1. Istituto Europeo di Design
Business
Plan
by:
Ellinor
Lindqvist
Sabine-Karoline
Kodu
Course:
Business
Management
Teacher: Abel
Diaz
Fernandez
Spain, Barcelona, 01.02.2011

2. Index
Briefing…………………………………………………………………………………………………….3
Concept………………………………………………………………………………………….…………3
Sector,
market
and
competitors……………………………………………………………………5
Commercial
Plan…………………………………………………………………………….…………6
Technology………………………………………………………………………………………………7
Production
Plan……………………………………………………………..…………………………7
Staff…………………………………………………………………………………………………………8
Economic
aspects………………..…………………………………………………………..…………9
Funding…………….……………………………………………………………………………...……..10
Directing………………………………………………………………………………………..………..10
Start
up………………………………………………………………………………………..………….11
2

3. Briefing
Open
an
online
store
and
offer
a
service,
helping
designers
to
sell
unique
goods
to
fashion
loving
people
.We
will
be
the
link
between
the
designer
and
the
consumer.
Concept
Service
and
Goods
Our
idea
is
to
open
a
webpage
that
will
be
a
platform
for
new
designers
who
want
to
enter
the
fashion
market.
We
will
be
the
link
between
the
designer
and
the
costumers.
Style
Galore
will
help
designers
with
the
marketing
and
communication
part
of
fashion.
The
service
that
we
are
offering
is
focused
towards
designers
that
want
their
items
sold
and
need
help
reaching
customers.
We
will
help
them
by
offering
a
platform
and
creating
contact
with
costumers.
Our
idea
is
to
open
a
website
that
gives
designers
the
opportunity
to
display
and
sell
their
designs
and
allows
them
to
enter
the
fashion
market.
We
will
be
the
link
between
the
designer
and
the
costumer.
Many
talented
designers
create
beautiful
items
that
never
reach
the
consumer.
Often
they
don’t
know
how
to
handle
the
business
part
of
fashion
and
how
to
communicate
with
their
audience.
We
are
offering
the
correct
tools
to
help
them
display
and
sell
their
work.
Finding
and
creating
a
good
relationship
with
designers
is
an
important
part
of
our
business.
The
goods
that
we
will
offer
are
different
types
of
garments,
shoes
and
accessories.
These
are
only
offered
in
a
limited
edition
and
created
by
“up
and
coming”
designers.
Our
target
is
fashionable
people
who
appreciate
design
and
want
to
stand
out.
Today
self-­‐expression
is
very
important
and
we
will
give
our
customers
the
opportunity
to
buy
unique
garments.
Production
and
selling
process
The
designer
handles
the
production
of
the
items.
They
create,
design
and
produce
their
garments.
The
selling
process
is
taken
care
off
by
us.
We
will
manage
the
website
and
do
the
marketing
for
our
designers
garments
and
items.
We
will
handle
the
communication
with
the
costumers.
We
will
also
handle
the
3

4. distribution
part
of
the
process.
The
process
will
work
with
the
first
step
being
that
the
designers
provide
us
with
garments
and
in
exchange
we
will
help
them
with
these
services.
First
we
will
need
to
get
in
contact
with
designers,
create
a
network
with
people.
Than
sign
a
contract
with
the
designer.
Which
includes
that
designers
will
provide
us
with
garments
in
exchange
we
will
help
them
with
services.
After
receiving
the
goods
we
will
upload
them
on
our
website
so
the
customers
can
shop.
At
last
we
will
use
a
well-­‐known
delivery
service
called
Correos
who
will
deliver
the
goods
at
customers
home.
Differentiation
Our
concept
is
in
tune
with
what
is
happening
in
the
fashion
industry
today.
Self-­‐
expression
and
having
a
personal
style
is
becoming
more
important
among
people.
Our
service
will
be
useful
for
new
designers.
The
fashion
market
is
a
difficult
and
complex,
you
need
the
right
knowledge
and
resources
to
be
able
to
reach
customers.
There
are
businesses
similar
to
our
company.
Our
aim
is
to
offer
a
service
for
new
designers
that
isn’t
really
offered
today.
Our
online
store
and
the
service
we
are
giving
will
be
professional.
We
will
give
designers
and
opportunity
to
have
people
view
their
items,
get
feedback
and
be
able
to
sell
them.
Possibilities
of
development
We
can
imagine
a
lot
of
possible
developments
for
our
company
in
the
future.
The
main
goal
is
to
create
a
brand
name
and
to
become
a
well-­‐known
organization.
Our
aim
is
to
spread
the
word
about
our
website
and
to
be
recognized
on
an
international
basis.
One
important
thing
in
our
business
is
to
create
a
network
with
contacts.
It
is
important
for
us
to
have
a
group
of
talented
and
professional
designers.
It
would
also
be
good
for
us
to
have
other
contacts
in
the
fashion
industry
with
manufactures
and
creative
people.
This
way
we
could
offer
our
designers
more
help
with
the
production
of
their
items.
One
development
that
we
would
like
to
see
in
the
future
is
to
have
a
store
that
people
could
visit.
When
the
business
gets
bigger
it
would
also
be
good
to
rent
a
storage
place
for
the
garments.
Another
idea
we
have
is
to
create
a
fashion
show
with
the
4

