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Martha DesignsSharat PunditCurtis McPheeDon CumingThava Rajah
February 13, 2008
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OVERVIEW
Past performance
• Cottage industry since 1972
• 30,000 sales, 5000 net profit
• Coat line: $300 - $600
• Sales from AB, SK, ND, North America and
Europe
• Limited promotion
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Operations; Operational Organization
Martha Millwork (Owner/Manager)
Wolseley Operation Grenfel Operation
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Operations; Work Flow
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Operations; Operational location and floor plan
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Operations; Floor Plan
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Human Resources
One P/T staff – year 1-2 ◦converted to a full time position in year 3
Desired skill-sets:◦Fabric cutting ◦General computer skills◦ Inventory management◦Shipping and receiving
Wages:◦Part-time Salary: $10,000/yr◦Full-time Salary: $26,000/yr◦Standard pay increases based on inflation.
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Human Resources
P/T employees: International students to target European cities. ◦$500/per trip◦show the product samples
Manufacturing – the company would use the contracting services of the town of Wolseley.
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Job descriptions
Owner/Director: Martha Millwork◦ Specialty coat design and manufacturing experience: The core
competency this business is based on.
Cutter/Support: ◦ Cuts the raw material for sewing. ◦ Quality checks sewing from Wolseley facility◦ Process online orders, inventory management and shipping/receiving.
Contracted Student Workers: ◦ Starting from year 4- students from international students unions of
different Asian and African countries at the University of Regina and University of Saskatchewan.
Contracted Manufacturing Staff: ◦ Utilize the sewing plant located in the town of Wolseley.
Part-Time Seamstresses:
◦ Retain working relationship with local seamstresses for last minute orders.
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Past Performance
Home based business
Creative design of high end coats
300 -600
Currently $30,000/year revenue with
$5000 net profit
Sales AB,SK,ND North America + Europe
Limited promotion
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Current Market
Structure / Trends• Removals of barriers – 80s,GATT, NAFTA, FTA 5%• 2.1 b / m sales 2007• 2000 manufactures, Quebec 60%, • majors and independents , 298 west Canada alone• Western Canada – 5.5M cities, 7.5 provinces• North US - 5.9M cities, 12.5 M states
Competition• Chinese, US, Europe, Canadian• HBC Signature, Pendleton manufacturers• Competition basis – not on price – niche player
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Product
Line of coats • High quality, unique• Differentiated – updated, trims, natural• Blend of fashion, function, tradition (history)• Pendleton, HBC, wool, canvas, denim• Value proposition oOriginal, authentic, all natural fibersoExclusivityoHigh quality materials and constructionoMade in Canada, modern, sophisticatedoHistory
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Product
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Positioning• high value, exclusive• Premium priced
Customers – research◦ already established – 30K◦ rising affluence 1994- 2007 , 14% ◦ 5% of disposable , trends increasing 1994◦ AB, BC above average increase◦ 25 – 65 men + women
west Canada Northern US States Eastern Canada Europe
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VISION
OBJECTIVES
Goals40% gross profit margin
ROE 20%
$300k in sales in year 3
Pricing Policy• market based – flexibility options• Premium product – independents set price
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VISION
Goals of Promotionbuild brand awareness
educate and develop interest in the line
build marketing and sales networks
increase direct sales
establish independent store sales
establish internet sales
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Promotion continued
PersonalAttendance of fashion showsSpecial event displays at:
◦ cultural fairs ◦ exhibitions ◦ stampedes
Trade shows
Direct selling to independent stores
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Promotion continuedMedia
• Local newspapers • Targeted magazines (not limited to)
• Western Living, • Western Fashion, • Up
Brochures
Internet • Develop B2B sales◦ Creation of Miyo Fashions web site◦ Internet Directory Listings
Canadian Fashion Federation Listing Canadian Apparel Foundation Listing
◦ Fashion Directories and web hubs links◦ Data base marketing
