Businessplan:biro- precisiontailoring.craftedinjapan

biro.Theballpen,awritinginstrument,isoftenusedasthestartingpointtoeveryidea,thoughtandcreativeprocess;ameansofexpressionthroughtheartistryofwordsanddrawings.

Heretochangethewaytheworldviewsthebasicsofmenswear,biro stemsfromtheneedoforiginaldesignsinmen’sfashion,withaphilosophythattruecraftsmanshipisexpressedthroughindividuality,passionandstyle.

Theminimalistapproachindesignkeepsthefocusofthebrandonquality,combiningcarefullysourcedpremiummaterialsfromaroundtheglobewithprecisetailoringfromartisansinJapan.

Withqualityanddetailatitsheart,biro createstimelesswardrobestaplesthatwillbetheanchoramidfashion’sshiftingtides.

ExecutiveSummary

• Benefit:Customerswillalwaysenjoyafinepieceofgarmentatamorereasonableprice.

• Opportunity:ThereisgrowingtrendofappreciationforfinematerialsandworkmanshiplocallyandalwaysahugeinterestinoverseasmarketsuchasJapanandNewYork.

• Thestrengthofthelabelliesin:- Limitedquantitiesdenoteexclusivity- Attentiontodetail- PrecisionJapanesetailoringtechniques

ExecutiveSummary

• Strategy:WewillenterthemarketasapremiumlabelthatwillbeknownforitsmeticulousandprecisemanufacturingtechniquesadherebytheJapanesespirit.

• Thecorevaluesofthemanagementteamisofdignity,trustanddeliveringqualityproducts.

CompanyVision

• Vision:Weaimtodevelopbirotobecomeanesteemedbrandthatissoughtafterinternationally,growingtobecomeabrandthatisdistinctlyknownforcreatingqualityproducts,timelessandwithanabilitytotranscendgeneration.

• Mission:Toconsistentlymakehighqualityproductwithprecisemanufacturingtechniques.

• Values:- Usingbestqualitymaterials,processesandcraftsman- HonestyandIntegrity- Excellenceindelivery

ManagementandOrganization

• BrandDevelopmentDirector(Kenghow Chong- partner)• ManagingDirector(Kage Chong– partner)• DirectorofPhotography(RyanPlett)

Investment&Milestones

• Initialinvestmentamountof$250,000forinitialyear• Equityofferingof20%

GeneralDescription

• Whatisthebusiness:ClothinglabelthatistimelessindesignandmadewithsuperiormaterialwithextremelymeticulousworkmanshipinJapan.MadeinJapan.

• TargetCustomer:Youthaged25-30yearsold- Spendingpower.- Increasingtrendofmenwithastrongaestheticsense,whospendsagreatamountoftimeandmoneyonhisappearanceandlifestyle- Singaporeanmaleintheir20sand30svaluedesignerbrandsanddeemkeepingupwiththefashiontrendsasimportantandvitalintheirlives.- Singaporeanmaletravelsalotandisintoqualityandappreciatethefinerdetailsoflife.

GeneralDescription

• Male&Femaleaged30– 50yearsold- Highdisposableincome- Moreimpulsewhencomestopurchasing- Trendywithagoodsenseoffashionstyle

GeneralDescription

• MarketResearchFindings:Basedonourfindings,thetrendandappreciationforpremiummenswearhasbeenonriseforthepassed3yearsinSingapore.AsforNewYork,HongKongandJapanwhichwearelookingatpenetratingthisyear,themarketforpremiummenswearlabelthatembodiesqualityandappreciationhaveagreaterpotentialofretainingcustomerbaseandhighinventoryturn.

• Evidence:Overtheshortperiodof1.5yearsinthemarket,wehaveseengrowthfromasingleretailerto4thatwehavecarefullyfilteredandchosentostockthelabel.Retailsalesfromtheseoutletshavealsogrowntoatleast4.5-5timeswiththeincreaseinoutlets.

