SALES PRODUCT PROPOSAL

Ken Dite Asmarani/11202241045

Executive Summary
The Coffee Master is a new business providing high-quality, full service distribution of
coffee, specialty beverages and beverage-related supplies to coffee houses and espresso
stands throughout the Spokane and Northern Idaho market.
The principal owners are Steve and Jennifer Smith, whose combined experience brings
office management, high levels of customer service, and over 20 years in distribution and
sales management. At this time we are seeking additional equity capital to compliment our
own investment and are seeking to arrange a bank line for inventory and receivables
financing. We have firm commitments to distribute several high-quality new age beverage
products, and have verbal commitments from independent retailers throughout the Spokane
and Northern Idaho market to carry our product. We plan to distribute our first products
within 30-60 days of finalizing financial arrangements.
Sales projections for The Coffee Master are estimated to begin at approximately
$2,229,000 the first year, increasing to approximately $2,558,000 in Year 2 and
approximately $2,936,000 in Year 3. Our net profit is projected at approximately
$283,000 the first year, increasing to $406,000 by the end of the third year of operation.
Distinguishing characteristics of our business will be the combination of management
experience, sales and distribution experience, high-quality, innovative products and
exceptional customer service. In particular, what really sets up apart is that we are the
ONLY full service distribution company servicing the coffee and specialty beverage
industry in the Spokane/Northern Idaho market. In addition, The Coffee Masterhas an
exclusive contract to distribute a new, groundbreaking product that would enable us to gain
immediate access to a majority of the potential customer base.

SALES PRODUCT PROPOSAL

Ken Dite Asmarani/11202241045

1.1 Objectives

To open and operate a successful coffee and new age beverage distributorship in
the Spokane/Northern Idaho market, employing three to five employees the first
year.
To obtain a minimum of 100 regular customers in the Spokane/North Idaho market
the first year of operation.
Achieve first year sales of $2,000,000.
Maintain an average gross margin of 25 percent.
To produce a net profit of at least $400,000 by the end of the third year of
operation.

1.2 Mission
The Coffee Master intends to become a recognized distributor of specialty beverages and
beverage-related supplies and services to coffee houses and espresso stands throughout
Spokane and Northern Idaho.
The Coffee Master plans to develop strong relationships with key customers so we will be
viewed as indispensable partners, rather than just another supplier. We will work closely
with each customer to recommend product assortment unique for their retail base,
appropriate stocking levels, pricing and display assortments, as well as promotional ideas
and material to increase sales. The Coffee Master will seek out and work with the
manufacturers we represent to deliver the most innovative and exciting products possible
to the customers we serve. We are not only selling product, we are selling service.

1.3 Keys to Success

Innovative quality products.

Individualized customer service - providing our customers with what they want,
when and how they want it.
Only full service distribution company in the Spokane/Northern Idaho market.
Fully integrated programs to help customers increase sales through menu
development, creative promotions, advertising, and custom marketing material.
Exclusive distribution rights to ground-breaking products not currently available in
our market.
The combined experience of the principal owners bring upper office management
skills, high levels of customer service, and over 20 years in distribution and sales
management.

Company Summary
The Coffee Warehouse, Inc. is a new S-corporation business located in Spokane,
Washington, and will be established based on the details of the following plan.

2.1 Company Location & Facilities

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The Coffee Master will be located in the Spokane Valley within the Spokane Industrial
Business Park. This is a prime location to service both the Spokane and Northern Idaho
market. The facilities will include approximately 5,000 square feet of warehouse space,
with an additional 1,400 square feet built out for office/retail space. We are currently
negotiating lease terms on the several available properties, and plan to have a lease signed
by July 31.

2.2 Company Ownership

The Coffee Master is a privately held S-Corporation owned in total by its co-founders,
Steve and Jennifer Smith.
UBI Number: XXX-XXX-XXX (removed to protect confidentiality)

2.3 Start-up Summary

Start-up expenses for The Coffee Master total $16,450, and include expenses such as legal,
marketing, lease deposit, computer systems, etc. Start-up assets include $9,800 in initial
cash requirements, $18,750 in short term assets (office furniture, refrigeration equipment),
and $75,000 in starting inventory. These start-up costs will be financed through
investments and small-business loans. The details of the start-up summary are included in
the following table.

