- Wall Art
- Lamps & Lighting
- Rugs
- Pillows
- Throw Blankets
- Organizers
- Candles
- Photo Frames
- Chairs
- Ottomans
- End Tables
- Shelves
- Cookware Sets
- Dishes
- Kitchen Gadgets
- Kitchen and Bathroom Fixtures
- Waste Baskets
- Soap Dispensers
Customer Focus
Artisan Home & Decor will target home decor shoppers looking for a personalized experience and unique pieces in Pasadena. The company will target boomer, millennial, and gen z consumers looking for unique decor for their homes, apartments, or condos. They will also target businesses looking for special pieces to furnish their corporate offices, waiting rooms, and lobbies. No matter the client, Artisan Home & Decor will deliver the best communication, service, and high quality products.
Management Team
Artisan Home & Decor will be owned and operated by Joyce Hernandez, a retailer who has worked as a store manager of a local home decor store for nearly a decade. Joyce has recently graduated from California University with a Bachelor’s degree in Business Management. Now that she has gained real-world experience managing retail businesses and the education on how to run a retail business, she is inspired to start her own company, Artisan Home & Decor.
Joyce Hernandez has recruited her former assistant manager, Melissa Jacobs to come on board to help her manage Artisan Home & Decor. While Joyce will oversee the employees, day-to-day operations, and client relationships, Melissa will be the Inventory Manager. She will be in charge of sourcing, purchasing, and pricing all inventory. Melissa will work directly with suppliers to stock the retail shop with unique artisan pieces.
Melissa is a graduate of the University of California with a Bachelor’s degree in Interior Design. She has been working at a local retail home decor company for over a decade as an assistant manager. Melissa has an eye for design and keen organizational skills that will allow her to effectively manage Artisan Home & Decor’s one-of-a-kind inventory. Her communication skills will enable her to establish and maintain working relationships with artisans and suppliers.
Success Factors
Artisan Home & Decor will be able to achieve success by offering the following competitive advantages:
- Friendly, knowledgeable, and highly qualified team of sales associates and interior design experts that are able to provide a personalized customer experience and help each client find the right home decor pieces to suit their preferences.
- Artisan Home & Decor will bring fresh inventory into their retail store on a regular basis so there will always be something new for customers to check out. In addition to in-store sales, the company will sell pieces online through its website.
- Artisan Home & Decor offers one-of-kind pieces created by local artisans to suit a wide variety of home decor styles and tastes. By purchasing from the shop, customers are supporting these local artisans and getting fresh decor that no one else will have.
Financial Highlights
Artisan Home & Decor is seeking $210,000 in debt financing to launch its retail business. The funding will be dedicated towards securing and building out the retail space and purchasing the initial inventory. Funds will also be dedicated towards three months of overhead costs to include payroll of the staff, rent, and marketing costs for print ads, website and SEO marketing initiatives, and association memberships. The breakout of the funding is below:
- Retail space build-out: $25,000
- Retail store shelving, displays, equipment, supplies, and materials: $40,000
- Three months of overhead expenses (payroll, rent, utilities): $120,000
- Marketing costs: $15,000
- Working capital: $10,000
The following graph below outlines the pro forma financial projections for Artisan Home & Decor.
Company Overview
Who is Artisan Home & Decor?
Artisan Home & Decor is a newly established retail company in Pasadena, California. The new home decor shop will be the ultimate choice for people looking for uniquely curated one-of-a-kind furniture and other home products crafted by local artisans. Artisan Home & Decor will provide its customers with a refreshingly personalized shopping experience they can’t get anywhere else. The shop’s sales associates and experienced interior designers will be able to help customers find the right pieces to suit their preferences and styles.
Artisan Home & Decor will be able to provide a personalized shopping experience for serving customers in-store and online. The team of professionals and sales associates are highly qualified and experienced in interior design, home decor, and the customer experience. Artisan Home & Decor removes all headaches and issues of the home decor shopper and ensures all issues are taken care off expeditiously while delivering the best customer service.
