NAME OF COMPANY

“SPLENDOR JEWELS”

OWNER

“NIKITA GARG”
 TABLE OF CONTENTS

1. EXECUTIVE SUMMARY 3

2. THE BUSINESS 4

2.1) OBJECTIVE 4
2.2) COMPANY DESCRIPTION 4
2.3) FORM OF OWNERSHIP 4
2.4) PROPOSED HEADQUARTERS 4
2.5) FUNDING 4

3. THE MARKET 5

3.1) THE PRODUCT 5

3.2) COMPARATIVE ANALYSIS 5
3.3) LICENSE 5
3.4) MARKET ANALYSIS 5
3.5) MARKET CATERING 6
3.6) MARKETING PLAN 6
3.7) OPERATIONAL PLAN 8
3.8) ORGANISATIONAL PLAN 9
3.9) FINANCIAL PLAN 14

4. CRITICAL RISK 15

5. EXIT STRATEGY 15

6. APPENDIX 16

6.1) CV OF THE OWNER 16

6.2) MEMORANDUM OF UNDERSTANDING 16
6.3) OWNERSHIP AGREEMENT 16
6.4) ARTICLES OF ASSOCIATION 16
6.5) CERTIFICATE FROM POLLUTION BOARD 16
1. EXECUTIVE SUMMARY

The purpose of this business plan is to develop a blueprint of the company's vision and
strategy and then use this plan to as a guide to develop and grow the business. This business
plan will also be used to align the various elements of the company to create a coherent
system of sustainable customer satisfaction and profitability.

The Jewelry Store “SPLENDOR JEWELS” (SJ), will be located in 5 cities of India initially. It is a
new business. We will offer a great selection of jewelry in various designs, colors and sizes.
Our jewelry will include bracelets, bangles, necklaces, earrings and rings. SJ will stock a wide
selection of jewelry made of gold, diamond and platinum. We will offer a service to make
custom pieces for shoppers on demand. All sales for the business will be through the stores
itself.

SJ will sell jewellery through four main formats, which are uniquely positioned to address
different consumer segment needs. Firstly, ‘The Exclusives’ range offer high-end luxury
jewellery; secondly, ‘The Semi-Exclusives’ range offer stylish and sophisticated products for the
discerning consumer ; thirdly 22K and fourthly 18K range offer trendy, fashionable and stylish
products at competitive prices.

The Jewelry Store will specifically carry gold, diamond and platinum jewelry that is designed
for the professional and sociable woman. Our selection will range in various colors, sizes and
styles to meet the unique needs of the everyday woman. The jewelry will be designed for
casual, business and formal occasions.

The Jewelry Store ‘SJ’ will focus on one primary market, women. We will concentrate our
marketing efforts for the professional and sociable woman. We will sell to these customers by
suggesting styles for various outfits and occasions demonstrating our knowledge of fashion
design and customer service targeted at individual shoppers. Customers can purchase pre-
made jewelry or request a customized piece designed for them at the store.

Management will rely on customer feedback and sales reports to eliminate or introduce
particular sizes, colors and styles.
In this industry trends are in our favor. Gold and diamond jewelry are popular because of their
unique natural colors and features; they are ideally suited for both informal and formal
occasions. They complement and can dress up any outfit on a woman.
 -3-

2. THE BUSINESS

2.1) OBJECTIVE

Our primary objective is to be a leading brand in the jewellery and fashion industry
and delight our customers by offering luxury wrapped in trust.

2.2) COMPANY DESCRIPTION

The Jewelry Store SPLENDOR JEWELS is a newly established business

headquartered in New Delhi. Initially we will be launching in Delhi, Mumbai, Kolkata,
Bengaluru and Chennai. Once these outlets work out then we will invest on the rest
outlets in various cities. The business is owned and operated by Nikita Garg. We will
offer a variety of pre-made and custom made jewelry products that are designed and
created by the owner as well as her assistant designers. All our pieces are designed
for the sociable and professional woman.

2.3) FORM OF OWNERSHIP

Nikita Garg is the sole owner of the jewelry store SJ. She has over 20 years of
experience in designing and making jewelry. She has worked for several companies
in jewelry design during her career. Most recently she has taught jewelry making
classes in the local community.

