Every-Body’s Jeans

Executive Summary
Every-Body’s Jeans is an idea I came up with after years of frustration trying to find the perfect fitting pair of jeans. Everybody has a different body structure; not one person is built exactly the same. If pants aren’t too short, they’re too long, or the waist doesn’t sit right, or the butt is too baggy or tight. I think everyone has dealt with this issue shopping for jeans. I want to help men and woman of all ages FINALLY get that perfect pair of customized jeans. We are passionate about making a quality product for our customers; we will offer supreme customer service and many incentives for future purchases. Our store will be an inviting environment and our staff will make everyone feel very comfortable and confident in themselves and our product. While we understand there is always competition in any market, we are confident in the fact that EBJ is a unique concept that cannot compare to the competition. We plan on reaching out to every person in every walk of life, not only will our product variety reflect our capability to attract a diverse clientele, but our prices will as well. Our goal is to spread the joy of our visions to “everybody” and let them see how remarkable our products, services, and ideas truly are. We want EBJ to be a household name, and we will be! With our drive and unique ideas for our company product and structure we rise above in the market nationally and internationally. This is an exciting adventure that we cannot wait to embark on, and we can’t wait to share it with the world one day!

Table of contents Page
Company Description…………………………………………………………………………6
Strategic Focus and Plan……………………………………………………………………..7 * Mission Statement……………………………………………………………………..7 * Business Goals…………………………………………………………………………7 * Competitive Advantage………………………………………………………………..8
Situational Analysis…………………………………………………………………………..8 * SWOT Analysis………………………………………………………………………..8 * Industry Analysis………………………………………………………………………8 * Competitor Analysis…………………………………………………………………...9 * Company Analysis……………………………………………………………………..9 * Customer Analysis…………………………………………………………………....10
Market Product Focus………………………………………………………………………10 * Marketing and Product Objectives……………………………………………………10 * Market Product Grid…………………………………………………………………..11 * Target Markets……………………………...…………………………………………11 * Points of Difference…………………………………………………………………...12 * Positioning……………………………………………………………………………..12

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Marketing Program………………………………………………………………………….13 * Product Strategy……………………………………………………………………….13 * Price Strategy………………………………………………………………………….13 * Promotion Strategy……………………………………………………………………13 * Place Strategy………………………………………………………………………....15
Financial and Data Projections………………………………………………………...……15 * Breaking Even and Beyond……………………………………………………………15
Organization..............................................................................................................................16
Implementation Plan…………………………………………………………………………16
Evaluation and Control………………………………………………………………………17 * Critical Factors…………………………………………………………………………17
References..................................................................................................................................18
Appendices…………………………………………………………………………………….19 * Appendix A: SWOT Analysis………………………………………………………….19 * Appendix B: Denim Menu……………………………………………………………..20 * Appendix C: Implementation Plan…………………………………………………….21

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Tables………………………………………………………………………………………….22
* Table 1. Market Product Grid…………………………………………………………22 * Table 2. $65 BEP……………...………………………………………………………23 * Table 3. $90 BEP……………………………………………………………………...24 * Table 4: $130 BEP………………………………………………………………….…25
Figures………………………………………………………………………………….……..26
* Figure 1. Promotion Visual……………………………………………………………26 * Figure 2. Customer Promo Punch Card………………………………………..……..27

Company Description
Every-Body’s Jeans is a new customized business located in Atlanta Georgia. After years of frustration trying to find the perfect fitting pair of jeans, Atlanta native Shannon Goldsmith felt everyone deserves a pair or two of jeans that fit like a glove. (Make Your Own Jeans, 2011) 1
(Make Your Own Jeans, 2011) 1
EBJ will offer a full range of premium denim at affordable prices. Customers can choose from many denim washes, styles, thread color, and cuts. Every order will be customized for “everybody”. There will not be one pair exactly the same, which is the beauty of our product. If the customer wants a white pair of low-rise boot cut jeans with a 28 inch waist and a 36 inch inseam that’s exactly what they will get. Each customer will be assisted by a style specialist to design every aspect of the jeans, and then our tailor/seamstress will measure the client and create their custom product. Our goal is to spread the joy of our visions to “everybody” and let them see how remarkable our products, services, and ideas truly are.

