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Home Decoration Fabrics Business Plan

A complete business plan for Interior Views LLC

About this business plan

Interior Views (IV) is a retail store offering home decorator fabrics and complementary home accessories and resources. It is now approaching its fifth year in business. This destination store offers the advantages of providing fabrics specifically designed for home decorator use in fabric widths of 54 inches and greater.

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Executive Summary

Interior Views (IV) is a retail store offering home decorator fabrics and complementary home accessories and resources. It is now approaching its fifth year in business. This destination store offers the advantages of providing fabrics specifically designed for home decorator use in fabric widths of 54 inches and greater. Over 900 fabrics are available on the floor at any time with more than 10,000 sample fabrics for custom "cut" orders. Customers see, touch, feel, and take the fabric to their home as they work through with their purchasing decision.

IV has learned much from the past years of operation, the market has changed, and will be making key decisions, including the upcoming 5-year lease (December 15, 2002). Now is the time to step back, look at the past, and attempt to set a strategic direction for the future. This is the primary purpose of this business plan. It will address location, finance, product, and service issues that will be key to the future success of the business.

This process is challenging from the standpoint that like most retail stores in the year 2002, IV has not had an increase in growth. In fact, numbers for 1999 were greater in total sales and revenue per business day than 2000. Revenue for 2001 year-to-date is showing negative growth. Obviously, the trend is not good. In addition, cash flow is tight, it is difficult to purchase and predict the need for new inventory, and some of the owners are questioning the future viability of the business.

Recent market research indicates a specific and growing need in the area for the products and services that the company offers. The market strategy will be based on a cost effective approach to reach this clearly defined target market. The three-phase approach will utilize resources to create awareness of the store and encourage customers to benefit from the convenience and services it offers. IV will focus on its selection, accessibility of product, design services, and competitive pricing. The marketing objective is to actively support continued growth and profitability through effective implementation of the strategy.

1.1 Objectives

Maintain a healthy gross margin each month.
Generate sales each business day each month.
Realize a modest annual growth rate in the year 2002.
Increase revenues through Web-based sales by January 2002 and support a respectable growth rate thereafter.

1.2 Mission

Interior Views LLC is a store for discerning, quality-conscious buyers of decorator fabrics and complementary home accessories and furniture. The store celebrates the home through the color and texture of fabric. The experience informs, inspires, and shows people how to transform their home into a unique and personalized expression of themselves. IV seeks to encourage people to imagine what can be, and help make this vision a reality.

1.3 Keys to Success

The primary keys to success for the company will be based on the following factors:

Sell products of the highest quality with excellent customer support
Communicate with our customer base through continued use of the newsletter, postcards, and our website.
Retain customers to generate repeat purchases and make referrals.
Continue to enhance daily sales by expanding the products and services offered.

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