Cait Nolan

Diagnosis Plan This business concentrates on the art of personal styling and providing clients a new update to their current style. Stylist and CEO Cait Nolan will take on clientele or, “patients” from a word of mouth and walk-in basis. What makes this personal styling business different is that there is a brick and mortar store to visit. The shop, or lobby, will be small, cozy and have a creative business office where all consultations will take place. A small inventory of fashion goods, all locally sourced, will be available for purchase in the lobby. Competitors in the Portland area are DahlStyle, KamiGraySTYLE, and Andrea Wightman. Rachel Zoe is a more recognized stylist amongst non-celebrity consumers and is a competitor on a national scale.

Sales and Marketing This business’s niche market is “fashi-capped”, or people needing help to become fashion savvy. While my local competitors are doing just that, I will offer an on-site location to hold consultations and to schedule services for differentiation. Clients will either make appointments or will be walk-ins. The client will then meet with the stylist and have a consultation. Payments will be made by cash, check or credit/debit card. To its patients, Retail Therapy will offer a number of style packages. Diagnosis Number One will be meant for patients that have a mild style disorder. Diagnosis Number Two will be meant for patients that have a moderate style disorder and diagnosis Number Three will be for those with a severe style disorder.

Remedies Wardrobe analysis and consultation Personal shopping for clothing and accessories includig how-to tips Outfit styling also for special occasion Travel packing Closet purging and organization Wardrobe catalog for future reference Budget analysis for shopping HOURLY RATES $95/hour for 1 to 3 hours of any combination of services $75/hour for 4 or more hours of any combination of services Financial statement The estimated cost to get RETAIL THERAPY up and running for its investors is $19,700. • $7,200: Retail space and location (fixed) • $5,000: Marketing (fixed & variable) • $3,000: Interior furnishings (variable) • $4,500: Electronics, scheduling software (variable) There will be no salary given for the first year. Price point: $75-1000 ($61/hr - $95/hr) Projected sales for first year: $8,000 Projected profit for first year: $800

Marketing and Brand Strategy The brand will be marketed through online targeted ads/social media and will utilize SEO. Its positioning will be aligned with that of competitor’s prices. Its differentiating factor will be the brick and mortar “doctor’s office”. If the brand decides to expand its in house product line via private label, the brand may need restructuring.

Clinic Organization Retail Therapy will be registered under the state of Oregon and organized as an S Corporation while holding its investors and management team as its shareholders. There will be room for more employees as the business grows. “Retail Therapy” is trademarked and therefore protected in use of the mark on or in connection with any other goods and/or services in our production.