Category : Lotus and other Spreadsheets
Archive   : BPD22.ZIP
Filename : BPD22.WP

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: This is NOT free software. This is :
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: is shareware: you are expected to :
: pay a registration fee to the :
: author of this program if you :
: find it useful. See registration :
: details in the REGISTER.ME file :
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::::::::::::::::::::::::::::::::::::::::ÁxxAÁ



Ð
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ÓÕ·
,ÏÔZÔ
VC
ÔÐ
ÐÔ>‚ ÔÃÃBusiness Plan
Ô?3 Ô[My Company]
Ô?Ð ÔConfidential
ÔD!ÔPage 
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ÔÃ ÃSAMPLE:Ä Ä

ÁÁ[My Company] was formed as a [proprietorship, partnership,
corporation] in [Month, Year] in [City, State], by [John Doe] in
response to the following market conditions:

ÁÁÀÀ°` ` Â[Startup, growth] opportunities exist in
[Product/Service].Æ(#` Æ

ÁÁÀÀ°` ` ÂThe need for use of efficient distribution and financial
methods in these overlooked markets.Æ(#` Æ

ÁÁÀÀ°` ` Â[I/we] have several [customers/clients] who are willing
to place large [orders/contracts] within the next three
months.Æ(#` Æ

ÁÁÀÀ°` ` ÂSeveral other prospective [customers/clients] have
expressed serious interest in doing business within six
months.Æ(#` Æ

ÁÁ[I/we] previously owned a company that was active in the
widget industry. Over the past few years [I/we] spent much time
studying ways to improve overall performance and increase profits.
This plan is a result of that study.

ÁÁThe basic components of this plan are:



ÁÁÁ` ` ÁÀÀÁ¸¸ÁCompetitive pricing
ÁÁÁ` ` ÁÀÀÁ¸¸ÁExpand the markets
ÁÁÁ` ` ÁÀÀÁ¸¸ÁIncreased advertising
ÁÁÁ` ` ÁÀÀÁ¸¸ÁLower our unit costs,
ÁÁÁ` ` ÁÀÀÁ¸¸ÁThereby achieving higher profits.




ÁÁÁ` ` ÁÀÀÁ¸¸ÁSign contracts
ÁÁÁ` ` ÁÀÀÁ¸¸ÁIncreased advertising
ÁÁÁ` ` ÁÀÀÁ¸¸ÁIncrease office staff


ÁÁTo this end, [I/we] need investment from private individuals
and/or companies. A total of $XXX is being raised which will be
used to finance working capital, plant and equipment, real estate
and my Ferrari Testarossa. The company will be incorporated and
common stock issued to investors. The company will be run as a
[proprietorship, partnership].Ôw'ˆ,”(”(°°Ô Ô
‰?
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ÔÃ ÃSAMPLE:Ä Ä

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ÔÃÃPrincipalsÄÄ

Ô
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ÔÃ ÃPresidentÄ Ä

John Q. Doe

Qualifications


Owner:Á` ` ÁJohn Doe Co. 1980-1987
ÁÁÁ` ` ÁManufacturer of premium widgets.


Sales growth from zero to $1,000,000 in five years.

ÁÁÁ` ` ÁLed market in market share © 30%.
ÁÁÁ` ` ÁFormulated advertising budgets & campaigns.
ÁÁÁ` ` ÁPioneered new distribution channels.
ÁÁÁ` ` ÁEstablished national sales force.
ÁÁÁ` ` ÁEstablished national repair & service centers.
ÁÁÁ` ` ÁBrought new and innovative [Product/Service]s to the
market. Á¸¸ÁÁÁDesigned point©of©purchase materials.


Recent Experience:ÁÁÁhh#Á1987 © 1991

SalesÁ` ` ÁÁ¸¸ÁÁÁÁhh#ÁXYZ Cheap Widgets
ÁÁÁ` ` ÁÁ¸¸ÁÁÁÁhh#ÁNational Sales Manager

Sales records April©May, September,
October 1991

Education

ÁÁÁ` ` ÁÁ¸¸ÁUniversity of Colorado
ÁÁÁ` ` ÁÁ¸¸ÁBoulder, Colorado
ÁÁÁ` ` ÁÁ¸¸ÁB.A. © Philosophy
ÁÁÁ` ` ÁÁ¸¸ÁMinors © German, History


Ô $ˆ,”(”(°°Ô Short Biographies

Ô
‰?

ÔÃ ÃSAMPLE:Ä Ä

Ô
‰? 
ÔÃ ÃPresidentÄ Ä

John Q. Doe, Chief Executive Officer, and Director since February
1988 and President since January 1990. Mr. Doe was the founder and
Chief Executive Officer of the original operating company known as
Random Excess, Inc. He has had experience in the widget field with
his own firm, John Doe Co., of Oshkosh (Wisconsin), from 1980 to
1987. This firm was sold to FatCat Widgets, Inc. in 1987. Mr. Doe
has held a sales position with U S West Inc. since then. Mr. Doe
graduated from the University of Colorado in 1981 with a bachelor's
degree in philosophy. Mr. Doe is employed by the Company on a
full©time basis.

Ô
‰?H

ÔÃ ÃChief Financial OfficerÄ Ä

Richard Roe, CPA, Chief Financial Officer, Treasurer and Director.
Mr. Roe joined Random Excess, Inc. in December 1988 as a corporate
controller and was named Chief Financial Officer in July 1989. Mr.
Roe was appointed Treasurer and a Director in July 1990. He served
as corporate controller of XYZ Lumber Company from August 1981 to
December 1988. Mr. Roe graduated from Metropolitan State College
in Denver, Colorado in 1976 with a bachelor's degree in accounting.
Since 1979 he has been licensed as a Certified Public Accountant in
the State of Colorado and is a member of the American Institute of
Certified Public Accountants. Mr. Roe is employed by the Company
on a full©time basis.


