Mission and Vision
  Mission:  Is to provide babies with high-quality 
  organic onesies containing attractive, fun designs.  
  Vision:  Is to create a fun and profitable side 
  business creating and selling these onesies 
  individually online and in bulk through retailers.
                                  Strengths
      •  Products are organic and 100% chemical free 
         cotton - organic cotton is a much stronger, yet 
         softer fabric that lasts much longer than 
         conventional clothing.
      •  Products are unique – They include printing that 
         commemorates the babies’ state/city origin, and 
         are customizable
      •  High emphasis on quality of products offered
      •  Strong ethical principles
                               Weaknesses
      •  Small business – Does not have its own stores for 
         shoppers to visit
      •  Lack of inventory options – Not many types of 
         onesies or tees for customers to choose from 
         when ordering
      •  Lack of business knowledge
      •  Lack of marketing/promotional strategies 
      •  Lack of personal website – Only uses Etsy to sell 
         products
      •  Location of business is in the Virgin Islands – Very 
         small population of about 5,000 people
                              Opportunities
      •  Fast growing demand for baby products 
      •  Mother’s and father’s high demand for organic, 
         chemical free baby products
      •  Growing opportunities in internet shopping – 
         websites such as Etsy and Facebook allow for 
         easier selling, and using Facebook and Pinterest 
         to attract customers is an easy and effective way 
         to gain exposure.
      •  GIA announced the Children’s Wear Market is 
         projected to reach US$156.8 billion by the year of 
         2015 
      •  Etsy has 15 million buyers
                                    Threats
      •  Difficult to differentiate product amongst others- 
         on Etsy, a search for “onesie” results in over 
         71,000 items
      •  Literally millions of competitors
      •  Difficult to break-into the market to retailers, and 
         her location in the Virgin Islands makes it difficult 
         to travel to shows or markets where retailers shop 
         for products
      •  Not a business that encourages a lot of repeat 
         customers- the market is people who are having 
         babies or who are buying gifts for someone that is 
         expecting.