Business Plan assignment

XI-K’s Claire, Kathleen, Kimberly, Nicole

TABLE OF CONTENTS

SECTION I- Executive Summary

Brief Description
Key Objectives

SECTION II- The Company

Background
Vision & Mission
Logo

SECTION III- The Team

Team Whimsy: Introducing the founders
Background
Roles

SECTION IV- The Industry, Target Customers, and Competitor

The sustainable fashion Industry
Target Customers
Competitors
Competitive Advantage

SECTION V- The Marketing Plan

Pricing
Promotion
Sales
Location

SECTION VI- Operation Plan

Employee hiring
Operating hours
Facilities and Equipment

SECTION VII- The Development Plan

Product Development
Technology Infrastructure
SECTION VIII- The Growth Plan
Market Expansion
Retail Expansion
Sustainability Impact

SECTION IX- Financial Plan

Start-up Costs
Income Projections
Cash Flow Projections
SECTION I
EXECUTIVE SUMMARY

BRIEF DESCRIPTION:

HELLO! we are

Whimsical.
WHIMSICAL is a sustainable fashion line dedicated to creating stylish,
eco-friendly pieces that empowers individuals to express their unique
style WHILST still promoting sustainable practices and ethical production.

KEY OBJECTIVES:

Launch the Create a diverse

WHIMSICAL range of eco-
brand and friendly fashion
website products

Develop a
sustainable supply
chain.
SECTION II
THE COMPANY

BACKGROUND:

"Whimsical" was born from a deep passion for both fashion and
sustainability. This idea was made when we made the realization that
fast fashion, which is not sustainable, has harmed the environment heavily.
Therefore, the main inspiration behind creating this brand stemmed from
a desire to make a positive impact on the fashion industry.

We wanted to provide consumers with a better option - one that

combined creativity, uniqueness, and style with a strong commitment to
ethical and eco-friendly practices. We draw inspiration from nature, art,
and culture, and blend these influences into our sustainable, high-quality
clothing.

Vision:

To become a globally recognized sustainable fashion

brand known for its commitment to environmental
responsibility, fair labor practices, and innovative design.
LOGO:

This logo was created by Whimsical’s creative director, Claire Irawan.

Beautifully sketched, the logo has a pink ribbon which represents the
fashion Industry. Obeying our main objectives and vision, we strive to
use sustainable material. Therefore, there are many plants drawn around
this pink ribbon to represent the healthy, green environment.
SECTION III
THE TEAM

TEAM WHIMSY: MEET THE TEAM AND THEIR ROLES!

Claire M.I Kathleen E.L

Founder Founder
Cheif Executive Chief Operations
Officer Officer
Creative Director

Nicole C.G Kimberly T

Founder Founder
Head of Product Chief Marketing
Development Officer

BACKGROUND:
Claire Marcia Irawan, Kathleen Eugenia Lambri, Kimberly Tjie and
Nicole Clairine Gunawan were highschool classmates who eventually
joined together to make this beloved fashion line. They all were
Incredibly stylish and believed that fashion Is one of the most
Important factors of life. With the current circumstances stating that
fast fashion Is harming the environment, the decided to create
Whimsical to create a positive Impact for the fashion industry.
SECTION IV
THE INDUSTRY, TARGET
CUSTOMERS, AND COMPETITORS

The sustainable fashion Industry: What Is It?

The sustainable fashion industry is a movement within the fashion sector
that prioritizes environmental and social responsibility. It encompasses
practices aimed at reducing the environmental impact of clothing
production, such as using eco-friendly materials and ethical
manufacturing processes. Sustainable fashion also promotes fair labor
practices, transparency, and the creation of durable, timeless clothing.
This industry seeks to address the issues of overconsumption and waste,
offering consumers eco-conscious alternatives and advocating for a
more sustainable and ethical approach to fashion production and
consumption.

Competitors:

1. Fast fashion brands

H&M COTTON ON

2. Other sustainable brands

SEZANE
Competitive advantage:

(compared to fast fashion)

1. Environmental Responsibility: Sustainable clothing focuses on
minimizing its environmental impact. This includes using eco-friendly
materials, reducing waste, and adopting environmentally responsible
production practices. Fast fashion, on the other hand, often prioritizes
low costs and rapid turnover, which can result in extensive pollution,
waste, and resource depletion.
2. Quality and Durability: Sustainable clothing typically prioritizes
quality over quantity. This results in products that are often more
durable and longer-lasting compared to fast fashion items, which are
designed for rapid turnover. Consumers who invest in sustainable
clothing may end up saving money in the long run due to the longer
lifespan of their garments.

