Marissa Ferguson

& Lillian Garland

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TABLE OF CONTENTS Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Feasibility Analysis & Business Plan Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Business Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Personal Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Market Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Target Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Environmental Audit - Macro/Micro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Internal Audit for Experience Economy/4-E’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Competitive Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5-7 Marketing Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7-8 Market Potential . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Business Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Part 1 Reference . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Financial Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Start-up Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Source of Funds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Land & Building Expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-15

Pro-forma Income Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 Break Even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Projected Cash Flows Years 1-5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18-22 Part 2 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Strategies & Visual Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Market Strategies & Experiential Strategies & Strategy Evaluation . . . . . . . . . . . . . . . .24 Business Card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25 Grand Opening Flyer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

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EXECUTIVE SUMMARY House of Emmerson understands that the individuals within their target market have busy lives and may not

have time to come in and shop. To cater to their target market and client needs they have created different selling outlets to allow everyone to enjoy their products. House of Emmerson’s ultimate goal is to provide an excellent shopping experience whether it be at the physical boutique, through the online website, or the monthly subscription box. The boutiques location being in the heart of Chapel Hill, North Carolina just blocks from the University of North Carolina campus is perfect due to their target market. Customer Problem-It is often difficult to find women’s apparel for a reasonable price. House of Emmerson has solved that problem. All apparel, accessories, and jewelry are priced with the customer in mind. With all products being priced below $80 women will be able to shop without breaking the bank. House of Emmerson also is aware that their target market has very demanding schedules and wanted to create a way for all customers to be able to shop for the latest trends. With that being said, House of Emmerson has developed many different shopping outlets. The shopping outlets include the physical store, online website, mobile application, and monthly subscription box. House of Emmerson really had their customers in mind when creating their boutique. Products/Services- House of Emmerson really had their customer in mind when selecting their products. These products are all priced below $80 and consist of tops, pants, dresses, outerwear, accessories, and jewelry. Being within walking distance of the University of North Carolina, House of Emmerson will also be selling game day and other school spirit apparel. For the customers who have busy schedules and are unable to visit the physical boutique, House of Emmerson has created a website and monthly subscription box where customers can purchase the newest trends. House of Emmerson also provides a fun and relaxing shopping experience with their different seating areas around the boutique. Target Market/Customers- The target market for House of Emmerson is women ages 20-35 at a middle-income socioeconomic standing whom are employed or currently attending college. With the boutique location blocks from the University of North Carolina, House of Emmerson will draw many customers from there. Marketing Strategies- The marketing strategies that House of Emmerson will be implementing includes, experimental strategies by creating an educational, entertaining, escapist, and esthetic environment. Using branding strategies, we will create a logo, marking materials and an overall cohesive brand image in store and out of store. To implement technological strategies, we will be utilizing our webpage, social media accounts, and in the future an app. With our merchandising strategy, we will purchase limited quantities of unique clothing to emphasizes its exclusiveness to our store. As for our service strategy, we will be offering a subscription box service to cater towards our busy, on-the-go target customer. We will also be setting up pop-up shops and one day a mobile store. Business Model- House of Emmerson’s business model is to provide an excellent shopping experience through their many selling outlets. Products will be sold within the physical boutique, online website, and monthly subscription box. With the customer in mind all products are priced below $80, this will allow for customer loyalty. Competitors- There are several other women's clothing boutiques within the Chapel Hill, North Carolina area, but House of Emmerson is exclusive due to their appropriately priced products and different selling outlets. House of Emmerson’s attention to their target markets needs and wants is also a unique factor that the competing boutiques do not do. Competitive Advantage

❖ Appropriately priced merchandise ❖ Multiple selling/purchasing outlets (Physical boutique, online website, and monthly subscription box) ❖ Conveniently located blocks from the University of North Carolina ❖ Game day and other school spirit apparel items