Artisan Home & Decor History
Artisan Home & Decor is owned and operated by Joyce Hernandez, a retailer who has worked as a store manager of a local home decor store for nearly a decade. Joyce has recently graduated from California University with a Bachelor’s degree in Business Management. Now that she has gained real-world experience managing retail stores and the education on how to run a retail business, she is ready to start her own company. Joyce is confident that her ability to effectively manage employees, customer relationships, and retail operations will help her establish a profitable retail store. Joyce has begun recruiting a team of highly qualified sales associates, accountants, and buyers to help manage the day to day complexities of retail – marketing, sales, budgeting, sourcing, and purchasing.
Since incorporation, Artisan Home & Decor has achieved the following milestones:
- Registered Artisan Home & Decor, LLC to transact business in the state of California.
- Has a contract in place to lease the retail space.
- Reached out to numerous local artisans to advise them on the upcoming retail shop in order to start getting supplier contracts.
- Began recruiting a staff of sales associates, interior designers, an accountant/bookkeeper, marketing director, and assistant manager to work at Artisan Home & Decor.
Artisan Home & Decor Services
The following are the products that Artisan Home & Decor will provide:
- Home Decor:
- Wall Art
- Lamps & Lighting
- Rugs
- Pillows
- Throw Blankets
- Organizers
- Candles
- Photo Frames
- Chairs
- Ottomans
- End Tables
- Shelves
- Cookware Sets
- Dishes
- Kitchen Gadgets
- Kitchen and Bathroom Fixtures
- Waste Baskets
- Soap Dispensers
Industry Analysis
The retail industry in the United States is valued at over $4T currently and is forecasted to reach $4.9T by the end of 2022. This is up from $3.8T in 2019. After a decade of retail decline between 2010 and 2020, the market is rebounding at a surprising rate. There were twice as many store openings as closings in 2021 alone. The number of brick-and-mortar retail establishments is increasing even as ecommerce shopping has grown by 70% in the last three years.
The role of retail stores is evolving and industry operators are discovering in-store experiences are still vital from the customer perspective. Successful brick-and-mortar industry operators are incorporating ecommerce into their business models. Trends include providing ship-from-store and buy online, pickup in store options to give customers more flexibility in the way they can shop. Key success factors include the level of customer satisfaction, product selection, prices, and convenience.
Customer Analysis
Demographic Profile of Target Market
Artisan Home & Decor will target home decor shoppers looking for a personalized experience and unique pieces in Pasadena. The company will target boomer, millennial, and gen z consumers looking for unique decor for their homes, apartments, or condos. They will also target businesses looking for special pieces to furnish their corporate offices, waiting rooms, and lobbies. No matter the client, Artisan Home & Decor will deliver the best communication, service, and high quality products.
The precise demographics for Pasadena, California are:
Total Percent Total population 117,270 100% Male 57,542 49.1% Female 59,728 50.9% Under 5 years 5,911 5.0% 5 to 9 years 8,077 6.9% 10 to 14 years 9,214 7.9% 15 to 19 years 8,730 7.4% 20 to 24 years 6,279 5.4% 25 to 34 years 13,937 11.9% 35 to 44 years 13,654 11.6% 45 to 54 years 17,983 15.3% 55 to 59 years 8,546 7.3% 60 to 64 years 6,636 5.7% 65 to 74 years 12,236 10.4% 75 to 84 years 4,463 3.8% 85 years and over 1,604 1.4% Customer Segmentation
Artisan Home & Decor will primarily target the following customer profiles:
- Millennial customers looking for one-of-a-kind home decor
- Boomer customers looking for one-of-a-kind home decor
- Gen z customers looking for one-of-a-kind home decor
- Businesses looking for unique decor for their offices, waiting rooms, or lobbies
Competitive Analysis
Direct and Indirect Competitors
Artisan Home & Decor will face competition from other retailers with similar business profiles. A description of each competitor company is below.
Pasadena Home Decor
Pasadena Home Decor provides high-end home decor for the conscientious consumer. Located in Pasadena, California, the home decor retailer is able to provide a tailored shopping experience for its customers. The store’s list of products includes tables, chairs, wall hangings, rugs, vases, photo frames, candles, office decor, and paintings by local artists. Pasadena Home Decor sells online and in-store to give customers flexibility.
