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BUSINESS PLAN
Published January 2015
Just My Luxe, LLC
Darla G. Wilton
(832)758-0525
2321 Soaring Star Lane, Frisco, TX 75034
Just My Luxe, providing the ultimate in business attire for women, with
access to an exquisite portfolio of the most refined and elegant luxury
designer fashions and accessories from around the world.
Investor Information
2 Just My Luxe, LLC [email protected] 832 758 0525 www.justmyluxe.com
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Table of Contents 1.0 Executive Summary ............................................................................................... 3
1.1 Our Objectives ........................................................................................................................ 4
1.2 Mission Statement ................................................................................................................. 4
1.3 Keys to Success ....................................................................................................................... 4
1.4 Investor Return & Financial Overview .............................................................................. 5
2.0 Company Summary ............................................................................................... 6
2.1 Company Ownership ............................................................................................................. 6
2.2 Pre-Operating Source & Use of Funds ............................................................................. 6
3.0 Market Needs ....................................................................................................... 7
3.1 Products and Services ........................................................................................................... 7
4.0 Market Analysis .................................................................................................... 9
4.1 Market Segmentation ......................................................................................................... 10
4.2 Competitive Landscape ...................................................................................................... 11
4.3 Industry Summary ................................................................................................................ 12
4.4 Industry Analysis .................................................................................................................. 13
5.0 Marketing Strategy/Implementation ................................................................................. 15
5.1 Web Summary ...................................................................................................................... 16
5.2 SWOT Analysis ...................................................................................................................... 17
5.3 Our Milestones ..................................................................................................................... 17
5.4 Strategic Model .................................................................................................................... 18
6.0 Management Summary ....................................................................................... 19
6.1 Management Gaps .............................................................................................................. 19
7.0 Financial Summary .............................................................................................. 21
7.1 Revenue Forecast ................................................................................................................. 21
7.2 Personnel Forecast ............................................................................................................... 23
7.3 Income Statement................................................................................................................ 24
7.4 Statement of Cash Flow ..................................................................................................... 26
7.5 Balance Sheet ........................................................................................................................ 28
7.6 Break-Even Analysis............................................................................................................. 29
7.7 Best & Worst Case ............................................................................................................... 30
Appendix A – Year 1 Financials ................................................................................. 31
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1.0 Executive Summary
The women’s apparel market is by far the leader of the overall apparel market in the United States – accounting
for over 50% of sales. Women’s apparel sales reached more than $116 billion in 2013. This is up from $112
billion in 2012 and $108 billion in 2011. Market research firm NPD Group attributes the growing sales to a
“frugal fatigue” experienced during the recession as well as a reviving economy and enhanced selections.
Specialty stores have been the best performers in recent years and had 2013 sales of $42 billion. In addition,
online apparel and accessories generated nearly $45 billion in 2013 and will reach an estimated $86 billion by
2018. A new concept in recent years – and one that has the potential to fundamentally change the industry – is
online high-end apparel rental. Brands such as Rent the Runway (which earned an estimated $51 million in 2014)
and Bag Borrow or Steal have pioneered the couture rental market. However, no company currently targets the
vast market of women’s business attire.
Just My Luxe, LLC (“the Company”) is a new business attire rental firm that will operate a full-service e-
commerce website as well as brick-and-mortar boutiques in select markets. The mission of Just My Luxe is to
provide exquisite luxury business attire by high-end luxury designers from all over the world to middle-income
and mass-affluent women. This target market has the financial means to frequently rent high-end business attire
but cannot afford or does not want to purchase luxury business attire that can often cost $3,000 or more. In
addition, all too often the typical shopping experience results in a letdown: the clothes don’t fit right, limited time
to shop, are too expensive, and styles quickly change. Just My Luxe can fill this gap by providing the most
unique experience, with the latest designer business attire that the consumer can continually acquire for minimal
expense (typically 15-20% of the retail purchase price).
Just My Luxe is a technology-focused company that will merge the best online and mobile technology with the
sensibility of a personal stylist with the expertise in professional attire for today’s on-the-go consumer. At
JustMyLuxe.com, members will have access to state-of-the-art technology to match the perfect attire for the
perfect occasion, and the right fit for their specific body type. Members will also have real-time access through
online chat and video to assist with all style questions. Clothing is rented for 4-8 days, and overnight shipping
and a pre-addressed return container included. Just My Luxe will also have showrooms in major markets like
New York City, Dallas, and a number of other cities for trying on before renting. This two-pronged strategy will
help reach a large segment of the millions of women who will benefit from the Company’s high-end business
attire rentals.
Just My Luxe is led by founder and CEO Darla Wilton, a strategy-driven financial service executive with broad-
based business transformation and development experience acquired in dealing with financial institutions,
turnarounds and start-ups. She has an MBA and a proven track record of exceptional strategic planning, results
execution, and world-class talent management. Ms. Wilton is currently Vice President & Chief Administrative
Officer at Ameritas Investment Corp., where she oversees the business operations with over $150 million in sales.
Ms. Wilton has extensive insight and first-hand knowledge of the needs of today’s busy businesswoman, which
will influence Just My Luxe operations from top to bottom. She will be joined by a highly experienced and
professional team that will position Just My Luxe as a leading women’s apparel and accessories rental company.
To launch Just My Luxe, the Company is seeking seed investment of $1,500,000. Funding will be used to
develop the website and technology infrastructure, acquire inventory, marketing, and hiring staff.
“A girl should be two things: classy and fabulous.”- Coco Chanel
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1.1 OUR OBJECTIVES
Secure funding, assemble advisory board, engage marketing strategy and technology architects,
finalize business and logistical details, and launch site in mid-2015
Employ a multichannel marketing approach that incorporates strong technology and traditional
media.
Drive consumers online and to stores to gain more information and to order products
Implement cutting-edge technology to round out the marketing approach, with an integrated
platform to provide a seamless experience across all channels, and to reflect and relay the brand
image of Just My Luxe as a high-end, luxury business attire rental boutique.
Provide the most unique experience, with the latest designer business attire that the consumer can
continually acquire for minimal expense.
Launch retail boutiques.
To provide the ultimate in business attire for women, with access to an exquisite portfolio of the most refined
and elegant luxury designer fashions and accessories from around the world. Just My Luxe seeks to
illuminate the power, confidence, and beauty of a woman through impeccable style.
Just My Luxe must follow these principles in order to achieve success in the marketplace:
Deliver the most exclusive, prestigious, and sought-after brands of business attire and accessories.
Maintain luxury standards for its customers and continuously monitor this quality.
Preserve the attire in optimal condition to extend the rental life.
Maintain excellence in the skill of luxury service through hiring, training, and staff expertise.
Listen carefully to customer needs and respond with personalized products and services, whether in
person, over the phone, or through digital interactions.
1.2 MISSION STATEMENT
1.3 KEYS TO SUCCESS
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InvestmentYears
Invested
Investment
Multiple
5th Year
Value
Company
Share
Initial $1,500,000 5 2.5 $3,750,000 35.9%
Total $1,500,000 2.5 $3,750,000 35.9%
5th Year
Multiple
Company 6.0
IRR
Normal Case 14.9%
Best Case 24.0%
Worst Case 5.1%
Investor Return
5th Year Company
Earnings5th Year Company Value
$1,741,369 $10,448,215
Year 1 Year 2 Year 3 Year 4 Year 5
Gross Revenue $1,606,221 $2,420,062 $3,067,797 $3,742,882 $4,566,523
Gross Profit $1,114,242 $1,678,806 $2,128,142 $2,596,451 $3,167,814
Operating Profit $174,442 $599,846 $934,385 $1,303,010 $1,769,598
Earning Before Interest &
Taxes $151,213 $575,367 $908,656 $1,276,031 $1,741,369
Earnings $151,213 $575,367 $908,656 $1,276,031 $1,741,369
Gross Margin Percentage 69.4% 69.4% 69.4% 69.4% 69.4%
Operating Profit Percentage 10.9% 24.8% 30.5% 34.8% 38.8%
EBIT Percentage 9.4% 23.8% 29.6% 34.1% 38.1%
Earnings Percentage 9.4% 23.8% 29.6% 34.1% 38.1%
Net Cash Flow $25,498 $484,820 $829,438 $1,177,170 $1,618,266
Cash Balance $520,498 $1,005,318 $1,834,756 $3,011,925 $4,630,191
Financial Overview
The Investor Return section details the investor(s) initial investment, investment multiple, investment fifth year
value, investor(s) share of the Company, the value of the Company in the fifth year, and internal rate of return for
3 different cases.
