Deanne Drake LLC

Deanne Hankins Ferrer

A Journey Through Fashion, Retail, Hospitality, and Entrepreneurship

Early Life and Career Beginnings

Deanne Hankins Ferrer’s journey into the world of fashion, retail, and hospitality began with a passion for customer service, business operations, and creative expression. From an early stage in her career, she demonstrated an innate ability to connect with people, understand market trends, and drive operational excellence.

A Flourishing Career in Fashion and Entertainment

Before making her mark in retail and hospitality, Deanne thrived in the world of fashion and entertainment. As a professional runway model, actress, and commercial model, she graced numerous runways, advertising campaigns, and productions. Her ability to captivate audiences with elegance and confidence led her to work with esteemed designers and brands, adding another dimension to her versatile career.

Establishing a Footprint in Retail

Over the years, Deanne has built a solid foundation in the retail sector, working with some of the most prestigious brands in the industry. Her experience spans across Macy’s, Williams-Sonoma, Pottery Barn, Spyder, True North, Crazy Shirts, Henry Beguelin, and Family Dollar. Each role has contributed to her deep understanding of merchandising, customer service, and retail management. Through these experiences, she has developed a sharp eye for brand positioning, inventory control, and consumer engagement, ensuring business success in a highly competitive marketplace.

Excelling in the Hospitality Industry

Deanne’s expertise extends beyond retail into the fast-paced world of hospitality. She has been a valuable asset to prestigious establishments like Encore at Wynn and Hooters Casino and Hotel. In these roles, she refined her skills in guest relations, high-volume service operations, and the art of delivering exceptional customer experiences. Her ability to manage diverse teams and maintain service excellence in dynamic environments has cemented her reputation as a hospitality professional who thrives under pressure.

Entrepreneurial Success

Taking her expertise to the next level, Deanne ventured into entrepreneurship by owning and operating a Hot Pares Especial franchise. This endeavor allowed her to apply her knowledge in business management, operations, and marketing, ensuring the success of the franchise. With a keen understanding of the food industry and customer expectations, she created a welcoming dining experience that resonated with her patrons. This chapter of her career highlighted her ability to adapt, innovate, and lead in an ever-evolving industry.

A Legacy of Excellence

With a diverse professional background and an unwavering commitment to excellence, Deanne Hankins Ferrer continues to make a significant impact in every industry she ventures into. Her ability to blend operational efficiency with customer engagement has made her a standout professional in fashion, retail, and hospitality. Looking forward, she remains dedicated to exploring new opportunities, mentoring future leaders, and leaving a lasting legacy in every role she takes on.

Through resilience, adaptability, and a passion for service, Deanne exemplifies the essence of a versatile professional who embraces challenges and turns them into opportunities for growth and success.

Business Plan for DEANNE DRAKE LLC

Executive Summary:

Deanne Drake LLC is dedicated to achieving financial freedom by supporting small, locally owned businesses that specialize in eco-friendly, handcrafted, and affordable products. We aim to create a platform for artisans and entrepreneurs to showcase their work while providing customers with a luxury shopping experience that is personalized, affordable, and sustainable. Our mission is to make eco-conscious living accessible to all, without compromising on quality or service.

Mission Statement:

Our mission is to build a profitable business that provides a lifetime income for myself, while helping small businesses grow by offering affordable, handcrafted, and eco-friendly products. We will deliver a luxury and personalized shopping experience that combines exceptional service with sustainable and unique merchandise.

Business Objectives:

1. Achieve financial freedom through sustainable and profitable growth.

2. Support small businesses by providing a platform for local artisans to showcase their eco-friendly products.

3. Offer an accessible luxury shopping experience that caters to a wide range of customers, ensuring affordability without compromising on quality.

4. Build a strong brand that emphasizes sustainability, ethical practices, and personalized service.

5. Establish long-term relationships with customers, creating a community of loyal supporters.

Business Overview:

Industry Background: The retail industry is shifting towards more eco-conscious and sustainable shopping habits. Consumers are increasingly looking for ways to make responsible purchases, and small, local businesses that offer handcrafted and unique products are gaining traction. This presents an opportunity to capitalize on a growing market that values personalized service, sustainability, and ethically sourced products.

