Table of Contents

Description of Business …………………………………. I

Location ………………………………………………………… II

Markets Served ……………………………………………… III

Industry Analysis ………………………………………… IV

Product and Services …………………………………… V

Media Selection …………………………………………… VI

Media Budget ……………………………………………….. VII

Appendix …….……………………………………………….. VIII

I. Description of Business

Create-A-Clutch is a brand new store recently opened at the Millcreek Mall, in

Erie, Pa owned by business owner Mara Dreiser. At Create-A-Clutch customers can

design their very own handbag and leave with it that day! Create-A- Clutch assists

customers by combining taste and style and putting it on a handbag of many different

shapes and sizes.

There are five steps that the customer follows and each “step” is a different

Create-A-Clutch station. The first station is called “Size Up Your Style,” where the

customer picks out the bag they prefer. The sizes of the bag vary from wallet, clutch,

small bag, medium bag, and large bag. There are also different options of fabrics to chose

from; leather, denim, corduroy, skin/print, and cloth. The size and style of the bag are

variables for the price. After the bag is picked, there is the choice to dye it. If the

customer decides to dye the bag, they go to the second station called “To Dye For” which

has many colors available for the customers to pick. Mix and match, and using multiple

dyes are also great at Create-A-Clutch because options are endless. However, multiple

dyes are an additional $2.00 each. There are sales on the “color of the month,” which is a

promotion where that specific dye being displayed is discounted. “Dazzle All Day” is the

next station where customers can bead, and gem up their bag. The selection of beads and

gems are everlasting, and an easy way to add some flavor to your handbag. “Tassel Your

Toy” is where there are a variety of tassels to choose. The tassels vary depending on size,

shapes, and material. The final station is “Write On Me,” in which embroidery and silk-

screening take place. Anything that is wanted can be placed on your bag and prices

depend on the complicity.

 After completing all of the stations there are other fun accessories that are

available for purchase, such as antibacterial bag cleanser, key chains, additional

interchangeable straps, buttons, lace, and so on. Create-A-Clutch is different from other

competitors because the customer can design their very own one-of-a-kind handbag that

no one else has. Also, Create-A-Clutch is a place for people to put their imagination and

personal style on something they can carry on a daily basis. It is more exciting and more

“YOU” to go create your own handbag then buy one made by someone else. It’s a place

to let go and become free spirited without being judged. It’s where the customers taste

becomes fashion and style becomes their life. Enjoy the risk and live the freedom!

Create-A-Clutch is a unique way to be sophisticated, wild, exciting, one-of-a-kind, and

inspirational all at once to create a flashy eye catching piece of art that describes or fits

the customers! It is also a great place to design a gift for a friend, relative, special

someone that will be personable and creative all in one. Other ways to get into the

creative moment is at Create-A-Clutch’s website where you can design your handbag

online! The same steps are necessary but this time, you don’t have to leave your house to

do it! Shipping is free within the United States.

II. Location

Create-A-Clutch is located at the Millcreek Mall, 5800 Peach Street, Erie Pa,

16565. The store is located in between the Gap and Lady Foot Locker, and across the

hall from Express, JB Robison and Lane Bryant. This location is excellent because it

is located where women primarily shop, and in the central part of the mall where

the traffic flows is nonstop. Spending patterns at the Millcreek Mall come from 80%

of women, which will be significant for Create-A-Clutch. Also, because shoppers at

the Millcreek Mall are primarily women, who find handbags to be a necessity, this is

a great opportunity for Create-A-Clutch to make a great first impression to their

consumers on their grand opening. The atmosphere is a brighter store with a lot of

color. The Millcreek Mall is significant because it is the 12 th largest mall in the Unites

States. It is also attractive to consumers because Pennsylvania’s lack of sales tax on

clothing which attracts many visitors from the tri-state area, and Canada

specifically. The Millcreek Mall is also undergoing multi million dollars in

renovations that consist of a children’s area, food court, and new entrances and

parking lot replacements that will entice more people to visit.

