Chapter 01

Introduction
1. Name and Address

Name: Style him

Address: 5th Floor, Building No. 43 (Parvathi),
20th Cross, 31st Main,
H.S.R Layout Sector-2,
Bengaluru- 560102.

2. Name and Address of the Principals

Kartika Rana- f-227, Malviya nagar, New Delhi

Manu m Nadarajan-

3. Nature of the Business

Partnership- A Partnership business is a legal relationship formed by the agreement between

two or more individuals to carry on a business as co-owners.

A partnership is a business with multiple owners, each of whom has invested in the business.
Some partnerships include individuals who work in the business, while other may include
partners who have limited participation and also limited liability.

A partnership, as distinguished from a corporation, is not a separate entity from the individual
owners. The partnership income tax is paid by the partnership, but the profits and losses are
divided among the partners, and paid by the partners, based on their agreement.

Partnerships come in two varieties: general partnerships and limited partnerships. In a general
partnership, the partners manage the company and assume responsibility for the partnership's
debts and other obligations.

A limited partnership has both general and limited partners. The general partners own and
operate the business and assume liability for the partnership, while the limited partners serve as
investors only; they have no control over the company and are not subject to the same liabilities
as the general partners.

Partnerships are usually registered with the state in which they do business, but the requirement
to register varies from state to state. Partnerships use a partnership agreement to clarify the
relationship between the partners, roles and responsibilities of the partners, and their respective
shares in the profits or losses of the partnership.
4. Statement of Financing Needed

Phase Activity Budget required

Set up Cost Legal Formalities 10,000

Infrastructure 20,000

Payment Gateway 7,000

Operating Capital 50,000

Ongoing Employee Costs 20,000

Fixed Costs
Infrastructure 2,000

Utilities 1,000
Rent 18,000

Ongoing variable cost Marketing 3,000

1,31,000

5. Statement of Confidentiality of Report

The information contained in these documents is confidential, privileged and only

for the information of the intended recipient and may not be used, published or redistributed
without the prior written consent of Style Him.
The opinions expressed are in good faith and while every care has been taken in preparing these
documents, Style Him Managers makes no representations and gives no warranties of whatever
nature in respect of these documents, including but not limited to the accuracy or completeness
of any information, facts and/or opinions contained therein.

Style Him, its subsidiaries, the directors, employees and agents cannot be held liable for the use
of and reliance of the opinions, estimates, forecasts and findings in these documents.
6. Chapter 02

Executive Summary
Style him is a Bangalore based Accessories Brand. We have been able to secure a standard and
well positioned office facility in a central business district in Bengaluru. We are a accessories
for men store that is set to compete in the highly competitive retail industry.

Style him will offer good quality accessories for men. We will offer new design accessories for
men. We will make sure that we take all the members of our workforce through the required
trainings that will position them to meet the expectation of the customer and to compete with
other accessories brand in India.

At Style Him, our customerts best interest will always come first, and everything we do will be
guided by our values and professional ethics. We will ensure that we hold ourselves accountable
to the highest standards by meeting our clients needs precisely and completely.

We will cultivate a working environment that provides a human, sustainable approach to earning
a living, and living in our world, for our partners, employees and for our customers.

The purpose of this business plan is to develop a blueprint of the company's vision and strategy
and then use this plan to as a guide to develop and grow the business. This business plan will
also be used to align the various elements of the company to create a coherent system of
sustainable customer satisfaction and profitability.

The Style Him will focus on one primary market, men. We will concentrate our marketing
efforts on professional men, as well as those who like to wear accessories when going out for the
evening.

We will sell to these customers by suggesting color combinations and styles for various outfits
and occasions demonstrating our knowledge of fashion design and customer service targeted at
individual shoppers..

Phase Activity Budget Required (INR)

Chapter 03

Environmental and Industry Analysis

3.1. Future Outlook and Trends

The total fashion accessory retail market is worth Rs 15,557 crore, growing at 18 per cent to 19
per cent and is expected to touch Rs 25,306 crore by 2017 according to India Retail Report 2015.
The market is mainly ruled by bags, belts and wallets, which holds 60 per cent market share. 27
per cent of the market is dominated by socks, hankies, scarves, caps, gloves, mufflers etc. Rest of
the market, which is 13 per cent goes to hair accessories, tie pins, cuff links etc.

