1. Sales
ForecastJanFebMarAprMayJunJulAugSepOctNovDecSales:Begi
nning InventoryERROR:#VALUE!Goods Available for
SaleERROR:#VALUE!Cost of Goods SoldGross Profit
MarginsOperating Expenses:SalariesWagesBenefits & Payroll
TaxesInsuranceRentUtilitiesTelephoneLicensesAccounting &
LegalOffice SuppliesMaintenance & CleaningPromotion &
AdvertisingDirect MailMiscellaneousTotal Operating
ExpensesStartup Expenses:Office
EquipmentFixturesDecorDepreciationTotal Startup
ExpensesOther Expenses:Principle PaymentInterestTotal Other
ExpensesNet Profit (Loss)
Cash Flow
StatementJanFebMarAprMayJunJulAugSepOctNovDecCash
Balance (opening)Cash ReceiptsCash SalesCredit
CollectionsBank Loan ProceedsSales RevenueOtherTotal Cash
ReceiptsCash DisbursementsPurchasesSalariesWagesBenefits &
Payroll
TaxesInsuranceRentUtilitiesTelephoneLicensesAccounting &
LegalOffice SuppliesMaintenance & CleaningPromotion &
AdvertisingDirect MailLoan RepanymentMiscellaneousStarttup
ExpensesOffice EquipemntFixturesDecorTotal Cash
DisbursementsBeginning Cash
BalanceERROR:#NAME?ERROR:#NAME?End-of-Month Cash
BalanceRepayBorrowFinal Cash Balance
Startup Costs-Retail StoreItemsCostsBeginning
inventoryFurniture and fixturesStorage shelvesDisplay
standsWindow display fixtureSpecial lightingCountersOutside
signInstallation costsOther decorating and remodeling
costsOther assets:Cash registerSafeLandBuildingAutomotive
equipemnetOther equipment and machineryDeposits with public
utilitiesLegal and other professional feesLicenses and
permitsAdvertising and promotion for openingAccounts
receivablePrepaid itemsCash registerOther expensesMonthly
2. expenses (allowing for 3 to 4 months cash on hand)Salary of
owner/entrepreneurOther salariesRentTelephoneOther
utilitiesAdvertisingProfessional feesTravel and
entertainmentDelivery expenseRepairs and maintenanceOffice
suppliesTaxesInterestMiscellaneous expensesTOTAL START-
UP COSTS
Profit and Loss statementYear 1Year 2Year 3Year 4Year
5RevenuesLess: Cost of SalesGross ProfitLess:Salary
ExpensePayroll ExpenseOther ServicesOffice
SuppliesMaintenance & RepairsAdvertisingAutomobileTravel &
EntertainmentConsulting
ServicesRentTelephoneUtilitiesInsuranceTaxesInterestDeprciati
onOther ExpensesTotal ExpensesOperating ProfitAdd: Other
IncomeLess: Other ExpensesPretax ProfitIncome Tax
ProvisionNet Income after Taxes
Balance sheetCurrentProjectedAssetsCurrent Assets:Cash and
equivalentsAccounts receivableInventoury (net)Office
suppliesPrepaid itemsOther current assetsTotal Current
AssetsFixed Assets (net):Furniture and fixturesLeasehold
improvementsMachinery and equipmentLand and buildingTotal
Fixed AssetsOther AssetsTotal AssetsLiabilities and net
worth:Current Liabilities:Account payableTaxes payableInterest
payableCurrent portion oflong-term debtShort-term
debtMiscellaneous payablesTotal Current LiabilitiesLong-term
LiabilitiesLong-term debt (net)Convertible debenturesTotal
Long-Term LiabilitiesNet Worth:Captial stockPaid-in
surplusRetained earningsTotal Net WorthTotal Liabilities and
Net Worth
CONFIDENTIAL EXECUTIVE SUMMARY
OAKVIEW MANOR Bed &
Breakfast
CONVERTIBLE DEBT OFFERING, $650,000.00, $25,000.00
3. PER UNIT
BUSINESS PLAN
Prepared October 2012
Contact Information
Indira Keller 2900 Westfork Drive, Suite 401
[email protected] Baton Rouge, Louisiana 70827, USA
www.maisonblanchehome.com 1-225-361-6306
Oakview Manor Bed & Breakfast i
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plan contains confidential, trade-secret information and is
shared only with
the understanding that you will not share its contents or ideas
with third parties without the express written consent of the
plan author.
