Fantastic Florals, Inc. (FFI), imports only hand-crafted flowers by Indonesian artisans. The company’s main office can be found in Anytown Oregon. There is also a Seattle customs house broker who can assist with any related issues.

FFI quality products have a unique and exclusive appeal. Its target customers are women with high-incomes and middle-class families. FFI’s competitive edge is that the products are 100% handmade, unlike competitor’s products. FFI hopes to appeal to people who value the art of making silk flowers by this fact. FFI products are mostly made from silk flowers, and some people purchase the product for their own use.

The company plans to attend the Silk tradeshow in Chicago to find manufacturer representatives and retailers who will distribute the products. This trade show is where suppliers of silk flowers and other silk products and buyers meet and arrange deals to sell the product. FFI expects to sell approximately $1.1million by the end its first year of operations. FFI plans to also open an exclusive giftshop for our product in Anytown on the Third Street Public Market. It will lease for five-years.

The company intends to expand direct mail catalog sales over the next year. This will be done by being included in an established catalog with similar target markets. FFI expects sales to reach $1.5 million by year 2. During the third year, FFI plans to do both selling through suppliers, catalogs, and the exclusive gift store in Anytown, projecting sales to be nearly $2 million.

FFI will add 10 varieties of flowers to its family in Year 3. Maintaining an average gross margin of 25 to 30 percent is very realistic. Annual growth of sales is expected to be 25 percent.

1.1 Objectives

1. Year 1 sales over $1.1 million
2. Open gift shop in Anytown at Third Street Public Market with five-year lease.
3. Extend your direct mail cataloging efforts for year 2.
4. Maintain a gross profit margin of 25 percent
5. Aim for a 25 percent annual growth rate
6. Expand product family by adding 10 different kinds of flowers and flower arrangements in Year 3.

1.2 Mission

FFI&#8217’s mission it to be a respected importer in the United States of handmade silk gift items. FFI is committed to providing friendly and reliable service as well as 100% customer satisfaction.

FFI’s mission is to increase customer appreciation for handmade silk flowers and other silk product and to provide customers beautiful, unique artistic decorations.

1.3 Keys to Success

Fantastic Florals Inc. is looking for key success factors

1. Product quality.
2. Customer service.
3. Access to manufacturers.
4. Controlling fixed and variables costs in the first two years.