Rebecca
Survivor's Sanctuary
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Socially Responsible Retail Business Plan Created by Rebecca Kelm & Shaylin Thurston
Business Concept
Mission & Vision Statement
Our mission is to help survivors and fighters of breast cancer to feel sexy and confident again. We as a company believe that every women deserves to feel good about themselves.
Cancer takes so much but your confidence should not be one of them. While feeling sexy and confident you should not have to compromise comfort. So we in turn promise you the trifecta--confidence, sexiness, and comfort.
Goals
The goal of Survivor’s Sanctuary is to provide lingerie to breast cancer survivors and fighters that is functional to them and helps them to feel sexy again. We will listen and be responsive to our customers wants and needs.
Retail Location
The company will be online-based. Since we are creating our own pieces to sell, we have a rented space in the Chicago Arts District where we can create and manage our company from. We will have pop up locations in local oncology offices where we can size women for our products and they can try on sample pieces.
Organizational Structure
Survivor’s Sanctuary will use a functional organizational structure, where work and responsibilities will be broken up by the specialties of our employees.
Design Structure
• As a company, we will make our own designs based on personal experiences of our customer.
• We want our customers to feel as if each bra is made specifically for them, hence as to why we feel our original designs will bring a certain edge to the table.
• Our original designs will be created from specific, sustainable materials that cater to how the skin reacts and feels during or after treatment.
• The fact that we as a company are designing our products and producing them with in our office space gives our customer the visual of how their bras are being constructed and how much time and effort goes into each piece.
Triple Bottom Line Strategy
Economic
Ten percent of all profits that we make at Survivor’s Sanctuary will go to Susan G. Komen for the Cure Foundation.
Susan G. Komen is the ONLY organization that addresses breast cancer on multiple fronts such as research, community health, global outreach and public policy initiatives in order to make the biggest impact against this disease.
Social
Survivor’s Sanctuary’s products benefit breast cancer fighters and survivors be- cause we are tailoring products to their needs. Our goal is to help them feel sexy and confident again.
Environmental
Survivor’s Sanctuary is beneficial to the environment because our fabrics are 100%
cotton sourced from fair trade plantations. All rubber and elastic uses will be sourced from sustainably-managed plantations which are kitted into strap elastic. All metals used are cadmium and nickel free.
Industry Segment & Market Analysis
• Demands in the industry include bras that are professionally sized, have wide comfortable straps, provide proper support, and have the survivor’s correct cup size.
• Opportunity to serve a specialized market that is underserved with a new and advanced product.
• The Lingerie markets as a whole remain highly competitive.
• Opportunity to promote a socially responsible brand that uses green resources and benefits charity.
• There are few companies that have tackled the personalized bra for breast cancer survivors and fighters.
Competitive Analysis: SWOT
Strengths
Survivor's Sanctuary:
Unique business in that it serves a unique demographic
Victoria's Secret:
Famous supermodels bring in fans
Adore Me:
Customer service is impeccable when it comes to returns
Soma:
Products have no age restrictions, and they have a wide size variety
Weaknesses
Survivor's Sanctuary:
Not having a brick-and-mortar store
Victoria's Secret:
Garments lack durability
Adore Me:
Poor product quality & customer reviews
Soma:
They do not use models in their demographic
Opportunities
Survivor's Sanctuary:
There is a demand as there are not many stores with the specialty
Victoria's Secret:
One of the most sought-out brands in lingerie
Adore Me:
Marketing technique is effective
Soma:
High demand for curve lingerie
Threats
Survivor's Sanctuary:
People prefer buying brand name lingerie
Victoria's Secret:
Not an ideal brand for all body types
Adore Me:
People want to try on lingerie before buying it
Soma:
Ineffective marketing strategies
Target Customer
"Breast Cancer Fighters & Survivors"
Demographics
• Age Range: Any age, but predominately women 30 years and older.
• Personal Salary/Occupation: Breast Cancer doesn’t discriminate agains its victims.
Psychographics
• VALS Survey: Strivers
• Attitudes/Values: They value healthy lifestyles and products that will help them to feel strong and confident.
• Our customer values our mission statement and what we stand for as a company.
• Our Customer cares about giving back.
Demographics
• Shopping Patterns: The shopping patterns of breast cancer fighters and survivors vary based on their personal journey
• They tend to look for products that are comfortable, affordable, adjustable, and appealing to the eye.
Marketing Strategy
• Advertise our brand and services in medical journals to directly target breast cancer patients
• Leave our brochures in radiation clinics
• We will have an integrated social media presence using Facebook, Instagram, Twitter, Snapchat, and Pinterest
• We will have pop-up shops in clinics in the Chicago area where we can fit potential customers and they will have the chance to try on our products
• Total Budget: $12,000
Integrated Social Media
& Advertising Plan
• Our business concept is based around the creation of our own products
• We will use 100% organic cotton for fabrics, sourced from fair trade plantations
• All rubber and elastic uses will be sourced from sustainably-managed plantations which are kitted into strap elastic
• All metals used are cadmium and nickel free
• 10% of all of our profits will go to Susan G. Komen
• We will offer discounts to customers who bring in their old bras--with them, we will source them to a textile
Sourcing Structure
Financials: Skeletal Statement
Product Pricing and Costs
