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Alexis Manchester

10/27/15
A Js is a wonderful store to shop at! Its better than shopping for womens
hunting clothing online because it is cheaper and you can purchase it right
there and take it home today! AJs is a retail store and we have very good
customer service at AJs. AJs will be owned and operated by me, Alexis
Manchester. I will have 10-15 employees to start.
Product
AJs will be offering womens attire. My product is used for fashion or hunting
for females. The products that I would sell in my store would be all
waterproof, warm, fashionable, and comfortable.
AJs produces the following products: $42.00 jackets, $30.00 pants, $20 long
sleeve, $15.00 tee-shirts, $100.00-$20.00 shoes, and $20.00-$3.00 jewelry.
Presently, our products are in the maturity stage. We first developed our
product in 2012 and have made several improvements and redesigns since
then.

Research and Development


Our research and development is headed by Ben Millington whose major
objective is use to market input to provide superior benefits to customers.
Last November, our R&D yielded the following products and innovations:
womans hunting apparel. AJs has spent 50% of revenues in the past year in
R&D, and plans to spend 60% in the next year.
Our R&D occasionally yields innovation without input from customers or the
marketplace. Our product selection criteria in this case are as follows:
Johnson Farm and Garden, Cabelas, and Mossy Oak. Our R&D will require
additional resources in the future. These will include money, buildings,
technology, ect..

New and Follow-on Products


Responding to market needs, we plan to follow products with extensions to
our line which includes latest gear from Under Armor, Cabelas, and Mossy
Oak.
Our target introduction date for these products is 5/17/2015 which
corresponds with a major trade show. In addition, we plan to introduce the
following new products in the upcoming season.
Production

Our product is assembled in house from components from various vendors.


Raw materials used in our products are readily available from a variety of
manufacturers who can meet our quality or standards.
Critical factors in the production of our product are advertising and the
location.
Uniqueness
Our product is unique because its competitive prices, lifetime guarantee, and
high quality products and we have an advantage in the marketplace because
of our brand name.
Alexis Manchester
Mr. Lippa
English
1 December 2015
Economics
AJs is a womens hunting clothing store. The total size of this market is not very big
at all. Women are in despite need of womens clothing and most of hunting clothing
is for men. Johnson Farm and Garden, Dicks Sporting Goods, and Cabelas are
competition for AJs. In Vermont 2011, 48% male had their hunting license and 52%
female had their hunting licenses. That shows how there are a lot of women hunters
out there that need hunting clothing.
The population in womens hunting is going up rapidly. Hunting is a very popular
sport in Vermont. This means more women hunters means there in need for
womens clothing. AJs has a very good potential of growing because there is not a
lot of womens hunting clothing stores in Vermont specifically for females. Some
barriers I may come across are shipping costs because Im purchasing all my
products, high production costs, and high marketing costs. I will overcome those
barriers by making my own clothing in the future.
Change in the industry could affect my store a lot. If women stop hunting, dont
enjoy it, or become sad for the animals. That could run me out of business because
my store is specifically for women hunters. Or if the government changes hunting
tactics about women hunters and more posted land so they could not hunt.

https://www.census.gov/prod/2013pubs/fhw11-vt.pdf
Products

The important features about AJs are the water proof clothing, its less expensive
than under armor or Cabelas. Also it is near by and in a town where there are not a
lot of stores. My products will benefit the customers in bad, cold weather because
my clothing will be waterproof and not to heavy but it will keep you warm and cozy.
Its also a steal because youre buying name brands clothes for less expensive than
you would. Also another benefit is you can order online and the clothing can get
shipped right to your house with a full time guarantee on all of our products.
Customers
My targeted customers are female hunters. They must like camo, hunt, and/or enjoy
shopping. The most important sex that would be attracted to AJs clothing are
females. There is any age limit from babies, to adults. AJs will be located in
Waterville, Vermont.

