Atlantic Shores Realtors Better Homes Gardens

CONFIDENTIAL
BETTER HOMES &
GARDENS @
ATLANTIC
SHORES
REALTORS
THE NEW LOOK FOR REAL ESTATE ON LONG ISLAND
BUSINESS PLAN
Prepared April 2013
CONTACT INFORMATION
Jerry Gucciardo 156 E. Main Street
jgucciardo@atlanticshoresinc.com Huntington, New York 11743, USA
631.754.0866

ATLANTIC SHORES REALTORS BETTER HOMES & GARDENS i
Table of Contents
Executive Summary .........................................................................1
Who We Are..................................................................................................................................................................1
What We Sell .................................................................................................................................................................2
Who We Sell To ............................................................................................................................................................2
Financial Summary .......................................................................................................................................................2
Company.........................................................................................4
Company Overview.....................................................................................................................................................4
Management Team.......................................................................................................................................................5
Senior VP Profile ...........................................................................................................................................................6
Real Estate Services .......................................................................11
BH&G @ Atlantic Shores Advantages ......................................................................................................................11
Competitors ................................................................................................................................................................13
Target Market ................................................................................15
Market Overview........................................................................................................................................................15
Market Needs .............................................................................................................................................................15
Strategy and Implementation.........................................................16
Marketing Plan ............................................................................................................................................................16
Milestones....................................................................................................................................................................18
Financial Plan.................................................................................20
Sales Forecast .............................................................................................................................................................20
Personnel Plan.............................................................................................................................................................22
Budget..........................................................................................................................................................................22
Profit and Loss Statement...........................................................................................................................................24
Office Growth Strategy ..................................................................26
Huntington ...................................................................................................................................................................26
Sayville.........................................................................................................................................................................26
Setauket .......................................................................................................................................................................27
CONFIDENTIAL - DO NOT DISSEMINATE. This business 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.

ATLANTIC SHORES REALTORS BETTER HOMES & GARDENS ii
Appendix.......................................................................................28
Sales Forecast .............................................................................................................................................................28
Personnel Plan.............................................................................................................................................................31
Budget..........................................................................................................................................................................32
Profit and Loss Statement...........................................................................................................................................34

ATLANTIC SHORES REALTORS BETTER HOMES & GARDENS 1
Executive Summary
Who We Are
Better Home & Gardens @ Atlantic Shores is a fusion company composed of a respected new home
builder and remodeler and new Long Island real estate company dedicated to incorporating the appeal of
homeownership, remodeling, decorating and life style. With the help of the BH&G brand we intend to
bring a new look to Long Island Real Estate.
These are our core beliefs and they will be incorporated into our Policy & Procedures Manuel
We are committed to communication and transparency: We foster an environment that empowers each
individual to proactively communicate and share our talents, industry knowledge and resources. We hope
to be the first to offer Transaction software for not only the professionals involved with our sales but our
buyers and sellers as well. This culture fosters superior communication among our team members and
investment partners who depend on us to consistently provide timely, accurate information and strategic
judgment.
We will encourage personal balance along with community balance: We focus on having a balanced life -
personally and professionally. We emphasize physical well-being by promoting a healthy, active lifestyle
and contributing to our families and communities with green initiatives.
Our team members will drive our success: We will strive to attract and motivate leaders of character and
invest in team members who demonstrate initiative and a customer service spirit. We believe that the
exceptional diversity of skills our team members possess and an emphasis on collaboration give us a
powerful foundation.
Relationships Matter : Our organization is comprised of talented people who foster meaningful alliances
with their partners, industry colleagues and fellow team members. We continually work to develop deep,
mutually rewarding relationships with all members of our real estate community.
We accept personal responsibility : In an ever-changing business environment, as we pursue new ideas,
are accountable for our actions, and are never satisfied with the status quo. We take the initiative and
personal responsibility for our actions and our company’s success and reputation, always seeking to
exceed the expectations of our partners, colleagues and ourselves.

We Emphasize Discipline : Having navigated challenges across multiple cycles or the ups and downs of the
real estate industry, we understand the importance of proactive risk management. Capital preservation is
foremost in our minds to survive the inevitable downturns. "We cannot change the direction of the wind ,
we can adjust our sails"
Integrity and Respect is at the heart of our firm: We demand and reward integrity in the belief that it is the
only way to do business and the only way to foster relationships that stand the test of time. We treat
partners, team members
and those in our real estate community as we would want to be treated.
We are results driven : A financially strong organization is essential to our long-term success, and we
believe everyone contributes to the bottom line. We operate within clearly defined and aligned goals in
order to deliver superior economic performance. We recognize and reward each team member’s results
as well as agents from our competition who perform for us.
What We Sell
We intend to market a "Better way to do Real Estate", by combining our agency and the Better Home &
Gardens Brand and Lifestyle. We will provide a new approach to Real Estate by providing a modern, up
tech, socially driven way to do Real Estate. By designing a marketing campaign to fuse home improvement
with home ownership with life style we will be able to emphasize the benefits of BH&G @ Atlantic Shores
approach.
Who We Sell To
Our target customers and clients will be those Long Islanders that live a BH&G lifestyle, love remodeling a
home, scaling up to a new home or downsizing , gardening. A demographic between the ages of twenty
five and seventy and yearns for a company that can simplify the housing market place and knowing that
having the right realtor can make all the difference. According to our research this middle to upper middle
class demographic has been neglected in the communities we hope to enter.
Financial Summary
Financial Highlights
Atlantic Shores has prepared this Business Plan using conservative numbers for our unit sales projections.
We halved the numbers our competitors whom we have targeted are currently doing. We feel
comfortable with our projections partly because we own our office space which gives us a great deal of
flexibility during our initial growth period. Our family team has set aside a year's worth of expenses as a
worst case scenario solution. This in combination with having the availability of a commercial and