5. designers
that
we
are
representing.
• When
our
business
gets
bigger
we
can
rent
a
storage
place.
• For
promoting
our
designers
and
also
our
website
we
can
organize
fashion
shows.
That
would
also
be
good
opportunity
for
customer
to
see
our
goods
on
live.
• If
our
business
is
doing
very
well
we
would
be
able
to
open
our
own
store.
• For
extra,
thanks
to
our
profession,
we
can
offer
the
designers
help
with
the
production
process.
Sector,
market
and
competitors
We
are
going
to
stand
in
tertiary
sector;
we
will
be
a
private
firm.
Also
we
will
be
classified
as
micro
firm,
because
they’re
only
two
of
us
working
in
this
company.
Competitors
Our
competitors
will
be
boutique
and
specialty
stores
that
are
offering
designer
items
and
also
online
stores
that
have
the
same
concept
as
we
do.
For
example
in
Estonia
Nu
Nordic
or
PreiliPipar,
Barcelona
Thot and in Paris L ‘Eclaireur.
Market
segmentation
As
fashion
market
is
segmented
in
three
categories
of
price,
then
our
company
would
be
standing
in
the
middle.
We
are
neither
luxury
brand
nor
cheap
brand.
Product
positioning
5

6.
Commercial
Plan
Selling
strategy
We
are
using
our
online
store
to
sell
and
promote
our
products.
It
is
important
to
make
people
aware
that
our
website
exists.
We
think
that
a
good
way
to
“spread
the
word”
about
our
business
is
by
using
different
types
of
social
media.
Facebook
and
twitter
will
be
very
useful
for
us;
also
this
is
a
inexpensive
way
to
promote
our
company
since
it
doesn’t
cost
anything.
We
will
also
try
to
have
some
product
placement,
by
contacting
bloggers
and
giving
them
free
items
they
will
in
their
turn
write
about
Style
Galore.
We
will
contact
papers
and
magazines
and
try
to
get
them
to
write
about
us.
On
a
more
local
basis
we
will
hand
out
flyers.
Also
contact
vintage
stores
or
other
designer
stores
were
we
think
our
target
customers
buy.
Our
selling
strategy
is
based
on
results.
We
will
start
off
on
a
smaller
scale
and
do
our
best
to
promote
our
business
“low
cost”.
If
we
see
that
we
are
not
reaching
customers
we
will
have
a
more
aggressive
strategy.
We
have
calculated
an
extra
cost
and
will
have
to
do
some
advertisement
in
magazines.
Also
we
will
give
out
flyers
and
posters
in
parties,
stores
or
schools,
where
we
think
our
consumers
and
designers
will
attend.
In
the
start
up
we
will
design
and
print
100
posters
for
50
€
(1
piece
0,50
€).
We
will
also
order
200
flyers
for
40
€
(1
piece
0.20€).
We
will
order
500
business
cards
(1
piece
0,01
€)
they
will
be
good
to
hand
out
to
people.
We
will
order
plastic
bags
for
930€
(1
piece
0.31€).
The
bags
will
have
our
logo
printed
on
them.
They
will
help
to
promote
our
business.
They
are
cheaper
if
we
order
them
in
bulk
that
is
why
we
are
investing
money
in
this.
Customers
Our
costumer
is
a
Modern
woman
or
man
that
is
concerned
with
design.
They
want
to
be
different
and
are
looking
for
items
that
are
individual;
this
is
there
main
shopping
driver.
We
think
that
the
age
of
the
customer
could
be
from
19-­‐
6

