Torn Boutique Business Analysis

Erin Kiely, Anna Murphy, Madie Osvath, Sierra Snowden, Audrey Tighe
 Table of Contents
Mission Statement……………………………………………………………………………………………………... 1

Business Overview……………………………………………………………………………………………... 2- 30

Location………………………………………………………………………………………………………………….. 31-38

Current Marketing Plan………………………………………………………................................ 39-49

New Marketing Plan………………………………………………………………………………………... 50-66

Financials……………………………………………………………………………………………………………….. 67-71

Conclusion………………………………………………………………………………………………………………….. 72

References………………………………………………………………………………………………………………….. 73
 Mission Statement

“Torn Boutique is here to provide Ozark and

the surrounding areas with on trend, unique,
affordable styles for the everyday fashion lover.
We promise great quality and exceptional,
personalized customer service.”

1
 Business Overview
Torn Boutique opened its doors in August of 2012, just north
of the Ozark Square. The store owner, Carissa Bedford, is
always ready to greet customers in her historic, two-story,
white house. Carissa opened the boutique in order to fulfill her
passion for fashion and to allow customers to experience
boutique shopping at an affordable price. Carissa recently
decided to expand her business by starting a Torn Boutique
mobile fashion truck to travel to different locations in Ozark
and the surrounding areas. Torn Boutique carries trendy and
affordable clothing items for women. Torn provides both fast
fashion trends while also providing classic staple pieces.

2
 Business Overview
Logo

Torn is currently using the same logo from seven years ago when they were first established. It is

a simple black and teal lettering which was very trendy at the time, however, trends only last

about one to five years. Our group suggests that Torn change the logo to a classic black and

white simple format which will be more timeless.

Current New 3
 Business Overview
Hours
Torn is currently using their summer hours which are as follows:
Sunday: Closed
Monday: Closed
Tuesday-Friday: 10:30 a.m. - 5:30 p.m.
Saturday: 10:30 a.m. - 4:00 p.m.
The mobile fashion truck is available seven days a week.

These hours put Torn being open only 33.5 hours a week which equals 19.9% of the entire week. Our
group suggests that Torn change their store hours to make it more convenient for customers. Torn
should be closed only one day of the week to offer more hours for shopping. Since most customers do
their shopping on the weekends, we suggest being closed on Monday and being open part of the day
on Sunday.

4
 Business Overview
Hours (cont.)

New Hours

Sunday: 12:00 p.m. - 4:00 p.m.

Monday: Closed

Tuesday-Saturday 10:00 a.m. - 6:00 p.m.

The mobile fashion truck is available seven days a week.

These hours put Torn being open 44 hours a week which is an increase of 10.5 hours. This equals 26.2%

of the entire week. These hours are more consistent and give customers more flexibility for shopping.

This will also help increase Torn’s sales.

5
 Business Overview
Torn’s current product categories include dresses, tops, bottoms, accessories and shoes. These
categories are also featured on their online website. Our group has broken down each
category into subcategories.

Current Online Categories

1. Feature: 4. Tops 6. Shoes
● This consists of items from every category ● Wedges
● T-shirts
● Sandals
2. Dresses: ● Tanks
● Sneakers
● Blouses
● Maxi Dresses ● Booties
● Blazers
● Midi Dresses ● Mules
● Pullovers
● Shift Dresses Bras
● 7. Sale
● Tank Dresses ● Cardigans
● T-shirt Dresses ● This tab features
● Sweaters
● Wrap Dresses merchandise from
● Tunics
3. Bottoms each category at a
● Jackets
discounted price
● Leggings 5. Accessories
● Pants
● Shorts ● Bags
● Jeans ● Hats
● Rompers ● Jewelry
● Skirts ● Belts
● Jumpsuits ● Keychains
Overalls ● Toothpaste
6 ●
 Business Overview
Feature

Shoes: 13 pairs Tops: 38 Bottoms: 43

The Feature category tab is currently 15 pages long and has a total of 169 items.

7
 Business Overview
Feature (cont.)
Dresses: 22

Accessories: 25

Swim: 1

8
 Business Overview
Suggestions for Feature Category
When asked, women of the ages 21-22, “While you are shopping online and see a tab that says
“Feature,” what is the merchandise you expect to see when you click on it?”
The answers our group received were all fairly the same. They expect to see new arrivals and seasonal
items.

There are many elements that need to be fixed for this category online. The first issue is the Feature
category. It is 15 pages long and includes multiple garments from each category, even sale items. The
second largest category compared to the Feature tab on the website is 6 pages. The Feature tab
should be the smallest tab, comprised of only the newest items or seasonal garments.

Below is a list comparing how much merchandise was shown in the Feature tab out of each category:

● Shoes = 13 out of 17
● Tops = 38 out of 60
● Bottoms = 43 out of 72
● Accessories = 25 out of 60
● Dresses = 22 out of 25
● Swimsuit = 1 out of 1

Over half of Torn’s inventory was shown in this category tab. The garment that should definitely be
featured in this tab is swim. Overall, the Feature tab should contain two to three items from each
category.
9
 Business Overview
Suggested Items to Include in the Featured Tab

10
 Business Overview
Dresses

The Dresses category tab is currently 3 pages with a total of 21 dresses.

