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Top 10 Shoe Business Plan Templates with Examples and Samples (Editable Word Doc, Excel, and PDF Included)

Mohammed Sameer

1% > 99%

Even as mathematics enthusiasts may be raising an eyebrow at this contradictory statement, here’s where it makes sense: The global shoe industry. 

The industry is worth $382 billion as of 2022. What's surprising is that giants like Nike, Adidas, and Puma (a mere 1% of the players in the category), capture $77 billion in revenue (with $44 billion, $23 billion, and $10 billion, respectively), leaving the remaining 99% of the players to fight for the remaining pie. Hence, 1% can indeed outweigh the 99%. 

In the world of numbers, paradoxes, and profitability, the shoe industry remains both puzzling and sobering. The skewed distribution of success only underscores the importance of strategic planning and business excellence.

Yet, the potential for success in the shoe industry is not limited to the privileged few. As an aspiring shoe entrepreneur, you have the power to script your narrative of success, just like the industry giants. The key lies in strategic planning, innovation, and dedication to your goals.

Our  Shoe Business Plan Templates  are your essential tools as you attempt to put the right foot forward. We provide the blueprint for mirroring the strategies that promoted the iconic brands that have made it the shoe business. Within these templates, we provide you with the guidance, strategies, and tools to build a solid foundation for your shoe business. The 100% editable and customizable nature of our business plan ppt PowerPoint Slides provides you with the structure and the desired flexibility to edit your presentations.

Let’s explore how these templates can transform your venture into a thriving one!

Table of Contents

1. Executive Summary

2. Company Overview

3. Industry Analysis

4. Customer Analysis

5. Competitor Analysis

6. SWOT Analysis and Porter’s Competitive Analysis

7. Marketing Plan

8. Financial Plan

9. Management Summary

10. Exit Strategy

Template 1: Executive Summary

The Executive Summary slide offers a concise yet compelling snapshot of your business plan. It condenses the core elements of your shoe business, presenting a quick pitch, market opportunity, and the essence of your venture. It's the gateway that captures the attention of potential investors and stakeholders, giving them a sneak peek into the viability and potential of your business idea.

Download this business plan template

Template 2: Company Overview

The Company Overview layout serves as the blueprint for your business identity. It conveys your vision, mission, and strategic goals. It also introduces your startup summary, detailing the specific market gap you aim to address. This slide also outlines the products or services you offer and identifies key success factors that set the stage for your business to thrive.

Template 3: Industry Analysis

The Industry Analysis PPT Slide takes you deep into the world of footwear, providing an in-depth understanding of the market. It includes data on the global footwear industry's Compound Annual Growth Rate (CAGR), delves into the specifics of the US footwear market, and explores insights like revenue figures, sales channels, and consumer spending habits by age group. It even analyzes prevailing market trends to inform your business strategy, making it an essential element of your business plan.

Template 4: Customer Analysis

In this PPT Set, you explore the heart of your business – your customers. It goes beyond demographics to create vivid buyer personas, painting a detailed picture of who your target audience is. It offers insights into market sizing, helping you grasp the size and potential of your customer base. Understanding your customers at this level is crucial for crafting effective marketing and sales strategies.

Template 5: Competitor Analysis

The Competitor Analysis slide is where you examine your industry's top players, gaining a thorough understanding of the competitive landscape. You evaluate key attributes like the number of employees, revenue figures, and social media presence. This analysis uncovers competitors' target markets and unique selling propositions (USPs), equipping you with insights for positioning your business and gaining a competitive edge.

Template 6: SWOT & Porter's Analysis

This PPT Framework provides an  in-depth look at your business's internal strengths and weaknesses, as well as external opportunities and threats. The SWOT analysis helps you identify areas where your business excels and where it needs improvement. Additionally, it offers a framework for Porter's Competitive Analysis, revealing the industry's competitive forces and suggesting successful navigation strategies. This comprehensive analysis lays the foundation for a strong business strategy.

Template 7: Marketing Plan

The Marketing Plan slide outlines the strategies and tactics you will use to capture and retain customers. It encompasses your sales and distribution strategies, promotional tactics, and pricing strategies. This slide details your sales funnel, guiding you through essential steps to convert leads into loyal customers. It's a vital part of your business plan that outlines how you intend to attract, engage, and retain your target audience.

Template 8: Operational Plan

The Operational Plan slide delves into the day-to-day workings of your business, both in physical stores and online. It sets specific milestones, providing a roadmap for measuring your progress and keeping your business on track as it works toward its objectives. This detailed plan ensures that your business operations run smoothly.

Template 9: Financial Plan

The Financial Plan slide is the backbone of your business's financial strategy. It presents your financial assumptions, revenue models, sales forecasts, break-even analysis, projected profit and loss statements, cash flow projections, balance sheet estimates, scenario analyses, and DCF (Discounted Cash Flow) valuations. This comprehensive financial overview is critical for attracting investors, securing loans, and ensuring the long-term financial health of your business.

Template 10: Management Summary

The Management Summary slide introduces key individuals behind your business. It outlines the organizational structure, summarizes the professional backgrounds of your key team members, and clarifies their roles and responsibilities. Providing insights into your team's expertise and capabilities, this slide inspires confidence in your business's ability to execute the plan and achieve its goals.

Template 11: Exit Strategy

The Exit Strategy slide looks beyond the immediate future, providing a vision for your business's long-term growth and potential exit scenarios. It explains strategies such as Initial Public Offerings (IPOs), mergers and acquisitions, private offerings, or securing venture capital, demonstrating your preparedness for future success and offering a roadmap for investors and stakeholders regarding potential returns on their investments.

Walk the Talk: Transforming Potential into Shoe Business Reality

As we conclude this journey through the world of footwear, it's important to acknowledge that the shoe industry is, indeed, a dynamic and challenging landscape, where a few giants cast long shadows. What's clear from this exploration is that success in the shoe business is not limited to the privileged few; it is attainable through strategy, innovation, and commitment to excellence. The likes of Nike, Adidas, and Puma have paved the way, demonstrating the transformative power of strategic planning. Our Shoe Business Plan Templates are your catalyst for change, your passport to emulating the strategies of these industry legends. 

In the end, remember, potential is just that - potential. It needs action to transform it into success. Download our Shoe Business Plan Templates and embark on your journey to industry prominence.

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Shoe Store Business Plan Template

Written by Dave Lavinsky

Shoe Store Business Plan

You’ve come to the right place to create your Shoe Store business plan.

We have helped over 1,000 entrepreneurs and business owners create business plans and many have used them to start or grow their Shoe Store businesses.

Below is a template to help you create each section of your Shoe Store business plan.

Executive Summary

Business overview.

Sports Express is a startup athletic shoe company located in Austin, Texas. The company is founded by Don Harrison who has experience in selling and marketing shoes. Now, with the expertise of knowledge and business acumen, Don has determined he can confidently start and effectively grow a successful athletic shoe company. Don believes his experience of strategic growth, marketing skills, financial capabilities, and wide and deep knowledge of shoe sales and marketing practices will provide everything needed for long-term growth and profitability.

Sports Express will provide a comprehensive array of athletic shoes for a wide variety of clients. Sports Express will be the largest athletic shoe store in Austin, providing services and products to each client while supporting the strategic goals of the company. Sports Express will be the ultimate choice in Austin for customers to ensure that every desire of the customer for excellent athletic shoes is fully and completely met.

Product Offering

The following are the products and services that Sports Express will provide:

• Personalized shoe sizing service
• Express delivery of shoes ordered online
• 24/7 reservation system to place shoes “on hold”
• Wide selection of shoes for men, women and children
• Coordinated nationwide search for select high-end shoes
• Every well-known brand of athletic shoes held in inventory
• Online ordering system and website assistance

Customer Focus

Sports Express will target all individuals in the greater Austin region. They will target men and women athletes who play traditional and on-trend sports. They will target men and women who enjoy recreational activities. They will also target children who play traditional and on-trend sports. They will target children who play recreational activities. They will target teams, leagues and sports organizations. They will target public and private schools. No matter the customer, Sports Express will deliver the best service, products and profits.

Management Team

Sports Express will be owned and operated by Dan Harrison. He recruited his former associate, Taylor Anderson, to be his Retail Manager, assisting customers and overseeing the retail business in operations. He also recruited his sister, Tami Harrison, to be the bookkeeper and back office manager for the company.

Dan Harrison holds a ten-year history of sales and marketing athletic shoes on behalf of a national chain of stores. During his employment, he was often given the yearly award of “Highest Sales Achievement,” and he secured the highest sales commission for three of the past ten years. His customers enjoyed his assistance and thorough knowledge of athletic shoes and many have now promised to move with him when he opens his Sports Express business.

Taylor Anderson is a former athletic business manager, overseeing operations in three retail stores on behalf of a national chain of stores. He is well-known for his excellent management of the sales staff, as well as his courteous manner with customers, always offering the highest level of expertise and care in operations.

Tami Harrison is a graduate of Texas A & M University, where she earned her bachelor’s degree in retail finance. She was recently promoted from her former position as an account manager in a national finance company, but chose to follow her brother, Dan, in his well-developed plan to build and grow Sports Express.

Success Factors

Sports Express will be able to achieve success by offering the following competitive advantages:

• Friendly, knowledgeable, and highly-qualified team at Sports Express
• Comprehensive selection of athletic and sporting shoes for all ages
• Customized online service and express delivery of online orders
• Specialized shoe sizing in-store service
• Sports Express offers the best pricing in town. Their pricing structure is the most cost effective compared to the competition.

Financial Highlights

Sports Express is seeking $200,000 in debt financing to launch its Sports Express business. The funding will be dedicated toward securing the store space and purchasing shoe inventory and supplies. Funding will also be dedicated toward three months of overhead costs to include payroll of the staff, rent, and costs for the print ads and marketing costs. The breakout of the funding is below:

• Store space build-out: $20,000
• Store equipment, supplies, and materials: $10,000
• Three months of overhead expenses (payroll, rent, utilities): $150,000
• Marketing costs: $10,000
• Working capital: $10,000

The following graph outlines the financial projections for Sports Express.

Company Overview

Who is sports express.

Sports Express is a newly established, full-service athletic shoe retail business in Austin, Texas. Sports Express will be the most reliable, fully-stocked, and well-staffed choice for athletic and sporting shoes in Austin and the surrounding communities. Sports Express will provide a comprehensive menu of products and services for any individual to utilize. Their full-service approach includes a comprehensive set of customized services and online offers.

  Sports Express will be able to effectively market and sell all major brand athletic and sports shoes. The team of professionals are highly qualified and experienced in selling athletic and sports shoes, along with accessories that complement shoes. Sports Express removes all headaches and issues of finding top-quality athletic shoes and ensures all issues of shoe-shopping and selection are taken care of expeditiously while delivering the best customer service.

Sports Express History

Sports Express is owned and operated by Dan Harrison, a former retail shoe company division manager. He has a business administration degree from the University of Washington and has worked within a national chain store company for ten years, effectively selling and marketing all major brands of shoes. Dan’s tenure in the national chain has given him the skills and knowledge required to venture out on his own and start his own company. While employed by the national chain business, Dan earned the trust and respect of customers and company associates alike, with many of them determined to follow Dan as he opens his new business.

Since incorporation, Sports Express has achieved the following milestones:

• Registered Sports Express, LLC to transact business in the state of Texas.
• Has a contract in place for a 10,000 square foot store in Austin’s newest shopping mall
• Reached out to numerous contacts to announce the formation of Sports Express
• Began recruiting a management staff of four and four sales associates to work at Sports Express

Sports Express Products & Services

The following will be the products and services Sports Express will provide:

Industry Analysis

The retail shoe industry is expected to grow over the next five years to over $304 billion. The growth will be driven by an increased interest in consumers to engage in athletic activities for both professional and personal reasons. This growing interest will result in the further development of shoe types to meet specific trends. The growth will also be driven by consumers who will choose individualized shoe designs and preferences as they achieve athletic goals. Over the next five years, technology will increase to include personalized services and shoe fit, which will also drive increased sales based on personal preferences.

Costs will likely be reduced as technology continues to evolve in manufacturing, providing customization in the make and model of athletic shoes, which allows customers to have a specialized shoe made personally to fit their own feet. Costs will also be reduced by the increase of manufactured athletic shoes. Costs will be reduced by advances in technology and software that increases productivity at the manufacturing level.

Customer Analysis

Demographic profile of target market, customer segmentation.

Sports Express will primarily target the following customer profiles:

• Individuals of all ages who seek athletic or sports-related footwear
• Individuals who play professional sports
• Children and teens who play in organized sports
• Schools and league organizations that support sports teams

Competitive Analysis

Direct and indirect competitors.

Sports Express will face competition from other companies with similar business profiles. A description of each competitor company is below.

The Outdoor Shoe Company

The Outdoor Shoe Company was formed in 1998 in Austin, Texas by Joe and Elise Cummings to provide selected shoe styles and types for those individuals who enjoy being outdoors. This includes customers seeking sports shoes, athletic shoes, recreational shoes for hunting, hiking, and shoes for water-based activities. The Outdoor Shoe Company started with one retail store and has now grown to over 20 retail stores throughout the state of Texas.

The Outdoor Shoe Company leadership team is determined to undercut the price of all competitors and the company does so, with certain exceptions, by contracting with manufacturers to sell overstocks and lightly-scuffed or “incorrect” shoes. The prices at The Outdoor Shoe Company are lower than their competitors; however, consumers are made aware that the shoes may be lacking in fit or cosmetic looks based on the purchasing premise.

Randall & Rodney Men’s Shoes

Randall & Rodney Men’s Shoes is a chain of shoe stores within Austin, Texas. The owners, Randall Marsten and Rodney Marsten, graduated from Texas A & M University, where they played on the football team representing the university throughout their school years there. Randall and Rodney determined that the business scheme that would work best for entrepreneurs would be a high-end men’s shoe company, offering multiple brands of shoes within the best shoe categories, including athletic and sports shoes.

There are four Randall & Rodney Men’s Shoe stores throughout Austin, with the majority of customers purchasing shoes that are made in Italy of leather with custom shoe soles that reflect the finest composition. The athletic shoe and sporting shoe sales occupy approximately one-fifth of all shoe sales and the brands carried within the store, while highly-sought, do not reflect the entire lines of shoes available to customers at lower price points.

Big 6 Shoe Company

Owned and operated by Sol Cordoza, the Big 6 Shoe Company carries the most well-known family brands of shoes within the Austin region. The pricing of inventory offers moderate costs for mid-range shoes and, while inventory does not include all high-end manufacturers, the Big 6 Shoe Company has established contracts with several youth sports organizations to supply soccer shoes, football shoes, and baseball shoes for students. This arm of the company has led to a major source of profit for the Big 6 Shoe Company. There are two retail stores within the company, both situated near malls and both approximately 10,000 square feet in size. Sol Cordoza began his company when his former employer of five years went out of business in the retail shoe market and Sol bought out the inventory and set up his own store.

Competitive Advantage

Sports Express will be able to offer the following advantages over their competition:

• Sports Express offers the best pricing in town. Their pricing structure is the most cost-effective compared to the competition.

Marketing Plan

Brand & value proposition.

Sports Express will offer the unique value proposition to its clientele:

• Highly-qualified team of skilled employees who are able to provide a comprehensive package of products and service
• Customized services that guarantee customer satisfaction
• Online sales with generous stock inventory and availability
• Discounts for families and loyal customers
• Unbeatable pricing to its clients; they will offer the lowest pricing in the city.

Promotions Strategy

The promotions strategy for Sports Express is as follows:

Word of Mouth/Referrals

Dan Harrison has built up an extensive list of contacts over the years by providing exceptional service and expertise to his retail shoe clients. The contacts and clients will follow him to his new company and help spread the word of Sports Express.

Professional Associations and Networking

The management team of Sports Express will join all citywide organizations that represent opportunities for networking, including city and county associations. They will also join professional business organizations and non-profit foundations that support youth sports clubs and league play.

Print Advertising

Two weeks prior to the launch date, Sports Express will send a direct mail piece to every home, school and business within the greater Austin area, offering special discounts and incentives to prospective customers. Sports Express will also offer a discount to schools and sports groups during the first month of business that will offer additional price cuts for teams.