Products and Services: We will offer a variety of eco-friendly, handcrafted, and affordable products:

• Home décor and accent furniture

• Gift items for all occasions

• Seasonal apparel for men and women

• Eco-friendly household products and accessories

We will also provide a clientele-style shopping experience that includes:

1. Personalized Assistance – One-on-one consultations to help customers find the perfect products that align with their needs and values.

2. Luxury-Level Service – A shopping experience inspired by five-star hospitality, ensuring each customer feels valued and appreciated.

3. Exclusive Offers & VIP Treatment – Offering early access to new arrivals, special discounts, and personalized recommendations.

Market Analysis:

Target Market:

• Eco-conscious consumers who prioritize sustainable, handcrafted products.

• Budget-conscious individuals who desire luxury and high-quality products at affordable prices.

• Small business supporters who want to contribute to local economies by purchasing unique, locally sourced goods.

• Age Range: Primarily 15-70 years old.

• Location: Local communities and online marketplace.

Market Trends:

• Rising demand for eco-friendly and sustainably sourced products.

• Increasing interest in unique, handcrafted goods.

• Growing preference for personalized shopping experiences over traditional, impersonal retail.

• Consumers seek to support local artisans and businesses over large corporate retailers.

Sales and Marketing Strategy:

• Branding & Positioning:

  • Develop a strong brand identity focused on luxury, sustainability, and community support.

  • Position the business as a destination for high-quality, eco-friendly products at affordable prices.

  • Emphasize the personalized, clientele-style shopping experience that sets us apart from large retailers.

• Online Presence:

  • Build a user-friendly e-commerce website showcasing products with detailed descriptions and sustainable certifications.

  • Utilize social media platforms (Instagram, Facebook, Pinterest) to share behind-the-scenes content, customer stories, and product features.

  • Implement email marketing campaigns to engage customers with personalized offers, new arrivals, and exclusive discounts.

• Local Engagement:

  • Host pop-up events and collaborations with local artisans and eco-conscious brands.

  • Partners with local influencers and community leaders to raise awareness.

  • Offer in-store experiences and loyalty programs for repeat customers.

• Customer Experience:

  • Provide a luxury shopping experience with personalized service both online and in-store.

  • Offer flexible payment options and promotions to make luxury items more accessible.

  • Create an engaging shopping environment that focuses on quality, craftsmanship, and customer satisfaction.

Conclusion:

This business plan outlines a path to achieving financial independence while empowering small, locally owned businesses and offering affordable, eco-friendly, and handcrafted products. Through a luxury, personalized service, we will create a unique shopping experience that attracts a loyal customer base and contributes to a sustainable and thriving local economy. By strategically implementing these steps, we aim to build a lasting business that not only meets our financial goals but also supports the wider community.

I want to build this business to create financial freedom and establish a source of lifetime income. After years of working in sales, marketing, and management, I’ve developed the expertise and drive to build something of my own—something that reflects my values and skills. This business allows me to leverage my experience, take control of my future, and build long-term stability without being confined by corporate micromanagement. It's about turning my knowledge into something lasting and impactful.

My journey into entrepreneurship has been shaped by years of hands-on experience in sales, marketing, and management across a variety of industries—from major retailers like Macy’s and Family Dollar to hospitality giants like Encore at Wynn and Hooters Casino Hotel. Through these roles, I’ve learned to think on my feet, adapt to fast-changing environments, and find creative solutions using the resources and connections available to me—this is effectuation in action.

Rather than waiting for perfect conditions, I’ve used my accumulated skills, industry knowledge, and professional network to lay the foundation for my business. I’ve applied the "bird-in-hand" principle by building on what I already know and who I know—clients, collaborators, and mentors I’ve gained along the way. I’ve also embraced flexibility, adjusting my business idea over the years based on real-world experience and evolving customer needs.

Effectuation isn’t just a theory for me—it’s been my reality. I didn’t start with everything figured out, but I had the drive, the insight, and the ability to pivot, test, and grow. My decision to become an entrepreneur is not just about launching a business—it’s about using what I’ve learned to create something impactful, resilient, and rooted in real-world value.

My foundation in sales, marketing, and management has taught me that the core principles of entrepreneurship are not just theoretical—they’re lived through every interaction, decision, and strategy. These are the principles I’ve applied and refined over the years:

• Customer-Centric Thinking Sales taught me the value of listening, understanding needs, and building relationships. A successful entrepreneur always puts the customer first—creating products, services, and experiences that solve real problems or fulfill desires.

