1. BBuussiinneessss PPllaann
Contact: Edie B. Smith
Phone: (555) 212-9019
E-mail: support@naturalbeauty.com
©2000-2010

2. TTaabbllee ooff CCoonntteennttss
Natural Beauty: An Overview............................................................................3
Natural Beauty’s Mission ..................................................................................4
Company Ownership ........................................................................................4
Company Location............................................................................................4
Natural Beauty ...................................................................................................5
Natural Beauty Product Description..................................................................5
The Personal Care Market.................................................................................7
Target Market ...................................................................................................9
Market Needs .................................................................................................10
Industry Analysis.............................................................................................10
Competitive Comparison.................................................................................10
Marketing Summary.........................................................................................12
Competitive Edge ...........................................................................................12
Strengths, Weaknesses, Threats, and Opportunities ......................................13
Marketing Strategy..........................................................................................13
Internet Strategy .............................................................................................14
Management Team ..........................................................................................16
Management Gaps .........................................................................................16
Financial Plan...................................................................................................17
©2000-2010

3. Natural Beauty: An Overview
Imagine adding formaldehyde, phthalates, and lead into a daily personal care routine. While few people
would, nearly every consumer that purchases department or drug store makeup and skincare
inadvertently adds these hazardous chemicals to her body. Natural Beauty, LLC (also referred to as “the
Company”) is a start-up ecommerce retailer that will sell a complete line of nontoxic, environmentally
friendly, and stylish cosmetics, skincare, and personal care products. Owned and operated by a noted
cosmologist, the Company will combine the best in proprietary ingredients and design to create a wide
array of high-end green products at an affordable price. Additionally, Natural Beauty will retail existing
brands of all-organic cosmetics and beauty products. The Company believes that all consumers should
have the right to purchase safe products that enhance her appearance and sense of wellbeing. Upon
receipt of funding, Natural Beauty will launch an easy-to-navigate ecommerce portal.
The overall market for green and sustainable products in the U.S. is estimated as high as $230 billion
annually, and its meteoric rise into mainstream culture has shown no sign of letting up. The eco-
business organization LOHAS (Lifestyles of Health and Sustainability) breaks the market into smaller
segments, attributing the Ecological Lifestyles market with $83.8 billion, Personal Development with
$27.3 billion, and Sustainable Economy with $6.5 billion. Other segments include Healthy Lifestyles
and Alternative Healthcare. Natural Beauty will primarily target customers are women in their 20s and
older, although the entire U.S. adult population remains among the Company’s eventual customer base.
An estimate of the current market by LOHAS places 63 million adults (30% of the U.S. population)
among those focused on health and fitness, the environment, personal development, sustainable living,
and social justice. Natural Beauty faces competition in this market from a host of online retailers and
brick and mortar establishments that sell green products. Its most direct competition – online retailers –
have yet to offer one destination for multiple brands of organic cosmetics at affordable prices.
Natural Beauty has developed a fully inclusive marketing campaign that will strategically reach its
intended customer base. The Company will create a powerful Internet presence using search engine
optimization, social networking, and newsletter e-mail blasts. Additionally, Natural Beauty’s
management team has connections to various media outlets that will help it create awareness of not only
the ecommerce portal, but also the green living cause – a cause that is increasingly embraced
nationwide. Further, as customers see the Company’s top quality product offerings and its distribution
of reliable and highly educational information, they will tell their friends and family members.
Ultimately, this will allow Natural Beauty to increase its service offerings and expand its marketing
avenues to reach an even greater target customer base.
Edie B. Smith will own and operate Natural Beauty. Currently, Ms. Smith owns and oversees day-to-
day operations at the Green Gal Beauty School and Salon in Manhattan, New York. The Green Gal
Beauty School and Salon is at the forefront of teaching innovative approaches to eco-friendly
cosmetology techniques. An avid beauty activist, Ms. Smith has appeared as health and wellness
contributor on The Today Show, Good Day New York, and Good Morning America. In addition to
television appearances, Ms. Smith has appeared on several radio shows and penned columns for more
than 15 magazines. Ms. Smith received her Bachelor of Science degree in biology from New York
University before becoming licensed cosmetologist.
To achieve the Company’s objectives, Natural Beauty is seeking $1.5 million in total funding through
outside investment.
©2000-2010

4. Natural Beauty’s Mission
The Company’s mission statement is as follows:
“Making natural beauty accessible to all consumers.”
Company Ownership
Natural Beauty is a Limited Liability Company (LLC) registered in the state of New Jersey. The
Company is owned by Edie B. Smith (100%).
Company Location
Natural Beauty, LLC is headquartered in New York City, New York.
©2000-2010

5. Natural Beauty
Natural Beauty will provide the best in affordable and organic beauty products. The Company will
launch its proprietary line of nontoxic cosmetics through its website, NaturalBeauty.com. The Natural
Beauty brand will replace hazardous additives with all-natural ingredients, while additionally boasting
many of the same attributes currently found in non-organic brands. Natural Beauty’s cosmetics are long
lasting, noncomedogenic, and available in on-trend colors. All Natural Beauty packaging is
biodegradable and made from recycled materials, but is also stylishly distinctive.
In addition to retailing its own line of beauty products, the Company will sell natural cosmetics currently
created and sold by independent retailers. Natural Beauty aspires to provide customers the widest
available resource of green cosmetics. Natural Beauty’s own line will be the anchor of the Company’s
efforts, and its product mix includes:
• Skincare
o Lotion
o Cleanser
o Night cream
• Cosmetics
o Eyes
 Mascara
 Eyeliner
 Eye shadow
o Face
 Foundation
 Powder
 Blush
 Bronzer
 Cover up
o Lips
 Lipstick
 Lip gloss
 Lip liner
Natural Beauty Product Description
NaturalBeauty.com is an attractively designed and easy-to-navigate portal for all green beauty products.
The Company’s product line will continue to evolve as new eco-friendly advancements in cosmetics
come to market. Natural Beauty will leverage its product knowledge and industry contacts to expand its
presence in the market. NaturalBeauty.com will also cosmetics and style blog, with an additional focus
on the latest green news. These value-added online features and strong product mix will help cement
NaturalBeauty.com as a premier high-end retailer of green cosmetics. A more detailed list of products
includes, but is not limited to:
Skincare: Healthy, radiating skin is the world’s oldest and most effective beauty secret. Natural
Beauty’s will carry a variety of skincare products that meet the needs of oil, dry, and acne-prone skin.
The Company will work with existing manufacturers of organic skincare products to stock the best in
lotions, cleansers, and night creams. In addition, NaturalBeauty.com will establish its own line of
skincare treatments using proven natural remedies, including chamomile, almond oil, and kumerahou.
©2000-2010