11
 Business Overview
Suggestions for Dresses Tab
The Dresses tab currently has 21 items, which is an appropriate amount of merchandise. This tab
also features two different filters for sorting dress criteria. The first filter features the criteria of
newest to oldest, oldest to newest, featured, best selling, $ low to high, $ high to low, Z-A, and
A-Z.

The second filter features 23 different areas of criteria, which is too many options for customers
to sort through. We suggest that Torn delete this second filter and create a drop down menu at
the top under the Dresses tab. By offering this filter at the top of the tab, it makes it easier for the
customer to browse. Dresses should be sorted by style to include the following categories: Maxi,
midi, shift, tank, t-shirt, and wrap dresses. These subcategory filters should be expanded when
new styles are added.

Below is an example of what this tab might look like:

Dresses

Maxi Dresses
Midi Dresses
Shift Dresses
Tank Dresses
T-shirt Dresses
12 Wrap Dresses
 Business Overview
Tops

The Tops category tab is currently 5 pages long with a total of 58 items.

13
 Business Overview
Suggestions for Tops Tab Below are examples of what
these tabs might look like:
The Tops tab currently has 58 items, which is an appropriate amount of
Tops
merchandise. This tab also features two different filters for sorting top
criteria. The first filter features the criteria of newest to oldest, oldest to Blouses
newest, featured, best selling, $ low to high, $ high to low, Z-A, and A-Z. Camisoles
Crop Tops
Sweaters
Tanks
The second filter features 56 different areas of criteria, which is too many Tees
options for customers to sort through. We suggest that Torn delete this T-shirts

second filter and create a drop down menu at the top under the Tops tab.
By offering this filter at the top of the tab, it makes it easier for the Outerwear
customer to browse. Tops should be sorted by style to include the following
categories: Blouses, camisoles, crop tops, sweaters, tanks, tees, and t-shirts.
Blazers
These subcategory filters should be expanded when new styles are added. Cardigans
Jackets

Currently, the Tops category tab includes outerwear. To make it more

shoppable for customers, outerwear should become its own tab and
include the following categories: Blazers, cardigans, and jackets. These
subcategory filters should be expanded when new styles are added.
14
 Business Overview
Bottoms

The Bottoms category tab is currently 6 pages long with a total of 64 items.

15
 Business Overview
Suggestions for Bottoms Tab
The Bottoms tab currently has 64 items, which is an appropriate amount of merchandise. This tab also
features two different filters for sorting bottom criteria. The first filter features the criteria of newest to
oldest, oldest to newest, featured, best selling, $ low to high, $ high to low, Z-A, and A-Z.

The second filter features 61 different areas of criteria, which is too many options for customers to sort
through. We suggest that Torn delete this second filter and create a drop down menu at the top
under the Bottoms tab. By offering this filter at the top of the tab, it makes it easier for the customer
to browse. Bottoms should be sorted by style to include the following categories: Jeans, leggings,
pants, shorts, and skirts. These subcategory filters should be expanded when new styles are added.

Currently, the Bottoms Tab houses jumpsuits and rompers. We suggest that Torn create a separate
tab for jumpsuits and rompers. This would allow customers to automatically know Torn offers these
garments and make them easy to access.

Bottoms Jumpsuits and Rompers

These are examples of what these tabs might look like:
Jeans Jumpsuits
Leggings Rompers
Pants
Shorts
16 Skirts
 Business Overview
Accessories

The Accessories tab is currently 5 pages long with a total of 55 items.

17
 Business Overview
Suggestions for Accessories Tab

The Accessories tab currently has 55 items, which is an appropriate amount of merchandise. This tab
also features two different filters for sorting accessory criteria. The first filter features the criteria of
newest to oldest, oldest to newest, featured, best selling, $ low to high, $ high to low, Z-A, and A-Z.

The second filter features 32 different areas of criteria, which is too many options for customers to sort
through. We suggest that Torn delete this second filter and create a drop down menu at the top under
the Accessories tab. By offering this filter at the top of the tab, it makes it easier for the customer to
browse. Accessories should be sorted by style to include the following categories: Belts, Handbags,
Hats, Jewelry, and Miscellaneous. These subcategory filters should be expanded when new styles are
added.

Below is an example of what this tab might look like:

Accessories

Belts
Handbags
Hats
Jewelry
Miscellaneous
18
 Business Overview
Shoes

The current Shoes tab is 2 pages long with a total of 17 items.

19
 Business Overview
Suggestions for Shoes Tab

The Shoes tab currently has 17 items, which is an appropriate amount of merchandise. This tab also
features two different filters for sorting shoe criteria. The first filter features the criteria of newest to
oldest, oldest to newest, featured, best selling, $ low to high, $ high to low, Z-A, and A-Z.

The second filter features 30 different areas of criteria, which is too many options for customers to sort
through. We suggest that Torn delete this second filter and create a drop down menu at the top under
the Shoes tab. By offering this filter at the top of the tab, it makes it easier for the customer to browse.
Shoes should be sorted by style to include the following categories: Boots, booties, mules, sandals,
sneakers and wedges. These subcategory filters should be expanded when new styles are added.

