Transcript Binna Heo Capstone Project

HUMANE
HUMANE LIFESTYLE FOR HUMANE PEOPLE
Olivia Heo
Capstone: The Business Plan
May 13th, 2014
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Why Recycled Leather?
Less killing
animals
Reduces landfills
During traditional manufacturing processes:
“Every year, the global
Dyes
biocidesSurfactantsLime
Over 35
leather industry
slaughters more than a
billion animals and tans
their skins and hides.
Global leather waste
1,402,429 tons/year
”
-People for the Ethical Treatment of
Animals (PETA)
Olivia Heo
Helps protect the
environment
|
83,734 tons/year in North &
Central America
Wastes Generated in the Leather Products Industry by
united nations industrial development organization
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Butadiene resins
Formic acid
Soda
ash
Resins
Syntans
chemicals
Degreasers
SaltDefoamers
are used
sulphide
Fungicide Sodium
+
High water
consumption
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Index
Brand
Industry & Competition
Target Consumer
Management & Operation
Marketing Plan
Financial Plan
Appendix
Brand
Business Overview
• Creates bags and small accessories using recycled leather
that is collected from contracted suppliers, partnerships with a
second-hand store company and customer donations
• Uses only materials treated in an environmentally friendly way
• Operates via a website and national vendors
• Donates percentage of April sales to Goodwill
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Mission Statement
Humane is devoted to making simple and
stylish lifestyle accessories using upcycled
leather in order to reduce animal slaughter and
pollution caused by the leather production
process. Ethical business practices across all
stakeholders will infuse our values into our
products, and a team of experienced leather
professionals will ensure each product is of the
highest quality. We take the extra step by giving
back to society, so our customers can be sure
they are ultimately participating in responsible
consumption.
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Mood Board
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Brand Identity
Humane wishes that consumers embrace recycle without feeling disparate
Emotional Design Functional
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Sustainabl
e
Simple
Everyday
Warm
Urban
Durable
Responsibl
e
Stylish
Unique
Well-made
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Humane’s Product Range
Items
Average cost
Handbags
$550
Briefcases
$400
Wallets
$300
Card cases & coin purses
$200
Accessories
$150
Tech cases
$80
Key chains
$50
• The average handbag price of competitors: $535.52
• Humane handbag price: a 5% premium is added
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Customization
Humane Custom-built Tote
HANDLE LENGTH
 Handheld
 Over-the shoulder
INITIAL ENGRAVING
NUMBER OF
INNER POCKETS
 1
 2
 3
SIZE
 Small (10.5”H x 9.5”W x 5”D)
 Medium (12”H x 13”W x 6”D)
 Large (14”H x 16”W x 7.5”D)
COLOR
 Black
 Beige
 Tan
Consumers will have
•
•
•
Fun
Favorable impression on upcycled leather products
Affection towards their custom-built totes
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Corporate Social Responsibility
Second chance for people in need
10% of sales of April,
Earth Month
Stronger partnership
• Humane will be related to green living and sustainability
• Stronger partnership with Goodwill can be built
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SWOT Analysis
Strengths
Weaknesses
• Competitive advantage –
upcycle leather
• Positive brand image yielded by
corporate social responsibility
• Handmade
• Design
•
•
•
•
Brand awareness
Management – small team
Price
Small number of vendor
Humane
Opportunities
Threats
• International opportunity
• Customers’ changed attitude
toward responsible companies
• Increasing demand on green
products
• Rebounding economy
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•
•
•
Recession
High competition
Policies regarding the leather
industry
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Points of Difference
1
2
3
4
5
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Green
Limited edition & serial number
Custom built tote
Corporate social responsibility
Low production cost
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Industry & Competition
Industry Size
Leather good & luggage manufacturing in
2013
• In 2013, leather good &
luggage manufacturing yield
$4.1 billion sales.
