biz plan sample (intern1 tnwp's conflicted copy 2010-03-11)
TRANSCRIPT
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Go Green Yoga Mats
Business Plan
Address of Company
Phone Number
Logo
Owners name, contact info
5/12/10
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Confidentiality Statement
This document contains confidential information proprietary to GoGreenYogaMats,
hereinafter referred to as the Company. This information and related conversations are
submitted solely for the purpose of introducing selected parties to companys Business
Plan. companys disclosure of information contained herein and in related conversations
does not constitute any subscription or authorization to use the information, ideas, or
concepts presented, or to disclose any information to other parties. company retainsownership of this Plan, and the concepts and ideas described herein.
Each recipient of this document agrees to treat it in a strictly confidential manner. The
recipient may not to disclose, directly or indirectly, or permit any agent or affiliate to
disclose any of the information contained herein, or reproduce this document in whole or
part without the prior written consent of the Company.
Any party who accepts delivery of this Plan or any other document or verbal communication
of confidential information from company agrees to be bound by the terms of thisConfidentiality Statement and further agrees to promptly return documents to the Company
upon request.
Securities Statement
This Business Plan does not constitute an offer to sell or the solicitation of an offer to buy
any securities or an offer to sell or the solicitation of an offer to buy such securities in any
circumstances in which such offer or solicitation is unlawful. Neither the delivery of thismemorandum nor any sale of the Companys securities shall, under any circumstances,
create any implication that there has been no change in the affairs of the Company since
the date hereof, or that information contained herein is correct as of any time subsequent to
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Date: ___________________________________________
TABLE OF CONTENTS
EXECUTIVE SUMMARY..............................4
MISSION & VISION....................................5
Mission Statement.................................5
Core Values...........................................5
Core Purpose.........................................5
PRODUCT & SERVICE DESCRIPTION..........5
Overview of Products & Services...........5
Problems, Causes, Solutions and Benefits 10
Product & Service Advantages............10
Product Development Activities..........11
Customer service................................12
MARKET ANALYSIS..................................12
Market Segmentation..........................12
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Indirect Competitors............................23
Competitive Advantages.....................24
Barriers to Entry..................................24
SALES AND MARKETING PLAN................25
Sales Forecast.....................................25
Marketing Goals..................................26
Positioning...........................................26
SWOT..................................................26
Branding..............................................27
Distribution Channels..........................27
Pricing StrategyError! Bookmark not defined.
Marketing Strategies (Promotion & Advertising) 29
Customer Service................................29
OPERATIONS PLAN..................................30
Location..............................................30
Staffing and Training...........................30
Operational Procedures Merchandising30
Purchasing PROCEDURES....................30
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EXECUTIVE SUMMARY
History
Go Green Yoga Mats sells eco-friendly yoga products in the continental U.S. and was
established in 2008. Owners Tyler and Hunter Jensen are determined to make
gogreenyogamats.com the #1 seller of eco-friendly yoga packages and products in
the United States. We will be successful through good business practices, fast
delivery, quality products, and a great marketing plan.
Marketing
The yoga industry has 16 million participants and is continuing to grow.1 The green
movement is also on the rise with people becoming more conscious about how the
decisions they make will affect the environment. Consumers are spending more
time researching products online and then making purchases, instead of always
going to a brick and mortar store.
There are several competitors in this industry and including large organizations with
online and brick and mortar stores and smaller companies that only sell online. Go
Green Yoga Mats plans to set themselves apart through their high quality products
and package deals. They offer a variety of eco-friendly yoga mats and package
deals for consumers to choose from. They even have a MATmatcher to help
customers determine what option is best for them. All of their products are sold at
the same or lower price than their competitors making them a better choice formost consumers. The website also contains additional information about yoga so
consumers can continue to gain more knowledge about the industry while they
shop
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Financials
The company is expect to generate $355,000 at the end of the second year withvery low overhead.
MISSION & VISION
MISSION STATEMENT
Go Green Yoga Mats is dedicated to selling high quality, "green" yoga products tothe eco-minded individual through individual mat sales and discounted packagedeals. Our superior products and fast delivery are sure to create satisfiedcustomers! We believe business can change the world; and through the eco
movement, gogreenyogamats.com sets out to make positive impacts on theenvironment while delivering the products our consumers need.
CORE VALUES
CORE PURPOSE
PRODUCT & SERVICE DESCRIPTION
OVERVIEW OF PRODUCTS & SERVICES
Go Green Yoga Mats is an online based company created in August of 2008. Thathas set out to provide customers with eco-friendly yoga mats and products that
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Communities surrounding vinyl chloride facilities suffer from groundwater andair pollution.
New car smell? New shower curtain smell? Thats the smell of poisonouschemicals off-gassing from the PVC. Our bodies are contaminated withpoisonous chemicals released during the PVC lifecycle, such as mercury,dioxins, and phthalates, which may pose irreversible life-long health threats.
Go Green Yoga Mats provides people with yoga packages that are put together with
the yoga user in mind. They set themselves apart from other companies with their
unique packages and brand comparisons that other companies are not offering. Go
Green Yoga Mats provides mats as package deals to save consumers money. GoGreen Yoga Mats will provide fast, reliable, and quality products to consumers to
help them better their lives in the area of health and well-being.
Go Green Yoga Mats distributes Manduka and Jade Yoga products. Manduka and
JadeYoga handle the inventory and shipping of the products through a drop-shipping
program. Orders are sent to Manduka or Jade Yoga via e-mail, the order is placed
and shipped to the customers location accordingly. We will create a pricing market
that is equal to Manduka, JadeYoga, and our competitors.
How Go Green Yoga Mats products compare to the market:
Average yoga mat Jade Manduka
Material PVC/non-organic cotton Natural Rubber Natural Tree Rubber
Longevity 3-12 months 1-3 years 5-50 years
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*While we cannot speak for all companies who make yoga mats, the majority of yoga matproducers/ distributors do not support environmental charities if they are not selling eco-friendlyyoga mats.