2.4) PROPOSED HEADQUARTERS

SPLENDOR JEWELS,
GROUND FLOOR,
DLF PROMENADE MALL,
NELSON MANDELA ROAD,
DELHI – 110070

2.5) FUNDING
 The cost to setup SPLENDOR JEWELS and prepare it for operation total $56,300.
Start up inventory will cost approximately $49,800. The bulk of the expenses are the
yearly rental of the SJ.

Start-up costs will be financed through owner investment.

-4-

3. THE MARKET

3.1) THE PRODUCT

The Jewelry Store SJ will specifically carry gold, diamond and platinum jewelry that
is designed for the professional and sociable woman. Our selection will range in
various colors, sizes and styles to meet the unique needs of the everyday woman.
Management will rely on customer feedback and sales reports to eliminate or
introduce particular sizes, colors and styles.
Our jewelry store SJ will carry wide selection of jewelry with various styles and price
ranges. Each piece of jewelry will focus on designs which accent and bring focus on
the quality in that piece. The jewelry will be designed for casual, business and
formal occasions. We will offer jewelry that includes necklaces, rings, bracelets,
bangles and earrings.
Customers can purchase pre-made jewelry or request a customized piece designed
for them at the store.

3.2) COMPARATIVE ANALYSIS

Some of the most well known competitors seen in the jewelry retail industry are
Damas India, Gitanjali group, Swarovski, Gold Souk, Tanishq and Forever Mark
Jewels.
Our competitive edge is that we are concentrating on the selling of platinum jewelry
as well as gold and diamond jewelry, while other competitors only minimally focus on
this type of jewelry. Our services will also include creating custom pieces for our
customers according to their design needs.

3.3) LICENSE

 Business License
 IEC No. ( Import Export Code )
 Hallmark Certified
 ISO 9001 series
 Zoning papers
 Designs patents
  Business patents

3.4) MARKET ANALYSIS

Jewelry has been one of the fastest growth areas. In today’s society, the majority of
jewelry is still sold to women, and it doesn’t look like that fact will be changing any
time soon. However, as the interest in this jewelry grows with women, it seems that
men are not far behind in finding interest in such items as well.
One of the most trendy and fashionable types of jewelry on the market is diamond
jewelry. While various types of diamond jewelry is popular, there are different jewelry
trends each year. One year it may be considered extremely fashionable to wear
ruby earrings while the next year rubies may be out.

-6-

3.5) MARKET CATERING

There are about 28,000 specialty stores selling jewelry. The industry is highly
fragmented with the top 50 jewelry chains accounting for less than half the total
revenue. India encompasses roughly 25 % residents earning an average household
income of about Rs.400,000 and above that accounts for 50.9% of women.

3.6) MARKETING PLAN

 MARKETING STRATEGY

We are targeting women in India. In addition, women are the primary end
consumers of jewelry, it's natural for our Jewelry Store to spend most of its
marketing resources targeting this largest market. SJ will sell jewellery through
four main formats, which are uniquely positioned to address different consumer
segment needs. Firstly, ‘The Exclusives’ range offer high-end luxury jewelry ;
secondly, ‘The Semi-Exclusives’ range offer stylish and sophisticated products for
the discerning consumer ; thirdly 22K and fourthly 18K range offer trendy,
fashionable and stylish products at competitive prices.

 DEMOGRAPHICS

 Women ( ages 18 and above )

 Sociable or professional
 Lives in a higher income group

 Unique Selling Proposition (USP)

The Jewelry Store will offer personalized fashion consulting to our customers
with custom jewelry making service. We will demonstrate our extensive
knowledge in clothing/jewelry color combinations and current fashion design
trends. We will offer advice on how to dress for specific occasions and which
jewelry goes best with which clothing. We will be the one source people turn to
when they need advice on how to dress and how to accent with jewelry.

 SALES STRATEGY AND POSITIONING

 The Jewelry Store will be centrally located in the Malls and easily accessible for
customers. Our stores will reside in the middle of one of the corridors thereby,
having high visibility.

Based on our knowledge and experience with fashion design combined with our
skills at designing and making jewelry products we are a full service jewelry store
which sells jewelry tailored and customized to each customer.