Website/SEO Marketing

Sports Express will fully utilize their website. The website will be well organized, informative, and list all the products and services that Sports Express provides. The website will also list their contact information and allow customers to order shoes online with express shoe delivery. Trained staff will answer calls and website questions on a 24/7 basis. The website will engage in SEO marketing tactics so that anytime someone types in the Google or Bing search engine “athletic shoe company” or “sports shoes near me,” Sports Express will be listed at the top of the search results.

The pricing of Sports Express will be moderate and on par with competitors so customers feel they receive excellent value when purchasing their services.

Operations Plan

The following will be the operations plan for Sports Express. Operation Functions:

• Dan Harrison will be the owner and President of the company. Dan will oversee all staff and manage client relations. Dan has spent the past year recruiting the following staff:
• Sherri Rydell, Office Manager who will manage the office administration, client files, and accounts payable.
• Tami Harrison, Staff Accountant will provide all client accounting, tax payments, and monthly financial reporting.
• Adele Townsend, Marketing Manager who will provide all marketing for Sports Express and each client it serves.

Milestones:

Sports Express will have the following milestones completed in the next six months.

• 5/1/202X – Finalize contract to lease retail space
• 5/15/202X – Finalize personnel and staff employment contracts for Sports Express
• 6/1/202X – Finalize contracts for Sports Express vendors
• 6/15/202X – Begin networking at industry events
• 6/22/202X – Begin moving into Sports Express retail store
• 7/1/202X – Sports Express opens its doors for business

Sports Express will be owned and operated by Dan Harrison. He recruited his former associate, Taylor Anderson, to be his Retail Manager, assisting customers and overseeing the retail business in operations. He also recruited his sister, Tami Anderson, to be the bookkeeper and back office manager for the company.

Financial Plan

Key revenue & costs.

The revenue drivers for Sports Express are the fees they will charge to customers for their products and services.

The cost drivers will be the overhead costs required in order to staff Sports Express. The expenses will be the payroll cost, rent, utilities, store supplies, and marketing materials.

Funding Requirements and Use of Funds

Sports Express is seeking $200,000 in debt financing to launch its athletic shoe company. The funding will be dedicated toward securing the store space and purchasing office equipment and supplies. Funding will also be dedicated toward three months of overhead costs to include payroll of the staff, rent, and marketing costs for the print ads and association memberships. The breakout of the funding is below:

Key Assumptions

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

• Number of Customers Per Month: 800
• Average Revenue per Month: $94,500
• Office Lease per Year: $100,000

Financial Projections

Income statement, balance sheet, cash flow statement, shoe store business plan faqs, what is a shoe store business plan.

A shoe store business plan is a plan to start and/or grow your shoe store business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections. You can easily complete your Shoe Store business plan using our Shoe Store Business Plan Template here .

What are the Main Types of Shoe Store Businesses?

There are a number of different kinds of shoe store businesses, some examples include: Athletic shore store, Luxury shoe store, Budget shoe store, and Orthopedic shoe store.

How Do You Get Funding for Your Shoe Store Business Plan?

Shoe Store businesses are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.

What are the Steps To Start a Shoe Store Business?

Starting a shoe store business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster. 1. Develop A Shoe Store Business Plan - The first step in starting a business is to create a detailed shoe store business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast. 2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your shoe store business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your shoe store business is in compliance with local laws. 3. Register Your Shoe Store Business - Once you have chosen a legal structure, the next step is to register your shoe store business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 4. Identify Financing Options - It’s likely that you’ll need some capital to start your shoe store business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 7. Acquire Necessary Shoe Store Equipment & Supplies - In order to start your shoe store business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your shoe store business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.

Learn more about how to start a successful shoe store business:

• How to Start a Shoe Store

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Here is a free business plan sample for a shoe store.

Have you been toying with the idea of opening a shoe store but feel overwhelmed by the thought of planning it out? You've landed in the perfect spot.

In the content that follows, we're excited to present to you a comprehensive sample business plan tailored for a shoe store.

As an aspiring entrepreneur, you're likely aware that a robust business plan is a cornerstone of any successful venture. It serves as a roadmap, guiding you through setting your objectives, carving out your niche, and developing a strategy to stand out in the competitive market.

To jumpstart your journey, you can utilize our shoe store business plan template. Our team of professionals is also on standby to provide a free review and fine-tuning of your plan.

How to draft a great business plan for your shoe store?

A good business plan for a shoe store must be tailored to the nuances of the footwear retail industry.

To start, it's crucial to provide a comprehensive market overview. This should include up-to-date statistics and an analysis of emerging trends in the shoe retail market, as illustrated in our shoe store business plan template .

Your business plan should articulate your vision clearly. Define your target market (such as fashion-conscious individuals, athletes, professionals), and establish your store's unique selling proposition (USP) – whether it's high-end designer shoes, sports footwear, eco-friendly materials, or a wide range of sizes and styles.

Market analysis is the next critical component. This requires a thorough examination of local competitors, industry trends, and consumer buying habits.

For a shoe store, it's important to detail the variety of products you intend to sell. Outline your inventory – including casual shoes, formal footwear, athletic shoes, and accessories – and describe how these products cater to the preferences and needs of your intended customer base.

The operational plan is vital. It should cover the location of your shoe store, the layout of the retail space, supplier relationships, and inventory management.

Emphasize the importance of quality, brand partnerships, and customer service excellence in your shoe store.

Then, delve into your marketing and sales strategies. How do you plan to attract and keep customers coming back? Discuss promotional tactics, customer loyalty programs, and potential cross-selling opportunities (like shoe care products or accessories).

Incorporating digital strategies, such as an e-commerce platform, social media engagement, and online marketing, is increasingly important for retail businesses.

The financial section is another cornerstone. It should outline your startup costs, sales projections, operating expenses, and the point at which you expect to break even.

Since inventory management can be a complex aspect of a shoe store, with a variety of sizes and styles, it's critical to have a precise financial plan. For assistance, consider using our financial forecast for a shoe store .

Compared to other business plans, a shoe store's plan must pay special attention to inventory turnover, seasonal buying patterns, and the potential for online sales expansion.

A comprehensive business plan will not only help you clarify your strategy and vision but also attract investors or secure loans.

Investors and lenders are looking for a solid market analysis, realistic financial projections, and a clear operational strategy for managing a retail shoe store.

By presenting a detailed and substantiated plan, you show your commitment to the success of your venture and your credibility as a business owner.

To achieve these goals while saving time, you can fill out our shoe store business plan template .

A free example of business plan for a shoe store

Here, we will provide a concise and illustrative example of a business plan for a specific project.

This example aims to provide an overview of the essential components of a business plan. It is important to note that this version is only a summary. As it stands, this business plan is not sufficiently developed to support a profitability strategy or convince a bank to provide financing.

To be effective, the business plan should be significantly more detailed, including up-to-date market data, more persuasive arguments, a thorough market study, a three-year action plan, as well as detailed financial tables such as a projected income statement, projected balance sheet, cash flow budget, and break-even analysis.

All these elements have been thoroughly included by our experts in the business plan template they have designed for a shoe store .

Here, we will follow the same structure as in our business plan template.

Market Opportunity

Market data and figures.

The footwear industry is a robust and dynamic market with significant growth potential.

As of recent estimates, the global footwear market size is valued at over 300 billion dollars, with projections indicating a steady increase in the coming years, driven by consumer demand for new and innovative shoe designs.

In the United States alone, there are over 30,000 shoe stores, contributing to an annual revenue of approximately 34 billion dollars for the footwear retail sector.

These statistics underscore the integral role shoe stores play in the American retail landscape and their substantial economic contribution.

The shoe industry is witnessing several key trends that are shaping consumer purchasing behaviors.

Athleisure and comfort-driven footwear continue to dominate the market, with an emphasis on sneakers and casual shoes that blend style with functionality. The rise of sustainable and ethical fashion is also influencing the industry, as consumers increasingly seek out eco-friendly materials and transparent supply chains.

Technological advancements are leading to the creation of smart footwear equipped with sensors and connectivity features, catering to the health and fitness-conscious demographic.

E-commerce growth is transforming the retail experience, with online shoe sales becoming more prevalent and offering customers convenience and a wider selection.

Customization and personalization services are gaining traction, allowing customers to design their own shoes or select from a variety of colors and materials to suit their individual tastes.

These trends highlight the evolving nature of the footwear industry and the need for retailers to adapt to the preferences of 21st-century consumers.

Success Factors

Several factors contribute to the success of a shoe store.

Foremost, the quality and variety of footwear are critical. A store that offers durable, comfortable, and stylish shoes is more likely to build a dedicated customer base.

Innovation in shoe design and the ability to offer exclusive or limited-edition models can set a retailer apart in a crowded market.

The store's location plays a vital role in attracting foot traffic and influencing sales, with high-visibility and easily accessible stores performing better.

Exceptional customer service, including knowledgeable staff and personalized attention, is essential for customer satisfaction and repeat business.

Lastly, efficient inventory management, competitive pricing, and the ability to keep pace with industry trends, such as the shift towards sustainable practices, are crucial for the long-term prosperity of a shoe store.

The Project

Project presentation.

Our shoe store project is designed to cater to the diverse footwear needs of a fashion-conscious community. Strategically located in a high-traffic shopping district, this store will offer a curated selection of quality shoes ranging from casual sneakers and comfortable sandals to formal dress shoes and athletic footwear. Each pair will be chosen for its style, comfort, and durability, ensuring that customers have access to the latest trends without compromising on quality.

We aim to provide a personalized shopping experience, with knowledgeable staff ready to assist in finding the perfect fit and style for every individual.

Our shoe store will not only be a retail space but also a hub for shoe enthusiasts and fashion-forward individuals, setting the pace in footwear trends within the local market.

Value Proposition

The value proposition of our shoe store is centered on offering a wide variety of high-quality, fashionable footwear that caters to the tastes and needs of our customers. We understand the importance of finding the perfect pair of shoes that combines style, comfort, and functionality.

Our commitment to providing exceptional customer service and a personalized shopping experience sets us apart, ensuring that each visit is enjoyable and successful. We aim to build a loyal customer base by consistently introducing new styles and maintaining a selection that resonates with the latest fashion trends.

By creating a welcoming and inclusive atmosphere, we strive to be the go-to destination for footwear, encouraging our customers to express their personal style through their shoe choices.

Project Owner

The project owner is a seasoned entrepreneur with a passion for fashion and a keen eye for emerging footwear trends. With years of experience in retail management and a strong background in customer service, they are well-equipped to launch a successful shoe store.

They possess a deep understanding of the retail shoe market and are dedicated to creating a store that stands out for its selection, quality, and customer-focused approach. Their expertise in trend analysis and commitment to customer satisfaction are the cornerstones of this project.

Driven by a love for fashion and a desire to meet the footwear needs of the community, the project owner is committed to establishing a shoe store that will become a beloved shopping destination and a staple in the local retail landscape.

The Market Study

Market segments.

The market segments for this specialized shoe store are divided into several categories.

First, there are fashion-forward individuals who are always on the lookout for the latest trends in footwear.

Next, there are professional customers who require comfortable, stylish shoes suitable for the workplace.

The market also includes athletes and fitness enthusiasts seeking performance-oriented footwear for various sports and activities.

Finally, niche segments such as vegan or eco-conscious consumers who look for shoes made with sustainable materials and ethical production practices.

SWOT Analysis

A SWOT analysis of this shoe store project reveals several aspects.

Strengths include a diverse range of shoe styles, a keen understanding of fashion trends, and a strategic location in a high-traffic shopping area.

Weaknesses could include the initial costs of inventory and the challenge of building a customer base in a competitive market.

Opportunities lie in the growing interest in sustainable fashion, the potential for online sales expansion, and the ability to cater to a wide range of customer preferences.

Finally, threats could include the rapidly changing fashion trends, economic downturns affecting consumer spending, and the rise of e-commerce giants.

Competitor Analysis

Competitor analysis in the shoe retail sector reveals a mix of competition.

Among direct competitors are other specialized shoe stores, department stores with shoe departments, and online retailers.

These players compete on factors such as price, brand selection, customer service, and shopping experience.

Potential competitive advantages include a curated selection of unique shoe styles, personalized customer service, and a strong online presence.

Understanding competitors' strengths and weaknesses is crucial for carving out a niche in the market and for customer loyalty.

Competitive Advantages

Our shoe store's competitive advantages lie in our carefully selected inventory that caters to both fashion trends and classic styles.

We offer a range of shoes from well-known brands to up-and-coming designers, ensuring quality and exclusivity.

Our commitment to customer satisfaction is evident through our personalized fitting services, knowledgeable staff, and a loyalty program that rewards repeat customers.

We also emphasize our dedication to sustainability by offering a selection of eco-friendly and ethically produced footwear, which resonates with our environmentally conscious customers.

You can also read our articles about: - the customer segments of a shoe store - the competition study for a shoe store

The Strategy

Development plan.

Our three-year development plan for the specialty shoe store is designed to be dynamic and responsive to market trends.

In the first year, our goal is to establish a strong local presence and build a loyal customer base by offering a unique selection of high-quality shoes and personalized customer service.

The second year will focus on expanding our reach by opening additional locations in high-traffic shopping areas and enhancing our online storefront.

By the third year, we aim to diversify our product lines to include exclusive shoe accessories and limited-edition collaborations with designers, while also considering the introduction of eco-friendly and sustainable shoe options.

Throughout this period, we will prioritize customer satisfaction, innovative retail experiences, and staying ahead of fashion trends to secure our place in the competitive shoe market.

Business Model Canvas

The Business Model Canvas for our shoe store targets a diverse range of customers, from fashion-forward individuals to those seeking comfort and durability in footwear.

Our value proposition revolves around providing a curated selection of shoes that cater to various styles, occasions, and functional needs, complemented by exceptional customer service.

We will sell our products through our brick-and-mortar store, enhanced by a robust e-commerce platform, utilizing key resources such as our knowledgeable sales team and strategic supplier relationships.

Key activities include inventory management, customer engagement, and trend analysis.

Our revenue streams will be generated from direct shoe sales, with costs associated with inventory procurement, store operations, and marketing initiatives.

Access a detailed and customizable Business Model Canvas in our business plan template .

Marketing Strategy

Our marketing strategy is centered on creating a strong brand identity and engaging with our target audience.

We plan to showcase the latest shoe trends and the quality of our products through fashion shows, pop-up events, and strategic partnerships with local influencers and stylists.

Online marketing efforts will include search engine optimization (SEO) for our website, targeted social media advertising, and email campaigns to keep customers informed about new arrivals and promotions.

We will also offer loyalty programs and personalized shopping experiences to encourage repeat business and word-of-mouth referrals.

Risk Policy

Our risk policy for the shoe store includes measures to mitigate risks associated with inventory management, supplier reliability, and market fluctuations.

We will implement a just-in-time inventory system to reduce overstock and maintain product freshness. We will also establish strong relationships with multiple suppliers to ensure a steady supply of quality products.

Regular market analysis will help us adapt to changing fashion trends and consumer preferences. Additionally, we will manage financial risks through careful budgeting and cost control.

Comprehensive insurance coverage will protect against potential liabilities, including property damage and customer claims. Our focus is on delivering a safe and satisfying shopping experience while managing the operational risks inherent in the retail industry.

Why Our Project is Viable

We are confident in the viability of our specialty shoe store due to the evergreen demand for quality footwear and our commitment to staying abreast of fashion trends.

With a strategic approach to customer engagement, product selection, and market positioning, we believe we can carve out a significant niche in the shoe retail sector.

We are enthusiastic about the opportunity to provide customers with footwear that not only looks great but also offers comfort and durability.

Open to evolving with the market, we are poised for success and excited about the future of our shoe store.

You can also read our articles about: - the Business Model Canvas of a shoe store - the marketing strategy for a shoe store

The Financial Plan

Of course, the text presented below is far from sufficient to serve as a solid and credible financial analysis for a bank or potential investor. They expect specific numbers, financial statements, and charts demonstrating the profitability of your project.

All these elements are available in our business plan template for a shoe store and our financial plan for a shoe store .

