1.

0 Executive Summary
GHOR Boutique Shop is a new apparel store that caters to the Bangladeshi people. As our name suggests our focus is to provide customized wear apparel and accessories, and position ourselves as the top retail store servicing this particular market. Our intentions are to obtain market share and become a central hub of shopping activity for the local population as well as Nonresident Bangladeshis (NRBs)who enjoy wearing fashionable apparel. GHOR Boutique Shop will be located at Gulshan.

GHOR Boutique Shop has centralized itself

directly imposition to the residential location and social activities of our target market. We believe that this is critical to our initial success and long-term growth.

Highlights

1.1 Objectives 1.To create a shopping environment that caters to the apparel needs of the local people as well as NRBs. 2.To receive a 50% profit margin within the first year.
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3.Tohave a customer base of 1,000 by the end of the first operating year. 4.To create employment opportunity. 5.To conserve and uphold culture and values by providing domestic products to NRBs. 6.To generate scope for enhancement for related industries like those who provide the raw material.

1.2 Mission
GHOR Boutique Shops mission is to offer quality, name brand accessories and clothing in an assortment of sizes and styles to accommodate varying styles and shapes.

1.3 Keys to Success

In order to succeed in the boutique industry GHOR Boutique Shop must: Provide customers with top notch personalized customer service in an atmosphere of Bengali hospitality. Carry an assortment of sizes to fit the more ample frames of their target customer base. Advertise and promote in areas that target customer base will learn about the store. Continuously review sales and adjust inventory levels accordingly.

2.0 Company Summary

GHOR Boutique Shops organized as a partnership among the seven partners of Abu Hasnat Shakil, Muhammad Sazedul Islam, MD. Kawser Ahmed and MD. Humayun Kabir. We will be located at Gulshan, Dhaka being the epic-center of the Dhaka community. The hours of operation will be Saturday - Thursday 9 a.m. - 9 p.m. and Friday 10 a.m. - 12 p.m. There will be extended special hours designated during The Festivals like Eid-Ul-Fitr and Eid-Ul-Azha, and New Year.

All merchandise will be purchased according to the company's mission and customer focus of outfitting all sizes.

2.1 Company Ownership

GHOR Boutique Shop is organized as partnership among the seven partners of Abu Hasnat Shakil, Muhammad Sazedul Islam, MD. Kawser Ahmed and MD. Humayun Kabir. Everyone will handle the administrative and managerial duties on rotation.

2.2 Start-up Summary

GHOR Boutique Shops incorporation costs are listed below. The company will start with three months inventory on hand for apparel and accessories as this is the main revenue generator. The majority of the company's assets will reside in inventory. The opening days cash on hand balance will be 30800TK. The financing will include an owners investment of 410000TK.

Start-up Start-up Requirements Start-up Expenses Trade License Grand Opening Event Telephone & Utilities (3 months) Tk.1, 000 Tk.10,000 Tk.1,500

Infrastructure Development Store Fixtures/ Decorations Factory Staffing and Recruitment Advertising & Promotion Raw material collection Purchase of Machinery Installation Cost Business/Office Supplies/Stationary Accessories (Dices, Frames) Total Start-up Expenses Note: It will take 8 weeks to prepare for and start the venture.

Tk.150,000 Tk 20,000

Tk.20,000 Tk.15,000 Tk.70,000 Tk.90,000 Tk.10,000 Tk. 1,000 Tk.10,000

Tk.398,500

Balance Sheet

Assets

Amount

Liabilities

Amount

Machinery Less: Depreciation

100,000 19,000

Capital Add: Net Profit

386,000 195,200

81,000 Cash Accounts Receivable Inventory Total 393,000 157,200 100,000 731,200

Net Worth Creditor

581,200 150,000

731,200

2.3 Company Locations and Facilities

GHOR Boutique Shop will be located at Gulshan in Dhaka. This space has 1,200 square feet and has been rented for two years. This location is central to the geographical location for the Dhaka community. We feel it is essential to our initial and ongoing success that we locate ourselves in the heartbeat of the community. We also strive to create an atmosphere of acceptance and community, as well as a retail environment where individuals can identify and bond with their culture. All business deliveries will be handled through the showroom. The factory is nearby the showroom so no extra transportation cost will be needed to bring the products from the Factory to showroom.