Because The Jewelry Store SJ is a new business, we understand that we will

have to prove our Company's worth to customers to earn their business. As
equally important, we need to sell both the Company and products.

-7-

We will approach sales from a salesperson-customer relationship basis. All sales

representatives will be trained and encouraged to assist customers in a personal
and engaging manner. By gathering key customer information and seeking
design feedback on our products.

With regard to all products, we will continue to stay abreast with the latest fashion
trends in order to offer our customers new, trendy jewelry.

 SWOT ANALYSIS

 Strengths

- Strong relationships with suppliers that offer credit arrangements, flexibility and
response to special requirements.

- Excellent and knowledgeable staff, offering personalized customer service. The

jewelry stores set itself apart from the competition by providing customized jewelry
designs.

- Great retail space with an attractive, inviting atmosphere.

- The owner keeps overheads low by purchasing directly from India, Brazil, and
China.

 Weaknesses

- Access to additional operating capital.

- Owners are climbing the retail experience curve.

 Opportunities

- Increase in higher income of target market.

- Addition of other jewelry related products and services.

 Threats
 - Local and emerging competitors.

- Shoplifting.

- Sales tied to economic growth.

-8-

3.7) OPERATIONAL PLAN

 PLANT LOCATION

‘SLENDOR JEWELS’ STORES will be located in the upscale neighborhoods of

New Delhi, Mumbai, Kolkata, Chennai and Bengaluru. A significant proportion of
the target market lives in these areas. We will work with big publications, fashion
as well as jewelry magazines to generate PR and shopping in the neighborhood.
We will also attract women from other neighborhoods as well as the few women
who come to these places from out of town to shop.

 PLANT LAYOUT

The basic maintained theme of our outlets will be personified with the color
brown. The decor shall be of light colored walls supported with diamond-like
stones and curtains. Soft soothing music will accompany the ambience of the
store.

SJ stores will launch in July 2012 and have a website presence where customers
throughout the country can go to learn more about our locations, fashion related
articles and announcements of new products. The website for the first six to
twelve months will be an informational site and will not list our products.

 MARKET REQUIREMENT

The jewelry we will market will meet the needs of woman who are looking to dress
up their outfit with quality jewelry. The jewelry will be suitable for both formal and
informal events.
 -9-

3.8) ORGANIZATIONAL PLAN

 ORGANIZATIONAL CHART

CEO

CHAIRMA
DIRECTO
N OF THE
R
BOARD

DIRECTO DIRECTO
R R

BUSINES SALES
HUMAN
S AND INVESTM
LEGAL RESOURC
DEVELOP MARKETI ENT
E
MENT NG
 - 10 -

 JOB PROFILE

 TITLE : Chief Executive Officer ( CEO )

POSITION SUMMARY :

Develops and monitors strategies for ensuring the long-term financial

viability of the organization ;
Develops future leadership within the organization ;
Promotes a culture that reflects the organization’s values, encourages
good performance, and rewards productivity ;
Oversees the operations of organization and manages its compliance
with legal and regulatory requirements ;
Ensures that staff and board have sufficient and up-to-date information ;
Evaluates the organization’s and the staff’s performance on a regular
basis ;
Oversees staff in developing annual budgets that support operating
plans and submits budgets for board approval ;
Serves as the primary spokesperson and representative for the
organization ;
Oversees design, delivery, and quality of programs and services.

 TITLE : Chairman Of The Board

DEPARTMENT : Board Of Directors

REPORTS TO : CEO

SUPERVISES : Members of the Board Of Directors

SALARY GRADE : union

 POSITION SUMMARY :

The President presides over meetings, proposes policies and practices,

sits on various committees, monitors the performance of Directors and
Officers, submits various reports to the board, to funders, and to other
"stakeholders";

Proposes the creation of committees;

Appoints members to such committees and performs other duties as the

need arises and/or as defined in the bylaws.

- 11 –

 TITLE : Director
DEPARTMENT : Board Of Directors
REPORTS TO : Chairman Of The Board
SUPERVISES : Policy and Promotion of the Organization
SALARY GRADE : Union
POSITION SUMMARY :
Organizational leadership and advisement;
Formulation and oversight of policies and procedures;
Oversight of program planning and evaluation;
Personnel evaluation and staff development;
Review of organizational and programmatic reports;
Promotion of the organization;
Fundraising and outreach.

