Goertz Business Plan 2
Business Plan #II
Dusti Goertz
BMAL 603 – B02
3/6/15
I. Executive Summary
Isn’t it frustrating when you go into a dollar store and are not able to find many products which are actually priced $1.00? In my proposed venture, that wouldn’t be the case. Items priced at .99 would be the rule, instead of the exception. This store’s, name is The .99 Wonderland. The dollar store customer is a complex individual. According to Businessweek, through the use of a product which tracks where consumers shop, those who frequent the dollar store are not necessarily who you think they are. This study showed that individuals who shopped at ‘true’ dollar stores were the same ones who frequented other outlets including Trader Joe’s, Panera Bread, and Whole Foods Market. (Chemi, 2014) Further, it seems that these consumers also avoid fast food locations. Chemi further alludes that these middle class shoppers frequent these outlets in order to acquire frivolous items, which they want at a bargain price. (Chemi, 2014) Continuing that train of thought, being that my location would be lie in a somewhat rural area, my shoppers would probably be those who attend their local farmer’s market, or grow some of their own produce. While my location would include a small section of fresh vegetables, the main portion of the store would be devoted to other, more essential grocery items. These products would be complimentary to the other potential farm-fresh vegetables, if they are purchased or grown elsewhere, or supply the need for fruits and/or veggies if they are needed.
The initial team on this venture will include me, and two family members who each have over 30 years of retail experience, specifically owning and running their own businesses. Coupled with the fact that these individuals carry a good business reputation in the community where the store will be located, the inclusion of these individuals seems like a positive direction. While the initial team will be small, I plan on
Dusti Goertz
BMAL 603 – B02
3/6/15
I. Executive Summary
Isn’t it frustrating when you go into a dollar store and are not able to find many products which are actually priced $1.00? In my proposed venture, that wouldn’t be the case. Items priced at .99 would be the rule, instead of the exception. This store’s, name is The .99 Wonderland. The dollar store customer is a complex individual. According to Businessweek, through the use of a product which tracks where consumers shop, those who frequent the dollar store are not necessarily who you think they are. This study showed that individuals who shopped at ‘true’ dollar stores were the same ones who frequented other outlets including Trader Joe’s, Panera Bread, and Whole Foods Market. (Chemi, 2014) Further, it seems that these consumers also avoid fast food locations. Chemi further alludes that these middle class shoppers frequent these outlets in order to acquire frivolous items, which they want at a bargain price. (Chemi, 2014) Continuing that train of thought, being that my location would be lie in a somewhat rural area, my shoppers would probably be those who attend their local farmer’s market, or grow some of their own produce. While my location would include a small section of fresh vegetables, the main portion of the store would be devoted to other, more essential grocery items. These products would be complimentary to the other potential farm-fresh vegetables, if they are purchased or grown elsewhere, or supply the need for fruits and/or veggies if they are needed.
The initial team on this venture will include me, and two family members who each have over 30 years of retail experience, specifically owning and running their own businesses. Coupled with the fact that these individuals carry a good business reputation in the community where the store will be located, the inclusion of these individuals seems like a positive direction. While the initial team will be small, I plan on
Bibliography: Allen, K. (2012). New Venture Creation. Cengage Learning. New York, NY. Armstrong, M. (2011, December 6). How To Use Social Media for Marketing | YP - Advertising Solutions Zeller, G.(2010). Long Island Business News. (Sep 2, 2010). Retrieved from: http://search.proquest.com.ezproxy.liberty.edu:2048/docview/749955195?pq-origsite=summon