6. Eyes: The Company will use potent minerals to create both dramatic and subtle eyeliners, eye shadows,
and mascaras. Natural Beauty’s long-lasting eye makeup will contain no artificial colors, preservatives,
or fragrances. The Company will also carry already established brands of all-natural eye make-up,
including Chanterelle Cosmetics, Driven by Green, and Mineral Mandate.
Cosmetics
Face: Natural Beauty will use minerals and the oil-absorbing blend of witch hazel, rosemary, and
arnica, to create lavish face powders. The Company will also offer a specialty blend of foundation,
bronzers, and cover-ups to match spectrum of skin tones. Natural Beauty has already secured
relationships with the established brands Naughty or Nice Cosmetics, Chanterelle Cosmetics, Mineral
Mandate, and Face (the facts).
Lips: Natural Beauty will offer lip stains, glosses, and sticks bursting with ripe, delicious colors. The
Company uses 100% pure pigments to create nourishing lip products. A variety of colors will be
available, ranging from the lightest pinks to the deepest reds. NaturalBeauty.com will also carry Dr.
Lovejoy’s, My Sweet Lips, and Liza Morgan Lip Tints.
©2000-2010

7. The Personal Care Market
The personal care products industry is composed of more than 20,000 companies with combined annual
revenues of $50.5 billion, with major companies, such as Proctor & Game, L’Oreal, and Estee Lauder
dominating the industry, according to market research firm IBISWorld. The industry “includes
companies engaged primarily in blending, compounding, and packaging toilet preparations. Products
produced include makeup, shampoo, creams and lotions, skincare products sunscreen, mouthwash, and
shaving products.” The following table shows the breakdown of the products in the industry.
Product/Services Share
Skin care 30.0%
Hair care 25.0%
Cosmetics 15.0%
Fragrances 10.0%
Men's grooming 8.0%
Deodorants 6.0%
Oral hygiene 3.0%
Sun care, nail care & baby care 3.0%
This industry will grow to $51.35 billion by the end of 2010.1
Keys to success in the cosmetics and
beauty products manufacturing industry lie in producing goods that possess a perceived value. The
following table reflects the anticipated growth of the cosmetics and beauty industry between 2011 and
2016.
Revenue (constant prices)
Revenue $ Million Growth %
2011 52,300.0 1.9
2012 53,750.0 2.8
2013 55,500.0 3.3
2014 57,400.0 3.4
2015 59,400.0 3.5
2016 61,250.0 3.1
1
IBISWorld Industry Report. “Cosmetics & Beauty Products Manufacturing in the US” February 2010
©2000-2010

8. Revenue Growth Rate
Awareness of the health issues related to cosmetics is growing; however, and there is an increasing
demand for organic and natural goods. In July 2009, the co-founder of Campaign for Safe Cosmetics,
Stacy Malkan, began a series of speaking events in support of her new book, Not Just a Pretty Face: The
Ugly Side of the Beauty Industry, raising awareness of the harmful chemicals in makeup and other
personal care products. Ms. Malkan claims, “the average person slathers on about 12 products a day
containing 80 chemicals” and that “many are linked to cancer, hormone disruption, learning disabilities
and other health problems.”2
The LOHAS, or the Lifestyles of Health and Sustainability, is a group that tracks and facilitates healthy
and eco-friendly products and businesses. The organization estimates that, conservatively, the market
for these products is at least $208 billion in the U.S. alone. This market is further broken down into the
following sub-categories:3
• Sustainable Economy: $6.5 billion
o Green building and industrial goods
o Renewable energy
o Resource-efficient products
o Socially responsible investing
o Alternative transportation
o Environmental management
• Healthy Lifestyles: $50 billion
o Natural, organics; nutritional products
o Food and beverage
o Dietary supplements
o Personal care
• Ecological Lifestyles: $83.8 billion
o Ecological home and office products
o Organic / recycled fiber products
2
Fidelman, Charlie. The Gazette. “Beware of cosmetics, author says.” July 12, 2009. Obtained at:
http://tinyurl.com/kwdcdl.
3
LOHAS. “LOHAS background.” Obtained at: http://www.lohas.com/about.htm
©2000-2010

9. o Environmentally friendly appliances
o Eco-tourism and travel
• Alternative Healthcare: $40 billion
o Health and wellness solutions
o Acupuncture, homeopathy, naturopathy, etc.
o Holistic disease prevention
o Complementary medicine
• Personal Development: $27.3 billion
o Mind, body, and spirit products such as CDs, books, tapes, and seminars
o Yoga, fitness, weight loss
o Spiritual products and services
An article in the Washington Post places the “sustainable lifestyle” market at closer to $230 billion.4
This fast-growing segment of the U.S. economy has moved from a fringe ideal to one that corporate
America has grabbed a hold of and run with. One example is Steve Case, the founder of American
Online, who four years ago started Revolution LLC to find and create sustainable products that can
succeed in the mainstream. According to Case, for products to reach the mainstream they must be easy
to obtain and fit in with mainstream lifestyles. “People are intrigued with these ideas,” he says in the
Post article. “They’re willing to give it a shot if given a safe, comfortable way to do that and not be
targeted by the yoga police.”5
Medication and cosmetics currently make up 6.5% of the $61 billion e-commerce industry. With more
than 74% of American adults online, rapid e-commerce growth in the retail sector is a hallmark of the
online shopping industry. In 2010, the e-commerce industry is expected to produce a revenue of $93
billion. The following chart from market research group IBISWorld shows the expected revenue
outlook over the next five years:6
Revenue (constant prices)
Revenue $ Million Growth %
2011 104,495.5 11.4
2012 116,930.4 11.9
2013 131,383.0 12.4
2014 147,911.0 12.6
2015 154,404.3 4.4
2016 163,668.5 6.0
Target Market
Natural Beauty will target women interested in more environmentally friendly cosmetics. This group
also tends to use all-natural and organic products for their own personal health, avoiding chemical-laden
products for fear of unknown long-term detriments.
4
Shin, Annys. Washington Post. “Green-Living Firms Try For Mainstream Balance.” June 6, 2006. Obtained at:
http://www.washingtonpost.com/wp-dyn/content/article/2006/06/05/AR2006060501341.html
5
Ibid.
6
IBISWorld. “E-Commerce and Online Auctions in the U.S.” March 11, 2010.
©2000-2010

