where dogs go for fashion - Midpoint and Final Review Showcase

Transcription

where dogs go for fashion
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Content
Executive Summary
Overview
Market Research
Target Market
Marketing Plan
Financial Plan
Business Description
Business Concept
Mission Statement
Business Objective
SWOT
Keys to Success Factors
Management and Organization
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Legal Status and Ownership
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Office
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Staff Schedule and Pay-roll
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Boutique
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Staff schedule and Pay-roll
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Boutique Operational Plan
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Online Operation Plan
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Company Structure and Personnel Plan 30
Roles and Responsibilities
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Office
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Boutique
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Market Research
Taiwan
Pet Industry
Pet Industry Trends
Market Size
Survey Analysis
Competitive Analysis
Direct Competitor
Indirect Competitor
Competitive Advantage
Target Market
Primary Market
Secondary Market
Merchandising Assortment
Product Description Summary
Size Specification
Percent to Total Category
Vendor Matrix
Assortment Plan
Purchase Order Form
Price Strategy
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Marketing Plan
Brand Identification
Logo
Business Cards and Letterhead
Price Tag
Shopping Bag
Boutique Location
Boutique Environment
Interior and Light Inspiration
Windows Inspiration & Color Palette
Floor Plan
Hangers
Dog Mannequins
Cost Analysis
Office Environment
Interior Inspiration
Floor Plan
Cost Analysis
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Marketing
5Ps
E-commerce
Broadcast
Print Ads
Direct Mailing
Social Networking
Special Events
Online Marketing
Marketing Budget
Financial Plan
Financial Summary
Start-Up Expenses
Sales Projection
Cash Flow Forecast
Profit and Loss
Loan Repayment
Appendix
Autobiography
Resume
Bibliography
Survey Approval
Survey
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Executive Summary
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DOGUE
Overview
DOGUE is an upscale dog’s clothing boutique that will open in April 2012. DOGUE, which means
“VOGUE DOG” in English, defines the boutique and its essence of inclusion. DOGUE will provide
designer, contemporary apparel and accessories for dogs, and will be the exclusive U.S. line. In
addition to the fashion line, DOGUE will feature other choice selections by American and European
designers such as Deni Alexander, Bella Lucca, and Kiki Hamann. The fashionable style assessments and educational emphasis in helping owners develop their dog styles will enhance our reputation as a unique boutique.
Market Research
Today there are ever increasing number of pet related business in Taiwan. Pet spas, pet restaurants, pet training schools, pet hotels, and pet insurance and pet apparel boutique are coming a
common sight. According to the research, 6.7% of pet owners spend more than $100 on pet
products per month.
Target Market
The DOGUE customer is a fashionable and professional man and woman or DINK’s (Double Income
No Kids) who live in metropolitan areas with a disposable income over $27,000. He/She enjoys
the boutique fashion and wants a place where he/she can go to get services for their pets’ lifestyle.
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Executive Summary
Marketing Plan
DOGUE will generate awareness and sales by utilizing printed post, social networking, PR (Public
Relations) tactics and fashion’s night out. In addition, DOGUE will meet our customers where they
are and focus on how owners approach shopping by obtaining mentions and reviews in the top
fashion magazines, pet magazines, and local papers.
Financial Plan
In our first purchase from wholesalers we will purchase 657 units and then we will reorder based on
the sales in the boutique. The pricing we have used for our COGS includes import fees and duties.
The projection of the turnover rate is 6.93 first year and has a 10% of profit. The start up capital
is $112,791 for DOGUE. We have considered shrinkage and applied that against our bottom line
in the P&L. The initial markup is 62% while the gross margin is 60.5% due to markdowns. The
loan will be paid off in 5 years. The business is profitable because we will run a tight operation and
order in merchandise after close analysis of the sales figures. We will also listen to our customer
and provide excellent customer service. It allows us to attain a competitive advantage and keep
additional repeat customers.
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DOGUE
Business Concept
By looking at the dog clothing market, most styles in the current market are cute or simple designs.
Why can’t dog clothing be more than just cute; instead, dog clothing can be fashionable, functional
and innovative in design.
DOGUE is the newest company in Taiwan, offering dog apparel, accessories, carriers and jewelry.
We are dedicated to providing more fashion-forward and elegant dog clothes and accessories in
various fabrics and elements and in multiple colors, in prices ranging from $60 to $430 (NT$1,800
- NT$12,900). Although the prices are more expensive than our competitors, we provide our customers the best quality and the most fashionable product. DOGUE will be the first canine boutique
in the Shin Kong Mitsukoshi department store in Sinyi District, one of the most popular retail areas
in Taipei. We also offer an e-commerce site, so our merchandise is available to be purchased onsite and online.
The target market is focused on ages 25 to 44 single men/women and DINK’s (double income, no
kids) who enjoy shopping in a boutique and treat their dog like a family member.
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Mission Statement
DOGUE will be a leader in fashion accessories for man’s (and woman’s) best friend, their dog, and
dog supplies such as food to become the go to place for pet products. Our mission is to provide
high-end and distinctive dog ready-to-wear, accessories, carriers, and jewelry that are well priced.
We do not aim to be the least expensive, but we do aim to be the best.
We seek long-term relationships with our customers, and we want to hear their voices; we welcome
and encourage customer input. We don’t want to blanch from negative comments, we want to
embrace “DOGUE” to make our brand stronger and trustworthy. DOGUE will offer products that
provide quality and style that will earn customer trust and satisfy the needs and comfort of their
beloved pets.
Business Objective
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•
•
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Building a recognized brand in the Taiwanese market
Achieving 10% profit in Year 1
Developing repeat customer relationships
Introducing DOGUE product designs in Year 3
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DOGUE
SWOT Analysis
Strengths
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Fashionable dog clothes from American designers
Unique, new concept in Taiwan
Products are imported from the United States because we are using an American designer
and products from the United States are more highly valued in Taiwan
Present new collections via dog fashion shows
Excellent location: boutique is in the largest and leading department store chain in Taiwan
New shopping experience in pet luxury sector.
Weaknesses
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•
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Lack of experience
Limited start-up capital
Lack of existing relationships with wholesalers
New entrant to the market with no market recognition
Risky: new concept (no proven success)
Opportunities
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Expand store to China, Hong Kong and other countries in Asia
Develop pet fashion week in Taiwan
Expand new product categories
Develop DOGUE brand merchandise designs
Develop DOGUE brand
Develop “DOGUE Bark” social media site or Fido’s List
Threats
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New competition at lower-end of market
Establishment of private label dog competitors such as Blueberry
People may tend to have a cat rather than a dog
The economic recession could resurface
Material costs could continue to rise
The Taiwanese government could establish oversight of this totally unregulated industry
Keys to Success Factors
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Providing a good location in a high-shopping area
Merchandising and marketing quality product
Maintaining strong vendor partnerships and relationships
Offering outstanding customer service
Maintaining an open mind to flexibility and nimbleness in an ever-changing retail landscape
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Management
& Organization
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DOGUE
Legal Status and Ownership
DOGUE will be a limited company business in Taipei City, Taiwan by Wei-Fen Chang. With 10 years
education in Fashion Merchandise, Business Management, and International Trade, the owner WeiFen Chang has garnered the expertise to complement and grow the business. Our team holds expertise in retail accounting, merchandising, and marketing. Wei-Fen was recently selected as a candidate
for the Academy of Art University Spring Show because of her Visual Merchandising acumen. A plan
has been created for DOGUE with milestones and deliverables and all tasks are currently running on
schedule. Buying for the Spring/Summer season will be completed in March 2012, and store design
and marketing elements are currently under finalization.
The start-up funding for the business will come from the personal savings of Wei-Fen, a family investment and a bank loan. Total start up expense is estimated to be $112,791. The funds $10,000 (9%)
will be contributed by the owner, $50,000 (44%) by her family, and the remaining $52,791 (47%) will
come from a local bank.
The legal statement of intention of DOGUE to do business in Taiwan will take approximately 3 weeks
and total US $80. Required business organization procedures include:
1.
2.
3.
4.
5.
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Check for availability of the proposed company at the Ministry of Economic Affairs (MOEA)
website then reserve a Chinese company name for the business. It takes about four days if
the approval is mailed to the owner. The process costs about $10.
Register the company name. It would take eight days and the process cost is about $33.
Present a CPA (Certified Public Accounting) audit report to MOEA that the owner has invesed
enough capital to set up the business. The process will take about five days and is about $40.
Apply for a limited company license and tax registration license. It takes about five days.
Get a business license. It usually takes four days.
DOGUE
Jhongshan District, Taipei City
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Jhongshan District, Taipei City
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DOGUE
Working schedule and Payroll
There are two employees in the office (general manager and assistant), and they will work five
days per week.
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Sinyi District, Taipei City
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Shin Kong Mitshkoshi A9
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DOGUE
Working schedule and Payroll
DOGUE will hire three Full Time employees (Store Manager, merchandiser and professional associate
and four Part Time Associates. Full Time employees will work five days per week and part time employees will work 18 to 24 hours per week. From Monday to Thursday, there are two employees in
the store every hour. From Friday to Sunday, there will be three employees in the boutique every hour.
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SUN
MON
TUE
WED
THU
FRI
SAT
11:00
12:00
13:00
14:00
L
L
L
L
L
L
L
15:00
16:00
17:00
18:00
19:00
D
D
D
D
D
D
D
20:00
21:00
22:00
Full time
Full Time
A
B
C
Store Manager
Merchandiser
Full-time sales associate
A $
B $
C $
Part Time
D
E
F
G
Sun-Mon
Sun-Mon
Fri-Sun
Sun
D
E
F
G
Total 24 hours
Total 22 hours
Total 18 hours
Total 20hours
$
$
$
$
Total
Part time
Salary
1,000.00
960.00
920.00
316.80
290.40
237.60
264.00
3988.8
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DOGUE
Boutique Operational Plan
Boutique Hours: Sunday – Saturday
11:00 am – 10:00 pm
DOGUE will be open seven days a week; boutique hour are 11 – 10 everyday. We will not be
closed on major holidays.
Boutique cleaning, Environment Maintenance: The employees are responsible for making sure the
boutique is always clean. Our boutique will be cleaned before the store opens. Our goal is to keep
the boutique clean and neat.
Staff Training: We will also train our employees to build relationships with customers.
It is our goal to provide excellent customer service. The employees of our boutique will be required
to wear a black top, pants and shoes.
Pet security: We will ask our customers to keep their pets on a leash when they are in the store to
ensure safety for both pets and people.
Boutique policy: Our goal is to provide excellent customer service. When we face a difficult customer, the friendly and patient attitude is very important to our business image.
Payment: We accept cash and credit cards (VISA, Master Card or JCB); this is consistent with the
payment terms of Shin Kong Mitsukoshi.
Return Policy: We do accept returns or exchanges within 7 days, but these items must be in
saleable condition.
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Online boutique Operation Plan
Payment: We accept post or bank transfer, credit card (VISA, Master Card or JCB). Online credit
cards payment will have additional service charge 1.55% to 2.05%, depending upon different credit
cards from different banks.
Shipping: All products will be delivered via ChungHwa Post within 3 days.
Shipping rate: Currency NTD 28.78 = USD 1, the showing price is New Taiwanese Dollars.