FINANCIAL OVERVIEW
$
1.4 INVESTOR RETURN & FINANCIAL OVERVIEW
INVESTOR RETURN
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2.1 COMPANY OWNERSHIP
Just My Luxe, LLC was incorporated in the state of Texas in August 2014, headquartered in Frisco, TX.
Just My Luxe, LLC is wholly owned by Darla G. Wilton.
The Pre-Operating Source & Use of Funds section details the Expenses, Assets, Inventory, Investment and
Debt needed to facilitate the Company’s business objectives. The Pre-Operating expenses and funding
occur before the Company receives revenue.
Total Source of Funds $1,550,000
Total Use of Funds $1,055,000
Month 1 Starting Cash $495,000
Total Source & Use of Funds
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
Investment Debt Expenses Assets Cash
$1,550,000
$0
$120,000
$935,000
$495,000
Total Source & Use of Funds
Expenses
Marketing & Advertising $75,000
Travel & Entertainment $25,000
Legal & Accounting $10,000
Contractors $10,000
Total Expenses $120,000
Assets
Inventory $750,000
Property $0
Equipment $185,000
Other Long-Term Assets $0
Total Assets $935,000
Total Use of Funds $1,055,000
Pre-Operating Use of Funds
Investment
Ow ner $50,000
Investor $1,500,000
Total Investment $1,550,000
Debt
Current Debt $0
Long-Term Debt $0
Total Debt $0
Total Source of Funds $1,550,000
Pre-Operating Source of Funds
2.0 Company Summary
2.2 PRE-OPERATING SOURCE & USE OF FUNDS
PRE-OPERATING USE OF FUNDS PRE-OPERATING SOURCE OF FUNDS
TOTAL SOURCE & USE OF FUNDS
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3.0 Market Needs There are numerous factors that have precipitated growth in the upscale women’s apparel rental market. Perhaps
the most obvious is that it is cheaper to rent than buy, especially for special-occasion attire that is often very
expensive and may only be used once or twice. However, the middle-market and mass-affluent woman is starved for
time. They are “in information-search mode” when they purchase today. Value remains a top priority among these
consumers, and although they will search for information, they don’t want to do that much hard work. Therefore, it is
essential that the experience and value make the difference in delivering the right information, for the right product, at
the right time, and at the right price.
Attributes of this market segment also indicate that these women continue to be concerned about the economy, even
as it improves. The mass-affluent status is not a synonym for “free-spender.” She will spend if it is important to her,
but wants to be sure she’s getting her money’s worth. With that said, this attitude trickles to various verticals, where
she is willing to spend extra for certain items like designer clothing if it means they get more style, comfort, service or
a higher-quality product. This is the market need that Just My Luxe Business Attire Rentals will solve: that of a high-
end yet affordable alternative to purchasing and a fast, convenient method for obtaining these items.
There are also many other reasons for which a one-time rental is a better option that buying. Among these are
special occasions or an important meeting or event, in addition to times of transition of the body, including
pregnancy, weight gain or weight loss.
Just My Luxe will allow for all of these consumer groups to have the latest and most sought-after designer business
and special-occasion attire and accessories to take woman from the boardroom to dinner in haute couture style, and
for a fraction of the cost of purchasing at retail pricing.
3.1 PRODUCTS & SERVICES
Just My Luxe will provide high-end business attire rentals from a variety of luxury designers across the world, and in a
variety of sizes and styles to accommodate any individual style and occasion. The Company will use an intelligent
approach to affordable and accessible business luxury wear, with an online and boutique concept that will provide a
truly unique luxe experience with access to both online and brick-and-mortar shopping.
Just My Luxe will offer the following products and services online:
o High-end designer business attire from around the world
o Luxury attire suitable for day to evening events
o Stylists on demand via chat or video app to assist with style
questions, fit, and occasion, etc.
o Luxe Case – luxury, high-end samples of cosmetics and
skincare
o Reserve attire for particular date
o Rent for 4 to 8 days, with a premium for 8 day rental
o Shipped overnight to arrive by specified date
o Return shipping container with pre-addressed label for
easy return
o Insurance purchase option
o Clothing professional cleaned and repaired before each rental
o Sale of retired designer attire
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Just My Luxe, through brick-and-mortar boutiques will offer:
o The ability to try on high-end designer business attire from around the world
o A large selection of in-stock luxury attire suitable for day to evening events, as well as ability to order
from Just My Luxe’s extensive warehouse
o Personal design consultants on demand to assist with style questions, fit, occasion
o Luxe Case – luxury, high-end samples of cosmetics and skincare
o Reserved attire for a particular date, or select and carry out
o Rent for 4 to 8 days, with a premium for 8 day rental
o Shipped overnight to arrive by specified date, or same-delivery in boutique cities
o Return shipping container with pre-addressed label for easy return
o Sale of retired designer attire
The customers will rent products directly from JustMyLuxe.com through the secure server, and the Company will ship
all ordered products from a central warehouse. Just My Luxe will also generate sales through boutique stores to be
located in large metropolitan cities. All telephone orders will be taken at the central store through a single (800)
line. All debits and credits, order transactions, charge backs, and price discounts will be processed through the
accounting management system. A state-of-the-art proprietary CRM system will handle all front- and back-office
operations for JustMyLuxe.com. A mobile app will also allow for on-the-go ordering, consultations, and order
tracking.
Brick-and-mortar stores will be launched in year two. The Company’s home market of the Dallas-Fort Worth metro
area will be a likely initial location with other select markets like New York, Los Angeles, San Francisco, San Diego,
Houston, Phoenix, Chicago, Washington DC, and Boston soon to follow. After initial roll-out and evaluation of
results, the Company will expand its marketing to additional market areas in the Northeast, Southeast, Midwest and
the West Coast, in addition to jewelry and other business-related accessories. Each store will be properly outfitted
with several amenities the Company believes will be appreciated by its members and new clients. They will also be
able to host parties and will feature a champagne/wine bar for relaxing and socializing while shopping.
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4.0 Market Analysis In 2013, total women’s apparel sales reached $116.4 billion, up 4% from $112.3 billion in 2012, after 3% growth from
$108 billion in 2011. According to the latest full-year report from research firm NPD Group, specialty stores accounted
for $42 billion of sales. Growth has been fueled by a revived economy and pent up sales demand. NPD chief
industry analyst Marshal Cohen states that, “I think this also goes back to the ‘Frugal Fatigue’ phenomenon we have
been watching.” Sales by retail channel are outlined below.1
Total U.S. online apparel and accessories sales were estimated at $44.7 billion in 2013, up from $38 billion in 2012.
Online sales were projected to reach $52 billion in 2014, and by 2018 projections are estimated to reach $86
billion.2 Wall Street analysts expect growth “to continue at a high-teens growth rate for at least the intermediate
term.” According to Barclays Capital analyst Matthew McClintock, online operating profit margin are 15 percentage
points higher physical stores, though online can also drive in-store sales. Mr. McClintock notes that “specialty
apparel chains’ control and distribution of their own brand also has shielded them from competition from
Amazon.com.”3
The rapid expansion of online sales is in line with consumer trends of being comfortable buying nearly anything over
the internet, including items that people need to try on first. From eyewear to custom-tailored clothing, recent startups
have changed the business models of the industry in which they operate. The same is now true for online clothing
rental boutiques. Companies such as Rent The Runway and Bag Borrow or Steal are allowing consumers to
inexpensively rent high-end items they might not otherwise be able to afford. This model “presents a real threat to
the market share of department stores,” according to Business Insider. Their success “can be attributed to the fact
that it’s more consumer-friendly: Consumers get a better product at a cheaper price, and get to return it like they
wanted to all along.” For example, prom dresses, which are a $4 billion annual market, have in the past often been
purchased and then returned the next day. In response, department stores implemented a no-returns policy,
eliminating the“rental” of these dresses. Similarly, one-time big events mean shelling out hundreds of dollars for
attire. Companies like Rent the Runway (and now Just My Luxe) can offer the same attire and accessories that are
1 NPD Group. “U.S. Women’s Apparel Market Grew 4 percent in 2013.” April 2014. https://www.npd.com/wps/portal/npd/us/news/press-
releases/the-npd-group-reports-us-womens-apparel-market-grew-4-percent-in-2013/ 2 eMarketer. “US Retail Ecommerce Sales Highest for Computers, Consumer Electronics.” April 11,, 2014.
http://www.emarketer.com/Article/US-Retail-Ecommerce-Sales-Highest-Computers-Consumer-Electronics/1010759 3 Market Watch. “Online, international expansion seen as biggest growth drivers.” April. 2, 2013. http://www.marketwatch.com/story/despite-
headwinds-apparel-retailers-a-buy-2013-04-02
2013 U.S. WOMEN’S APPAREL BY CHANNEL
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carried in stores like Nordstrom, Saks, Neiman Marcus and even higher-end stores for an affordable rental
charge.4
The market for formal wear rental in the U.S. is estimated at $973 million. There are 1,400 establishments
nationwide, according to IBISWorld. In addition to men’s tuxedo rentals, the market also includes women’s formal
wear rental and accessories and sale of ex-rental items.5
Just My Luxe customers are a cross section of women. From fashionistas, trendsetters, influential, and professional
consumers who love shopping to women to prefer to dress more traditional, the Company can meet their rental
needs. They are typically ages 18-65. They will range from affluent luxury consumers to up-and-comers and
general fashion consumers who crave the latest high-end styles and trends.
