Michael James and Kristine Kelly - 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