Area/ Weight
Under 11 Pound
Taipei – Gee$70
long
Other counties or cities in
$80
mainland Taiwan
Outer Islands:
Penghu, Kin$100
men and Matsu,
etc.
11 – 22 Pound
$90
23 – 33 Pound
$110
34 – 44 Pound
$135
$100
$120
$145
$125
$150
$180
Return Policy: We do accept returns or exchanges within 7 days, but these items must be in saleable condition. If an item arrives damaged or defective, customers must contact us within 48 hours
of receipt. Customers are able to send it back to us and exchange or return in our boutique. We will
send an exchange for the item.
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DOGUE
Company Structure and Personnel Plan
The company structure is separated into office and boutique spaces. There is a general manager
and an assistant in the office and the payroll will be paid at $7.50 per hour for the general manager
and $5.75 per hour for the assistant.
In the boutique, there will be three Full-Time employees and four Part-Time employees working 1824 hours per week. The Store Manager, Merchandiser, and full-time associate will be paid at a rate
of $6.25, $6.00, and $5.75 per hour, respectively, and the four Part-Time employees will be paid at
a rate of $3.30 per hour. All employees will be paid on a monthly basis.
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Roles and Responsibilities
When the company begins the start-up phase, we will hire an assistant to basically be the right hand
of the general manager. The hiring process will be well thought out and will take serious consideration to make sure that the employees will be trustworthy, have good attitudes and can provide
excellent customer service. And although they don’t need to be “dog-whisperers” they do need to
appreciate, respect, understand and like dogs. In other words, they need to be able to relate not
only to the dogs but also to their owners. We also would reach out to college students looking for
part-time jobs to earn some extra money for school in a fun environment. We are also willing to hire
the person who has no experience but a genuine love and interest in animals and the health and
well being of the customers. They have to have heart and want to be involved. Phony sentiment
is not what we are selling. Young workers need to start somewhere and each of them wants to be
inspired by what they do.
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DOGUE
Office
Owner/General Manager – Wei-Fen Chang
Wei-Fen Chang, the General Manager of DOGUE, is responsible for all decisions made in the
company. We are a small organization and expect our employees to be team players.
Responsibilities:
• Travel will be necessary in order to visit various markets and trade shows for a better assort
ment of merchandise.
• Develop a good relationship with vendors.
• Develop business strategy.
• Identify business opportunities and achieve projected revenue and expense targets.
• Supervise the finance and accounting.
• Establish a creative and collaborative environment for both employees and customers.
Assistant
The assistant will work in the office.
Responsibilities:
• Inventory management
• Receive merchandise and check all shipments for accuracy,
• Delivery merchandise to the boutique
• Maintain an organized stock area, and packing and shipping online orders.
• Handle the online orders and online customer service
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Boutique
Store manager
The store manager is a team leader responsible for training and developing a professional sales
staff. The store manager will report directly to the general manager and support the general manager as needed.
Responsibilities:
• Store manager is responsible for all aspects of the business
• Human resources, specifically hiring, training and development, payroll and work schedule.
• Require to meet once every two weeks with sales associates and merchandiser and report
General manager about employees working performance
• Create and implement promotional plan
• Manage activities of the sales floor
• Oversee sales plans
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DOGUE
Merchandiser
The merchandiser is responsible both for buying and merchandising and ensuring that products
appear in the right store at the appropriate time and in the correct quantities. This involves working
closely with the buying teams to accurately forecast trends, plan stock levels and monitor performance.
Responsibilities:
• Assist with assortment planning, merchandise presentation and inventory management
• Work closely with visual display and decide how products should be displayed to attract customer interest and increase sales.
• Produce layout plans for stores.
• Plan budgets and present sales forecasts and figures for new ranges.
• Analyze every aspect of bestsellers (the bestselling price points, colors or styles).
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Full-time sales associate
The sales associate is responsible for selling merchandise, acquiring knowledge of all products,
providing excellent customer service and maintaining merchandise. The staff reports directly to
the store manager.
Responsibilities:
•
Familiarity with product line
•
Provide good customer service to build loyal customers
•
Assist customers to choose products
•
Develop a customer information database
•
Clean boutique
•
Organize merchandise and stock shelves
Part-time sales associate
The main responsibility of the part-time associate is to assist customers and help full time sales
associates, as the business requires.
Responsibilities:
•
Work hours including weekends
•
Familiarity with product line
•
Develop a customer information database
•
Clean boutique
•
Organize merchandise and stock shelves
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Market Research
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DOGUE
Taiwan
Taiwan is an Eastern and Southeast Asian island country that borders the East China Sea, Philippine
Sea, South China Sea, and Taiwan Strait. It is north of the Philippines, off the southeastern coast
of China. The total size of Taiwan is 35,980 square kilometers that includes land 32,260 square
kilometers and water 3,720 square kilometers. The population in Taiwan was estimated in April
2011 at 23,180,477. In 2010 disposable income per household was approximately US$ 30,854.
Because the Taiwanese government has supported the technology sector, there are a large number
of Internet users in the country. According to Taiwan Network Information Center, 72.56% of the
residents of Taiwan utilize the Internet and 82.40% of residents of Taipei utilize the Internet. Both
men and women have a great tendency to shop online, and the channel is becoming a main factor
in retail selling. However, the department store still is the primary channel of distribution, and Mitsukoshi is the largest department store in Taiwan. Form 2009 to 2010, the revenue of Mitsukoshi
increased from $2.11 billion to $2.54 billion. In 2010, the number of “single nobles,” or financially
independent singles, as well as DINKS (double income and no kids) has been increasing. They are
free from the expense of raising children.
Taiwan Map
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Market Research
Decreasing Number of Newborns, Increasing Number of
Pets
According to Council of Agriculture, Executive Yuan R.O.C, in 2010 there were about at 1.5 million
household dogs in Taiwan. In the same year, 160 thousand babies were born. According to pet
industry analysis report, it says about 13.99% of households in Taiwan own at least a dog. According to Online Marketing survey, 97% of respondents think pet is like their own kids, and 37% of
respondents tend to have pets rather than kids.
Profile of Taipei and Sinyi District
Taipei, the capital of Taiwan, the political and financial center, is the island’s most populous city. It
is approximately 271.7997 square kilometers with a population of 2,605,357.
Sinyi is mainly a residential and commercial district. The key buildings include Taipei 101, Taipei City
Council, Taipei International Convention Center, Taipei World Trade Center, and various shopping
malls and entertainment venues that make Sinyi the most modern cosmopolitan district in Taipei.
Also, the district is the premier shopping area in Taipei such as Mitsukoshi and New York, New York
department stores.
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DOGUE
Pet Industry
The changing profile of pet owners in Taiwan has created an emerging demand for high-end pet
products. The working couple, childless families, retired single households have become the largest groups to own pets. These people treat their pet as a family member or child. They are willing
to spend money on food to keep their pet healthy, on toys to keep them happy, and on clothing
and accessories to make them look pretty and good. The pet industry is less to affected by the
economic instability in Taiwan.
Chan Chao International Co., Ltd pet trade show in Taipei city is the biggest show in July every year.
In the year 2010 the show had 431 manufactures and wholesalers who exhibited in booths, 7,004
retail buyers and 27,948 pet lovers from around Taiwan. In Taipei City, There are over 50 veterinarians and animal hospitals.
A pet hotel is another pet related business with over 10 pet hotels in Taipei City. It is a Five Star
Service for Dogs with air conditioning and swimming pools. The pet hotel usually combines with pet
day-care and grooming, pet training, veterinarians and so on to offer different services in one location. Pet Dream Park has become an innovative business model that offers many services for your
dog. The price of a stay at Pet Dream Park starts at $20 per day that is based on the size of dog.
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Market Research
Pet Industry Trends
As Taiwanese continue to have fewer children and the number of unmarried adults increases, pet
ownership has also increased. In the past ten years, the income has been increasing, so more and
more people tend to have a pet. As a result, the pet industry has become much larger than before.
According to the president of APPA (American Pet Products Association) “By buying pets humantype gifts, we are making ourselves feel good and making them happy” (Landa 2008).
Pet parents are including their pets in their own lifestyles so going to the spa and shopping have
become more common in urban areas.
Luxury, green, organic, all-natural, interactive, convenient, high-tech, and personalized products
have become the trends for pet in Taiwan. Pet product manufacturers, retailers, and service providers will be expanding and building their offerings in all of these categories - whether toys, foods,
clothing, grooming, training, boarding, or any pet related categories.
Many companies are now offering a line of pet products form pet apparel to shampoo accessories,
and food such as luxury brands Louis Vuitton, Gucci, Juicy Couture, Ralph Lauren. Let’s not forget
about cologne for your canine!
Pet owners are attracted to unique pet products so many pet stores have begun to sell pet apparel,
pet accessories and pet supplies. Some designers are customizing apparel for both owners and
pets.
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DOGUE
Market size
Although the economy borders on being recessional, pet products still grew in 2010. In Taiwan,
there are more and more pet owners treating their pets as a family member. They are willing to
spend additional money on pampering their pets or to enhance their pets’ health conditions. As
a result, growth can be expected while consumers increase their spending. Since pets have become more central to people’s lives, products and services, as well as the total amount of money
spent on pets is rising. It is estimated that Taiwan’s pet industry creates at least $667 million (NT$
20 billion) in market opportunity each year, with about 30% of that amount dedicated to pet food,
while the remaining 70% includes the accessories or others. According to the pet industry analysis,
a Japanese company, AHB (Animal Human Bond) International Inc. owns and operates pet retail
stores and provides pet grooming services. The company has forecast that Taiwan’s pet market has
reached $833 million (NT$25 billion) in value. According to these estimations, they all reflect one
thing - that the pet market in Taiwan is flexing its muscles and exhibiting strong potential.
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Market Research
Survey Analysis
Result
The survey of 100 citizens across Taiwan from November 1st to November 13th asked Taiwanese
twenty-five of questions on their attitudes toward dog’s couture. The result provides an overview
and summary of key analytical points of the survey.
For owning dog status, 72% of people have a dog, and the other 28% of people don’t own a dog.
The result says 22% of owners own Formosa dog, 10% of owners own Schnauzer, and 10% of
owners own Yorkshire Terriers. 60% of owners buy his/ her dog clothes, and 23% of owners think
comfort is the most important when they put clothes on a dog, and the second important is fitting
(18%). According the result, 48% of owners are willing to spend more money on products that are
made in Europe, US, Japan or Canada. Also, 33% of customers get the latest news from Internet
most on pet products. Seventy percent of people follow the fashion trend and events. We found
in the focus group phase of this research, owner’s purchasing behavior in Taiwan has a unique
opportunity to develop the dog’s couture in Taiwan. At the moment, Taiwanese are not generally
concerned about the fashion for dogs.
