Sewing 2
Sewing 2
Sewing 2
1. Industry Overview
The sewing or fashion design industry is an industry that is highly thriving in countries of the world. Africa for instance
has loads of players in the sewing or fashion design industry. Although the average sewing shop runs this type of business
on a small scale, there are medium scales to big time investors who also operate standard fashion Design Companies.
These are the organizations that own their own standard industrial machines and over a dozen employees and also engage
in exportation of well – make African attires to countries across the world. In most cases, they ensure that they target
countries with robust African communities.
African attires are indeed one of the identities of people of African descent and no matter the part of the world that they
reside, most Africans will do all they can to identify with their roots by adorning African attires. Some white folks also
put on African attires hence the market for sewing cum fashion designers in Africa is all encompassing.
The sewing / fashion design line of business is indeed a thriving line of business and pretty much active in America. It
generates several millions of US dollars annually from several registered and unregistered small – scale, medium scale
and big fashion design / sewing business scattered all around. This line of business is responsible for the employment
loads of people directly and indirectly.
Any aspiring entrepreneur that is considering starting sewing / fashion design business whether on a small scale or in a
large scale should ensure that he or she conducts thorough market survey and feasibility studies so as to get it right. The
truth is that, this type of business do pretty well when it is strategically positioned. Any location that is prone to human
and vehicular traffic is ideal for such business.
Over and above, sewing / fashion design business is a profitable business venture and it is open for any aspiring
entrepreneur to come in and establish his or her business; you can chose to start on a small scale or a large scale with
robust distribution network all across America and the global market.
2. Executive Summary
Ola Clem® Fashion House, Inc. is a standard sewing cum fashion design business that will be based in Michigan. We
carefully registered with the American authorities.
Although we intend starting out on a small scale by making African – native dresses and clothes for clients in Michigan
based on their demand, but that will not in any way stop us from maximizing our potential in the sewing / fashion design
line of business.
We hope to grow the business from making dresses and clothes for clients in Michigan to exporting our African attires to
other countries in Africa and the world at large where we have robust African communities. Our business goal as a sewing
/ fashion design business is to become one of the leaders in the sewing / fashion design business in Michigan.
As a business, we are willing to go the extra mile to invest in owning standard industrial sewing machines and also to hire
efficient and dedicated employees (tailors and support staff). We have been able to secure permits from all relevant
departments both at local government level and state level in Lagos state to be able to successfully run our business.No
doubt the demand for African attires is not going to plummet any time soon because there will always be people out there
whose wardrobe will not be complete without African attires, which is why we have put plans in place to continue to
explore all available market within our reach.
In the nearest future, we will ensure that we create a wide range of distribution channels all across Michigan, the West
African Coats and the World at large. With that, we know we will be able to.
3. Our Products and Services
Ola Clem® Fashion House, Inc. is a standard sewing / fashion design company that is positioned to make profit and
favorable compete with leaders in the industry and we are going to do all that is permitted by the law of the Federal
Republic of Nigeria to achieve our business aims and ambition. Our products and services offering are listed below;
Designing and Sewing Female African Dresses
The picture of the kind of sewing / fashion design business we intend building and the business goals we want to
achieve is what informed the amount we are ready to spend to ensure that we build a business with dedicated
workforce and robust distribution network.
In view of that, we have decided to hire qualified and competent hands to occupy the following positions at Ola
Clem® Fashion House, Inc.;
6. SWOT Analysis
Due to our drive for excellence when it comes to running a standard and world – class sewing / fashion design business,
we were able to engage some of the finest business consultants in Lagos – Nigeria to look through our business concept
and together we were able to critically examine the prospect of the business and to access ourselves to be sure we have
what it takes to run a standard sewing / fashion design business that can compete favorably not just in Michigan but also
in the West African Coast.
In view of that, we were able to take stock of our strengths, our weakness, our opportunities and also the
threats that we are likely going to be exposed to in America and also in other parts of the world that we
intend selling our African attire. Here is a of what we got from the critically conducted SWOT Analysis Ola
Clem® Fashion House, Inc.; Strength:
Our strength lies in the fact that we have state of the art facility and industrial sewing machines that has positioned us to
meet the demand of African attires in Diaspora even if the demand tripled over night or if we have a massive order to
meet and emergency need.
Another factor that counts to our advantage is the background of our Chief Executive Office; he has a robust experience in
the industry and also a pretty good academic qualification to match the experience acquired which has placed him
amongst the top flight fashion designers in Nigeria.
We are not ignoring the fact that our team of highly qualified and dedicated workers (tailors and support staff) will also
serve as strength for our organization.