GoalsandTargets

Year1.• SalesRevenue/year:$480000• Profit:$276000(profitfromsalesofgoods)• NetProfit:$156000

Year2.• SalesRevenue/year:$960000• Profit:$600000(profitfromsalesofgoods)• NetProfit:$408000

Year3.• SalesRevenue/year:$1.92mil• Profit:$1.248mil(profitfromsalesofgoods)• NetProfit:$912,000

GoalsandTargets

• Shortterm:tohaveatleast10retailers(inmajorAsianmarket)byAugust2015(6months)

• Midterm:tohaveatleast20retailers(includingmajorcitiesaroundtheworld)byFebuary 2016(12months)

• Longterm:tohaveboutiquesinmajorfashioncitieslikeNewYork,Paris,Milan,Tokyo.

Strategy

• Beingamarketleaderanddevelopnewmarkets.

MarketingPlan

• Product/ServiceDescription- DVP:timelessindesignandmadewithsuperiormaterialwithextremelymeticulousworkmanshipinJapan.- Anindividualthatpaysattentiontofinerdetails,travelswellandhasahighdisposableincome.

MarketingPlan

• PenetrationStrategy- newcollectionevery6months- createbrandawarenessviavariousplatforms

• PricingStrategy- Premium:$100usd- $400usd

MarketingPlan

• Promotion:- ProductReviews/Mentions:

– Magazinesi.e.esquire(sg),surfacemag(thailand),vulturemag(international),mensfolio (sg),catalogue(sg),ziggy (sg),monocle(international)

– Papersi.e.TheStraitsTimes(sg),Lian HeZhaoBao (sg)

– Onlinemagazinei.e.hypebeast (international),editmag(international)

MarketingPlan

MarketingPlan

MarketingPlan

• BelowTheLine(advertisement)– Magazinei.e.esquire,ziggy,surfaceasia,mens folio,GQNewYork– SocialMediai.e.facebook,fashionportals

• SocialMedia:facebook,instagram,tumblr andtwitter• PublicRelation:Events,Word-of-mouth• EmailMarketing• Showcaseeverycollectionlaunch• Influencerseeding• Trainpromotersinproductknowledgeandsellingskills

MarketingPlan

• PlaceofDistribution• RetailOutlets:i.e.Frontrow@raffleshotel,Kapok@nationaldesign

centre,CKTangsdepartmental,Colonyclothing,Jamboree(UK),Manifesto@capitolbuilding,Keepers@Singaporedesigncollective,Unionmade(US),JoineryNYC(US),MohawkGeneralStore(US),NeedSupply(US),RooneyStore(Canada),UnitedArrows(Japan),Flow(Japan),Eslite Departmental(Taiwan).

• Distributors:i.e.retailersinNYC,Hongkong andJapan• Webstore (www.birocompany.com)

Structure

• LegalStructure– Partnership

Investment&Milestones

• $72000formonthlysalary• $48000formarketing/PR• $120000forproduction

• thisinitialamountwilldrivestocksintomorestoresashighlightedinourshorttermgoals,henceheighteningbrandawarenessandmarketvisibility.

ValueChain

Manufacturer• BasedinJapan(Tokyo&Saitama),45yearsoftraditionalclothsmaking

technique.ClientsincludeComme desGarcons(Japan,NewYork),Vivenne Westwood(Paris),NikeLoopwheeler PremiumEdition(International),Attachment(Japan),UnitedArrow(Japan),Beams(Japan)

ValueChain

Brand• Premiumproductsmadeofthefinestquality.Focusesontraditional

craftingtechniquesandfabrics.

ValueChain

Retailer/DirectSales• Singapore:Frontrow,CKTangs,Kapok,Robinsons,ColonyClothing,

Manifesto,Keepers• USA:Unionmade,JoineryNYC,MohawkGeneralStore,NeedSupply• Canada:RooneyStore• Japan:UnitedArrows,Flow• Taiwan:eslite departmental(XinYi)• DirectSales:www.birocompany.com

Inspiredbyanunconventionaldesireforrefinedqualityandstyle.

Thankyouforyourinterest.