Organizational Structure - Research and Development

BUSINESS PLAN
STAR SHOP
(Online Jewellery Business)
Module: Managing Enterprise in the 21st Century
Module Code-BMSW4006
1.0 Introduction
Star shop is a business that shows our creativity and uses the best products to deliver our creation to
our clients. Our skilful and diligent creators meet with our customers' needs using the latest
technology to reach consumers demand.
1.1 Aim and Objectives
Our main Aim is to create high-quality products at a reasonable price and offer a piece of art that
can wear on any occasion.
The objectives are as follows:
 To provide excellent customer services.
 To increase efficiency.
 To reduce business expenses

 To have a successful business development
 To increase traffic on the business website
 To create new products
 To raise a profit margin daily.
 To maintain profitability at the end of the year.
 To use social media as marketing for the business.
 To maintain workplace safety.
 To increase recycling.
 To invest in training to keep our skills updated.
 To acquire new customers, innovating offers.
 To increase sales creating new products.
 To insure financial sustainability
1.2 Company Mission and Vision
Star Shop is an online Jewellery brand that offers bespoke handmade pieces which are carefully
curated and complement the unique style and personality of every customer. The beauty of nature,
the diversity in arts and the vibrancy and colours of the abroad amused our designs paired with the
value and precision of prestigious British craftsmanship.
The team of Star Shop consists of six women combined through their love for extraordinary
handmade jewellery, who seek to allow their customers to showcase their true selves through their
jewellery and unique style choices.
Each founder is responsible for a specific sector of the business and is part of the head management
team. The main areas of responsibilities rank from design, marketing, photography and visuals,
supply chain management, research and development to finances.
The business will be run from the founder private accommodations, until a break-even point (est.
after six months to one year of business). Investments such as office and workshop facilities, as well
as new employees, will only follow a minimum of half a year of consistent profits and growth.
1.3 Legal Compliances
Star Shop is a partnership business that should be registered with HMRC (sales tax) and Companies
House(general license) Each partner should register for self-assessment and complete a separate tax
return.
As UK registered business, we need to display recorded information on the web site as:
· Company name
· Registered number
· Place of registration
· Registered office address
· Contact details/email address
· Non-electronic info on how to contact the business
· The VAT number

· Privacy notice
· Cookie disclosure
· Disclaimer
· GDPR compliant
· PCI compliant
· Online and Distance selling regulations
· Electronic commerce regulations
· Consumer rights act
· Accessibility statement
· Terms and conditions
· Delivery and returns policy
· Copyright statement
· Insurance- A business owner’s policy
2.0 Marketing
Star shop follows a business marketing plan as most companies to help us meet our goals and
objectives through all the business creation.
2.1 Market Planning
Successful business development is associated with very good marketing planning. The ideas and
goals involved with development will help us plan the next steps that are important to the success of
the company.
2.1.1 Market Research
Knowledge of the potential customer has importance for pricing, items and advertising creatives.
The company is planning a maximum market research on the demand for handmade jewellery in
social networks and online forums. By interviewing and surveying a wide range of people, friends
and acquaintances we will be able to identify our potential customer group, as age, social status and
other characteristics.
2.1.2 Competitors
Competitors should not scare us but make us more ambitious and stronger on the market.
Company’s plan includes:
 To use the internet to explore the supply of similar products to ours.
 To draw up a list of know and popular competing companies.
 To explore their strengths and weaknesses.
 To use this to clear our weaknesses and improve our strengths.
2.1.3 Market Planning Strategy
Business planning requires a sales planning strategy.
Our strategy includes gradually launch new jewellery models.
Focus on several models initially and drive sales gradually to maximize results.
Business expansion through new items only, after reaching a certain number of sales.
2.1.4 Assessing the Need for Support Staff
Carefully reviewing the goals and evaluating options for self-management or the need for helpers.
Qualified personnel need training, so we plan to offer a close or friend for sale activities that do not
require special skills but take time – packing and sending jewellery, adding photos to online
platforms and social platforms, etc.