Accessories are not mere add-ons any more, rather these have become statement pieces for
anyone, the market does not want run-of-the-mill assembly line products but rather
individualistic accessories that really act like a statement. Also, another important trend is natural
and organic. People are moving away from synthetic product to embrace products that are more
natural.

For retailers and brands, the men accessories market in India will continue to present an
opportunity to innovate and grow. With the increasing penetration of corporatized retail, the
accessories market will also witness the introduction of many more formats and concepts. And
while many Indian retailers and manufacturers will continue to focus on the latest international
fashion trends, many more will blend international with traditional Indian styles and elements to
make their offerings more connecting, distinct and unique.

3.2. Analysis of Competitors

Only few stores are there in Bengaluru who are famous for men accessories and even they
also have limited collections.

STORE ADDRESS PRODUCTS

OFFERED

192, 27th Main Rd, PWD Quarters,

CLASSIC POLO Belt, Wallets
1st Sector, HSR Layout,
Bengaluru, Karnataka 560102

GRS Plaza, 1307/1, 24th Main, Belt, Wallets, Tie, cufflinks

X Drax X6 Parangipalya, HSR Sector 2,
Bengaluru, Karnataka 560102
3.3. Market Segmentation

Market segmentation

Geographic Demographic Psychographic Behavioural

Bangalore Age: 18+ Male who are fashion Loves to shop online
lovers and also loves Shops at least 3 times
accessories. in a month
Gender: Female
Impulsive Buyers
Soft Core Loyal

3.4 Industry and market forecast

The fashion accessories are a separate market in itself, bringing in considerable amounts of capital and
increasing its contribution to the fashion industry year by year. The fashion accessories market of India
was observed at US$ 3.4 billion in 2014 and is estimated to grow at CAGR of 12 percent to reach US$
10.6 billion by 2024.

Size and growth of the market

The conception of fashion accessories like most things can be traced down to arise from need-based
situations which have now gradually evolved to attain a more want-based significance, adding more value
to the overall look instead of just the functionality of an attire. From the ice-age Cro-Magnons fashioning
fur hats and sewn lower-leg leggings to body art and ornaments used for camouflaging and to signify
various social rituals and occasions, accessorizing has come a long way.

Demand side factors:

Positive economic outlook and rising discretionary incomes: Indias economic growth
has attracted considerable attention from the developed world. As a result of Indias
surging economic situation, the per capita incomes are also experiencing an upward trend
leading to higher discretionary incomes at the hands of the consumers. This is the most
emphatic growth driver for economy as a whole, including the fashion accessories
market.

Growing eve power: Evolving social scenarios along with the said positive economic
development in the country has brought about much-needed and welcome change in how
women are viewed in the country. Percentage of parents preferring the girl child and the
number of females opting for higher education and subsequently joining the skilled
labour force have increased manifold. This growing eve-power is responsible for
augmenting growth in the fashion accessories segment as accessories are predominantly
are made for and purchased or used by women folk.
 Age of the internet and impact of globalization: With more number of youngsters opting
to pursue their higher education abroad and increasing number of young professionals
working for major multinational corporations, the overall exposure to various cultures
and trends has seen an upward trend. Also, with the advent of the world-wide-web,
everything is just a click away, significantly affecting the evolving tastes of the modern
consumer and also rendering the global consumer base more and more homogenized as
time goes by.

The demographic advantage: India is one of the youngest nations of the world. Currently
standing at 27 years (2017), it is assumed that by the year 2022, Indias median age
would be 29 years. Indias youth is better poised today to attain higher levels of education
and subsequently join the skilled workforce, thereby affecting the countrys demand and
supply and investment, and expenditure. These healthy injections and leakages of capital
are fuelling further growth in the economy. The fashion accessories market too enjoying
the benefits of Indias young population.

Future of accessories market

The various ongoing developments in the fashion retail industry reflect the optimism of
the market and indicate immense potential for growth and innovation.

Indian men too have embraced world fashion and have begun to wear more colorful
clothes and prints in different styles, and have started demonstrating higher fashion-
consciousness and awareness. The areas of high growth potential for the accessories
market are tier -I and -II cities for womens accessories and eventually the smaller towns.
The category of mens accessories needs to be propagated and accepted in semi-urban
areas and players in urban areas need to expand and diversify their products and their
reach.
Chapter 04

Description of the Venture

4.1 Product

Type of Products:
Accessories like bracelets, belts, ties, bows, pocket squares, brooches and
suspenders.