Pasadena Home Decor’s promise is to deliver high quality pieces that will stand out. Customers who purchase furniture and home decor from Pasadena Home Decor will be delighted with the customer service, cleanliness of the store, and personalized design services the company offers.
Home Shoppe
Home Shoppe is a California-based home decor retail store that provides outstanding pieces for discerning clientele. Home Shoppe stocks unique furniture and other decor items that are 100% hand-crafted. The owners of Home Shoppe are experienced craftsmen themselves, so they know how quality furniture and home decor pieces should be made. Clients can depend on their selection of products for durability, style, and eco-friendly materials. Choose Home Shoppe for your next home decor project and let the sales team take the stress out of the redecorating process by helping you select the best products for your home.
Redecorating For You
Redecorating For You is a trusted Pasadena retail company that provides superior home decor products for shoppers in Pasadena and the surrounding areas. The shop offers an extensive inventory of home decor items in a variety of styles so there is something for every taste. Redecorating For You is able to provide premium pieces that fill every space with elegance and style. The shop also eases the stress of redecorating by providing in-store pickup and delivery options for busy customers.
Competitive Advantage
Artisan Home & Decor will be able to offer the following advantages over their competition:
- Friendly, knowledgeable, and highly qualified team of sales associates and interior design experts that are able to provide a personalized customer experience and help each client find the right home decor pieces to suit their preferences.
- Artisan Home & Decor will bring fresh inventory into the store on a regular basis so there will always be something new for customers to check out. In addition to in-store sales, the company will sell pieces online through its website.
- Artisan Home & Decor offers one-of-kind pieces created by local artisans to suit a wide variety of home decor styles and tastes.
Marketing Plan
Brand & Value Proposition
Artisan Home & Decor will offer the unique value proposition to its clientele:
- Artisan Home & Decor will make redecorating easy for customers by providing in-store shopping, pickup, delivery, online shopping, ship-from-store, and buy online-pickup in store options.
- By purchasing from the shop, customers are supporting local artisans and getting fresh decor that no one else will have.
Promotions Strategy
The promotions strategy for Artisan Home & Decor is as follows:
Social Media Marketing
The company will use various social media platforms such as TikTok, Instagram, Facebook, LinkedIn, YouTube, and Snapchat to promote the shop, feature artisans, and show off new pieces. The marketing director will oversee the social media marketing activities to grow the customer base.
Professional Associations and Networking
Artisan Home & Decor will become a member of professional associations such as the National Retail Federation, California Retailers Association, and the Home Furnishings Association. The company will focus its networking efforts on expanding its network of clients, designers, and artisans.
Print Advertising
Artisan Home & Decor will invest in professionally designed print ads to display in programs or flyers at industry networking events, in home decor publications, and direct mailers.
Website/SEO Marketing
Artisan Home & Decor’s marketing director will be responsible for creating and maintaining the company website. The website will be well organized, informative, and list all of the products currently available for purchase online.
The marketing director will also manage Artisan Home & Decor’s website presence with SEO marketing tactics so that any time someone types in the Google or Bing search engine “Pasadena home decor retailer” or “home decor store near me”, Artisan Home & Decor will be listed at the top of the search results.
Pricing Strategy
The pricing of Artisan Home & Decor will be premium and on par with competitors so customers feel they receive value when purchasing the one-of-a-kind products.
Operations Plan
The following will be the operations plan for Artisan Home & Decor.
Operation Functions:
- Joyce Hernandez will be the Owner and Manager of the store. She will oversee all staff and manage day-to-day operations. Joyce has spent the past year recruiting the following staff:
- Melissa Jacobs – Inventory Manager who will be responsible for sourcing, purchasing, pricing, and inventory management.
- Robert Brown – Staff Accountant/bookkeeper who will provide all store accounting, tax payments, and monthly financial reporting.
- Bill Johnson – Marketing Director who will provide all marketing and sales activities for Artisan Home & Decor including maintaining the website, social media, print advertising, and promotions.
