Spoiled Silly

Angela Clemons, Pamela Diaz, Rashida Lawrence, Leanne Wagner MOL-629E Jonas Patricko 02/04/2014

Executive Summary
Spoiled Silly is a high-end accessory retail sales e-business that offers top-quality products at rock-bottom prices. Spoiled Silly features classic, high-end, name brands and trendy handbags such as; Gucci, Fendi, Kate Spade, Coach, and Michael Kors.

 Spoiled Silly is the first site that features absolutely free shipping and return on all items every day. We will also provide documentation with our merchandise which qualifies the authenticity.

Spoiled Silly History

Spoiled Silly officially began in 2014, when four women, Leanne, Pam, Angela, and Rashida had an idea in their Masters College program, and decided to launch the project after the class ended. These four women were business professionals, college students and single moms that did not have a budget to afford the type of clothes they longed for.

 They all dreamed of one day having the salary that would allow them to indulge in the high-end fashion world. They based the online.com sensation off of a couple online retailer that already were reaping the benefits of .Com businesses of women that were recycling there high end items and bidding them to resellers.

Organizational Structure
Angela Clemons: Chief Marketing Officer

Angelas strengths lie in design and interacting with the public. We have appointed Angela to the
CMO position as we strongly believe that her connections, along with her ability to reach a wide audience, will benefit our company in terms of advertising and gathering potential clients and merchants.

Pamela Diaz: Chief Information Officer With a background in technology, Pam offers a unique perspective to cyber security and website design. She is able to suggest and implement technology and e-commerce tools that we believe will enhance our business in regards to sales, security, vendor relations and more.

Rashida Lawrence: Chief Executive Officer Rashida has strong leadership experience, and is able to manage resources effectively while leading people to work together to achieve success. We stand behind Rashidas ability to gather information, define problems, generate alternatives with her team, and to make solid decisions. We believe these skills will help skyrocket Spoiled Silly to the top of the market.

Leanne Wagner: Chief Financial Officer Leanne just has a way with numbers. She sees things that everyone else misses. Leanne will ensure that our budgets, accounts payable and receivable, and our profits are all maintained and fully verifiable. We have confidence that Leanne will ensure a profitable future for many years to come.

Mission Statement
Spoiled Silly, offers women the opportunity to indulge themselves in the world of highend fashion without the high-end prices. We give women the chance experience the feeling of luxury on any budget. With excellent customer service and no hassle buying, we are the ultimate online shopping experience

Vision Statement:
My vision is to carry out our mission in a spirit of caring, living the positive values on which our company was built.

Integrity, Enthusiasm, Praise, Leadership, Quality, Teamwork, Service, Balance

Product Offerings:

Core Competencies
We maintain the old adage of the customer is always right and strive to provide outstanding customer service. With free shipping and returns 365 days a year, we are also committed to maintaining a high standard of excellence. We place our customers first, and invite them to become a part of our culture and commitment to quality. We provide our customers with letters of authentication-- shipped with each item

sold-- to ensure that they are receiving the high quality that they deserve. We separate ourselves from the
competition with our unique style of business and our commitment to excellence.

SWOT Analysis
Strengths: Customer Service- our passion to deliver extraordinary service Company Culture- All women staff that understands the demands of what women want Weakness:

Having to share the market with other online retailers

Profitability- we are not able to have the mark up profitability since others are bringing the merchandise to us. Opportunity:

Innovation- Eventually move beyond retail.com and open up stores all over the us and Canada
Threat: Security breach due to the online account transaction Low wages- not able to pay workers more that minimal wage for customer service reps

Competition:
Zappos.com: Founded in 1999 by Nick Swinmurn, Zappos was created because there never seemed to be the right combination of styles, colors, sizes and widths at a single store. In July of 2009, Zappos became part of Amazon.com. In 2010, Zappos was restructured into 10 separate companies. They operate online at www.zappos.com and have a

Zappos app available for download on smartphones.