According to luxury lifestyle market research firm Unity Marketing, “Out of the nation’s 117.5 million households,
there are 23.5 million affluent households at the top 20 percent of the market. Luxury marketers future depends
upon engaging these ‘heavy lifters’ in the consumer economy who together account for more than 50 percent of all
income and earnings and more than 40 percent of all consumer spending…there are really only two income
segments that really matter in the current luxury market:”6
HENRYs (a term coined by Fortune writer Shawn Tully which stands for High Earners Not Rich Yet, incomes
between $100,000 and $249,999);
Ultra-Affluents - The top two percent of households with incomes of $250,000 and above.
“There are 10 HENRY households for even one ultra-affluent household,” according to Unity’s Pam Danziger. “And
while the typical ultra-affluent household typically spends three-to-four times more than a HENRY on luxury goods
and services, targeting only the ultra-affluent will never make up the shortfall of ignoring the still affluent and high-
spending HENRYs.”
In addition, everyday women, especially younger consumers in “middle market” households, a group comprising
an estimated 47 million households, will be able to afford the fashionable and reasonably priced goods at Just My
Luxe. The Company will also be targeting the U.S. clothing boutique market. The market in the U.S. for clothing
boutiques is $25 billion annually, according to market research firm IBISWorld. There are nearly 37,500 businesses
in this market, employing 181,000 people. The market saw positive though small growth for the past five years,
coming out of the recession staring in 2010 and having strong year-over-year growth, including estimated growth
of 2% in 2013. IBISWorld states that, “The Clothing Boutiques industry typically caters to high-end or niche markets
and is reliant on strong conditions for consumers…Over the next five years, retail conditions are expected to improve
as per capita disposable income rises and consumer confidence recovers.”7
4 Business Insider. “Rent The Runway poses a threat to department stores.” March 13, 2013. http://www.businessinsider.com/rent-the-
runway-hints-at-ipo-2013-3 5 IBISWorld. “Formal Wear & Costume Rental in the U.S.” May 2014. http://www.ibisworld.com/industry/default.aspx?indid=1369 6 Unity Marketing. http://www.unitymarketingonline.com/cms/Home/Luxury_Press_Releases/mass_affluent_henrys_2-18-2014.php 7 IBISWorld. “Clothing Boutiques in the U.S.” Dec. 2013. http://www.ibisworld.com/industry/clothing-boutiques.html
4.1 MARKET SEGMENTATION
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When measuring head-to-head, direct competitors, the Company has found that there are none that specifically
offer the products and services to the business professional as Just My Luxe. The Company will be the first high-
end designer rental company that serves the needs of business professionals. However, there is still competition
from a few other retailers that rent special occasion dresses, handbags and accessories as follows:
Rent the Runway: RTR, the national leader of rental designer special occasion dresses, had revenues in
fiscal year 2014 estimated at $51 million (source: PrivCo - 01/07/15). That is an increase of nearly 100%
over fiscal year 2013. RTR currently has approximately 5.5MM members and has raised $116MM in
venture capital funding since launching their operations on 11/09/09. According to RTR CEO Jenn
Hyman, the company is intending to use the $60 million in funding it received in December 2014 to open
retail outlets in 15 markets where consumers can try on outfits, and establish a west coast distribution
center.8
Lending Luxury: Lending Luxury (aka Wear Today, Gone Tomorrow) also rents designer special occasion
dresses. There is no information on venture capital funding for Lending Luxury. This company was
founded in 2009 and revenues are estimated at $1.5 million for 2014 (source: PrivCo – 01/06/15).
Bag Borrow or Steal: Bag Borrow or Steal (aka Avelle) rents luxury designer handbags and accessories
for a variety of occasions, and had revenues in fiscal year 2013 of approximately $17 million (source:
PrivCo – 01/07/15). Their revenues have remained consistently between $16 - $17 million each year
since 2009. Research shows as of 2013 BBoS has raised approximately $41MM in venture capital
funding. This company was founded in 2004.
The major strengths of these competitors are their size and length of time in business. They are very well known
and accepted with a large client base. Bag Borrow or Steal, for instance, was featured in the 2008 film version
of “Sex and the City,” bringing it widespread fame.
However, in all comparisons, Just My Luxe’s business model and products provide more features for
businesswomen, and the Company intends to have superior performance via its online customer service and
fitting help, along with brick-and-mortar boutiques. At Just My Luxe, the Company thinks outside of the box and
will stay as current as possible with the latest fashion trend while catering to the business professional as well.
8 Fortune. “Rent The Runway raises 60 million.” Dec. 19, 2014. http://fortune.com/2014/12/19/rent-the-runway-raises-60-million/
4.2 COMPETATIVE LANDSCAPE
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The Company will operate in this distinct industry; Formal Wear and Clothing Rental (NAICS 53222). Information
provided is gathered from the U.S. Census.
Sales Volume Number of Businesses
Unknow n 0.00%
Less Than $500k 64.47%
$500k to $1mil 12.04%
$1 to $2.5mil 18.40%
$2.5 to $5mil 4.46%
$5 to $10mil 0.38%
$10 to $20mil 0.09%
$20 to $50mil 0.12%
$50 to $100mil 0.02%
$100 to $500mil 0.02%
$500mil to $1bil 0.00%
Over $1bil 0.00%
USA Formal Wear & Clothing Rental
Employee Size Number of Businesses
Unknow n 0.00%
1 to 4 61.86%
5 to 9 16.83%
10 to 19 18.07%
20 to 49 2.59%
50 to 99 0.37%
100 to 249 0.23%
250 to 499 0.05%
500 to 999 0.00%
1,000 to 4,999 0.00%
5,000 to 9,999 0.00%
10,000+ 0.00%
USA Formal Wear & Clothing Rental
4.3 INDUSTRY SUMMARY
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The map below shows sales per capita for Formal Wear and Clothing Rental.
The map below shows sales in millions $ for Formal Wear and Clothing Rental.
4.4 INDUSTRY ANALYSIS
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This industry comprises establishments primarily engaged in renting clothing, such as formal wear, costumes (e.g.,
theatrical), or other clothing (except laundered uniforms and work apparel).
FORMAL WEAR AND CLOTHING RENTAL
Establishments Total Sales Annual Payroll Paid Employees
1,997 $975,859,000 $188,004,000 10,535
$17,846 $92,630
Employees per Establishment Payroll as a Percent of Sales
USA Formal Wear and Clothing Rental
Sales per Establishment Payroll per Establishment
$488,662 $94,143
5.3 19.3%
Annual Payroll per Employee Sales Per Employee
Establishments Total Sales Annual Payroll Paid Employees
160 $47,975,000 $10,960,000 598
$18,328 $80,226
Annual Payroll per Employee Sales Per Employee
3.7 22.8%
Employees per Establishment Payroll as a Percent of Sales
$299,844 $68,500
Texas Formal Wear and Clothing Rental
Sales per Establishment Payroll per Establishment
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The Just My Luxe overall advertising and promotional objectives are to position the brand as a leader in the market.
The Company intends to make a splash in the market. The Company expects to engage an extremely capable
advertising agency and public relations firm. Just My Luxe wants to be a catalyst to help women reflect the image of
themselves they want the world to see. The Just My Luxe strategic marketing intent aims to make a connection and
bring the business attire to life through a rich and dynamic website, Facebook page, Twitter page, Blog, YouTube
videos, and a Social/community site that promotes style, fashion and beauty inspiration for the professional and
career-minded woman.
