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Salvage Chic – Business Plan
Module 10a – Learning Task 2
Justine Lalonde, Rose Fisher & Tram Phan

Executive Summary

Salvage Chic a unique jewelry business that was established by three International Food Business students at Nova Scotia Agricultural College (NSAC). Salvage Chic operates on a theory of up cycling. This means that materials used in the production of their products are secondhand or recycled item such as buttons are ribbons. Items that are more or less viewed as “junk” are given a new purpose as a piece of trendy jewelry. All owners will sell and produce Salvage Chic’s products and each owner is tasked with an additional responsibility (Justine: Logistics, Rose: Promotion & Tram: Finance).

Salvage Chic will operate during late November in the Cox building on the NSAC Campus. Assuming that half of the student body enters this building during the day, the expected market size is 532 students. After analyzing the market, accompanying two target markets, complementing current trends in the jewelry sector are key factors that contribute to Salvage Chic’s anticipated success. Salvage Chic is unaware of any businesses that sell the same product as them and would be considered direct competition. However, there are plenty of jewelry store located in Truro; which is indirect competition for Salvage Chic. Promotional activities planned for marketing Salvage Chic’s products include using social media, word of mouth and posting flyers around NSAC and Truro.

Only, simple tools such as pliers and wire cutters, which are already available, will be necessary. Also, earring backs, necklace chains and ring backs will be purchased. Most materials will come from family, friends and secondhand stores, which can be donated or purchased for a low cost.

The production of Salvage Chic’s products will take place during November 5th to the 15th and then the products will be available for sale on the 17th of November. Before the operation date, promotional activities to spread awareness to consumers about Salvage Chic and its products will happen approximately a week before the 17th.
The owners of Salvage Chic have invested twenty dollars each, which in total is sixty dollars in investment. Expenditures are predicted to 31.99+tax, leaving money leftover for other miscellaneous costs. The jewelry is priced based on the costs of inputs, the time and effort put into it during production.

Table of Contents

Introduction 5
Company Description 5
Figure 1 5
Management 6
Market Analysis 6
Marketing Sales and Activities 7
Plan of Operations 8
Organizational plan 8 Financial Data 10
Conclusion 11
Works Cited 12

Introduction

Business plans are an essential component when starting a new business and are important for internal management, planning and communication within a company. Salvage Chic is a jewelry business created by International Food Business students, Justine Lalonde, Rose Fisher and Tram Phan. The following areas of a business plan are included in this paper: Description of company, management, market analysis, marketing activities, plan of operation and financial data.
Company Description

Salvage Chic
Salvage Chic
Salvage Chic is a jewelry business that was created by three International Food Business Students at the Nova Scotia Agricultural College. The company follows a unique concept of adding value to secondhand or used items that would otherwise be viewed as junk and most likely discarded. This is widely known as up cycling. Ribbons, buttons, shells and other household, recycled or pre-used materials would be used to create trendy and stylish pieces of jewelry. Figure 1 : Salvage Chic logo

Management

Its owners, Rose Fisher, Justine Lalonde and Tram Phan, will manage Salvage Chic. All will be in charge of creating and selling the jewelry. Rose will be in charge of promoting Salvage Chic as she has experience with social media marketing. Tram will be in charge of bookkeeping and making sure the finances and other records up to date. Justine will be in charge of making sure that all logistical issues will be taken care of.
Market Analysis

Key elements in a market analysis include market size, growth rate, profitability, industry trends and distribution channels.

Salvage Chic will be sold at the NSAC campus in the Cox building. The Cox building is one of the most popular buildings on campus, with many students visiting the building regularly as it houses the registry and Student Union offices as well as other essential student services such as IT-support and computer labs. The current enrollment stands at 994 students; current number of faculty at NSAC stand at 71(www.nsac.ca, 01/11/11). Assuming that half of these students/faculty enter Cox building at least once daily that puts the estimated current market size at 532 potential customers. Assuming that 1 in 4 people stop that means that salvage Chic will have 133 potential customers. Now assuming that 1 in 3 of these potential customers decide to make a purchase, this puts our estimated market size at 45 customers. Salvage Chic will only be in operation for one day so there is little opportunity for growth or a marked change in the market size as the number of students and faculty will not vary over the o of a day. This makes the need for pre-sale promotion that much more important.

Salvage Chic has great opportunity to be profitable as target markets include both men and women of varying ages. Target markets are women who will buy jewelry for themselves and friends or family and men who will buy jewelry for girlfriends and female friends and family as gifts for the coming holiday season.

Current trends in the jewelry sector show that people are choosing retro and vintage inspired pieces(www.squidoo.com, 01/11/11). Salvage chic will up cycle old jewelry and turn it to useable, more modern pieces. Consumers looking for on trend jewelry may be drawn to salvage chic pieces. Distribution will be by owners/producers Justine Lalonde, Tram Phan, and Rose Fisher selling directly to customers from one point of sale in Cox building, NSAC campus. Logistics will be taken care of within the group, with Justine Lalonde managing logistic/distribution activities.

As of right now, it is known that there are no other businesses offering the same products as Salvage Chic. It is a fresh, new business that has no threatening competition at the moment. Jewelry is a widely accessible product and there are many businesses in Truro that sell it, which is indirect competition for Salvage Chic. Comparable products sold in jewelry stores such as Ardenes often are retailed for double the estimated price of Salvage Chic items making Salvage Chic very competitive.
Marketing Sales and Activities

The business owners of Salvage Chic plan to market their company and its products through the use of social networks like Facebook, word of mouth and various flyers around the NSAC Campus and Truro. These methods are believed to be most effective for promoting Salvage Chic because as it is a business that will only operate for a day, it does not make sense to invest in costly promotions. The Facebook page will also act as an online catalogue. Pictures of completed products will be posted online where potential customers can see the items and indicate on the Facebook page if they would like to purchase the item so it can then be set a side for them. In addition, the owners of Salvage Chic will wear its products and show them off to everyone.