3.0 Products
GHOR Boutique Shop will carry traditional wear brands. The greatest percentage of merchandise will be in apparel, followed by accessories, and gifts. Management will rely on customer feedback, suggestions, and sales reports to introduce or eliminate certain brands, styles and sizes.

Traditional & Tribal

sharees(TangailSares,Rajshahisilk,Jamdani, Tangailkota)

kurta , Panjabi,

Chador, nokshikatha

dhuti, lungi,

tribal dresses(chakma, Monipuri)

Others

3.1 Competitive Comparison

GHOR Boutique Shop has a number of advantages that will allow us to build our brand identity, add value to our merchandise and build a loyal customer base while standing apart from our competitors. 1.The'GHOR Shopper Card' will entitle customers to a 15% discount after ten purchases. 2.We will offer clothing to fit plus size for all. 3.We will create a sense of culture and bonding with the community by offering products that combine both the culture and innovation. 4.Our location is central to our target customer base. 5.We will maintain a detailed record on each customer, logging addresses, their purchases, size, and brand for customer follow-up and in-house promotional purposes.

3.2 Commercial Viability

1.The plan is a sound one because it will create employment opportunities as well as providing scope for related industries.

2.There is a huge demand for clothing, as these items reflect ones personality and status. 3.The plan is acceptable as there will be no environmental degradation.

4.The investment cost is comparatively lower.

5.The employees required for the project are few in number and available. 6.As the investment is lower the risk associated with the plan is also low.

3.3 Sales Literature

GHOR Boutique Shop will use a targeted advertising and sales program to generate publicity and build a customer base. 1.500 full-color postcard flyers with a 10% coupon will be distributed throughout Dhaka two weeks prior to the grand opening event. 2.100 grand opening invites will be mailed to potential new customers two weeks before the grand opening in June, 2008. The invitation will also include a promotional 10%coupon off a customer's first purchase. The customer mailing list has been compiled from contacts the owners have made while in the community.

3.4 Sourcing
We will shop for our merchandise as outlined below: 1. With renowned fashion houses like Aarong who have regional representative and showroom located at the Center, we will place our weekly and monthly reorders with them and review new materials. 2. Eid-Ul-Fitr, the largest festival for Bengali people and apparel featuring the latest collections of all brands will be presented. All orders will be placed bearing Eid in mind. We will also work to solidify our relationships with sales representatives and vendors so that we may achieve decreased cost of goods. Our competitors, (both direct and indirect) purchase from the same sources and we believe that through marketing programs and strategic alliances we will begin to gain a competitive advantage.

3.5 Technology
Retail apparel establishments have a tendency to have a high number of SKU's because of the level of inventory. It is imperative that an advanced inventory and point of sales program be utilized to maintain stock levels and track sales.

Our business plan will be generated and reviewed on a bi-annual basis and reviewed quarterly to ensure all financial goals and objectives are being reached. It will allow us to make the most of our limited marketing budget by focusing our communications on our target markets and enhancing our marketing knowledge.

3.6 Future Products

As we achieve and exceed our sales and profitability goals, GHOR Boutique Shop will add other products to the product line and our own personal in-house label of clothing that will include GHOR t-shirts for women and shirts for men. We will expand our line of brands with those that have been repeatedly requested by our customers. An e-commerce website will also be created to increase our distribution channels and expand our customer base to a national level.

