A kliewer sonny

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A kliewer sonny

  1. 1. Business Plan for Sonny Sport NutritionAllison KliewerSonny Sports Nutrition4301 BroadwaySan Antonio, TX 78209210-846-7996akliewer@student.uiwtx.edu
  2. 2. Sonny SN 2I. Table of ContentsI. Table of Contents....................................................................................................................................2II. Executive Summary ................................................................................................................................3III. General Company Description .............................................................................................................5IV. Products and Services.............................................................................................................................7V. Marketing Plan.........................................................................................................................................8VI. Operational Plan....................................................................................................................................17VII. Management and Organization...........................................................................................................19VIII. Financial Plan.........................................................................................................................................21IX. Breakeven Analysis.............................................................................................................................22X. Personal Wealth.....................................................................................................................................22XI. Balance Sheet & Cash Flow Statement..............................................................................................23XII. References...............................................................................................................................................24
  3. 3. Sonny SN 3II. Executive SummarySonny Sport Nutrition is the new face of sport nutrition. Sonny Sport Nutrition (SSN) isindividualized sport and performance nutrition offered first hand to the athletes of the University ofthe Incarnate Word. The athletes will have the capability to learn about nutrition and how itindividually pertains to specific sports, easily accessible on their own campus. The University of theIncarnate Word is the perfect candidate to begin sport nutrition services during their transition intoa NCAA Division I school. To compete at a Div I level, athletes and coaches must be performingat an elite level. To recruit Div I prospects, UIW will have to offer the students something uniquethat the individual finds important. That’s where Sonny Sport Nutrition comes into play. SSN offerssafe quality nutritional advice to athletes in order for those athletes to excel in their sport. There arefew universities in the nation that offer their own sport nutritionist; therefore, UIW can offerstudent-athletes something that other schools cannot.Nutrition plays an important role in sports that coaches and athletes need to understand in orderto perform to the best of their abilities. Menu selection, healthy weight gain while maintainingperformance, healthy weight loss while maintaining performance, relationship with disease andsport, eating disorders, the use of supplements and much more, are all of nutritional concern whencompeting at a colligate level. SSN will address those issues along with many more to ensure theathlete is equipped with the information they need to perform at the height of their ability.Athletes will be encouraged to talk individually in full confidentiality to the Registered Dietitian(RD), Board Certified Specialist in Sports Dietitian (CSSD), License Dietitian (LD) to assess,monitor, educate and follow up with any nutritional concerns. Administration, coaches, parents, andathletes can be certain they are receiving credible, evidence-based nutrition education.
  4. 4. Sonny SN 4Sonny Sport Nutrition will, but is not limited to, optimize in all of the following areas;Athlete recruitment and retentionEnhance athletic performance ofathletesSpeed the recovery of athletesfollowing training, competition,surgery, illness, or injuryDevelop nutrition strategies tocomplement annual preparation,competition, and transition plansDevelop hydration schedules forathletesAssist in management of body weightand body compositionEducate athletes about choosingstoring, and preparing foodEvaluate dietary supplements andsport food for efficacy, safety, andqualityProvide nutrition counseling toathletes who have medical conditionsincluding; diabetes cardiovascular risk factors compromised bone health abnormal iron status food allergies gastrointestinal problems suchas gluten sensitivityDevelop sports nutrition policies andprocedures or nutrition programsProvide a unique individual approachto build relationships with the athletes
  5. 5. Sonny SN 5III. General Company DescriptionSonny Sports Nutrition is a diet service offered to University of the Incarnate Word athletes.Mission Statement: To give university students-athletes the knowledge they need, utilizingnutrition to perform to the best of their abilities.Company Goals and Objectives: Sonny Sports Nutrition has a goal to have a healthy successfulcompany that is a leader in sports nutrition, customer service, and has a loyal custom followingwithin 5 years. Sonny Sports Nutrition will reach other universities in San Antonio and surroundingareas as well as club athletics and school district University Interscholastic League (UIL) teamswithin 10 years.Objective: Customer satisfaction will be based on customer retention rate and amount of clientelereferrals.Business Philosophy: It is important for young athletes to understand the importance nutritionhas on sports. Every athlete should be given equal opportunity to learn and benefit from theunderstanding of food/fluid intake and how the body uses it during activity.Clientele: Athletes, coaches, training staff, and parentsSonny Sports Nutrition is the only company offering nutrition specialized to sports in theSan Antonio area to university, and eventually club and UIL athletes. Strengths will lie in theindividualization given to every athlete to succeed in the sport. As a former NCAA athlete in twosports, and a former coach for the UIW swim team, insight from an athlete’s perspective will beoffered. Student-athletes face challenges that only other athletes understand and Sonny SportsNutrition will cater to athletes who come with individual challenges. With an undergraduate and
