Summary:
Scrapshoesing 1 Business Plan 1
Alix Lecadre 1 EBP - 2012 1
Summary: 2
I/ Executive summary: 3
The objective: 4
The mission: 4
The opportunities for success: 4
II/ The product 4
How did I find my idea? 5
The product description: 5 The concept: 5 The technology: 6 The unique selling point: 7
III/ The Company: 8
Legal structure: 9
The location: 9
The employees: 10
IV/ Marketing analysis: 11
The target: 11
Market study: 11 The French shoe market: 11 The potential and real market: 12 The competition: 13
The promotion: 13
The prices: 14
The SWOT analysis: 14
V/ Financial plan: 15 The opening: 16
The first year: 17 Sales estimation: 17 Expenses: 17
Second and third year: 21
Financial analysis: 22
V/ The future development: 23
Appendix 1: 24
Appendix 2: 25
Appendix 3: 26

I/ Executive summary:
The objective: My main objective is to propose a new concept, giving a brand new youth to a classic market: the shoe market. Through this project, I intend to show how I'll add value to my product by letting the consumer feel unique and create his own style and looks. I aim to change the shoe image: heels will be worn only when wanted and accessories can be stuck on as many times as desired.
The mission: My mission is to give women a product to make them feel creative and fashionable by including them in the production process. My mission is to provide them the possibility of having less pairs of shoes but with a more personal and unique style. I want to create a real ambiance around this concept in which women could feel themselves and express that through creation. Finally, I propose a product which is practical since it avoids having a second pair of flat shoes in the hand bag for driving.
The opportunities for success: This concept represents an opportunity thanks to a huge potential consumer market as well as the rising shoe market sector. I also have the innovative factor: my product