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Table of Contents
1.0 Executive Summary .............................................................................................................................. 1 Chart: Highlights ................................................................................................................................. 1 1.1 Objectives ......................................................................................................................................... 1 1.2 Keys to Success................................................................................................................................. 2 1.3 Mission.............................................................................................................................................. 2 2.0 Company Summary .............................................................................................................................. 2 2.1 Company Ownership ........................................................................................................................ 2 2.2 Start-up Summary ............................................................................................................................. 2 Table: Start-up .................................................................................................................................... 4 Table: Start-up Funding ...................................................................................................................... 5 Chart: Start-up ..................................................................................................................................... 6 2.3 Company Locations and Facilities .................................................................................................... 6 3.0 Products................................................................................................................................................. 7 3.1 Product Description .......................................................................................................................... 7 3.2 Sales Literature ................................................................................................................................. 7 4.0 Market Analysis Summary ................................................................................................................... 7 4.1 Market Segmentation ........................................................................................................................ 8 Chart: Market Analysis (Pie) .............................................................................................................. 8 Table: Market Analysis ....................................................................................................................... 8 4.2 Target Market Segment Strategy ...................................................................................................... 9 4.2 Market Needs ................................................................................................................................ 9 5.0 Strategy and Implementation Summary................................................................................................ 9 5.1 Competitive Edge.............................................................................................................................. 9 5.2 Sales Strategy .................................................................................................................................... 9 5.2.1 Sales Forecast........................................................................................................................... 10 6.0 Management Summary ....................................................................................................................... 11 6.1 Management Team.......................................................................................................................... 11 Table: Personnel................................................................................................................................ 12 7.0 Financial Plan...................................................................................................................................... 12 7.1 Important Assumptions ................................................................................................................... 12 Table: General Assumptions ............................................................................................................. 12 7.2 Projected Cash Flow ....................................................................................................................... 13 7.2 Projected Cash Flow ....................................................................................................................... 13 Chart: Cash........................................................................................................................................ 13 Table: Cash Flow .............................................................................................................................. 14 7.4 Break-even Analysis ....................................................................................................................... 15 Chart: Break-even Analysis .............................................................................................................. 15 Table: Break-even Analysis .............................................................................................................. 15 7.5 Projected Profit and Loss ................................................................................................................ 16 7.5 Projected Profit and Loss ................................................................................................................ 16 Table: Profit and Loss ....................................................................................................................... 16 7.6 Projected Balance Sheet .................................................................................................................. 17 7.6 Projected Balance Sheet .................................................................................................................. 17 Table: Balance Sheet......................................................................................................................... 17 Table: Ratios ..................................................................................................................................... 18
Chart: Highlights
1.1 Objectives
Winter Jam Coffee Shop's objectives for the first year of operations are: Become selected as the "Best New Coffee Bar in the area" by the local restaurant guide. Turn in profits from the first month of operations. Maintain a 65% gross margin.
1.3 Mission
Winter Jam Coffee Shop will make its best effort to create a unique place where customers can socialize with each other in a comfortable and relaxing environment while enjoying the best brewed coffee or espresso and pastries in town. We will be in the business of helping our customers to relieve their daily stresses by providing piece of mind through great ambience, convenient location, friendly customer service, and products of consistently high quality. Winter Jam Coffee Shop will invest its profits to increase the employee satisfaction while providing stable return to its shareholders.
Operating capital in the total amount of $67,123, which includes employees and owner's salaries of $23,900 for the first two months and cash reserves for the first three months of operation (approximately $14,400 per month). Start-up inventory of $16,027, which includes: o Coffee beans (12 regular brands and five decaffeinated brands) - $6,000 o Coffee filters, baked goods, salads, sandwiches, tea, beverages, etc. - $7,900 o Retail supplies (napkins, coffee bags, cleaning, etc.) - $1,840 o Office supplies - $287 Equipment for the total amount of $59,170: o o o o o o o o o o Espresso machine - $6,000 Coffee maker - $900 Coffee grinder - $200 Food service equipment (microwave, toasters, dishwasher, refrigerator, blender, etc.) - $18,000 Storage hardware (bins, utensil rack, shelves, food case) - $3,720 Counter area equipment (counter top, sink, ice machine, etc.) - $9,500 Serving area equipment (plates, glasses, flatware) - $3,000 Store equipment (cash register, security, ventilation, signage) - $13,750 Office equipment (PC, fax/printer, phone, furniture, file cabinets) - $3,600 Other miscellaneous expenses - $500
Funding for the company comes from two major sources--owners' investments and bank loans. Two major owners, Andrei Stan and Maria Doicescu, have contributed $70,000 and $30,000 respectively. All other investors have contributed $40,000, which brings the total investments to $140,000. The remaining $30,000 needed to cover the start-up expenses and assets came from the two bank loans--a one-year loan in the amount of $10,000 and a long-term (five years) loan of $20,000. Both loans were secured through the BCR. Thus, total start-up loss is assumed in the amount of $27,680. The following chart and table summarize the start-up assumptions.
