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BUSINESS PLAN
VERSA CRETE INDUSTRIES
TABLE OF CONTENTS
Table of Contents......................................................................................................................... 1
Executive Summary .....................................................................................................................3
Management Summary.....................................................................................................4
Company Overview ..........................................................................................................8
Personnel Plan…………………………………………………………………………...9
Products and Service…………………………………………………………………...10
Mission Statement...........................................................................................................10
Vision Statement.............................................................................................................10
Services...........................................................................................................................10
Applications…………………………………………………………………………….11
Marketing Analysis.....................................................................................................................12
Marketing Programs……………………………………………………………………14
Strategy and Implementation………………………………….………………………..15
Commercialization Plan………………………………………….………………….….16
Promotional Campaign…. ..............................................................................................17
Safety…………………………………………………….……………………………..17
Financial Plan………………………………………………..…………………………………18
Chart of Potential Market Revenue ................................................................................18
Chart of Potential Market Revenue of SE states and TX ……………………………...19
Chart of Profit Increases and Expansion………………………………….…………….20
Company Finances......................................................................................................…21
Chart of Expenses ...........................................................................................................21
Chart of Profits................................................................................................................22
Projected Monthly Cash Flow………………………………………………………….23
2
Executive Summary
The mission of Versa Crete Industries is to be the world leading innovative
company producing the finest quality chemicals that increase the viscosity of
cement by way of cost efficiency and operation. We will do this by saving cement
producers costs of human capital, labor and wasted profits in lost cement. We will
also provide the highest safety standards while establishing a customer service
oriented environment that provides quality service at competitive pricing.
The innovation technology described in this business plan is a start-up venture
developed by a distinguished Research Professor of the Florida State University,
Leo Mandelkern. He is a professor of Polymer Science who has 27 years of
experience as a Polymer Scientist. As a leading scientist in the field of water-
soluble polymers and biocompatible polymer composites and blends, his talents
and passion has created a product that will revolutionize the concrete industry.
Viscosity is critical in the concrete industry because this determines whether the
cement has an oatmeal-like consistency or is more spreadable similar to peanut
butter. This new technology, called Visco, is user friendly and produces an
extremely effective and inexpensive adhesive for all the common concrete powders
in use. Serving as the distributor for this unique technology will be Versa Crete
Industries.
Versa Crete Industries was founded by a dynamic group of investors in Tallahassee,
FL who have 50 years combined experience to contribute to the success of the
company. This group of individuals researched the concrete industry and found
that they would transform the industry with this unique technology. When concrete
is poured the cement trucks must wait each layer to be smoothed before the next
layer can be added. This cost additional time and money as a result of the driver
having dead time in between pours. Visco technology will allow cement trucks to
conduct one pour and then be able to leave the work site having finished the job.
Visco increases profitability by shortening cement delivery times and providing a
more workable cement application thereby reducing the length of concrete
finishing time. This technology decreases waste and increases the workable time
from one hour to three hours. This provides a workable time increase of 200% that
also adds a 30% increase in the volume of concrete delivered. The initial target
3
audience for this product will be the top ten concrete companies in the
Southeastern Region and Texas. During the following 2 to 5 years we will expand
to other regions within the United States.
In planning for our launch, we have composed a financial plan based on forecasts
for the first five years of operations including our start-up expenses estimated at
$1,200,000. We will be pursuing a loan in the amount of $1,700,000 for the start-
up costs. Dustin Johnson, a member of the advisory board has already contributed
$50,000 to assist with the start-up costs.
Management Summary
Versa Crete Industries’ management philosophy will be based on responsibility
and mutual respect. The company will maintain an environment and structure that
will encourage productivity and respect for customers and fellow employees.
Versa Crete Industries will be responsible to its employees, independent
contractors, subcontractors and all who work with the company. At Versa Crete
Industries, everyone will be considered as an individual and the company will
respect their dignity and recognize their merit. Employees will be encouraged to
have a sense of security and pride in their jobs. Additionally, employees will be
free to make suggestions and complaints. The company will afford equal
opportunity for employment, development, and advancement for those qualified.
Versa Crete Industries employees will be committed to:
• Providing a safe work environment to protect employees, the employees of
customers and subcontractors, and the public.
• Supplying safe products for customers.
• Continuously improving the company's safety program to reduce the risk of
accidents and occupational illness in a changing work environment.
• Encouraging employees to participate in accident prevention programs and
take personal responsibility for their own and their co-workers' health and
safety.
4
• Regulatory compliance and contribution to high safety standards for our
industry.
• Monitoring workplaces, enforcing safe work practices, and communicating
the company's safety performance to employees and other stakeholders.
• Making safety a value-added service that the company provides to its
customers.
The company’s diverse and capable staff that is working to implement the mission
and vision of Versa Crete Industries are as follows:
Maicel Malone is the Chief Executive Officer of Versa Crete Industries. She
maintains the direction and focus for the company and directs the organization of
the staff to maintain and increase efficiency. She appoints department heads,
managers and delegates their responsibilities to them. She confers with board
members, organization officials, and staff members to discuss issues, coordinate
activities, or to resolve problems.
Maicel graduated with a Bachelor’s of Arts Degree in Communication from
Arizona State University and has a Master’s of Science Degree in Sports
Management from Florida A&M University.
Erica Belcher is the Chief Operations Officer of Versa Crete Industries. She
oversees the internal functions that support the company but does not relate
directly with the end users. She reports the Chief Operations Officer and serves as
an integral member of the senior management team. She is responsible for the
development of management strategies and implementation of policies and
procedures for general operations.
Erica holds a Bachelor of Arts degree in Humanities with a major in women's
studies and minors in African-American studies and political philosophy from
Florida State University.
Barbara Groves is the Chief Financial Officer of Versa Crete Industries. She
conducts quantitative analyses of information affecting investments. She analyzes
5
financial information to forecast business, industry, or economic conditions in
relation to the company. She also interprets data on price, yield, stability, future
investment-risk trends, economic influences, and other factors affecting the
company’s financials.
Barbara received her BS in Accounting from the Florida State University in
January 2008 and her MS, in Certified Fraud Examining from Keller Grad School
of Management in January 2009.
Jared James is the Chief Technology Officer of Versa Crete Industries. He plans,
initiates, and manages information technology (IT) projects. He leads and guides
the work of technical staff and serves as liaison between business and technical
aspects of projects.
Jared received his BA in International Affairs with minors in Information
Technology, Emergency Management and Public Administration from the Florida
State University.
Mark Harper is the Director of Communications of Versa Crete Industries. He
manages all external communications and media inquiries related to the company.
Prior to becoming the Director of Communications, he worked as an Assistant
External Affairs Officer for Congressional Affairs for the Federal Emergency
Management Agency for twenty years. In addition to his work in Congressional
Affairs, he also worked as a Field Public Information Officer and Lead Public
Affairs Officer where he worked over one hundred disaster assignments.
Mark is a graduate of the Florida State University where he majored in Political
Science and minored in English and Communications.
Charlean M. Lanier is the Director of Marketing of Versa Crete Industries. She
plans, directs, and coordinates marketing policies and programs, such as
determining the demand for products and services and identifies potential
customers. She also oversees product development and monitors trends that
indicate the need for new products and services with the goal of ensuring the firm's
customers are satisfied.
6
Charlean earned her Bachelor of Science in Child Development/Family Relations
from Florida State University in 1985.
Tommy Lewis is the Analyst of Versa Crete Industries. He does all of the
marketing research and analysis in relation to the company, the services the
company provides and the end users. He worked as an Operations Manager for
Unisource Worldwide, Inc. for 18 years and also served in the United States
Marine Corps as a Sergeant for six years.
Tommy has a BS in Business Management from Flagler College.
Versa Crete Industries’ Advisory Board consists of 4 Staff members, Maicel
Malone, Chief Executive Officer; Erica Belcher, Chief Operations Officer; Barbara
Groves, Chief Financial Officer; Jared James, Chief Technology Officer and 1 non
staff member, Dustin Johnson.
Dustin Johnson is a Managing Principal with Waddell & Reed covering the
Florida panhandle, southern Georgia and Alabama where he leads and mentors
a team of Waddell & Reed financial advisors. Dustin first gained experience as a
personal financial advisor in Denver, Colorado in 2005 and later started his career
with Waddell & Reed in 2009.