Overview of Products and Services
Go Green
Yoga Mats
Gaiam Barefoot Yoga Yoga-
Clothing.com
Products
Yoga mats x x x x
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Green -ness
Vinyl Mats No x x x
GreenCertification
Oeko-texcompliant
PEFC; Fair Trade x
Mat Life Jade: 1-3 yrs;
Manduka: 5-50yrs
Manduka: 5-50 yrs Jade: 1-3 yrs;
Manduka: 5-50 yrs
Shipping
Cost $9.99 Depends onProducts
Based on theshipping option, zipcode, and weight of
package
$8.00, moredepending on
shipping method
ETA 2-5 Days Up to customer:2, 5-7, or 7-10
Up to customer:overnight, 2, 3, or
5-7
Up to customer:overnight, 2, or 5-
10
CustomerSupport
Return Policy x x x x
Other
Social Media x x x x
Yoga Info on site x x
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Packages
The Beginner Package
Eko Lite Mat, MatSak (Small),
Gravity & Grace DVD
The Black Mat 85 Package
Black Mat 85, eQua Towel (X-large),
Cork Block, 10 Strap, MatSak (Large)
The eKO 71 Package
eKo Mat 71, eQua Towel (Large),
Jo-sha Mat Wipes, Cork Block,
8 Strap, MatSak (Small)
The eKO 85 Package
eKO Mat 85, eQua Towel (X-Large),Jo-Sha Mat Wipes, Cork Block,
10 Strap, MatSak (Large)
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PROBLEMS, CAUSES, SOLUTIONS AND BENEFITS
Go Green Yoga Mats
Solutions
Only provide yoga products
created by environmentallyfriendly companies that use
green materials and
manufacturing processes
Benefits to the Consumer
Getting high quality green
products
Opportunity to buy with
confidence
Common Problems
Inability to find yoga mats
and accessories that meet
their green standards
Products not from a reliable
source they trust (ex.
WalMart)
Causes
General desire of producers
to make their products using
cheap materials, such as
vinyl, which are often
harmful to the environment
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Advantages of our products
Durability Jade mats last 1-3 years and Manduka
mats last 5-50 years where an average
yoga mats only last 3-12 months
Selection Yoga mats come in a variety of sizes and
thicknesses in order to suit the needs of
any yoga enthusiast
Packages Allow customers to easily get everything
they need to start yoga
Products Green and eco-friendly products
Information Plenty of Green/Yoga information on thewebsite
Support Company supports Off the Mat, Into the
World and Trees for the Future
How our products are green:
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CUSTOMER SERVICE
Go Green Yoga Mats has set up a return policy for both damaged mats and whenconsumers change their minds. For damaged mats, Go Green Yoga Mats must be
notified within 3 days of the consumer receiving the product or no refund/exchange
will be possible.
Go Green Yoga Mats accepts returns or exchanges up to 30 days from the date ofpurchase. There is a $15.00 restocking fee for all non-defective Go Green YogaMats merchandise that is returned out of the original packaging. In order to process
a return/exchange, we must receive ALL of the following:
1. Returned merchandise in clean condition
2. Proof of purchase (i.e. sales receipt)
3. Return Authorization Form
MARKET ANALYSIS
MARKET SEGMENTATION
The market segmentation for Go Green Yoga Mats reaches four potential segments;
women, 23-34 and 35-55, men and yoga instructors. People who practice yoga
often have a median income of $75,000 or higher2 and are looking for health
benefits and stress reduction. Go Green Yoga Mats has something to offer all yoga
students whether they are concerned with website security and accessibility or
focused on getting high quality eco-friendly products.
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MARKET SEGMENTATION
Segment 1 Segment 2 Segment 4 Segment 3
BriefDescription
Women 23-34 Women 35-55 Men Yoga Instructors
Size 72% of people who practiceyoga are women, 23-34 yearolds make up 40%
72% of people who practiceyoga are women. 35-55 yearolds make up 41%
Men represent 27.8% of thepeople that practice yoga
Approximately 70,000instructors
Demographics
Age range 23-34 35-55 Any Any
Gender Women Women Men Men/Women
Race Any Any Any Any
Religion Any Any Any Any
Location USA USA USA USAMaritalStatus
Not Married/Married Married or has been Married Any Any
Income level $50,000+ $50,000+ $50,000+ N/A
Occupation
Educationlevel
College Grad Any College Grad Certified Instructors
FamilyStructure
Any Likely to be a wife and mother Any Any
Psychographics
Personality Active social life. Up to date onentertainment news. Young anda compulsive buyer, butsophisticated.
A resourceful woman who isonline less than 5 hours a week.More inclined to shop aroundthan buy impulsively
Active, self-confident menfocused on health & stressreduction. More inclined toshop around than buyimpulsively
Cares about theenvironment. More inclinedto shop around than buyimpulsively. Wants qualityproduct
BrandAttitudes
Less concerned with brandname and more likely to buyfrom emerging one.
Well known brands create asense of product trust.
Less concerned with well-known brands
Less concerned with brandname, but wants highquality
Goals Muscle tone, stress reduction Stay healthy, hobby, stressreduction
Less stress, be healthy,flexibility
Teaching others, Stayhealthy
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Motivations Feel better about body image,Style, Eco-friendly, Injury
Health, flexibility, getting awayfrom family, quiet reflectiontime.
Increased flexibility, Health,Wife/girlfriend, Injury
Love of yoga, Health, Eco-friendly
Needs Peace of mind knowing they are
buying an eco-friendly product
Stress reduction, Weight loss,
Feeling young/sexy
Stress reduction, Flexibility Longevity, Product quality,
Eco-friendly productDecision-makingfactors
Price, Style, Convenience ofshipping
Price, longevity, travel ability,website security, quality
Price, Convenience ofshipping
Price, longevity, quality
People/Influences
Friends and family,Entertainment industry,(Magazines, celebrities)
Co-workers, Yoga instructors,Magazine articles
Family and friends, Yogainstructors
Yoga studio, Yoga school,Co-workers
Expectations Easy site navigation, Fastshipping, Testimonials, Ability toleave reviews
Good customer service(preferably phone), Fastshipping, Website security, Easysite to navigate
Easy site navigation, Fastshipping, Good customerservice, Website security
Easy site navigation, Fastshipping, Testimonials,Ability to leave reviews
What they
think aboutGo Green
Yoga Mats
Simplicity & convenience of
website & shipping. Likesgreen-ness of GGYM. Likesyoga mats with graphics. Maybe unsatisfied with selection
Appreciates website security
features, return policy, and allthe yoga info on the site. Mightbe weary of buying from a newcompany.
