Fancy Shoe Land

Business Model
Design and Style


Asking Price
E-commerce business selling women’s foot care products, larger size women’s shoes and folding women’s shoes.

Facts and Figures

Date of Founding
Full-Time Staff
Owner Operated
Avg. Expenses /month
Gross Profit /month
Avg. Revenue /month


P&L (Profit and Loss Statement) View P&L

Business Description

Fancy Shoe Land is an Australian based e-commerce business selling women’s foot care products, Larger size women’s shoes, Folding women’s shoes and was registered as a sole proprietor on March 2012. Fancy Shoe Land focus is to offer women the ability to wear shoes that are fancy and comfortable for larger sized and standard size feet. The business has now its own brand of portable folding shoes as well as foot cream, foot care Pedi set, foot pedicure file and recently added knee high women’s socks. All products can be ordered through the webstore, on Amazon USA, Amazon de and eBay all are shipped worldwide.

Fancy Shoe Lands bestselling product is the Fancy Foldable Flats, these are made in a super soft material so to fold up as the perfect emergency shoe for women when they are needing a relief from their high heels. The shoes are soft enough to fold in half and are in a small pouch that un zips to reveal a carry bag for the shoes they are swapping up to be placed in. The women love that they can fit into their handbags and use at any part of their day when they need a little break from their shoes the night. These shoes are a great opportunity in a niche market.

How does your business make money?

Online product sales

Why should someone buy this business?

All products are private-label in the highly unique and evergreen category. Markets are set in Australia, the US and beyond. The business is ready to scale and capitalise on the momentum that the business has generated over the past 6 years.

How can the future owner improve this business?

The main area's to focus on for the new owner is developing a really clear marketing and business development arm to the business.

Business Strengths

  • Brand and Community Loyalty
  • Length of Operation in Niche
  • Low Return Rate
  • Strong Manufacturing Relationships
  • Low Acquisition Cost for New Customers

Opportunities for a new owner

  • Improve Current Marketing Efforts
  • Improve or Outsource Operations
  • Increase Basket Size Per Customer



Customer support (1-3 hrs/wk); Most are about shipment information. The owner takes this as a chance to make customers advocates of the brand by delivering high quality and personalized answers/solutions.
Planning and purchasing new inventory (0,5 hrs/wk); sourcing of the parts has been done. For Fancy Shoe Lands current products, it just a matter of reordering colours and sizes. The products are manufactured in China/ and Australia and the lead times can be between one to two months.
General Administration (0,5 hrs/wk); the basic bookkeeping needed for quarterly Australian sales taxes.

Fulfillment and Assembly

Fulfillment: All orders in Amazon are fulfilled by fba, Amazons shipping system, and thank you emails are automated via a third-party system. Order confirmations with invoices and emails with tracking information are being sent to the customers automatically.
Ebay orders and website orders: Both are done by the owner, this could be outsourced to a 3rd party fulfilment company if you are based in the united states. 3 shipments a week done in Australia using Australian post. 2-hour time to put these in order to ship out.
Marketing and Business Development
Marketing, (1hr/week): Social media is where the customers have found the brand, reaching out to these customers daily via pre-populated feeds weekly is very helpful to getting the brand and products know. Facebook following, Instagram following, and Pinterest set up and running well, the age of the customers that purchase these shoes are very use to using all these platforms.
The platforms are set up. The promotions of competitions and give aways have shown to help with the promotion of the products.
Business Development (0 hrs); currently no time is spent on business development. There are interesting options to explore such as partnering with web shops and resellers for other sales channels. Potential partners are reaching out to Fancy Shoe Land.


Customer Profile and Segmentation

Our target market is 18 to 40-year-old females with an interest in fashion, getting married prom going or social race going.
50% of our customers are from the US, 15% from Europe and 35% from Australia.

Customer Acquisition
Customer have been acquired primarily via Facebook and Instagram campaigns which represents 70% of total traffic.
While direct traffic driven by Advertising on sales channel e.g. Amazon and eBay represent 30% of the total traffic.
Our CAC (customer acquisition cost) is approximately $3 per customer for new customers.

Customer Retention
Customers are retained by advertising new products and sending out promotion via monthly emailing.
The mailing list currently has 2500 active subscribers with an open rate of 21% and a CTA of 8%.
Our customer repurchase cost is $0.30c




* Freedom to run business from anywhere in a world.
* Multiple potential ways to grow business worldwide plus expanding through other sales channels
* Unique designs.
* Length of operation on Amazon and in the niche
* Fully automated business, mostly admin and planning processes 3 -6 hours per week
* Short lead time from purchase order to products landing in Amazon warehouses.

Seller Notes

Wedding season or prom season is usually the warmer months, so the amounts of sales tend to rise in the United States during the month of May to October, The cooler months this type of activities are fewer and sales are not strong during the cooler months. The newer products have been added over the past 12 months to help balance this with the new Socks being added to the brand.


  • Brand assets
  • Customer databases
  • Existing manufacturing relationships
  • Inventory on hand or on order at the time of closing
  • Website files, source code and content
  • e-Commerce platform accounts

Post sale support

This is support provided by the seller when transitioning the business to a buyer.


About the Seller

Private Seller

Jen Mulholland


Australian based bookkeeper and founder of Fancy Shoe Land. Prior to this business was she was involved in a family-based building company running the administration and bookkeeping side of the company. The online shoe store business was slow to grow on the Australian market, but persistence and time was helpful to drill down into the niche and grow the business on Amazon and eBay.

Contact Seller