• Value Creation In marketing, I learned how to position a brand, communicate a message, and deliver value in a way that connects. Entrepreneurship is about creating unique value in a competitive market, not just selling a product.

• Resourcefulness Through management roles, I’ve become skilled at doing more with less—maximizing team productivity, managing budgets, and navigating challenges. Entrepreneurs must be resourceful, using what they have while continuously adapting and innovating.

• Resilience and Adaptability Working across different industries has shown me the importance of being agile. Whether it’s a shift in customer behavior or internal setbacks, staying flexible and open to change is key.

• Strategic Risk-Taking Every store launch, promotion, or sales strategy involved calculated risk. Entrepreneurship involves stepping into uncertainty—but smart risks, backed by experience and insight, lead to opportunity and growth.

• Leadership and Vision As a manager, I led teams toward shared goals and inspired performance. As an entrepreneur, I’m doing the same leading with purpose, communicating vision, and building something that aligns with both my passion and market demand.

These principles, shaped by real-world experience, are what guide me as I move forward with my own venture. Entrepreneurship, to me, is the next step in using my strengths to build a business that’s not only successful, but also meaningful.

My business idea has been tested organically over time through years of direct retail experience, customer interaction, and online selling. Working in various roles at companies like Macy’s, Family Dollar, Vail Resorts, Spyder, True North, Crazy Shirts, and Henry Beguelin has given me firsthand insight into what customers respond to—what sells, what doesn’t, and why. I’ve been able to observe trends, gauge demand, and understand consumer behavior across different markets and price points.

Through building strong client relationships, I’ve received consistent feedback on product preferences, price sensitivity, and shopping habits. I’ve also tested concepts through informal pop-ups and online platforms, where I sold curated items to a niche audience. These experiences validated that there is strong interest in unique, high-quality, and eco-conscious products—especially those with a story behind them.

Every interaction, sale, and return has helped me refine my offering. I’ve been able to identify which product categories perform well, what type of merchandising works best, and how to create a personalized customer experience that drives loyalty. This real-world testing has proven that there’s demand for the kind of store I plan to open—now I just need the space and funding to bring it to life on a larger scale.

My business stands out because it combines the best of both worlds: the charm and authenticity of locally owned, small businesses with the professionalism and polish of high-level retail experience. What sets me apart is my commitment to offering handcrafted, eco-friendly products that are not only thoughtfully made but also affordable and accessible to a wide range of customers.

In addition, my background in sales and customer service gives me a major edge. I’ve built a reputation for delivering high-quality customer assistance—not just transactional service, but meaningful relationships that drive trust and loyalty. My store isn’t just about selling products; it’s about creating a welcoming experience where customers feel seen, valued, and inspired to shop consciously.

By supporting local artisans and sustainable practices, I’m building a business that resonates with today’s values—community, sustainability, and purpose-driven shopping. That unique combination is my greatest advantage in today’s competitive retail landscape.

• There is a market for high-quality, affordable products. Based on my retail experience and customer feedback, I assume that customers are actively seeking well-made, stylish, and sustainable products—without the luxury price tag. Shoppers want value, and I believe I can deliver that through smart sourcing and efficient operations.

• Strong selling techniques and client engagement will drive sales. I assume that my ability to connect with clients, understand their needs, and use proven selling strategies will result in higher conversion rates and repeat business. My past success in building loyal clientele supports this.

• Negotiation and relationship-building with vendors will maintain margins. I assume that my skills in negotiation and my industry connections will allow me to source products at favorable terms. This helps keep prices affordable while maintaining product quality and profitability.

• Exceptional customer service will set the business apart. I believe that going above and beyond in customer service—something I’ve always prioritized—will be a key differentiator. Personalized attention, trust, and genuine care will build loyalty and word-of-mouth growth.

• Consumers are shifting toward more conscious, small-business shopping. I assume that today's buyers are more interested in supporting local and independent businesses, especially those offering eco-friendly and handcrafted options. My business aligns with this growing trend.