Dustin received a Bachelor of Science Degree in Mathematics and Computer
Science from the Colorado School of Mines. He then continued his education and
successfully obtaining both his Certified Financial PlannerTM certification and
Chartered Financial Consultant® designation.
7
Company Overview
Versa Crete Industries provides a unique technology called Visco for controlling
the viscosity in cement. Visco allows for more efficient use in applications such as
sloping surfaces, vertical surfaces and on ceilings and roofs. It increases
profitability by shortening cement delivery times and by providing a more
workable cement viscosity, allowing for more efficient use in applications. It also
increases profit by decreasing waste.
The goal of Versa Crete Industries is to be the standard in the industrial,
commercial and consumer markets of the multi-billion dollar global cement
industry.
8
Personnel Plan
Versa Crete Industries will hire the most highly experienced and qualified
individuals for its Personnel staff. The table below outlines Versa Crete Industries'
five year Personnel plan.
Personnel Plan: Year 1: Year 2: Year 3: Year 4: Year 5:
Advisory Board: $0 $0 $0 $0 $0
Administration: $93,696 $93,696 $93,696 $93,696 $99,696
Sales: $160,000 $172,000 $172,000 $172,000 $172,000
Total people: 5 11 11 11 11
Total Payroll: $253,696 $265,696 $265,707 $265,696 $271,696
Note: Payroll and Accounting work will be outsourced
0
0
$6,000
$42,671
$45,025
$0
0
$32,000
$4,000
$0
0
1
1
1
1
1
5
0
0
1
1
1
3
0
0
3
0
0
3
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
0
$6,000
$42,671
$45,025
$93,696
0
$96,000
$0
$0.00
$96,000
1
1
1
1
1
5
0
0
1
1
1
3
0
0
4
1
1
6
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
0
$6,000
$42,671
$45,025
$93,696
0
$128,000
$4,000
$0.00
$132,000
1
1
1
1
1
5
0
0
1
1
1
3
0
0
5
2
2
9
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
0
$6,000
$42,671
$45,025
$93,696
0
$160,000
$8,000
$0.00
$168,000
1
1
1
1
1
5
0
0
1
1
1
3
0
0
6
3
3
12
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
0
$6,000
$42,671
$45,025
$93,696
0
$192,000
$12,000
$0.00
$204,000
1
1
1
1
1
5
0
0
1
1
1
3
0
0
7
3
3
13
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
0
$8,000
$44,671
$47,025
$99,696
0
$224,000
$12,000
$0.00
$236,000
0% 20% 40% 60% 80% 100%
CEO
COO
CFO
CTO
Other
Administration:
Legal
Fiscal and budget management:
Human Resources:
Sales team:
Paid Sales people:
paid interns:
unpaid interns:
CORPORATE STRUCTURE
Salary:
year 1: # of employees
year 1: payroll #:
year 2: # of employees
year 2: payroll #:
year 3: # of employees
year 3: payroll #:
year 4: # of employees
year 4: payroll #:
year 5: # of employees
year 5: payroll #:
9
Products and Services
Mission
The mission of Versa Crete Industries is to be the world leading innovative
company producing the finest quality chemicals that increase the viscosity of
cement by way of cost efficiency and operation. We will do this by saving cement
producers costs of human capital, labor and wasted profits in lost cement. We will
also provide the highest safety standards while establishing a customer service
oriented environment that provides quality service at competitive pricing.
Vision
Our Vision is to be the leading company in product sales through effective
marketing, cost effectiveness and ease of use.
Services
Versa Crete Industries will sell its innovative technology called Visco, to clients in
the area of commercial construction. This technology is easily and readily
adaptable to all concrete that calls for forming. The technology, Visco, has
complete adaptability to all cement types and along with its cost effective prices,
will cause major advances to be made. The application of Visco is quick and easy.
The maintenance is minimal with no hassles.
Features
• There is nothing comparable in the market
Benefits • Inexpensive adhesive
• Can be used in all concrete mixtures
• Shortens cement delivery times
• Provides a more workable cement
application
Extended Benefit • Reduces length of concrete finishing time
• User Friendly
• Spreads smooth like peanut butter
10
Visco will always be available to our end users since our manufacturing company
has the capability to manufacture any amount of Visco necessary that may be
required to add to cement packaging.
Developers, construction managers, general contractors, and concrete
subcontractors will realize substantial savings in labor and material costs by using
Visco. Applications of Visco in cement can be used for the building of commercial
and residential structures, bridges, tunnels, and virtually every other type of
concrete construction.
At Versa Crete Industries, health and safety will not be compromised. We will
strive to eliminate any and all foreseeable hazards which could result in personal
injury, illness or loss.
Applications
The following applications are uses for Versa Crete Industries’ Visco technology:
• Foundations
• Parking Lots
• Parking Garages
• Low Rise/Tilt-Up
• High Rise
• Flowable Fill/Soil Displacement
• Retaining Walls
• Bridges
11
Marketing Analysis
Market Analysis of the United States
Total
U.S.
(Nationally) 100,000,000
0.54 54,000,000.0
0
$
1.82
$0.3640
0
$1.46 $78,624,000
$0.00
68,710,000 95,710,000
$27.54
$51,683,400.
00
$92.82 $18.56
$74.2
6
$75,251,030
Regio
n
Cement
Capacity
2005
Metricto
ns a year
in (cubic
yards)
2010 Metric
tons a year in
(Cubic yards)
Average Metric
Tons a year in
(cubic yards)
One
cubic
yard of
cement
U.S. cubic
yards sold
Cost
sold /
Yd^3
cost to
produce
= 20%
profi
t
total
potential
market
revenue
TX Texas 14,670,00
0
10,160,000 12,415,000
0.54
6,704,100.00
$
1.82
$0.3640
0
$1.46 $9,761,170
SE Florida 11,220,00
0
3,620,000 7,420,000
0.54
4,006,800.00
$
1.82
$0.3640
0
$1.46 $5,833,901
SE Louisiana
2,170,000 2,740,000 2,455,000
0.54
1,325,700.00
$
1.82
$0.3640
0
$1.46 $1,930,219
SE Georgia
4,390,000 1,720,000 3,055,000
0.54
1,649,700.00
$
1.82
$0.3640
0
$1.46 $2,401,963
SE
North
Carolina 2,900,000 1,580,000 2,240,000
0.54
1,209,600.00
$
1.82
$0.3640
0
$1.46 $1,761,178
SE Virginia
2,670,000 1,390,000 2,030,000
0.54
1,096,200.00
$
1.82
$0.3640
0
$1.46 $1,596,067
SE Tennessee
2,240,000 1,230,000 1,735,000
0.54
936,900.00
$
1.82
$0.3640
0
$1.46 $1,364,126
SE Alabama
1,740,000 1,000,000 1,370,000
0.54
739,800.00
$
1.82
$0.3640
0
$1.46 $1,077,149
SE
South
Carolina 1,780,000 930,000 1,355,000
0.54
731,700.00
$
1.82
$0.3640
0
$1.46 $1,065,355
SE
Mississippi 1,070,000 770,000 920,000
0.54
496,800.00
$
1.82
$0.3640
0
$1.46 $723,341
CA California 15,320,00
0
6,160,000 10,740,000
0.54
5,799,600.00
$
1.82
$0.3640
0
$1.46 $8,444,218
MW Illinois
4,540,000 2,430,000 3,485,000
0.54
1,881,900.00
$
1.82
$0.3640
0
$1.46 $2,740,046
MW Missouri
2,820,000 1,560,000 2,190,000
0.54
1,182,600.00
$
1.82
$0.3640
0
$1.46 $1,721,866
MW Michigan
2,920,000 1,550,000 2,235,000
0.54
1,206,900.00
$
1.82
$0.3640
0
$1.46 $1,757,246
MW Indiana
2,180,000 1,480,000 1,830,000
0.54
988,200.00
$
1.82
$0.3640
0
$1.46 $1,438,819
MW Iowa
1,930,000 1,430,000 1,680,000
0.54
907,200.00
$
1.82
$0.3640
0
$1.46 $1,320,883
MW
Oklahoma 1,600,000 1,430,000 1,515,000
0.54
818,100.00
$
1.82
$0.3640
0
$1.46 $1,191,154
MW
Wisconsin 2,350,000 1,430,000 1,890,000
0.54
1,020,600.00
$
1.82
$0.3640
0
$1.46 $1,485,994
MW
Minnesota 2,020,000 1,200,000 1,610,000
0.54
869,400.00
$
1.82
$0.3640
0
$1.46 $1,265,846
MW Kansas
1,540,000 1,170,000 1,355,000
0.54
731,700.00
