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Uchic Case Study
follow the attached Case Analysis Worksheet to do the case.
The Final Case: 1000 Dreams www.uchic.com
You just went to work for UChic.com as Director of ECommerce. Take all that juicy knowledge that you gleaned in this course and put a real plan/proposal together for the following business case:
In 2015 UChic.com launched their site to sell products with the mission to help 1000 girls fund their dreams. See below an excerpt from recent business development efforts, written by founder Christie Garton. Christie has authored a best selling college guide for teen gals and 2015 marks the 4th edition for this guidebook.
Letter from Christie Garton, founder of UChic:
Hello! I’m founder of a new lifestyle brand for teen girls call UChic. UChic sells super chic fashion accessories and a best-selling line of college guidebooks written “for and by” girls that help fund scholarships for our consumers through our 1,000 Dreams Fund. With 95% of young women saying they lack of access to funding to fully reach their career goals and dreams, UChic is uniquely addressing a critical need during a pivotal life stage. You can learn all about us at uchic.com and our 1,000 Dreams mission at uchic.com/1000-dreams.
This year, UChic is launching its first-ever line of fashion accessories, including a chic tote bag, tech case and notebooks with designs inspired by our girls. Also new this year is the 4th Edition of our best-selling guidebook to college for girls – UChic – which hit store shelves at major book retailers this spring. These items are perfect gifts for graduation and back to school seasons. ??We are looking for retail partners who are inspired by our mission as much as we are to partner with an on exclusive launch of our line. I’d love to personally connect and share more information about our line and mission.
The books have been selling on amazon.com as well as specialty booksellers around the country. The founder would like to gain momentum in the sales of her book and the accessories that have been developed as part of the mission.
In the meantime, Christie Garton, founder and best selling author would like to build a case for traction as an integrated ecommerce business ( online and offline ). The business to date has been bootstrapped through sales of the book, plus friends and family. Christie would like to pitch investors and raise $1.0 million to kickstart her business into high gear.
*Sales are behind forecast by 20% year to date
*Customer file is slowly increasing, but the business is still running under the radar.
*Product sales include book + limited accessories at this time
Questions to consider when developing your proposal:
6. Where else can UChic.com potentially sell product? How should they think about this?
1. Website Conversion averages .5%
2. Total Website sales for 2015 TO DATE: <$1 million 3. Average order value (from website) is less than $50 USE HBS CASE STUDY TEMPLATE ( attached ) to help you frame the problem / solution. Please note there are other resources included to help your mission. https://uchic.com/1000-dreams/ This form can be used to organize your thoughts about a case. As you perform your analysis remain open to the fact that your interpretation of the facts may change and therefore you should constantly revisit your answers. Define the Problem: Describe the type of case and what problem(s) or issue(s) should be the focus for your analysis. List any outside concepts that can be applied: Write down any principles, frameworks or theories that can be applied to this case. List relevant qualitative data: evidence related to or based on the quality or character of something. List relevant quantitative data: evidence related to or based on the amount or number of something. Describe the results of your analysis: What evidence have you accumulated that supports one interpretation over another. Describe alternative actions: List and prioritize possible recommendations or actions that come out of your analysis. Describe your preferred action plan: Write a clear statement of what you would recommend including short, medium and long-term steps to be carried out.