Business Plan Competition December 6-7, Prison Entrepreneurship Program P.O. Box Houston, TX (832)

Transcription

1 Business Plan Competition December 6-7, 2018 Prison Entrepreneurship Program P.O. Box Houston, TX (832)

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3 Let us guide you to success Business Plan December 2018 Owner & Founder

4 TABLE OF CONTENTS EXECUTIVE SUMMARY...1 PERSONAL FIT...2 OPPORTUNITY...2 SOLUTION...3 CUSTOMERS...3 DIFFERENTIATORS...6 EXTRAS...7 MARKETING...7 FINANCIAL PROJECTIONS... ATTACHED

5 EXECUTIVE SUMMARY Opportunity Purpose Solution We are committed to helping businesses and organizations achieve their financial and sales goals. In a competitive market sometimes marketing your company s mission can be stressful if not done wisely. provides dedicated and experienced marketing strategies that will help capture, communicate, and coordinate your company s financial goals. Customers Differentiators Extras Our customer base will consist of small businesses and nonprofit organizations. We are Hispanic market driven. I will work with San Jacinto College providing internships and drive sales through a community effect. Marketing Start-up Costs Financials & Extras Our primary source will be word of mouth focusing on chamber meetings, local events, and charitable events. Owner Inv. - (Cash) $ 5,000 Owner Investment (Equipment) $ - Vehicle/equipment Loan $ - Unsecured Debt/Loan $ 5,000 Equity Investment $ - Total start up costs: $ 10,000 Sales: $ 114, % COGS - 0% Gross profit 114, % Overhead 32,000 28% Pretax income 82,500 72% Tax expense 20,600 18% Owner withdrawals 18,000 16% Net income $ 43,900 38% Personal Fit I am the proud founder of. I have over 10 years experience in marketing and business management and will oversee all aspect of the business.

6 PERSONAL FIT Erik is the founder and owner of. Erik will be responsible for all facets of the business including: sales, marketing, and finance. Erik has 10 years of experience in customer service, sales, and management in the marketing industry. Erik s most notable achievement was in 2008, when he personally launched the Hispanic Initiative at CVS Pharmacy. As store manager with lots of red tape, he worked with vendors to maximize Hispanic product locations that would cater to the local markets demands. During Erik s incarceration, he obtained his Associates in Business Management and will continue his education post incarceration through Lee College for his Bachelor s in marketing. Currently, Erik is participating in the Prison Entrepreneurship Program and is looking forward to graduation in December OPPORTUNITY Explanation: In a competitive market sometimes marketing your company s mission can be stressful if not done wisely. Can I solve the problem given my skills and personality? I have over 10 years of management experience in retail sales, and customer service. Is the customer looking for a more holistic solution than his or her immediate complaint? We will be able to provide personalized designs collateral to the clients business needs. Do I need to do all of the work myself or can I hire others to help me and still maintain quality? I will work with the community college locally to assist and train interns. Is there growth potential to expand my business, or is this a dying market? The current market of service is still developing rapidly and will continue to do so. How soon can I get my business up and running? We plan to open the fall of Is this something that will take a lot of cash to get started or is it more of a question of hustle? Once we have the partnerships set up with wholesalers and relationships are built with potential clients we are set to go. Is this something I would be proud to share with my family and parole officer? I have spent the last four years of my life marketing my personal brand and I am ready to market the new me and my personal venture. Is the opportunity (Activity and Start Date) consistent with potential parole restrictions? There will be no interference with my parole obligations. Would my business start as a part-time venture or need to be full time? This will be a full time adventure and operation. 2