$
1.82
$0.3640
0
$1.46 $1,065,355
MW Nebraska
1,360,000 830,000 1,095,000
0.54
591,300.00
$
1.82
$0.3640
0
$1.46 $860,933
MW Arkansas
1,210,000 760,000 985,000
0.54
531,900.00
$
1.82
$0.3640
0
$1.46 $774,446
12
SW Arizona
4,670,000 1,470,000 3,070,000
0.54
1,657,800.00
$
1.82
$0.3640
0
$1.46 $2,413,757
SW Colorado
2,520,000 1,470,000 1,995,000
0.54
1,077,300.00
$
1.82
$0.3640
0
$1.46 $1,568,549
SW Utah
1,530,000 1,020,000 1,275,000
0.54
688,500.00
$
1.82
$0.3640
0
$1.46 $1,002,456
SW Nevada
2,600,000 990,000 1,795,000
0.54
969,300.00
$
1.82
$0.3640
0
$1.46 $1,411,301
SW
New
Mexico 900,000 600,000 750,000
0.54
405,000.00
$
1.82
$0.3640
0
$1.46 $589,680
NE Pennsylvani
a
3,310,000 2,410,000 2,860,000
0.54
1,544,400.00
$
1.82
$0.3640
0
$1.46 $2,248,646
NE Ohio
3,890,000 2,350,000 3,120,000
0.54
1,684,800.00
$
1.82
$0.3640
0
$1.46 $2,453,069
NE
New
York 3,150,000 2,300,000 2,725,000
0.54
1,471,500.00
$
1.82
$0.3640
0
$1.46 $2,142,504
NE
New
Jersey 1,970,000 1,120,000 1,545,000
0.54
834,300.00
$
1.82
$0.3640
0
$1.46 $1,214,741
NE Maryland
1,570,000 970,000 1,270,000
0.54
685,800.00
$
1.82
$0.3640
0
$1.46 $998,525
NE Kentucky
1,490,000 850,000 1,170,000
0.54
631,800.00
$
1.82
$0.3640
0
$1.46 $919,901
NE Massachuse
tts
1,240,000 680,000 960,000
0.54
518,400.00
$
1.82
$0.3640
0
$1.46 $754,790
NE Conneticutt
800,000 470,000 635,000
0.54
342,900.00
$
1.82
$0.3640
0
$1.46 $499,262
NE
West
Virginia 510,000 430,000 470,000
0.54
253,800.00
$
1.82
$0.3640
0
$1.46 $369,533
NE Maine
350,000 190,000 270,000
0.54
145,800.00
$
1.82
$0.3640
0
$1.46 $212,285
NE
New
Hampshire 370,000 190,000 280,000
0.54
151,200.00
$
1.82
$0.3640
0
$1.46 $220,147
NE Delaware
210,000 170,000 190,000
0.54
102,600.00
$
1.82
$0.3640
0
$1.46 $149,386
NE
District of
Colombia 210,000 110,000 160,000
0.54
86,400.00
$
1.82
$0.3640
0
$1.46 $125,798
NE Vermont
150,000 100,000 125,000
0.54
67,500.00
$
1.82
$0.3640
0
$1.46 $98,280
NE
Rhode
Island 190,000 90,000 140,000
0.54
75,600.00
$
1.82
$0.3640
0
$1.46 $110,074
NW
South
Dakota 480,000 450,000 465,000
0.54
251,100.00
$
1.82
$0.3640
0
$1.46 $365,602
NW Idaho
700,000 390,000 545,000
0.54
294,300.00
$
1.82
$0.3640
0
$1.46 $428,501
NW
Washington 2,220,000 1,320,000 1,770,000
0.54
955,800.00
$
1.82
$0.3640
0
$1.46 $1,391,645
NW Oregon
1,240,000 610,000 925,000
0.54
499,500.00
$
1.82
$0.3640
0
$1.46 $727,272
NW
North
Dakota 350,000 410,000 380,000
0.54
205,200.00
$
1.82
$0.3640
0
$1.46 $298,771
NW Wyoming
470,000 320,000 395,000
0.54
213,300.00
$
1.82
$0.3640
0
$1.46 $310,565
NW Montana
380,000 260,000 320,000
0.54
172,800.00
$
1.82
$0.3640
0
$1.46 $251,597
Hawa
ii
Hawaii
430,000 260,000 345,000
0.54
186,300.00
$
1.82
$0.3640
0
$1.46 $271,253
Alask
a
Alaska
170,000 140,000 155,000
0.54
83,700.00
$
1.82
$0.3640
0
$1.46 $121,867
13
Marketing Programs
Versa Crete Industries plans to use a direct sales and relationship selling to reach
of its target market.
The following channels listed below are most appropriate because of time to
market, reduced capital requirements, and fast access to established distribution
channels.
The overall marketing plan for Versa Crete Industries' service is based on the
following fundamentals:
• Building Industry Associations
• Industry Conferences
• Product Sampling
• Testimonials
• Website
• Social Media Plan
• Print Collateral
• Advertising Plan
During the first six months of operation, Versa Crete Industries’ advertising and
promotion will distribute coffee mugs, T-shirts, pens, and other advertising
specialties with its logo. After the six months, Versa Crete Industries will maintain
the advertising budget expenses at or below 10% of revenues on an ongoing basis.
Specification sheets will also be used to outline Versa Crete Industries' goals and
products. It will show and remind customers of the efficiency of the Visco
technology. Versa Crete Industries will develop two separate brochures: one to be
used to promote sales and one to use to announce the new product in the new
market.
14
Strategy and Implementation Summary
Versa Crete Industries plans to develop marketing alliances with industry leaders
in order to pursue new sales of its product to the industrial, commercial and
consumer markets of the cement industry. The market strategy is to capitalize on
Versa Crete Industries alliances by securing business relationships with cement
producing companies.
Versa Crete will provide a unique technology for routine problems in the cement
industry by providing a more workable cement viscosity, allowing for more
efficient use in applications. The goal is to be the standard in the industrial,
commercial and consumer markets of the multi-billion dollar global cement
industry.
With that in mind, Versa Crete Industries will adopt a corporate strategy that is
dedicated to improving the performance of activities on the critical path of its
customers' projects. The company will do this by building on its core strengths of
innovative technology, superior intellectual property, and financial management of
the company, sales and customer service.
At Versa Crete Industries, customer service is a pro-active partnership, a
relationship that ensures a professional, efficiently run, safe workplace. The
company's customer service philosophy starts at the top, is ingrained into the fabric
of the company, and is closely aligned to Versa Crete Industries goal of
contributing to its' customers critical success factors.
15
Commercialization Plan
The Visco product is a method of controlling the viscosity of a cement mixture
using oppositely-charged polyelectrolytes. This product will serve as an additive to
“Portland Cement” product which will significantly increases the viscosity of the
cement mixture without negative effects on the working time of the cement
mixture or the mechanical properties of the hardened cement. Moreover, the
powder substance improves the viscosity of cement from an oatmeal-like
consistency to become a more spreadable similar to peanut butter.
Since the Visco product achieved a patented in January 2002; the new-product
planning process has been completed. Therefore, Vera Crete Industries will focus
on managing the post launch marketing of Visco and operate as a distributor of the
product. We will focus on marketing and market related issues. Versa Crete
Industries plans to use a direct sales force and relationship selling to reach its
markets.
Versa Crete plans to initially launch the Visco product in Texas and Florida at a
business industry event and a webinar. These two states were selected as a result of
the large amount of revenue generated in the targeted area. A time marketing plan
will be designed around the best time to introduce this to the concrete industry.
Ideally, the launch will be scheduled for the beginning of the business quarter, in
order that if technical glitches occur there will still be time to recover lost
momentum and regain mind share with both sales and early adopters.
In addition, Versa Crete Industries plans to advertise in magazines, newspapers,
and via the internet.
16
Promotional Campaign
Versa Crete Industries will promote Visco aggressively and on a broad scale. To
accomplish initial sales goals, the company will require an effective promotional
campaign to accomplish two primary objectives:
1. Attract customers who will consistently look to Versa Crete Industries for
their construction projects.