My target customers are individuals and families who value convenience, quality, and unique finds—people who are looking for a personalized shopping experience that saves them time and offers something more meaningful than what they get from big-box retailers. These are consumers who appreciate home accents, furniture, seasonal apparel, gift items, and even basic groceries, all in one thoughtfully curated space.

They are typically community-oriented, enjoy supporting locally owned businesses, and are drawn to products that are handcrafted, eco-friendly, and affordable. Many of them are busy professionals, parents, or creatives who want a one-stop shop where they can pick up something for their home, a gift for a friend, or an outfit for the season—all while feeling good about where their money is going.

To develop this customer base, I plan to use a mix of personalized in-store service, community involvement, social media engagement, and loyalty rewards. I also want to build strong relationships with local makers and customers to continuously adapt the product selection to meet their evolving needs. This approach is designed to turn first-time shoppers into loyal regulars, creating a steady flow of business and word-of-mouth growth.

One of the main challenges customers face—especially in mountain or resort communities—is finding high-quality products paired with high-quality service. Many times, they’re met with limited options, overpriced items, or impersonal service from stores that don’t understand the local lifestyle or seasonal needs.

That’s why empathy and high-standard customer assistance are at the core of my business approach. I’ve worked in this mountain region long enough to understand that customers here expect not only quality merchandise but also thoughtful, attentive service that reflects the environment they live in or are visiting. Whether it's a tourist shopping for unique gifts, or a local looking for cozy seasonal apparel or home accents, they want to feel understood and well taken care of.

Another issue is that larger retailers often overlook the specific needs of smaller or seasonal communities. My solution is to carefully curate products based on what this community actually wants and needs—whether it’s practical home goods, locally made gifts, weather-appropriate apparel, or even a few essential groceries.

By combining local knowledge, empathy, and top-tier customer service, my business directly addresses these pain points and creates a more satisfying, community-focused shopping experience.

My pricing strategy is built on a balance of affordability, quality, and sustainability—for both the customer and the business. Each product is priced based on its origin, craftsmanship, and materials, with a strong focus on locally made, handcrafted, and eco-friendly items. These products often come with a higher perceived value due to their uniqueness and ethical production, which allows for premium positioning—but I ensure the prices remain accessible to my target market.

By carefully selecting my vendors through platforms like Faire and prioritizing small-batch, artisan goods, I’m able to offer something special without overpricing. My pricing not only reflects quality and story, but is also structured to ensure healthy profit margins, so the business remains sustainable and can contribute to my long-term goal of financial freedom and lifetime income.

Ultimately, my approach is: value-driven, not volume-driven. Customers get thoughtfully chosen, beautiful, and well-made products at fair prices—while I generate enough profit to grow the business and support my lifestyle.

My products are available both in-store and online, giving customers the flexibility to shop however they prefer. Whether they’re browsing in person or ordering from the comfort of home, the experience is seamless and convenient.

I also offer a return and exchange policy for items in sellable condition, because I believe in building trust and long-term relationships with my customers. Shopping should feel easy, not risky—and customer satisfaction is always a top priority.

A major advantage is my partnership with Faire, which connects everything behind the scenes—from point of sale and inventory to fulfillment. This system ensures accurate stock levels, quick reordering, and a smooth sales process for both in-person and online purchases. It allows me to manage my store efficiently while staying focused on what really matters: great products, exceptional service, and a shopping experience customers want to return to.

My sales and marketing strategy is grounded in a deep understanding of my community's values, needs, and lifestyle. I’m committed to providing products that are not only eco-friendly but also cater to daily necessities—from home accents and seasonal apparel to everyday groceries and gifts. This ensures that my store is not just a luxury or niche option, but a practical, sustainable choice for local families and visitors alike.

The foundation of my marketing approach lies in storytelling—sharing the unique origins and craftsmanship behind the products I offer. Whether it’s locally sourced, handcrafted goods or sustainable products that reduce environmental impact, I highlight these aspects through social media, email newsletters, and in-store signage. This strategy connects customers to the products and aligns with their growing desire for more purposeful purchases.

I’ll also focus on building community relationships through local events, partnerships, and collaborations with other small businesses and artisans. This not only strengthens my presence but also helps create a loyal customer base that values the personal touch and environmental responsibility behind my brand.

By combining community engagement, eco-friendly products, and a commitment to everyday essentials, my marketing will speak directly to what matters most to my customers—quality, sustainability, and convenience.