Strategic Focus & Plan
Mission
At Every-Body’s Jeans our goal is to create an affordable; high quality custom fitted pair of jeans for “everybody’s” unique style and taste.
Business Goals Financial: * Show a profit within 2 years of being in business. * Within 3 years, gain enough profits to create electronic catalogs, so they can be delivered to previous and future customers. * . Within the first 5 years raise annual sales to 10 million, and attain a profit margin of 40 percent.
Nonfinancial:
* Build a larger scale customer loyalty base within the next two years. This will be attained by providing excellent customer service everyday while promoting and identifying opportunities for improved effectiveness. * Within 3 years create a user friendly and easy to navigate website that secures customer’s personal and financial information. Attaining the VeriSign guarantee will ease customer’s security fears. * Within 5 years of business attain outside partnerships with retailers, and place customization kiosks in retail locations.

Competitive Advantage Every-Body’s Jeans is the only custom retail denim shop in the south east. Our product options are endless, which means we can cater to any age, budget, or gender. We offer an online site as well, so our clients can preview all product options and how the sizing process works before coming into our shop. Nothing in our store is off the rack; every pair of jeans is tailored for every customer.
Situational Analysis
SWOT
The SWOT analysis visualizes EBJ strengths, weaknesses, opportunities, and threats. This analysis represents our current operational environment and the internal and external forces that affect us (See Appendix A).
Industry Analysis The denim industry is booming, there is no doubt about that, the average American owns seven pairs of blue jeans (Salfino, 2012). In 2010 the denim industry sold 600 million pairs of jeans (Agarwal, 2010). The denim industry doen’t just consist of blue jeans it consists of many other types of apparel: skirts, shorts, jackets, and so forth, but blue jeans are an old classic that’s staying in high demand. BUT, guess what else is in high demand when it comes to blue jeans? THE FIT! It has been estimated in various polls that fir contributed to almost 85% of denim sales (The Denim Industry, 2007).

Competitor Analysis
There is little or no competition for EBJ. We have the market cornered in the Atlanta. Through our research we have only found a few companies in the U.S. that have the same business concept. In the denim industry we do have many competitors, Levi’s, Lee, Gap, and millions more, but we offer a service that none of them do, true customization. Some consumers want instant gratification, and EBJ cannot offer this with our customization process. The customization process is timely compared to the competition but it takes time to ensure a quality true fitting product. So if someone needs a pair of jeans for Friday night, they will not get that with us, they will have to wait a week.
Company Analysis Every-Body’s Jeans will be owned and operated by Shannon Goldsmith. Shannon has a wide range of experience and connections in the business world, after many years as an accountant she wanted a change, or should I say wanted to give people “a change”. With her skills, knowledge, and connections, Shannon will be able to successfully produce a brand that will always be ahead of its competitors and mirror the latest trends. Since EBJ is has not opened its doors as of yet, it’s still considered to be in the early stages of the product life cycle. With that being said Shannon along with the staff of EBJ hope to create a household name business that will expand not only outside of Atlanta’s City limits, but all over the country.

Customer Analysis
The customers of Every-Body’s Jeans will consist of Atlanta’s diverse community, TV and movie industry guests, and the many tourists that come to Atlanta every week. Many locals call Atlanta a melting pot of ethnicity. Atlanta’s residents are fashion forward and strive for a certain self-image. The median income level in Atlanta would be considered middle-class, but there are many affluent people that travel in and out of the city every day. As with most people, value and quality are important to this cities average resident.
Market-Product Focus
Marketing & Product Objectives Every-Body’s Jeans is a brand for all ages and our goal is to make people feel good about them. People of all ages need a positive self-image. With that being said our product personality will be a melting pot, classic, hip, sophisticated, rugged and so forth. Our name says it all “Every-Body”!
Our first objective is to inform and educate people on our product and the customization process of the blue jeans. A smart way to start informing people would be to setup a booth at fashion conventions, which are open to the public of course. I would have a video playing showing the start to finish process of making a custom pair of jeans, have samples of the denim grades, colors, and pocket customization. I would also have brochures describing the product and process and I would be there to answer any questions.
Once we have gained the confidence in our customers we would like to expand our product offerings. We may do this by offering custom fit shorts, skirts, different colors of denim for jeans and so forth. Products could be mixed throughout the year to cater to the seasons. We could offer bright colored denim shorts and skirts for spring and summer. Changing up the offerings will keep people interested and coming back for more.
EBJ would also like to expand service offerings, such as custom fitting parties. Ladies can get together with friends and have our team of stylists come out to their homes with product samples and help everyone at the party design their own custom pair of jeans. Bye-Bye Tupperware, Mary Kay, and Pampered Chef there’s a new party product in town.
Market-Product Grid A market-product grid was completed with detailed research to point us towards market segments. This information is imperative for the success of our company (See Table 1). Per the numerical results of the market-product grid it’s important to market our product to women of all ages. The numbers were a little higher in the 15-30 age range, but were also fairly high in the 31-50 range.
Target Markets Every-Body’s Jeans target markets are very broad, our concept caters to “everybody”, but per our market-product grid our main target will be women from the ages of 15-50. We want men and women of all ages, races, shapes, and sizes to become loyal customers. This is why our advertising will feature men and women from every spectrum of life. We do however know that the majority of our clientele will be women; this is why we would love to offer custom jean parties as mentioned earlier. That concept is directed solely at women. We also know that once women try our product they will bring their husbands, boyfriends, and sons in to try our product. Women clientele are good sources of spreading the word, in fact it’s been stated that women are responsible for 85% of all consumer purchases (AIO Design, LLC).
Points of Difference Every-Body’s Jeans has many unique characteristics that separate us from our competition: * We offer a custom-fit blue jean, from the waist all the way to the length. * We offer many grades, colors, and styles of denim. * We can customize not only the fit, but the hardware and pocket design of each jean. * No one pair of jeans will be the same, everybody will have a unique pair of jeans. * The customer is involved in the creation process, so satisfaction is guaranteed. * Our price range is affordable, not your typical “custom prices”
Our unique product will spark curiosity in people and drive them to try our product without even having an actual need for a pair of jeans. Millions of people have issues shopping for the perfect pair of jeans, there may be some that are close to perfection but there is always one thing we want to change, with our product people will not have that stress. That alone will trigger people to give our product a try.
Positioning
It’s our goal at EBJ to be known as the jean ferries, we want to make fashion miracles happen for our customers. Because our jeans are customized for everyone, we also want to be known for our quality product and customer satisfaction.
Marketing Program
Product Strategy Our product line is pretty basic; we offer custom denim jeans to men and women at three different price points. We offer many different shades of denim and options for pocket stitching and hardware detail. All of the products we offer are made with premium materials and created by quality tailors and stylists. Our initial product line will be fairly small, but our goal is to expand product offerings to keep our customers coming back for more.
Price Strategy
Based on market research and consumer needs I think this product is going to be a success. With that being said, there will be many competitors wanting to follow our lead, so I think it would be wise to start with the penetration pricing method. This method will make it harder for competitors to enter the Atlanta market. We will offer three price points for both men and women, the price point are based on pocket details such as rhinestones on the front pockets, or front and back. It’s all based upon the amount of design detail a customer wants on their jeans. Our denim menu prices are $65, $90, and $130 (See Appendix B).
Promotion Strategy
Our product is for everybody, but while doing research the higher sales projections stem from the 20-35 age range, especially women. The promotional goal here is to build awareness and interest all into one, since our product is a new concept. Since we are a small company with one location we will initially allocate $20,000 for promotion and see what are response is like. I would try many avenues to promote our product; I have stated earlier the idea of using a radio personality from different radio stations. We would create their own custom pair of jeans and let them advertise on air and give feedback on their experience. I would also like to set up a booth at a fashion convention (open to the public) to promote our product and hand out coupons for the customers first pair of jeans. We would also rent a couple of billboards in the Atlanta are to peak peoples interest. One other promo source would be Atlanta Magazine.
