Pho Phio Phrock, by Shia Burton

 
 Pho Phio Phrock: Business Plan 
 

INTRODUCTION 

Have you ever gone into a special occasion boutique and nothing seemed to suit you? What if you go 
to the next store and the next and things still don’t fit your taste? Well, now there’s a solution: Pho Phio 
Phrock. From the same creator that brought you literally nothing else, Pho Phio Phrock provides gender 
neutral and plus size prom and wedding attire at reasonable prices. With Pho Phio Phrock, no more will 
you have to drop your savings into an outfit only to pay more to have it tailored. No more will you think, 
"Oh that's so pretty... just not on me.' Pho Phio Phrock designs clothes not only to fit you but to look good 
on you. Yeah, specifically you. Pho Phio Phrock has got your back and we can clothe it too. 
 
 

OPPORTUNITY STATEMENT 

With a changing world and the emergence of a new generation, this country is becoming more 
diverse and more inclusive than ever. As society’s perception of what is socially acceptable loosens up, 
more and more gender and size all-inclusive shops are popping up. But what about Philadelphia? The city 
known as the City of Brotherly Love still does not have very many androgynous clothing shops, so many 
people here will not feel comfortable shopping for, or even wearing, the clothing they want to wear. More 
importantly, there is a lack of options for more formal events. Prom and marriage are two of the most 
important days in people’s lives. And so many people don’t have something to wear that will help make that 
day even happier for them. Pho Phio Phrock is going to change the game in Philadelphia by offering gender 
neutral formal wear for anyone. 
 
 
Pho Phio Phrock is a custom formal wear designer that will make clothing of any silhouette for any 
gender or body type. Pho Phio Phrock will start by primarily conducting business through a website that 
showcases outfits that have been made by Pho Phio Phrock with a link to contact me. My business will also 
have a business account on Instagram and Facebook as well as an account on youtube where “In the 
Making” videos will be posted, as well as video measurement guides. A customer of Pho Phio Phrock will 
experience: 
1. Upon arriving to the homepage of the Pho Phio Phrock website, you will click a foldover menu and 
use that to navigate to the “How to Order” tab. Scroll down and look through the guides that will 
show you examples of different silhouettes and shapes. At the bottom of the page, there will be a 
link to the business email. 
2. You will email with a description of the silhouette and fabric you want and/or pictures. Many of the 
showcased outfits will also be available. 
3. You will be presented with first sketches to choose from, a choice of fabrics and a reasonable price. 
If a purchase is made, a first draft will be made and a 30% down payment will be due. 
4. The first free try on session will be made in person, if you prefer for the muslin draft to be shipped 
to you, instructions will be emailed to you and the shipping costs will be added to the final price of 
purchase. Each additional in-person (including skype) session will cost $5 that will be added to the 
final garment price at the end. 
 5. When all the kinks are ironed out, you will receive your custom outfit and care instructions, as well 
as personalised styling instructions, by pick-up or choose a delivery service that will work the best 
for you. 
 
This for-profit business will be successful because of my experience. I have been sewing since I was 
nine. Through a sewing bootcamp at Moore College and an internship at the Opera Company of 
Philadelphia’s costume department, I have learned a lot about what it takes to be a designer and clothing 
maker. By making clothing for my plus sized family members, I have gathered first-hand knowledge of 
what will look good on plus sized individuals. In addition, by making drag costumes as well as street and 
evening wear for myself, I have amassed skills that will really make this business one step ahead of the 
others. I also have drive and a sense of obligation. I am a person who finishes what I start. Above all else, I 
not only see, but celebrate, the value of individually and will not sell something that I would not feel 
confident wearing myself. 
 
 
Pho Phio Phrock fulfills a serious need. A survey hosted by the Williams Institute School of Law 
showed that, as of 2016 there are 43,800 transgender identifying individuals in Pennsylvania. Currently, 
there are no mainstream gender-neutral clothing shops in Philadelphia. Of the gender-neutral clothing 
shops in the country, none of them feature formal wear. Furthermore, all of them are targeted to 
high-paying people who can pay over $100 for a pair of trousers. Pho Phio Phrock will make evening-wear 
and formal-wear at a reasonable price by analyzing pricing from local and mainstream bridal and prom 
shops, comparing them and factoring in the product demand to find an optimal price. 
 
 
Pho Phio Phrock will make people comfortable wearing what they desire. They will truly receive 
pieces that are unique in that they won’t see people who have something like it. New silhouettes and fresh 
styling that will work on any body type or presentation will mean that no matter who wears it, it will look 
different and convey a different feeling. 

Target market & Marketing plan 

My target market is small because the number of out gender non-binary people in Philly is not very high, 
but it is higher than one would assume. There are thousands of openly LGBT+ people in Philadelphia. Many 
of whom come out in their high school years. In addition, the plus sized and overweight populations are 
constantly on the rise. There will always be a high demand for plus sized clothes. 
 
To market my business, I will use social media and engage my target audience through liking posts of my 
target audience and following them. This will lure them in to check my products. During prom seasons, 
year round, I will buy advertising from popular social media pages. I also plan on reaching out to LGBT+ 
publications and periodically hosting giveaways where I will make an outfit for a plus-size or lgbt+ prom 
attendee. By the third year, I will advertise by collaborating with other small businesses and using bigger 
advertisement companies such as Google Ads. I will also reach out to Youtube vloggers to have them review 
my garments. Later along the line I will open a brick-and-mortar shop so that I will be able to accept 
walk-ins. 

Revenue Model​ ​&​ ​Sustainability 

 
The amount of money I will need to break even will depend on the price of the garment. The base price of 
the labor for a prom dress style or jacket style will be $100. For a wedding dress style, the pricing will start 
at $500. The base price for a shirt style or trouser style we be $50. The price will go up depending on what 
fabric they choose and how much is needed as well as pattern difficulty and other materials needed. Labor 
is a high price because I make my own patterns, sketches, and tech packs and sew everything myself. Some 
designs are more complicated to make a pattern and tech packs for. It will also take time to design the look 
and source the fabric as well as make a first draft. I will have an online site to showcase premade items that 
can be bought. Payments can be made by check, over paypal, or in person. There will be an option for a 
layaway plan. 
 
The first year I expect to make around ten prom outfits. All of it will be made by myself. I will not be able to 
have sell wedding outfits until I build credibility. I will make a predicted first year revenue of around 
$2,000. For the second year, my mother will bring her 30 years of sewing and fabric cutting experience. By 
then, I predict I will sell around 15 prom outfits and around 5 wedding outfits. I will have more advertising 
deals. I will make a predicted second year revenue of $7,500. In the third year, I predict I will make 20 prom 
outfits and 10 wedding outfits. I plan on making contact with other projects and starting collaborations. 

CLOSING 

I am a good person to lead this business because I have the experience and the drive to do it. This is 
something I really care about and if I care enough about something, I will find a way and make a way. The 
business stands out because there are currently no standing businesses who cater to these specific 
demographics. The need of the non-conforming and plus-size communities combined with my drive and 
determination make investing in this business worthwhile.