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Shoe maker business plan

Shoe shop business plan template

Download this shoe shop business plan template in PDF or Word format, or tailor it to your project directly in our business plan software.

Discover our shoe shop business plan template

Not accustomed to writing business plans? Our shoe shop business template will turn a typically challenging process into a total breeze.

Modelled on a complete business plan of a shoe shop in Normandy, our template features both the financial forecast and the written part that presents the project, its team, the local market and the business strategy implemented by the management.

Cast your eyes on this template to achieve a better understanding of what your bank and investors would like to see, so that you can create a business plan that meets their expectations.

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Want to edit your plan on Word? Simply export the shoe shop business plan template to MS Word (.dox) format.

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Adapt this template to your personal project by changing the written part or the financial forecast in our online business plan software.

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Shoe shop business plan template content

This template includes a complete business plan, with a financial forecast and the following sections:

  1. Executive summary:
    The executive summary gives the reader a clear and concise overview of your business idea
  2. Company:
    This section lays out the structure of your business, including its location, management team and legal status
  3. Products and services:
    Here, you’ll give an overview of the services or products offered by the company
  4. Market analysis:
    The market analysis is where you’ll demonstrate that there is a strong demand for your products and services through a thorough assessment of the industry (customer profile, hot trends, regulation, competition, etc.)
  1. Strategy:
    This section highlights the company’s game plan when it comes to pricing, marketing and mitigating risks along the way
  2. Operations:
    This step lays out the company’s operational organisation, including the recruitment plan
  3. Financial plan:
    The financial plan includes a table of sources & uses (initial funding plan), and complete financial statements (P&L, balance sheet and cash flow statements).
  4. Appendices:
    This part provides the opportunity to include multiple financial appendices generated by our software (debt maturity profile, monthly financial statements, financial analysis, etc.).

The template contains a written project presentation. If you choose to adapt this template to your project in the software, you will be able to include images and rich text.

The template contains a comprehensive financial plan. The software allows you to include ready-to-use tables and analysis (break-even point calculation, financial analysis, etc.).

The shoe shop business plan templates contains complete financial statements (P&L, balance sheet, cash flow statement).

Option to include ready-to-use graphs and analysis if you choose to adapt the template to your project in our software

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Shoe shop business plan template extract

Executive Summary

Business Overview

Chaussure À Son Pied will be a shoe shop located in downtown Caen. We’ll offer a diverse range of women and men’s shoes, whilst specialising in quality leather and original brands, with a special focus on products manufactured in France.

Compiled of leather and vegan leather shoes, sneakers, boots and sandals, our collections will move with the seasons to keep up with customer demand for the latest trends.

Chaussure A Son Pied will tie together its extensive shoe collection and the expertise of its sales staff to create a space where the people of Cognac can come to discover the perfect shoe for any occasion.

Our store will be located at Rue Froide in downtown Caen, a street perpendicular to the very lively Rue Saint-Pierre, an area famed for its attractive aesthetic and wide selection of shops.

Chaussure A Son Pied will meet the high-end expectations of its customers by offering a more deluxe range of shoes than other brands on the local market.

Chaussure à son Pied will be a limited company managed by Valentine C. and Alice V. with a share capital of €15,000. Valentine and Alice both have the requisite skills and experience for launching a shoe shop business.

Valentine holds a Bachelor’s degree in Business Management from the University of Nancy and has 5 years of experience as a management assistant at a clothes store.

Alice, a Normandy native, has a Marketing degree from the University of Nancy. After her studies, she worked as a marketing assistant for a clothing brand for four years.

The two partners met and became friends at university. They stayed in touch after graduating and later decided to open a shoe shop together.

Market Overview

With 7.5 pairs of shoes purchased per child, 6 for every woman and 3.5 per man annually, France is at the top-tier for shoe consumption in Europe.

It makes sense then that France is leading the way for shoe production, as around 5,000 people are employed in the footwear sector and 21.7 million shoes are produced each year. According to Chaussure de France, the footwear market saw a total turnover of over €8 billion.

