Dan Carithers of Atlanta, one of America’s best interior designers, said that $500,000 would buy a room. But $400,000 would go to accessories. . . A sofa is a couch, but a rug is also a carpet. Accessories can be used to show you who a person really is. They are the most important part of decorating. . . Accessories are what create that feeling of ‘#8220’ I’m home’?8221? Source: Atlanta Magazine Shops, Fall 2001

The Scarlet Tassel – A start-up retail shop that offers unique home accessories, gifts and other products to consumers looking to create a home environment that feels like home. The Scarlet Tassel intends to be located in Sandy Springs/Lower Roswell. They cater to middle and upper-class consumers looking beyond national gift and accessory chain stores to find unique expressions that express their personal style. Apart from offering unique products, the customer experience will be enhanced with unparalleled customer support, quality, and value. In Year Two, The Scarlet Tassel will develop its online presence at www.thescarlettassel.com. The Scarlet Tassel will transition to e-commerce in Year Three. It will ship directly to its customers online. The Web will serve as an extension of the store concept. It will act as a portfolio and virtual business card for the company.

The Scarlet Tassel expects to grow at a steady rate of total revenue for year one. Year Two will continue to develop services and marketing strategies, as well as the Web presence, in order to achieve a 30% growth rate. Year Three’s expectations for growth are approximately 20%, with ecommerce development and constant consumer awareness. Owners believe these expectations to be realistic and easily achievable.

Deirdre Staab and Shelly Dozier-Mckee, bring a combined 36 years of experience to this venture with expertise that crosses merchandising, marketing, purchasing, forecasting, operations and direct import sourcing. Scarlet Tassel, Inc., is an S-corporation. Shelly and Deirdre each have a 50 percent share of the business, as well an equity investment. The Scarlet Tassel’s realization is possible with additional funding.

1.1 Mission

Company Mission

The Scarlet Tassel celebrates the home and is a store that caters to the style-conscious buyer. We are committed to providing unique, eclectic, and inexpensive home accents and gifts. This will allow us to continue growth and expand our involvement in the community.

Customer Creed

The Scarlet Tassel will inspire, inform and demonstrate to you, our customer how to make your home a reflection of you. It is our hope that you will consider us your trusted resource for achieving a personalized home.

Employee pledge

Our employees will find a supportive, fair, and creative environment which values diversity, new ideas and hard work.

1.2 Keys to Success

These factors are the primary keys to company success.

• Promote products that deliver value and quality to the consumer, as well as expressing personal style.
• Ensure customers receive customized services like in-store workshops or personalized promotions to retain them and encourage repeat sales.
• COMMUNICATE with our customer base through print magazine advertising, postcard mailings and via our website.
• ESTABLISH a storefront and website that is visible, accessible, and friendly to ensure we are the first choice for all of our products and services on the market.
• Ensure that The Scarlet Tassel’s mission is carried out through daily management practices, so that a business that is growth-oriented and profitable can be built and maintained.

1.3 Objectives

• Maintain a direct cost of sales of 45% or less, and gross margin of 55% or greater.
• The operating expenses should not exceed the plan’s.
• In Year 1, generate total revenue of $626,000
• In year two, establish an Internet presence
• Take Internet presence to e-commerce in Year Three.
• In Year 2, you can expect an annual growth rate around 30%
• In Year Three, achieve an annual growth rate approximately 20%