TIPSY TOESBy:

Becky Kriebel

Cristina Hurst

Audrey Latimer

VISION We are an eclectic wine and shoe boutique for style savvy women. We combine an elegant feel with current fashion trends. Our employees are knowledgeable and in tune with costumer needs with out being invasive. We will start with one boutique in major cities we plan on branching out nationally and internationally.

MISSION STATEMENT

We believe in excellent customer service while catering to an enticing shopping experience. By pairing the love of shoes and wine, we aim to be every women’s guilty pleasure.

COMPANY CONCEPT

Each season we provide our costumer with current shoe trends and a variety of specialty wines. Costumers will also have the options to buy accessories that are unique to the store. Party consultants are always available for in store or at home events.

CULTURE

Our employees are professional and knowledgeable with an emphasis on fun. We strive for costumer satisfaction by catering to any request. We want to make the customer feel at home through one on one interactions.

CUSTOMER PROFILEGeographic:

Region: MidwestCity Size: 2 Million +Urban/ Rural: UrbanClimate: 4 Seasons

Demographics:Age: 24-40Sex: FemaleFamily Life Cycle:

Engaged/MarriedIncome: $40,000+Education: College DegreeOccupation:

Fashion/Marketing/Communications

Religion: AllEthnic Background: Caucasian,

African American, Asian

CUSTOMER PROFILEPsychographics

Social Class: Upper-MiddlePersonality: Outgoing, friendly,

hardworking, ambitious, organized, family-oriented, money savvy.

Life-Style: Fashion blogger (hobby), cooking,

traveling, and shoppingConsumer Behavior:

Benefits Desired: She wants fun flats for work, sexy heels for going out, chic clutches, and white wine for girls nights.Usage Rate: 3-5 times a week.

COSTUMER PROFILE: AVA

Ava has lived in the Chicago area her whole life. As a 31 year old, she is well into her career at Monika Dixon Public Relations, putting her bachelor's in communication to good use. Ava is currently on the fast track in her career, and is making $60,000 a year. She recently got engaged to her high school sweetheart, Erik. They share a variety of interests, as well as values. They are both born and raised upper-middle class, Irish Catholics; however, she is also half Filipino. They participate in couples' cooking and yoga classes on a monthly basis. Besides enjoying her time with Erik and their Bichon Frise, Maxi, she runs a daily fashion blog titled, “If the Shoe Fits” as well. She is outgoing, friendly, ambitious, money-savvy, organized, hardworking, and family orientated. Those qualities helped her achieve the life she has today! She loves shopping at Tipsy Toes; it has everything she needs in her daily life. She really appreciates the comfy heels, trendy flats, and going out clutches that are offered, as well as the tasty white wine. She usually stops by there weekly to see new styles and trends, since those shoes are the only brand she currently wears.

COMPETITION

Lush Wine and Spirits: 3 in Chicago

-Specialty wine store

-Events, wine tastings

Evolution Wine and Spirits: 3 in Chicago and North Suburbs

-Wine, spirits, beer

-Glassware

-Events

COMPETITIONLori’s Shoes

-Shoes, Handbags, Accessories, Jewelry, Apparel Trends

Krista K Boutique

-Designers

-Clothing, shoes, bags, accessories, jewelry

-Shoes: Flats, heels, boots, sandals, sneakers, flip flops

BRANDING/COLOR

Accents Plum/Orchid

HEELS

$200

$125

$150

$100

FLATS

$75 $100

$150 $75

BOOTS/SANDALS

$100

$300 $300

$200

RED/WHITE W INECHAMPAGN E

$15-$150

$15-$150$20-$200

HANDBAGS

$40

$200

$125

JEWELRY

$25

$100 $75

LOCATION Tipsy Toes Location: 1654 W. Chicago

Avenue, Chicago IL.

Cross Streets: Chicago and Ashland

Dimensions: 4,000 sq ft.. 1st floor: 3,000sq ft. 2nd floor: 1,000 sq ft. Utility room on 2nd floor. Office on 1st floor 500 sq ft.. 1st floor full bathroom. 2nd floor half bathroom.

Shape of Store: 1st and 2nd floor: Box-shape.

Entrance/Exit: Front/Back of the store

Windows: Large windows in the front of the store and smaller windows on 2nd floor.

LOCATION

Rent: $3,500/mo

Terms of Lease: Yearly

Common area fees- maintenance etc.,: N/A

Security Deposit: N/A

Realtor fees: N/A

Expenses incurred by lessee:N/A

Allowable Renovations: N/A

Landlord obligation/commitment for renovations: N/A

A/C and Heating: N/A

STORE DECOR

Patterned Wall Paper

STORE DECOR

Light Fixtures: Opulent Chandeliers

STORE DECOR

Furniture and Seating

PL ANAGR AMFIR ST FL O OR

PL ANAGR AMSECO N D FL OO R

E-BUSINESS Website: TipsyToes.com.