With a strong background in both department stores and grocery stores, I bring firsthand knowledge of merchandising, customer behavior, and operational flow across diverse product categories. My sales and marketing strategy is grounded in a deep understanding of my community's values, needs, and lifestyle. I’m committed to providing products that are not only eco-friendly but also cater to daily necessities—from home accents and seasonal apparel to everyday groceries and gifts. This ensures that my store is not just a luxury or niche option, but a practical, sustainable choice for local families and visitors alike.

The foundation of my marketing approach lies in storytelling—sharing the unique origins and craftsmanship behind the products I offer. Whether it’s locally sourced, handcrafted goods or sustainable products that reduce environmental impact, I highlight these aspects through social media, email newsletters, and in-store signage. This strategy connects customers to the products and aligns with their growing desire for more purposeful purchases.

I’ll also focus on building community relationships through local events, partnerships, and collaborations with other small businesses and artisans. This not only strengthens my presence but also helps create a loyal customer base that values the personal touch and environmental responsibility behind my brand.

By combining community engagement, eco-friendly products, and a commitment to everyday essentials—with the insight gained from years of retail experience in both department and grocery store settings—my marketing will speak directly to what matters most to my customers: quality, sustainability, and convenience.

With a strong background in client relationship management, both in-store and online, I’ve built a social media presence that mirrors my brand values—local, handcrafted, eco-conscious, and high-quality. My audience is small but engaged, made up of community-minded followers who interact, share, and show up.

How I’m Building a Loyal Community:

• Feature loyal customers and share behind-the-scenes content

• Host giveaways, contests, and early-access promotions

• Highlight local businesses and stories to stay community-focused

• Launch a loyalty program tied to purchases and referrals

Deepening Connection with Customers:

• Monthly VIP coffee meetups or happy hours for feedback and brand ambassadorship.

Interactive in-store or online activities like:

• Workshops on eco-living or sustainable fashion

• Trunk shows and pop-up experiences

• Locals-only shopping hours

• Seasonal curated boxes of local goods

Potential for a Paid Membership Community:

• Offers could include exclusive discounts, early access to events, private shopping, and subscription boxes.

Next steps:-Survey the audience to gauge interest

• Build a flexible membership model

• Offer compelling member only perks and seamless sign-up

Summary: Understanding TAM, SAM, and SOM

Market sizing helps me estimate how many people could potentially buy my product or service and is broken into three key levels:

TAM (Total Addressable Market) -The entire market demand for my product or service -Assumes no limitations—everyone who could buy from me does.

• Example: All U.S. shoppers interested in eco-friendly, handmade, or locally made goods.

SAM (Serviceable Addressable Market) -The portion of TAM that my business can actually serve, based on factors like location, pricing, and accessibility.

• Example: Residents and tourists in Colorado who shop for eco-conscious home goods and gifts.

SOM (Serviceable Obtainable Market) -The realistic slice of the SAM I can expect to capture, based on my size, reach, marketing, and capacity.

• Example: A percentage of foot traffic and online sales from Eagle and nearby communities.

My Market Estimate Example (Eco-friendly Local Lifestyle Store)

TAM (Total Addressable Market)

• U.S. market for eco-friendly products and handmade goods: ~$150 billion (home goods, sustainable gifts, artisanal decor combined).

SAM (Serviceable Addressable Market)

• Colorado residents + annual tourists who value sustainable shopping: ~1.5 million people (e.g., ~250K live in mountain towns + ~1.2M tourists annually to areas like Vail, Eagle, Glenwood).

SOM (Serviceable Obtainable Market)

• Realistic local reach based on foot traffic, events, marketing: ~3,000–5,000 customers/year (10% of locals + 1–2% of visitors with interest in eco-friendly shopping).

Vision Statement

To build a thriving ecosystem where locally owned, eco-conscious small businesses flourish—empowering individuals to achieve financial freedom while reshaping consumer culture through sustainable, purpose-driven choices. We envision a future where income security and environmental responsibility go hand in hand, creating lasting impact in our communities and beyond.

Summary of Key Vision Elements:

• Aspirational Future: A world where small, ethical businesses are not just surviving, but thriving.

• Empowerment: Helping individuals gain financial freedom and independence.