Table of Contents
Executive Summary
.................................................................................1
Who We
Are.........................................................................................
....................................................................1
What We Sell
...............................................................................................
............................................................1
Who We Sell To
...............................................................................................
.......................................................2
4. Financial Summary
...............................................................................................
...............................................3
Products and
Services.............................................................................4
Products and Services
...............................................................................................
..........................................4
Competitors.............................................................................
...............................................................................4
Financial Plan
...........................................................................................6
Sales Forecast
...............................................................................................
..........................................................6
Personnel Plan
...............................................................................................
........................................................7
Budget
...............................................................................................
.......................................................................8
Profit and Loss
Statement................................................................................
...................................................9
Oakview Manor Bed & Breakfast 1
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plan contains confidential, trade-secret information and is
shared only with
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5. with third parties without the express written consent of the
plan author.
Executive Summary
Who We Are
• 30811 Greenwell Springs Road, Baton Rouge, Louisiana
70739
• Investor: Convertible Debt Offering, $650,000.00, $25,000.00
per unit
Offered at $650,000.00, This 6 bedroom 6 bath distressed home
called, Oakview Manor, waspatterned
after Oak Alley Plantation in design. Built in 1984, The
Oakview Manor is a luxurybed and breakfast
located in the town of Greenwell Spring, Louisiana a suburb of
Baton Rouge.The Oakview Manor will
need some rehab to bring it to a marketable state. The home sits
on 7.4acres surrounded by live oak trees,
numerous fruit and tropical plants, a pond, several gazebos, a 18
x 36 enclosed pool with a new liner, a
15x32 workshop, and several storage areas. TheManor will be a
full service bed and breakfast & Event
Facility offering guests breakfast anddinner as well as numerous
other amenities. Targeted at the baby
boomer generation, the Manorwill be an exclusive place to stay
for millions of travelers. It will be owned
6. and operated byMBH Investment Group, LLC. The first floor
contains the main living areas---Formal
living anddining, large Great Room/Den, kitchen and breakfast
rooms, Master Suite, laundry room,
anotherlarge bedroom and an elegant foyer with an exquisite
circular staircase! The 2nd floor has 4
largebedrooms and a sunroom. The 3rd floor is sheet rocked and
could easily be made into 2 more
bedrooms and a bath. Atop the house from the 3rd floor is a
couplet which allows for terrificviews of the
countryside!
What We Sell
The Oakview Manor is a luxurious bed and breakfast (B&B) in
the town of Baton Rouge,Louisiana. As a
niche of the hospitality industry, the bed and breakfast business
is rapidlyexpanding as travelers begin
looking for alternative places to stay. Today, bed and breakfasts
canbe found almost anywhere and are
even beginning to offer numerous additional services as a wayto
draw in customers and capitalize on the
industry. Below is a brief description of the bed andbreakfast
(B&B) industry�s history, followed by a look
at the current industry, a business plan,marketing analysis and
7. employee handbook.
The Manor will be owned and operated by MBH Investment
Group, LLC. Additional employees will be
hired as needed throughout the year. In order to keep costs low,
most of the work will be done by the
owner.
Objectives
1. To open the Oakview Manor as a successful, luxurious bed
and breakfast in the BatonRouge area.
Oakview Manor Bed & Breakfast 2
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shared only with
the understanding that you will not share its contents or ideas
with third parties without the express written consent of the
plan author.
2. Offer rates competitive with local lodging alternatives in the
area, while providing a oneof a kind
experience that will continually bring in returning and new
guests.
3. Display an average of 80% occupancy rate during the winter
and summer seasons anda 60% rate
8. during the off seasons during our first year with progressive
increases infollowing years.
4. Offer incentives and promotional packages to draw in
travelers during the off season.
5. Increase and establish exposure to international markets and
baby boomers through
marketing techniques such as social networks, travel and city
sites, as well as bed and breakfast
sites.
Who We Sell To
Our mission is to offer travelers a unique, luxurious experience
at a local bed and breakfast in the
mountains. Oakview Manor offers guests a “home-like” feel
while still providing guests with an
experience unlike those found in the other local
accommodations. Highly personalized, we will treat each
guest as if they were a relative in our own home by offering
exceptional customer service.