  6. 6. Sonny SN 6graduate degree in dietetics and nutrition and with a completion of a dietetic internship with BaptistHealth System, here in San Antonio, Allison has a complete understanding of nutrition and thenorms of a south Texas diet. Allison has skills with working with athletes, coaches, training staff, andadministration as she has worked closely with them for years.The nutrition industry overall has become one that has had large growth in recent years, dueto the increased focus on obesity in the United States. According to the U.S. Labor Statistics themedian annual wage of nutritionist and dietitians was $53,250, based off data taken from the year2010. The data also includes forecasts, prospecting the growth of employment in thenutrition/dietitian field to increase by as much as 20% in the next 10 years. These statistics have alsoplayed a role in the development of Sonny Sports Nutrition Profit (Loss) Pro Forma Statement forthe first three years of operation. Growth in the realm of nutritional supplements has also become aconcern for many athletes in the current years. According to BCC Research Institute, supplementconsumer spending was predicted to grow to $2.5 billion in 2013 compared to the $1.5 spent in2008. This is another issue Sonny Sports Nutrition is ready to address with the athletes who mightalready take supplements, to understand their true effects, and if they are necessary for their specificsports performance nutritional needs.Sonny Sports Nutrition has chosen to operate as a Limited Liability Corporation (LLC) dueto the tax structure, so that profits will go directly to Allison Kliewer as an individual. LLC is a costeffective startup compared to a partnership, and there is no liability at the individual level. LLC hasroom for unlimited growth which is what is in line with expectations.
  7. 7. Sonny SN 7IV. Products and ServicesServices will be provided to athletes, coaches, training staff and administration. Services will besport specific dietary instructions as well as individual instruction if desired. Menu planning, dietanalysis, diet education, carbohydrate loading, hydration, supplementation, disordered eating, healthyweight gain, healthy weight loss, cafeteria food selection, eating out food selection, alcoholconsumption, timing, diet and disease, and overall healthy dieting in regards to sports will beoffered.Advantage will be the strong relationship developed with the client: athletes are eligible four years byNCAA creating enough time to develop true relationships with athletes and understand their trueneeds which may or may not happen on an individual clientele basis.Disadvantage will be the initial risk involved in having only one client, while SSN will be limited tothe University of the Incarnate Word until future growth occurs.Revenue will be in part a fixed cost through an agreement with UIW. Service profits will be basedon $75 per hour for 42 weeks at 20 chargeable hours per week (based on weeks athletes are atschool including preseason and camps). Chargeable hours will be based on those hours spent withathletes, either in individual (one on one) terms, or time spent lecturingteams/coaches/teachers/faculty about nutrition.
  8. 8. Sonny SN 8V. Marketing PlanThere are no other sport specific nutrition companies in San Antonio that offer similar services.This indicates marketing must be planned and processed as an opportunity to develop a strongclientele base. UIW student-athletes will receive services through the university, but to expandSonny Sports Nutrition as a company, other markets will need to be reached.Facebook, Twitter, and YouTube will be utilized as means for marketing, as well as relying on wordof mouth between current athletes/clients and future prospective clients. Previous relationships builtwith coaches, school districts, and athletes will be used to grow Sonny Sport Nutrition. Alamo AreaAquatics Association will be the first club recruited to offer services, as Allison is a former memberand has good relationship with the Board of Directors and Many of the coaches.Facebook: Clients will be encouraged to “friend” Sonny Sport Nutrition on Facebook to expandgeneral public knowledge of services being offered while being encouraged to “like” the SSNFacebook homepage. Weekly diet tips will be offered for those who become “friends”.Twitter: Clients will be encouraged to follow Sonny Sports Nutrition to increase general publicawareness. Weekly diet tips will be offered for those followers as well.YouTube: Videos of services will be available online through Facebook so that a greaterunderstanding of the services can be viewed.ProductCustomers/athletes will be offered diet education and how it pertains to their specific sport,menu plans for when athlete is home or traveling, diet analysis, healthy ways to gain weight whilenot altering performance, healthy ways to lose weight while not altering performance, menu for