The following purchasing triggers will be the premise of the marketing strategy:
Emotion: The foremost reason we buy -- gaining weight, losing weight, passion, joy, excitement can all
lead to purchasing decisions.
Value: Another strong reason to buy -- quality, craftsmanship, prestige, exclusivity, and designer label can
excite and incent the consumer to purchase.
Referral: Recognizing someone the consumer knows or respects has used Just My Luxe.
Expectation: Based on the end result of the product or service, and building anticipation and excitement for
receiving a new delivery for a particular occasion. They are purchasing beauty, confidence, and
empowerment to make a fashion statement or to create a memorable experience.
Need: This is one of the most rudimentary buying triggers that we will capitalize upon, especially in business
settings such as important meetings, presentations, job interviews, community service etc.
Internet marketing
Among the most important marketing will be online, as this is vitally important for broad-based marketing, as well as
generating sales in the coming years. As such, Just My Luxe will allot portions of its marketing budget for strategic
Internet marketing, and employ proven Internet-based marketing methods for its website, JustMyLuxe.com,
including:
SEO: The Company’s business lends itself very well to search engine optimization (SEO) because its
clothing and apparel are constantly being researched by potential customers online. SEO involves
organically improving the quality and volume of traffic to its website through search engines. Search engine
optimization can also target different kinds of searches, including image, local, and industry-specific. When
someone searches “women’s business suits,” “women’s clothing rental” or for specific brands carried by
Just My Luxe, a link to the website will ideally appear within the first pages of results.
5.0 Marketing Strategy/
Implementation
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PPC/CPM: The Company will employ a pay-per-click (PPC) and CPM (cost-per-thousand impressions)
campaign when feasible that advertises Just My Luxe along the sidebars of search engines and on relevant
websites with text and banner ads.
E-mail marketing: Just My Luxe will acquire and assemble an extensive list of leads and past potential
customer leads. This list will be continually growing and used for targeting early adopters, influential
consumers, and interested strategic partners such as luxury lines of skincare, makeup and fragrance.
Public Relations
Just My Luxe’s strong early efforts will gain multiplying effects from viral marketing and social media. Public
relations then will be used to gain editorial coverage, which is often the best means of getting the brand more
established and credible. A PR firm will be hired and will target fashion, women’s, and general consumer
magazines and websites.
Direct Mail
In addition to using direct mail to distribute its products, the Company will exercise direct customer communications
through email blasts, online ordering and promotional discounts and new season advertising through mailings.
Sales Support Collateral Materials
Just My Luxe will also develop a variety of collateral materials to support sales efforts. These items are intended to
sell products, attract and support distributors, and help retail partners sell its products. These items include elegant
presentation binders and brochures.
Trade Shows
Just My Luxe will attend select trade shows that are deemed beneficial to the Company’s growth. These will be
shows geared to high-end women’s clothing buyers and general fashion, technology, and/or business-oriented
shows.
Word of mouth
The Just My Luxe adherence to offering a quality product line of rental attire paired with superior, industry-leading
customer assistance will garner a solid and positive reputation within the women’s apparel market. The
Company’s clients will return time and again for additional rentals, while also spreading the word to their friends,
family, and colleagues. Just My Luxe intends to become recognized as the premier provider of women’s business
attire rental, enhanced through public relations and social media, etc., which in turn enhances word of mouth.
The website is in the concept design stage, and will be live after funding at www.justmyluxe.com. The RFP process
is currently under way to identify a marketing firm to help design the site, marketing concept, and packaging. The
website is expected to be extensive in the design and presentation of inventory, and the ability to reserve selections
made by customers. It will also be powered by the latest cutting-edge technology in e-commerce and interactivity.
5.1 WEB SUMMARY
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The following is a summary of the Company’s strengths, weaknesses, opportunities, and threats.
Internal
Factors
External
Factors
Positive Negative
Vastly experienced ow ner
Strengths WeaknessesFlexibility and affordable pricing
Superior products delivered quickly
Appeals to w ide range of professionals
to lead the market
Threats
successful in their niches
Using cutting-edge technology
Other f irms have proven
lines and distribution
and affect market share
Expanding into multiple retail stores
Copy-cat brands could enter market
Some online shops offer similar products
Large companies w ith established
online ordering process
and management team
OpportunitiesOverall clothing market is grow ing
Consumers are familiar w ith
Signif icant funding needed for inventory,
technology build, and marketing strategy
Key personnel not on board at this time
During this period, we will
accomplish the following:
Assemble advisory board
Engage marketing firm
Engage technology
architect
Identify warehouse space
OUR GOALS
JAN-MAY JUN-SEP OCT-JAN
During this period, we will
accomplish the following:
Determine reservation
management and
fulfillment needs
Determine packaging
requirements
Post/hire key personnel
Secure funding
OUR GOALS
During this period, we will
accomplish the following:
Create brand excitement
Hire key personnel
Purchase inventory
Launch full site
Create plan to begin
boutique launch 2016
OUR GOALS
5.3 OUR MILESTONES
5.2 SWOT ANALYSIS
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5.4 STRATEGIC MODEL
Sales/Revenue
Net Profit
Revenue per customer
Cost per customer
Net Promoter Score
MEASURES
“A” Team with
a Passion for
Luxury
Fashion
A member’s only
luxury experience
Deliver a
“WOW”
experience and
surprise them
Keep them
coming back
and sending
referrals
Deliver an elevated high-end luxury experience with
personalized accompanying services to exceed the
customer’s expectations, and at an affordable price point.
Membership and loyalty programs
Luxe Case of high-end cosmetic and skin-care samples
Community and social luxury fashion events (multi-
channel), including JML custom designs and accessories
Women Mean Business – consult on attire, accessories,
hair, and makeup for specific events (office, evening,
cruise, resort etc.)
Strategic vendor partnerships/exclusive offerings
Signature ensemble designs and advice
Define service expectations by touch point (customer
journey mapping)
Engage high-end dry cleaner and tailor of luxury
clothing
Bring the experience to life in strategically located
boutiques
On demand style consultations via on demand app
STRATEGIC MOVE
PROGRAMS
PROJECTS
Voice of the
Customer
Luxury on the
customer’s terms
TALENT BUSINESS PROCESS CUSTOMERS FINANCIAL
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Darla G. Wilton, President & CEO
Darla is a highly skilled, entrepreneurial-minded leader who is an accomplished business professional with a track
record of results-driven success in building her career. She brings with her exceptional business acumen, coupled
with an in-depth knowledge and understanding of finance, management, business development. Darla is
currently Vice President & Chief Administrative Officer of Lincoln, NE-based Ameritas Investment Corp. She was
recruited to lead all aspects of the strategic transformation of this organization with over $150M in revenues, and
1,300 financial advisors. She is responsible for the overall administration of business operations to include the
strategic management office, PMO/VMO, technology infrastructure, management reporting, and board and
other stakeholder relations. She reports to the President & CEO.
Darla is also the founder and principal of COO Incite, her Dallas-based boutique business consulting firm that
provides interim COO/CAO solutions to independent Broker/Dealers/RIAs, small businesses, and non-profit
organizations. Previously, she was Director and Senior Business Consultant for RIA Customized Solutions at
Blackrock, Inc., the world’s largest asset manager. Prior positions included:
Senior Vice President and Director of Advisor Services – Williams Financial Group
Vice President of Field Development – AIG Retirement
President and Chief Compliance Officer – Interfinancial Partners, Inc.
Vice President & Branch Manager; Regional Staffing Manager, Charles Schwab & Co.
Darla holds an MBA degree in Leadership and Executive Management from the University of Texas, San Antonio,
and her undergraduate studies were conducted at Our Lady of the Lake University, in addition to possessing
numerous professional licenses and continuing education certificates.
Head Luxury Fashion Buyer
Initially, Just My Luxe will outsource this function to Lambert & Associates, a Paris based global luxury consulting
firm of retail experts specializing in the luxury market. They have a 40 year history and unsurpassed knowledge of
the industry, long-established relationships with fashion houses and designers, and strong contacts with both
suppliers and distributors.