Table: Start-up
Start-up Requirements Start-up Expenses Legal Stationery etc. Brochures Consultants Insurance Rent Remodeling Other Total Start-up Expenses Start-up Assets Cash Required Start-up Inventory Other Current Assets Long-term Assets Total Assets Total Requirements
Start-up Funding Start-up Expenses to Fund Start-up Assets to Fund Total Funding Required Assets Non-cash Assets from Start-up Cash Requirements from Start-up Additional Cash Raised Cash Balance on Starting Date Total Assets
Liabilities and Capital Liabilities Current Borrowing Long-term Liabilities Accounts Payable (Outstanding Bills) Other Current Liabilities (interest-free) Total Liabilities Capital Planned Investment Andrei Stan Maria Doicescu All other investors Additional Investment Requirement Total Planned Investment Loss at Start-up (Start-up Expenses) Total Capital
$142,320 $170,000
Chart: Start-up
3.0 Products
Winter Jam Coffee Shop will offer its customers the best tasting coffee beverages in the area. This will be achieved by using high-quality ingredients and strictly following preparation guidelines. The store layout, menu listings and marketing activities will be focused on maximizing the sales of higher margin espresso drinks. Along with the espresso drinks, brewed coffee and teas, as well as some refreshment beverages, will be sold in the coffee bar. Winter Jam Coffee Shop will also offer its clients pastries, small salads and sandwiches. For the gourmet clientele that prefers to prepare its coffee at home, Winter Jam Coffee Shop will also be selling coffee beans. The menu offerings will be supplemented by free books and magazines that customers can read inside the coffee bar.
Market Analysis Year 1 Potential Customers Students and Faculty Teenagers Office workers Other Total Growth 2% 1% 2% 0% 1.63% Year 2 Year 3 Year 4 Year 5 CAGR 18,000 18,360 18,727 19,102 19,484 2.00% 3,000 3,030 3,060 3,091 3,122 1.00% 8,000 8,160 8,323 8,489 8,659 2.00% 5,000 5,000 5,000 5,000 5,000 0.00% 34,000 34,550 35,110 35,682 36,265 1.63%
Sales Forecast Year 1 Sales Coffee beverages Coffee beans Pastries, etc. Total Sales Direct Cost of Sales Coffee beverages Coffee beans Pastries, etc. Subtotal Direct Cost of Sales $350,400 $87,600 $146,000 $584,000 Year 1 $87,600 $43,800 $73,000 $204,400 Year 2 $385,440 $96,360 $160,600 $642,400 Year 2 $96,360 $48,180 $80,300 $224,840 Year 3 $423,984 $105,996 $176,660 $706,640 Year 3 $105,996 $52,998 $88,330 $247,324
Personnel Plan Manager Baristas Employees Total People Total Payroll Year 1 $35,000 $50,000 $39,600 7 $124,600 Year 2 $37,800 $54,000 $52,000 8 $143,800 Year 3 $40,824 $58,320 $56,000 8 $155,144
General Assumptions Plan Month Current Interest Rate Long-term Interest Rate Tax Rate Other Year 1 1 10.00% 10.00% 25.42% 0 Year 2 2 10.00% 10.00% 25.00% 0 Year 3 3 10.00% 10.00% 25.42% 0
Chart: Cash
Pro Forma Cash Flow Year 1 Cash Received Cash from Operations Cash Sales Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received New Current Borrowing New Other Liabilities (interest-free) New Long-term Liabilities Sales of Other Current Assets Sales of Long-term Assets New Investment Received Subtotal Cash Received Expenditures Expenditures from Operations Cash Spending Bill Payments Subtotal Spent on Operations Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out Principal Repayment of Current Borrowing Other Liabilities Principal Repayment Long-term Liabilities Principal Repayment Purchase Other Current Assets Purchase Long-term Assets Dividends Subtotal Cash Spent Net Cash Flow Cash Balance Year 2 Year 3