  9. 9. Sonny SN 9game day, menu for two-a-days, menu for off season, preseason, and in season, facts abouthydration, facts about supplements, facts on carbohydrate lading, facts about alcohol and how iteffects performance, diet for speedy recovery regarding illness, surgery, competition, training, orinjury, disordered eating, guidelines for managing disease and sport, and individual attention will beavailable.Features and BenefitsDiet Education in regard to specific sport:It is important for athletes to understand the importance of nutrition and how it can positivelyor negatively affect their performance in sports. Many athletes do not receive proper educationor diet primarily off of what their coaches tell them which can be misleading information. Thatis why proper education is necessary in this population.Menu plans:Athletes benefit from menu plans because they often have to eat over the caloric range of mostindividuals and caloric needs can be difficult to meet when choosing healthy foods. Therefore, amenu can aid an athlete when choosing what foods to eat.Menu during travel:Many teams are on strict limited budgets which do not allow the athletes to eat the mostnutrient dense meals. Many teams only have enough money to stop at fast food restaurantsduring travel. It is important for the athletes to know what menu items are the best in terms ofnutrition.Diet Analysis:
  10. 10. Sonny SN 10Athletes will benefit from knowing the nutrient profiles of their intake, and allow a betterunderstanding of any dietary changes that are recommended.Gaining Weight:Some athletic populations benefit from weight gain, and a healthy plan to gain weight while notaltering performance in sport is of much benefit.Losing Weight:Some athletic populations benefit from losing weight and a healthy plan to lose weight whilenot altering performance in sport is of much benefit.Game Day Menu:Game day meals differ from normal training meals and athletes will benefit from knowing whatto eat and what not to eat on game day in order to maximize nutrition and performance.Two-Day-Menu:Athletes who participate in two-a-days will most likely have increased nutrient needs and anunderstanding of what foods to choose for fast recovery and what foods to avoid are useful forthe athletes.Off Season Menu:A sport specific menu altered to an individual to meet their off season goals whether it beweight maintenance, weight loss, to build lean muscle mass or any other nutritionally applicablegoal.Preseason Menu:
  11. 11. Sonny SN 11A sport specific menu altered to an individual to meet preseason goals regarding weight, musclemass or any other nutritionally applicable goals.In-Season Menu:In season menus to insure and individual is meeting their estimated needs as an athlete and thattheir performance is not altered by any nutritional deficiency.Hydration:Hydration will be emphasized with every athlete as it is important for the athlete to regulatefluid intake in order to avoid over and under-hydration in order to perform at the best of theirabilities.Supplementation:The truth about supplements will be an educational topic to discuss with those individual towhom it applies.Carbohydrate Loading:Proper carbohydrate loading will be given for those individuals and teams participating in anendurance event: a list of foods to consume while loading and foods to avoid, as well as propertiming of the load will be offered.Alcohol:The use of alcohol and how it affects performance will be discussed with every athlete andindividual attention will be given when appropriate.Diet with Illness, Surgery, and Disease:
  12. 12. Sonny SN 12An athlete whose need fall under illness, recovering from surgery, or disease will be addressedas the problems may come apparent. Nutrition will be focused on a speedy recovery time.Competition Day Nutrition:Nutrition for competition day will be provided with guidelines for what each athlete should beconsuming. When teams are traveling, restaurants within budget will be suggested along withthe best menu items for competition. RD will work closely with coaches on this to plan outwhen and where to stop along their travel.Training Nutrition:Nutrition during training will be the primary focus with most athletes and any specific concernan athlete might have related to nutrition will be addressed personally.Disordered Eating:Disordered eating will be addressed with those athletes who chose to communicate the problemwith the RD. Confidentiality will be kept between the athlete and the RD. Coaches will not bereported to.Follow Up:Athletes with need of special attention will be followed throughout the year to assess andprovide additional education or monitoring when necessary.Timing of Meals:Timing of meals is important for athletes so that they can get the most energy from their mealsat the proper time in regards to competition, training, and recovery.
  13. 13. Sonny SN 13CustomersAge: >18 yearsGender: Male and FemaleLocation: University of the Incarnate WordIncome level: < $6,000Social class and occupation: Student-athletes currently participating in a sport team at UIWEducation: High school diploma at minimum, currently taking undergraduate coursesFor business customers/athletes, SSN demographics:Industry: Healthcare in Nutrition servicesLocation: University of the Incarnate Word CampusSize of firm: One Employee
  14. 14. Sonny SN 14CompetitionKarrie Itz-ThopsonNutrition/Dietitian, RD, CSSD, LDOffice:Nutrition for Life105 WillimSan Antonio, Texas 78209Style/Type: Consultant DietitianTreatment Techniques:CounselingMenu PlanningNutrition EducationSports Performance NutritionFinances: UnknownAverage Cost (per session): $80-$100Sliding Scale: NoQualifications:Years in Practice: 5 yearsLicense in TexasSpecialties:Eating DisordersSports MedicineGeneral:Diet and NutritionPediatric/ Healthy KidsWeight ManagementWellness/Healing/ PreventionClient Focus:Gender: AllSonny Sports Nutrition will offer services for $75 per session which is well under thecompetitions rate. A wide variety and of services will be offered that exceed the competitionsservices offered. Other consulting dietitians will be competing for the general public, but they do notoffer specialties in sports nutrition.Indirect competitors will be online sites including any information on nutrition or sportnutrition/supplements, nutrition or supplement shops, sport magazines, and any misinformationgiven by coaches, parents, fellow athletes, or other verbal means.Refer to Table 1 for competitive analysis.