Weakness:
We do not take for granted the facts that we have weaknesses. In fact, the reality that we are setting up a sewing / fashion
design business in a city with other smaller and larger sewing / fashion design businesses might likely pose a challenge for
us in breaking into the already saturated market in Nigeria.
In essence our chosen location might be our weakness. But never the less, we have plans to launch out with a big bang.
We know with that, we will be able to create a positive impression and we have a proper handle when it comes to building
on already gather momentum.
Opportunities:
The opportunities available to us are unlimited. Loads of people in Lagos state put on Africa attire for
various occasions and all what we are going to do to push our products to them is already perfected.
Michigan is just ideal for this type of business simply because of the economy of scales. Threat:
The threat that is likely going to confront us is the fact that we are competing with already established sewing / fashion
design businesses in Michigan and also there are other entrepreneurs who are likely going to launch similar business
within the location of our business. Of course, they will compete with us in winning over the available market.
Another threat that we are likely going to face is unfavorable government policies and economic downturn. Usually
economic downturn affects purchasing / spending powers and unfavorable government policies can hinder the importation
of some sewing materials from other parts of the world.
7. MARKET ANALYSIS
Market Trends
It is common trend in the sewing / fashion design line of business to find sewing / fashion design companies positioning
their business in locations and communities where they can easily have access to affordable sewing materials and also
available market.
If you make the mistake of positioning this type of business in a location where you would have to travel a distance before
you can access sewing materials in commercial quantities or where people who want to make dress would have to struggle
before they can locate your shop, then you would have to struggle to make profits and maintain your overhead and
logistics.
So also, another trend in this line of business is that most registered and well organized sewing / fashion design companies
look beyond the market within their locations or even America; they are involved in packaging and exporting African
dresses and clothes to communities abroad with robust Nigerian cum African communities. Europe and Canada and most
countries in Europe are their major targets.
Lastly, in the bid to stay afloat and continue to make profits from this line of business, most standard businesses that are
into sewing African attires tend to work hard to ensure that they also produce what is popularly called ‘English Wears’
that can favorably compete with shirts, trousers, T – shirts, Polo and dresses et al that are produced abroad. With that, it is
easier for them to maximize profits and grow the business.
One thing is certain; there are no restrictions to the demographic and psychographics composition of the target market for
African attires in America and the West African Coast. This goes to show that the target market for African attire is wide
and far reaching, you can create your own make niche yourself to serve a specific purpose.
In view of that, we have conducted our market research and we have ideas of what our target market would be expecting
from us. We are in business to engage in retailing and wholesale distribution cum exporting of African attires to the
following groups of people;
Government Officials
Religious Leaders
Celebrities
Corporate Executives
Groups
Wedding Planners (Traditional Dresses / Clothes for Bride, Groom and their train)
Men, Women and Children in Michigan and other cities in America
America cum African communities in the united states of America, Canada, and Europe
Small scale businesses that are into sales and exporting of African attires.
And even if you are successful at first, new competitors could enter your market at any time to steal your regular
customers.
Hence we will not hesitate to adopt successful and workable strategies from our competitors. We are going to be one of
the very few sewing / fashion designing company in Michigan that will also engage in wholesale distribution of African
attires all across America and also export to other countries of the world.
Another competitive advantage that we have is in the fact that we have state of the art facility and industrial sewing
machines that has positioned us to meet the demand of African attires in Michigan even if the demand tripled over night
or if we have a massive order to meet and emergency need.
Another factor that counts to our advantage is the background of our Chief Executive Office; he has a robust experience in
the industry and also a pretty good academic qualification to match the experience acquired which has placed him
amongst the top flight fashion designers in Michigan.
We are not ignoring the fact that our team of highly qualified and dedicated workers (tailors and support staff) will also
serve as strength for our organization.
Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category
(startups sewing / fashion design companies) in the industry, meaning that they will be more than willing to build the
business with us and help deliver our set goals and achieve all our aims and objectives.
We will also give good working conditions and commissions to freelance sales agents that we will recruit from time to
time.
We are well positioned to take on the available market in Michigan and every other countries of the world where we
intend exporting our African attires to and we are quite optimistic that we will meet our set target of generating enough
income / profits from the first six month of operations and grow the business and our clientele base.
We have been able to critically examine the sewing / fashion designing line of business and we have analyzed our chances
in the industry and we have been able to come up with the following sales forecast. The sales projections are based on
information gathered on the field and some assumptions that are peculiar to startups in Michigan.
Below are the sales projection for Ola Clem® Fashion House, Inc., it is based on the location of our business and other
factors as it relates to small scale and medium scale but standard sewing / fashion designing company start – ups in
Michigan;
We have detailed information and data that we were able to utilize to structure our business to attract the numbers of
customers we want to attract per time and also for to compete with other sewing / fashion designing companies. We hired
experts who have good understanding of the sewing / fashion designing line of business to help us develop
In other to continue to be in business and grow, we must continue to make African attires for people and also sell our
African attires to the available market which is why we will go all out to empower or sales and marketing team to deliver
our corporate sales goals.
