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Bella Flats

Bella Flats. “Convenience has never been so beautiful”. Amos Ng Linda Lee Michelle Chin Rebecca Carchidi. To the Bank of Mom&Dad. Bella Flats. W hat we want: $14,744 W hat for? 1.5 terms of schooling for the price of one. But most importantly,

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Bella Flats

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  1. Bella Flats “Convenience has never been so beautiful” Amos Ng Linda Lee Michelle Chin Rebecca Carchidi To the Bank of Mom&Dad

  2. Bella Flats • What we want: $14,744 What for? 1.5 terms of schooling for the price of one. But most importantly, EXPERIENCE Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  3. Bella Flats Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  4. Bella Flats Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  5. Bella Flats Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  6. Bella Flats Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  7. Competitive Analysis • Industry • Rising trend of increasing spending on footwear by consumers from 2004 to 2009 • (Market Research Institute GMID) Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  8. Competitive Analysis • Industry • Edmonton – most affluent Canadian province per capita • Large, increasing labour force • 81, 470 females in Sales in Services • (StatsCan, 2006) Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  9. Competitive Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  10. Competitive Analysis • Damn Heels • Canadian company • Foldable flats in small compact cube • Only available in 3 colors • Does not include clutch • $20 (not including shipping) • Only 2 locations in Edmonton Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  11. Competitive Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Dr. Scholl’s Fast Flats • Only comes in black • Available only in few local drugstores • Includes a small gold clutch • Does not include anywhere to carry high heels

  12. Competitive Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Bella Flats’ Competitive Edge • Offering more colors • Easy access for customers • Reasonable price • Packaged in a trendy clutch • Includes foldable bag

  13. Market Strategy & Analysis • Market Segment • Females in Edmonton Alberta Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion Female Population Year Stats Can, 2006

  14. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Target Market • Edmonton Alberta Females • Ages 15-39

  15. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  16. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Target Market - Students • 15-24 years old, 15% of market segment • High school, university/college, newly entering the labour force • Fashionable and trendy • Includes 18 year olds who are more likely to frequent clubs and bars • Higher portion of disposable income

  17. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Target Market - Workers • 25-39 years old, 21.3% of market segment • Already part of labour force • Larger disposable income • Convenience

  18. Market Strategy & Analysis Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Survey • Surveyed 100 females living in Edmonton, Alberta • Approx. 60 females between ages 15-24 • Approx. 40 females between ages 25-39

  19. Market Strategy & Analysis Survey Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • 99% wear high heels on special occasions and events (i.e. Clubs, bars, weddings) • 100% experienced pain from wearing heels

  20. Operations & Management Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Operating Cycle • Spring/Summer fashion trend • Bi-weekly Inventory count

  21. Operations & Management Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Geographical Location • Retail Kiosk: Edmonton, Alberta • Young, Affluent workforce • Supplier • Supplier: Shenzhen, Guangdong (China) • Cheap manufactured products, • International Port • “Shenzhen Free Trade Zone” • tax relief

  22. Operations & Management Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Facilities and Improvements • Kiosk: lease starting May 2011 • Spring/Summer • (May, Jun, Jul, Aug) • WEM • Expansion to Southgate in Year 4 • Storage • Inventory stored privately

  23. Operations & Management • Facilities and Regulations • “General Business” licence required • ($194 CAD/year) • “General liability insurance” • ($1,000/year) • Day to day Operations • Opening shift: Open kiosk, check stock • Closing shift: Balance payments and stock • Website Orders – Daily fulfilment Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  24. Operations & Management Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Compensation and Ownership • Partnership, Equal Ownership and Profits • Investors • Small outfit, potential growth

  25. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Profit vs. __ graph

  26. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Start-up costs • $8,860 to cover first month, or $2215/family • Profit after summer • $27,096 total • Second year • $33, 088

  27. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Year 3: • $21, 433/family for costs of $85, 732.73 • Making $41, 395.46 total • Year 4: • Expansion to Southgate • Total costs = $193, 343.11

  28. Financials Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion • Insert Financials Again

  29. Risk Mitigation • Assumptions and Risks • Fashion trend and demand for • foldable flats in Europe and Asia • Alberta cold winter weather • Assumed to be also well received in Edmonton (Western Canada) Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  30. Risk Mitigation • Possible Major Problems • Delays in Delivery (Guangdong, China) • Quality and Reliability • Lack of confidence, leasing Kiosk to an • “untested product” • Insufficient Monthly Sales • (need to cover overheads) • Demand may decline during Winter Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  31. Risk Mitigation • Plans to Minimize Risks • Promotions, advertising • (University, clubs) • Posters & flyers to increase awareness • and sales • Reserve stock stored in Edmonton • Order additional stock when inventory • drops below 20% Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  32. Conclusion Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  33. Questions & Answers

  34. Appendices

  35. Appendices – Poster Ad

  36. Appendices - Website

  37. Appendices – Shoe Size Shoe Size Survey Results Bella Flats Size Chart Small (5&6) Medium (7&8) Shoe Size

  38. Appendices – Damn Heels

  39. Appendices – Fast Flats

  40. Operations & Management Location: West Edmonton Mall (Kiosk) Co-owner 1: Full-Time at Kiosk (Part-Time Studies)Co-Owner 2, 3, and 4: Working Part-Time at Kiosk (Full-Time Undergrads) Bella Flats Competitive Analysis Market Strategy and Analysis Operations and Management Financials Risk Mitigation Conclusion

  41. Appendices – Organization Bella Flats Organization Chart

  42. Appendices

  43. Appendices

  44. Appendices

  45. Appendices

  46. Appendices

  47. Appendices

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