Business Plan

TopValue Screen Printing & Embroidering

Kate OShea
(987) 987-4309
k.oshea1987@gmail.com
November 28th, 2016
 Table of Contents

I. Executive Summary ........................................................................................................ 3

II. Mission, Vision, and Culture ............................................................................................ 4
III. Company Description .................................................................................................. 5
IV. Opportunity Analysis and Research ............................................................................. 5
V. Industry Analysis ...................................................................................................................... 6
VI. Environmental Analysis ........................................................................................................ 8
VII. Competitive Analysis ............................................................................................................ 9
VIII. Marketing Strategy and Plan ...................................................................................... 11
IX. Product/Services .................................................................................................................... 12
X. Pricing .................................................................................................................................... 12
XI. Promotion .............................................................................................................................. 13
XII. Places ................................................................................................................................ 13
XIII. Management and Operations .................................................................................... 14
XIV. Physical Location ................................................................................................................ 15
XV. Facilities ............................................................................................................................. 16
XVI. Inventory, Production, and Quality Assurance ................................................................... 17
XVII. Financial Analysis and Projections .............................................................................. 18
XVIII. Funding Request ..................................................................................................... 19
XIX. Income Statement Projections ................................................................................... 20
XX. Appendix ................................................................................................................... 21

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 I. Executive Summary

TopValue Screen Printing and Embroiderings missions statement is To design

and sell high-quality apparel that will be worn to support town pride and team

spirit in many different generations. TopValue Screen Printing and

Embroidering is a company that produces high-quality apparel for many

different occasions. The work put into all products will be done by my cousin,

Nichols Johnson, as well as myself, Kate OShea, who both have experience in

the industry. We will mainly use the automatic presses to produce our quality

work however, some things must be done by hand.

One of our competitive advantages is will have a guaranteed turnaround time

of two to three days, always producing a number of different jobs every day.

We will mainly utilize our local newspapers for advertising but local coffee

shops will also play a role in our advertising process. We will create a company

Facebook page to show work thats been done within the company for various

customers. We plan to sell to local sports teams, fundraisers, and people that

are enthusiastic about their town pride.

Another advantage to our competitive advantage is TopValue Screen Printing

and Embroidering allows the customers to choose what brand of apparel they

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 would like to purchase besides t-shirts. This allows customers to decide which

brand they believe will have the highest quality. This company will be started

in May of the year 2019. The purpose will be to provide lower priced customer

apparel to local towns, sports teams, as well as local fundraisers such as

Turkey Trots. The cost of the start is estimated at $48,475 which includes

marketing, hiring an employee, purchases of all equipment and a minimal

amount of inventory to start up the business and will be further explained in

Section XIX: Funding Request. The screen printing and embroidering industry is

growing over the years but currently consists of 48,597 companies.

II. Mission, Vision, and Culture

TopValue Screen Printing and Embroidering seeks to design and sell high-quality

apparel that will be worn to support town pride and team spirit in many different

generations. We strive for relationships with our customers, employees and

suppliers which are as high quality as our products produced. The vision of

TopValue Screen Printing and Embroidering is to have our company be imitated

by our competitors. We will advance our income of customers by providing high-

quality apparel with value added to them. To provide creativity, open-minded,

motivated, and honest employees who will ensure success through the business.

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Our company will continue to change through upgrading and pertain new

technology and be open-minded with clients and listen to their wants.

III. Company Description

TopValue Screen Printing and Embroidering is in the screen printing industry

looking to provide custom apparel for the public. This would allow customers to

show off sports teams, championships, big events, support, or even town pride.

We are a sole proprietor business that is easily organized. There is almost no

government regulation of the business structure needed as well. TopValue Screen

Printing and Embroidering specializes in our fast and efficient turnaround time as

well as excellent customer service and experience. By specializing in turnaround

time and customer service, this will draw customers back to our company the

next time they need a job printed. Our strategic advantage is our two to three

business day turnaround time guaranteed for all sales. This is a huge advantage

for our company as most customers dont want to wait more than a week for

their jobs to be complete.

