coldwater creek canada opens first in saskatoon!
TRANSCRIPT
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Coldwater Creek Canadaopens first in Saskatoon!
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Products
• Women’s apparel, accessories and gift items
• Elegant casual clothes with above average quality
• Stylish and classic accessories that enhance clothing line
• Unique gift items reflecting nature and holiday seasons
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Mission Statement
To be the leader in specialty retailers for women in Saskatoon by offering a striking merchandise choice with superior customer service
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Location – University HeightsArea developed for new retail and commercial outlets.
Lease of approximately 4000 square feet
Surrounded by residential neighbourhoods that form our target market
Trading Area population of 400,000
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Target Market
-Women whose household income is greater than $70,000
-Mostly women over the age of 35
-Currently underserved with no existing store targeted towards this demographic offering both quality and a shopping experience
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PromotionBillboards -60 days prior to opening to create interest
Radio – one week prior to opening, on site radio promotion during opening, on going radio ads.
Flyers – Flyer week of grand opening and continue with 8 flyer drops per year.In Store events – 4 key seasonal sales events per year coinciding with Mother’s Day, Christmas, Easter and Valentines Day.
Magazine ads – national campaigns done by Corporate in women’s magazinesCustomer Contacts – Software used to gather customer information to send out emails for sales, store events and new products.Personal Selling – highly trained Sales Associates focused on exceptional customer service
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Marketing Expenses:Grand Opening Radio Promo & Future Events $4,000In Store Events $5,000Radio - on going $8,000Flyer drops/Mailouts $12,000Billboard $3,000Customer Contact Software $15,000Total Marketing Costs $47,000
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Competitive Advantage
• New brand not previously available by retail outlet in Canada
• The consistent high quality, specialized merchandise surpasses what is currently offered
• Dedication to our customer service provides a shopping experience that some of our competitors do not have ( Winners)
• Combination of products, service and overall value that the target market wants but is not being offered
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Revenue Targets
• $371/sq ft 2009 sales in flattened US economy
• $472/sq ft in a vibrant economy is our goal
• $260/sq ft is the break even
• Estimated $72 million/year spent on clothing by this group of customers in Saskatoon
• Expected market share of 2.7%
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Capital Financing Plan
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Projected Sales and IncomeYear 1 2 3 4 5
Sales 1,889,640 2,227,413 2,511,408 2,702,903 2,909,000 Net Income 227,192 308,105 361,328 405,406 536,308
Terminal Value 1,435,196 Net Present Value 817,571 IRR 48.70%
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Coldwater Creek Canada
Darlene ParsonsSheila Head
A New Shopping Experience
In Saskatoon