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FEASIBLE ANALYSIS AND BUSINESS PLAN BACKGROUND BUSINESS DESCRIPTION

House of Emmerson is a bohemian themed clothing boutique located on 431 West Franklin Street in the heart of Chapel Hill, just three blocks from the University of North Carolina Campus. The business structure is a general partnership. House of Emmerson’s primary goal is to provide an enjoyable shopping experience to busy women through the physical boutique, mobile application, online website, and monthly Subscription Box. Friendly staff members whom are there to provide excellent customer service, fashion advice, as well as the ultimate shopping experience welcome customers. Within the boutique there are inviting seating areas where customers can sit and relax while waiting for their friends try on the newest fashion pieces. If limited time is the issue, House of Emmerson also has a mobile application where customers can virtually try on garments and then order them through the online website. House of Emmerson also caters to women who have busy schedules and are unable to come to the boutique and shop. Through the Subscription Box customers can add items to their “wish list” that are then sent to them each month. This service does have a small fee included. If the customers like the items in the Subscription Box they can then purchase those items at an additional cost. The items they wish to send back can be returned in the same box they were delivered in at no additional cost. The storefront is rustic modern and is 1,885 square feet. House of Emmerson is open 10:00am-7:00pm Monday-Saturday. PERSONAL ANALYSIS Marissa Ferguson Expected Fall 2016: Apparel Merchandising degree with a minor in Entrepreneurial Studies Lillian Garland Expected Fall 2016: Event Management Degree Specific Classes: Entrepreneurship Retail Management Marketing/Brand Image Accounting/Retail Math Sourcing Aesthetics and consumer experience Business Law

We are innovative, motivated, passionate and determined persons who have the drive to enter into the world of Entrepreneurs. Marissa has worked retail for a number of local businesses and has a firm grasp on customer service, what goes into making a successful local business. Marissa has also interned with a fashion company and has acquired the proper skills to be an exceptional buyer at market. Additionally, Marissa has worked for a Financial Management Office and has a notable understanding of invoices and budgets. Lillian has six years experience with working in the event and hospitality management industry. She knows exactly what it takes to provide excellent customer service, which is reflected through customer

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satisfaction. Along with Lillian’s relevant work experience she prides herself on her excellent organizational skills, time management talents, great written and oral communication abilities, and the willingness to go above and beyond in everything she does. MARKET ANALYSIS TARGET MARKET

House of Emmerson’s target market is women ages 20-35 at a middle-income socioeconomic (Demographics, 2015) standing whom are employed or currently attending college. House of Emmerson is also targeting busy women in the Raleigh, North Carolina area that want a monthly Subscription Box sent to their home. Raleigh, North Carolina is the perfect location for House of Emmerson because 32% (Demographics, 2015) of the population fits into the targeted age group. ENVIRONMENTAL AUDIT-MACRO AND MICRO

Chapel Hill, North Carolina has a population of around 57,000 people, 30,500 (Suburban Stats, 2015) of which are female. Within the next 20 years, Chapel Hill is projected to increase by approximately 245,000 (Town of Chapel Hill, 2012), making it a great place to start a business with a great potential of attracting new customers. With a location that is just blocks away from the University of North Carolina, it makes for easy access and promotion to our target market. Being located in the heart of downtown makes it convenient and easy to find.

Location Total Population

Female Population

Median Age Median Income

Chapel Hill 57,233 30,572 25 $68,700

University of North Carolina

29,127 16,894 20 n/a

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INTERNAL AUDIT FOR EXPERIENCE ECONOMY/4-E’S

Area of Opportunity

House of Emmerson

Sophie and Mollies Boutique

(Sophie and Mollies, 2015)

Uniquities (Uniquities,

2015)

Bluetique (Bluetique,

2015)

Education -Educational workshops (how to tie a men’s tie or women’s scarf)

