GOTTI APPAREL BUSINESS PLAN

BUSINESS PLAN
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INTRODUCTION
Gotti Clothing Apparel is a fashion design house envisioned by fashion designer Babatunde
Abiodun. This business plan serves as the framework for the development of Gotti Apparel. The
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plan highlights how the fashion house intends to debut into the intensively competitive fashion
industry and provides insight on the Designs’ product offering and overall vision and mission.
Through the vision of Babatunde Abiodun, Gotti Apparel aims to grow into a fashion powerhouse
offering high end, quality designs to a niche market at competitive prices than the competition. Each
Gotti creation expresses unique masculinity, merged with urban African culture and influenced by
nature, architecture, people, culture, history and romance. Gotti offers a new look based on
simplicity, individuality and masculinity. The business plan has been developed based on ideas and
creative thinking of the founder, Babatunde.

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 BUSINESS PLAN STRUCTURE
Executive Summary.............................................................................................................................1
Company Goal..................................................................................................................................1
Company’s Objectives......................................................................................................................2
Mission.............................................................................................................................................2
Vision...............................................................................................................................................2
Our Company Values.......................................................................................................................3
Keys to Success................................................................................................................................3
Organization Summary.........................................................................................................................4
Start-up Requirements...........................................................................................................................5
Product Description.............................................................................................................................6
Product & Services Offered...................................................................................................................6
The Pillars of Gotti Apparel..................................................................................................................7
Sourcing and Fulfilling........................................................................................................................8
Unique Features.................................................................................................................................8
Market Analysis...................................................................................................................................9
Target Market Segment Strategy....................................................................................................11
Industry overview...........................................................................................................................12
Buying Patterns..............................................................................................................................13
Implementation strategy.....................................................................................................................13
SWOT Analysis..............................................................................................................................14
Strengths......................................................................................................................................14
Weaknesses..................................................................................................................................14
Opportunities...............................................................................................................................15
Threats.........................................................................................................................................15
Competitive Edge...........................................................................................................................15
Marketing Strategy.........................................................................................................................16
Sales and Distribution Strategy.......................................................................................................16
Management Summary.......................................................................................................................17
Personnel Plan................................................................................................................................18
Financial Plan.....................................................................................................................................19
Pro-forma profit and loss................................................................................................................19

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 Projected Cash Flow.......................................................................................................................21
Projected Balance Sheet.................................................................................................................23
Appendix............................................................................................................................................24

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Executive Summary
Gotti Apparel was founded in 2020 and its currently in the development and planning stages.
Characterized by garments made from eco-friendly fabrics, Gotti designs aim at providing a look
that provides the wearer with a unique and individualistic flair. The design offers stylish and
sustainable apparel.
Each piece is made based on designer Babatunde Abiodun personality. He enjoys expressing
himself through clothing with effortless spontaneity but is also very selective. His clothing
expresses unique masculinity, merged with urban African culture and influenced by nature
architecture, people, culture, and history. We offer a new look based on simplicity, individuality
and masculinity. Gotti Apparel adorn luxury fabrics with intricate details such as hand stitching
and homemade accents to add individuality and personality to each piece.
Initially all products will be offered for sale via the company’s website, gottiapparel.com and
social media pages, on Instagram, Facebook and twitter. These pages will offer full access to the
latest offerings and allow clients to experience the brand’s product offerings and designer
updates 24-hours a day from the comfort of their homes. In the future, as the brand picks up and
begins to achieve brand recognition, it is intended that Gotti Clothing Apparel will have a
flagship store in Lagos, Nigeria and contracts will be entered into with fashion retailers and big
corporations needing our ready-to-wear collections. Currently several company brands and
worldwide retailers such as Amazon, Walmart, Aliexpress, Tmall, Jumia, Mercadolibre etc, have
been identified as potential partners. Also, key buyer contacts at each of the retailers have been
obtained.

Company’s Goal
Gotti Apparel major goal is to start as an intermediate fashion firm and expand to be a global
brand within its first five year. In order to accomplish this, sales must significantly increase
between year two and three. The management team hopes to start distributing throughout the rest
of North America, as well as Asia and Africa.
Another venture goal of Gotti Apparel is to be profitable within its first three years of existence.
With current sales forecasts, we will be making money by the end of year two, and to further
develop a successful Internet website, while maintaining strong relationships with retailers.

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Company’s objectives
 To establish ourselves as a premier fashionable clothing company, targeting stylish male
professionals – working professionals and medium to fashion forward working
professionals in both academic, entertainment and design industries
 To sell more than $135,000 in annual sales by year two, providing high quality clothing
with A-list designs for people with polished and elegant taste
 To reach a break-even point by the end of year one

Mission
The mission statement of Gotti Apparel is to offer high quality fabric designer items at
reasonable prices. Gotti aims to serve as a design that makes sense in 21 st century fashion while
maintaining masculine standards and providing unique hand craftsmanship influenced by
designer Babatunde Abiodun African cultural background: detail such as embroidery work and
hand beading.

