Creating a Lean Business Starter Plan for Eco Fashion

This report looks at creating a lean business starter plan for the clothing company fashion which offers consumers right where idea of recycled clothing items which are made with keeping sustainability in the focus. The report includes lean business data plan for the company including introduction business objectives value creation value capture a detailed development plan along with critical evaluation to understand the strengths and weaknesses of the plan.

Eco Fashion
1

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction to the lean start-up.............................................................................................3
Business Objectives................................................................................................................4
Value Creation: Consumer Value proposition.......................................................................4
Value Creation: Lean Business Model Canvas......................................................................5
Detailed Development Plan....................................................................................................7
Critical Evaluation of the plan..............................................................................................10
Summary...............................................................................................................................11
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................13
APPENDIX....................................................................................................................................14
Primary Research..................................................................................................................14
Secondary Research..............................................................................................................14
2

3

INTRODUCTION
Constructing a lean business strategy focus is around ensuring that the idea of the startup is able
to fulfill consumer needs and wants in a way that the company is able to attain profitability
(Dennehy and et. al., 2019). This report looks at creating a lean business starter plan for the
clothing company fashion which offers consumers right where idea of recycled clothing items
which are made with keeping sustainability in the focus. This report includes lean business data
plan for the company including introduction business objectives value creation value capture a
detailed development plan along with critical evaluation to understand the strengths and
weaknesses of the plan.
MAIN BODY
Introduction to the lean start-up
A lean startup is defined as any company which favors experimentation overelaborate
planning utilizes then we word feedback along with intuition an iterative designs to attain
profitability and growth in the market.
The products of lean startup fashion eco will exploit the trend of responsible shopping
and sustainable fashion to promote their fashion products which are made from recycled item.
This will help the company attend high popularity and through also provide consumers better
lifetime value by reducing their impact on climate change while also helping them game quality
fashion products made from sustainable materials.
In context of the business idea for fashion eco profitability and creativity are also
considered win developing the future of the company. Fashion eco will be able to attain
profitability by capturing the trend of sustainable fashion and providing consumers an alternative
to fast fashion brands so that they are able to purchase high quality fashion products without
having a negative impact on the environment.
The creativity process for fashion eco involved redesigning over clothes and moving
away from traditional fashion manufacturing which is harmful to the environment towards
recycling clothing material so that minimum waste is generated. Most fast fashion and high
fashion brands do not support recycled material being used in manufacturing their product and
time the environment in other ways such as generating mass wastage (Crandall and Parnell,
4

2021). In this way creativity of fashion eco helps the company stand out from its competitors
and generate organic consumer interest so that high profits can be attained.
Business Objectives
The usage of the lean startup method support development of products for which
consumer’s desire is evident so that there is an already existing market and companies may be
able to make profit as soon as the product is launched. Fashion eco is a lean startup starter
because it provides products which are related to the consumer desire of improving their
individual sustainability levels and supporting this or in civil shopping trend.
Fashion eco is able to fulfill demands made by consumer and enter an already existing
market to gain long term success. The company also has another characteristic of a lean startup
which involves utilizing validated learning to determine consumer interest. It is easily
understood from the market research that consumers nowadays are demanding for more
sustainability in their fashion purchases so that they are able to contribute to the fight against
bombing and reduce their carbon footprint. In addition to this another characteristic of lean
startup is to focusing on product popularity and lifetime consumer value in order to stay in the
market for a longer time.
 To increase profitability by 50% in the next 3 years
 To increase win rates by 15% in the next 3 year
 To increase online revenue by 30% in the next 3 years
 To increase profit margin by 15% in the next three years
5

Value Creation: Consumer Value proposition
Consumer Profile
Gains:
Sustainability and availability of affordable fashion products which are of high quality are the
primary factors which benefit the target consumer base for fashion Eco.
In addition to this the contribution of each consumer in reducing pollution through their daily
purchases is another factor which provides benefits to the consumer as they are able to
participate in ethical businesses.
Pains:
The primary factor which increases pain of the consumers is time wastage. Consumers are time
poor and demand high quality services and products in a timely manner.
In addition to this lack of transparency about supply information and the sources of the products
is another factor which increases pain of consumers. This is because they are not able to evaluate
the quality of the products in terms of its sustainability and ethical nature.
Job to be done:
The functional job which is expected by the consumers is to purchase quality clothing products
online with easy payment process so that their time is not wasted.
6