Ô
‰?
ÔÃ ÃVice PresidentÄ Ä

Joe Dokes, Secretary, Executive Vice President and Director. Mr.
Dokes supervises the company's sales and implementations to its
largest corporate customers, including US West, Great West Life
Insurance, etc. Mr. Dokes has served as Secretary and a Director
since February 1988, Vice President of Operations from February
1988 to December 1988, President of the Company from December 1988
to January 1990 and Vice President of Contract Sales since January
1990. He has been involved since 1986 with the private company
originally formed as Random Excess, Inc., where his duties included
managing the purchasing and sales department. From November 1984
to May 1986 he managed the sales department at Integrated
Management Systems, Inc. From June 1983 to October 1984 he was a
buyer for Adams County, Colorado, School District 50. Mr. Dokes
attended Oklahoma State University in 1980 and 1981 and Trinidad
State College in Trinidad, Colorado in 1981 and 1982. He did not
receive a degree from either university. Mr. Dokes is employed by
the Company on a full©time basis.Ô'ˆ,”(”(°°Ô Ô
‰?
ÔÃ ÃVice PresidentÄ Ä

Sally Seaugh Vice President of Marketing. Ms. Seaugh has been the
Company's Vice President of Marketing since November 1988. From
September 1986 to October 1988 she was involved in business
development and marketing for United Bank of Aurora (Colorado).
From February 1980 to August 1986 she was self©employed as an
independent oil and gas landman. Ms. Seaugh graduated from the
University of Denver in 1974 with a bachelor's degree in Education.
She is employed by the Company on a full©time basis.



Ô
‰?(

ÔÃ ÃResponsibilitiesÄ Ä


John Q. Doe, Chief Executive Officer © Responsible for entire
operation. Oversees management function and all other executives.
Salary © $60,000.

Richard Roe, CPA, Chief Financial Officer © Responsible for
financial operations, accounts payable, accounts receivable,
interaction with auditors, investor relations. Salary © $40,000

Joe Dokes, Executive Vice President © Responsible primarily for
sales and sales support. Salary © $35,000

Sally Seaugh Vice President of Marketing. Responsible for
marketing, human resources and training. Salary © $30,000.



Ô
‰?
ÔÃ ÃTotal Executive Compensation Ä Ä

$165,000.
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ÔÃ ÃSAMPLE:Ä Ä

ÁÁIn [Month, Year] [I/we] formed a [Product/Service] company
that [manufactured, distributed, serviced, consulted to, etc.]
state©of©the©art complex widgetry [market]. This company was
located in [City, State]. [I/we] formed this company as a
[proprietorship, partnership, corporation]. Others involved in
this business were: [list names].

ÁÁThe main goal of this company was to [explain].

ÁÁFinancing was arranged through [home equity loans, savings,
venture capital, friends and family, etc.] [Explain terms, rates
and ability to repay.]

ÁÁThis venture was very successful in generating and increasing
sales, but was not effective in achieving profitability. The main
reason for this was the amount of actual overhead experienced.
This overhead was not initially anticipated by me at the beginning
of that venture. Items including credit checking, warranty program
management, extensive travel, maintaining warehouse stock and the
management and expense of a national sales force were expenses not
originally forecast or expected. With this level of overhead, it
was mathematically impossible to achieve profitability

Ô
‰?G
ÔÃ ÃOR:Ä Ä

ÁÁThis venture was very successful in generating and increasing
sales, as well as effective in achieving profitability. This was
due to the following reasons:

ÁÁÀÀÁ` ` Á[Reason 1]

ÁÁÀÀÁ` ` Á[Reason 2]

ÁÁÀÀÁ` ` Á[Reason 3]

à ÃÔ§
ˆ,”(”(°°Ô Ô
‰?
ÔOR:Ä Ä

ÁÁ[My Company] was recently conceived and is still in the
beginning stages. To this point the following has been
accomplished:

ÁÁÀÀ°` ` ÂA team consisting of [list names and primary
responsibility. (i.e John Doe © Marketing) has been
formed.Æ(#` Æ

ÁÁÀÀ°` ` ÂA prospective [customer/client] list has been drawn up.Æ(#` Æ

ÁÁÀÀ°` ` ÂStrategy meetings are being held every Monday, Wednesday
and Friday evenings.Æ(#` Æ

ÁÁÀÀ°` ` ÂThis business plan has been drawn up.Æ(#` Æ


ÁÁ[Now link the past to the future © why a former company will
lead into this one or how your present company and history will
lead into any future plans. A short paragraph should suffice.]


Ô
‰?ø
ÔÃ ÃSAMPLE:Ä Ä

ÁÁWe are now able to adequately address the markets we have
targeted. We have adjusted our staff, redirected our advertising
and sales force, and have added the [Product/Service]s necessary to
meet the needs and expectations of our customers.Ôàˆ,”(”(°°Ô Ô
®c
ÔÐ
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Ô
‰?÷

ÔÃ ÃSAMPLE:Ä Ä

ÁÁ[My Company] intends to offer [product/service]. This
[product/service] offers our customers the best possible solution
as it:



ÁÁÀÀÁ` ` ÁOffers the lowest price on the market
ÁÁÀÀÁ` ` ÁIs the most technically advanced
ÁÁÀÀÁ` ` ÁOffers more useful features
ÁÁÀÀÁ` ` ÁSaves them time and money
ÁÁÀÀÁ` ` ÁOffers our users better value per dollar spent
ÁÁÀÀÁ` ` ÁProvides an alternative way to realize a similar goal.