2. Attract quality sales personnel who have a desire to be successful.
In addition to standard advertisement practices, Versa Crete Industries will gain
considerable recognition through these additional promotional mediums:
• Press releases sent to major radio stations, newspapers, and magazines.
• Radio advertising on secondary stations and the internet
Safety
Versa Crete Industries is committed to safety of all employees, customers, and
persons where it operates. Versa-Crete Industries will ensure that it complies with
current Health Administration and Occupational Health and Safety laws. Therefore,
we will utilize the Underwriters Laboratories Inc. (herein known as UL) which has
been in operation for more than a century as our manufacturing company. UL is an
independent nonprofit organization that writes and tests products for safety and
certifies them. They have developed more than 800 standards for safety, and
millions of products and their components are tested to ULs safety standards.
ULs web site is at http://www.ul.com. Information about UL standards can be
found at http://ulstandardsinfonet.ul.com.
Some examples of UL standards are:
UL 1492: Audio-Video Products and Accessories
UL 1419: Professional Video and Audio Equipment
UL 1581: Reference Standard for Electrical Wires, Cables, and Flexible Cords
UL 1411: Transformer and Motor Transformers for Use in Audio-, Radio-, and
Television-Type Appliances
UL 6500: Standard for Audio/Video and Musical Instrument Apparatus for
Household, Commercial, and Similar General Use
17
Financial Plan
We studied the trends of the cement market throughout the United States to find
out what the potential Market Revenue would be.
Potential Market Revenue
We then separated the United States into five different regions. Those regions
consisted of the following:
Southeast, Northeast, Midwest, Southwest, Northwest
It was based on the market sales in each of those regions. We chose to start with
the Southeast and Texas, because they were generating the largest volume of
revenue sold in that region.
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
Florida
Georgia
Virginia
Alabama
Mississippi
Illinois
Michigan
Iowa
Wisconsin
Kansas
Arkansas
Colorado
Nevada
Pennsylvania
NewYork
Maryland
Massachusetts
WestVirginia
NewHampshire
DistrictofColombia
RhodeIsland
Idaho
Oregon
Wyoming
Hawaii
PotentialMarketRevenue
States
18
Potential Market Revenue of Southeast states and Texas
After the first year we would expand in the United States. We hope to capture
sales in the Southeast in the amount of 3% of revenue in the first year and by
adding California, 4% in the second year. The desired expansion plan is as follows:
Year 2 - add California because it was the second largest state generating sales.
Year 3 - add Midwest Region because it generates 12 million of revenue.
Year 4 - add the remainder of the Southwest
Year 5 - add the Northeast
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
Texas Florida
Louisiana
Georgia North
Carolina
Virginia
Tennessee
Alabama South
Carolina Mississippi
U.S. (Nationally) $0.00 2005 Metrictons a year in (cubic yards)
100,000,000 25,140,000 2010 Metric tons a year in (Cubic yards)
100,000,000 34,995,000 Average Metric Tons a year in (cubic yards)
0.54 $5.40 One cubic yard of cement
54,000,000.00 $18,897,300.00 U.S. cubic yards sold
$1.82 $18.20 Cost sold / Yd^3
$0.36400 $3.64 cost to produce = 20%
$1.46 $14.56 profit
$78,624,000 $27,514,469 total potential market revenue
19
The Southeast and Texas (Texas alone generates 8 million) generates 11.7 million
in concrete revenue.
The Southwest generates 9.2 (California alone generates 4.2)
The Northeast generates 9.7
The Midwest generates 20 million
Profit Increases and Expansion
SE + TX CA MW SW NE TOTAL
Year 1 $825,434 $0 0 0 $0 $825,434
Year 2 $1,926,013 $253,327 0 0 $0 $2,179,339
Year 3 $2,476,302 $506,653 $468,678 0 $0 $3,451,633
Year 4 $2,751,447 $591,095 $937,355 $209,572 $0 $4,489,470
Year 5 $3,026,592 $675,537 $1,249,807 $349,287 $375,508 $5,676,731
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
Year 1 Year 2 Year 3 Year 4 Year 5
SE + TX
CA
MW
SW
NE
TOTAL
20
Company Finances
cost for
staffing:
Utilities: rent:
Total Base
Expenses:
cost of
production:
Est. Cost of
Sales
Operations:
Total
Expenses:
Year 1: $253,696 $3,000 $3,000 $259,696 $1,045,153 $7,000 $1,311,849
Year 2: $265,696 $3,000 $3,000 $271,696 $2,438,690 $7,000 $2,717,387
Year 3: $265,707 $3,000 $3,000 $271,707 $3,135,459 $7,000 $3,414,167
Year 4: $265,696 $3,000 $3,000 $271,696 $3,483,844 $7,000 $3,762,540
Year 5: $271,696 $3,000 $3,000 $277,696 $3,832,228 $7,000 $4,116,924
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
Expenses
Year 1: Year 2: Year 3: Year 4: Year 5:
21
$0.00
$20,000,000.00
$40,000,000.00
$60,000,000.00
$80,000,000.00
$100,000,000.00
$120,000,000.00
Market Size Projected
Market
retention
Market
Demand
Profit per lb Potential
Needed
Production
(cubic yards)
Projected
needed
production
(cubic/yards):
Projected of
Profit:
Profits
Year 1: Year 2: Year 3: Year 4: Year 5:
22
2014 PROJECTED MONTHLY CASH FLOW
COMPANY NAME
November 13, 2014
PRE-
STARTUP
Year 1 Year 2 Year 3 Year 4 Year 5 TOTAL
1. Cash On Hand
[Beginning of year] $8,550 $1,956,566 $6,896,815 $13,330,443 $20,511,353
2. Cash Receipts
(a) Cash Sales/collections from
credit accounts
$0
3,286,965 7,669,585 9,860,895 10,956,550 12,052,205
$43,826,200
(c) Loan or Other Cash
Injection
950000* $0.00
3. Total Cash Receipts
[2a + 2b + 2c=3] $0.00 $3,286,965 $7,669,585 $9,860,895 $10,956,550 $12,052,205 $43,826,200
4. Total Cash Available
[Before cash out] (1 + 3) $0.00 $3,278,415 $9,626,151 $16,757,710 $24,286,993 $32,563,558
5. Cash Paid Out
(a) Rent $3,000 $3,000 $3,000 $3,000 $3,000 $15,000
(b) Gross Wages (excludes
withdrawals)
$0
(c) Payroll Expenses (Taxes,
etc.)