III. Market Served

The market that is served is primarily women and younger girls because the

female population is the largest carrier of handbags, yet it is not limited to just them.

Women are the main targets because they mainly buy handbags. Younger girls ages

12-20 are also a prime target market because they are influenced greatly by the

media and celebrity endorsements to buy what is in and what is hit. Now, it’s even

cooler because they can create what they love! Women, or mothers ages 30-50 are

also prime targets because they are the caregivers and transport many objects from

place to place, since they have children, Create-A-Clutch is a great way to avoid

expensive designer handbags and create something that is beautiful and affordable

at the same time. Men are also targeted for themselves, or for a special gift to their

significant others that is more personable yet fashionable at the same time,

especially during the holiday season and Valentine’s Day. Depending on the size of

the bag and amount of detail and added accessory depends on the price of the

product. It is easily affordable for everyone, but could end up into a luxury item.

Dominantly this product is marketed to women.

IV. Industry Analysis

There are a variety of different articles that support the Grand Opening of

Create-A-Clutch. Many articles explain that handbags “are more an expression of

fashion and personality than merely functionality and it is for this reason they are

sacred.”(www.streetdirectiory.com) Women love fashion, and love to express their

personality in what they wear and their accessories, so they should be able to put

their imagination and personal style on something they can carry on a daily basis. It

was also stated that “your handbag, although and accessory to your wardrobe, is not

usually separately rewarded with compliments.” (www.streetdirectory.com) At

Create-A-Clutch, your handbag would be noticeably different where people wouldn’t

hesitate to comment. Women love to be noticed, and love for their personal

possessions to be appreciated. It is stated, “ their (women’s) need to carry

something to hold possessions is a fundamental need rooted in the biology of

females. By nature, women are caregivers and her role in the family has evolved into

that of someone who make sure everyone has whatever they

need.”(www.shveta.sulekha.com) In that case, handbags are a necessity. Handbags

aren’t only for fashion; they are a way of life to transport everything that is needed

for specific situations. (www.thestatesman.com) Different shapes, sizes, colors, and

fabrics are all the latest trends. Since Create-A-Clutch has a variety of different

shapes, sizes, and colors available anyone can be trendy with their Create-A-Clutch

handbag. With Create-A-Clutch hitting the market, there will be an affordable way

for people to let go and become free spirited without being judged. It’s where their

taste becomes their fashion and their style becomes their life. It is a unique way to
be sophisticated, wild, and trendy all at once. For example, instead of buying the

typical Coach bag, customers can create their own replica that is more meaningful

and personal.
V. Products and Services

Each station is an additional cost. Customers start at station 1 and end at station 5,

yet all stations are not necessary.

Already Made Bags: prices vary depending on brand, size, style, etc. If a bag
reaches status “Bag of the Month” a discount is also available.

Size Up Your Style: (STATION ONE)

Leather Denim Corduroy Skin/Print Cloth
Wallet: $ 12 $10 $9 $10 $8
Clutch: $15 $13 $12 $13 $10
Small Bag: $20 $18 $16 $18 $15
Medium Bag: $30 $28 $26 $28 $25
Large Bag: $40 $38 $36 $38 $35

Do It or Dye: (STATION TWO)

There are many colors available for the dye. Multiple dyes are an additional $2.00
Wallet: $3
Clutch: $5
Small Bag: $10
Medium Bag: $15
Large Bag: $20

Color of the Month: 10% off of handbag dye

Dazzle ALL Day: (STATION THREE)

10 beads/ gems $5
20 beads/ gems $10
30 beads/ gems $ 15
50 beads/ gems $ 20
Unlimited beads/gems $50

Tassel Your Toy: (STATION FOUR)

$ 5 – 15 (prices vary on size)

Write On Me: (STATION FIVE)

Embroidery is $1.00 per letter.

Silk-screening starts at 10.00 and varies on price depending on colors, size and so
on.
Also available:
Antibacterial Bag/Leather cleanser: $15.00 per bottle

Key Chains: $2- 10

Additional interchangeable strap: prices vary

Lavishing Laces: prices depend on style, length, and type of lace.