Products
The Coffee Master will provide a first-class delivery service of quality hot and cold
beverage related supplies, including whole bean or ground coffee, flavor syrups, jet teas,
fruit smoothies, bubble teas, concentrated milk, fresh baked goods and assorted paper
supplies. Our services will include invaluable trade resources, effective promotional
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programs, custom-designed marketing material, informative monthly newsletters, training
and product demonstrations, as well as information on the latest market trends in the
coffee/specialty beverage industry.

3.1 Product & Service Description

PRODUCT DESCRIPTION
The Coffee Master will carry a variety of quality products that will enable us to provide
full service delivery to espresso stands and coffee houses. Our underlying philosophy in
selecting products is to choose lines that will bring consistent quality, competitive prices,
and product satisfaction to our customers. We have personally researched and sampled
each of the following products that we offer to ensure the quality we guarantee.

Lowery's Gourmet Whole Bean and Wired Willey's White Coffee

Assorted Gourmet Syrups & Coffee Toppings
Chocolate, White Chocolate and Caramel Syrups/Sauces
Oregon Chai Concentrate
Jet Cafe and Jet Tea Fruit n' Tea Freeze
Cappuccina line of product
Big Train line of product
Red Bull Energy Drinks
Good Cow Concentrated Milk with Custom Dispensing Equipment
Fresh Baked Goods
Assortment of White, Pre-printed Paper, and Clear Beverage Cups Systems - as
well as an assortment of other paper supplies

At this time, the majority of these products are only available to customers through
wholesale vendors such as Cash and Carry retail outlets - therefore it is the customer's
responsibility to acquire these products by their own means. The Coffee Master will make
these same products available through our high quality, full service delivery - bringing
these products directly to their doorstep at a competitive price.
SERVICE DESCRIPTION
An important component of our business is not just our products, but our service. In
addition to our full service delivery, the following are other important service elements that
we will offer to our customers:

Ideas to help our customers increase sales through menu development, creative
promotions, co-op advertising, and much more.
Custom designed marketing material such as printed banners, promotional posters,
punch cards, pre-purchased beverage cards, reader boards, etc.
Distribute a monthly newsletter featuring the latest coffee trends, new industry
equipment, breaking trade news, promotional ideas, new creative recipes, and
upcoming events.
Samples of the latest product releases - with eye-catching point-of-sale to advertise
new items to the end consumer.
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Routine equipment maintenance and training.

3.2 Competitive Edge

KEY COMPETITIVE STRENGTHS
No other wholesaler in the market offers full service delivery with the variety of product
we feature. We are better positioned than our main competitors to take advantage of the
increasing demands of coffee and specialty beverage supplies because we focus
exclusively on high-quality distribution and customer service. In addition to the variety of
products we feature, The Coffee Master has exclusive distribution rights to Good Cow's
concentrated milk/dispensing system. This product is not currently available in our market
by any other suppliers.
KEY COMPETITIVE WEAKNESSES
Our primary weakness is that we are a new business competing largely against established
suppliers. To significantly build sales, we must not just find new customers - we must take
customers away from existing suppliers. However by offering a superior selection of
supplies, new groundbreaking products to the market, and focusing on high-quality service
and full service delivery, we feel will can quickly establish accounts and build strong
relationships. Co-founder Jennifer Smith has had many discussions with owners of coffee
and espresso businesses that confirm this opinion.

3.3 Sales Literature

Sales literature to be distributed to both current and potential customers will include
brochures, fliers, newsletters, as well as other print media such as print advertisements.
Jennifer Smith is highly skilled in graphic design and desktop publishing, and has quality
design and printing equipment to publish professional pieces at a low cost.

3.4 Sourcing
The Coffee Master will purchase product directly from manufacturers, as well as master
distributors. Because this eliminates the broker or "middle man," this allows us to operate
on a 25-30% profit margin, while providing our customers with competitive prices.
To further reduce costs, The Coffee Master plans to share product shipments out of
California with distributors operating in Portland, Oregon and Tri-Cities, Washington.
Other product not being shipped directly to Spokane will be purchased and picked up in
Seattle, Washington. The Coffee Master plans to send a truck to Seattle on a bi-weekly
basis to pick up product, thus cutting costs by an average of 5%.

3.5 Technology
To streamline the efficiency of our distribution methods, The Coffee Master plans to use
the latest in cutting edge technology - not only in the warehouse - but also in the trade.

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Ken Dite Asmarani/11202241045
All of our drivers/sales representatives will be equiped with Thinque MSP handhelds and
software. Thinque MSP applications will reduce field expenses, decrease day's sales
outstanding, and increase worker efficiency. Features can be used in or out of the
warehouse and include managing returns and collections; adjusting item price, profit or
margin; applying promotional items to an account; streamlining orders; tracking inventory;
reducing out-of-stocks; and providing sales history reports. All information recorded in the
handheld is available in real time to be viewed by management in the office.