7 SOLUTION Explanation: We are pleased to enter into the creative process that will help capture, communicate and coordinate your company s mission and help reach financial and sales goals. Is what I am offering filling the customer s real need? What we offer are solutions to business and nonprofit organizations marketing needs. What are the benefits (not features) that I am providing? Their business will look appealing at all times. Why can I do this better than another business (competitor)? I will work diligently with my clients making sure they have the necessary tools to market their mission and succeed. How will I deliver this better idea to my customers? We will deliver this idea through strategic planning and will focus on understanding our clients business and the needs to capture, coordinate and communicate its business. Is my delivery (retail store, home service, etc.) consistent with how I will produce the service (one-day delivery, hand-made products, etc.)? We will have a fast and efficient service set up with our customers and hand deliver all ordered materials to ensure it meets the client s needs. Is my solution consistent with my passion for selling? We have a passion to succeed by seeing others succeed. Is the price of my solution equal to or less than the customer s pain? Our prices will vary depending on our clients business needs. Is the approximate cost of my solution lower than the price? Each client will have a different desire for marketing so prices will vary. Do I need a fixed location (Storefront) or is this a mobile business? Primarily I will be working on the road business to business. Do I offer a guaranty or return policy? Yes, we offer a return policy with our vendors. CUSTOMERS Explanation: The business will target small businesses and non-profit organizations who need assistance in marketing to the Hispanic community. Demographics: Will my service have different appeal to men versus women? No our goal is to offer a service designed to do both. What is my ideal customer s age (children, young adult, middle aged, mature)? The ideal age of our customer will be between 25 and 50. Does my customer need to be married, single or does it matter? 3

8 A single house hold living will have a greater impact but there is no preference. Do language or ethnicity differences improve or limit my ability to sell to my ideal customer? This type of service will not be affected by language barriers or ethnicity. What aspect of my ideal customer am I appealing to (outdoors person, health conscious, nerd, their personal image, environmental concerns, recreation, etc.)? This type of service will appeal to any organization owner striving to meet the demands of their business. Income: Does my customer need a certain income (rich, middle class, poor)? The target customer will need to be willing to be will to spend a little to move a lot. Does my customer need to own specific assets (car, house, boat)? The assets will not be a factor. Location: Where will I sell to my customers (their home, their workplace, on the street, online, my store, an event like trades day)? I will sell to my customers at their primary business, church, and other physical locations. Do I go to my customer (home service) or does my customer come to me? I will be going to their location. What neighborhood will my ideal customer live/work in (River Oaks/Highland park, a suburb, or small rural community)? My ideal customer will be located in the Greater North Channel area. How close are my customers geographically located (live close to each other or spread all over the city)? Time is money. My customer will be spread out the greater North Channel district area How easily can I find this customer (one at a time or they will provide referrals)? My customer will come one at a time by referrals. Other: Can I reach these individuals as a group or do I need to find and sell to them individually? These customers can be found individually and will be sold to case by case. Once I sell to a customer, what is the likelihood that they will buy from me again? We will keep record of all promotional products sold, it will be easy for reorder. Am I selling to a wholesaler, retailer or does it matter? I will be selling to businesses and nonprofit organizations. What industry is my customer in? There is no set industry. What size customer do I want to serve (large/small, single/multiple locations)? We are open to service all. Will my customer require special insurance (construction bonding, liability insurance)? 4

9 They will not require special insurance. Does my customer require 24/7 service? No they will not require 24/7 service. Do I have the capacity to meet the customer s demands? I will order all items through 3 rd party vendors. Will the size of a customer allow me to develop other clients or will I be hostage to one company? I will be able to assist multiple customers. 5

10 DIFFERENTIATORS My Competitors Addison Marketing Firm Direct or Indirect Promotion Price Their Advantages Their Disadvantages My Differentiators Direct Tradeshows High end Convenience Expensive Hispanic market knowledge Crosby Marketing Group Direct Chamber of Commerce, newsletter Varies case by case Convenience Timely results Hispanic market knowledge Vista Print Indirect Ads, TV Low deals Brand well known Impersonal Hispanic market knowledge FedEx Kinko s Indirect Ads, TV Varies case by case Convenience Impersonal Hispanic market knowledge 6

11 EXTRAS External Extras: Do you have a connection with a supplier in your industry? I have multiple resources through the Chamber of Commerce for the North Channel area that I will be working with to help me build this passion. Do you have access to a favorable location for your business? Initially I will be working out of my home office until I can build enough revenue to transition into a permit location. Are you going to be the first company of your type in your chosen area operations? There is only one competitor right now who I personally have great communication with. Internal Extras: Do you have a new or cutting edge concept? We are Hispanic based driven. Will you be able to offer specialized or flexible scheduling that your competitors cannot match initially? We are working with customers to be as detailed as possible with timely results. Are you an especially charming or personable person? I am passionate about marketing and express that through my work. MARKETING Message What are three things your company name (with no other information provided) says about your company? We are a dedicated professional marketing consulting group that are leading the way to be successful in a competitive market. We expect to deliver outstanding and timely results. What is your tagline? Let us guide you to success! How does your name and tagline make you different than your competitors? My tagline speaks on guidance. We do not want to simply give you a solution and move on. We want to be there with you when you sail to success and stand proud with you. Can your message be effectively conveyed through multiple types of media? The message can be communicated though several outlets. Is your message effective across different demographics? When people hear, businesses will easily convey the message. Is your pricing consistent with the market for similar offerings? As prices vary as each client will have a case by case needs for marketing their mission. 7

