| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 99 === a. Business Concept
Electronic commerce in Internet is thriving. Even though consumers can effortlessly consume from the Internet, they still have troubles in finding products and commodities that will meet their needs and desires.
Fashion Pocket by definition refers to "Follow the Trend", this plan mainly solve the problems of wear matching or selecting for busy office workers who have social engagement, party and other special events occasions; double income families that the parents who have family reunion, meeting with the children’s teacher and so on, all of them do not have extra time to go shopping and have problems of selection for clothing and accessories in special occasions to the development of the network platform.
Nowadays the information is available on the internet; all goods online are transparent and updated information on each online store very fast. However, the department store and other physical clothing and accessories stores’ information are not transparent, and people who need to go that the stores in person aware of new products and new information. For busy office workers or parents who like to pick the clothes by themselves but they do not want to spend too much time for searching; young people do not like waste time for shopping but they want to know whether there is a new product launch that is very troublesome and inconvenient.
b. The Opportunity and Strategy
On November 5, 2010 reports, nearly 90 percent white-collar workers had online shopping experience, mainly to enjoy cheaper prices and the convenience of home delivery services available. The average online shopping is once during two months and the average cost of NT$2,520.
The 67% of white-collar workers who the respondents work for the day will be an additional effort is needed to wear dress outfit. In a "personal clothing management practices survey" in the (66% female / 34% male, 66.34 percent up to 23-30 years of age, the incumbent 53%), buying clothes once a month accounted for 49.5% frequency; When going outside, the people who feels no suitable clothing that 36.1%; due to not understand the wearing and wish to have some reference for dressing accounted for 26.34%; have a lot of clothes just only used once or twice accounted for 20.49%, spending too much time to handle apparel with behind schedule accounts for 11.71%. Fashion Pocket in addition to in accordance with customer needs and providing for product information from major physical clothing and accessories stores, also website network that customers have clearer, more convenient, comprehensive choices to select clothing and accessories.
c. The target market and projections
Target customers mainly are 23-39 years old female, who is office workers, parents (Double-income) and young lady. Target market mainly is in Northern Taiwan (Keelung, Taipei, Ilan, Taoyuan and Hsinchu) in the first year.
Northern Taiwan has 48.81% female has internet use experiences which more than male. We can infer under 370,214 on-the-job female who aged 20-39 years and has over average NT$35,000, salaries a month there are 370,214 * 0.4881 = 180,701 female. Under survey results, there are 2.13% people who are very willing to pay for service: 180,701*0.0213 = 3,849 female; there are 14.89% people who are willing to pay for service: 180,701* 0.1489 = 26,906 female.
d. The competitive advantages
Clothing and accessories matching recommendation, traditional practices for example, the forum way, post press releases, blog sharing, is communicating with customers as a single-way ---> Fashion Pocket two-way communication with customers, according to customer demand for the provision of appropriate advice.
Clothing and accessories stores information to delivery service, for example, online stores' information transparency high, but low transparency of information entities clothing store ---> Fashion Pocket collaborated with physical apparel stores and link their the newest product information of clothing and accessories.
e. The team
Fashion Pocket has 5 people (including me) to join this business plan, Hsiao-Ping Sun is responsible for whole company, Kai-Lin Song and Ying-Ru Chen will responsible for Public-relation department, Ya-wen Chuang will responsible for Information department, and Jia-rong Wu will be accountant in Fashion Pocket.
Kai-Lin was good at marketing. She worked marketing project in senior grade. She was general employee in Taishin bank in half year. Ying-Ru worked human resources project in senior grade also got great performance. She was general employee in Trade Company in half year. Jia-rong was intern of Deloitte Company. Now she is going to work in Deloitte Company.
f. The offering
The projection of Net Income first year is NT$ -3,156,284; the second year NT$ -304,284; the third year is NT$ 1,163,600. The cash flow will be positive in third year.
The initial investment about NT$1,693,500, so far, we have NT$500,000 from 5 partners for star-up business. We still need NT$1,000,000 capital which is from investors or loan of government subsidy.
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