residential builder as our owner allows us to build a BH&G designed office and to offer unique marketing
solutions not available to our competitors.
Net Profit (or Loss) by Year

Company
Company Overview
After over twenty five years of owning and building a Real Estate and Residential Construction business on
Long Island we have determined thru market research and area expertise believe that the time is right in
the residential real estate market for a new dynamic Real Estate Brand in Huntington and its surrounding
areas.
The company being formed to build that product is a collaborative effort between Atlantic Shores Builders,
a leading residential and commercial building corporation on Long Island and the east coast together with
Atlantic Shores Realtors a ongoing Real Estate business originally formed to market Atlantic Shores
Builder's residential developments and Anthony Vitale a real estate professional with over twenty five
years of residential real estate brokerage ownership, a former Broker/ Owner of Coach Realtors on Long
Island as well as Senior Vice President of Daniel Gale Sotheby's International Real Estate. Atlantic Shores
main office will serve as corporate and first office. Located on "Realtors Row" in Huntington, Long Island.
This former Prudential Real Estate office with over forty three hundred square feet of prime office space will
be with the help of BH&G & Atlantic Shores Builders be transformed into the proud flagship office for BH&G
@ Atlantic Shores.
Mission Statement:
We are committed to serve the real estate needs of our clients through the highest level of professionalism,
creativity and service. We execute our transactions through a true team approach to avoid conflicts of
interest and projecting a unified theme.
These commitments, together with due diligence in execution and unparalleled experience, are what will
distinguish BH&G @ Atlantic Shores Realtors from our competitors.
Company Goals:
Atlantic Shores Realtors in Partnership with Better Homes & Gardens hopes to deliver to the Long Island
marketplace a fresh approach to Real Estate for our agents and clients alike targeting a young technically
savvy agent who is trained to speak the same language of a younger highly energized buyer. By providing
new solutions to old Real Estate road blocks we hope to streamline the business process while making it as
enjoyable as possible.

We intend to maximize the BH&G brand by offering unique programs to achieve desired Market Share in
the targeted communities we choose to enter throughout Long Island.
Business Philosophy:
Atlantic Shores Realtors intends to be a “Force for Positive” in our communities and business. Which can
best be expressed by the motto to “Follow the Golden Rule” treating our real estate community with the
highest level of professionalism by always providing the “benefit of doubt” when challenging others
motives. We intend to lead by example to prove that Atlantic Shores is the place to be for a Better Homes
and Garden.
Management Team
The Gucciardo Family and friend
Jerry Gucciardo , Broker / Owner Atlantic Shores Realtors Inc. , Owner Atlantic Shores Builders &
Developers, Masters Degree in Accounting, Over 25 years experience as a residential and commercial
developer on Long Island and the east coast of the United a states
Christopher F. Gucciardo , Associate Broker , Manager in Training Atlantic Shores Realtors, Director of
Operations and Marketing Atlantic Shores Builders & Developers, Inc. Chris has the tech talent to be
relevant in today's business environment.
Jamie Gucciardo Cordts , Associate Broker , Manager in Training Atlantic Shores Realtors, Experience
realtor in the Huntington area , Jamie possess the brains and charm to be a leader not only in this company
but in the realtor community as well.
Angela Gucciardo , Office Director , Relocation Director, Bookeeper
Anthony Vitale , Associate Broker & Senior Vice President, who as broker / owner of Coach Realtors, was
the catalyst for the expansion from eight offices to over twenty at the time of his departure. By developing a
sales technique that was instrumental in bringing competitors into the Coach brand, Coach was able to roll
in existing offices with little loss of revenue. Anthony also co-chaired the Luxury Group division and Senior
division. During his time at Coach ,Anthony was also instrumental in unifying the Brand look and feel,
through ad, office and sign design. He is a proficient recruiter who knows what is important to realtors and
their business. As owner of his own software company Anthony has developed products for MLS boards in
the North East and is currently in the process of developing an app for realtors for the iPad.