-Update women

on current fashion trends

and styles

-Involved with local charities and

philanthropy events

-Current fashion trends

listed on boutique website

-Current fashion trends explained in their company

blog

Esthetic -Located in a beautiful

courtyard which includes unique

waterscapes

-Beautiful store front

-Beautiful store front

-Beautiful store front

Entertainment -Entertain all clients with

beverages and snacks

-Not a business focus

-Not a business focus

-Not a business focus

Escapist -Bohemian themed boutique

-Attention grabbing colors

and patterns themed boutique

-Southern charm themed

boutique

-Not a business focus

COMPETITIVE ANALYSIS (SWOT) Major competitors

House of Emmerson is located on the historic Franklin Street, which is just three blocks

from the University of North Carolina making it a convenient location to shop (LoopNet, 2015). There are several other boutiques around this area that provide competition to House of Emmerson. The competing boutiques include Sophie and Mollies Boutique, Uniquities, and Bluetique. Although these boutiques do have a similar target market to House of Emmerson they also have their weaknesses that have been explained in the SWOT Analysis.

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House of Emmerson

Sophie and Mollies Boutique

(Sophie and Mollies, 2015)

Uniquities (Uniquities, 2015)

Bluetique (Bluetique, 2015)

Strengths -Subscription Box

-Focused target

market

-Affordably priced merchandise

Strengths -Established clientele

Strengths -Established clientele

Strengths -Established clientele

Weaknesses -Limited marketing

and advertising

-Minimal business and financial knowledge

Weaknesses -High priced merchandise

Weaknesses -No online

purchasing abilities

Weaknesses -High priced merchandise

Opportunities -Expand and grow boutique including multiple locations

-Partner with

University of North Carolina by providing

internships

Opportunities -Continue expanding

brand

Opportunities -Allow for online

purchasing through already established

website

Opportunities -Continue expanding

brand

Threats -Other women's

clothing boutiques in the area

Threats -Other women's

clothing boutiques in the area

Threats -Other women's

clothing boutiques in the area

Threats -Other women's

clothing boutiques in the area

Strengths

House of Emmerson is largely focused on their target market. They cater to their customers needs and wants through their physical store, mobile application, online website, and monthly subscription box. House of Emmerson understands the busy lives of their customers and cater to their needs through the physical store, mobile application, online website, and monthly subscription box. The staff at House of Emmerson is knowledgeable of current fashion trends and is there to assist any customer needs. Another notable strength is how

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affordable the merchandise at House of Emmerson is. All of the products are priced below $80 and include sale merchandise within the store. Weaknesses

House of Emmerson has two weaknesses working against it. The first weakness being the limited marketing and advertising being done for the business. Both storeowners do some marketing and advertising for the boutique but not nearly enough. House of Emmerson is in need of a marketing and advertising director who can solely run the boutiques social media and organize marketing events within the area. The other weakness House of Emmerson faces is the owner’s minimal business and finance knowledge. Both owners have a general knowledge of business and finance material but not enough to successfully balance the books. With that being said, House of Emmerson may need to outsource an accountant who is responsible for balancing the books and other financial related material. Opportunities

House of Emmerson has the opportunity to partner with the University of North Carolina by providing possible internships. University of North Carolina has a minor in entrepreneurship, which requires all students to have an internship within a business that was developed by entrepreneurs (UNC Minor In Entrepreneurship, 2015). Since House of Emmerson is an entrepreneurial start up business, students who have an interest in the fashion side of entrepreneurship would benefit from an internship within the company. Another notable opportunity for the House of Emmerson is overall expansion and growth. There is the opportunity to open more House of Emmerson boutiques all over the country allowing individuals across the country access to the physical store and not just the online website. Threats

House of Emmerson is constantly under threat due to the three other women's clothing boutiques in the area. The other boutiques have been around for a while and have already established their clientele. Customers will have to be willing to visit House of Emmerson although they know nothing about the boutique. House of Emmerson will have to work hard on their marketing and promoting strategies in order to create an established clientele. MARKETING TRENDS

There are many market trends that are becoming popular, many of which revolve around e-commerce and the consumer. New trends that boutiques should take advantage of, is selling merchandise on an online platform. Just this year, Pinterest has offered pinners the option to purchase merchandise through “buyable pins”. Instagram has also taken advantage of consumers purchasing products through apps. Through the Like2Buy link on the Instagram post, users will be taken to a website where they can purchase the items featured on the company's Instagram (VendHq 2015). By taking advantage of these features, House of Emmerson would allow our customers to shop on the go and anywhere in the world. To make each customer's experience unique and memorable, customer loyalty will a major area to focus on (VendHq 2015). To reward our loyal customers, we would continue to utilize a points

