Universidad Eafit

School of Business

E-Commerce Business Plan

MAN MADE

Submitted by:
Jeronimo Posada
Santiago Diaz
Simon Peña
Miguel Calderon
David Sanchez

Course:
Electronic Business
Professor:
Andres Machado Hurtado

Submission Date:
12/may/2024

Location:
Medellin, Colombia
Project document e commerce business plan

Executive summary:
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Executive Summary: E-Commerce Business Plan for the clothing brand

Man Made is a forward-thinking clothing brand committed to offering high-quality,

sustainable apparel to a diverse customer base. With a focus on style, quality, and eco-
consciousness, Man Made aims to capitalize on the growing demand for ethical fashion in
the global market.
Our unique selling proposition lies in our dedication to combining fashion with
sustainability. By sourcing eco-friendly materials and implementing ethical production
practices, we provide customers with stylish clothing that makes a positive impact on the
planet.
Man Made offers a wide range of clothing products for men, women, and children,
including casual wear, activewear, and formal attire. Our e-commerce platform serves as
the primary sales channel, providing customers with a seamless shopping experience and
personalized customer service.
Through a multi-channel marketing strategy, including social media, influencer
partnerships, and email marketing, we aim to build brand awareness and drive traffic to our
website. With steady revenue growth projected over the next three years, Man Made is
poised for success in the competitive fashion industry.
In conclusion, Man Made is positioned to become a leader in sustainable fashion, offering
customers stylish clothing options that align with their values. With a focus on innovation,
quality, and customer satisfaction, we are confident in our ability to achieve our goals and
establish Man Made as a trusted name in the fashion industry.

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Market Analysis:

The global clothing market is experiencing significant growth, driven by changing

consumer preferences, increasing disposable income, and the rising popularity of online
shopping. With an emphasis on sustainability and ethical production practices, Man Made
positioned to capitalize on the growing demand for eco-conscious fashion among
consumers.

Market Trends:
- Shift towards sustainable and ethical fashion choices.
- Increased preference for online shopping and convenience.
- Growing demand for versatile and timeless clothing pieces.
- Rise of influencer marketing and social media as key drivers of consumer purchasing
decisions.

Competitive Analysis:
- Identification of key competitors in the sustainable fashion space.
- Assessment of competitor strengths, weaknesses, opportunities, and threats.
- Differentiation strategy focused on eco-friendly materials, ethical production, and timeless
designs.

SWOT Analysis:
- Strengths: Strong brand identity, commitment to sustainability, innovative product
offerings.
- Weaknesses: Limited brand awareness, higher production costs associated with
sustainable practices.
- Opportunities: Growing market for sustainable fashion, expansion into new geographical
markets, strategic partnerships.
- Threats: Intense competition from established brands, fluctuations in raw material prices,
evolving consumer preferences.

Products and Services:

Man Made offers a diverse range of clothing products for men, women, and children,
designed to cater to a wide range of styles and preferences. Our product offerings include:

- Casual Wear: Comfortable and stylish options for everyday wear, including t-shirts, jeans,
and hoodies.
- Activewear: Performance-driven apparel for fitness enthusiasts, including leggings, sports
bras, and moisture-wicking tops.
- Formal Attire: Sophisticated and timeless pieces for special occasions, including suits,
dresses, and blouses.
- Accessories: Complementary accessories to complete any outfit, including bags, scarves,
and hats.

Each garment is crafted with care and attention to detail, using sustainable materials such as
organic cotton, recycled polyester, and bamboo fibers. Our products are designed to be
durable, versatile, and environmentally friendly, reflecting our commitment to sustainability
and ethical production practices.

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Marketing and Sales Strategy:

Man Made will employ a multi-channel marketing strategy to reach its target audience and
drive sales. Key elements of the marketing and sales strategy include:
Digital Marketing:
- Utilize social media platforms (e.g., Instagram, Facebook, Pinterest) to showcase
products, engage with customers, and build brand awareness.
- Implement influencer partnerships and collaborations to expand reach and credibility
within the fashion community.
- Launch targeted email marketing campaigns to promote new product launches, sales
events, and special promotions.

E-Commerce Website:
- Optimize the e-commerce website for search engines to improve visibility and attract
organic traffic.
- Enhance the user experience with intuitive navigation, high-quality product images, and
detailed product descriptions.
- Offer secure payment options, fast shipping, and hassle-free returns to provide a
seamless shopping experience for customers.

Sales Channels:
- have ecommerce platform for easier functionality on out sales.
- Explore opportunities for brick-and-mortar retail partnerships to expand distribution and
reach customers who prefer in-person shopping experiences.

Pricing Strategy:
- Set competitive pricing that reflects the value proposition of sustainable, high-quality
clothing.
- Offer seasonal promotions, discounts, and loyalty rewards to incentivize repeat
purchases and drive customer loyalty.

Operations and Management:

Man Made will prioritize operational efficiency and excellence to deliver exceptional
products and services to customers. Key aspects of operations and management include:

E-Commerce Platform:
- Select a reliable e-commerce platform that meets the needs of the business in terms of
scalability, customization, and integration with third-party tools and services.
- Invest in robust website hosting, security measures, and backup systems to ensure the
smooth functioning of the e-commerce website.

Logistics and Fulfillment:

- Implement efficient inventory management systems to track stock levels, monitor
product demand, and minimize stockouts.
- Partner with reliable logistics providers to handle order fulfillment, shipping, and delivery
to customers in a timely and cost-effective manner.

Customer Service:
- Prioritize customer satisfaction by providing responsive and helpful customer service
through multiple channels, including email, live chat, and phone support.
- Train customer service representatives to address customer inquiries, resolve issues, and
provide personalized assistance as needed.

Team Structure and Roles

- Build a skilled and dedicated team with expertise in areas such as marketing, sales,
operations, and customer service.
- Define clear roles and responsibilities for each team member to ensure accountability
and alignment with business objectives.

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Conclusion of the E-Commerce Business Plan for Man Made

Man Made emerges as an innovative and sustainable player in the expanding fashion
market, where the demand for ethical and eco-conscious practices is on the rise. By
focusing on eco-friendly materials and ethical production processes, the brand not only
aligns with current trends but also strategically positions itself to capitalize on the shift in
consumer preferences towards more conscious and responsible choices. The multi-
channel marketing and sales strategy, coupled with a robust e-commerce platform,
positions Man Made to effectively reach its target audience and grow its market share.
This plan demonstrates Man Mades's potential to become a leader in sustainable fashion,
offering products that are both stylish and aligned with the values of today's eco-aware
consumers. With a strong commitment to innovation, quality, and customer satisfaction,
Man Made is poised for success in the competitive fashion industry.