By using a broad range of options such as, radio, local magazines, billboards, and self-promotion at annual conventions our promotion should be successful. The radio will give the consumer confirmation that our product is the real deal, people like to hear others experiences. Radio will also grasp a large range of people quickly. Magazines and billboard advertisements will also grab a large group of people but will give consumers a visual of our product. They will say to themselves “oh I heard that radio deejay the other day talking about this company”. All of the above advertising sources complement each other; the deejay can give you more of an explanation of the product while the print media can give you the visual (See Figure 1). We will also offer incentives/promos for customers such as: coupons, deals, and loyalty programs. Coupons would be an initial offering to get people in the door; people like to feel like they are getting the most for their money. Deals would consist of discounts during certain times of the year like after & before Christmas sales, summer sales, and so forth. The deals would consist of 10-20 percent off, say during the holidays you want to buy your sister a gift card to come and get a custom pair of jeans, you could get her a $65 dollar gift card and only pay $58.50 (10% off). The summer would be a slower due to the heat, not many people in Atlanta wear jeans in the humidity, and we would offer a week or two of 20% off your total purchase. A loyalty program would be great to encourage repeat customers, something like a punch card would be given to everyone when they buy their first pair of jeans, after they have 5 punches on their loyalty card they get a free pair of jeans (See Figure 2).
Place Strategy
Every-Body’s Jeans will start with one location in Atlanta in the Lenox Mall area with the hopes of future expansion to other towns in the metro Atlanta area. This will all depend on the response we get from customers and company profits.
Financial Data & Projections
Breaking Even & Beyond We calculated our break-even point on each price point of our products which are $65, $90, and $130. Our annual fixed costs are $51,000 this includes our rent, loan payments, equipment costs, and all other costs of running our store. Our unit variable costs per price points (in order with the above unit cost) are $31, $39, and $48. The formula used in all three price points is as follows:
BEP = [FC / (P – UVC)] * For our $65 pair of jeans the BEP is (See Table 2):
51,000 / 65 – 31 = 51,000 / 34 = 1,500 (BEP) * For Our $90 Pair of jeans the BEP is (See Table 3):
51,000 / 90 – 39 = 51,000 / 51 = 1,000 (BEP) * For Our $130 pair of blue jeans the BEP is (See Table 4):
51,000 / 130 – 48 = 51,000 / 82 = 622 (BEP) The BEP for each price point is the number of blue jeans we must see to break even. As you can see at $65 a pair we must sell 1500 pairs to break even. At $90 a pair we must sell 1,000 pairs of jeans to break even and finally at $130 a pair we must sell 622 pairs of jeans to break even. Our break-even points and profit points are depicted further in Tables 2, 3, &4. Future hopes are bright for EBJ, as we build our brand and client base we hope to attain lower prices on our materials used in our jeans. With lower costs of goods sold our profits will be higher and higher profit mean further expansion. Within the first 5 years raise annual sales to 10 million, and attain a profit margin of 40 percent.
Organizational Structure Every-Body’s Jeans is owned and operated by Shannon Goldsmith. Shannon will make the day to day decisions on purchasing, marketing, financial aspects, and the staff. There will be two sales associates/stylists who will assist all customers in selecting their denim, design, and measurements. And last but surely not least is the tailor/seamstress who will create the custom blue jeans.
Implementation Plan Since our business is new our implementation plan is not very extensive and basically covers through the end of the year. Activates selected are very time sensitive and must be attained according to schedule in order to successfully start EBJ on the right footing (See Appendix C). First and foremost we must get product samples made in order to display our products at fashion conventions, then getting into the right conventions to promote our product are important, this will give us a feel of what the consumer reaction will be and what could be improved. We must get into a retail location to start making profits and being able to serve the community our product, the quicker we do this the quicker people will experience our custom product. Promo by local deejays will further our initial expansion by spreading the word to all of the metro Atlanta area. Finally we must rely on customer response to expand our product offerings, the customers opinion matters most since they are the lifeline to our success.
Evaluation and Control In order to maintain a successful business various factors must be monitored continuously. It’s our goal to give a quality product at a fair price, which means we must always monitor our competition (in order to stay on the playing field), stay on top of our product costs, and our customer flow. Below are a list of our most critical factors and how we will monitor them:
Critical Factors: 1. Revenues- I would examine this factor on a monthly basis and then calculate an average quarterly in order to monitor the financial health of EBJ. 2. Number of Customers- This would be recorded and reviewed on a weekly and monthly basis in order to see how successful our advertising and promo are working. 3. Variable Costs – This factor would be monitored on a quarterly basis, for the soul purpose of inventory (Span of time a roll of denim and hardware will last). After each quarter I will know if we need to adjust any of the costs involved in producing our product. 4. Competition- This factor would be examined pretty often, trends change so often this is almost a constant.

