Progress Ahead Business Proposal

This business proposal, presented by Jack Morgan, outlines the launch of "Progress Ahead," a new brand focused on creating a unique line of hats. The main product is a red, cowboy-design hat specifically targeted at teenagers aged 11-18. A key unique selling proposition (USP) is that the red color is intended to represent warmth, making the hat desirable for wear on cold days.

The branding strategy for "Progress Ahead" includes:
A distinct green pentagonal logo featuring the brand name "Progress Ahead" and the slogan "Hats Ahead." The color green is chosen to evoke a sense of party and fun associated with the hat company. The logo will be small and stitched onto the hats.

The brand name itself, "Progress Ahead," signifies forward movement and development.

A celebrity endorsement by "Mr. Bean," selected for his broad appeal across children, young adults, and parents, associating the brand with happy moments and a fun, party-like trait.
Promotional objectives will leverage multiple channels to reach a wide audience. This includes TV advertising on channels like ITV (featuring Mr. Bean), cinema advertising in films aimed at a 12+ demographic, and extensive use of social media.

The financial projections indicate a variable cost of £5.70 per hat (leather at an average of £3.80 plus £1.90 for accessories). Based on market insights suggesting a £10-£20 price point, the hats will be sold at £15 each, yielding a profit of £9.30 per hat. The business aims to sell at least 2,000 hats in the first month, targeting a profit of £11,800, after accounting for fixed costs of £6,800.

The proposal concludes with confidence in "Progress Ahead" becoming a successful business, achieving break-even in the foreseeable future and subsequently entering a growth stage with sustained profitability, driven by strong market research, a clear brand identity, and a distinct USP targeting a growing audience.