IV. Opportunity Analysis and Research

TopValue Screen Printing and Embroidering targets athletic coaches, middle-aged

parents, sports teams, companies, organizations, and any fundraising events that

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may need apparel to wear or give away. TopValue Screen Printing and

Embroidering strives to make sports teams, companies, fundraisers, etc. looking

professional with high quality apparel. This give TopValue Screen Printing and

Embroidering an opportunity to get their name out to the public and bring in

more business. As customers show off their high quality apparel to sports teams,

others are going to wonder where it came from and also how they can get one for

themselves.

V. Industry Analysis

TopValue Screen Printing and Embroidering will offer high quality apparel at a

reasonable price, nothing out of the ordinary that an average person couldnt

afford. There will be lots of advertising and promoting happening within the local

town and sports teams as well so customers can know where to get one for

themselves. The price of the product, cost of production, and technology will all

have a huge role to play in influencing the supply for our products. New

technology will need to be purchased over the years as the company begins to

grow and bring in more customers around the surrounding towns, or even

further.

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The size of the screen printing industry is a decent size at 48,597 with most

businesses being small and in the region. The industry first started out during the

Song Dynasty, 960-1279 AD. Later, in the 1960s, the United States used screen

printing to display meaningful messages during the Civil Rights era, womens

rights and antiwar movements. In the upcoming years however, the screen

printing industry is expected to make a rapid jump in the growth of the industry.

With technology always being updated, it was soon discovered that screen

printing could be done on almost anything wood, glass, plastic, leather, paper,

or any fabric. Keeping technology updated also keeps employees updated causing

the screen printing and embroidering industry to soon be all automatically done

with little help needed from human bodies.

The size of our target is fairly large. We are seeking into receiving large sports

teams orders and also personally owned companies such as plumbers or

contractors that need apparel for their employees. We hope to have eighty-five

percent of orders be $200 or more. As we will be producing high quality apparel

we expect our products to be able to last five or more years. With personally

owned companies however, we expect the products to last between one and half

to two years before they are worn out from the intense labor they do. With our

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products lasting fairly large time spans, we hope to receive these customers back

when it comes time for a new order of apparel.

VI. Environmental Analysis

TopValue Screen Printing and Embroidering has many strengths. Our business is

up-to-date on all technology included but not limited to our automatic screen

printer has top end employees including one who specializes in designing, and

also a location that sees the peak of traffic every day during rush hour.

TopValue Screen Printing and Embroidering however also has weaknesses. The

main weakness is our competitors have between ten and thirty years of

experience while TopValue Screen Printing and Embroidering only have between

four and six years.

Opportunities for TopValue Screen Printing and Embroidering are out there.

There is definitely an opportunity for our business to be up and running, perhaps

even steal some of our competitors customers. TopValue has the opportunity to

make a name for itself and become the known screen printing company in the

local area.

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Threats that approach TopValue Screen Printing and Embroidering however could

hurt the company very much. One major threat is not being able to steal the

customers form competitors who have been loyal to the other surrounding

businesses for years. Drawing in customers from the surrounding businesses will

most definitely be the most difficult task to complete for the business.

VII. Competitive Analysis

Our competition is there but TopValue Screen Printing and Embroidering is

planning ahead and ready to take over some business. Our location is a perfect

location being on one of the busiest, if not the busiest roads in Billerica,

Massachusetts. We are located on Middlesex Turnpike, visible from the street but

away from the larger office buildings on the same road. This location gets a lot of

attention during traffic hour on the daily, by taking a look at the beautiful lake,

someone would notice our sign and know where we are located and what we a

do. There are also many other attractions that bring people into the area on a

daily which will also draw their attention to our store. TopValue Screen Printing

and Embroidering will have a guaranteed turnaround time of two to three days,

always producing a number of different jobs every day. The employees will have

top notch training on excellent customer service therefore customers will always

be pleased with their visit to our store.