4.0 Market Analysis Summary

The primary target customer of GHOR Boutique Shop will be the local people in the Dhaka region. As we are situated in the epi-center of the residential community we believe they will make up the largest percentage of our customer base. The secondary target customers are the NRBS. As the Nonresident population continues to grow rapidly in various parts of the world we expect to receive the patronage of them as they are very loyal to Bengali apparel. The last target customer of GHOR Boutique Shop is listed as other. As popularity about the store increases we expect to see an assortment of curiosity seekers as well as seasonal purchasers during festival season.

SWOT analysis
Strength 1. Premium price charged to reflect innovation and creativity. 2. High quality raw materials are collected from renowned fashion house. 3. Timely delivery for ordered products. 4. The location of the shop is very much favorable.

Weakness 1. Being a new entrant is one of the weaknesses of the boutique shop.

Opportunity
1. A partially fulfilled customer need is a great opportunity for the shop.

Threat 1. Increasing market price of raw materials and labor.

4.1 Market Segmentation

The population of Dhaka is concentrated heavily in the southwestern part of the city therefore leading to the highest concentration of our customer base. The last area of potential customers is labeled as "other." Because GHOR Boutique Shop offers a variety of innovative and creative apparel, along with accessories and gifts we feel

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that we will attract many curious shoppers. Our ambience and customer service will make them repeat customers.

Market Analysis
Source: Asssumption

Potential Customers Local People NRBs Other Total

Growth 10% 15% 10% 35%

4.2 Target Market Segment Strategy

The goal of GHOR Boutique Shop is to serve the local community that has difficulty finding innovative clothes. It will also serve the NRB community. Both of these markets are underserved in the major boutique retailer outlets.

4.2.1 Market Needs

There are several important needs in the boutique business that are being either underserved or not met at all. GHOR Boutique Shop plans to meet and service those needs. 1.GHOR will provide a large assortment of sizes to compliment the various body shapes and sizes of the local community. 2.Focus and attention to customer's personal preferences and customer retention will be given high priority.

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4.2.2 Market Trends

Millions of people around the world instantly recognize and identify with traditional apparel. Our traditional clothing has survived many eras. There will always be a future for traditional apparel. Within the last two years the traditional look has made a comeback in the fashion industry. GHOR Boutique intends to use its place in the community to heighten the awareness of the Bangladeshi culture in Gulshan, Dhaka. With the increase of participation by NRBS in the international affairs more people are becoming aware of our products all over the world.

4.2.3 Market Growth

Market growth is in an upward motion, despite some of the latest economic downturns in our country. Now a days, Dhaka has become a center of economic and cultural activities because of the establishment of various educational institutions another organizations. People from other areas are coming to Dhaka for study or job purposes. Moreover the number of working women are increasing in the city who are very much concerned about their attire. Every year So many tourists are coming to Dhaka for trade and tour purposes. For these reasons and more, Dhaka is considered an economic leader in Bangladesh. The number of NRBs from Dhaka region are more than half of the total from Bangladesh.

4.2.4 Industry Analysis

Boutique shops fall within several kinds of stores: Small Specialty Stores: The majority of boutique is sold through small family-run specialty stores that are located in or near neighborhood communities. GHOR boutique is an example of this type of store. Large Multi-owned Retailers: These large stores mass market and sell to hardcore enthusiasts as well as the local tourists and seasonal purchases. Examples include Aarong.

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4.3Main Competitors
GHOR Boutique Shop has competitors within a 15 miles radius of its location. Aarong, which is located approximately 2.1 miles from our location is our closest competitor. It is one of the largest apparel stores in the city of Dhaka. They sell basic wear apparel and jewellery, gift item and cosmetics to the mass-market. Because of Shes size they have a large percentage of the market share. Locating plus size clothing for women can be extremely difficult. They also tend to be a bit behind the market in offering more contemporary innovative styles. Because of its size they have also lost some of their customer service skills as employee turnover is high. Dhaka Boutique ,located approximately 3.3 miles from our store. It combines the atmosphere of Taradin restaurant with shopping. They offer an eclectic mix of apparel, grills, cookware, and gift items. They don't do any advertising or promotions of their retail outlet so if a customer doesn't visit Taradin restaurant he wouldnt know about the retail establishment. Manorom, is approximately 12.1 miles from GHOR and is the farthest of the three competitors. It is a family-owned apparel with two stores. Their customer base tends to be more upscale as they carry more of the high end labels like Gucci and Armani. They also carry house wares and bedding items of which She and Dhaka boutique does not carry.