10. The organic consumer is a market segment that is rapidly growing. Recent data shows that a full quarter
of American shoppers now by organic products once a week, as opposed to 17% in 2000.7
The
Company believes that its clients will have very similar characteristics to that of a LOHAS customer.
LOHAS consumers are focused on health and fitness, the environment, personal development,
sustainable living, and social justice. Estimates suggest that 30% of adults, or 63 million people, are
LOHAS consumers,8
also defined as Cultural Creatives – people that are market drivers for social,
environmental, and economic change in the U.S.9
Market Needs
As overall consumer demand for natural and eco-friendly products increases, the demand for easy-to-
find cosmetics that fall under this category also increases. Today’s consumers are hyperaware of the
detrimental effects of non-sustainable industry on her body, as well as the toxicity of many store-bought
products. As a business that sells organic and non-toxic products, the Company will offer an alternative
to mass-produced, chemical-heavy products that have dominated the beauty care industry for years. Not
only are these products beneficial to the environment, but the can lead to a healthier life for women and
children. Natural Beauty will present customers with a non-threatening and attractive interface to
purchase these items.
Industry Analysis
The Company will operate within the Toilet Preparations industry (Standard Industrial Classification
2844). The table below shows Dun & Bradstreet data regarding the performance of the businesses in
this industry on a national, state, and local level.10
Industry: Toilet Preparations (SIC 2844)
Establishments primarily engaged in manufacturing perfumes (natural and synthetic), cosmetics, and other toilet
preparations. Includes blending and compounding perfume bases; and shampoos and shaving products, whether
made from soap or synthetic detergents.
Market Size Statistics
Estimated number of U.S. establishments: 2,894
Number of people employed in this industry: 75,868
Total annual sales in this industry: $45.7 billion
Average number of employees per establishment: 28
Average sales per establishment (unknown values are excluded from the average): $19.3 million
Market Analysis by State and Metropolitan Area
State/Metro No Bus. % Total
Total
Employees
Total
Sales
Average
Employees
Average
Sales
New York 297 8.5 12,462 $36.9 billion 47 $174.2 million
New York City, NY 199 6.9 9,086 $36.6 billion 53 $273.4 million
Competitive Comparison
While the online world is also full of websites that tout eco-friendly products and advice, many lack a
sophisticated appeal and often can be preachy – something that may alienate customers. Natural Beauty
is aware of the need to evaluate competitors. The Company will experience direct competition from
online retailers, including NeptuneBeauty.com and GlamGranola.com, which are listed below with a
brief description:
7
Cloud, John. Time Magazine. Obtained at: http://www.time.com/time/magazine/article/0,9171,1595245,00.html
8
London Daily Telegraph. “Healthy, Wealthy and Wise Inc.” March 25, 2006. Obtained at: http://tinyurl.com/ct9lz8
9
LOHAS Background. Obtained at: http://www.lohas.com/about.htm
10
Dun & Bradstreet, Industry Data for SIC 2844-0000; obtained in April 2010.
©2000-2010

11.  www.NeptuneBeauty.com: This site has a wide breadth of product offerings, but the website
has poor design and is difficult to navigate. It also does not appeal to high-end consumers.
 www.GlamGranola.com: This established e-commerce site is complemented by a retail store
in Florida, although it mostly has a regional presence.
©2000-2010

12. Marketing Summary
The Company recognizes the importance of promoting environmentally aware lifestyles. Natural
Beauty.com will underscore the variety of its line and the benefits its products provide, including . Thus,
as Natural Beauty increases awareness and establishes a loyal online user base, satisfied users will fuel
positive word of mouth referrals. This has the potential to significantly increase revenue while
simultaneously bolstering Natural Beauty’s brand.
To enhance the awareness of Natural Beauty’s product offerings, the Company has established affiliate
marketing programs. In addition, the Company’s founder, Edie B. Smith, will launch a media speaking
tour through the assistance of the public relations firm, MediaBlitzer. Ms. Smith will act a contributing guest
commentator on highly rated network affiliate television stations garnering exposure for Natural Beauty. All of
this contributes to the website’s publicity, and therefore to extending the Company’s products and
services to a wider audience. The Company’s marketing strategy can be understood by looking at the
implementation of the “Four Ps” of marketing – product, price, promotion, and place:
Competitive Edge
Natural Beauty has a considerable number of advantages in its industry, giving customers benefits that
other companies simply lack. The following briefly lists each advantage:
• Increases individuals’ quality of life and promotes healthy living
• Provides products and educational content other e-commerce sites don’t offer
• Carries the affordably priced Natural Beauty line of cosmetics exclusively
• Extensively researched and certified authentic product selection
• Steep increase in demand for non-toxic, organic, and green products
RATIONALE FOR
MARKETING PROGRAM
CUSTOMERS
Supply necessary and
healthy products and
information to those
interested in healthy
living.
Providing healthy,
green, and organic
products and
information.
Provide necessary
service to rapidly
increasing market
nationwide.
Headquartered in New
York City; global
through online location.
Increase awareness of
the Company’s
services to potential
customers.
Media and industry
connections, direct
marketing, trade shows,
consultations, Internet,
and promotions/contests.
Prices set to convey
value and significance.
Remain affordable,
while yielding cost
saving differential.
Product
Strategy
Price
Strategy
Promotion
Strategy
Place
Strategy
Marketing
Mix
©2000-2010

13. • Affordable pricing structure
• Unique variety of products
• Quick and reliable shipping
• Easily navigable website
• Stylish, comprehensive web experience
• Extensive advertising campaign
• Management is outspoken on green topics and is experienced in this arena
• Search engine optimized
Strengths, Weaknesses, Threats, and Opportunities
The following chart provides a basic analysis of the Company’s strengths, weaknesses, threats, and
opportunities:
Strengths Weaknesses
• Thoroughly researched product selection
• Offers affordably priced products that are sensitive
to consumers’ new spending habits
• Provides a wide selection to chose from
• Uses a stylish and highly functional website
• Ensures quick and reliable shopping
• Experienced management team
• The Company currently does not have brand
recognition and has not been promoted to the
public.
• Numerous businesses currently provide many of the
same products.
• The Company’s business model is currently
unproven.
Opportunities Threats
• Taps into the popularity of the green market.
• Potential to partner with other businesses operating
in the green and all-natural sectors.
• The Company will face competition from other well-
businesses that offer similar products.
• New entrants into the market may be quickly able to
build an effective e-commerce site.
Marketing Strategy
The Company’s initial marketing strategy will be designed to reach early adopters, who tend to embrace
new lifestyle changes as well as innovative products quickly. Natural Beauty’s marketing plan for
driving site traffic and revenue will also evolve as the Company becomes established in the marketplace
and gains more customers. In order to best understand this progression, the Company’s marketing
strategy has been broken into three stages: Early Adoption, Growth, and Sustained Operations.
Early Adoption
Current customers are generally early adopters who embrace technology, regularly shop online, and seek
out lifestyle improvements. This segment will continue to serve as the Company’s core customer group
through Natural Beauty’s infancy, and the Company will continue to reach this segment using the
strategies outlined below.
• The Company will utilize a strong direct marketing tactic, which will include third party e-mail
blasts, search engine advertising, and web advertisements. The Company hopes for this
combination of direct sales tactics to yield a high return of new customers.
• Search engine optimization (SEO) will be regulated so that the Company spends it advertising
dollars effectively; key days of the week and times of day will be established after a two-week
traffic monitoring period, and Natural Beauty will optimize its site for those days and times when
this segment is most likely to browse.
©2000-2010

14. • Natural Beauty will attend trade shows throughout the U.S. in order to build contacts, increase
awareness, and build up its newsletter subscriber list.
Growth
This phase is characterized by accelerated growth in the number of customers and an expanded number
of products and services. New customers, who tend to follow established trends, will be reached in the
following ways:
• Established industry and media connections will be leveraged.
• The Company expects to see significant growth as publicity ensues through radio, print, and
television.
• SEO will expand to reach wider audiences, while still maintaining an awareness of optimal times
and days for prime search placement.
• Natural Beauty will utilize phone consultations, which have produced larger sales and attracted
high-end clientele.
Sustained Operations
This is the last stage of the Company’s marketing plan and will be reached when all initial operating
goals have been surpassed. Natural Beauty will use the following marketing avenues to continue its
expansion:
• Natural Beauty will aggressively pursue SEO for key words associated with the Company’s
products, services, and general philosophy. The Company recognizes that constant site content
updates (in the form of a blog or newsletter) facilitate this, and that appearing in the top ten sites
in Google, Yahoo!, and Live.com searches is extremely necessary for obtaining and sustaining
customers. This is further outlined in 4.2.1: Internet Strategy
• Natural Beauty will continue to rely on word of mouth referrals to bring new customers to the
site. This is a form of advertising that is both free and highly effective. The Company will
encourage customers to tell a friend about a product and wish-lists on the site, which will not
only disseminate the Natural Beauty brand, but will also, foster customer loyalty.
Internet Strategy
The Company will operate with a fully inclusive and robust Internet strategy. Natural Beauty uses the
following online channels:
• Website: The core of the Company’s marketing strategy is fueled from its website
(www.naturalbeauty.com). The site is not only the Company’s primary source of revenue
generation, but also serves as a source for individuals to learn and be informed on green and
environmental topics.
• Sponsored listing: Natural Beauty will use cost-per-click (CPC) Internet advertising with
Google AdWords and Yahoo!.
©2000-2010