Below is an example of what this tab might look like:

Shoes

Boots
Booties
Mules
Sandals
Sneakers
Wedges
20
 Business Overview
Why Torn Boutique is Unique

Torn Boutique is unlike most boutiques. Torn was once a house, but was then converted into a

women’s boutique. This could be very appealing to customers as it provides a quaint, cozy, shopping

experience.

Torn also has a mobile fashion truck. This gives Torn an advantage over its competitors. With the

fashion truck, Torn can travel to places outside of Ozark and reach more customers, in turn receiving

more sales.

21
 Business Overview
Customer Service

The way a business treats its customers can make or break that business. Torn’s website states, “We
feel like a lot of our customers have turned into our friends.” For the boutique world this is very
common, so Torn needs to take it to the next level.

Torn should make sure that their customers are treated more as guests. Every customer who comes in
should leave wanting to come back. Torn’s staff must be on the same page when it comes to
customer service.
These three elements will help with guest retention:
1. Always smile
2. Inform each customer of special sales when they enter
3. Be honest with each customer and help style outfits for them

22
 Business Overview
Customer Incentives

Torn currently offers free shipping for purchases over $50. This is great for the customer, but is a
drawback for the business as it doesn’t motivate customers to spend a lot of money to receive free
shipping. To ensure this works in favor of the store as well, the customer should have to spend $100 or
more in order to receive free shipping. This will create more revenue for Torn and give customers more
of an incentive to spend more money.

Torn should create more customer incentives to encourage more purchases. One suggestion is for
Torn to start a rewards program. In this program after customers spend a certain dollar amount they
could earn free items. Another suggestion is for Torn to use its already existing Text Club. When new
customers sign up for the Text Club they could receive a coupon or discount code in a text to use in
store or online. A third suggestion is to give new customers a coupon when they shop online or in
store. Lastly, Torn could have a giveaway for a particular item or bundles of items once a month. This
giveaway could be hosted through Facebook or Instagram.
23
 Business Overview
Product Assortment Plan
Spring Season:
The spring merchandise will consist of items that can be easily transitioned from one season to
another. These items will include:
● Tops and tanks
● Overpieces
● Shorts
● Denim
● Skirts
● Dresses and rompers/jumpsuits
● Shoes: sandals, sneakers

Summer Season:
Torn’s summer merchandise will consist of trendy seasonal assortments. These items will include:

● Tops and tanks

● Shorts
● Denim (minimal)
● Swimwear
● Skirts
● Dresses and rompers/jumpsuits
● Shoes: sandals

24
 Business Overview
Product Assortment Plan
Fall Season:
The fall merchandise will feature versatile pieces that can be worn alone or layered due to the
unpredictable seasonal weather. These items will include:
● Tops and blouses
● Sweater
● Overpieces
● Denim
● Dresses with a longer hemline and jumpsuits
● Shoes: closed-toed slides, booties

Winter Season:
The merchandise in-store during the winter months will consist of medium to heavy-weight
garments to accommodate for the cold weather. These items will include:
● Tops
● Sweaters
● Overpieces
● Denim
● Shoes: knee high and mid-calf boots, booties

25
 Business Overview
Product Assortment Plan

The turnover for each season will begin 3 weeks to a month before the upcoming season. This will
ensure that Torn is continually refreshing merchandise for customers, which will encourage them to
return to the boutique. Along with changing the assortment plan each season, Torn should
periodically change the visual merchandising layout every other week to give the appearance of new
merchandise. Incorporating this visual merchandising tactic will keep things exciting for the
customer. This will give the illusion that there is always new merchandise in the store, even before the
new season’s assortment arrives, and it will help keep the store organized.

Spring Turnover: Second to last week of February

Summer Turnover: Second to last week of May

Fall Turnover: Second to last Week of August

Winter Turnover: Second to last week of November

26
 Business Overview
Vendors

Torn features a variety of trendy boutique brands and well-known name brands such as Spanx and
HOBO. The owner of Torn travels to the Dallas and Vegas Market where she sources out which brands
she will carry in-store. While many of the brands remain consistent, the owner is open to carrying new
brands as well as dropping others if they do not sell well, or the selection for the season does not
compliment additional looks in Torn.

Currently, these are the brands Torn offers:

● Dear John, Spanx, KanCan, Sneak Peek, Wanderlux, She + Sky, Umgee, Les Amis, Bibi, Z Supply,
double zero, ee:some, HOBO, Mix-ol-ogie, Reborn Candles, Bangle and Babe, Current Air, Easel,
Hayden, Raw Edge
● Dear John, Kancan, and Sneak Peak are widely known denim brands
● HOBO is a leather accessory and handbag brand

27
 Business Overview
Assortment/Vendor Preparation
Researching what merchandise should be purchased from vendors for each season plays a critical role in
a business’s overall success. Doing this will ensure that the target market of Torn boutique is being
reached and they are dressing according to the season’s most up-to-date looks. There are many
resources that will allow the merchandise buyer for Torn to get a glimpse of what her customers want
and what to expect from the Vegas and Dallas Market when she visits. These sources include WWD,
WGSN, Trendstop, fashion blogs, and influential peoples in fashion.