5.0 Strategy and Implementation Summary

GHOR Boutique Shops goal is to provide apparel to the underserved market of the community who desires differentiated cloths. The major boutiques have left a hole in this market by not providing differentiated products by focusing on customer preferences. Our intention is to gain 60% of this market share by focusing on our niche positioning, neighborhood location, brand that we sell, hospitality and special promotions.

5.1 Competitive Edge 1. The GHOR Shopper Card which allows the customer a 15% discount after ten
purchases.

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2. Our location in the community will offer closer access to our target customer base. 3. We will offer plus sizes for women.

5.2 Marketing Strategy

Our marketing strategy will focus heavily on sales promotion, niche positioning in the market and customer service with loyalty and retention in sales. 1.The marketing budget will not exceed 5% of our gross annual sales. 2.Our promotions will always stay in tune with our company objectives and mission statement.

5.2.1 Positioning Statement

For the more full-bodied individual seeking creatively designed apparel, GHOR will offer brand traditional wear in a larger assortment of styles and sizes that arent always readily available in the mass apparel retailers.

5.2.2 Pricing Strategy

GHOR will maintain a premium pricing strategy. We base the product lines that we carry on their reputation and quality as clothing. Most of our lines come with a suggested retail price that we will follow. We will also utilize the standard practice of key stoning as well.

5.2.3 Promotion Strategy

GHOR Boutique Shop will follow an aggressive yet creative promotional plan. This will allow us to focus directly on our target customer while still being conservative with our advertising money.

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1.A press release kit will be sent to all major media outlets in Dhaka highlighting the grand opening of the shop in the city. This kit will include a press release, pictures of the interior space, color postcard/flyer, and a business card. 2.500 4x5 color flyers/postcards will be distributed throughout the city at local clubs, colleges and universities. 3.A direct mail program that will further focus on and target the top 50% customer base with special in-house sales and promotions.

5.2.4 Distribution Strategy Our retail location will be the foundation of building our customer base. We will also manage a direct mail program that will focus on our top 50% customers spotlighting any in-house sales and promotions. 5.2.5 Marketing Programs
Our marketing programs will consist of the distribution of 500 color flyers two weeks prior to our grand opening event.

5.3 Sales Strategy

We will offer a 14day return/exchange policy to build trust with our customers and maintain retention and loyalty.

5.3.1 Sales Forecast

The following table and chart give a highlight on forecasted sales. We expect sales to start off conservatively and increase extensively during the Eid holiday shopping season and during the months of summer.

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GHOR has planned for a steady growth for the first year as we build name recognition and status in the community. In the second and third year we look to see an increase of revenue of 20% as we gain a larger percentage of the market share and increase our customer base beyond the southwest part of the city.

Item wise Sales by 1st Year

Item

Revenue (tk) 180,000

sharees(TangailSares,Rajshahisilk,Jamdani,

Tangailkota)
kurta , Panjabi,
220,000

Chador, nokshikatha

85,000

dhuti, lungi,

60,000

tribal dresses(chakma, Monipuri)

78,000

Others sharees(TangailSares,Rajshahisilk,Jamdani, Tangailkota)

62,000

15,000

6.0 Management Summary

Employees will be encouraged to work within their creative, physical, and intellectual boundaries. All duties will be divided and delegated according to strengths and weaknesses. At GHOR we will expect a high degree of customer service skills and personality as this is essential to our success.