Directed at guests ages 50 and up, Oakview Manor focuses on
creating an exciting stay forvisitors. Taking
a cue from the cruise ship industry, Oakview Manor offers
guests exciting dayand night activities while
providing them with every amenity needed to satisfy their
9. comfort. Onreturn from their long day on the
slopes, golf course or trails, guests can expect to find set
menuhome cooked dinners followed by wine
tasting, canvas and cocktails, music, movie and cardnights and
other exciting activities before turning in
to bed.
To increase revenues we intend on collaborating with local
attractions to entice guests and
offerpromotional packages and discounts. In the off-season, we
expect to maintain occupancy ratesby
offering packages that favor attractions such as hiking, fishing
and golfing. By exclusivelydirecting
business at the 50 and over demographic, guests can avoid
dealing with small childrenand young adults
and enjoy a relaxing experience. We will also provide guests
with any theinformation they need on the
area and attractions.
Amenities include:
� King size beds in each room.
� Complimentary personalized wine glasses, and wash cloths.
� IPod alarm clock/players in each room.
� A common flat screen TV and individual room flat screens as
10. well.
� Library of classic and modern novels for pleasure reading.
� Daily high tea sessions, and assortment of coffee blends.
Oakview Manor Bed & Breakfast 3
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plan author.
� Daily breakfast and set dinners.
� Free wireless internet.
� Information on local activities, trails and neighboring
attractions.
Financial Summary
Financial Highlights
The sales forecast for Oakview Manor is based on optimistic
occupancy assumptions for the first year and
years thereafter. Because we are only offering 5 rooms, our
occupancy on average will tend to be higher
than the standard median bed and breakfast rate of 44%
11. (Thorsen, 2009).
The bed and breakfast will be opened in December, but does not
expect occupancy to pick upuntil
January, during the peak winter season; for this reason, we have
estimated occupancy at50%. Moving
forward into the spring and summer seasons, we expect to see a
30% occupancyrate in the spring as it is
considered downtime. Having established some identity in
theMammoth Lakes market, we expect to see
occupancy increase to 60% throughout the summerfollowed by
rates dropping again to 30% during the
October and November months. As the peakseason resumes in
December, we expect 60% occupancy
again. In year two, we estimate 80%occupancy in peak seasons
and 40% in off season. Year three expects
90% peak season and 60%off season, followed by 100%
occupancy in year four during peak seasons and
60% off seasons.
Sales by Month
Oakview Manor Bed & Breakfast 4
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12. shared only with
the understanding that you will not share its contents or ideas
with third parties without the express written consent of the
plan author.
Products and Services
Products and Services
Oakview Manor offers a “homey, yet luxurious” feel for guests
looking for somewhere otherthan a
mundane hotel, motel or condo. We will offer guests breakfast,
set dinners, activities, andspa specials. The
idea of the luxury hotel industry depicts an image of expensive
prices, numerous staff, and high-end
fixtures. In the hospitality industry, “luxury hotels are showing
some signs of life, but they're coming at a
hefty price”. As the current recessions seem to be ending, the
desire for luxury hotels is coming back, but
at a discount. Hotels are cutting prices and eliminating services
in order to maintain profits. As a
“luxurious” bed and breakfast in the Baton Rouge area,it will be
imperative to offer the quality and value
guests expect at affordable prices. While the initial investment
will create the luxury atmosphere, it is up
to the owner and any employees to create the upscale service.
Marketing to the baby boomer generation,
13. it is important that services provided be comfortable and up to
their expectations. Today “luxury travel
must work hard to deliver magic, surprise and serendipity”
(Kournelis, 2010). Creating luxury
accommodations at competitive prices, while retaining that
„home� feel will provide guests everything
they want today. The location will give guests the opportunity
to create experiences and once in a
lifetime vacations.
Competitors
The major competitors in the area include the condos, hotels,
campgrounds, and high-end resorts that
currently dominate the market. A list of the local hotels can be
found in exhibit 4. The top three
competitors compared for further analysis were chosen based on
their accommodations,amenities and
environment. These include the Bocage Plantation, The
Stockade Bed &Breakfast, and Avenue Inn Bed &
Breakfast.
