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BUSINESS PLAN
THE INTRODUCTION SHOULD PROVIDE AN OVERVIEW OF THE BUSINESS AND IT’S OBJECTIVES. IT SHOULD BE CONCISE, PLEASANT TO READ, AND ENTICE THE READER TO READ ON.
eKo premium professional products company is a local, minority and independently owned professional hair and skin care company. The brand was founded in 2008 by Christopher Johnson, an entrepreneur, educator and former salon owner with more than 30 years experience in the professional beauty industry. eKo is based in Fort Worth – the 4th largest city in Texas.
Originally the brand could only be bought in salons and disappeared from the market in 2020 due to the pandemic.
CLADD-LLC is a consulting, management and distribution company doing business as eKo and will manage and distribute the brand. Founded 2024, CLADD, LLC is a Texas limited liability company managed by its 4 members who are: 1 – Christopher Johnson; 2 – Donna Samudio; 3 – Dimitrius Samudio and 4 – PCU, incorporated. PCU, incorporated is owned and operated by Lawrence Walker.
Christopher Johnson is a 30 year licensed cosmetologist and has performed in the role of manager, owner and consultant of salons and spas. At the height of his professional career as an owner of CHRISTOPHERWALKER, inc. and having been instrumental in the success of several professional brands, Christopher decided to launch his own professional haircare line.
The Samudios and PCU, incorporated have partnered with the founder to bring the brand back to the marketplace. Although known for premium quality professional haircare, the brand will re-enter the market with the release of a professional skin care line and haircare to follow with the products available online for the first time.
Fort Worth is the 11th largest city in the U.S. with a population nearing 1 million and growing and is capable of sustaining the launch and growth of the brand alone. Fort Worth is traditionally a “business” town where several homegrown international brands got their start like RadioShack, Cash America and Pier One imports. Also, being located in North Central Texas, Fort Worth is an ideal place to start a business.
The members will begin to draw a salary as employees when sales are adequate and until the business reaches $10k per month in sales there will be no salaries for the owners.
DESCRIBE THE PRODUCT OR SERVICE THE COMPANY WILL MARKET IN A TECHNICALLY ACCURATE MANNER.
PROVIDE A SUMMARY OF THE PRODUCT LINE OR A DESCRIPTION OF THE SERVICES OFFERED.
EMPHASIZE THE DIFFERENCE BETWEEN YOUR COMPETITORS AND YOUR COMPANY’S OFFERINGS.
eKo sells professional hair, skin and body care products accompanied by simple, relevant and timely supporting product knowledge information for consumers and retailers.
eKo hair and skin care products feature 100% plant-based formulas that are high-tech, precision blended and self-adaptive, delivering immediate and long-term results.
HIGH-TECH
in use of the latest technologies to maximize benefits of ingredients
PRECISION BLENDED
in small batches from high quality, potent ingredients designed to achieve immediate and long-term results.
SELF-ADAPTIVE
formulas that deliver maximum absorption of beneficial nutrients.
eKo is relaunching with a first-ever skincare line featuring: an oil cleanser; a charcoal mask; 2 vitamin serums and a 24-hour hydrating moisturizer, each selling for $69.
All products will be backed up by professional education and training programs.
eKo products company will offer a full range of premium haircare, skincare and bodycare products which will include shampoos, conditioners/treatments, styling products, lip balms and more.
THIS SECTION SHOULD DESCRIBE THE LOCATION, PHYSICAL FACILITY, SPACE REQUIREMENTS, MAJOR EQUIPMENT, LABOR FORCE, SOURCES OF SUPPLY, LAYOUT AND FLOOR PLAN THAT ARE REQUIRED TO PROVIDE YOUR PRODUCT OR SERVICE. FOR A MANUFACTURING BUSINESS, EMPHASIS SHOULD BE GIVEN TO THE PRODUCTION PROCESS, THE INVENTORY CONTROL SYSTEM, AND THE PURCHASING AND PRODUCTION CONTROL SYSTEMS.
The product will be available at salons, clinics and boutiques starting with
LOCATION
The product will be available at salons, clinics and boutiques starting with
Physical facility
There is not a physical store
Labor and supply
WHAT SKILLS AND EXPERIENCE ARE REQUIRED?
WHAT ARE YOUR SOURCES OF SUPPLY? DO YOU DEPEND ON A
SINGLE SUPPLIER? (Discuss supply alternatives, pricing, or other supplier
factors that could affect your ability to manufacture your product or perform
your service)
eKo is manufactured in the U.S. and uses a variety of vendors based upon the formula’s desired features and benefits. The current skincare manufacturer is located in the continental United States but some ingredients are imported.
