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T4U is an online customized t-shirt printing initiative aimed at providing customers with a platform for creating customized t-shirts and giving them an option of bulk ordering.
Products
T4U! will offer customers a variety of options for creating their own custom shirts. The majority of orders will be for t-shirts, however other style shirts will be available. We will use the DTG printing technology that allows a computer image to be applied to a shirt in a high quality, high resolution, economically feasible manner. This technology creates an image durable enough to withstand thousands of washings. Its photo-like quality, due to significantly higher printer resolution than anything on the market, will show off any image. The technology is cost effective enough to offer customers the ability to order just one unit. Most other competitors' costs prohibit printing custom shirts in one-off production runs. Finally, the customer may choose from an extensive library of existing images, supply their own image, or have an artist create an image for them.
Competitive Edge
T4U! has two sustainable competitive edges to assist them in market penetration. The first edge is a enormous catalog of graphic images. Their second edge is the high quality of sublimation offered.
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Mission
Tee For You (T4U)s mission is to offer the best and the finest in customized T shirt business. Tee For You (T4U) will offer customers the best product at the best price. Customer's expectations will always be exceeded.
Vision Statement
T4U is whatever you want it to be. T4U is about what you wear. Its also about what you think. And finally its about what you think you should wear .
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Management Team
T4U! will require the following personnel for operations: Heemaal, Manish, Shweta- For overall management and supervision Helper - Help with packing existing orders, and maintaining inventory Bookkeeper - Accounts receivable and payable Independent contractor - Graphic artist Receptionist - Help with customer queries Software Personnel - To help with website
Business Process
Tee For You (T4U) is an exciting new business that allows people to custom design a T shirt (specifically the design on the front or back) any way that they would like. By intelligently DTG printing technology, Tee For You (T4U) will harness the power of computer DTG to allow custom T shirt printing in production runs as small as one unit. Imagine the ability to create a totally custom T shirt. You choose the material and style of the shirt, and then the image or graphic you want on the front and/or back. This is the ultimate form of expression. There are no limits to what you can communicate. Some people might show their fanaticism for a particular sports team, others a musician. Or you might have a social message or cause on your shirt. Whatever you may decide, you can print any image on your shirt. Tee For You (T4U) will offer customers a variety of options for creating their own custom T shirts. We will use the printer DTG technology that allows a computer image to be applied to a shirt in a high quality, high resolution, economically feasible manner. This technology creates an image durable enough to withstand hundreds of washings. Its photo-like quality, due to significantly higher printer resolution than anything on the market, will show off any image. The technology is cost effective enough to offer customers the ability to order just one unit. Most other competitors' costs prohibit printing custom shirts in one-off production runs. Finally, the customer may choose from an extensive library of existing images, supply their own image, or have an artist create an image for them.
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Front end
Customer
Website
Catalogue
Bulk order
Artwork
Fill details
Payment
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Order confirmation
Inventory check
If Yes
If No (source)
Send to print
Packaging
Dispatch to courier
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Sample approval
Inventory check
If Yes
If No (source)
Send to print
Packaging
Dispatch to courier
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Production lead time for such orders will be of 7 days from the date of confirmation of the order to the shipment delivery to the customer. 2. For graphics and artwork, given by customer
Production lead time for these orders will be of 9-10 days from the date of confirmation of the order to the shipment delivery to the customer.
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3.
Production lead time for bulk orders will be of 20-30 days from the date of confirmation of the order to the shipment delivery to the customer, depending upon the size of the order.
within their catalog thereby significantly options. These images can be viewed and ordered online, providing customers with flexibility and convenience. Your T-Shirt! will have a comprehensive Website that will allow ordering a customer's home, or where ever they may be. Additionally, Your T-Shirt! will have a computer kiosk in the store front as an in-store catalog.
Your T-Shirt! will also offer custom artwork or graphic options for sublimation. The customer may bring in a graphic or may use Your T-Shirt!'s sub-contracted artist to realize their vision. Your T-Shirt!'s artist can take a customer's pencil drawing or even articulated thoughts and turn them into a new design. Your T-Shirt! will offer a range of different shirt options. As indicated by the name, there will be an emphasis on T-shirts. Short sleeves, long sleeves, organic fabrics, and a variety of polo, rugby and other styles will also be offered.