References Agarwal, S. (2010, April 24). A Chat With Stefano Aldighieri-Ex-Creative Director 7 For All Mankind. Retrieved May 20, 2013, from Denims and Jeans: http://www.denimsandjeans.com/interviews/a-chat-with-stefano-aldighieri-ex-creative-director-7-for-all-mankind/
AIO Design, LLC. (n.d.). Marketing to Women. Retrieved June 15, 2013, from Web Design for Women: http://www.web-design-for-women.com/marketing-to-women.html
Make Your Own Jeans.com. (2011). Retrieved May 25, 2013, from Make Your Own Jeans.com: http://www.makeyourownjeans.com/?gclid=CImsm5y4oKkCFUZn5Qod9gG-tw
Stalfino, C. (2012, January 16). In With the Old, In With the New. Retrieved May 15, 2013, from Lifestyle Monitor: http://www.lifestylemonitor.cottoninc.com/in-with-the-old-in-with-the-new/
The Denim Industry. (2007). Retrieved June 8, 2013, from Denim Trends, Reports, and more: http://www.denimiscool.wordpress.com/category/denim-data-figures/

Appendix A
SWOT Analysis Internal Forces | Strengths | Weaknesses | | * Customized product | * Hiring well trained quality tailors | | * Personalized customer service | * High rent business location | | * Guaranteed fit for every customer | * High start-up costs | | * Wide range of prices for every budget | * Extensive Marketing costs | External Forces | Opportunities | Threats | | * No local competition | * People cannot attain instant gratification from our product | | * Located in a fashion forward city | * New business concept to the community | | * Booming film & music production city, constant flow of people from all over the country | * Potential customers uncertainty of our product being a true fit | | * Many popular attractions close to location | * Retailers who have ready available product. |

Appendix B
Denim Menu

Every-Body’s Jeans Denim Menu
Men & Women
Custom fit (no details) $65
Custom fit (front pocket detail) $90
Custom fit (front & back pocket detail) $130

Appendix C
Implementation Plan

Activities | Date | CREATE PRODUCT SAMPLES | JULY 2013 | RENT A BOOTH A FASHION CONVENTION | AUGUST 2013 | OPEN EBJ RETAIL LOCATION | AUGUST 2013 | MEET WITH LOCAL DEEJAYS FOR PROMO | SEPTEMBER 2013 | INCREASE PRODUCT OFFERINGS | DECEMBER 2013 |