7. 30.
They
are
in
a
stage
in
life
were
they
have
money
to
spend
on
clothes
and
are
concerned
with
being
fashionable
and
stylish.
We
are
focusing
on
young
generation
but
our
target
can
be
any
fashionable
person
who
appreciate
design
and
want
to
stand
out.
Fashion
trends
show
that
today
self-­‐expression
is
very
important;
we
will
give
our
customers
the
opportunity
to
buy
unique
cloths,
which
are
made
in
a
limited
addition.
Our
store
promotes
designers
that
have
an
innovative
and
creative
expression
and
produce
items
with
a
good
design.
Technology
When
it
comes
to
technology
the
website
is
obviously
an
important
part
of
our
business.
It
is
extremely
important
that
it
works
correctly.
The
costumers
shouldn’t
experience
any
problems
when
they
are
visiting
the
site
or
when
they
are
purchasing
items.
It
is
also
important
for
us
that
it
works
correctly
since
this
is
the
key
part
of
our
company.
Also
we
will
make
shore
that
the
contract
that
we
sign
with
them
will
contain
a
part
offering
help
if
any
technical
problems
should
occur.
That
is
why
we
are
using
well
known
Estonian
company
Wiseman
(www.wiseman.ee)
to
make
our
website.
Wiseman
has
already
collaborated
for
an
example
big
companies
like
Nokia,
Skype,
Paulig
and
Philips.
We
are
not
saving
money
on
making
the
online
store,
so
we
are
ready
to
pay
high
price
for
it.
We
have
figured
out
that
for
10
000
eur
we
will
get
good
online
shop
made
by
Wiseman.
Also
we
have
checked
which
address
is
free
for
our
domain.
Our
domain
address
would
be
www.stylegalore.net
-­‐
which
comes
from
our
online
shop
name.
We
can
have
this
address
right
now
for
free
but
for
the
server
we
must
pay
every
moth
3,77
euro
Production
Plan
The
idea
is
that
the
designers
create
their
items,
clothes
and
accessories.
They
take
care
of
the
production.
We
will
have
a
communication
with
the
designer
informing
them
of
the
status
of
their
garments.
If
the
garment
is
popular
we
will
want
to
produce
more.
If
there
is
anything
wrong
with
the
item
we
will
alternate
it.
There
will
always
be
a
good
communication
between
the
designer
and
us.
We
7

8. will
keep
them
informed
and
help
them
if
needed.
We
will
sign
a
subcontract
with
the
designers.
The
subcontract
will
contain:
1.
The
designer
will
provide
us
with
goods.
2.
We
will
display
them
on
our
website
for
5
months
and
try
to
sell
them.
3.
We
will
keep
the
designers
updated
about
the
sales.
4.
Price
for
each
item
will
be
discussed
and
agreed
upon
with
the
designer.
5.
We
will
receive
10%
for
each
sold
item.
6.
If
the
items
are
not
sold
in
5
months
the
designer
will
receive
them
back
in
the
same
condition.
7.
We
are
taking
care
of
packaging
and
distribution.
8.
Also
we
will
do
the
advertising
for
the
designers.
We
will
design
and
order
business
cards
from
Vistaprint
and
plastic
bags
from
Reklambutiken.
They
will
have
our
own
logo
and
contacts
printed
on
theme.
This
is
also
a
way
to
promote
Style
Galore.
Staff
In
the
beginning
we
plan
to
do
al
the
work
ourselves.
We
will
handle
the
administrative
work.
This
could
be
signing
contracts,
budgets,
storage
and
handling
the
distribution.
Our
designers
will
be
our
freelance
employees.
It
is
important
for
us
to
keep
them
happy.
This
will
be
done
by
following
the
contract,
offering
the
service
that
is
promised
and
keeping
a
good
professional
relationship.
Looking
at
the
designers
needs
and
providing
them
with
help,
at
the
same
time
making
shore
that
they
keep
up
their
part
of
our
deal.
It
is
also
important
to
motivate
and
keep
a
positive
spirit
between
that
people
that
are
a
part
of
our
company.
The
designers
that
we
are
looking
for
are
talented
people
who
produce
items
that
we
can
see
are
attractive
for
our
customers.
We
will
contact
designers
who
are
studying
at
different
schools
or
universities
that
are
linked
with
design.
We
will
also
put
up
flyers
looking
for
designers.
We
believe
that
if
we
create
an
attractive
website
and
manage
to
promote
our
business
designers
will
be
interested
in
working
for
us.
8