Greco Graphics is going to be a very high competitor with 30 years of experience

and also offering screen printing and embroidering. However, Greco Graphics also

offers printing on pens, keychains, bumper stickers, and also customize trophies.

Billerica Sportswear is also going to be a competitor in the area however, I dont

believe it will be as high as Greco Graphics. Billerica Sportswear has to do some

outsourcing to other businesses in the area because sometimes there are more

products that need to be produced than they can do in one day being a two-man

business. Overall, Billerica Sportswear lacks their turnaround time which is

TopValue Screen Printing and Embroiderings number one focus.

EmbroidMe will also be a competitor but again I dont believe it will be much of

an issue as they lack in turnaround time and also lack having their business open

on a daily. EmbroidMe offers the same service as TopValue Screen Printing and

Embroidering but doesnt specialize in high quality products and two to three

business day turnaround which sets us apart from them.

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 Our strategy for outperforming competitors is going to start with our excellent

customer service with customers on their first visit as well as the rest of the time

they visit our store. Once our customer service draws the customers into our

store giving us the go to produce their product, we have a guaranteed turnaround

time of two to three business days. Having a guaranteed turnaround time be so

rapidly assumes customers they will have their product for the date they need it

at all times, customers will never have to wait for their products.

TopValue Screen Printing and Embroiderings strategy for outperforming our

competitors is to have the fastest turnaround time in the region. Along with

having a fast turnaround time we also expect our products to be printed in high

quality but also to be on high quality apparel.

VIII. Marketing Strategy and Plan

TopValue Screen Printing and Embroidering will be very active with the marketing

campaign. To start our business off on the right foot, many phone calls will be

made each day to bring in customers and let it be know we are now open for

business. Actively looking to set a contract with medium sized companies for

uniforms or even schools for school apparel. There will be an advertisement in

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many popular local businesses to get the word out as well as newspapers. The

advertisements will explain what type of service we are and what there is to offer.

Our marketing campaign will draw the customers eyes directly in and wanting to

visit our location to see what we are all about.

IX. Product/Services

TopValue Screen Printing and Embroidering produces high-quality screen printing

and embroidering on a variety of types of clothing including sweatpants,

sweatshirts, t-shirts and shorts for all ages as well as towels, backpacks, sporting

bags, hats and more. All products will be made of different materials per

customer requests and needs. The products will be printed or embroidered to be

long lasting especially in outdoor weather.

X. Pricing

TopValue Screen Printing and Embroidering will offer realistic prices for all

apparel and accessories. Our pricing wont follow what competitors are selling

for, it will be unique to our company. Customers will be paying for the price of the

product how much the shirt, sweatshirt, backpack, etc. cost as well as labor

and supplies. Pricing wont be a shock to customers, they will pay around what

they expect to pay based off of how good of quality their product is. Based off

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team orders, a contract may be set up to allow a discount for buying in bulk

orders.

XI. Promotion

TopValue Screen Printing and Embroidering will be promoting on social media as

well as in local popular shops. Social media will be huge for promoting the

company and making it known for a number of different ways. There will be

company t-shirt give always showing pride for the new local screen printing

business as well as getting the word out there, there will be coupon give always

on social media for customers to bring in to redeem.

XII. Places

TopValue Screen Printing and Embroidering will be advertising in many locations.

The main location that will be tremendously helpful to the company is going to be

advertising in the local newspapers. The Boston Globe, Lowell Sun, and many

other surrounding town newspapers will be mainly where the company adds will

be found. Lots of adults read local newspapers which would get the word out

quickly for an up and coming business. There will also be advertisements around

local coffee shops where there are bulletins. Javas Brewin is a great location for

the Billerica and Tewksbury area because that is a huge go to spot for both adults

and older teenagers our target market. Perfectos Caf is also a get together spot

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 for local Tewksbury, Billerica, and Wilmington residents which would be another

vast advertisement spot for the new local business. Another successful

advertisement could be to have company t-shirts made that could be given away

at town events or even to the first fifty customers to get publicity. This would let

the customers show where they got their apparel from, how good it came out,

and also what the quality of the material is.