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system, but make it more customizable rather than simply earning points for purchases. For instance, we would reward our customers if they shop using our app, share any of our social media posts, tag us in a photo of them wearing our merchandise, and if they donate old clothes that we would give to those in need. This way, customers are rewarded for being active and engaging with our boutique.

In addition to using e-commerce, another big market trend is the use of technology. To cater toward consumer trends, using devices that are compatible with Apple Pay, a cloud-based point of sale system, and marketing and advertising on wearable technology (Inc. 2014). Another competitive trend would include creating a pop-up shop around Chapel Hill and at the University of North Carolina. A possibility in the future could include going mobile by having a traveling boutique on a RV. To sustain a competitive advantage by catering to localization, House of Emmerson would offer merchandise that features University of North Carolina mascot shirts and apparel. MARKET POTENTIAL

House of Emmerson definitely has a great market potential in Chapel Hill, North Carolina. With other boutiques located nearby as competition, our boutique will have competitive prices by offering all merchandise under $80 whereas nearby boutiques retail their merchandise for much more. With 30,572 females making up a little more than 50% of the population in Chapel Hill, and 16,894 of those females in our target market attend University of North Carolina, so there would be a great demand for our boutique (Suburban Stats). To take things into perspective, about 50% of the female population in Chapel Hill would be apart of our demographic segment, but with the addition of our online boutique and subscription box service, House of Emmerson would be able to reach more women in our target market. Taking all things into consideration, we estimate that the percent of our total potential market we will be able to attract is around 65%. VISION

Overall, the House of Emmerson aspires to provide chic, exclusive and affordable

clothing for the on-the-go workingwoman. We want our guests to still have a high-end, sophisticated experience and access to unique wardrobe pieces without the tall price tag. MISSION STATEMENT

Our mission at House of Emmerson is to offer the best quality clothing and accessories

at a cost-effective price through our physical boutique, mobile application, online website, and monthly subscription box. House of Emmerson thrives on their excellent customer service, ability to provide fashion for the free-spirited, socialite women, and an overall exemplary customer shopping experience.

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BUSINESS OBJECTIVES Upon opening House of Emmerson, we would like to accomplish the following objectives:

❖ Each 500 names in our customer database by the end of our first year ❖ At least 1,000 followers on our social media platforms by the end of two years ❖ Break even within 4 years of being in operation ❖ Within five years of being in business, we would like to expand with another brick-and-

mortar boutique at a new location ❖ Increase net sales by 5% each year that we are in business.

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PART 1 REFERENCE: 12 Retail Trends and Predictions 2015. (n.d.). Retrieved October 31, 2015, from https://www.vendhq.com/university/retail-trends-and-predictions-2015 A Fun & Affordable Boutique. (n.d.). Retrieved October 31, 2015, from http://www.shopbluetique.com Current Chapel Hill, North Carolina Population, Demographics and stats in 2014, 2015. (n.d.). Retrieved October 31, 2015, from https://suburbanstats.org/population/north-carolina/how-many-people-live-in-chapel-hill Demographics for 431 W Franklin Street, Chapel Hill, NC 27516. (n.d.). Retrieved October 31, 2015, from http://www.loopnet.com/xNet/MainSite/Listing/Profile/ListingDemographics.aspx?LID=17417910&SRID=6378054575&PgCxtGuid=7baec83b-7389-4ba0-aee4-f0928c0f0676&PgCxtFLKey=SearchResults&PgCxtCurFLKey=Profile&PgCxtDir=Down Roesler, P. (2014, December 19). 4 Marketing Trends Business Owners Should Use in 2015. Retrieved October 31, 2015, from http://www.inc.com/peter-roesler/4-marketing-trends-business-owners-should-use-in-2015.html The Courtyard, Specialty Center, 431 W Franklin Street, Chapel Hill, NC. (n.d.). Retrieved October 31, 2015, from http://www.loopnet.com/xNet/MainSite/Listing/Profile/Profile.aspx?LID=17417910&SRID =6378054575&StepID=101 Welcome to Sophie & Mollies, a fashion boutique! (n.d.). Retrieved October 31, 2015, from http://www.sophieandmollies.com/pages/welcome-to-sophie-mollies-a-fashion-boutique Women's Fashion Boutique, Raleigh, Durham, Chapel Hill. (n.d.). Retrieved October 31, 2015, from http://www.uniquities.com Snapshot of the town of Chapel Hill. (2012, February 1). Retrieved October 31, 2015, from http://www.townofchapelhill.org/home/showdocument?id=12177 UNC Minor in Entrepreneurship. (2015). Retrieved December 3, 2015, from http://www.unceminor.org/about/giving

