MALACHITEMALACHITEliving by jaeson wilkins

MISSION MISSION STATEMENTSTATEMENTDedicated to quality and elegance,

Malachite strives to develop moderately priced home furniture which serves to enhance and update the urban home

environment, incorporating eco-friendly materials and green energy production to

produce highly efficient home goods.

CUSTOMER CUSTOMER PROFILEPROFILE

Geographic Region: West CoastCity Size: 2 Million +Population Density: UrbanClimate: Warm

Demographics: Age: 50+Sex: MaleFamily Life Cycle: Widowed/SingleIncome: $150,000+Education: MastersOccupation: ProfessorReligion: Pagan/New Age. Neo-ChristianEthnic Background: White, Non-HispanicCulture: European

Psychographics: Social Class: Upper Middle, Higher Income

Personality: Extrovert, Social Butterfly, EntertainerLifestyle: Active, non-sedentaryAchiever, non-trendy

Consumer Behavior: Benefits Desired: Updated living, not trendy

Usage Rate: DailyExpects high quality and products that last.Pays Cash, American Express, Segmented payments over timeMedia Usage: Magazines, TV, Public radio, Internet Radio

•

Born and Raised in Nantucket, MA,

Howard has been living in San Francisco for 22 years. He is a

professor of Art Theory and teaches

at the Academy of Art University in the heart of the city. Howard enjoys socializing and

entertaining at home. He seeks to update

his home environment without spending too much. Trends are not as

important as remaining price

conscious, however he is willing to spend for the right piece.

MODEL SHEETMODEL SHEET

Long Bench in Birch

Style Number: 2B2D115Fabrication: BIRCHPrice:$85 WHOLESALE $170 RETAILColors: Natural, Dark Cherry

Short Bench in Birch

Style Number: 2B2D114Fabrication: BIRCHPrice:$38 WHOLESALE $76 RETAILColors: Natural, Dark Cherry

Serving Hutch in Birch

Style Number: 2B33216Fabrication: BIRCHPrice:137 WHOLESALE $300 RETAILColors: Natural, Dark Cherry

Rectangular Chair in Birch

Style Number: 2B1B21Fabrication: BIRCHPrice: $38 WHOLESALE 100 WHOLESALEColors: Natural, Dark Cherry

Breakfast Table in Birch

Style Number: 2B1B122Fabrication: BIRCHPrice: $100 WHOLESALE $300 RETAILColors: Natural, Dark Cherry

Long Table in Birch

Style Number: 2B1B21Fabrication: B RCHPrice: $127 WHOLESALE $300 RETAILColors: Natural, Dark Cherry

CONTINUED…CONTINUED…

Round Table in Mango

Style Number: 2B1A112Fabrication: MANGOPrice: $100 WHOLESALE $300 RETAILColors: Natural, Dark Cherry

Small Table in Mango

Style Number: 2B1A222Fabrication: MANGOPrice: $110 WHOLESALE $290 RETAILColors: Natural, Dark Cherry

Round Stool in Mango

Style Number: 2B2C214Fabrication: MANGOPrice:$38.00 WHOLESALE $120 RETAILColors: Natural, Dark Cherry

Chair in Birch and Mango

Style Number: 2B2D115Fabrication: BIRCH, MANGOPrice:$38 WHOLESALE $170 RETAILColors: Natural, Dark Cherry

FLAGSHIP DISTRIBUTION FLAGSHIP DISTRIBUTION PLANPLAN

The flagship location will house 184 units and sell $25,552 in it’s

opening season.

a. Hutch (available in mango wood in natural and dark finish #2B33216…274)

b. Chair (available in Birch wood in natural and dark finish #2B2B113…90.00)

c. Rectangular Table (available in mango wood in natural and dark finish #2B1B122…350)

d. Rectangular Chair (available in mango wood in natural and dark finish #2B2B143…90.00)

Contact: jaeson@malachiteinc.com for ordering information

a b

dc

FLOOR AND ROTATION FLOOR AND ROTATION PLANPLAN

SELL-THRU’S IN SELL-THRU’S IN UNITSUNITS1 Introductory 40%

Beginning on Hand 184Sales 84Ending on Hand 100

2 Maintenance 40%Beginning on Hand 100Sales 60Ending on Hand 40

3 Clearance Sell Thru

August 30-50% offWeek 1 30% Off Selection BOH 40

EOH 35Week 2 40% Off SelectionBOH 35 EOH 25Week 3 50% Off Selection BOH 25

EOB 15Week 4 60% Off SelectionBOH 15 EOH 0

PROMOTIONAL PROMOTIONAL PLANPLAN

1. Objective: Demonstrate the usage of product to customerStrategy: Host Green Living Seminar at flagship location.Tactic: Bring in keynote speaker and guest host to talk about living and demonstrate our product immediately following the address. Evaluation Method: Track sales for three months following the event

2. Objective: Demonstrate use of product amongst tastemakers onlineStrategy: Host online Tumblr Account with pictures Tactics: Post pictures of our product in living environment demonstrating the ability to update. Evaluation Method: Track the number of times our picture was reused online.

CONTINUEDCONTINUED3. Objective: Create a cult following

Strategy: Create a green living blog Tactic: Discuss current green events and happenings

three times a week Tactic: Identify and continuously release pieces that

target our core customer Evaluation Method: Track number of followers.

4. Objective: Target 50+ audience directlyStrategy: Gain radio presence on NPRTactic: Become a Sponsor of NPR by donating money

during telethon events.Tactic: Become guest speaker on NPR discussing green

living. Evaluation Method: Track sales for the 4 weeks following

radio appearance

MALACHITE INCliving by jaeson wilkins