Simplicity and convenience
of website & shipping.Appreciates websitesecurity, return policy, andthe yoga info on the site.
Simplicity and convenience
of website & shippingpolicies. Likes green-nessof the company.Appreciates yoga info onsite.
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MARKET TRENDS & GROWTH PATTERNS
Women
According to the US Census Bureau, as of 2008, Women between the ages of 25-44
accounted for 26.18% of the US female population, approximately 40.9 million
people. As a percentage of the total population, this segment is projected decrease
slightly to 25.68% of women by 2020. However, this will still result in a population
increase, to an estimated 43.5 million people in 2020. Overall, the Census Bureau
predicts a slow but steady increase in this population over the next decade.3
Yoga
A 2008 study indicated that almost half (49.4%) of current yoga students began
practicing to improve their overall health, which has grown since 2003 when that
number was 5.6%. Nearly 8%, or 18.3 million Americans, say they are very or
extremely interested in yoga and 4.1% of non-practitioners, or about 9.4 million
people, say they will definitely try yoga within the next year.4
Green
Mintel forecasts that there will be a 19% growth for green products by 2013.5 About
50% of women say are looking for more green options. 37% say they are paying
more attention to brands that are committed to environmental causes and of all the
products in womans shopping carts today, 25% of them are environmentally
friendly.6 30% of American consumers are willing to pay up to a 20% premium on
clean, green products over non-sustainable alternatives.7
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MARKET SIZE AND POTENTIAL
Women72% of yoga practitioners are women who do the main purchasing for thehousehold.
YogaGo Green Yoga Mats market size consists of the entire population of yogapractitioners, approximately 15.8 million people.10
GreenThe green movement is continuing on the rise, growing around 5% per year.11
OnlineIn todays market place more people are buying online, which is currently averagingaround 68 million online shoppers.12 Go Green Yoga Mats has a large market size ofindividuals that shop online for green yoga products.
INDUSTRY ANALYSIS
INDUSTRY OVERVIEW
Size
The NAICS Code is 451110 - Sporting Goods Stores, subsector 454 - non store
retailers. The SIC Code is 5941 - Exercise equipment stores. These two codenumbers represent the industry classifications. The Sporting goods stores industrycontains approximately 18,390 firms13, that vary from online small stores to largenationwide organizations.
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available within the yoga sector and sums up to a 29% increase.2 The NorthAmerican Studio Alliance (NAMSTA) estimates that there are approximately 70,000
yoga teachers in North America.
15
The yoga mat industry clearly will benefit withthis projected increase of yoga professionals.
Yoga instructors now need specialized training in their particular method ofexercise. There are several types of training programs for instructors that rangefrom online programs to programs that give the title of Registered Yoga Teacher.Most yoga studios require teacher to complete a 200-500 hour program which helpsto standardize the industry.16 This allows yoga participants to feel more confident inthe yoga studios and their instructors.
History
Yoga has been around for thousands of years, but really took hold around the1960s as more types of yoga become available for a wider variety of participants.17
Today millions of people practice yoga. The trend is credited to people looking fornatural remedies to health problems and individuals looking to improve their overallhealth and quality of life.18
Economic Factors
The recession has created a new segment of cash-strapped individuals, looking forinexpensive new ways to exercise. Yoga and cardio kickboxing were among thebiggest gainers from 2008 to 2009. Purchases of yoga instructions, mats andsupplies continue to increase in a health and money conscious market place.19During this economic down turn green businesses are still surviving. Manycompanies are seeing the green movement as a way to cut costs and improve theirreputation. Businesses are using the movement to improve operations, fosterinnovation, engage employees and satisfy customers.20 Online shopping is alsobecoming increasingly popular during the recession because consumers canresearch products in advance and find what they want at the least expensive priceout there 21
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YogaDayUSA.org operated by Yoga Alliance (Integrity. Diversity.Community)23
YogaJournal.com continues to expand and provide necessary information forthose with yoga on mind. 24
Blog sites like www.life.gaiam.com provides insightful and up to dateinformation regarding the new current trends taking place in the yogaindustry. The site is well aware that despite the economy and the recession,there was constant growth and expansion in the yoga world.25
http://www.life.gaiam.com/http://www.life.gaiam.com/ -
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INDUSTRY OVERVIEW
Business description Target Market Revenues
YearEstablis
hed
Link
TradeOrganizations
InternationalYogaAssociation
Membership association to help expandbusinesses and lower costs
Various healing modalitiesbusinesses
--- 1994 www.iyogaassociation.com
UniversalForceInternationalNaam YogaAssociation
Membership association that providessupport, benefits and education in theyoga industry
Teachers and professionalsin the yoga industry
--- --- www.naamyoga.com/association/
Green YogaAssociation
A network, community and resource fordoing yoga and being green.
Yoga studios, instructors,participants and anyone
looking to be more green
--- --- http://www.greenyoga.org/home
Majorcompanies
Gaiam Provider of information, goods andservices to customers who value theenvironment, a sustainable economy,healthy lifestyles, and personaldevelopment
Individuals that value theenvironment, sustainableeconomy, healthy lifestyle,alternative healthcare andpersonal development
Approx.$48million
1988 http://www.gaiam.com/
Barefootyoga Personally designed products as toolsto help achieve more peace andstillness through the practice of yoga
when there is restlessness of the mind,intellect and spirit
Anyone who practicesyoga
--- 1998 http://www.barefootyoga.com/
Yoga-clothing.com
Give customers the best selection ofyoga clothing & accessories from thehottest brands at the great prices andhigh quality customer service
New or experiencedindividuals who practiceyoga
--- --- http://www.yoga-clothing.com/
LululemonAlthetica
Make technical athletic apparel foryoga, running, dancing, and most othersweaty pursuits
Active women and men Approx$292million
1998 http://www.lululemon.com/
MajorSuppliers
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Manduka High quality and performance yogamats that are crafted using simple,enduring, natural, and wheneverpossible, renewable materials
A company built by and forYoga teachers and theirstudents
--- 2000 http://manduka.com/
JadeYoga Committed to making the worlds bestperformance, most eco-friendly yoga
mats, providing the highest level ofcustomer service and giving back tothe earth with every product
All individuals that practiceyoga
--- 2000 http://www.jadeyoga.com/
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INDUSTRY PARTICIPANTS
In the yoga industry the size of organizations varies widely. Many of the larger
organizations have both an online and mortar and brick store. This gives consumers a
chance to see the products in person. For example large organizations include
Luluemon Athletica and Prana, who have both online, and brick and mortar stores.