XIII. Management and Operations

The management team of this business will be my cousin Nicole and I. My cousins

has a notable amount of background in the embroidering and design industry

therefore she will be a vast plus to this company. She has gone to a technical high

school where she became a certified screen printing and embroiderer however,

her specialty is embroidering and designing. Straight out of high school she had

maintained a co-op position and has further educated herself at Middlesex

Community College for a bachelors degree in Graphic Design. Shes gone through

many months of training and is ready to help contribute to the opening of

TopValue Screen Printing and Embroiderings successful journey. There is nothing

about the Graphic Design industry that she does not know.

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I am currently majoring in General Business at Nichols College focusing in Finance,

Accounting and also Entrepreneurial Management. I was also certified in Graphic

Design out of high school. I have worked for two other screen printing and

embroidering businesses in the co-op program to further my experience and

background in the industry. I have significant knowledge when it comes to

managing my own business from classes and experience Ive had in the past. I

plan to continue to further my education by attending the monthly workshops for

screen printing and embroidering company owners to keep up with new and

upcoming technology. As the manager of this company, I will collect the profits

once taxes are paid.

XIV. Physical Location

Our location is on Middlesex Turnpike in Billerica, Massachusetts where a lot of

work traffic as well as business traffic occurs. There is some competition to keep

in mind however, it is nothing that TopValue Screen Printing and Embroidering

cant overcome. The disadvantages of this location is it there isnt any business or

work traffic occurring, the building is in the back of town. All the traffic comes

during the week and is especially high in the early morning between 7am and

11am and again in the evening from 3pm until 7pm. During the weekend, this

location is good because the location is right off the highway near a gas station

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and coffee shop so there are always a decent number of people driving by that

will notice the location. In the summer months, this is a very busy location

because there is a new, popular restaurant that just opened that is actually

located on the lake which draws a lot of visitors. Lots of traffic is in the area at all

points of the day, the street is never quiet which gives TopValue Screen Printing

and Embroidering a lot of publicity.

XV. Facilities

TopValue Screen Printing and Embroidering will be located in an office type

building but not exactly the office type setting. The building has a window tinting

business on one side, some contracting shops where they leave tools, extra

supplies, and also a place to park company vehicles at the end of the day, and also

a couple of tiny offices for very small businesses that are mainly used for

bookkeeping rather than customers visitation. We will be purchasing an

automatic screen printing machine as well as an embroidering machine which will

be our largest purchases for the startup company. There will also have to be a

power washer with a bay for use of screen washing, there will need to be a t-shirt

oven to dry the screen printed ink onto the t-shirts quickly.

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XVI. Inventory, Production, and Quality Assurance

Our inventory will mainly be Gildan products unless upon request. All products

will be purchased from a wholesale distributer ShirtChamp.com. TopValue

Screen Printing and Embroidering will purchase bulk orders to cut down on costs

of apparel as well as keep the cost down on material for customers. As noted

before, we strive to have a low cost, if not the lowest cost of screen printing and

embroidering in the county to keep sales increasing over the years. We plan on

keeping some inventory inside the store in case of any walk-in customers who

may only want a shirt or two printed, any mess ups, samples, or even to produce

shirts to advertise our own company. We plan to have a larger inventory on t-

shirts and sweatshirts over sweatpants and shorts. Our inventory will consist of

very little backpacks and sports jerseys as those will only be purchased upon

request, any left overs will be considered our inventory.

