EXECUTIVE SUMMARY:

The Nest is our proposal for a new School Based Enterprise of

Hillgrove High School focused on Hillgrove Athletics and HIllgrove spirit

wear. The Nest is nearly guaranteed to see success as a school based

enterprise if the marketing plan and execution is executed as we expect it will

be. When we open our doors in a new buildout our primary objectives will be

to have at least fifty percent of the student body in The Nest as guests within

the first month and to break even or be close to breaking even on our initial

$4000 investment into inventory in the same period of time. The Nest at the

beginning of the school year will initially focus on the needs of Hillgrove

High School students and place an emphasis on School Spirit, but as the

summer season shifts to the fall and fall sports begin, we are planning to

realign our efforts towards Hillgrove Athletics and the larger audience that

HIllgrove Athletics allows access to in the form of HIllgrove Parents and

Alumnus. With the initial $4000 investment in inventory we expect that the

student-led marketing effort and engagement events will stimulate a return on

investment not only financially but also culturally with students being more

involved and proud of being a part of the HIllgrove community. All in all,
The Nest is poised to become the place to buy any and all HIllgrove Spirit

Wear.

DESCRIPTION OF THE STORE AND PRODUCT OFFERING:

The Nest is a school-based enterprise that will serve as the best place for
students, faculty, and parents to purchase high-quality school spirit apparel.
Located right off the cafeteria, the bustling store will exude a very familiar
and welcoming atmosphere, showcasing an extensive selection of Hillgrove
merchandise. From hoodies and T-shirts to accessories adorned with the
school's emblem there is a wide selection for the HIllgrove affiliated . With
its ambiance and dedicated to fostering school pride, The Nest will be a
cornerstone in the hillgrove community.

Goal(s) OF THE PLAN:

We have two primary goals we want to achieve when we open our doors: at
least forty percent of the student body in The Nest as guests within the first
month and to break even or be close to breaking even on our initial $4000
investment into inventory in the same period of time.
BRANDING GUIDE:
EXPLAIN YOUR BRANDING INCLUDING YOUR NAME CHOICE.

We chose our colors because they are colors that are familiar to the student body and
others familiar with the school. The logo that we chose is both familiar yet distinctive,the
play on the hawk which serves our school's mascot is likely to be a hit with students and
become a symbol for the culture of our school store. We choose a variety of fonts that can
be used for a multitude of situations with them all being eye catchy and bold.but with
some more relaxed and casual to formal.. The slogan “Where The Hawks Land” is again
a play on the mascot of the school because the students are referred to as Hawks and The
Nest is where the students will land to shop.

STORE LAYOUT:

Keeping in mind the very limited space available for the store we decided to try and
create a solution that would allow us to move customers in a safe and efficient manner
while allowing Staff Members to keep an eye on the potential risks that comes with
operating a store, like shoplifting. With a clear view of the door due to the wide and clear
aisle, Staff Member positioning is designed to deter any possible shoplifting. We plan to
focus on putting as much inventory as possible on the wall to be viewed quickly and
easily by the consumer and then have the item available to be pulled from the floor just as
quickly and easily through the cubby system that we will use on the walls. Circular
displays will divide the store in half with two in the center to give customers the chance
to see what a product looks like and how it feels conveniently.

BUYING PLAN:
Our buying plan is designed to give consumers of The Nest the most diverse
selection of apparel possible, and we believe that the selections will sell the
best and move our inventory as quickly as possible. Size wise we chose to
focus most of our efforts on serving the middle of the market initially and
serve our customers that wear a medium on our first round of inventory
ordering rather than making all of the sizes less available. Our OTB is
planned around the basis that we are going to move the most desirable
products (Beanies, T-Shirts, Hoodies, Polo Shirts, Chips, and Drinks) and use
the profit from that to reinvest into our products and expand. We decided to
incorporate some small snacks into the storefront because we believe it would
pull some consumers into the store on the basis of just getting a snack, some
of those customers would ultimately end up buying a higher value item like
our spirit apparel. All in all, we anticipate our initial four thousand dollar
investment into inventory to be returned quickly.
SCHEDULE OF EVENTS:

Promotional Events:
At the end of every month The Nest will have a raffle for free school spirit
apparel. Customers who make a qualifying purchase will be entered in the
raffle. There will be a variety of other promotional events held at the
beginning of every month, and customers will be selected to receive
discounts on that day throughout the entire store. The event will attract
people to make purchases in store and will directly increase our sales and
profit around the time period of the event. On the friday (or last day) before
every school break there will be a blowout sale where people can get apparel
as buy one get one free.

Marketing:
Marketing wise we will be on the morning announcements very often in the
beginning of the year and taper off our frequent appearances towards the
middle of the year when younger students are more aware of the store, we
will however renew our presence in the days leading up to the school breaks.
Outside of school marketing will be largely contained to social media where
we plan to create a Hillgrove school store instagram and utilize existing
Hillgrove accounts that belong to both the Marketing program and the
various sports teams. The marketing done on social media will largely be the
same as the marketing done on the Hillgrove morning announcements and the
print ads made and posted around the school.

Storefront Explanation:
The design of the marquee is very simple and is only intended to make
people aware of the location of the score itself, not to attract customers
because of the excellent marketing that will be done to the same effect. The
point of purchase is very simple with just displays of accessories and a very
limited selection of snacks and refreshments so as to not take attention away
from the cafeteria and vending machines.

Timeline and Schedule:

Green Denotes Raffle Week Aug 12
Purple Represents Buy One Get One Free Sale
STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT:
The location of The Nest is very purposefully chosen. Located right next to
the Hillgrove Cafeteria which is one of the most highly trafficked locations in
the school, there is a near guarantee that The Nest can operate symbiotically
with the cafe. The focus of the store being on just school spirit apparel
promises not to draw any consumer focus away from the existing cafeteria
but allows for The Nest to also serve consumers from the cafe.

APPENDIX: