The Secret GardenBusiness Plan

Presented byJason AdamsMorgan Bell

Rosalind DavisSara InksterVishal 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

TEAMSECRET GARDEN

On floor manager 1 CUSTOMER

ASSSISTANCE and INFORMATION

On floor manager 2

MARKETINGINVENTORY,

DISPLAY

On floor manager 3

FINANCECASH

SALES CLERKP/T

SALES CLERKF/T

Employee #1DISPLAY

Store design, Flower

arrangements F/T

Employee #2DISPLAY

Store design,Flower

arrangements P/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