● WWD provides an overview of current fashion, beauty, and business news

● WGSN is a trend forecasting network that provides insight on current and future trends in fashion
○ This resource requires a paid subscription
● Trendstop is another trend forecasting resource that allows individuals to see trends before
consumers are aware of them
● Fashion blogs/influential peoples in fashion are also great resources for inspiration

28
 Business Overview
Price Points

The price floor for Torn’s target customer is the lowest acceptable price that would be appropriate for
them to pay. The price ceiling consists of maximum prices that the target customer is willing to pay.
Both the price floor and price ceiling is broken down for each product category that is sold at Torn.

Tops:
● Price floor: $20.00
● Price ceiling: $60.00
Bottoms:
● Price floor: $30.00
● Price ceiling: $105.00
Dresses:
Rompers/Jumpsuits:
● Price floor: $25.00
● Price ceiling: $75.00
Shoes:
● Price floor: $20.00
● Price ceiling: $75.00
Accessories: hats, handbags/wristlets, jewelry, belts, miscellaneous

● Price floor: $25.00 ● Price floor: $15.00

● Price ceiling: $75.00 ● Price ceiling: $70.00

29
 Business Overview
Price Point Explanation

The price floor and ceiling for Torn was very sporadic. There was no consistent measurement of
what the customers would or would not pay for each product category. The lowest listed item
ranged from $6.00 to $8.00 while the highest listed item was anywhere from $108.00 to $84.00,
according to our research that was conducted on the merchandise in-store and online. Also, many
of Torn’s products ended in odd change amounts. The new price points include even dollar
amounts so the prices are more fluent.

Ensuring that the price points for each product category are more consistent will not only be useful
to the target customer, but it will also serve to be useful to Torn’s merchandise buyer. This range of
prices will be available for use when traveling to market and selecting specific products to
purchase from vendors, as well as being a determinant for selecting the markup for each item.

30
 Location
Torn Boutique is located at 206 E Brick St, in Ozark, Missouri. It is

nestled in the center of the Historic District and is located right across

from the Ozark Square. Ozark has at least eight apparel and accessory

stores within a 5 mile radius (Esri, Business Summary, 2019).

There are over 39,000 residents within a five mile radius in Ozark. These

residents include over 20,000 females. Within this five mile radius,

there are 26.3% of women that fall into Torn’s target market. This

population provides ample opportunities for Torn to target more

women in their target market (Esri, Market Profile, 2019).

31
 Location
Benefits

Benefits of this location include the uniqueness of Torn’s building. This building was once a house and
then it was converted into a boutique. This one of a kind feature is an attractive quality to customers.
Torn Boutique can use this to their advantage when enticing customers as it gives a small, quaint,
unique shopping experience that customers will enjoy and remember.

Along with a one of a kind building, Torn has an upstairs area that is not being used at the moment.
This presents numerous opportunities for the business to expand with different products, or bring in
vendors to rent out this space. This space could also be used to keep backstock, or as an office for
marketing and taking and editing photos.

Torn has an advantage over other competitors when it comes to location. Not only is there a physical
brick and mortar store, there is also a mobile Fashion Truck. The Fashion Truck can travel to locations
around Ozark and Springfield to reach more customers. New locations that our group suggests that
Torn travel to are: Farmer’s Park in Springfield, near the Ozark Mill after it’s established, Missouri State
University events, the Springfield Art Fair, etc. These would be great opportunities to reach new
clientele.

32
 Location
Benefits (cont.)

Another benefit of this location is the safety aspect. Torn Boutique is located right across from the
Ozark Police Station. This makes it a great location for customers to travel to and feel safe when
shopping.

Currently, Torn is in a prime location because the new Ozark Mill is being built 0.7 miles away, which is
exactly a three minute drive down the road. According to the Ozark Mill’s website, “ We are creating a
unique gathering spot with vibrant venues, one-of-a kind offerings, authentic goods, and memorable
experiences that keep people coming back for more. This is a place where a celebration of history and
legacy unfolds to inspire a new generation of travelers, adventurers and local trailblazers.” The Ozark
Mill would be a popular national, or even international destination spot for tourists and locals, giving
Torn an opportunity to attract these potential customers (Finley Farms, 2019).

33
 Location
Challenges

There are challenges that Torn faces when it comes to location. The main challenge being the many

direct competitors that are very close by. With at least four new or established boutiques in the area,

Torn will have to maintain a competitive advantage over the competition. Although Torn is located

right next to the Ozark Square, it is not in the heart of it, which could be a drawback when attracting

customers.

Torn’s Fashion Truck is a benefit to the business, but it can also be considered a challenge. The truck

can only travel close distances from the store and it doesn’t go much faster than 50 mph. This

prevents Torn from expanding their business to locations outside of Ozark or Springfield.

34
 Location
Exterior

Torn Boutique was once a house and then was converted into a women’s boutique. This house

exterior can be confusing to customers as they pass by, not realizing that it is actually a boutique. Our

suggestion is that bigger display windows be added to the front and upper level of the house with

mannequins placed inside so customers can easily identify it as a boutique. Torn could also add

another sign on the front of the building so it is easy to identify.

Accessibility is an issue when it comes to parking. There is only street parking available and only a few

spots are located directly in front of the store. This leaves customers having to park further down the

street if they cannot find a spot in front of the store. This could also become a safety issue for

customers.
35
 Location
Visual Merchandising Plan

Torn has a unique building, but it is very small on the inside. This presents a challenge
when merchandising the store. Torn is not ADA compliant at the moment. This is a
necessity for a visual merchandising plan. Currently, the space is very crowded and hard
to maneuver around.