A Head Luxury Fashion Buyer will eventually be hired by the President & CEO. Responsibilities include but are not
limited to:
Analyze market trends, consumer preferences , sell through, seasonal demands etc. to formulate a buying
practice in line with consumer/store demands
Understand designer and fashion trends in the marketplace and that of the business professional
Responsible for inventory tracking, turn rates, and merchandise display
Build and strengthen relationships with designers and suppliers
Attend trade shows and events
Negotiate vendor contracts
Assists in the sales planning process
6.0 Management Summary
6.1 MANAGEMENT GAPS
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Marketing & Brand Management
Initially, Just My Luxe will outsource this function to Graphic Machine, a digitally focused marketing and brand
management firm based in Kansas City, MO.
The Marketing & Brand Management professional will eventually be hired by the President & CEO. Responsibilities
include but are not limited to:
All aspects of marketing activities including establish the marketing budget with the President & CEO;
create and implement marketing strategy; develop marketing materials; advertising placement; develop
direct mail and social media marketing plans
Develop and innovate all aspects of the company’s acquisition strategy including SEM, Display Media,
Retargeting, Affiliate, Direct Mail, and Email
Oversee the gathering of all customer data and lead segmentation to personalize marketing and create the
highest possible level of consumer engagement
Create and manage Customer Lifetime Value economics and ROI of all marketing channels
Oversee promotional strategy and contact strategy across the company
Identify and create brand-appropriate performance-based online marketing partnerships
Develop performance metrics and report results regularly to the executive team
Identify blue sky opportunities for member acquisition and loyalty
Publication and distribution of the quarterly newsletter or professional attire blog
Website maintenance
Chief Technology Officer
Initially, the CTO duties will be outsourced along with the platform functionality. A CTO will be hired by the
President & CEO as the operation becomes profitable and sustainable. Responsibilities include but are not limited
to:
Oversee technology strategy, budgeting and the fusion of IT and business processes
Determine how the technology is integrated to achieve business strategy
Maintain and run the technology infrastructure, network operations, applications development and
maintenance, and security
Vendor management
Professional Style Consultant
The Professional Style Consultant will be hired by the President & CEO. Responsibilities include but are not limited
to:
Act as the face of Just My Luxe by providing exceptional customer service with impeccable style
Enjoy meeting and interacting with customers
Provide customers with expert styling assistance in business attire and accessories
Manage communication with clients pre and post appointment
Demonstrate knowledge of the luxury market, products and services, how to apply in a professional
environment, and using this knowledge to build sales
Aim to achieve high personal sales goals
Establish rapport with actual and/or potential customers
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The Revenue Forecast section details the revenue that the Company will receive. This section also details the direct
costs. The following graphs illustrate the amount of revenue each line item contributes.
Year 1 Year 2 Year 3 Year 4 Year 5
Units
Attire Rental 5,949 8,963 11,362 13,863 16,913
Attire Sales 238 359 454 555 677
Total Units 6,187 9,322 11,817 14,417 17,590
Unit Price
Attire Rental $250.00 $250.00 $250.00 $250.00 $250.00
Attire Sales $500.00 $500.00 $500.00 $500.00 $500.00
Revenue
Attire Rental $1,487,242 $2,240,798 $2,840,553 $3,465,632 $4,228,262
Attire Sales $118,979 $179,264 $227,244 $277,251 $338,261
Gross Revenue $1,606,221 $2,420,062 $3,067,797 $3,742,882 $4,566,523
Unit Cost
Attire Rental $80.00 $80.00 $80.00 $80.00 $80.00
Attire Sales $0.00 $0.00 $0.00 $0.00 $0.00
Direct Costs
Attire Rental $475,917 $717,055 $908,977 $1,109,002 $1,353,044
Attire Sales $0 $0 $0 $0 $0
Direct Cost of Revenue $475,917 $717,055 $908,977 $1,109,002 $1,353,044
Yearly Revenue
7.0 Financial Summary
7.1 REVENUE FORECAST
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$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
Mo
nth
1
Mo
nth
2
Mo
nth
3
Mo
nth
4
Mo
nth
5
Mo
nth
6
Mo
nth
7
Mo
nth
8
Mo
nth
9
Month
10
Mo
nth
11
Mo
nth
12
$93,750 $98,383 $103,245
$108,348 $113,703
$119,322 $125,219
$131,408 $137,902
$144,717 $151,869
$159,375
$7,500 $7,871
$8,260 $8,668
$9,096 $9,546
$10,018
$10,513
$11,032
$11,577
$12,150
$12,750
Attire Rental Attire Sales
YEARLY REVENUE PROJECTIONS
YEAR 1 REVENUE PROJECTIONS
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The Personnel section breaks down the payroll expense line on the Income Statement. It provides total headcount,
average salary per category and total pay per category.
Year 1 Year 2 Year 3 Year 4 Year 5
Headcount
Executives 4 4 4 4 4
Support Staff 0 1 2 3 4
Total Headcount 4 5 6 7 8
Compensation
Executives $118,000 $121,540 $125,186 $128,942 $132,810
Support Staff $40,000 $41,200 $42,436 $43,709 $45,020
Payroll
Executives $472,000 $486,160 $500,745 $515,767 $531,240
Support Staff $0 $41,200 $84,872 $131,127 $180,081
Total Payroll $472,000 $527,360 $585,617 $646,894 $711,322
Yearly Personnel
7.2 PERSONNEL FORECAST
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The Income Statement is also known as a Profit & Loss Statement. This table breaks down Revenue, Cost of Revenue,
Operating Expenses, Depreciation, Interest, Taxes, and bottom line Earnings for the first five years.
.
Year 1 Year 2 Year 3 Year 4 Year 5
Gross Revenue $1,606,221 $2,420,062 $3,067,797 $3,742,882 $4,566,523
Direct Cost of Revenue $475,917 $717,055 $908,977 $1,109,002 $1,353,044
Merchant Fees $16,062 $24,201 $30,678 $37,429 $45,665
Total Cost of Revenue $491,980 $741,256 $939,655 $1,146,431 $1,398,709
Gross Profit $1,114,242 $1,678,806 $2,128,142 $2,596,451 $3,167,814
Gross Margin Percentage 69.4% 69.4% 69.4% 69.4% 69.4%
Operating Expenses
Marketing & Advertising $75,000 $90,000 $99,000 $103,950 $109,148
Travel & Entertainment $96,000 $115,200 $126,720 $133,056 $139,709
Rent $60,000 $72,000 $79,200 $83,160 $87,318
Utilities $12,000 $14,400 $15,840 $16,632 $17,464
Insurance $12,000 $14,400 $15,840 $16,632 $17,464
Contractors $9,600 $11,520 $12,672 $13,306 $13,971
Legal/Accounting $9,600 $11,520 $12,672 $13,306 $13,971
Professional Fees $9,600 $11,520 $12,672 $13,306 $13,971
Office Supplies $6,000 $7,200 $7,920 $8,316 $8,732
Dues & Subscriptions $6,000 $7,200 $7,920 $8,316 $8,732
Cleaning & Janitorial $6,000 $7,200 $7,920 $8,316 $8,732
Web Hosting/Internet $12,000 $14,400 $15,840 $16,632 $17,464
Leased Equipment $24,000 $28,800 $31,680 $33,264 $34,927
Repair & Maintenance $6,000 $7,200 $7,920 $8,316 $8,732
Telephones $6,000 $7,200 $7,920 $8,316 $8,732
Total Payroll $472,000 $527,360 $585,617 $646,894 $711,322
Payroll Taxes $70,800 $79,104 $87,843 $97,034 $106,698
Payroll Benefits $47,200 $52,736 $58,562 $64,689 $71,132
Total Operating Expenses $939,800 $1,078,960 $1,193,757 $1,293,441 $1,398,216
Operating Profit $174,442 $599,846 $934,385 $1,303,010 $1,769,598
Operating Profit Percentage 10.9% 24.8% 30.5% 34.8% 38.8%
Depreciation $23,229 $24,479 $25,729 $26,979 $28,229
Earning Before Interest & Taxes $151,213 $575,367 $908,656 $1,276,031 $1,741,369
EBIT Percentage 9.4% 23.8% 29.6% 34.1% 38.1%
Interest Expense $0 $0 $0 $0 $0
Taxes Accrued $0 $0 $0 $0 $0
Earnings $151,213 $575,367 $908,656 $1,276,031 $1,741,369
Earnings Percentage 9.4% 23.8% 29.6% 34.1% 38.1%
Yearly Income Statement
7.3 INCOME STATEMENT
7.3 INCOME STATEMENT
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25
($20,000)
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month
10
Month
11
Month
12
Year 1 Income Statement
Gross Revenue
Gross Profit
Operating Profit
Earning BeforeInterest & Taxes
Earnings
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
Year 1 Year 2 Year 3 Year 4 Year 5
Yearly Income Statement
Gross Revenue
Gross Profit
Operating Profit
Earning Before Interest& Taxes
Earnings
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The Statement of Cash Flow illustrates the Company’s cash received and cash spent for the five year period. The
table is broken down into three main categories; Operating, Investing, and Financing. The Operating Activities
report the Company’s business operations. Investing Activities detail the Company’s property, plant, and equipment
transactions. Financing Activities account for the Company’s paid-in capital and debt.