Senior VP Profile
Senior Vice President
Dynamic professional poised to transition into a leadership role to effectively shape and articulate
organizational policies, protocols, and strategic vision. Eager to establish a presence in the Long Island
Real Estate community. Expertise in administration, operations management, and execution. Possess a
deep understanding of the vulnerabilities of business and the need for operational uniformity. Dynamic
leader delivers outstanding results by actively engaging employees and gaining buy in.
Areas of Expertise
• Strategic Planning
• Performance Management
• Recruitment Leadership/Mentoring
• Relationship Development Budget
• Administration
• Employee Oversight
• Training/Development
• Policy/Procedure Development
• Performance Review
• Equipment Purchasing
• Standard Operating Procedures
Talk2Tony Real Estate Advisor , Setauket, NY - 2010-Present
President, Broker/Owner Professional Real Estate Advisor, NY Licensed- Provided Real Estate advice and
transactional guidance for corporate, legal and residential clients throughout New York.
Delivered Results:
Serve as court appointed or legal representative for Real Estate matters concerning divorce and
separations.
Relocation Services provided to Stony Brook University, SUNY NY

www.talk2tony.biz
Daniel Gale Sotheby’s Int’l Realty, Setauket, NY – 2008 to 2010
Senior VP, Acquisitions and Expansion/Broker: Meet rigorous organizational objectives in development of
five offices for this top real estate company serving clients across the Long Island, New York area. Oversee
all aspects of the operation including recruitment and staffing, location build out, equipment purchase, and
advertising campaign development.
Delivered Results:
Built bench strength in the recruitment and selection of more than 100 sales associates.
Designed and executed an advertising strategy that effectively built the business brand across local
communities.
Cultivated strategic business and fundraising relationships across local communities, which generated
significant interest in the company; obtained scholarships and advertising sponsorships as corporate
liaison.
Coordinated overall fund raising efforts. Oversaw renovation projects and administered development
budgets.
Worked hand in hand with Universities’ Presidents office at SUNY Stony Brook University to develop a plan
and Co-ordinate Relocation Services for candidates seeking employment from around the United States.
Supplying services including home purchase, mortgage service, title service, moving services etc.
Coach Realtors, Christie’s Great Estates, Setauket, NY – 1997 to 2008
Vice President/Owner: Set challenging business objectives and executed through a high performance
team of three managers and 138 agents across five offices.
Delivered Results:
Led the strategic merger with Coach Realtors under a separate corporation. Managed top producing
offices along with top listing and sales agents for seven years.
Conceptualized, developed, and implemented a relocation assistance plan.
Designed the Buyers Book, which standardized practices in support of incoming candidates.

Led the business to top performance five years in a row.
Co-chaired The Institute for Luxury Home Marketing and co-designed comprehensive training sessions.
Established companywide standards and cultivated relationships with luxury home venders.
Played a key role in the design and development of the organization’s web site. Created an agent billing
and direct order system, the Floor Plan Online for Long Island Exclusive.
Setauket Harbor Realty, Setauket, NY – 1990 to 1997
Owner/Broker: Grew small three agent office to Top Producing Real Estate Office in The Three Village
Community
Delivered Results:
Built business to become top independent real estate company in the Three Village Community. Worked
hand in hand with Northville Industries to solve homeowner problems as a result of oil contamination
including the purchase and sale of many properties for Northville. Served as property manager until
properties were ready for resale in the market.
Earned recognition as top producer companywide.
Earlier Roles
BH&G Better Homes And Gardens, Real Estate Division, Andor , Stony Brook, NY
Sales Agent
Delivered Results:
Licensed Sales Agent: Developed client relationships in promotion of real estate properties. Earned
recognition as top producer companywide1985,86,87
Memberships & Affiliations
SUNY SB Vice President Athletic Directors Advisory Council (ADAC), Corporate Advancement Liaison

The Setauket Yacht Club, Board of Directors, Nominating Committee, Membership Chairman
The Setauket Neighborhood, Past President Setauket Neighborhood House, Board of Directors, Current
Trustee
One Design Sailing Program, Setauket Yacht Club, Port Jefferson Village and the Three Village
Community, Director Project JY-15, Organizer/Promoter
Personal Boast Statement
As a candidate for the position you will find in me over twenty five years experience as a business owner. A
business owner who has scaled from a two person office at the bottom of my market place to top of my
market with over two hundred sales people. On that journey I have mastered many valuable skills essential
to grow and sustain a profitable and successful business. Skills as varied as designing and overseeing
construction, decorating of office space to motivating and obtaining “buy-in” with a sales force of over one
hundred and eighty commission based agents.
I have personally instructed and developed a culture of productivity among all personnel.
I have created budget plans for both positive and negative market conditions that sustain my business
through good as well as bad times, ensuring survival and in fact growth of my company.
Instituted and developed specialized divisions (Luxury and Senior divisions), developed strategic
relationships with affiliate businesses ie: Well Fargo, Christie’s Great Estate, FloorPlan Online
Developed alternative commission plans to effectively enhance my recruitment and retention of
salespeople.
As a former software developer (Apple Macintosh products) I was and am in a unique place to bring the
latest technologies to my personnel and train them to use technology effectively.
I developed a recruitment regiment that successfully filled five top producing offices.
I negotiated the purchase or assumption of competitors in my field.
I have personally trained my employees in use of the latest technology and sales techniques and the
development and management of their business plans.
Provided for education about industry knowledge and procedures, Human Resource and workplace
behavior.