 TITLE : Business Development Manager

DEPARTMENT : Business Development
REPORTS TO : CEO
SUPERVISES : Develop and maintain business
SALARY GRADE : Union
POSITION SUMMARY :

Manage, support, and supervise the business development department.

He is responsible for the acquisition of new projects and project bids and
supports management by providing analysis for evaluating new business
 opportunities such as in/out licensing, collaborative research and
development agreements, joint ventures, mergers and acquisitions.
Set sales targets and define strategy to achieve these targets and to
follow the set strategy punctually.
Manage the proposal development process and maintain the time-lines
for the proposal teams.
Coordinate with sponsors concerning size, standards, conditions and
timing of research.
Develop draft proposals based on team meetings and discussions.
Maintain the Business Development databases and support marketing
activities.

- 12 -

 TITLE : Legal Secretary

DEPARTMENT : Legal
REPORTS TO : CEO
SUPERVISES : Clerical tasks
SALARY GRADE : Union
POSITION SUMMARY :

Legal secretaries perform clerical duties like legal documentation that

are necessary for keeping a firm running efficiently. Prepare
documents, including legal briefs, spreadsheets and other office-related
letters.

 TITLE : President of Sales and Marketing

DEPARTMENT : Sales and Marketing

REPORTS TO : CEO

SUPERVISES : Management of company’s Sales and Marketing

SALARY GRADE : Union

POSITION SUMMARY :

Strategic planning including corporate positioning market and

competitive analysis, customer segment selection and penetration plans,
and related product positioning.
Oversee marketing communications including branding, public relations,
advertising, seminars and events, analyst and market research
management, and website design and content either directly or on an
outsourced basis.
 Work closely with Sales manager to develop and manage channel and
partner strategies and programs.
Oversee product management including market and customer research
for market and product requirements, interface with engineering for
product development, product pricing and product lifecycle management.
Oversee product marketing including product launch management, sales
training, presentations, sales tools, competitive analysis and general
sales support.
Work with the CEO and the other executive team members to identify
and develop strategic alliances, raise venture/public financing,
communicate with BOD members, and close/grow major customer
accounts.

- 13 -

Develop and manage the Company’s entire marketing budget.

Develop and track metrics and success criteria for all marketing
programs and activities.

 TITLE : Investment Analyst

DEPARTMENT : Investment
REPORTS TO : President of Sales and Marketing
SUPERVISES : Monitor Financial News
SALARY GRADE : Union

POSITION SUMMARY :

Build and maintain financial models for group use (asset-liability models,
asset return simulation models, optimization models, risk management,
and risk budgeting).
Evaluate asset class, interest rate, and economic variables' relationships
and trends and implications for asset allocation strategies; research and
maintain databases of economic and market index data, correlations
volatilities and returns.

Analyzing financial information relating to company e.g. company results,

profit and loss and cash flow statements.

 TITLE : Human Resource Manager

DEPARTMENT : Administrative
REPORTS TO : CEO
SUPERVISES : Department of Labor
SALARY GRADE : Union
 POSITION SUMMARY :

Maintain company employee manual ;

Prepare bi-weekly payroll for all facilities ;
Maintain and oversee employee evaluations ;
Prepare and publish monthly production shift schedule ;
Maintain and promote a team environment ;
Address labor issues and concerns;
Maintain employees vacations and PTO time.

- 14 -

3.9) FINANCIAL PLAN

Profit and Loss shows the profitability of the business, whereas, the Balance Sheet
shows the financial position of the Jewelry Store SJ. The Cash Flow shows the
status of cash received and cash paid over a specified period of time. These
documents are required to get financing for your venture.

Since we are entering a retail environment we will accept cash, checks, and all major
credit cards. We will select a check guarantee system to help reduce the percentage
of loss on bad checks.