While a large quantity of shoes are manufactured in France (there are around 80 companies and factories located within the country), a majority of the shoes made in France are exported.

As a result, shoes are then imported from other countries to meet the demand in France. In 2017, Italy was the top exporter of shoes to France, followed by Germany and the United Kingdom.

The French prefer to buy shoes in-store. Large, budget shoe stores such as Gémo and La Halle aux Chaussures, as well as sports shops such as Decathlon and Foot Locker, hold a 41% market share.

These are followed by independent and chain shoe shops, which account for 28.5% of sales.

Online shoe shops, such as Zalando, Sarenza, Spartoo, which entered the shoe scene in 2005, now hold a 12.5% market share.

Traditional market players, including shoe chains such as the Vivarte and Eram groups, are facing up well to the competition posed online shoe giants. This is mainly due to the consistent desire of consumers to be able to try shoes on before they buy. Such brands are also making their own mark on the online realm, with Eram and Vivarte setting up websites to complement their store network.

According to INSEE, shoe spending has increased by an average of 5.5% per year since the 1960s. This increase is mainly due to an increasing number of shoe sales by 1.6% each year.

The average French household will spend around €330 on shoes, compared to the €1,230 that’s set aside for clothes.

According to, women are more likely to buy the most shoes with females between 25 – 44 years old spending around €207 on shoes, amounting to an average of 12-14 pairs in their dressing room.

To obtain the best prices possible, the French increasingly wait until sales or promotions are advertised to buy their shoes – with the amount of sales having doubled from 2000 to 2015.

While casual, everyday footwear is popular in France, sneakers remain the best-selling shoes and their market share is constantly increasing, explaining the overarching presence of sports shops in the shoe distribution circuit.

Caen has a population of approximately 108,000, with several shopping districts that attract consumers from the city centre and beyond.

The city centre has renowned shopping streets that are part of the main shopping district and host a plethora of shoe shops.

The Caennais, like 74% of the French, feel proud of their heritage, thus are willing to pay more for products made within France. The establishment of a “Made in France” trade show in Normandy, similar to the existing Parisian trade show, has increased the desire for locally–made products amongst the consumers of Caen.

Given our location and the commercial positioning of the other stores on rue Froide, we’ll mainly target high earners looking for luxury shoes:

  • Local residents: coming to the city centre to make most of their purchases, these people are aware of rue Froide’s rather lavish reputation. We believe that this segment, on the lookout for quality products, is likely to be drawn in by our “Made in France” collection and personalised sales advice, to the extent that they turn into regular customers.
  • Tourists: over a million tourists come to Caen every year, taking time to check out the Rue Froide (one of the oldest streets in Caen) during their visit. Tourists are drawn to the authenticity of the street’s picturesque boutiques. Our “Made in France” range, which highlights the art of French-style footwear, should appeal to these tourists.

There are a total of 20 direct competitors in downtown Caen, but only six stores that offer high-end products, including Printemps, Galeries Lafayette, André, Bocage, Minelli and San Marina.

We have identified 3 shoe shops located in the rue Saint-Pierre, less than 500 meters from the rue Froide:

  • Finsbury: franchise offering men’s casual and smart footwear
  • Naturella: independent shop offering shoes for men, women, kids and teenagers
  • Staggy: independent shop offering men’s & women’s casual shoes

We consider the competition to be moderate here, as we can distinguish ourselves in that we offer both high-end and locally manufactured shoes. We are the only downtown store that offers an exclusive “Made in France” collection, and our diverse selection of modern and classic shoes also help us stand out from the other stores with more limited stock.

We also offer a more unique range than the other high-end shoe stores in the city centre, as most of them are large commercial chains.

Indirect competition comes from shops that sell shoes but aren’t shoe specialists, including supermarkets, sports shops and clothes shops.

We differ from these brands for a variety of reasons, including our price range, higher calibre of shoe and our unique styles. If a customer invests in our shoes, they won’t expect to see ten other people on the street wearing the same ones, as they’re produced in much lower quantities than the collections manufactured by large brands.