  15. 15. Sonny SN 15Table 1: Competitive AnalysisSonny Sport Nutrition Strength WeaknessConsultant DietitianKarrie Itz-ThopsonNutrition/Dietitian, RD,CSSD, LDPerceivedimportance tocustomer(1=critical, 5=notvery important0ServicesNutrition education,assessment, monitoringX Diet and NutritionPediatric/ Healthy KidsWeight ManagementWellness/Healing/Prevention1PriceFixed cost +$75/sessionX(could draw in customers andincrease sales)X(will not make as big aprofit and marketvalue might be lowerthan competitors)$80-$100Per session1ExpertiseGeneral Sports Nutrition X(Specialized marketand increasesreputation)Eating DisordersSports MedicineSports Nutrition1LocationUniversity of theIncarnate Word campus4301 BroadwaySan Antonio TX 78209XEasy access for athletes andcoaches on campus andcentralized in San Antoniofor easy commute105 WillimSan Antonio, Texas 782092ClienteleUIW AthletesOther athletes in thecommunity seekingnutritional supportMale and FemaleXProvides individualization tothe NCAA and club athleteXLimits clientele andfuture potential salesgrowthAll 4CompanyorAffiliationUniversity of theIncarnate WordXAs UIW is transitioning intoDIV I school, it is wellknown in San Antonio and isgrowing in populationHealth for Life 3
  16. 16. Sonny SN 16Competitive advantages include services individualized to a student-athlete population.Menu plans when athlete is home or traveling, diet analysis, healthy ways to gain weight while notaltering performance, healthy ways to lose weight while not altering performance, menu for gameday, menu for two-a-days, menu for off season, preseason, and in season, facts about hydration,facts about supplements, facts on carbohydrate loading, facts about alcohol and how it effectsperformance, diet for speedy recovery regarding illness, surgery, competition, training, or injury,guidelines for managing disease and sport are services that give SSN an advantage over thecompetitor that only offers limited services. A background as an NCAA duel athlete and a formerUIW coach provides insight and understanding to an athlete’s life concerning eating patterns, socialnorms, and the demand of sport.NicheSonny Sport Nutrition is a unique company that offers services for athletes and individualswanting to excel in their sport. Athletes are subject to many industries and services that offer ways toadvance physically in order to succeed in sports. Therefore, athletes need to be informed aboutproper nutrition from an RD and CSSD who specialize and provide safe, effective, evidence-basednutrition services for health fitness, and athletic performance.StrategySonny Sport Nutrition will gather public interest through the use of Facebook, YouTube, andTwitter. Accounts will be set up to inform potential clients about the services offered through SonnySport Nutrition
  17. 17. Sonny SN 17VI. Operational PlanProductionProduction techniques: Sonny Sport Nutrition will work closely with coaching staff andschool administration to set up nutrition education presentations. Coaches can contact SSNto set up individual meetings for additional support such as travel menus. Athletes will beable to contact SSN on an individual basis whenever they feel the need. Other administrationand parents will be encouraged to become involved if they would like nutritional educationas well. Monthly meetings with all student athletes will be voluntary and focus on differentnutritional topics.Quality control: All personal information discussed with any client will be kept confidentialin alignment with HIPPA guidelines. All personal information will be kept on a passwordlocked computer that will remain on UIW campus in a locked office or in a locked filecabinet located on the UIW campus that only the Allison will have access to.Customer service: Service will be offered to all teams. Coaches must set up a time to meetfor nutrition education. Any other service offered will be worked out between SSN, coaches,and the athlete’s schedule. Each client will be treated with respect and individualizedtreatment/education will be the primary focus.LocationAccess: SSN office will be located on the UIW campus easily accessible to all student-athletes,coaches, and administration.
  18. 18. Sonny SN 18Business Hours: 9am-12pm Monday- Friday and SSN will be on campus for scheduled meetings.(Individual meetings must be scheduled in advance via email or telephone).
