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Naked Heels Business Plan By: Sandra Rodriguez

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Table of Contents

Executive Summary 3 Company Description 4 Operations and Management 5 Industry Analysis and Trends 8 Target Market Analysis 9 The Competition 10 Marketing Plan and Sales Strategy 11 Financials 13 Appendix 15

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Executive Summary

Naked Heels is a heel company who proudly distinguishes

itself for using recycled materials to create their products,

and being a 100% vegan shoe.

Naked Heels is invested in making a heel different from its

competitors. We not only want to provide stunning heels,

but also eco friendly heels that provide comfort. Right now

the market for eco friendly vegan shoes is slim. We feel very

passionate about the environment; therefore, we want to

begin the trend of using heels made from recycled

materials. By doing so we are not only looking stylish, but

we are also doing our planet a favor. We don’t only want to

target environmentalist, we also want to bring awareness to

those people who do not typically associate shoes to the

environment.

We are seeking $75,000.00 to help with the start up of the

company. This money will go towards marketing,

manufacturing, packaging, lawyers, and shipping.

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Company Description:

Naked Heels is a heel company who proudly distinguishes

itself for using recycled materials to create their products,

and being a 100% vegan shoe.

Our Mission:

Naked Heels is invested in making a heel different from its

competitors. We not only want to provide stunning heels,

but also eco friendly heels that are comfortable. Right now

the market for eco friendly vegan shoes is slim to none. We

feel very passionate about the environment; therefore, we

want to begin the trend of using heels made from recycled

materials. By doing so we are not only looking stylish but

also doing our planet a favor. We don’t only want to target

environmentalist, we also want to bring awareness to those

people who do not typically associate shoes to the

environment.

Services:

1. Eco Friendly Vegan Heels: The main product that my

company will sell is heels. Eventually we want to branch out

and make other shoes. However, for now we are just

focusing on heels. These heels will all be very simple in

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color and styles. Our target consumer for these heels are

people whose style is similar to that of Urban Outfitters,

American Apparel, Call it Spring, and Aldo.

Development-to-date:

I have created a plan to aid in the start up of Naked Heels.

With the blueprint ready for commencement, Naked Heels

is ready to be funded and get started.

Legal Status and Ownership:

Naked Heels is a Sole Proprietorship owned by Sandra

Rodriguez. Plans for partnering with other department

stores in the future is something that is being considered.

However, for now it remains a sole proprietorship.

Operations and Management:

In order for Naked Heels Company to succeed, we want to

have a well-established work team. We want to create a

company where there is a sole owner but everyone’s voice

is heard. Having a team of stylish and motivated individuals

will help brand the company and make it appealing to the

target audience we are targeting. We plan on designing the

heels. Since the company is going to start of relatively small,

we will be a home-based company. Manufacturing is

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something we are looking at receiving from other

companies.

Technology:

Since Naked Heels will not have a store-front, we will rely

heavily on the help of social media to get the word out of

our product. The website will also be one of the only

sources where our heels may be purchases, thus making it

an essential part of the company.

Ø Social Media Sites: Facebook, Instagram (most

important), Twitter, Blogs.

Ø For our website we will be using Square Space to host

it.

Ø We will also be seeking the aid of famous bloggers to

talk about our product and help us grow a fan base.

Management:

In order for the business to be successful, we will need a

strong management. By hiring a few people to oversee the

company, the duties and can be evenly distributed, making

it easier to accomplish all the company’s needs. We will

have a team dedicated solely to managing the media sites,

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another to focus on the graphic designing for the company,

a team specifically dedicated in keeping track of the sales of

the company. The management will be in place to oversee

all of these departments and aid with the communication

between them.

Key Advisors:

For advisement we will be seeking the help of professional

business advisors. With their help, the company will be able

to make smart decisions that will help with the company’s

growth. We will also be looking for individuals who have

worked in the shoe business and know how it all works.

Owner  Sandra  

Graphics  In  charge  of  the  

company's  visuals.  

Sales  Selling,  shipments,  all  other  

Dinancials.  

Marketing  Advertisement,  and  representation  of  the  

compnany.  

Assistant  Together  we  oversee  

the  company.  

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Having them to mentor us will help us make fewer newbie

mistakes and get the company well established at a quicker

rate.

Industry Analysis & Trends:

With an increasing number of environmentalist, vegan shoes

have become much more popular. In past consumers would

stay away from vegan shoes because of their unpleasant

look. With the evolution of better quality synthetic fibers

and faux-leather, vegan shoes are now able to keep up with

the changing trends. Working professionals can have a sleek

shoe for work, while someone else can have sleek very

fashionable heels.