In addition to this another expected job of the consumers is to maintain their sustainability while
shopping for clothing items and contributing to battling climate change and global warming by
supporting sustainable businesses.
Value Proposition
Gain Creators:
The gain creator is in context of eco fashion is that the company is transparent about its
sustainability and commitment towards reducing environmental harm.
The easy availability of the company on online as well as offline channels so that consumer time
is not wasted is another factor which acts as gain creator for fashion eco.
Pain relievers:
The dedication of fashion eco towards supporting environmental causes relieves pain of the
consumers from contributing to unethical businesses and global warming.
The quick delivery and payment services offered by fashion eco is a major pain reliever as it
helps the consumers quickly get their desired clothing items.
Products and Services:
Trendy and eco offers eco-friendly clothes and products which appeal to a wide variety of
consumers find are according to the latest fashion trends.
The company promotes sustainability by recycling clothing materials to manufacture their
products in supporting redesigning.
7

Value Creation: Lean Business Model Canvas
 Key
Partners
 The
primary
partners
of
fashion
Eco are
its
suppliers
investors
consume
rs and
employe
es.
 Suppliers
and
 Key Activities
 The primary
activities which
support fashion
eco in
delivering high
quality
products and
services to
consumers our
market research
designing and
promotion.
 Market
research helps
identify the
current fashion
 Value
Proposit
ion
 The
value
proposit
ion of
fashion
Eco Is
providin
g
consum
ers the
best
experien
ce
through
 Consumer
Relationship
 Personalization
along with fast
delivery of
products and
services will help
fashion eco build
strong consumer
relationship so that
a loyal consumer
base can be
developed.
 This part of the
business canvas
model depicts the
lean nature of the
 Consumer
Segments
 Fashion eco
has a
diverse
consumer
segment as
the
company
targets all
age groups
of
consumers
including
children,
adults and
old age
8

investors
support a
company
in
deliverin
g quality
products
while
employe
es
playing
importan
t role in
ensuring
that
consume
rs gain
the best
experien
ce while
interactin
g with
the
company
.
 Fashion
eco is
able to
create a
lean
startup
trends so that
opportunities
for growth can
be exploited to
remain
competitive in
the fashion
industry.
 Promotion is
essential for
businesses
because it helps
attract the
target
consumer base
from rival
enterprises
(Daou and et.
al., 2020).
 Designing is a
critical activity
for fashion eco
because it helps
the company
design business
processes and
plans which
help turn
recycle
clothing into
trendy fashion
smooth
delivery
and
payment
so that
they are
able to
purchas
e quality
and
sustaina
ble
clothing
products
at an
affordab
le price.
 This
proposit
ion can
be
linked
with the
current
trend of
sustaina
bility
along
with
consum
er
starter as the
company focuses
on exceeding
consumer
expectations and
fulfilling all their
desires which is
basically
requirement for
lean startup
people.
 Widening
the
consumer
segment is
beneficial
for startup
businesses
because it
helps the
company
target large
number of
consumers
attains
higher
profitability
by making
the products
accessible to
more
consumers.
 Fashion eco
is a lean
startup
because the
company
targets
maximum
number of
consumers
9

with its
key
partners
by
focusing
capabiliti
es and
collabora
tion
towards
completi
ng
consume
r desires.
products. demand
for
responsi
ble
shoppin
g which
showcas
es the
lean
element
of the
business
tractive
as it
incorpor
ates
consum
er
desires
and new
market
opportu
nities
effective
ly.
and focuses
on fulfilling
the desire of
this
consumer
segment
while also
maintaining
the product
popularity
on the basis
of its
sustainabilit
y.
 Key Resources
 Fashion eco
requires
physical
resources for
manufacturing
recycled
clothing
material into
finished quality
fashion
products along
with talented
employees
were able to
design trendy
fashion
products and
swiftly deliver
them to target
consumers.
This is
associated with
lean business
startup as the
company is
able to
optimally
utilize business
resources to
 Channels:
 Fashion eco will
use online
websites as well as
physical shops for
reaching the target
consumer base.
 It is important for
retailers in any
industry to adopt
both online as well
as offline channels
because it helps
improve the
accessibility of the
company in the
current
competitive
environment.
Fashion eco will
be able to
construct a lean
enterprise by
adopting both
online as well as
offline channels
because it will
provide the
company means to
fulfill desires of
10

fulfill
consumer
demands and
offer
consumers
lifetime value.
the market while
also learning about
consumer
interests.
 Cost Structure
 The cost structure of fashion
eco includes rent salaries and
market research.
 This supports spends its
financial resources on activities
which can help fulfill basic
consumer desires.
 Revenue stream
 Online and offline sales are the two revenue streams
of the respective company.
 This is linked with lean characteristics of the starter
fashion eco because the company is able to exploit
opportunities present in sustainable fashion market
while also providing consumers better accessibility to
sustainable clothing and fulfilling their desires.
Detailed Development Plan
Marketing Plan
Value proposition
The value proposition for fashion eco involves using the sustainability of the company and the
eco-friendly nature of its product to deliver consumers high quality clothing goods which are
also beneficial for the environment.
In addition to this the fast delivery of the products is another aspect of fashion eco which will
support the company in delivering consumers outcomes which exceed their expectations and
fulfill their desires.
The affordability and quality of the accessories and other fashion items will be superior to fast
fashion products while also being more sustainable which will also deliver consumers benefits
and satisfaction. The affordability and quality of the products will be the main part of value
proposition in case of a fashion eco.
Advertising
11

