The Business Plan 185Mission Statement. Our performance and success will be driven by our core purpose and core
values as listed below. With these as the compass for our efforts, we are confident that we will
continue to find ways to discover and embrace opportunities that will delight our customers,
serve our stakeholders, and lead to profitable financial performance.
Babyyourway.com Core Purpose: To increase family bonding through the creation of per-
sonalized keepsakes.
Babyyourway.com Core Values:
- To make the creation and selling of customized merchandise fun for us and our customers
- To allow families everywhere to enjoy personalized products
- To treat our employees with the highest respect. They are our most important asset and have
an ownership stake in the company. - To be flexible in meeting our consumers’ unique and changing needs and desires
- To strengthen families by giving back to the community and supporting charities for children
Objectives
We will strive for market recognition, market leadership, and customer satisfaction while being
oriented to the bottom-line. Short-term plans are to maintain our focus on a limited variety of
custom children’s apparel items. Once we build some momentum and gain brand recognition in
the marketplace, our long-term goals include branching out into other customized baby items
like teddy bears and other plush animals. We will also explore contracted manufacture or licens-
ing of other items. Our Web site will continuously evolve to offer additional pages or “stores”
offering new product lines, regional preferences, special promotions, etc. We will target our Web
advertising efforts on the leading search engines (Yahoo, Google, and MSN) to make our site a
top destination or referral for all online children’s apparel searches. Other marketing efforts may
include purchasing ads in leading parenting magazines (e.g., Parents, Parenting, and Child).
Depending on our initial success and profitability, longer term plans may include further testing
of our model in shopping malls, first with low-cost kiosks and then with a larger interactive store
like the Build-a-Bear shops. Our short-term financial goals include:
2020 vs. Rotary Screen Printing