We currently have one source for skincare and several sources for haircare products.
Industry trends
PROJECTIONS/TRENDS FOR YOUR INDUSTRY OR BUSINESS FIELD
AT WHAT STAGE OF THE PRODUCT/SERVICE LIFE CYCLE WILL YOUR
BUSINESS BE ENTERING THE MARKET?
In 2025, trending professional products marketing includes leveraging AI, personalization, and sustainable practices. Specific examples include AI-driven product design, personalized customer experiences, and eco-friendly materials. Additionally, subscription models and smart technologies like augmented reality are also gaining traction.
Professional haircare is shifting towards personalized, sustainable, and science-backed solutions. Key trends include scalp care, plant-based ingredients, customized treatments, and embracing natural textures. These trends reflect a growing consumer desire for holistic wellness and a focus on individual hair needs.
Description of the total market
IN ORDER TO GENERATE A CONSISTENT AND INCREASING SALES FLOW, THE ENTREPRENEUR MUST BECOME KNOWLEDGEABLE ABOUT HIS MARKET — THE PEOPLE, BUSINESSES, OR PUBLIC INSTITUTIONS WHO MIGHT BUY THE PRODUCT OR SERVICE. ONE WAY TO DEFINE THE TOTAL MARKET IS TO USE IMPORTANT CHARACTERISTICS FROM THE CENSUS, LOCAL CHAMBERS OF COMMERCE, THE PUBLIC LIBRARY, TRADE ASSOCIATIONS, ETC.
WHAT IS THE PRESENT SIZE OF THE ENTIRE MARKET?
WHAT IS YOUR MARKET’S GROWTH POTENTIAL?
DISCUSS THE ECONOMIC, SOCIAL, DEMOGRAPHIC, AND POLITICAL CHARACTERISTICS OF THIS MARKET AND THE IMPACT ON YOUR BUSINESS.
With a combined 60+ years experience in the professional beauty industry, it is safe to say that Christopher Johnson and Lawrence Walker are knowledgeable about the market.
As part of a larger marketing and sales strategy, the team plans to reach out to the Tarrant area chambers of commerce as well as other similar organizations.
The team is not directly interested in defining the total market but more focused on actual sales and sales leads provided by working with professional organizations.
The total beauty and personal care industry has always been a stable and reliable industry, but recently, it has been on the rise, generating over $625 billion in revenue across the world in 2023. Further, the industry is expected to reach nearly $736 billion in global revenue by 2028.
The United States is expected to generate a revenue of US $104.74 billion in the Beauty & Personal Care market in 2025.
In terms of per person revenues, this amounts to US $304.84 in 2025.
By 2025, online sales are estimated to contribute 65.9% of the total revenue in the Beauty & Personal Care market.
The United States is experiencing a surge in demand for clean and sustainable beauty products.
The professional beauty industry generates more than $100 billion in global revenue annually.
North America and North Asia lead the market with a 29% share each. L’Oréal leads beauty manufacturers with revenues of $44.53 billion.
The total market is projected to grow annually by 2.90% (CAGR 2025-2030). The largest segment in this market is Personal Care, with a market volume of US $46.70 billon in 2025.
Drug, retail and department stores – product formulas tend to be lower quality/diluted with a focus on mass merchandising at a lower price point.
Salons, spas and clinics – product formulas tend to be concentrated higher quality, professional products at a higher price point.
We are competing in a mature industry with high brand loyalty turnover in recent years because of social preference shifts.
Target Market
THE TARGET MARKET IS THAT SEGMENT OF THE TOTAL MARKET WHO ARE LIKELY OR POTENTIAL CUSTOMERS. A CLEAR UNDERSTANDING OF THE DEMOGRAPHICS; GEOGRAPHIC LOCATION, AGE, INCOME, EDUCATION, SEX, ETC. AND PSYCHOGRAPHICS; LIKES, DISLIKES, AND TENDENCIES THAT AFFECT PURCHASING PATTERNS CAN HELP YOU DEVELOP A STRATEGY TO REACH THE TARGET MARKET THROUGH YOUR SALES PLAN.
WHAT IS THE SIZE OF YOUR TARGET MARKET?
WHAT PERCENTAGE OF THE TARGET MARKET DO YOU ANTICIPATE?
HOW WILL YOU ATTRACT AND KEEP THIS MARKET?