Initial expenses for our shoe store include the cost of leasing a retail space in a high-traffic area, interior design and store fixtures to create an appealing shopping environment, purchasing a diverse inventory of shoes catering to various styles and sizes, investing in a point-of-sale system, and employee training to ensure excellent customer service. Additionally, we will allocate funds for brand development and marketing strategies to build a strong customer base.

Our revenue assumptions are based on a thorough market analysis of the local demand for footwear, taking into account factors such as fashion trends, seasonal changes, and the purchasing power of our target demographic.

We expect a steady growth in sales, beginning with a conservative estimate and increasing as our shoe store gains recognition and customer loyalty within the community.

The projected income statement outlines expected revenues from shoe sales, cost of goods sold (including inventory procurement and logistics), and operating expenses (rent, marketing, employee wages, etc.).

This leads to a forecasted net profit that is essential for assessing the long-term viability of our shoe store.

The projected balance sheet will display assets unique to our business, such as initial shoe inventory, store fixtures, and cash reserves, while also listing liabilities like loans and accounts payable.

It will provide a snapshot of the financial standing of our shoe store at the end of each fiscal period.

Our projected cash flow statement will detail the inflows and outflows of cash, enabling us to predict our financial requirements. This is crucial for maintaining a healthy cash balance to support day-to-day operations and strategic investments.

The projected financing plan will identify the sources of funding we intend to tap into to cover our startup costs, such as bank loans, investor capital, or personal savings.

We will keep a close eye on the working capital requirement for our shoe store to ensure we have sufficient funds to manage inventory levels, handle customer transactions, and meet regular expenses like rent and payroll.

The break-even analysis for our shoe store will calculate the volume of sales needed to offset all costs, including initial investments, and begin generating a profit.

This will help us understand when our business is expected to become financially sustainable.

Key performance indicators we will monitor include the inventory turnover rate to measure how quickly our stock is sold, the gross margin to evaluate profitability on shoe sales, and customer satisfaction scores to gauge service quality and repeat business potential.

These metrics will be instrumental in assessing the financial health and success of our shoe store.

If you want to know more about the financial analysis of this type of activity, please read our article about the financial plan for a shoe store .

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Shoe Business Plan Template & Guidebook

Starting a shoe business can seem like an intimidating task, but with the right knowledge and resources, it can become a rewarding venture. The #1 Shoe Business Plan Template & Guidebook provides aspiring entrepreneurs with a comprehensive guide to establishing and growing a successful shoe business. With detailed instructions, helpful examples, and expert advice, this template & guidebook makes the shoe business planning process easy to understand and achievable.

Get worry-free services and support to launch your business starting at $0 plus state fees.

• How to Start a Profitable Shoe Business [11 Steps]
• 10+ Best & Profitable Shoe Business Ideas [2023]
• 25 Catchy Shoe Business Names:
• List of the Best Marketing Ideas For Your Shoe Business:

How to Write a Shoe Business Plan in 7 Steps:

1. describe the purpose of your shoe business..

The first step to writing your business plan is to describe the purpose of your shoe business. This includes describing why you are starting this type of business, and what problems it will solve for customers. This is a quick way to get your mind thinking about the customers’ problems. It also helps you identify what makes your business different from others in its industry.

It also helps to include a vision statement so that readers can understand what type of company you want to build.

Here is an example of a purpose mission statement for a shoe business:

Our purpose at [insert shoe business name here] is to provide customers with quality and fashionable shoes that meet their individual needs, while fostering a welcoming and inclusive environment for everyone.

2. Products & Services Offered by Your Shoe Business.

The next step is to outline your products and services for your shoe business. 

When you think about the products and services that you offer, it's helpful to ask yourself the following questions:

• What is my business?
• What are the products and/or services that I offer?
• Why am I offering these particular products and/or services?
• How do I differentiate myself from competitors with similar offerings?
• How will I market my products and services?

You may want to do a comparison of your business plan against those of other competitors in the area, or even with online reviews. This way, you can find out what people like about them and what they don’t like, so that you can either improve upon their offerings or avoid doing so altogether.

3. Build a Creative Marketing Stratgey.

If you don't have a marketing plan for your shoe business, it's time to write one. Your marketing plan should be part of your business plan and be a roadmap to your goals. 

A good marketing plan for your shoe business includes the following elements:

Target market

• Who is your target market?
• What do these customers have in common?
• How many of them are there?
• How can you best reach them with your message or product?

Customer base 

• Who are your current customers? 
• Where did they come from (i.e., referrals)?
• How can their experience with your shoe business help make them repeat customers, consumers, visitors, subscribers, or advocates for other people in their network or industry who might also benefit from using this service, product, or brand?

Product or service description

• How does it work, what features does it have, and what are its benefits?
• Can anyone use this product or service regardless of age or gender?
• Can anyone visually see themselves using this product or service?
• How will they feel when they do so? If so, how long will the feeling last after purchasing (or trying) the product/service for the first time?

Competitive analysis

• Which companies are competing with yours today (and why)? 
• Which ones may enter into competition with yours tomorrow if they find out about it now through word-of-mouth advertising; social media networks; friends' recommendations; etc.)
• What specific advantages does each competitor offer over yours currently?

Marketing channels

• Which marketing channel do you intend to leverage to attract new customers?
• What is your estimated marketing budget needed?
• What is the projected cost to acquire a new customer?
• How many of your customers do you instead will return?

Form an LLC in your state!

4. Write Your Operational Plan.

Next, you'll need to build your operational plan. This section describes the type of business you'll be running, and includes the steps involved in your operations. 

In it, you should list:

• The equipment and facilities needed
• Who will be involved in the business (employees, contractors)
• Financial requirements for each step
• Milestones & KPIs
• Location of your business
• Zoning & permits required for the business

What equipment, supplies, or permits are needed to run a shoe business?

• Business License
• Point of Sale System/Cash Register
• Receipts/Invoices Printing System
• Store Shelves and Menus
• Inventory Management Software
• Barcode Scanner
• Security Systems (Cameras, Alarms, etc.)
• Computer and Network Infrastructure
• Financial Accounting Software

5. Management & Organization of Your Shoe Business.

The second part of your shoe business plan is to develop a management and organization section.

This section will cover all of the following:

• How many employees you need in order to run your shoe business. This should include the roles they will play (for example, one person may be responsible for managing administrative duties while another might be in charge of customer service).
• The structure of your management team. The higher-ups like yourself should be able to delegate tasks through lower-level managers who are directly responsible for their given department (inventory and sales, etc.).
• How you’re going to make sure that everyone on board is doing their job well. You’ll want check-ins with employees regularly so they have time to ask questions or voice concerns if needed; this also gives you time to offer support where necessary while staying informed on how things are going within individual departments too!

6. Shoe Business Startup Expenses & Captial Needed.

This section should be broken down by month and year. If you are still in the planning stage of your business, it may be helpful to estimate how much money will be needed each month until you reach profitability.

Typically, expenses for your business can be broken into a few basic categories:

Startup Costs

Startup costs are typically the first expenses you will incur when beginning an enterprise. These include legal fees, accounting expenses, and other costs associated with getting your business off the ground. The amount of money needed to start a shoe business varies based on many different variables, but below are a few different types of startup costs for a shoe business.

Running & Operating Costs

Running costs refer to ongoing expenses related directly with operating your business over time like electricity bills or salaries paid out each month. These types of expenses will vary greatly depending on multiple variables such as location, team size, utility costs, etc.

Marketing & Sales Expenses

You should include any costs associated with marketing and sales, such as advertising and promotions, website design or maintenance. Also, consider any additional expenses that may be incurred if you decide to launch a new product or service line. For example, if your shoe business has an existing website that needs an upgrade in order to sell more products or services, then this should be listed here.

7. Financial Plan & Projections

A financial plan is an important part of any business plan, as it outlines how the business will generate revenue and profit, and how it will use that profit to grow and sustain itself. To devise a financial plan for your shoe business, you will need to consider a number of factors, including your start-up costs, operating costs, projected revenue, and expenses. 

Here are some steps you can follow to devise a financial plan for your shoe business plan:

• Determine your start-up costs: This will include the cost of purchasing or leasing the space where you will operate your business, as well as the cost of buying or leasing any equipment or supplies that you need to start the business.
• Estimate your operating costs: Operating costs will include utilities, such as electricity, gas, and water, as well as labor costs for employees, if any, and the cost of purchasing any materials or supplies that you will need to run your business.
• Project your revenue: To project your revenue, you will need to consider the number of customers you expect to have and the average amount they will spend on each visit. You can use this information to estimate how much money you will make from selling your products or services.
• Estimate your expenses: In addition to your operating costs, you will need to consider other expenses, such as insurance, marketing, and maintenance. You will also need to set aside money for taxes and other fees.
• Create a budget: Once you have estimated your start-up costs, operating costs, revenue, and expenses, you can use this information to create a budget for your business. This will help you to see how much money you will need to start the business, and how much profit you can expect to make.
• Develop a plan for using your profit: Finally, you will need to decide how you will use your profit to grow and sustain your business. This might include investing in new equipment, expanding the business, or saving for a rainy day.

Frequently Asked Questions About Shoe Business Plans:

Why do you need a business plan for a shoe business.

A business plan for a shoe business is important in order to define and understand the goals of the business, its target market, the types of shoes offered, the costs involved, and any potential risks. It also outlines strategies to make the business successful, making it a valuable resource to have when launching a shoe business.

Who should you ask for help with your shoe business plan?

You should ask for help from an experienced entrepreneur or a small business advisor. Additionally, it may be beneficial to speak with local business owners in the shoe industry to get insights into the industry and advice on how to run a successful shoe business.

Can you write a shoe business plan yourself?

Yes, you can write a shoe business plan yourself. To get started, you will need to do some research on the shoe industry and make sure you understand the basics of business planning. Additionally, consider what customer needs you are wanting to fill with your shoe business, make sure that your plan outlines a clear strategy for marketing and sales, and develop a robust financial plan for your business.

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I'm Nick, co-founder of newfoundr.com, dedicated to helping aspiring entrepreneurs succeed. As a small business owner with over five years of experience, I have garnered valuable knowledge and insights across a diverse range of industries. My passion for entrepreneurship drives me to share my expertise with aspiring entrepreneurs, empowering them to turn their business dreams into reality.

Through meticulous research and firsthand experience, I uncover the essential steps, software, tools, and costs associated with launching and maintaining a successful business. By demystifying the complexities of entrepreneurship, I provide the guidance and support needed for others to embark on their journey with confidence.

From assessing market viability and formulating business plans to selecting the right technology and navigating the financial landscape, I am dedicated to helping fellow entrepreneurs overcome challenges and unlock their full potential. As a steadfast advocate for small business success, my mission is to pave the way for a new generation of innovative and driven entrepreneurs who are ready to make their mark on the world.

Shoe shop business plan template

Download this shoe shop business plan template in PDF or Word format, or tailor it to your project directly in our business plan software.

Discover our shoe shop business plan template

Not accustomed to writing business plans? Our shoe shop business template will turn a typically challenging process into a total breeze.

Modelled on a complete business plan of a shoe shop in Normandy, our template features both the financial forecast and the written part that presents the project, its team, the local market and the business strategy implemented by the management.

Cast your eyes on this template to achieve a better understanding of what your bank and investors would like to see, so that you can create a business plan that meets their expectations.

Template only available to paying subscribers of our online business plan software . Get a 7-day trial for free.

Edit the shoe shop business plan template online, or download it

Available in pdf.

Just after a little inspiration? Download the business plan template in PDF to print and have a read over it.

Download in Word format

Want to edit your plan on Word? Simply export the shoe shop business plan template to MS Word (.dox) format.

Tailor it to your own project

Adapt this template to your personal project by changing the written part or the financial forecast in our online business plan software .

Shoe shop business plan template content

This template includes a complete business plan, with a financial forecast and the following sections:

• Executive summary: The executive summary gives the reader a clear and concise overview of your business idea
• Company: This section lays out the structure of your business, including its location, management team and legal status
• Products and services: Here, you'll give an overview of the services or products offered by the company
• Market analysis: The market analysis is where you’ll demonstrate that there is a strong demand for your products and services through a thorough assessment of the industry (customer profile, hot trends, regulation, competition, etc.)
• Strategy: This section highlights the company's game plan when it comes to pricing, marketing and mitigating risks along the way
• Operations: This step lays out the company's operational organisation, including the recruitment plan
• Financial plan: The financial plan includes a table of sources & uses (initial funding plan), and complete financial statements (P&L, balance sheet and cash flow statements).
• Appendices: This part provides the opportunity to include multiple financial appendices generated by our software (debt maturity profile, monthly financial statements, financial analysis, etc.).

Template only available to paying subscribers of our online software. Get a 7-day trial for free

Shoe shop business plan template extract

Executive summary, business overview.

Chaussure À Son Pied will be a shoe shop located in downtown Caen. We'll offer a diverse range of women and men's shoes, whilst specialising in quality leather and original brands, with a special focus on products manufactured in France.

Compiled of leather and vegan leather shoes, sneakers, boots and sandals, our collections will move with the seasons to keep up with customer demand for the latest trends.

Chaussure A Son Pied will tie together its extensive shoe collection and the expertise of its sales staff to create a space where the people of Cognac can come to discover the perfect shoe for any occasion.

Our store will be located at Rue Froide in downtown Caen, a street perpendicular to the very lively Rue Saint-Pierre, an area famed for its attractive aesthetic and wide selection of shops.

Chaussure A Son Pied will meet the high-end expectations of its customers by offering a more deluxe range of shoes than other brands on the local market.

Chaussure à son Pied will be a limited company managed by Valentine C. and Alice V. with a share capital of €15,000. Valentine and Alice both have the requisite skills and experience for launching a shoe shop business.

Valentine holds a Bachelor's degree in Business Management from the University of Nancy and has 5 years of experience as a management assistant at a clothes store.

Alice, a Normandy native, has a Marketing degree from the University of Nancy. After her studies, she worked as a marketing assistant for a clothing brand for four years.

The two partners met and became friends at university. They stayed in touch after graduating and later decided to open a shoe shop together.

Market Overview

Domestic market

With 7.5 pairs of shoes purchased per child, 6 for every woman and 3.5 per man annually, France is at the top-tier for shoe consumption in Europe.

It makes sense then that France is leading the way for shoe production, as around 5,000 people are employed in the footwear sector and 21.7 million shoes are produced each year. According to Chaussure de France, the footwear market saw a total turnover of over €8 billion.

While a large quantity of shoes are manufactured in France (there are around 80 companies and factories located within the country), a majority of the shoes made in France are exported.

As a result, shoes are then imported from other countries to meet the demand in France. In 2017, Italy was the top exporter of shoes to France, followed by Germany and the United Kingdom.

The French prefer to buy shoes in-store. Large, budget shoe stores such as Gémo and La Halle aux Chaussures, as well as sports shops such as Decathlon and Foot Locker, hold a 41% market share.

These are followed by independent and chain shoe shops, which account for 28.5% of sales.

Online shoe shops, such as Zalando, Sarenza, Spartoo, which entered the shoe scene in 2005, now hold a 12.5% market share.

Traditional market players, including shoe chains such as the Vivarte and Eram groups, are facing up well to the competition posed online shoe giants. This is mainly due to the consistent desire of consumers to be able to try shoes on before they buy. Such brands are also making their own mark on the online realm, with Eram and Vivarte setting up websites to complement their store network.

According to INSEE, shoe spending has increased by an average of 5.5% per year since the 1960s. This increase is mainly due to an increasing number of shoe sales by 1.6% each year.

The average French household will spend around €330 on shoes, compared to the €1,230 that's set aside for clothes.

According to Yougov.com, women are more likely to buy the most shoes with females between 25 - 44 years old spending around €207 on shoes, amounting to an average of 12-14 pairs in their dressing room.

To obtain the best prices possible, the French increasingly wait until sales or promotions are advertised to buy their shoes - with the amount of sales having doubled from 2000 to 2015.

While casual, everyday footwear is popular in France, sneakers remain the best-selling shoes and their market share is constantly increasing, explaining the overarching presence of sports shops in the shoe distribution circuit.

