Ecommerce Business Plan Template

Written by Dave Lavinsky

Ecommerce Company Overview


Who is is a startup ecommerce store that sells fitness clothes and accessories for the young, trendy, and stylish individual who enjoys working out and staying fit. The clothes are unique and designed to fit the latest trends of the most popular online YouTube or TikTok celebrities, yet functional and comfortable for working out at the gym or just hanging out. All products are made in the United States and come with a money-back customer guarantee if the fit or style doesn’t satisfy the customer. is sold exclusively online; no retailers will be carrying any products. is owned by CEO Devon Ming and will be sold exclusively through a dropshipper that has agreed to fulfill all product orders placed by and ship within the continental United States in 2-3 business days and within one week to anywhere outside of the continental United States. Devon has placed his pricing model to be competitive with other popular online fitness clothing retailers, but more affordable as the base of his customers will be young and not have as much disposable income as other individuals outside of the target market. History

Devon Ming has spent the last three years developing the brand image, vision, and researching products for After graduating from college with a Master’s degree in Business Strategy & Marketing, Devon has devoted all of his time and energy into launching his ecommerce store.

Since incorporation, has achieved the following milestones:

  • Registered the domain name
  • Developed the brand image, logo, and mission statement for
  • Signed a dropshipping agreement with the company who will manufacture, fulfill order, and ship all items sold on
  • Began a social media campaign to develop hype for the upcoming brand. Products will offer the following ecommerce products:

  • Fitness clothing
  • Shoes
  • Fitness accessories such as socks, headbands, and wrist wraps
  • Bags
  • Yoga mats
  • Foam rollers