Year 1 Year 2 Year 3 Year 4 Year 5
Operating Activities
Cash Received
Gross Revenue $1,606,221 $2,420,062 $3,067,797 $3,742,882 $4,566,523
Total Cash Received $1,606,221 $2,420,062 $3,067,797 $3,742,882 $4,566,523
Cash Used
Cost of Revenue $491,980 $741,256 $939,655 $1,146,431 $1,398,709
Payroll/Taxes/Benefits $590,000 $659,200 $732,021 $808,618 $889,152
Other Operating Expenses $349,800 $419,760 $461,736 $484,823 $509,064
Additional Inventory $138,944 $105,026 $94,947 $115,841 $141,332
Interest Expense $0 $0 $0 $0 $0
Taxes Accrued $0 $0 $0 $0 $0
Total Cash Used $1,570,724 $1,925,242 $2,228,359 $2,555,713 $2,938,257
Net Cash From/(Used By) Operating $35,498 $494,820 $839,438 $1,187,170 $1,628,266
Investing Activities
Cash Received
Proceeds from Property/Land $0 $0 $0 $0 $0
Proceeds from Equipment $0 $0 $0 $0 $0
Total Cash Received $0 $0 $0 $0 $0
Cash Used
Purchase of Property/Land $0 $0 $0 $0 $0
Purchase of Equipment $10,000 $10,000 $10,000 $10,000 $10,000
Total Cash Used $10,000 $10,000 $10,000 $10,000 $10,000
Net Cash From/(Used By) Investing ($10,000) ($10,000) ($10,000) ($10,000) ($10,000)
Financing Activities
Cash Received
Proceeds from Investors $0 $0 $0 $0 $0
Proceeds from Long-Term Debt $0 $0 $0 $0 $0
Total Cash Received $0 $0 $0 $0 $0
Cash Used
Dividends Paid $0 $0 $0 $0 $0
Repayment of Long-Term Debt $0 $0 $0 $0 $0
Total Cash Used $0 $0 $0 $0 $0
Net Cash From/(Used By) Financing $0 $0 $0 $0 $0
Net Cash Flow $25,498 $484,820 $829,438 $1,177,170 $1,618,266
Cash Balance $520,498 $1,005,318 $1,834,756 $3,011,925 $4,630,191
Yearly Statement of Cash Flow
7.4 STATEMENT OF CASH FLOW
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27
($500,000)
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
Q1 Y
1
Q2 Y
1
Q3 Y
1
Q4 Y
1
Q1 Y
2
Q2 Y
2
Q3 Y
2
Q4 Y
2
Q1 Y
3
Q2 Y
3
Q3 Y
3
Q4 Y
3
Q1 Y
4
Q2 Y
4
Q3 Y
4
Q4 Y
4
Q1 Y
5
Q2 Y
5
Q3 Y
5
Q4 Y
5
Quarterly Statement of Cash Flow
Net Cash Flow Cash Balance
($100,000)
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
Mo
nth
1
Mo
nth
2
Mo
nth
3
Mo
nth
4
Mo
nth
5
Mo
nth
6
Mo
nth
7
Mo
nth
8
Mo
nth
9
Mo
nth
10
Mo
nth
11
Mo
nth
12
Year 1 Statement of Cash Flow
Net Cash Flow Cash Balance
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The Balance Sheet shows the Company’s Assets, Liabilities, and Shareholders’ Equity for a given time period.
Year 1 Year 2 Year 3 Year 4 Year 5
Assets
Current Assets
Cash $520,498 $1,005,318 $1,834,756 $3,011,925 $4,630,191
Inventory $888,944 $993,970 $1,088,917 $1,204,758 $1,346,090
Other Current Assets $0 $0 $0 $0 $0
Total Current Assets $1,409,442 $1,999,287 $2,923,673 $4,216,683 $5,976,281
Long-Term Assets
Property $0 $0 $0 $0 $0
Equipment $195,000 $205,000 $215,000 $225,000 $235,000
Other Long-Term Assets $0 $0 $0 $0 $0
Accumulated Depreciation ($23,229) ($47,708) ($73,438) ($100,417) ($128,646)
Total Long-Term Assets $171,771 $157,292 $141,563 $124,583 $106,354
Total Assets $1,581,213 $2,156,579 $3,065,235 $4,341,266 $6,082,635
Liabilities
Current Liabilities
Current Debt $0 $0 $0 $0 $0
Total Current Liabilities $0 $0 $0 $0 $0
Long-Term Liabilities
Long-Term Debt $0 $0 $0 $0 $0
Total Long-Term Liabilities $0 $0 $0 $0 $0
Total Liabilities $0 $0 $0 $0 $0
Shareholders' Equity
Paid-in Capital
Ow ner $50,000 $50,000 $50,000 $50,000 $50,000
Investor $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000
Total Paid-in Capital $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000
Retained Earnings
Previous Retained Earnings ($120,000) $31,213 $606,579 $1,515,235 $2,791,266
Current Earnings $151,213 $575,367 $908,656 $1,276,031 $1,741,369
Total Retained Earnings $31,213 $606,579 $1,515,235 $2,791,266 $4,532,635
Total Shareholders' Equity $1,581,213 $2,156,579 $3,065,235 $4,341,266 $6,082,635
Total Liabilities & Equity $1,581,213 $2,156,579 $3,065,235 $4,341,266 $6,082,635
Yearly Balance Sheet
7.5 BALANCE SHEET
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The Break-Even Analysis details two different break-even points. The Operating Break-Even accounts for the
Company’s revenue and expenses on the Income Statement. The Investment Cash Flow Break-Even takes the
Operating Break-Even one step further by including the inflow and outflows of the Cash Flow. The Investment Cash
Flow Break-Even looks at all transfers of money except investments.
Analysis Month
Operating Break-Even 11
Investment Cash Flow Break-Even 33
Break-Even
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Month
Operating Break-Even
Accumulated Revenue Accumulated Expenses
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Month
Investment Cash Flow Break-Even
Accumulated Cash Received Accumulated Cash Used
7.6 BREAK-EVEN ANALYSIS
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The Best and Worst Case analysis illustrates what the Company’s financial statements might look like with an
increase or decrease in Revenue.