ÁÁÀÀ°` ` ÂProvides a service which is not presently available in
this area.Æ(#` Æ

ÁÁÀÀ°` ` ÂIs strengthened by a team with combined experience of XX
years.Æ(#` Æ

ÁÁÀÀ°` ` ÂSaves them time and moneyÆ(#` Æ

ÁÁÀÀ°` ` ÂProvides an alternative, cost effective way for them to
realize a similar goal.Æ(#` Æ

ÁÁWe have a [copyright, service mark, trademark] or [exclusive
agency, marketing rights] for this [product/service]. This agency
will last until XXX at which time it may be extended for XX years
or terminated. This agency agreement is cancelable upon XX days
written notice.



ÁÁThe [product/service] has a useful life of XX years. To
distribute this product so that it remains usable for our
customers, we must use the following methods of storage and
transportation:

ÁÁÀÀÁ` ` ÁOvernight delivery
ÁÁÀÀÁ` ` ÁCold storage
ÁÁÀÀÁ` ` ÁIncorporate preservatives
ÁÁÀÀÁ` ` ÁShipment within two weeks to distributors.
ÁÁÀÀÁ` ` ÁSpecially padded boxcars.

Ô¯& ˆ,”(”(°°Ô ÁÁEven though the technology used to create this product is new,
we expect that others will be able to substantially reproduce our
patented results within XX years. To remain on the leading edge of
this product, we will need to devote approximately XX% of revenues
toward research and development. Also due to the fast changing
nature of this industry, we will need to retrofit these machines
within XX years at customer expense. Our manufacturing plan has
considered this.




[If general service to be offered is not obvious, such as carpet
cleaning, sales rep, lawn care, consulting, etc. explain what
service is. Then give a detailed description of your particular
service and its uniqueness.]

Short Examples:

ÁÁ1.Á` ` ÁOur carpet cleaning machinery is state©of©the©art.

ÁÁ2.°` ` ÂOur consulting practice will address these specialized
areas: [list]Æ(#` Æ

ÁÁ3.°` ` ÂWe will only rep these specific product lines. [list]Æ(#` Æ


Ô
‰?
ÔÃ ÃSAMPLE:Ä Ä

ÁÁEven though at this time our expertise is unique in the
marketplace, we expect advances to be made and competitors to arise
and offer similar services. We will meet this challenge by:

ÁÁÀÀÁ` ` ÁHiring staff specialized in these new areas.

ÁÁÀÀ°` ` ÂIncrease our continuing education and training expense.Æ(#` Æ

ÁÁÀÀ°` ` ÂAdding complementary lines.Æ(#` Æ

ÁÁÀÀ°` ` ÂMake regular investments in new equipment.Æ(#` ÆÔx
ˆ,”(”(°°Ô Ô
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ÔÁÁÃ ÃLong TermÄ Ä


Ô
‰?
ÔÃ ÃSAMPLE:Ä Ä

ÁÁ[My Company] believes very strongly in technical, financial,
business and moral excellence. To secure a stable future for all
those connected with [My Company] we have set the following long
term goals:


ÁÁÀÀ°` ` ÂPresent market is estimated at $XXX. Our goal for
market share is XX%.Æ(#` Æ

ÁÁÀÀ°` ` ÂWe want to be considered by our peers to be the market
leader in sales as evidenced by:Æ(#` Æ

ÁÁÁ` ` ÁÀÀÁ¸¸ÁTrade industry awards
ÁÁÁ` ` ÁÀÀÁ¸¸ÁHigh end of scale in financial ratios
ÁÁÁ` ` ÁÀÀÁ¸¸ÁMajor market share
ÁÁÁ` ` ÁÀÀÁ¸¸ÁTechnical excellence (awards, honors, etc.)
ÁÁÁ` ` ÁÀÀÁ¸¸ÁCommunity involvement (Rotary, United Way, etc.)


Ô
‰?
ÔÁÁÃ ÃShort TermÄ Ä


Ô
‰?×
ÔÃ ÃSAMPLE:Ä Ä

ÁÁÀÀÁ` ` ÁMarket share goals ©
ÁÁÁ` ` ÁFirst YearÁhh#ÁXX%
ÁÁÁ` ` ÁSecond YearÁhh#ÁXX%
ÁÁÁ` ` ÁThird YearÁhh#ÁXX%
ÁÁÁ` ` ÁFourth YearÁhh#ÁXX%

ÁÁÀÀ°` ` Â[Decrease, Maintain] costs through acquisition of new
plant and equipment.Æ(#` Æ

ÁÁÀÀ°` ` ÂIncrease productivity by investing in employee training
and education.Æ(#` Æ

ÁÁÁ` ` Á1.¸¸ÂBudget for complete computer training for
appropriate applications.Æ(#¸Æ
ÁÁÁ` ` Á2.¸¸Â[Set up, Maintain] employee benefit program for
continuing college education.Æ(#¸Æ
ÁÁÁ` ` Á3.¸¸ÂBudget for necessary seminars and/or continuing
job©specific education.Æ(#¸ÆÔ¯&ˆ,”(”(°°Ô ÁÁÀÀ°` ` ÂMaintain state©of©the©art accounting system for careful
tracking.Æ(#` Æ

ÁÁÀÀ°` ` ÂMonthly reports on financial status vis©a©vis the
industry.Æ(#` Æ

ÁÁÀÀ°` ` ÂAggressive recruitment of the best technical staff in the
industry.Æ(#` Æ

ÁÁÀÀ°` ` ÂSupport company involvement in various local and
national charity events.Æ(#` ÆÔЈ,”(”(°°Ô Ô
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ÔÃ ÃSAMPLE:Ä Ä

Competitor #1

Name
Address
City, State

Strengths:

ÁÁLocation ©Â` Ânext door to supplier factory, on major
artery, close to terminal, etc.Æ(#Æ

ÁÁPricing ©Á¸¸ÁÂ` ÂLow cost producer, known for aggressive
pricing policy.Æ(#Æ

ÁÁDelivery ©Â` Âships overnight to anywhere in the world.Æ(#Æ

ÁÁManagement ©ÁÁEveryone has an MBA from Harvard.