Local market

Caen has a population of approximately 108,000, with several shopping districts that attract consumers from the city centre and beyond.

The city centre has renowned shopping streets that are part of the main shopping district and host a plethora of shoe shops.

The Caennais, like 74% of the French, feel proud of their heritage, thus are willing to pay more for products made within France. The establishment of a "Made in France" trade show in Normandy, similar to the existing Parisian trade show, has increased the desire for locally--made products amongst the consumers of Caen.

Target Market

Given our location and the commercial positioning of the other stores on rue Froide, we'll mainly target high earners looking for luxury shoes:

• Local residents: coming to the city centre to make most of their purchases, these people are aware of rue Froide's rather lavish reputation. We believe that this segment, on the lookout for quality products, is likely to be drawn in by our "Made in France" collection and personalised sales advice, to the extent that they turn into regular customers.
• Tourists: over a million tourists come to Caen every year, taking time to check out the Rue Froide (one of the oldest streets in Caen) during their visit. Tourists are drawn to the authenticity of the street's picturesque boutiques. Our "Made in France" range, which highlights the art of French-style footwear, should appeal to these tourists.

Competition

Direct competition

There are a total of 20 direct competitors in downtown Caen, but only six stores that offer high-end products, including Printemps, Galeries Lafayette, André, Bocage, Minelli and San Marina.

We have identified 3 shoe shops located in the rue Saint-Pierre, less than 500 meters from the rue Froide:

• Finsbury: franchise offering men's casual and smart footwear
• Naturella: independent shop offering shoes for men, women, kids and teenagers
• Staggy: independent shop offering men's & women's casual shoes

We consider the competition to be moderate here, as we can distinguish ourselves in that we offer both high-end and locally manufactured shoes. We are the only downtown store that offers an exclusive "Made in France" collection, and our diverse selection of modern and classic shoes also help us stand out from the other stores with more limited stock.

We also offer a more unique range than the other high-end shoe stores in the city centre, as most of them are large commercial chains.

Indirect competition

Indirect competition comes from shops that sell shoes but aren't shoe specialists, including supermarkets, sports shops and clothes shops.

We differ from these brands for a variety of reasons, including our price range, higher calibre of shoe and our unique styles. If a customer invests in our shoes, they won't expect to see ten other people on the street wearing the same ones, as they're produced in much lower quantities than the collections manufactured by large brands.

We are also in indirect competition with online shoe resale sites. We view this competition as relatively limited, however, as our locally-manufactured shoes, brand image and ability to offer customers the chance to try before they buy (which is a non-negotiable when buying high-end products) help us set ourselves apart from such sites.

Financial Highlights

We expect to be profitable from the first year of operation, with sales of €223,120 and EBITDA of €8,234 (or 3.69% of margin).

Thereafter, we anticipate that the actions indicated in our marketing plan, as well as word-of-mouth will enable us to continue developing the business in years 2 and 3.

From year 1 to year 2, we expect an increase of 8.31% in our turnover. From year 2 to year 3, we expect sales growth of 4.44% with an EBITDA of €17,693 (or 5.09% of margin).

The improvement in EBITDA margin is mainly due to a better absorption of fixed costs as a result of the sales growth.

We expect positive cash generation over the entire plan. The cash flow generated by the company will cover loan repayments, while retaining sufficient leeway to deal with unforeseen events.

The opening of Chaussure A Son Pied will require an initial investment of €70,000. The founders will invest €35,000 (50%) and we would like to obtain a loan of €35,000 to fund the remaining amount.

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How to Start a Shoe Business

Starting a shoe business can be very profitable. With proper planning, execution and hard work, you can enjoy great success. Below you will learn the keys to launching a successful shoe business.

Importantly, a critical step in starting a shoe business is to complete your business plan. To help you out, you should download Growthink’s Ultimate Business Plan Template here .

Download our Ultimate Business Plan Template here

14 Steps To Start a Shoe Business :

• Choose the Name for Your Shoe Business
• Develop Your Shoe Business Plan
• Choose the Legal Structure for Your Shoe Business
• Secure Startup Funding for Your Shoe Business (If Needed)
• Secure a Location for Your Business
• Register Your Shoe Business with the IRS
• Open a Business Bank Account
• Get a Business Credit Card
• Get the Required Business Licenses and Permits
• Get Business Insurance for Your Shoe Business
• Buy or Lease the Right Shoe Business Equipment
• Develop Your Shoe Business Marketing Materials
• Purchase and Setup the Software Needed to Run Your Shoe Business
• Open for Business

1. Choose the Name for Your Shoe Business

The first step to starting a shoe business is to choose your business’ name.  

This is a very important choice since your company name is your brand and will last for the lifetime of your business. Ideally you choose a name that is meaningful and memorable. Here are some tips for choosing a name for your own business:

• Make sure the name is available . Check your desired name against trademark databases and your state’s list of registered business names to see if it’s available. Also check to see if a suitable domain name is available.
• Keep it simple . The best names are usually ones that are easy to remember, pronounce and spell.
• Think about marketing . Come up with a name that reflects the desired brand and/or focus of your shoe business.

2. Develop Your Shoe Business Plan

One of the most important steps in starting a shoe business is to develop your business plan. The purpose of a business plan is to ensure that you fully understand your market and your business strategy. The plan also provides you with a roadmap to follow and if needed, to present to funding sources to raise money for your business.

Your shoe business plan should include the following sections:

• Executive Summary – this section should summarize your entire business plan so readers can quickly understand the key details of your shoe business.
• Company Overview – this section tells the reader about the history of your shoe business and what type of shoe business you operate. For example, are you a shoe retailer, shoe manufacturer, shoe importer, or shoe distributor? 
• Industry Analysis – here you will document key information about the shoe industry. Conduct market research and document how big the industry is and what industry trends are affecting it.
• Customer Analysis – in this section, you will document who your ideal or target market are and their demographics. For example, how old are they? Where do they live? What do they find important when purchasing products like the ones you will offer?
• Competitive Analysis – here you will document the key direct and indirect competitors you will face and how you will build competitive advantage.
• Marketing Plan – your marketing plan should address the 4Ps: Product, Price, Promotions and Place.
• Product : Determine and document what products/services you will offer 
• Prices : Document the prices of your products/services
• Place : Where will your business be located and how will that location help you increase sales?
• Promotions : What promotional methods will you use to attract new customers to your shoe business? For example, you might decide to use pay-per-click advertising, public relations, search engine optimization and/or social media marketing.
• Operations Plan – here you will determine the key processes you will need to run your day-to-day operations. You will also determine your staffing needs. Finally, in this section of your plan, you will create a projected growth timeline showing the milestones you hope to achieve in the coming years.
• Management Team – this section details the background of your company’s management team.
• Financial Plan – finally, the business plan’s financial plan answers questions including the following:
• What startup costs will you incur?
• How will your shoe business make money?
• What are your projected sales and expenses for the next five years?
• Do you need to raise funding to launch your business?

A sample business plan can help you get started easily.

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3. choose the legal structure for your shoe business.

Next you need to choose a legal structure for your shoe business and register it and your business name with the Secretary of State in each state where you operate your business.

Below are the five most common legal structures:

1) Sole proprietorship

A sole proprietorship is a business entity in which the shoe store owner and the business are the same legal person. The business owner of a sole proprietorship is responsible for all debts and obligations of the business. There are no formalities required to establish a sole proprietorship, and it is easy to set up and operate. The main advantage of a sole proprietorship is that it is simple and inexpensive to establish. The main disadvantage is that the owner is liable for all debts and obligations of the business.

2) Partnerships

A partnership is a legal structure that is popular among small businesses. It is an agreement between two or more people who want to start a shoe business together. The partners share in the profits and losses of the business. 

The advantages of a partnership are that it is easy to set up, and the partners share in the profits and losses of the business. The disadvantages of a partnership are that the partners are jointly liable for the debts of the business, and disagreements between partners can be difficult to resolve.

3) Limited Liability Company (LLC)

A limited liability company, or LLC, is a type of business entity that provides limited liability to its owners. This means that the owners of an LLC are not personally responsible for the debts and liabilities of the business. The advantages of an LLC for a shoe business include flexibility in management, pass-through taxation (avoids double taxation as explained below), and limited personal liability. The disadvantages of an LLC include lack of availability in some states and self-employment taxes.

4) C Corporation

A C Corporation is a business entity that is separate from its owners. It has its own tax ID and can have shareholders. The main advantage of a C Corporation for a shoe business is that it offers limited liability to its owners. This means that the owners are not personally responsible for the debts and liabilities of the business. The disadvantage is that C Corporations are subject to double taxation. This means that the corporation pays taxes on its profits, and the shareholders also pay taxes on their dividends.

5) S Corporation

An S Corporation is a type of corporation that provides its owners with limited liability protection and allows them to pass their business income through to their personal income tax returns, thus avoiding double taxation. There are several limitations on S Corporations including the number of shareholders they can have among others.

Once you register your shoe business, your state will send you your official “Articles of Incorporation.” You will need this among other documentation when establishing your banking account (see below). We recommend that you consult an attorney in determining which legal structure is best suited for your company.

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4. Secure Startup Funding for Your Shoe Business (If Needed)

In developing your shoe business plan , you might have determined that you need to raise funding to launch your business. 

If so, the main sources of funding for a shoe business to consider are personal savings, family and friends, credit card financing, bank loans, crowdfunding and angel investors. Angel investors are individuals who provide capital to early-stage businesses. Angel investors typically will invest in a shoe business that they believe has high potential for growth.

5. Secure a Location for Your Business

To find a location for your shoe store business, you’ll want to research the best places to set up shop. You can look at demographic data to see where your target customers live, and you can also look at things like traffic patterns and store availability. You’ll also want to consider your budget and what size of space you need. Once you’ve narrowed down your options, it’s important to do a site visit and make sure the location is right for your business.

6. Register Your Shoe Business with the IRS

Next, you need to register your business with the Internal Revenue Service (IRS) which will result in the IRS issuing you an Employer Identification Number (EIN).

Most banks will require you to have an EIN in order to open up an account. In addition, in order to hire employees, you will need an EIN since that is how the IRS tracks your payroll tax payments.

Note that if you are a sole proprietor without employees, you generally do not need to get an EIN. Rather, you would use your social security number (instead of your EIN) as your taxpayer identification number.

7. Open a Business Bank Account

It is important to establish a bank account in your shoe business’ name. This process is fairly simple and involves the following steps:

• Identify and contact the bank you want to use
• Gather and present the required documents (generally include your company’s Articles of Incorporation, driver’s license or passport, and proof of address)
• Complete the bank’s application form and provide all relevant information
• Meet with a banker to discuss your business needs and establish a relationship with them

8. Get a Business Credit Card

You should get a business credit card for your shoe business to help you separate personal and business expenses.

You can either apply for a business credit card through your bank or apply for one through a credit card company.

When you’re applying for a business credit card, you’ll need to provide some information about your business. This includes the name of your business, the address of your business, and the type of business you’re running. You’ll also need to provide some information about yourself, including your name, Social Security number, and date of birth.

Once you’ve been approved for a business credit card, you’ll be able to use it to make purchases for your business. You can also use it to build your credit history which could be very important in securing loans and getting credit lines for your business in the future.

9. Get the Required Business Licenses and Permits

There are a few licenses and permits you will need to start a shoe business. To begin, you will need a business license from your local government. You may also need a sales tax permit depending on the state in which you will do business. Depending on the type of shoes you plan to sell, you may also need a manufacturing license or a trademark. Check with your state’s licensing board to find out what is required.

10. Get Business Insurance for Your Shoe Business

There are a multiple types of insurance that are necessary to operate a shoe business.

Some business insurance policies you should consider for your shoe business include:

• General liability insurance : This covers accidents and injuries that occur on your property. It also covers damages caused by your employees or products.
• Workers’ compensation insurance : If you have employees, this type of policy works with your general liability policy to protect against workplace injuries and accidents. It also covers medical expenses and lost wages.
• Commercial property insurance : This covers damage to your property caused by fire, theft, or vandalism.
• Business interruption insurance : This covers lost income and expenses if your business is forced to close due to a covered event.
• Professional liability insurance : This protects your business against claims of professional negligence.

Find an insurance agent, tell them about your business and its needs, and they will recommend policies that fit those needs.

11. Buy or Lease the Right Shoe Business Equipment

In order to start a shoe business, you will need some basic equipment. This includes a shoe rack, shelves, boxes, and labels. If you plan to operate a manufacturing show business, you’ll need to invest in special machinery to make the shoes. High-quality machinery is necessary to make specific styles of shoes and produce them in bulk, which means heavy machinery like the 20 ton press machine or a computerized carving machine for laser cutting. You will also need cutting tools, glue to assemble the shoes, quality control equipment to check for mistakes during assembly, and a way to heat-press your shoe labels onto the shoe. A computer with a printer is also needed to design your labels, as well as a phone or internet connection to order your materials from suppliers.

12. Develop Your Shoe Business Marketing Materials

Marketing materials will be required to attract and retain customers to your own shoe line.

The key marketing materials you will need are as follows:

• Logo : Spend some time developing a good logo for your shoe business. Your logo will be printed on company stationery, business cards, marketing materials and so forth. The right logo can increase customer trust and awareness of your shoe brand.
• Website : Likewise, a professional shoe business website provides potential customers with information about the products you offer, your company’s history, and contact information. Importantly, remember that the look and feel of your website will affect how customers perceive you.
• Social Media Accounts : establish social media accounts in your company’s name. Accounts on Facebook, Twitter, LinkedIn and/or other social media platforms will help customers and others find and interact with your shoe business.

13. Purchase and Setup the Software Needed to Run Your Shoe Business

The software you need to run a shoe business depends on the type of shoe business you want to start. If you want to sell shoes online, you’ll need a shopping cart software and a website builder. Additionally, you can sell through sites like Amazon, Shopify, or Etsy. If you want to start a physical store, you’ll need point of sale (POS) software, customer relationship management (CRM) software, and an inventory management system.

14. Open for Business

You are now ready to open your shoe business. If you followed the steps above, you should be in a great position to build a successful business. Below are answers to frequently asked questions that might further help you.

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How to Start a Shoe Business FAQs

Is it hard to start a shoe business.

No, it is easy to start a shoe business because there is a low barrier to entry. This means that it does not require a lot of money or technical expertise to get started. There is a large market for shoes, so there is potential for a lot of revenue.

How can I start a shoe business with no experience?

There are a few things you can do to start a shoe business with no experience. You can research the industry and learn as much as you can about shoes and the shoe business. You can also look for opportunities to network with people in the industry, and attend events and trade shows where shoe manufacturers and retailers gather.

What type of shoe business is most profitable?

There is no definitive answer to this question as it largely depends on the specific type of shoe business in question and the market conditions therein. However, in general, the most successful shoe stores are those that produce and sell high-end designer shoes. They are more profitable than those that sell lower-priced options. This is likely due to the fact that consumers are willing to pay more for better quality products.

How much does it cost to start a shoe business?

A shoe store’s startup costs can vary depending on the size and scope of the business. However, on average, it costs between $10,000 and $50,000 to get started. This includes the cost of materials, labor, and other related expenses.

What are the ongoing expenses for a shoe business?

There are a few key ongoing expenses for a shoe business. One of the most important is the cost of materials and labor. You'll also need to factor in things like rent, utilities, and marketing. It's important to have a solid business plan in place so you can anticipate these costs and stay within your budget.

How does a shoe business make money?

A shoe business can make money by selling shoes to consumers, and also by selling shoes to businesses. Consumers may buy shoes in a brick-and-mortar store, or through an online store . Businesses may buy shoes for their employees, or for resale.

Is owning a shoe business profitable?

Yes, owning a shoe business can be profitable. There are a few things to keep in mind when starting a shoe business, such as choosing the right location and ensuring you have a good supplier. However, with the right planning and execution, owning a shoe business can be a lucrative endeavor.

Why do shoe businesses fail?

Shoe businesses fail because they do not have a unique shoe selling proposition. They may try to compete on price, when there are already many other businesses doing the same. They may also have a faulty business model, such as not making enough of a profit on each shoe sold, or not being able to produce shoes quickly and cheaply enough to stay competitive. Additionally, many shoe stores do not understand the importance of marketing and sales, and do not put in the effort necessary to reach consumers.