10%
Year 1 Year 2 Year 3 Year 4 Year 5
Gross Revenue $1,445,599 $2,178,056 $2,761,017 $3,368,594 $4,109,871
Total Cost of Revenue $442,782 $667,130 $845,689 $1,031,788 $1,258,838
Gross Profit $1,002,818 $1,510,925 $1,915,328 $2,336,806 $2,851,033
Gross Margin Percentage 69.4% 69.4% 69.4% 69.4% 69.4%
Total Operating Expenses $939,800 $1,078,960 $1,193,757 $1,293,441 $1,398,216
Operating Profit $63,018 $431,965 $721,571 $1,043,365 $1,452,817
Operating Profit Percentage 4.4% 19.8% 26.1% 31.0% 35.3%
Earning Before Interest & Taxes $39,788 $407,486 $695,842 $1,016,386 $1,424,588
EBIT Percentage 2.8% 18.7% 25.2% 30.2% 34.7%
Interest Expense $0 $0 $0 $0 $0
Taxes Accrued $0 $0 $0 $0 $0
Earnings $39,788 $407,486 $695,842 $1,016,386 $1,424,588
Earnings Percentage 2.8% 18.7% 25.2% 30.2% 34.7%
Net Cash Flow ($85,926) $316,939 $616,624 $917,524 $1,301,485
Cash Balance $409,074 $726,013 $1,342,637 $2,260,161 $3,561,646
Worst Case -- Revenue Decrease By:
10%
Year 1 Year 2 Year 3 Year 4 Year 5
Gross Revenue $1,766,843 $2,662,068 $3,374,577 $4,117,170 $5,023,176
Total Cost of Revenue $541,178 $815,382 $1,033,620 $1,261,074 $1,538,580
Gross Profit $1,225,666 $1,846,686 $2,340,956 $2,856,096 $3,484,596
Gross Margin Percentage 69.4% 69.4% 69.4% 69.4% 69.4%
Total Operating Expenses $939,800 $1,078,960 $1,193,757 $1,293,441 $1,398,216
Operating Profit $285,866 $767,726 $1,147,199 $1,562,656 $2,086,380
Operating Profit Percentage 16.2% 28.8% 34.0% 38.0% 41.5%
Earning Before Interest & Taxes $262,637 $743,247 $1,121,470 $1,535,676 $2,058,151
EBIT Percentage 14.9% 27.9% 33.2% 37.3% 41.0%
Interest Expense $0 $0 $0 $0 $0
Taxes Accrued $0 $0 $0 $0 $0
Earnings $262,637 $743,247 $1,121,470 $1,535,676 $2,058,151
Earnings Percentage 14.9% 27.9% 33.2% 37.3% 41.0%
Net Cash Flow $136,922 $652,701 $1,042,252 $1,436,815 $1,935,047
Cash Balance $631,922 $1,284,622 $2,326,875 $3,763,689 $5,698,737
Best Case -- Revenue Increase By:
7.7 BEST & WORST CASE
7.7 BEST & WORST CASE
31 Just My Luxe, LLC [email protected] 832 758 0525 www.justmyluxe.com
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Year 1 Monthly Forecast illustrates the Company’s first 12 months after the Pre-Operating stage.
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Units
Attire Rental 375 394 413 433 455 477 501 526 552 579 607 638
Attire Sales 15 16 17 17 18 19 20 21 22 23 24 26
T o tal Units 390 409 430 451 473 496 521 547 574 602 632 663
Unit P rice
Attire Rental $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00
Attire Sales $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00
R evenue
Attire Rental $93,750 $98,383 $103,245 $108,348 $113,703 $119,322 $125,219 $131,408 $137,902 $144,717 $151,869 $159,375
Attire Sales $7,500 $7,871 $8,260 $8,668 $9,096 $9,546 $10,018 $10,513 $11,032 $11,577 $12,150 $12,750
Gro ss R evenue $ 101,250 $ 106,254 $ 111,505 $ 117,016 $ 122,799 $ 128,868 $ 135,237 $ 141,920 $ 148,934 $ 156,295 $ 164,019 $ 172,125
Unit C o st
Attire Rental $80.00 $80.00 $80.00 $80.00 $80.00 $80.00 $80.00 $80.00 $80.00 $80.00 $80.00 $80.00
Attire Sales $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
D irect C o sts
Attire Rental $30,000 $31,483 $33,039 $34,671 $36,385 $38,183 $40,070 $42,050 $44,129 $46,310 $48,598 $51,000
Attire Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
D irect C o st o f R evenue $ 30,000 $ 31,483 $ 33,039 $ 34,671 $ 36,385 $ 38,183 $ 40,070 $ 42,050 $ 44,129 $ 46,310 $ 48,598 $ 51,000
Year 1 Revenue
APPENDIX A – YEAR 1 FINANCIALS
32 Just My Luxe, LLC [email protected] 832 758 0525 www.justmyluxe.com
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M onth 1 M onth 2 M onth 3 M onth 4 M onth 5 M onth 6 M onth 7 M onth 8 M onth 9 M onth 10 M onth 11 M onth 12
H eadco unt
Executives 4 4 4 4 4 4 4 4 4 4 4 4
Support Staff 0 0 0 0 0 0 0 0 0 0 0 0
T o tal H eadco unt 4 4 4 4 4 4 4 4 4 4 4 4
C o mpensatio n
Executives $9,833 $9,833 $9,833 $9,833 $9,833 $9,833 $9,833 $9,833 $9,833 $9,833 $9,833 $9,833
Support Staff $3,333 $3,333 $3,333 $3,333 $3,333 $3,333 $3,333 $3,333 $3,333 $3,333 $3,333 $3,333
P ayro ll
Executives $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333
Support Staff $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
T o tal P ayro ll $ 39,333 $ 39,333 $ 39,333 $ 39,333 $ 39,333 $ 39,333 $ 39,333 $ 39,333 $ 39,333 $ 39,333 $ 39,333 $ 39,333
Year 1 Personnel
33 Just My Luxe, LLC [email protected] 832 758 0525 www.justmyluxe.com
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M onth 1 M onth 2 M onth 3 M onth 4 M onth 5 M onth 6 M onth 7 M onth 8 M onth 9 M onth 10 M onth 11 M onth 12
Gro ss R evenue $ 101,250 $ 106,254 $ 111,505 $ 117,016 $ 122,799 $ 128,868 $ 135,237 $ 141,920 $ 148,934 $ 156,295 $ 164,019 $ 172,125
Direct Cost o f Revenue $30,000 $31,483 $33,039 $34,671 $36,385 $38,183 $40,070 $42,050 $44,129 $46,310 $48,598 $51,000
M erchant Fees $1,013 $1,063 $1,115 $1,170 $1,228 $1,289 $1,352 $1,419 $1,489 $1,563 $1,640 $1,721
T o tal C o st o f R evenue $ 31,013 $ 32,545 $ 34,154 $ 35,842 $ 37,613 $ 39,472 $ 41,422 $ 43,470 $ 45,618 $ 47,872 $ 50,238 $ 52,721
Gro ss P ro f it $ 70,238 $ 73,709 $ 77,352 $ 81,174 $ 85,186 $ 89,396 $ 93,814 $ 98,451 $ 103,316 $ 108,422 $ 113,781 $ 119,404
Gross M argin Percentage 69.4% 69.4% 69.4% 69.4% 69.4% 69.4% 69.4% 69.4% 69.4% 69.4% 69.4% 69.4%
Operat ing Expenses
M arketing & Advertising $6,250 $6,250 $6,250 $6,250 $6,250 $6,250 $6,250 $6,250 $6,250 $6,250 $6,250 $6,250
Travel & Entertainment $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000
Rent $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Utilities $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Insurance $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Contractors $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800
Legal/Accounting $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800
Professional Fees $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800
Office Supplies $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Dues & Subscriptions $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Cleaning & Janitorial $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Web Hosting/Internet $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Leased Equipment $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Repair & M aintenance $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Telephones $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Total Payro ll $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333 $39,333
Payro ll Taxes $5,900 $5,900 $5,900 $5,900 $5,900 $5,900 $5,900 $5,900 $5,900 $5,900 $5,900 $5,900
Payro ll Benefits $3,933 $3,933 $3,933 $3,933 $3,933 $3,933 $3,933 $3,933 $3,933 $3,933 $3,933 $3,933
T o tal Operat ing Expenses $ 78,317 $ 78,317 $ 78,317 $ 78,317 $ 78,317 $ 78,317 $ 78,317 $ 78,317 $ 78,317 $ 78,317 $ 78,317 $ 78,317
Operat ing P ro f it ($ 8,079) ($ 4,608) ($ 965) $ 2,858 $ 6,869 $ 11,079 $ 15,498 $ 20,134 $ 24,999 $ 30,106 $ 35,464 $ 41,087
Operating Profit Percentage -8.0% -4.3% -0.9% 2.4% 5.6% 8.6% 11.5% 14.2% 16.8% 19.3% 21.6% 23.9%
Depreciation $1,927 $1,927 $1,927 $1,927 $1,927 $1,927 $1,927 $1,927 $1,927 $1,927 $1,927 $2,031
Earning B efo re Interest & T axes ($ 10,006) ($ 6,535) ($ 2,892) $ 931 $ 4,942 $ 9,152 $ 13,570 $ 18,207 $ 23,072 $ 28,178 $ 33,537 $ 39,056
EBIT Percentage -9.9% -6.2% -2.6% 0.8% 4.0% 7.1% 10.0% 12.8% 15.5% 18.0% 20.4% 22.7%
Interest Expense $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Taxes Accrued $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Earnings ($ 10,006) ($ 6,535) ($ 2,892) $ 931 $ 4,942 $ 9,152 $ 13,570 $ 18,207 $ 23,072 $ 28,178 $ 33,537 $ 39,056
Earnings Percentage -9.9% -6.2% -2.6% 0.8% 4.0% 7.1% 10.0% 12.8% 15.5% 18.0% 20.4% 22.7%
Year 1 Income Statement
34 Just My Luxe, LLC [email protected] 832 758 0525 www.justmyluxe.com
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M onth 1 M onth 2 M onth 3 M onth 4 M onth 5 M onth 6 M onth 7 M onth 8 M onth 9 M onth 10 M onth 11 M onth 12
Operat ing A ct ivit ies
C ash R eceived
Gross Revenue $101,250 $106,254 $111,505 $117,016 $122,799 $128,868 $135,237 $141,920 $148,934 $156,295 $164,019 $172,125