We suggest decluttering the space by rearranging and/ or removing some of the floor
fixtures. To maximize space, we suggest placing one size run on each fixture and
creating an area to keep backstock. This will create more room to house merchandise on
the selling floor. Torn should also think about buying for a smaller floor space when
ordering inventory.

We also suggest that Torn invests in more wall fixtures. This would maximize the space
on the floor and remove some of the clutter. With a small interior, more wall fixtures
could also make the space more visually appealing.

Torn currently changes their merchandising displays and floor set every season. We
suggest that Torn changes their displays and floor set every two weeks to keep the store
looking fresh. This will also give the appearance of new merchandise to the customers.

36
 Location
Visual Merchandising Plan (cont.)

The dressing room area is cluttered as well. We suggest moving all

merchandise out of this area. This would also help in limiting
shoplifting.

All full priced merchandise, popular brand names, best sellers, and
trend merchandise should be placed at the front of the store. All
clearance merchandise should be placed at the back of the store.
This will cause customers to walk through the entire store and see
full priced merchandise before they get to the back. This will help
increase sales. There should also be a designated place for jewelry in
the store. This will make it easier for customers to remember each
time they come in.

Mannequins should be placed strategically in open areas where

there is ample space. If Torn adds a display window on the first or
second floor, mannequins can be placed there as well.

37
Location Dressing
Rooms
Clearance

Visual Merchandising Plan (cont.)

The new store layout for Torn consists of

regular priced merchandise in the front of
the store, a designated area for jewelry,
Jewelry
and clearance in the back.

Cash Wrap
Wall displays should be utilized for regular
priced clothing and accessories. Two ways
and four ways should also be used for Regular Priced
Merchandise
regular priced merchandise. Straight racks
or rounders should be used for clearance.

Window

Entrance
38
 Current Marketing Plan
Target market
Torn does not have a solidified target market. This can become confusing when trying to target

customers. We suggest that Torn narrow their target market to women, ages 16-35. We chose this age

range because of the type of clothing and brand image that Torn has. This age group would be the

most likely to purchase from Torn.

There are over 39,000 residents within a five mile radius in Ozark. These residents include over 20,000

females. Within this five mile radius, there are 26.3% of women that fall into Torn’s target market. In 2018

the median household income within a five mile radius was $58,000 and the median age was 36. These

demographics fit with Torn’s new target market and will provide ample opportunities to target their

specific audience (Esri, Market Profile, 2019).

39
 Current Marketing Plan
Target market
Ozark is currently made up of five tapestry segments: Middleburg, Old and Newcomers, Heartland
Communities, Bright Young Professionals, and Soccer Moms, according to the ESRI Tapestry Segment
Area Profile. The first category, Middleburg, makes up 45.6% of households in Ozark. This tapestry
segment is comprised of mostly families located within simi-rural or metropolitan areas. Their median
household income is $59,000 and the median age is 36. This is an ideal tapestry segment for Torn to
target as it fits closely with their ideal target market (Esri, Tapestry Segment Area Profile, 2019).

The second category, Old and Newcomers, makes up 33.2% of households in Ozark. This tapestry
segment is comprised of mostly single individuals with a mix of married couples. These individuals
have a median household income of $44,900 and a median age of 39. This would be another beneficial
segment for Torn to target (Esri, Tapestry Segment Area Profile, 2019).

The last three categories do not fit in with Torn’s target market. Their demographics are not what Torn
is aiming for. Torn should focus on the first two tapestry segments, as they will provide the best yield for
potential customers.

40
 Current Marketing Plan
Target Market

Since Torn does not have a truly solidified target market, there are two different age groups that
currently shop at the store. The first group is women over the age of 35. These women are located in
or near Ozark, MO. Their education would most likely be college educated with a Bachelor’s degree.
Their median household income would be around $40,000-$60,000 per year. Their occupations
could range from fields in finance, marketing, management, and real estate.

The second group that shops at Torn consists of women under the age of 35. These women are
located in or near Ozark, MO. Their education would consist of a high school diploma, Associate’s
degree, or a Bachelor’s degree. Their median household income would consist of $10,000-$40,000
per year. Their occupations could range from full time students, education, health services, or
administration.

41
 Current Marketing Plan
Current Customer Profile

Julie, Age 49

Salary: Julie’s income is $55,000 per year. She has worked in her current career field
for around 10 years and has earned a couple of bonuses and raises. She is in a
comfortable position financially.

Occupation: Julie is a Region Account Manager for an Education Management

business. She was a teacher for 10 years previously and enjoys combining her passion
for teaching with her passion for sales.

Location: Julie lives in Ozark, Missouri. This is the perfect location she would need to
travel to visit nearby Springfield schools to sell her product. This is also a great location
to go to the places she loves.

Hobbies: Julie loves to cook, work out, walk the dog, and connect with family and
friends on Facebook and Linkedin. Julie enjoys shopping and loves being trendy and
fashion forward.

Media: Julie enjoys connecting on Facebook and Linkedin and is an avid email user.