Boots, shoes cuts and
nonathletic footwear
28.9%
• Handbags and purses were a
part of the sale segments at
Luggage
9.9%
Industry Sales
$4.1 billion
Other leather goods
28.1%
9.4%.(=$385.4M
Handbags
and purses
9.4%
sales)
Source: IBIS World Industry Report 31691
Leather Good & Luggage Manufacturing in
the US December 2013
Hats, caps and
headwear
8.8%
Leather belts
2.3%
Neckwear
4.3%
Personal leather
goods
8.3%
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Industry Performance
Current Performance
- Declined consumer demand during recession
- High price of leather
- Moving production to low-cost countries
+ Spending on handbags rather than clothes
+ High international demands: Exports made up 40% of
total industry revenue in 2013
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Competitor Landscape
Luxury
Recycled
material
Conventiona
l material
Mass
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Niche Market Players
• Operated by a husband and a wife
in Philadelphia
• Vintage design
• Interior items and small furniture for
garden and kitchen, jewelry & bags
• 4881 Facebook page likes
• Founded in Switzerland in 1993
• Vintage and casual design
• Uses truck tarps  every bag has
different look
• 87,413 Facebook page likes
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•
•
•
•
Founded in Seattle in 2010
Modern design
Female handbags
Use recycled leather for design
challenge – most products rely on
conventional materials
• 910 Facebook page likes
• Founded in Portland
• Casual design
• Reuse the world’s pre-consumer
excess and transform into apparel,
bags and tech cases
• 5,806 Facebook page likes
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Competitive Strength Grid
Material type
HUMANE
HUMANE LIFESTYLE FOR HUMANE PEOPLE
Only recycled
leather
Standard
Anything
recycled
AMPERSAND AS
APOSTROPHE
Product type*
+
Some recycled
=
Price range**
Distribution****
Finance
Brand
awareness***
Standard
Website, 2
national vendors
(1st year)
Establishing
Establishing
<
Website, 170
domestic
vendors,
including
Anthropology
unknown
Strongest
=
Website, 28
domestic and
international
vendors
unknown
N/A
Strong
Mid-strong
Growing
Strong
Freitag
Recycled
tarpaulin
=
<
Website, 3
domestic and
596 international
flagship stores
and vendors
LOOPTWORKS
Anything
recycled
+
<
Website,
Amazon store
*Product type: having Humane’s products offerings as a standard, ‘+’ indicates more items like apparel and interior decoration are available, and ‘=’ indicates similar offerings.
**Price range: having Humane’s price range as a standard, ‘<’ indicates lower price range, ‘=’ indicates similar level of price range.
***Brand awareness: Brand awareness is estimated based on Google Trend in the United States between January 2013 and December 2013.
**** Distribution: Compared the size of the US distribution
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Target
Consumer
Target Consumer
Aspirational consumers
Demographics
•
•
•
•
•
Jennifer
Age: millennials (18-35)
Gender: both males and females
Income: Mid- and upper-income ($50k-99k)
Residence: Urban dwellers
Education level: bachelor degree +
Psychographics
•
•
•
•
Jason
Actively seek out ways to being green
Green to be seen
Green WOM on social media
Guilt-free status
Mintel Report: marketing to the green consumer report March 2013
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Target Consumer
GUILT-FREE STATUS
Tesla
Nudie
Liberty United
http://trendwatching.com/trends/7trends2014/
Guilt-free status mean that more people care about
responsibility, sustainability and ethic when it comes to
consumption.
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Target Consumer
Empowered shoppers (78%)
900M aspirational consumers in USA
Responsible consumers (92%)
Target: 900M X 20.5%*
=1,845,000
Seek Style and Status (73%)
BBMG, GlobeScan and SustainAbility, October 2013
*20.5% was calculated based on the ratio of people aged between 20 and 34 according to 2012 population by age and sex, census.gov
• More and more consumers notice good companies.
• They want to be a part of good deeds by consuming those good
brands.
• Humane – aspirational consumers’ brand of choice.
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Management & Operation
Advisory Board
Advisors specialize in startup management, marketing communication,
and consumer market research.
San Lee
Co-founder of SanShoe&Co.
Operation advisor
Shelly Murphy
Marketing Communications Consultant
Communication advisor
EJ Hur
Consumer Market Analyst
Marketing research advisor
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Organization Chart
Primary
Marketing
Business Administration
Design & Art
Operation management
IT
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Secondar
y
• Strategy
• Customized marketing
• Accounting
• Financial
• Human resource
• Product design
• Material buying & management
• Photo-shoot & photo editing
• Quality control
• Inventory checkup
• Website management
• Technical support
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Operating Plan
Design
Material
purchase
Product craft
Product
packaging
Storage
Inventory
checkup
Order receive
on website
Order confirm
& cancellation
Packaging for
shipping
Vendor
management
Shipping
Returns
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Material Source
Supply source proportion:
30%
30%
30%
Recycled leather
supplier
Partnership with
second-hand store
company
Leather scraps from
leather factory
• There are leather
manufacturers that
create recycled leather.
