Introduction The objective of this study is to determine the need and potential success of starting a new and unique bridal store in Romeoville, Illinois that will serve most of the western suburbs in the state, particularly Will County, DuPage County, Lake County, some of Cook County and virtual customers with online access. I intend to establish a business that will provide most bridal services and products for weddings. I want me bridal store to be reliable and be a five-star store that will be well known and successful, not just in the area, but internationally as well. The potential name for the bridal store will be “X-centric Brides”, with the “X-centric” referring to the eccentric, unique and amazing nature of the products and services that the store will provide. X-centric Brides is expected to provide all the needs for brides and the bridal train; from the bridal gown to the bridesmaid’s gown, to the jewelry, to shoes, tiaras, veils, and much more. Starting with a capital of about $50,000, I believe the company will be good to go. The market structure for the X-centric Bride Store is perfect competition. This is so because a bridal store compared to other bridal stores offer standardized products and services. Although X-centric Brides proposes to provide unique bridal products and services compared to the other stores in the industry, the fact still remains that these products are used for one purpose. Next, there are an infinite number of buyers and seller involved in the industry. Furthermore, I believe my business has no price control considering fact that it’s a private company, so the government has no say in its pricing system or policy. However, X-centric Brides shouldn’t over-price or under-price it’s in relation to other stores in the area in order not to be too pricey or be too cheap. In addition, there are no barriers to entry into the industry; anyone interested in the industry can gain entry. Finally, there is no non-price competition in the industry because they all serve one purpose, providing the needs of brides for their wedding day. For instance, ‘X-centric Brides’ plans to compete based on distinctive, never-before-seen, trendy, yet affordable products and services that gain their ideas from distinct designers. ‘X-centric Brides’ will aim at meeting its clients’ needs and gaining their trust and confidence. To help the business succeed, I intend to bring a unique and distinctive set of products and services that potential clients wouldn’t find anywhere else in the area. I intend to use international vendors that are different from most seen at other bridals stores, that provide and create products that are exclusively radiant and all round to fit all body types and in their uniqueness. The dependent variable in this project is the number of customers and the amount of brides provided for by the company. The independent variables are recommendations from previous customers, success in providing to the needs of brides, location of the store, number of other related bridal stores within 10 to 20 miles of the store, cash flow, quality of products, price of products and services, type and level of advertising, number of singles and ready-to-be-married individuals in the Romeoville area, and estimated number of weddings in the area per year. Having done research on the availability and value of such stores in the Romeoville area, I hypothesize that;
1) With good preparation, promotion and management, a bridal store would be profitable in Romeoville, Illinois.
2) An initial capital of $50,000 would be enough to start the business, and the store will make some profit by the end of the first year. Methodology The theory of this study is that I want to evaluate the market value, demand level and prominence for establishing a bridal store in the west suburbs of Chicago, particularly to serve cities in Will County, DuPage County, Lake County, some of Cook County and virtual customers with online access. X-centric Brides will be established to provide almost all the services for the bride, her bridal party and most others involved in the wedding. The quantity demanded for “X-centric Brides” is the number of customers who need the professional services of bridal wears and accessories. The number of customers that patronize the store will be determined by several factors known as the independent variables. The independent variables for “X-centric Brides” will include: location of the store, recommendations from past/current customers, proportion of similar stores around the area, quality of products and services, price of products and services, price of competitor stores, flexibility in pricing and quality, advertising, and estimated number of singles in the area. Therefore, the generic demand equation can be:
Qdx = constant – b (location of store) + c (recommendation from past /current customers) + d (quality of products and services) + e (price of products and services) + f (price of competitor stores) + g (flexibility in pricing and quality) + h (advertising) + I (estimated number of singles in the area)
Qsx = a + b (price of products & services) + c (presence of other related businesses) + d (uniqueness and diversity of products and services) + e (salaries of employees). The forecasting method is the Delphi forecasting which requires me to develop a survey for residents in the area to answer in order to gain insight on whether a bridal store will succeed in this area of Chicago. For this study, I hypothesize that with good organization, preparation, marketing and management, a unique bridal store in Romeoville, Illinois would be profitable. I also hypothesize that a starting capital of 50,000 would be sufficient to start the business, and that the company can make a good amount of profit within a short period of time. My theory states that quantity demanded is a function of need. I expect need to be inversely proportional to the quantity demanded. If the needs for a bridal store increase more than quantity decreases then my total revenue will increase.
Discussion and Results The number of participants for the survey is equal to approximately 550. All participants live either in Will County or in DuPage County.
Tables – Statistics of survey results
Table 1 Yes No Number % Number %
Are you Single? 321 58.36% 229 41.64%
Do you have any kids/family/friends over the age of 20 who are single, but live outside your household? 482 87.64% 68 12.36%
Is there anyone in your household likely to get married in the next 3 years or so? 477 86.73% 73 13.27%