Email marketing and social media marketing will be the primary means of advertisement for
Fashion Eco. This is a suitable advertising choice for the respective organization because email
marketing helps retain existing consumers while social media marketing can be used to enhance
band recognition of the company with the target demographic. Apart from this email marketing
and social media marketing are inexpensive methods of digital marketing which are used by
startup businesses to understand consumer interests and offer them better services and
personalization.
Customer engagement
The consumer segment selected for fashion eco includes consumers from all age groups so that
the company is able to attain higher profitability catering to a larger section of the audience. this
is an accurate description for the organization because it will help the company offer sustainable
fashion goods to a large number of audience and obtain greater market share of the fashion retail
sector in United Kingdom.
Sales
The sales strategy adopted by the respective organization involves need satisfaction selling so
that consumer’s demands are fulfilled but the products and the company is able to gain loyal
consumer base.
Operational Plan
Business Operations
The business operations for fashion eco add dependent on research and development along with
manufacturing. Research and development helps the company design trendy and high quality
fashion products from recycled material while manufacturing process helps the company deliver
trendy fashion products to the consumers in a timely manner without compromising the quality.
In addition to this other functional areas for the respective company include marketing, finance
and human resources.
Manufacturing
The manufacturing process in context of fashion eco involves various stages including product
design fabric selection an inspection pattern making reading marking spreading cutting bundling
swing pressing or folding finishing and detailing. After this the clothes are dyed an wash to
ensure superior quality. The respective company will utilize advanced technology to automate
12

most of the manufacturing process end gain high quality recycled clothing materials from
suppliers to increase sustainability of the manufacturing process.
Delivering service
Fashion eco is committed to delivering products to the consumers as quickly as possible. The
company will utilize advanced information technology systems along with collaboration with
superior product delivery and shipping companies so that the products are delivered to the
consumers in time and as quickly as possible. This is beneficial because it will help fashion eco
stand out from the competitors and deliver consumer better value.
Shipping and Ordering
Shipping and ordering in context of fashion eco will be completed to ensure that the consumers
gain high quality product in less time compared to opponents in the fashion retail industry. Just
in time approach will be utilized by the respective company for ensuring that orders are shipped
and delivered to the consumers in time. Just in time is an inventory management system which
supports the businesses in aligning raw material orders from suppliers directly with production
schedules so that manufacturing is conducted according to consumer demands and orders from
consumers are fulfilled as quickly as possible.
Suppliers and Partners
The suppliers in context of fashion eco include recycled clothing material suppliers along with
information technology system vendors. apart from this the company will collaborate with
delivery organizations to ensure timely delivery of goods to consumers and stores in United
Kingdom.
Technology/Information Plan
Key IT systems
Enterprise resource planning system and transaction processing systems are the key ID systems
utilized at fashion eco to supports both functioning of the company. The respective enterprise
will gain these information technology systems from industry leader vendors so that there are no
vulnerabilities in digital infrastructure of the company and daily activities at the company are
completed in a timely manner.
Data processing
Several types of data processing systems will be utilized at fashion eco for supporting optimal
usage of data by interpreting data facts and information accurately. Fashion eco will use
13

transaction processing distributed processing real time processing and multi-processing data
systems to support digital infrastructure of the company and complete daily operations in a
timely manner.
Human Resources Plan
Organizational structure
The most suitable organizational structure for fashion eco is flat organizational structure because
it will help the startup company construct a talented workforce. In addition to this flat
organizational structure is beneficial for startup firms because it helps the company unite the
workforce towards a common goal and attain business objectives through the combined effort of
the workforce.
Employed and contract staff
The staff working at prominent positions in the company such as the research and development
department or marketing department will be employed permanently while low skilled factory
workers will be employed on contract basis. This is a suitable way of balancing employed staff
and contractor stuff at fashion eco because it will help the company attract talented workforce for
important positions while cutting costs on low skilled vacancies which do not require much
experience or skill.
Hiring and developing people
Performance management techniques such as 360 degree review along with regular training and
development program will be utilized by fashion eco to support consumers in their development.
The respective company will also conduct employer promotion and marketing to attract talented
people at prominent positions so that high quality products are designed to fulfill consumer
demands.
Financial Plan
Components Cost
Email Marketing £5,0000
Social media promotions £20,000
Contract labour £50,0000
Human resource £3,00,000
Data Processing systems £20,00
IT systems £30,000
14

