Out of Uniform 
Business Plan 
 
Kelly Marie Blake 
4/13/2010 

313 Out of Uniform Drive

State College, Pennsylvania 16801
Email: Kmb5222@psu.edu
 Transmittal Document

April 13, 2010

Jeanette Novakovich
The Pennsylvania State University
University Park, PA 16802

Dear Ms. Novakovich:

I am submitting this report to you that you requested, which is due April 13, 2010.
The report is entitled Out of Uniform Business Plan. The purpose of the report is to
explain my business plan for making Out of Uniform a national brand through its online
presence as well as increasing stores nationwide, specifically in State College. This report
goes into detail in terms of Out of Uniform’s company ideals, product offerings,
management structure, competition, and strategic approach. If you have any questions
concerning the business plan, please feel free to contact Kelly Blake by email at
kmb5222@psu.edu.

Sincerely,
Kelly Blake
CEO, Out of Uniform

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 Table of Contents

1.0 Executive Summary……………………………………………........................…….3

2.0 Company Summary…………………………………………………….....................3
3.0 Product Development………………………………………………….......................4
4.0 Management Summary………………………………………………........................5
4.1 Team of Advisors..............................................................................................5
4.2 Personnel Structure...........................................................................................6
5.0 Market Analysis Summary…........……………………………………......................6
6.0 Strategy and Implementation Summary………………………………......................8
6.1 Marketing Approach.………………………………………………………...8
6.2 Sales Strategy...............……………………………………………………....8
7.0 Conclusion....................................................................................................................9

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 Out of Uniform

1.0 Executive Summary

Out of Uniform is a company that enjoys adding style to plain school uniforms.
We create accessories that are custom made for any school uniform and provide that extra
sparkle young girls are looking for. Many times, private schools impose rules against
wearing colored nail polish, makeup, or even jewelry. Out of Uniform provides a way for
girls to add fashion and creativity to their school uniforms, while following the rules that
their school may impose.
Each member of Out of Uniform’s management has graduated from private
schools, so they have a relevant point of view and can relate to the consumer that Out of
Uniform is targeting. We provide accessories ranging from backpacks to pencil cases.
Out of Uniform’s products are one of a kind, affordable, practical, and most importantly
add that extra something that every girl wants. Utilizing our product development,
marketing strategy, and sales strategy, Out of Uniform plans to expand its presence in the
national market. We hope to bring our products into the homes of young, private school
students across the nation to add individuality and personality to their uniforms.

“Out of Uniform Inc. is a business dedicated to meeting the unique needs of each of our
customers. Our goal is to bring creativity and practicality to our customers' every day
style. Out of Uniform continually strives to achieve innovation and superior design in
each of our custom made accessories. We can bring style to any school uniform!”

2.0 Company Summary

Out of Uniform is a company that offers accessories for girls in private school
aged from 5 years to 18 years. We specifically tailor our accessories to young girls so
they can feel independent of their school uniforms. Our products provide an outlet for
creativity and style.
Out of Uniform is a business that began in the home of a mother with 5 children
in private school. She wanted to give her children ways to enhance their everyday look to

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 Out of Uniform

feel pretty and unique. Since those early days, Out of Uniform has become a national
player in the accessories market and hopes to expand its horizons even further.
Currently, Out of Uniform operates online and provides a website for buyers to
make orders on the internet. We hope to expand our physical presence throughout the
country to be more accessible and for buyers to have better awareness of our brand.

3.0 Product Development

Out of Uniform offers a wide variety of products. Our products include:
• Wristlets & Change Purses • Headbands & Hair Accessories
• Eye Glasses Cases • Water Bottle Holders
• Backpacks • Watch Bands & Bracelets
• Pencil Cases • Lunch Boxes

These products are provided online and are available to order at any time. Once
we receive an order from a specific school, we archive their uniform fabric so we have it
on hand for future orders. If an order comes in and we do not have that specific pattern, it
may take slightly longer to process that order. However, all of our online orders are
executed and delivered in 3 to 6 weeks.
For our State College store, we plan to have the school uniform patterns for
private schools in the area on hand so that we can have inventory in store of all of our
current product offerings. The private schools that we will currently have in stock for our
State College store are State College Friends School, Nittany Christian School, and Our
Lady of Victory Catholic School.
Furthermore, Out of Uniform plans for future offerings will be dictated by the
market demand. Currently handbags dominate the market demand in the accessories
sector. Therefore, Out of Uniform offerings will be more heavily weighted towards
wristlets, change purses, and handbags (Segmentation).

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 Out of Uniform

Products Market Share

Handbags/Wallets 39.5%
Costume Jewelry 22.8%
Neckwear/Scarves 11.4%
Gloves 8.9%
Hats 6.4%
Hairpieces 4.7%
Belts 3.7%
Hair Accessories 2.6%
Source: Segmentation

4.0 Management Summary

Kelly Blake, the CEO of Out of Uniform, is graduating from The Pennsylvania
State University Smeal College of Business May 16, 2010, which is one of the most
highly regarded business programs in the country. Miss Blake is graduating with a
Finance degree and a minor in International Business. She has a fresh outlook on the
market and a relevant point of view. Furthermore, Miss Blake is dedicated to establishing
Out of Uniform as a top competitor in the accessories industry and incorporates her
devotion to Out of Uniform’s success throughout the company culture.

4.1 Team of Advisors

Maureen Debicki, Creative Director
Mrs. Debicki is an extremely talented designer and brings her expertise to all of Out of
Uniform’s products. Utilizing her years of experience combined with her MIT degree;
Mrs. Debicki possesses business savvy and a modern sense of design.