Gaiam has only online stores. Other organizations tend to be smaller with only online
stores. These stores usually sell a variety of products from various brands, focusing on
lower costs and strong customer service. Some do have their own brand and often
focus on a higher quality product that consumers are willing to pay for. These smaller
companies include Yoga-Clothing.com, Barefoot Yoga.
INDUSTRY TRENDS & GROWTH
Yoga
The yoga industry continues to grow almost every year. According to the National
Sporting Goods Association (NSGA), yoga has the second highest growth rate among
sports and recreation activities. Following closely behind running/jogging, in 2008 yoga
had a growth rate of 17.1% reaching about 16 million participants.26
Complementary and alternative medicine (CAM) has also become increasingly popular
in the past several years. Based on data from 2007 approximately 38% of adults in the
past 12 months spent 34 billion on CAM. Self care accounted for 22 billion of themarket and 4 billion of that was spent on classes such as yoga and tai chi.27
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The U.S Census Report Health and Nutrition (Table 161) "Adults 18 years and over who
used complementary and alternative medicine (CAM) in the past 12 months byselected type of therapy 2002 and 2007" shows that between the years 2002-2007
there was a 26.8 percent increase from 10,386,000 to 13,172,000 in the usage of yoga
practices. A 26.8 percent increase within the 5 year bracket shows that yoga is a
growing industry and an increasingly common method of alternative medicine. 28
Also, the Bureau of Labor Statistics expects that jobs for fitness workers are expected
to increase much faster than the average for all occupations, because of continued job
growth in health clubs, fitness facilities and other settings in which fitness workers areconcentrated.29
Green
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grow, yoga supplies will continue to be in high demand, more companies will move
more toward green methods and online stores will continue to pop up. The market is
expected to grow as individuals become more aware of eco-friendly yoga mats and theavailability of them online.
COMPETITIVE ANALYSIS
COMPETITIVE OVERVIEW
Go Green Yoga Mats is in the yoga industry and is focused on selling eco-friendly yoga
products. Their main competition rests in companies that sell eco-friendly yoga mats,
bags, and props. Go Green Yoga Mats products stand out compared to others by means
of quality and by offering package deals. They also offer a variety of eco-friendly yoga
mats for customers to compare.
Go Green Yoga Mats direct competitors are other online distributers of yoga products.
Some of the competitors compile all the top brand names to sell on their sites.
Consumers will continue to do more research on companies, products and pricing as
more information is available to them online.
Direct competitors: Gaiam, Barefoot Yoga, Yoga-Clothing.com, Manduka and Jade Yoga.
Indirect competitors: include all companies that sell yoga products, but dont offer
green products, or sell their products online.
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who sell solely online. These stores are either well branded or have a wide variety of
options, and have some focus on eco-friendly products. Many companies sell yoga
products as part of a much wider line, such as Amazon, Wal-Mart, etc.
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DIRECT COMPETITORS
GoGreenYogaMats.com
Gaiam Barefoot Yoga Yoga-Clothing.com
Manduka JadeYoga
Years inBusiness
0 20 10 5 10 6
Owner Tyler Jensen Jirka Rysavy Kelly LeFebvre ? Peter Sterios Dean Jerrehian
Est. # ofEmployees
4 70,000 StoresDomestically/20
CountriesDistributed
30 20 25 9
Type of Entity Partnership Corporation Corporation Corporation LLC Corp.
Yearly Sales N/A $263 Million ? ? ? $650,000
CompanyHeadquarters
San Diego, CA Boulder, CO Seattle, WA Ventura, CA San Luis Obispo, CA Conshohocken, PA
# of CountriesCarrying Brand
1 20 1 1 8 7
Average PricePer Mat
$69.60 $34.00 $54.00 $62.00 $69.60 $70.95
Average eco-friendly Package
Price
$185.50 does not offer eco-friendly packages
$60 (includes matand a pair of blocks
only)
does not offerpackages
$136.25 does not offerpackages
Program/Networks/ Charities
Yoga WorldOnline
Linkshare AffiliateNetwork
Facebook bizrate.com Ambassadors Trees for the future
Focus Eco-FriendlyMats & Packages
Eco-FriendlyProducts/DVD's/Sola
r Panels
Yoga Products &Clothing
Yoga Clothing &Mats
Yoga Mats & Products Yoga mats only
Target Market Eco MindedPeople who
practice Yoga
Eco-minded peoplein general
Eco-Friendly yogapeople
Eco-Friendlyclothing buyers
Eco-Friendly yogapeople
Eco-friendly yogapeople
Manufacturing/Importing/
Distributing
Distributor Manufacturing 73%Importing 27%
Importing Importing Importing Made in the USA
Contact Info [email protected]
(877) 989-6321 (877) 227-3366 (800) 620-9642 (805) 544-3744 (888)784-7237
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Strengths Packages Size of Company/Financial Status in
Growth
Focus strictly onyoga products/
simple, easy Website
Focus strictly onClothing/ Simple
Website
Website/ DistributionProgram
Simple/ easy sitenavigation
Weaknesses Margins Low end selection of yoga products
Advertising Not enough info/seems like company
w/o experience
ProductSelection/Needs to
add DVD Program
Lack of accessories/packages
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INDIRECT COMPETITORS
Luluemon Athletica Amazon Walmart Target
Name of
Owner/CEO
Christine Day Jeffrey P Bezos Michael Duke Gregg Steinhafel
CompanyHeadquarters
Vancouver, BritishColumbia
Seattle, Washington Bentonville, Arkansas Minneapolis, MN
Year Founded 1998 1995 1962 1902
Contact Info 604-732-6124 1-866-216-1072 479-273-4000 (612) 304-6073
