WIXLIB

8BUSINESS DESCRIPTIONGeneral:List the business name,location, mailing address,telephone, fax, e-mailand web site address.Legal BusinessDescription:Sole proprietorship, partnership, limited liability,“C” or “S” corporation.List the state where thebusiness is incorporated.GENER ALMRJ DesignName:Address: 21 Longwood Drive, Orlando, Florida 32751Phone: (407) 123-4567 Fax: (407) 123-4789E-mail: smith@MRJ.com, Web Site: www.MRJ.comOWNERS:Bob Smith: 10 Brookfield Rd., Orlando, FL 32751Phone: 407-456-7891 Social Security: 367-89-7088Over 20 years of experience in creative management. Workedfor several design firms. Mr. Smith owns 60% of the business.Linda Jones: 96 Elm St., Orlando, FL 32751Phone: 407-567-1234 Social Security: 234-56-7891Ten years of experience as manager of largemarketing communications department withinFortune 1000 corporation. Ms. Jones owns 40% of the business.LEGAL STATUS: Florida S CorporationPURPOSE: Produce superior marketing communications material forother businesses.Purpose: Describe theintent of your business.STATUS: Start-Up.BUSINESS TYPE: ServiceType of business:Retail, wholesale,service, manufacturing,contracting, professional,importing/exporting.Goals:Include both current andlong-term projections.Owners:List each owner’s name,business title, homeaddress, telephone number,and social security number.Include a brief descriptionof owners and managers(experience and credentialsin running the business) andtheir ownership percentageof the business.PRODUCTS AND SERVICES: Graphic design, illustration, and artworkproduction. Other services, supplied by vendors/suppliers, includewriting, photography, printing, and mailing services.REASONS: Both partners have over 30 years of industryexperience that will be put to profitable use in our own firm.The demand for graphic communications is .etc.Business Status:New/start up, ongoing,expansion, or buyinga business. Include thedate your business startedor will start. If buyinga business, include adetailed business historyin this section.Reasons for starting,buying, or expandingbusiness.GOALS:CURRENT: Bring to profitable status that will equal or exceedcurrent income levels. Create relationships with clients.Build .etc.LONG-TERM: In four years, we will have 50-100 clients.Hire administrative person . etc.Industry:Talk about what’s goingon in your industry,including economictrends, outlook, growthpatterns and forecasts.Keep this section short.Explain more fully inyour Marketing section.INDUSTRY:100 design firms and designers exist in our territory. Advertisingagencies (about 235) are also competitors but their specialty isnot design. Many companies have relocated to Orlando so thedemand for our services is growing. The number of start-upcompanies numbered 6000 last year.etc.PROFESSIONAL RELATIONSHIPS:ACCOUNTANT:Larry Stuart, CPA, 123 Main St., Winter Springs,FL 32751. Ph: 407-678-9012, Fax: 407-678-7890ATTORNEY:Linda Johnson of Johnson and Smith, 456 Elm St.,Winter Park, FL 32789.Ph: 407-234-5678, Fax: 407-345-6789BANKER:John Nelson, Heritage Bank, 678 Oak St., Orlando,FL 32908. Ph: 407-123-4567. Fax: 407-0987-6543.INSURANCE AGENT:Linda Doe, Doe Insurance, 321 Grove Ave., Winter Park, FL32789. Ph: 407-432-7654. Fax: 407-876-5432PROFESSIONAL ADVISORS:Claire Velleca, Velleca Consultants, 1 Park St.,Orlando, FL 32701 Ph: 407-222-1456, Fax: 407-419-1989ProfessionalRelationships:Include name, address,and telephone/faxnumbers for youraccountant, attorney,banker, insurance agent,and professionaladvisor(s).

9BUSINESS DESCRIPTIONGENERALOWNERSBusiness nameProvide the following information for each principal in the company.LocationNameMailing addressBusiness titlePhone number FaxHome addressTax identification numberTelephone numberE-Mail addressSocial security numberWeb Site addressInclude a brief description of owners and managers (experience andPROFESSIONAL RELATIONSHIPS.credentials in running the business) and their percentage of ownershipInclude name, address, and telephone/fax numbersAccountantAttorneyBankerInsurance agentProfessional advisor(s)Legal Business Description (sole proprietorship, partnership, corporation, etc.).State. What state is your business organized in? What states will you operate in?Type of business (retail, wholesale, service, manufacturing, contracting, etc.).Business Status. New, ongoing, expanding, or buying a business.Date your business started or will start.To Do DoneTo Do DoneReasonsGoalsfor starting, buying, orCurrent goals (within the next year)expanding business.Long-term (over the next five years) To Do DoneKEEP TRACKTo Do DoneTo Do DoneProducts and ServicesIndustryProvide a summary.Provide a brief summary of what’s goingTo Do DonePurposeDescribe the intent of your business.Use this check box asa reminder system.on in your industry. Include economic trends,Some answers willoutlook, growth patterns and forecasts. Includebe short and somedetails in the APPENDIX.will be long.

