I.

Classification

A. Business Profile

 Estimated Assets

 How big is the business?

 Number of employees

 Industry

 Analyze the history (childhood stories, starting out as a new entrepreneur, etc.)

B. Academic Background

Various Training

 Formal

 Informal – Apprenticeship

II. Key Success Factors

Being involved in the selling and renting of formal wear, passion was the basic factor that

contributes to the Ms. Michelle Viray’s success as an entrepreneur. She loves stuff of

gorgeousness which results to her passion in fashion. She provides formal wear such as gowns,

dresses, suite, and corporate attire that would really enhance the beauty of each of her customer.

In line, quality of these clothing was another important factor that makes her successful. She

takes quality genuinely in designs, craftsmanship, materials and service. Designs of the clothing

are sincerely made by her on the basis of the customers’ wants. Meticulous craftsmanship is

always on the mind of her trained employees. Materials are outsourced from her quality

suppliers. Moreover, quality service showing pleasing personality is being provided by her and
her employees to every customer. She also handles the complaints of the customers in such a

way that her business would still have a good image to them.

Also behind Mrs. Michelle Viray’s success were also influenced by the people

surrounding her. Without the push of her husband who is a business-minded person, her

enterprise would not be in existence. What she said is that having an understanding husband

really contributes to what she has achieved now. In addition, her family always support her in

whatever she engaged in. Therefore, it wasn’t really hard for her to get off the ground and be a

thriving entrepreneur.

As her enterprise continuous to grow, she considers her activity as a hobby. She

absolutely loves what she is doing. Indeed, the way she enjoys her enterprise contributes to her

achievements and success.

Based on the conversation conducted with Mrs. Viray, the factors she enumerated that

contribute to her success are agreeable. Passion of the owner would really matter for the

enterprise to get going. It is because the operation would depend on her dedication. Quality is

always in search so it shouldn’t be missed out on every single thing of the enterprise. Lastly,

behind every entrepreneur’s success is the support provided by her family that would boost her

heart and mind towards the enterprise.

III. Changing the Rules of the Game

Mrs. Michelle Viray faces a lot of competitors but that reality doesn’t stop her for being a

promising entrepreneur. She differentiates herself by acquiring a new set of target market. Since

her competitors’ target market is composed of lower class, she made the middle and higher class

looking for quality clothing as her customers. Another thing that differentiates her is the fact that
she herself is a woman behind her enterprise. Most of her competitors are “gays” and according

to her, some of the clients are having a hard time dealing with these gays and women are

preferred.

More important, having a competitive edge in terms of quality differentiates her among

others. As discussed above, she takes quality seriously in designs, craftsmanship, materials and

service. She doesn’t have shortcuts in attaining quality.

To sustain her competitiveness, she continues to provide excellent customer service. This

is because service was always the concern behind the enterprise. The way she communicates to

her clients is really essential in pleasing them to make a purchase. Every time a customer makes

an inquiry, she displays courteousness. She handles communications effectively and call

handling efficiently. She also gives promptness in resolving issues and handling complaints.

Meeting the requirements of the customers and providing value to their money are always kept in

her mind. In these simple ways, she is getting hold of a competitive edge gaining a

differentiation among her competitors.