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Expansion
STRATEGY- phased 1. SK, MB - internet2. BC, AB – internet on-line3. US states - agents4. East Canada, Europe
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Budget and Sales
Marketing Budget 17,500 yr 1 23,500 yr 5 16%–7% Gross Revenue
Projected sales
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SWOT
Strengths Weakness
Cost advantage - very low fixed costs. The town of Wolseley industry support Low staff requirements. Trained labour available Demonstrated demand for product Multiple distribution channels Flexibility of design changes to maintain
relative exclusivity Unique product
Competition - HBC Signature series and
others Narrow product line Little capital Little experience in running a commercial
enterprise Location of manufacturing not ideal Cost of low production runs to maintain
exclusivity image Marketing over a large geographic area
Opportunities Threats
Expand and increase product line Opening of dedicated Miyo Fashions stores
in major centers
Failure to generate sufficient sales for expansion program
Competition response – entrant of a new direct competitor
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Finance; Capital Requirements:
Form Amount ($) Debt 0
Equity 120,000 Total 120,000
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Coats Sold
# of Private Orders (growth rate) Initial OrdersInternet 15% 80North America 5% 75Europe 8% 10
Number of Coats sold in stores 10Wool Coats - Hudson Bay/Pennington 10%Wool Coats 40%Dennim Coats 25%Canvas Coats 25%Total Quantity 100%
Stores we Sell from 2008 2009 2010 2011 2012Stores in NA (stores/city) 12 24 36 48 60 Eurpean Cities Approached (per/yr) 2 - - 2 2 2 # of Eurpean Stores - - 4 8 12
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Mark-up Ratios
Coats sold - Direct Orders (% of Sales)Wool Coats - Hudson Bay/Pennington 70%Wool Coats 10%Dennim Coats 10%Canvas Coats 10%
Total Quantity 100%Coats sold - Internet (% of Sales)
Wool Coats - Hudson Bay/Pennington 70%Wool Coats 10%Dennim Coats 10%Canvas Coats 10%
Total Quantity 100%
Selling Prices (per coat) in Stores (Markup)Wool Coats - Hudson /Penningtons 20.0%Wool Coats 75.0%Dennim Coats 110.0%Canvas Coats 110.0%
Selling Prices (per coat) direct sales (Markup)Wool Coats - Hudson Bay/Penningtons 60.0%Wool Coats 125.0%Dennim Coats 185.0%Canvas Coats 185.0%
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Finance; Projected Income Statement
Year 2008 2009 2010 2011 2012 Revenue 108,769 149,924 204,453 262,822 325,393 Net Income (20,520) (4,525) (6,796) 12,250 31,093
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Finance; Projected Balance Sheet
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Finance; Ratio Analysis
2008 2009 2010 2011 2012
Profitability Ratios
Gross Profit Margin 38.7% 39.1% 39.4% 39.6% 39.7%
Net Profit Margin -18.9% -3.0% -3.3% 4.7% 9.6%
Return on Total Assets -19.9% -4.6% -7.3% 11.6% 22.7%
Return on Equity -19.9% -4.6% -7.4% 11.8% 23.0%
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Finance; Break Even Analysis
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Sensitivity – Gross Margin
MarginsFor the Year ended December 31 2008 2009 2010 2011 2012
Income Before Taxes +10% Margin (15,947) 1,788 1,705 25,630 50,835
Income Before Taxes Base (20,520) (4,525) (6,796) 14,670 37,237
Income Before Taxes -10% Margin (25,093) (10,837) (15,297) 3,711 23,640
1 2 3 4 5
-30000
-20000
-10000
0
10000
20000
30000
40000
50000
60000
For the Year ended De-cember 31Income Before Taxes +10% MarginIncome Before Taxes BaseIncome Before Taxes -10% Margin
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Sensitivity – Growth Rates
Growth Rates
For the Year ended December 31 2008 2009 2010 2011 2012
Income Before Taxes Base GR+10% -20520 -4217 -6084 15910 39158
Income Before Taxes Base GR -20520 -4525 -6796 14670 37237
Income Before Taxes Base GR -10% -20520 -4832 -7500 13458 35380
1 2 3 4 5
-30000
-20000
-10000
0
10000
20000
30000
40000
50000
For the Year ended De-cember 31Income Before Taxes Base GR+10%Income Before Taxes Base GRIncome Before Taxes Base GR -10%
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Sensitivity - % Sales
% SalesIncome Before Taxes +10% sales (16,425) 1,024 953 24,353 48,758
Income Before Taxes - Base (20,520) (4,525) (6,796) 14,670 37,237
Income Before Taxes -10% sales (24,434) (9,878) (14,331) 5,212 25,958
1 2 3 4 5
-30000
-20000
-10000
0
10000
20000
30000
40000
50000
60000
Income Before Taxes +10% salesIncome Before Taxes - BaseIncome Before Taxes -10% sales
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Conclusion
◦Marginally viable at first
◦Long term viability
◦Dependent upon sales volumes and mark-up
◦No positive net income till year 4
◦Martha received a set wage of $35,000/yr