Business plan
Shop name ：The Neysa cosmetic shop
English name：Neysa
Student’s number：41202414
Class number：05
Day of week of class：14:00-15:40p.m，Friday Classroom number：3201
Cover Letter
Dear Investor:
Have you heard of a cosmetic named SK-II？A bottle of SK-II Facial Treatment Essence （75ml）is sold 102.97 dollars while it only cost about 1.00dollar. Surprisingly？My business plan is about opening a cosmetic store. It’s well known that women all want to
become more beautiful, so there are numerous women spending much money on buying cosmetics to make themselves pretty. This is an important reason why cosmetics’ price is rising so fast. But there are plenty of cosmetics on the market, including real goods and fake goods. Customers don’t know how to identify the true common fake goods. Even if they buy a real cosmetic, it may not be suitable for their skin. What’s more, this is a time of rapid growth. People need to adapt themselves to the change quickly; also reducing the time is helpful to them. It’s necessary for people who pursue beauty to find a safe, suitable and effective way to make them look glamorous. I will solve this problem in my stores.
Of course，I need profits to operate my shop. And the cosmetics industry is highly profitable, low-risk and fast return .There is an example about cosmetics’ cost and profit. A Shiseido Bio Performance Super Eye Cream（15ml）selling price is 83.66 dollars, although it cost less than 2 dollars. Why their prices are so expensive？Because the prices of these cosmetics including branded，agency costs，exorbitant packing charges and advertising expenses.
In order to enlarge my consumer groups which is consist of young women including any other one who needs cosmetics, I will locate in a place where a large number of white collar workers live in.On one hand, we plan to enlarge advertising among them，many students nearly would just ask cheap gifts and be willing to be distributed by leaflets on the street. O n the other hand, we must ensure our cosmetics qualities to satisfy customers who would be willing to introduce our products to their families and friends.Supposing that I have more investments，I intend to start more works to build my cosmetics shops’reputation such as making more better posters and leaflets，advertising my cosmetics store on the internet，and holding rewards programs to attract clients.
If you are interested in my plan，I’m looking forward to sharing the details of this exciting project with you in person. Please call me 183******** so that we can set up a time to talk face to face.
Sincerely,
Neysa
Executive summary
The Neysa cosmetic shop is a retail store that sells beauty products and health care products. It provides a variety of products for clients，to satisfy people’s different demand s of their personal lives. The cosmetics shop will provide both professional products in high quality and comfortable shop condition.
1.1 Serve and products
The Neysa cosmetics shop’s managers will reduce intermediate agents. Import goods from the cosmetics brand companies. On the one hand, we can insure the cosmetics’ qualities. On the other hand，reducing the intermediate agents can decrease the cost to sell cheaper prices for clients. The cosmetics shop will provide specific self-help shopping and unique purchasing agents. In the marketing plan I will explain to you in detail.
1.2 goals
Receive the top-ranking retailer selling perfume, cosmetic and beauty products.
Open vast markets by using our special marketing plan.
1.3 Mission
Offering safe, suitable and fast serves to make every customer physical and mental health，look more beautiful and confident，feel happy everyday on their way to success.
1.4 Expansion Plan
In my opinion, I should accumulate the brand faithfulness and then developing widely in forms of chain-leagued shops. I also want to open the cosmetics shop online.
1.5 Sales Forecasts
I expect a strong rate of growth at the start of operations. Below are the expected financially over the next three years.
Company background
Startup Summary
S(strength)：
1. In order to ensure the products are real goods, the cosmetics will show the photo of
the bills if you want.
2. There are some kinds of skin，such as oily skin, dry skin and combination skin . All the
brands will be marked which skin it suit.
3. If the client is not sure which kind of skin she or he is, there is a query system for she
or him to inquire. Just entering the keywords, like―skin often peeled in winter‖, then it
will show the result.
