Designs by linda, inc.'s secondary market is any hotel, club, restaurant, or conference center in metropolitan Columbus. The expansion of our corporate client base is a priority because businesses generate a consistent sales flow which covers fixed costs. Market strategies national interests Marketing Designs by linda, inc. Is a member of the American Floral Marketing council (afmc an independently funded committee of the society of American Florists (SAF). Afmc's mission is to provide the industry with a marketing program that builds business between holidays when traditionally sales are slow. Afmc conducts a three-tiered program of advertising, merchandising, and public relations which covers the entire United States. Ftd, afs, and other floral wire services offer national marketing using radio, television, and print media.
Our current location has no running water and does not have adequate cooler space for the volume of cut flowers we require. Inadequate refrigeration has also impeded our ability to create, display, and sell stock floral arrangements which, with the existing cooler space, we are unable to store. These floral arrangements are used throughout the industry as an important, proven sales tactic. Marketing designs by linda, inc.'s marketing program is geared toward enlarging our customer base, building up corporate accounts, increasing our special-occasion and "cash-and-carry" sales, and expanding our traditional holiday business. Target Market The Phoenix Center has over 10,000 people who work in the center and studies show an additional 4000 people, on average, visit the building daily. The martin Luther King,. Building"s similar numbers by incorporating residents and visitors of the martin Luther King,. Building, the University district, columbus Town Center, the federal building, and the hotel. Regis — all of which are connected by skywalks and tunnels.
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Terra viridis is a plant maintenance company with over 900 accounts in the metropolitan area. Designs by linda, inc. Was established as the result of a combination of circumstances. Terra viridis's owner, william Wilson, was highly motivated to relinquish his lease on the Plant boutique after losing the park Place hotel plant maintenance contract which carried an annual value of 200,000. Without the park Place contract and with the store's annual sales only totaling 80,000, the Phoenix Center location was not profitable and became a financial burden. With boutique my years of experience as a floral designer in the metropolitan area and my familiarity with downtown businesses, hotels, and restaurants, i knew my reputation was established and secure enough to support such a venture.
In addition, the 8,000 price was very reasonable for a turnkey operation with such a favorable location. All of these factors—the situation of the previous tenant, the sound price, and my professional experience—contributed to the establishment of the store. First year Successes In its first 12 months, designs by linda, inc. Brought in over 210,000 in sales, almost tripling the previous tenant's business. Our projection of 320,000 in sales for the second twelve months, shows an additional increase of over 50 percent. Future needs Although Designs by linda, inc. Has nearly quadrupled the previous tenant's sales, we believe the existing facility has hampered potential growth.
In addition to a wide variety of fresh cut flowers and green and blooming plants, designs by linda, inc. Sells stuffed plush animals, gift wrapping, greeting cards, ceramics and pottery, crystal and glassware, baby novelties, balloons, and birthday products. Staff, designs by linda, inc. Currently maintains eight full-time employees. We supplement regular staff with part-time help as needed for major holidays such as Christmas, valentine's day, sweetest day, and Secretaries' week, and for local events such as the columbus Grand Prix.
Experience, designs by linda, inc.'s designers have many years of combined experience in the field of design. In addition to skills required in the floral industry, designs by linda, inc.'s designers have experience in architecture, interior design, graphic design, the fine arts, and hospitality industries. The variety and quality of staff experience and skills strengthens Designs by linda, inc.'s ability to provide the customer with a variety of approaches-be it traditional or state of the art- and allows them the versatility to choose the style that fits their own individual. Hours of Operation, designs by linda, inc.'s business hours are from 8:00 am to 6:00 pm, monday through Friday, and from 9:00 am to 5:00 pm on Saturdays. However, we routinely keep the store open past our normal closing hours if there are customers in the shop. Business History, designs by linda, inc. Is an S corporation and was chartered under the laws of the state of Ohio in September of 1989. Its 50,000 shares, with 500 shares outstanding, are owned by the president, linda Irvin. We assumed the existing lease and bought the assets of the terra viridis Plant boutique for 8,000 in February of 1990.
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Strives to be one of Columbus's most innovative and unique florists. Our approach to floral design is pure and natural and it explores not only the character of flowers, individually and in combinations, but also the aesthetic relationship between flowers and the setting. We wallpaper are determined to continue and enhance the tradition of flowers through innovative design, aggressive marketing, and most importantly, quality products and service. Activities and Services, designs by linda, inc. Is a full-service retail florist selling cut flowers, fresh-cut arrangements, silk and dried arrangements, dish gardens, and green and blooming plants. We offer a variety of services such as: Decorative planning (including a referral service for caterers and musicians) for conventions, corporate and private parties, weddings, cultural events, world and holidays. Standing floral orders for offices and homes. Plant maintenance, interior and exterior plantscaping, an afs floral wire service for out-of-town orders.
45,000 of the loan and 20,000 of the line of credit, along with the 36,600 cash allowance, will give us over 100,000 to open the martin Luther King,. This store will enable designs by linda, inc. To more than double our annual sales and will provide us with a facility capable of handling the future growth we plan to produce with our aggressive marketing strategy. The remaining 30,000 loan and 5,000 line of credit will be used in leasehold improvements at the Phoenix Center location. Location, designs by linda, inc. Is located within the 100 salon Tower of the Phoenix Center in the former location of the terra viridis Plant boutique. Mission, designs by linda, inc.
Center. At this time, 1240 square feet of retail space on the promenade level, formally occupied by henry's Horticulturals, should be available after the landlord completes legal proceedings to repossess the space. Financing sought, designs by linda, inc. Is seeking to secure financing of 100,000 comprising a 75,000 loan and a 25,000 line of credit. The 75,000 loan would be for five years and the money will be repaid from the proceeds of the fisher building location and the Phoenix Center location. The 75,000 and the 25,000 line of credit will be spent on leasehold improvements, beginning inventory, and debt restructuring. These monies will supplement a cash allowance of 36,600 that Goble, the martin Luther King,. Building landlord, is supplying Designs by linda, inc. A copy of the work letter detailing the cash allowance is enclosed in the appendices.
This plan was written by its president, linda Irvin. Statement of Purpose, the reason for developing this new business plan is to include our second store located in the martin Luther King,. Building in the University district area of Columbus. We have secured a lease, effective september 27, 1991, in the former location of Wilson burton Florist. This space, in the martin Luther King,. Building, has occupied a full-service retail florist since the building opened 63 years ago. Our second location is an integral part of Designs by linda, inc. The expansion will give us over 1600 square feet of new retail space, 300 square feet of office space, and over 2000 reviews square feet of production and storage.
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Photo by: monregard, business plan, designs by linda, inc. 378 Martin Luther King,. Columbus, oh 74730, june 10, 1991. Designs by linda is a full-service retail florist providing decorative planning for weddings and conventions, plant maintenance, and plantscaping. Designs is seeking funding to incorporate its new second location into its current successful enterprise. This plan details how funding would assist in the good continued growth of the company. Introduction, description, marketing, marketing strategies, competition, location. Management, personnel, application and effect of loan, summary. Introduction, the following is the proposed business plan designed to implement the continued growth of Designs by linda, inc.