Dislikes: Julie dislikes a mess, eating fast food, laziness, and out of style clothing.
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 Current Marketing Plan
Current Customer Profile

Caroline, Age 18

Salary/Occupation: Caroline works at a local restaurant as a hostess and

makes a minimum wage salary. She likes to spend her money on going out
with friends and other entertainment. She still lives at home with her parents
and plans to until she leaves for college.

Location: Caroline lives in Ozark, Missouri and this is the perfect location from
her school, friends, and all of the local entertainment she likes to enjoy. She
doesn’t travel far unless she has to. The furthest she ever travels is Springfield,
MO to visit the local restaurants and shops.

Hobbies: Caroline loves to spend time with friends and family, cheerleading
for her high school, listening to music, and keeping up with pop culture.

Media: Caroline enjoys using Instagram, Snapchat, and Twitter in her free
time.

Dislikes: Caroline dislikes paying for gas, studying a long time, and rude
people.

43
 Current Marketing Plan
New Customer Profile

Sarah, Age 26

Salary/ Occupation: Sarah is a registered nurse. She makes around $55,000 per year
and works five to six days a week. She has been in her career field for about four
years.

Location: Sarah works in Ozark, MO. This was where she grew up and she loves the
area. It is an ideal location for her when it comes to working, dining, and
entertainment.

Hobbies: Sarah loves going shopping in her spare time. She enjoys going to brunch
with friends and spending time with her family as well.

Media: Sarah regularly uses Pinterest, Instagram, and her favorite online shopping
apps.

Dislikes: Sarah dislikes tattoos, cold weather, and reality TV.

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 Current Marketing Plan
Competition
There are four direct competitors for Torn in the Ozark area. The first is HuckaBella Boutique and
Marketplace. HuckaBella is located at 101 S 3rd Street in Ozark, MO. This boutique and marketplace
features over 50 different vendors offering clothing, accessories, decor, furniture, and gifts. HuckaBella
does not have an online site, but they do have a Facebook page with over 6,800 likes and a Facebook
group with over 1,400 members. They also have an Instagram account with over 1,500 followers. This
establishment is fairly new, as it was established in April of 2017. This store offers a wide variety of items
and vendors. HuckaBella is located only two minutes away from Torn.

The second competitor is Two Saved Sisters Boutique. This boutique is located at 103 E Church Street in
Ozark, Missouri. They carry on trend women’s clothing and accessories and carry sizes up to 3XL. Two
Saved Sisters was established in 2016 and is fairly new. They do not have an online site, but they do have
a Facebook page with over 7,500 likes and a Facebook group with over 20,000 members. They also
have an Instagram account with over 2,700 followers.. Two Saved Sisters is located only one minute
away from Torn.

45
 Current Marketing Plan
Competition
The third competitor is Heart of Dixie Boutique. This boutique is located at 1505 W St. Hwy J in Ozark, MO.
This boutique is fairly new being established in 2016. Heart of Dixie carries on trend southern style women’s
clothing. This store started out as an online store and has recently expanded into a storefront location.
Heart of Dixie currently has a Facebook page with over 5,500 likes and a Facebook group with over 24,000
members. They also have an Instagram account with over 1,900 followers. This boutique is located eight
minutes from Torn.

The last competitor is Bles3ings Boutique located at 101 W Church St, Ozark, Mo on the Ozark Square. This
boutique is brand new and just opened their doors in 2018. Bles3ings carries women’s apparel and
accessories. Bles3ings Boutique does have their own online website. They currently have a Facebook page
with over 360 likes and a Facebook group with over 90 members. They are also on Instagram, Twitter,
Pinterest, and Snapchat.

46
 Current Marketing Plan
Competition
With four direct competitors very close by, Torn will need a competitive advantage. One competitive
advantage Torn has is being established for almost seven years. This has created a loyal customer base that
continues to shop with business.

Another competitive advantage will come from Torn’s mobile fashion truck. No other boutique in the area
has a mobile component like Torn. This will allow Torn to travel different places and gain a larger customer
base.

To gain more of a competitive advantage, we suggest that Torn shop their competitors regularly. This will
allow Torn to see what other vendors are carrying. If Torn finds unique vendors that aren’t carried in other
stores, this could be a good way to attract exclusive customers.

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 Current Marketing Plan
SWOT Analysis

Strengths

Torn’s strengths include the fashion truck for mobile on site purchases. Torn’s prices are also very reasonable and affordable.

Weaknesses

Torn’s location is not ideal as it is not in the heart of the Ozark Square. There are no windows on the exterior of the store to display any of
their merchandise. Torn’s online presence, including their website, is not where it should be and it needs to be more consistent, modern,
and up to date. Another weakness Torn has is that their hours of operation are not as effective as they could be. Torn’s products are too
broad and incohesive as well. Their parking is also an issue because only street parking is available for customers.

Opportunities

The Ozark Mill will attract people to the Ozark area, giving Torn opportunities to attract new customers to their storefront or mobile
truck locations. A new website is also an opportunity to make more online sales. Another opportunity Torn has is to rent out the top
portion of the house to other vendors. Torn can also use this space to keep backstock or for photography and marketing uses.

Threats

There are four boutiques in the Ozark area and several other boutiques in Springfield. The boutiques in Ozark are mostly located within
a few minutes of Torn which is a major threat. Torn’s website and Instagram are also out of date and are not as advanced as other
boutiques, which can diminish online sales.