  19. 19. Sonny SN 19VII. Management and OrganizationAllison Kliewer will manage business on a day-to-day basis. As a former NCAA dual athlete andUIW coach, Allison will bring experience to Sonny Sport Nutrition and with her competitive edge,will drive the business forward. Allison will plan to run the business by herself for the first five years.If the business grows as anticipated, more RDs and CSSDs will be employed so that the number ofclientele will continue to grow with the same amount of individualization given.Allison will be the only employee so no organizational chart is needed for the first five years.Figure 1 shows the hierarchy after the fifth year. As Allison is the owner of the company, there is noplan to continue the business if something happens so that Allison must resign.Figure 1: Organizational Chart after the fifth year.Allison KliewerOwner and head of all buisness transactions.Will be permanent RD, CSSD, LD, of University ofthe Incarnate WordRD, CSSD, LDWill be added after the fifth year ifneeded to aid with club level atheltesonly. Will begin with part-timeposistion.RD, CSSD, LDWill be added after fifth year ifindicated by the number ofclientele and will fill inwhereever neccessary with clublevel athletes. Will begin as poolposistion.
  20. 20. Sonny SN 20Contingency Plan:There is $2500 per year for any unexpected expenses that might occur. The money is set aside forthe possibility of economic effects on the industry and the likelihood that work demand could below, or that nutrition would not be an important enough role in UIW athletic department to meetoriginal revenue targets.Professional and Advisory SupportAccountant: Sean Reeves, CPAAttorney: Zack Hoffman, J.D.
  21. 21. Sonny SN 21VIII. Financial PlanYear 1 Year 2 Year 3RevenueFixed 20,000 20,000 20,000Price ($75 per hour x 20hrs x 42 weeks) 63,000 63,000 63,000Total Revenue 83,000 83,000 83,000ExpensesStart Up Costs 565Registered Dietitian 108 90Licensed Dietitian 119 48 48Certified Specialist Sports Dietitian 300License (Based off app fee and annual fee 527 48 138Office Rent 10,000 10,000 10,000Insurance 3,000 3,000 3,000Overhead 5,000 5,000 5,000Interest Expense 257 170 49Supplies 4,000 4,000 4,000Continuing Education (CPE Costs, includes travel) 1,000 1,000 1,000Marketing 5,000 5,000 5,000Contingencies 2,500 2,500 2,500Total Expenses 31,849 30,718 30,687Profit (Loss) 51,151 52,283 52,313BudgetSonny Sports NutritionPro Forma
  22. 22. Sonny SN 22IX. Breakeven Analysis & Personal Net WorthFixed Income 20,000Fixed Costs 31,849Breakeven Analysis ($) 11,849Revenue Per Hour 75Breakeven Analysis (Hours) 157.99067Sonny Sports NutritionBreakeven AnalysisNote:No variable costs were identified inestimation of P&L, therefore, Breakeven Analysiswill only include fixed costs.$-$10,000$20,000$30,000$40,000$50,000$60,0000 50 100 150 200 250 300 350 400 450 500 550 600 650 700Breakeven AnalysisAssets Liabilities TotalCash (in bank) 3,000 Accounts Payable 1,000Savings 3,082 Notes Payable 2,581Other 1,700Total Assets 7,782 Total Liabilities 3,581 Net Worth 4,201Sonny Sports NutritionPersonal Net Worth
  23. 23. Sonny SN 23X. Balance Sheet & Cash Flow StatementAssets LiabilitiesCash 5,000 Notes Payables 5,000Accounts Receivable 4,150 Interest Payable 476Prepaid Items 527Total Liabilities 5,476Equity (Net Worth) 4,201Total Assets 9,677 Total 9,677Year 1 Beginning Balance SheetSonny Sports NutritionBalance SheetCash Flow from Operating ActivitiesCash Receipts 78,850Expenses (31,849)Increase in Accounts Payable (4,150)Net Cash Flow from Operating Activities 42,851Cash Flow from Financing ActivitiesInterest expense (257)Net Cash Flow from Financing Activities (257)End Cash 42,593Beginning Cash -Difference 42,593Cash Flow Statement (Year 1)Sonny Sports Nutrition
  24. 24. Sonny SN 24XI. ReferencesDietitians and Nutritionists : Occupational Outlook Handbook : U.S. Bureau of Labor Statistics.(n.d.). U.S. Bureau of Labor Statistics. Retrieved fromhttp://www.bls.gov/ooh/Healthcare/Dietitians-and-nutritionists.htmFOD043A - Sports Nutrition and High Energy Supplements: The Global Market. (n.d.).MarketResearch Reports, Industry Analysis, Custom Research, Drug Development Information, Newsletters andConferences. Retrieved from http://www.bccresearch.com/report/sports-nutrition-energy-supplements-fod043a.html

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