Introduction

Hart Fraeme Gallery specializes in fine art, custom frames and other services. Hart Fraeme Gallery’s main business is high-quality, custom framing. Hart Fraeme Gallery is unique in the field because it offers custom framing within one day or 11 days, as opposed to the industry-standard 21 days. Hart Fraeme Gallery is founded on a dedication to offer the Triopolis metro area the most innovative, trend-setting designs and a finished product of impeccable quality at unmatched speeds.

The Company

Hart Fraeme Gallery S-Corporation is managed by Hart Fraeme. Hart Fraeme is an experienced operator of custom frames shops and another art gallery. The knowledge, expertise, and contacts that Mr. Fraeme has accumulated during this time have led him to found Hart Fraeme Gallery.

The company does not currently have a physical retail location. However plans are underway for acquiring a location at Uptown Mall in September 2005. This location is attractive because of the lack of frame shops nearby and the local demographics that mirror Hart Fraeme Gallery’s target customers.

Products and Services

Hart Fraeme Gallery will be focusing its main focus on custom framing. This should generate around 75% of its monthly income, as mentioned previously. Although the company will also offer artwork for sale, this is done mostly as a service to its customers, and will typically account for no more than 25% of monthly sales. Nevertheless, artwork is necessary as a tool to model and sell custom framing options, which are many. It will have a variety of over 500 mouldings, and more than 1,000 unique matboards. Hart Fraeme Gallery is also offering a large selection of decorative mats, design styles, as well as display options.

Financial Outlook

The demand for artwork and custom framing is strong: 42% of consumers report that they are likely to make an art or framing purchase in the upcoming year. According to industry analysis, custom framing sales are expected to grow by 46% in 2006. Hart Fraeme Gallery is confident it will be able to successfully enter the market. The company has positive financial projections and expects to produce healthy sustainable income over the next three year.

1.1 Objectives

Hart Fraeme Gallery has 4 major goals. The first two goals relate to the establishment of a market presence right from the start, while the fourth and fifth are ongoing.

1. 1. Establish a retail outlet in Triopolis. In particular, the company intends to enter into a leasing agreement with Uptown Mall to lease a retail space measuring 1,500 to 2,500 square foot with a stockroom/workshop area that is at least 750 sq.

1. 1. By marketing, you can raise awareness of your product and company. You can do this by placing ads in local newspapers for the four weeks before and two weeks after the grand opening. Then, you can continue advertising for three months on alternate weeks, averaging as much or less as your results dictate. Additionally, the company will create a website detailing products and services, which will include an online shopping cart for Web purchases.

1. 1. With an industry-leading 11-day turnaround time for most orders, same-day framing with select materials and project completion within the same day, we are leading the way in industry completion times. It will be necessary to purchase and keep on-site the required framing equipment. Establishing business relationships with industry leaders such as Roma Moulding or Mouldique is essential, along with maintaining weekly orders and delivery schedules.

1. Focus primarily on custom framing, emphasizing leading-edge and high-end design. The company will keep an eye on the latest design and decor trends to do this. Staff must be aware of these trends. Therefore, the company will subscribe several trade magazines such as Picture Framing Magazine and Decor.

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2 Mission

Hart Fraeme Gallery is founded on a dedication to offer the Triopolis the most innovative, trend-setting designs and a finished product of impeccable quality at unmatched speeds.

To that end, the company prides itself on three things:

1. A strong knowledge base and ongoing study of current and traditional design trends and decorating styles has led to eye-catching and unique frames designs.
2. Highest quality workmanship and a continuous commitment to excellence.
3. Dedication to work and constant drive to exceed the industry-standard three-week time frame for product completion.

1.3 Keys for Success

Hart Fraeme Gallery has four key factors that are integral to success:

1. Quality Craftsmanship Because picture framing has a visual aspect, it must be of exceptional quality.
2. Innovations and Creativity A custom framing is a way to express your individual preferences and create a unique product.
3. Quick, Professional Service This is a refreshing change from the usual three week lead time for most businesses. Eleven days is enough to get your order in. In today’s society, same day framing is in high demand.
4. Embracing Technology – The computer has become an essential time-saver for all businesses, including art and framing, and computerized equipment is fast becoming a necessity for the modern framer.