12 Is your pricing consistent with the degree of personalization? We are constantly in the pursuit of finding the best cost efficient resources with top quality to better assist our customers. Media What are three types of media you will use to reach your customers? Our primary source will be through the chamber meetings, local events and charitable events. How many potential typical customers (not just total people) can you reach each month using the types listed above? I will not be using any form of media. Once you ve reached your typical customer, how many will actually buy from you? I will be setting goals to work with at least five customers weekly. For each of the three, what do you think the estimated cost will be? This does not apply. For each cost estimate, is this a one-time expense up front or a recurring monthly charge? This does not apply. How will you collect customer reviews? I will use google any networking sites such as LinkedIn. 8

13 START-UP COST Owner's name Company name Industry Marketing Consulting Start-up Costs Year 1 Assumption 4 - Total Uses Paid or Non-Depreciable Costs contributed in 1 marketing, business cards, fliers $ 3, cell phone purchase $ car/truck down payment, if leased $ - permits $ supplies, office & misc. $ 1, Cash needed for start-up expenses 5,000 Paid or Depreciable Costs contributed in 1 company car, truck or van Equipment Financing (Additional to amount paid) Depreciable Assets $ 500 company trailer - computer, printer, fax $ 2, , building/office deposit $ 1, N/A N/A beginning cash balance $ - N/A N/A Cash needed for start-up assets 5,000-3, assumed life (months) 57 monthly depreciation Total start up cost 10,000 Assumption 5 - Total Sources Cash owner will contribute to the company 5,000 50% Value of owner's assets contributed to company - 0% Vehicle loan and other equipment debt (see note 7 for financing) - 0% Unsecured debt, if applicable (for example Kiva loan) 5,000 50% Outside equity investment, if applicable - 0% Total start up cost, total sources 10, %

14 FINANCIALS dba EOU, Financing, and Payroll Assumptions Year 1 Assumption 6 - Revenue Model (Economics of One Unit) Product 1 Product 2 Product 3 Product name Product description Marketing Consulting Product Design Ordering Event Coordinating Initial fee to start market research and setup of account. Initial fee to digitize logo and set up for promotional product ordering. Initial fee to start the planning and organizing of event. Price per unit $ % $ % $ % Cost of one unit hours rate hours rate hours rate Non-owner payroll exp % % % Non-owner payroll tax 9.0% - 0% - 0% - 0% cost 1 description 0% 0% 0% cost 2 description 0% 0% 0% cost 3 description 0% 0% 0% cost 4 description 0% 0% 0% Total variable costs - 0% - 0% - 0% Income statement gross profit per unit % % % hours rate hours rate hours rate Owner's labor charge - 0% - 0% - 0% Pro forma gross profit % % % Start-up Total Year Marketing Consulting sold Product Design Ordering sold Event Coordinating sold total revenue $ 4,250 $ 4,250 $ 6,550 $ 10,650 $ 10,650 $ 10,650 $ 10,650 $ 14,250 $ 14,250 $ 14,250 $ 14,250 $ 114,650 total cost of sales $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - total income statement gross profit (excludes owner labor) $ 4,250 $ 4,250 $ 6,550 $ 10,650 $ 10,650 $ 10,650 $ 10,650 $ 14,250 $ 14,250 $ 14,250 $ 14,250 $ 114,650 Owner's labor hours (time spent directly related to sales) Assumption 7 - Financing Total Year Equipment financing, see Start-up Costs sheet amortization schedule Amount borrowed $ - principal, beginning Interest rate 0.0% interest expense Loan term (months) - principal payment ly payment - principal, ending Start-up financing, see Start-up Costs sheet Amount borrowed $ 5,000 principal, beginning 5,000 4,792 4,583 4,375 4,167 3,958 3,750 3,542 3,333 3,125 2,917 Interest rate 0.0% interest expense Payback period (months) 24 principal payment (208) (208) (208) (208) (208) (208) (208) (208) (208) (208) (208) (2,292) Grace period (months) - principal, ending 4,792 4,583 4,375 4,167 3,958 3,750 3,542 3,333 3,125 2,917 2,708 ly payment $ 208 Assumption 8 - Payroll, nondirect Total Year # of employees avg hours each employee(s) worked per month, not in EOU above average per hour wage $ $ $ $ $ $ $ $ salary expense, exclduing payroll taxes ,680 Assumption 9 - Equipment Purchases, after start-up Description Total Year

