Business plan: biro - precision tailoring. crafted in japan biro . - - PowerPoint PPT Presentation

Business plan: biro - precision tailoring. crafted in japan

• biro. The ball pen, a writing instrument, is often used as the starting point to every idea,

thought and creative process; a means of expression through the artistry of words and drawings. Here to change the way the world views the basics of menswear, biro stems from the need

• f original designs in men’s fashion, with a philosophy that true craftsmanship is expressed

through individuality, passion and style. The minimalist approach in design keeps the focus of the brand on quality, combining carefully sourced premium materials from around the globe with precise tailoring from artisans in Japan. With quality and detail at its heart, biro creates timeless wardrobe staples that will be the anchor amid fashion’s shifting tides.

Executive Summary

• Benefit: Customers will always enjoy a fine piece of garment at a more

reasonable price.

• Opportunity: There is growing trend of appreciation for fine materials and

workmanship locally and always a huge interest in overseas market such as Japan and New York.

• The strength of the label lies in :
• Limited quantities denote exclusivity
• Attention to detail
• Precision Japanese tailoring techniques

Executive Summary

• Strategy: We will enter the market as a premium label that will be known

for its meticulous and precise manufacturing techniques adhere by the Japanese spirit.

• The core values of the management team is of dignity, trust and delivering

quality products.

Company Vision

• Vision: We aim to develop biro to become an esteemed brand that is

sought after internationally, growing to become a brand that is distinctly known for creating quality products, timeless and with an ability to transcend generation.

• Mission: To consistently make high quality product with precise

manufacturing techniques.

• Values:
• Using best quality materials, processes and craftsman
• Honesty and Integrity
• Excellence in delivery

Management and Organization

• Brand Development Director (Kenghow Chong - partner)
• Managing Director (Kage Chong – partner)
• Director of Photography (Ryan Plett)

Investment & Milestones

• Initial investment amount of $250,000 for initial year
• Equity offering of 20%

General Description

• What is the business: Clothing label that is timeless in design and made

with superior material with extremely meticulous workmanship in Japan. Made in Japan.

• Target Customer: Youth aged 25 -30 years old
• Spending power.
• Increasing trend of men with a strong aesthetic sense, who spends a

great amount of time and money on his appearance and lifestyle

• Singaporean male in their 20s and 30s value designer brands and deem

keeping up with the fashion trends as important and vital in their lives.

• Singaporean male travels a lot and is into quality and appreciate the

finer details of life.

General Description

• Male & Female aged 30 – 50 years old
• High disposable income
• More impulse when comes to purchasing
• Trendy with a good sense of fashion style

General Description

• Market Research Findings: Based on our findings, the trend and

appreciation for premium menswear has been on rise for the passed 3 years in Singapore. As for New York, Hong Kong and Japan which we are looking at penetrating this year, the market for premium menswear label that embodies quality and appreciation have a greater potential of retaining customer base and high inventory turn.

• Evidence: Over the short period of 1.5 years in the market, we have seen

growth from a single retailer to 4 that we have carefully filtered and chosen to stock the label. Retail sales from these outlets have also grown to at least 4.5-5 times with the increase in outlets.

Goals and Targets

Year 1.

• Sales Revenue / year : $480000
• Profit: $276000 (profit from sales of goods)
• Net Profit: $156000

Year 2.

• Sales Revenue / year : $960000
• Profit: $600000 (profit from sales of goods)
• Net Profit: $408000

Year 3.

• Sales Revenue / year : $1.92mil
• Profit: $1.248mil (profit from sales of goods)
• Net Profit: $912,000

Goals and Targets

• Short term: to have at least 10 retailers (in major Asian market) by August

2015 (6months)

• Mid term: to have at least 20 retailers (including major cities around the

world) by Febuary 2016 (12months)

• Long term: to have boutiques in major fashion cities like New York, Paris,

Milan, Tokyo.

Strategy

• Being a market leader and develop new markets.

Marketing Plan

• Product / Service Description
• DVP: timeless in design and made with superior material with extremely

meticulous workmanship in Japan.

• An individual that pays attention to finer details, travels well and has a

high disposable income.

Marketing Plan

• Penetration Strategy
• new collection every 6 months
• create brand awareness via various platforms
• Pricing Strategy
• Premium: $100usd - $400usd

Marketing Plan

• Promotion:
• Product Reviews / Mentions:

– Magazines i.e. esquire (sg), surface mag (thailand), vulturemag (international), mensfolio (sg), catalogue (sg), ziggy (sg), monocle (international) – Papers i.e. The Straits Times (sg), Lian He Zhao Bao (sg) – Online magazine i.e. hypebeast (international), edit mag (international)

Marketing Plan

Marketing Plan

Marketing Plan

• Below The Line (advertisement)

– Magazine i.e. esquire, ziggy, surface asia, mens folio, GQ New York – Social Media i.e. facebook, fashion portals

• Social Media: facebook, instagram, tumblr and twitter
• Public Relation: Events, Word-of-mouth
• Email Marketing
• Showcase every collection launch
• Influencer seeding
• Train promoters in product knowledge and selling skills

Marketing Plan

• Place of Distribution
• Retail Outlets : i.e. Frontrow@ raffles hotel, Kapok@ national design

centre, CK Tangs departmental, Colony clothing, Jamboree (UK), Manifesto @capitol building, Keepers@ Singapore design collective, Unionmade(US), JoineryNYC(US), Mohawk General Store(US), Need Supply(US), Rooney Store(Canada), United Arrows (Japan), Flow (Japan), Eslite Departmental (Taiwan).

• Distributors: i.e. retailers in NYC, Hongkong and Japan
• Webstore (www.birocompany.com)

Structure

• Legal Structure – Partnership

Investment & Milestones

• $72000 for monthly salary
• $48000 for marketing / PR
• $120000 for production
• this initial amount will drive stocks into more stores as highlighted in our

short term goals, hence heightening brand awareness and market visibility.

Value Chain

Manufacturer

• Based in Japan (Tokyo & Saitama), 45 years of traditional cloths making
• technique. Clients include Comme des Garcons (Japan, New York) ,

Vivenne Westwood (Paris), Nike Loopwheeler Premium Edition (International), Attachment (Japan), United Arrow (Japan), Beams (Japan)

Value Chain

Brand

• Premium products made of the finest quality. Focuses on traditional

crafting techniques and fabrics.

Value Chain

Retailer/Direct Sales

• Singapore: Frontrow, CK Tangs, Kapok, Robinsons, Colony Clothing,

Manifesto, Keepers

• USA: Unionmade, JoineryNYC, Mohawk General Store, Need Supply
• Canada: Rooney Store
• Japan: United Arrows, Flow
• Taiwan: eslite departmental (XinYi)
• Direct Sales: www.birocompany.com

Inspired by an unconventional desire for refined quality and style.

Thank you for your interest.