Cranium Filament Reductions convenience sensitive. Men typically care less about the task of getting their haircut. For them whatever is easiest works best. Women are more concerned with hair styling and tend to bond more with their stylists. This bond creates loyalty to their stylist. Once a stylist has earned their trust they are more willing to blindly put their hair in the stylists hands. 2. 4 Services Cranium Filament Reductions provides hair styling for the entire family. this includes haircuts for men and women, permanents and hair coloring for women, as well as haircuts for children Shampoos will be offered for all adult services. Service is offered on a walk in basis or by appointment. Cranium Filament Reductions will emphasize a customer-centric service where the customers needs are always the priority Cranium Filament Reductions will also sell hair care products that are forecasted to account for 15% of sales. These professional quality supplies will include shampoos, conditioners, reconstructors, brushes, combs and other styling aids 2.5 Keys to Success Keys to success include Professional 2.6 Critical Issues Cranium Filament Reductions is still in the speculative stages as a start-up company. Its critical issues are to continue to take a modest fiscal approach; expand at a reasonable rate not for the sake of expansion in itself but because it makes prudent fiscal sense to 3.0 Marketing Strategy Cranium Filament Reductions will have a somewhat limited marketing budget. The main reason for this will be because some of the money that would otherwise be spent on marketing efforts will be used for rent by choosing a well-traveled popular mall to locate Cranium in, it will receive a lot of walk through traffic. The cost of having this location takes the form of higher than normal rent Part of the high cost of rent is just an expense if you want to locate a shop in a popular commercial property. Some of the money also goes to mall association dues. The money for the mall dues goes to marketing activities that are designed to increase visibility and traffic for the mall as a whole The money from the marketing budget will be spent on the following marketing initiatives Advertisements: Advertisements will be placed in two different local newspapers, the plain Dealer and the Sun Press. The plain Dealer serves the entire Cleveland metropolitan area Not all of the readers will be willing to travel across Cleveland to go to Cranium, however, large percentage of people in Cleveland subscribe to the plain Dealer, therefore it is a good investment to increase visibility the Sun Press is a more regional paper serving Shaker Hts, Cleveland Hts. University Hts. and Warrensville Hts. while the reader base of the Page 7convenience sensitive. Men typically care less about the task of getting their haircut. For them whatever is easiest works best. Women are more concerned with hair styling and tend to bond more with their stylists. This bond creates loyalty to their stylist. Once a stylist has earned their trust they are more willing to blindly put their hair in the stylists hands. 2.4 Services Cranium Filament Reductions provides hair styling for the entire family. This includes haircuts for men and women, permanents and hair coloring for women, as well as haircuts for children. Shampoos will be offered for all adult services. Service is offered on a walk in basis or by appointment. Cranium Filament Reductions will emphasize a customer-centric service where the customer's needs are always the priority. Cranium Filament Reductions will also sell hair care products that are forecasted to account for 15% of sales. These professional quality supplies will include shampoos, conditioners, reconstructors, brushes, combs, and other styling aids. 2.5 Keys to Success Keys to success include: • Professionalism. • Convenience. • Customer attention. 2.6 Critical Issues Cranium Filament Reductions is still in the speculative stages as a start-up company. Its critical issues are to continue to take a modest fiscal approach; expand at a reasonable rate, not for the sake of expansion in itself, but because it makes prudent fiscal sense to. 3.0 Marketing Strategy Cranium Filament Reductions will have a somewhat limited marketing budget. The main reason for this will be because some of the money that would otherwise be spent on marketing efforts will be used for rent. By choosing a well-traveled, popular mall to locate Cranium in, it will receive a lot of walk through traffic. The cost of having this location takes the form of higher than normal rent. Part of the high cost of rent is just an expense if you want to locate a shop in a popular commercial property. Some of the money also goes to mall association dues. The money for the mall dues goes to marketing activities that are designed to increase visibility and traffic for the mall as a whole. The money from the marketing budget will be spent on the following marketing initiatives: • Advertisements: Advertisements will be placed in two different local newspapers, the Plain Dealer and the Sun Press. The Plain Dealer serves the entire Cleveland metropolitan area. Not all of the readers will be willing to travel across Cleveland to go to Cranium, however, a large percentage of people in Cleveland subscribe to the Plain Dealer, therefore it is a good investment to increase visibility. The Sun Press is a more regional paper serving Shaker Hts., Cleveland Hts., University Hts., and Warrensville Hts. While the reader base of the Cranium Filament Reductions Page 7