Materials are based on
used leathers and
reprocessed.
• NY is the big states
• Reduce transportation
fee
• Goodwill Industries
International Inc.
• Humane collects
unusable yet quality
leather goods from
second-hand store
10%
Customer
donation
• Customers’
donations to
Humane
• Discount
coupons
• Restore
• Restore
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Leather Restoration
Leather
restoration by
professionals
Donated leather goods
• Humane’s material buying team collect donated leather goods
• Send to the leather restoration craftsmen
• Deconstruct, sterilize and restore with natural dye and ecofriendly cleaners
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Strategic Partnership
Manufacturing
partnership
Product crafters, material
suppliers and restoration
craftsmen
Sales partnership
Established fashion brands
and small boutiques
ex. Madewell, J.Crew, Anthropology
Creatures of Comfort in SoHo, etc.
Creatures of Comfort in SoHo, New York
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www.humane.com
• Shopify
• Responsive design
• Geo-location
• Social media
• KPIs & analysis
• Conversion rate
• Visit duration
• Internal search box
analysis
• Cart abandonment
analysis
• Market basket analysis
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Customer Relationship
Management
• Good for small companies
• Specialized in retail/consumer
product
• Features
•
Sales cloud
•
Accounts & contacts
•
Task & event tracking
•
Outlook, Gmail integration
•
Content library
•
Customizable report
•
Target email
• Customer database analysis to
identify best customers for future
events
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Marketing Plan
Marketing Plan
• Two customer acquisition campaigns and one customer retention
• The first year marketing target: 7 metropolitan areas (Boston,
Philadelphia, Washington DC, Chicago, NY, SF and LA)
• Promote earth month – April
Customer acquisition
Customer retention
Campaign I
Campaign II
Humane for humane people
Second life
6 months
6 months
6 months
6 months
Company blog
6 months
6 months
SEM
6 months
6 months
6 months
6 months
Social media
Social media display
ad
Referral program
All year round
All year round
Email marketing
All year round
Public relations
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Marketing Plan – Customer
Acquisition
Campaign I: Humane for Humane people
Communication objective: to increase Humane’s brand
awareness
Strategies
• Relate Humane’s brand name to humane activities – sustainability
and good deeds
• Explain what and how Humane upcycles leather
• Share how humane participates in corporate social responsibility
Campaign duration
• 6 months
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Marketing Plan – Customer
Acquisition
Campaign II: Second life
Communication objective: To increase Humane’s brand
awareness
Strategies
• Tell a story how and why Humane creates second life for leather
• Deliver a message that consumers’ purchase will become a part of
Humane’s donation to Goodwill
Campaign duration
• 6 months
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Marketing Plan – Customer
Retention
Communication objective: To engage with customers for future
purchase
Strategies
• Let customers know behind-the-scenes of Humane’s production
• Share Humane’s corporate social responsibility efforts how and
when it is done
• Provide exclusive sales and pre-sale access codes
• Share customer reviews and pictures
Campaign duration
• All year round
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Marketing Plan – Social Media
for Customer Acquisition &
Retention
Platfor
m
Strategy
Measurement
• To engage with customers
through timely updates
• 1-3 times a day
• Content:
• New products
• Benefits of recycled
leather
• The behind-scenes
• Design sketch
• CSR
• Lucky draw
• Encourage share & retweet
•
•
•
•
•
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# of share
# of likes
# of favorites
# of retweet
Sentiment analysis
• Bags of words &
keyword
spotting
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Marketing Plan – Facebook Mockup
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Marketing Plan – Social Media Display Ad
for Customer Acquisition
Promoted account
Sponsored page
To increase brand awareness by
increasing followers
To increase likes of page of Humane
Promoted tweet
Sponsored ad
To drive traffic to the website by
increasing CTR
To encourage people to visit
Humane’s website and purchase
Measurement: # of followers, # of
Measurement: # of likes, # of
retweets, # of favorites, click-thru-rate
(to the website), conversion rate
shares, click-thru-rate (to the
website), conversion rate
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Marketing Plan – Company blog
for Customer Acquisition & Retentio
• Owned media: websiteembedded blog
• Expected effects:
• Increase traffic to its website
• Increase brand awareness by
organic search.