Bocage Plantation Inn
The Bocage Plantation Inn is a local established bed and
breakfast in Darrow, Louisiana which is in a
suburb outside of New Orleans. This would be the Oakview
14. Manor�s greatest competitors because it
offers many of the same amenities at competitive prices. They
offer a “homey atmosphere, with a full
complimentary breakfast each morning and hors devours in the
afternoon” (bocageplantation.com).
Rates are reasonable and are based on a mid week and weekend
basis $250.00 plus the 13% transient
occupancy tax. Rooms available are 1 full bedroom. The interior
is “New England Colonial style and
provide a private bath and cable television
(bocageplantation.com). Summer and winter packages are also
available. There are a total of 5 rooms.
The Stockade Bed & Breakfast
The Stockade Bed & Breakfast is a local luxury inn offering 5
rooms and many similar roomamenities. The
inn offers a number of services as well including, shuttle
service, complimentaryski storage, Jacuzzi and
sauna, a billiard room, complimentary breakfast as well as free
Wi-Fiand pet friendly rooms. Interior wise,
Oakview Manor Bed & Breakfast 5
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15. shared only with
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with third parties without the express written consent of the
plan author.
this will be the closest to the Oakview Manor. Several ofthe
packages offered include the “early winter
booking, massage therapy, romance package andthe lift and
lodging package” (thestockade.com). Rates
range between $135 and $215 during theoff season and $132
and $299 during the peak season.
St Gemme de Beauvais
Finally, the St. Genne de Beauvais is a historic hotel local in
Ethel Louisiana and may be oneof the least
expensive in comparison to the Oakview Manor. Offering
numerous amenities as well, the St. Gemme de
Beauvais offers free breakfast and Wi-Fi,and has a top-notch
lodge feel. Rooms offered include chalets,
suites, kings, double queen and lodge rooms
(http://www.stgemmedebeauvais.com). Rates offered can
range anywhere between $100 up to $150.
Oakview Manor Bed & Breakfast 6
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16. plan contains confidential, trade-secret information and is
shared only with
the understanding that you will not share its contents or ideas
with third parties without the express written consent of the
plan author.
Financial Plan
Sales Forecast
Sales Forecast
FY2013 FY2014 FY2015
Unit Sales
Room 1 11 12 12
Room 2 11 12 12
Room 3 11 12 12
Room 4 11 12 12
Price Per Unit
Room 1 $25,246 $25,246 $25,246
Room 2 $25,245 $25,245 $25,245
Room 3 $28,750 $28,750 $28,750
Room 4 $28,750 $28,750 $28,750
Sales
18. Oakview Manor Bed & Breakfast 7
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plan contains confidential, trade-secret information and is
shared only with
the understanding that you will not share its contents or ideas
with third parties without the express written consent of the
plan author.
Sales by Month
About the Sales Forecast
The bed and breakfast will be opened in December, but does not
expect occupancy to pick upuntil
January, during the peak winter season; for this reason, we have
estimated occupancy at50%. Moving
forward into the spring and summer seasons, we expect to see a
30% occupancy rate in the spring as it is
considered downtime. Having established some identity in
theMammoth Lakes market, we expect to see
occupancy increase to 60% throughout the summer followed by
rates dropping again to 30% during the
October and November months. As the peak season resumes in
December, we expect 60% occupancy
again. In year two, we estimate 80%occupancy in peak seasons
and 40% in off season. Year three expects
19. 90% peak season and 60%off season, followed by 100%
occupancy in year four during peak seasons and
60% off seasons.
Personnel Plan
Personnel Table
FY2013 FY2014 FY2015
Desk Manager $32,084 $36,050 $37,132
Housekeeper $12,320 $13,440 $13,440
Total $44,404 $49,490 $50,572
Oakview Manor Bed & Breakfast 8
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plan contains confidential, trade-secret information and is
shared only with
the understanding that you will not share its contents or ideas
with third parties without the express written consent of the
plan author.
