Business Proposal

Overview
Big and tall will be a new apparel store that caters to the tall and Fatty community in Punjab,
Pakistan. As our name suggests our focus is to provide Big Size apparel and Shoes, and position
ourselves as the top retail store servicing this particular market.
We are the first and only to provide such a big Size Clothes and Shoes to this market segment.
Our intentions are to obtain 80% market share and become a central hub of shopping for those
big and tall peoples who live in Golden Triangle of Punjab, Pakistan.
Big and tall stores will be located at Gujranwala, Gujrat and Sialkot which is also known as
Golden Triangle. We believe that this is critical to our initial success and long-term growth.
Rationality
Destination XL, Rochester Big & Tall, Casual Male XL, BT Factory Direct, Shoes XL, and
Living XL all are the companies that provide Big Size apparel and Shoes in England, Canada,
London and United States. The first three businesses do business both in stores and online with
Destination XL being the largest of the stores. Rochester Big & Tall the most upscale of the three
and Casual Male more like a normal big and tall store. The other three stores strictly conduct
business online. All six stores once had their own websites, but recently Destination XL decided
to consolidate the sites into Destination XL's website therefore, all six online stores are
subsections of destinationxl.com. But In Pakistan there is no such a type of Store that caters this
Niche Market Segment.
Objectives
1. To create a shopping environment that caters to the big Size apparel and shoe need of the
Fatty and Tall men and women of the Punjab.
2. To earn 100% market share and become the only Big and Tall wear apparel store in Punjab
Pakistan and achieve name recognition in the Big and Tall community.
3. To receive a 40% profit margin within the first year.
4. To have a customer base of 1,000 by the end of the first operating year.
5. To achieve a net profit of 500,000 by year two and 100,000,0 by year three.
Cost Structure
Big and Tall Store costs are listed below. The company will start with three months inventory
on hand for apparel and Shoes as this is the main revenue generator. The majority of the
company's assets will reside in inventory. The opening day cash on hand balance will be
100,000.
Start-up Expenses
Rent 15,000
Grand Opening Event 25,000
Telephone & Utilities (3 months) 15,000
Business Insurance 30,000
Advertising & Promotion 50,000
Store Fixtures/Decorations 50,000
Computer/Cash Register 20,000
Total Start-up Expenses 205,000
Start-up Assets
Cash Required 100,000
Start-up Inventory 500,000
Long-term Assets 0
Total Assets 600,000
Total Requirements 805,000

Market Segmentation
Tall and Fatty Peoples are concentrated heavily in the Golden Triangle therefore leading to the
highest concentration of our customer base.

Marketing Strategy
Our marketing strategy will focus heavily on Differentiation, niche positioning in the market and
customer service with loyalty and retention in sales.
The marketing budget will not exceed 5% of our gross annual sales and our promotions will
always stay in tune with our company objectives and mission statement.
Pricing Strategy
Big and Tall Store will maintain a flexible pricing strategy. We base the product lines that we
carry on their reputation and quality. Most of our lines come with a suggested retail price that we
will follow.
Promotion Strategy
Big and Tall Store will follow an aggressive yet creative promotional plan. This will allow us to
focus directly on our target customer while still being conservative with our advertising Budget.
1. A press release will be sent to all major media outlets in Gujranwala, Sialkot and Gujrat
highlighting the grand opening of the first Big and Tall apparel Store in the city. This will
include a press release, pictures of the interior space, color postcard/flyer, and a business card.
2. 5,000 4x5 color flyers/postcards will be distributed throughout the city.
3. Spot radio advertisements on two local FM radio stations, FM 106 and FM 101.
Placement Strategy
We will place our Products in Big and Tall Store in Gujranwala. Latter on we will also open our
stores in Sialkot and Gujrat.