3.6 Future Products and Services

Within the first year of business, The Coffee Master intends to open a retail/wholesale
store and high-quality showroom. Products will be available for purchase by both our
wholesale customers who may need product between delivery days, as well as retail
consumers interested in purchasing product for their home use. We will also offer a
showroom that will feature equipment, supplies, trade resources, and information on
marketing services with examples of marketing and promotional material available to
customers.
With the addition of the product showroom, The Coffee Master will offer customers
quarterly product and training demonstrations that will be presented by trained beverage
experts from the industry.
The Coffee Master also plans to hold semi-annual trade shows for current or potential
customers. These trade shows will allow customers the opportunity to sample products,
talk to manufacturers, learn about new industry trends, review marketing material, and
network with other business owners in their market.

Market Analysis Summary

Coffee is the second largest commodity market next to oil, and growth is expected to
continue at a strong pace for the foreseeable future. The specialty beverage industry is
growing at an equally strong pace, with sales growth in some categories projected to grow
at rates of 40% per year.
This growth offers excellent opportunities for new companies to enter this market, and we
are excited about the possibilities of what The Coffee Master can accomplish in the
Spokane and Northern Idaho market.

4.1 Market Segmentation

The gourmet coffee and specialty beverage industry is divided into several segments.
Consumers who enjoy these products purchase drinks at restaurants, coffee houses, sports
venues, drive-thru espresso stands, and even inside other retail establishments that might
feature an independent beverage stand.
As illustrated in the chart below, within the market surrounding Spokane, Rathdrum, Post
Falls and Coeur d'Alene, there are currently 250 drive-thru espresso stands, 18 coffee/tea
houses, 52 independent inner-retail espresso stands, and approximately 10 stands in
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locations such as sports venues, university campuses, and etc. These figures are not
including the number of restaurants, bars and cafes that also feature these beverages.

4.2 Target Market Segment Strategy

While the market is already sizeable, this industry continues to grow. New espresso stands
open their doors to the public on a monthly basis in our market, and it isn't uncommon to
see numerous espresso stands within a one or two mile radius. The article below, published
by a national coffee retail magazine, discusses our market's unique drive-thru espresso
industry. The sales potential in this market is unlimited.
The Coffee Master initially plans to target these drive-thru espresso stands, as well as all
inner-retail espresso stands within our designated market. It is this segment that is most in
need of the services we are planning to offer. Essential needs include: quality products at
competitive prices, first class service, and strong sales support. It is most often these small
owner-operated businesses that are neglected by larger suppliers and are forced to service
themselves. It is also these smaller businesses who could most greatly benefit from
marketing services, sales support, and full service product delivery. Providing the same
high-quality service, within the first six months of operation, The Coffee Master plans to
expand our target into formal coffee houses and cafes, and as business grows and
stabilizes, eventually evaluate the needs of potential customers in the restaurants and bar
industry.

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Ken Dite Asmarani/11202241045

4.3 Market Growth

Coffee has been a growing industry for the past several years. In the gourmet/specialty
coffee industry alone, the figures show an impressive rate of growth in the United States.
The new age beverage industry is growing at an equally strong pace. Sales growth in the
chai tea category alone is estimated to be 50% historically, with projected growth rates of
40% per year. Energy drinks, including brands such as Red Bull - and trends such as Jet
Tea - are driving the new age beverage growth, and have increased 50-fold in the past three
years.
Bubble Tea has been a rapidly growing market in Asia, though it is relatively new to the
United States. Introduced to trend setting marketing such as San Francisco and Seattle,
sales have been exploding - and the craze of the "Tapioca Pearl" is expected to spread
throughout America.

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Ken Dite Asmarani/11202241045

4.4 Industry Analysis

The coffee and specialty beverage industry is pulverized, with hundreds of manufacturers,
brokers, suppliers and retailers. Unlike the beer/soda industry, with large companies such
as Anheuser Busch, Pepsi and Coca Cola controlling most of the market, the coffee and
specialty beverage industry does not have large national chains with market control.
In an open industry growing at such a strong rate, The Coffee Master is in position to
capitalize on the customer's need for quality product, exceptional service, and an effective
partner to success.