2.1.5 Improvement of Financial Assets Over the Next 5 Years
Part of the company’s goals is related to its financial status.
At the beginning our goals will be determined by weeks and months.
The marketing and advertising strategy that we attend to achieve will be described in detail and
strictly adhered to.
Promotions and special offers for loyal customers will be included in this strategy.
Thus, we expect to achieve a 30 % increase in sales and generate a good profit for the first 6 months
of starting a business.
We plan to increase sales by 50% over the next 2 years and to be in the first five ranks in search
engines.
The expanded marketing strategy we will develop includes a careful monthly calculation of each
expense and production product and many promotional offers for generating high income.
Over the next 5 years our plan is to create new business opportunity around the world.
The company’s plan includes focus on countries where there is a possibility of using cheap labour
and local products for our business.
Next planned step is to increase production capacity as well as new customers and improve
company’s financial revenue.
2.2 Target Market
Our primary target group consist of women aged 17 and above, who are expressionistic, vibrant and
seek to make a statement through their fashion choices. They are modern and individualistic and
rarely shop in average street stores. They value craftsmanship and unique design and deliberately
seek out conform smaller business.
However, part of our brand identity is not to limit our products but let people of all ages and
genders enjoy them.
There are no boundaries for the imagination, so this is the reason our products to be suitable for
almost everyone. Each jewel is one of a kind, it is original, handmade and a piece of art. They are
suitable for a personal buy or a present for nearly any occasion.
Defining more specifically our target market we should say it is oriented towards people from
different age, culture, gender and social background but with one thing in common – the love and
passion for the unique, unexpected and “wow”ing appearance.
Keeping in mind that our team has members of different countries and ages, we can offer a big
perception about the taste and demands of our clients. The other advantage is the possibility to keep
a contact with the local craftsman’s and artists. Thinking about the age, the gender, the culture, the
imagination and the personal style of each one of the jewellery creators it is giving us the
opportunity to offer various products to so many people. The range of goods we present is so
diverse it makes them suitable for any person with love for ornaments.
We seek to make our jewellery easily accessible to as many people as possible. “Online business
has increased in the latest year with profits of £586 million, and online shopping customers are
expected to increase at 93 % in the UK online commerce”, (O’Dea 2019). Due to this, we seek to
follow a digital marketing and distribution approach, utilizing our website as our main storefront.
Customers see vivid images of the products, descriptions of each piece of jewellery, the origin, the
name of the artist and the materials which are used, find FAQs and most common online payment
methods (debit and credit cards, PayPal) at a Star Shop website. Using secure and reliable shipping
methods deliveries take two and five days.
Another method to amplify our customer number and to reach as many age groups as possible is to
create our shops in platforms like Amazon, eBay and especially Etsy.
The target market is changing during the years and we must adapt to it. It is more about the interest
and social appearance these days so let’s say our target market is behavioral orientated. More and

more people are choosing to be themselves, to be different and unique so this is what we offer. A
little pop up to define each one’s uniqueness and personal statement.
2.3 Product Services and development
Our product portfolio consists of various pieces of jewelleries.
Hair and head ornaments-coronets, diadems, tiaras, earrings, hairpin hatpin.
Arms jewelleries-armlet, bracelet, cuff links,
Hands-rings, slave bracelet.
Feet-anklet, toe-ring, torch.
Neck-necklaces, bolo ties, chokers.
Special function-amulets, pledge pins, ropes, beads, key holders.
For all our products we are happy to offer beautiful and functional jewellery boxes. Our creative
team uses a big variety of materials in high quality –gemstones, silver, wax-curving, metal clay,
wood ceramic, leather, fabrics and many others.
Website “star shop” is our main storefront. It is fully compliant with online store requirements and
easily accessible. It is secure to shop on. It works beautifully on mobiles, tablets and other smart
objects. So, we can view the orders from wherever we are. We stay organized and manage our
customers and orders in one place.
Our shop is constantly evolving and upgrading to make sure it is future proof. Our online store is
connected to multiple marketplaces synchronizing listing and orders.
We have created a simple to use category structure with minimal fuss and the shop is easy to browse
and buy from.
The account manager has incredible digital skills and helps get set up and selling in no time.
Star shop has favourable contractual relations with the best delivery companies. The purchases
made by 16 pm on the day will be delivered in London and the area on the next day.
Following current and future trends determined by client’s interest we will develop our business
offering a bespoke order of individual purchases according to the client’s ideas.
2.4 Sales Target and Objectives
 Evaluate the quality of the products with the feedback of the customers.
• Review feedback to see opportunities to improve the product and improve customer services.
• Establish a monthly sale goal.
• Speak with new providers every week to find out new products and prices to increase
sustainability.
• Find out every week what is trending to cope with it and design it.
• Increase our productivity by going to workshops an learn to use new material to create new
products.
• Cut down on costs to leverage our profits.
• Sell every day, 20 units.
• Sell a month 600 units.
• Reinforce digital media for marketing.
• Deliver information according to digital customers.

• Increase follower across all social media platforms used to advertise our company.
• Create relationships of trust between the company and the customers.
• Use Facebook ad.
• Use Instagram and Pinterest to help the customer see the products they are looking for.
• Create a blog and share new post weekly.
• Give some mini-tutorial fortnight about how to make a specific product (bracelet, earring,)
• Write social media post every week.
• Learn to use design using digital appliances.
• Create marketing videos.
• Use YouTube to advertise our videos. Using storylines.
• Create a podcast and invite a guest.
• Comment on ten posts daily.
• Like followers’ comments.
• Feedback to negative comments.
• Learn how to track customers behaviour in social media platforms and on the website.
• Create promotion on specific occasions (Christmas, Mother’s Day, Valentin)
• Reward customers loyalty with discounts.
• Increase sales conversion rate by 5%
• Offers deals when signing up in the website
Objectives
 Improve customer satisfaction by 5%
 Generate more sales
 Decrease website maintenance cost by 10%
 Build up ROI over the next six months by 25%
 Boost traffic to the website
 Rent a study to keep everything accessible to us and share our points of view and feedback
immediately.
 Enlarge email list to increase opportunities for sale.
 Establish working with people or niches that have a broad audience.
 Outsourcing our business in the five years’ time.
2.5 Marketing Strategy
STP approach
Segmentation Business entity will segment its customer base
on the basis age, gender and income aspects. In
other words, entrepreneur will target women
pertaining to middle- and higher-income class.
Business entity will offer jewellery for both
young and old age women.
Targeting Differentiated targeting strategy will be used by
the researcher for attracting customers. On the
basis of this, varied marketing mix will be
prepared for the target market selected.
Positioning Entrepreneur will position products or services
based on price, uniqueness and quality aspects.