Table 2 1 2 3 4 & above
How many singles live in your household? 231 218 32 1
How many singles between the ages of 18 and 30 live in your household? 231 218 33 0

Table 3 TV Newspaper
Would you rather watch an advert on TV or read on the paper? 455 95

Table 4 Quality Cost
Which matters most to you: Quality or Cost? 283 267

Table 5 – Capital analysis (based on research and approximation)
Start-up Expenses
Legal $500
Rent (For an average of 6 months) $10,000
Office equipments $5,000
Inventory $25,000
Miscellaneous (E.g. Business cards, advertising, website, business email, insurance, etc) $5,000

Graphs – Statistics of survey Graph 1 of Table 1 Note. Key: 1 - Are you Single?; 2 - Do you have any kids/family/friends over the age of 20 who are single, but live outside your household?; 3 - Is there anyone in your household likely to get married in the next 3 years or so?

Graph 2 of Table 2 Note. Key: Key: 1 – ‘1 single’; 2 – ‘2 singles’; 3 - ‘3 singles’; 4 – ‘4 & above singles’; Series 2: How many singles live in your household?; Series 3: How many singles between the ages of 18 and 30 live in your household?

Graph 3 of Table 3

Graph 4 of Table 4

Analysis of results Table 1/Graph 1 show the t-test on the yes-or- no questions in the survey, and it’s the table that determines whether or not X-centric Brides will be able to succeed in area in which is chooses to. This table serves to evaluate and estimate the amount of single people in the area in order to analyze potential customers for X-centric Brides Store. According to the results, with an average of over 80% of the population who know people who are single, there is a good chance that X-centric Brides will be patronized. Table 2 also tries to evaluate singles per household who are close to the age of marriage, who might be thinking of getting married, and those who most likely have friends about the age of planning to get married. Table 3 helps me analyze the best way to advertise my store. With the present age of technology and according to the statistics above, the best and most effective way to me to advertise X-centric Brides would be through a TV advert or online through search engines and social media. Table 4 helps me determine how people in the area determine how to make their purchases. According to the results, the price and quality of goods almost equally affect people’s decision, helping me to come to the conclusion that my products and services must be of high quality and reasonable prices. Table 5 helps me distribute the initial capital estimated to help me start the business, and according the ‘bplans.com’, a business planning software website, a standard capital of $50,000 should be able to help me start the business successfully.
Summary and Conclusion According to the survey and results from approximately 550 survey responses received from individuals across Will County, DuPage County and Lake County, I found that starting X-centric Brides in the area would be profitable and successful. One of the individuals who completed the survey left a comment afterwards saying “it’s about time Americans began supporting small businesses in order for local communities to grow”; another commented that “a bridal store with high quality products at reasonable prices would be highly appreciated and recommended.” In my opinion and based on the results, I find that X-centric Brides store will succeed and be profitable in the area. Following the plans I have now, with a starting capital of $50,000, wide spread and effect advertising, and with good research and management, a bridal store, most specifically X-centric Brides would be profitable in the West/North-west suburbs of Chicago in Illinois. With all of these, a sizable amount of profit can be expected and a good customer base can be formed.