- Julia Smith – Lead Sales Associate & Designer who will manage all sales associates and provide design services for customers.
Milestones:
Artisan Home & Decor will have the following milestones complete in the next six months.
9/1/2022 – Finalize contract to lease the retail space.
9/15/2022 – Finalize personnel and staff employment contracts for the management team.
10/1/2022 – Finalize contracts for suppliers.
10/15/2022 – Begin networking at industry events and implement the marketing plan.
10/22/2022 – Begin moving into the Artisan Home & Decor shop.
11/1/2022 – Artisan Home & Decor opens for business.
Management Team
Artisan Home & Decor will be owned and operated by Joyce Hernandez, a retailer who has worked as a store manager of a local home decor store for nearly a decade. Joyce has recently graduated from California University with a Bachelor’s degree in Business Management. Now that she has gained real-world experience managing a store and the education on how to run a retail business, she is inspired to start her own company, Artisan Home & Decor.
Joyce Hernandez has recruited her former assistant manager, Melissa Jacobs to come on board to help her manage Artisan Home & Decor. While Joyce will oversee the employees, day-to-day operations, and client relationships, Melissa will be the Inventory Manager. She will be in charge of sourcing, purchasing, and pricing all inventory. Melissa will work directly with suppliers to stock the retail shop with unique artisan pieces.
Melissa is a graduate of the University of California with a Bachelor’s degree in Interior Design. She has been working at a local retail home decor company for over a decade as an assistant manager. Melissa has an eye for design and keen organizational skills that will allow her to effectively manage Artisan Home & Decor’s one-of-a-kind inventory. Her communication skills will enable her to establish and maintain working relationships with suppliers.
Financial Plan
Key Revenue & Costs
The revenue drivers for Artisan Home & Decor are the retail fees they will charge to the customers in exchange for their products. The shop will charge a healthy margin to make sure artisans are paid well for their products while ensuring a solid profit for the business.
The cost drivers will be the overhead costs required in order to staff a retail store. The expenses will be the payroll cost, rent, utilities, store supplies, and marketing materials.
Funding Requirements and Use of Funds
Artisan Home & Decor is seeking $210,000 in debt financing to launch its retail business. The funding will be dedicated towards securing and building out the retail space and purchasing the initial inventory. Funds will also be dedicated towards three months of overhead costs to include payroll of the staff, rent, and marketing costs for print ads, website and SEO marketing initiatives, and association memberships. The breakout of the funding is below:
- Retail space build-out: $25,000
- Store shelving, displays, equipment, supplies, and materials: $40,000
- Three months of overhead expenses (payroll, rent, utilities): $120,000
- Marketing costs: $15,000
- Working capital: $10,000
Key Assumptions
The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.
- Average number of items sold per month: 300
- Average sales per month: $90,000
- Retail space lease per year: $100,000
Financial Projections
Income Statement
FY 1 FY 2 FY 3 FY 4 FY 5 Revenues Total Revenues $360,000 $793,728 $875,006 $964,606 $1,063,382 Expenses & Costs Cost of goods sold $64,800 $142,871 $157,501 $173,629 $191,409 Lease $50,000 $51,250 $52,531 $53,845 $55,191 Marketing $10,000 $8,000 $8,000 $8,000 $8,000 Salaries $157,015 $214,030 $235,968 $247,766 $260,155 Initial expenditure $10,000 $0 $0 $0 $0 Total Expenses & Costs $291,815 $416,151 $454,000 $483,240 $514,754 EBITDA $68,185 $377,577 $421,005 $481,366 $548,628 Depreciation $27,160 $27,160 $27,160 $27,160 $27,160 EBIT $41,025 $350,417 $393,845 $454,206 $521,468 Interest $23,462 $20,529 $17,596 $14,664 $11,731 PRETAX INCOME $17,563 $329,888 $376,249 $439,543 $509,737 Net Operating Loss $0 $0 $0 $0 $0 Use of Net Operating Loss $0 $0 $0 $0 $0 Taxable Income $17,563 $329,888 $376,249 $439,543 $509,737 Income Tax Expense $6,147 $115,461 $131,687 $153,840 $178,408 NET INCOME $11,416 $214,427 $244,562 $285,703 $331,329 Balance Sheet
