A Plus by Angelina

Business Plan
11th February 2021
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Legal Page

Confidentiality Agreement

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_______________ in this business plan is confidential; therefore, the reader agrees
not to disclose it without the express written permission of _______________.

It is acknowledged by the reader that information to be furnished in this business

plan is in all respects confidential in nature, other than information that is in the
public domain through other means and that any disclosure or use of it by the reader
may cause serious harm or damage to _______________.

Upon request, this document is to be immediately returned to _______________.

___________________ Signature

___________________ Name (typed or printed)

___________________ Date
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TABLE OF CONTENTS
1.0 EXECUTIVE SUMMARY................................................................................................5
1.1 Business Name and Location....................................................................................5
1.2 Purpose of the Plan..................................................................................................6
1.3 Our core values.........................................................................................................6
1.4 Key Factors to Success.............................................................................................6
1.5 goal and objectives...................................................................................................8
1.6 Opportunity...............................................................Error! Bookmark not defined.
1.7 Growth.......................................................................Error! Bookmark not defined.
2.0 business Overview....................................................................................................10
2.1 Mission statement...................................................................................................10
2.2 vision statement.....................................................................................................10
2.3 industry background.................................................Error! Bookmark not defined.
2.4 Legal Status............................................................................................................10
2.2 The Management....................................................................................................10
3.0 Products and Services................................................................................................11
4.0 MARKET ANALYSIS SUMMARY................................................................................12
4.1 Industrial Analysis....................................................................................................12
4.2 Market Trends.........................................................................................................12
4.3 Target Market Description.....................................................................................13
5.0 STRATEGY AND IMPLEMENTATION SUMMARY......................................................13
5.1 positioning STRATEGy.............................................................................................14
5.2 payment strategies.................................................................................................14
5.3 Marketing STRATEGIES..........................................................................................14
5.4 Marketing GOALS...................................................................................................15
5.5 Marketing Plan........................................................................................................15
6.0 SWOT Analysis...........................................................................................................17
Strengths...................................................................................................................... 17
Weaknesses..................................................................................................................17
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Opportunities...............................................................................................................18
Threats.......................................................................................................................... 18
7.0contingency plan........................................................................................................19
7.1 RISK factors.............................................................................................................19
7.2 course of action......................................................................................................20
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EXECUTIVE SUMMARY
A Plus by Angelina is going to be a retail men’s, women’s and children’s clothing store
that deals in unique clothing from all parts of the world. The business will be
specializing in casual urban wear that is traditionally wore by people. It is going to be
located in a growing community of Grenada. The store will have wide range of
products including tops, bottoms, dresses, skirts and other accessories like
sunglasses, belts, handbags and shoes that will serve both youth and adults. We
intend to offer our community with unique fashionable clothing at an affordable price
that is normally hard to acquire either due to unavailability or high prices.

The Grenada based clothing store has a team of professional craftsmen specialized in
the production of unique clothing – personal collection of Polo, Shorts and Loafers.
Founded in 2018, each collection is designed and manufactured in England utilizing
the highest quality of design and fashion.

It is essential to be aware of the competitions from the circle of other clothes

manufacturing companies in Singapore, Iceland and England. Who are either
producing some sort of wears or other alternative clothing wears that are on popular
demand in the market; however, being a children clothing brand and the owner
being an expert, who is specialized in making quality designs and beautiful and
original, we are confident of our position as the market leader in the clothing
industry. Also, Joseph & Alexander is an established brand in the market and because
of our original design; our brand will carried at several boutiques in the cities and
website. Strategies and plans are periodically put on check in order to ensure that we
align with our goal and dream of becoming a leading brand globally. The company is
currently is the process of trade marking our brand Joseph & Alexander.
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1.1 BUSINESS NAME AND LOCATION
The name of the business is JOSEPH AND ALEXANDER that would incorporate as a
Limited Liability Company (LLC) under the law of England. The company will run its
smooth operation at England, Singapore and Ireland.

1.2 PURPOSE OF THE PLAN

Purpose of this document is to provide potential investors with the information
necessary to evaluate the merits of the value proposition and the growth strategy
of JOSEPH AND ALEXANDER. Additionally, it will serve as a guide for management
for establishing goals against which performance can be measured.