• Will be leveraged to support
public relations effort as it
holds extensive information
 Timing: 2-3 times a week
 Tracking and measurement:
number of unique visitor, visit
duration, page view per visit
HUMANE
HUMANE LIFESTYLE FOR HUMANE PEOPLE
• Content: behind scene, CSR
program, new product
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Marketing Plan – SEM with Display Ad
for Customer Acquisition
Estimated reach
158,100,000
Los Angeles CA, California, United States
San Francisco-Oakland-San Jose CA, California, United States
New York NY, United States
Chicago IL, United States
Washington DC (Hagerstown MD), United States
Philadelphia PA, United States
Boston MA-Manchester NH, United States
30,600,000
18,800,000
41,100,000
20,600,000
17,500,000
15,500,000
14,000,000
All based on Nielsen® DMA® region
Keywords
leather bag
man's bag
man's leather bag
men's bag
men's leather bag
•
•
•
•
•
Based on max CPC: $1.50 and
budget: $50.00/day
Total budget: $9,000 per campaign
Avg. CPC: $0.48 - $0.59 ($0.25*)
Clicks/day: 88-107
Cost/day: $47.51-$58.07
*Q2 2012 average CPC of shopping category
woman's bag
woman's leather bag
women's bag
women's leather bag
recycled bag
Upcycled bag
Eco freindly bags
tote bag
hobo bag
messenger bag
Humane
Ad sample – Side Ad
Humane bag for humane people
Shop an eco-friendly and stylish
messenger bag now
www.humane.com
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Estimated traffic summary
|
Measurement
•
•
•
•
•
•
Impression
Cost per click
Click through rate
Conversion rate
Keyword performance
A/B testing
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Marketing Plan – Referral Program
for Customer Acquisition
• Expected outcomes:
$25
• Increase sales
• Increase brand awareness
• acquire prospective customer
database
Referrer
Referee
The both will receive $25
codes when a referee
purchases
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• Platform: email, Facebook and Twitter
• Tracking and measurement: click
through rate, conversion rate, code
redemption rate
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Marketing Plan – Referral Program
for Customer Acquisition
Stylish and sustainable – it’s so you
Humane
To: Jon Doe <[email protected]>
Stylish and sustainable – it’s so you
Hello Jon
It is so nice to meet you. Your friend Jane Smith thought you would like Humane.
Did you know that your green life can wear more sustainability, like us?
We strive to create best bags using upcycled leather.
SUSTAINABILITY MEETS STYLE
Shop now and
get $25 off
on your first purchase
A little bit about us: we are
founded in 2015 in NYC. We were
inspired by the fact that there are
so many leather goes to landfills,
and leather tanning process
invovles with high chemical
usage. Our concern about the
environment met our leather
craftsmen. Now, we are a stylish
and sustainable option for you.
Follow us
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Marketing Plan – Email Marketing
for Customer Retention
Strategy
To retain profitable customers based on Humane’s in-house database.