(compared to other sustainable brands)

1. Unique Design and Style: Unlike other sustainable fashion brands that
are usually have more mature senses of fashion, Whimsical offers a
more fun and youthful approach on fashion as It Is targeted to
teeangers to young adults.
SECTION V
THE MARKETING PLAN

PROMOTION:
1. Launch marketing campaigns mainly through social media
by influencers
2. Attend eco-friendly fashion events
PRICING:
Our prices range differently for each piece that we have crafted. A
dress would cost around 499 IDR and above while a top and pants
would cost around 350 IDR depending on the material and model
used. Many might realize that this price range would be quite a
stretch, however we would like to clearly emphasize that Whimsical is
a sustainable fashion brand; so all of these materials that are used for
our pieces are SUSTAINABLE.

SALES:
All products would be available to purchase in our WEBSITE
(whimsical.co.id) where there would be different pages of categories
on the clothing. However, if it is preferred for the customer to order
our pieces by text via WhatsApp, we would send them a direct
catalog of our collections in a form of PDF while their payment would
be through an online bank account.

LOCATION:
The business will operate primarily online, with potential warehousing
and distribution centers.

PARTNERSHIPS
Partnerships can be arranged In the future, with sustainable fashion
retailers
ex. Suzane
SECTION VI
THE OPERATION PLAN

Facilities and Equipment needed:

1. Sustainable Material: All our pieces would be beautifully made by
sustainable material such as bamboo.
2. Recycling Bins: Provide clearly marked recycling bins for customers
and staff to encourage recycling.
3. Store Design: Utilize sustainable building materials, low-VOC paints,
and energy-efficient lighting. Design the store layout to maximize
natural light and airflow, reducing the need for artificial lighting and
HVAC systems.
4. Laundry and Cleaning: Using environmentally friendly detergents and
cleaning products and Choosing energy-efficient washing machines
and dryers if there is an in-store laundry.
5. Reusable Shopping Bags and Packaging: Using reusable shopping
bags and packaging materials to reduce waste.
examples:
Employee Hiring:
Since our business is online based on a website, there would be no
physical operating hours. However, employees would still have individual
working.

1. Manager (owners): The four of the founders, Claire, Kathleen, Kimberly

and Nicole, would act as managers in this business as they would
organize all further plannings in the businesses’ future as well as
making all decisions regarding Whimsical, including financial and
creative decisions. They would work from Monday through Saturday,
with operating hours of 8:00 AM to 5:00 PM including working
remotely as everything is done online.
2. Admin: would take charge of online orders and delivery from
Mondays- Fridays from 9:00AM to 7:00 PM
3. Digital creator: does not have distinct working/operating hours as
they are only required to do work when a new product is launched or
if there are any important announcements such as sales and special
events.
4. Website designer: same as the Digital Creator, they would not have
distinct operating hours as they would only be required to work when
there needs to be modifications in the website.
5. Customer service: operating hours would be from 9:00AM to 7:00 PM
SECTION VII
THE DEVELOPMENT PLAN

Product Development:
Continuously research and implement new sustainable materials.
Regularly update product lines based on customer feedback.

Technology Infrastructure:
Maintain a user-friendly e-commerce platform.
Invest in data analytics for customer insights.
SECTION VIII
THE GROWTH PLAN

Market Expansion:

Explore international markets,

targeting regions with strong
sustainable fashion movements.
Consider partnerships with
international retailers.

Retail Expansion:

Pop-up stores at
eco-events and
festivals.

Sustainability Impact:

Develop a carbon offset program.

Establish a foundation to support environmental
initiatives.
SECTION IX
THE FINANCIAL PLAN

Start-up Costs (Year 1)

1. Initial Inventory: IDR 300,000,000

- Purchase eco-friendly fabrics and materials.

2. Equipment and Tools: IDR 50,000,000

- Sewing machines, cutting tools, and other equipment.

3. Website Development and E-commerce Setup: IDR 30,000,000

- Create an online store.

4. Marketing and Branding: IDR 20,000,000

- Develop a brand identity and initial marketing campaigns.

5. Legal and Licensing: IDR 10,000,000

- Register the business, obtain necessary permits.

Income Projections

Year 1 Year 2

1. Sales Forecast : IDR 200,000,000 1. Sales Forecast: IDR 350,000,000

- Estimated sales in the first year. - Anticipate growth in customer base.

2. Gross Profit Margin: 60% 2. Gross Profit Margin: 65%

- Cost of goods sold is 40% of sales - Improved efficiency and brand
recognition.
Year 3

1. Sales Forecast: IDR 500,000,000

- Continued growth due to increased brand visibility.

2. Gross Profit Margin: 70%

- Streamlined operations and economies of scale.
SECTION IX
Cash Flow Projections

Year 1

- Net Cash Flow: - IDR 200,000,000

(Initial investment and operating expenses exceed sales revenue.)

Year 2

- Net Cash Flow: IDR 30,000,000

(Increased sales help cover operating expenses.)

Year 3

- Net Cash Flow: IDR 100,000,000

(Continued growth leads to a more favorable cash flow.)
Business Plan assignment
XI-K’s Claire, Kathleen, Kimberly, Nicole