Website URL http://www.lululemon.com
www.amazon.com www.walmart.com www.target.com
Type ofEntity
Corporation Corporation Corporation Corporation
# of
Locations/Stores
110 Online only 8,400 1,750
# ofEmployees
3,219 13,300 2,100,000 351,000
InternationalPresence
Yes Canada, USA,Australia, Japan
Yes Canada, China, USA,France, Germany, Japan, UK
15 countries Only USA
Manufacturing, importing,distributing
Sell in stores and online Sell online only Sell in stores and online Sell in stores and online
Product/Service Summary
Athletic gear Large variety of products-from household goods to
exercise equipment to books
Large variety of products-from household goods to
exercise equipment to books
Large variety of products-from household goods to
exercise equipment to books
TargetMarket
Active women and men Online shoppers Discount shoppers Discount Shoppers
Estimatedannual
revenues forlast 3 years
270 450 million 470-902 million 405 billion 63 65 billion
Pricing Yoga mats - Yoga mats Yoga mats Yoga mats $28 90 dollars $13 100 dollars $12 50 dollars $19 70 dollars
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CONFIDENTIAL
Strengths Brand Variety of products,inexpensive online store
Discount Store Discount Store
Weaknesses Specific brand for highercost
Online only + shipping costs Inexpensive lower qualityproduct
Inexpensive lower qualityproduct
Strategiesused
High quality products Online Discount products Discount products
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CONFIDENTIAL
COMPETITIVE ADVANTAGES
Go Green Yoga Mats only carries organic, toxin free, naturally made mats with noexceptions. Their premium yoga mats are made with only all natural products, containno harmful substances like PVC (polyvinyl chloride), and are lovingly crafted usingsustainable green practices. Go Green Yoga Mats products stand out from theircompetitors due to their high quality and package deals. They offer a variety of eco-friendly yoga mats for customers to be able to compare to determine what option isbest for them. The website also contains additional information about yoga soconsumers can continue to gain more knowledge about the industry.
BARRIERS TO ENTRY
There are few barriers to entry in the yoga product distribution industry, due to thenature of the industry and the organization being online. The most relevant barrier ofentry for this organization would be brand recognition. Many of the organizations havevery strong brands which get consumers attention and loyalty. Getting our name heardand our website viewed will be the main challenge, though our prices, packages, and
quality of products will be on our side. Marketing and advertising are another potentialbarrier due to the size of the competition and the money they are willing to spend toget there brand noticed.
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CONFIDENTIAL
MARKETING PLAN
SALES FORECAST
Monthly goals chart:
SalesGoals
May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr 3 yr
TrafficGoals
1,500 1,725 1,984 2,282 2,624 3,018 3,471 3,992 4,561 5,245 6,032 6,937 24,973
Conversion
Rate
.01 .01 .01 .01 .01 .01 .01 .01 .01 .01 .01 .01 .01
# Sales 15 17 20 23 26 30 35 40 46 52 60 69 250
# Sales onE-bay
15 17 20 23 26 30 35 40 46 52 60 69 250
Total #
Sales
30 34 40 46 52 60 70 80 92 104 120 138 500
Avg. SaleAmount
$65 $65 $65 $65 $65 $65 $65 $65 $65 $65 $65 $65 $65
Avg.Revenue
$1,950
$2,210
$2,600
$2,990
$3,380
$3,900
$4,550
$5,200 $5,980 $6,760 $7,800 $8,970 $32,500
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CONFIDENTIAL
MARKETING GOALS
Go Green Yoga Mats marketing goals are to increase our website traffic by 15 percent
each month. They plan for their sales on e-bay to have a similar increase, 15 percent
per month.
POSITIONING
We will position our product as eco-friendly, high quality, and fashionable. "We are notthe Wal-Mart of yoga mats." We will build customer satisfaction through customerservice, fast delivery, and high quality products.
SWOT
Strengths
Sell products in packagesAll Eco-friendly productsHigh quality products at a low price
Yoga information on website
Weaknesses
Low marginsLack of product varietyWeak brand name
Young companySearch engine optimization
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CONFIDENTIAL
BRANDING
Ideal Customer Profile
Go Green Yoga Mats ideal customers are people that currently practice or plan to startpracticing yoga. This group is made up of mostly women between the ages of 23-55,since they are the majority of the market. These consumers often make over $50,000 ayear and are usually college graduates or have families. The consumers tend topractice yoga in order to bring them flexibility, stress relief, muscle tone and more.
They are conscious of their effects on the environment and look to make a difference
by purchasing more eco-friendly products. They are willing to do the research to findthe best price and a company that they trust. These customers like the convenience ofshopping online, but also the ability to get their questions answered when needed.
Core Message
Go Green Yoga Mats is a one-stop shop for eco-friendly yoga mats. Customers can
compare the products and prices of the various brands they offer, and then choose
which one to purchase. They will also use the website for additional information onyoga
Our green philosophy is not only represented by our selection of the best eco friendly
mats but also by the foundations supported by our sales. For every Jade yoga mat we
sell, the foundation Trees for the Future plants one tree. For every Manduka yoga mat
sold, a donation is made to Off the Mat Into the World, a foundation that promotes
taking lessons learned from yoga and applying them to help your local community and
environment.
Where company name came from?
