By: Turki Alsekhan Carlos Godinez Roopak Gorajia Adam McReynolds Angeli Menta Joseph Quan Matthew To...

STYLE 2020

By:Turki AlsekhanCarlos GodinezRoopak Gorajia

Adam McReynoldsAngeli MentaJoseph QuanMatthew ToMgmt 464

Style 2020: The BusinessProblems and OpportunitiesI. MarketingII. Business DevelopmentIII.OperationsIV.HR/Management

OVERVIEW

Style 2020 is a personal service for men and women who seek to refine

their personal style.

For total image solution, stylists work one-on-one with each client analyzing

their personal lifestyle, current wardrobe and style makeover.

Mastering your personal style gives you:

Confidence

Sophistication

Professionalism

& overall comfort

STYLE 2020:THE BUSINESS

PROBLEMS AND OPPORTUNITIES

Problem•Management has not evolved•No strong sales force•Lead generation•Organizational structure•Communication barriers•Luxury service difficulties

Opportunity•Growth•Generating more clients

• Marketing techniques

Online Brand Image

Media/Software

Web-based Marketing Methods

• Marketing model for the international and e-style segment

I. MARKETING

•College-Educated•$90,000 income or greater•Fashion-forward thinker/care about their own style•Located in South Orange County

TARGET MARKET

Competition•Brand You Image•Project Image•Style By Naz

Style 2020’s competitive advantage

•Stylist has credibility

•Custom service for every client

COMPETITOR ANALYSIS

Slogan•Slogans help recall a company’s name and purpose•Style 2020’s multiple slogans:

“Uncover your STYLE. Love it. Live it.”

“Life is Your Runway”

“Life is Your Runway. Walk it in STYLE.”

•Not a strong enough brand to have multiple slogans

ONLINE BRAND IMAGE

One consistent slogan

“Life is your Runway”

•Easy to remember•Includes benefit of the company•Recalls the brand

SLOGAN RECOMMENDATION

•Reviews determine the company’s reputation to the public•Feedback benefits a company’s performance and satisfaction of customers•Currently, Style 2020 does not have reviews (other than the testimonials on website)

REPUTATION/REVIEWS

•To establish credibility, Style 2020 should utilize YELP•Yelp is a location social media site which can allow them to build and join communities•Receive feedback from consumers and professionals•Larger network base

REPUTATION/REVIEWS RECOMMENDATION

Video Series

MEDIA/SOFTWARE

WEBSITE

CLIENT INTERACTION

SOCIAL MEDIA

Used to have Newsletter

Used to write on Blog sites, forums for fashion magazines

E-NEWSLETTERS AND BLOGS

WEBSITE ANALYTICS

•For clients who do not reside in Orange County, CA•For Clients who do not have time to drive to the studio•Expands Market•International Brand Recognition

E-STYLE AND INTERNATIONAL SEGMENTS

WEB-BASED MARKETING METHODS

• Methods of automating and enhancing lead generation

• Sales tactics to close potential clients

• Methods to convert leads into clients

II. BUSINESS DEVELOPMENT

• Customer Relationship Management (CRM) programs

• Surveying current customer database

• Refine workplace organizational management structure

III. OPERATIONS

• Microsoft Dynamics

• Nutshell

• SHC Direct

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

• Microsoft Windows based• Basic universal customization• Focus: Sales, marketing & servicing client• Incorporated e-mail accounts• Cross referenced website & CRM program• $44.00 per month

MICROSOFT DYNAMICS CRM

• CRM smart phone platform integration• Simplified easy to use interface• Confidence level of potential client• Individual customizable profiles• Timeline feature• Benchmarking & goals• Synced e-mail database• $10 per month per user

NUTSHELL CRM

• Built from the ground up CRM• Over 150 million individuals in database

SHC DIRECT CRM

Profile:

Household Information Income Information

Birthday Resident Location

Ethnicity Shopping Preferences

Age Occupation

Education Lifestyle Preferences

• Catered to niche businesses• Proven strategy to increase return on investment (ROI)• Immediate implementation

CRM RECOMMENDATION

•Job Duties•Projects/Events•Meetings

DAY-TO-DAY OPERATIONS: THE WORKPLACE

•Currently have 9 employees•Confusion among employees for job duties•Miscommunication

JOB DUTIES

Communication

PROJECTS/EVENTS

•Purpose of meetings•Communication Barriers Pre and Post Meetings

MEETINGS

•Reinstate job dutiesEmployee Handbook

•Monthly NewslettersEngages employees and community

•Meeting AgendasResolves communication barriers

WORKPLACE RECOMMENDATIONS

• Work with HR to find ways to reduce turnover ratio

• Sales person position

• Interview process• Employee handbook

IV. HR/MANAGEMENT

• Work with HR to find ways to reduce turnover ratio

-Develop new ideas for a different profile that would fit the sales position that is available• “Trial period” for prospective sales person

position

- Create a “Trial Period” to find out if the potential new hire fits the work environment• Interview process

-When Interviewing the new hire put the new hire in a mock situation for a

sale• Employee handbook

HR/MANAGEMENT

NEW HIRE ROLE PLAY

List all recommendations again•Operations:

-Customer Relationship Management (CRM): SHC Direct

• HR/Management

- Expand the profile for new hires

- Adopt Trial Period

-Create Employee Handbook

SUMMARY OF RECOMMENDATIONS

Which ones to implement now• Operations:

-Customer Relationship Management (CRM): SHC Direct• HR/Management:

- Creating employee handbook

Which to implement later• HR/Management:

-Develop new profile for potential sales reps

NEXT STEPS

Q & AThank You!