T o tal C ash R eceived $ 101,250 $ 106,254 $ 111,505 $ 117,016 $ 122,799 $ 128,868 $ 135,237 $ 141,920 $ 148,934 $ 156,295 $ 164,019 $ 172,125
C ash Used
Cost o f Revenue $31,013 $32,545 $34,154 $35,842 $37,613 $39,472 $41,422 $43,470 $45,618 $47,872 $50,238 $52,721
Payro ll/Taxes/Benefits $49,167 $49,167 $49,167 $49,167 $49,167 $49,167 $49,167 $49,167 $49,167 $49,167 $49,167 $49,167
Other Operating Expenses $29,150 $29,150 $29,150 $29,150 $29,150 $29,150 $29,150 $29,150 $29,150 $29,150 $29,150 $29,150
Additional Inventory $9,267 $9,724 $10,205 $10,709 $11,239 $11,794 $12,377 $12,989 $13,631 $14,304 $15,011 $7,694
Interest Expense $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Taxes Accrued $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
T o tal C ash Used $ 118,596 $ 120,586 $ 122,675 $ 124,868 $ 127,168 $ 129,583 $ 132,116 $ 134,775 $ 137,565 $ 140,493 $ 143,566 $ 138,732
N et C ash F ro m/ (Used B y) Operat ing ($ 17,346) ($ 14,332) ($ 11,170) ($ 7,852) ($ 4,369) ($ 715) $ 3,121 $ 7,145 $ 11,369 $ 15,801 $ 20,453 $ 33,393
Invest ing A ct ivit ies
C ash R eceived
Proceeds from Property/Land $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Proceeds from Equipment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
T o tal C ash R eceived $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0
C ash Used
Purchase of Property/Land $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Purchase of Equipment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $10,000
T o tal C ash Used $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 10,000
N et C ash F ro m/ (Used B y) Invest ing $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 ($ 10,000)
F inancing A ct ivit ies
C ash R eceived
Proceeds from Investors $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Proceeds from Long-Term Debt $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
T o tal C ash R eceived $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0
C ash Used
Dividends Paid $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Repayment of Long-Term Debt $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
T o tal C ash Used $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0
N et C ash F ro m/ (Used B y) F inancing $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0 $ 0
N et C ash F lo w ($ 17,346) ($ 14,332) ($ 11,170) ($ 7,852) ($ 4,369) ($ 715) $ 3,121 $ 7,145 $ 11,369 $ 15,801 $ 20,453 $ 23,393
C ash B alance $ 477,654 $ 463,322 $ 452,152 $ 444,300 $ 439,931 $ 439,216 $ 442,337 $ 449,482 $ 460,851 $ 476,652 $ 497,105 $ 520,498
Year 1 Statement of Cash Flow
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M onth 1 M onth 2 M onth 3 M onth 4 M onth 5 M onth 6 M onth 7 M onth 8 M onth 9 M onth 10 M onth 11 M onth 12
A ssets
Current Assets
Cash $477,654 $463,322 $452,152 $444,300 $439,931 $439,216 $442,337 $449,482 $460,851 $476,652 $497,105 $520,498
Inventory $759,267 $768,991 $779,196 $789,905 $801,144 $812,938 $825,315 $838,304 $851,935 $866,239 $881,250 $888,944
Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Current Assets $1,236,921 $1,232,313 $1,231,348 $1,234,205 $1,241,075 $1,252,154 $1,267,652 $1,287,786 $1,312,785 $1,342,891 $1,378,355 $1,409,442
Long-Term Assets
Property $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Equipment $185,000 $185,000 $185,000 $185,000 $185,000 $185,000 $185,000 $185,000 $185,000 $185,000 $185,000 $195,000
Other Long-Term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Accumulated Depreciation ($1,927) ($3,854) ($5,781) ($7,708) ($9,635) ($11,563) ($13,490) ($15,417) ($17,344) ($19,271) ($21,198) ($23,229)
Total Long-Term Assets $183,073 $181,146 $179,219 $177,292 $175,365 $173,438 $171,510 $169,583 $167,656 $165,729 $163,802 $171,771
T o tal A ssets $1,419,994 $1,413,459 $1,410,567 $1,411,497 $1,416,439 $1,425,592 $1,439,162 $1,457,369 $1,480,441 $1,508,620 $1,542,157 $1,581,213
Liabilit ies
Current Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Current Debt $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Current Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Long-Term Liabilities
Long-Term Debt $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Long-Term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
T o tal Liabilit ies $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Shareho lders' Equity
Paid-in Capital
Owner $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000
Investor $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000
Total Paid-in Capital $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000 $1,550,000
Retained Earnings
Previous Retained Earnings ($120,000) ($130,006) ($136,541) ($139,433) ($138,503) ($133,561) ($124,408) ($110,838) ($92,631) ($69,559) ($41,380) ($7,843)
Current Earnings ($10,006) ($6,535) ($2,892) $931 $4,942 $9,152 $13,570 $18,207 $23,072 $28,178 $33,537 $39,056
Total Retained Earnings ($130,006) ($136,541) ($139,433) ($138,503) ($133,561) ($124,408) ($110,838) ($92,631) ($69,559) ($41,380) ($7,843) $31,213
T o tal Shareho lders' Equity $1,419,994 $1,413,459 $1,410,567 $1,411,497 $1,416,439 $1,425,592 $1,439,162 $1,457,369 $1,480,441 $1,508,620 $1,542,157 $1,581,213
T o tal Liabilit ies & Equity $1,419,994 $1,413,459 $1,410,567 $1,411,497 $1,416,439 $1,425,592 $1,439,162 $1,457,369 $1,480,441 $1,508,620 $1,542,157 $1,581,213
Year 1 Balance Sheet
36 MUMN Corporation
Just My Luxe, LLC, a Texas [limited liability company] (the “Company”), has prepared this Business Plan (this “Plan”) solely for the purpose of providing an introduction to the Company to assist
interested parties in evaluating whether to proceed with an investment in the Company. The information contained in this Plan is not to be used for any other purpose or made available to
anyone not directly concerned with the decision regarding such transaction. This Plan and the information contained herein shall be kept confidential pursuant to the terms of the Confidentiality
Agreement entered into between the Company and the recipient. By accepting this Plan, the recipient agrees it will not copy or distribute this Plan, in whole or in part, at any time to any party
that is not subject fully to the terms of the Confidentiality Agreement without the Company’s prior written consent. Informa tion contained herein has been obtained from management of the
Company and other sources which are deemed reliable, but no representations or warranties are made by the Company or any of its affiliates as to the accuracy of such information.
This includes forward-looking statements, which are based on our current expectations and projections about future events. All statements other than statements of historical fact included in this
Plan including, without limitation, statements regarding our future, financial position, risks and uncertainties related to our business, strategy, capital expenditures, projected costs and our plans
and objectives for future operations, may be deemed to be forward-looking statements. Words such as “believe,” “ expect,” “anticipate,” “may,” “assume,” “plan,” “intend,” “will,” “should,”
“estimate,” “risk” and similar expressions or the negatives of these expressions are intended to identify forward-looking statements. By their nature, forward-looking statements involve known
and unknown risks and uncertainties because they relate to events and depend on circumstances that may or may not occur in the future. Forward-looking statements are not guarantees of
future performance. You should not place undue reliance on these forward-looking statements. In addition, any forward-looking statements are made only as of the date of this Plan and we do
not intend, and do not assume any obligation, to update forward-looking statements set forth in this Plan.
The Company expressly disclaims any and all liability for inaccuracy or incompleteness of any information contained herein, or in any other written or oral communication transmitted or made
available to interested parties. The Company reserves the right to require the return of this Plan at any time. All inquiries with respect to this Plan or requests for additional information should be
directed to:
Just My Luxe, LLC
Darla G. Wilton
(832) 758-0525
2321 Soaring Star Lane, Frisco, Texas 75034