Excerpt from an executive summary
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Great Location – Three Generations of Brandon (TGB) is an independent franchise of Merle Norman Cosmetic Studios. It is located in the heart of Brandon, Florida, two blocks south of Route 60 and east of I-75. The store has been in business for 27 years with a previous owner. The Oakfield Drive address is part of a strip mall, home to a craft supply store, a hair salon, a uniform rental shop, a bank, and a number of doctors’ offices. Brandon Regional Hospital is located across the street. The parking lot provides spaces for approximately 50 visiting shoppers.
Superior Offerings – Merle Norman Cosmetics has been producing top-of-the-line beauty and skin care products for women and men since 1931. The Merle Norman line includes hundreds of tried-and-true products, addressing the full spectrum of skin care and color needs for their customers. It is a full-service cosmetic studio, utilizing the philosophy of "try, before you buy." TGB will take the opportunity to offer a range of products and services that help women look and feel attractive and pampered.
Uniqueness – TGB intends to provide a number of complementary goods and services related to optimum health and personal care. Boutiques for a nail and wig salon, an ear piercing station and chair massage shall be made available. In additions, the studio plans to offer opportunities for artists to consign their work, allowing customers and clients a singular and special shopping experience.
Comprehensive Marketing – Through cross-promotions with wedding shops, wedding planners, photographers, neighboring hair salons, cancer care clinics & oncology physicians, TGB intends to reach a target customer base of women and occasional men who are seeking that special look for a special day as well as to look and feel their best on a regular basis. Studio franchise owners can utilize a variety of professionally produced advertising and merchandising materials created by the creative services department of Merle Norman Cosmetics, Inc.
Manageable Competition – The Brandon SuperPages lists three cosmetics dealers, two in Brandon and the other in Valrico. Other stores in the vicinity featuring cosmetic products include Walgreens and CVS Pharmacy. Neither of these companies offer the service of a Merle Norman Cosmetic Studio, or the guarantee for complete product satisfaction. The closest competitors are department stores’ cosmetic counters, located at Brandon Town Center Mall, 1 mi. away. Since TGB expects a large proportion of its customers to come from neighborhood traffic and direct marketing efforts, this is a negligible threat.
Experienced Management – Linda Beytin has 14 years management experience in a family chiropractic clinic. Konnie Vella is a self-employed personal trainer with 15 years of experience in client development and small business management. Carrie Barragan currently manages a women’s fitness studio, paying special attention to membership sales, and co-operative marketing ventures with neighboring proprietors. All three are outgoing, ambitious people, long-term Brandon residents, Merle Norman product consumers, and committed to improving the quality of life for local women.
Superior Offerings – Merle Norman Cosmetics has been producing top-of-the-line beauty and skin care products for women and men since 1931. The Merle Norman line includes hundreds of tried-and-true products, addressing the full spectrum of skin care and color needs for their customers. It is a full-service cosmetic studio, utilizing the philosophy of "try, before you buy." TGB will take the opportunity to offer a range of products and services that help women look and feel attractive and pampered.
Uniqueness – TGB intends to provide a number of complementary goods and services related to optimum health and personal care. Boutiques for a nail and wig salon, an ear piercing station and chair massage shall be made available. In additions, the studio plans to offer opportunities for artists to consign their work, allowing customers and clients a singular and special shopping experience.
Comprehensive Marketing – Through cross-promotions with wedding shops, wedding planners, photographers, neighboring hair salons, cancer care clinics & oncology physicians, TGB intends to reach a target customer base of women and occasional men who are seeking that special look for a special day as well as to look and feel their best on a regular basis. Studio franchise owners can utilize a variety of professionally produced advertising and merchandising materials created by the creative services department of Merle Norman Cosmetics, Inc.
Manageable Competition – The Brandon SuperPages lists three cosmetics dealers, two in Brandon and the other in Valrico. Other stores in the vicinity featuring cosmetic products include Walgreens and CVS Pharmacy. Neither of these companies offer the service of a Merle Norman Cosmetic Studio, or the guarantee for complete product satisfaction. The closest competitors are department stores’ cosmetic counters, located at Brandon Town Center Mall, 1 mi. away. Since TGB expects a large proportion of its customers to come from neighborhood traffic and direct marketing efforts, this is a negligible threat.
Experienced Management – Linda Beytin has 14 years management experience in a family chiropractic clinic. Konnie Vella is a self-employed personal trainer with 15 years of experience in client development and small business management. Carrie Barragan currently manages a women’s fitness studio, paying special attention to membership sales, and co-operative marketing ventures with neighboring proprietors. All three are outgoing, ambitious people, long-term Brandon residents, Merle Norman product consumers, and committed to improving the quality of life for local women.