Weaknesses

ÁÁService © Â` Âtakes more than 3 months to receive spare
parts.Æ(#Æ

ÁÁDedication ©Â` ÂIf it's sunny, they're on the golf course or
ski slope.Æ(#Æ

ÁÁMachinery ©Â` ÂSlowly approaching obsolescence unless
replaced within six months.Æ(#Æ

ÁÁOverhead ©Â` ÂSpend lavishly on corporate dining room,
limousines and champagne.Æ(#ÆÔ‡ˆ,”(”(°°Ô Ô
®c
ÔÃ ÃÐ
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ÔÃ ÃSAMPLE:Ä Ä



ÁÁThe distinctive competitive advantages which [My Company]
brings to this market are:

Ô
‰?o
ÔÀÀÂXÂÃÃExperienceÄÄ in this market. [I/We] have XX years of hands©on
experience in this industry.Æ(#Æ

Ô
‰?Ç
ÔÀÀÂXÂÃÃSophisticationÄÄ in finance and distribution. This results in
[my,our] being the low cost supplier in these price sensitive
markets.Æ(#Æ

ÁÁÀÀ°` ` ÂThe philosophy of [My Company] is to price not just
according to our costs, but also according to what the
market will pay.Æ(#` Æ

ÁÁÁ` ` ÁÀÀ¸¸ÂOur targeted minimum gross profit margin for a
category must be XX%.Æ(#¸Æ

ÁÁÁ` ` ÁÀÀ¸¸ÂBy pricing to the market, [I/we] will achieve
higher sales and therefore increase my buying
power. As the amounts of my purchases increase, my
per unit costs of shipping decrease and [I/we]
will achieve higher discount levels from my
suppliers. Through these economies of scale, many
items currently on the market can be sold with
lower prices, yet a higher net profit.Æ(#¸Æ

ÁÁÁ` ` ÁÀÀ¸¸Â[Product/Service] pricing will include a range of
quantity discounts as well as an early payment
discount.Æ(#¸Æ

ÁÁÀÀ°` ` ÂRather than being strictly regional, [I/we] will expand
into the national market.Æ(#` Æ

ÁÁÀÀ°` ` ÂTo control foreign exchange risks, [I/we] will monitor
the markets and hedge accordingly. [I/we] will also use
overseas bank accounts.Æ(#` Æ

ÁÁÀÀ°` ` ÂWith those companies with which [I/we] have established
a relationship or are known to be financially secure,
[I/we] will work on a pre©pay basis. This allows me
greater discounts.Æ(#` ÆÔW$ˆ,”(”(°°Ô Ô
‰?
ÔÀÀÂXÂA level and policy of ÃÃCapitalizationÄÄ that will allow [me/us]
to fully address the respective markets with comprehensive
marketing and customer service plans.Æ(#Æ

ÁÁÀÀ°` ` ÂBy keeping my overhead low, [I/we] will be able to funnel
my profits back into operations thus avoiding high debt
ratios or lost sales opportunities.Æ(#` Æ

ÁÁÀÀ°` ` ÂA quarterly direct mail campaign directed at both
current customers and prospective new customers
consisting of an informative newsletter.Æ(#` Æ

ÁÁÀÀ°` ` ÂA toll©free national 800 number will be used for
customer orders and inquiries.Æ(#` Æ

ÁÁÀÀ°` ` Â[I/we] will print complete four©color catalogs on a
yearly basis. Price lists will be updated as needed.
[I/we] intend to be aggressive in trade magazine
advertising.Æ(#` Æ

ÁÁÀÀ°` ` ÂConsideration will also be given to attending trade
shows around the country.Æ(#` Æ

ÁÁÀÀ°` ` ÂWith this level of capitalization, should an unexpected
downturn occur, [I/we] will be able to continue
operations on a positive scale.Æ(#` Æ


Ô
‰?à
ÔÀÀÂXÂÃÃInnovation.ÄÄ [I/We] have a history of innovative ideas. [List
your most meaningful ideas and any new ideas you have for the
future.]Æ(#Æ




ÁÁThe distinctive competitive advantages which [My Company]
brings to this market are:

Ô
‰?°
ÔÀÀÂXÂÃÃExperienceÄÄ in this market. [I/we] have XX years of hands©on
experience in this industry.Æ(#Æ

Ô
‰?
ÔÀÀÂXÂÃÃSophisticationÄÄ in management and finance. We are able to run
an efficient and lean structure, yet still provide quality
service to our clients and customers.Æ(#Æ

ÁÁÀÀ°` ` ÂBecause of the nature of this industry, we will be able
to rent office space in more moderately priced buildings.Æ(#` Æ

ÁÁÀÀ°` ` ÂAs a unique service company, we will be able to keep our
margins high, allowing us to provide internal financing
for growth possibilities.Æ(#` ÆÔ'ˆ,”(”(°°Ô Ô
‰?
ÔÀÀÂXÂA level and policy of ÃÃCapitalizationÄÄ that will allow [me/us]
to fully address the respective markets with comprehensive
marketing and customer service plans.Æ(#Æ