15. • Newsletters and e-mail blasts: The Company’s customers can opt to receive Natural Beauty’s
newsletter, which advertises Company news and updates, as well as important environmental and
green information. The e-mail newsletter will also be sent out to leads generated from strategic
industry partnerships and demographic information. This will reinforce brand building among
the Company’s target market and will hopefully generate new sales.
In addition to these successful tactics, the Company is interested in establishing a blog presence on its
website. This blog will help inform customers about changing style trends and research that affect the
“green” lifestyle. Though the Company’s founder will contribute to the blog, Natural Beauty hopes for
this to serve as a forum where customers can ask questions to professionals, as well as share their own
discoveries, opinions, and queries.
©2000-2010

16. Management Team
Edie Smith, Chief Executive Officer
Edie B. Smith will own and operate Natural Beauty. Since the earliest days of the green revolution, Ms.
Smith has been active in promoting the use of environmentally friendly products and adopting lifestyle
changes. In 2003, Ms. Smith founded the Green Gal Beauty School and Salon, which she currently
owns and operates. Green Gal Beauty School and Salon provides complete cosmetology education to 60
students a year, as well as salon services to residents of Manhattan. The Green Gal Beauty School and
Salon is best known for its use of eco-friendly products and services, for which it gained accolades in
Time Out New York and The New York Daily News.
An avid beauty activist, Ms. Smith has parlayed the success of The Green Gal Beauty School and Salon
into appearances as a health and wellness contributor on The Today Show, Good Day New York, and
Good Morning America. Ms. Smith has also penned columns for more than 15 magazines on topics
ranging from nutrition, chemical-free living, and beauty trends. Ms. Smith received her Bachelor of
Science degree in biology from New York University before becoming licensed cosmetologist.
Management Gaps
As Natural Beauty expands, the Company will hire several significant positions to ensure its continued
success. The current CEO will seek to fill the following jobs, in addition to positions for general
staffing and support:
Technical Manager
The technical manager will be responsible for the management and supervision of the organization’s
research and development projects and the maintenance of Company’s retail site, ensuring maximum
usability and functionality. This position will cooperate with the CEO in managing the organization and
in achieving the organization’s vision but will focus primarily on managing the technological operations
of the organization.
Marketing
This position will represent the organization by providing marketing services, including market research,
strategic market planning, public relations, advertising, promotions, and so on. The Company’s in-
house marketing department will focus on core concepts of promoting healthier living, and will have the
ability to leverage the Company’s already established media presence.
©2000-2010

17. Financial Plan
The following table and graph illustrate the financial goals of the Company during the next five years:
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $400,000 $1,306,949 $3,283,861 $6,936,519 $11,878,772
Gross Margin $158,200 $523,981 $1,336,150 $2,865,841 $4,986,703
Operating Expenses $765,395 $1,005,709 $1,303,806 $1,629,819 $1,970,022
EBITDA* ($603,862) ($477,894) $37,177 $1,241,855 $3,023,514
Net Profit ($607,195) ($481,728) $32,344 $1,236,022 $3,016,681
Profitability Ratios
Gross Margin/Revenue 40% 40% 41% 41% 42%
EBITDA/Revenue -151% -37% 1% 18% 25%
Net Profit/Revenue -152% -37% 1% 18% 25%
Debt Ratios
Debt Ratio (Total Debt/Total Assets) 6.45% 22.78% 35.14% 19.46% 11.95%
Interest Coverage Ratio N/A N/A N/A N/A N/A
Debt Service Coverage Ratio N/A N/A N/A N/A N/A
Net Cash Flow ($546,246) ($438,413) $127,247 $1,409,217 $3,246,354
Cash Balance - Ending $847,254 $408,842 $536,088 $1,945,305 $5,191,659
FINANCIALHIGHLIGHTS
*Earnings before taxes, depreciation &
amortization
Financial Highlights
($2,000,000)
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue
Direct Costs
Operating Expenses
Net Profit
©2000-2010

18. The table below outlines the sources and uses of funding:
Loan $0
Ow ner Investment $0
Investor $1,500,000
Total Sources $1,500,000
Start-up Expenses
Marketing $25,000
Website Development $25,000
Fees $2,000
Professional Fees $2,000
Lease Desposit $1,500
Stationery & Brochures $1,000
Total Start-up Expenses $56,500
Start-up Assets
Starting Cash Balance $1,393,500
Other Current Assets $0
Equipment $30,000
Property $20,000
Other Long-term Assets $0
Total Start-up Assets $1,443,500
Total Uses $1,500,000
SOURCES OF FUNDS
USES OF FUNDS
SOURCES&USES
©2000-2010

19. The following investor proposition uses a number of variables to determine a hypothetical share of the
Company in exchange for investment. The following scenario is up for negotiation and is dependent on
operating and valuation assumptions. The investor share is based on an investor-required rate of return
of 40% per year, and a Year 5 Company valuation at 6 times EBITDA. It should be noted that the rate
of return is dependent on subjective measurements of risk and reward, and valuations are subject to
market conditions.
Investment $1,500,000
Required Rate of Return 40%
Value of Investment (Year 5) $8,067,000
Year 5 Earnings $3,024,000
EBITDA Multiple 6
Projected Company Value (Year 5) $18,144,000
Equity Sold 44%
(Value of Investment/Value of Company)
INVESTORPROPOSITION
©2000-2010

