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published by Palo Alto Software, Inc. Names, loc ations and numbers may have been changed, and substantial portions of the original plan text may have been omitted to preserve confidentiality and proprietary information. You are welcome to use this plan as a starting point to create your own, but you do not have permission to resell, reproduce, publish, distribute or even c opy this plan as it exists here. Requests for reprints, ac ademic use, and other dissemination of this sample plan should be emailed to the marketing department of Palo Alto Software at marketing@paloalto.com. For product information visit our website: www.paloalto.com or call: 1-800-229-7526. Copyright Palo Alto Software, Inc., 1995-2009 All rights reserved.
Confidentiality Agreement
The undersigned reader ac knowledges that the information provided by _________________________ in this business plan is confidential; therefore, reader agrees not to disc lose it without the express written permission of _________________________. It is ac knowledged by reader that information to be furnished in this business plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disc losure or use of same by reader, may cause serious harm or damage to _________________________. Upon request, this doc ument is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a business plan. It does not imply an offering of securities.
Table of Contents
1.0 Executive Summary.............................................................................................................................1 1.1 Mission........................................................................................................................................1 Chart: Highlights ......................................................................................................................2 2.0 Company Summary.............................................................................................................................2 2.1 Company Ownership .................................................................................................................2 Table: Start-up .........................................................................................................................3 Table: Start-up Funding ..........................................................................................................4 2.2 Company Locations and Facilities ..........................................................................................4 3.0 Market Analysis Summary..................................................................................................................5 3.1 Market Segmentation ................................................................................................................6 Chart: Market Analysis (Pie) ..................................................................................................6 Table: Market Analysis ...........................................................................................................7 3.2 Industry Analysis .........................................................................................................................7 3.2.1 Competition and Buying Patterns................................................................................7 3.3 Target Market Segment Strategy.............................................................................................8 3.3.1 Market Needs ................................................................................................................8 4.0 Strategy and Implementation Summary ............................................................................................9 4.1 Competitive Edge ......................................................................................................................9 4.2 Marketing Strategy.....................................................................................................................9 4.3 Sales Strategy..........................................................................................................................10 4.3.1 Sales Forecast ............................................................................................................10 Table: Sales Forecast.................................................................................................11 4.3.2 Sales Programs ..........................................................................................................11 4.4 Strategic Alliances...................................................................................................................11 5.0 Management Summary ....................................................................................................................12 5.1 Management Team .................................................................................................................12 5.2 Personnel Plan.........................................................................................................................12 Table: Personnel ...................................................................................................................13 6.0 Financial Plan ....................................................................................................................................13 6.1 Projected Balance Sheet ........................................................................................................14 Table: Balance Sheet ...........................................................................................................15 Table: General Assumptions ...............................................................................................15 6.2 Key Financial Indicators ..........................................................................................................15 Chart: Benchmarks ...............................................................................................................16 6.3 Projected Profit and Loss .......................................................................................................17 Table: Profit and Loss ..........................................................................................................17 6.4 Projected Cash Flow...............................................................................................................18 Chart: Cash ...........................................................................................................................18 Table: Cash Flow..................................................................................................................19 6.5 Business Ratios .......................................................................................................................20 Table: Ratios .........................................................................................................................21 Table: Sales Forecast ...............................................................................................................................1 Table: Personnel ........................................................................................................................................2 Table: General Assumptions ....................................................................................................................3 Table: Profit and Loss ...............................................................................................................................4 Table: Cash Flow .......................................................................................................................................5 Table: Balance Sheet ................................................................................................................................6
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1.1 Mission
Our mission is to develop into the best loc ation to buy wine in Boston, which will be measured by our growth in sales, and in opinions and ratings published in the media. Inventory and sales records will be computerized, to allow the company to identify and exploit best selling products, match volumes and profitability to service levels, anticipate demand, manage cash flows, assist with revenue growth plans, and optimize supplier/distributor relationships. Goals: Earn and maintain Vino Maestro's rating as one of the best stores in the Boston wine and spirits retail trade business. Establish 30% minimum gross profit margins (retail price less wholesale cost) from inception. Ac hieve a profitable return on investment within three years. Earn a 15% internal rate of return for investors over the life of the lease. Attrac t talented and motivated staff.
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Liabilities and Capital Liabilities Current Borrowing Long-term Liabilities Accounts Payable (Outstanding Bills) Other Current Liabilities (interest-free) Total Liabilities Capital Planned Investment Investor 1 Investor 2 Other Additional Investment Requirement Total Planned Investment Loss at Start-up (Start-up Expenses) Total Capital $130,000 $105,000 $0 $0 $235,000 ($75,000) $160,000
$0 $240,000 $0 $0 $240,000
$400,000 $475,000
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(source: Motto, Kryler, & Fisher) As one would expec t, wine consumption in the Boston metropolitan area exceeds national averages, primarily due to higher per capita income levels and a more global population mix. Europeans, for example, drink 5 to 10 times more wine per capita than their American counterparts. Consequently, we conservatively base our business plan projections for the Southside Towers resident segment to buy an average of 15 bottles of wine per capita per year from our store.
