Describe the type of retailer you are establishing. Include the mission statement, ownership type, and products offered. Describe the type of retail format and sub-industry. Include the NAICS code (https://www.naics.com/search/) for your retailer. 

SWOT Analysis: Include current and long-term strengths, weaknesses, opportunities, and threats.

Objectives: Include your objectives for sales, profits, positioning, and satisfaction of the public.

Target Market and Retail Strategy -Identify a target market and then specify an overall strategy to properly target that market (e.g. mass marketing, concentrated marketing, or differentiated marketing).

Overall Strategy: Discuss the overall strategy for controllable and uncontrollable variables.

• Controllable variables
• Managing the business
• Goods/services strategy
• Location strategy
• Pricing strategy
• Promotion Strategy
• Uncontrollable variables
• Consumer environment
• Competitive environment
• Legal environment
• Economic environment
• Seasonality
• Technological environment

Specific Activities: Discuss the daily and short-term operations.

Control: Discuss how you will assess the performance of the store.

Store Layout: drawing of the layout of the proposed store with a justification for why the merchandise is located in specific areas. Include common (public spaces) and administrative/workspaces.

Merchandise Mix:  merchandise assortment plan for your proposed retailer.

• The number of products categories carried
• The variety of products in any category
• Criteria for buying decisions (how often, what terms, which suppliers)
• Level of inventory for each type of merchandise
• Procedures to assess the success or failure of each item sold 

Financial Plan: A complete strategic profit model using pro forma estimates of an income and balance sheet.

HRM Plan:  Discuss the number, skill level, pay rates, and scheduling of employees.

Integrated Marketing Communications (IMC) Plan: Include all the different ways the retailer communicates about itself, and its products/services. Include marketing, advertising, promotion, public relations, and communication strategies and tactics. Include themes, logic, and campaigns for the retailer.