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 Current Marketing Plan

Torn Boutique’s current marketing plan is based on two parts, paid for marketing and social media
marketing. Torn currently pays to be advertised in 417 magazine which they pay for ¼ of a page, six
times a year, for $500 a month. This equals $6,000 a year. Torn used to pay for billboard advertisement
which brought them great business, but they no longer use billboards to advertise. Billboard
advertisements would cost Torn around $275 per month and up. Another form of advertising they pay
for is their Text Club where they text their clients about coupons and special sales events. For their first
time clients, they give out a 10% off coupon for the next time the client comes back to shop.

Torn’s social media marketing consists of live streaming on Facebook and Instagram, as well as social
media posting on both of these platforms. Every Tuesday they sell merchandise on their Facebook Live
and they find this to work well for them. From Facebook live they reach about a 35-45 age range. Torn’s
Instagram account is ran by the owner and posts at least once a day.

49
 New Marketing Plan
The focus for Torn’s new marketing plan is to grow online sales. This will be achieved through social
media ads, influencer marketing, ambassador programs, a new email strategy, eliminating 417
Magazine partnership, adding a billboard, hosting events, and updating the website. The goal is to
create an online experience that is user friendly, aesthetically pleasing, and inspiring for the shopper
so that they become a return customer.

With cancelling 417 Magazine, there is $6,000 dollars that can be allocated to these ventures. $100
per month will be allocated to Instagram ads to push online sales (see marketing calendar). $275 will
be allocated to a billboard the month that The Ozark Mill opens and at least one other time in the
year. $200 yearly will be used to update the website. $500 yearly will be allocated to providing
influencers and ambassadors products to post as well as giveaways. $650 yearly will be put into
content creation (graphic design, photography). $500 yearly will be allocated to event planning. $100
will be used to purchase Torn logo stickers to spread word of mouth marketing. The remaining
$2,225 would be used to add larger windows to the storefront for window displays.
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 New Marketing Plan
Marketing Calendar

This marketing calendar

details appropriate times to

post instagram photos and

ads, send emails, have

events, and host giveaways.

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 New Marketing Plan
Website Home Page
The home page is organized so that the shopper has an easy experience on tornboutique.com.
Featured categories are clear and navigation is simple.

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 New Marketing Plan
Website Home Page (cont.)
The rest of the home page is dedicated to more featured shopping, including a “Shop
Instagram” section.

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 New Marketing Plan
Website Category Page
Each category will be split up into more detailed subcategories on each page. The sections are clear and
the customer is able to see what kind of merchandise Torn carries.

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 New Marketing Plan
Website Contact Page

Torn’s new contact page is inviting and clear to the customer. There are three ways given to contact Torn

including phone, email, and walk-in.

55
 New Marketing Plan
Website Fashion Truck Page
The fashion truck page is a way to easily locate or book the truck. Torn can easily update the
truck’s location via wix editor.

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 New Marketing Plan
Social Media and Marketing Suggestions

Torn currently uses Instagram and Facebook for social media posting. At the moment, Torn’s

owner oversees all social media posting. Our group suggests that Torn look into hiring a social

media and marketing intern. This would allow Torn’s owner to focus on other aspects of the

business. This could also provide a fresh look to Torn’s social media.

The social media and marketing intern would be responsible for taking and editing new

inventory photos and uploading them to the website. This process would ideally be done within

the same day so Torn could have a fast turnaround. The intern would also be in charge of

scheduling strategic posts for Torn’s marketing calendar.

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 New Marketing Plan
Examples of Instagram and Facebook Ads

Top: $30 Shorts: $30 Shoes: $35

Don’t miss out on this Instagram EXCLUSIVE ONLINE SALE!
Click “Shop Now” to shop the
exclusive sale! Click to shop now! Earrings 30% off! Click to shop!
look!

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 New Marketing Plan
Flash Friday Giveaways
Flash Friday giveaways will be held once a week. Torn will partner with an influencer, multiple
ambassadors, or a brand to host a giveaway to gain exposure online. Both Torn and the partner will post
on their Instagram page and story at 10 a.m. every Friday. This will create tradition and something for
Torn’s followers to look forward to. Each participant will be required to follow @tornboutique on
Instagram and the partner, tag 3 friends in the comments, and repost to their story to enter with the
hashtag #TornStyle and tag @tornboutique.

GIVEAWAY!
We have partnered with @rebornco to give one lucky winner
over $100 worth of accessories & candles!

TO ENTER:
-follow Torn & @rebornco
-repost to your story & tag @tornboutique @rebornco #tornstyle
-tag 3 friends in the comments

WINNER ANNOUNCED MONDAY!

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 New Marketing Plan
Events
One Saturday each month, Torn will host an event to get people in the store. Torn will partner with
other local, non competing businesses like DJ’s, local distributors for companies like Rodan & Fields,
and influencers. There will be exclusive sales and giveaways at each event. Events like this will bring a
community together and create tradition with Torn for people that are local. At each event there will
also be a photo-op setup for customers to post and tag @tornboutique and #tornstyle so that they
can enter the event’s giveaway.

YOU’RE INVITED to our special event!

Join us Saturday, July 20th for an exclusive event with

music, champagne, discounts, giveaways, & more!