4. The Neysa cosmetic shop will push off an activity——purchasing agents. Every year
the employees will be organized to travel abroad, while bringing some special
products like brands’ limited edit ions. If the activity works, it will be arranged more.
W（Weakness）：
1. The Neysa cosmetic shop is a new, so it's not well known among people.
2. With capital restriction, some sales promotion will be influenced.
3. The store owner is a green hand in opening a shop.
O（Opportunity）：
1. The development of the cosmetic market domestically has great potential.
2. Through emails, guest letter, telephone voice message newspapers，magazines and
poster to make the cosmetic shop widely known.
T（Threats）
1. There is a great deal of experienced and famous competitors.
2. At present, the cosmetic market in China is in disordered condition and the fake advertisements
making more customers don’t believe in the quality anymore.
Start-up Requirements Spreadsheet
Start-up Expenses
Registration $16
Furniture，Fixtures and Equipment $6,440 Sign $161 Rent $24,150 Stock and Freight $16,110
Advertise $805 Tax $1,690
Total Start-up Expenses $49,372 Start-up Assets
Cash Required $32,100 Other Current Assets $8,055 Long-term Assets $0 Total Assets $40,155 Total Requirements $89,527
Start-up Funding
Start-up Expenses to Fund $49,372 Start-up Assets to Fund $40,155 Total Funding Required $89,527 Assets
Non-cash Assets from Start-up $0 Cash Requirements from Start-up $32,100 Additional Cash Raised $8,055 Cash Balance on Starting Date $32,100 Total Assets $40,155 Liabilities and Capital
Liabilities
Current Borrowing $0 Long-term Liabilities $32,100 Accounts Payable (Outstanding Bills) $0 Other Current Liabilities (interest-free) $0 Total Liabilities $32,100 Capital
Planned Investment
Bank $57,430 Other $0 Additional Investment Requirement $0 Total Planned Investment $57,430 Loss at Start-up (Start-up Expenses) ($49,375) Total Capital $8,055 Total Capital and Liabilities $40,155
Total Funding $89,527 Management Team Introduction
President
Name：Jeremy
Education：
Central University of Finance and Economics, China
Master of Finance，1990
Address：Chongqing，404100
Phone：1234567
Email：1234567@https://www.doczj.com/doc/0c6484017.html,
Job Description:
1．Lay down the company's strategy and annual business plan.
2. Establish and then improve the company's management system and organizational
structure
3.Control the company's daily management work
5.help company achieve its objectives and set out the long term goals.
6. Develop new products
7 .make a special culture for the company.
Professional Summary and Skills：
I have been working for a long time，like trading，traveling，assets appraisal，administration management and so on. So I have the fundamental knowledge and practice for quality management, strong creative consciousness and capable for quality improvement.
（1）.Doing things actively and serious.
（2）.The ability to plan schemes，organize personnel，communicate with others，help coordinate business，analyze and solve problems.
（3）.Good overall point of view，High sense of work responsibility.
（4）. Good executive ability, teamwork ability and writing communication.
Work history：
1982.08——1984.12，I was a teacher in the Zhejiang University Of Finance &
Economics. And after that I have been working in National Air Traffic Management Bureau for many years.
Accomplishment：
1. I got the Master of Business Administration of Maastricht School of Management in 1995.
2. I got the Graduation certificate of senior management of Harvard Business School in 2002
3. Make the efficiency of the company improved by 45%.
4. More than 40% of the country's average annual sales keep sustained growth, profit growth rate of 70% or more.
5. Bring in the six sigma quality management system.
CFO
Name：Jane
Education：
Shanghai University of Finance & Economics, China
Master of Finance，1990
Address：Chongqing，404100
Phone：34958709
Email：9284238@https://www.doczj.com/doc/0c6484017.html,
Job Description:
1. M anage the company’s accounting, reporting, and budget under the leading
of board of directors.
2. L ay down Profit plan, capital investment, financial planning, sales prospects
or budget of the company.