• Use Salesforce
• Analyze profitable customers
• Send out email
• New product
• Humane’s upcycling
• Product sale
• SCR
• A/B testing
• Measurement: e-mail
sent/delivered, open rate, click
through rate, churn rate
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Marketing Plan – Publicity
• Hire a PR agency to increase
brand awareness
• Will work with FACTORY PR,
specializing in fashion and
lifestyle public relations
• Expect to reach to a high number
of customers through various
outlets like magazines, online
press and celebrity dressing
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Marketing Budget Allocation
Socail
media
20.0%
Total: $79,550
30.3% of year 1
sales
Google
AdWords
22.7%
PR
agency
56.6%
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Referral
program
0.7%
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Marketing Schedule
YR 2014
YR 2015
10 11 12 1 2 3 4 5 6 7 8 9
Social Media
Social media display ad
Marketing Acquisition: Company blog
Campaign I
SEM
Referral program
Public relations
Social Media
Social media display ad
Marketing Acquisition: Company blog
Campaign II
SEM
Referral program
Public relations
Marketing Retention Email marketing
Marketing efforts tied to earth month
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Financial Plan
Financial Plan
Year 1
Sales
Year 2
Year 3
Year 4
Year 5
100.0% 262,112
100.0% 301,429
100.0% 361,715
100.0% 452,144
100.0% 587,787
LESS COGS
50.0% 131,056
50.0% 150,715
50.0% 180,858
50.0% 226,072
50.0% 293,894
Gross margin
50.0% 131,056
50.0% 150,715
50.0% 180,858
50.0% 226,072
50.0% 293,894
LESS Promotion/ad cost
30.3%
79,550
21.4%
64,633
15.7%
56,759
14.6%
65,949
12.8%
75,233
LESS Variable operating cost
5.6%
14,600
5.5%
16,491
5.4%
19,389
5.1%
23,247
5.0%
29,621
LESS CSR donation
0.9%
2,400
0.8%
2,512
0.8%
3,014
0.8%
3,768
0.8%
4,898
Contribution to overhead
13.2%
34,506
22.3%
67,080
28.1% 101,696
29.4% 133,108
31.3% 184,141
LESS Fixed overhead
80.0% 112,094
35.1% 105,816
29.3% 106,094
25.9% 117,132
20.0% 117,410
-66.8% (77,589)
-12.9% (38,736)
Earnings before sales tax
-1.2%
(4,399)
3.5%
15,976
11.4%
66,731
Variable breakeven:
$223,808.63
• Compound annual growth rate (CAGR): 17.53%
• Growth rates of US apparel & accessories retail ecommerce sales were
16.9% in 2012 and 17.6% in 2013
• 5th year earnings before sales tax is 11.4% of the sales
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Milestones
Time
Department
Details
Look for material suppliers, Supplier confirm,
Craftsmen contact and confirm
June 2014
July 2014
Design & art Designer hire process, confirm design direction,
Bus. admin product range confirm, Office rental and setup
August 2014
1st design decision, 2nd design decision, final
Design & art
design decision, design brief with craftsmen
Production start, website building, vendor finding
Bus. admin
September 2014
and contract, marketing with social media,
Marketing
company blog and PR
Product launching, vendor finding and contract
Bus. Admin
October 2014
continues, customer acquisition campaign I kickMarketing
off
*1st week of October: product launching
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Future Plan
1 Increase customer touch point: set up
the flagship stores in NYC and LA
2 Get more leather donations from
second-hand stores and customers
3 Contract with 30 national vendors in
year 5
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Thank you
Appendix
Financial Plan
What is included
COGS
Total cost of purchasing, vendor cost, packaging, inbound
freight
Promotion/ad
cost
Facebook display ads, Twitter display ads, Google AdWords,
public relations
Variable
operating cost
Direct cost of processing/shipping, outbound freight,
packaging material, pick/pack, bank fees, bad debit
Fixed
overhead
Rent, utilities, travel expense, salaries, fridge benefits
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Financial Plan
Sales
Year 1
Web
Vendor
35
5
12
12
$550
$468 (85%)
234,062
28,050
262,112
Ad cost
Twitter campaign
Facebook campaign