$0 $253,696.00 $265,696.00 $265,707.00 $265,696.00 $271,696.00 $1,322,491
(d) Utilities $0 $3,000 $3,000 $3,000 $3,000 $3,000 $15,000
(e) Supplies (Office and
operating)
$500.00 $500 $500 $500 $500 $500 $3,000
(f) Repairs and Maintenance $0 $100 $50 $200 $200 $200 $750
(g) Advertising $0 $0.00 $0.00 $0.00 $0.00 $0.00 $0
23
(h) Auto, Delivery, and Travel $0 $5,000 $7,000 $8,000 $8,000 $8,000 $36,000
(i) Accounting and Legal $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $36,000
(j) Purchases (Merchandise) $0 $1,045,153 $2,438,690 $3,135,460 $3,483,844 $3,832,228 $13,935,375
(k) Telephone $450 $1,800 $1,800 $1,800 $1,800 $1,800 $9,450
(l) Outside Services $0 $0 $0 $0 $0 $0 $0
(m) Insurance $600 $2,600 $2,600 $2,600 $2,600 $2,600 $13,600
(n) Taxes (Real Estate, etc.) $0 $0
(o) Interest $0
(p) Other Expenses [Specify
each]
$0
(q) Miscellaneous [Unspecified] $0
(r) Subtotal $7,550.00 $1,320,849 $2,728,336 $3,426,266 $3,774,640 $4,129,024 $7,483,002
(s) Loan Principal Payment $0
(t) Capital Purchases [Specify] $0
(u) Other Start-up Costs $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $6,000
(v) Reserve and/or Escrow
[Specify]
$0
(w) Owner's Withdrawal $0
6. Total Cash Paid Out $0
[Total 5a thru 5w] $8,550.00 $1,321,849 $2,729,336 $3,427,266 $3,775,640 $4,130,024 $15,392,666
7. Cash Position $0
[End of Year] (4 minus 6) -$8,550.00 $1,956,566 $6,896,815 $13,330,443 $20,511,353 $28,433,534 $71,120,162
Essential Operating Data $0
[Non-cash flow information] $0
A. Sales Volume [Dollars] $0
24
B. Accounts Receivable [End
of Month]
$0
C. Bad Debt [End of Month] $0
D. Inventory on Hand [End of
Month]
$0
E. Accounts Payable [End of
Month]
$0
F. Depreciation $0
25

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Versa Crete Industries Business Plan

  • 2. TABLE OF CONTENTS Table of Contents......................................................................................................................... 1 Executive Summary .....................................................................................................................3 Management Summary.....................................................................................................4 Company Overview ..........................................................................................................8 Personnel Plan…………………………………………………………………………...9 Products and Service…………………………………………………………………...10 Mission Statement...........................................................................................................10 Vision Statement.............................................................................................................10 Services...........................................................................................................................10 Applications…………………………………………………………………………….11 Marketing Analysis.....................................................................................................................12 Marketing Programs……………………………………………………………………14 Strategy and Implementation………………………………….………………………..15 Commercialization Plan………………………………………….………………….….16 Promotional Campaign…. ..............................................................................................17 Safety…………………………………………………….……………………………..17 Financial Plan………………………………………………..…………………………………18 Chart of Potential Market Revenue ................................................................................18 Chart of Potential Market Revenue of SE states and TX ……………………………...19 Chart of Profit Increases and Expansion………………………………….…………….20 Company Finances......................................................................................................…21 Chart of Expenses ...........................................................................................................21 Chart of Profits................................................................................................................22 Projected Monthly Cash Flow………………………………………………………….23 2
  • 3. Executive Summary The mission of Versa Crete Industries is to be the world leading innovative company producing the finest quality chemicals that increase the viscosity of cement by way of cost efficiency and operation. We will do this by saving cement producers costs of human capital, labor and wasted profits in lost cement. We will also provide the highest safety standards while establishing a customer service oriented environment that provides quality service at competitive pricing. The innovation technology described in this business plan is a start-up venture developed by a distinguished Research Professor of the Florida State University, Leo Mandelkern. He is a professor of Polymer Science who has 27 years of experience as a Polymer Scientist. As a leading scientist in the field of water- soluble polymers and biocompatible polymer composites and blends, his talents and passion has created a product that will revolutionize the concrete industry. Viscosity is critical in the concrete industry because this determines whether the cement has an oatmeal-like consistency or is more spreadable similar to peanut butter. This new technology, called Visco, is user friendly and produces an extremely effective and inexpensive adhesive for all the common concrete powders in use. Serving as the distributor for this unique technology will be Versa Crete Industries. Versa Crete Industries was founded by a dynamic group of investors in Tallahassee, FL who have 50 years combined experience to contribute to the success of the company. This group of individuals researched the concrete industry and found that they would transform the industry with this unique technology. When concrete is poured the cement trucks must wait each layer to be smoothed before the next layer can be added. This cost additional time and money as a result of the driver having dead time in between pours. Visco technology will allow cement trucks to conduct one pour and then be able to leave the work site having finished the job. Visco increases profitability by shortening cement delivery times and providing a more workable cement application thereby reducing the length of concrete finishing time. This technology decreases waste and increases the workable time from one hour to three hours. This provides a workable time increase of 200% that also adds a 30% increase in the volume of concrete delivered. The initial target 3
  • 4. audience for this product will be the top ten concrete companies in the Southeastern Region and Texas. During the following 2 to 5 years we will expand to other regions within the United States. In planning for our launch, we have composed a financial plan based on forecasts for the first five years of operations including our start-up expenses estimated at $1,200,000. We will be pursuing a loan in the amount of $1,700,000 for the start- up costs. Dustin Johnson, a member of the advisory board has already contributed $50,000 to assist with the start-up costs. Management Summary Versa Crete Industries’ management philosophy will be based on responsibility and mutual respect. The company will maintain an environment and structure that will encourage productivity and respect for customers and fellow employees. Versa Crete Industries will be responsible to its employees, independent contractors, subcontractors and all who work with the company. At Versa Crete Industries, everyone will be considered as an individual and the company will respect their dignity and recognize their merit. Employees will be encouraged to have a sense of security and pride in their jobs. Additionally, employees will be free to make suggestions and complaints. The company will afford equal opportunity for employment, development, and advancement for those qualified. Versa Crete Industries employees will be committed to: • Providing a safe work environment to protect employees, the employees of customers and subcontractors, and the public. • Supplying safe products for customers. • Continuously improving the company's safety program to reduce the risk of accidents and occupational illness in a changing work environment. • Encouraging employees to participate in accident prevention programs and take personal responsibility for their own and their co-workers' health and safety. 4