About the Personnel Plan
The personnel forecast reflects modest raises for the one Desk
Manager staff each year. It is expected that
lower-level staff may turn over, but the positions will be
20. systematized to an extent that this does not
disrupt the business. There will be a contract housekeeping
maid part-time
Budget
Budget Table
FY2013 FY2014 FY2015
Expenses
Salary $44,404 $49,490 $50,572
Employee Related Expenses $1,605 $1,803 $1,857
Marketing & Promotion $450 $0 $0
Utilities $2,750 $3,000 $3,000
Office Supplies & Equipment $2,650 $1,200 $1,200
Insurance $650 $650 $650
Lawncare $1,650 $1,800 $1,800
Total Expenses $54,159 $57,943 $59,079
Expenses by Month
Oakview Manor Bed & Breakfast 9
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21. plan contains confidential, trade-secret information and is
shared only with
the understanding that you will not share its contents or ideas
with third parties without the express written consent of the
plan author.
About the Budget
Marketing expenses will be higher in the first year to announce
the opening of the firm and will drop
after that. Most expenses will show small increases each year as
the business will remain in the same
location over the first three years. The mortgage payment will
change when the property is refinanced at
3.5% rate rather than 12% from private investor in the first 6-12
months.
Startup Costs
Start up cost will include buying a computer and printer all with
new furnishing for the home decor. The
home will need considerable renovation to be brought forward
as a modern Interior. The Exterior will
remain as a stately Plantation Style Home.
Profit and Loss Statement
Profit and Loss Statement
FY2013 FY2014 FY2015
23. Oakview Manor Bed & Breakfast 10
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plan contains confidential, trade-secret information and is
shared only with
the understanding that you will not share its contents or ideas
with third parties without the express written consent of the
plan author.
Gross Margin by Year
Net Profit (or Loss) by Year
About the Profit and Loss Statement
The company generates a profit as sales revenue gets above the
break-even line. A push on sales will be
very important in generating bottom line profits and refinancing
the initial mortgage will adjust the
payment considerable in the 2nd year.
Executive Summary Who We Are What We Sell Who We Sell
To Financial Summary Financial Highlights Sales by Month
Products and Services Products and Services Competitors
Financial Plan Sales Forecast Sales Forecast Sales by Month
About the Sales Forecast Personnel Plan Personnel Table About
the Personnel Plan Budget Budget Table Expenses by Month
About the Budget Startup Costs Profit and Loss Statement Profit
and Loss Statement Gross Margin by Year Net Profit (or Loss)
by Year About the Profit and Loss Statement
LastPageBookmark
24. [company logo]
[the company name]
Established [date]
[name, address, phone and fax numbers of contact person]
A Business Plan
Table of Contents
Cover page
Table of Contents
I. Executive Summary
A. Mission Statement
B. Company Information
C. Market Opportunity
D. Financial Date
II. Description of Your Company and Industry
A. Company Background and History
B. The Industry
III. Description of the Product or Service
A. Description of the Product or Service
B. Competitive Advantages
IV. Market Research and Evaluation
A. Markets
B. Market Trends
C. Competition
D. Market Share
25. V. Marketing Plan
A. Market Strategy
B. Product
C. Pricing
D. Promotion
E. Place
F. Service Policies
VI. Manufacturing and Operations Plan
A. Production
B. Geographic Location
C. Facilities
D. Make or Buy Policy
E. Control Systems
F. Labor Force
G. Training
H. Staffing Plan
VII. The Management Team
A. Identification of Key People
B. Succession Plan
C. Management Philosophy
D. Business/Organization Structure
E. Identification of Firms Assisting the Company
VIII. Timeline
A. Key Events
IX. Critical Risks and Assumptions
A. Risk Management Strategies
X. Benefits to Community
A. Economic Development
B. Community Development
C. Human Development
26. XI. Financial Plan
A. Sources and Uses of Funds
B. Financial Practices
C. Cash Flow Statement
D. Cash Budget
E. Profit and Loss Statement
F. Breakeven Analysis
G. Financial Ratios
H. Intangibles-Intellectual Property
Summary and Conclusions
Appendices (as needed)
A. Resumes/Biographies of Key Personnel
B. Advertising Samples
C. Organizational Chart
D. Customer Profiles
E. Competitor Profiles
F. Product Profiles
G. Site Study and Store Layout
H. Financial Statements
I. Global Issues
SECTION I—EXECUTIVE SUMMARY
Mission Statement
[Type here]
Business Objective(s)
[Type here]
Company Information
[Type here]
Market Opportunity
27. [Type here]
The Financials
Summary of 3 years actual, 3 years projectd. [Insert your
summary financial tables here. The data is easiest to read if in
table rather than narrative format.]