$584,000 $584,000
$642,400 $642,400
$706,640 $706,640
$0 $0 $0 $0 $0 $0 $0 $584,000 Year 1
$0 $0 $0 $0 $0 $0 $0 $642,400 Year 2
$0 $0 $0 $0 $0 $0 $0 $706,640 Year 3
Break-even Analysis Monthly Revenue Break-even Assumptions: Average Percent Variable Cost Estimated Monthly Fixed Cost $31,247
35% $20,311
Pro Forma Profit and Loss Sales Direct Cost of Sales Other Total Cost of Sales Gross Margin Gross Margin % Year 1 $584,000 $204,400 $0 $204,400 $379,600 65.00% Year 2 $642,400 $224,840 $0 $224,840 $417,560 65.00% Year 3 $706,640 $247,324 $0 $247,324 $459,316 65.00%
Expenses Payroll Sales and Marketing and Other Expenses Depreciation Rent Rent Maintenance Utilities/Phone Payroll Taxes Other Total Operating Expenses Profit Before Interest and Taxes EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales
$124,600 $25,800 $5,400 $48,400 $6,000 $5,840 $9,000 $18,690 $0 $243,730 $135,870 $141,270 $2,821 $33,740 $99,308 17.00%
$143,800 $27,600 $5,500 $52,800 $6,000 $6,424 $9,500 $21,570 $0 $273,194 $144,366 $149,866 $2,326 $35,510 $106,530 16.58%
$155,144 $31,000 $5,500 $52,800 $6,000 $7,066 $10,000 $23,272 $0 $290,782 $168,534 $174,034 $1,618 $42,424 $124,491 17.62%
Pro Forma Balance Sheet Year 1 Assets Current Assets Cash Inventory Other Current Assets Total Current Assets Long-term Assets Long-term Assets Accumulated Depreciation Total Long-term Assets Total Assets Liabilities and Capital Current Liabilities Accounts Payable Current Borrowing Other Current Liabilities Subtotal Current Liabilities Long-term Liabilities Total Liabilities Paid-in Capital Retained Earnings Earnings Total Capital Total Liabilities and Capital Net Worth Year 2 Year 3
$31,974 $6,700 $0 $38,674 $20,000 $58,674 $140,000 ($27,680) $99,308 $211,628 $270,303 $211,628
$31,896 $3,400 $0 $35,296 $16,415 $51,711 $140,000 $71,628 $106,530 $318,159 $369,870 $318,159
$34,831 $100 $0 $34,931 $12,454 $47,385 $140,000 $178,159 $124,491 $442,650 $490,034 $442,650
Ratio Analysis Year 1 Sales Growth Percent of Total Assets Inventory Other Current Assets Total Current Assets Long-term Assets Total Assets Current Liabilities Long-term Liabilities Total Liabilities Net Worth Percent of Sales Sales Gross Margin Selling, General & Administrative Expenses Advertising Expenses Profit Before Interest and Taxes Main Ratios Current Quick Total Debt to Total Assets Pre-tax Return on Net Worth Pre-tax Return on Assets Additional Ratios Net Profit Margin Return on Equity Activity Ratios Inventory Turnover Accounts Payable Turnover Payment Days Total Asset Turnover n.a. Year 2 10.00% Year 3 10.00% Industry Profile 7.60%
n.a n.a
Debt Ratios Debt to Net Worth Current Liab. to Liab. Liquidity Ratios Net Working Capital Interest Coverage Additional Ratios Assets to Sales Current Debt/Total Assets Acid Test Sales/Net Worth Dividend Payout
0.28 0.66
0.16 0.68
0.11 0.74
n.a n.a
$177,858 48.16
$284,304 62.07
$408,334 104.13
n.a n.a