  • 5. • Regulatory compliance and contribution to high safety standards for our industry. • Monitoring workplaces, enforcing safe work practices, and communicating the company's safety performance to employees and other stakeholders. • Making safety a value-added service that the company provides to its customers. The company’s diverse and capable staff that is working to implement the mission and vision of Versa Crete Industries are as follows: Maicel Malone is the Chief Executive Officer of Versa Crete Industries. She maintains the direction and focus for the company and directs the organization of the staff to maintain and increase efficiency. She appoints department heads, managers and delegates their responsibilities to them. She confers with board members, organization officials, and staff members to discuss issues, coordinate activities, or to resolve problems. Maicel graduated with a Bachelor’s of Arts Degree in Communication from Arizona State University and has a Master’s of Science Degree in Sports Management from Florida A&M University. Erica Belcher is the Chief Operations Officer of Versa Crete Industries. She oversees the internal functions that support the company but does not relate directly with the end users. She reports the Chief Operations Officer and serves as an integral member of the senior management team. She is responsible for the development of management strategies and implementation of policies and procedures for general operations. Erica holds a Bachelor of Arts degree in Humanities with a major in women's studies and minors in African-American studies and political philosophy from Florida State University. Barbara Groves is the Chief Financial Officer of Versa Crete Industries. She conducts quantitative analyses of information affecting investments. She analyzes 5
  • 6. financial information to forecast business, industry, or economic conditions in relation to the company. She also interprets data on price, yield, stability, future investment-risk trends, economic influences, and other factors affecting the company’s financials. Barbara received her BS in Accounting from the Florida State University in January 2008 and her MS, in Certified Fraud Examining from Keller Grad School of Management in January 2009. Jared James is the Chief Technology Officer of Versa Crete Industries. He plans, initiates, and manages information technology (IT) projects. He leads and guides the work of technical staff and serves as liaison between business and technical aspects of projects. Jared received his BA in International Affairs with minors in Information Technology, Emergency Management and Public Administration from the Florida State University. Mark Harper is the Director of Communications of Versa Crete Industries. He manages all external communications and media inquiries related to the company. Prior to becoming the Director of Communications, he worked as an Assistant External Affairs Officer for Congressional Affairs for the Federal Emergency Management Agency for twenty years. In addition to his work in Congressional Affairs, he also worked as a Field Public Information Officer and Lead Public Affairs Officer where he worked over one hundred disaster assignments. Mark is a graduate of the Florida State University where he majored in Political Science and minored in English and Communications. Charlean M. Lanier is the Director of Marketing of Versa Crete Industries. She plans, directs, and coordinates marketing policies and programs, such as determining the demand for products and services and identifies potential customers. She also oversees product development and monitors trends that indicate the need for new products and services with the goal of ensuring the firm's customers are satisfied. 6
  • 7. Charlean earned her Bachelor of Science in Child Development/Family Relations from Florida State University in 1985. Tommy Lewis is the Analyst of Versa Crete Industries. He does all of the marketing research and analysis in relation to the company, the services the company provides and the end users. He worked as an Operations Manager for Unisource Worldwide, Inc. for 18 years and also served in the United States Marine Corps as a Sergeant for six years. Tommy has a BS in Business Management from Flagler College. Versa Crete Industries’ Advisory Board consists of 4 Staff members, Maicel Malone, Chief Executive Officer; Erica Belcher, Chief Operations Officer; Barbara Groves, Chief Financial Officer; Jared James, Chief Technology Officer and 1 non staff member, Dustin Johnson. Dustin Johnson is a Managing Principal with Waddell & Reed covering the Florida panhandle, southern Georgia and Alabama where he leads and mentors a team of Waddell & Reed financial advisors. Dustin first gained experience as a personal financial advisor in Denver, Colorado in 2005 and later started his career with Waddell & Reed in 2009. Dustin received a Bachelor of Science Degree in Mathematics and Computer Science from the Colorado School of Mines. He then continued his education and successfully obtaining both his Certified Financial PlannerTM certification and Chartered Financial Consultant® designation. 7
  • 8. Company Overview Versa Crete Industries provides a unique technology called Visco for controlling the viscosity in cement. Visco allows for more efficient use in applications such as sloping surfaces, vertical surfaces and on ceilings and roofs. It increases profitability by shortening cement delivery times and by providing a more workable cement viscosity, allowing for more efficient use in applications. It also increases profit by decreasing waste. The goal of Versa Crete Industries is to be the standard in the industrial, commercial and consumer markets of the multi-billion dollar global cement industry. 8
  • 9. Personnel Plan Versa Crete Industries will hire the most highly experienced and qualified individuals for its Personnel staff. The table below outlines Versa Crete Industries' five year Personnel plan. Personnel Plan: Year 1: Year 2: Year 3: Year 4: Year 5: Advisory Board: $0 $0 $0 $0 $0 Administration: $93,696 $93,696 $93,696 $93,696 $99,696 Sales: $160,000 $172,000 $172,000 $172,000 $172,000 Total people: 5 11 11 11 11 Total Payroll: $253,696 $265,696 $265,707 $265,696 $271,696 Note: Payroll and Accounting work will be outsourced 0 0 $6,000 $42,671 $45,025 $0 0 $32,000 $4,000 $0 0 1 1 1 1 1 5 0 0 1 1 1 3 0 0 3 0 0 3 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 0 $6,000 $42,671 $45,025 $93,696 0 $96,000 $0 $0.00 $96,000 1 1 1 1 1 5 0 0 1 1 1 3 0 0 4 1 1 6 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 0 $6,000 $42,671 $45,025 $93,696 0 $128,000 $4,000 $0.00 $132,000 1 1 1 1 1 5 0 0 1 1 1 3 0 0 5 2 2 9 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 0 $6,000 $42,671 $45,025 $93,696 0 $160,000 $8,000 $0.00 $168,000 1 1 1 1 1 5 0 0 1 1 1 3 0 0 6 3 3 12 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 0 $6,000 $42,671 $45,025 $93,696 0 $192,000 $12,000 $0.00 $204,000 1 1 1 1 1 5 0 0 1 1 1 3 0 0 7 3 3 13 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 0 $8,000 $44,671 $47,025 $99,696 0 $224,000 $12,000 $0.00 $236,000 0% 20% 40% 60% 80% 100% CEO COO CFO CTO Other Administration: Legal Fiscal and budget management: Human Resources: Sales team: Paid Sales people: paid interns: unpaid interns: CORPORATE STRUCTURE Salary: year 1: # of employees year 1: payroll #: year 2: # of employees year 2: payroll #: year 3: # of employees year 3: payroll #: year 4: # of employees year 4: payroll #: year 5: # of employees year 5: payroll #: 9
  • 10. Products and Services Mission The mission of Versa Crete Industries is to be the world leading innovative company producing the finest quality chemicals that increase the viscosity of cement by way of cost efficiency and operation. We will do this by saving cement producers costs of human capital, labor and wasted profits in lost cement. We will also provide the highest safety standards while establishing a customer service oriented environment that provides quality service at competitive pricing. Vision Our Vision is to be the leading company in product sales through effective marketing, cost effectiveness and ease of use. Services Versa Crete Industries will sell its innovative technology called Visco, to clients in the area of commercial construction. This technology is easily and readily adaptable to all concrete that calls for forming. The technology, Visco, has complete adaptability to all cement types and along with its cost effective prices, will cause major advances to be made. The application of Visco is quick and easy. The maintenance is minimal with no hassles. Features • There is nothing comparable in the market Benefits • Inexpensive adhesive • Can be used in all concrete mixtures • Shortens cement delivery times • Provides a more workable cement application Extended Benefit • Reduces length of concrete finishing time • User Friendly • Spreads smooth like peanut butter 10
