Development of a Business Plan for Felt Footwear Brand Creation

The Russian shoe market has been characterized by rapid growth since 2022. Market players are trying to ensure that the customer's needs related to the high quality and style of the models are covered. Trends in Russian culture and domestic production have given a leap to the well–forgotten Russian boots. The development of a new look at real Russian shoes has just begun, designers have begun to experiment, adding various accessories, giving new shapes. The growth of the market and the possibility of creating new shoe brands determined the purpose of writing this final qualifying work: to develop a business plan for creating felt footwear brand in accordance with the needs of the market. The objectives of this work are: 1. To analyze the shoe market in Russia, to determine the potential for creating felt footwear brand. 2. To explore the theoretical foundations, modern approaches and tools in business planning for startups, relevant tools in business planning for fashion brands. 3. To analyze competitors and successful development practices in the felt footwear market. 4. To identify the target audience of the project and develop a business model. 5. To analyze the contract production and the required stages for the creation of products. 6. To create a marketing plan and choose possible ways to promote the brand and sell products. 7. To create a sales plan, as well as organizational, operational, and financial plans, evaluate the effectiveness and identify the risks of the project. First, in this final qualification, the state of the shoe market in Russia was revealed, the development strategy in this market is mainly focusing in a narrow niche. Based on this, the potential for creating felt footwear brand has been identified. For subsequent implementation, it is necessary to identify the structure for creating a business plan. The analysis of literary sources helped to form a methodology for creating a business plan, the necessary tools and uniqueness in creating business plans for startups. During the analysis of successful practices, the predominant direction for the sale of products was revealed – online sales. In addition, it is necessary for a highly specialized brand to form a competent positioning and use of social networks to establish a special connection with the consumer, which is especially important for the success of the project. The result of this work is a fully developed business plan, which includes an analysis of competitors, confirmation of hypotheses about the target audience, formation of brand positioning, logo development and rendering of some models, development of a marketing communications plan, a sales plan. In addition, the work calculated operational and financial plans for the two most relevant sales methods: through the marketplace and through your own website. As a result, based on performance indicators, a project was adopted to create felt footwear brand with sales through its own website. The future brand is the perfect combination of comfort, quality and style: felt shoes are a Russian tradition in modern adaptation. The project aims to create a recognisable Russian brand that will broadcast domestic quality and style.