In a study found on Statisticbrain.com, Americans spend 20

billion dollars on footwear each year. Therefore, with the

improvement of the appearance of vegan heels, it is safe to

say that a good percentage of consumers will be purchasing

these heels. The women shoe industry has been doing

generally well over the years. For this reason entering this

marketing would be very rewarding.

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Target Market

As a whole, Naked Heels will be targeting all women.

However, our main focus is women between the ages of 18-

30. The reason why this is our target consumer is because of

their spending habits. Our heel will not be very high in

price; however, we want consumers who will purchase heels

at least once or twice a month.

As mentioned earlier in the business plan, Naked Heels is

targeting environmentalist and also consumers who are not

fully vegan. With the growth of people converting to

veganism, people are becoming much more interested in

the welfare of animals. This helps our company by providing

an alternative to the traditional heel made of leather. This is

a survery done by The Fry Guy.

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The Competition

Vegan shoes are a newer trend that has been occurring.

With in the increase in environment awareness, people have

been looking for alternatives to the oh so loved traditional

heels. Also for animal cruelty reason, people are staying

away from heels made from leather and other animal related

materials.

After researching the field, I have found the companies top

three competitors:

Ø Moo Shoes: They are a vegan online store. They do not

manufacture their own shoes, instead the look for other

brands they can sell. They are essentially an online

boutique.

Ø Vegan Chic: They had very trendy heels on their site,

however, they are designers and are very highly priced.

They are targeting a higher price range consumer. We

want to stay below $100.

Ø Beyond Skin: On their site they had a great section for

the company’s philosophy. This added attraction to

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their site, and ultimately made me want to join the

movement by purchasing some heels.

The biggest barrier that Naked Heels faces is brand identity.

As a company we need to find a way to stand out from

these other vegan show stores. Coming up with a successful

marketing strategy will be crucial for the success of the

company.

Marketing Plan & Sales Strategy

It is crucial for Naked Heels to have a market plan in place

to grow a fan base. Since we will be a home-based

company, we will need as much exposure as possible. We

intend to make this happen be fully utilizing all of the social

media platforms, and finding other ways to interact with

both vegan and non-vegan consumers.

Instagram: Our biggest presence will be on Instagram. By

creating an account and consistently posting pictures of our

shoes, slowly we will be able to get exposure. Since many

bloggers showcase products via Instagram, we will be able

to intertwine with their accounts. This will provide us with

more traffic on our own page.

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Facebook: Just like with Instagram, we will utilize

Facebook to create a like page where fans can follow us. By

making a fan page, we want to create cool ways in which

our fans can win free stuff if they share our page with their

friends. This will create a buzz and get our name out there.

Vegan Websites: With the vegan business booming,

there are many websites dedicated on informing the public

of the latest and greatest vegan products. Being featured

on this websites would be very helpful since we would be

directly targeting our vegan consumer base.

Fashion & Vegan Bloggers: Bloggers will help us reach

their own fans and get them to look at our heels. People

love to see what other people are wearing. For this reason if

we are able to get at least 5 well known bloggers to feature

us on their blogs and Instagram’s, we will be able to be

exposed to a crowd that is already interested in our niche

product. It is different then someone seeing us who is not

interested in heels or fashion, verses someone seeing us

who was already looking for some fashion advice.

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Financial

Naked Heels will be a home-based heels company that is

home-based. We offer a niche in the market, which allows

us to be relatively small. We intend to become a bigger

brand in the future, but for the next year we want to remain

small. Once we become a well-known brand we will expand.

How much I wil l need: In order to start my home-based

company, I will need $75,000.00. This will cover:

• Marketing - $10,000.00

• Manufacturing - $40,000.00

• Packaging - $10,000.00

• Lawyers - $10,000.00

• Shipping - $5,000.00

Financial Sources:

In order to save myself from owing loans with interest rates, I will begin with a family loan and crowd funding. Once my

business begins to generate revenue, I will seek a small

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business loan. The small business loan will be used to help the company grow into the next phase and expand.

Crowd Funding: This will be my first financial source. By creating a niche product, it will easier to get funded. Also by providing great gift for those who donate, this will help with getting people to donate.

Since this is essentially free money, the benefits are that I will not be in debt with anyone. Some disadvantages include not receiving the money if my initial asking amount isn’t met.

Family Loan: I will also be seeking the help of my father giving me a loan. He is also a small business owner who supports my decisions and is willing to help.

His loan will be easier to pay off since he is not requesting the money back quickly.

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Appendix

www.inc.com/yun-fang-juan/3-surprising-facts-about-small-

business-loans.html

www.entrepreneur.com/article/206276

www.gsb.standford.edu/ces/crowdfunding-101

www.premierline.co.uk/knowledgecentre/business-

guides/2014/8/what-are-the-advantages-and-

disadvantages-of-crowdfunding

https://thefrysguy1.wordpress.com/?s=fr

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