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FINANCIAL ANALYSIS START-UP COSTS

The total startup cost for House of Emmerson is approximately $37,745. To create a

memorable brand image, we find it beneficial to invest most of our money into our property. To do so, the main areas we would delegate our money, would be to leasehold improvements, fixtures, lease deposit, security installation, and machines and equipment. Those areas include paint, tables, cash registers, mannequins, chairs, and lighting, which will be purchased from IKEA (Ikea, 2015) and Lowe’s (Lowes, 2015). The next biggest area we are allocating our money towards, is our inventory (Apparel Candy, n.d.). Our inventory will consist of tops, bottoms, dresses, outerwear, shoes, accessories, and jewelry, which we will purchase at market (Apparel Candy, n.d.). To keep costs down, we will be purchasing decorations from garage sales or will make them ourselves with items we currently own. We will also be creating our own business cards and advertisements.

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SOURCE OF FUNDS To fund our new business, House of Emmerson, we will be using our own money as partners covering 50% of the cost, and also our parents, which will cover the other 50%, invest using money. Due to this, we will have approximately $40,000 to put towards opening our business. This will cover the estimated start-up cost of $37,745 and will allow us to not take out any loans.

LAND AND BUILDING EXPENSES House of Emmerson will be renting a 1885 square foot space in The Courtyard of Chapel Hill, North Carolina (LoopNet, n.d.). The total amount to rent this unit for a calendar year, will be $45,240 a year, $3,770 a month, and $24/sq/ft/year. We will be customizing our space with paint, fixtures, furniture, and decorations. ● Boutique Location (LoopNet, n.d.)

○ The Courtyard ■ 431 West Franklin Street, Chapel Hill, North Carolina 27516

○ Renting: Unit #315 1885 Square Feet ■ $24/sq/ft/year ■ 1885 SQ x 24=$45,240/Year ■ $3,770/month

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Floor Plan

❖ Unit #315 ❖

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15

16

PRO-FORMA INCOME STATEMENT

17

BREAK EVEN ANALYSIS

18

PROJECTED CASH FLOW

19

20

21

22

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PART 2 REFERENCES: Apparel Candy | Wholesale Clothing, Handbags, Accessories and Cosmetics for Women & Men. (n.d.). Retrieved November 11, 2015, from http://www.apparelcandy.com/ BarcodesInc - Barcode Printer, Barcode Scanner, Point of Sale, Mobile Computing and RFID Experts. (n.d.). Retrieved November 9, 2015, from https://www.barcodesinc.com/?nav=hdr Overview. (n.d.). Retrieved November 14, 2015, from https://business.timewarnercable.com/services/internet/business-internet/overview.html Ikea. (2015). Retrieved November 14, from http://www.ikea.com Lowes. (2015). Retrieved November 14, from http://www.lowes.com TWC Phone. (n.d.). Retrieved November 14, 2015, from http://www.timewarnercable.com/en/plans-packages/phone/domestic-international-calling-plans.html?cic721 The Cost of Starting Up a Retail Shop. (2011, August 8). Retrieved November 11, 2015, from http://www.inc.com/articles/201108/business-start-up-costs-retail-store.html LoopNet - The Courtyard, Specialty Center, 431 W Franklin Street, Chapel Hill, NC. (n.d.). Retrieved November 9, 2015, from http://www.loopnet.com/xNet/MainSite/Listing/Profile/Profile.aspx?LID=17417910&SRID=6378054575&StepID=101 Monitored Alarms. (n.d.). Retrieved November 14, 2015, from http://www.vectorsecurity.com/bus-monitored-alarms Video Surveillance. (n.d.). Retrieved November 14, 2015, from http://www.vectorsecurity.com/bus-video-surveillance Square Credit Card Reader. (n.d.). Retrieved November 14, 2015, from http://www.apple.com/shop/product/HF562LL/B/square-credit-card-reader