Our production rate is aiming to be the best one in the county. At TopValue

Screen Printing and Embroidering, we aim to keep our customers returning in the

future. Having a high production rate means that jobs coming in get done quickly

and correctly then get delivered to the customers within two to three business

days. TopValue Screen Printing and Embroidering, we plan to produce about one

thousand t-shirts or sweatshirts a day and about 750 sweatpants or shorts on the

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 automatic screen printer. For embroidering, we plan on producing 150

sweatshirts, jackets, pants, backpacks or hats in one day.

Our quality assurance at TopValue Screen Printing and Embroidering will be top of

the line. Our goal is to satisfy every customer with their products and nothing

less. If a customer doesnt like or accept the way their product was printed or

embroidered, we will redo it at no cost and it will be ready for pick up that day if

not the next day. Quality assurance is huge for our company because we want to

keep our reputation high to keep customers coming back. Satisfying every

customer, the first time will make it easier to spread the word about our company

and bring in more business for us which, at the end of the day is what we want.

XVII. Financial Analysis and Projections

To start TopValue Screen Printing and Embroidering in a successful location, a

total capital of $48,475 would be needed. This capital would be needed in May of

the year 2019, after I complete my further education to successfully run the

business myself. The money raised will mainly go towards paying back our startup

loan but also could be used to purchase more inventory for the store so we can

then produce more products, raising more money. Equipment that will be

necessary to purchase will be an automatic screen printer, automatic embroider,

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 a bay and power washer used to clean screens, a dryer to heat the t-shirts over

four hundred degrees, a desk, computer and printer for the office, and also Adobe

InDesign, Illustrator, and Photoshop so we can produce our work. A minimal

inventory will also need to get the business up and running. Our payback period

will be two and a half years from the opening of our business.

XVIII. Funding Request

The biggest struggle for TopValue Screen Printing and Embroidering will be in the

first two years of operation. In order to pay off loans, there will need to be a fairly

large number of customers purchasing bulk orders of apparel in the first two

years. Maintaining the expenses will be huge for TopValue Screen Printing and

Embroidering because with the expenses not rising, there will be a profit made.

The key factors will be to advertise, gain publicity, and also keep a solid

reputation within the surrounding towns. To being TopValue Screen Printing and

Embroidering, we are requesting the amount of $48,475 to gather all necessary

equipment as well as a minimal inventory to get things started. Our ultimate goal

is to be paying off in full this loan within the two-year mark of opening for

business.

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XIX. Income Statement Projections

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XX. Appendix

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XXI. Work Cited
"A Brief History Of Screen Printing -." Printing Services | Apparel |

Embroidery | Online Inventory Systems. N.p., 13 July 2014. Web. 30

Nov. 2016.
"Need Custom Screen Printing?" Greco Graphics | Promotional

Products | Screen Printing MA | Embroidery MA. N.p., n.d. Web. 30

Nov. 2016.
"EmbroidMe." Embroidery Services, Garment Printing. N.p., n.d. Web.

30 Nov. 2016.
@Zillow. "505 Middlesex Tpke UNIT 15, Billerica, MA 01821 | Zillow."

Zillow. N.p., n.d. Web. 30 Nov. 2016.

ShirtChamp. "T-shirts Wholesale." Wholesale T-shirts. N.p., n.d. Web.

30 Nov. 2016.
"Printing in the US: Market Research Report." Printing in the US Market

Research | IBISWorld. N.p., n.d. Web. 30 Nov. 2016.

"Janome MB-4S Four-Needle Embroidery Machine W/ FREE BONUS

(MB4 or MB4N Upgrade)." SewingMachinesPlus.com. N.p., n.d. Web.

30 Nov. 2016.
"ScreenPrinting.com | Powered by Ryonet Entrepreneur Screen Printing

Shop Package." Complete Screen Shop Entrepreneur Package |

ScreenPrinting.com by Ryonet. N.p., n.d. Web. 30 Nov. 2016.

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