-Information about store, in home patties and see current products. We will not sell our products from this site.

Twitter/Facebook/Instagram: @TipsyToes

-Inform customers of sales, parties and events, and will allow them to post photos and interact with the company.

-We will use social media as a way for customers to get % off their purchases by “liking” or retweeting posts.

Linked-In: We will use this as a way to connect with other industry professionals.

MARKETING

Place: Products will be sold in store, at in-home parties/catalogues.

Price: Heels- $75-$250, Flats- $50-$150, Boots-$75-$300, Sandals-

$25-$125, Wine-$15-$150, Champagne- $20-$200,

Handbags- $40-$200, Jewelery- $25-$100, Wine Accessories

$15-50.

MARKETING

Promotions and Events

-Marketing through social media.

-At home parties and catalogue parties.

-Wine nights and tastings at the store: “Girls’ Night Out”

every month.

-Have a booth at the Chicago Bridal Expo.

-Partner/advertise with Wedding and Bridal Boutiques.

MARKETING

Advertising: “We want to be your guilty pleasure.”

-Run ads on local radio stations, flyers, word of mouth, Bridal magazines.

Budget: 10% of monthly earnings will go towards advertising.

MARKETING Ad Calendar

Jan: New Year, New You, New Shoes & Boots

Feb: Valentines Day & No Boyfriend Date Night

March: Spring Shoe Sale

April: Summer Sandal Preview & Bridal Showers

May: Summer Shoes

June: Wedding Shoe Guide/SaleJuly: Summer Shoe Sale & VacationsAug: Fall Preview, Back to SchoolSept: Summer Shoe Clearance, Flats and BootiesOct: Boots!, Fall WeddingNov: Holiday Dec: Holiday

MARKETING

MANAGEMENT STYLE

Democratic Approach

Supporting Leadership

Employees are greatly involved

Motivation: At the end of every quarter the associate with the most sales, gests a free pair of shoes. The associate to gain the most new clients every month, will get a percentage off a pair of shoes or case of wine of their choosing. This is on top of their employee discount already.

Discounts

-30% off all wine

-40% off all shoes, accessories, etc.

-Extra 10% discounts at beginning of each quarter

MANAGEMENTGoal Setting

Bonuses happen for every $10,000 a sales associate sells. Those who reach that in a month’s time will receive an extra $50.

Manager Asst. Manager/Key Holder

Associate

Takers Inventory

Creates Schedules

Sell Merchandise

Buys Merchandise

Sells Merchandise

Greet Costumers

Motivates Recruit Provide Services

Prevents Shrinkage

Motivate Maintain Facilities

Evaluates Performance

Visual Merchandising

Accounting Train Employees

FinancialsMarketing/PromotionsOversee Store FunctionsHires Employess

HUMAN RESOURCES

Closed: Christmas, Easter, Thanksgiving Special Hours: Black Friday: Midnight-11pm New Year’s Eve: 9-6 New Year’s Day: 11-7

HUMAN RESOURCES

All associates start at $9.50, every 6 months there is an evaluation for a possible raise. Amount of raise depends on performance.

Trainings: All new associates go through a 3-hour orientation after hire. They also receive a manual as well. They will have a hands on training session with a fellow employee or manager and role play. Also, they will take an e-leanring quiz after orientation to make sure they understand the information they learned.

HUMAN RESOURCES Dress Code:

Must wear shoes that are in current trend and be a trend we are currently selling in the store and also in season. No Uggs, Crocs, Toms, or athletic shoes allowed.

 Clothing: Trendy, tasteful, presentable. No other companies logos visible. Stomach must be covered.

 Tattoos/Piercing:: Can be shown within reason. Must be appropriate for work. No nudity, profanity, or violence shown.No facial piercing; except for a nose piercing.

No bullying, assaulting, or disrespecting fellow employees.

FINANCIALS Merchandise Classification

FINANCIALS Monthly Sales Plan

FINANCIALS Sales Plan for Category/Class

OPERATIONS

Operations: The business hours of operation will be 10 am to 9 pm, Monday through Sunday.Loss Prevention/Security

-There must be at least one employee on the sales floor at all times.

-Employees areresponsible for keeping track of the merchandise on the floor.

-No physical/pin sensors.

-Barcode sensor stickers used on all merchandise on the floor as well as I nventory.

-Seasonal security guards may be used during Holidays depending on the situation.  

SERVICE LEVELS  Service Levels

-No layaway.

-24 hour hold policy, flexible upon the situation.

-Customer can return unworn or undamaged items with in 90 days of purchase to receive full cash/credit refund. If past 90 days of purchase, a store credit can be issued that does not expire and can be used on all merchandise.

-Mailing list to customers and VIP customers offering coupon discounts and event invitations.

-Can do special orders on only merchandise the store carries; customer is not obligated to purchase item upon receiving it.

-At home fee shipping.

Thank you!!