20. The following is a five-year revenue forecast. Direct costs include all costs which can be directly tied to
revenue and include “cost of goods.”
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue
Water Filtration $80,000 $230,720 $570,340 $1,174,900 $1,936,235
Air Filtration $140,000 $432,600 $1,158,503 $2,625,167 $4,867,060
Educational Books & CDs $12,000 $37,080 $99,300 $225,014 $417,177
Organic Bedding/Mattresses $80,000 $288,833 $693,199 $1,386,399 $2,218,238
Non-Toxic Building/Materials $26,000 $93,871 $225,290 $450,580 $720,927
EMF Protection Products $30,000 $108,312 $259,950 $519,899 $831,839
Organic Clothing/Toys $12,000 $43,325 $103,980 $207,960 $332,736
Misc $20,000 $72,208 $173,300 $346,600 $554,559
Total Revenue $400,000 $1,306,949 $3,283,861 $6,936,519 $11,878,772
Direct Cost of Revenue
Water Filtration $44,000 $124,432 $301,623 $609,279 $984,595
Air Filtration $91,000 $275,730 $724,067 $1,608,877 $2,924,938
Educational Books & CDs $4,800 $14,544 $38,193 $84,864 $154,282
Organic Bedding/Mattresses $52,000 $187,741 $450,580 $901,159 $1,441,855
Non-Toxic Building/Materials $16,900 $61,016 $146,438 $292,877 $468,603
EMF Protection Products $22,500 $81,234 $194,962 $389,925 $623,879
Organic Clothing/Toys $3,600 $12,997 $31,194 $62,388 $99,821
Misc $7,000 $25,273 $60,655 $121,310 $194,096
Subtotal Cost of Revenue $241,800 $782,968 $1,947,712 $4,070,678 $6,892,068
Other Direct Costs $0 $0 $0 $0 $0
Total Direct Costs $241,800 $782,968 $1,947,712 $4,070,678 $6,892,068
Gross Margin $158,200 $523,981 $1,336,150 $2,865,841 $4,986,703
Gross Margin % 40% 40% 41% 41% 42%
REVENUEFORECAST
©2000-2010

21. The table below shows the units and pricing assumptions underlying the revenue forecast:
Year 1 Year 2 Year 3 Year 4 Year 5
Units
Water Filtration 1,600 4,480 10,752 21,504 34,406
Air Filtration 350 1,050 2,730 6,006 10,811
Educational Books & CDs 667 2,000 5,200 11,440 20,592
Organic Bedding/Mattresses 400 1,444 3,466 6,932 11,091
Non-Toxic Building/Materials 578 2,086 5,006 10,013 16,021
EMF Protection Products 750 2,708 6,499 12,997 20,796
Organic Clothing/Toys 480 1,733 4,159 8,318 13,309
Misc 667 2,407 5,777 11,553 18,485
Total Units 5,491 17,908 43,589 88,764 145,512
Unit Price
Water Filtration $50.00 $51.50 $53.05 $54.64 $56.28
Air Filtration $400.00 $412.00 $424.36 $437.09 $450.20
Educational Books & CDs $18.00 $18.54 $19.10 $19.67 $20.26
Organic Bedding/Mattresses $200.00 $200.00 $200.00 $200.00 $200.00
Non-Toxic Building/Materials $45.00 $45.00 $45.00 $45.00 $45.00
EMF Protection Products $40.00 $40.00 $40.00 $40.00 $40.00
Organic Clothing/Toys $25.00 $25.00 $25.00 $25.00 $25.00
Misc $30.00 $30.00 $30.00 $30.00 $30.00
Direct Unit Cost
Water Filtration $27.50 $27.78 $28.05 $28.33 $28.62
Air Filtration $260.00 $262.60 $265.23 $267.88 $270.56
Educational Books & CDs $7.20 $7.27 $7.34 $7.42 $7.49
Organic Bedding/Mattresses $130.00 $130.00 $130.00 $130.00 $130.00
Non-Toxic Building/Materials $29.25 $29.25 $29.25 $29.25 $29.25
EMF Protection Products $30.00 $30.00 $30.00 $30.00 $30.00
Organic Clothing/Toys $7.50 $7.50 $7.50 $7.50 $7.50
Misc $10.50 $10.50 $10.50 $10.50 $10.50
UNITASSUMPTIONS
©2000-2010

22. Year 1 Revenue Monthly
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
Month1
Month2
Month3
Month4
Month5
Month6
Month7
Month8
Month9
Month10
Month11
Month12
Misc
Organic Clothing/Toys
EMF Protection Products
Non-Toxic Building/Materials
Organic Bedding/Mattresses
Educational Books & CDs
Air Filtration
Water Filtration
Revenue By Year
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
Year 1 Year 2 Year 3 Year 4 Year 5
Misc
Organic Clothing/Toys
EMF Protection Products
Non-Toxic Building/Materials
Organic Bedding/Mattresses
Educational Books & CDs
Air Filtration
Water Filtration
`
©2000-2010

23. The Company’s personnel forecast is outlined below. Personnel wages indicate the average wage per
position and personnel costs are total wages for each position.
Year 1 Year 2 Year 3 Year 4 Year 5
Personnel Count
CEO 1 1 1 1 1
President of Operations 1 1 1 1 1
Call Center Support 1 1 1 1 1
Web Designer / Technical Manager 1 1 1 1 1
Marketing / PR 1 1 1 1 1
Office Assistant 1 1 1 1 1
Additional Employees 0 1 3 5 7
Total Personnel 6 7 9 11 13
Personnel Wage
CEO $100,000 $110,000 $121,000 $133,100 $146,410
President of Operations $100,000 $110,000 $121,000 $133,100 $146,410
Call Center Support $30,452 $31,975 $33,573 $35,252 $37,015
Web Designer / Technical Manager $33,463 $66,952 $70,300 $73,815 $77,505
Marketing / PR $56,563 $59,391 $62,361 $65,479 $68,753
Office Assistant $38,132 $40,039 $42,041 $44,143 $46,350
Additional Employees $0 $50,000 $52,500 $55,125 $57,881
Personnel Costs
CEO $100,000 $110,000 $121,000 $133,100 $146,410
President of Operations $100,000 $110,000 $121,000 $133,100 $146,410
Call Center Support $30,452 $31,975 $33,573 $35,252 $37,015
Web Designer / Technical Manager $33,463 $66,952 $70,300 $73,815 $77,505
Marketing / PR $56,563 $59,391 $62,361 $65,479 $68,753
Office Assistant $38,132 $40,039 $42,041 $44,143 $46,350
Additional Employees $0 $50,000 $157,500 $275,625 $405,169
Total Payroll $358,610 $468,356 $607,774 $760,513 $927,611
PERSONNELFORECAST
©2000-2010

24. The Company intends to deploy its funding to maximize growth and profitability. In the Profit and Loss
table below, gross margin equals revenue minus direct costs. The “bottom line” or profit (as measured
before and after interest, taxes, depreciation, and amortization) equals gross margin minus operating
expenses.
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $400,000 $1,306,949 $3,283,861 $6,936,519 $11,878,772
Total Cost of Revenue $241,800 $782,968 $1,947,712 $4,070,678 $6,892,068
Gross Margin $158,200 $523,981 $1,336,150 $2,865,841 $4,986,703
Gross Margin/Revenue 40% 40% 41% 41% 42%
Expenses
Advertising & Marketing $144,000 $216,000 $302,400 $393,120 $471,744
Travel $7,800 $8,970 $10,316 $11,863 $13,642
Rent $30,000 $34,500 $39,675 $45,626 $52,470
Utilities $9,600 $11,040 $12,696 $14,600 $16,790
Insurance $16,800 $19,320 $22,218 $25,551 $29,383
Consultants/Contractors $36,000 $41,400 $47,610 $54,752 $62,964
Web Development $36,000 $43,200 $51,840 $62,208 $74,650
Hosting $9,600 $12,000 $15,000 $18,750 $23,438
R&D $24,000 $30,000 $37,500 $46,875 $58,594
Depreciation $3,333 $3,833 $4,833 $5,833 $6,833
Payroll Taxes $89,652 $117,089 $151,944 $190,128 $231,903
Total Personnel $358,610 $468,356 $607,774 $760,513 $927,611
Total Op. Expenses $765,395 $1,005,709 $1,303,806 $1,629,819 $1,970,022
Profit Before Interest and Taxes ($607,195) ($481,728) $32,344 $1,236,022 $3,016,681
EBITDA ($603,862) ($477,894) $37,177 $1,241,855 $3,023,514
Interest Expense $0 $0 $0 $0 $0
Taxes Incurred $0 $0 $0 $0 $0
Net Profit ($607,195) ($481,728) $32,344 $1,236,022 $3,016,681
Net Profit/Revenue -151.8% -36.9% 1.0% 17.8% 25.4%
PROFORMAPROFIT&LOSS
©2000-2010

