My Business Plan

Introduction
My business is called La Rochelle and specialises in Lingerie. The brand will be selling items such as knickers/bras, kimonos, baby dolls and teddies (silk gowns) and nightwear. The target market of La Rochelle consists of women aged 25 and over. I've decided I'm going to have an online store that delivers world wide alongside an app where you can order items straight from your phone, as well as stores in shopping centres such as Westfields and Bluewater.

Branding & Advertising 
I could use celebrity endorsement as a way of advertising my brand, I think a suitable celebrity for this would be Cheryl Cole, she is a known face that is recognised as good looking and many women would look up to her and will be interested in items she's advertising.
In the La Rochelle stores I want to show a very feminine and eye appealing environment, I would use a lot of light and pastel colours, and perhaps some floral prints, and would want elegant furniture such as cream leather sofas and silk padded coat hangers. I want a traditional layout where the under wear, specifically knickers and bras/bralettes are displayed in draws instead of on hangers. I want to create a feminine and elegant environment.
I am going to do a lot of advertising for my brand on social media, mostly Instagram, I'm going to create adverts that will show up on my target markets news feed, aswell as featuring on peoples 'Explore' page which showcases their suggested posts. Also, as a marketing strategy I'm going to draw customers in by featuring posts which let the customer know about offers, such as free deliver for a period of time, or buy one get one free. I would also like to create a targeted magazine advert, which will also inform customers of offers and could include discount codes/vouchers exclusive to that magazine.

Market Research
Some of my competitors will be brands such as Boux avenue, Ann summers and Victorias Secret. I looked some of their websites, and found that each website was very easy to navigate, all of them had drop down menus which was good as it made things very easy to find, each of the websites used feminine colours including pinks and golds, however some websites and the brands choice of branding looked like they appealed to more of a mature audience, for example Boux avenues logo, instagram and website all have much more lighter colours such as delicate pinks and pastels, where as Victorias secret feature bright pinks, golds and blacks which would appeal to a much more younger target market. On the Ann summers website and instagram, the first thing I saw was a massive advert, showing that there is a sale going on, this is something I'm going to show on my website as it's the first things customers see and makes them more likely to shop there.
I've also seen that in-store Boux Avenue have a 'traditional' layout, which consists of draws displaying bras and knickers, I really like how this looks and makes it easier to search through items so I will feature this in my stores.

Mission Statement

Client profile

Target market



This is Noelle Adams, she's 26 years old, and currently works as a full time beautician, she is quite experienced as she started training for this job at 18 and now here dream is to open her own beauty salon and expand around the country, due to her job Noelle cares a lot about taking care of herself in regards to her appearance, health and lifestyle. She earns a comfortable annual wage, and lives in her own one bedroom flat in Camden, North West London. She loves going out with her friends in her free time to clubs, bars and restaurants as she loves trying out new places to go and socialise and have fun, Noelle also enjoys going on shopping sprees and pampering herself with spray tans, nail appointments and other treatments to boost her already high confidence, due to her job and exciting life style she feels very comfortable with her current situation and can be described as a free spirit.