10MANAGERS & EMPLOYEESTo Do DoneManagersTo Do Done How many departments and managersTo Do DoneEmployees How many part-time and full-time employeesdo you need? What are their functions?are needed to run the company? It’s a good If there are gaps in your managementidea to develop an organizational chartteam, explain how they will be filled.(example below).To Do DoneLenders also like to see a back-up plan. How and where will you find employees andIf you die or can no longer work, who willkeep them?run the business and repay the company’sdebts? One solution is to buy enough lifeTo Do Doneinsurance to cover the business debt.Costs Include managers’ job descriptions, salaries,benefits and resumes in the APPENDIX.To Do Done How much are you goingThe Good Earth Organizational Chartto pay each employee?To Do DoneFinance ManagerSales/Marketing ManagerOperations ManagerCustomer Service Rep.Ground EmployeeAdministrative Asst.Ground Employee What are the employeebenefits and their costs?Bookkeeper(outsourced)To Do Done What employee training isneeded and how much willGround Employeeit cost? How will it occur?Ground EmployeeFinanceMIKE JONES (accountant and owner)20 years of accounting experience in various industries.To Do DoneGeneral Describe any resourcesA bookkeeper will be outsourced.available from outside thebusiness. For example, youSales & Marketingmay use an accountant forLEE MYERS10 years of marketing experience. Myers will be responsible for thesales staff (estimators), customer service, promotional plans.financial reporting.To Do DoneTwo office staff: One full-time customer service representative and onefull-time administrative assistant. Each will be paid 25,000 annually.They will receive health insurance, ten paid sick days, paid holidays,and two weeks of vacation. These benefits will cost .OperationsJOHN SMITH20 years of operational experience in landscaping industry . Smith willsupervise the grounds staff and handle .Four (4) full-time grounds employees starting at minimum wage forworking Monday- Friday, 7:00 a.m. to 3:30 p.m. A two-day training program is required before joining the company. Employees will receivepaid health insurance, five paid sick days, paid holidays, and one weekof vacation. These benefits will cost . Some functions can beoutsourced. The monthlycost for this service isincluded in the APPENDIX.For example, you can outsourcea direct mail program to amarketing firm.

11O P E R AT I O N S & L O C AT I O NTo Do DoneTo Do DoneTo Do DoneTo Do DoneTo Do DoneTo Do DoneHOW WILL YOUR BUSINESS OPERATE? How will the product be produced and sold?How will your services be rendered? What months, days, and hours will yourbusiness be open? Is the business seasonal?If so, show how you will adjust your time,schedule, inventory, and personnel. What furniture, fixtures, equipment andmachinery is needed? Will it be bought, leased,or rented? Include proposed purchases in yourAPPENDIX.SUPPLIERS If you need suppliers and other companiesto complete your product or service:U What and how much will you need?U Where will you get these productsand services?U How much will they cost?U What system will you use for materialsprocessing and inventory control? Include in the APPENDIX details aboutyour suppliers, including names, addresses,products or services supplied, costs/quotes,delivery/shipping fees and turnaround, termsof sales, contracts, and a purchasing plan. If you’ve requested financial, managerial,or technical assistance from your suppliers,include details in the APPENDIX.of the deed in the APPENDIX. If leased, the term ofthe lease must be renewable to match the loan periodyou are requesting. Include a copy of the lease (orproposed lease) with terms, conditions, length, andcost in your APPENDIX.U Are improvements, renovations, furniture,fixtures, equipment or machinery necessary?Show quotes in the APPENDIX.U Retailers: Research and show traffic patterns in theAPPENDIX. What other businesses are in yourimmediate area?U Wholesalers, manufacturers and other businesses: Are you located near your customers and suppliers? Do you have easy access to major highways,railways, and airports? Provide photos and a summary of your locationincluding a floor plan, blueprint or plot plan(if building) in the APPENDIX.CLOTHES WITH CLASSWe are a school uniform shop. Business hours will be from 10 to 5,Monday through Saturday. Our plan is to purchase fixtures todisplay uniforms and furniture to create a relaxed retailatmosphere. A computer system to track customer purchasesand inventory will be leased. These costs are included in theAppendix.Our stock will come from three suppliers — two national and oneTo Do DoneLOCATION What kind of space does your business need?U Why is the area and location desirable?U Does this location affect your costs?U How much are utilities, taxes, andother expenses?U Is it easily accessible?Is public transportation available?Is there adequate parking?U Does your business comply withzoning laws?U Do you own or lease the building? Includezoning statements from local government inthe APPENDIX and approval letters from localand state inspectors. If owned, provide a copylocal. Local supplies will be delivered by truck, with the remainderof goods coming via UPS. Information on our proposed suppliersand purchases may be found in the Appendix.The five-year lease we have signed on a 1,500 sq. ft. buildingis included in the Appendix. The building is located within15 miles of 22 private and parochial schools whorequire uniforms that we will stock. Our building is on a majorthoroughfare, conveniently located right off Highway 93.A floor plan of the building is included in the Appendix. We havedivided the area into retail space and warehousing/office space.700 sq. ft. will include retail displays, three dressing rooms,restroom facilities and two purchasing counters. The remaining800 sq. ft. will warehouse stock. It includes a delivery receivingarea, two offices, and a small employee lounge with restroom.The 20-space parking lot is adjacent to the building.