We are also in indirect competition with online shoe resale sites. We view this competition as relatively limited, however, as our locally-manufactured shoes, brand image and ability to offer customers the chance to try before they buy (which is a non-negotiable when buying high-end products) help us set ourselves apart from such sites.

Financial Highlights

We expect to be profitable from the first year of operation, with sales of €223,120 and EBITDA of €8,234 (or 3.69% of margin).

Thereafter, we anticipate that the actions indicated in our marketing plan, as well as word-of-mouth will enable us to continue developing the business in years 2 and 3.

From year 1 to year 2, we expect an increase of 8.31% in our turnover. From year 2 to year 3, we expect sales growth of 4.44% with an EBITDA of €17,693 (or 5.09% of margin).

The improvement in EBITDA margin is mainly due to a better absorption of fixed costs as a result of the sales growth.

We expect positive cash generation over the entire plan. The cash flow generated by the company will cover loan repayments, while retaining sufficient leeway to deal with unforeseen events.

Our Ask

The opening of Chaussure A Son Pied will require an initial investment of €70,000. The founders will invest €35,000 (50%) and we would like to obtain a loan of €35,000 to fund the remaining amount.

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Business Plans for Start-Up Shoe Brands

There is ALWAYS a place for a new shoe company. Billion-dollar shoe brands must look for huge opportunities, leaving small brands free to serve niche markets. Find your special feature or take a fashion risk. Go ahead, make something fresh!

Are you ready to start your own brand-building journey? Do your shoe business dreams seem unattainable? You need a business plan to transform your dreams into reality and successfully launch your shoe brand. So, what is a business plan for a start-up shoe company?

Most business plans start out strong. “I have a GREAT idea for a new shoe!” A great idea is a perfect reason to start your shoe brand. But, you need to have thought through many other planning stages to form a successful business plan. “Who will sell my shoes? Who will buy my shoes? How will I market my shoes? How can I afford this?”

Starting a new shoe brand may feel impossible! Don’t worry, you can handle this step-by-step and we can help you to dive deeper into the details along the way.

12 key points to consider for brand building from How to Start Your Own Shoe Company:

12 criteria for a seamless business plan:

Does the world need another shoe band?
What is special about your shoe brand?
Making your plans, are you making the right shoes?
Footwear brand identity development
What is your target market and how do you target it?

When do you need to legally create your company?
What type of company?
Creating and protecting your new brand’s trademarks
Branding and web domains.

Two kinds of design briefs
Footwear merchandise plans
How to hire a shoe designer
Do you need a patent? Design vs. utility patents

When and how to launch your shoes into the market: delivery seasons
Financial modeling for your shoe business
Calculating profit margins

Finding a factory to make your shoes: Footwear agents and trading companies
The shoe development process
Import duty and shipping rates for your shoes

Footwear development expenses: the capital calendar
Raising money to build your shoe brand
Letter of credit and wire transfers

What is marketing? Traditional, guerrilla, and social: Footwear marketing strategies
Print and digital media
Trade shows and alternatives for footwear brand marketing

The sales chain
The language of footwear sales: Footwear buyers
Sales and distribution models for shoe companies

Serving consumers: Operational models
E-commerce platforms
Third-party logistics for shoes

Strategies for growth
Selling your shoes into new markets
Diversify your product offering
Vertical integration?

Defending your trademarks overseas: Distribution models
Finding the right distributor: Purchase terms for distributors

Dealing with shoe production delays
Footwear quality issues
Lost trademarks
Damaged equipment

Start your shoe brand building journey here!

How to Start your Own Shoe Company is for anyone with the dream of starting their own shoe company.

You will follow the launch of two start-up shoe companies. Each has its own style of shoes and business plan. In each chapter we will describe a requirement or process, then explain how each of our two new shoe brands will tackle this challenge.

You will cover crucial steps such as how to go about creating your shoe brand identity, how to legally set up your shoe company, how to register trademarks and apply for patents, how to get your shoes designed, built, paid for, and of course, how to go about selling your shoes.