  • 11. Visco will always be available to our end users since our manufacturing company has the capability to manufacture any amount of Visco necessary that may be required to add to cement packaging. Developers, construction managers, general contractors, and concrete subcontractors will realize substantial savings in labor and material costs by using Visco. Applications of Visco in cement can be used for the building of commercial and residential structures, bridges, tunnels, and virtually every other type of concrete construction. At Versa Crete Industries, health and safety will not be compromised. We will strive to eliminate any and all foreseeable hazards which could result in personal injury, illness or loss. Applications The following applications are uses for Versa Crete Industries’ Visco technology: • Foundations • Parking Lots • Parking Garages • Low Rise/Tilt-Up • High Rise • Flowable Fill/Soil Displacement • Retaining Walls • Bridges 11
  • 12. Marketing Analysis Market Analysis of the United States Total U.S. (Nationally) 100,000,000 0.54 54,000,000.0 0 $ 1.82 $0.3640 0 $1.46 $78,624,000 $0.00 68,710,000 95,710,000 $27.54 $51,683,400. 00 $92.82 $18.56 $74.2 6 $75,251,030 Regio n Cement Capacity 2005 Metricto ns a year in (cubic yards) 2010 Metric tons a year in (Cubic yards) Average Metric Tons a year in (cubic yards) One cubic yard of cement U.S. cubic yards sold Cost sold / Yd^3 cost to produce = 20% profi t total potential market revenue TX Texas 14,670,00 0 10,160,000 12,415,000 0.54 6,704,100.00 $ 1.82 $0.3640 0 $1.46 $9,761,170 SE Florida 11,220,00 0 3,620,000 7,420,000 0.54 4,006,800.00 $ 1.82 $0.3640 0 $1.46 $5,833,901 SE Louisiana 2,170,000 2,740,000 2,455,000 0.54 1,325,700.00 $ 1.82 $0.3640 0 $1.46 $1,930,219 SE Georgia 4,390,000 1,720,000 3,055,000 0.54 1,649,700.00 $ 1.82 $0.3640 0 $1.46 $2,401,963 SE North Carolina 2,900,000 1,580,000 2,240,000 0.54 1,209,600.00 $ 1.82 $0.3640 0 $1.46 $1,761,178 SE Virginia 2,670,000 1,390,000 2,030,000 0.54 1,096,200.00 $ 1.82 $0.3640 0 $1.46 $1,596,067 SE Tennessee 2,240,000 1,230,000 1,735,000 0.54 936,900.00 $ 1.82 $0.3640 0 $1.46 $1,364,126 SE Alabama 1,740,000 1,000,000 1,370,000 0.54 739,800.00 $ 1.82 $0.3640 0 $1.46 $1,077,149 SE South Carolina 1,780,000 930,000 1,355,000 0.54 731,700.00 $ 1.82 $0.3640 0 $1.46 $1,065,355 SE Mississippi 1,070,000 770,000 920,000 0.54 496,800.00 $ 1.82 $0.3640 0 $1.46 $723,341 CA California 15,320,00 0 6,160,000 10,740,000 0.54 5,799,600.00 $ 1.82 $0.3640 0 $1.46 $8,444,218 MW Illinois 4,540,000 2,430,000 3,485,000 0.54 1,881,900.00 $ 1.82 $0.3640 0 $1.46 $2,740,046 MW Missouri 2,820,000 1,560,000 2,190,000 0.54 1,182,600.00 $ 1.82 $0.3640 0 $1.46 $1,721,866 MW Michigan 2,920,000 1,550,000 2,235,000 0.54 1,206,900.00 $ 1.82 $0.3640 0 $1.46 $1,757,246 MW Indiana 2,180,000 1,480,000 1,830,000 0.54 988,200.00 $ 1.82 $0.3640 0 $1.46 $1,438,819 MW Iowa 1,930,000 1,430,000 1,680,000 0.54 907,200.00 $ 1.82 $0.3640 0 $1.46 $1,320,883 MW Oklahoma 1,600,000 1,430,000 1,515,000 0.54 818,100.00 $ 1.82 $0.3640 0 $1.46 $1,191,154 MW Wisconsin 2,350,000 1,430,000 1,890,000 0.54 1,020,600.00 $ 1.82 $0.3640 0 $1.46 $1,485,994 MW Minnesota 2,020,000 1,200,000 1,610,000 0.54 869,400.00 $ 1.82 $0.3640 0 $1.46 $1,265,846 MW Kansas 1,540,000 1,170,000 1,355,000 0.54 731,700.00 $ 1.82 $0.3640 0 $1.46 $1,065,355 MW Nebraska 1,360,000 830,000 1,095,000 0.54 591,300.00 $ 1.82 $0.3640 0 $1.46 $860,933 MW Arkansas 1,210,000 760,000 985,000 0.54 531,900.00 $ 1.82 $0.3640 0 $1.46 $774,446 12
  • 13. SW Arizona 4,670,000 1,470,000 3,070,000 0.54 1,657,800.00 $ 1.82 $0.3640 0 $1.46 $2,413,757 SW Colorado 2,520,000 1,470,000 1,995,000 0.54 1,077,300.00 $ 1.82 $0.3640 0 $1.46 $1,568,549 SW Utah 1,530,000 1,020,000 1,275,000 0.54 688,500.00 $ 1.82 $0.3640 0 $1.46 $1,002,456 SW Nevada 2,600,000 990,000 1,795,000 0.54 969,300.00 $ 1.82 $0.3640 0 $1.46 $1,411,301 SW New Mexico 900,000 600,000 750,000 0.54 405,000.00 $ 1.82 $0.3640 0 $1.46 $589,680 NE Pennsylvani a 3,310,000 2,410,000 2,860,000 0.54 1,544,400.00 $ 1.82 $0.3640 0 $1.46 $2,248,646 NE Ohio 3,890,000 2,350,000 3,120,000 0.54 1,684,800.00 $ 1.82 $0.3640 0 $1.46 $2,453,069 NE New York 3,150,000 2,300,000 2,725,000 0.54 1,471,500.00 $ 1.82 $0.3640 0 $1.46 $2,142,504 NE New Jersey 1,970,000 1,120,000 1,545,000 0.54 834,300.00 $ 1.82 $0.3640 0 $1.46 $1,214,741 NE Maryland 1,570,000 970,000 1,270,000 0.54 685,800.00 $ 1.82 $0.3640 0 $1.46 $998,525 NE Kentucky 1,490,000 850,000 1,170,000 0.54 631,800.00 $ 1.82 $0.3640 0 $1.46 $919,901 NE Massachuse tts 1,240,000 680,000 960,000 0.54 518,400.00 $ 1.82 $0.3640 0 $1.46 $754,790 NE Conneticutt 800,000 470,000 635,000 0.54 342,900.00 $ 1.82 $0.3640 0 $1.46 $499,262 NE West Virginia 510,000 430,000 470,000 0.54 253,800.00 $ 1.82 $0.3640 0 $1.46 $369,533 NE Maine 350,000 190,000 270,000 0.54 145,800.00 $ 1.82 $0.3640 0 $1.46 $212,285 NE New Hampshire 370,000 190,000 280,000 0.54 151,200.00 $ 1.82 $0.3640 0 $1.46 $220,147 NE Delaware 210,000 170,000 190,000 0.54 102,600.00 $ 1.82 $0.3640 0 $1.46 $149,386 NE District of Colombia 210,000 110,000 160,000 0.54 86,400.00 $ 1.82 $0.3640 0 $1.46 $125,798 NE Vermont 150,000 100,000 125,000 0.54 67,500.00 $ 1.82 $0.3640 0 $1.46 $98,280 NE Rhode Island 190,000 90,000 140,000 0.54 75,600.00 $ 1.82 $0.3640 0 $1.46 $110,074 NW South Dakota 480,000 450,000 465,000 0.54 251,100.00 $ 1.82 $0.3640 0 $1.46 $365,602 NW Idaho 700,000 390,000 545,000 0.54 294,300.00 $ 1.82 $0.3640 0 $1.46 $428,501 NW Washington 2,220,000 1,320,000 1,770,000 0.54 955,800.00 $ 1.82 $0.3640 0 $1.46 $1,391,645 NW Oregon 1,240,000 610,000 925,000 0.54 499,500.00 $ 1.82 $0.3640 0 $1.46 $727,272 NW North Dakota 350,000 410,000 380,000 0.54 205,200.00 $ 1.82 $0.3640 0 $1.46 $298,771 NW Wyoming 470,000 320,000 395,000 0.54 213,300.00 $ 1.82 $0.3640 0 $1.46 $310,565 NW Montana 380,000 260,000 320,000 0.54 172,800.00 $ 1.82 $0.3640 0 $1.46 $251,597 Hawa ii Hawaii 430,000 260,000 345,000 0.54 186,300.00 $ 1.82 $0.3640 0 $1.46 $271,253 Alask a Alaska 170,000 140,000 155,000 0.54 83,700.00 $ 1.82 $0.3640 0 $1.46 $121,867 13
  • 14. Marketing Programs Versa Crete Industries plans to use a direct sales and relationship selling to reach of its target market. The following channels listed below are most appropriate because of time to market, reduced capital requirements, and fast access to established distribution channels. The overall marketing plan for Versa Crete Industries' service is based on the following fundamentals: • Building Industry Associations • Industry Conferences • Product Sampling • Testimonials • Website • Social Media Plan • Print Collateral • Advertising Plan During the first six months of operation, Versa Crete Industries’ advertising and promotion will distribute coffee mugs, T-shirts, pens, and other advertising specialties with its logo. After the six months, Versa Crete Industries will maintain the advertising budget expenses at or below 10% of revenues on an ongoing basis. Specification sheets will also be used to outline Versa Crete Industries' goals and products. It will show and remind customers of the efficiency of the Visco technology. Versa Crete Industries will develop two separate brochures: one to be used to promote sales and one to use to announce the new product in the new market. 14
  • 15. Strategy and Implementation Summary Versa Crete Industries plans to develop marketing alliances with industry leaders in order to pursue new sales of its product to the industrial, commercial and consumer markets of the cement industry. The market strategy is to capitalize on Versa Crete Industries alliances by securing business relationships with cement producing companies. Versa Crete will provide a unique technology for routine problems in the cement industry by providing a more workable cement viscosity, allowing for more efficient use in applications. The goal is to be the standard in the industrial, commercial and consumer markets of the multi-billion dollar global cement industry. With that in mind, Versa Crete Industries will adopt a corporate strategy that is dedicated to improving the performance of activities on the critical path of its customers' projects. The company will do this by building on its core strengths of innovative technology, superior intellectual property, and financial management of the company, sales and customer service. At Versa Crete Industries, customer service is a pro-active partnership, a relationship that ensures a professional, efficiently run, safe workplace. The company's customer service philosophy starts at the top, is ingrained into the fabric of the company, and is closely aligned to Versa Crete Industries goal of contributing to its' customers critical success factors. 15