1.3 OUR CORE VALUES

 HONESTY AND INTEGRITY: Business will always do what is right, fair and ethical to

our business policies and following the law of countries where we are operation

our business function.

 COMMUNICATION: Business will share appropriate information in an honest and

open manner to customers.

 RESPECT: We will be considerate of others through the appropriate manners of

approaching. We will respect all the customers who are visiting to us and we will

also respect of privacy who are buying through our website.

 TEAM WORK: We will encourage and reward our staff. We motivate our staff to

work collectively to increase the productivity.

 QUALITY: JOSEPH AND ALEXANDER will strive for professional excellent to the

highest standards possible consistent with goals of our business. JOSEPH AND

ALEXANDER will also strive to create new design and follow fashion trends.
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 ATTITUDE: We will be positive, enthusiastic and have a vibrant spirit towards our

customers.

 LEADERSHIP: We will lead by example. Our actions will speak louder than words.

We will offer the new trends and fashions for our valuable customers.

 ACCOUNTABILITY: JOSEPH AND ALEXANDER will be responsible for our action

and understand our employee’s impact on others.

 CUSTOMER SATISFACTION: We will strive to exceed the expectation of our clients

by creating the original and unique design where customers always love to visit.

1.4 KEY FACTORS TO SUCCESS

 Team of experienced designer and professional’s team.

 Great location -visibility, high traffic pattern, convenient access.

 The best products and the best rates – our craftsmanship will remain unique and

outstanding always to ensure stable quality

 Offering the quality services to the customers by delivering the unique design.

 Offering the clean and friendly customer experience.

 Maximizing the number of customers satisfaction.

 Making the long term relationship with the customers.

 Word of mouth and referral marketing.

 Knowing our targeted market and strategically reaching to our targeted

customers.

 Customers support and friendly relation with the customers

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 To increase the number of clients served through superior performance.

 Achieving the weekly, monthly, quarterly and semiannually and yearly sales

target.

 The friendly team of professionals with good knowledge of the business and

excellent training in customer relations to enable them act cheerfully,

professionally, articulately around clients.

 The fine and strong reputation we have built over the year.

 Word-of-mouth, advertising, promotions –one customer can spread the word

about Joseph & Alexander to friends and family.

 Complying with all relevant regulations of the State Regulatory Board.

 Understanding customers’ wants and needs as related to each season

 Welcoming and comfortable business environment and atmospherics.

 Company website – comprehensive and attractive with organized products and

their details, with ordering and payment functionality

 Delivery services to clients within and outside company location

 Maintaining strong online presence with +5 reviews and ratings.

 Executing sales and marketing plan which will build customer awareness,

customer discovery and customer loyalty.

1.5 GOAL AND OBJECTIVES

 To develop and maintain the growth of our brand
 Become a leading brand in the future
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 To generate a consistent and comfortable net profit at the end of each season.
 Increase our distribution channels to intensify our penetration activities
 To develop systems of production for our handmade collections that is easy to
replicate with new customers to keep it simple and fun.
 To have a client (wholesalers) relationship system and call plan that will keep us
on top of each of our client's scheduled needs at all times.
 Achieve a double digit growth rate for each future year at minimum 10%
 Achieve sales effectiveness through engaging all customers that come into
contact with us
 To have wide variations and secure more specialty boutiques where our wears
are sold
 Aim to increase profitability through increase in sales, frequency of sales, volume
of sales through attractive packages and gift bags as well as other promotional
initiatives and offers
 Achieve service efficiency by offering high quality products and good overall
customer service experience which will likely impact number of total seasonal
visitors and average number of packages per customer
 Build/re-structure our website/e-commerce platform, build online presence and
build online reviews and ratings
 Continuously measure, monitor and evaluate marketing metrics, loyalty program
and Sales KPIs to make tweaks, improvements and refine processes
 Continually learn from customer feedback
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2.0 BUSINESS OVERVIEW
2.1 MISSION STATEMENT
JOSEPH AND ALEXANDER mission is to sale the children clothing brand in the
England, Singapore and Iceland with the original and unique design. We core mission
to sale high quality product in the various size and types of children.