Google adwords
Referral program
PR agency
Year 1
Year 2
Year 3
Year 4
$2000 2 mo 2 cam
8,000 2 mo 2 cam 8,000 1 mo 2 cam 4,000 1 mo 2 cam
4,000 1 mo
$2000 2 mo 2 cam
8,000 2 mo 2 cam 8,000 1 mo 2 cam 4,000 1 mo 2 cam
4,000 1 mo
$750 6 mo 2 cam
$50
11 ref
$5000
Cost per customer acquisition
Total
Year 1
$1,965.9
9 mo
9,000 6 mo 2 cam
5,050
13 ref
9,000 6 mo 2 cam 18,000 6 mo 3 cam
690
15 ref
759
19 ref
45,000
6 mo 30,000
79,550
Year 2
$1,388.9
64,533
Year 3
$1,016.5
6 mo 30,000
56,759
Year 4
$944.8
6 mo
27,000
9,489
30,000
65949
Year 5
2 cam 4,000
2 cam 4,000
36,00
6 mo 4 cam
0
25 ref 1,233
30,00
6 mo
0
75,23
3
Year 5
$829.1
(Cam is an abbreviate of campaign. Mo is an abbreviate of month. Ref is an abbreviate of reference)
Variable breakeven analysis
Variable breakeven=promotion cost/(gross margin%-variable
overhead%)/(1-returns and cancels%)
• Suitable for startups
• Customer acquisition campaign
Olivia Heo
|
Capstone: The Business Plan
|
New York University
57
Financial Plan
Variable cost
Shopify transaction fee
Year 1
6798
Shipping
Packaging
Outboud freight
Total
$8 600 orders
$1.67 600 orders
Fixed overhead
Salary
year 1
Rent
CRM email
program
Shopify
Utilities
Equipment
Storage
Total
4000
0 12 mth
3500 2 ppl 12 mth
3000
1250
12 mth
125
29
250
12 mth
80% 12 mth
12 mth
193
12
Olivia Heo
Year 2
7818
Year 3
9382
Year 5
14610
4800 690 orders 5520 828 orders 6624 1035 orders 8280 1346 orders 10764
1002 690 orders 1152 828 orders 1383 1035 orders 1728 1346 orders 2247
2000
2000
2000
2000
2000
14,600
16,491
19,389
23,247
29,621
year 2
year 3
year 4
0 12 mth
84,000 2 ppl 12 mth
0 12 mth
84,000 2 ppl 12 mth
84,000
15,000
12 mth
15,000
12 mth
15,000
1,500
278
3,000
6,000
2,316
112,094
12 mth
1,500
12 mth
3,000
12 mth
12 mth
12 mth
1,500
278.4
30,00
12
2,316
105,816
12
2,316
106,094
|
Year 4
11239
Capstone: The Business Plan
|
0 12 mth
2 ppl 12 mth
1 ppl 3 mth
12 mnt
84,000
9,000
15,000
12 mth
1,500
12 mth
3,000
12
4,632
117,132
2
New York University
year 5
0 12 mth
2 ppl 12 mth
1 ppl 3 mth
12 mth
84,000
9,000
15000
12 mth
80% 12 mth
12 mth
1,500
278.4
30,00
2
12
4,632
117,410
58
Competitor Brand Awareness
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Peg and Awl
60
55
56
44
30
45
30
49
36
58
61
90
Freitag
45
37
39
53
38
36
45
39
34
33
35
39
Looptworks
57
97
52
52
43
42
42
42
42
42
48
0
Average
median
51.2
52
39.4
38.5
46.6
42.5
Olivia Heo
|
Capstone: The Business Plan
|
New York University
59
Packaging
EcoEnclose 100% Recycled
Boxes:
• 100% post-consumer and postindustrial content
• Choose from our stock sizes or
custom options below
• Fully recyclable and
biodegradable
• Boxes ship flat, stacked, and
boxed for protection
• Absolutely NO virgin fiber
content
• Made in the USA!
• Humane’s logo
Olivia Heo
|
Capstone: The Business Plan
|
New York University
60
Vendor List
ALABAMA
ETC.
MASSACHUSETTS
French + Italian
Gatsby’s
Stash
CALIFORNIA
Bleu
Dari
E.G. Paige
Ivy Blue
La Bella
Therapy
Creatures of Comfort
NEW YORK
3x1
Churchills
Katherine Tess
Pachute
Creatures of Comfort
CONNECTICUT
Atelier 360
NEVADA
The Box
GEORGIA
W. Port
OREGON
E.G. Paige
FLORIDA
Hint Miami
TENNESSEE
H.Audrey
Emerson Grace
Olivia Heo
Goal : 30 vendors in year 5
|
Capstone: The Business Plan
|
New York University
61
Milestones
June, 2014
Milestones
July, 2014
August, 2014
September,
2014
October, 2014
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Material and
Manufacture
Look for material suppliers
Supplier confirm
Craftsmen contact and confirm
Designer hire process
Confirm design direction
Product range confirm
Design
1st design decision
2nd design decision
Final design decision
Design brief with craftsmen
Production start
Operation
Website
Product launching
Sales
Management
Vendor finding and contract
Vendor confirm
Office rental
Office set-up (internet, phone, furniture)
Social Media
Social media display ad
Marketing
Acquisition:
Campaign I
Company blog
SEM
Referral program
Public relations
Olivia Heo
|
Capstone: The Business Plan
|
New York University
62