25. The charts below demonstrate when the Company is expected to become profitable. Break-even occurs
when revenue exceeds expenses.
Revenue & Expenses
Year 1 Monthly
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
Month1
Month2
Month3
Month4
Month5
Month6
Month7
Month8
Month9
Month10
Month11
Month12
Revenue
Expenses
Revenue & Expenses
Years 1 to 5
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue
Expenses
©2000-2010

26. The following depictions of the Company’s projected cash flow show that the Company expects to
maintain sufficient cash balances over the five years of this plan. The “pro forma cash flow” table
differs from the “pro forma profit and loss” (P&L) table. Pro forma cash flow is intended to represent
the actual flow of cash in and out of the Company. In comparison, the revenue and expense projections
on the P&L table include “non-cash” items and exclude funding and investment illustrations.
Cash Flow
-$1,000,000
$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
Net Cash Flow
Cash Balance
Year 1 Year 2 Year 3 Year 4 Year 5
Cash Received
Revenue $400,000 $1,306,949 $3,283,861 $6,936,519 $11,878,772
New Current Borrow ing $0 $0 $0 $0 $0
New Long-term Liabilities $0 $0 $0 $0 $0
Sale of Other Current Assets $0 $0 $0 $0 $0
Sale of Long-term Assets $0 $0 $0 $0 $0
New Investment Received $0 $0 $0 $0 $0
Subtotal Cash Received $400,000 $1,306,949 $3,283,861 $6,936,519 $11,878,772
Expenditures
Expenditures from Operations
Personnel Expenses $358,610 $468,356 $607,774 $760,513 $927,611
Bill Payments $587,636 $1,269,506 $2,533,841 $4,751,789 $7,689,807
Subtotal Spent on Operations $946,246 $1,737,862 $3,141,615 $5,512,302 $8,617,418
Additional Cash Spent
Current Borrow ing Repay. $0 $0 $0 $0 $0
L-T Liabilities Principal Repay. $0 $0 $0 $0 $0
Purchase Other Current Assets $0 $0 $0 $0 $0
Purchase Long-term Assets $0 $7,500 $15,000 $15,000 $15,000
Dividends $0 $0 $0 $0 $0
Subtotal Cash Spent $946,246 $1,745,362 $3,156,615 $5,527,302 $8,632,418
Net Cash Flow ($546,246) ($438,413) $127,247 $1,409,217 $3,246,354
Cash Balance $847,254 $408,842 $536,088 $1,945,305 $5,191,659
CASHFLOW
©2000-2010

27. The balance sheet below highlights the Company’s projected assets, liabilities, and capital:
Year 1 Year 2 Year 3 Year 4 Year 5
Assets
Current Assets
Cash $847,254 $408,842 $536,088 $1,945,305 $5,191,659
Other Current Assets $0 $0 $0 $0 $0
Total Current Assets $847,254 $408,842 $536,088 $1,945,305 $5,191,659
Long-term Assets
Long-term Assets $50,000 $57,500 $72,500 $87,500 $102,500
Accumulated Depreciation $3,333 $7,167 $12,000 $17,833 $24,667
Total Long-term Assets $46,667 $50,333 $60,500 $69,667 $77,833
Total Assets $893,921 $459,175 $596,588 $2,014,972 $5,269,492
Liabilities and Capital
Current Liabilities
Accounts Payable $57,616 $104,598 $209,667 $392,028 $629,868
Current Borrow ing $0 $0 $0 $0 $0
Other Current Liabilities $0 $0 $0 $0 $0
Subtotal Current Liabilities $57,616 $104,598 $209,667 $392,028 $629,868
Long-term Liabilities $0 $0 $0 $0 $0
Total Liabilities $57,616 $104,598 $209,667 $392,028 $629,868
Paid-in Capital $1,500,000 $1,500,000 $1,500,000 $1,500,000 $1,500,000
Retained Earnings ($56,500) ($663,695) ($1,145,423) ($1,113,079) $122,943
Earnings ($607,195) ($481,728) $32,344 $1,236,022 $3,016,681
Total Capital $836,305 $354,577 $386,921 $1,622,943 $4,639,624
Total Liabilities and Capital $893,921 $459,175 $596,588 $2,014,972 $5,269,492
BALANCESHEET
©2000-2010

28. The sensitivity analysis below assumes that revenues are 15% higher or lower than figures projected
earlier in this business plan:
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $460,000 $1,502,992 $3,776,441 $7,976,997 $13,660,587
Cost of Goods $278,070 $900,413 $2,239,869 $4,681,279 $7,925,879
Gross Margin $181,930 $602,578 $1,536,572 $3,295,717 $5,734,709
Gross Margin/Revenue 40% 40% 41% 41% 42%
Operating Expenses $765,395 $1,005,709 $1,303,806 $1,629,819 $1,970,022
Net Profit ($583,465) ($403,130) $232,767 $1,665,898 $3,764,686
Net Profit/Revenue -127% -27% 6% 21% 28%
Cash Flow ($520,853) ($358,460) $330,701 $1,844,355 $4,001,222
Cash Balance $872,647 $514,187 $844,887 $2,689,242 $6,690,464
REVENUE IS 15% GREATER THAN PROJECTED
BESTCASESCENARIO
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $340,000 $1,110,907 $2,791,282 $5,896,041 $10,096,956
Cost of Goods $205,530 $665,523 $1,655,555 $3,460,076 $5,858,258
Gross Margin $134,470 $445,384 $1,135,727 $2,435,965 $4,238,698
Gross Margin/Revenue 40% 40% 41% 41% 42%
Operating Expenses $765,395 $1,005,709 $1,303,806 $1,629,819 $1,970,022
Net Profit ($630,925) ($560,325) ($168,078) $806,146 $2,268,675
Net Profit/Revenue -186% -50% -6% 14% 22%
Cash Flow ($571,638) ($518,366) ($76,207) $974,079 $2,491,486
Cash Balance $821,862 $303,496 $227,289 $1,201,368 $3,692,854
WORSTCASESCENARIO
REVENUE IS 15% LESS THAN PROJECTED
©2000-2010

