1. craft Guitars
Established 2015
Company History:
Craft Guitars (CG) manufacturers musical instruments and was
founded in 2015 by Mary Garcia. Ms. Garcia has an extensive
background in music, her father and mother are both performers
in local bands, and she has been a guitar player since age 4.
She graduated from California State University San Bernardino
with a BA in marketing in 2004 and was hired by Gibson Brands
in Nashville, Tennessee to work in their marketing department.
Gibson manufactures guitars and other instruments including
the iconic Gibson Les Paul guitar. In 2009 she moved to Guild
Guitars (owned by Fender Electric Instrument Manufacturing
Company) in Scottsdale Arizona as the VP of marketing and
promotions. In 2014 Fender sold Guild Guitars to Cordoba
Music Group in Santa Monica, California and Ms. Garcia
remained with Cordoba during the transition but left at the end
of 2014 and launched CG the following year. In 2019 Ms.
Garcia received a Master of Science in Entrepreneurship &
Innovation degree from CSUSB.
CG manufacturers guitars including custom orders, acoustic,
and electric models. Custom models are designed for and by the
customer with prices from $2,500 to $10,000 depending on
material, with the average being $5,400. Standard models are
2. priced from $800 to $2,000, with an average of $1,300. The
company currently leases a 15,030 square foot production
facility in San Bernardino, California and employs 78 workers.
CG was started with an investment of $200,000 from Ms. Garcia
and a $300,000 private stock sale to family and senior
management. Sales increased rapidly in the first six-years of
operations, but growth has begun to trend slower. The company
has successfully been able to maintain margins despite the rapid
growth. Management meets weekly to discuss production,
suppliers, labor issues, and review financial results.
A few weeks ago, the owner of the building CG is leasing
offered to sell the property. After negotiating a sale price of
$3,450,000 the company began working on a business plan to
request a loan of $2,760,000 (80% LTV) from their bank.
Products:
CG began as a custom design shop and has built a reputation for
innovative and unique creations. The company’s big break
came when noted guitarist and Black Keys front-man Dan
Auerbach was photographed with his custom CG guitar for the
cover of Guitar World Magazine. In 2018 influential guitarist
Nita Strauss ordered a custom acoustic model from CG.
Strauss, who had previously never owned an acoustic guitar, has
a signature Ibanez electric guitar. The CG brand quickly
became a sensation in the music industry after Strauss used the
guitar for a video and song on her solo album “Controlled
Chaos”.
The custom shop continues to produce creative models using
exotic woods and the highest quality workmanship. At least six
unique designs are introduced each year and production is
strictly limited to no more than 25 guitars per design. These
guitars are typically sold out before they are manufactured
3. despite having a significant cost (up to $10,000). The typical
buyer is a guitar collector, and CG’s customer base includes
people that have purchased multiple limited production models.
Some custom CG models are made-to-order with customers
using the company website to design their guitar. The website
is highly interactive allowing the user to create whatever
instrument they want. It will even allow uploading of pictures
or hand drawn images. The customer can choose the wood and
other materials and see a rendering of what the finished product
will look like. Once a design has been completed the customer
can discuss the guitar with an experienced craftsman to
complete the order. This is typically the employee that will
craft the guitar. These one-of-a-kind guitars are the most
expensive with an elevated level of customer service and
interaction. Features can include having a name imbedded in
the finger board, length and shape of the body, location and
number of pick-ups, uniquely designed tuning keys, etc. The
customer can even choose to have the entire production process
recorded (for an additional fee). The finished guitar is
delivered in a custom CG case.
Beginning in 2017 CG began producing a line of standard
guitars (both electric and acoustic) to appeal to a broader base.
These models still feature excellent workmanship but use less
expensive woods and have a more traditional look. The CG
standard line is priced lower than the custom models and sold at
various retail music stores as well as the company website.
CG’s sales growth has been primarily through this line of
products which increased from 1,835 units sold in 2018
4. ($1,835,000) to 2,132 units in 2020 ($2,771,600).
Next 5-years:
The company is focused on continued brand development,
improving their website and social media presence. The
workforce will see a modest increase over the next 5-years and
CG will continue to add efficiency improving equipment to the
factory. The company is discussing hiring a full-time sales
force (4 people) to make personal calls on smaller music stores
to promote their line of standard guitars. The company is also
exploring development of a bass guitar model, both electric and
acoustic. Other projects may include a branded clothing line (t-
shirts and hats), instrument cleaning products, stands, cases,
and other accessories.