ÁÁÀÀ°` ` ÂBy keeping my overhead low, [I/we] will be able to funnel
my profits back into operations thus avoiding high debt
ratios or lost sales opportunities.Æ(#` Æ

ÁÁÀÀ°` ` ÂOur initial marketing campaign will allow us to book a
sufficient amount of business so that we can implement
our telephone customer service support program.Æ(#` Æ

ÂXÂÆ(#Æ
Ô
‰?(

ÔÀÀÂXÂÃÃInnovation.ÄÄ [I/we] have a history of innovative ideas. [List
your most meaningful ideas and any new ideas you have for the
future.]Æ(#Æ





Ô
‰?h
ÔÁÁÃ ÃSummaryÄ Ä

Ô
‰?ø
ÔÃ ÃSAMPLE:Ä Ä



ÁÁThrough [my,our] leadership, [I,we] will be able to reduce
overhead as a percentage of sales thereby increasing the amount of
profit to be retained in the business. Because of our pricing
policy, more people will purchase our merchandise thus increasing
the size of the market and we will be increasing our market share.
What [My Company] proposes to use are just good solid business
sense, economies of scale, and the use of efficient financial
techniques. This will allow us the following options:

ÁÁÁ` ` ÁÀÀÁ¸¸Áincrease service
ÁÁÁ` ` ÁÀÀÁ¸¸Áincrease advertising
ÁÁÁ` ` ÁÀÀÁ¸¸Áreduce prices
ÁÁÁ` ` ÁÀÀÁ¸¸Áincrease profits
ÁÁÁ` ` ÁÀÀÁ¸¸Áincrease selection

ÔÐ ˆ,”(”(°°Ô

ÁÁThrough [my,our] leadership, [I,we] will be able to reduce
overhead as a percentage of sales thereby increasing the amount of
profit to be retained in the business. What [My Company] proposes
to use are just good solid business sense, economies of scale, and
the use of efficient financial techniques. This will allow us the
following options:

ÁÁÁ` ` ÁÀÀÁ¸¸Áincrease customer service
ÁÁÁ` ` ÁÀÀÁ¸¸Áincrease advertising expenditures
ÁÁÁ` ` ÁÀÀÁ¸¸Áincrease profits
ÁÁÁ` ` ÁÀÀÁ¸¸Áincrease selection of services offered


ÁÁThis plan will give us tremendous flexibility to use any of
these options or a mix of them to effectively attack our target
markets and meet our long term goals. This combination of
experience, sophistication, capitalization and innovation will
assist [My Company] as it strives to reach its sales, profit and
return objectives.Ô ˆ,”(”(°°Ô Ô
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ÐÔ'åÔà ÃÃÃ××PRICINGÄ Ä×

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Ô
‰?÷

ÔÃ ÃSAMPLE:Ä Ä



ÁÁBefore [I/we] set the price for my complex widgets, [I/we]
determined on a unit basis what my costs were going to be. [I/we]
then determined what the market price was for the normal widget.
At this price it was determined that for all but the lowest sales
projections, this [Product/Service] would turn a profit at this
price. However, since our complex widgets offer additional
features, we felt that we could price it approximately 50% above
simple widgets.

ÁÁTo test this price, we called a database of 50 large users of
simple widgets. We first questioned them about the desirability of
our extra features and then asked them directly if this price would
be acceptable if such a product were available. We found that 75%
of those polled would be interested in this product. Of this 75%,
we received 10 firm orders representing approximately 30% of this
group.

Ô
‰?_
ÔÃ ÃOR:Ä Ä

ÁÁWe have determined that the market price is $ XX per unit.
This will equal a margin of XX%.

Ô
‰?G
ÔÃ ÃOR:Ä Ä

ÁÁOur unit cost has been figured at $XX. We need a margin of
XX% to pay our overhead and earn a sufficient profit. Therefore,
our selling price will be $XX.



ÁÁBefore [I/we] set the price for our [service], [I/we] forecast
what our fixed monthly costs were going to be. [I/we] then
determined what the market rate for comparable services were. At
this rate it was determined that for all but the lowest billing
projections, this [Service] would turn a profit at this rate.

[Optional, if applicable]

ÁÁHowever, since our service is unique and demands a higher
level of expertise, we felt that we should bill above other
comparable rates.
Ô%ˆ,”(”(°°Ô Ô
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ÐÔ"6ÔÃÃà Ã××SPECIFIC MARKETSÄ Ä×

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ÁÁMarket #1


Ô
‰?
ÔÁÁÃ ÃGeneral HistoryÄ Ä

Ô
‰?§
ÔÃ ÃSAMPLE:Ä Ä



ÁÁThe first widget was introduced into the market in 1036.
Widgets remained much as the original production until well into
the 20th century when computer modeling showed that there could be
some enhancements made to the basic widget. The market for widgets
has been generally steady with market growth closely following the
typical population growth. At this time there are approximately
1,500 companies worldwide making comparable simple widgets.




ÁÁLawn care companies have enjoyed a period of steady growth
over the past twenty years. This demand is due to many factors,
not the least of which is the advance of lawn care technology. In
our proposed marketing area, there are 25 lawn care services.


Ô
‰?
ÔÁÁÃ ÃEntry StrategyÄ Ä

Ô
‰?Ÿ
ÔÃ ÃSAMPLE:Ä Ä



ÁÁOur widget has been designed by the latest in computer aided
design. We are able to manufacture our complex widgets on computer
driven assembly lines using the latest in robotics manufacturing.
This gives us a tremendous price advantage.