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CONFIDENTIAL
PRICING STRATEGY / SHIPPERS:
Packages Wai Lana Kulae JadeBlac
k
Mat71
Black
Mat85
ProLit
eDeluxeYogi
Eko71
Eko85
Beginne
r
Green
Enviromat
Green
Ecomat
tpECOma
t
tpECOma
tPlus
Travel
Mat
Professio
nalMat68
Professi
onalMat74
Fusion
Mat68
Fusion
Mat74
XWMat
68
XWMat
74
EdgeColle
ctionMat
Wholesalecost
$111 $141 $156
$107 $120 $59 $27 $36 $29 $35 $23 $30 $33 $50 $55 $36 $39 $38
DropShipfee
$5 $5 $5 $5 $5 $5 $3 $3 $3 $3 $5 $5 $5 $5 $5 $5 $5 $5
Our
totalcost
$121 $146 $16
1
$112 $125 $64 $30 $39 $32 $38 $28 $35 $38 $55 $60 $41 $44 $43
Customer price
$199 $225 $275
$199 $225 $99 $45 $60 $39 $47 $48 $60 $65 $100 $110 $72 $78 $75
Profit $78 $79 $114
$87 $100 $35 $15 $21 $7 $9 $15 $25 $27 $45 $50 $31 $34 $22
Profitmargin
39% 32.64%
39% 40.65%
41.3%
31.5%
27.27%
30% 14.28%
15.79%
25.86%
35.71%
36% 40.91%
41.67%
37.80%
38.64%
29.33%
Manduka Bolder Mat Company Natural Fitness Blac
kYoga
Mat71"
Blac
kYogaMat85"
Pro
LiteMat
Eko
Mat71"
Eko
Mat85"
Eko
LiteMat
Boul
derMat
Cos
micBreath
Peac
ePrayer
Fish
Wish
Go
withtheflowTurtl
e
Flow
erPower
Eco-
yogaMat
Jour
ney
Fitne
ssProfessional
Prof
essionalExtr
along
Divin
e
Wholesalecost
$52 $69 $37 $35 $45 $21 $35 $35 $35 $35 $35 $35 $18 $26 $30 $37 $52
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CONFIDENTIAL
DropShipfee
$5 $5 $5 $5 $5 $5 $1 $1 $1 $1 $1 $1 $5 $5 $5 $5 $5
Ourtotalcost
$57 $74 $42 $40 $50 $26 $36 $36 $36 $36 $36 $36 $23 $31 $35 $42 $57
Customer price$85 $99 $68 $70 $89 $42 $49 $49 $49 $49 $49 $49 $30 $40 $55 $60 $90
Profit $28 $25 $26 $30 $39 $16 $13 $13 $13 $13 $13 $13 $7 $9 $20 $18 $33
Profitmargin
29.5%
22.94%
34% 37.50%
39.4%
32% 22.41%
22.41%
22.41%
22.41%
22.41%
22.41%
17.5%
18% 30.77%
25.71%
33%
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CONFIDENTIAL
MARKETING STRATEGIES (PROMOTION & ADVERTISING)
Goal 1- Traffic Goals
To accomplish our traffic goals in November and December we will focus on both paid andunpaid online marketing tactics.
On Paid online advertising we will focus only on Google Adwords only. By using Adwordsanalytics we can monitor our impressions to clicks rate.
In terms of unpaid online marketing tactics, we will focus on SEO & blogging tactics. Futurestrategies could also involve Online PR, Social Media Strategies, & Viral MarketingStrategies.
Goal 2- Conversion Rate
In the first few months we will be primarily focused on creating content and landing pagesthat match the users intent of arriving at the page. (Lower the bounce rate). Secondarilywe will focus on converting the visitor to a sale by making the site easy to navigate, containthe correct information and highly visible calls to action.
Monitoring Results
Go Green Yoga Mats will monitor results through the following methods:
Analyze adwords account. Test various ads, landing pages, keywords, and monitor bounce
rate. Survey customers after checkout (to gather info regarding their shopping experience, site
navigation, etc) and once through a follow-up email three weeks after placing the order (togather info on shipping product quality and customer satisfaction)
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CONFIDENTIAL
3 weeks after their product has been received in order to make sure the process went smoothlyand the consumers are satisfied.
OPERATIONS PLAN
LOCATION
Our customers are located in the United States and are all online. Our competitors are United
States based online suppliers of yoga mats and related products. All of our California sales aretaxed. The community lifestyle that makes up our customer base are those located within the
United States that have started to embrace the movement to Go Green, the more recent trend
of yoga, and also that of conveniently shopping online.
There are two physical locations of our facilities. One office is located in Solana Beach, California
and another in Pacific Beach, California. Our relation with our vendors is not related to our
physical locations because we drop-ship and do not need vendors to physically come to us. There
is no stock carried at these locations so no customers come to them.
STAFFING AND TRAINING
Hunter Jensen, Chief Technology Officer (CTO) and his team of 3-4 staff handle software
development and some marketing at the Pacific Beach office. Tyler Jensen and his team of 3-4
staff handle marketing, operations and customer service at the Solana Beach office
Training is done through an operation manual that is kept for all operations for new staff to reviewand become up-to date with all current practices.
OPERATIONAL PROCEDURES MERCHANDISING
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All GGYM sales are done over the phone or are placed online through ebay and through our
website with a valid credit card currently through do-it order. Eventually, this will be done on net
30-90 day payment terms with our vendors. We only ship within the United States and customersreceive their orders within two to five days of order placement. Refunds are handled through our
customer service intern. We do not manage any inventory as all products are drop-shipped from
our vendors. Our website is updated and organized as to size, color, and availability on an as-
needed basis.
INVENTORY MANAGEMENT PROCEDURES
Go Green Yoga Mats does not carry inventory in-house. Orders are drop-shipped from the
manufacturers. They use a computer database in order to keep track of the products that the
manufacturer has in stock, the specs on each product (color, size, etc.) and to track how much of
what is sold and how often. The computers do most the other work when it comes to re-ordering
and keeping the supply consistent.
QUALITY CONTROL MEASURES
Quality control and customer service are done through refunds and response to questions by
email and phone within a timely manner.
Unhappy customers email us reporting their problems and we then contact the vendor with theissue. Money is returned unless the product has been used or destroyed by the customer.
ADMINISTRATIVE PROCEDURES
Accounting, customer service, marketing, and order fulfillment are handled by Tyler Jensen and a
f h f h S l B h ffi
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development of creative ideas, problem solving and effective and efficient planning in numerous
areas of business. Mr. Jensen is quite knowledgeable in a broad range of growth issues including
strategies for accelerating growth, development of the companys business plan, strategicdirection, sales and marketing, management team development, recruiting and motivating
employees and numerous other operational and strategic issues. Mr. Jensen is a serial
entrepreneur, investor and strategic advisor and he is passionate about assisting other
entrepreneurs.