Plan of Operations
Organizational plan
Our members will wear many different hats. We will be designer and produce of the jewelry. We will also handle all ordering of the raw material and sales of the pieces. We will bring on board an independent representative to take over the responsibility of this business, but still work together to make a strong team. Combined knowledge and experience will aid in creative development of product and the production of the final goods. Tasks will be split evenly between all owner operators with specialization in certain areas by owners/operators. Tasks will be divided loosely following the schedule below

Justine

Justine

Rose:
Rose:
Tram
Tram

Advertising and promotion
Advertising and promotion
Market research and development
Market research and development

Finance
Finance

Product Design
Product Design
Administration
Administration
Logistics
Logistics

Start-Up Equipment
Salvage Chic is a small-scale homemade jewelry business and therefore does not need a large amount of space or fancy machinery. Therefore production will take place the house of owner operator, Rose Fisher.
Starting a home based jewelry business does not have to take up a lot of space, therefore location for making product is our member’s house. For starters, all we need are a few different pairs of pliers, wire cutters, ruler, and polishing cloth, button, and old jewelry. We will need a round nose pliers for making loops and wire wrapping, bent nose pliers for all kind of things, chain nose pliers for opening jump rings and things like that, crimping pliers for closing crimp beads, and nylon flat nosed pliers for straightening out bent wire. These are just the basics, as we go along we can add more to our arsenal. Or we can also make fancy shapes to use as links or as frames for special beads to make chandelier earrings for example.
Supplier: The gathering of materials to be used in the production of Salvage Chic’s products has already begun:

* Family: old bottle, old jewelry, old cloth… with no charge (in process) * Second hand stores: bags of mismatched buttons and various other nick knacks that can be purchased at for approximately two dollars. (In process) * Wal-Mart: The earring hooks and necklace clasps and chains can be purchased because some items can be reused from broken, old or mismatched jewelry (not yet) * Friends’ unused jewelry: Can purchase with cheap price after negotiation (in process) Collecting | Supplier, family, friend | From 29-10 | Design | Make our own design: Research and come up up-cycling unique design for different kind of productMake a catalog or line sheet for our handmade jewelry.Or even make-it-now custom orders. | | Manufacturing | Make lots of the same designsLabor provided by family, friends and members of salvage chic | During the weekend from 5/11- 16/11 | Promotion | Advertising - Develop a logo (Done)- Develop flyer for our business- Set up a blog page (account) for our business (date) on the Facebook.- Create an event for our business (date) link to the main page.- Advertise by word of mouth PR program:- PR release to be up date every couple of days after producing products. Updates made to Facebook page.- PR by members of salvage chic and members in IFB- Sale promotion: develop a sale promotion to target customer in Christmas time | | Selling product | * Start getting order in our Facebook page first * Start business in date * Selling online (24/7) by receiving requests via Facebook. * Selling at school in one day | 18/11 – day of operation |
Financial Data

Start up costs will be minimal, to help cover these costs, Salvage Chic owners have decided to invest $20.00 each, for a total investment of $60.00.

Costs
Earring hooks-3.50+tax (32 hooks, 16 pairs)
Necklace chains and clasps- $3.50+tax (material for 5 necklaces or 10 bracelets)
Ring blanks- $3.50+tax (6 ring blanks)
Blank hair pins- $1+tax (package of 25)
Blank headbands- $1 + tax (amount varies depending on size of headband)
Pin backs- $1.99+tax (for 30 pins)
Embroidery floss- Donated
Buttons, beads and broken jewelry- donated
Mismatched and odd buttons- $2-4 (located at various second hand stores such as “Put me on” and “The Clothes Horse”)

Assuming that salvage Chic owners purchase 1 package of earring hooks, 3 packages of necklace chains and clasps, two packages of rings blanks, two packages of headbands, on package of hair pins, one package of pin backs and 2 bags of mismatched/odd buttons the total expected expenditure amounts to $31.99+tax.
This leaves $29.01 for any miscellaneous items.

Equipment required to produce the jewelry such as needles, thread, hot glue guns, pliers and craft glue have already been procured by owner operators at no personal expense and therefore will not be included in total forecasted expenses.

General pricing of items:
Rings $5
Necklaces $7-10
Earrings-$5
Hair pins $1-2
Broaches $3-5
Headbands $3-5

Items will be priced according to the cost of inputs as well as the amount of time required to manufacture the good. Conclusion

Salvage Chic is a small business, specializing in handmade, up cycled jewelry. The owner/operators as well as their friends and family will make all Salvage Chic pieces. Items used in Salvage Chic production will be a mixture of new and old, offering a vintage feel to a modern product. The point of sale being located on NSAC campus offers exposure to a large potential market. The use of Facebook and social media will aid in the promotion of Salvage Chic prior to the sale date. Salvage Chic items are priced competitively in order to cover costs and hopefully make small profit.

Works Cited

http://www.squidoo.com/jewelry-trends-of-2011-and-2012 Date Accessed: 1/11/11

www.nsac.ca
Date Accessed 1/11/11

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