T-shirts are very popular garments for all ages. It is the most casual and comfortable garment for anyone. When it comes to custom t-shirts it has its own charm. A t-shirt that is only customized with your favorite quote or a memorable picture printed on it has greater appeal than a normal standard t-shirt. Nowadays people, especially the younger generation, look for customized t-shirts as it portrays their own personality when they wear it. With all these things in mind, I plan to start my own custom t-shirt printing business which is called EzzyTee. The following parts will describe the marketing plan of my business in more detail.
Goal
Every business organization needs some goals. It helps them to guide in the long run. A clearly defined goal helps the business to formulate a strategy to achieve them. Goals also act as the motivation for entrepreneurs. EzzyTee has its own goals to achieve.
Company Goal
- Supply high-quality t-shirts to customers at below CAD $ 20.
- Wide range of customization options for the customer. (Ex: custom graphics, text, memorable photos, etc)
- Various types of printing options such as sublimation printing, vinyl printing, etc.
Financial Goal
Earn at least CAD $200 for the first 2 months then CAD $300 for the next 4 months and lastly CAD 500 dollars for the next 6 months.
Social media Goa
- Get 1000 followers for Instagram and 500 likes for the Facebook pages in the first 2 months.
- Get 2000 targeted followers on Instagram and 1500 real audiences for the Facebook pages in the next 3 months.
- Get at least 10 highly renowned instagram influencers in the next 7 months.
- Build a 500 audience email list for the first year.
Competitor analysis
Every business has competition. Analyzing competitors helps to form a marketing strategy efficiently. Below are some ways I can analyze my competitor:
- Subscribe to their email list
- Follow all their social media channels
- Visit their website to get ideas about their pricing, website layout, etc.
SWOT Analysis
Strength
- Ezzytee will provide wide range of products such as T-shirt, hoodie, sweater, pants, socks.
- In house graphic design service- turn your boring text or image into exciting printable files.
Weakness
- Highly dependent on third party garment suppliers.
- Not having own clothing line.
Opportunity
- Increase in the demand for custom apparel among the young generation.
- Booming e-commerce industry and POD service.
Threat
Lots of people are starting their home-based t-shirt printing businesses.
Buyer persona
- Target audience: EzzyTeeès target audience is students, young professionals.
- Pain Points: Not having high-quality custom apparel at a cheap price.
- Where they spend their time online:
- According to Ryerson Social Media Lab, women have adopted Facebook, Instagram, Pinterest, Snapchat, TikTok. Whereas men have YouTube, Linked In, Twitter, Reddit, and Tumblr.
- Facebook is the most popular social media with 83%, youtube has 63% and Instagram has 51%
Marketing strategy
Followings are the steps for the marketing strategy of Ezzytee
- Creating a website: Today websites are no longer luxury, rather they have become a necessity for any business. A well designed website creates trust among the customers. Also websites are the first place where a customer find any type of information.
- Use of google: Google has many tools that help small businesses. Google my business, google analytics, google ads etc. Using all these tools helps small businesses create great online presence.
- Blogging: Blogging is another tool that can be used as a marketing strategy. Write a very informative blog about the clothing industry and linking them to the website increases the visitor in the website.
- Social media presence: Creating a strong social media presence also helps to get real customers. A well-designed Facebook page or Instagram account with targeted content attracts real customers who are actually interested in products. Content marketing Master course from IIDM helps to understand different types of content and how to automate them to get maximum reach for the content.
- Building email list: Email marketing is another popular way to market your products. Design a high converting landing page or offer some free design samples or resources in order to get prospective customer email and retargeting them on various occasions.
Running a business always takes time to get established. When it comes to custom apparel business owners need to be very patient as the market has become very saturated but by following these marketing steps and adopting proper strategy a t-shirt business can also become a good source of income. The only ingredients in this business are to have patience and formulate a proper marketing strategy.
References
https://blog.yourtarget.ch/en/how-perform-swot-analysis-fashion-business