Winter 2015
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Our task was to create a complete business plan for a sustainable business of our choice. I focused on the same subject as my thesis project, a women's cycling apparel brand. The plan included mission and vision, logistics, operations, legal structure, marketing and financial planning. The Living Principles Framework was applied to establish a sustainability foundation. Below is the executive summary of the plan.
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Flamme Rouge is a women’s cycling apparel company, rooted in sustainable ideals. Recognizing that women ride bikes for many reasons, Flamme Rouge seeks to create apparel that crosses over between different aspects of the cycling woman’s life. Garments may be worn to commute, worn at work, or on trips to the grocery or the bar. Style, design, and construction makes them versatile.
Flamme Rouge apparel will be sold direct to consumers through an online platform, and, to a lesser degree, through retail partners. The company competes against cycling apparel companies such as Giro, and sustainable athletic brands like Nau or Patagonia. However, Flamme Rouge products are unique in their design intent – garments are intended for multiple uses and are highly considered for environmental impact. Customers are active women who choose bikes as a channel for transportation, recreation, or fitness. No matter the reason they ride, these women ride as a way of life. Flamme Rouge encourages them to ride even more by making it easy and simple to dress for the activity, while integrating with other aspects of her life.
Flamme Rouge is located in Portland, OR, and keeps production and distribution as localized as possible. An LLC, it operates with a small crew of 4 which handles all research, design, supply chain management, sales, and distribution. Manufacturing is outsourced to local, high quality factories, and fibers are generated by global mills which meet high standards for how people and the planet are treated. The ethical and sustainable standards of Flamme Rouge are a major part of its branding and identity within the cycling community. Great design, centered on the user, is the cornerstone of all garments produced by Flamme Rouge.
The company is in its infancy, with 4 products offered in the initial stages of commercialization. Garments are chosen to have the greatest versatility and usefulness, so that fewer garments are needed to satisfy all short-distance cycling apparel needs. It is lead and directed by a president and CEO. A design director, supply chain director, and business development director are the initial employees, covering all tasks required by the organization.
Funding is provided through private sources in order to enable first orders and guarantee sourcing. Garments are on the high end of the market’s price point, due largely to an insistence on quality goods and suppliers. Vigorous sales are essential in the first months in order to retain solvency and keep cash flow positive, as material inputs are expensive and require high amounts of capital.
In order to implement this business plan for Flamme Rouge apparel, funding must be secured prior to roll out. Designs are in the final stage of commercialization. Materials will next be confirmed, and suppliers will be standing by when funding is made available. Marketing plans will then be put into effect to generate demand for the products.
Flamme Rouge apparel will be sold direct to consumers through an online platform, and, to a lesser degree, through retail partners. The company competes against cycling apparel companies such as Giro, and sustainable athletic brands like Nau or Patagonia. However, Flamme Rouge products are unique in their design intent – garments are intended for multiple uses and are highly considered for environmental impact. Customers are active women who choose bikes as a channel for transportation, recreation, or fitness. No matter the reason they ride, these women ride as a way of life. Flamme Rouge encourages them to ride even more by making it easy and simple to dress for the activity, while integrating with other aspects of her life.
Flamme Rouge is located in Portland, OR, and keeps production and distribution as localized as possible. An LLC, it operates with a small crew of 4 which handles all research, design, supply chain management, sales, and distribution. Manufacturing is outsourced to local, high quality factories, and fibers are generated by global mills which meet high standards for how people and the planet are treated. The ethical and sustainable standards of Flamme Rouge are a major part of its branding and identity within the cycling community. Great design, centered on the user, is the cornerstone of all garments produced by Flamme Rouge.
The company is in its infancy, with 4 products offered in the initial stages of commercialization. Garments are chosen to have the greatest versatility and usefulness, so that fewer garments are needed to satisfy all short-distance cycling apparel needs. It is lead and directed by a president and CEO. A design director, supply chain director, and business development director are the initial employees, covering all tasks required by the organization.
Funding is provided through private sources in order to enable first orders and guarantee sourcing. Garments are on the high end of the market’s price point, due largely to an insistence on quality goods and suppliers. Vigorous sales are essential in the first months in order to retain solvency and keep cash flow positive, as material inputs are expensive and require high amounts of capital.
In order to implement this business plan for Flamme Rouge apparel, funding must be secured prior to roll out. Designs are in the final stage of commercialization. Materials will next be confirmed, and suppliers will be standing by when funding is made available. Marketing plans will then be put into effect to generate demand for the products.