Tag Your Bag: $3 (Tag your bag is where you have whatever you want written on
your tag that is on the inside.)
VI. Media Selection

Advertisements for Create-A-Clutch will include a radio spot played from 6-

10 am and 4-7 pm during prime drive times, on FM radio stations. Erie radio

stations that the advertisements would be played through Star 104 (103.7 FM and

93.9 The Wolf. These two radio stations are the most played radio stations in Erie.

Star 104 is a Top-40 radio station that is listened to a variety of people, younger

children, high school students, college students and adults. Although there seem to

be too many radio commercials and people tend to tune them out, my commercial

will be visually stimulate the mind with good words and a strong jingle. The radio

commercial with hit the target market because of the variety of listeners due to the

listening base of each station is different genres and personalities, as well as age

groups. Since Create-A-Clutch is a locally owned business, promoting the grand

opening on the most listened to radio stations is going to be a significant way to

advertise and educate consumers on the new store in Erie.

WOMAN: Are you having problems finding that special Handbag that is just

right?

(Pause)

WOMAN: Come to Create-A-Clutch at the Millcreek Mall where you can

design your very own one of a kind handbag that no one else has.

(Pause)

WOMAN: Create-A-Clutch is a place where you can put your imagination and

personal style to the test! It is where your taste becomes your fashion and

your style becomes your life!

(Pause)

WOMAN: Enjoy the Risk and Love the freedom at Create-A-Clutch in the

Millcreek Mall.

(REVISE)
 Two Billboards advertising Create-A-Clutch’s grand opening will be in place

on Peach Street. Since this is a local business it is going to be advertised locally.

Although billboards are a limited to the amount of words, the words are significant.

They are explaining that there is a new business that has been opened in the

Millcreek Mall. Peach Street is a great place to advertise because the traffic flow is

nonstop. The billboard is also significant because it is sizeable and will be

advertising the business 24 hours a day, seven days a week. It is eye catching and

grabs the attention of consumers .

 Newspaper advertisements will also be utilized because they are believable

and credible. Although newspapers are costly and readership is down, it is still a

good place to advertise and offer coupons. Generation X and especially those earlier

are the main targets market for newspaper advertisement; however, Generation Y

and Z don’t typically read the newspaper. It is good that Generation X is the prime

target market for newspaper advertisement because of the coupon availability.

Since Generation X is overall smarter and more conscience with their money and

spending they will most likely be looking for any kind of sale. Sales will run in the

newspaper on Sunday and there will be different offers and promotions each week.
VII. Media Budget

BILLBOARD BUDGET-

There will be two billboards advertised on each side of Peach Street in Erie, Pa.

Bulletin: 1-month increments

Spaces: $1,800 (paid monthly)
Production: $ 1,450 (one time cost)

Two spaces: $1,800 x 2 = $3,600

$1,450 x 2 = $2,900

Total Cost for Billboard for one month = $ 3,250

Total Cost for BOTH Billboards: $3,250 x 2 = $6,500

RADIO ADVERTISEMENT BUDGET –

There will be 15 different radio advertisements that air for 30 second each and cost
$75.00 per spot. These advertisements are playing on two very popular radio
stations in Erie.

Radio Spots (15) = $75.00 x 15 = $1,125

4 weeks of Advertisements = $ 1,125 x 4 = $ 4,500

Two Different Stations: 4,500 x 2 = $ 9.000

NEWSPAPER ADVERTISEMENT BUDGET-

Newspaper will be advertised on Sunday’s. They will be full page, and advertised in
the local newspaper The Erie Times.

Sunday Paper (Full Page/color): $6,688

TOTAL COST:

Total Cost for BOTH Billboards: $3,250 x 2 = $6,500

Total Cost for TWO Stations: $4,500 x 2 = $9.000

Total Cost for Sunday Paper: $6,688 x 1 = $6,688

Total Cost for ALL Advertisements: = $22,188

Total Cost of Revenue:

Create-A-
Clutch