PATRIOTS Rachael Coonce Rebecca McAllister Rebecca Riesinger Sarah Krebs

Assisting individuals in personalizing a professional dress code MISSION

Grow to be Seattle’s leading company in assisting business professionals to dress for success by providing consulting and personal shopping services VISION

Strong understanding of industry standards for professional attire Personalized attention for each customer Friendly staff High ethical standards Provides flexible business hours, including weekends SWOT-STRENGTHS

Small start-up facility limits business capacity A portion of limited funds devoted to start-up costs High possibility of little to no profit as a start-up company Employees are new to CODE’s standards and requirements so there may be some inconsistencies in dress code seminars among employees SWOT-WEAKNESSES

73,997 registered firms in Seattle, WA provides ample opportunity for business Ability to control the majority market share as there is little competition Build new clientele via word-of-mouth and advertising Of the 620,778 people in Seattle, WA 73.8% are between the ages of 19 and 64 Set high market standards for new competition to live up to There are currently very few dress code assistance companies in place Helps corporations achieve dress code uniformity across local branches SWOT-OPPORTUNITIES

Economic slow down Free dress code information in books and on the internet With a growing population Seattle, WA will attract more competitors Large population may make it difficult for a small business to survive The newer business concept for the area makes getting CODE’s name out there difficult Consumers may not understand the need for CODE’s services and deem them unnecessary SWOT-THREATS

Market Growth Beginning of the Market Growth Stage. Personal shopping services are still growing and expanding into new markets. Sales and profits will be high, but with only 12 competitors people are still relatively uninformed with regard to this type of service. PRODUCT LIFE CYCLE

1.Purple Store 2.GoFetch4U LLC Concierge 3.Plaza 305 Assn. 4.Fund for Personal Liberty 5.Cami Anna Lynn- Wardrobe Styling 6.Errands R Us 7.D and T Opm 8.Side Show Variety 9.Wardrobe Makeovers 10.Your Faithful Shopper 11.Sunset West Co-Op 12.Lulu Jax CODE’s Share of the Market: 1/12 or 8% COMPETITORS

Our Share of the Business Market Population: Business market population x Our share = 4,095,032 x 0.08 = 327,603 Our Share of the Recent Graduates Population: Recent graduates x Our share = 1,389,744 x 0.08 = 111,179 Our Share of the Seattle, WA and King County, WA Populations: Expanding from Seattle to King County Seattle pop. X Our share = 620,778 x 0.08 = 49,662 King County pop. X Our share = 1,969,722 x 0.08 = 133,578 49,662/133,578 = 0.37 x 100 = 37% increase in customer base by expanding from Seattle to all of King County OBJECTIVES

Our Share of the Seattle Population Based on Gender: Male pop. x Our share = 310,394 x 0.08 = 24,832 Female pop. x Our share = 310,394 x 0.08 = 24,832 OBJECTIVES CONT.

The target market includes all individuals in the professional environment adhering to a formal dress code within the Seattle, WA area. TARGET MARKET

All Customers’ Needs: -The need for professional attire in the workplace Generic Market: -Individuals who are in the workforce, within the city of Seattle. Broad Product Market: -Individuals who adhere to a professional dress code. Homogenous Product-Markets: -Recent graduates (ages 20-34) -Older business professionals who need their wardrobe updated -Time sensitive professionals (ages 35-50) -Returning to the workforce (former stay-at-home mothers) SEGMENTATION STRATEGY

Qualifying: The homogeneous dimension in all submarkets is the need for dress code adhering clothes. Determining: Age Specific needs Income level Family life cycle Social status Urban/Suburban DIMENSIONS

Recent Graduates Ages Needs professional dress assistance Needs a professional wardrobe Medium income Men/Women Social status important Urban Older Business Professionals Ages In need of an updated wardrobe High income Men/Women Family life cycle established Suburban Time Sensitive Professionals Ages In need of professional clothing No time to spend shopping High income Men/Women Career-oriented Urban Returning to the workforce Ages In need of professional clothing In need of easy dress Medium income Mostly women Family life cycle established Suburban OUR MARKET BASED ON SEGMENTATION

Recognition and Problem Awareness Information Search Evaluation of Alternatives Purchase Evaluation Post-purchase Evaluation DECISION MAKING PROCESS

The need our business will fill is the need for professional attire in the workplace. RECOGNITION AND PROBLEM AWARENESS

Extensive Problem Solving: Consumers will put a lot of time into deciding what sources to go through. The consumer is satisfying an important need. This may also be the first time a customer has used this type of service. INFORMATION SEARCH

Customer will evaluate whether to choose a book, personal shopping service, or maybe just go shopping themselves. Our personal shopping service will provide knowledge about fashion and professional dress while also providing a personalized service. EVALUATION OF ALTERNATIVES

The customer then decides if we are the right solution to meet their needs. PURCHASE EVALUATION

Customers will decide how they felt about our service and if they will use it again. If our service meets their expectations, they may purchase again and recommend our service to friends. POST-PURCHASE EVALUATION

Product Price Place Promotion MARKETING MIX

Brand Positioning Statement: Our personal shopping consultants are knowledgeable in the areas of fashion and professional dress. We offer high quality, personalized service at an affordable price. PRODUCT

ProductAttributesPhysical Consequences Psychological Consequences Values Personal Shopping Service Specialize in business attire Wardrobe follows professional dress code Confident they are dressed appropriately Dressing appropriately for their work environment Personal attention for each customer Getting their money’s worth Fit-in in professional environment Competitive pricing Dress for success Knowledgeable staff MEANS END CHAIN

Regular store Low Customer Service CODE High Customer Service Internet Books PERCEPTUAL MAP High Price Low Price

Objectives: Sales Oriented Keep our prices competitive with our market’s competitors Increase market share from our current 8% Discounts Referral discount First time customer discount New grad discount, valid first six months after graduation PRICE

Centrally located downtown location that is convenient for customers Website advertising our services and location Direct channel with no middleman PLACE

AIDA: Attention - Yellow pages -Internet -Seminars at businesses Interest -Use advertising to remind customer of our service PROMOTION

Desire -Give out discount coupons at seminars -Information brochures showing before and after photos Action -Promotion via yellow pages and internet -Discounts for first time customers and recent grads PROMOTION CONT.

“King County, Washington.” U.S. Department of Commerce. U.S. Census Bureau, Web. 30 Oct “Pierce County, Washington.” U.S. Department of Commerce. U.S. Census Bureau, Web. 30 Oct html “Population: 2011 Data Book.” Office of Financial Management, Web. 29 Oct SOURCES

“Seattle (city), Washington.” U.S. Department of Commerce. U.S. Census Bureau, Web. 30 Oct. 2012http://quickfacts.census.gov/qfd/states/53/ htmlhttp://quickfacts.census.gov/qfd/states/53/ html “Seattle Personal Shopping Service.” Seattle Yellow pages. Yellow Pages, Web. 15 Nov service?g=Seattle%2C+WA&q=Personal+Shopping+Service “Snohomish County, Washington.” U.S. Department of Commerce. U.S. Census Bureau, Web.30 Oct SOURCES

“Washington.” U.S. Department of Commerce. U.S. Census Bureau, Web. 29 Oct SOURCES