Opportunity
Problem
Outdoor activities are enjoyed by women just as much as they do by men. They can hunt, hike, fish and so on. Why should men be denied all the joy? Women don’t like ugly clothes, corsets and tools that rely on men’s strength. Women are equal to their male counterparts. They do not need be identical to men.
Solution
Liquid Culture offers women’s outdoor clothing that is both functionally designed and beautifully made online. Larry Wilson and Maggie Granger are co-owners and operators of Liquid Culture. This operation will reduce inventory costs by having Magic Clothing Company handle manufacturing and shipping. Liquid Culture will handle the order and take payment online. Magic Clothing Company will take the order, fill it and ship it. Liquid Culture will be focusing on the design and marketing its products.
Market
Women’s outdoor wear is now a $1.2 billion market. Online shopping has made it easy to find a variety of outdoor wear for women. But, there is no online store that only sells women’s apparel. Yet.
Social media can amplify word of mouth, especially when it comes to outdoor fashion or women’s health and fitness.
Our messaging will focus on the eliminating the compromises others make and stepping up to the distinctive style of Liquid Culture. Of course, social media will play an important role in marketing our website to customers.
Competition
- These are the major online outdoor brands for women, such as Columbia, Patagonia or LLBean.
- Amazon.com and major online retailers of generalized apparel offer outdoor clothing for women.
- We have also a women-specific competition, titlenine.com.
Why Us
Liquid Culture’s mission is provide clothing that can be used to energize any outdoor activity. Liquid Culture provides comfortable, durable clothing that is both stylish and practical.
Expectations
Forecast
Liquid Culture’s Year 1 line consists of the best fabric, designs and styling on the market. Larry Wilson and Maggie Granger, co-owners of Liquid Culture, have fifteen years of experience between them in the outdoor garment industry. Maggie has been a Senior Clothing Designer for Manic Woman Clothing over the past seven year. Larry has been South Face’s website administrator for eight years.
Our projections here indicate we are generating unrealistically high cash balances. For now, we will leave this out. But we know that the actual results will come using much higher expenses than what is projected here. It will happen, we know that. We therefore leave the estimated costs as-is and create a substantial cushion for more realistic expenses.
Financial Highlights Year-by-Year
Need to Finance
$460K funding includes $260K starting at $130K each, plus a $200K loan.
We estimate $58.5K startup expenses and $401.5K cash reserve to support deficit spending over the first few weeks.
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