15 dba Lighthouse M arketing Solutions Projected Income and Cash Flow Statements Year 1 Assumptions Start-up First Year % of Total Revenue Revenue 2 Marketing Consulting 6-4,250 4,250 4,250 5,950 5,950 5,950 5,950 8,500 8,500 8,500 8,500 70,550 62% Product Design Ordering ,750 1,750 1,750 1,750 10,500 9% Event Coordinating ,600 4,000 4,000 4,000 4,000 4,000 4,000 4,000 4,000 33,600 29% Total revenue - 4,250 4,250 6,550 10,650 10,650 10,650 10,650 14,250 14,250 14,250 14, , % Cost of Goods Sold 2 Marketing Consulting % Product Design Ordering % Event Coordinating % Total COGS % Gross profit - 4,250 4,250 6,550 10,650 10,650 10,650 10,650 14,250 14,250 14,250 14, , % Expenses 2 Auto or truck lease - $ $ $ $ $ $ $ $ $ $ $ ,500 5% Depreciation % Gasoline & fuels - $ $ $ $ $ $ $ $ $ $ $ ,100 1% Insurance - bonding - - 0% Insurance - vehicle - - 0% Interest - equip & start up % Marketing 3,000 $ $ $ $ $ $ $ $ $ $ $ ,220 5% Office - rent - $ $ $ $ $ $ $ $ $ $ $ ,600 6% Office - insurance - $ $ $ $ $ $ $ $ $ $ $ % Office - telephone - $ $ $ $ $ $ $ $ $ $ $ % Office - utilities - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - - 0% Payroll - not owner and not in ,680 7% COGS Payroll taxes (9%) 6 & % Permits % Supplies 1,400 $ $ $ $ $ $ $ $ $ $ $ ,500 2% Tax service - - 0% Telephone - cellular 400 $ $ $ $ $ $ $ $ $ $ $ % Start-up expenses % - - 0% - - 0% - - 0% - - 0% - - 0% - - 0% - - 0% Total expenses 5,000 1,297 1,497 1,497 2,543 2,563 2,943 2,943 2,943 2,943 2,943 2,943 32,055 28% Taxable profit (loss) 1 (5,000) 2,953 2,753 5,053 8,107 8,087 7,707 7,707 11,307 11,307 11,307 11,307 82,595 72% Tax (expense) benefit 1 (177) (5,312) (6,680) (8,480) (20,649) -18% Owner's withdrawals 1 - (2,000) (2,000) (2,000) (2,000) (2,000) (2,000) (2,000) (2,000) (2,000) (18,000) -16% Net profit (loss) (5,000) 2,953 2,577 3,053 6, ,707 5,707 2,627 9,307 9, ,947 38% Depreciation Equipment purchases 3 (5,000) (5,000) Principle, equipment loan Repay debt financing 7 5,000 (208) (208) (208) (208) (208) (208) (208) (208) (208) (208) (208) 2,708 Owner contribution 3 5, ,000 Equity investor Net cash flow - 2,802 2,425 2,902 5, ,555 5,555 2,475 9,155 9, ,278 Cash, period start - - 2,802 5,227 8,128 14,084 14,707 20,262 25,818 28,293 37,448 46,603 - Cash, period end - 2,802 5,227 8,128 14,084 14,707 20,262 25,818 28,293 37,448 46,603 47,278 47,278 The accompanying assumptions are an integral part of this financial statement.