12MARKETINGMARKETING has been defined as “the activity ofpresenting products or services to customers andpotential customers which makes them eager to buy.”Especially in today’s crowded marketplace, wherecompetition is fierce, savvy small business owners shouldnever underestimate the power of smart marketing.The right product or service at the right price is only thebeginning. You must also identify your audience, promoteyour product and find the best distribution method.THE PRODUCT OF ALL YOUR HARD WORKFirst and foremost, believe in the success potential ofyour product or service. Then think about things like: Benefits of your product. If you’re not clear on them,no one else will be. Research and development. Will you need it? If so,include detailed plans and costs in the APPENDIX. What licensing requirements, restrictions, registrationsor regulations affect your business? What about legal issues? Are there patents, copyrights ortrademarks to think about? What are the costs involved?THE PRICE IS RIGHTDetermining just the right price for your product orservice is a delicate matter. Keep in mind that: The price will be affected by the quality of your product,customer demand and the competition (see page 15). The selling price must cover all your operating expenses(materials, labor and overhead) and also include amargin of profit. To determine what this is, you needto calculate your breakeven point (see page 30).PLAN TO PROMOTE, THEN PROMOTE YOUR PLANYour promotional plan will be implemented with severalmarketing tools. These days, a web site is an increasinglyimportant piece of the promotion pie. In addition, thereare a handful of proven methods for promoting yourproduct, such as: Advertising tells your target market about yourproduct or service. But how do you approach it, withso many choices available? Which publications are best?Is radio and TV advertising where you should be?Researching web sites is a good place to start youradvertising plan. Ask professional organizations forreferrals when looking for designers and writers to helpdevelop ads. Media buyers help you reach the biggestaudience for your dollar. When putting together yourbusiness plan, include advertising ideas, schedules andbudgets in the APPENDIX. Direct Marketing means contacting prospects bytraditional mail, email or phone. Take, for example, anature camp company that wants to mail out brochures.Buying a list of subscribers to an outdoor magazineseems smart. But measuring results is key. Say you mail5,000 postcards and get 100 responses. That’s a 2%response level. Of those, how many turn into orders orbecome clients? Keeping track of these things helps youdetermine which databases are best, and how much itcosts to gain an order or client. Public Relations (PR) is more than getting publicity.It’s a great way to build an image or a brand identity.Through your business activities, you influence theattitudes of your audience. For example, your companymakes sunblock, so you sponsor a sandcastle contest atthe beach. In order to get publicity — media coverageat no cost to you — you send press releases withpertinent information well in advance to areanewspapers, radio and TV stations. Promotional/Sales Material rounds out themarketing picture. Items like a logo, a catalog, a pricelist, and business cards can position you as a polishedmarketer, helping the sales process go more smoothly.Think about what promotional materials you’ll needand what they’ll cost. Include samples, costs and ideasin the business plan APPENDIX. Trade Shows can be a great way to get your productin front of people, to get leads and take orders. Showscan be a great place for your sales force to meet yourcustomers in person. In addition, it’s a chance for youto talk with others in your industry and shareinformation. Many times, trade associations are presentat shows, presenting an opportunity for you to gainvaluable insights.FULL SALES AHEAD Who will sell your products? Can you do it yourself or will you require a sales staff,reps, agents, brokers or wholesalers? Think carefully about their compensation — will theywork for a salary, commission, or both? Includesales expenses in the APPENDIX.

