1. BelleClectic Jewels llc.
Mercy College Web Strategy and Design
710 & 711 Capstone Project
May 18, 2013
Team: Nicole Jones, Eleanor Wai & Sandra Wisor
Mentor: Prof. Christina Hope
Welcome to our presentation. Our team is Nicole Jones – Graphic Designer, Eleanor Wai – IT Specialist, and myself Sandra Wisor – Business Manager. Our mentor for our capstone project is Prof. Christina Hope.

2. agenda Business Plan Financial Plan Marketing Plan Site Walk Through
Today’s agenda for Belleclectic Jewels is: We will review our business and marketing strategies, as well as, our financial plan, and provide a site walk through for our ecommerce jewelry store.

3. Company start-up plan Establish a online presence to sell jewelry.
Find business partners to provide services to our customers.
Market through social media and online resources.
Our Company Startup plan is to establish a online presence to sell jewelry. We were able to find business partners to provide jewelry services for our customers, along with creating brand recognition by marketing the company through various social media and online resources.

4. Belleclectic JEwels Online jewelry retailer 14K gold ring settings
Eclectic colored diamonds
Bezel settings in three different shapes
Supplies from local wholesaler
Offer drop shipping from the wholesaler
Our Mission statement for Belleclectic Jewels.com is: Offering the best quality product minus the cost.
We are an online jewelry retailer selling 14K gold ring settings with Eclectic colored diamonds.
The ring bezel settings in three different shapes are our supplies come from local wholesaler.
After each order is placed with the our local NY wholesaler, the customer’s ring is dropped shipped to Belleclectic Jewels.
Our company will repackaged the customer’s ring in Belleclectic Jewels white box with purple ribbon packaging, and then shipped directly to the customer within 3-5 business days.
“Offering the best quality product minus the cost” – BelleclecticJewels.com

5. Principal Products Our principal products:
14K gold rings with single setting ring bases
come in different colors of gold
allow for one diamond setting
Customizable option for diamond shape and color
14k White, Yellow and Duo-tone Gold Rings
1.5 ct diamonds are second to the largest setting of diamond which is 3ct.
1.5 carat Diamonds in Blue, Grey and White

6. Future products & sales
Men’s Rings
Children’s Rings
Platinum Rings
Pink Diamonds
Yellow Diamonds
Chocolate Diamonds
Different shaped bases
Future sales will include: Children’s rings, Men’s rings and Platinum ring bases.
Going forward we will carry Various colored diamonds such as pink, yellow and chocolate
as well as different shaped bases such as: princess cut and heart shapes.

7. primary customers 20+ Young Adults 40+ Stay at Home Mom
Our primary customers are young women in their early twenties to early thirties and mature women aged mid-forties to late sixties who are independent, fashion conscious and trendy. Our customers appreciate simple style and desire to have something different from the rest of the casual jewelry wearers; they also have an income that supports their “eclectic” lifestyle and frequently buy jewelry or high end merchandise.
30+ Working Woman
60+ Mature Woman

8. Swot analysis – Belleclectic Jewels
Benefits
Challenges
Internal
Strengths
Online education for our customers
Online payment with PayPal
Weakness
Startup costs
Rise of cost in gold and diamonds
External
Opportunities
Social media advertising
Internet and catalog sales
Threats
Jewelry chain stores
Cannot offer credit
Our SWOT Analysis is as follows:
Our Strengths are: Online education for our customers, and provide Online secure payment through our partner PayPal.
Our Weaknesses are: Cost of diamonds and the Price of gold can fluctuate, along with Economic conditions can decrease spending.
Our Opportunities are: that we are able to market the company and it’s products thru social media sites to create brand recognition. We also offer Extended service plans for our products.
Our Threats are: Other recognized jewelry retailers and we can not offer credit to customers.

9. Industry Competitors
These are the top sellers of fine jewelry and rings in the USA:
Signet – owns and operates both kay jewelers and jared galleria,
Kay –has become a well recognized jewelry seller across the country and
Jared – a more recent development by signet and carries the latest jewelry trends.
Tiffany – who has over 100 years recognized brand quality products.