As owner I oversaw and trained a management team, developed many successful marketing campaigns,
created a budget plan.
I directed researched and purchasing of technical, business and training systems, delivered them to my
personnel and insured that they were properly trained in their effective use.

Real Estate Services
BH&G @ Atlantic Shores Advantages
It is Better Homes & Gardens @ Atlantic Shores intention to offer two lines of products both targeted at
desirable clientele.
Home Sellers & Buyers
To the home sellers and buyers in our targeted areas we offer unique services to distinguish BH&G from
our competition along with all the benefits of BH&G we intend to offer what we like to call Real Estate 3.0
services like
Twitter: feeds directly from our agents to their buyers using twitters new card feature, customized for each
new listing.
Transaction software: to create a transparent
view into every transaction thru customized
software every participate will have access to a
virtual transaction with their own passwords.
Attorneys ,Title People , Mortgage people as
well as our agents will be able to track each step
of a transaction and input any missing data.
The BH&G @ Atlantic Shores Community Card: Community Card
(Credit Card facsimile) to all agents buyers & sellers and participates
. This card along with participating merchants will bring service and
discounts from merchants to users , our web site will keep up to date
with all participating merchants.

The Atlantic Shores Curb Appeal
Initiative: a program offered to
homeowners who list their property with BH&G
@ Atlantic Shores a service whereby at the
recommendation of an agent work needed on a
home to improve its salability or increase its
value can be performed by Atlantic Shores
Builders who will defer payment until closing. (all RESPER laws will apply)
Agents & Associate Brokers Who Affiliate with BH&G @ Atlantic Shores
Achievable Sales Contest: to reward as many agents as possible.
Excellent Technology: Computer, telephone, training
The iPad Mini Reward: We hope to offer every new agent that affiliates with
BH&G in 2013 an iPad mini loaded with Real Estate tools to help them
perform their job more efficiently.
The Nail Shop: The nail shop is a concept our SVP experimented with in his
former office which proved very successful. On Fridays the broker hired a
nail technician to come in and provide manicures to agents. This turned into
a very popular perk that also
worked as a great tool encouraging agents to share about
upcoming business with their fellow agents therefore increasing
our "in house" sales units. This perk is still under discussion among
the management team.
All agents and Associate Brokers who affiliate with BH&G @ Atlantic
Shores will automatically have access along with their family
members to The BH&G @ Atlantic Shores Community Card,
Transaction Software for agents in addition to all the benefits provided by the BH&G tools.

Recruitment Bonus: BH&G @ Atlantic Shores intends to offer a bonus incentive plan
for any agent who provides our Human Resources department with leads to agents
or brokers wishing to associate with BH&G. We at Atlantic Shores are committed
to providing our family of agents with the most up to date technology and
equipment along with training to use these tools to maximum effectiveness.
Competitors
Our Competition
In Huntington our competition has raced to the top to brand themselves as "Luxury Realtors" although not a
bad idea in moderation, the supply has outstripped demand and created a gap in the agencies that can
best serve the demographic that we believe is perfectly aligned with the BH&G brand. We believe that this
leaves us (BH&G @ Atlantic Shores) a unique opportunity at the right time, when agents and brokers are
still digging themselves out of hibernation to introduce a fresh dynamic brand into the market place. Our
competition breaks down as follows.
Bloomingdales
Daniel Gale Sotheby's : Large, independent, just about owns the High End
Signature Properties : Small, two office, independent, has made some inroads vs DG
Douglas Elliman * : Formerly Prudential, their impact has not hit the market yet.
Sears / KMart
Laffey * Formerly C21 Laffey trying to rebrand upscale
Realty Connection* : Agency made up of realtors following Remax concept mostly unhappy (see remax)
Remax: We all know about them and the agents they attract
Coldwell Banker*: Good Company , tired brand , agents are mostly bored. They command a good
market share in Huntington @ #3 behind DG & Signature
Macy's

Coach Realtors*: Tries to walk the line between Luxury and middle income, sometimes successful, charges
a 6% franchise fee without providing any uniform services, company is always confused and under weak
leadership. Services are patched together to look like a brand , mostly dysfunctional
Our campaign for market share and agents will focus on three companies
1. Coach Realtors
2. Coldwell Banker
3. Douglas Elliman (formerly Prudential)
All of which are susceptible in specific ways to BH&G
Our Opportunity
We see a great opportunity to market to sellers, buyers and agents who have been ignored by the
Bloomingdales agencies as well as the Sears group whose agents are mostly bored with brands that have
lost their direction, Coach Realtors is particularly vulnerable because of the inclusion of our SVP a former
owner of Coach who has deep connections and insight to their operation.
* Indicates agencies whose agents are experiencing change or stress in office and are susceptible to
recruitment.

