Detailed 3-Year Plan
3-Year Strategic Plan – Horizon Outfitters
Goal: Optimize operations, grow revenue, and expand regionally while building a defensible omnichannel outdoor brand.
This plan first stabilizes Horizon’s core systems and margins, then scales digital and private-label growth, and finally uses that platform to expand into new regions with a credible omnichannel outdoor brand.
Year-by-Year Breakdown
The sequence mirrors the WAITRONS diagnostic: fix inventory and shrink, grow customer value and digital, then expand into new geographies with a stronger brand and economics.
Year 1 – Stabilize & Modernize the Core
- Strategic priorities
- Modernize inventory, ERP, and POS systems.
- Upgrade e-commerce and integrate with in-store operations.
- Unify store operations and reduce shrink.
- Key actions
- Deploy a cloud-based ERP and POS with real-time inventory across all stores.
- Enable accurate online stock visibility and launch BOPIS/curbside pickup.
- Conduct SKU rationalization by region and remove chronic slow movers.
- Roll out shrink reduction tech (RFID, cameras, digital audits) in high-loss stores first.
- Redesign loyalty program with tiers, targeted offers, and basic personalization.
- Key metrics
- Inventory accuracy ≥ 95%.
- Shrinkage reduced by 20%.
- E-commerce conversion up by 1 percentage point.
- Gross margin up by 2–3 points.
Year 2 – Scale Digital & Grow Customer Value
- Strategic priorities
- Grow e-commerce to 20–25% of total revenue.
- Launch and scale private-label products.
- Enhance in-store experience and standardize layouts.
- Deepen community and loyalty engagement.
- Key actions
- Implement AI-driven product recommendations on the site and in email campaigns.
- Introduce private-label apparel and accessories in top-selling categories.
- Roll out a standard store blueprint for layout, fixtures, and signage.
- Host recurring local events (workshops, hikes, gear demos) tied to loyalty tiers.
- Launch a quarterly “gear box” subscription pilot for core customers.
- Key metrics
- E-commerce revenue growth ≥ 40% year-over-year.
- Customer lifetime value up 15%.
- Private-label margin 6–8 points higher than branded products.
Year 3 – Regional Expansion & Brand Diversification
- Strategic priorities
- Enter 2–3 adjacent states with a mix of stores and pop-ups.
- Build a true omnichannel experience.
- Extend private-label into wholesale and marketplaces.
- Key actions
- Open small-format “experience stores” in high-traffic outdoor markets.
- Launch a mobile app for loyalty, events, product lookup, and trail/gear content.
- Sell private-label products through online marketplaces and select wholesale partners.
- Deploy mobile pop-up stores at festivals and regional outdoor events.
- Key metrics
- New markets drive 10–15% total revenue lift.
- Private-label products reach 20% of total sales.
- Repeat customer rate up 25% vs. Year 1 baseline.