EXPERIENCE
Co-Founder- www.GoGreenYogaMats.com - Retail industry
January 2009 Present (1 year 5 months)
We currently sell eco friendly yoga mats. Soon to expand to other eco friendly yoga products.
Founder- Coastal Latitude Consulting - Management Consulting industry
January 2008 Present (2 years 5 months)
Founder- The New Wave Project- Internet industry
January 2007 Present (3 years 5 months)
Personal internet incubator. Testing and developing internet business ideas.
Board of Director- Rent a Toy- Consumer Goods industry
September 2008 March 2009 (7 months)
Partner- Ignite It Consulting - Management Consulting industry
CONFIDENTIAL
http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Co-Founder¤tTitle=cohttp://www.linkedin.com/companies/355036/www.GoGreenYogaMats.com?trk=pro_other_cmpyhttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Founder¤tTitle=cohttp://www.linkedin.com/companies/553241/Coastal+Latitude+Consulting?trk=pro_other_cmpyhttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Founder¤tTitle=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&company=The+New+Wave+Project¤tCompany=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Board+of+Director¤tTitle=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&company=Rent+a+Toy¤tCompany=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Partner¤tTitle=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&company=Ignite+It+Consulting¤tCompany=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Co-Founder¤tTitle=cohttp://www.linkedin.com/companies/355036/www.GoGreenYogaMats.com?trk=pro_other_cmpyhttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Founder¤tTitle=cohttp://www.linkedin.com/companies/553241/Coastal+Latitude+Consulting?trk=pro_other_cmpyhttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Founder¤tTitle=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&company=The+New+Wave+Project¤tCompany=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Board+of+Director¤tTitle=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&company=Rent+a+Toy¤tCompany=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Partner¤tTitle=cohttp://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&company=Ignite+It+Consulting¤tCompany=co -
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After running Barefoot Solutions for several years, I have worn many hats. At some point in my
company's history I have played the role of consultant, project manager, programmer, designer,
lawyer, accountant, and janitor. I love new and exciting ideas. I like pushing the envelope withtechnology. I'm interested in securing more contracts for my company, building the portfolio of
sites that my company owns, and partnering with other entrepreneurs on their ventures.
EXPERIENCE
Founder/CTO -Anttenna LLC - Privately Held; Computer Software industry
October 2009 Present (8 months)
Anttenna is a free mobile application that facilitates real-time, location-based, person-to-person
exchanges. By turning traditional classified listings into geo-tagged twitter sized microlistings,
Anttenna lets you quickly connect with people nearby. Got an extra ticket? Need an extra ticket?
Lost your dog? Having a yard sale or an open house? Just post a quick mobile microlisting.
As CTO, I focus on product development. This includes the web properties, the iPhone app, and
the upcoming Android and Blackberry apps.
Owner/Founder/CEO - Barefoot Solutions, LLC
Privately Held; 1-10 employees; Computer Software industry
2003 Present (7 years)
I am the Founder/Owner/CEO of Barefoot Solutions, LLC. My position involves overseeing my team
of project managers, graphic designers, programmers, and other web development specialists. Italso involves seeking out clients and securing contracts for web development projects.
W it PHP A hit t C t S ft i d t
CONFIDENTIAL
http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Founder/CTO¤tTitle=co&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/companies/756803/Anttenna+LLC?trk=pro_other_cmpy&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Owner/Founder/CEO¤tTitle=co&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/companies/248506/Barefoot+Solutions,+LLC?trk=pro_other_cmpy&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Writer¤tTitle=co&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&company=PHP+Architect¤tCompany=co&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Founder/CTO¤tTitle=co&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/companies/756803/Anttenna+LLC?trk=pro_other_cmpy&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Owner/Founder/CEO¤tTitle=co&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/companies/248506/Barefoot+Solutions,+LLC?trk=pro_other_cmpy&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&title=Writer¤tTitle=co&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2http://www.linkedin.com/search?search=&sortCriteria=R&keepFacets=keepFacets&company=PHP+Architect¤tCompany=co&goback=.fps_Hunter+Jensen_*1_*1_*1_*1_*1_*1_*1_Y_*1_*1_*1_false_1_R_true_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2 -
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FINANCIAL PLAN
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Sales Table
SalesMonth 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month10
Month 11
Month12 0 1 2
Unit sales(units):
website sales 9 15 30 50 60 70 120 135 150 165 180 195 1,179 2,700 4,500
ebay sales 8 9 10 11 12 13 14 15 16 17 18 19 162 250 500Product 3 0
Product 4 0
Unit prices ($):
website sales 70.76 70.76 70.76 70.76 70.76 70.76 70.76 70.76 70.76 70.76 70.76 70.76 70.76 70.76 70.76
ebay sales 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00Product 3 0.00 0.00 0.00Product 4 0.00 0.00 0.00
Total sales ($):
website sales 637 1,061 2,123 3,538 4,246 4,953 8,491 9,55310,61
4 11,675 12,737 13,79883,42
6191,05