4.5 Industry Participants

With the rate of growth in the gourmet coffee market, in addition to the recent trends in Jet
Teas and other specialty beverages, the industry is comprised of many small participants,
each focusing on only a few specific items or brands at a time. As the markets evolve, we
expect the industry to consolidate with larger distributors representing more of a vast
selection of products in each market.
Currently in our segment of the industry, there are no large national chains with market
control. There are also few products that are offered with exclusive rights to one market.
While this is the case with many products, The Coffee Master is working with
manufacturers to change that practice, and not only represent a larger variety of product
than others in our industry, but also acquire exclusive rights to many of the products in our
portfolio.

4.6 Distribution Patterns

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The following flow chart illustrates the overall industry surrounding the distribution
patterns of coffee and specialty beverages. (The Coffee Master falls into the level
highlighted in yellow).
Several manufacturers are represented by master distributors and/or brokers who in turn
provide the product to direct distributors and other wholesale suppliers. Other
manufacturers allow distributors and suppliers to purchase product direct - depending on
the quantity of product being purchased. Product is then distributed or sold through cash
and carry wholesale stores to retail businesses as illustrated below.

4.7 Competition & Buying Patterns

While there are a handful of coffee and specialty beverage suppliers providing product in
our market, there is still a great deal of room for new business. Most importantly, there is
room for new business that understands the need for high-quality service and sales support
- in addition to product at competitive prices.
In this industry, customers choose their suppliers based on available product, price, and
service - though most often, it is the service that suffers most. While one supplier may
offer the product at the right price, they do not provide the level of service that the
customer demands. The next supplier may offer the right level of service, though their
prices are too high. This results with the customer purchasing most of their supplies
through a cash and carry style wholesale store - leaving the customer with no service or
support.
By positioning ourselves in the market with in-demand, quality product at competitive
prices, with a consistent high level of customer service - we are confident that we will see
customers and their business continue to increase.

Sales and Marketing

The unique aspects of our business include individual product selection, quality assurance,
and high-quality full service distribution. Our strategy is to focus 100% of our efforts on
the market for espresso supplies in the Spokane and Northern Idaho area. By focusing all
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of our effort and energy on this particular area, we expect to quickly develop and maintain
a leadership position. The Coffee Warehouse's key personnel will stay in contact with our
customers, and will be able to respond to changes in this market much faster than our
competitors.
The Coffee Master will offer the best, most highly personalized service in the marketplace.
Being a small, owner-operated company, we intend to use this to our advantage to be
absolutely certain that every one of our customers receive excellent service. We will go out
of our way to make sure that our customers know that they truly matter to us. Sales reps
and in-house personnel who deal with customers will be carefully trained and given wide
latitude for insuring that customers are always satisfied.

5.1 Marketing Strategy

Our basic marketing strategy is to work with customers on a one-to-one basis to ensure
their supply needs are being met and help develop unique marketing programs for each of
them. We intend to prioritize customer service and make it a key component of our
marketing programs. We believe that providing our customers with what they want, when
and how they want it, is the key to repeat business and positive word-of-mouth advertising.
Because we want to develop close working relationships with our customers, we want to
establish accounts in as personable a way as possible. It is for this reason that we will
overwhelmingly emphasize in-person sales calls to build accounts.
We will closely integrate all of our marketing and sales efforts to project a consistent
image of our company and a consistent positioning of our products and services. We will
build this image around our name "The Coffee Warehouse, Inc." and emphasize to
customers the high-quality service that is behind this name.
To support our marketing initiatives and product knowledge, we will attend as many area
conventions and trade shows as possible to ensure we are offering the most up-to-date
market trend information.

5.2 Promotion Strategy

Relationships are the key to success in the distribution business. Personal selling will
remain our most important means of promotion. Both Steve and Jennifer Smith will lead
this effort - Steve, with his skill and experience in sales and distribution, and Jennifer in
customer service and relations. In addition to personal selling, The Coffee Master has
identified several other means of advertising and publicity.
The Coffee Master will send news releases to local media and press, as well as trade
magazines to try to get product and company feature coverage in front of the eyes of our
customers - as well as the end consumer. We will also produce a few generic press releases
about the products we are distributing for our customers to use toward publicity coverage
for their businesses in local publications such as the Spokesman, The Inlander and Local
Planet.
Third, we shall have a monthly newsletter for current of potential customers. This
newsletter will highlight new and current trends in the industry, upcoming conventions and
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trade shows, offer promotions and special deals, as well as provide new recipes, fun tips
and other information that can be used in their business. We will also highlight not just our
products, but also display ideas and success stories of other business in the industry. As a
more straight forward advertising effort, The Coffee Master will feature an advertisement
in the Yellow Pages, frequent ads in the Spokesman Review, the Inlander, and the Local
Planet, as well as participation in networking, local trade shows, and personal word-ofmouth advertising.