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2. 3.
2. 3. 4.
5. 6.
7.
2.
3.
4. 5.
6.
7.
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$73,228 $0 $0 $73,228 $205,716 $278,944 $235,000 ($75,000) $25,791 $185,791 $464,735 $185,791
$93,997 $0 $0 $93,997 $171,432 $265,429 $235,000 ($49,209) $103,640 $289,431 $554,860 $289,431
$109,465 $0 $0 $109,465 $137,148 $246,613 $235,000 $54,431 $160,580 $450,011 $696,624 $450,011
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Expenses Payroll Sales and Marketing and Other Expenses Depreciation POS computer software lease Rent Utilities- HVAC and phone/data lines Insurance Vehicle Delivery Expenses Maintenance/Repairs Cleaning/Supplies Rent Leased Equipment Advertising/Marketing Payroll Taxes Other Total Operating Expenses Profit Before Interest and Taxes EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales
$124,430 $0 $18,480 $3,000 $56,093 $6,000 $6,000 $6,000 $6,000 $6,000 $23,664 $0 $12,000 $19,909 $0 $287,575 $58,481 $76,961 $24,357 $8,333 $25,791 2.79%
$125,270 $0 $23,760 $3,500 $77,000 $6,600 $6,600 $12,000 $6,500 $6,500 $23,664 $0 $24,000 $20,043 $0 $335,437 $158,929 $182,689 $20,743 $34,547 $103,640 7.85%
$135,200 $0 $34,650 $4,000 $80,000 $7,260 $7,260 $24,000 $7,000 $7,000 $23,664 $0 $36,000 $21,632 $0 $387,666 $232,275 $266,925 $16,972 $54,723 $160,580 9.73%
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$924,000 $924,000
$1,320,000 $1,320,000
$1,650,000 $1,650,000
$0 $0 $0 $0 $0 $0 $0 $924,000 Year 1
$0 $0 $0 $0 $0 $0 $0 $1,320,000 Year 2
$0 $0 $0 $0 $0 $0 $0 $1,650,000 Year 3
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n.a n.a
1.50 0.26
0.92 0.35
0.55 0.44
n.a n.a
$229,987 2.40
$323,103 7.66
$484,049 13.69
n.a n.a
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Appendix
Table: Sales Forecast
Sales Forecast Month 1 Sales Wine Spirits Other Total Sales Direct Cost of Sales Wine Spirits Other Subtotal Direct Cost of Sales 0% 0% 0% $40,000 $4,000 $0 $44,000 Month 1 $24,242 $3,279 $0 $27,521 Month 2 $45,000 $4,500 $0 $49,500 Month 2 $27,273 $3,689 $0 $30,961 Month 3 $50,000 $5,000 $0 $55,000 Month 3 $30,303 $4,098 $0 $34,401 Month 4 $50,000 $5,000 $0 $55,000 Month 4 $30,303 $4,098 $0 $34,401 Month 5 $60,000 $6,000 $0 $66,000 Month 5 $36,364 $4,918 $0 $41,282 Month 6 $75,000 $7,500 $0 $82,500 Month 6 $45,455 $6,148 $0 $51,602 Month 7 $100,000 $10,000 $0 $110,000 Month 7 $60,606 $8,197 $0 $68,803 Month 8 $125,000 $12,500 $0 $137,500 Month 8 $75,758 $10,246 $0 $86,003 Month 9 $70,000 $7,000 $0 $77,000 Month 9 $42,424 $5,738 $0 $48,162 Month 10 $70,000 $7,000 $0 $77,000 Month 10 $42,424 $5,738 $0 $48,162 Month 11 $75,000 $7,500 $0 $82,500 Month 11 $45,455 $6,148 $0 $51,602 Month 12 $80,000 $8,000 $0 $88,000 Month 12 $48,485 $6,557 $0 $55,042
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Appendix
Table: Personnel
Personnel Plan Store Managers/Partners Salespeople -- Full-time Salespeople -- Seasonal Stock/Delivery -- Full-time Stock/Delivery -- Seasonal Other Total People Total Payroll 0% 0% 0% 0% 0% 0% Month 1 $8,000 $0 $0 $2,050 $0 $0 6 $10,050 Month 2 $8,000 $0 $0 $1,640 $0 $0 6 $9,640 Month 3 $8,000 $0 $0 $1,640 $0 $0 6 $9,640 Month 4 $8,000 $0 $0 $2,050 $0 $0 6 $10,050 Month 5 $8,000 $0 $0 $1,640 $0 $0 6 $9,640 Month 6 $8,000 $0 $0 $1,640 $0 $0 6 $9,640 Month 7 $8,000 $0 $930 $2,050 $820 $0 8 $11,800 Month 8 $8,000 $0 $1,860 $1,640 $1,640 $0 8 $13,140 Month 9 $8,000 $0 $1,860 $1,640 $0 $0 6 $11,500 Month 10 $8,000 $0 $0 $2,050 $0 $0 6 $10,050 Month 11 $8,000 $0 $0 $1,640 $0 $0 6 $9,640 Month 12 $8,000 $0 $0 $1,640 $0 $0 6 $9,640