Target Market
Market Overview
Our Customers
Our customers and clients will be the homeowners and buyers who are looking for a fresh method of
dealing with real estate, a customer who identifies with homeowners portrayed on HGTV, people who care
about and are proud of their homes that they themselves decorate and upgrade every weekend they have
available. They see the house transfer process as overly complicated and a tad bit suspicious. We at BH&G
@ Atlantic Shores hope to target that demographic.
Our Agents:
They are agents that need a strong brand to identify with, a company that supports them in their business
and a partnership with their company to enhance their quality of life.
Market Needs
Buyers & Sellers
Our demographic target market is those middle to high income sellers and buyers looking for a familiar
positive household brand like BH&G. We feel that by including innovating transaction tracking software,
technology enhanced communication, our curb appeal initiative, a reputable mortgage services, BH&G
quality trained agents along with our community relationships, will allow us to create that fresh approach to
Real Estate that this demographic would love.
Agents
Highly effective training, quality brand recognition, access to superior marketing material, a partner in
business.

Strategy and Implementation
Marketing Plan
Overview
Better Homes & Garden @ Atlantic Shores Market Plan will roll out in three stages.
Stage1 Office and Brand Introduction:
This stage will focus on introducing BH&G to Long Island, We will rely on BH&G marketing material. We
hope to roll this out in September 2013 to coordinate with the openings of our two branch offices.
Stage 2 Agent Recruitment advertising campaign:
Stage 2 focuses on recruiting agents as well as promoting our brand, subtle in
nature it's goal is to excite the passion of the realty community about the brand.
We will be rewarding agents of other companies that are co-brokers on our
transaction with small tokens of our appreciation as well as a yearly meet and
greet social events.
Stage 3 Community Marketing:
This stage will be used to establish a link to the communities we serve by participating in visible
local campaigns and fundraisers. The strong business and neighborhood connections of our Broker and
SVP will provide recognition that otherwise might take a generation
to develop.

Positioning
At BH&G @ Atlantic Shores we pride ourselves on our relationship with our agents, customers and staff.
We offer a fresh approach to Long Island Real Estate.

Milestones
Milestone Due Date Who's Responsible Details
Finish BH&G April 27, 2013 Jamie , Anthony, Jerry
Complete BP for BHG April 29, 2013 Anthony, Jamie & Chris Waiting on Financials
Complete Build out
July 15, 2013 Jerry Gucciardo Atlantic Shores
Huntington Office
Furnish and Hire for
Huntington Office
July 15, 2013 Angela Gucciardo Coordinate all utilities ,
hiring , decoration with
office directors
Grand Opening
Huntington Office
August 01, 2013 Jamie Cordts Rebuild by Atlantic
Builders
Build out Sayville August 15, 2013 Jerry Gucciardo Atlantic Shores directed
by Chris
Build Out Setauket Office August 15, 2013 Jerry Gucciardo Atlantic Shores Directed
by APV
Hire , Decorate, prepare
Sayville office
August 15, 2013 Angela Gucciardo Hire , decorate , utilities in
conjunction with office
director
Hire , Decorate and
prepare Setauket office
August 15, 2013 Angela Gucciardo Coordinate opening with
Office director
Grand Opening Setauket
Branch
September 01, 2013 Anthony P. Vitale Build out Rental in
Setauket
Grand Opening Sayville
Branch Office
September 01, 2013 Christopher Gucciardo Build out by Atlantic
Shores
BH&G Grand Opening
promotion Kickoff
September 01, 2013 Anthony P. Vitale Begin campaign to
introduce LI to BH&G
Recruitment Campaign October 01, 2013 Anthony P. Vitale Begin campaign to
encourage recruitment
from the Real Estate
Community
Recruit 10 Full time
agents to Huntington
December 31, 2013 Anthony P. Vitale
Recruit 7 Full Time Agents
to Setauket Office
Recruit 7 Full Time Agents
to Sayville Office

Financial Plan
Sales Forecast
Sales Forecast
FY2014 FY2015 FY2016
Unit Sales
Existing Home Sales Huntington
Office 61 88 95
Existing Home Sales Setauket Office 40 55 75
Existing Home Sales Sayville Branch
Office 33 45 65
Price Per Unit
Office $10,840 $10,840 $10,840
Existing Home Sales Setauket Office $9,000 $9,000 $9,000
Office $8,040 $8,040 $8,040
Sales
Office $661,240 $953,920 $1,029,800
Office $265,320 $361,800 $522,600
Total Sales $1,286,560 $1,810,720 $2,227,400
Direct Cost Per Unit
Office $6,504 $6,504 $6,504
Office $4,824 $4,824 $4,824
Direct Cost
Office $396,744 $572,352 $617,880
Office $159,192 $217,080 $313,560
Total Direct Cost $771,936 $1,086,432 $1,336,440

Gross Margin $514,624 $724,288 $890,960
Gross Margin % 40% 40% 40%
Sales by Month
About the Sales Forecast
The financials are taken from data provided by BH&G's website , the average price of a home in the
Huntington area $542,000.00 assuming a 2% office commission with a 40% retention dollar.
The average sales price of a home in Setauket in the first quarter of 2013 $450,000.00
The average sales price of a home in Sayville in the first quarter of 2013 $402,000.00