ÁÁWe intend to market our complex widget through all the normal
channels available to simple widgets. These include retail,
wholesale, and OEM. To penetrate this market efficiently and
swiftly, we intend to initially use commission sales
representatives strategically located throughout the USA. We also
will start a national advertising campaign targeting the end user
in various national publications and on national TV commercials.

Ôç%ˆ,”(”(°°Ô ÁÁOur sales representatives will be chosen based on their own
experience in the marketplace. It is our intention to hire the
best and the brightest among those currently available. Our
marketing tests included many of the reps we initially would like
to hire.



ÁÁOver the past few years, we have noticed an increase in demand
for full lawn care services © not just grass cutting and snow
removal. Our computerized office allows us to track our clients
needs and schedule house calls on one hours notice.

ÁÁWe intend to attack this market very aggressively through the
use of:

ÁÁ1.Á` ` ÁA pool of 10 telemarketers.
ÁÁ2.Á` ` ÁHouse©to©house visits to neighbors of present clients.
ÁÁ3.Á` ` ÁAdvertisements in upscale magazines.
ÁÁ4.Á` ` ÁRadio advertisements on weekends.
ÁÁ5.°` ` ÂSales calls on real estate management companies.Æ(#` Æ

ÁÁAs we are offering a unique service, informing the public of
our capabilities is of utmost importance. Ôøˆ,”(”(°°Ô Ô
‰?
ÔÁÁÃ ÃGrowth Strategy Ä Ä

Ô
‰?

ÔÃ ÃSAMPLE:Ä Ä



ÁÁAfter having successfully introduced the complex widget into
the American market, our expansion will be in two separate areas:
increasing sales in the USA and entering various foreign markets.

ÁÁAfter we have reached our first year sales goals, we intend to
offer our sales reps the opportunity to sell our products
exclusively by joining our company. We expect that a small
percentage will desire to remain independent and these will have to
be replaced with our own sales force. We intend to develop further
sales reps from within by hiring and training them in our own sales
methods. We will increase national advertising and begin targeting
smaller accounts and specialty outlets. Additionally, we will
conduct in house seminars for various OEM's demonstrating how the
inclusion of complex widgetry into their own products will increase
the value of their products.



ÁÁAfter having successfully completed this entry phase into this
market in the geographical are we have chosen, we will then expand
our market by doing the following:

ÁÁ1.Á` ` ÁExpand telemarketing pool to 20.
ÁÁ2.Á` ` ÁIncrease number of direct sales reps.
ÁÁ3.Á` ` ÁExpand into neighboring cities.


Ô
‰?È
ÔÁÁÃ ÃMarket Size and ShareÄ Ä


Ô
‰? 
ÔÃ ÃSAMPLE:Ä Ä

ÁÁThe American market for [product/service] is estimated at $8
Billion annual sales based on data furnished by XYZ Survey. We
estimate that we can achieve XX% market share within XX years.

ÁÁMarketing data for other markets is in the process of
collection.



Ô
‰?¸$
ÔÃ ÃOther MarketsÄ Ä


Use the same format for additional markets.Ô'ˆ,”(”(°°Ô Ô
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ÔÐ
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ÔÃÃà Ã××TARGETING NEW MARKETS×

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Ô
‰?¿
ÔÃ ÃSAMPLE:Ä Ä

ÁÁTo continue our growth, we will be using the following methods
to expand our markets and to increase our new areas of doing
business:

ÁÁÁ` ` ÁÀÀÁ¸¸ÁCustomer contact © find out their needs

ÁÁÁ` ` ÁÀÀÁ¸¸ÁCustomer referrals

ÁÁÁ` ` ÁÀÀÁ¸¸ÁAdding complementary [Product/Service]s

ÁÁÁ` ` ÁÀÀÁ¸¸ÁTrade shows

ÁÁÁ` ` ÁÀÀÁ¸¸ÁWorld Trade Center "Network"

ÁÁÁ` ` ÁÀÀÁ¸¸ÁU.S. Government trade leads

ÁÁÁ` ` ÁÀÀÁ¸¸ÁState Government trade leads

ÁÁÁ` ` ÁÀÀ¸¸ÂOn©line computer prospecting and qualification
(DIALOG, D&B, etc.)Æ(#¸Æ

ÁÁÁ` ` ÁÀÀÁ¸¸ÁMarket surveys

ÁÁÁ` ` ÁÀÀÁ¸¸ÁResearch & developmentÔGˆ,”(”(°°Ô Ô
®c
ÔÐ
ÐÔ&_Ôà ÃÃÃ××LOCATION×

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Ô
‰?÷

ÔÃ ÃRETAIL SAMPLE:Ä Ä

ÁÁThis business will be operated at 123 Any Street. This
location is desirable because:

ÁÁÀÀÁ` ` ÁThe traffic flow has been rated at high.

ÁÁÀÀÁ` ` ÁThe rent is below market

ÁÁÀÀ°` ` ÂThe building has the necessary facilities to operate this
business.Æ(#` Æ

ÁÁÀÀÁ` ` ÁThe location is convenient for our customers.

ÁÁWe are renting this building on a XX year lease. We will have
renovations costing $XXX based upon three estimates. The building
is zoned R-3, commercial use.


Ô
‰?Ï
ÔÃ ÃOTHER SAMPLE:Ä Ä

ÁÁThis business will be operated at 123 Any Street. This
location is desirable because:

ÁÁÀÀÁ` ` ÁThe building is structurally compatible for our use.

ÁÁÀÀÁ` ` ÁThe rent is below market

ÁÁÀÀ°` ` ÂThe building has the necessary facilities to operate this
business.Æ(#` Æ

ÁÁÀÀ°` ` ÂThe location is convenient for our freight companies,
suppliers, clients and employees.Æ(#` Æ

ÁÁÀÀÁ` ` ÁPossibility of expansion in the area.