Exit Strategy:
The company estimates annual sales will reach $25,000,000 in
12-years at which time they will seek a buyer. Senior
management is hopeful that CG will be purchased by a larger
company that will retain the employees and continue to utilize
the production facility. Ms. Garcia and her officers have
extensive contacts in the music industry and are confident their
company will be an attractive acquisition, allowing them to
negotiate an acceptable sale, with a goal of 5 – 7x EBITDA
(between $22 to $31 million). Additionally, the company will
have the commercial property that will add value and another $3
to $4 million to the sale price.
5. Marketing:
The company has primarily used traditional print media to
advertise the website and products. CG runs a half-page or
quarter-page ad in Guitar World Magazine, Premier Guitar, and
Acoustic Guitar Magazine a few times a year. The company
also has a limited budget for advertisement in on-line
publications including Guitar World Magazine, Rolling Stone,
and Billboard.
A few amateur guitar players have posted videos using CG
models to YouTube, TikTok, Facebook and other platforms.
Despite this the company is just beginning to explore expansion
into social media. The marketing team is developing a series of
instructional videos and a factory tour video showing how a
guitar is built.
CG is a member of the National Association of Music
Merchants (NAMM) and has attended their trade shows over the
years. The company has a custom booth that they use for this
and other similar events including concerts, fairs, and
conventions.
The company website is a featured sales tool and allows users to
design a custom guitar, interact with company craftsman, and
follow the production of their guitar. Virtually all custom-made
guitar orders start with a website visit. Orders for standard
models also use the website.
The marketing budget will be $180,000 in 2021, $225,000 in
2022, and $280,000 in 2023. CG has additional money for IT
and maintenance of the website.
6. Organizational Structure:
CG has the following management organizational structure:
The management committee meets weekly to review plans, sales
orders, supplies, production, and marketing.
Board of Directors:
Mary Garcia – Board Chair
Ms. Garcia is the founder of Craft Guitars.
Michael Stull, PhD
Dr. Stull is the Director of the School of Entrepreneurship at
CSUSB and the Director of the Inland Empire Center for
Entrepreneurship. He has over 30-years of entrepreneurship
experience. Dr. Stull received his BA/MBA from CSUSB and
an EDM from Case Western.
Connie Liu, CPA
Ms. Liu is a partner with the accounting firm of Anderson, Turk
& Smith, LLP in San Bernardino and has over 25-years of
public accounting experience. Ms. Lie has a BA from UCR and
an MBA in accounting from CSUSB.
Don Edwards, Esq.
Mr. Edwards is a partner with the law firm of Edwards, Charles,
Lewis & Tork in Redlands. He has over 30-years of experience
in corporate law. He has a BA from UCLA and a JD from
Stanford University.
7. Susan Rodriguez
Ms. Rodriguez is the owner of SSR Manufacturing, Inc. in
Fontana, which she founded in 1983. SSR manufacturers wood
furniture and had sales over $240 million in 2020. Ms.
Rodriguez has an BA from CSUSB and an executive MBA from
USC Marshall School of Business.
Sheri Moore
Ms. Moore is the President and CEO of San Bernardino Assist,
a nonprofit dedicated to providing services to the homeless .
Ms. Moore has a BA from CSUSB.
The board meets monthly to review financial information,
approve projections, assist in resource management, provide
feedback on products and production.
Need:
CG is seeking a commercial real estate loan of $2,760,000 or
80% of the purchase price ($3,450,000) to buy a 15,030 SF
building in San Bernardino, California. The building sits on
0.80 acres and has 2,760 SF of dedicated office space, 4 loading
docks, and is zoned industrial. The concrete tilt-up
construction was completed in 1988 and the building has a
newer (1-year old) roof.
Shareholders are contributing $150,000 (stock purchase) and the
remaining $540,000 of the down payment will come from the
company, along with the estimated $62,000 in closing costs.
Historic Financial Statements
Balance Sheet
2018
53. $ 1,327,768
$ 1,392,157
$ 1,522,374
$ 1,638,328
Other Financial Information:
Breakeven
Mary Garcia
CEO and President
COO
CFO
CMO
Production Manager
Supply Manager
Marketing Manager