3. E stablished the tax policy and supervise the process
4. Set out rules about the an organization which control the cost and data
management system
5. O rganize employees to carry out the economic analysis to Increase profits
Professional Summary and Skills：
1. Comprehensive knowledge of accounting theory, modern enterprise management
knowledge.
2. Know the Laws and regulations of finance and economics.
3. Know well about the process of Investment, import and export trade.
4. Have taken part in the analysis of some large investment projects.
5. Good written and spoken communication skills.
6. Working carefully and precisely is initiative and highly professional.
7. Good negotiation, interpersonal communication and coordination skills, good
computer skills
Work history：
Henan Medicines Company,finance supervisor, 1998-2008
Henan，China
Lay down the cost accounting method and the fund plans，then monitor the
implementation of good manufacturing practice.
Potevio Company Limited，financial vice-president，2008—2013/6/12
Beijing，China
Helping make the company's long-term development strategy and annual work plans. Control financial management, comprehensive budget management, fund balance, asset evaluation, etc
Accomplishment：
1. Successes in hosting listed IPO preparation, large state-owned enterprises, listed
companies, and audit services.
2. Got the certificates of accountant, certified public accountants, senior accountants VP Sales Operations
Name：Adam
Education：University of New York, New York
MBA in Marketing University of New York, New York
Address：Chongqing，404100
Phone：2384703297
Email：239394790@https://www.doczj.com/doc/0c6484017.html,
Job Description:
1. Established sales plan, sales strategy and market plan
2. Expand the channels for coverage
3. Assist product manager to improve dealer's technology and train employees.
4.Sending messages to distributor such as product information, enterprise culture
and the sales policy.
5. To formulate cooperation agreements with distributors
Professional Summary and Skills：
（1）Proven experience in keen market awareness, strong sales skills,
organizational skills.
（2）Able to work under pressure.
（3）Able to make a comprehensive training system for employees.
（4）Good with group cooperation spirit and with determinate leadership.
（5）strong ability of understanding and professional dedication are required
（6）The ability of planning, organization, training and motivating
Work history：
Hebei foreign Trade Corporation，Sales Manager，1999 – 2003
Hebei，China
Help the channel manager to open up area marketplace marketing channel. Routine attention strengthens company business with the relation between the agents
Shandong Overseas Chinese Investment Company，Sales Director，2003-2013
Continues to improve customer service，training a global sales force knowledge of sales reps' individualized , as well as an understanding of the business environment.
Accomplishment：
Once given lessons or do consultancy work in these following companies：
Pacific Insurance Agency，People's Insurance Agency and Dalian Securities Agency and make them growth performances
VP Advertising：
Name：David
Education：Guangdong Polytechnic Normal University
Address：Chongqing，404100
Phone：340287029
Email：39703759@https://www.doczj.com/doc/0c6484017.html,
Job Description:
1. Planning company sales system's overall operations and business direction.
2. Making and implementing marketing and sales strategies.
3. strengthen companies’ humanistic management and build up its culture and
image
4. Execution to subordinate personnel's achievements inspection and work
appraisal.
5. The excellent professional and technical personnel to clients in the post-sale
service work.
Professional Summary and Skills：
1. Strong interpersonal skills and business negotiation skills, be possible to develop
customer independently
2. Proficiency in office software, familiar with the network environment.
3. Familiar with contract law, corporate law, guaranty law, commercial banking law,
bankruptcy law and relevant laws and regulations.
4. Excellent business sense, good at keeping track of market events and trends.
5. Excellent English language skills in listening, speaking, reading and writing.
Mandarin Chinese is required.
6. Proficiency of Photoshop\ CorelDraw \ Illustrator and some office software
Work history：
Shanghai Trade Development Company，Project Manager 1999-2002
Shanghai，China
Decide how to readjust advertising program periodically to make budget work it’s hardest.