Tag a friend who you are coming with! See you Saturday :)

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 New Marketing Plan
Ambassador Program

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 New Marketing Plan
Ambassador Program
Torn’s new ambassador program
will enable Torn to not only spread
Each month we will hand pick several Ambassadors to join our team! There are
the word about the business, but
also find new influencers to work
with aside from this program. To the
right is an example of how
ambassadors will sign up. Also, it
lists their responsibilities of being a
Torn ambassador. As people sign
up, the intern for Torn can choose
which are worth moving forward
with.
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ARE YOU A FASHION INFLUENCER? DO YOU LOVE TORN BOUTIQUE?
Apply to be a Torn Ambassador now!
many benefits included like:
● Discount code for you
● Discount code for your followers
● Free store credit based on following, engagement, & number of times your
follower code is used
● Preset Instagram caption ideas
● Getting featured on our page
● Promotional opportunities
Your Responsibilities:
● Post 3x monthly (minimum)
● Post stories weekly (minimum)
● Tag @tornboutique and #TornStyle in all posts
● Link items or website in stories
------------------------------------------------------------------------------------------------
Sign up below & you will receive an email in 48 hours if you are selected!
New Marketing Plan
Email Newsletters

Torn’s email newsletters will go out every Thursday at

5 p.m. The emails will be interactive and entice the

viewer to online shop. Each part of the email will be

linked to the website where orders can easily be

placed. Torn’s email list can grow by hosting

giveaways with other brands and swapping lists in

exchange.

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 New Marketing Plan
Billboards

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 New Marketing Plan
Billboards

Torn has had a lot of success with billboards in the past. There is enough money in the budget to
start using billboards again as a marketing tool. Torn Boutique is easily accessible from the
highway and the billboards on nearby highways will attract people from neighboring towns to the
business.

The best location for the Torn Boutique billboard would be close to the newly renovated Ozark
Mill. The Mill is predicted to bring a lot of visitors into the area. This would give Torn an advantage
over other boutiques if they had a billboard inviting people to their location. Visitors will need
other things to explore while in town and this is a perfect opportunity for Torn to take advantage
of.

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 New Marketing Plan
Car Logo Stickers

Customers will be able to purchase a car decal at the counter upon checkout. This will give the

customer a future 10% off discount and it will also help spread word of mouth marketing for Torn.

66
Financials
Monthly Sales Plan
This table shows the
breakdown of Torn’s
sales plan by each
month. It forecasts the
average, low and high
sales periods. Each
month’s justification is
based on what time of
the year it is, such as
holidays or a change in
the season. During each
month, based upon
these numbers and their
justification, Torn should
perform accordingly and
know what to expect in
months to come.

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 Financials

Gross Margin Plan

The gross margin plan for Torn shows the amount of sales each product category contributes to
the overall annual gross profit. Additionally, it shows the markdown percent for each product
category. This allows the owner to see if the markdowns she is taking are helping or harming
Torn. Also, it estimates the amount of markdowns that will taken on merchandise.

68
Financials
Opening Inventory

The purpose of an opening inventory is to

be able to determine the number of
planned units to purchase by price point
for each category for an upcoming
purchasing season.

The table to the left states what price

points Torn should follow when
considering what merchandise to carry in
each product category. It also states the
maximum and minimum dollar amounts
that should be spent on merchandise.
These amounts are based on the
merchandise that Torn currently carries
and the boutique’s potential in each
product category.

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 Financials Break-even Analysis

● The formula for

breakeven is Annual
fixed costs/Planned
gross margin
percent = Breakeven
sales revenue

● Profit dollars is
calculated by
multiplying the
gross profit % by the
sales over breakeven
dollar amount

The breakeven is used to estimate the the profit in dollars that Torn will generate in a year. It
also determines what Torn’s gross sales will have to be in order to “break even” for the year.
These numbers will allow the owner and even future investors to see if this business is
profitable or not.

70
 Financials

Profit/Loss Statement
The profit/loss statement above summarizes the revenues, costs, and expenses for each month
in a year based on the information that was provided from Torn’s 2018 P/L statement. This table
allows the owner to see if the boutique is being managed properly, which according the results
from each month, Torn is doing well. If the number results in a negative amount, that shows that
something needs to be reconfigured in order to create a more profitable solution.

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 Conclusion
In conclusion, Torn has a solid foundation and with a few improvements could really grow their business.

After analyzing all aspects of the business, our propositions include creating a new logo, adding a mission

statement, updating Torn’s website, offering more customer incentives, updating Torn’s visual merchandising

plan and exterior, narrowing Torn’s target market, watching the competitors, and allocating savings to a new

marketing plan.

These changes could improve Torn’s business and broaden their customer base. As more boutiques are being

established either online or in brick and mortar, it is essential for existing boutiques to maintain a

competitive advantage. With these changes Torn could do just that.

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 References
Esri. (2019). Business Summary. Esri.

Esri. (2019). Demographic and Income Comparison Profile. Esri.

Esri. (2019). Market Profile. Esri.

Esri. (2019). Tapestry Segment Area Profile. Esri.

Finley Farms. (2019, May 8). Ozark Mill | A New Riverfront Experience In The Ozarks Region. Retrieved from
www.ozarkmill.com: https://www.ozarkmill.com/

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