In summary, Ola Clem® Fashion House, Inc. will adopt the following sales and marketing approach to sell our African
attires;
Introduce our business by sending introductory letters and our full – packed catalogue to residence,
merchants and other stakeholders both in Nigeria and abroad.
Open our business with a party so as to capture the attention of residence who are our first targets
Organize and also attend fashion exhibition to sell our Africa attires
Engage in road show in targeted communities from time to time to sell our products
Advertise our products in community based fashion and style newspapers, local TV and radio stations
List our business and products on yellow pages ads (local directories)
Leverage on the internet to promote our product cum business
Engage in direct marketing and sales
Encourage the use of Word of mouth marketing (referrals)
This is why we will deliberately build our brand / label to be well accepted in Michigan before venturing out to other
cities in Nigeria and the world.
As a matter of fact, our publicity and advertising strategy is not solely for selling our products but to also effectively
communicate our brand cum label. Here are the platforms we intend leveraging on to promote and advertise Ola Clem®
Fashion House, Inc.;
Place adverts on both print (community based newspapers and magazines) and electronic media platforms
Sponsor relevant community programs
Leverage on the internet and social media platforms like; Instagram, Facebook , twitter, et al to promote our
brand / label
Install our Bill Boards on strategic locations all around major cities in America
Engage in road show from time to time in targeted communities
Distribute our fliers and handbills in target areas
Position our Flexi Banners at strategic positions in the location where we intend getting customers to start
patronizing our business.
Ensure that all our staff members wear our customized clothes and all our official cars and are customized
and well branded.
In view of that, our prices will conform to what is obtainable in the industry but will ensure that within the first 3 to 6
months our services (fee charged for making dresses for clients) and our products (Africa attire) is a little bit below the
average prices when compared to other sewing / fashion designing businesses in America.
We have put in place business strategies that will help us run on low profits for a period of 6 months; it is a way of
encouraging people to buy into our brands / label.
We are aware that there are some one – off jobs or government contracts which are always lucrative, we will ensure that
we abide by the pricing model that is expected from contractors or organizations that bid for such contracts. As the
business grows, we will continue to review our pricing system to accommodate a wide range of clientele.
Payment OOption
The payment policy adopted by Ola Clem® Fashion House, Inc. is all inclusive because we are quite aware that different
customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the
financial rules and regulations of America. Here are the payment options that Ola Clem® Fashion House, Inc. will make
available to her clients;
This means that the start-up can either be low or high depending on your goals, vision and aspirations for your business.
The tools and equipment that will be used are nearly the same cost everywhere, and any difference in prices would be
minimal and can be overlooked.
As for the detailed cost analysis for starting a sewing / fashion designing business; it might differ in other countries due to
the value of their money. We know that no matter where we intend starting our sewing / fashion designing business, we
would be required to fulfill most of the items listed below;
Finance is a very important factor when it comes to starting a business such as standard sewing / fashion designing
business. No doubt raising start – up capital for a business might not come cheap, but it is a task that an entrepreneur must
go through.
Ola Clem® Fashion House, Inc. is a family business that is owned and financed by Mr. Olamide Clement and his
immediate family members. They do not intend to welcome any external business partner which is why he has decided to
restrict the sourcing of the start – up capital to 3 major sources. These are the areas we intend generating our start – up
capital;
Generate part of the start – up capital from personal savings and sell of stocks
Source for soft loans from family members and friends
Apply for loan from my Bank
N.B: We have been able to generate about $500,000 (Personal savings $200,000 and soft loan from family members
$300,000) and we are at the final stages of obtaining a loan facility of $300,000 from our bank. All the papers and
document have been signed and submitted, the loan has been approved and any moment from now our account will be
credited with the amount.
14. Sustainability and Expansion Strategy
The future of a business lies in the numbers of loyal customers that they have the capacity and competence of the
employees, their investment strategy and the business structure. If all of these factors are missing from a business
(company), then it won’t be too long before the business close shop.
One of our major goals of starting Ola Clem® Fashion House, Inc. is to build a business that will survive off its own cash
flow without the need for injecting finance from external sources once the business is officially running.
We know that one of the ways of gaining approval and winning customers over is to offer our services and products a
little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a
while.
Ola Clem® Fashion House, Inc. will make sure that the right foundation, structures and processes are put in place to
ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to
greater heights and training and retraining of our workforce is at the top burner.
As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on
their performance for a period of three years or more.
We know that with focus and if we put great effort that is to put in place all these, we will be able to successfully hire and
retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.