Other Helpful Business Plan Articles & Templates

Shoe Manufacturing Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business Plans » Fashion & Style

Are you about starting a shoe manufacturing business? If YES, here is a complete sample shoe manufacturing business plan template & feasibility report you can use for FREE .

There is hardly anyone on the face of the earth who doesn’t wear shoes. Now imagine the amount of money those who are at the helms of the shoe manufacturing affairs make massive money . Making a launch into the shoe manufacturing industry can make just about anyone wealthy.

This is because of the huge market that exists all around the world. One of the things that you will need to do as you look to start a shoe manufacturing business is to write a business plan.

A Sample Shoe Manufacturing Business Plan Template

1. industry overview.

The any human you find in any street in the united states of America, and in any developed countries and of course the average person you found in developing and undeveloped countries would put on one form of footwear or the other.

Shoes cum footwear could be pure leather, synthetic leader, fabric or rubber. This goes to show that there is indeed a very large market for shoes in our world; hence loads of investors cum aspiring entrepreneur are pitching their tent in the shoe & footwear manufacturing industry.

Businesses in the shoe and footwear industry manufacture footwear for men, women and children. They are involved in manufacturing shoe and footwear in different forms such as rubber and plastic footwear, protective footwear (Safety boots), house slippers and slipper socks.

Companies in this line of business also manufacture men’s or women’s footwear specifically designed for casual, formal and work environments et al. These products also include men’s or women’s shoes with rubber or plastic soles and leather or vinyl uppers.

Research conducted by IBISWORLD shows that the Shoe & footwear manufacturing industry in the United States has a low level to moderate level of concentration. The US shoe and footwear manufacturing industry is concentrated: the top 50 companies account for more than 95 percent of sales.

New Balance and Allen Edmonds who are considered to be the two dominant players in the industry are estimated to account for an estimated 35.3 percent of the revenue generated in industry. This low-to-moderate concentration reflects a fragmented market that has a mix of a few large companies and many small industry operators specializing in higher valued-added footwear.

The largest global footwear companies, such as Nike and Adidas, manufacture nearly all of their products outside of the country. This practice has increased over the past few years as large manufacturers discontinue production in the United States, instead focusing domestic activities on design and wholesale of footwear.

The Shoe & Footwear Manufacturing industry is indeed a major sector of the economy of most countries in the world (United States of America, Italy, France, united kingdom , China and India et al).

Statistics has it that in the United States of America alone, the Shoe & Footwear Manufacturing industry generates a whooping sum of well over $2 billion annually from more than 876 registered and licensed big scale shoes and footwear manufacturing companies scattered all around the United States of America.

The industry is responsible for the employment of well over 10,416 people. Experts project the shoe and footwear manufacturing industry to grow at a -2.7 percent annual rate. In the United States, men’s footwear accounts for about 50 percent of sales, women’s for about 20 percent, and athletic and other footwear for about 30 percent.

The establishment in this industry that has a dominant market share in the United States of America are; New Balance and Allen Edmonds.

Over and above, the shoe and footwear manufacturing industry is a profitable industry and it is open for any aspiring entrepreneur to come in and establish his or her business.

You can chose to start on a small scale in small shoe and footwear making workshop or you can chose to start on a large scale with a standard shoe and footwear manufacturing factories both in the United States of America and in countries in Asia where you can get cheaper labor and raw materials.

2. Executive Summary

Micah Smith® Shoes & Footwear, Inc. is a standard and registered shoe & footwear manufacturing company that will be located in Little Rock Arkansas; in an ideal location highly suitable for the kind of business we want to establish. We have been able to lease a facility that is big enough (a 20 thousand square foot facility) to fit into the design of the kind of standard shoe and footwear manufacturing company that we intend launching.

Micah Smith® Shoes & Footwear, Inc. will manufacture a wide range of footwear for men, women and children. We will be involved in manufacturing shoe and footwear in different forms such as rubber and plastic footwear, protective footwear (Safety boots), house slippers and slipper socks. We are set to services a wide range of clientele not just in the United States of America, but also all parts of the world.

We are aware that there are several large and small shoes and footwear manufacturing companies all around the United States of America, which is why we spent time and resources to conduct a thorough feasibility studies and market survey so as to be well positioned to favorably compete with all our competitors.

Micah Smith® Shoes & Footwear, Inc. will ensure that all the shoes and footwear that leaves of factory are of the highest quality and highly durable and affordable.

We want to build a business with a wide range of clientele base cut across people of different financial status. We have a CRM software that will enable us manage a one on one relationship with our customers no matter how large the numbers of our customers’ base may grow to.

Micah Smith® Shoes & Footwear, Inc. will at all times demonstrate her commitment to sustainability, both individually and as a firm, by actively participating in our communities and integrating sustainable business practices wherever possible.

We will ensure that we hold ourselves accountable to the highest standards by meeting our customers’ needs precisely and completely whenever they patronize our products. We will cultivate a working environment that provides a human, sustainable approach to earning a living, and living in our world, for our partners, employees and for our customers.

Micah Smith® Shoes & Footwear, Inc. is a family business that is owned by Micah Smith and his immediate family members.

Micah Smith has a Diploma in shoe and footwear Making and a B.Sc. in Business Administration, with well over 15 years of experience in the shoe and footwear manufacturing industry, working for some of the leading brand in the United States. He will be bringing in his vast hands – on experience to build Micah Smith® Shoes & Footwear, Inc.

3. Our Products and Services

Micah Smith® Shoes & Footwear, Inc. is in the shoe and footwear manufacturing industry to manufacture a wide range of footwear for men, women and children. We will be involved in manufacturing shoe and footwear in different forms such as rubber and plastic footwear, protective footwear (Safety boots), house slippers and slipper socks.

We are set to services a wide range of clientele not just in the United States of America, but also all parts of the world and of course to make profits, which is why we will ensure we go all the way to give our clients and potential clients options.

We will do all that is permitted by the law of the United States to achieve our business goal, aim and ambition of starting the business. Our product offerings are listed below;

• Manufacturing of rubber and plastic footwear
• Manufacturing of house slipper
• Manufacturing of athletic shoes
• Manufacturing of ballet slipper
• Manufacturing of cleated athletic shoes
• Manufacturing of other footwear

4. Our Mission and Vision Statement

• Our vision is to become the leading brand in the shoe and footwear manufacturing industry in Arkansas and to establish a one stop shoe and footwear manufacturing company.
• Our mission is to establish a world – class shoe and footwear manufacturing company whose products will not only be retailed in the United States of America, but also be exported to other countries of the world.

Our Business Structure

Micah Smith® Shoes & Footwear, Inc. do not intend to start a shoe and footwear manufacturing business like the usual small scale shoe and footwear craft shops around the street corner; our intention of starting a shoe and footwear manufacturing company is to build a standard and one stop shoe and footwear manufacturing company in Little Rock Arkansas.

Although our shoe and footwear manufacturing company might not be as big as Nike, Puma, Adidas, Clarke®, New Balance and Allen Edmonds et al, but we will ensure that we put the right structure in place that will support the kind of growth that we have in mind while setting up the business.

We will ensure that we hire people that are qualified, honest, customer centric and are ready to work to help us build a prosperous business that will benefit all the stakeholders (the owners, workforce, and customers).

As a matter of fact, profit-sharing arrangement will be made available to all our senior management staff and it will be based on their performance for a period of ten years or more. In view of that, we have decided to hire qualified and competent hands to occupy the following positions;

• Chief Executive Officer (Owner)
• Factory Manager
• Human Resources and Admin Manager

Merchandize Manager

Sales and Marketing Manager

• Shoes and Footwear Designers and Making Experts
• Accountants / Cashiers
• Customer Services Executive

5. Job Roles and Responsibilities

Chief Executive Officer – CEO:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results; developing incentives; developing a climate for offering information and opinions; providing educational opportunities.
• Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for fixing prices and signing business deals
• Responsible for providing direction for the business
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization
• Reports to the board.

Admin and HR Manager

• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Maintains office supplies by checking stocks; placing and expediting orders; evaluating new products.
• Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs.
• Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organizations.
• Enhances department and organization reputation by accepting ownership for accomplishing new and different requests; exploring opportunities to add value to job accomplishments.
• Defining job positions for recruitment and managing interviewing process
• Carrying out staff induction for new team members
• Responsible for training, evaluation and assessment of employees
• Responsible for arranging travel, meetings and appointments
• Oversee the smooth running of the daily office activities.

Factory Manager:

• Responsible for managing the daily activities in the shoe and footwear manufacturing factory
• Ensures that proper records of shoes and footwear are kept and warehouse does not run out of finished products
• Ensure that the factory is in tip top shape and easy to locate
• Interfaces with third – party suppliers (vendors) of raw materials (leather, synthetic leather, rubber, shoe soles, fabrics, gum, shoe polish and shoe dyes et al)
• Control shoe and footwear distribution and supply inventory
• Supervise the workforce in the shoe and footwear manufacturing factory.
• Manage vendor relations, market visits, and the ongoing education and development of the organizations’ buying teams
• Help to ensure consistent quality of shoe and footwear making raw materials are purchased and used for the manufacturing of shoes and footwear
• Responsible for the purchase of shoes and footwear raw material for the organizations
• Responsible for planning sales, monitoring inventory, selecting the merchandise, and writing and pricing orders to vendors
• Ensures that the organization operates within stipulated budget.
• Manage external research and coordinate all the internal sources of information to retain the organizations’ best customers and attract new ones
• Model demographic information and analyze the volumes of transactional data generated by customer purchases
• Identify, prioritize, and reach out to new partners, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts; participates in the structuring and financing of projects; assures the completion of development projects.
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Develop, execute and evaluate new plans for expanding increase sales
• Document all customer contact and information
• Represent the company in strategic meetings
• Help increase sales and growth for the company

Shoe and Footwear Designers and Making Experts

• Responsible for designing and manufacturing of rubber and plastic footwear
• Responsible for designing and manufacturing of house slipper
• Responsible for designing and manufacturing of athletic shoes
• Responsible for designing and manufacturing of ballet slipper
• Responsible for designing and manufacturing of cleated athletic shoes
• Responsible for designing and manufacturing of other footwear

Accountant / Cashier:

• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Provides managements with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects; conducts market research to forecast trends and business conditions.
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and financial reporting
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for the organization
• Serves as internal auditor for the organization

Client Service Executive

• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with customers on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Manages administrative duties assigned by the human resources and admin manager in an effective and timely manner
• Consistently stays abreast of any new information on the organizations’ products, promotional campaigns etc. to ensure accurate and helpful information is supplied to customers when they make enquiries

6. SWOT Analysis

Micah Smith® Shoes & Footwear, Inc. is in business to become one of the leading shoe and footwear manufacturing companies in the United States of America and we are fully aware that it will take the right business concept, management and organization – structure to achieve our goal.

We are quite aware that there are several large and small scale shoes and footwear manufacturing companies all over the United States of America and even in the same location where we intend locating ours, which is why we are following the due process of establishing a business.

We know that if a proper SWOT analysis is conducted for our business, we will be able to position our business to maximize our strength, leverage on the opportunities that will be available to us, mitigate our risks and be welled equipped to confront our threats.

Micah Smith® Shoes & Footwear, Inc. employed the services of an expert HR and Business Analyst with bias in the manufacturing industry to help us conduct a thorough SWOT analysis and to help us create a Business model that will help us achieve our business goals and objectives. This is the summary of the SWOT analysis that was conducted for Micah Smith® Shoes & Footwear, Inc.;

Our core strength lies in the high quality of our finished shoes and footwear, the power of our team and the state of the art and well – equipped shoe and footwear manufacturing factory that we own. We have a team of highly trained and experienced shoes and footwear designers and makers and support staff members that can go all the way to produce top notch shoes and other footwear.

We are well positioned in the heart of Little Rock – Arkansas and we know we will attract loads of clients from the first day we open our shoe and footwear manufacturing company for business.

A major weakness that may count against us is the fact that we are a new shoe and footwear manufacturing company and we don’t have the financial capacity to compete with multi – million dollars shoe and footwear manufacturing companies such as Nike, Puma, Adidas, Clarke®, New Balance and Allen Edmonds et al when it comes to manufacturing shoes and footwear at a rock bottom prices.

So also, we may not have enough cash reserve to promote our shoe and footwear manufacturing company the way we would want to do.

• Opportunities:

The fact that we are going to be operating our shoe and footwear manufacturing company in Little Rock – Arkansas provides us with unlimited opportunities to sell our furniture to a large number of individuals and corporate organizations.

We have been able to conduct thorough feasibility studies and market survey and we know what our potential clients will be looking for when they visit our shoe and footwear manufacturing workshop or showroom; we are well positioned to take on the opportunities that will come our way.

Just like any other business, one of the major threats that we are likely going to face is economic downturn. It is a fact that economic downturn affects purchasing / spending power.

Another threat that may likely confront us is the arrival of a new shoe and footwear manufacturing company in same location where ours is located. So also, unfavorable government policies may also pose a threat for businesses such as ours.

7. MARKET ANALYSIS

• Market Trends

One common trend in the shoe and footwear manufacturing industry is that the demand for its product is driven by fashion, demographics, and of course consumer disposable income. The profitability of individual shoe and footwear manufacturing companies depends on their ability to design and market shoe models that effectively target consumers’ tastes and preferences.

Large shoes and footwear companies have economies of scale in distribution and marketing and small scale shoes and footwear companies can compete successfully by crafting customized shoes and footwear based in their client’s preference.

Going forward, shoes and footwear brands will have to position themselves to cater to a stronger middle class market. It has been projected that by the year 2030, the majority of the world’s population will be part of the middle class, primarily due to a drop in the amount of people living in extreme poverty.

With this development, there will be influx of new consumers and this will put pressure on product developers to meet their unfamiliar preferences and needs. Developed economies placing their products in emerging markets will also have to adjust their pricing strategies to compete with local low-price manufacturers.

Lastly, as part of

8. Our Target Market

Perhaps it will be safe to submit that the shoe and footwear manufacturing industry is amongst one of the industry that has the widest range of customers; almost everybody on planet earth need one form of footwear or the other. It is pretty difficult to find someone in the United States and of course in other developed countries that don’t have shoes and other footwear.

In view of that, we have positioned our shoe and footwear manufacturing company to service the clientele in the United States of America and other parts of the world.

We have conducted our market research and feasibility studies and we have ideas of what our target market would be expecting from us. We in the shoe and footwear manufacturing industry to manufacture a wide range of shoes and footwear for the following people;

Our Competitive Advantage

A close study of the shoe and footwear manufacturing industry reveals that the market has become much more intensely competitive over the last decade. As a matter of fact, you have to be highly creative with your designs and market approach, customer centric and proactive if you must survive in this industry.

We are aware of the stiffer competition and we are well prepared to compete favorably with other leading shoe and footwear manufacturing companies in the United States and the globe.

Micah Smith® Shoes & Footwear, Inc. is launching a standard shoe and footwear manufacturing company that will indeed become the preferred choice of residence of Little Rock Arkansas and every other location where our showrooms and outlets will be opened.

Our shoe and footwear manufacturing company is located in an ideal property highly suitable for the kind of manufacturing company that we want to run. We have enough parking space that can accommodate well over 30 cars / trucks per time.

One thing is certain, we will ensure that we manufacture a wide range of shoe and footwear products in our factory at all times. It will be difficult for customers to visit our shoe and footwear showroom and not see the type of shoe and footwear that they are looking for.

One of our business goals is to make Micah Smith® Shoes & Footwear Inc; a one stop shoe and footwear manufacturing company. Our excellent customer service culture, showrooms, online store, various payment options and highly secured facility will serve as a competitive advantage for us.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category ( startups shoe and footwear manufacturing companies ) in the industry meaning that they will be more than willing to build the business with us and help deliver our set goals and achieve all our aims and objectives.

We will also give good working conditions and commissions to freelance sales agents that we will recruit from time to time.

