Apricot 1 Page Business Plan
Overview
Apricot has a clear business objective to develop, produce, promote and distribute yoga clothes that comfortably allow our customers to give back through sustainability and re-investment in the communities that produce our product. These clothes have been developed by local artists with a core focus on providing an artistic, sustainable alternative for fashion in our core customer market.
The Business Objectives
When as a key component of our growth strategy we consider it critical to identify and outline our business objectives, and align these objectives with clear and measurable development milestones. Our key long term business objective is to launch a new fashion line - but more importantly a fashion line that reinvests in the communities that originated it. This will require new product development, new supply chains, new distribution mechanisms and a new marketing campaign to fully capitalise on our business potential. Our growth path is clearly oriented around the addition of new products, the development of these new products and their subsequent marketing. It is understood that costs will be associated with product development and marketing and these have been allowed for in our budget.
The Customer
Apricot has been created with a clear focus on the needs of our customers. Through a structured customer discovery process, we have validated the key customer problem as yoga and fitness clothes are too expensive, too limited and actually serve to harm the communities that produce these clothes. Especially the children. This is a critical issue for our selected target market of community conscious yogis and fitness fanatics that are interested in giving back and leaving the world a better place, but don't have an avenue to do so.
The Value Proposition
Apricot is uniquely positioned to deliver value to community conscious yogis and fitness enthusiasts. "Apricot will give you peace. When you buy and wear our clothes, you're making a statement to the world that we are one and can do this together." In order to deliver on this value proposition, we allow our customer to invest in themselves and invest in the world simultaneously. This capability and unique selflessness has taken considerable time, energy and devotion to develop and forms the cornerstone of our competitive advantage.
Competitors
We have a number of competitors within the yoga and fitness clothes market. We consider our key competitors to be: Lulu Lemon, Under Armour, Nike, and Reebok. Our understanding of these competitors has been used to refine our strategy and value proposition. We believe that we can compete effectively with Lulu Lemon, Under Armour, Nike, Reebok by providing unique, more fashionable, more responsible and more rewarding options in the fitness and yoga clothing arena.
Key Strategies
Over the next 6 months our focus will be on developing a line of yoga clothes that are sustainable, affordable and fashionable. This task will be undertaken in the context of our broader strategy to ultimately broaden distribution and give back to underprivileged communities.
Over time, we will expand into golf attire and footwear. These strategies are a tactical implementation of our overall business goal as outlined above.
Milestones
Measurement of the successful implementation of our strategies will be governed by measurable development milestones. The milestones that will be achieved over the next 2 years are: Products designed, products in distribution, products expanded and more importantly measurable improvement to the communities that create these products.
About this document
Yoga clothes Business Plan
This document was created by Phil and Jennifer of Apricot using the 5 minute Business Plan App. This technology and approach is powered by HyperQuestions.
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