9.
Economic
aspects
Budget
for
start
up
Online
store
10
000
€
Web
server
3,77
€
Credit
card
payments
23
€
Equipment
448,23
€
Business
cards
(500
pieces)
5
€
Plastic
bags
(3000
pieces)
930
€
Flyers
and
posters
90
€
Total
expenses
11
500
€
One
month
sales
piece
approx.
costs
1
35
€
We
get
10%
Sale
per
day
10
pieces
1
month
31
days
1
piece
For
35x0,
1
=3,5
In
1
day
3,5x10=35
In
1
month
31x35=1085(€)
Income
statement
for
one
Month
Revenues
Sales
1085
COGS
99,2
Gross
Margin
985,8
Operating
Expenses
Web
server
3,
77
Credit
card
payments
23
Advertising
35
Total
expenses
61,77
EBT
924,03
Taxes
(18%)
166,3254
Profit
757,7046
9

10. Funding
As
we
have
two
partners,
we
split
the
budget
to
start
up
with
the
business.
So
each
of
us
need
to
put
in
5750
€.
We
have
enough
money
in
our
savings
accounts
to
start
up
with
our
business.
Also
if
needed
we
have
financial
support
from
our
parents,
they
are
willing
sponsor
our
business.
Directing
Tasks
There
are
different
tasks
in
our
company.
In
the
start
up
of
the
company
there
will
be
many
tasks
that
will
not
occur
on
a
normal
basis.
We
have
divided
them
among
us,
some
of
them
we
will
do
together.
Start-­
up
tasks
Sabine
Together
Ellinor
Registration
of
the
Design
flyers,
posters,
Order
Business
card
company
plastic
bags
and
business
cards
Contact
Wiseman
(webpage
Buy
equipment
Order
plastic
bags
Contact
RBS
Worldpay
Advertising
(Handing
Sign
contract
with
(credit
card
payments)
out
business
cards
and
Correos
flyers.
Hanging
up
posters.)
Networking
(signing
contracts
with
designers)
When
the
business
is
working
we
will
divide
our
daily
tasks
the
following
way.
10

11.
Daily
Tasks
Sabine
Together
Ellinor
Economy
Storing
goods
Photographer
Operating
with
delivery
Packing
of
goods
Webpage
manager
company
Advertising
Communicate
with
designers
Looking
for
designers
Start
up
1. Regristrate
our
web
domain
www.stylegalore.net
and
pay
1
month
for
the
server
–
3,77
€.
2. Contact
with
the
company
called
Wiseman
who
are
creating
our
online
store.
We
will
have
a
meeting
with
them,
where
we
will
tell
them
our
vision
and
then
we
will
sign
the
contract.
(Approx.
10
000
€
for
making
the
online
shop.)
3. Contract
with
RBS
WorldPay
,
what
gives
our
customers
opportunity
to
purchase
with
credit
card.
4. Contract
with
Logistics
Company
Correos.
5. Design
and
order
business
cards
from
www.vistaprint.se
and
plastic
bags
from
www.reklambutiken.com
.
6. Buy
equipment
(camera
flash,
clothing
hangers,
clothing
racks)
7. Start
advertising.
8. Get
contact
with
designers
and
make
contracts
with
them.
9. Storage
the
goods,
photograph
them
and
upload
them
on
our
webpage.
10. Continue
advertising
and
creating
a
network
of
people.
11

12. What
can
go
wrong?
If
our
marketing
strategy
isn’t
working
we
will
have
to
change
it
to
make
shore
we
reach
our
customers.
This
is
key
in
our
company
getting
people
to
visit
our
website,
spreading
the
word
about
our
designers
and
selling
their
items.
We
might
have
to
do
more
advertising
or
make
our
homepage
look
more
attractive
if
our
strategy
isn’t
working.
Also
it
is
possible
that
the
delivery
service
isn’t
as
effective
as
we
wish
then
we
would
have
to
change.
We
believe
that
our
business
can
be
successful
if
we
follow
our
business
plan.
Two
important
things
is
to
network
and
find
the
designers
also
that
the
design
of
the
website
is
appealing.
12