DSW.com:

DSW Inc. is a leading branded footwear and accessories retailer that has been offering a wide selection of brand name and designer dress, casual and athletic footwear and accessories for women, men and kids since July

of 1991. As of Dec. 4, 2013, DSW operates 394 stores in 42 states, the District of Columbia and Puerto Rico, as well
as 356 leased departments for other retailers in the United States under the Affiliated Business Group. They also operate an e-commerce site, http://www.dsw.com, and a mobile site, http://m.dsw.com.

Zulily.com,

Cofounded in 2009 by Darrel Cavens and Mark Vadon (Cavens former boss at Blue Nile), Zulily hosts fifty
new events per day where goods are offered at for deeply discounted prices. There are 35 photo studios that hold photo shoots 7 days a week in order to list merchandise. Website is located at http://www.zulily.com (Quittner).

Overstock.com Overstock.com is an online discount retailer based in Salt Lake City, Utah that sells a broad range of products including furniture, rugs, bedding, electronics, clothing, jewelry, and cars since October 1999. A recent Nielsen State of the Media: Consumer Usage Report placed Overstock.com among the top five most visited mass merchandiser websites. The NRF Foundation/American Express Customer Choice Awards ranks Overstock.com #4 in customer service among all U.S. retailers. Overstock.com's GAAP revenue has grown from $1.8 million in 1999 to nearly $1.1 billion in 2012. Overstock.com now offers nearly one million products on

its site. (About Overstock.com)

Gilt.com.

Established in 2007 by Kevin Ryan to introduce and new, exciting ecommerce experience. Set out to offer the best
designer brands and services while offering insider pricing (Our Story). Website is located at http//:www.gilt.com

Marketing Appendix A Marketing Plan Outline Marketing Goals

1. First Year Sales of $120,000 -- $15,000 sales in first quarter -- $25,000 sales in second quarter -- $35,000 sales in third quarter -- $45,000 sales in fourth quarter 2. Average Revenue of $100 per Customer Transaction -- 450 transactions in fourth quarter 3. First Year Customer Sales of 1,200 Transactions -- 150 transactions in first quarter -- 250 transactions in second quarter -- 350 transactions in third quarter

Marketing Task List Format

Task Vendors Description Obtain Vendors who would like to wholesale merchandise and ship direct to customer. Person Responsible Leanne Completion Date TBD

Website

Create website

Pam

TBD

Marketing

Create marketing plan and secure Celebrity Kerry Washington

Ensure that tasks are completed by deadline.

Angela

TBD

Task list

Rashida

TBD

Marketing Strategy:
Solicitation of various fashion bloggers (i.e. mystylevita, styleupco, thefashionistanextdoor etc.) to cover the launch of our website with the purpose of exposing them to our brand and hopefully getting positive press with the visitors to their sites. Direct marketing campaign: Utilizing purchased email and physical address mailing lists we will offer coupons on one side of a full-color mailer and an appeal by one of our four spokespersons based on the demographical information gleaned from the lists.

 Advertisements will be placed on fashion blog sites, Amazon, Facebook, Twitter and other pertinent social media sites that will be focused upon our targeted demographic in magazines and newspapers will also be considered.

Advertisement will be placed in traditional media channels including full-page color ads in magazines that are targeted to our desired consumer , :15, :30 and :60 second radio and television spots featuring our four spokespersons promoting the launch of the website and offering a coupon code that consumers can use toward a discount on their first purchase.

Break-Even Analysis

References:
About Overstock.com. (n.d.). Retrieved February 11, 2014, from Overstock.com: http://www.overstock.com/about?TID=FOOT:CI:ABOUT Boswell, W. (2014). What are the advantages of online shopping?. Retrieved from http://websearch.about.com/od/onlineshoppingsearch/f/advantages-onlineshopping.htm Investor Relations. (n.d.). Retrieved February 11, 2014, from dsw.com: http://investors.dswshoe.com/ www.googleimages.com

Our Story. (n.d.). Retrieved February 11, 2014, from gilt.com: http://www.gilt.com/company/our_story
Quittner, J. (n.d.). Billionaire Club Zulily. Retrieved February 11, 2014, from inc.com: http://www.inc.com/jeremy-quittner/billionaire-club-zulily.html zappos.com. (n.d.). Retrieved February 11, 2014, from http://www.zappos.com