2.2VISION STATEMENT
A Plus by Angelina’s vision is to be a market leader by delivering the high-quality
children clothes.

2.3 LEGAL STATUS

A Plus by Angelina is a Limited Liability Company. A form of business organization with
the liability-shield advantages of a corporation and the flexibility and tax pass-through
advantages of a partnership.

2.4 THE MANAGEMENT

Management is the core of any organization. It is not just personnel and individual’s

resumes but vision, and commitment that lead to success. A Plus by Angelina will be

led by Mr. ___________. He envisioned and created the business based on his passion

for the industry and our desired need to have more control over his future. My goal

as a business owner is to continue to stimulate the economy by providing well

needed services and creating an environment that not only expects hard work and

dedication from staff but also believes and practices work-life balance.
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PRODUCTS AND SERVICES

We offer the range of services for the children that includes the shorts, Polo, Loafers.
 Shorts - $65 – 75 US
 Polo - $32 – 38 US
 Loafers - $69 – 75US
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4.0 MARKET ANALYSIS SUMMARY

4.1 INDUSTRY ANALYSIS

MARKET ANALYSIS
The U.S. apparel market is the largest in the world. In 2016, the market was valued at
approximately 359 billion U.S. dollars. The apparel manufacturing industry in the
United States employed about 87,242 people in 2016; which in retrospect seems quite
minuscule for being the largest global apparel market. However, one must remember
that even though the majority of these apparel conglomerates are American based,
many of them have their manufacturing plants in Asia. In 2016, the United States
imported close to 88 billion U.S. dollars’ worth of apparel.

Nike, which name is derived from the Greek goddess of victory, is the largest apparel
company in the world and is headquartered in Beaverton, Oregon. The U.S. apparel
market is always changing, attempting to adapt to customer trends and new
technology that will allow the consumers shopping experience to be more enjoyable
and ergonomic.

Also, revenue in the “Fashion” segment amounts to over $71 million dollars in 2017
and is expected to show an annual growth rate of 8.0% CAGR from 2017-2022,
resulting in a market a market volume of $51,231 million US dollars in 2017.

The fashion industry is a global industry, where fashion designers, manufacturers,

merchandisers, and retailers from all over the world collaborate to design,
manufacture, and sell clothing, shoes, and accessories. The industry is characterized
by short product life cycles, erratic consumer demand, an abundance of product
variety, and complex supply chains.

Currently around 555,000 people are employed in fashion, textiles and fashion retail
in the United Kingdom. Most jobs in fashion related industries are in the retail sale of
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clothing. This sub industry employs 75 percent with 414,000 people working in the
retail sale of clothing. Also the retail sale of footwear and leather goods provides a
fair amount of jobs in fashion, about 11 percent, 59,000, employers work within this
sector. Another 8 percent, 43,000 employers, work in the wholesale of clothing and
footwear. With respectively 34,000 en 5,000 positions, 6 percent and 1 percent, the
least amount of jobs are in the manufacturing of wearing apparel and the
manufacturing of footwear.

MARKET DEMAND
Around the globe, fashion consumers are becoming more environmentally conscious.
They expect ecologically unobjectionable fabrics, a conservation-minded use of
resources, reduced emission of pollutants, greater social commitment, and fair
treatment of employees in production facilities. In many countries, legislators are
requiring companies to create more sustainable products, such as by prohibiting
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certain harmful dyestuffs. Yet unfortunately, only the fewest customers are willing to
pay more for these greener products. One pioneer of this trend is Stella McCartney,
who forgoes using leather in her shoes and handbags. A clear commitment to
sustainability is also considered good style in the industry, with online fashion
retailers like Yoox now providing sustainability reports.

This has vast implications for apparel companies across the whole value chain. Core
functions need to be adapted to make and market more sustainable products.
Environmentally-friendly products require the right commodities like organic cotton,
which is in scarce supply, or a complete overhaul of the manufacturing processes to
reduce the huge amount of water typically used for apparel. Ethical products require
appropriate working conditions and a fair share of profits across the supply chain. In
short, it entails a complete rethinking of functions and processes.

