A3 is a new e-commerce business that provides occasion dresses for Australian Muslims women. This brand will provide an elegant, fashionable and high end modest dresses. According to the guardian newspaper, there is a rapid growth in Muslim community in Australia which forms 36% of total Australian population, some of them are Australian born, and it is expected to reach 18% in coming years (Phillips 2007; Safi 2014). The dress code for Muslim females has been prescribed in the holy Qur’an a verse in (Chapter Alnoor24:31): “And tell the believing women to lower their gaze and to be mindful of their chastity, and not to display their charms [in public] beyond what may [decently] be apparent thereof; hence, let them draw their head-coverings (khimar) over their bosoms. And let them not display [more of] their charms to any but their husbands, or their fathers, or their husbands’ fathers, or their sons, or their husbands’ sons, or their brothers, or their brothers’ sons, or their sisters’ sons, or their womenfolk, or those whom they rightfully possess, or such male attendants as are beyond all sexual desire, or children that are as yet unaware of women’s nakedness; and let them not swing their legs [in walking] so as to draw attention to their hidden charms and [always], O you believers-all of you-turn unto God in repentance, so that you might attain to a happy state”. Therefor, this clearly shows the importance of modest clothes for Muslim women beside the significant potential in this market which related to their consciousness about their appearance.
1.2 Product/ service description
The online marketplace for Muslims women has been existed in Australia; however it is limited in occasion dresses sector ( ). A3  provides an online platform to sell Muslims occasion dresses products that based in Melbourne. This website will meet Muslim women demand on occasion dresses by offering high quality fabrics in unique designs. These dresses are known as modest, long sleeves, embellished scarfs and other related accessories (see Appendix X, p,X). In addition, this website will allow clients to purchase the products anytime and from anywhere. Also, the products will be delivered to customers address within maximum seven business days with free shipping.
1.3 Description of the team
There are several characteristics that require in the stuff team members to successes any online retails (). To clarify, the most essential characteristics are the knowledge of the industry, commitment, goal oriented, problem solving skilled, entrepreneur thinker, team player, focused on their business vision, have strategic approach, competitive, responsible, opportunistic, excellent communicator (MyTopBusinessIdeas 2016). It has been found that most of the characteristics above are existing in A3 team. Beyond that, each member of the team is specialised in different disciplines. To illustrate:
• Amani is specialised in fashion design, which includes sewing, textile, design and pattern making, regards her undergrad degree in Fashion and Textile. Moreover, Amani has 6 years experience in Alkaloup company, which is a apparel company in Saudi Arabia, as a CEO manager. Therefore, she is going to be the CEO of A3 online company.
• Arwa has Home Economics background beside, she has got a diploma in Merchandising. As a result, she will be A3 Merchandise manager.
• Alaa has bachelor degree in Marketing. Also, she run her own business for three years in women’s wear. For these reasons, she will be the Marketing manager.
According to Nagi (2013), the masteries above are essential to establish any online business. However, he mentions that many other knowledge can enhance and succeed the business such as:
• Human resource which can help the business in the employment, training and communication.
• Finance and accounting which can analyse and organize the budget, financial statement, cash flow and deal with finance risk.