Third party logistics £2,50,000
Raw material £1,50,000
Automation machinery £5,0000
TOTAL £10,0000
Consolidated sheet
Critical Evaluation of the plan
 The positive aspects of the plan includes its detailed nature and focus on linking various
aspects of the company strategy with lean startup characteristics so that consumer demands
are completely fulfilled and the company is able to provide them lifetime value.
 The primary negative aspect associated with the plan is that it does not provide detailed
information about rival businesses in the sustainable fashion industry so that actions can be
taken to deal with the threat of competitiveness
Competitor moves: There are large number of sustainable fashion brands in United Kingdom
who offer consumers environmentally friendly clothing and accessory items. Some of the
examples of sustainable brands available in the UK which can compete with fashion eco are
15

Riley studios, Marks and Spencer, Diejie studios, Conner Ives, ASKET and FRAME (71
Sustainable Clothing Brands That Are Anything But Boring, 2022). The sustainable fashion
brands present in United Kingdom have pipeline recognition on social media sites and add
attracting consumer’s attention through celebrity collaborations. It is important for the
respective organization to accommodate this competitor action in the plan so that the company is
able to deal with competition from other sustainable brands in United Kingdom.
Changes in the consumer requirements: Consumer demand in the fashion industry changes
rapidly because of changing social media trends. This feature affects the sale of products in the
fashion industry as specific collection is not purchased by consumers due to lack of popularity on
social media platforms. It is important for the respective company to accommodate the changes
in consumer trends in the business plan so that the company is able to offer high quality and
trendy fashion products to consumers at all times and remain industry leader.
Summary
Fashion eco is a profitable brand because it will provide the consumers affordable choices for
sustainable fashion while also delivering them values two faster delivery. It is a lean
entrepreneurial opportunity because it focuses on exploiting consumer demand for sustainable
fashion and addressing consumer interest in trendy fashion through market research. It is
concluded that a plan for successful business data is dependent on the details related with
providing consumers exceptional value and fulfilling their desires. In order to construct plan for
early start up it is important to focus on consumer requirements and ensure that each aspect of
the strategy is linked with consumer demands and desires. This will help the company attain
higher profitability and offer consumers lifetime value so that they are able to gain a loyal
consumer base. The value proposition of fashion eco has lean startup characteristics as the
startup aims to fulfill consumer demands and desires by accommodating affordability quality and
sustainability in its products if fashion eco never existed the world would be worse off because
there would be no option for but using affordable and sustainable clothing which also provides
consumers ways of shopping faster. The absence of Fashion eco will reduce the growth of
fashion industry as business making sustainable and quality fashion accessible to large number
of consumers will not be present.
16

17

REFRENCES
Books and Journals
Daou and et. al., 2020. The Ecocanvas as a business model canvas for a circular
economy. Journal of Cleaner Production, 258. p.120938.
Dennehy and et. al., 2019. A Lean Start-up approach for developing minimum viable products in
an established company. Journal of Decision Systems, 28(3). pp.224-232.
De Cock, R., Bruneel, J. and Bobelyn, A., 2020. Making the lean start-up method work: the role
of prior market knowledge. Journal of Small Business Management, 58(5). pp.975-
1002.
Crandall, W.R. and Parnell, J.A., 2021. The opaqueness conundrum in fast fashion global supply
chains: the irony of hiding what we are trying to find. International Journal of
Sustainable Strategic Management, 9(1). pp.1-16.
Online
[Online] Available through <>
71 Sustainable Clothing Brands That Are Anything But Boring, 2022. [Online] Available
through <https://www.elle.com/uk/fashion/what-to-wear/g22788319/sustainable-
fashion-brands-to-buy-from-now/>
28 Eye-Opening Sustainable Fashion Statistics for a Cleaner 2022, 2022. [Online] Available
through <https://fashiondiscounts.uk/sustainable-fashion-statistics/#:~:text=The
%20sustainable%20fashion%20market%20size,equalled%2057%20million%20in
%202020.&text=While%20this%20number%20is%20still,and%20the%20trend%20is
%20accelerating.>
18

 APPENDIX
Primary Research
Secondary Research
Market Growth: There is huge growth potential for sustainable fashion brands in United
Kingdom. The current market size for sustainable fashion products in United Kingdom equals to
57 million in the year 2020. In addition to this revenue from sustainable fashion products in
United Kingdom has doubled since 2014 and is growing at rapid speed every year (28 Eye-
Opening Sustainable Fashion Statistics for a Cleaner 2022, 2022). This statistical data depicts
the profitability of sustainable business enterprises in the future.
19