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DOGUE
Conclusions
Although the results were skewed to the extent respondents were generally younger, who earned
less than our core target customers, it still identify several points for further discussion and suggest several directions for future development. In Taiwan, the majority of people have a dog, and
the top three breeds of dog are Formosa dog, Schnauzer, and Yorkshire Terriers. The fact is that
most Taiwanese owners own small or medium size dog, so it helps DOGUE to measure the most
correct sizes on dog clothes. The majority of owners concern the comfort for their dog, so ensuring the quality and choosing style will be important factors for DOGUE. Most respondents follow
the fashion trends or events and most owners buy his/her dog clothes, so it still has an opportunity to develop dog’s couture in fashion in Taiwan. Also, these owners are willing to spend more
money on dog’s couture because these clothes are made in Europe, US, Japan or Canada. The
Internet has become a very convenient tool in Taiwan, so customers are able to get the latest
news from it. For DOGUE, the online marketing strategy is also important to attract customers.
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Market Research
Key trends and Development
•
•
•
Pet humanization encourages growth of pet superstores
Internet retailing growth
Competition intensifies within mid-priced products
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DOGUE
Competitive Analysis
Since these owners are willing to spend more of their discretionary income on their pets, the pet
industry has become a huge industry. Therefore, there are numerous emerging businesses that
compete and share the multi-billion dollar industry in Taiwan. As a new company DOGUE researched local Taiwanese companies whose offerings will compete with our products and services,
prices, and location. We have identified two direct competitors and one indirect online competitor
in the pet products category; Blueberry, SofyDOG and Keiji Pet are dog apparel suppliers that offer
competing services and produce high-quality products.
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Market Research
Direct Competitors
Blueberry
Blueberry was established in 2002, and they offer dog clothes, accessories, carriers and beds.
Blueberry specializes in childish designs with pale colors and range in price from $16 to $106
(NT$490 to NT$3,180). These products are made in Taiwan. They have a counter in Miramar department store and a retail store in Jhongshan district, Taipei, and another store is in Shihlin district.
The average size of a store is 355 square feet, and the annual sales per door average is $160,000
(NT$4,800,000). According to the size of the store and annual sales, the average sales per square
foot are $450.70 (NT$15,321). Because Blueberry has four boutiques and an e-commerce site,
they are available for purchase online and on-site. The strengths of Blueberry are long term experience, channels of distribution (counter, retail, and online), locations and the place of production.
The weaknesses are limited size ranges, designs, and unclear product assortment.
SofyDOG
SofyDOG was founded in 2006 and offers dog food, cleaning products, apparel, accessories,
beds and bowls. The styles of their products are very cutesy and colorful in prices ranging from
$13 to $105 (NT$390 to NT$3,150). They import products from Japan, the United States, and New
Zealand. They have retail stores in Jhongshan district, Taipei, and another retail store in Shanghai,
China. In addition, the average size of a store is 710 square feet, and the annual sales average is
$200,000 (NT$6,000,000). According to the size of the store and annual sales, the average sales
per square feet are $281.70 (NT$8,451). SofyDOG has two retail stores and an e-commerce site,
so customers are able to purchase on site and online. The strengths of SofyDOG are multiple
choices of products, shopping policy (return and refund), channels of distribution (retail and online)
and their place of origin. The weaknesses are limited designs and heavy reliance on imports.
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DOGUE
Company:
Company Location: Taipei, Taiwan
Business Launch: 2002
Business Type: Retail
Product assortment: Apparel, collars and leashes, carrier and beds
Style/Look: Cutesy
Price Ranges: Apparel: $16 - $106 (NT$490 - 3180), Accessories: $33 - $54 (NT$660 NT$1610)
Stores: Taipei City - Miramar department store and 1 retail stores in Jhongshan District
- 1 retail store in Shihlin District
Yunlin County - 1 retail store
E-commerce site: http://www.pet-house.com.tw/
Annual sales $160,000 (NT$4,800,000)
Size of Store: 355 square feet
Average sales per square foot: $450.70 (NTD 15,321)
Strengths :Long term experience, location, produce in Taiwan, channels of distribution
Weakness: Limited size range, unclear products assortment, designs
48
Market Research
Company:
Company Location:
Taipei, Taiwan
Business type: Retail
Product assortment: Food, cleaning products, apparel, accessories, beds, and bowls
Style/Look: Cutesy
Price Ranges Apparel: $18 - $40 (NT$550 - $1,200), Accessories: $13 - $105 (NT$390 NT$3,150)
Stores: Taipei City - 1 retail stores in Jhongshan District
Shanghai, China - 1 retail store
E-commerce site: http://sofydog.com/default.php
Average Sales: $200,000 (NT$6,000,000)
Size of Store: 710 square feet
Average sales per square foot: $281.70 (NT$8,451)
Strengths: Multiple choice of products, shopping policy, channels of distribution, products import
from Japan and New Zealand
Weakness: Limited unsophisticated designs, rely on import
49
DOGUE
Indirect Competitor
Keiji Pet
Keiji Pet is a newer company, 2008, offering dog apparel, accessories, carriers, and toys. The
designs of Keiji Pet are cutesy, and prices that range from $35 to $65 (NT$1,050 to NT$1,960).
The company is located in Kaohsiung, Taiwan, and it only has an online presence. It has no brick
and mortar store. The strengths of Keiji Pet are that they provide a wide range of sizes and products that are made in Japan. The weaknesses are lack of experience, limited designs and limited
channels of distribution (online only).
50
Market Research
Company:
Company Location: Kaohsiung, Taiwan
Business type: Retail (Online only)
Product assortment: Apparel, accessories, carrier, toy
Style/Look: Cutesy and basic
Price Ranges Apparel: $37 - $65 (NT$ 1,120 – NT$1,960), Accessories: $35- $52 (NT$1,050 –
NT$1,550)
E-commerce Site: http://www.kpet.com.tw/
Size of Store: NONE
Strengths: Provide wide rang of size, produce in Japan
Weakness: Short term experience, limited channels of distribution (Web only), limited basic designs
51
DOGUE
Competitive Advantage
DOGUE has several key advantages over the current competition in Taipei:
•
•
•
•
•
•
•
•
•
•
52
The unique location is in a high traffic department store in Taipei
It is a new retail concept in the market
All pieces are best known for their trendy and lavish detail and are made in the United States
DOGUE accepts online orders
DOGUE attends a fashion’s night out
DOGUE presents new collections by a fashion show
DOGUE believes in the value that pets add to the lives of their owners
DOGUE believes in hiring individuals who are passionate and knowledgeable about animals.
DOGUE believes in being flexible with our assortment in order to be able to react quickly to
change
DOGUE is always most concerned with the safety for the dog
Market Research
Target Market
The target customer for DOGUE is divided into two groups: young men/women or young couples
without children, and older couples who have become Empty Nesters.
Both of these groups view their pets as a family member. They lavish time and money on their
pets and often refer to them as their children.
53
DOGUE
Target Market
Characteristics
Age
Gender
Education
Occupation
Household Type
Attitude
Housing
Residence
Political Mentality
Disposable Income
Leisure Activities
Pet
54
Primary Market
25 - 44 years old
Male/Female
College or above
Executive, Managerial, and
professional
Single
Married couples without
children (DINKS)
Trendy
Early Adopter
Hi-Rise, Apartment
Metropolitan Areas
Liberal
NT$ 860,000
US$ 27,000
Shopping in a boutique/Movie/Spa/
Salon/Traveling/Socializing with
friends at Tea or Cafe houses
Dog
Secondary Market
45 - 64 years old
Male/Female
college or above
Executive, Managerial, and
professional
Fmaily
Trendy
Healthy living
Hi-Rise, Apartment
Metropolitan Areas
Liberal
NT$ 970,000
US$ 31,000
Shopping in a boutique/Golf/Traveling/
Tea time in high-end hotels
Dog
Market Research
Taipei City
2,605,357
138,057
Total Population
Dog Population
•
Characteristics
Age
Gender
Population
Education-college or above
Marriage
Disposable Income
Population of
owners who
have B.S. or
above
Leisure Activities
New Taipei City
3,889,049
203,502
5% of citizen has dog in Taipei City and New Taipei City
Primary Market
25 - 44
Male/Female
803,520 (31%)
305,337
Secondary Market
45 - 64
Male/Female
773,066 (30%)
293,763
Primary Market
25 - 44
Male/Female
1,238,809 (43%)
336,766
Secondary Market
45 - 64
Male/Female
874,463 (30%)
269,042
Single: 412,278 (51%) Single: 92,077(25%)
Married:391,242 (49%) Married: 680,989
(75%)
US$ 31,446
US$ 49,071
Single: 576,373 (47%) Single: 78,295 (9%)
Married: 662,436
Married: 796,168
(91%)
(53%)
US$ 31,256
15,266
14,688
16,838
13,452
Shopping
Movie
Bar or Pub
Traveling
Socializing with friends
Spa/Salon
Shopping
Golf
Traveling
Spa/Salon
Shopping
Movie
Bar or Pub
Traveling
Spa/Salon
Shopping
Golf
Traveling
Spa/Salon
55
DOGUE
Primary Market
Selina Ren: A 28 year-old female and Pinky
Pinky: 1 year-old female poodle
Selina Ren lives with her family in an apartment in Taipei city. She is a 28 year-old woman, typical,
modern and a bit of a fashionista. Her undergraduate degree is in Civic Education and Leadership,
and she has a well-paid full time job as a teacher in a local high school.
She loves dogs so very much, so she bought herself a dog and named Pinky. She treats Pinky
like her daughter; she is willing to spend time and money on her. In her leisure time, she likes to go
shopping, travel, watch movies, and go to salon or pub with friends and Pinky. She has also found
that Pinky allows her to meet new people, men included!
Selina prefers to spend money on high quality goods. She sees quality as an important attribute
of what she buys. She feels that department stores and boutiques offer a trusting environment, so
she likes shopping in department stores and boutiques to guarantee that “money well spent” feeling. Selina is a trendy woman, so she wants Pinky to reflect that trendy attitude as well. When she
goes shopping, she tends to buy something for Pinky. Her friends always call her and Pinky “Trendy
Queen and little princess.”
The total population of single men/ women from more college, who are also dog owners, is estimated to be 32,104, representing that many potential shoppers for Taipei City and Taipei County
combined.
56
57
DOGUE
Secondary Market
Mr. (Jason) & Mrs. (Annie) An: A mid-fifties couple who are the “parents” of Ginger.
Chelsea An: Jason and Annie’s daughter who is studying in New York
Ginger An: a 9 month-old Labrador retriever
Mr. and Mrs. An have been married for 25 years. They live in high-rise housing in Taipei City, and
have both retired in the last three months. Mr. An has a Master’s Degree in Finance, and Mrs. An
has a Bachelor’s of Arts Degree in Fashion Design. Mr. An was a general manager at the Mega
International Commercial Bank, and Mrs. An was a model coach. In their leisure time, they like
playing golf, going shopping and traveling. They have a daughter, but she no longer lives at home.
Their daughter Chelsea is studying at a fashion college in New York. Suddenly the house was
empty and there was no child to care for. It was too quiet and they suddenly felt quite lonely.
Their friend gave them Ginger, a 9 month- old Labrador, to keep them company with their daughter being gone.
Mr. An and Mrs. An take Ginger with them everywhere they go. To them, Ginger is their youngest child. She fills them with happy thoughts and they love the affection she gives back to them.
