Pet Fashion

Table of Contents

1.0 Executive Summary

1.1 Mission

1.2 Keys to Success

2.0 Company Summary

2.1 Company Ownership

2.2 Company History

2.3 Company Locations and Facilities

3.0 Products and Services

3.1 Product and Service Description

3.2 Competitive Comparison

3.3 Sales Literature

3.4 Sourcing and Fulfillment

3.5 Technology

3.6 Future Products and Services

4.0 Market Analysis Summary

4.1 Market Segmentation

4.2 Target Market Segment Strategy.

4.2.1 Market Needs

4.2.2 Market Trends

4.2.3 Market Growth

4.3 Industry Analysis

4.3.1 Industry Participants

4.3.2 Distribution Patterns

4.3.3 Competition and Buying Patterns

4.3.4 Main Competitors

Table of Contents

5.0 Strategy and Implementation Summary

5.1 Strategy Pyramid

5.2 Value Proposition

5.3 Competitive Edge

5.4 Marketing Strategy

5.4.1 Positioning Statements

5.4.2 Pricing Strategy

5.4.3 Promotion Strategy

5.4.4 Distribution Patterns

5.4.5 Marketing Programs

5.5 Sales Strategy

5.5.1 Sales Forecast

5.5.2 Sales Programs

5.6 Strategic Alliances

5.7 Milestones

6.0 Web Plan Summary

6.1 Website Marketing Strategy

6.2 Development Requirements

7.0 Management Summary

7.1 Organization Structure

7.2 Management Team

7.3 Management Team Gaps

7.4 Personnel Plan

8.0 Financial Plan

8.1 Important Assumptions

8.2 Key Financial Plan

8.3 Break even analysis

8.4 Projected Profit and Loss

8.5 Projected Cash Flow

8.6 Projected Balance Sheet

8.7 Long-term Plan

8.8 Exit Strategy

1.0 Executive Summary

KellyMichael Co. is a partnership between two young designers. The partners worked out of their home until their business volume enabled them to move their operation into leased property in the Ontario Emporia Arts District (OEAD). This centralized itself directly in position to the local artists and other young entrepreneurs. KellyMichael believed that this beneficial to their great success and long-term growth as designers.

This expanded space allowed them to design and manufacture various pet apparel; ranging from dresses to jackets and even toys. However, Poochtee dog t-shirts represent the major share of the company’s production.

Since the growth of the company, KellyMichael Co. has received great recognition within the pet industry. KellyMichael Co.’s strongly known for its unique designs and brash artwork. By working with other young fresh artists and designers, KellyMichael Co. has become a central hub for manufacturing private labeling.

KellyMichael Co. continues to focus on delivering the highest quality products and strengthen customer’s relationships while expanding the company with Devonci, fashion and lifestyle products. Without possessing any debt or long term capital expenses that will affect their cash flow, expansion into the market or production capacity is more accessible in the near future.

1.1 Mission

Provide highest-quality products to attract and strengthen customer relationships while exceeding customer expectations.

1.2 Keys to Success

1. Maintain positive, steady growth each month.

2. Experience an increase in new customers who are turned into long-term customers.

3. Generate brand equity.

2.0 Company Summary

2.1 Company Ownership

Michael James and Kristine Kelly recognized the lack of style in the pet industry and decided to team up to start a dog product line called Poochtee. Within their mission is about fit, comfort, and stylish fashion with a fun attitude. Leading the way into the future with a young attitude, excellent service and a multitude of designs, KellyMichael Co. brings a new meaning to selection and style.

2.2 Company History

In 2004 Michael James and Kristine Kelly brought new meaning to selection and style through their dog t-shirt line Poochtee. With their main focus on fit, comfort and a stylish fashion with a fun attitude, Poochtee Design Co. was launched. Within two years, Poochtee became a household brand amongst numerous celebrities and the media. This placed James and Kelly on the map in the pet industry as the top favorite dog t-shirt designers.

In 2006, James and Kelly wanted to continue strengthening customer relationships by providing the highest quality products and excellent customer