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Appendix
Table: General Assumptions
General Assumptions Plan Month Current Interest Rate Long-term Interest Rate Tax Rate Other Month 1 1 9.00% 11.00% 30.00% 0 Month 2 2 9.00% 11.00% 25.00% 0 Month 3 3 9.00% 11.00% 25.00% 0 Month 4 4 9.00% 11.00% 25.00% 0 Month 5 5 9.00% 11.00% 25.00% 0 Month 6 6 9.00% 11.00% 25.00% 0 Month 7 7 9.00% 11.00% 25.00% 0 Month 8 8 9.00% 11.00% 25.00% 0 Month 9 9 9.00% 11.00% 25.00% 0 Month 10 10 9.00% 11.00% 25.00% 0 Month 11 11 9.00% 11.00% 25.00% 0 Month 12 12 9.00% 11.00% 25.00% 0
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Appendix
Table: Profit and Loss
Pro Forma Profit and Loss Sales Direct Cost of Sales Other Total Cost of Sales Gross Margin Gross Margin % Month 1 $44,000 $27,521 $0 $27,521 $16,479 37.45% Month 2 $49,500 $30,961 $0 $30,961 $18,539 37.45% Month 3 $55,000 $34,401 $0 $34,401 $20,599 37.45% Month 4 $55,000 $34,401 $0 $34,401 $20,599 37.45% Month 5 $66,000 $41,282 $0 $41,282 $24,718 37.45% Month 6 $82,500 $51,602 $0 $51,602 $30,898 37.45% Month 7 $110,000 $68,803 $0 $68,803 $41,197 37.45% Month 8 $137,500 $86,003 $0 $86,003 $51,497 37.45% Month 9 $77,000 $48,162 $0 $48,162 $28,838 37.45% Month 10 $77,000 $48,162 $0 $48,162 $28,838 37.45% Month 11 $82,500 $51,602 $0 $51,602 $30,898 37.45% Month 12 $88,000 $55,042 $0 $55,042 $32,958 37.45%
Expenses Payroll Sales and Marketing and Other Expenses Depreciation POS computer software lease Rent Utilities- HVAC and phone/data lines Insurance Vehicle Delivery Expenses Maintenance/Repairs Cleaning/Supplies Rent Leased Equipment Advertising/Marketing Payroll Taxes Other Total Operating Expenses Profit Before Interest and Taxes EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales 16% $10,050 $0 $880 $250 $0 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,608 $0 $18,260 ($1,781) ($901) $2,174 ($1,186) ($2,768) -6.29% $9,640 $0 $990 $250 $0 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,542 $0 $17,894 $644 $1,634 $2,148 ($376) ($1,127) -2.28% $9,640 $0 $1,100 $250 $0 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,542 $0 $18,004 $2,594 $3,694 $2,121 $118 $355 0.64% $10,050 $0 $1,100 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,608 $0 $24,713 ($4,114) ($3,014) $2,095 ($1,552) ($4,657) -8.47% $9,640 $0 $1,320 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,542 $0 $24,457 $261 $1,581 $2,069 ($452) ($1,356) -2.05% $9,640 $0 $1,650 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,542 $0 $24,787 $6,111 $7,761 $2,043 $1,017 $3,051 3.70% $11,800 $0 $2,200 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,888 $0 $27,843 $13,355 $15,555 $2,017 $2,835 $8,504 7.73% $13,140 $0 $2,750 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $2,102 $0 $29,947 $21,550 $24,300 $1,990 $4,890 $14,669 10.67% $11,500 $0 $1,540 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,840 $0 $26,835 $2,004 $3,544 $1,964 $10 $29 0.04% $10,050 $0 $1,540 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,608 $0 $25,153 $3,686 $5,226 $1,938 $437 $1,311 1.70% $9,640 $0 $1,650 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,542 $0 $24,787 $6,111 $7,761 $1,912 $1,050 $3,149 3.82% $9,640 $0 $1,760 $250 $6,233 $500 $500 $500 $500 $500 $1,972 $0 $1,000 $1,542 $0 $24,897 $8,061 $9,821 $1,886 $1,544 $4,631 5.26%
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Appendix
Table: Cash Flow