10. Business partners Our Business Partners are:
Hostek – is our website hosting provider
UPS – handles our shipping orders
Alpha-Imports – is our local online jewelry supplier
Paypal – provides our customers with secure payment processing system.
Magento – is our e-commerce platform for our online store.
Google –we receive payments through Google AdSense for ad placement in our youtube and blogger accounts.

11. Budget and expenses $55,000 business loan Software purchases
Web hosting
Inventory and supplies
Security implements
Insurance
Budget and Expenses
$55,000 from bank of america
Interest rate is 2.99% for 15 years
Software costs - roughly $4000
Web hosting
Inventory and supplies – around $20,000 over 3 years
Security implements - a safe to store our diamond ring inventory
Insurance – business insurance and home owners insurance for the safe which is stored at one of our staff residencies

12. Future expenses Office space Marketing materials Travel expenses
Salaries
Office rental space
Marketing materials such as paper advertisements, business cards and online advertisements
Travel expenses to gem expos and jewelry trade shows
Salaries to pay employees

13. Technology Homepage Catalog Merchandising Search Checkout Shipping
Payment
CRM
Personalization
Social Media
Website requirements for Belleclectic Jewels:
Homepage (HTML, CSS, Javascript, Jquery)
Catalog (PHP, open source ecommerce software magento)
Merchandising Module (magento)
Search Module (magento)
Checkout module (magento)
Shipping module (magento, ups)
Payment module (magento, paypal)
CRM (constant contact, magento)
(contact page coldfusion and sql server database)
Personalization (magento)
Social media (attached to our header on our website template)

14. Key financial indicators
At least 1 ring sale per month
Inventory turnover rate of the sale of rings
Key Financial Indicators
We need to sell at least 1 ring per month for 12 months in order to cover our expenses and gross a profit
After three years we expect to gross enough income to pay ourselves a salary
If a company’s inventory turnover ratio needs a boost, the first point of contact is the sales and marketing team. The sales team gathers feedback from customers to tell if there is an issue regarding the products for sale. The sales manager has the power to motivate sales professionals to increase their numbers. The marketing team can also initiate a new campaign to boost sales during the period in order to increase inventory turnover.

15. Break even analysis
Break even point = Fixed Costs / (Unit selling price/variable costs)
BEP for 2013 = 59,664
BEP for 2014 = 99,413
BEP for 2015 = 163,060
BEP for 2016 = 291,536
We will break even in 2014 because we will not make a profit for 2013.

16. Profit and loss Projected Net profit before taxes 2013 – $35,680
2014 – $66,392
2015 – $104,531
2016 – $138,468

17. Pricing strategy
PRODUCT PRICING GRID
METAL (14K Gold)
DIAMOND
(300$ wholesale for 12) for diamonds
BASE PRICE
LABOR
Shipping and Packaging
Total Cost Expense
Retail
Markups/ Mark Downs
Selling Price
White Gold Ring with Diamond
1=25
196.00
50.00 20
(95+196)x3=
291
(13x) Markup $
Yellow Gold Ring with Diamond
162.00
95+162(3)=257
(15x) Markup $
Duotone Yellow Gold Ring with Diamond
204.00 =
424.00
(9x) Markup $
White Gold Ring Base
196+20= 216
(8x) Markup
$1728
Yellow Gold Ring Base
162+20= 182
(10x) Markup
$1820
Duotone Gold Ring Base
204+20= 224
$1792
1.5ct Blue Diamond 25
20+25= 45
(30x)Markup
$1350
1.5ct White Diamond
(30x) Markup
1.5ct Grey
Buying the diamonds wholesale gives us 12 diamonds for $300. Our starting plan incorporates 3 different style rings. Customers can choose between varying colored diamonds for the same price. To cover the cost of assembling the jewelry each ring will increase a percentage of value for profit depending on price of the setting to make prices competitive. We will initially launch with only the round diamonds available but depending on sales we could make the oval and square diamonds available late 2013, however we expect to launch the oval and square diamonds in 2014.
When compared to our competitors the average price for gold rings with diamonds of our least expensive parts range from $$ – $ When compared to our competitors we offer more affordable prices for our customers.