Competition
Companies will compete their clothing with my clothing attire. A major competitor
for AJs is Johnson Farm Garden, Hardware & Rental. They are located at 1442 VT
Route 15 West Johnson, VT 05656. Their phone number is 802-635-7282. Also
Cabelas is a competitor for AJs. I believe Johnson farm garden hardware &rental
will compete with my clothing because thats all AJs provides. My product will
compare with their products because my products are more advanced and recent to
todays fashion. The strength and weaknesses for AJs are that I offer the same stuff
at my store that other store offer, but my strength is that its less expensive.
Niche
Selling womens hunting clothing doesnt exists.
Strategy

Im going to ask to have a commercial during the lifetime television show. Also have a radio add.
Promotion
I will participate in commercials on WCAX because the news is very popular. I will
also have ads on the radio on channel 93.9 because its local and a country radio
station so I will be more fortunate to find hunters listening to country music versus a
hip-hop and a rap station.
Promotional Budget
I would spend the maximum of $100 a month for my advertising expenses.
Proposed Location

I would have the locations of AJs store in Waterville, Vermont because I will be more
likely to find more hunter their and there is not a lot of store is Waterville also so I
think it will have more people there.
Distribution Channels
AJs products are sold right in the store. It will be a direct sale.

Sales Forecast

Unit Sales
Systems
Service
Software
Training
Other
Total Unit
Sales

January
$90.00
$210.00
$150.00
$150.00
$200.00
$800.00

February
$130.00
$210.00
$200.00
$155.00
$250.00
$945.00

March
$145.00
$210.00
$250.00
$160.00
$300.00
$1,065.00

April
$200.00
$210.00
$300.00
$165.00
$350.00
$1,225.00

Unit Prices
Systems
Service
Software
Training
Total Unit
Sales

January
$2,000.00
$75.00
$200.00
$35.00
$2,310.00

February
$2,000.000
$67.00
$200.00
$33.00
$2,300.00

March
$2,000.00
$58.00
$200.00
$39.00
$2,279.00

April
$2,000.000
$46.00
$200.00
$44.00
$2,290

Sales
Systems
Service
Software
Training
Total Unit
Sales

January
$170,000.00
$30.00
$120,000.00
$50.00
$290,080.00

February
$230,000.00
$60.00
$115,000.00
$60.00
$345,120.00

March
$290,000.00
$65.00
$120,000.00
$70.00
$410,135.00

April
$347,450.000
$60.00
$110,000.00
$80.00
$457,590.00

Operational Plan
Ajs is a woman based hunting clothing store for females. Ajs is located in Waterville,
Vermont. I will have people hired for working on the cashiers, accounting, and business
based thing. I want to have a building standing by itself.

Production
My products are sold up front and no online availability.
Customer Service A customer service desk for people who call the store or need to
return a product.
Inventory control One employee that is specifically entitled to inventory control.
Product Development Im going to purchase my products form other brands and
companies.
The location AJs will be in is in Waterville with an open floored log cabin. There will be a
big parking lot because AJs store sits by itself. I am planning to have my log cabin build
by my family and I.
Costs $70,000.00

Personnel
There will be roughly 3-4 Employees at AJs because my family are employees at AJs
as well. There is no skilled required to be an employee at AJs. I will find the right
employees by advertising the hiring procedure in the newspaper, online and the radio at
Star 92.9. I will find the perfect employees by preparing interviews for each person
applying for the position. The pay structure would start out at minimum wage and make
their way up. I will have each employee shadow me or someone else for the day and
have a regular day so they will have a sneak peak of what they should be expecting for
a normal day at AJs. There will be 5 people at the register to help customers find what
theyre looking for as well and some employees in the office doing financial things.

Inventory
The inventory I will be purchasing is products from other companies. My inventory
investment is $50,000.00. I will have to manage my time so the order comes ahead of
time and not to late when everything is sold out.

Suppliers
The key suppliers for AJs will be Cabelas which is located in Scarborough.

Massachusetts.100 Cabelas Blvd. Scarborough, ME 04074-5507. Mossy Oak which is


located 1251 US-45 ALT, West Point, MS 39773. Lastly Under Armor is located at the
Under Armor Factory House, 21 Essex Way, Essex, VT 05452

Credit Policies
I do not plan on selling on credit because I will only except cash or checks because AJs
is not going to be a big company so there is no point of embracing it and have credit
card access available.

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