Personnel Plan
Personnel Table
FY2014 FY2015 FY2016
Senior Vice President $63,500 $63,500 $63,500
Office Administrator -Huntington $20,160 $26,880 $26,880
Office Administrator-Sayville $17,920 $26,880 $26,880
Office Administrator-Setauket $17,920 $26,880 $26,880
Total $119,500 $144,140 $144,140
About the Personnel Plan
As our systems grow we will add a full time Director of Relo Services, full time bookeeper and a full time
Recruiter, these responsibilities will be handled by the Family team.
Budget
Budget Table
FY2014 FY2015 FY2016
Operating Expenses
Salary $119,500 $144,140 $144,140
Employee Related Expenses $23,900 $28,828 $28,828
Rent on Setauket $16,000 $24,000 $24,000
Advertising, Marketing & Promotion $11,500 $6,000 $4,000
Utilities-Huntington-Sayville-Setauket $15,300 $20,400 $20,400
Office Supplies- Huntington-
Setauket-Sayville $9,000 $12,000 $12,000
E&O Insurance, Health & Content $1,740 $1,740 $1,740
MLS and Broker Fees $1,600 $2,400 $2,400
Rent Paid on Huntington $0 $38,400 $38,400
Rent Paid on Sayville $8,800 $26,400 $26,400
Total Operating Expenses $207,340 $304,308 $302,308

Expenses by Month
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. Payroll is by far the largest expense the company incurs (besides cost of goods
sold). Staff will need to be managed and hours regulated so that hours worked correlate to sales. Emphasis
will be placed on minimizing expenses that do not help generate bottom line.
Startup Costs
The start-up costs of BH&G Atlantic Shores will consist primarily of inventory, equipment and fixtures.
Atlantic Shores will invest cash, benefits and labor to the start up. Investors will contribute substantially.
There is an amount budgeted for leasehold improvements which is intended to make major modifications
to two of the proposed sites and minor to Setauket to prepare it for opening. These improvements include
replacing missing ceiling tiles and cleaning, polishing, or redoing the floor tile in Setauket. Renovation to
company owned building in Huntington & Sayville. It is anticipated that the new renovations to the company
owned buildings will greatly enhance attractiveness and market value

Profit and Loss Statement
FY2014 FY2015 FY2016
Revenue $1,286,560 $1,810,720 $2,227,400
Direct Cost $771,936 $1,086,432 $1,336,440
Gross Margin $514,624 $724,288 $890,960
Operating Expenses
Salary $119,500 $144,140 $144,140
Rent on Setauket $16,000 $24,000 $24,000
Office Supplies- Huntington-
Setauket-Sayville $9,000 $12,000 $12,000
Operating Income $307,284 $419,980 $588,652
Income Taxes $61,457 $83,996 $117,730
Total Expenses $1,040,733 $1,474,736 $1,756,478
Net Profit $245,827 $335,984 $470,922
Net Profit / Sales 19% 19% 21%

Financial Highlights 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. A strong recruiting campaign should negate any further
concern

Office Growth Strategy
Huntington
Our corporate office and Flagship is located on Main Street in the middle of Realtors Row, Huntington.
Formerly the office of Prudential Real Estate this office commands over 4300 square feet of prime office
space, long known as a Realtors spot. This location has plenty of off the street parking. Upon affiliating with
BH&G we hope to take advantage of their design crew to sculpture a BH&G flagship. This opportunity is
available due to a close partnership with Atlantic Shores Builders and Developers.
Our effort in the Huntington area to focus on leveraging our Brokers reputation as a major residential and
commercial builder combined with the BH&G brand will be an effective tool as a recruiting strategy. Our
Manager in training, Jamie Cordts, has been an active agent formerly with Coldwell Banker in the area and
has established many connections and friendships. Jerry, our broker, has developed long term
relationships as a home builder in the area. Jerry has already been reaching out to some of those agents
that have expressed a desire to affiliate. We intend to concentrate on our target agencies, Coldwell Banker,
Coach Realtors and the former Prudential , Douglas Elliman. Our SVP, Anthony, having been a former
owner and is well respected and fondly thought of among Coach Agents who credit him with the golden
period of Coach Realtors.
The unique combination of a reviving Market, Hibernating Competition, Perfect fit Affiliations and timing
come together to create a fantastic opportunity to begin.
Sayville
Sayville, located on Long Island's South Shore offers a another important opportunity for growth, once
again we own a building on Montauk Highway, again a former Prudential Real Estate location known in the
community as a real estate office for many years. Another opportunity to sculpture a building to BH&G look
and feel. This community has become the new up and coming family community on the south shore, our
competition in the area is weak. Our approach will be to rebuild the office, introduce the BH&G brand and
slowly build roots in the community. The average price range is lower with resale's average price in the
$400k range. Nicely fitting into the BH&G demographic.

Setauket
This is the former market of our SVP , his connections with the community and Stony Brook University are
deep. Having operated a successful real estate brokerage for over twenty five years, he is very familiar
with all of the Real Estate community. Familiar with hundreds of agents, we feel very confident that his
reemergence in that market place will be a highly successful venture. The office space chosen for Setauket
is in fact the very office Mr. Vitale used as his headquarters. During his tenure in Setauket Mr. Vitale
established strong ties with university department heads by offering a relocation service to all incoming
candidates which proved very successful and has not been utilized since he left the area. Mr. Vitale is very
excited to reestablish the business he spent many years building.
Along with his real estate career, Mr. Vitale has served on many boards including Stony Brooks Athletic
Directors Board. The Setauket Neighborhood House as well as The Setauket Yacht Club.

