Malone&#8217, a start up company, is a boutique retailer of maternity, child and accessory clothing. Malone’s Maternity will provide a wide selection of high-end products for its customers. Sandy Malone has formed the business as an Ohio corporation. Malone&#8217’s Maternity is quickly gaining market share because it offers a wide range of premium merchandise with excellent customer service.

The Market

Malone’s Maternity identifies two distinct market segments. The first segment includes parents, who either purchase products for themselves or their spouses. This segment has 135,457 potential customers and is growing at a remarkable 9% annually rate. The second group includes friends who buy gifts and other people who do so. This market segment has a 8% annual growth rate with 299,454 potential customers.

The Concept

This is what you can imagine. You walk into a new retail space and it is an upscale boutique, as if you were on Fifth Avenue or Beverly Hills Drive. Don’t worry, the clothes aren’t just for fashion-conscious models. Although this may seem odd, it is actually necessary. The boutique is a place where fashion-conscious women can find chic clothes that are both fashionable and stylish for themselves and for their toddlers. They also have a variety of accessories and gifts. There is only one boutique in Cleveland that sells clothes at similar prices, but it doesn’t feel like an exclusive boutique. Malone’s Maternity will prosper by selling upscale products for upscale clients.

Management

Sandy Malone, founder of Malone&#8217’s Maternity. Sandy is a Sociology major. Upon graduation Sandy went to work for Saks Fifth Avenue, an upscale retail chain. Sandy became the chief buyer for the entire chain in four years. It was a position that gave her unique insight to the retail industry. Sandy worked for many years in this job, learning a lot and developing valuable skills. Sandy then had the opportunity to gain practical experience in this business venture. She also had three children. Sandy was aware of the low quality offerings in Cleveland that were available for expecting mothers with small children. Sandy will be leading Malone’s Maternity as the best boutique in the region, combining industry knowledge and valuable skills. Malone’s Maternity will see strong sales in years two and three, while also generating moderate net profits.

1.1 Objectives

• To open a boutique selling maternity clothes and accessories.
• Quickly gain market share by addressing the upper-end price point of maternity and infant clothing.
• To become financially independent in two years.

1.2 Mission

It is Malone’s Maternity’s mission to become the premier maternity boutique for the upscale expectant mother and her child. The boutique will offer the most current fashions and customer service at its best.

1.3 Keys To Success

• Offer the finest maternity clothing and accessories for the mothers and children.
• Pamper the customer
• Develop a strict financial control regime for the business.