Ginger also never asks them for money! They find themselves talking about her as though she
were their newest family member. They also find that they tend to associate with friends who have
dogs. They also plan their evening walks together with Ginger and even make “play dates” for
Ginger just as they used to do with their daughter when she was younger! They carefully consider
the brands of nutritional foods they feed her, which brands of clothing Ginger will like best, and
what kind of accessories she should have. They only want the best for their new “child”.
The total population of married men/ women with college degrees and are also dog owner, is estimated to be approximately 28,140 for Taipei City and Taipei County combined.
58
Market Research
59
60
Merchandising
Assortment
61
DOGUE
Product Description Summary
DOGUE boutique offers trendy and unique pet products for dogs. We carry various styles of apparel, collars & leashes, harnesses, jewelry and gift sets in several colors to satisfy our customers.
To meet planned sales goals, DOGUE will develop an assortment plan to satisfy our customers.
Due to our business concept, we will have a large collection of apparel.
Size Specifications
Again, according to our survey, the most popular pet apparel sizes are XS~L and collars are
XS~L.
Percent to total category
Apparel
Collars and leashes
Harnesses
Jewelry
Carriers
Strollers
Gift Set
62
40%
10%
10%
10%
10%
10%
10%
Vendor Matrix
Contact information
Address: 2005 Merrick Road, #227, Merrick, New York 11566
Tel: 1-877-269-3647
Email: info@bitchnewyork.com
Company Introduction
Bitch New York was established in 2006, and it is the largest luxury pet boutique on the internet!
They carry the most unique selection of designer dog collars, luxury dog beds, designer dog
carriers, dog bowls, gourmet treats, toys, spa products and more! They provide a personalized
service for their clientele including custom made items and help with shopping. Bitch New York.
com is considered to be one of the premier doggy brands.
Business Type: Retail and Wholesale
Product: Designer dog carriers, designer dog collars, designer dog beds, designer dog clothes,
dog sweaters, dog jackets, dog t-shirts, dog shampoo, dog toys, luxury dog bowls, dog jewelry,
matching human accessories and clothing.
Payment: Bank Transfer or Credit Card
63
DOGUE
Minimum Order: For a Level 1 wholesaler, the minimum opening order is $1,000. At this level
you will receive a 20% discount for this and future orders. For a Level 2 wholesaler, the minimum
opening order is $2,500. At this level you will receive a 25% discount for this and future orders.
For a Level 3 wholesaler, the minimum for the first order is $5,000. At this level you will receive a
30% discount for this and future orders. There is no reorder minimum.
Drop Shipping: We do not drop-ship at this time. Although, after you have competed your opening
order we can ship one item at a time to your business address.
Shipping: International Shipping costs are estimated at time of purchase. However, once these
items reach our office and are repacked for shipping overseas, there may be additional charges
due to weight or size of box necessary to complete the shipment. Remember, shipments outside
of the U.S. may be subject to import duties and taxes, which are the responsibility of the recipient.
Since duties and taxes vary by country and by what was ordered, we are not able to supply an
estimated cost.
Return Policy: No returns on wholesale
64
Contact information
Address: 25-11 Hunters Point Avenue, Long Island City, New York 11101
Tel: 1-718-784-7585
Fax: 1-718-706-1543
Email: Ricki@artdog.com
Company Introduction: ArfDog started in 2008, and it is an exclusive dog accessories and gifts
business. Sox and Ricki are the founders and partners. Together they create and discover fabulous new dog gifts and designer dog clothing for owners who love pampering their pets.
Product: ArfDog has exclusive dog gifts and accessories.
Payment: Credit Card
Minimum order: unlimited
Shipping: All items will be shipped via USPS with tracking. If shipping to outside of the U.S., the
recipient would be responsible for the import duties and taxes.
Return Policy: No returns on wholesale
65
DOGUE
Contact Information
Address: 1151 Galleria Blvd Ro32, Roseville CA 95678
5701 Lonetree Blvd, Ste 208 D, Rocklin CA 95765
Tel: 1-916-367-7768
1-888-837-5230
Email: customerservice@poshpuppyboutique.com
shopper@poshpuppyboutique.com
Company Introduction: Posh Puppy boutique was established in 2004, and it sells designer dog
clothes and accessories. Their business and products have also been featured in publications
including Vogue, the Placer Herald, Modern Dog, Every Dog and others.
Product:Designer dog clothes and accessories.
Brand: Juicy Couture, Ed Hardy, Christian Audigier, Louis Dog, Kwigy Bo, Central Bark Couture
and many more!
Payment: Credit cards and T/T
66
International Wholesale : They do currently offer wholesale internationally but will do so upon verification of businesses are required and the minimum ordering is $1,000.
Shipping: All items will be shipped via USPS with tracking. Occasionally we ship Fedex. Your
shipping will be the rate charged by the carrier plus insurance. Oversized items may incur an additional shipping fee. You will be contacted for any additional shipping and it must be paid for items
will ship.
Drop Shipping: They also offer drop shipping if needed.
Returns: All sales are final.
67
Assortment Plan
Spring/Summer
White wool tux
Style#: AM-102-BNY
Colors: white, black, silver
Size: XS, S, M, L
Supplier: Bitch New York
Wholesale: $50
Retail: $125
68
Polo Shirt
Style#: AM-101-BNY
Colors: red, green, yellow, blue
Size: XS, S, M, L
Wholesale: $20
Retail: $60
Dots and stripes dress
Style#: AS-303-BNY
Colors: pink, black
Size: XS, S, M, L
Wholesale: $35
Retail: $95
Vintage marilyn monroe crystal tee
Style#: JJ-201-BNY
Colors: purple, red
Size: XS, S, M, L
Wholesale: $50
Retail: $125
Red bow dress
Style#: AM-103-BNY
Colors: red
Size: XS, S, M, L
Wholesale: $35
Retail: $95
Vintage breakfast at tiffany’s crystal tee
Style#: AS-301-BNY
Colors: black red
Size: XS, S, M, L
Wholesale: $50
Retail: $125
Coco raincoat
Style#: JJ-204-BNY
Colors: green, red
Size: XS, S, M, L
Wholesale: $40
Retail: $110
Maui dog shirt
Style#: JJ-202-BNY
Colors: green, yellow
Size: XS, S, M, L
Wholesale: $25
Retail: $80
White formal shirt with tie
Style#: AS-302-BNY
Colors: purple, black, red
Size: XS, S, M, L
Wholesale: $25
Retail: $80
Lucy dress
Style#: JJ-203-BNY
Colors: purple, pink, white
Size: XS, S, M, L
Wholesale: $25
Retail: $80
Raincoat/hat
Style#: AS-304-BNY
Colors: green, black, dark blue, pink
Size: XS, S, M, L
Wholesale: $25
Retail: $80
69
DOGUE
Classic raincoat with a twist
Style#: AM-104-BNY
Colors: yellow, black
Size: XS, S, M, L
Wholesale: $40
Retail: $110
Multi ellie flower set
Style#: JJ-205-BNY
Colors: black, silver
Size: XS, S, M, L
Wholesale: $30
Retail: $90
Plaid harness
Style#: AM-106-BNY
Colors: dark blue, red
Size: XS, S, M, L
Wholesale: $60
Retail: $150
B.B. simon crystal set
Style#: AM-105-BNY
Colors: green, blue, black
Size: XS, S, M, L
Wholesale: $40
Retail: $110
Burberry collar & leash set
Style#: AS-305-BNY
Colors: Khaki
Size: XS, S, M, L
Wholesale: $40
Retail: $110
70
Gemstones harness
Style#: JJ-206-BNY
Colors: red, purple, green
Size: XS, S, M, L
Wholesale: $50
Retail: $125
Quilted vest harness
Style#: AS-306-BNY
Colors: black, silver
Size: XS, S, M, L
Wholesale: $30
Retail: $90
Delicate rose Swarovski necklace
Style#: AS-309-BNY
Colors: pink, light blue
Size: XS, S, M, L
Wholesale: $25
Retail: $70
Debutante necklace
Style#: JJ-209-BNY
Colors: silver
Size: XS, S, M, L
Wholesale: $30
Retail: $90
Red carpet
Style#: AM-109-BNY
Colors: green
Size: XS, S, M, L
Wholesale: $55
Retail: $135
Quilt carrier
Style#: AM-108-BNY
Colors: orange, red, blue
Wholesale: $80
Retail: $205
Patent Carrier
Style#: JJ-207-BNY
Colors: black, red, brown
Size: XS, S, M, L
Wholesale: $55
Retail: $135
Kwigy-Bo Alex luxe carrier
Style#: AM-107-BNY
Colors: white, silver, gold
Size: XS, S, M, L
Wholesale: $60
Retail: $150
Shining holiday carrier
Style#: JJ-208-PPB
Colors: pink, cream, black
Size: XS, S, M, L
Supplier: poshpuppyboutique
Wholesale: $82
Retail: $210
Beach dog gift box
Style#: JJ-210-ARD
Colors: none
Supplier: ArtDog
Wholesale: $70
Retail: $180
Sporty dog gift box
Style#: AS-310-ARD
Colors: none
Supplier: ArtDog
Wholesale: $70
Retail: $180
Walkie pet stroller
Style#: AS-308-BNY
Colors: black, red, brown
Wholesale: $100
Retail: $250
Classic pet stroller
Style#: AS-307-PPB
Colors: purple, lime
Supplier: poshpuppyboutique
Wholesale: $72
Retail: $185
New puppy welcome gift box
Style#: AM-110-ARD
Colors: pink, blue
Supplier: ArtDog
Wholesale: $60
Retail: $150
71
DOGUE
Fall/Winter
Lady si sexy
Style#: DJ-710-BNY
Colors: cream, pink
Size: XS, S, M, L
Wholesale: $82
Retail: $210
Tennis sweater
Style#: ON-601-BNY
Colors: ivory, white
Size: XS, S, M, L
Wholesale: $173
Retail: $420
Tux Jacket
Style#: ON-602-BNY
Colors: black
Size: XS, S, M, L
Wholesale: $55
Retail: $135
Pinstripe wool vest
Style#: FM-802-BNY
Colors: navy blue
Size: XS, S, M, L
Wholesale: $35
Retail: $95
72
Tuxedo vest
Style#: DJ-702-BNY
Colors: white, black
Size: XS, S, M, L
Wholesale: $24
Retail: $70
Arctic dress by Kiki Hamann
Style#: ON-604-BNY
Colors: black, white
Size: XS, S, M, L
Wholesale: $170
Retail: $435
Little Santa beaded Christmas dress
Style#: DJ-704-BNY
Colors: red
Size: XS, S, M, L
Wholesale: $39
Retail: $110
Pleats galore satin dress
Style#: FM-804-PPB
Colors: black, red
Size: XS, S, M, L
Supplier: Poshpuppyboutique
Wholesale: $35
Retail: $95
Snow Down Coat
Style#: ON-603-PPB
Colors: gold, silver, black
Size: XS, S, M, L
Wholesale: $55
Retail: $135
Checkered past custom dog coat
Style#: DJ-703-BNY
Colors: grey
Size: XS, S, M, L
Wholesale: $66
Retail: $166
Cashmere turtleneck sweater
Style#: FM-801-BNY
Colors: blue, white, red, black
Size: XS, S, M, L
Wholesale: $144
Retail: $380
73
DOGUE
Khaki Eskimo coat
Style#: FM-803-PPB
Colors: khaki
Size: XS, S, M, L
Wholesale: $50
Retail: $125
Louis dog shiny day out set
Style#: FM-805-BNY
Colors: black, pink, blue, green
Size: XS, S, M, L
Wholesale: $45
Retail: $125
Petal Magnolia Set
Style#: DJ-705-BNY
Colors: balck, white, pink, yellow
Size: XS, S, M, L
Wholesale: $45
Retail: $125
Sienna petote harness
Style#: ON-606-BNY
Colors: brown, black, red
Size: XS, S, M, L
Wholesale: $60
Retail: $150
Private school harness
Style#: FM-806-BNY
Colors: khaki
Size: XS, S, M, L
Wholesale: $48
Retail: $125
Romance & pearls with Swarovski crystals
Style#: ON-609-PPB
Colors: black
Size: XS, S, M, L
Wholesale: $97
Retail: $245
Haute Couture deco set
Style#: ON-605-BNY
Colors: black, red, white
Size: XS, S, M, L
Wholesale: $125
Retail: $300
74
Iilly Beverly hills harness
Style#: DJ-706-BNY
Colors: blue, pink
Size: XS, S, M, L
Wholesale: $80
Retail: $215
Vivian necklace
Style#: DJ-709-PPB
Colors: purple
Size: XS, S, M, L
Wholesale: $62
Retail: $160
Princess pearl necklace
Style#: FM-809-PPB
Colors: pink
Size: XS, S, M, L
Wholesale: $52
Retail: $130
Humble paw pet carrier
Style#: ON-607-PPB
Colors: black, brown
Wholesale: $70
Retail: $180
Croco pet carriers
Style#: DJ-707-PPB
Colors: black, brown, cream
Wholesale: $48
Retail: $125
Pony express faux suede &sheep skin carrier
Style#: ON-607-PPB
Colors: black, brown
Wholesale: $72
Retail: $185
New puppy welcome gift box
Style#: ON-610-ARD
Colors: pink, blue
Supplier: ArtDog
Wholesale: $60
Retail: $150
Royale one touch stroller
Style#: ON-608-PPB
Colors: brown
Wholesale: $112
Retail: $270
Travel lite pet stroller
Style#: FM-808-PPB
Colors: blue, pink, black
Wholesale: $58
Retail: $145
Jogger backpack and stroller
Style#: DJ-708-PPB
Colors: blue, pink
Wholesale: $87
Retail: $230
Spa dog gift box
Style#: FM-810-ARD
Colors: none
Size: XS, S, M, L
Supplier: ArtDog
Wholesale: $70
Retail: $180
Sleepover suitcase gift box
Style#: DJ-710-ARD
Size: XS, S, M, L
Supplier: ArtDog
Wholesale: $60
Retail: $150
75
Pricing Strategy
Price Fashion Basic Low 77
78
Marketing Planning
79
DOGUE
Brand Identification
Logo
•
•
•
80
Logo Description: DOGUE is a dog fashion clothes company that specializes in the merchandise and marketing of products for dogs. The logo combines dog with fashion magazine
‘VOGUE’ and incorporates dog contour line in the graphics to show fashion and an elegant
feeling in the logo.