  • 16. Commercialization Plan The Visco product is a method of controlling the viscosity of a cement mixture using oppositely-charged polyelectrolytes. This product will serve as an additive to “Portland Cement” product which will significantly increases the viscosity of the cement mixture without negative effects on the working time of the cement mixture or the mechanical properties of the hardened cement. Moreover, the powder substance improves the viscosity of cement from an oatmeal-like consistency to become a more spreadable similar to peanut butter. Since the Visco product achieved a patented in January 2002; the new-product planning process has been completed. Therefore, Vera Crete Industries will focus on managing the post launch marketing of Visco and operate as a distributor of the product. We will focus on marketing and market related issues. Versa Crete Industries plans to use a direct sales force and relationship selling to reach its markets. Versa Crete plans to initially launch the Visco product in Texas and Florida at a business industry event and a webinar. These two states were selected as a result of the large amount of revenue generated in the targeted area. A time marketing plan will be designed around the best time to introduce this to the concrete industry. Ideally, the launch will be scheduled for the beginning of the business quarter, in order that if technical glitches occur there will still be time to recover lost momentum and regain mind share with both sales and early adopters. In addition, Versa Crete Industries plans to advertise in magazines, newspapers, and via the internet. 16
  • 17. Promotional Campaign Versa Crete Industries will promote Visco aggressively and on a broad scale. To accomplish initial sales goals, the company will require an effective promotional campaign to accomplish two primary objectives: 1. Attract customers who will consistently look to Versa Crete Industries for their construction projects. 2. Attract quality sales personnel who have a desire to be successful. In addition to standard advertisement practices, Versa Crete Industries will gain considerable recognition through these additional promotional mediums: • Press releases sent to major radio stations, newspapers, and magazines. • Radio advertising on secondary stations and the internet Safety Versa Crete Industries is committed to safety of all employees, customers, and persons where it operates. Versa-Crete Industries will ensure that it complies with current Health Administration and Occupational Health and Safety laws. Therefore, we will utilize the Underwriters Laboratories Inc. (herein known as UL) which has been in operation for more than a century as our manufacturing company. UL is an independent nonprofit organization that writes and tests products for safety and certifies them. They have developed more than 800 standards for safety, and millions of products and their components are tested to ULs safety standards. ULs web site is at http://www.ul.com. Information about UL standards can be found at http://ulstandardsinfonet.ul.com. Some examples of UL standards are: UL 1492: Audio-Video Products and Accessories UL 1419: Professional Video and Audio Equipment UL 1581: Reference Standard for Electrical Wires, Cables, and Flexible Cords UL 1411: Transformer and Motor Transformers for Use in Audio-, Radio-, and Television-Type Appliances UL 6500: Standard for Audio/Video and Musical Instrument Apparatus for Household, Commercial, and Similar General Use 17
  • 18. Financial Plan We studied the trends of the cement market throughout the United States to find out what the potential Market Revenue would be. Potential Market Revenue We then separated the United States into five different regions. Those regions consisted of the following: Southeast, Northeast, Midwest, Southwest, Northwest It was based on the market sales in each of those regions. We chose to start with the Southeast and Texas, because they were generating the largest volume of revenue sold in that region. - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000 Florida Georgia Virginia Alabama Mississippi Illinois Michigan Iowa Wisconsin Kansas Arkansas Colorado Nevada Pennsylvania NewYork Maryland Massachusetts WestVirginia NewHampshire DistrictofColombia RhodeIsland Idaho Oregon Wyoming Hawaii PotentialMarketRevenue States 18
  • 19. Potential Market Revenue of Southeast states and Texas After the first year we would expand in the United States. We hope to capture sales in the Southeast in the amount of 3% of revenue in the first year and by adding California, 4% in the second year. The desired expansion plan is as follows: Year 2 - add California because it was the second largest state generating sales. Year 3 - add Midwest Region because it generates 12 million of revenue. Year 4 - add the remainder of the Southwest Year 5 - add the Northeast - 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 Texas Florida Louisiana Georgia North Carolina Virginia Tennessee Alabama South Carolina Mississippi U.S. (Nationally) $0.00 2005 Metrictons a year in (cubic yards) 100,000,000 25,140,000 2010 Metric tons a year in (Cubic yards) 100,000,000 34,995,000 Average Metric Tons a year in (cubic yards) 0.54 $5.40 One cubic yard of cement 54,000,000.00 $18,897,300.00 U.S. cubic yards sold $1.82 $18.20 Cost sold / Yd^3 $0.36400 $3.64 cost to produce = 20% $1.46 $14.56 profit $78,624,000 $27,514,469 total potential market revenue 19
  • 20. The Southeast and Texas (Texas alone generates 8 million) generates 11.7 million in concrete revenue. The Southwest generates 9.2 (California alone generates 4.2) The Northeast generates 9.7 The Midwest generates 20 million Profit Increases and Expansion SE + TX CA MW SW NE TOTAL Year 1 $825,434 $0 0 0 $0 $825,434 Year 2 $1,926,013 $253,327 0 0 $0 $2,179,339 Year 3 $2,476,302 $506,653 $468,678 0 $0 $3,451,633 Year 4 $2,751,447 $591,095 $937,355 $209,572 $0 $4,489,470 Year 5 $3,026,592 $675,537 $1,249,807 $349,287 $375,508 $5,676,731 $0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 Year 1 Year 2 Year 3 Year 4 Year 5 SE + TX CA MW SW NE TOTAL 20
  • 21. Company Finances cost for staffing: Utilities: rent: Total Base Expenses: cost of production: Est. Cost of Sales Operations: Total Expenses: Year 1: $253,696 $3,000 $3,000 $259,696 $1,045,153 $7,000 $1,311,849 Year 2: $265,696 $3,000 $3,000 $271,696 $2,438,690 $7,000 $2,717,387 Year 3: $265,707 $3,000 $3,000 $271,707 $3,135,459 $7,000 $3,414,167 Year 4: $265,696 $3,000 $3,000 $271,696 $3,483,844 $7,000 $3,762,540 Year 5: $271,696 $3,000 $3,000 $277,696 $3,832,228 $7,000 $4,116,924 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000 $4,500,000 Expenses Year 1: Year 2: Year 3: Year 4: Year 5: 21
  • 22. $0.00 $20,000,000.00 $40,000,000.00 $60,000,000.00 $80,000,000.00 $100,000,000.00 $120,000,000.00 Market Size Projected Market retention Market Demand Profit per lb Potential Needed Production (cubic yards) Projected needed production (cubic/yards): Projected of Profit: Profits Year 1: Year 2: Year 3: Year 4: Year 5: 22
  • 23. 2014 PROJECTED MONTHLY CASH FLOW COMPANY NAME November 13, 2014 PRE- STARTUP Year 1 Year 2 Year 3 Year 4 Year 5 TOTAL 1. Cash On Hand [Beginning of year] $8,550 $1,956,566 $6,896,815 $13,330,443 $20,511,353 2. Cash Receipts (a) Cash Sales/collections from credit accounts $0 3,286,965 7,669,585 9,860,895 10,956,550 12,052,205 $43,826,200 (c) Loan or Other Cash Injection 950000* $0.00 3. Total Cash Receipts [2a + 2b + 2c=3] $0.00 $3,286,965 $7,669,585 $9,860,895 $10,956,550 $12,052,205 $43,826,200 4. Total Cash Available [Before cash out] (1 + 3) $0.00 $3,278,415 $9,626,151 $16,757,710 $24,286,993 $32,563,558 5. Cash Paid Out (a) Rent $3,000 $3,000 $3,000 $3,000 $3,000 $15,000 (b) Gross Wages (excludes withdrawals) $0 (c) Payroll Expenses (Taxes, etc.) $0 $253,696.00 $265,696.00 $265,707.00 $265,696.00 $271,696.00 $1,322,491 (d) Utilities $0 $3,000 $3,000 $3,000 $3,000 $3,000 $15,000 (e) Supplies (Office and operating) $500.00 $500 $500 $500 $500 $500 $3,000 (f) Repairs and Maintenance $0 $100 $50 $200 $200 $200 $750 (g) Advertising $0 $0.00 $0.00 $0.00 $0.00 $0.00 $0 23
  • 24. (h) Auto, Delivery, and Travel $0 $5,000 $7,000 $8,000 $8,000 $8,000 $36,000 (i) Accounting and Legal $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $36,000 (j) Purchases (Merchandise) $0 $1,045,153 $2,438,690 $3,135,460 $3,483,844 $3,832,228 $13,935,375 (k) Telephone $450 $1,800 $1,800 $1,800 $1,800 $1,800 $9,450 (l) Outside Services $0 $0 $0 $0 $0 $0 $0 (m) Insurance $600 $2,600 $2,600 $2,600 $2,600 $2,600 $13,600 (n) Taxes (Real Estate, etc.) $0 $0 (o) Interest $0 (p) Other Expenses [Specify each] $0 (q) Miscellaneous [Unspecified] $0 (r) Subtotal $7,550.00 $1,320,849 $2,728,336 $3,426,266 $3,774,640 $4,129,024 $7,483,002 (s) Loan Principal Payment $0 (t) Capital Purchases [Specify] $0 (u) Other Start-up Costs $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $6,000 (v) Reserve and/or Escrow [Specify] $0 (w) Owner's Withdrawal $0 6. Total Cash Paid Out $0 [Total 5a thru 5w] $8,550.00 $1,321,849 $2,729,336 $3,427,266 $3,775,640 $4,130,024 $15,392,666 7. Cash Position $0 [End of Year] (4 minus 6) -$8,550.00 $1,956,566 $6,896,815 $13,330,443 $20,511,353 $28,433,534 $71,120,162 Essential Operating Data $0 [Non-cash flow information] $0 A. Sales Volume [Dollars] $0 24
  • 25. B. Accounts Receivable [End of Month] $0 C. Bad Debt [End of Month] $0 D. Inventory on Hand [End of Month] $0 E. Accounts Payable [End of Month] $0 F. Depreciation $0 25