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Customer Analysis
Tee For You (T4U) has segmented their market into two distinct groups. As mentioned previously, the two segments are grouped by the type of product they chose. Although Tee For You (T4U) is dividing the market by product type, it is effectively dividing the market by age as well since the customers who purchase the custom artwork T shirts tend to be older than the group preferring the readymade graphics. While this is not a hard and fast rule, it is a fairly accurate generalization. Graphics - This is group purchases a T shirt and has an existing graphic placed on the T shirt. This is the less expensive option and lends itself to low production numbers, as low as one, since there is not the inherent expense of artwork creation.
Ages 14-25 69% are students Listen to 3.6 hours of music a week
Artwork - This segment prefers having custom artwork created and placed on their shirt. They generally have the image or style in mind and will upload it online.
Ages 24-43 Listen to 1.3 hours of music a week 18% are using the shirt as a form of communication for a cause or a
message Bulk orders - This segment prefers giving bulk orders with custom graphics or artwork placed on the t-shirts. For example, for college events, corporates, schools etc.
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Tee For You (T4U) has two competitive edges that they will use to their advantage to achieve market penetration.
Large
strategic relationships with existing graphics designers who are in the freelancing business and have an extensive images catalogues. Tee For You (T4U) is able to offer its customers an expansive array of imagery.
Quality
of the DTG - Due to the use of prototype technology, Tee For You
(T4U) will be able to produce DTGs of much higher quality than any of their competitors. This gives Tee For You (T4U) a fantastic competitive edge.
Competitive Analysis
Tee For You (T4U) has identified five competitors. They are
for youths as their graphics and artworks, colours and prints are made keeping youths culture in mind and holds a good customer base in the market.
URBAN
of yoga postures in the as funniest way as possible. But it still has to make a place in the market.
PEOPLE
organic marketing and follow only organic way of production but does not offer customization as the cost shoots up in customized printing in organic way.
ALMA
t-shirts. This brand has evolved in the past 2-3 years and is a leading pioneer in this field.
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1. Limited start up risk 2. 24 hours a day, 7 days in a week your business in operation. 3. You can do your business globally by sitting at your office, home or in bedroom. 4. The products reach to customers directly from the producers at a lower price than the market value. 5. It is fast and effective. 6. Low overhead cost and low barrier to entry 7. Direct consumer communication 8. Effective customization. 9. Price/product comparison 10. Can be started with a low investment
Weakness
1. Competitors can offer similar products quickly 2. High transportation cost 3. Limited flexibility in pricing 4. Many times, we prefer to buy the product by reaching personally to the market rather than purchasing through Internet. 5. Sometimes, transportation cost increases the product cost. 6. No. of potential customers who can buy through Internet is still not enough. 7. Inventory issues 8. Insecurity of payment gateways sometimes 9. Already an existing market 10. Limited market segment 11. No idea about quality and physical condition of the product
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Opportunity
1. Everyday number of Internet users is increasing in a rapid way. 2. People of tomorrow will feel more comfortable to buy products through Internet only. 3. Global Exposure 4. Industry Growth 5. Easy Expansion into other related areas like, hoodies, mobile covers etc.
1. 2. 3. 4. 5. 6. 7.
Threats
Changes in environment, law and regulations Privacy concerns Fraud Competition Economic slowdown Rising costs of raw materials, commodity prices Change in consumer preferences
Strengths
Globally well-established brands. Known for their humorous and creative designs to make people smile Franchising model is used by the brand therefore easy to expand. Popular brand among the youth and affordable price
1. 2. 3. 4.
Weakness
1. Presence as an add-on and in the retail outlets but the brands does not have their own outlets. 2. Sometimes perceived as a brand challenging sentiments therefore many people dont buy it.
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Opportunity
Diversification of products and offering other wide range of products. Global expansion with designs suiting the West.
1. 2.
Threats
1. Competition from international players in terms of designs, colors and comfort. 2. Economic down-turn affects the retail business directly with sales decreasing. 3. Location and brand presence in stores with other brands coming in is becoming a challenge.
Stitched t-shirt Printing cost Packaging Courier/transportation Overheads Operational Cost Total Final Price
Promotional Strategies
The marketing campaign will seek to increase visibility for Tee For You (T4U), emphasizing the ability of the customer to completely customize their design. Tee For You (T4U) will use several different venues to communicate this message.
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Advertising - Tee For You (T4U) will run ads in several teen/young adult Youth events - Many different events will be sponsored as a means of
magazines whose readership demographics are similar to Tee For You (T4U).
increasing visibility. These include but are not limited to music festivals and sporting events along with the new genre of extreme sporting events.
