Executive Summary Aramik Allaverdian, a fanatic who knows soccer, has recently received an inheritance and has always dreamed of opening his own soccer specialty store. Being and avid fan and player, he noticed that there was not a retail location that catered especially to this sport, and the local retailers frequently lacked his sizes and knowledge about items. Wanting to test products before he bought them, he was reluctant to buy online. So, he has decided to open Soccer Express in the Westchase Shopping Center at the intersection of Westheimer and Wilcrest. Soccer Express is asking for a $60,000 investment. Mr. Allahverdian will be the sole proprietor of the business and will be investing $100,000 of his own money. Currently, the two other investors, Jenna Howe and Tanya Martinez, will each be investing $20,000 in the store. The opening is estimated to cost about $200,000 in total and Soccer Express has currently secured $140,000 in financing. The goal of the store is to be the premiere soccer retailer in Houston with hopes of expanding into the online market in the future. Soccer is growing in popularity in the United States, especially in Houston with the success of the Dynamo team, which means that there is a captive market waiting to be reached. The market that Soccer Express will primarily target is 18-30 year old males. This is a huge demographic involved with the sport of soccer, but the brick and mortar stores are not focused on soccer apparel and equipment and employees lack product knowledge about that merchandise. Soccer Express will carry jerseys, shorts, cleats, shin guards, and balls. These are the five most necessary product 1
categories for soccer, which is why Soccer Express has chosen to focus them. However, once established Soccer Express will be looking to expand into other product categories. Soccer Express is not expected to break-even until year three and will incur an initial loss, but growth will steadily increase thereafter. All profits will be invested back into the business to fund growth and expansion. The liabilities will come from inventory, as well as accounts receivable for layaway. This will require that cash flows be carefully monitored to insure that payments are being collected in a timely manner, and also that it isn’t tied up in large amounts of inventory. The profitability of Soccer Express is expected to come after year three. 2
Vision and Mission Statements Vision Statement: “We know soccer.” Soccer Express strives to provide customers’ quality, name brand soccer basics like cleats, uniforms, balls, and safety gear. In addition, there will be opportunities to take classes or work one-on-one with the professional staff. These will be an opportunity to bring together fans and players driven to excel in the passion for the sport. Soccer Express’s aims to become the leading Houston based soccer specialty retailer in the United States of America within the next five years. This will be accomplished with the opening of additional locations, as well as developing an online presence.
- Spring '12
- Association football, Major League Soccer, Soccer Express