13MARKETINGKNOW YOUR CUSTOMERS It is crucial to figure out who ismost likely to use your productor service. These importantgroup or groups are your market or markets. In most cases, slicing your market into smaller groups(called segments) is helpful in targeting them. Forexample, if your product is gourmet dog biscuits andyou want to do a postcard mailing, you would naturallywant to narrow your mailing list down to dog owners. How do you get started gathering customer andmarketing data? There’s a wealth of knowledge on websites, through case studies, in magazines, newspapers,reference books, trade journals and government statistics.QUESTIONS TO ASK YOURSELF Where are your customers — local, regional, nationalor international? What’s the size or your target market? Is it small (balletstudents in Des Moines, Iowa) or large (new parentsacross America)? When will your product be used — daily, weekly,monthly? Is there a peak season or will demand besteady? If you’re targeting consumers, what are the demographicsimilarities? Think about age, income, gender, education,type of residence, marital status, profession, lifestyle,hobbies and size of household. If you’re targeting businesses, what size are you targeting?Know their annual sales, the number of employees andthe number of locations. Be sure to identify the decisionmaker in the business. For example, if you’re sendinga letter to physicians, you should know that generally,doctors only get the mail that makes it past the officemanager’s desk.YOU’VE GAINED A CUSTOMER. NOW WHAT? How will you get your product to the consumer?Consider the cost of product storage, packing material,handling and shipping. Will you accept credit cards? Determine (1) the cost ofleasing or buying credit card equipment and (2) thepercentage paid for credit card sales. Who will help customers with information requests,new orders, status inquiries and returns? Will you allow customers to pay you at a later date?What are your credit policies (for example, do youwant invoices paid in 30 days)? What is your follow-upprocedure for slow-paying customers?MISS HARRIET’S SOUTHERN KITCHENMARKET40,000 potential customers who live and/or work inChicago’s North End.CUSTOMER PROFILEMale and female, ages 18 – 85, singles, couples andfamilies, household income of 15K and upABOUT THE PRODUCTAuthentic, homemade Southern food cooked by MissHarriet herself, who was born and raised in the South.Menu will consist of only 6 choices, taking the confusionout of the decision process.DISTRIBUTIONOrders will be filled quickly since the food will be preparedin the morning and kept hot throughout the day.Customers may eat in the restaurant or take food withthem. Phone and fax orders will be encouraged, so thefood is ready when the customer arrives. Two employeeswill deliver.Location is on a busy, two-way street that is close to amajor subway stop, making it easy for customers to takefood home.PRICEOur prices will be highly-competitive to similartake-out / eat-in restaurants in the neighborhood.Prices will encourage bulk ordering (5 pieces or more).Complete meals - a main course and side dish - will beavailable.ADVERTISINGSmall ads placed in local publications will includediscount coupons (costs are outlined in the Appendix).PROMOTIONMenus and fax order forms will be available at thecounter. A menu mailing will be sent three times a yearto area residents (costs are outlined in the Appendix).Seven local businesses have agreed to place menus andcoupons in their establishments.PUBLIC RELATIONSPress releases will be sent to the media, telling the storyof a Southern woman cooking authentic food far awayfrom home. A recipe contest - “Enter Your Best SouthernFried Chicken Recipe” - will encourage customer loyalty.The winning recipe will be featured as a menu item for alimited time.

14MARKETING: WEB SITESWHY DO I NEED A WEB SITE?These days, having a web site is like having a business card.Even a simple web site will: Act as a virtual storefront to sell your product or service Make your company more visible to a worldwide audience Position you as a resource for information Complement your other marketing effortsWeb SitesNow You’re ClickingThe internet’s World WideWeb has changed marketingforever. These days, it seemsSET YOUR SIGHTS ON THESE QUESTIONS What will your site name be? What if the name of your companyis already taken? Who will help develop your site and how much will it cost? Will you use an Internet Service Provider (ISP) or host your own site? What information will be included on your site? Will your product or service be for sale o

Business Plan Workbook Create your business plan without creating a headache. Planning is your map t osuccess in the busine ss world. You need to wr ite a business plan if you are: starting or buying a business financing or refin