FY 1 FY 2 FY 3 FY 4 FY 5 ASSETS Cash $154,257 $348,760 $573,195 $838,550 $1,149,286 Accounts receivable $0 $0 $0 $0 $0 Inventory $30,000 $33,072 $36,459 $40,192 $44,308 Total Current Assets $184,257 $381,832 $609,654 $878,742 $1,193,594 Fixed assets $180,950 $180,950 $180,950 $180,950 $180,950 Depreciation $27,160 $54,320 $81,480 $108,640 $135,800 Net fixed assets $153,790 $126,630 $99,470 $72,310 $45,150 TOTAL ASSETS $338,047 $508,462 $709,124 $951,052 $1,238,744 LIABILITIES & EQUITY Debt $315,831 $270,713 $225,594 $180,475 $135,356 Accounts payable $10,800 $11,906 $13,125 $14,469 $15,951 Total Liability $326,631 $282,618 $238,719 $194,944 $151,307 Share Capital $0 $0 $0 $0 $0 Retained earnings $11,416 $225,843 $470,405 $756,108 $1,087,437 Total Equity $11,416 $225,843 $470,405 $756,108 $1,087,437 TOTAL LIABILITIES & EQUITY $338,047 $508,462 $709,124 $951,052 $1,238,744 Cash Flow Statement
FY 1 FY 2 FY 3 FY 4 FY 5 CASH FLOW FROM OPERATIONS Net Income (Loss) $11,416 $214,427 $244,562 $285,703 $331,329 Change in working capital ($19,200) ($1,966) ($2,167) ($2,389) ($2,634) Depreciation $27,160 $27,160 $27,160 $27,160 $27,160 Net Cash Flow from Operations $19,376 $239,621 $269,554 $310,473 $355,855 CASH FLOW FROM INVESTMENTS Investment ($180,950) $0 $0 $0 $0 Net Cash Flow from Investments ($180,950) $0 $0 $0 $0 CASH FLOW FROM FINANCING Cash from equity $0 $0 $0 $0 $0 Cash from debt $315,831 ($45,119) ($45,119) ($45,119) ($45,119) Net Cash Flow from Financing $315,831 ($45,119) ($45,119) ($45,119) ($45,119) Net Cash Flow $154,257 $194,502 $224,436 $265,355 $310,736 Cash at Beginning of Period $0 $154,257 $348,760 $573,195 $838,550 Cash at End of Period $154,257 $348,760 $573,195 $838,550 $1,149,286 Free Business Plan Template PDF for a Retail Store Business
You can download our free retail business plan template PDF here. This is a retail business plan template you can use in PDF format. You can easily complete your retail business plan using our Retail Business Plan Template here.
Retail Business Plan Template FAQs
What is a Retail Business Plan?
A retail business plan is a plan to start and/or grow your retail business. Among other things, it outlines your business concept, identifies your target market, presents your marketing plan and details your financial projections.
What are the Steps To Start a Retail Business?
Starting a retail business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.
1. Develop a Strong Retail Business Plan – The first step in starting a business is to create a detailed retail store business plan that outlines all aspects of the venture. This should include thorough market research, your potential market size and target customers, the services or products you will offer, marketing strategy, your competitive advantages and detailed financial projections.
2. Choose Your Business Structure – It’s important to select an appropriate legal entity for your retail business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your retail business is in compliance with local laws.
3. Register Your Retail Business – Once you have chosen a legal structure, the next step is to register your retail business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws.
4. Identify Financing Options – It’s likely that you’ll need some capital to start your retail business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms.
5. Choose a Store Location – Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations.
6. Hire Employees – There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events.
7. Acquire Necessary Retail Equipment & Supplies – In order to start your retail business, you’ll need to purchase all of the necessary equipment and supplies to run a successful operation.
8. Market & Promote Your Business – Once you have all the necessary pieces in place, it’s time to start promoting and marketing your retail business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.