The following sections outline our financial plan:

 PROFIT AND LOSS ASSUMPTIONS

 Estimated Average Sales Price per unit is $ 4000

 Average daily sale: 2.67 units in year 1
 Revenue increase in Year 2 assumes average daily sales of 3.5 units or
27.78% annual increase.
 Revenue increase in Year 3 assumes average daily sales of 5 units or
42.86% annual increase (Revenues will level off near year 3 and total
assets will remain static)
 Service and Repair estimated Revenue: 10% gross sales (industry
average)
 Cost of Good Sold: 20% of gross revenues (compares higher than
industry peers @ 49.10%; mainly this is attributed to two factors: 1) low
cost associated with obtaining raw materials and finding from China + 2)
owner also constructs the final product, further reducing overhead
expenses.
 Advertising Expense: N/A; kiosk will be visible in the mall + word of
mouth
 Accounting: $400 monthly book keeping + $600 for income tax
preparations
 Bad Debts: Estimate 5%
 Shrinkage: Estimate 3%
 Credit Card Fees: $0.25 per transaction plus 1.5%
  Insurance: Estimate $400 annually
 Miscellaneous: Estimate: $250 annually
 Payroll Tax Assumptions: based on State of Maryland Income Tax Rates
 Permits and License: Estimate $120 annually
 Rent: $2,700 monthly January – October then $9,100 for November and
December (Analysis assumes three (3) one year leases renewing
annually with 3% escalations for inflation rounded to the nearest $100)
 Salaries: Owner will not take salary for initial Year 1 and Year 2. At Year
3, owner will take salary of $10,000 and increasing over time to $60,000.
 Annual increases allow for a 3% increase for inflation

- 15 -

 BALANCE SHEET ASSUMPTIONS

Start-Up Capital Items:

 SPLENDOR JEWELS + Display:$2,500
 Beginning Inventory:$49,800 (which reflects industry averages and
compares in line with industry peers)
 PC Based cash register $4,000 (no annual maintenance fees)
 Assumes annual growth rate for total equity: 5% Year 2, and 7.5% Y3

 SOURCE AND USE OF FUNDS

This startup will be completely financed by the owner of the business. The
startup funds will be used to purchase initial inventory, purchase the kiosk
and display case, and a PC based cash register. Additionally the owner will
provide the necessary working capital requirements to fund day to day
operations for the initial year of operations. The owner has enough funding to
completely fund the business for the first 24 months without relying on sales
or other sources of funds. The funds are liquid and primarily in the form of
marketable securities.

 BREAK EVEN ANALYSIS

Total fixed costs associated with the jewelry kiosk are $70,624 and represent
the annual expenses associated with salary, credit card fees, accounting and
legal expenses, rent, insurance, permits and licenses, bad debt and
shrinkage, and miscellaneous expenses. The variable cost (overhead) is
estimated to be $20 per unit. Based on the assumption of $100 as the
average sales price per unit, the breakeven revenue then is $88,281 or
147.14 units.

4. CRITICAL RISKS

4.1) No Clients
4.2) Copy of designs
4.3) Rental insecurities
 4.4) Political situation (Strikes)
4.5) Power Breakdown
4.6) Shop Lifting

5. EXIT STRATEGY
Business will grow as we further develop a loyal customer base, as such we can expect
improvements in sales quarter over quarter. We have the financial resources to self fund the
business up to one year, which is the amount of time we give it to be profitable and self
sustaining. If after the first holiday season the business is not profitable we will not renew our
lease with the malls and will liquidate as many products as we can. Any products remaining
after liquidation will be sold over time through various exhibitions and e-commerce website.

- 16 -

6. APPENDIX

6.1) CV OF THE OWNER.

6.2) OWNERSHIP AGREEMENT.

6.3) MEMORANDUM OF UNDERSTANDING.

6.4) RESULTS OF MARKETING STUDIES CONDUCTED.

6.5) COPIES OF LEASES OR RENTAL AGREEMENTS.

6.6) LIST OF ALL BUSINESS CONSULTANTS, INCLUDING OUR ATTORNEY &

ACCOUNTANT.

6.7) RESUMES.

6.8) COPIES OF ALL LICENSES, PERMITS AND PATENTS FOR OUR PRODUCT,
SERVICE &/OR BUILDING.

6.9) COPIES OF ANY LEGAL DOCUMENTS ASSOCIATED WITH OUR BUSINESS

(CONTRACTS, ETC.)
 - 17 –

BIBLIOGRAPHY

 EHOW

 HOWCAST