9. SALES AND MARKETING STRATEGY

• Sources of Income

Micah Smith® Shoes & Footwear, Inc. is in business to manufacture and retail a wide range of shoes and footwear in the United States of America and other parts of the world. We are in the shoe and footwear manufacturing industry to

10. Sales Forecast

One thing is certain when it comes to shoe and footwear manufacturing business, if you are into the manufacturing or various types of shoes and footwear, you will always attract customers cum sales and that will sure translate to increase in revenue generation for the business.

We are well positioned to take on the available market in the United States of America and of course the rest of the world and we are quite optimistic that we will meet our set target of generating enough income / profits from the first six month of operations and grow the business and our clientele base.

We have been able to critically examine the shoe and footwear manufacturing industry and we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some assumptions that are peculiar to startups in Little Rock – Arkansas.

Below are the sales projection for Micah Smith® Shoes & Footwear, Inc., it is based on the location of our business and other factors as it relates to shoe and footwear manufacturing start – ups in the United States;

• First Fiscal Year-: $350,000
• Second Fiscal Year-: $750,000
• Third Fiscal Year-: $1 million

N.B : This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and there won’t be any major competitor manufacturing or retailing same shoe and footwear products and customer care services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

• Marketing Strategy and Sales Strategy

Before choosing a location for Micah Smith® Shoes & Footwear, Inc. we conduct a thorough market survey and feasibility studies in order for us to be able to be able to penetrate the available market and become one of the preferred choice for consumers not only in Little Rock – Arkansas, but also throughout the United States and the globe.

We have detailed information and data that we were able to utilize to structure our business to attract the numbers of customers we want to attract per time.

We hired experts who have good understanding of the shoe and footwear manufacturing industry to help us develop marketing strategies that will help us achieve our business goal of winning a larger percentage of the available market in the United States of America.

In other to continue to be in business and grow, we must continue to manufacture and sell the shoes and footwear that are available in our showrooms which is why we will go all out to empower or sales and marketing team to deliver. In summary, Micah Smith® Shoes & Footwear, Inc. will adopt the following sales and marketing approach to win customers over;

• Open our shoe and footwear manufacturing company and showroom in a grand style with a party for all.
• Introduce our shoe and footwear manufacturing company by sending introductory letters alongside our brochure to organizations, households and key stakeholders in Little Rock – Arkansas and other parts of the United States
• Ensure that we manufacture a wide range of shoes and footwear
• Make use of attractive hand bills to create awareness and also to give direction to our shoe and footwear showrooms
• Position our signage / flexi banners at strategic places around Little Rock – Arkansas
• Position our greeters to welcome and direct potential customers
• Create a loyalty plan that will enable us reward our regular customers
• Engage on road shows within our neighborhood to create awareness for our shoe and footwear manufacturing company and showroom.
• List our business and products on yellow pages ads  (local directories)
• Leverage on the internet to promote our business
• Engage in direct marketing and sales
• Encourage the use of Word of mouth marketing (referrals)

11. Publicity and Advertising Strategy

Despite the fact that our shoe and footwear manufacturing company and showroom is well located, we will still go ahead to intensify publicity for the business. We are going to explore all available means to promote our shoe and footwear manufacturing company.

Micah Smith® Shoes & Footwear, Inc. has a long term plan of opening our showrooms in various locations all around Little Rock Arkansas and other key cities in the United States and Canada which is why we will deliberately build our brand to be well accepted in Little Rock – Arkansas before venturing out.

As a matter of fact, our publicity and advertising strategy is not solely for winning customers over but to effectively communicate our brand. Here are the platforms we intend leveraging on to promote and advertise Micah Smith® Shoes & Footwear, Inc.;

• Place adverts on community based newspapers, radio stations and TV stations.
• Encourage the use of word of mouth publicity from our loyal customers
• Leverage on the internet and social media platforms like; YouTube, Instagram, Facebook ,Twitter, LinkedIn, Snapchat, Badoo, Google+  and other platforms to promote our business.
• Ensure that our we position our banners and billboards in strategic positions all around Little Rock – Arkansas
• Distribute our fliers and handbills in target areas in and around our neighborhood
• Contact corporate organizations, households, landlord associations and schools by calling them up and informing them of Micah Smith® Shoes & Footwear, Inc. and the shoes and footwear products we manufacture and sell
• Advertise our shoe and footwear manufacturing company and showroom in our official website and employ strategies that will help us pull traffic to the site
• Brand all our official cars and trucks and ensure that all our staff members and management staff wears our branded shirt or cap at regular intervals.

12. Our Pricing Strategy

Aside from quality, pricing is one of the key factors that gives leverage to shoe and footwear manufacturing company, it is normal for consumers to go to places (shoe and footwear manufacturing companies and showrooms) where they can get shoes and other footwear at cheaper price which is why big player in the shoe and footwear manufacturing industry like Nike, Puma, Adidas, Clarke®, New Balance, Allen Edmonds and co will always attract loads of corporate and individual clients.

We know we don’t have the capacity to compete with Nike, Puma, Adidas, Clarke®, New Balance and Allen Edmonds et al, but we will ensure that the prices and quality of all the shoes and footwear products that we manufacture and are available in our showroom are competitive with what is obtainable amongst shoe and footwear manufacturing companies within our level.

• Payment Options

The payment policy adopted by Micah Smith® Shoes & Footwear, Inc.  is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America. Here are the payment options that Micah Smith® Shoes & Footwear, Inc.  will make available to her clients;

• Payment via bank transfer
• Payment with cash
• Payment via Point of Sale Machine (POS)
• Payment via online bank transfer
• Payment via check
• Payment via bank draft

In view of the above, we have chosen banking platforms that will enable our client make payment for farm produces purchase without any stress on their part. Our bank account numbers will be made available on our website and promotional materials to clients who may want to deposit cash or make online transfer for the purchase of our products.

13. Startup Expenditure (Budget)

In setting up any business, the amount or cost will depend on the approach and scale you want to undertake. If you intend to go big by renting / leasing a big facility, then you would need a good amount of capital as you would need to ensure that your employees are well taken care of, and that your facility is conducive enough for workers to be creative and productive.

This means that the start-up can either be low or high depending on your goals, vision and aspirations for your business. The tools and equipment that will be used are nearly the same cost everywhere, and any difference in prices would be minimal and can be overlooked.

As for the detailed cost analysis for starting a shoe and footwear manufacturing business; it might differ in other countries due to the value of their money. This is the key areas where we will spend our start – up capital on;

• The Total Fee for Registering the Business in the United States of America – $750.
• Legal expenses for obtaining licenses and permits as well as the accounting services (software, P.O.S machines and other software) – $3,300.
• Marketing promotion expenses for the grand opening of Micah Smith® Shoes & Footwear, Inc. in the amount of $3,500 and as well as flyer printing (2,000 flyers at $0.04 per copy) for the total amount of $3,580.
• The total cost for hiring Business Consultant – $2,500.
• The total cost for payment of insurance policy covers (general liability, workers’ compensation and property casualty) coverage at a total premium – $9,400.
• The total cost for long – term leasing of a standard warehouse and showroom – $250,000
• The total cost for remodeling the warehouse and showroom – $20,000.
• Other start-up expenses including stationery ( $500 ) and phone and utility deposits – ( $2,500 ).
• Operational cost for the first 3 months (salaries of employees, payments of bills et al) – $100,000
• The total cost for Start-up inventory (purchase of footwear making tools and equipment and the purchase of footwear making raw materials inclusive) – $250,000
• The total cost for counter area equipment – $9,500
• The total cost for store equipment (cash register, security, ventilation, signage) – $13,750
• The total cost for the purchase and installation of CCTVs: $10,000
• The cost for the purchase of office furniture and gadgets (Computers, Printers, Telephone, TVs, Sound System, tables and chairs et al): $4,000.
• The total cost of launching a Website: $600
• The total cost for our opening party: $7,000
• Miscellaneous: $10,000

We would need an estimate of $950,000 to successfully set up our shoe and footwear manufacturing business in Little Rock – Arkansas. Please note that this amount includes the salaries of all the staff for the first month of operation.

Generating Funding / Startup Capital for Micah Smith® Shoes & Footwear, Inc. 

Micah Smith® Shoes & Footwear, Inc. is a family business that is solely owned and financed by Micah Smith and his immediate family members. We do not intend to welcome any external business partners, which is why we have decided to restrict the sourcing of the start – up capital to 3 major sources.

These are the areas we intend generating our start – up capital;

• Generate part of the start – up capital from personal savings
• Source for soft loans from family members and friends
• Apply for loan from my Bank

N.B: We have been able to generate about $250,000 ( Personal savings $200,000 and soft loan from family members $50,000 ) and we are at the final stages of obtaining a loan facility of $700,000 from our bank. All the papers and document have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

The future of a business lies in the numbers of loyal customers that they have, the capacity and competence of the employees, their investment strategy and the business structure. If all of these factors are missing from a business (company), then it won’t be too long before the business close shop.

One of our major goals of starting Micah Smith® Shoes & Footwear, Inc.  is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to manufacture durable and quality shoes and footwear and to retail our wide range of quality shoes and footwear a little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a while.

Micah Smith® Shoes & Footwear, Inc.  will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare is well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and retraining of our workforce is at the top burner.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of six years or more. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List / Milestone

• Business Name Availability Check : Completed
• Business Registration: Completed
• Opening of Corporate Bank Accounts: Completed
• Securing Point of Sales (POS) Machines: Completed
• Opening Mobile Money Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Leasing of facility and remodeling the facility (shoe and footwear manufacturing factory and showroom): In Progress
• Conducting Feasibility Studies: Completed
• Generating capital from family members: Completed
• Applications for Loan from the bank: In Progress
• writing of business plan: Completed
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents and other relevant Legal Documents: In Progress
• Design of The Company’s Logo: Completed
• Graphic Designs and Printing of Packaging Marketing / Promotional Materials: In Progress
• Recruitment of employees: In Progress
• Purchase of shoe and footwear making machines and equipment: Completed
• Purchase of the Needed furniture, racks, shelves, computers, electronic appliances, office appliances and CCTV: In progress
• Creating Official Website for the Company: In Progress
• Creating Awareness for the business both online and around the community: In Progress
• Health and Safety and Fire Safety Arrangement (License): Secured
• Opening party / launching party planning: In Progress
• Compilation of our list of shoes and footwear products that will be manufacturing: Completed
• Establishing business relationship with vendors – supplier of shoe and footwear making raw materials, key stakeholders and suppliers of shoes and footwear: In Progress

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Nike Reveals New Game Plan for Air Platform

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PARIS – Nike hopes its new “innovation super-cycle” will bring it back on track.

Ahead of the Paris Olympics , the sports heavyweight revealed its latest innovations, leaning into its athletic heritage. The big reveal came after a major reshuffle of innovation and marketing functions last year.

Centered on the Nike Air platform , new innovations include shoes for athletes in track and field, soccer and basketball, as well as new running solutions as the company seeks to make its offer easier to understand and win again in the competitive super-shoe category. Related Stories Nike Brings ReactX Foam and a Significant Change in Shape to the Pegasus 41 Running Sneaker Nike’s Pegasus Premium Sneaker Features a Visible Air Zoom Unit and a Mix of ReactX and ZoomX Foam

Since taking on the role, O’Neill has overhauled 50 percent of her team, aiming to reduce silos and enhance collaboration. She acknowledged Nike’s need “to heat things up from an innovation and a product pipeline perspective.” And she sees the Paris Olympics as the perfect opportunity to start presenting this focus.

“The Olympics have always been an energy point for Nike and Paris will be no different, but you’ll see innovations that will transcend the Olympics, and I think you’ll also see the power of this innovation super-cycle,” she said. When it comes to messaging, O’Neill said to expect “emotional, very sport, very athlete-connected” stories.

Key to its innovation strategy, the company is using technologies including artificial intelligence and algorithms built around athletes’ needs to configure and even co-develop shoes that help them perform better.

John Hoke, a company veteran of more than 30 years named chief innovation officer last November, commented: “We always listen to the voice of the athlete, and it was our founder, Phil Knight, who gave us that. But that’s no longer enough. We now have far more tools to go much deeper.”

Hoke described the new Pegasus Premium , launching next Spring, as “the super-shoe for the everyday athlete,” with which the brand hopes to reconquer the category. The sneaker is pitched as the brand’s first sculpted, visible Air Zoom unit in a running silhouette. It features ZoomX foam in the midsole and ReactX foam in the heel.

“We’re taking…the combination of technologies like Nike Air, like our ZoomX foams, all the best craft we can possibly bring to the racing category…to the everyday runner,” said Hoke.

O’Neill cited Nike’s recent introduction of the Air Max DN as an example of the firm’s innovation pipeline. “You’ll see us on a really great glide path for the next three years, building on that newness and bringing new shapes and forms of Air that builds on this DNA,” she said.

Further launches will include a new athleisure concept and recovery shoe. “There will be new markets, market share growth and new voice,” said O’Neill.

Ahead of the Olympics, Nike built on the introduction of the Alphafly 3 super-shoe early this year with updated spikes for track athletes including the Nike Victory 2, for middle-distance sprinters, and the Nike Maxfly 2, for distances between 100 and 400 meters. Both models are available now.

While specifics on upcoming activations are under wraps, they will include consumer-facing events at the Pompidou Centre in Paris. Nike is also leaning on its wholesale relationships to amplify its pipeline of new products.

“We’re investing in retail marketing to make sure our activations, launches and stories really come to life for consumers at wholesale as well as retail,” O’Neill said.

Craig Williams, Nike’s president of geographies and marketplace, noted the important role wholesale plays in telling Nike’s innovation story.

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Athletic Shoe Store Franchise Business Plan

Start your own athletic shoe store franchise business plan

The Athlete's Foot

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

The Athlete’s Foot store in Pine Ridge Square will become the athletic footwear headquarters for the City of Coral Springs, Florida.

There are 29,000 school-aged children, of which over 11,000 participate in the city’s 16 structured athletic programs. There are 27 schools, with varying degrees of athletic programs, within three miles of the proposed location.

There are 57,000 adults between the ages of 20 and 54 within three miles of the center. That is the prime age of Florida’s running community. In January’s Walt Disney Marathon & 1/2 Marathon in Orlando, there were approximately 250 participants from Coral Springs, Coconut Creek, and Parkland. That is just an example of the abundance of dedicated runners in the community. There are no stores in Coral Springs which offer a collection of “serious” running shoes, or offer the novice or “less serious” runner a quality selection and education on the proper style, fit, and sizing for their needs.

The Athlete’s Foot will focus on the above two market segments. By capturing those primary customers, the balance of residents with sports shoe needs will be drawn to us, the obvious headquarters for athletic footwear.

The store will be located at the intersection of University Drive and Wiles Road. The key co-tenants are: Fresh Market, Bed Bath & Beyond, Blockbuster Video, Play It Again Sports (they do not sell athletic shoes), a 10,000 sq. ft. daycare center, a children’s and young men’s specialty clothing store, a learning center, four restaurants, and several other youth-oriented businesses. At the same intersection are: Kmart, Steinmart, Winn Dixie, McDonald’s, Wendy’s, three banks, six additional restaurants, and three gas stations. In total, there is approximately 400,000 sq ft of retail space at this intersection. University Drive is being extended north through Boca Raton. Wiles Road is being extended east, through Coconut Creek. There are approximately 55,000 cars per day traveling through the intersection.

There is minimal competition within Coral Springs. There are several “Mall” stores, which cater to a fashion athletic footwear customer. They offer limited service and virtually no technical knowledge or expertise for running shoes. As well, they make minimal effort at capturing the “sports specific” footwear, such as soccer, baseball, or football cleats, or related accessories.

The Athlete’s Foot will be a franchise of The Athlete’s Foot, Inc., recognized as the world’s leader in athletic footwear franchising. The Athlete’s Foot has over 700 company owned and franchised stores in 33 countries. By becoming an Athlete’s Foot franchise, we benefit from a comprehensive support program that includes:

• Access to special vendor discounts including; Nike, Reebok, Fila, New Balance, Adidas, Converse, Brooks, etc.
• Advice and assistance in real estate selection and negotiation
• Proven store design, fixturing, and layout
• Planned merchandising system, assortment direction, and coordinated inventory control
• Comprehensive training in all facets of the athletic footwear business through required seminars and workshops
• Ongoing support through video, monthly publications, regional meetings, and co-franchise networking
• National Advertising Program and assistance with the local advertising campaign
• The most sophisticated “Fit Technician” and Research and Development programs in the industry.