29. Month1Month2Month3Month4Month5Month6Month7Month8Month9Month10Month11Month12
PersonnelCount
CEO111111111111
PresidentofOperations111111111111
CallCenterSupport111111111111
WebDesigner/TechnicalManager111111111111
Marketing/PR111111111111
OfficeAssistant111111111111
AdditionalEmployees000000000000
TotalPersonnel666666666666
PersonnelWage
CEO$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333
PresidentofOperations$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333
CallCenterSupport$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538
WebDesigner/TechnicalManager$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789
Marketing/PR$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714
OfficeAssistant$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178
AdditionalEmployees$0$0$0$0$0$0$0$0$0$0$0$0
PersonnelCosts
CEO$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333
PresidentofOperations$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333$8,333
CallCenterSupport$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538$2,538
WebDesigner/TechnicalManager$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789$2,789
Marketing/PR$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714$4,714
OfficeAssistant$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178$3,178
AdditionalEmployees$0$0$0$0$0$0$0$0$0$0$0$0
TotalPayroll$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884
PERSONNELFORECAST
©2000-2010

30. Month1Month2Month3Month4Month5Month6Month7Month8Month9Month10Month11Month12
Revenue
WaterFiltration$5,026$5,277$5,541$5,818$6,109$6,415$6,735$7,072$7,426$7,797$8,187$8,596
AirFiltration$8,796$9,235$9,697$10,182$10,691$11,226$11,787$12,376$12,995$13,645$14,327$15,043
EducationalBooks&CDs$754$792$831$873$916$962$1,010$1,061$1,114$1,170$1,228$1,289
OrganicBedding/Mattresses$5,026$5,277$5,541$5,818$6,109$6,415$6,735$7,072$7,426$7,797$8,187$8,596
Non-ToxicBuilding/Materials$1,633$1,715$1,801$1,891$1,985$2,085$2,189$2,298$2,413$2,534$2,661$2,794
EMFProtectionProducts$1,885$1,979$2,078$2,182$2,291$2,405$2,526$2,652$2,785$2,924$3,070$3,224
OrganicClothing/Toys$754$792$831$873$916$962$1,010$1,061$1,114$1,170$1,228$1,289
Misc$1,257$1,319$1,385$1,455$1,527$1,604$1,684$1,768$1,856$1,949$2,047$2,149
TotalRevenue$25,130$26,387$27,706$29,091$30,546$32,073$33,677$35,361$37,129$38,985$40,934$42,981
DirectCostofRevenue
WaterFiltration$2,764$2,903$3,048$3,200$3,360$3,528$3,704$3,890$4,084$4,288$4,503$4,728
AirFiltration$5,717$6,003$6,303$6,618$6,949$7,297$7,661$8,045$8,447$8,869$9,313$9,778
EducationalBooks&CDs$302$317$332$349$367$385$404$424$446$468$491$516
OrganicBedding/Mattresses$3,267$3,430$3,602$3,782$3,971$4,170$4,378$4,597$4,827$5,068$5,321$5,588
Non-ToxicBuilding/Materials$1,062$1,115$1,171$1,229$1,291$1,355$1,423$1,494$1,569$1,647$1,729$1,816
EMFProtectionProducts$1,414$1,484$1,558$1,636$1,718$1,804$1,894$1,989$2,088$2,193$2,303$2,418
OrganicClothing/Toys$226$237$249$262$275$289$303$318$334$351$368$387
Misc$440$462$485$509$535$561$589$619$650$682$716$752
SubtotalCostofRevenue$15,191$15,951$16,748$17,586$18,465$19,388$20,358$21,376$22,444$23,567$24,745$25,982
OtherDirectCosts$0$0$0$0$0$0$0$0$0$0$0$0
TotalDirectCosts$15,191$15,951$16,748$17,586$18,465$19,388$20,358$21,376$22,444$23,567$24,745$25,982
GrossMargin$9,939$10,436$10,958$11,506$12,081$12,685$13,319$13,985$14,684$15,419$16,190$16,999
GrossMargin%40%40%40%40%40%40%40%40%40%40%40%40%
REVENUEFORECAST
©2000-2010

31. Month1Month2Month3Month4Month5Month6Month7Month8Month9Month10Month11Month12
Units
WaterFiltration101106111116122128135141149156164172
AirFiltration222324252728293132343638
EducationalBooks&CDs424446485153565962656872
OrganicBedding/Mattresses252628293132343537394143
Non-ToxicBuilding/Materials363840424446495154565962
EMFProtectionProducts474952555760636670737781
OrganicClothing/Toys303233353738404245474952
Misc424446485153565962656872
TotalUnits345362380399419440462485510535562590
UnitPrice
WaterFiltration$50.00$50.00$50.00$50.00$50.00$50.00$50.00$50.00$50.00$50.00$50.00$50.00
AirFiltration$400.00$400.00$400.00$400.00$400.00$400.00$400.00$400.00$400.00$400.00$400.00$400.00
EducationalBooks&CDs$18.00$18.00$18.00$18.00$18.00$18.00$18.00$18.00$18.00$18.00$18.00$18.00
OrganicBedding/Mattresses$200.00$200.00$200.00$200.00$200.00$200.00$200.00$200.00$200.00$200.00$200.00$200.00
Non-ToxicBuilding/Materials$45.00$45.00$45.00$45.00$45.00$45.00$45.00$45.00$45.00$45.00$45.00$45.00
EMFProtectionProducts$40.00$40.00$40.00$40.00$40.00$40.00$40.00$40.00$40.00$40.00$40.00$40.00
OrganicClothing/Toys$25.00$25.00$25.00$25.00$25.00$25.00$25.00$25.00$25.00$25.00$25.00$25.00
Misc$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00
DirectUnitCost
WaterFiltration$27.50$27.50$27.50$27.50$27.50$27.50$27.50$27.50$27.50$27.50$27.50$27.50
AirFiltration$260.00$260.00$260.00$260.00$260.00$260.00$260.00$260.00$260.00$260.00$260.00$260.00
EducationalBooks&CDs$7.20$7.20$7.20$7.20$7.20$7.20$7.20$7.20$7.20$7.20$7.20$7.20
OrganicBedding/Mattresses$130.00$130.00$130.00$130.00$130.00$130.00$130.00$130.00$130.00$130.00$130.00$130.00
Non-ToxicBuilding/Materials$29.25$29.25$29.25$29.25$29.25$29.25$29.25$29.25$29.25$29.25$29.25$29.25
EMFProtectionProducts$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00$30.00
OrganicClothing/Toys$7.50$7.50$7.50$7.50$7.50$7.50$7.50$7.50$7.50$7.50$7.50$7.50
Misc$10.50$10.50$10.50$10.50$10.50$10.50$10.50$10.50$10.50$10.50$10.50$10.50
UNITASSUMPTIONS
©2000-2010