18. Sales Strategies Supply with the most common size rings
Place other ring size orders accordingly
Increase sales to cover fixed expenses
We carry the most common size rings which is size 7 and place other ring size orders accordingly. Based on our estimated operating expense monthly, we expect to generate more sales to cover our fixed expenses and to include an in house stock of varying sizes.

19. Competitive comparison
Our white gold, 1.5ct diamond ring is $3783 with round, oval or square diamond settings. We charge differences for the colored gold, that is the only cost difference we have.
All diamonds are the same price no matter the cut, shape or color.
The complete ring is sold as a group item in magento which allows the customer to switch out the colored diamond or ring base for any available ring base and diamond in stock.

20. Competitive comparison
This 1.5ct diamond is the same exact style as ours however the retailer here is offering a discount of 45% which makes the ring $6645, which is almost twice our selling price. Even at their proposed retail price we are selling the same product for almost 75% less than this company’s retailer.
Actually this website… a direct competitor to alphaimports which is our online wholesaler
Itshot.com is also located in new york but their prices are much more expensive than alphaimports for a complete custom ring
While alpha imports does sell fully assembled rings, they do not sell 1.5ct rings fully assembled.
We at belleclectic jewels will sell to the public a 1.5ct assembled ring for almost half the cost of this competitor.

21. exit strategy Our Exit Strategy:
Our Exit Strategy:
 we have two options in consideration; the first option is to locate and persuade a more successful jewelry enterprise to purchase our remaining inventory at a liquidation price. This entity would then consume the remaining assets of Belleclectic Jewels without purchasing the brand. Belleclectic Jewels would retain the copyright licenses until they expire without renewing either license or LLC.
The second option we have considered is to keep the Belleclectic Jewels brand and continue to sell jewelry as an Amazon.com partner. Amazon.com would then fulfill and ship all merchandise purchased through BelleclecticJewels.com, and disperse an annual retailer dividend to us at an 8% profit margin. The remaining stock of inventory would then be sold off through online auction house platforms such as Amazon or eBay.

22. Sales literature Flyer Catalog Thank you cards Business cards
Belle’s blog
Youtube video blog

23. Social media Facebook –pay-per-click sponsored ads
Blogger – social media outlet to customers and buying information
Instagram & Pinterest– current social media outlets to share pictures of new products
Twitter – direct customer feedback and interaction
YouTube – buyer education material and commercial advertisements

24. LOGO, Tag Line & MEET BELLE
We chose Edwardian Script for our logo because it reflects softness and elegance. The cursive writing is iconic of romantic events, like seen on a place card.at a wedding, or formal invitation. Since diamond rings are symbols of romance we knew Edwardian script was the right choice. The logo also features a ring since that is our primary product and the color purple represents wealth and royalty to emphasize the eclectic choice of jewelry we sell.
We also created an illustrated mascot for our sales literature section named "Belle" who teaches visitors about selecting diamonds.
Our tagline simple statement that will relate to any visitor coming to our website.
Brings out the beauty within you!

25. wireframe Our prototype wireframe
Every centered in a column style layout

26. Color mockup
Color Photoshop mockup of the prototype website

27. Updated wireframe We updated our layout in early march of 2013
This wireframe represents our launching website layout

28. wireframe This wireframe is for our meet belle page which was where
We feature our blog and social media

29. Color mockup
This is the color mock up for the meet belle page

30. Updated wireframe Blog This is the updated meet belle page wireframe
We decided to rename the page Blog, so that visitors will know it is for social media

31. Company location & facilities
We are located on the web at

32. Mobile mockup Go to belleclecticjewels.com
Full access to all pages on our site!
Belleclectic Jewels Mobile site at
Go to with your Mobile devices to see our mobile site.

33. Conclusion
Belleclectic Jewels, LLC is a ecommerce platform designed to sell and market high quality jewelry at an affordable price to our targeted customers in different parts of the world. For information about our products and business opportunities, you can contact us at