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BUSINESS PLAN

PRESENTED BY: GREESHMA V.

OVERVIEW OF BUSINESS
Mercury

is a branded women footwear in India, which provides most sort after and exotic

range of high fashion footwear for fashion freaked, forward looking & free thinking women.
The

brand is an epitome of grace, elegance, sensuality & poise. Footwear's are specially

designed and crafted to illuminate a women's inner character, mood & feminity.

the motto footwear's for each Season

Mercury

Rising is organized as a partnership business

between Ms. Greeshma .V, who is an accessory designer with

an experience of 3 years in womens footwear industry and Ms.


Keerthi Kalesan who is a BBA with CA degree from Christ

University, she has working experience of 6 years in retail Industry in


the name of Mercury, will be located at Ibrahim Street,
Commercial Street in Bangalore.
Manufacturing

Tamil

Nadu.

& packaging, is outsourced locally in


Warehouse

at

Bangalore,

distribution

channel consists of MBO, Own Shop and E- Commerce.


Initially through MBO & Own Outlet, Lifestyle, Central &
Myntra.

Greeshma

Keerthi

INDUSTRY & TARGET MARKET


At present, Women's share of the market is 30% .Men's market is growing at a CAGR of 10% & Women's market is
growing at a much faster CAGR of 20 %.Casual footwear accounts for over 70 per cent of the total footwear market.
Location: Bangalore, Womens Population in Bangalore: 4, 79, And 743 more than 50% is youth population. 20% of urban
women working
a) Geographic Segmentation: Mercury rising wishes to serve the customers of Bangalore city, the store will be located at
Commercial Street which is a shopping district.
b) Demographic Segmentation: we are targeting women, aged 15 to 38, having disposable income of over INR 18k and
above.
c) Psychographic Segmentation: our targets are the style conscious and ambitious of the middle and upper social class.
Customer Characteristic:

Young, fun loving, playful, Trendy affordable fashion and trendy style .

THE CONCEPT

Mercury Rising will minimize the competition by targeting specific niches, generally
focusing onother retail stores whose prices are too expensive, lack quality andare not
"shoe size efficient".The selection will range from the basics ofcomfortable flats and
sandalsto thetrendystyle ofstiletto.

Mercuryhas three keys to success. The first is establishing a high quality, high value
relationship with its vendors and customers.

The second key is Points of difference: Interchangeable straps, fashion forward,


durable high strength, use in any weather and affordable pricing, half sizes available

The third key is backward Vertical integration in supply chain and Image differentiation

Management

will

rely

oncustomerfeedback,suggestions,

tointroduce or eliminate certain brands, styles and sizes.

and

sales

reports

MARKETING STRATEGY
Mercury Rising will differ from other retail shoe stores because

we will always be less expensive than the competition, but we


will still maintain the high quality of our footwear. Mercury
Rising will aggressively pursue all contacts through networking.
Also,

offer a sales promotion on a monthly basis, such as:

buy one, get one half price


buy one, get one free
half off on shoes from the previous season
"Mercury Rising " offers (for every

Rs.3000 purchase, the


consumer receives an additional 15% off of their next purchase)

INTEGRATED MARKETING
COMMUNICATION PLANNING

SALES FORECAST
expected growth

rate of 20% annually on footwear sales and 15 % initially on accessories. Capital of


Rs. 20 Lakhs, Bank loan of 10 Lakhs @ 12.5 interest rate .
START-UP
Requirements(IN Rs)

Start-up Expenses
Legal
Stationery, business cards etc.
Credit Card Set-up
FED EX Account
Supplies (special made shoe boxes, invoices, etc.)
Website Start-up
Showroom Rent amount(1Yr) (950sq. ft)
Total Start-up Expenses
Start-up Assets
Cash Required
Start-up Inventory(3 months in advance)
Other Current Assets
Long-term Assets
Total Assets
Total Requirements

50,000
45,000
15,000
25,000
35,000
230,000
6,00,000
1,000,000
150,000
450,000
300,000
1,100,000
2,000,000
3,000,000

TOTAL SALES
10,000,000

9,276,029

9,000,000

7,587,850

8,000,000
7,000,000

6,312,500

6,000,000
5,000,000

5,350,000
4,500,000

4,000,000
3,000,000
2,000,000
1,000,000
0

YEAR1

YEAR2

YEAR3

YEAR4

YEAR5

BREAK EVEN
Net Profit
1,200,000
979,022

1,000,000
800,000
600,000

500,640

400,000
155,255

200,000
78,950
0
- 200,000

Year1

Year2

Year3

Year4

Year5

- 155,000

- 400,000

During the end of second year the business will reach break even

RISK FACTOR

The womens wear footwear market is a crowded space there are as many as twenty different brands on the
market today. So Why does the market need another footwear brand?

Consumers in the market would appreciate what we were trying to do create the
sizes which only a very few provide, which when you buy 1 pair, take home 3
different styles.

CRITICAL SUCCESS FACTORS (CSFS)

To Have Profitable Units

To

Secure Premiere Locations

To

Lead All Competitors in Unit Development

To

Maintain Favorable Margins & Reliable Distribution

To

Achieve Operational Excellence

THANK YOU