Pro Forma Cash Flow Month 1 Cash Received Cash from Operations Cash Sales Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received New Current Borrowing New Other Liabilities (interest-free) New Long-term Liabilities Sales of Other Current Assets Sales of Long-term Assets New Investment Received Subtotal Cash Received Expenditures Expenditures from Operations Cash Spending Bill Payments Subtotal Spent on Operations Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out Principal Repayment of Current Borrowing Other Liabilities Principal Repayment Long-term Liabilities Principal Repayment Purchase Other Current Assets Purchase Long-term Assets Dividends Subtotal Cash Spent Net Cash Flow Cash Balance $44,000 $44,000 $49,500 $49,500 $55,000 $55,000 $55,000 $55,000 $66,000 $66,000 $82,500 $82,500 $110,000 $110,000 $137,500 $137,500 $77,000 $77,000 $77,000 $77,000 $82,500 $82,500 $88,000 $88,000 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
0.00%
$0 $0 $0 $0 $0 $0 $0 $44,000 Month 1
$0 $0 $0 $0 $0 $0 $0 $49,500 Month 2
$0 $0 $0 $0 $0 $0 $0 $55,000 Month 3
$0 $0 $0 $0 $0 $0 $0 $55,000 Month 4
$0 $0 $0 $0 $0 $0 $0 $66,000 Month 5
$0 $0 $0 $0 $0 $0 $0 $82,500 Month 6
$0 $0 $0 $0 $0 $0 $0 $110,000 Month 7
$0 $0 $0 $0 $0 $0 $0 $137,500 Month 8
$0 $0 $0 $0 $0 $0 $0 $77,000 Month 9
$0 $0 $0 $0 $0 $0 $0 $77,000 Month 10
$0 $0 $0 $0 $0 $0 $0 $82,500 Month 11
$0 $0 $0 $0 $0 $0 $0 $88,000 Month 12
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Appendix
Table: Balance Sheet
Pro Forma Balance Sheet Month 1 Assets Current Assets Cash Inventory Other Current Assets Total Current Assets Long-term Assets Long-term Assets Accumulated Depreciation Total Long-term Assets Total Assets Liabilities and Capital Current Liabilities Accounts Payable Current Borrowing Other Current Liabilities Subtotal Current Liabilities Long-term Liabilities Total Liabilities Paid-in Capital Retained Earnings Earnings Total Capital Total Liabilities and Capital Net Worth $0 $0 $0 $0 $240,000 $240,000 $235,000 ($75,000) $0 $160,000 $400,000 $160,000 $8,040 $0 $0 $8,040 $237,143 $245,183 $235,000 ($75,000) ($2,768) $157,232 $402,415 $157,232 $8,735 $0 $0 $8,735 $234,286 $243,021 $235,000 ($75,000) ($3,896) $156,104 $399,125 $156,104 $9,187 $0 $0 $9,187 $231,429 $240,616 $235,000 ($75,000) ($3,541) $156,459 $397,075 $156,459 $28,258 $0 $0 $28,258 $228,572 $256,830 $235,000 ($75,000) ($8,198) $151,802 $408,632 $151,802 $61,832 $0 $0 $61,832 $225,715 $287,547 $235,000 ($75,000) ($9,554) $150,446 $437,993 $150,446 $76,861 $0 $0 $76,861 $222,858 $299,719 $235,000 ($75,000) ($6,503) $153,497 $453,216 $153,497 $102,870 $0 $0 $102,870 $220,001 $322,871 $235,000 ($75,000) $2,001 $162,001 $484,872 $162,001 $121,666 $0 $0 $121,666 $217,144 $338,810 $235,000 ($75,000) $16,670 $176,670 $515,480 $176,670 $21,561 $0 $0 $21,561 $214,287 $235,848 $235,000 ($75,000) $16,700 $176,700 $412,548 $176,700 $61,963 $0 $0 $61,963 $211,430 $273,393 $235,000 ($75,000) $18,010 $178,010 $451,403 $178,010 $69,450 $0 $0 $69,450 $208,573 $278,023 $235,000 ($75,000) $21,159 $181,159 $459,182 $181,159 $73,228 $0 $0 $73,228 $205,716 $278,944 $235,000 ($75,000) $25,791 $185,791 $464,735 $185,791 $70,000 $150,000 $0 $220,000 $100,816 $122,479 $0 $223,295 $129,477 $91,518 $0 $220,995 $162,929 $57,116 $0 $220,045 $194,860 $37,842 $0 $232,702 $217,973 $45,410 $0 $263,383 $223,494 $56,762 $0 $280,256 $238,429 $75,683 $0 $314,112 $252,866 $94,604 $0 $347,470 $193,100 $52,978 $0 $246,078 $233,495 $52,978 $0 $286,473 $239,140 $56,762 $0 $295,902 $242,668 $60,546 $0 $303,215 Starting Balances Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
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