Beijing Zhongxing accounting firm，Advertising Executive，2003—2008
Beijing，China
Helps companies develop advertising plans based on hard evidence. Make the scheme that is efficient, energy saves and cost saves.
Accomplishment：
1. China Association of Advertising Professionals:
2. Outstanding advertising Leadership Award, 2007
VP Human Resources：
Name：Nick
Education：Pasadena City College
Address：Guizhou，China, 558400
Phone：9435797309
Email：395375097@https://www.doczj.com/doc/0c6484017.html,
Job Descriptions:
1. Responsible for establishment the training and developing system for human
resource.
2. Established to the effective training management system of company.
3. In charge of the annual performance appraisal; assist department manager to
improve employees' performance to reach the company's requirements.
4. Solve labors disputes properly.
5. Lay down standards of service system, strict management regulations.
Professional Summary and Skills：
1) Assists the Branch Manager in recruiting strategy determination and headcount
planning.
2) Responsible for developing recruitment channels, to organize or participate in various
recruitment activities, to establish talent exchanges social network.
3) High responsibility and good professional ethics.
4) Excellent capability in communication, coordination, management, effective allocation
of internal and external human resources.
5) Familiar with Word, Excel, PowerPoint, Photoshop, AutoCAD, CorelDraw and other
office software.
Work history：
Beijing Electronics Import and Export Corporation, Present Director of Human Resources and Staff Development, 2002-2005
Beijing，China
Set up a complete human resources management system for recruitment, training, appointment and employee motivation.
Beijing Foreign Trade Consultation & Technical Service Corporation，Director of Human Resources，2006-2013
Beijing，China
Revise the human resource management https://www.doczj.com/doc/0c6484017.html,anized training for managers and employees.
Accomplishment：
1. Strengthen the management of company HR professional.
2. Successful planning company annual meeting with overseas companies in 2008 Marketing Plan
Store 1
4.1 Sales Forecast
Products price
My stores plan to sell cosmetics including those low-priced and mid-priced products mostly，but still have fewer high-priced and purchasing agents products. So the price has averaged around $100-200.
4.2 Target Market
Target consumer group 1）All the people
2）16——40 year -old women
Marketing Strategy
My cosmetics stores have various products，such as FreePlus，Mentholatum，and Drmagic. There is a friendly, clean, and comfortable environment. Firstly we
prepared several computers for customers to look for the products they most need.
They just input some keywords and the system will show a list of suitable
cosmetics for clients to choose. Secondly we will expand advertising. There are 2 advertising methods：1. We apply for the account numbers——―The Neysa
cosmetics shop in Sina microblog and wechat，pay close attention to our accounts and you will get the newest special offer for the store and sometimes there are
exciting prizes to be won in the lucky draw. Forwarding our message in Sina
microblog and wechat with @ your friends，we will send membership cards for the top ten people who forward messages.2.We will do some sales promotions with
stores near out cosmetics shop，to let more people know about it. What more，
every year we will organize 1—2 trip（like Hong Kong, Singapore and Japan）for our workers and during the time we will purchase some especial overseas if the
clients want.
4.3 This is the diagram about next 5 years’ total income：（For one I need to say is that
the diagrams’ information is including all 10 stores’ data. So I won’t show the diagram in the next 9 stores’ marking plan.）
This is the diagram about next 5 years’ gross margin：
This is the diagram about next 5 years’ net profi t：
Demographic
My stores’ neighborhood where the store is located with 5 km circle is 243.1Most of them are new stories2. The city’s crime rate is low.3And urban transportation in Chongqing is
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convenient. You can see there are so many modes of transport in the city map, such as by bus, by light railway, by railway and by car. During the rush hour the traffic on Jiahua Bridge is very busy and each hour passes 12701 cars.4
?Population：
Population: Percentage of Men/Women: 51%/49%5
Average Income: 3337 RMB/month6
Population (31，442，3007) X Women (49%) = 15，406，727
Population of women 15 – 40 years old (50%8) =1，292，674
Area of Chongqing=14060Sq/km9
The population of women 15- 40 in 5 km area is approximately 460 (1，292，674 /14060x 5)
460 women in your available market area
35% of these people might shop at your store (160 people)
That is an average of 14 customers per month.
