**Analysis and Recommendations for Boaz Trading PLC’s T-Shirt Stores Business Plan**
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### **1. Financial Projections & ROI Discrepancy**
**Issue:**
- The projected net profit of 990,000 ETB in Year 1 yields only ~3.6% ROI (vs. the 18% target). This stems from overly optimistic revenue assumptions and misaligned cost structures.
**Recommendations:**
- **Revise Revenue Targets:**
- Increase sales volume for the Cannes Collection (e.g., sell 2,000+ units internationally vs. 1,500 projected) by expanding diaspora outreach and pre-orders.
- Raise local line prices slightly (e.g., 400–1,000 ETB) to improve margins while emphasizing quality/value.
- **Reduce Costs:**
- Negotiate bulk discounts with Hawassa Industrial Park suppliers.
- Phase store setup costs over 2 years to lower upfront investment.
- **Clarify ROI Timeline:**
- Specify if the 18% ROI is cumulative over 3–5 years. Adjust projections to reflect this (e.g., 6% Year 1, 12% Year 2, 18% Year 3).
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### **2. Pricing Strategy & Market Fit**
**Issue:**
- Local line pricing (300–800 ETB) may exceed affordability for the target market (10,000–15,000 ETB/month income).
**Recommendations:**
- **Tiered Pricing:**
- Introduce a budget line at 200–350 ETB using recycled fabrics for price-sensitive customers.
- Position the 800 ETB tier as “premium everyday wear” with limited-edition designs.
- **Value Communication:**
- Highlight organic cotton certifications and cultural storytelling to justify pricing.
- Offer installment plans via TeleBirr for higher-priced items.
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### **3. Cannes Activation Risk**
**Issue:**
- High spend (6.875M ETB, 25% of budget) with uncertain ROI.
**Recommendations:**
- **Pre-Sell Cannes Collection:**
- Partner with Ethiopian diaspora networks in Europe/U.S. for pre-launch orders.
- Use Cannes pop-up as a PR stunt; focus on post-event e-commerce sales.
- **Cost Sharing:**
- Collaborate with Ethiopian Tourism Board or cultural institutions to co-fund Cannes activation.
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### **4. Supply Chain & Operational Risks**
**Issue:**
- Import dependency for premium materials and political instability threats.
**Recommendations:**
- **Localize Production:**
- Partner with Arvind Mills Ethiopia (textile giant) for sustainable dyeing/finishing.
- Stockpile 3–6 months of imported materials to hedge currency volatility.
- **Diversify Export Markets:**
- Target Middle Eastern markets (e.g., Dubai) with fewer trade barriers alongside Europe.
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### **5. Marketing Effectiveness**
**Issue:**
- Over-reliance on Cannes for international exposure; limited local engagement strategy.
**Recommendations:**
- **Hyper-Local Campaigns:**
- Collaborate with Addis-based artists for limited collabs (e.g., “Addis Street Art Series”).
- Sponsor youth events like Sheger Marathon for brand visibility.
- **Digital Focus:**
- Allocate 50% of local marketing budget to TikTok/Instagram influencers (e.g., @LiyaKebede).
- Use WhatsApp chatbots for customer engagement and flash sales.
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### **6. Team & Scalability**
**Issue:**
- Lack of clarity on leadership expertise for global expansion.
**Recommendations:**
- **Advisory Board:**
- Recruit Ethiopian fashion experts (e.g., Mahlet Afework) and export logistics specialists.
- **Staff Training:**
- Partner with FIT Ethiopia for sales staff training in customer experience.
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### **7. Sustainability & Compliance**
**Recommendations:**
- **Certifications:**
- Pursue Global Organic Textile Standard (GOTS) certification to appeal to eco-conscious buyers.
- Apply for AGOA eligibility to enable duty-free U.S. exports.
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### **8. Revised Financial Model**
| **Metric** | **Revised Year 1** | **Notes** |
|--------------------------|--------------------------|------------------------------------|
| Local Line Revenue | 12,000,000 ETB | Assume 20,000 units at avg. 600 ETB |
| Cannes Line Revenue | 10,000,000 ETB | 2,000 units at avg. 5,000 ETB |
| Total Revenue | 22,000,000 ETB | +33% vs. original plan |
| Net Profit | 4,950,000 ETB | 18% ROI on 27.5M ETB |
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### **Implementation Steps**
1. **Q1 2024:** Finalize pre-orders for Cannes line via diaspora networks.
2. **Q2 2024:** Launch budget local line to capture price-sensitive buyers.
3. **Q3 2024:** Secure GOTS certification and AGOA compliance.
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By addressing pricing, financial modeling, and risk diversification, Boaz Trading PLC can achieve its 18% ROI target while cementing its position as Ethiopia’s leading culturally rooted apparel brand.