The Secret Garden Business Plan Presented by Jason Adams Morgan Bell Rosalind Davis Sara Inkster Vishal Joshi Xiao Li

Executive Summary Remembering special occasions is the highlight to every relationship Devoted to making that special someone feel unique, important, on top of this world Floral shop catering to men Purpose: To create Casanova’s out of ordinary men

Management Team University of Lethbridge, Bachelor of Management Degree –Majors include Accounting, Finance, Marketing Over Fifteen Years Experience –Retail/Service/Floricultural Industry Extensive Management Experience

Business Objectives Establish a Prestigious Image Expand Market Share Increase Profit Margins

Target Market Primary Market –Professional Men –Over $75,000 Annual Income –Primarily Working in the Downtown Core

Other Markets In order to maximize shareholder profit the company will also target alternative markets: Large ceremonies Other businesses Women

Marketing Strategy Price Premium pricing Competitively priced with other upscale florists Product Superior product Elegant packaging “Casanova’s Secret” Promotion Collaborations Personal selling Internet Word of mouth Placement Pickup Delivery

Product “Casanova’s Secret” –A Romance Tool For Life –A Database –Special Occasion Reminder –Anonymity is guaranteed

External Analysis Flower Shortages Special Occasions Volatile Weather Economic conditions Recession

Location Trading Area Economic Base Competition Accessibility Proximity To Other Businesses

Trading Area TD Square and Eaton Center Area High Foot Traffic Path 750 Square Feet

Economic Base Headquarters to Important Industries –Oil/Gas sector –Information Technology Sector –Manufacturing Sector

Competition Floral Retailers –Twigs –Vincci’s Market Share –Estimated at 33% –Adjusted to 15%

Accessibility +15 Locations $25 to $50 Sq/Ft Superior Access –Clientele –Deliveries

Proximity to Other Businesses Over 200 Retail Stores –Clothing –Specialty stores Trendy Restaurants and Cafés Major Banking Outlets

Store Layout Tranquil Atmosphere –Stamped Concrete –Wrought Iron Trim –Waterfall Glass Cooler –250 Square Feet –High Product Visibility

Physical Facilities Associated Costs –$53,700 Total Physical Facility Costs Inventory –Perishable Items –First-In, First-Out Count Method

Organizational Chart TEAM SECRET GARDEN On floor manager 1 CUSTOMER ASSSISTANCE and INFORMATION On floor manager 2 MARKETING INVENTORY, DISPLAY Employee #1 DISPLAY Store design, Flower arrangements F/T Employee #2 DISPLAY Store design, Flower arrangements P/T On floor manager 3 FINANCE CASH SALES CLERK P/T SALES CLERK F/T

Financials Revenue Standard $344,000 Functions 114,667 Total Revenue $458,667 Less: COGS 160,533 Gross Profit $298,134 Less: Expenses 218,810 Income before Tax 79,324 Tax Expense 31,729 Net Income $ 47,594 Income Statement- At Projected Market Share (15%)

Financials Revenue Standard $252,474 Functions 84,158 Total Revenue $336,632 Less: COGS 117,821 Gross Profit $218,811 Less: Expenses 218,810 Income before Tax 1 Tax Expense 0 Net Income $ 0 Income Statement- Break-Even

Conclusion Sufficient Market Potential Strong Management Team Quality Product Competitive Edge