INTRODUCTION

• A FASHION ENTHUSIAST
• GRADUATED FROM MITSOM
COLLEGE (PUNE UNIVERSITY)
• SHE HAS A FAMILY BUSINESS
BACKGROUND WHICH ALWAYS
INTERESTED HER.
• AFTER JOINING MIDAS SHE
DISCOVERED HER PASSION
WHICH WHEN COMBINED WITH
HER INTEREST IN BUSINESS
RESULTED IN ”THE HIGH
BORNS”
PROBLEM IDENTIFIED
THROUGH OBSERVATION THE FOLLOWING PROBLEMS WERE IDENTIFIED

Men do not know how to co-ordinate their Men do not like shopping
accessories with their outfit

Animals are harmed while making of men’s accessories

MARKET
•THE GLOBAL FASHION ACCESSORIES MARKET IS PROJECTED TO GROW AT THE RATE OF
6.5% DURING THE FORECAST PERIOD 2018 TO 2023.

•THE INDIAN FASHION AND LIFESTYLE MARKET IS SET TO GROW AT A COMPOUNDED

ANNUAL GROWTH RATE (CAGR) OF 12% OVER THE NEXT FIVE YEARS TO REACH
RS.3.94,000 CRORE FROM THE CURRENTLY ESTIMATED RS.2,21,000 CRORE, SAID AN A T
KEARNEY.
MARKET FINDINGS
• USAGE RATE OF ESSENTIALS (SHOES, BAG, WALLET, BELT)
300

Men in all age groups use

250
essentials on a daily basis.
200
Daily Monthly These essentials used the
highest are:
150

• SHOES
Ocassionally Weekly
100 • BELT
• WALLET
50

• BAG
0
18-25 26-35 36-45 46-55 56 and above
MARKET FINDINGS
• WILLINGNESS TO PURCHASE THE CURATED BOX

• A total of 232 people out of a

250
232
sample of 520 said they were
200 willing to purchase the curated
153 Maybe box
150
135
No
• 153 people said Maybe, as they
Yes
100
did not know what will they
50 receive in the curated box
which might be due to lack of
0
Total
fashion knowledge.
MARKET FINDINGS
• STYLE PREFERENCE

• Nearly 40% men prefer

Casuals and another 40%
people prefer Semi-Formals
• Men are moving towards
comfort and prefer casual
attires over formals
SOLUTION - PRODUCT

CURATED BOX OF ACCESSORIES:

• SHOES
• BELT
• WALLET
PRODUCT CATEGORIES

FORMAL SEMI-FORMAL CASUAL

UNIQUE VALUE PROPOSITIONS

• STYLE GUIDE
• STYLIST ON BOARD
• DESIGN
• COMFORT
• QUALITY
• HANDCRAFTED
• VEGAN PRODUCTS
COMPETETIVE ANALYSIS

  THE HIGH BORNS J. FONTINI VENOR

Curation ★★★ ★★★ ★★★

Use of Vegan Material ★★★ N/A N/A

Style Guide ★★★ N/A N/A

Price ★★★ ★ ★★

Quality ★★★ ★★★ ★★

Packaging ★★★ ★ ★★★

Handcrafted ★★★ N/A N/A

★★★ - best
TARGET GROUP
• ENTRY LEVEL PROFESSIONALS

• UNIVERSITY STUDENTS

• PROFESSIONALS
(MARKETEERS, SALES EXECUTIVES, LAWYERS)

• BUSINESSMEN AND YOUNG CEOS

CHANNELS

• STAND ALONE WEBSITE

• SOCIAL MEDIA
• ONLINE AGGREGATORS
• EXHIBITIONS
• POP-UP STALLS AT RESTAURANTS AND COLLEGE FESTS
• TIE-UPS WITH IMAGE CONSULTANTS
• CORPORATE EVENTS
ACHIEVEMENTS DURING INCUBATION PHASE

• LEGAL ENTITY REGISTERED –

RASHI ENTREPRISES
• BRANDING DONE
• WEBSITE COMPLETED AND LIVE
• PRODUCTS ARE READY
• PACKAGING HAS BEEN DESIGNED
• SOCIAL MEDIA PAGES CREATED
AND PROMOTIONS STARTED
WEBSITE – THEHIGHBORNS.COM
WEBSITE – THEHIGHBORNS.COM
MIDAS BAZAAR

• PITCHED IN FRONT OF
APPROXIMATELY 250 PEOPLE.
• DID A SALE OF RS. 30000
• ACQUIRED 10 NEW CUSTOMERS
FINANCIALS
COST OF PROJECT AND MEANS OF FINANCE
Cost of Project
Capital Expenditure 2.50

Working Capital Requirement 5.00

Total Cost 7.50

Means of Finance
Capital Introduction 7.50

Total Means of Finance 7.50

FINANCIALS
REVENUES
Year 1 Year 2 Year3 Year4 Year5

Number of units sold 1,760 2,464 3,203 4,805 8,649

Selling Price per unit (net of GST) 2,460 2,460 2,460 2,460 2,460
Sales Value in Rs Lakhs 43.30 60.61 78.80 118.20 212.76
         
Cost of Goods sold          
Cost/unit 1,200.00 1,200.00 1,200.00 1,200.00 1,200.00
         
Total Cost of Goods Sold 21.12 29.57 38.44 57.66 103.78
         
Gross Profit CD 22.18 31.05 40.36 60.54 108.97
         
Indirect Expenses          
Digital Marketing 6.24 7.48 8.98 10.78 12.93
Website hosting costs 0.30 0.30 0.30 0.30 0.30
Offline Promotions 5.45 6.54 7.85 9.42 11.30
Other misc. expenses 2.40 2.88 3.46 4.15 4.98
Salaries 3.60 7.20 7.20 7.20 7.20
Total Indirect Expenses 17.99 24.40 27.79 31.84 36.71
         
Profit/Loss 4.19 6.64 12.58 28.70 72.26
FINANCIALS
BREAK-EVEN POINT (BEP)
BEP 35.12

RETURN ON INVESTMENT
ROI

  Year 1 Year 2 Year3 Year4 Year5

Capital 7.50 7.50 7.50 7.50 7.50

Profit for the Year 4.19 6.64 12.58 28.70 72.26

~ 56% 89% 168% 383% 963%

COST OF CUSTOMER ACQUISITION

Year 1 Year 2 Year3 Year4 Year5

800.40 686.06 633.28 506.63 337.75

MARKETING PLAN

Events Frequency of event Total Cost (in Lakhs) Total Conversion

Total Marketing Activities and Spend in 1 year

Corporates 6 1.20 100
Online 12 6.24 600
Malls 4 0.80 150
Exhibitions 4 1.50 260
Pop-Ups 8 1.00 300
College Fests 4 0.95 250
Total 11.69 1760
THANK - YOU