Student groups - Tee For You (T4U) will attempt to gain awareness of the
different student groups who actively purchase shirts for their members. Awareness will be achieved through a combination of sponsorship of student organization events as well as advertisements in magazines that specifically target this demographic.
Sales Strategy
The sales strategy will emphasize the fact that ordering a t-shirt from T4U! is a very easy and pleasing experience. The sales effort will work on the continual development of the website, the main tool used for ordering. It will be quite important to have a friendly, easy to use web interface for two main reasons. One, there are so many choices available that it could become daunting to the customer. The second reason is that a large portion of sales will be placed on the website. It is imperative to make it so easy that people don't stop part way through ordering due to cumbersome or difficult instructions. The website embraces the philosophy of making the experience so easy and pleasing that the customer comes back to buy more. T4U! will also rely on three other factors to help boost sales. The first is exemplary customer service. Having excellent service will provide the customer with the feeling that the business is looking out for the customer's interest. Second, when a customer places an order, they will probably be excited to see the finished product, so T4U! will ensure the fastest turnaround time possible. Lastly, sales will be boosted by offering customers a high quality product. We will use high grade cotton shirts and state-of-theart sublimation printing materials.
available on the site for customers to place orders. Because of the large volume of graphic image choices, it will be imperative that the site is easy to navigate through all the different options. The store will have a computer kiosk for customers to access the graphics catalog. The customer can then place the order online or take the information to an employee to place the order. The initial cost of the website will be the largest. Monthly maintenance costs will be marginal relative to the development and design costs.
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Two
HP computers - These will be high end models and utilize the following
software: Microsoft Office, Adobe Photoshop and Illustrator, Macromedia FreeHand, and CorelDraw.
HP
Laser printer For office document work and others. computer kiosk - This allows customers to view options for shirts and
In-store
existing imagery.
Website
- This will be used for information disbursement as well as ordering. display unit - To display assorted graphic images on paper for easier
Shelving
viewing.
Broadband Two
Internet connection.
desk/chair/office supplies sets. T shirt inventory - Inventory will be kept small to lower overhead. This
Small
will be accomplished by using a T shirt vendor who is one shipping day away, effectively using a just-in-time (JIT) system for managing inventory.
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2.
Start Up Expenses
(in INR) 3000 1000 1,00,000 70000 10,000 10000 1,31,000 2,00,000 20,000 2,20,000 3,51,000
Requirements Legal Stationery etc. Computer equipment Rent Insurance Office furniture Wesite development Total Start-up Expenses
Start-up Assets
Cash Required Other Current Assets Total Assets Total Requirements
Sources of finance
Family and friends
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FEASIBILITY STUDY
1. Product/service Feasibility
Keys to success
DTG
technology as a competitive advantage. customer expectations by offering high quality products at reasonable
Exceed
prices with quick turnaround times. 2. Financial Feasibility The venture is financially feasible since The initial start-up capital requirements are less and can be easily financed with the help from family and friends. The venture has a high potential of profit returns since this business deals with youngsters and their requirements.
3.
Market Feasibility
Tee For You (T4U) has segmented the market into two groups, organized by the type of product that they purchase. The first group is customers that desire an already created graphic image to be placed on the their T shirt. The second group are those that prefer custom artwork to be placed on their T shirt. Tee For You (T4U) has decided to divide the market by the products that they purchase because it offers an intuitive, easy method of targeting the two different groups. An additional reason for segmenting the market based on the two products is because the demographics for the buyers of the two products are distinct enough to group them separately.
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2.
3. WHICH CATEGORY OF T-SHIRTS YOU WOULD LIKE TO BUY FOR CUSTOMISED T-SHIRT??
4.
6. WOULD YOU LIKE TO ORDER IN BULK FOR YOUR CLASS, BATCH, COLLEGE EVENT ETC.?
Online T-shirt customization was greeted positively by all. This concept was welcomed equally by both males and females(47% n 53% respectively). Hence we can conclude that our customer base will be the youth irrespective of their gender. The most common colors preferred by the sample size were black<royal blue<white=grey<green<red<pink. The maximum no. of people chose to customize
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round neck T-shirts over Vneck and polo T-shirts. More no. of people would like to see their own graphics/artworks on the T-shirts as compared to choosing from the available catalogue. The most popular graphics were comic<music<sports. People said that they would be ready to pay upto Rs. 450 for their customized T-shirts. 75% people showed keen interest in ordering in bulk for college events etc.
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