5.3 Distribution Strategy

To begin, The Coffee Master will operate two delivery trucks with a third vehicle for
special deliveries between scheduled delivery days. Deliveries will be made Monday
through Friday, and will be strategically routed to minimize travel time and fuel costs while maximizing production. On average, we will service 20-30 accounts per day, with
deliveries to each account twice a week. As the number of accounts increase, the need for
additional delivery trucks will continue to be evaluated. With each additional delivery
truck, routes will be restructured to maintain maximum efficiency.

5.4 Sales Strategy

Distribution sales are dependent on repeat business, therefore the sales strategy for The
Coffee Master is based on personal, consistent sales contact, with a high emphasis on
customer service and relations. Because we are a new distributor, we understand that we
will have to prove our worth to our customers in order to earn their respect and business.
Both of the owners, Steve and Jennifer, will make personal calls on potential customers to
review our product line and services, give general information on our company, and
discuss how we feel we can help them succeed in their business.
The Coffee Master will begin operations with two full-time delivery/sales representatives,
who will be responsible for providing full service and delivery to current customers, but
also make sales calls for potential new business. This delivery/sales representatives will
receive a base salary, with commission on qualified sales, as well as bonuses for new
acquired business. Customers will be scheduled for a pre-arranged delivery day once or
twice a week, depending on the quantity and timeline of product needed. Product orders
can be placed in a number of ways to help facilitate the process:

Phoned Orders: Customers can easily phone orders into our office, up until 2:30
p.m. of the afternoon prior to their scheduled delivery day.
Faxed Orders: Customers can fax in a completed product order sheet, with the same
deadline as phoned orders.
Tel-Sell: Customers may choose to have a representative from the office call them
the day prior to their scheduled delivery to check product quantities and assist them
in placing their order.

We understand the hectic schedule of a small business, so if a customer fails to call or fax
their weekly order, they will receive a courtesy call from our office to verify that an order
is not needed.
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5.5 Sales Forecast

As indicated in the table, our sales are forecasted to increase rapidly, with an annual
growth rate of approximately
ately 30%.

5.6 Milestones
The following table and chart are the important milestones for The Coffee Warehouse.

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Management Summary
The Coffee Master will be owned and operated by its founders, initially working with a
small employee base that will cover
cover sales and delivery. Management and personnel plans
are covered in more detail in the topics to follow.

6.1 Organizational Structure

The Coffee Master will be managed by the two founding partners, whose individual areas
of expertise cover many of the ffunctional aspects of the business.
The organizational structure is very simple. Steve Smith will be responsible for the routing,
distribution management and delivery systems. Jennifer Smith will be responsible for
customer service, accounting, shipping an
andd the general administration of the business.
Together they will be responsible for product selection and sales and marketing.
The support staff at the office and warehouse, as well as the delivery personnel will report
to Jennifer. Because Steve will be spending a majority of his time in the trade, Jennifer
will be able to support any day-to-day
day day needs that the personnel may have. However even
when Steve is out of the office, he will be in constant contact via computer or phone.
The goal of The Coffee Master
ter is to have a team of committed associates who empower
each other so that the customer's expectations can be exceeded. Our goal is to offer career
opportunities, advancement opportunities and a level of income and benefits that is
competitive within thee region and job classification. It is our long-term
term goal to be the
preferred employer within our niche of the beverage distribution industry.

6.2 Management Team

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Steven D. Smith
Steve has a long history of experience in sales and distribution management, specifically in
the beverage industry. As the sales and distribution manager for the largest beverage
distributorship in the state, he currently manages ten sales representatives and twenty four
merchandisers. During this time as sales manager, he has helped increase market share
from 25 to 40%.
Over the last twenty years, Steve has successfully built and maintained rapport with buyers
in the city's largest key accounts, and has strategically routed sales, merchandising and
truck routes throughout the city.
Steve has many industry contacts and an in-depth knowledge of the market.

Jennifer L. Smith
Jennifer recently operated as general manager for a local business and directed a staff of
thirteen, overseeing the accounting practices, human resource issues, and day-to-day
operations of the company. Prior to this position, Jennifer has held a variety of other inside
business management and operations positions.
Jennifer's strengths and skills include strong management, excellent public relations, high
levels of organization, extensive computer knowledge - including desktop publishing and
graphic layout - and extensive presentation and reporting skills.

