This document discusses plans to start a custom t-shirt printing business targeted at younger customers. It provides market research showing the target segments are ages 14-25 and 24-43, who listen to 3-4 hours of music per week. One segment prefers custom artwork and directing the artist, while the other uses shirts for communication. The business will be located in Seattle and use screen printing, embroidery, and computer sublimation to produce shirts. It will advertise in magazines, sponsor youth events, and partner with student groups and graphics companies. The goal is to leverage technology, exceed customer expectations with quality and speed, and have monthly sales of Rs. 25 lakhs by the first year and Rs. 5 lakhs by
5. • This is the less expensive option.
• Lends itself to low production
numbers, as low as one.
6. Market research on the Segment
• Ages 14-25
• 69% are students
• Go out to eat 3.4 times a
week
• Listen to 3.6 hours of music a
week
7.
8. • This segment prefers
having custom artwork created and
placed on their shirt.
• They generally have the image or
style in mind and will direct the
artist to create it.
9. Market research on the Segment
• Ages 24-43
• Go out to eat 2.7 times a week
• Listen to 3.3 hours of music a
week
• 18% are using the shirt as a form
of communication
10.
11.
12.
13. • Both the segments are
reasonably young.
• This is important because most
of the products are for
younger people who tend to
wear them frequently.
14. • The business will be located in
Seattle which has a young, hip
scene.
• Music is also an important interest
for the target markets since both
segments listen to and watch more
than average amount of music.
15. Ilogo.in
• High quality screen printing and
embroidery
• Orders from 10 to a few 1000 accepted
• Design products, by choosing from
thousands of images & hundreds of
fonts or uploading your own graphic
16. almamater.in
This is an Internet-based retailer
that primarily offers computer
sublimations for T-Shirts.
17. Large catalog of graphics
Developing several strategic relationships
with existing graphics companies that have
an extensive images catalogs.
Quality of the sublimation
Getting networking contacts, and the use of prototype
technology,
Your Clothes! will be able to produce sublimations of
much higher quality than any of their competitors.
18. • Advertising-- Your Clothes! will run ads in
several teen/young adult magazines whose
readership demographics are similar to your clothes.
• Youth events -- Many different events will be
sponsored as a means of increasing visibility.
e.g. Music & Sports events
• Student groups -- Your Clothes! will attempt
to gain awareness of the different student groups
who actively purchase t-shirts for their members.
19. • The Mobile App will be integral in
marketing as the site is a key sales
tool for both local and distant
customers.
• The URL address will always be
used in promotional material,
encouraging people to check out
the company, concept, and the
products.
20.
21.
22.
23.
24. • Leverage cutting edge
technology as a competitive
advantage.
• Exceed customer expectations
by offering high quality
products at reasonable prices
with quick turnaround times.
29. Processes
We will require the following
personnel for operations:
• Business development,
finance and high level
accounting, customer service,
shirt printing
• Printing -- Shirt printing
30. Processes
• In-store retail employee
recruitment -- Help
customers with placing or
existing orders
• Bookkeeping -- Accounts
receivable and payable
• Independent contractor --
Graphic artist
31. • The sales effort will work on the continual
development of the website, the main tool
used for ordering.
• The sales forecast is reasonably conservative
so that goals will be achievable.
Monthly
Sales
Forcast
Month-12
Rs.
25,00,000
Month-6
Rs.
5,00,000
32. This presentation has been created by
Shubham Malani,
BITS Pilani, Hyderabad Campus during a
Marketing Internship by Prof. Sameer
Mathur, IIM Lucknow.