Font: DOGUE uses simple and chic font to draw people’s attention. When they see a sign or
the brand name for the first time, they will remember us.
Color: DOGUE uses two colors in the logo: black and red.
Marketing Planning
81
DOGUE
Price Tag
•
•
84
Size: 2” Length x 1.5” Wide
Comes with Pre Punched Hole
Marketing Planning
Shopping Bag
•
•
Size: 13” Length x 3” Wide x 9” Tall
Exquisite sturdy shopper bags with rope handles and matching gift tag
85
DOGUE
Boutique Location
DOGUE is in Shin Kong Mitsukoshi department store A9 in Sinyi District, Taipei city. Taipei city is
the business, commercial and cultural heart of Taiwan, and Sinyi District is considered the political,
economic, and cultural center of Taipei City. In this District, there are many landmark buildings such
as the Taipei Financial Center (Taipei 101), Taipei City Hall, World Trade Center, and International
Commercial Building, etc. Shin Kong Mitsukoshi is the largest and leading department store chain
in Taiwan. It provides the public with the latest international fashion and a leisure shopping experience. In the shopping area, customers can find numerous international brands such as Chanel,
Gucci, Coach, and Burberry in A9. We believe that Shin Kong Mitsukoshi will bring us significant
traffic into the boutique.
86
Marketing Planning
Boutique Environment
Interior and Lighting Inspiration
87
DOGUE
Windows Inspiration and Color Palette
88
Marketing Planning
Floor Plan
The size of the boutique is 710 square feet. The interior design is focused on modern, bright, and
polished style, and the colors are black and white. The front of the boutique is the window display
where DOGUE will show the latest fashion dog clothes in the windows. When customers get into
the store, they will see the most popular items on the modern table. They also can see the DOGUE
jewelry showcase that is behind the popular items. The signature DOGUE shelf is in the back of
the boutique that is for basic t-shirts, boy’s shirts, and collars. On the left side, three shelves are
for dresses, coats, leashes, and carrier bags. On the right side, there is a cash register counter
corner, and two fitting rooms beside it.
89
DOGUE
Front View of Boutique
Front View of Boutique
Inside of Boutique
90
Marketing Planning
Inside of the boutique
Left side of Boutique
Right side of Boutique
91
DOGUE
Hanger
•
•
92
Material: Hardwood
Small: Measures 5.5” across
Medium: Measures 6.5” across
Large: Measures 7.5” across
Marketing Planning
Dog mannequin
Plastic dog mannequin with posable head, legs. Great for displaying pet accessories, leashes, collars,
jewelry, dog apparel.
Yorkshire Mannequin
Height - 13”
Length - 15”
Chest - 14”
Neck Circumference - 11”
West Highland Terrier Mannequin
Height - 14”
Length - 16”
Chest – 16.5”
Chihuahua Mannequin
Height - 11.5”
Length - 12”
Chest - 9.5”
Boxer Mannequin
Height - 18”
Length - 19”
Chest - 18.5”
93
DOGUE
Boutique Budget in Detail
Windows Display
Price
Quality Total (USD)
Total (NTD)
$ 131.00
3 $
393.00
$
11,790
A Par 38 white 120 LED Spot Light Bulb Lamp Spotlight
$
26.95
8 $
215.60
$
6,468
Dog Mannequin
$ 149.00
4 $
596.00
$
17,880
1,497
KidKraft Clothes Tree
$
24.95
2 $
49.90 $
Color Printed Board (Small)
$ 155.00
4 $
620.00
$
18,600
Color Printed Board (Big)
$ 219.00
2 $
438.00
$
13,140
$
3,750
Black Polished Porcelain Tile
$
2.50
50 $
125.00
DOGUE-3D word
$ 880.00
1 $
880.00
$
26,400
$ 3,317.50
$
99,525
Subtotal
Item
Trunk with Straps(Set)
Item
DOGUE-3D word
Cash Register
A Par 30 60 LED 110V Spot Light Bulb Lamp Spotlight
Coffee Table
Dog Mannequin
Frameles S Jewelry Vision Showcase
Bracelet Display
Round Sofa
DOGUE shelf
Cabinet
Hangers
Lights
Telephone
21" iMAC
Custom shelf
Rack
White Polished Porcelain Tile floor Rectified Marble
(POS) Casio Cashier Register
Item
Wood Floor
Curtain
Mirror
Wall Lights
Table
Printed Photo
Rack
94
DOGUE
Price
Quality Total (USD)
Total (NTD)
$ 880.00
1 $
880.00
$
26,400
$1,799.00
1 $ 1,799.00
$
53,970
$
16.00
45 $
720.00
$
21,600
$ 329.00
2 $
658.00
$
19,740
$
8,940
$ 149.00
2 $
298.00
$ 327.25
1 $
327.25
$
9,818
$
6.65
5 $
33.25 $
998
$ 300.00
2 $
600.00
$
18,000
$2,580.00
1 $ 2,580.00
$
77,400
$ 249.00
3 $
747.00
$
22,410
$
8,340
$
1.39
200 $
278.00
$
25.00
6 $
150.00
$
4,500
$
66.00
1 $
66.00 $
1,980
$1,199.00
1 $ 1,199.00
$
35,970
$1,161.00
1 $ 1,161.00
$
34,830
$
5,760
$
48.00
4 $
192.00
$
1.99
574 $ 1,142.26
$
34,268
$ 900.00
1 $
900.00
$
27,000
$ 13,730.76 $
411,923
Subtotal
Fitting Room
Price
Quality Total (USD)
Total (NTD)
1,775
$
2.04
29 $
59.16 $
$
16.99
2 $
33.98 $
1,019
$
19.99
2 $
39.98 $
1,199
$
16.00
3 $
48.00 $
1,440
$ 119.00
2 $
238.00
$
7,140
$ 128.00
1 $
128.00
$
3,840
$
3.99
2 $
7.98 $
239
$
555.10
$
16,653
Subtotal
Total Startup Capital Expenditure - Office
$
USD
NTD
528,101
17,603.36 $
Marketing Planning
Office Environment
Interior Inspiration
95
DOGUE
Floor Plan
The size of the office is 405 square feet, and it is divided into office space (70%) and inventory space
(30%). Inventory storage and fulfillment of Web order will take place in the storage portion of the office. In office space, the furniture includes desks, chairs, bookcases, and cabinets, and the technology equipment including computer, fax machine, printer and telephone, and there are storage system
shelves, two bookcases, a table and a chair in the storage space.