1.1 Objectives

The primary objectives of the business plan for The Athlete’s Foot are outlined below.

• To make The Athlete’s Foot the headquarters for athletic footwear by offering knowledgeable and professional customer service. Customer service will be measured through repeat business (our goal is that 50% of our customers will return within 6 months for an additional purchase) and multiple sales (our goal is that 30% of our non-running and 60% of our running shoe sales are accompanied by an additional purchase).
• To be an active participant and supporter of the Coral Springs Athletic Community and to develop a youth and adult running club to promote a healthy lifestyle through exercise. Our goal is to have 150 running club members by the end of the 18th month of club operation.
• To achieve a 33% increase in sales year two and maintain a minimum annual increase of 15% thereafter.

1.2 Mission

The Athlete’s Foot is a retail store specializing in the sale of true athletic footwear for the entire family. The store will emphasis the sale of children’s athletic shoes and a full assortment of men’s, women’s, and children’s running shoes and accessories. We will provide consumers with technical knowledge on the proper fit and style of athletic footwear for their various needs. We will be the only full-service athletic footwear store with quality, knowledgeable sales help in this city of 100,000 people.

Our goal is to be the headquarters for the Coral Springs athlete. Coral Springs has one of the largest and most sophisticated community athletic programs in the United States. There are approximately 29,000 school-aged children within three miles of the planned store location.

We believe that to attain our headquarters position, we will need to become a visible member of the athletic community through sponsorship, seminars, team and league promotions and the development of a community running program.

Company Summary company overview ) is an overview of the most important points about your company—your history, management team, location, mission statement and legal structure.">

The Athlete’s Foot sells quality athletic footwear for the entire family, specializing in running shoes and accessories. We have selected a location in a renovated shopping center anchored by Fresh Market, Bed Bath and Beyond, Blockbuster Video, and four restaurants. The balance of tenants caters primarily to children. The quality of our customer service and the lack of competition in the city will allow us to quickly become the footwear headquarters for the local individual athlete and various teams, leagues and schools. This Athlete’s Foot store, while part of a worldwide chain, will be family owned and operated.

2.1 Start-up Summary

The start-up costs include:

• Store build out the store and operations 
• Inventory control, (computers and cash registers)
• The foot scanner and fixture
• Opening inventory
• Franchise Fee.

Start-up costs will be financed through a combination of owner investment, short-term loans and lines of credit, and long-term borrowing. The start-up chart and table show the distribution of the planned financing.

The Athlete’s Foot will sell the latest and most popular name brand athletic footwear for the family. Consumers will be educated as to the proper size, style, fit, and design needed for their particular use and foot characteristics. We will offer athletic footwear and accessories for almost every sport and active use. We do not intend to initially sell golf shoes or skates.

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The opening order will be placed through The Athlete’s Foot Corporate Warehouse, with their assistance as to styles and size runs. We will also be working with several other franchisees who have family footwear and specialized running stores for their input into our merchandise assortment. Over the first year, we will eventually place orders directly with the manufacturers, always having The Athlete’s Foot as backup for stock if required, due to a run on a popular shoe.

Market Analysis Summary how to do a market analysis for your business plan.">

There are approximately 110,000 residents living within three miles of Pine Ridge Square. Twenty-six percent, (29,000) are between the ages of five and nineteen. Fifty-two percent, (57,000) are between the ages of twenty and fifty-four. Coral Springs has one of the strongest youth athletic programs in the country. There were 11,359 children participating in the 16 various sports programs throughout the year. In addition, through the YMCA and other non-municipal sponsored leagues and programs there is an additional 3,500 children participants. This does not include the residents of neighboring cities like Parkland and Coconut Creek, which are within the market area and have an additional 3,000 participants. The city has 47 public parks, of which the six largest are devoted solely to athletics. The three-mile radius has four high schools, four middle schools, and 14 elementary schools in the public school system. There are an additional five private schools and three new schools planned for the next 18 months. Coral Springs is a young, active community, with outdoor sports played year round. The need for cold weather boots and shoes does not exist, therefore, athletic shoes are worn year round.

The residents of Coral Springs are in the upper income brackets, with an average income of approximately $68,000 per year. Eighteen percent of the area’s population earn in excess of $100,000 per year. In the next three years, that percentage is expected to increase to 25%. This affluent, active resident is willing to buy the latest in athletic footwear, if the service and assortment are strong.

The top two ACORN Consumer Groups determined by CACI, an international information technology corporation, within three miles are: Prosperous Baby Boomers, (30.7%) and Baby Boomers with Children, (17.4%). These are our primary target markets.

While we have focused on the immediate three-mile radius of residents, the co-tenancy of Fresh Market and Bed Bath and Beyond will generate customers from a 5 – 7 mile radius. Additionally, there are two specialty retailers in the center, Widensky’s Children’s Clothing and Jonathan Reed Young Men’s Clothing, which have a customer base throughout Broward and Palm Beach Counties.

We are confident that we will capture the true athletic adult with our assortment and service. By capturing the children’s business, through the same assortment and service, we can also become the “family athletic footwear store.” While the typical “family adult” may not be as “active” as our target runner, the convenience and professional service we will provide will allow us to become “their” athletic footwear store.

To recap, our target markets are:

• The True Athletic Adult
• The True Athletic Participant Children.

By serving these customers well, the balance of the less active community will identify The Athlete’s Foot as the athletic footwear headquarters.

4.1 Market Segmentation

The Athlete’s Foot feels there are two types of customers the store needs to attract: the Runners and the Non-runners. These groups are subdivided in the following sections.

4.1.1 Runners

• “True Runner” – Runs between 20 – 40 miles per week. This person is generally between 30 – 45 years old, both male and female. This segment may also include high school track and cross country runners. This person wants the latest in technology, regardless of price. The True Runner would be the running circuit’s answer to the “computer freak.” You may find him/her running at 5:00 a.m. or 10:00 p.m., whenever it can be fit into his/her schedule. The True Runner frequently runs in races throughout Florida and may even travel further to combine races with social visits or vacations. Generally, the True Runner is in the upper income brackets. There are 6,000 families earning over $100,000 per year within three miles of the proposed location.
• “Weekend Warrior” – May run up to 20 – 25 miles per week, but most of that is on Saturday and Sunday. A job or family restriction may not allow running to be scheduled during the week. This segment includes males and females between the ages of 25 – 35. This person is most frequently the parent of a young family and is looking for quality and an affordable price. The Weekend Warrior will run in local races. Typically, the Weekend Warrior is in the upper-middle income bracket: often two spouses working, with substantial disposable income. There are close to 12,000 families in this income bracket within three miles of the proposed location.
• “Running for Attention” – People in this segment run 6 – 10 miles per week. He/she wants to look like a runner regardless of ability and will frequently go to parks, the beach, and other highly visible places to run. Most often is a single person looking to meet other singles. Interested in the latest styles, but, he/she must look good. A person who is Running for Attention purchases coordinated outfits and accessories, running bottles, and timing watches. This segment also spans both males and females between the ages of 30 – 55. A member of this segment can be seen frequently at races, but not always running. He/she also belongs to local health or tennis club. There are approximately 7,000 single households within three miles of the proposed location.
• The first is the ex-high school or college runner. He feels the need to remain active/competitive, but does not have the discipline to train alone. Will become an active runner in spurts, but not consistently because he needs motivation. Typically, the Running for Need segment is comprised of males between the ages of 18 – 30.
• The second are the individuals who have been told by a doctor, spouse, or employer that they need to get into better shape … or else! This is a very enthusiastic runner initially, but, quickly realizes that this is not always fun and can become very boring. Again, not a consistent runner, but, can become one if they remain motivated. Motivation relies heavily on the support of  family and friends. While it is impossible to determine the number of people in this segment, these folks may be one of the easier to contact. Through medical journals, health food stores, and medical offices, this is a prime target for referral marketing.
• “Running Fashion” – This is someone who purchases running shoes, but, is not a runner. He/she simply likes the style or the feel of a quality running shoe. Many working people on their feet for extended periods, factory workers, delivery people, airport employees, any type of outdoor work not requiring safety shoes, and students are a few examples.

4.1.2 Non-runners

• Infants – While not a high volume, the first pair of shoes for most infants is an athletic style. The first pair of Nikes or Pumas can be a very proud moment in a young family’s development. Being able to properly measure and fit an infant’s foot is critical to developing a following in this market segment. Credibility in the sales to the parents or older sibling will determine if you receive to opportunity to serve the newest member of the family. There are approximately 6,000 children below the age of five within three miles of the proposed location.
• Children – Possibly the most important segment other than adult running. With approximately 20,000 potential customers, this group must be a primary focus for any family business. Regardless of athletic level of participation or interest, virtually every child has at least one pair of athletic shoes. More often, children have several, depending on their preference of sports or style. The importance of capturing this business is intensified based upon the built-in obsolescence due to the growth of their feet. There are approximately 17,500 children between 5 – 12 within three miles of the proposed location.
• Teens – This used to be the most important segment in athletic footwear. The local teen boy and girl had to have the new Michael Jordan high-tops, at $100, every eight months. Today, that need has diminished, but teens still remain a critical element to a successful athletic shoe retailer. While it may not be the “required” footwear in middle or high school, it remains a primary asset of every teen’s wardrobe. Due to their ever-present concern for being in style, most Coral Springs teens still require name brand, in-style athletic shoes in their stable of footwear. As well, every teen needs a pair for practical use. That may include participant sports, physical education class, or simply something to wear with jeans. Teens also wear a lot of sandals and athletic aqua/sandals, which are newer categories in athletic footwear stores. Coupled with their still-growing shoe size and concern for the latest style, teens remain an important focus. There are approximately 10,500 teenagers within three miles of the proposed location.
• Adults/Non Participant – While some adults never participate in a sport, almost all own a pair of athletic shoes. The non-participant adult may be the most difficult segment to capture. The upper income adult will still want name brand newer styles. The middle and lower income adults will look to the discount department stores and “discount shoe warehouse” concepts for practical athletic footwear. This customer is also less concerned about customer service and the proper fit, since they are not as hard on their athletic shoes and buy less frequently.
• Active Young Adult – Twenty to twenty-four years old. This is a small segment, approximately 5,500 people, but these individuals tend to be very active. Participating in sports is still a social activity for this primarily single group. Baseball, Basketball, Softball, Soccer, and Flag Football leagues are popular with this age.
• An active, upper income participant will look for quality, name-brand footwear based upon the sport that requires the purchase. These adults are willing to pay a higher price for a new style or features they deem are important.
• The active middle income participant will again look for a quality shoe at a competitive price. This group may not require the newest style, but still wants good quality with basic features for the sport they participate in.

4.2 Target Market Segment Strategy

We will focus on two primary market segments:

• The “Active Family” – The Active Family will be the focus of our non-running marketing effort. They give us the largest target, most opportunity for multiple sales, and allow us to gain further access into the community’s numerous leagues. A typical active family would be described as parents in their late 30’s and early 40’s with two children. If the children each play two sports, that would require a minimum of two pair of shoes per year, for each. If the parents are also active, that could amount to an additional two pair per year. With the need to purchase six pair of shoes per year, we expect this family to make shoe purchases anywhere from three to six times during the year. They may visit the store an additional three to four times for accessories or simply to browse while in the center. For example, there are 13,000 participants in the Coral Springs Youth Soccer Program. Every one of them needs a new pair of soccer cleats every year. Currently, they need to leave Coral Springs to get a good selection of styles. This is a volume customer, but our goal is that the entire family comes along for the ride, and through service and knowledgeable sales help, an additional sale is consummated. This average sale will be approximately $40.
• The “True Runner/Weekend Warrior” – The next most important segments will be the participant runner. The average sale for this customer will be between $70 – $90. This customer should always make an additional purchase when visiting. Running socks, running apparel, running accessories, or supplements should be added to this ticket. By capturing the True Runner, the less serious runner will be attracted to the store to be able to associate with their more serious counterpart.

We anticipate that 70% of our annual volume will come from these two classifications. The balance will be sport-specific buyers and non-family participants.

4.3 Industry Analysis

The retail athletic footwear business has been tarnished in the past two years due in part to the failure of several highly visible large store formats. Most recently, Just For Feet filed Chapter 11 and is currently liquidating the entire company stock. In addition, several large general sporting goods retailers have either closed entirely or reduced the number of stores in the chain. There are a number of reasons for this demise, the lack of demand for high-priced basketball shoes being a primary reason.

For the general sporting goods chains, the drop in basketball shoe sales as well as the drop in popularity of NBA/Logo clothing has taken it’s toll. The “superstore” concept in the sale of athletic shoes has proven to be unsuccessful. You can sell as many shoes in 2,000 sq. ft. as they were selling in 15,000 sq. ft. Neither of those concepts provided competent customer service in the purchase of a pair of participant shoes. Too many styles causing broken size ranges and constant clearance sales educated the consumer to not rush out to buy a new offering. Anyone looking for technical information when purchasing a pair of running shoes was simply unable to find it.

Successful athletic shoe stores are offering quality customer service and a strong assortment of the new style of shoes. They must also offer shoes in all price ranges, to assure that the entire family can be satisfied.

Our aggressive sales and marketing approach, while slightly reducing the gross margin, will allow for anticipate significant increases in volume (33% year two), to offset any reduction in net profits.

4.3.1 Competition and Buying Patterns

When purchasing athletic footwear, customers need a knowledgeable sales person to guide them to the proper shoe. By offering our exclusive Athlete’s Foot Computerized Scanner, as well as extensively trained associates, called Fit Technicians, we will provide the most sophisticated service in the market.

The competition within Coral Springs consists primarily of the regional mall athletic footwear stores. There are three stores in Coral Square Mall, all company owned. These stores cater to the “fashion athletic” customer. Coral Square Mall is a “B” mall, and has a reputation within the community of being a “hangout” for teenagers and gangs. The true participants generally have to leave Coral Springs for Boca Raton or East Ft. Lauderdale to shop in specialty running or sporting goods stores. Our advantage over these mall stores will be superior customer service and technical knowledge, and a more convenient atmosphere, which the mall stores cannot reproduce.

There are three children’s specialty stores that carry infant and children’s athletic footwear in Coral Springs. One is well entrenched in the community and will be a difficult competitor. Our advantage over these stores will be our larger assortment, specialty sport shoes (which these stores do not carry, ex; soccer and baseball cleats), and the ability to serve the entire family’s athletic footwear needs. Our challenge will be their ability to provide non-athletic shoes for the youth customer.

The other competition will come from discount department stores (Wal-Mart, Kmart, Target), and discount “rack” shoe stores (Payless, Rack Room, Famous Footwear). These stores will serve the non-participant athletic shoe customer, which is not a primary customer of ours. We will carry an assortment of discontinued and clearance shoes, which should help us to be competitive with these stores.

Strategy and Implementation Summary

The Athlete’s Foot uses a strategy of providing a service to the entire market. While we will focus on our two primary customer segments (active families and runners), we offer a product that virtually every consumer requires.

We will create an atmosphere that is appealing to the “true athletic footwear customer.” The balance of customers will come because they will see this as the “place” where athletes buy their shoes.

The store will be merchandised in an exciting, athletic atmosphere. Televisions will continually play tapes of sporting events and live sports broadcasts. There will be posters highlighting the top athletes and their athletic shoe choices. There will also be a section to pick up information about upcoming races, events, and seminars. Eventually, race sign-ups will occur in the store as well as presentations from shoe manufacturers, product representatives, nutritionists, trainers, coaches, runners and hopefully, professional athletes.

Strategic Assumptions:

• Every resident in Coral Springs is a potential customer.
• This location and co-tenancy gives us an opportunity to draw customers from outside Coral Springs.
• By marketing to our two target segments, we will expose ourselves to additional new customers.
• We will aggressively pursue the community sports programs through sponsorships.
• We will build a running club/program, that caters to the “average” runner, versus the other clubs which cater to a more serious competitive runner.