ÁÁWe are renting this building on a XX year lease. We will have
renovations costing $XXX based upon three estimates. The building
is zoned R-3, commercial use.Ô§ˆ,”(”(°°Ô Ô
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ÐÔ!3Ôà ÃÃÃ××MANUFACTURING PLAN×

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‰?÷

ÔÃ ÃSAMPLE:Ä Ä

ÁÁWe will be using a conventional assembly line method of
construction of our complex widgets. Our main supplier of
component parts will be DEF Manufacturing of Fort Lee, NJ. In the
event that they are not able to ship according to our
specifications our secondary supplier will be MNO Amalgamated
located in Charlotte, NC. These parts will be shipped to us by
motor freight.

ÁÁThe actual machinery used in the production line will be
manufactured by A&M Machine Tools of Arlington, Texas. They also
will be doing maintenance under a service contract. This design of
machine and assembly will allows us to produce 24 hours a day as
the entire assembly process is fully automated with state©of©theªart robotics of American manufacture.

ÁÁWith robotics our labor costs and therefore our production
costs will be the lowest in the industry. To maintain our
advantage we have established lines of communication with all of
our potential machinery suppliers. Most importantly we have an
ongoing relationship with several universities and are actively
participating in various studies and experiments relating to
production methods.

ÁÁThese machines also incorporate quality checking by lasers.
All products must come within XX% of specifications. Also, at
regular intervals we will be using human inspection of products and
machines.

ÁÁWe do not anticipate generating any toxic materials at this
time for these products. However, we will be closely monitoring
all production to determine if any hazardous materials are being
generated. We have contracted with an environmental engineering
company to advise us on any possible problems as well as solutions
including legal disposal of all hazardous wastes.

ÁÁWe anticipate the following outlays for this capital
equipment:

A&M MachinesÁ¸¸ÁÁÁ$XXX
Service ContractÁÁ$XXXÔÿ!ˆ,”(”(°°Ô Ô
®c
ÔÐ
ÐÔò ÔÃÃà Ã××RESEARCH & DEVELOPMENT×

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Ô
‰?÷

ÔÃ ÃSAMPLE:Ä Ä

ÁÁWe have already spent a considerable amount of time in
researching and developing our complex widgets. We have a very
simple laboratory equipped with the basic research equipment we
need. We have thus far been able to discover lighter materials and
several cost cutting manufacturing methods. The largest
achievement to date is the discovery of a water based lubricant
that does not disintegrate in rainstorms. We have called this
lubricant "H2Ocus©Pocus".

ÁÁPresently our research is being supervised by our Technical
Director, John Q. Public. He will continue in this capacity.
Having been the researcher involved with all our activities to this
point, he is well qualified to continue our research efforts.

ÁÁOur next research project will center around using this new
lubricant in our manufacturing processes and testing of a new
material that has come to our attention.

ÁÁTo this point, our research has paid for itself as we have
been keying on bringing this new product to market. However, now
that we are becoming more experimental in our research efforts such
a continued success ratio can not be maintained.

ÁÁWe have been investigating several potential government (both
state and federal) funding sources. Our present program of joint
research with the local university has b=proven very beneficial.Ôˆ,”(”(°°Ô Ô
®c
ÔÐ
ÐÔ¤ ÔÃÃà Ã××HISTORICAL FINANCIAL DATA×

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See "Attachments"

[This discussion should include all facts pertaining to your
financial statements.]

Ô
‰?ß
ÔÃ ÃSAMPLE:Ä Ä

Ô
‰?o
ÔÃ ÃIncome StatementÄ Ä

[Discuss both positive and negative aspects of your income
statements. This is no time for trying to hide the facts.]



Ô
‰?ç
ÔÃ ÃBalance SheetÄ Ä

[Discuss both positive and negative aspects of your balance sheets.
This is no time for trying to hide the facts.]



Ô
‰?_
ÔÃ ÃAsset WorksheetÄ Ä

[Discuss both positive and negative aspects of your assets. This
is no time for trying to hide the facts.]



Ô
‰?×
ÔÃ ÃRatio AnalysisÄ Ä

ÁÁFinancial ratios are included for your convenience.



Ô
‰?‡
ÔÃ ÃFinancial StandardsÄ Ä

ÁÁWe have also included financial standards as compiled by Dun
& Bradstreet and Robert Morris Associates.Ô߈,”(”(°°Ô Ô
®c
ÔÐ
ÐÔß ÔÃÃà Ã××PROFORMA FINANCIAL DATA×

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See "Attachments"


Ô
‰?O
Ôà Ã×
×Proforma Cash Flow AnalysisÄ Ä×


×

Ô
‰?ß
ÔÃ ÃSAMPLE:Ä Ä

ÁÁAssumptions:

Cash Receipts:Á¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁPercentages as indicated.
Rent:Á` ` ÁÁ¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁBuilding rental at $12/square foot.
Utilities:Á¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁWater, gas, sewer, trash, electric
Telephone:Á¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁLocal, long distance and cellular
Salaries:Á` ` ÁÁ¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁExecutives.
Payroll:Á` ` ÁÁ¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁHourly, non executive
Withholding:Á¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁFigured at XX %.
Inventory:
Freight©In:
Office Supplies:
Postage:
Advertising:Á¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁTrade, magazine, direct mail, etc.
Professionals:
Commissions:Á¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁFigured at 10%.
Insurance:
Travel & Entertainment:
Research:Á` ` ÁÁ¸¸ÁÁÁÁhh#ÁÁÀÀ(Á[Explanation]
Miscellaneous:
State Taxes:Á¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁXX%
Federal Taxes:Á¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁXX%


Terms to customers:ÁÁÁhh#Á2/10, n/30 (only to qualified accounts).