• Sustainability: Creating a culture of environmentally responsible consumerism.

• Community Impact: Uplifting local economies through meaningful collaboration.

• Values in Action: Reflecting core beliefs in everything the business does.

Our mission is to create a sustainable path to financial freedom and income security by supporting and uplifting locally owned small businesses that offer handcrafted, eco-conscious products. We are committed to building a vibrant, ethical marketplace that empowers entrepreneurs, celebrates craftsmanship, and nurtures community well-being through mindful consumerism.

Summary of Key Elements:

• Income Security & Financial Freedom: Your business is rooted in helping yourself and others build stable, independent income streams.

• Supporting Small Businesses: You prioritize collaboration with local artisans and entrepreneurs.

• Eco-Friendly Values: Your products and practices are environmentally responsible and promote sustainable living.

• Purpose-Driven: You’re doing meaningful work that reflects your values and gives back to the community.

Logo Summary & Brand Identity Interpretation

Visual Design & Imagery

My logo features a hand-sketched style illustration of mountains and trees, which instantly evokes a sense of nature, tranquility, and authenticity. This suggests my brand values natural beauty, simplicity, eco-consciousness, and a grounded lifestyle. The imagery creates emotional warmth and connection—perfect for a business focused on home, gifts, and apparel.

The mountain range represents strength, aspiration, and longevity—symbolizing my journey and the solid foundation of my brand values. The trees enhance the feeling of rootedness and sustainability, reinforcing my support for handcrafted, nature-inspired, and local products.

Typography The use of two distinct font styles in my logo works beautifully:

The bold serif font for “DEANNE’S” conveys tradition, trust, and timeless elegance—matching my experience and refined taste.

The handwritten-style tagline (“Home | Gift | Apparel”) feels personal, friendly, and inviting, which humanizes my brand and creates emotional warmth.

🎨 Color Palette

The warm brown tones used in the logo reflect earthiness, stability, and wholesomeness—qualities that align with handcrafted, curated goods and home-centered living.

It gives off a rustic yet refined aesthetic, which will appeal to customers looking for meaningful, quality-driven purchases.

Strategic Logo Use

✅ Logo Values Represented:

• Nature-inspired & Sustainable: Mountains and trees evoke eco-consciousness and simplicity.

• Warm, Approachable Luxury: Elegant yet down-to-earth tone.

• Personal Touch: Handwritten text aligns with the boutique, curated experience.

• Experience + Vision: The blend of classic and modern speaks to your rich background and future-forward thinking.

🌿 Deanne’s Brand Imagery & Color Psychology Summary

💭 Brand Feel & Vibe My logo gives off a warm, grounded, and inviting feeling. It suggests a brand that values:

• Nature & sustainability

• Craftsmanship & authenticity

• Cozy sophistication for the home and lifestyle shopper

The soft, sketched mountains and forest trees hint at a connection to natural beauty and peace, while the typography communicates trust, care, and curated quality. This makes my brand ideal for customers who are looking for meaningful purchases—not just trendy or mass-produced products.

🎨 Deanne’s Brand Color Palette & Meanings

I’ve extracted my brand’s primary color tones from the logo and matched them with their HEX codes and psychological meanings:

Color | HEX Code | Feeling & Psychology | Brand Use

• Earthy Brown #4A2C0A Stability, warmth, trust, timelessness Primary text/logo color; communicates cozy elegance and trust.

• Golden Ochre #C78B3B Optimism, warmth, friendliness, creativity Tagline/secondary accent; adds approachability and comfort.

• Off-White (Background) #FFFFFF Clean, open, pure, natural simplicity Background or canvas; allows my primary tones to shine.

Together, this earthy palette evokes a brand that is natural, heartfelt, rooted, and intentional—perfect for artisanal home goods, thoughtful gifts, and mindful fashion.

🧭 How This Color Palette Aligns With My Brand Values?

• Nature & Eco-Consciousness: The organic tones mirror my commitment to handmade, eco-friendly, or small-batch products.

• Personalized Experience: The warm golden hues in my tagline make the brand feel inviting and connected—like a boutique you stumble upon and instantly love.

• Reliable & Refined: The deep brown gives a timeless, trusted feel, like a brand that’s been thoughtfully crafted from experience.