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STRATEGIES & VISUAL ELEMENTS MARKET STRATEGIES & EXPERIENTIAL STRATEGIES To make House of Emmerson successful, we will be implementing some strategies to help us be the best we can be. To address experimental strategies, we are using our branding strategy as we have created a logo, business card and information flyer about our grand opening. With the use of our grand opening flyer, we are educating potential customers about our boutique. In the future, we could also use flyers as a way to promote educational workshops about how to style the latest trends, or our annual fashion show we would eventually like to have. To placing these flyers across town and handing them out to people passing by, we will measure its success by how many people come to the workshops. To fulfill an esthetic appeal, House of Emmerson will be located in a beautiful courtyard, which includes unique waterscapes. We want our customers to feel like they are in an alluring space and that is close to nature, which complements the bohemian vibe of our boutique. With the nature outside our boutique and elements inside as well, we want to create an escapist feel for our customers and to make them feel as if they are in a calming, inspiring, and bohemian environment. We will evaluate the effectiveness by asking our customers if they enjoy our location, if it’s appealing to the eye, and if they feel as if our boutique serves as escapism to them. To entertain our customers, we will offer beverages and snacks. We will also be entertaining our guests with our annual fashion show. We will gauge the effectiveness of this strategy by seeing if our customers take our beverages and eat our snacks. As for the fashion show, we will evaluate this by how many people show up to the event. We would like to implement technology strategies by having a fully functional and convenient website, social media platforms, and eventually our own app. We will have a simple and easy-to-navigate website to cater towards those who may not have time to shop at our brick-and-mortar location, or those who simply don’t live nearby. By having a presence on Facebook, Instagram, Twitter, Pinterest, and Snapchat, we will engage with our customers and post photos of new arrivals and prices. By doing so, customers can see what merchandise we have to offer without shopping in store and can call and reserve merchandise if they would like. One day we would like to have our own app in which customers can shop, earn points, and virtually try on the merchandise by uploading a full body picture of them. We will measure the effectiveness of our use of technology by how many people utilize and place orders on our website, the number of likes or followers we have on social media, and by how many people use and utilize our app. As for our merchandise strategy, House of Emmerson takes pride in offering unique, and exclusive merchandise by offering it in only limited quantities, making them hot commodities. We will be presenting them on long racks hung by the walls and some on pegs coming out from the wall. We would like to avoid the clutter of t-stands and round racks by making it easier to walk throughout our boutique. We will feature a lounge area where customers may relax and enjoy their beverage and snack. We will measure the effectiveness of our layout by how many customers take advantage of our lounge and by asking for feedback on their thoughts of the store layout. For our strategy evaluation, we will be offering a monthly subscription box in which customers can receive a box of clothing picked out just for them that they can wear for the month, and if they like the garment pieces, they may then purchase each individual piece of merchandise on top of the flat rate of the subscription box. We would also like to host pop-up shops on the University of North Carolina campus and across the city. By doing this, we are bringing our shop to our customers. We will measure its effectiveness by how many people utilize our subscription service and how many people attend our pop-up shop and make purchases.

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BUSINESS CARD

Front

Back

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GRAND OPENING FLYER