?Salaries and Benefits in the area of the city
The income of the urban households in Chongqing in 2012 is 22968RMB. This is about a 13.4 percent increase over 2011.10It’s enough to buy my cosmetics.
Store 2
4.1Sales Forecast
?Products price
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My stores plan to sell cosmetics including those low-priced and mid-priced products mostly，but still have fewer high-priced and purchasing agents products. So the price has averaged around $200-300.
4.2 Target Market
Target consumer group 1）All the people
2）16——40 year -old women
?Marketing Strategy
My cosmetics stores have various products，such as FreePlus，Mentholatum，and Drmagic. There is a friendly, clean, and comfortable environment. Firstly we
prepared several computers for customers to look for the products they most need.
They just input some keywords and the system will show a list of suitable
cosmetics for clients to choose. Secondly we will expand advertising. There are 2 advertising methods：1. We apply for the account numbers——―The Neysa
cosmetics shop in Sina microblog and wechat，pay close attention to our accounts and you will get the newest special offer for the store and sometimes there are
exciting prizes to be won in the lucky draw. Forwarding our message in Sina
microblog and wechat with @ your friends ，we will send membership cards for
the top ten people who forward messages.2.We will do some sales promotions
with stores near out cosmetics shop，to let more people know about it. What
more，every year we will organize 1—2 trip（like Hong Kong, Singapore and
Japan）for our workers and during the time we will purchase some especial
overseas if the clients want.
?Demographics
?My stores’ neighborhood where the store is located with 5 km circle is 186.11Most of them are new stories12. The city’s crime rate is low.13And urban transportation in Chongqing is convenient. You can see there are so many modes of transport in the city map, such as by bus, by light railway, by railway and by car. During the rush hour the traffic on Jiahua Bridge is very busy and each hour passes 12701 cars.14
?Population：
Population: Percentage of Men/Women: 51%/49%15
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Average Income: 3337 RMB/month16
Population (31，442，30017) X Women (49%) = 15，406，727
Population of women 15 – 40 years old (50%18) =1，292，674
Area of Chongqing=14060Sq/km19
Population of women 15- 40 in 5 km area is approximately 460 (1，292，674 /14060x 5)
460 women in your available market area
35% of these people might shop at your store (160 people)
That is an average of 14 customers per month.
?Salaries and Benefits in the area of the city
The income of the urban households in Chongqing in 2012 is 22968RMB. This is
about a 13.4 percent increase over 2011.20It’s enough to buy my cosmetics.
Store 3
4.1 Sales Forecast
?Products price
My stores plan to sell cosmetics including those low-priced and mid-priced products mostly，but still have fewer high-priced and purchasing agents products. So the price has averaged around $50-100.
4.2 Target Market
Target consumer group 1）All the people
2）16——40 year -old women
?Marketing Strategy
My cosmetics stores have various products，such as FreePlus，Mentholatum，and Drmagic. There is a friendly, clean, and comfortable environment. Firstly we
prepared several computers for customers to look for the products they most need. 16https://www.doczj.com/doc/0c6484017.html,/post/465142/
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They just input some keywords and the system will show a list of suitable
cosmetics for clients to choose. Secondly we will expand advertising. There are 2 advertising methods：1. We apply for the account numbers——―The Neysa
cosmetics shop Sina microblog and wechat，pay close attention to our accounts and you will get the newest special offer for the store and sometimes there are
exciting prizes to be won in the lucky draw. Forwarding our message in Sina
microblog and wechat with @ your friends ，we will send membership cards for the top ten people who forward messages.2.We will do some sales promotions
with stores near out cosmetics shop，to let more people know about it. What
more，every year we will organize 1—2 trip（like Hong Kong, Singapore and
Japan）for our workers and during the time we will purchase some especial
overseas if the clients want.