Courtney Blake, Chief Financial Officer

Miss Blake, who is a graduate of The Pennsylvania State University, brings her financial

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expertise to Out of Uniform. Having 3 years of auditing experience with Chartis

Insurance, Miss Blake provides sound advice and critique of all of Out of Uniform’s
financials. Miss Blake is currently preparing to earn her CPA Certification, which will
increase her value to our firm even more.

4.2 Personnel Structure

Out of Uniform will require more employees as it begins to expand in the future.
Currently, under the management of the CEO, CFO, and Creative Director we employ
personnel in the following departments: online support, marketing, finance, in-store staff,
product development workforce, and sales professionals. As we expand our physical
presence in the future, Out of Uniform will need to hire more in-store employees and
onsite managers for these establishments.

Kelly
Blake, CEO

Courtney Maureen
Blake, Debicki,
CFO Creative
Director

Online In-store Product

Finance Support Management Marketing Sales Development

5.0 Market Analysis Summary

Out of Uniform’s target market consists of Private Schools and individuals.
Currently, there are 29,301 private schools in the United States. These include
kindergarten, elementary, and secondary schools that require their students to wear
school uniforms. In total, there are 5,872,000 students enrolled in these private schools
(Key Statistics).

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 Out of Uniform

Thousands of Thousands of
Persons Public % Change Persons Private % Change
Year Enrollment Growth Enrollment Growth
2003-04 48540 0.7 6099 N/C
2004-05 48795 0.5 6133 0.6
2005-06 49028 0.5 6111 -0.4
2006-07 49370 0.7 6155 0.7
2007-08 49610 0.5 6152 0
2008-09 49812 0.4 6022 -2.1
2009-10 50028 0.4 5872 -2.5
Source: National Center for Education Statistics

As shown in the table above, enrollment in private schools has been declining in
recent years (Industry Performance). However, it is predicted that enrollment will grow in
the future as the recession lifts.

Thousands of Thousands of
Persons Public % Change Persons Private % Change
Year Enrollment Growth Enrollment Growth
2009-10 50028 0.4 5872 0.1
2010-11 50303 0.5 5919 0.8
2011-12 50653 0.7 5946 0.5
2012-13 51093 0.9 5990 0.7
2013-14 51579 1 6038 0.8
2014-15 52135 1.1 6092 0.9
Source: National Center for Education Statistics

As enrollment in private school increases, the market for accessories for school
uniforms will also increase. This will allow Out of Uniform to expand its business in the
future. Out of Uniform’s primary target consumer is the average private school enrollee,
who is hoping to add a sense of style to her everyday school uniform. In addition, Out of
Uniform will target Private Schools as conglomerate consumers and supply the schools
with an array of products to sell in their school stores on campus (Outlook 61111b).

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 Out of Uniform

6.0 Strategy and Implementation Summary

Out of Uniform’s strategic approach is to be accessible to our customers and
provide them with products that they want. We plan to keep pace with consumer demand
by having a “What YOU Want” tab on our company website in order for our customers
to dictate Out of Uniform’s product offerings. It is our goal to provide our consumers
with stylish products that they enjoy wearing. Out of Uniform also plans to expand its
stores nationwide to increase our reputation and brand awareness on a national level.

6.1 Marketing Approach

Our sales strategy is to market particularly to the 13-19 age group, as research
shows that they have considerable spending power, which is largely used for fashion
retail. In 2009, girls in this age group spent 42% of their budget on clothing and
accessories alone (Market Characteristics). The revenues generated in the accessories
sector are predicted in increase in coming years, which would provide an even larger
market for Out of Uniform to offer its products.

Year Revenues Generated ($ Million) Growth (%)

2011 7412.9 5.5
2012 7908.9 6.7
2013 8560.3 8.2
2014 9267 8.3
2015 9868.5 6.5
2016 10563.1 7
Source: Outlook 44815

6.2 Sales Strategy

Out of Uniform plans to take advantage of this huge market by maintaining
affordable prices, increasing promotion through social networks and YouTube, offering

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 Out of Uniform

modern products, and being an accessible company through an online presence as well as
through physical locations nationwide.

8.0 Conclusion
Out of Uniform has huge potential in the accessories industry and is extremely
enthusiastic about opening a new location in the State College area. We will continue to
expand in the future and hope to become a leader in our industry in the years to follow.
With your help, Out of Uniform can achieve new heights and unite our love of style,
innovation, and originality to become a successful business and profitable investment for
you.

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 Works Cited

“Key Statistics.” 61111b - Private Schools in the US - Industry Report. 5 Mar. 2010.
IBISWorld. Web. 10 Apr. 2010.
<http://www.ibisworld.com/industry/keystatistics.aspx?indid=1941>
“Market Characteristics.” 44815 - Clothing Accessories Stores in the US - Industry
Report. 18 Feb. 2010. IBISWorld. Web. 10 Apr. 2010.
<http://www.ibisworld.com/industry/marketcharacteristics.aspx?indid=1070>
“Outlook.” 44815 - Clothing Accessories Stores in the US - Industry Report. 18 Feb.
2010. IBISWorld. Web. 10 Apr. 2010.
<http://www.ibisworld.com/industry/outlook.aspx?indid=1070>
“Outlook.” 61111b - Private Schools in the US - Industry Report. 5 Mar. 2010.
IBISWorld. Web. 10 Apr. 2010.
<http://www.ibisworld.com/industry/outlook.aspx?indid=1941>
“Performance.” 61111b - Private Schools in the US - Industry Report. 5 Mar. 2010.
IBISWorld. Web. 10 Apr. 2010.
<http://www.ibisworld.com/industry/performance.aspx?indid=1941>
“Segmentation.” 44815 - Clothing Accessories Stores in the US - Industry Report. 18
Feb. 2010. IBISWorld. Web. 10 Apr. 2010.
<http://www.ibisworld.com/industry/segmentation.aspx?indid=1070>

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