96
Marketing Planning
Office
Storage
97
DOGUE
Office Budget in Detail
Item
Desk
Manager Chair
Web person Chair
File Cabinet
Bookcase
21" iMac
Printer
Fuffalo HWR-HP-G300N
Fax Machine
Telephone
Binder
Desk Calender
Paper Mate® Retractable Gel Pens
Trash Can
Coffee Maker
Electric Kettle
Mug
DOGUE- 3D Words
Wood Floor
Internet- Installation
Office
Price
Quality
Total (USD)
Total (NTD)
$
4,740
$
79.00
2
$
158.00
$
4,200
$
139.99
1
$
139.99
1,200
$
39.99
1
$
39.99 $
2,370
$
79.00
1
$
79.00 $
$
7,740
$
129.00
2
$
258.00
$
1,199.00
2
$ 2,398.00
$
71,940
$
5,370
$
179.00
1
$
179.00
1,690
$
56.33
1
$
56.33 $
$
3,990
$
133.00
1
$
133.00
$
3,960
$
66.00
2
$
132.00
2,187
$
7.29
10
$
72.90 $
$
12.99
1
$
12.99 $
390
$
12.99 1 /dozen $
12.99 $
390
657
$
10.95
2
$
21.90 $
1,920
$
64.00
1
$
64.00 $
1,080
$
36.00
1
$
36.00 $
$
1.49
4
$
5.96
$
179
$
880.00
1
$
880.00
$
26,400
$
46.67
14.4
$
672.05
$
20,161
1,700
$
56.67
1
$
56.67 $
Subtotal
$ 5,408.77
$
162,263
Item
Storage System Shelf
Bookcase
Box with lid
3 Step Stool With Mat & Rail
Bar table
Swivel chair
Scotch® Transparent Tape
8" Economy Cast-Iron Scissors
Wall/ clamp spotlight
Wood Floor
Price
$
$
$
$
$
$
$
$
$
$
Quality
217.97
1
129.00
2
14.99
10
39.00
1
199.00
1
39.99
1
1.39
10
2.09
2
12.99
1
46.67
6.8
Subtotal
Total (USD)
Total (NTD)
$
6,539
$
217.97
$
7,740
$
258.00
$
4,497
$
149.90
1,170
$
39.00 $
$
5,970
$
199.00
1,200
$
39.99 $
$
13.90 $
417
$
4.18
$
125
$
12.99 $
390
$
9,521
$
317.36
$ 1,252.29
$
37,569
Item
Trash Can
Tiles Floor
Bath Room
Price
Quality
$
9.00
1
$16.64
2
Subtotal
Total (USD)
Total (NTD)
$
9.00
$
270
$
33.28 $
998
1,268
$
42.28 $
Item
Deposit - 3 months
98
Price
Storage
Other
Quality
Total (USD)
471.25
3 $ 1,413.75
$ 1,413.75
Subtotal
Total (NTD)
$
42,413
$
42,413
USD
8,117.08
NTD
$ 243,513
Total Startup Capital Expenditure - Office
$
Marketing Planning
Marketing
Since DOGUE is a brand new brand, the most important marketing objective for DOGUE is to gain
awareness by the customers. We will develop and maintain a loyal customer base through a series
of activities that will reach and keep connecting with our target customers. Our website will provide
current status information and will allow the client to work interactively with our employees. It is our
hope that the enthusiasms of the DOGUE service team will be clearly conveyed to existing and potential customers and will contribute to a customer satisfaction level that will attract new, and ensure
repeat, business. DOGUE will sponsor two events in cooperation with the Taiwan Animal Protection Association and the Help-Save-A-Pet Fund Taiwan. Also, We will advertise not only in the pet
magazine Dog News but also fashion magazines such as BAZAAR. DOGUE will create a customer
database that is able to help us maintain and build customer relationships. We will keep communicating with our customers by vehicles such as sending out invitation cards to inform customers
about new products we are launching, promotions and special events. We also offer a special gift
to the birthday bowser and birthday cards will be sent to each “customer”, i.e., dog
Our Goals
Short Term
Establish leadership in the industry
Acquire customers
Long Term
Create a strong following of repeat customers
Develop DOGUE brand merchandise designs
99
DOGUE
5P’s marketing strategy
Product
The products we sell are high quality and fashionable. The advantages of buying from our boutique,
is to maximize the value that the customer will receive versus purchasing from a competitor.
Price
Price points will range from approximately $60 to $430. Merchandise from well-known designers
will be largely from the contemporary fashion level.
Place
DOGUE will be located in the Shin Kong Mitsukoshi department store in the Sinyi District. The district is a high traffic area with many shopping malls, department stores and boutiques. There is no
pet store from competitors in this district.
People
DOGUE will hire and train pet friendly and fashionable employees to assist customers and provide
the highest level of service. Employees of DOGUE will treat customers’ pets as their own. Also, we
will build a customer database, and employees will develop and maintain excellent communications
and good taste in fashion to ensure customer satisfaction.
100
Marketing Planning
Promotion
DOGUE will introduce the brand by placing advertisement in Dog News magazine, and Bazaar
magazines. Dog News and Oh My Dog are the best well-known dog magazine in Taiwan, and
they provide the latest trends of dog products. Also, ELLE and Harper’s Bazaar is popular fashion
magazines in the world. If they need to dress models on the magazines, we can provide the dog
model with trendy dresses.
A recent survey developed by DOGUE, discovered 70% of respondents follow the fashion trends
and events so we will try to collaborate with these fashion magazines.
101
DOGUE
E-commerce
DOGUE will launch an ecommerce site, DOGUE.com.tw to introduce the brand and events, sell
products, and communicate with customers. The website will contain information about the company, provide new product information and offer online shopping. Customers who purchase over
$100 will get free shipping to addresses in Taiwan. The website is able to help expand brand
awareness beyond Taipei and make it easy for customers who do not live in Taipei. Also, we will
provide the links to New York Pet Fashion Week to keep customers aware of the trends of dog
products in New York.
102
Marketing Planning
Broadcast
Because of valuable friendships we have formed with other businesses such as radio talk shows,
these vehicles can help us gain visibility by providing exemplary fashion clothes consultation services
for their dog, and they will talk about our business in the radio shows.
103
DOGUE
Print Ads
DOGUE
where dogs go for fashion
because...
104
The newest ad we just began using
was to showcase the new collection
we are going to carry. This picture is
a dog wearing fur coat and a sunglass, looking trendy with the focus
on the dog because of the slogan
“Fur is NOT enough”. The picture totally says it all, and the slogan should
just add stickiness to your marketing
campaign. The dog is in front of the
Eiffel tower in Paris, France. Today,
Paris, along with London, Milan, and
New York City, is considered one of
the world’s fashion capitals, and the
city is home or headquarters to many
of the premier fashion houses. It totally represents Fashion.
Marketing Planning
105
DOGUE
Direct Mailing
The direct mails we are sending are postcards notifying the recipients of new items and sales that
only people who are signed up for can take full advantage of. Email newsletters are a big part of
what we do.
We also send the birthday cards to “customers”, and that will be the good way to get close our
customers. These customers will be our canine friends!
106
DOGUE
Social Networking
Social Networking websites have become very popular not only in the US but also in Taiwan.
DOGUE will use social networking websites such as Facebook, Youtube, and Wretch where customers are able to become a “Fan” of DOGUE because it will be easy to follow us. Facebook,
Youtube, and Wretch will provide the latest trends of products and the newest events. Also, these
pet owners can upload and share the photos of their pets dressed in fashion apparel from DOGUE
on Facebook.
108
Marketing Planning
109
DOGUE
Special Events
DOGUE will hold two seasonal pet fashion shows in April and October, host a Christmas party, and
attend fashion’s night out Taiwan. Also, DOGUE will attend the Taipei Pet Show in July and sponsor
a promotional events Pet Carnival in January. We will send the invitation cards and post the events
not only on Facebook and Wretch to tell customers about our events. Also, we will post information
of events a local paper “Apple Daily” in order to attract new customers.
Pet Carnival
Pet Carnival is an annual event hosted by the Help-Save-A Pet Fund Taiwan to raise awareness and
money in support of animal care and adoption. It is a two days event includes pet adoption and
charity sales. DOGUE will provide some products to the charity sale.
110
DOGUE
112
Marketing Planning
Fashion’s night out
Fashion’s night out is the most popular fashion event in September around
the world. The event encourages the public to celebrate and support the
fashion community. In 2009, this was the first time that VOGUE held
the fashion’s night out around the world especially in Asian countries
such as China, Taiwan, Japan, South Korea and Australia. It is a good
opportunity for DOGUE to represent our concept “DOGUE is where dogs
go for fashion” by collaborating with celebrity dog owners such as the top
model of Taiwan Zhi-Lin, Lin. On the event, VOGUE will launch limited
designers products with Fashion’s night out signature on T-shirts, iphone
cases, and totes, so DOGUE, too, will launch some limited designers
products to dogs.
113
DOGUE
114
Marketing Planning
Christmas Party
Our Christmas Party will be a formal affair. According to our customer database, we are going to invite
all of our customers. Owners and their dogs are required to dress formally. The objective of the party
is to communicate with customers face to face not only in dog care but also in fashion.
115
DOGUE
Online Marketing
Google Adwords and Yahoo Keywords
The online advertising is also important for us since we plan to sell an online. We believe that
Google Adwords and Yahoo Keyword will help to build our online boutique well. Google AdWords
and Yahoo Keywords are very popular online advertising, so DOGUE will set up key words that
relates to our concept, product and service such as DOGUE, dog, leash, fashion, carrier, and so
on. When customers search on Google or Yahoo, they would find DOGUE because of these key
words. They both offer pay-per-click and pay-per-day advertising. In the first year, DOGUE will
choose the pay-per-click, the cost will be $0.01 on Google and $0.1 on Yahoo per click.
116
Marketing Planning
Marketing Budget
Item
Branding
Description
Business Cards
Letterhead
Envelopes
Shopping Bags
Amount
2,000
2,000
2,000
2,000
Cost
$
$
$
$
0.03
0.02
0.04
0.22
Branding Expenses
Website
$ 240.00
$ 250.00
$ 3,200.00
$
8.22
$
$
$
$
$
2,880.00
3,000.00
3,200.00
98.64
9,178.64
1,000
1,000
1,000
100
4,000
$
$
$
$
$
0.04
0.04
0.13
1.86
0.02
$
$
$
$
$
$
44.48
44.48
133.43
185.55
91.38
499.31
2
1
1
2
4
6
$
$
$
$
$
$
5,000.00
3,500.00
1,000.00
2,880.00
870.00
213.33
Other Expenses
$
$
$
$
$
$
$
10,000.00
3,500.00
1,000.00
5,760.00
3,480.00
853.32
24,593.32
Total Marketing Year 1
$
34,892
Yahoo Key words
Google AD words
Development
Repair and Maintain
12
12
1
12
Total Expense
$
55.60
$
41.70
$
76.44
$
446.49
$
620.23
Website Expenses
Print
Post Cards
Birthday Cards
Invitation Cards
Advertising Post (100*70 cm)
Brochure
Print Expenses
Other Marketing
Expenses and events
Marketing Year1
Branding Expenses
Website Expenses
Print Expenses
Other Expenses
Total
Pet fashion show (April & October)
Christmas Party
Pet Carnival
Magazine (Cover)
Magazine (Full Page)
Newspaper (8.4 X 8.72 cm)
Expenses
% Expenses
$
620.23
2%
$
9,178.64
26%
$
499.31
1%
$ 24,593.32
70%
$
34,892
100%
117
118
Financial Planning
119
DOGUE
Financial Summary
Funding
DOGUE, while being aware of how fashion is manufactured, merchandised and sold, is not a typical
clothing line for either men or women. DOGUE will finance its start-up and initial growth through
private investment and a bank loan. We will be financed with start-up capital of $112,791. $10,000
(9%) personal funds, a family investment $50,000 (44%), and a bank loan $52,791 (47%).
Soruce
Personal Funds
Family Investment
Bank Loan
Total
Amount $
$10,000
$50,000
$52,791
$112,791
Percentage of Total
9%
44%
47%
100%
DOGUE’s inventory turnover will be 6.93 in the first year, and will increase to 10.56 in the third year.
We are projecting 8 pieces per day, and the amount that can be achieved easily in Shin Kong
Mitsukoshi department store with its heavy daily foot traffic.
Start Up
The start-up capital is $112,791 that includes new fixtures and equipments, the first three months
rent and deposit, opening inventory, working capital, salaries, and other expenses.
120
Financial Planning
Assortment Plan
The opening inventory includes 657 units including pet apparel, leashes and harnesses, carriers,
jewelry and gift sets. Total wholesale cost is $65,040 at a markup of 62%. In the first year, we
reorder merchandise once every two months to keep the inventory balance with the sales. Sales
numbers are based on the season and are expected to peak at holidays like Chinese New Year.