6.3 Personnel Plan

PERSONNEL GENERAL
Initially we expect to be able to handle business needs with Steve and Jennifer, one
administrative assistant, and two product delivery/sales personnel. As business continues to
grow, we intend to hire additional employees one at a time and pay premium, over market
labor rates to attract and retain quality help.
Not only will we train our employees to deliver excellent service, we will give them the
flexibility to respond creatively to client requests. In addition, we will continually monitor
our clients' level of satisfaction with our service through surveys and other convenient
feedback opportunities.
To ensure our personnel are meeting our expectations, we will hold a minimum of
quarterly meetings with all employees so that results can be reviewed and future plans can
be discussed. At least twice a year, a refresher course will be required on product
knowledge and how to exceed our customer's expectations.

SALES AND DELIVERY

In order to deliver high quality, personalized service we will carefully select all employees
- with extra attention given to sales reps and delivery personnel who will deal directly with
customers. We will carefully review references not just from past employers or
manufacturers, but also from retailers whom these sales reps have served. We will also
make sure that each employee understands our way of delivering quality service to each
customer. We will have immediate back-up support available by phone from our office for
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more difficult service issues. We will also give employees enough latitude so that they can
respond immediately to almost any customer
custome request or complaint - which in this industry
usually means granting immediate credit for damaged merchandise, and adding additional
merchandise to an order.

Financial Plan
The Coffee Master projects the gross margin to be at approximately 20-25
20 25 percent. Sales
projections for FY2004 are at $2,229,652 increasing to $2,558,584 in FY2005 and
$2,936,137 in FY2006. Cash
Cash-flow
flow analysis, balance sheet, business ratio, break
break-even
analysis, and other financial details are shown in the appendix.

7.2 Break-even
even Analysis
Analy
The following table and chart illustrate our break
break-even
even analysis. With our fixed costs
estimate of approximately $15,000 per month, operating on average at a 25% profit
margin, we will need to sell 67,666 units to break-even
break even in a month. Fixed costs include
inc
our
warehouse lease, vehicle leases, utilities, insurance, payroll, and an estimation of other
running costs.

7.3 Projected Profit and Loss

The following table and charts show the projected profit and loss. Monthly projections are
included in the appendix.

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7.4 Projected Cash Flow

The following table shows cash flow for the three years, and the chart illustrates monthly cash flow in
the first year. Monthly cash flow projections are included in the appendix.

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Contents
Executive Summary ........................................................................................................................ 1
1.2 Mission ................................................................................................................................. 2
1.3 Keys to Success ..................................................................................................................... 2
Company Summary ........................................................................................................................ 2
2.1 Company Location & Facilities ............................................................................................. 2
2.2 Company Ownership ............................................................................................................ 3
2.3 Start-up Summary ................................................................................................................ 3
Products ......................................................................................................................................... 3
3.1 Product & Service Description ............................................................................................ 4
3.2 Competitive Edge................................................................................................................. 5
3.3 Sales Literature .................................................................................................................... 5
3.4 Sourcing ............................................................................................................................... 5
3.5 Technology ........................................................................................................................... 5
3.6 Future Products and Services .............................................................................................. 6
Market Analysis Summary .............................................................................................................. 6
4.1 Market Segmentation .......................................................................................................... 6
4.2 Target Market Segment Strategy ......................................................................................... 7
4.3 Market Growth ..................................................................................................................... 8
4.4 Industry Analysis .................................................................................................................. 9
4.5 Industry Participants ............................................................................................................ 9
4.6 Distribution Patterns ............................................................................................................ 9
4.7 Competition & Buying Patterns.......................................................................................... 10
Sales and Marketing ..................................................................................................................... 10
5.1 Marketing Strategy ............................................................................................................. 11
5.2 Promotion Strategy ............................................................................................................ 11
5.3 Distribution Strategy .......................................................................................................... 12
5.4 Sales Strategy ..................................................................................................................... 12
5.5 Sales Forecast ..................................................................................................................... 13
5.6 Milestones .......................................................................................................................... 13
Management Summary ............................................................................................................... 14
6.1 Organizational Structure ................................................................................................... 14
6.2 Management Team ........................................................................................................... 14
6.3 Personnel Plan ................................................................................................................... 15

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Financial Plan................................................................................................................................ 16
7.2 Break-even Analysis ........................................................................................................... 16
7.3 Projected Profit and Loss ................................................................................................... 16
7.4 Projected Cash Flow ........................................................................................................... 18

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