HOW CAN YOU EXPAND YOUR MARKET?
ANALYSIS OF COMPETITION
Target market (demographics)
1 –
Top 10% Online/Internet shoppers looking for premium or unique products and services. This niche is comfortable with and spends a lot of time on the internet. Gender neutral in that this demographic is almost equally male and female. A very high percentage of this niche work remotely and use the computer and internet as their primary work tools even more use the computer and internet for part of their work. The company also plans to market directly to consumers who spend a larger than average amount of recreational time on the internet.
2 – Youth culture (18-35) who are accustomed to making online purchases.
3 – Texas cosmetologists/ Salon owners/renters who are familiar with retailing or want to become familiar with retailing. We solve the problem of retailers being overwhelmed with buying, selling and managing retail products. Retailers can manage their purchases online and have access to an account representative
4 – Independent store owners as resellers looking for unique, premium and profitable products to add to their inventory. We solve the problem of retailers being overwhelmed with buying, selling and managing retail products. Retailers can manage their purchases online and have access to an account representative
5 – Commission sales to individuals interested in selling the product but does not want to carry or handle an inventory.
COMPETITION
Professional brands:
L’Oreal; Murad;
Premium brands:
Exponent; Skin Better; Este Lauder
Popular brands:
Buttah; Tiege; Dermalogica
Product/Service Differentiation
WHAT UNIQUE NICHE OF THE MARKET WILL THIS BUSINESS FILL?
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CLADD, LLC functions in the capacity of wholesaler, distributor and primary online retailer doing business as eKo Professional products company.
The initial and primary source of income will come from online retail sales with the expectation to grow wholesale and alternative revenue streams. The vertical integration as wholesaler, distributor and retailer and with in-house control of essential business functions, excluding manufacturing, allow for higher than standard profit margins per unit sold.
The beauty and personal care industry is equally competitive and profitable. There is a lot of room for growth and expansion, but it is incredibly saturated and competitive with both good and bad products that cost as little as a couple of dollars up to $200 or more.
It is going to take focus and an understanding of our market and competition to stand out.
Our first point of difference is branding and marketing our products as “professional” as well as premium and high-quality to differentiate ourselves from the much larger and more competitive general mass-consumer market.
The fact that the founder of the brand is a licensed cosmetology instructor is an advantage we can exploit.
We want to discover, develop and execute interesting and value driven ways to engage with our audiences with a focus on retention and high-volume sales.
Pricing policy
WHAT IS THE RELATIONSHIP BETWEEN THE PRICE YOU WILL CHARGE AND THE IMAGE OF THE BUSINESS YOU ARE TRYING TO CREATE?
HOW WILL YOU PRICE? (Mark-ups, discounts, labor/materials+profit, etc)
The desired image of the brand and the price are in harmony.
Retailers expect to sell the product for twice its wholesale cost, known as keystone in the industry and is standard.
Consumers consider $69 or less to be low cost depending on the product or service being sold
Distribution/ Hours of operation
DESCRIBE THE CHANNEL OF DISTRIBUTION YOU WILL USE TO REACH YOUR TARGET MARKET.
HOW DOES THE COMPETITION GET IT’S PRODUCT TO THE MARKET?
DESCRIBE HOW THE PRODUCT WILL BE AVAILABLE WHEN AND WHERE THE CUSTOMER WANTS IT.
Internet, salons, boutiques and clinics.
There are well established ways each competitor gets their product to market.
Professional brands use distributors. Premium brands use the internet, department stores and boutiques. Mass brands are available to the market in as many ways.
The product is available on the internet and will be available in boutiques, salons and clinics.
Promotional efforts
MAKE SURE YOUR CASH FLOW REFLECTS MONIES BUDGETED FOR THESE ACTIVITIES AND THE IMAGE/POSITION YOU ARE ATTEMPTING TO ESTABLISH MATCH YOUR PROMOTIONAL ACTIVITIES.
EVERY PROMOTIONAL EFFORT IS AN EXPENSE OF TIME OR MONEY. THE ADVERTISING TOOLS LISTED ABOVE INVOLVE SUBSTANTIAL EXPENDITURES OF MONEY. HOW CAN DOES THIS APPLY TO YOU?
The skincare launch will be built around the Citrus cleanser and the initial postcard will feature the Citrus cleanser.
PCU, incorporated is responsible for the creation and management of content, etc and will provide guidance and expertise on how to develop and launch a premium product company and how to generate measurable awareness and exposure of the brand to identified stakeholders.