Terms from suppliers:Áhh#ÁSuppliers offers 3% cash discount.


Ô
‰?
ÔÁÁÃ ÃSales ForecastÄ Ä

Ô
‰?§
ÔÃ ÃSAMPLE:Ä Ä

ÁÁSales have been forecast at the following growth rates:


ÁÁÁ` ` ÁÁ¸¸ÁÁÁÁhh#ÁÁÀÀ(ÁYear 2Ápp2ÁYear 3


[Product/Service] 1:Áhh#ÁÁÀÀ(ÁXX%Á-ÁÁpp2ÁXX%
[Product/Service] 2:Áhh#ÁÁÀÀ(ÁXX%Á-ÁÁpp2ÁXX%Ô¯&ˆ,”(”(°°Ô Ô
‰?
ÔÁÁÃ ÃCash Flow Variables:Ä Ä


Ô
‰?X
ÔÃ ÃSAMPLE:Ä Ä

ÁÁWe project that we will be able to generate sufficient capital
from operations to meet our initial needs after the infusion of
$200,000. However, our projections are in industries that have
never been fully addressed and are based upon present real buying
conditions and our own experience. Should sales not be up to
projections, adjustments will be made in ordering and long term
commitments decreased or postponed.



Ô
‰?¸
Ôà Ã×
×Income StatementÄ Ä×


×

ÁÁAssumptions:

Returns, discounts:Â` ÂWe are offering a range of quantity
discounts,plus an early payment discount to
those extended credit. Average is estimated
to be 5%.Æ(#Æ

Cost of goods sold:

Expenses:Á` ` ÁÁ¸¸ÁÁÁTotaled from Cash Flow Analysis spreadsheets.

Freight:Á` ` ÁÁ¸¸ÁÁÁPaid by customers.


Ô
‰?8
ÔÁÁÃ ÃRisks & Variables:Ä Ä


Ô
‰?
ÔÃ ÃSAMPLE:Ä Ä

ÁÁWe have considered seasonal trends and have forecasted
accordingly. [I/we] believe the forecasts are conservative.

Ôxˆ,”(”(°°Ô Ô
‰?
Ôà Ã×
×Proforma Balance SheetÄ Ä×


×



ÁÁCost Control

Ô
‰?°
ÔÃ ÃSAMPLE:Ä Ä

ÁÁOur books will initially be maintained manually. [My Company]
seeks at a future point to use a computerized accounting package to
monitor our financial performance. This information will be
compiled at the end of each month for preparation of financial
statements. Each month these statements will be reviewed against
our proforma statements and appropriate action taken to adjust
costs or our budget. If we find that we are continually over
budget, our first step will be to reevaluate our markup on
[Product/Service]s and then to recheck our costs to make certain
that we are obtaining the best possible prices.


Ô
‰? 
Ôà Ã×
×Ratio AnalysisÄ Ä×


×

ÁÁFinancial ratios are included for your convenience.


Ô
‰?ˆ
Ôà Ã×
×Financial StandardsÄ Ä×


×


ÁÁWe have also included financial standards as compiled by Dun
& Bradstreet and Robert Morris Associates.


Ô
‰?
Ôà Ã×
×Breakeven PointÄ Ä×


×


Taken from BPMBREAK.WK.1 spreadsheet.


Ô
‰?°
ÔÃ ÃSAMPLE:Ä Ä

ÁÁThe following chart shows our breakeven point:

ProfitÁ` ` ÁÁ¸¸ÁRevenueÁhh#ÁÁÀÀ(ÁFixed CostsÁÈÈ7ÁÁ  <ÁVariable Costs

$0ÁÁÁ` ` ÁÁ¸¸Á$20,000.00ÁÀÀ(Á$3,900.00Ápp2ÁÁÈÈ7ÁÁ  <Á$16,100.00

ÁÁIt is intended that [My Company] will be profitable in the XXX
Quarter, 199X.Ô¸$ ˆ,”(”(°°Ô Ô
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ÐÔUÔÃÃà Ã××EFFECTS OF LOAN OR INVESTMENT×

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Ô
‰?÷

ÔÃ ÃSAMPLE:Ä Ä

ÁÁThe money invested in [My Company] will be used for the
following purposes:

ÁÁÀÀ°` ` ÂPurchase of DEF Machine, Model # 333058 including
installation © ($150,000)Æ(#` Æ

ÁÁÀÀÁ` ` ÁWorking capital © ($50,000)

ÁÁÀÀÁ` ` ÁLeasehold improvements © (est. $15,000)

ÁÁÀÀ°` ` ÂLaboratory equipment © Beakers, test tubes, petri
dishes © ($1,500)Æ(#` Æ

ÁÁÀÀÁ` ` ÁStartup costs © legal fees, filing fees

ÁÁÀÀÁ` ` ÁInventory © raw materials © ($25,000)

ÁÁÀÀÁ` ` ÁDelivery trucks (GMC Model 80, $10,995)

ÁÁÀÀ°` ` ÂComputer equipment © 15 Gateway 2000 486/33's ©
($40,425)Æ(#` Æ

ÁÁÀÀ°` ` ÂOffice equipment and supplies.Æ(#` Æ

ÁÁÀÀ°` ` ÂInitial office expenses, lease deposits, phone equipment,
office furniture, etc.Æ(#` Æ

ÁÁThese outlays will enable us to operate at a level that will
allow us to meet our conservative sales goals for the first year.
This will also allow us to outright purchase these items rather
than finance or lease them.Ô÷!ˆ,”(”(°°Ô














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