All these accessories would be made using artificial leather, jute, hemp and
coir, artificial leather.
Product categories:

Bracelets Suspenders

Ties Brooches

Pocket squares bows

4.2 Size of business

The size of the business will be small scale business with 1-2 employees for the first year.The
company will then expand based on the revenue and growth rate.

EQUIPMENT PERSONNEL
Display rack

Display cases

Checkout counter
2 employees
Slatwall Panels & Accessories

Glass Display Units

4.4. Background of the Entrepreneurs

Kartika Rana Bba in marketing and Masters in Fashion

management
Manu M Nadarajan Masters in fashion management
Chapter 05

Operational Plan

5.1. Companys Operations

Our brand offers fashionable and designer accessories for men. Examples include belts,
Brooches, Pocket squares, Bracelets, Bags, Ties and bows. Management has designed a proven
and effective seven step process to building a winning campaign.

The company's main customers will be students and youngsters. By focusing on institutions such
as these that have special needs, we believe we will be able to better serve our customers and
produce a superior service.

5.2. Flow of Orders of goods

Place order as per

analysing the
Design the designer 's
customer demand
sketches

Dipatchment of
Receiving the
Vendor inventory from
inventory
vendor's site

displaying feedback received

Sales made to End
inventory in the and after sales
customers
store by VM service if required
Chapter 06

Marketing Plan

6.1. The 4 Ps

The Style Him's marketing mix is comprised of the following approaches to pricing, distribution,
advertising and promotion, and customer service.

Pricing: Style Him pricing scheme will be from 300 to 1000

Distribution: Style Him products will be distributed from the store at kormangla.

Advertising and Promotion: The most successful activities will be a pamphlets and posters and
also through social media

Customer Service: Obsessive customer service is the mantra. No expenses will be spared to
achieve total customer satisfaction. This strategy will be pursued, regardless of the impact of
short-term profits. The reason for this is that total customer satisfaction is the recognition that
this will ensure long-term profitability.

6.2 Product forecast

projected growth (%)

3.5

2.5

1.5

0.5

0
January Februry March April May June
projected growth (%) 2.5 2.9 3 2.5 2 1.9
Chapter 07

Organizational Plan

7.1. Form of Ownership

The business will run as a Partnership between Kartika Rana and Manu M Nadarajan wherein in
terms of risks and returns (or liabilities and profits), the default assumption is that profits are
distributed equally, and that liability is shared jointly and severally. Any debt or liability
impacting the organisation can be distributed equally (or via allocated responsibility) across the
partners' personal assets.

7.2. Roles and Responsibilities of Members of Organization

Creating, communicating, and implementing the organizations

vision, mission, and overall direction

Kartika Rana
Responsible for handling the employee i.e, salesman.

Handling the logistic team and vendors

Responsible for handling the visual merchandising of store

Responsible for preparing financial reports, budgets, and

financial statements for the organization.
Manu M Nadarajan
Ensuring compliance with taxation legislation

Handling the Vendors and logistics team

Chapter 08

Assessment of Risk

8.1. Evaluate Weakness of Business

As new accessories for men store in Bengaluru, it might take some time for our store to break
into the market and gain acceptance especially from top customers in the already saturated and
highly competitive retail industry; that is perhaps our major weakness. Another weakness is that
we may not have the required cash to pump into promoting our business especially via main
stream media (TV, Radio and Newspapers et al) the way we would want to.

8.3. Contingency Plans

Theres been a lot of speculation lately about whether a recession might be just around the
corner. Predicting when the next shoe will drop might be difficult. But historically, economies
have followed the laws of physics; what goes up must come down.

There are four areas of consideration: 1) what are the standards of success in a down market; 2)
which products should be supported by marketing when budgets are tight; 3) which messages
will resonate; and 4) which media will provide the biggest bang for the buck?

First, whats the standard of success? A lot depends on the category. As a rule of thumb,
products that speak to basic needs are more recession-proof.

Often, the right choice is to cut marketing support of some non-essential products altogether,
rather than make proportional adjustments. Its a simple matter of concentration of force: better
to ensure the success of part of the portfolio than to bleed everything to death.