Appendix
Sales Forecast
Sales Forecast Table (With Monthly Detail)
FY2014 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 Mar '14 Apr '14
Unit Sales
Existing Home
Sales
Huntington
Office
0 1 4 6 6 6 6 3 3 7 9 10
Existing Home
Sales
Setauket
Office
0 0 0 2 3 5 5 3 3 6 6 7
Existing Home
Sales Sayville
Branch Office
0 0 0 1 1 2 3 3 4 5 7 7
Price Per
Unit
Existing Home
Sales
Huntington
Office
$10,840 $10,840 $10,840 $10,840 $10,840 $10,840 $10,840 $10,840 $10,840 $10,840 $10,840 $10,840
Existing Home
Sales
Setauket
Office
$9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000
Existing Home
Sales Sayville
Branch Office
$8,040 $8,040 $8,040 $8,040 $8,040 $8,040 $8,040 $8,040 $8,040 $8,040 $8,040 $8,040
Sales
Existing Home
Sales
Huntington
Office
$0 $10,840 $43,360 $65,040 $65,040 $65,040 $65,040 $32,520 $32,520 $75,880 $97,560 $108,400
CONFIDENTIAL - DO NOT DISSEMINATE. This business 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.

Existing Home
Sales
Setauket
Office
$0 $0 $0 $18,000 $27,000 $45,000 $45,000 $27,000 $27,000 $54,000 $54,000 $63,000
Existing Home
Sales Sayville
Branch Office
$0 $0 $0 $8,040 $8,040 $16,080 $24,120 $24,120 $32,160 $40,200 $56,280 $56,280
Total Sales $0 $10,840 $43,360 $91,080 $100,080 $126,120 $134,160 $83,640 $91,680 $170,080 $207,840 $227,680
Direct Cost
Per Unit
Existing Home
Sales
Huntington
Office
$6,504 $6,504 $6,504 $6,504 $6,504 $6,504 $6,504 $6,504 $6,504 $6,504 $6,504 $6,504
Existing Home
Sales
Setauket
Office
$5,400 $5,400 $5,400 $5,400 $5,400 $5,400 $5,400 $5,400 $5,400 $5,400 $5,400 $5,400
Existing Home
Sales Sayville
Branch Office
$4,824 $4,824 $4,824 $4,824 $4,824 $4,824 $4,824 $4,824 $4,824 $4,824 $4,824 $4,824
Direct Cost
Existing Home
Sales
Huntington
Office
$0 $6,504 $26,016 $39,024 $39,024 $39,024 $39,024 $19,512 $19,512 $45,528 $58,536 $65,040
Existing Home
Sales
Setauket
Office
$0 $0 $0 $10,800 $16,200 $27,000 $27,000 $16,200 $16,200 $32,400 $32,400 $37,800
Existing Home
Sales Sayville
Branch Office
$0 $0 $0 $4,824 $4,824 $9,648 $14,472 $14,472 $19,296 $24,120 $33,768 $33,768
Total Direct
Cost $0 $6,504 $26,016 $54,648 $60,048 $75,672 $80,496 $50,184 $55,008 $102,048 $124,704 $136,608
Gross Margin $0 $4,336 $17,344 $36,432 $40,032 $50,448 $53,664 $33,456 $36,672 $68,032 $83,136 $91,072
Gross
Margin % 0% 40% 40% 40% 40% 40% 40% 40% 40% 40% 40% 40%

FY2014 FY2015 FY2016
Unit Sales
Existing Home Sales Huntington Office 61 88 95
Existing Home Sales Setauket Office 40 55 75
Existing Home Sales Sayville Branch Office 33 45 65
Price Per Unit
Existing Home Sales Huntington Office $10,840 $10,840 $10,840
Existing Home Sales Sayville Branch Office $8,040 $8,040 $8,040
Sales
Existing Home Sales Huntington Office $661,240 $953,920 $1,029,800
Total Sales $1,286,560 $1,810,720 $2,227,400
Direct Cost Per Unit
Direct Cost
Total Direct Cost $771,936 $1,086,432 $1,336,440
Gross Margin $514,624 $724,288 $890,960

Personnel Plan
Personnel Table (With Monthly Detail)
Senior Vice
President $5,291 $5,291 $5,291 $5,291 $5,292 $5,292 $5,292 $5,292 $5,292 $5,292 $5,292 $5,292
Office
Administrator -
$0 $0 $0 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240
Huntington
Office
Administrator-
Sayville
$0 $0 $0 $0 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240
Office
Administrator-
Setauket
$0 $0 $0 $0 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240 $2,240
Total $5,291 $5,291 $5,291 $7,531 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012
FY2014 FY2015 FY2016
Senior Vice President $63,500 $63,500 $63,500
Office Administrator -Huntington $20,160 $26,880 $26,880
Office Administrator-Sayville $17,920 $26,880 $26,880
Office Administrator-Setauket $17,920 $26,880 $26,880
Total $119,500 $144,140 $144,140

