UP THE HEEL

-cause it’s all about your comfort.

PROBLEM:
• Wearing heels is tough.
• However, heels are more or less a necessary evil – especially
when it comes to formal events or important meetings.
• But what if there wasn’t a need to switch between the heels? And
what if there wasn’t a need to drag your feet home after a long
night of partying?
INTRODUCTION:
• Up the heel is a startup footwear company that specializes in
height adjustable heels. Our heels are every bit a stylish pair of
footwear but, unlike conventional heels, bring convenience,
flexibility and practicality to the everyday women.
• Women should not have to suffer simply to look and feel
amazing! For years, working women have often been seen
lugging an extra bag to the office just for another pair of shoes.
• Here is the solution of all your problems-interchangeable heels.
-one shoe multiple styles
• The benefits are numerous, but most importantly, they enhance the
feminine aspects of a female's gait and effortlessly elongate the legs,
making them appear leaner and toner. Having personally experienced
wearing high heels for years, we have developed a love-hate
relationship with them due to the sharp pains, aches and cramps. But
why does it have to be this way? Learning and understanding about the
consequences of wearing high heels for too long, we discovered that it
can cause long term damage such as hammer toes, bunions and
irreversible damage to leg tendons.
 MISSION STATEMENT:
• Our heels are specially designed for comfort and convenient,
without compromising style. We believe in looking and feeling
good whenever, wherever.

CORE VALUES:
• Up the heel provides you with an aesthetic blend of caliber with
comfort aligned with the latest trends and fashions. Flicking from
high to low in seconds! We ensure you extremely comfortable &
stylish heels for any occasion. No extra baggage!
• Our heels uses only premium soft materials that will not bite or
cause irritation and pain. This to us is an extremely important.
FIND US:
Our first outlet is located on Muhammad Mehmood Alam road, Lahore. You can
find us online at
www.UpTheHeel.com.pk
 Marketing mix
• Product

Variety in shapes Texture Variety in heels

Sandals Leathers Block heels

Boots Poppy colors Stilettos

Court shoes Nudes Kitten heels

Strappy heels Velvets

 Place
• Outlet on MM ALAM

• Online shoe delivery

Price
Leathers 12000

Velvets 9000

Poppy colors 10000

Nudes 8000
Promotion
• Our Facebook page
• Instagram Page
• Twitter account
• With the help of a very innovative TV commercial
• Beauty magazines which is the basic of every women and girl.
• Word to mouth.
Market Analysis

• Ideally, women always want something so fashionable but very

comfortable. In the reality however of the fashion world, it is often
hard to put these two words –fashion and comfort- together in one
statement
• , innovation is the key. The development of the adjustable heels for
high heeled shoes is literally a dream come true
POTENTIAL SIZE OF THE MARKET

• we have a larger size of the market. All the elites of Lahore visit MM
ALAM for shopping so that would be a gain to us.
POTENTIAL SIZE OF TARGET MARKET
• Out of the total market, our targeted portion is the business class
women and some business students.
POSITIONING PRODUCT
As mentioned earlier, interchangeable heels are the whole new
concept here in Pakistan, no one else provides this experience to
their customers. We are different in every aspect. We are concerned
for your health, convenience, glamour, class and style.
MARKET SEGMENTATION
If we segment our customers according to demographics and gender
following is the distribution:
• Business women
• Business students
• Elite Class
PRODUCT POSITIONING
UP THE HEELS is aiming to provide you with best of the best,
whether its quality or fashion.
HOW OUR HEELS WORK?
• Up the heel understand the struggle and dilemma when leaving home
with a pair of heels on-worrying about the pain
• We want to change that for everyone. So we have an Ergonomic foam
throughout the heel cushions each step and absorbs the shock that is
caused by step hitting the ground.
• Coming towards the exceptionality of our heels-Interchangeable heels.
• Our heels are made with the consultation of a bunch of fashion
designers and orthopedic surgeons which helped us designing a shoe
with multiple “heels”.
• All you have to do is carry our little box of heels with you which is not
bigger than a rectangular geometry, having all 3 types of heels. So you
can change them whenever you want to.
PERSONIFICATION:

• It is a woman
• Aged between 25-35
• Being a woman it is a blend
everything. Presenting here all
the sites of a woman in a
nutshell
When she’s bold and confident
(boots) Galosh
When she’s young and fun loving
(Stilletos) Puff

When she’s soft and caring

(Kitten heels) Sophie
When she’s partying
(strappy heels) Elvish
When she’s a total combination of
confidence, boldness and fashion Stymy
(block heels)
STRENGHTS:
• No Competitor
• New Idea in Pakistan
• Unique Product
• We focus on style, comfort, durability and fashion with a single
shoe.
WEAKNESSES:
• Limited contribution of capital
• Lack of experience
• Indirect competition
• Start-up of New Business
• Lack of Goodwill
OPPORTUNITIES:
• Expand our business
• Innovation in our product;
 Basis of Quality & Design.
• “Comfort Awareness” among the customers.
• Targeting the Middle Class of customers.
THREATS:
• Idea can be copied and replica will be easily available for direct
competition.
Competitor analysis
• Direct competitor
• Indirect competitor
INCOME STATEMENT
Particulars Amount (Rupees)

Revenue (Sales) 2150000

LESS: Direct Expenses (Material for Production) (700000)

LESS: Direct Expenses (Labor for Production) (50*15000) (750000)

GROSS PROFIT 700000

Less : Designer Commission (80000)

LESS: Marketing Expenses (10000)

LESS: Interest on Loans (16000)

LESS: Utility Expenses (72000)

LESS: Misc. Expenses (9000)

NET PROFIT 513000

BALANCE SHEET
Amount in Amount in
Liabilities & Owner’s Equity thousand Assets thousand
(Rupees) (Rupees)

Liabilities: Current Assets:

Creditors & Payables 100 Cash 1500

Utility Bill 50 Debtors & Receivables 300

Short-Term Debt (8.0% P.A) 200 Inventory (Raw Material) 1760

Owner’s Equity: Fixed Assets:

Capital 20000 Outlet 9847

Retained Earnings(Savings) 3544 Machinery 5000

Net Profit 513 Vehicle 1000

Factory 5000

TOTAL 24407 TOTAL 24407

SALES STRUCTURE
Items Units Price Total Sales
Leather
55 12000 660000
Shoes

Velvet Shoes 40 9000 360000

Poppy 65 10000 650000

Nudes 60 8000 480000

Total Revenue 2150000