Young fashion customers readily use a spectrum of digital platforms to get

information on trends, exchange experiences, or compare prices. Within these
customer journeys, social media plays a key role. Up to 35 percent of consumers
indicate that they rely on recommendations from social networks. This is why adidas’
fast fashion brand NEO, for instance, has equipped several of its European concept
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stores with interactive mirrors. These enable customers to take a picture while trying
something on and then to post it to networks like Facebook for instant feedback
from their friends before purchasing.

MARKET SIZE
This statistic shows the forecasted value of the children's apparel and footwear

market in the United Kingdom (UK) between 2017 and 2021, broken down by

segment. By 2021 the UK children's apparel market is expected to be worth 6.6 billion

British pounds, while the footwear market will amount to 1.7 billion pounds.
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CONSUMER SPENDING
The 35 years research shows that today, the UK leads the world. For decades the
worldwide industry leader was the US but over the past few years, we have caught
America up and are now forging ahead. There are three areas in which clothing lead
most focused: competition, innovation and online. Starting with competition,
economic barriers to entry are still probably lower in the States but I think the much
higher costs of establishing and running a retail business in Britain raises the
performance bar here. In many of our retail sectors, being good is no longer enough.
Standards are being pushed ever higher just to stand still.

Another huge online challenge is around margins. Online retail is less profitable than
its physical counterpart. As online contributes an increasing slice of your revenue, the
resultant margin erosion has to be managed. So too does the fact that you will need
far fewer stores to reach your market as your online business grows. Meanwhile, the
need to deliver orders to customers in the most timely, convenient and economic
way has spawned a number of variations of click & collect, usually involving stores.
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Returns are a huge challenge and a major source of margin erosion. Increasing
relevance and getting better at range editing are imperatives. Online is driving a
reshaping of UK retail economics.

4.2 MARKET SEGMENTATION

Our market segmentation is the categories of the consumers of our clothing
products. As far as our current product is concerned, i.e. polo, shorts and loafers our
target consumers are female between of all age groups, mostly who has at least one
child. Being a clothing product that is generally used female who has atlatl a child,
our consumers are not restricted to certain categories in terms of age or race.

Summarily, our target segmentation is listed below:

 Wholesalers
 Retailers
 Women
 Ladies
 Pregnant women
 Corporate workers e.t.c
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4.3 COMPETITIVE ANALYSIS
It is a known fact that the fashion industry has a large number of players and several
known brands. Research has shown that there are three essential factors that
influence customers buying patterns and their patronage. These include; design,
status needs and financial conditions. Several strategies are used by players to attract
customers and win them over; many fashion brands compete in layered price ranges
to appeal to different consumer price points. For example, a brand sometimes ideally
offer discount line on mass-merchandisers. However, this requires a careful approach
as launching a line that conveys high value in terms of workmanship, materials and
designs at a reasonable price may not appeal to status-conscious consumers and
might gain traction among consumers with financial considerations.

Many experts point to changes in consumer attitudes as a driving force behind the
restructuring that is occurring in the retail apparel industry.  Not only have consumers
become more cautious in their buying habits, but they have been reducing the
portion of disposable income that they spend on apparel.  In addition, consumers are
increasingly demanding quality goods at low prices, which forces retailers to
permanently sell merchandise at "sale" prices, with promotions occurring
throughout the year.  Economists and sociologists have attributed increasingly
volatile consumer demand to growing numbers of new products, the rise of fashion-
consciousness for even the lowest-cost apparel, and more selling seasons.  

Joseph and Alexander will take appropriate measure and in-depth customer analysis
based on their locations, design, status needs and financial status and ensure that are
customers’ needs, budgets and tastes are met accordingly. Nevertheless, our
strategy remains high quality materials, the best set of professional staff and high
quality products at reasonable prices.
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5.0 STRATEGY AND IMPLEMENTATION SUMMARY
5.1 PAYMENT STRATEGIES
At Joseph & Alexander, our payment policy will be all inclusive because we are quite
aware that different clients would prefer different payment options as it suits them.
Here are the payment options that we will make available to our clients;

 Payment with cash

 Payment via credit cards / Point of Sale Machines (POS Machines)
 Payment via online bank transfer

5.2 MARKETING STRATEGIES

Becoming a leading brand requires having a large customer base, becoming people
premier choice and seasonally offering innovative and high quality products to the
market. The marketing campaign will create awareness about the products. We will
be concentrating on both short and long term marketing strategies. Short-term
marketing strategy will help to bring about boost in patronage while the long term
plan caters for measures to be put in place for business expansion and growth in the
nearest future.

In summary, Joseph & Alexander would adopt the following strategies to promote its
brand:
 Introduce our business by sending introductory letters to residence, business
owners and wholesalers
 Advertise our business in community based newspapers, local, national and
international TV and radio stations
 List our business on yellow pages ads
 Leverage on the internet to promote our business
 SEO MARKETING to increase the traffic to the online website.
 Social media updates, posts, and uploads.
 Blog Creation
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 Blog Posts
 E-mails
 YouTube
 Facebook
 Twitter
 Instagram
 LinkedIn
 Pinterest
 Direct marketing
 Increase our distribution network
 Word of mouth marketing (referrals)
 Install our Bill Boards on strategic locations all around we are operating
 Participate in tradeshows
 Occupy pages on international and national fashion publications
 Position our Flexi Banners at strategic positions in the location where our
business is situated.

5.4 MARKETING GOALS

 To cover up costs of investments.
 Afterwards, earn maximum profits.
 To reach overall sales target.
 To give customers what was promised.
 Sustain Demand
 Build a Brand Image and Marketing Program
 Innovate and respond to Customer needs
 Boost efficiency via distribution
 Optimize Product Availability
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 To increase brand awareness by 50%.

5.5 MARKETING PLAN

We will implement the following marketing plan:
BUSINESS WEBSITE
A business website serves as the most important tool for marketing. It will bring our
clients in contact with us and serve as advertising board for our offerings. Very cost-
effectively, it will reach our clients nationally and internationally. Its content will
reflect business image and identity. Our marketing strategy will lead the contents
displayed here.
SEO (Search Engine Optimization)
Search engine optimization (SEO) has to be employed as it will bring our website at
the top positions in natural search queries on widely used search engines like Google,
Yahoo and MSN. It will enhance the visibility of our website. It will make our website
not only easy to locate but also easy for customers. It is most popular form of
targeted marketing as it brings people who look for what we are offering. Our web
pages shall be optimized both ‘On’ and ‘Off’ page.

Direct Mailing Program

When targeting clients, we believe this strategy gives us absolute control over
the presentation of our marketing message. It provides us an opportunity to
close the deal right then. It is not only cost-efficient but can achieve quite a
level of personalization and customization as well. When clients open it for a
minute or so, it will receive their undivided attention

Social Media Channels

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Which social media shall be the most heavily used for marketing is a million dollar
question. It depends on our target market. No matter which channel our marketing
department decides to go, we have to be patient with it and stick to it as it takes
some time to attain desired results. We came to know that this marketing strategy
will work the best when integrated with various other marketing tactics.

WORD OF MOUTH
Serving best to our customers will create word of mouth and it is the most effective
marketing strategy that attracts the consumer to bring more customers and it would
cost us zero.

FACEBOOK
Facebook is the most viral social media platform that provides much-
targeted audience to business. It provides a perfect opportunity to share and
market services and build customer base.
Facebook offers a place for all formats: texts, videos, and images, meaning that the
possibilities are infinite. In fact, Facebook is currently the social network with the
greatest diversity of actions. We will create a Facebook page of the business.
Through this, we will provide the link of our website. We will also posts contents
related to our unique business features, our products and benefits to our clients.
For better guidance of our customers, we will provide all than necessary information
about the website, its features including our business physical address, navigation to
the business website, contact details and hours of working.

Instagram
Instagram leverages businesses by providing a visual touch to them. The viral
use of Instagram is for uploading pictures to engage with your friends, family and
customers.
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Instagram is the perfect platform for capturing everyday moments. Businesses have
got behind this trend, as have the influencers who have intentionally become the
best advocates of businesses. What’s more, it’s a platform which is much utilized by
businesses who want the users themselves to create content, generating confidence
among other users.
We will use relevant hash-tag strategy to optimize our content to help our customers
find us easily. Through hash-tags, we will guide our customers to reach us by
providing directions. We will upload hash-tag contents related to our business, our
products/services and benefits to our clients.