Vision
We envision the creation of a contemporary fashion brand in which we are determined to deliver
fashionable street wears giving our buyers the freedom to bring their style to life. We are focused
and determined to reshape the fashion industry by providing high quality urban street wears that
are very fashionable.
Short Term: To produce an urban street collection consisting of different styles with size ranges
from small, medium, large, and extra-large with five units of each size (S, M, L and XL). The
entire collection will comprise of over 5000 pieces. This will be marketed on-line at
gottiapparel.com.
Long Term: To grow and produce two lines every year
1. A collection of evening wear using eco-friendly fabrics.
2. A day to evening collection using African inspired fabric.
The overriding vision of Gotti Apparel is to grow into a reputable fashion brand offering high
end, quality designs to a niche market at lower prices than the competition that offers similar
garments.

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Our company values

Values have become an ethical foundation for all organizations and are therefore fundamental to
our success. Such values are not just important but crucial to the overall ascendancy of Gotti
Apparel. The following values have been identified and adopted by us:
▪ Innovation
▪ Customer obsession
▪ Excellence
▪ Versatility
▪ Highest standards
▪ Trust & Reliability

Strategy

Our strategy is to aggressively develop and market a full range collection to consumers. The
company intends to market its line as an alternative to existing clothing lines and differentiate
itself through its marketing strategies, exclusiveness, and brand awareness. Gotti Apparel
intends to build on its core portfolio of products and overcome any obstacles by using the
company’s expertise in the clothing industry.

The company’s goal in forthcoming business year is to make an overwhelming impact on the
fashion industry and create a large consumer demand for the product. The company’s goal in
the next 5 years is to venture into high-end clothing for all age-range.

Keys to Success
Gotti Apparel is aiming at a middle-class clientele, as well as the elite population. Some of
the biggest fashion houses today have substantial budgets for marketing and for fashion
shows/weeks which keeps the buzz constantly on them. Through these runway shows they are able
to showcase their latest offerings, surrounded by glitz and glamour thereby attracting customers,
leading the way in trends, and retaining the loyalty of their customer base. Established lines and

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fashion houses not only communicate trends, but they also create scenes showing their products in
use.

Because our company does not currently have the budget to compete with bigger fashion
houses, Gotti, will rely partly on established list of clienteles and valuable partnerships which would
be developed over the years. Gotti plans on forging long-term relationships which will be key in the
success of Gotti Apparel. In addition, Gotti Apparel will have an active presence on social media
including Facebook, Twitter and Instagram. This presence will enable Gotti Apparel to attract buyers
both locally and beyond. Pictures and video would be frequently posted on social media including
Facebook and Instagram projecting the brand as an urban African street brand. Through this the
brand would be able to attract many curious fashion enthusiasts and turn them into loyal customers.

Loyalty is hard to win. The fashion customer is very fickle. To overcome this, we will not
compromise any part of our business. We will remain consistent and true to our vision and our
mission. Gotti Apparel will thoroughly cater to the needs and wants of our customers base to build
trust in the brand. We believe that word of mouth and inspiring imagination are the purest way to
build the reputation of a fashion brand.

Additionally, the company has dedicated a portion of all the profits to be used in educating
and empowering African farmers dedicating their lives to providing quality eco-friendly materials
for the production of the fabric’s designers use across the country. As we strongly believe in giving
back to the society. Our customers have the comfort of knowing that not only are they buying high
quality designs but are also giving back to the communities around them. Overall loyalty is
developed by fulfilling the needs and wants of our buyers. Through our design quality, exceptional
customer service and dedication to the communities around us, the brand is confident that it will be
able to win the long-term loyalty of its clients.

Organization Summary
Gotti Apparel is a licensed profit-oriented Limited Liability Company founded in 2020. The
company is based in the US but would have presence in the US, UK, Hong Kong and Nigeria
competing aggressively to a large segment of these markets. Gotti Apparel is a men’s label, offering
high-end quality designed clothing at affordable prices. Each garment is constructed with the finest
attention to detail. We can customize our garments to fit the needs of our clientele. Gotti aims to

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compete in the ever-changing fashion industry by exploiting the benefits of eCommerce and on-
demand technology integration. Our company offers a unique service for our users, representing the
next step in the evolution of the ever-changing fashion industry. We are a for-profit corporation and
our revenue will come through sales of our branded clothes & accessories from our online and retail
stores, and licensing. The Founder of Gotti Apparel, fund the company with his money. From
inception, the company will be run by a group of dedicated employees who will not only take part in
the fiscal and moral contributions but are also actively involved in the day to day operations and
construction of the business.
We have a team of experienced professionals, a readily available technology, and key suppliers
partnerships with reputable organizations.

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