?Demographics
My stores’ neighborhood where the store is located with 5 km circle is 321.21Most of them are new stories22. The city’s crime rate is low.23And urban transportation in Chongqing is convenient. You can see there are so many modes of transport in the city map, such as by bus, by light railway, by railway and by car. During the rush hour the traffic on Jiahua Bridge is very busy and each hour passes 12701 cars.24
?Population：
Population: Percentage of Men/Women: 51%/49%25
Average Income: 3337 RMB/month26
Population (31，442，30027) X Women (49%) = 15，406，727
Population of women 15 – 40 years old (50%28) =1，292，674
Area of Chongqing=14060Sq/km29
Population of women 15- 40 in 5 km area is approximately 460 (1，292，674 /14060x 5)
21https://www.doczj.com/doc/0c6484017.html,/4874823/blog/1369208057#!app=2&via=QZ.HashRefresh
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460 women in your available market area
35% of these people might shop at your store (160 people)
That is an average of 14 customers per month.
?Salaries and Benefits in the area of the city
The income of the urban households in Chongqing in 2012 is 22968RMB. This is
about a 13.4 percent increase over 2011.30It’s enough to buy my cosmetics.
Store 4
4.1 Sales Forecast
?Products price
My stores plan to sell cosmetics including those low-priced and mid-priced products mostly，but still have fewer high-priced and purchasing agents products. So the price has averaged around $150-200.
4.2 Target Market
Target consumer group 1）All the people
2）16——40 year -old women
?Marketing Strategy
My cosmetics stores have various products，such as FreePlus，Mentholatum，and Drmagic. There is a friendly, clean, and comfortable environment. Firstly we
prepared several computers for customers to look for the products they most need.
They just input some keywords and the system will show a list of suitable
cosmetics for clients to choose. Secondly we will expand advertising. There are 2 advertising methods：1. We apply for the account numbers——―The Neysa
cosmetics shop Sina microblog and wechat，pay close attention to our accounts
and you will get the newest special offer for the store and sometimes there are
exciting prizes to be won in the lucky draw. Forwarding our message in Sina
microblog and wechat with @ your friends ，we will send membership cards for
the top ten people who forward messages.2.We will do some sales promotions
with stores near out cosmetics shop，to let more people know about it. What
more，every year we will organize 1—2 trip（like Hong Kong, Singapore and
Japan）for our workers and during the time we will purchase some especial
overseas if the clients want.
30https://www.doczj.com/doc/0c6484017.html,/a/20120727/000216.htm
?Demographics
My stores’ neighborhood where the store is located with 5 km circle is 227.31Most of them are new stories32. The city’s crime rate is low.33And urban transportation in Chongqing is convenient. You can see there are so many modes of transport in the city map, such as by bus, by light railway, by railway and by car. During the rush hour the traffic on Jiahua Bridge is very busy and each hour passes 12701 cars.34
?Population：
Population: Percentage of Men/Women: 51%/49%35
Average Income: 3337 RMB/month36
Population (31，442，30037) X Women (49%) = 15，406，727
Population of women 15 – 40 years old (50%38) =1，292，674
Area of Chongqing=14060Sq/km39
The population of women 15- 40 in 5 km area is approximately 460 (1，292，674 /14060x 5)
460 women in your available market area
35% of these people might shop at your store (160 people)
That is an average of 14 customers per month.
?Salaries and Benefits in the area of the city
The income of the urban households in Chongqing in 2012 is 22968RMB. This is about a 13.4 percent increase over 2011.40It’s enough to buy my cosmetics.
31https://www.doczj.com/doc/0c6484017.html,/question/156199/
32https://www.doczj.com/doc/0c6484017.html,/p-552305009.html
33https://www.doczj.com/doc/0c6484017.html,/content/2010-09/19/content_3512433.htm
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