Working with the understanding that the product line encompasses the entirety of the brand’s vision, goals, culture and values, PCU will heighten awareness, perception and appreciation of the product line by increasing exposure of the brand message of youth, inclusivity and quality.
PCU, inc will accomplish this by becoming familiar with the eKo brand, primary stakeholders and audience(s) to create a compelling story for each group that makes the message personable and relatable using all available outlets to engage then measure response for next steps.
PCU, inc will create content for use in a recommended mixture of traditional and non-traditional marketing and advertising efforts including print, media and face to face events tailored for each focus group as well as other methods and platforms to distribute the story.
PCU, inc also encourages the stakeholders to identify and nurture influencers as a larger part of the overall strategy.
Content includes but is not limited to any and all graphic design related to branding, marketing, advertising and public relations with the exception of music.
Content is built built around the brand goals stated in the brand message.
After a full assessment of the specific goals of the campaign PCU is designing and developing solutions that directly work to achieve these goals and will implement them across the chosen platforms.
1 year proof of concept and plan of action includes consulting, marketing and PR as well as Brand, Project and Content development, Graphic Design, metrics.
Brand management strategy –
Brand
The actual/desired perception of the brand in the eyes of the audience/world.
The eKo brand is professional, premium and high-end but value driven.
Branding
Marketing practice of actively shaping a distinctive brand.
To shape the desired perception, the content should explicitly and implicitly mention or imply that the product is designed for professional beauty use, the product and its ingredients are premium.
Brand identity*
The collection of all elements the company creates to deliver the desired image of itself to the audience.
Colors –
The colors were selected by Christopher and assigned to individual products
Logo –
The eKo logo will be used with the selected colors
Images –
Images will feature a combination of colors and/or logos and will be professional or stock.
eKo Orange
eKo blue
eKo yellow
eKo light blue
eKo white
Customer convenience
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THIS SECTION SHOULD INCLUDE THE PERSONAL HISTORY OF THE PRINCIPALS,RELATED WORK EXPERIENCE, DUTIES & RESPONSIBILITIES, SALARIES, ORG. CHART, & RESOURCES AVAILABLE TO BUSINESS.
Personal histories of key participants
Dimitrius Samudio brings over 30 years of experience as an IT professional. He has done everything from retail in the academic IT market at UTA to managing the MIS department of a mid-sized company in Fort Worth. He specializes in designing, building, and maintaining networks and creating positive workflow using the AGILE method of project management. For CLADD, he is providing network and security know-how combined with keeping track of various projects.
Donna Samudio is an education specialist, teaching previously at the community college level and most recently as a private instructor providing college-prep Language Arts sessions for mostly home-schooled high school students. Prior to receiving her Master of Arts in English, Donna held various roles in the business world, notably bookkeeping, accounts receivable, and office management. She has applied her practical business experience for 20 years in her own entrepreneurial ventures, doing business as Your Writing Teacher in Tarrant County. For CLADD, she shares general clerical and bookkeeping skills, as well as advanced communication and information organization abilities.
Lawrence Walker has 25+ years business ownership, development and management experience as well as more than a decade of consulting experience in the public and private sectors where he has performed in a variety of positions requiring high degrees of accountability, accuracy and cooperation.
Compensation
A compensation package is being developed.
Available resources
DO YOU HAVE THE MARKETING, MANAGEMENT, AND FINANCIAL SKILLS TO DO IT ALL YOURSELF? IF NOT, THEN SHOW RELATIONSHIPS THAT FILL THE GAPS TO CREATE A FULLY CAPABLE BUSINESS ENTERPRISE. EVEN IF YOU DO, DO YOU NETWORK WITH OTHERS IN YOUR INDUSTRY TO STAY CURRENT ON CHANGES IN THE MARKETPLACE?
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Vitamin C serum Vitamin C-packed providing nourishing vitamins to protect and preserve the appearance of beautiful, vibrant-looking skin. 2 treat and repair $69 How to
Vitamin A serum contains .5% Retinyl Palmitate (Vitamin A) and CoQ10, which reduces the appearance of fine lines, wrinkles and age spots. 2 treat and
3+ mask a powerful combination of charcoal and three triple-action clays that will leave your skin enriched, smooth and naturally exfoliated 1 cleanse and exfoliate
Citrus cleansing oil formulated with naturally derived citrus oils, vitamins and emulsifiers that work synergistically to deeply cleanse, clarify and detoxify your skin without leaving
Citrus stem cells enhance the appearance of skin elasticity, making skin look smoother and more velvety.