I .

Executive summary Bridal Basket is a Johannesburg based bridal shop that is 100% black owned and is registered as a single-member CC. The sole owner and founder is Refilwe Nhlapo, who after getting married herself, decided to open her own bridal shop with the aim of bridging the gap that exists in the South African bridal market. The Gap 1. 2. Traditionally most bridal shops focus on selling wedding gowns only, which means that the bride has to drive around to different suppliers in order to get all the other necessities. In some of the bridal shops, dressmakers make the dress from scratch at a huge risk of giving the bride an unwanted finished product.

The Solution Bridal Basket is a one-stop-shop that offers all wedding apparel and dcor services for weddings. While most bridal shops focus on selling wedding gowns, our focus is on giving the bride an option of either hiring or buying the wedding dress. Our wedding gowns are imported from overseas, which means the bride gets to see the final product from day one and there are no unpleasant surprises. We also offer her everything else thats required to make her day special and beautiful, all under one roof, thereby making the brides life easier.

II.

General company description

Bridal Basket meets the unmet market of a one-stop bridal shop and caters for couples who are looking for quality products at affordable prices. Our inventory: consists of imported wedding dresses, bridesmaid dresses, headpieces, jewellery, ring pillows, garters, mens suits and flower girl dresses. We also provide draping and dcor services, cutlery and crockery hire, as well as flowers, wedding cakes and wedding invitations. Mission statement: To offer cost effective wedding products and services of a superior quality and complement that with superior customer service. Company goals and objectives: Bridal Basket aspires to be a well known and reputable business in and around South Africa. Our objectives are: To create a business whose primary goal is to exceed customer expectations To increase the number of clients by 20% per year through superior service To develop a sustainable business that provides cost eective bridal products and services.

Business philosophy: to be a unique bridal shop that has the best interest of the customer at heart. We also believe in creating a relaxed and pleasurable shopping experience for our customers.

III.

Marketing plan

Market research According to Statistics South Africa, in 2009, 171 989 civil marriages were recorded in South Africa. Economics According to SABIA (South African Bridal Institute Association), the South African bridal industry is worth R27 billion annually. Customers Our client is the modern bride who wants value for money and a friendly personal touch. The South African market is a very sophisticated in terms of weddings this is why we source only the best designs from international designers. Below we identify our targeted customers, their characteristics and demographics: Age Gender Location Income level Occupation Education Other : 22 - 42 : Female : Mainly Gauteng and Limpopo : R7 000pm and above (The Middle Class) : Admin to managerial : Matric and above : Technologically savvy - using the internet to get information

Niche The middle class / black diamond wanting the best of both worlds, hence a bridal shop that understands the fusion between the Western and African weddings. Most bridal shops that are similar to ours are white owned and lack the understanding of African culture.

Strategy Our marketing strategy is consistent with our niche, i.e. Using the Internet, Facebook and other online media, like. Google Promotion We plan to get the word out to customers through: Expos: The bridal Expo twice annually and the Bridal Indaba once annually. Advertising: Print media, twice annually. (True Love Bride and The Bridal album magazine) Low-cost methods to get the most out of our promotional budget: Flyer distribution, and posters.

IV.

Management and organisation

Bridal basket is managed on a part-time basis by the founder Refilwe Nhlapo and on a full-time basis by her Mother Mary Cecilia Malele. Achievements: Since its inception in 2008, Bridal Basket has managed to grow from stride to stride. Having been a business that operated at a house in which the founder lives, we were able to save enough money to finally get a shop Johannesburg CBD. We moved to the shop in March 2010 and this was a great achievement for us. Since opening its doors, bridal Basket has managed to dazzle customers and have rented gowns to more than 48 brides, and coordinated 12 functions all with raving reviews. One of our weddings was featured on a National newspaper - Daily Sun and we are hoping to be featured on Top Billing in the very near Future. We are exhibiting at the wedding expo in April 2011 and theres no doubt that this is going to be the ultimate launch-pad for our business! We are going to take South Africa by storm!

(Appendices) Brochures and advertising materials

Photographs of the shop

Our inventory: imported wedding dresses bridesmaid dresses headpieces jewellery garters mens suits and ower girl dresses We also provide Draping and dcor services, Cutlery and crockery hire, as well as owers, Wedding cakes and wedding invitations.

www.bridalbasket.co.za I info@bridalbasket.co.za
083 246 2171 074 580 8300

Shop H0001, Fine Art House, 105 Prichard Street Joburg Fashion District, Johannesburg