We plan to sell 1,387 units in Spring/Summer and 1,373 units in Fall/Winter. The total sales is
$438,369 that includes $223,354 (51%) on apparel, $127,594 (29.1%) on leashes and harnesses,
$25,870 (5.9%) on carriers, $22,461 (5.1%) of jewelry, and $39,091 (8.9%) on gift sets. The gross
margin is 60.5%. The average of items sold per day is 7.56 means that we will sell about 8 items
per day, which is very modest projection.
121
DOGUE
Apparel
Leashes & Harnesses
Carriers
Jewelry
Gift Sets
Total
122
$
Spring/Summer
Units
61,585.00 688
SLS
$60,374
COGS
$ 65,299.00
$18,760
$
49,945.00
428
$48,963
$5,472
$
13,840.00
77
$2,870
$
7,610.00
$7,710
$
19,530.00
COGS
$22,900
Fall/Winter
$165,474.00
Units
677
SLS
$162,980
$ 31,417.00
$ 79,835.00
421
$78,632
$13,568
$ 4,887.00
$ 12,490.00
68
$12,302
74
$7,460
$ 6,006.00
$ 15,230.00
78
$15,000
120
$19,146
$8,040
$20,250
129
$19,945
$ 152,510.00 1,387 $149,510
$293,279
1,373 $288,859
Financial Planning
COGS
$88,199
Annual
Units
1,365
SLS
$223,354
%/Total
Avg Cost
Avg Retail
GM%
No of SKU's
51.0%
$64.61
$163.63
60.5%
208
$50,177
849
$127,594
29.1%
$59.10
$150.29
60.7%
47
$10,359
145
$25,870
5.9%
$71.44
$178.41
60.0%
29
$8,876
152
$22,461
5.1%
$58.39
$147.77
60.5%
28
$15,750
249
$39,091
8.9%
$63.25
$156.99
59.7%
14
$173,361
2,760
$438,369
100.0%
$62.81
$158.83
60.5%
326
123
DOGUE
Profit and Loss
Our sales are projecting at $438,369 in Year 1, $569,880 in Year 2 and $740,844 in Year 3. Our
profit for year 1 is also projected conservatively at 10% and our cash flow is positive with a year-end
cumulative figure of $102,867.
Loan Payment Schedule
Our initial total bank loan is 52,791. This will be obtained from the Mega International Commercial
Bank with reputation for servicing small business. The loan will be repaid in equal installments over
60 months (5 years), and the annualized interest rate of 7.8% (0.65% monthly interest rate). This
translates into a monthly principal repayment of $880.
124
Financial Planning
Start-Up Expenses
125
DOGUE
Sales Projection (year 1)
Mar-Yr0
May-Yr1
Jun-Yr1
Jul-Yr
Aug-Yr1
Sep-Yr1
Oct-Yr1
BOM
$65,040
$43,756
$75,159
$53,815
$80,935
$50,733
$81,035
Net Sales
COGS
GM$
GM%
$20,875
$7,995
$12,880
61.7%
$18,215
$6,985
$11,230
61.7%
$20,935
$8,071
$12,864
61.4%
$22,455
$8,626
$13,829
61.6%
$29,705
$11,270
$18,435
62.1%
$37,325
$14,765
$22,560
60.4%
$36,010
$14,661
$21,349
59.3%
$200
1.0%
$200
1.0%
$200
1.0%
$200
0.9%
$200
0.7%
$2,000
5.0%
$200
0.6%
$0
$209
$50,000
$22,330
$182
$0
$209
$50,000
$18,716
$225
$0
$297
$70,000
$26,203
$373
$0
$360
$43,756
$75,159
$53,815
$80,935
$50,733
$81,035
$44,465
$54,398
3.12
0.38
$59,458
2.40
0.31
$64,487
3.59
0.32
$67,375
2.40
0.33
$65,834
2.72
0.45
$65,884
1.36
0.57
$62,750
2.25
0.57
MD$
MD%
Purchases -Retail
Purchases -Cost
Shrinkage
$65,040
$24,346
EOM
$65,040
Avg Stk
Stk:Sls
Turn
126
Apr-Yr1
Financial Planning
Nov-Yr1
Dec-Yr1
Jan-Yr1
Feb-Yr1
Mar-Yr1
Q1-Yr1
Q2-Yr1
Q3-Yr1
Q4-Yr1
Yr1 Total
$44,465
$91,576
$43,468
$105,090
$42,758
$65,040
$53,815
$81,035
$43,468
$32,365
$13,194
$19,171
59.2%
$47,434
$18,751
$28,683
60.5%
$47,701
$18,903
$28,798
60.4%
$61,517
$24,019
$37,498
61.0%
$63,832
$26,121
$37,711
59.1%
$60,025
$23,051
$36,974
61.6%
$89,485
$34,661
$54,824
61.3%
$115,809
$46,606
$69,203
59.8%
$173,050
$69,043
$104,007
60.1%
$438,369
$173,361
$265,008
60.5%
$200
0.6%
$200
0.4%
$200
0.4%
$200
0.3%
$3,420
5.4%
$600
1.0%
$2,400
2.7%
$600
0.5%
$3,820
2.2%
$7,420
1.7%
$80,000
$29,946
$324
$0
$474
$110,000
$41,176
$477
$0
$615
$70,000
$26,203
$638
$115,040
$46,676
$600
$120,000
$44,919
$895
$80,000
$29,946
$1,158
$180,000
$67,378
$1,731
$495,040
$188,919
$4,384
$91,576
$43,468
$105,090
$42,758
$44,867
$53,815
$81,035
$43,468
$44,867
$68,020
1.37
0.48
$67,522
1.93
0.70
$74,279
0.91
0.64
$73,924
1.71
0.83
$43,812
0.67
1.46
$59,443
$66,630
$65,136
$59,046
1.0
1.3
1.8
2.9
$63,284
6.93
127
DOGUE
Apr-Yr2
Jun-Yr2
Jul-Yr2
Aug-Yr2
Sep-Yr2
Oct-Yr2
BOM
$44,867
$17,258
$73,142
$45,454
$85,771
$46,568
$95,135
Net Sales
COGS
GM$
GM%
$27,138
$10,394
$16,744
61.7%
$23,680
$9,081
$14,599
61.7%
$27,216
$10,492
$16,723
61.4%
$29,192
$11,214
$17,978
61.6%
$38,617
$14,651
$23,966
62.1%
$48,523
$19,195
$29,328
60.4%
$46,813
$19,059
$27,754
59.3%
$200
0.7%
$200
0.8%
$200
0.7%
$200
0.7%
$200
0.5%
$2,426
5.0%
$200
0.4%
$0
$80,000
$29,946
$0
$70,000
$26,203
$0
$100,000
$37,432
$0
$271
$237
$272
$292
$386
$485
$468
EOM
$17,258
$73,142
$45,454
$85,771
$46,568
$95,135
$47,653
Avg Stk
Stk:Sls
Turn
$31,063
1.65
0.87
$45,200
0.73
0.52
$59,298
2.69
0.46
$65,613
1.56
0.44
$66,170
2.22
0.58
$70,851
0.96
0.68
$71,394
2.03
0.66
MD$
MD%
Purchases -Retail
Purchases -Cost
Shrinkage
128
May-Yr2
Financial Planning
Nov-Yr2
Dec-Yr2
Jan-Yr2
Feb-Yr2
Mar-Yr2
Q1-Yr2
Q2-Yr2
Q3-Yr2
Q4-Yr2
Yr2 Total
$47,653
$104,958
$42,477
$119,646
$38,674
$44,867
$45,454
$95,135
$42,477
$42,075
$17,152
$24,922
59.2%
$61,664
$24,376
$37,288
60.5%
$62,011
$24,574
$37,437
60.4%
$79,972
$31,225
$48,747
61.0%
$82,982
$33,957
$49,024
59.1%
$78,033
$29,966
$48,066
61.6%
$116,331
$45,059
$71,271
61.3%
$150,552
$60,588
$89,964
59.8%
$224,965
$89,756
$135,209
60.1%
$569,880
$225,369
$344,510
60.5%
$200
0.5%
$200
0.3%
$200
0.3%
$200
0.3%
$4,149
5.0%
$600
0.8%
$2,826
2.4%
$600
0.4%
$4,549
2.0%
$8,575
1.5%
$100,000
$37,432
$0
$140,000
$52,405
$0
$120,000
$44,919
$80,000
$29,946
$170,000
$63,635
$100,000
$37,432
$260,000
$97,324
$610,000
$228,337
$421
$617
$620
$800
$830
$780
$1,163
$1,506
$2,250
$5,699
$104,958
$42,477
$119,646
$38,674
$70,714
$45,454
$95,135
$42,477
$70,714
$76,306
1.13
0.55
$73,718
1.70
0.84
$81,062
0.68
0.76
$79,160
1.50
1.01
$54,694
0.47
1.52
$45,181
$68,232
$72,556
$67,878
1.7
1.7
2.1
3.3
$64,025
8.90
129
DOGUE
Apr-Yr3
Jun-Yr3
Jul-Yr3
Aug-Yr3
Sep-Yr3
Oct-Yr3
BOM
$70,714
$34,882
$83,591
$47,657
$99,128
$48,225
$101,361
Net Sales
COGS
GM$
GM%
$35,279
$13,512
$21,767
61.7%
$30,783
$11,805
$18,979
61.7%
$35,380
$13,640
$21,740
61.4%
$37,949
$14,578
$23,371
61.6%
$50,201
$19,046
$31,155
62.1%
$63,079
$24,953
$38,126
60.4%
$60,857
$24,777
$36,080
59.3%
$200
0.6%
$200
0.6%
$200
0.6%
$200
0.5%
$200
0.4%
$3,154
5.0%
$200
0.3%
$0
$80,000
$29,946
$0
$90,000
$33,689
$0
$120,000
$44,919
$0
$353
$308
$354
$379
$502
$631
$609
EOM
$34,882
$83,591
$47,657
$99,128
$48,225
$101,361
$39,696
Avg Stk
Stk:Sls
Turn
$52,798
2.00
0.67
$59,236
1.13
0.52
$65,624
2.36
0.54
$73,393
1.26
0.52
$73,677
1.97
0.68
$74,793
0.76
0.84
$70,528
1.67
0.86
MD$
MD%
Purchases -Retail
Purchases -Cost
Shrinkage
130
May-Yr3
Financial Planning
Nov-Yr3
Dec-Yr3
Jan-Yr3
Feb-Yr3
Mar-Yr3
Q1-Yr3
Q2-Yr3
Q3-Yr3
Q4-Yr3
Yr3 Total
$39,696
$124,252
$43,087
$141,466
$36,262
$70,714
$47,657
$101,361
$43,087
$54,697
$22,298
$32,399
59.2%
$80,163
$31,689
$48,474
60.5%
$80,615
$31,946
$48,669
60.4%
$103,964
$40,592
$63,372
61.0%
$107,876
$44,144
$63,732
59.1%
$101,442
$38,956
$62,486
61.6%
$151,230
$58,577
$92,653
61.3%
$195,717
$78,764
$116,953
59.8%
$292,455
$116,683
$175,772
60.1%
$740,844
$292,980
$447,864
60.5%
$200
0.4%
$200
0.2%
$200
0.2%
$200
0.2%
$5,394
5.0%
$600
0.6%
$3,554
2.4%
$600
0.3%
$5,794
2.0%
$10,548
1.4%
$140,000
$52,405
$0
$180,000
$67,378
$0
$120,000
$44,919
$80,000
$29,946
$210,000
$78,608
$140,000
$52,405
$300,000
$112,297
$730,000
$273,256
$547
$802
$806
$1,040
$1,079
$1,014
$1,512
$1,957
$2,925
$7,408
$124,252
$43,087
$141,466
$36,262
$41,914
$47,657
$101,361
$43,087
$41,914
$81,974
0.73
0.67
$83,669
1.55
0.96
$92,276
0.53
0.87
$88,864
1.36
1.17
$39,088
0.34
2.76
$59,211
$74,093
$77,099
$65,682
1.7
2.0
2.5
4.5
$70,172
10.56
131
DOGUE
Cash Flow Forcast (Year 1)
Mar - Yr 0