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6.1 Organizational Structure

GHOR Boutique Shop is a small business and therefore requires a simple organizational structure. All decisions are made in-line with the company objectives. Employee tasks are delegated based upon their level of expertise, creativity, strengths and weaknesses.

6.2 Management Team

All partners will be responsible for all administrative functions, purchasing, inventory control, and promotions. They will also act as a part-time sales representative.

6.3 Personnel Plan

The personnel plan is included in the following table below. There will be six full-time employee and two part-time employees working 20-30 hours per week. All employee's will benefit from a one day paid holiday on their respective birthdays and one week of paid vacation after twelve months of employment. At this time medical benefits will not be offered to employees. As profits increase in the future medical benefits will be offered to all employees.

Personnel

Financial Year Full-time position Part-time position Total People Total Payroll Tk. 40,000 Tk.8,000 8 Tk.48,000

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7.0 Financial Plan

The growth of GHOR Boutique Shop will be moderate and the cash balance will always be positive. Being a retail environment we will not be selling on credit. We will accept cash. Later we will accept checks, and all major credit cards. Marketing and advertising will remain at or below 5% of sales. We will continue to reinvest residual profits into company expansion, and personnel.

7.1 Important Assumptions

GHOR does not sell on credit nor do it offer layaways at this time. We accept cash. All sales revenue will be deposited in our business checking account within 48hours. Our business checking account will be with HSBC Bank.

7.2 Break-even Analysis A break-even analysis table has been completed on the basis of average costs/prices. With fixed costs of Tk. 280000, and sales of Tk. 700000 we need. 576488 in the first year in sales to break even. Fixed Expenses

Showroom Factory Machinery Installation Expenses Preliminary Expenses

150,000 20,000 90,000 10,000 10,000

Total

280,000

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Calculation of Break Even Point

Sales Variable Cost Fixed Cost Contribution Margin Contribution Margin Ratio Break Even Sales

700,000 360,000 280,000 340,000 0.4857 576,488

7.3 Projected Profit and Loss

The following chart and table will indicate projected profit and loss.

Profit Yearly

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Income Statement

Sales

700,000 180,000

sharees(TangailSares,Rajshahisilk,Jamda

ni, Tangailkota)
kurta , Panjabi,
220,000

Chador, nokshikatha

85,000

dhuti, lungi,

60,000

tribal dresses(chakma, Monipuri)

78,000

Others

62,000

sharees(TangailSares,Rajshahisilk,Jamda

15,000

ni, Tangailkota)

Less: Cost of Goods Sold Direct Material Direct Labor Factory Overhead Factory Rent 206,000 144,000 10,000 24,000

384,000

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Gross Profit

316,000

Less: Operating Expenses Showroom Rent Staff Salary Maintenance Expenses Utilities Stationary Depreciation Advertising Expenses 36,000 48,000 4,000 4,800 3,000 19,000 6,000

120,800

Net Profit

195,200

7.4 Business Ratios

Business ratios for the year of this plan are shown below.

Current Ratio

4.33

Liquid Ratio

3.00

Inventory Turnover

3.84

Total Asset or Capital Turnover

0.96

Net Profit Margin

0.28

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Return on Investment

0.26

Return on Equity

0.51

8.Risk Management
The risks that may occur in this project are: 1. Pure Risk: The revenues and cash inflows of the project may be lower than the expected indifferent years. 2. Systematic Risk: Political changes may hamper the production of the project. 3. Unsystematic Risk: Workers may go for strike, which may hinder production process. 4. Market Risk: Macroeconomic factors like inflation can have an impact on the project and fluctuation of demand. Cost reduction and increased production may be a way out but it will become difficult to maintain quality. 5. Instrumental Risk: The machineries may go out of order any time. So the business runs the risk of machinery shortages.

9. Conclusion
The plan for the boutique shop has been designed bearing the demand for innovative clothing in mind. Such plan is also judged financially and market projections are included.

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