Budget
Budget Table (With Monthly Detail)
Operating
Expenses
Salary $5,291 $5,291 $5,291 $7,531 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012
Employee
Related
$1,058 $1,058 $1,058 $1,506 $2,402 $2,402 $2,402 $2,402 $2,403 $2,403 $2,403 $2,403
Expenses
Rent on
Setauket $0 $0 $0 $0 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Advertising,
Marketing &
Promotion
$0 $1,000 $1,000 $1,000 $1,000 $500 $5,000 $500 $0 $500 $1,000 $0
Utilities-
Huntington-
Sayville-
Setauket
$0 $0 $0 $1,700 $1,700 $1,700 $1,700 $1,700 $1,700 $1,700 $1,700 $1,700
Office
Supplies-
Huntington-
Setauket-
Sayville
$0 $0 $0 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
E&O
Insurance,
Health &
Content
$145 $145 $145 $145 $145 $145 $145 $145 $145 $145 $145 $145
MLS and
Broker Fees $0 $0 $0 $0 $200 $200 $200 $200 $200 $200 $200 $200
Rent Paid on
Huntington $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Rent Paid on
Sayville $0 $0 $0 $0 $0 $0 $0 $0 $2,200 $2,200 $2,200 $2,200
Total
Operating
$6,494 $7,494 $7,494 $12,882 $20,459 $19,959 $24,459 $19,959 $21,660 $22,160 $22,660 $21,660
Expenses

FY2014 FY2015 FY2016
Operating Expenses
Salary $119,500 $144,140 $144,140
Rent on Setauket $16,000 $24,000 $24,000
Office Supplies- Huntington-Setauket-Sayville $9,000 $12,000 $12,000

Profit and Loss Statement (With Monthly Detail)
Revenue $0 $10,840 $43,360 $91,080 $100,080 $126,120 $134,160 $83,640 $91,680 $170,080 $207,840 $227,680
Direct Cost $0 $6,504 $26,016 $54,648 $60,048 $75,672 $80,496 $50,184 $55,008 $102,048 $124,704 $136,608
Gross Margin $0 $4,336 $17,344 $36,432 $40,032 $50,448 $53,664 $33,456 $36,672 $68,032 $83,136 $91,072
Gross
Margin % 0% 40% 40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
Operating
Expenses
Salary $5,291 $5,291 $5,291 $7,531 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012 $12,012
Employee
Related
$1,058 $1,058 $1,058 $1,506 $2,402 $2,402 $2,402 $2,402 $2,403 $2,403 $2,403 $2,403
Expenses
Rent on
Setauket $0 $0 $0 $0 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Advertising,
Marketing &
Promotion
$0 $1,000 $1,000 $1,000 $1,000 $500 $5,000 $500 $0 $500 $1,000 $0
Utilities-
Huntington-
Sayville-
Setauket
$0 $0 $0 $1,700 $1,700 $1,700 $1,700 $1,700 $1,700 $1,700 $1,700 $1,700
Office
Supplies-
Huntington-
Setauket-
Sayville
$0 $0 $0 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
E&O
Insurance,
Health &
Content
$145 $145 $145 $145 $145 $145 $145 $145 $145 $145 $145 $145
MLS and
Broker Fees $0 $0 $0 $0 $200 $200 $200 $200 $200 $200 $200 $200
Rent Paid on
Huntington $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Rent Paid on
Sayville $0 $0 $0 $0 $0 $0 $0 $0 $2,200 $2,200 $2,200 $2,200
Total
Operating
$6,494 $7,494 $7,494 $12,882 $20,459 $19,959 $24,459 $19,959 $21,660 $22,160 $22,660 $21,660
Expenses
Operating
Income ($6,494) ($3,158) $9,850 $23,550 $19,573 $30,489 $29,205 $13,497 $15,012 $45,872 $60,476 $69,412
Income Taxes $0 $0 $40 $4,710 $3,915 $6,097 $5,841 $2,699 $3,002 $9,175 $12,095 $13,883
Total
Expenses $6,494 $13,998 $33,550 $72,240 $84,422 $101,728 $110,796 $72,842 $79,670 $133,383 $159,459 $172,151
Net Profit ($6,494) ($3,158) $9,810 $18,840 $15,658 $24,392 $23,364 $10,798 $12,010 $36,697 $48,381 $55,529
Net Profit /
Sales 0% (29%) 23% 21% 16% 19% 17% 13% 13% 22% 23% 24%

FY2014 FY2015 FY2016
Revenue $1,286,560 $1,810,720 $2,227,400
Direct Cost $771,936 $1,086,432 $1,336,440
Gross Margin $514,624 $724,288 $890,960
Operating Expenses
Salary $119,500 $144,140 $144,140
Rent on Setauket $16,000 $24,000 $24,000
Office Supplies- Huntington-Setauket-Sayville $9,000 $12,000 $12,000
Operating Income $307,284 $419,980 $588,652
Income Taxes $61,457 $83,996 $117,730
Total Expenses $1,040,733 $1,474,736 $1,756,478
Net Profit $245,827 $335,984 $470,922
Net Profit / Sales 19% 19% 21%

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