Profit or <Loss>
Plus: Receipt of Purchases (Cost)
$24,346
Apr-Yr1
May-Yr1
Jun-Yr1
Jul-Yr1
Aug-Yr1
$7,836
$6,271
$7,829
-$3,641
-$2,485
$0
$22,330
$0
$18,716
$0
Less: Payment of Purchases
$22,330
$0
$18,716
Plus: Depreciation Expense
$1,569
$1,569
$1,569
$1,569
$1,569
Less: Principal Payments
$880
$880
$880
$880
$880
$24,346
$8,525
$29,290
-$13,812
$15,764
-$20,512
$24,346
$32,871
Equals: Monthly Net Cash
Cumulative Net Cash
132
$0
$62,161
$48,349
$64,113
$43,601
Financial Planning
Sep-Yr1
Oct-Yr1
Nov-Yr1
Dec-Yr1
$2,978
-$5,942
$642
$3,004
$26,203
$0
$29,946
$0
Jan-Yr1
Feb-Yr1
Mar-Yr1
Yr 1
$5,977
$11,883
$9,697
$44,049
$41,176
$0
$26,203
$188,919
$0
$26,203
$0
$29,946
$0
$41,176
$0
$138,370
$1,569
$1,569
$1,569
$1,569
$1,569
$1,569
$1,569
$18,828
$880
$880
$880
$880
$880
$880
$880
$10,558
$36,589
$102,867
$29,870
-$31,456
$31,278
-$26,253
$47,842
-$28,603
$73,471
$42,016
$73,293
$47,040
$94,882
$66,279
$102,867
133
DOGUE
Profit and loss (Year 1)
Net Sales
COGS
Merchandise GM$
Apr-Yr1
$20,875
May-Yr1
$18,215
Jun-Yr1
$20,935
Jul-Yr1
$22,455
Aug-Yr1
$29,705
Sep-Yr1
$37,325
$7,995
$12,880
$6,985
$11,230
$8,071
$12,864
$8,626
$13,829
$11,270
$18,435
$14,765
$22,560
Research & Development
Merch. GM w/ R&D
134
$1,850
$12,880
$11,230
$12,864
$13,829
$16,585
$22,560
$6,108
$183
$5,818
$1,675
$180
$1,400
$100
$25
$320
$1,569
$100
$100
$276
$225
$100
$297
$594
$19,070
$6,108
$183
$7,190
$592
$180
$1,400
$100
$25
$315
$1,569
$100
$100
$276
$225
$100
$373
$747
$19,582
-$2,485
$2,978
Wages*
Payroll Taxes
Rent
Marketing Expense
Health Insurance
Insurance
Accounting/Books
Banking
Interest Expense
Depreciation
Utillties & Security
Telephone
Supplies
Dog Treats
Misc. Repairs et al
Shrinkage
Credit Card Transaction Fee
Total Expense
$180
$1,400
$100
$25
$343
$1,569
$100
$100
$276
$225
$100
$209
$418
$5,044
$180
$1,400
$100
$25
$337
$1,569
$100
$100
$276
$225
$100
$182
$364
$4,959
$180
$1,400
$100
$25
$332
$1,569
$100
$100
$276
$225
$100
$209
$419
$5,035
$6,108
$183
$4,513
$1,592
$180
$1,400
$100
$25
$326
$1,569
$100
$100
$276
$225
$100
$225
$449
$17,470
Profit/Loss
$7,836
$6,271
$7,829
-$3,641
Financial Planning
Oct-Yr1
$36,010
$14,661
$21,349
Nov-Yr1
Dec-Yr1
Jan-Yr1
$32,365
$47,434
$47,701
$13,194
$19,171
$18,751
$28,683
$18,903
$28,798
Feb-Yr1
$61,517
Mar-Yr1
$63,832
Yr1 Total
$438,369
%/Sls
100.0%
$24,019
$37,498
$26,121
$37,711
$173,361
$265,008
39.5%
60.5%
$1,817
$3,667
0.8%
$21,349
$19,171
$28,683
$28,798
$37,498
$35,894
$261,341
59.6%
$6,108
$183
$6,953
$8,583
$180
$1,400
$100
$25
$309
$1,569
$100
$100
$276
$225
$100
$360
$720
$27,291
$6,108
$183
$6,297
$592
$180
$1,400
$100
$25
$303
$1,569
$100
$100
$276
$225
$100
$324
$647
$18,529
$6,108
$183
$9,009
$4,583
$180
$1,400
$100
$25
$297
$1,569
$100
$100
$276
$225
$100
$474
$949
$25,679
$6,108
$183
$9,057
$1,675
$180
$1,400
$100
$25
$292
$1,569
$100
$100
$276
$225
$100
$477
$954
$22,821
$6,108
$183
$11,544
$1,573
$180
$1,400
$100
$25
$286
$1,569
$100
$100
$276
$225
$100
$615
$1,230
$25,615
$6,108
$183
$11,961
$1,675
$180
$1,400
$100
$25
$280
$1,569
$100
$100
$276
$225
$100
$638
$1,277
$26,197
$54,972
$1,649
$72,341
$34,892
$2,160
$16,800
$1,200
$300
$3,740
$18,828
$1,200
$1,200
$3,312
$2,700
$1,200
$4,384
$8,767
$217,292
12.5%
0.4%
16.5%
8.0%
0.5%
3.8%
0.3%
0.1%
1%
4.3%
0.3%
0.3%
0.8%
0.6%
0.3%
1.0%
2.0%
49.6%
-$5,942
$642
$3,004
$5,977
$11,883
$9,697
$44,049
10.0%
135
DOGUE
Loan Payment Schedule
Month
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
136
Loan Balance
$52,791
$51,911
$51,031
$50,151
$49,272
$48,392
$47,512
$46,632
$45,752
$44,872
$43,993
$43,113
$42,233
$41,353
$40,473
$39,593
$38,713
$37,834
$36,954
$36,074
$35,194
$34,314
$33,434
$32,554
$31,675
$30,795
$29,915
$29,035
$28,155
$27,275
Monthly Principal
Payment
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
Monthly Interest
Expense
$343
$337
$332
$326
$320
$315
$309
$303
$297
$292
$286
$280
$275
$269
$263
$257
$252
$246
$240
$234
$229
$223
$217
$212
$206
$200
$194
$189
$183
$177
Total Payment
Due
$1,223
$1,217
$1,212
$1,206
$1,200
$1,194
$1,189
$1,183
$1,177
$1,172
$1,166
$1,160
$1,154
$1,149
$1,143
$1,137
$1,131
$1,126
$1,120
$1,114
$1,109
$1,103
$1,097
$1,091
$1,086
$1,080
$1,074
$1,069
$1,063
$1,057
Financial Planning
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
$26,396
$25,516
$24,636
$23,756
$22,876
$21,996
$21,116
$20,237
$19,357
$18,477
$17,597
$16,717
$15,837
$14,957
$14,078
$13,198
$12,318
$11,438
$10,558
$9,678
$8,799
$7,919
$7,039
$6,159
$5,279
$4,399
$3,519
$2,640
$1,760
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$880
$172
$166
$160
$154
$149
$143
$137
$132
$126
$120
$114
$109
$103
$97
$92
$86
$80
$74
$69
$63
$57
$51
$46
$40
$34
$29
$23
$17
$11
$6
$1,051
$1,046
$1,040
$1,034
$1,029
$1,023
$1,017
$1,011
$1,006
$1,000
$994
$989
$983
$977
$971
$966
$960
$954
$948
$943
$937
$931
$926
$920
$914
$908
$903
$897
$891
$886
137
138
Appendix
139
DOGUE
Bibliography
ArtDog - http://arfdog.com/catalog/index.php
Bitch New York - http://www.bitchnewyork.com/
Bureau of Foreign Trade - http://cweb.trade.gov.tw/mp.asp?mp=1
China.com - http://big5.china.com/gate/big5/www.china.com/
Council for Economic Planning and Development - http://www.cepd.gov.tw/
Department of Statistics of Ministry of the Interior - http://www.moi.gov.tw/stat/
Department of Budget, Accounting&Statistics Taipei City Government - http://www.dbas.taipei.gov.tw
Design Analysis - http://nileylead.blogspot.com/
Epoch Times - http://www.epochtimes.com/
I’m B2B - http://www.imb2b.com/
Insightxplorer online market research - http://www.insightxplorer.com/index.html
Marketing Chinatimes - http://marketing.chinatimes.com/index.html
My Dog - http://tw.myblog.yahoo.com/jw!2YSyM0mZGRnTGvIcqVio86LE1iI-/
New Taipei City Government - http://www.ntpc.gov.tw/web/Home?command=display&page=flash
New Taiwan - http://www.newtaiwan.com.tw/index.jsp
Petmart - http://www.petmart.com.tw/
Posh Puppy Boutique - http://www.poshpuppyboutique.com/default.asp
Taipei City Government - http://www.taipei.gov.tw/MP_100005.html
Taiwan Institute of Economic Research - http://english.tier.org.tw/
The Journalist - http://www.new7.com.tw/
Yahoo Blog Taiwan - Analysis Pet Industry In Taiwan
142
Appendix
Survey Approval
Wei-Fen Chang
Graduate Student
School of Fashion
Academy of Art University
Email: changweifen@gmail.com
#02894031
Re: IRB Application
Dear Wei-Fen Chang,
Thank you for your submission of materials. The Institutional Review Board (IRB) has approved your application and survey and commends you on
the strength of your application. Please note the following:
1. Approval expires twelve months from the date noted above. At that time, if you are still collecting data from participants you will need to file a
renewal application with the IRB.
2. You must let the IRB know if you make any modifications to the research protocol or changes to your survey design (wording etc.).
3. You must let the IRB know in writing within ten (10) working days if your participants encounter any adverse reactions or complications during your
study.
Please contact me if you have any questions. We wish you every success in your research.
Sincerely,
AAU Institutional Review Board
Academy of Art University
79 New Montgomery Street
San Francisco, CA 94105
irb@academyart.edu
143
DOGUE
Survey
144
Appendix
Survey
145
DOGUE
Survey
146
Appendix
Survey
147
148
149
It is time for
150
DOGUE
and Dogs

where dogs go for fashion - Midpoint and Final Review Showcase

Transcription

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