Table 1
Market-Product Grid

Market Segments | Product Offerings | | Custom Regular Denim Jeans | Custom Colored Denim Jeans | Custom Pocket Accents | Total | WomenAges 15-30 | 3 | 3 | 3 | 9 | WomenAges 31-50 | 3 | 3 | 1 | 7 | MenAges 15-30 | 2 | 1 | 1 | 4 | MenAges 31-50 | 1 | 0 | 0 | 1 |

0 = None 1 = Small 2= Medium 3 = Large

Table 2
$65 Break-Even Point

Q | P | TR | UVC | VC | FC | TC | PROFIT | 0 | $ 65 | $ - | $ 31 | $ - | $ 51,000 | $ 51,000 | $ (51,000) | 500 | $ 65 | $ 32,500 | $ 31 | $ 15,500 | $ 51,000 | $ 66,500 | $ (34,000) | 1000 | $ 65 | $ 65,000 | $ 31 | $ 31,000 | $ 51,000 | $ 82,000 | $ (17,000) | 1500 | $ 65 | $ 97,500 | $ 31 | $ 46,500 | $ 51,000 | $ 97,500 | $ - | 2000 | $ 65 | $ 130,000 | $ 31 | $ 62,000 | $ 51,000 | $ 113,000 | $ 17,000 | 2500 | $ 65 | $ 162,500 | $ 31 | $ 77,500 | $ 51,000 | $ 128,500 | $ 34,000 | 3000 | $ 65 | $ 195,000 | $ 31 | $ 93,000 | $ 51,000 | $ 144,000 | $ 51,000 |

Table 3
$90 Break-Even Point

Q | P | TR | UVC | VC | FC | TC | PROFIT | 0 | $90 | $ - | $39 | $ - | $51,000 | $51,000 | $(51,000) | 500 | $90 | $45,000 | $39 | $19,500 | $51,000 | $70,500 | $(25,500) | 1000 | $90 | $90,000 | $39 | $39,000 | $51,000 | $90,000 | $ - | 1500 | $90 | $135,000 | $39 | $58,500 | $51,000 | $109,500 | $25,500 | 2000 | $90 | $180,000 | $39 | $78,000 | $51,000 | $129,000 | $51,000 | 2500 | $90 | $225,000 | $39 | $97,500 | $51,000 | $148,500 | $76,500 | 3000 | $90 | $270,000 | $39 | $117,000 | $51,000 | $168,000 | $102,000 |

Table 4
$130 Break-Even Point

Q | P | TR | UVC | VC | FC | TC | PROFIT | 0 | $ 130 | $ - | $ 48 | $ - | $ 51,000 | $ 51,000 | $ (51,000) | 500 | $ 130 | $ 65,000 | $ 48 | $ 24,000 | $ 51,000 | $ 75,000 | $ (10,000) | 1000 | $ 130 | $ 130,000 | $ 48 | $ 48,000 | $ 51,000 | $ 99,000 | $ 31,000 | 1500 | $ 130 | $ 195,000 | $ 48 | $ 72,000 | $ 51,000 | $ 123,000 | $ 72,000 | 2000 | $ 130 | $ 260,000 | $ 48 | $ 96,000 | $ 51,000 | $ 147,000 | $ 113,000 | 2500 | $ 130 | $ 325,000 | $ 48 | $ 120,000 | $ 51,000 | $ 171,000 | $ 154,000 | 3000 | $ 130 | $ 390,000 | $ 48 | $ 144,000 | $ 51,000 | $ 195,000 | $ 195,000 |

Figure 1
Promotion Visual

Figure 2
Customer Promotion Punch Card

Every-Body’s Jeans
One Punch for every pair of jeans purchased. After 5th purchase get one pair free!
1 2 3 4 5
O O O O O
Every-Body’s Jeans
One Punch for every pair of jeans purchased. After 5th purchase get one pair free!
1 2 3 4 5
O O O O O