2318,42
0
ebay sales 600 675 750 825 900 975 1,050 1,125 1,200 1,275 1,350 1,425 12,150 18,750 37,500Product 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0Product 4 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Total sales ($) 1,237 1,736 2,873 4,363 5,146 5,928 9,54110,67
811,81
4 12,950 14,087 15,22395,57
6209,80
2355,92
0
Unit cost ($):
website sales 49.53 49.53 49.53 49.53 49.53 49.53 49.53 49.53 49.53 49.53 49.53 49.53 49.53 49.53 49.53
ebay sales 63.75 63.75 63.75 63.75 63.75 63.75 63.75 63.75 63.75 63.75 63.75 63.75 63.75 63.75 63.75Product 3 0.00 0.00 0.00Product 4 0.00 0.00 0.00
Total cost ofsales:
website sales 446 743 1,486 2,477 2,972 3,467 5,944 6,687 7,430 8,173 8,916 9,65958,39
8133,73
6222,89
4
ebay sales 510 574 638 701 765 829 893 956 1,020 1,084 1,148 1,21110,32
8 15,938 31,875Product 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0Product 4 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0Total cost ofsales 956 1,317 2,123 3,178 3,737 4,296 6,836 7,643 8,450 9,257 10,063 10,870
68,726
149,674
254,769
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Conversion 0.01 0.01 0.01 0.01 0.01 0.01 0.015 0.015 0.015 0.015 0.015 0.015 0.015 0.015
Traffic 900 1500 3000 5000 6000 7000 8000 90001000
0 11000 12000 13000 15000 25000
9 15 30 50 60 70 120 135 150 165 180 195 2700 4500
SALES CHART
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Telephone ($) $5 $5 $5 $5 $5 $5 $5 $5 $5 $5 $5 $5 $60 $1,200 $1,200Insurance ($) $0Supplies ($) $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $600 $750 $1,000Travel ($) $0Depreciation ($) $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0Amortization ($) $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Miscellaneous ($) $0Total General andAdministrative
Expenses $55 $55 $55 $55 $55 $55 $55 $55 $55 $55 $55 $55 $660 $1,950 $2,200Other expenses Consultants ($) $0Legal ($) $0
Credit Card Fees $25 $42 $85 $142 $170 $198 $340 $382 $425 $467 $509 $552 $3,337 $7,642$12,73
7Other Payroll Total Otherexpenses ($) $25 $42 $85 $142 $170 $198 $340 $382 $425 $467 $509 $552 $3,337 $7,642
$12,737
Total expenses ($) $80 $97 $140 $197 $225 $253 $395 $437 $480 $522 $564 $607 $3,997 $9,592$14,93
7
Profit ($) $201 $322 $609 $989
$1,18
4
$1,37
9
$2,31
0
$2,59
7
$2,88
5
$3,17
2
$3,45
9
$3,74
6
$22,85
3 $50,536
$86,21
4Interest exp. ST $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Interest exp. LT $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0Taxes ($) $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Net profit ($) $201 $322 $609 $989$1,18
4$1,37
9$2,31
0$2,59
7$2,88
5$3,17
2$3,45
9$3,74
6$22,85
3 $50,536$86,21
4
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CASH FLOW TABLE
Cash FlowMonth1
Month2
Month3
Month4
Month5
Month6
Month7
Month8
Month9
Month10
Month11
Month12 0 1 2
Beginning cash -19
451
41,11
82,10
03,28
04,65
56,94
89,54
012,42
015,58
619,04
0 -22,78
173,30
6
Cash in:
Net profit20
132
260
998
91,18
41,37
92,31
02,59
72,88
53,17
23,45
93,74
622,85
350,53
686,21
4Depreciation &amort. - - - - - - - - - - - - - - -Change in acctspayable - - - - - - - - - - - - - - -
Current borrowing -Long-termborrowing -Increase otherliabilities -
Capital input -Total cash in 201 322 609 989 1,184 1,379 2,310 2,597 2,885 3,172 3,459 3,746 22,853 50,536 86,214
Cash out:
Change in A/R - - - - - - - - - - - - - - -Change ininventory 6 2 5 7 4 4 17 5 5 5 5 5 72 11 58Change other STassets -Capitalexpenditures -Loan repayment -
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(ST)Loan repayment(LT) -
Dividends -
Owner withdrawal -
Total cash out 6 2 5 7 4 4 17 5 5 5 5 5 72 11 58
Net cash flow19
432
060
498
21,18
01,37
52,29
32,59
22,87
93,16
63,45
43,74
122,78
150,52
586,15
6
Cash balance19
451
41,11
82,10
03,28
04,65
56,94
89,54
012,42
015,58
619,04
022,78
122,78
173,30
6159,46
2
BALANCE SHEET
Balance SheetMonth1
Month2
Month3
Month4
Month5
Month6
Month7
Month8
Month9
Month10
Month11
Month12 0 1 2
Current assets:
Cash 194 514 1,118 2,100 3,280 4,655 6,948 9,540 12,420 15,586 19,040 22,781 22,781 73,306 159,462
Accounts receivable - - - - - - - - - - - - - - -Inventory 6 9 14 21 25 29 46 51 56 62 67 72 72 83 142
Deposits - - - - - - - - - - - - - - -Total currentassets 201 523 1,132 2,121 3,305 4,684 6,994 9,591 12,476 15,648 19,107 22,853 22,853 73,389 159,603
Fixed Assets
Capital assets - - - - - - - - - - - - - - -
Less accum depre - - - - - - - - - - - - - - -
Book Value - - - - - - - - - - - - - - -
Other assets - - - - - - - - - - - - - - -
Total assets 201 523 1,132 2,121 3,305 4,684 6,994 9,591 12,476 15,648 19,107 22,853 22,853 73,389 159,603
Current Liabilities
Accounts payable - - - - - - - - - - - - - - -
Short-term notes - - - - - - - - - - - - - - -
Other ST liabilities
Total current liab. - - - - - - - - - - - - - - -
Long-termliabilities - - -
Total liabilities - - - - - - - - - - - - - - -
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Beginning capital - - - - - - - - - - - - - - -
Profit or (loss) 201 523 1,132 2,121 3,305 4,684 6,994 9,591 12,476 15,648 19,107 22,853 22,853 73,389 159,603Owner'swithdrawal - - - - - - - - - - - - - - -Capital-end ofperiod 201 523 1,132 2,121 3,305 4,684 6,994 9,591 12,476 15,648 19,107 22,853 22,853 73,389 159,603
Total liab. & equity 201 523 1,132 2,121 3,305 4,684 6,994 9,591 12,476 15,648 19,107 22,853 22,853 73,389 159,603
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FINANCIAL ASSUMPTIONS
Assumptions
Reccurrent ratios
Average account receivable days 30
Average account payable days 1
Inventory days 0
% of sales in cash 100%
% of purchases in cash 100%
% of payroll for taxes & benefits 20%
Short-term interest rate 10
Long-term interest rate 10
% tax rate, federal plus state
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Average COGS for website 70%
Average COGS for EBAY 85%
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