Actual 20__ Projected 20__Etc.
· Revenue
· Net Income
· Assets
· Liabilities
· Net Worth
Summary of Financing
Current Amount Amount Needed
Debt
Debt with Warrants
Convertible Debentures
Stock—Preferred and Common
SECTION II – DESCRIPTION OF THE BUSINESS AND
INDUSTRY
Company Background and History
[If this is a startup, all the elements of question #1 won’t apply
to you.]
The Industry
[Type here]
SECTION III – DESCRIPTION OF THE PRODUCT OR
SERVICE
Description of the Product or Service
[Type here]
[Reference the appropriate appendix where your detailed
product profile is located with accompanying diagrams, etc.]
28. Competitive Advantages
[Type here]
[Frame in terms of your customers’ desire benefits. Consider
referencing your customer profile in the appropriate appendix as
supports for your competitive advantages.]
SECTION IV – MARKET RESEARCH AND EVALUATION
Markets
[Type here]
[Reference the appropriate appendix where your customer
profiles are.]
Market Trends
[Type here]
Competition
[Type here]
Market Share
[Type hare]
[Sales Summary Forecast Table]
SECTION V – MARKETING PLAN
Market Strategy
29. [Type here]
Product
[Type here]
Pricing
[Type here]
Promotion
[Type here]
Place
[Type here]
Service Policies
[Type here]
SECTION VI – MANUFACTURING AND OPERATIONS
PLAN
Production
[Type here]
Geographic Location
[Type here]
Facilities
[Type here]
Make or Buy Policy
[Type here]
Control Systems
[Type here]
Labor Force
[Type here]
30. Training
[Type here]
Staffing Plan
[Type here]
SECTION VII – THE MANAGEMENT TEAM
Identification of Key People
[Type here]
[Reference the appropriate appendix where key peoples’
resumes and biographies are located.]
Succession Plan
[Type here]
Management Philosophy
[Type here]
Business/Organizational Structure
[Type here]
[Include the organizational chart here or provide a narrative
description and reference the appropriate appendix.]
Identification of Firms Assisting the Company
[Type here]
SECTION VIII – TIMELINE
Key Events
[Type here]
SECTION IX – CRITICAL RISKS AND ASSUMPTIONS
Risk Management Strategies
[Type here]
SECTION X – BENEFITS TO THE COMMUNITY
Economic Development
[Type here]
31. Community Development
[Type here]
Human Development
[Type here]
SECTION XI – FINANCIAL PLAN
Source and Uses of Funds
[Type here]
Financial Practices
[Type here]
Cash Flow Statement
[Type here]
[You may include it here or reference the appropriate
appendix.]
Cash Budget
[Type here]
[You may include it here or reference the appropriate
appendix.]
Profit and Loss Statement
[Type here]
[You may include it here or reference the appropriate
appendix.]
Breakeven Analysis
[Type here]
Financial Rations
[Type here]
[Refer to your textbook for the formulas to calculate these
rations.]
Intangibles-Intellectual Property
32. [Type here]
SUMMARY AND CONCLUSION
[Type here]
Appendix A
Resumes and Biographies of Key Personnel
[Type here]
Appendix B
Advertising Samples
[Type here]
Appendix C
Organizational Chart
[If not included in body of the plan.]
[Type here]
Appendix D
Customer Profiles
[Type here]
Appendix E
Competitor Profiles
[Type here]
Appendix F
Product Profiles
[Type here]
Appendix G
Site Study and/or Store Layout
Site Study
[Type here]
Store Layout
[Type here]
33. 25
Appendix I
Global Issues
[Type here]
Appendix F1
Sales Forecast – Most Likely Forecast
[Use this chart to complete your Most Likely Forecast. These
forms use the Calendar year as the financial year. Adjust as
appropriate to fit your financial year.]
Appendix F2
Cash Flow Statement – Most Likely
[Use this chart to complete your Most Likely Cash Flow
Statement. These forms use the calendar year as the financial
year. Adjust as appropriate to fit your financial year.]
Appendix F3
Table of Startup Costs – Retail Store
Appendix F4
Current and Projected Profit and Loss Statement
Appendix F5
Current and Projected Balance Sheet