* * * * * Strategic Choice and Evaluation Paper * Tanya Gurule * University of Phoenix * STR 581 * Leon Baudot * June 22, 2012

* Strategic Choice and Evaluation Paper * Starting a new company could be a very challenging feat. Finding the right demographic, location, and product could become a very intense endeavor. A comprehensive detailed strategic plan will be needed to ensure a new company’s success. Modesty Apparel Company is no exception to this process. * Mission, Vision, and Value Statement * Modesty Apparel Company is a new store which will cater to the modest women in Denver Colorado, and across the United States on line, and in time. As our name suggests, modesty will provide modest clothing and accessories, as we position ourselves at the top of this particular market. Modesty is the first and only Christian Clothing store in the city of Denver. The intention of Modesty is to obtain 70% market share for the modest women population. We at Modesty intend to provide opportunity to purchase clothes and accessories which make women feel modest, yet be fashionable.
What will Modesty Look like?

Modesty is a small boutique, which will be based on a familiar setting of many clothing stores. The store front will be placed in a strip mall in the Cherry Creek area of Denver. Upon entering the store, the view to the left is clothing racks filled with modest apparel for the plus size woman. Toward the front of the store is a shoe and accessory section. In the middle of the front of the store is the register, and dressing room. To the right of the register are the girls section, purses, and regular women’s apparel. The boutique will have a fresh and clean atmosphere which is inviting to senses of sight and smell. Behind the dressing room area will be the storage room, where the internet sales will be processed also. The goal of the store is to keep an interesting and energetic atmosphere.
Where is Modesty Going and what’s the Plan? Modesty is hoping to grow and become a corporation in the future. However, because the company is based on such a small demographic, growth will be a slow process. Internet sales however, will carry the store in slow economic times. After the company grows to a thriving business, Modesty will open more storefronts in New York and California. The reason these two cities are chosen to be the sister stores to the Denver storefront is because of the bible colleges based in these areas. Modesty hopes to be able to open these storefronts by 2014, but will be based on sales and profit within the years of 2012 to 2014.
Monitoring Objectives The objective of the business is to grow to open many storefronts in critical cities. The question is how will Modesty monitor growth and decide when to grow or sustain. The key objectives will be a store which can support itself with sales, and paying expenses. The store must make enough profit to save 20% of sales toward purchasing a new building or storefront. Once $1,000,000 is saved a new storefront will be purchased. The objective will then be repeated until store fronts will be represented in every state.
Competitors and Market Place Modesty is a one of a kind company. However the store will have competition with other competitors such as Ross, TJ Max, and Kato’s. The one driving force which will give Modesty an advantage is the line of skirts. The other stores do carry skirts, but Modesty will be focused on them. This will give modesty an advantage over the competitors. The pricing will also compare to those of the competition. Pricing integrity and being in the same range as other stores will help keep Modesty Competitive.
Ownership Structure and Analysis
Modesty Apparel Company is a small business based on community needs. Therefore the company will be based on a sole proprietorship. However, once the business starts to become successful, the company might consider becoming a corporation. The one deciding factor would be if the company became too big for one person to control and manage. Another factor might be selling stock in hopes to raise funds to start more storefronts faster. Again this would all depend on the success of the storefront in Denver and the popularity of the company.
Exit Strategy and Reasoning For some reason if the company were to become a failure and an exit strategy is needed. Modesty would first start by closing down the storefronts which are not producing enough profit to be successful. The clothes will then be disbursed to remaining stores, until the final store remains. All of the product will then be placed on the internet for final sales, and mark downs will be at a minimum. The reasoning behind this strategy is by shrinking down instead of marking inventory down, will save money in the final days.
Conclusion
Modesty is a business built on need and service to a specific demographic. Many women besides Christian women would prefer modest clothing. Finding clothing which is modest is a problem for many women. The company is hoping to meet this need one city and country at a time. The key to success however needs to be the proper product and the right marketing. The store however should be a success because women are demanding it. Modesty is just smart enough to listen.

References Unknown. (1949) Pentecostal Guidelines and Doctrine. Lighthouse Publications. Emery, D. (2007) Corporate Financial Management. Retrieved on June 16, 2012. From https://ecampus.phoenix.edu.