5.1 Competitive Edge

Initially, our competitive edge will be the recognition of The Athlete’s Foot as a national chain. There is a sense of comfort buying from a large chain. Our complete assortment and high-tech design will also immediately appeal to customers.

The other edge we want to develop in the future is to be the “meeting place” for Coral Springs runners. This will be accomplished through our planned running club, sponsored races, sponsored fun runs, run for health awards programs, children and adult running clinics, and footwear seminars. In addition, we will be stocking a full assortment of running supplements, hydration fluids, protein bars, and other items that may be needed on a short notice basis. We have even envisioned a credit system where local runners can plan a rest/drink break in the store when running the local paths. They can stop in for hydration fluids or protein bars without having to carry money.

We have spoken with the Director of the Parks & Recreation Department for the City of Coral Springs. He has indicated that he would consider a program where The Athlete’s Foot offers participants a 10% discount on all shoe purchases from the store. The customer would receive 5% and the league would receive 5%. In this manner, the league would support and promote the opportunity by including a flyer/coupon in the sign-up package for each participant.

5.2 Sales Strategy

All potential sales will be attended to in a timely fashion. While there will be a sales incentive bonus program, long-term salesperson relationships will take precedence over sales closures. Our goal is that 50% of our customers return within six months. We will market directly to the customer through mailings, phone calls, league presentations, and Internet/email contact.

Sales associates will be trained to “turn-over” a customer who has a more specialized need, if they cannot fully service the requirement.

Special orders will be encouraged as a method to satisfy a specialized need. We will enforce as liberal a return policy as possible. Because of our affiliation with the 700-store Athlete’s Foot chain, we can demand a higher level of service from vendors in regards to returns and special orders.

5.2.1 Sales Forecast

The following table and chart show the forecasted sales for The Athlete’s Foot.

Management Summary management summary will include information about who's on your team and why they're the right people for the job, as well as your future hiring plans.">

The Athlete’s Foot Franchise will be owned by Jane and Howard Lefkowitz. Jane has been a public school teacher for the past 14 years in Dade County, Florida. Howard is the President of Sizeler Real Estate of Florida. Inc., which manages, leases, and develops 1 million sq. ft. of retail property in Florida for a NYSE REIT. Jane will run the daily operations of the business, including community relations. Howard will continue in his current position at Sizeler, but will assist in the buying, financial planning, and weekend coverage.

6.1 Personnel Plan

The personnel plan is included in the following table. It shows the anticipated salary of the owner, assistant manager, full-time associate, and three part-time associates.

Jane Lefkowitz will manage the store on a daily basis. There will be a salaried assistant manager. We anticipate one additional full-time employee. One of these three people will open and close the store each day. The three part-time associates will work nights and weekend hours. In addition, Jessica Lefkowitz will work an average of one night and one weekend day per week. Howard Lefkowitz will also assist on the weekends. Salary and hourly wage estimates are detailed in the table below.

Below we have created a brief job profile and anticipated employee characteristics for each position. As we have stressed throughout the plan, customer service and knowledgeable employees are a primary focus for The Athlete’s Foot.

Assistant Manager:

• Responsibility for opening and closing the store, receiving and stocking inventory, upkeep of the customer data base, visual merchandising and customer service. Also, share in the supervision and training of staff.
• This person would not necessarily need to be athletic or a runner. We are looking for dedication, honesty, strong work ethic and either some retail management experience or a strong business sense. Although a college graduate would be preferred, our salary projection may preclude that. This position has the most flexibility, due to the importance of experience and reliability. This associate would do less selling and more stock work and supervision than the others. A middle-aged woman whose children are in high school and is looking to get back into the work force may be an ideal candidate. In addition, a recent high school or military service graduate with a strong work ethic may also fit this position. This position will be eligible for a monthly overall sales incentive and annual goals bonus.

Full-time Associate:

• This position will be primarily customer service oriented. This person will also assist with store opening and closing, as well as receiving merchandise. We would anticipate that this individual would have several specific areas of responsibility outside of sales. Those might be vendor returns and sales floor pricing.
• This associate would preferably have a background in retail shoe sales. They need the flexibility to work nights and weekends as required. We would like this associate to be a local resident, active in the community, possibly in the sports programs. A runner would be ideal for this position, but, certainly we cannot count on finding a person with each of those credentials. This position will be eligible for a sales-based incentive program.

Part-time Associates:

• These associates would focus primarily on customer service. They will be working during the peak sales periods, in the evenings, and on weekends. They will need to be outgoing, friendly, professional, and presentable. They will need to be able to work well with children. While this type of position in our competition is generally filled with teenagers, we will be looking for local athletic teachers, coaches, and athletes who are looking to supplement their income. There will be a bonus program for generating leads on community contacts and sponsor programs, as well as for exceeding their sales goals.

Financial Plan investor-ready personnel plan .">

Sales growth will be aggressive the first 18 months as we sharpen our merchandise assortment, size scales, and stock levels to better meet our customer’s requirements. We anticipate a sales increase of 33% during our second year of operation.

Marketing will continue to average 3% of total sales.

We will invest residual profits into reducing debt and the lost income from large cash holdings.

Company expansion, while not a necessity, will be an option if sales projections are met and/or exceeded.

7.1 Important Assumptions

• The Athlete’s Foot will grant a restriction against competitive stores within four miles of this location, other than the existing store in Coral Square Mall.
• The Athlete’s Foot will continue it’s program of promoting better running shoes on a national level.
• The space selected for this store will require minimal demolition and no changes to the restrooms, electrical, plumbing, or storefront to open The Athlete’s Foot.
• Bed, Bath & Beyond, Fresh Market and Blockbuster, which have all confirmed that these are strong locations, will remain in the center for at least the first three years of our operation.
• We will be able to become an active sponsor of community sports within the City of Coral Springs.
• We anticipate that we will be able to complete required financing, lease documents, franchise documents and space buildout to allow for a July 2000 opening. If not, we would most likely open in October, to be prepared for the holiday season.

7.2 Projected Profit and Loss

We predict that during the second year of operation, our high level of customer service and strong assortment will allow us to generate approximately 5% profit. This will be above the normal two to three year period required for a start-up retailer. Our sales projections are conservative. Should sales increase as we anticipate, the profit-to-sales ratio could be as high as 10% by the end of year three.

7.3 Break-even Analysis

A Break-even Analysis table has been completed on the basis of average costs/prices. With fixed costs, per average sale and average variable costs, we need monthly sales, as shown below, to break even.

7.4 Projected Cash Flow

We are positioning ourselves as a minimal risk concern, with steady cash flows. While we have not accounted for it in the projections, we anticipate receiving two or three months free base rent after store opening. That will help us reduce costs and increase marketing during the start-up period. We have allowed for a more aggressive cash balance initially, to allow us to react quickly to unforseen merchandise needs, missed classifications, “hot item” reorders and hopefully, higher than anticipated sales. This is particularly important for our first back to school and holiday sales periods. If we capture previous “mall customers” as anticipated, our sales could increase as much as 25% during the first two quarters of operations.

Once we have established a required cash balance level, (approximately six months after opening), we will reduce the projected cash balance to decrease debt and decrease the opportunity of cash held.

7.5 Projected Balance Sheet

All of our tables will be updated monthly to reflect past performance and future assumptions. Future assumptions will not be based solely on past performance but rather on economic cycle activity, regional retail indicators, national athletic footwear trends, and future cash flow possibilities. We have been, and will continue to be, working with an experienced partner in a large and well respected regional CPA firm, who has both personal and professional experience in start-up retail operations.

We expect solid growth in net worth beyond the first fiscal year of operation.

7.6 Business Ratios

The following table contains important business ratios for the retail athletic shoe store industry, as determined by the Standard Industry Classification (SIC) Index code 5661.

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The rise and fall of Allbirds: The sneaker company whose stock went from IPO darling to trading below $1

• Allbirds was founded in 2015 and soared to prominence with its iconic wool sneaker.
• The company went public in November 2021. Shares rose 90% on the opening day of trading.
• Sales have since slowed significantly. The company reported a 14.7% decline in revenue for 2023.

Allbirds' struggles continue to mount.

The shoemaker reported another quarter of disappointing earnings in March, wrapping up a dismal fiscal year that saw a net loss of $152.5 million.

Then, in April, the company received notice that its stock is at risk of delisting from the Nasdaq exchange for trading below $1 for 30 consecutive days.

Here's a history of Allbirds and how it went from a buzzy sustainable footwear brand worn by tech bros and VCs to a company on the brink.

Tim Brown and Joey Zwillinger cofounded Allbirds in 2015 as a sustainable-footwear company

According to its initial filing with the SEC , Allbirds' mission was to "make better things in a better way, through nature." 

Zwillinger previously worked as a vice president of industrial products at a biotechnology company

Brown's background included serving as the vice-captain of New Zealand's soccer team.

Allbirds roared to life in 2016 with a Kickstarter campaign that hit its $30,000 goal in five days.

The company ended up raising nearly $120,000 to make a wool running shoe designed to make a lighter environmental impact than traditional athletic shoes.

In 2016, Allbirds received B Corp certification, a designation given to companies that work to advance environmental and social causes, and shareholder concerns.

For Allbirds, the designation codified, "how we take into account the impact our actions have on all of our stakeholders, including the environment, our flock of employees, communities, consumers, and investors."

In only its second year in business, Allbirds gained the title of world's most comfortable shoe.

Time magazine said Allbirds' hero product, the Wool Runner, was the "World's Most Comfortable Shoes."

By 2017, Allbirds, Warby Parker, and Casper were considered among the "DTC pioneers" shaking up their respective industries — sneakers, eyeglasses, and mattresses.

By 2018, direct-to-consumer business plans proliferated. In 2018, Inc. reported that more than 400 startups were trying to "become the next Warby Parker."

Allbirds sneakers became synonymous with Silicon Valley dressing

In August 2017, Allbirds got another shot of national publicity when The New York Times described Wool Runners as part of the Silicon Valley uniform.

A month later, Allbirds opened its first store,

The 1,450-square-foot store is located in New York City's Soho neighborhood. In 2022, the company operated 58 stores.

By 2020, Allbirds' popularity had spread well beyond Silicon Valley. President Barack Obama was spotted wearing Wool Runners repeatedly.

But the shoe started to fall out of favor with the trendsetters and the press, with GQ even lamenting the sight of Obama wearing them . "Can't someone send him a pair of Jordans?" the magazine wrote.

Allbirds launched the Dasher in 2020.

With the success of Wool Runners waning, Allbirds launched its first performance-running shoe, called the Dasher, in May 2020. Gear Patrol called it "shockingly good."

Also in 2020, Allbirds partnered with Adidas to make a low-carbon shoe, another sign of the company's willingness to disrupt industry norms.

Large footwear brands are typically reluctant to partner with one another. The shoe, called the Adizero x Allbirds 2.94 kg CO2e, had the lowest carbon footprint of any Adidas or Allbirds sneaker.

In August 2021, ahead of a public offering, Allbirds disclosed growing annual sales, but also mounting losses.

Sales increased from $193.7 million in 2019 to $219.3 million in 2020, but losses also increased , growing from $14.5 million in 2019 to $25.9 million in 2020. 

Allbirds went public in 2021.

A little more than 2,100 days after it launched its Kickstarter campaign, Allbirds went public on November 3, 2021. Shares soared 90% on the opening day of trading, CNBC reported, a sign of Wall Street's bullish outlook for the company.

Allbirds dropped claims about being the first "sustainable" IPO.

After the Securities and Exchange Commission objected, Allbirds dropped claims about being the first "sustainable" IPO, the Financia l Times reported in November 2021.

Allbirds launched wholesale in 2022.

Although it was launched as a direct-to-consumer company, in May 2022, Allbirds announced its first wholesale partners , Zalando and Public Lands, then Nordstrom — a signal that DTC sales would not be enough to get the company to profitability.

As Allbirds started to add wholesale partners, the backlash started to build against DTC companies.

"It's the de-DTC era," said Simeon Siegel, the managing director for equity research at BMO Capital Markets. Analysts, such as Siegel, said the benefits of direct sales were often overstated.

As DTC companies started to fall out of favor, and investors started to pay more attention to profitability, Allbirds stock started to drop.

Allbirds shares, which hit $28.64 on the company's first day of trading, had fallen to under $5 fewer than eight months later . Stock pickers said the company needed to expand beyond Wool Runners.

In 2022, Allbirds officially lost its novelty in Silicon Valley wardrobes.

Roughly five years after The New York Times christened Wool Runners part of the Silicon Valley uniform, The Wall Street Journal in December 2022 said that "tech bros" had moved on.

In March 2023, Allbirds shares plummeted 47% after a disastrous earnings report that included a $101 million annual loss.

On a call with stock analysts, executives announced a sweeping four-part reorganization , including slowing the pace of store openings, adding more wholesale partners , and working to "reignite product and brand." Co-CEO Joey Zwillinger also said some of the company's marketing veered too far away from what Allbirds consumers want, including marketing for the Tree Flyers, above, which focused on its technical-performance attributes.

Allbirds began to rethink its big bet on DTC.

As part of the reorganization plan, Zwillinger said the company was considering adding more wholesale partners . By then, the company's wholesale partners included Nordstrom, REI, Scheels, and Dick's.

In 2022, while still based in San Francisco, Allbirds quietly opened an office in Portland, Oregon, to take advantage of the city's talented-footwear workforce. Nike is based in a Portland suburb, and Adidas has its North American headquarters in the city.

Allbirds hired several Nike and Adidas veterans to run the office, including Ashley Comeaux, who spent more than 10 years at Nike before becoming Allbirds' vice president of product design.

In early 2023, Allbirds released a string of products designed and developed by Comeaux and her team, including Risers, Pacers, and SuperLights, which lack a Strobel board, a manufacturing innovation designed to reduce carbon emissions and improve comfort.

Risers and Pacers have already gotten strong reviews from Insider.  Although the new products have been well-received, shares of the company remain well below the $15 IPO price, trading for $1.23.

In March, Allbirds announced disappointing earnings and Zwillinger told analysts that the company had lost focus on its core.

Since then, the company has focused on its best-sellers, the Wool Runner and Tree Dasher, while it discontinued underperforming products like much of its apparel, the Wall Street Journal reported. 

In June, the company released what it said was the world's first carbon-negative shoe , which it calls the M0.0NSHOT.

In May, Allbirds announced a leadership shakeup, as co-founder Tim Brown said in an analyst call he would no longer be co-CEO of the company.

Brown said he would be stepping into the role of chief innovation officer of the company, leaving fellow co-founder Joey Zwillinger as the sole CEO of the company.

The company also laid off 21 employees globally in May, it said in a filing with the US Securities and Exchange Commission.

The shoe company generally had a disappointing start to 2023. The company reported a 13% decline in year-over-year revenue in the first quarter.

'As we've tried to expand and grow the brand, we created products that haven't quite met the mark,' Brown told The Wall Street Journal.

In a July article, Brown and Zwillinger told the Wall Street Journal that their attempts to appeal to customers younger than its 30- to 40-year-old base didn't go over well. The Tree Flyer was one of those attempts that missed the mark. 

The company reported second-quarter earnings were above expectations. Sales fell 10% compared to a projected 18%.  

"We laid out a road map for our strategic transformation back in March, and now two quarters into our work, we have gained traction and are solidly on track to drive toward profitability expectations," Zwillinger said in an August earnings call. 

In November, Allbirds released an updated version of its first Wool Runner.

The Wool Runner 2 has been updated with a new version of its SweetFoam midsole and improved durability, Retail Dive reported. 

Full-year earnings for 2023 were dismal indeed, with sales down 14.7% and a net loss of $152.5 million for the year.

The company also promoted COO Joe Vernachio to CEO, with Zwillinger stepping down to serve as a special advisor and remaining on the board of directors.

In April 2024, the company received notice that its stock faces possible delisting on the Nasdaq exchange. It has 180 days to improve the share price.

In a statement , Allbirds said its stock must trade above $1 for at least 10 consecutive days in the next six months in order to stay in Nasdaq's good graces.

Matthew Kish, Ben Tobin, and Jennifer Ortakales-Dawkins contributed to earlier versions of this article.

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