price Profit Margin Initial Buy & repeat quantities Initial start up capital Sales forecasts over 1 / 2 and 3 years Discounting / mark down strategy Required investment NB: Financial Planning will be covered in depth in future lectures and also through practical excel sessions. style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility style.visibility

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Appendices Appendices should be used to include documents needed to support the plan. Appendices should always be numbered with a list of appendix and included at the back of the business plan. An example of what might be included within the appendices are: Timeline – key events (or critical path) Summary of Feasibility Analysis - including questionnaire sample and data analysis using graph or chart and evidence of iterative process if possible Customer Reaction to the Product - including sample of feasibility questionnaire Supporting Industry Research – samples of any Mintel / Keynote findings CV’s of the management team (these can be summarized) Copies of any logos which have been developed Other Primary Research Findings – including online and social media polls

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Useful websites www.entrepreneur.com offers information on Entrepreneurship including conducting a SWOT analysis www.startafashionbusiness.co.uk offers tips and advice for starting and running a fashion business www.score.org is a non-profit association whose members individually mentor aspiring entrepreneurs and small-business owners, offering training, workshops and resources. www.fashion-enterprise.com is the Centre for Fashion Enterprise, which is London’s pioneering business incubator that supports and nurtures emerging fashion entrepreneurial talent www.fashionentrepreneurreport.com for industry trends and reviews

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Further Reading ‘Preparing Effective Business Plans’ by Bruce R. Barringer ‘Fashion and Textiles Business Entrepreneurship with Information Directory’ by Carol Brown ‘Entrepreneur’s Toolkit; Tools and Techniques to Launch and Grow a new Business’ by Rory Burke ‘Small Business Entrepreneur’ by Rory Burke ‘Consumer Behaviour in Fashion (2 nd edition) by Michael R Solomon ‘Fashion Entrepreneur; Starting your own Business’ by Sandra Burke ‘Marketing Fashion (2 nd edition), Strategy, Branding and Promotion’ by Harriet Posner ‘The Beermat Entrepreneur; Turn your good idea into a great business’ by Mike Southon & Chris West ‘Entrepreneurs – Talent, Temperament, Technique’ by WK Boulton & JL Thompson ‘Entrepreneurship’ by David Kirby Industry publications such as Drapers Record, Business of Fashion etc. ‘Fashion Entrepreneurship: Retail Business Planning (2 nd edition) by Michele M.Granger and Tina M. Sterling ‘Guide to Fashion Entrepreneurship; The Plan, the product, the process’ by Melissa G.Carr and Lisa Hopkins Newell

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Executive Summary Mission Statement Company Background Product Description Appendices Marketing Plan Competitor Analysis SWOT Analysis Financial Planning Operations

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Executive Summary Mission Statement Company Background Product Description Marketing Plan Competitor Analysis SWOT Analysis Operations Financial Planning Appendices

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Vision To be the UK’s leading sustainable luxury girlswear brand Mission To inspire something different within the global luxury goods market: A truly authentic and unique British lifestyle brand, supporting local artisans and British manufacturing.

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Mission To inspire something different within the global luxury goods market: A truly authentic and unique British lifestyle brand, supporting local artisans and British manufacturing. Vision To be the UK’s leading sustainable luxury girlswear brand

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Fashion Business B Fiona Bailey 1 2018-11-01T21:10:40Z 2024-01-15T13:35:00Z

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Vertical and horizontal design slides Microsoft Office PowerPoint Custom 29 1 0 false Theme 1 Slide Titles 29 Vertical and Horizontal design template FMAN3002 Fashion Business Today’s session: What’s included? Purpose of an Executive Summary Writing an Executive Summary Writing an Executive Summary The Mission / Vision Statement PowerPoint Presentation PowerPoint Presentation The Vision / Mission Statement PowerPoint Presentation Guess the Brand Guess the Brand Guess the Brand Guess the Brand Guess the Brand Guess the Brand Guess the Brand Guess the Brand What are they known for? The Company overview The Business idea The Product idea: SWOT analysis The Operations Plan Financial Planning Appendices Useful websites Further Reading De Montfort University false false false 16.0000