32. Month1Month2Month3Month4Month5Month6Month7Month8Month9Month10Month11Month12
Revenue$25,130$26,387$27,706$29,091$30,546$32,073$33,677$35,361$37,129$38,985$40,934$42,981
TotalCostofRevenue$15,191$15,951$16,748$17,586$18,465$19,388$20,358$21,376$22,444$23,567$24,745$25,982
GrossMargin$9,939$10,436$10,958$11,506$12,081$12,685$13,319$13,985$14,684$15,419$16,190$16,999
GrossMargin/Revenue40%40%40%40%40%40%40%40%40%40%40%40%
Expenses
Advertising&Marketing$12,000$12,000$12,000$12,000$12,000$12,000$12,000$12,000$12,000$12,000$12,000$12,000
Travel$650$650$650$650$650$650$650$650$650$650$650$650
Rent$2,500$2,500$2,500$2,500$2,500$2,500$2,500$2,500$2,500$2,500$2,500$2,500
Utilities$800$800$800$800$800$800$800$800$800$800$800$800
Insurance$1,400$1,400$1,400$1,400$1,400$1,400$1,400$1,400$1,400$1,400$1,400$1,400
Consultants/Contractors$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000
WebDevelopment$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000
Hosting$800$800$800$800$800$800$800$800$800$800$800$800
R&D$2,000$2,000$2,000$2,000$2,000$2,000$2,000$2,000$2,000$2,000$2,000$2,000
Depreciation$278$278$278$278$278$278$278$278$278$278$278$278
PayrollTaxes$7,471$7,471$7,471$7,471$7,471$7,471$7,471$7,471$7,471$7,471$7,471$7,471
TotalPersonnel$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884
TotalOp.Expenses$63,783$63,783$63,783$63,783$63,783$63,783$63,783$63,783$63,783$63,783$63,783$63,783
ProfitBeforeInt.andTax($53,844)($53,347)($52,825)($52,277)($51,702)($51,098)($50,464)($49,798)($49,099)($48,364)($47,593)($46,784)
EBITDA($53,566)($53,069)($52,547)($52,000)($51,424)($50,820)($50,186)($49,520)($48,821)($48,087)($47,316)($46,506)
InterestExpense$0$0$0$0$0$0$0$0$0$0$0$0
TaxesIncurred$0$0$0$0$0$0$0$0$0$0$0$0
NetProfit($53,844)($53,347)($52,825)($52,277)($51,702)($51,098)($50,464)($49,798)($49,099)($48,364)($47,593)($46,784)
NetProfit/Revenue-214.3%-202.2%-190.7%-179.7%-169.3%-159.3%-149.8%-140.8%-132.2%-124.1%-116.3%-108.8%
PROFORMAPROFIT&LOSS
©2000-2010

33. Month1Month2Month3Month4Month5Month6Month7Month8Month9Month10Month11Month12
CashReceived
Revenue$25,130$26,387$27,706$29,091$30,546$32,073$33,677$35,361$37,129$38,985$40,934$42,981
NewCurrentBorrowing$0$0$0$0$0$0$0$0$0$0$0$0
NewLong-termLiabilities$0$0$0$0$0$0$0$0$0$0$0$0
SaleofOtherCurrentAssets$0$0$0$0$0$0$0$0$0$0$0$0
SaleofLong-termAssets$0$0$0$0$0$0$0$0$0$0$0$0
NewInvestmentReceived$0$0$0$0$0$0$0$0$0$0$0$0
SubtotalCashReceived$25,130$26,387$27,706$29,091$30,546$32,073$33,677$35,361$37,129$38,985$40,934$42,981
Expenditures
ExpendituresfromOperations
PersonnelExpenses$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884$29,884
BillPayments$0$50,465$49,598$50,397$51,236$52,117$53,042$54,013$55,032$56,103$57,227$58,407
SubtotalSpentonOperations$29,884$80,349$79,482$80,281$81,120$82,001$82,926$83,897$84,916$85,987$87,111$88,291
AdditionalCashSpent
CurrentBorrowingRepay.$0$0$0$0$0$0$0$0$0$0$0$0
L-TLiabilitiesPrincipalRepay.$0$0$0$0$0$0$0$0$0$0$0$0
PurchaseOtherCurrentAssets$0$0$0$0$0$0$0$0$0$0$0$0
PurchaseLong-termAssets$0$0$0$0$0$0$0$0$0$0$0$0
Dividends$0$0$0$0$0$0$0$0$0$0$0$0
CashSpent$29,884$80,349$79,482$80,281$81,120$82,001$82,926$83,897$84,916$85,987$87,111$88,291
NetCashFlow($4,754)($53,962)($51,776)($51,190)($50,574)($49,928)($49,249)($48,536)($47,788)($47,002)($46,177)($45,310)
CashBalance$1,388,746$1,334,784$1,283,007$1,231,817$1,181,243$1,131,315$1,082,067$1,033,530$985,743$938,741$892,565$847,254
CASHFLOW
©2000-2010

34. Month1Month2Month3Month4Month5Month6Month7Month8Month9Month10Month11Month12
CurrentAssets
Cash$1,388,746$1,334,784$1,283,007$1,231,817$1,181,243$1,131,315$1,082,067$1,033,530$985,743$938,741$892,565$847,254
OtherCurrentAssets$0$0$0$0$0$0$0$0$0$0$0$0
TotalCurrentAssets$1,388,746$1,334,784$1,283,007$1,231,817$1,181,243$1,131,315$1,082,067$1,033,530$985,743$938,741$892,565$847,254
Long-termAssets$50,000$50,000$50,000$50,000$50,000$50,000$50,000$50,000$50,000$50,000$50,000$50,000
Accum.Depreciation$278$556$833$1,111$1,389$1,667$1,944$2,222$2,500$2,778$3,056$3,333
TotalLong-termAssets$49,722$49,444$49,167$48,889$48,611$48,333$48,056$47,778$47,500$47,222$46,944$46,667
TotalAssets$1,438,468$1,384,228$1,332,174$1,280,706$1,229,854$1,179,649$1,130,122$1,081,308$1,033,243$985,963$939,509$893,921
CurrentLiabilities
AccountsPayable$48,812$47,919$48,690$49,500$50,350$51,242$52,179$53,163$54,196$55,281$56,420$57,616
CurrentBorrowing$0$0$0$0$0$0$0$0$0$0$0$0
OtherCurrentLiabilities$0$0$0$0$0$0$0$0$0$0$0$0
SubtotalCurrentLiabilities$48,812$47,919$48,690$49,500$50,350$51,242$52,179$53,163$54,196$55,281$56,420$57,616
Long-termLiabilities$0$0$0$0$0$0$0$0$0$0$0$0
TotalLiabilities$48,812$47,919$48,690$49,500$50,350$51,242$52,179$53,163$54,196$55,281$56,420$57,616
Paid-inCapital$1,500,000$1,500,000$1,500,000$1,500,000$1,500,000$1,500,000$1,500,000$1,500,000$1,500,000$1,500,000$1,500,000$1,500,000
RetainedEarnings($56,500)($56,500)($56,500)($56,500)($56,500)($56,500)($56,500)($56,500)($56,500)($56,500)($56,500)($56,500)
CurrentRetainedEarnings($53,844)($107,191)($160,016)($212,293)($263,996)($315,094)($365,557)($415,355)($464,454)($512,818)($560,411)($607,195)
TotalCapital$1,389,656$1,336,309$1,283,484$1,231,207$1,179,504$1,128,406$1,077,943$1,028,145$979,046$930,682$883,089$836,305
TotalLiabilitiesandCapital$1,438,468$1,384,228$1,332,174$1,280,706$1,229,854$1,179,649$1,130,122$1,081,308$1,033,243$985,963$939,509$893,921
BALANCESHEET
©2000-2010