OWNED BY MARCIA BELL

Est. 2009
Business Analysis MFD 560
Group 5: Danielle Beckmann, Makenna Garton (leader), Kristin Hilker,
Veronica Snelling, & Anna Thibon
Mission Statement
● Current Statement:
○ “Great things at great prices.”
● Our (New) Mission:
○ “Great quality at great prices. Since 2009 we have been providing upscale resale of furniture and
home goods. We are dedicated to providing exceptional service and value while turning your
house into a home. Our goal is not just to sell to you, but to build a relationship with you.”

● Our (New) Vision:

○ To create community
★ “The goal of the boutique is customer service that makes you say WOW. Making our store
feel like home and our customers feel like family is what fuels the business’s passion.” -
Marcia Bell
Overview of the Business
● In-store
● Garage sale warehouse
● Online Ebay store
● Painting classes
● Community events
● Custom built furniture
● In-store customer relations
○ ex: refreshments, reward system, student/military discounts

★ Avant Garde’n is unique because they do not buy their main products from vendors,
but from estate sales, which gives them added character and a restored feel.
Location
Benefits
● Part of Shoppes at the Valley
○ All day shopping experience
○ Joint advertising
● In Ozark - centered between
Springfield and Branson
● Located near the highway
● 8000+ square feet of selling space
Challenges
● Building is hidden
● Turn from the main road is
confusing
● 30+ minutes away from nearby
colleges
Solutions
● Signage/advertising that guides
traffic into the parking lot
● Pop-up shops in Springfield and/or
nearby colleges
Our Plan
★ Addition of a younger audience to Avant Garde’n’s target market (ages 18-26)

Drive New Business By:

● Adding a booth or advertising materials to antique shops in Springfield (Relics,
Mike’s Unique, A Cricket in the House, etc.)
● Running promotions with local student housing
● Sponsoring posts on Instagram/Facebook that offer deals

★ New customers will be more apt to make the drive to the Ozark location or the Nixa
warehouse once they have shopped a local booth in Springfield or been given a
promotion to catch their eye.
Current Marketing Plan
● Instagram
● Facebook Current Target Customer
● Email
● Inhouse A female individual between the ages of 22-34
● Flyers and 34-49. From analyzing the business, the
● Billboard target shopper is most likely educated, middle-
upper class, works a day job, or is a vacationeer
● Ebay
visiting the local area. She likes unique pieces
● Craigslist with character and dabbles in living an
● Community involvement adventurous lifestyle with many different areas
of interest.
New Target Customer & Marketing Plan
● The new target customer for Avant Garde’n will shift towards a younger audience.
○ Age 18-26
○ College students
○ Looking to purchase a quality piece for first home/apartment
○ Young individuals looking to re-furnish or first time furnish their homes with higher
quality pieces that will last

● Although this age bracket is included in the existing target market, it is not a focus,
and therefore, is not a significant contributing factor to the business.
● Additional services provided by the business such as rentals, custom built furniture,
and warehouse sales will be used to stimulate the new target customer to shop at the
boutique.
New Target Customer & Marketing Plan (Cont.)
College Students
● Partnering with local
college/campus apartments in
417 to advertise
● Provide furnished apartment
options
● Have an on campus rep.
● Partner with on campus
organizations
● Advertise warehouse sales,
painting classes, and lower
price points via social media
Weddings + Newly-Weds
● Set-up booth at local bridal
expo. with rental options,
prices, specials, and contracts
● Partner with local vendors
(photo shoots, venues, etc.)
● Provide first time purchase
discount if booked for
wedding
● Advertise warehouse sales,
rentals, photoshoot content
via social media
Young Professionals
● Staging local homes for
sale/work with local realtors
● Purchase with home option at
discounted rate
● Leave flyers in staged homes
with a discount code for
future homeowner
● Advertise custom built
furniture via social media
New Social Media Marketing
New Mass Media Marketing
New Mass Media Marketing (cont.)
● Billboard
○ Local apartment partnership High quality
○ Located in downtown Springfield furnished
417
apartments
● Target Market available.
○ College students Give us a
○ Young professionals call today to
schedule a
○ Provide different furnished options
CALL US
tour!
that fluctuate with price of unit TODAY!
417-765- In partner
● Additionally 7653 with Avant
○ Advertise staged apartments in retail Garde’n
boutique
store located in
Ozark!
Conclusion
● Rework Mission & Create Vision
○ Avant Garde’n is able to clearly communicate to their customers their purpose

● Shift Towards a New Target Market

○ Avant Garde’n can achieve a greater presence in the local community

● Implement a New Marketing Plan

○ Create clearly defined audiences

● Create New Media and Mass Marketing

○ Create a cohesive presence
Take Away
● The Importance of:
○ Recognizing the business’s needs and finding solutions
○ Ensuring our changes align with the strategic goals
○ Evaluation of the elements that help improve the business

● Overall:
○ Knowing how Avant Garde’n functions as a business
Thank you!