L-1 VISA Business (Plan Sample) - Plan Writers

L-1 Beneficiary: John Johnson Phone: +123 123 123 123
E-mail: sample@gmail.com
L-1 VISA
Business Plan
EXTERIOR SIGNS AND
SYSTEMS LLC

EXTERIOR SIGNS AND SYSTEMS LLC 2 BUSINESS PLAN
THIS IS A SAMPLE BUSINESS PLAN
This file was created by redacting an actual business plan The Plan Writers
wrote for a client. All client information and proprietary content has been
removed. As such, the business model, managers and financial pro forma herein
are entirely theoretical – only the structure of the plan itself and portions of the
market and industry research remain “real”.
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This document contains confidential information proprietary to EXTERIOR SIGNS AND SYSTEMS LLC. This
information and related conversations are submitted solely for the purpose of introducing selected parties
to the Company’s Business Plan. The Company’s disclosure of information contained herein and in related
conversations does not constitute any subscription or authorization to use the information, ideas, or
concepts presented, or to disclose any information to other parties. The Company retains ownership of this
Plan, and the concepts and ideas described herein.
Each recipient of this document agrees to treat it in a strictly confidential manner. The recipient may not
disclose, directly or indirectly, or permit any agent or affiliate to disclose any of the information contained
herein, or reproduce this document in whole or part without the prior written consent of the Company.
Any party who accepts delivery of this Plan or any other document or verbal communication of confidential
information from the Company agrees to be bound by the terms of this Confidentiality Statement and
further agrees to promptly return documents to the Company upon request.
Provide distribution and sales support for
the products (sign systems) of the parent
company, The Advertising Company
Support the parent company (The Advertising
Company) in acquiring a large market share of
the U.S. signs and displays industry by providing
exceptional customer care in pre- and after-sales
processes and continuously enlarging the
number of clients.
CONFIDENTIALITY STATEMENT
MISSION STATEMENT
VISION

CONTENTS
CONFIDENTIALITY STATEMENT ................................................................................................................... 3
MISSION STATEMENT................................................................................................................................. 3
VISION........................................................................................................................................................ 3
EXECUTIVE SUMMARY ................................................................................................................................ 5
Short-term Growth Strategy............................................................................................................................. 5
Target Market .................................................................................................................................................. 5
Business Model ............................................................................................................................................... 5
Company Overview .......................................................................................................................................... 5
L-1 Beneficiary................................................................................................................................................. 5
Competitors ..................................................................................................................................................... 6
Marketing Plan................................................................................................................................................. 6
Financial Summary.......................................................................................................................................... 6
Objectives ........................................................................................................................................................ 6
THE FOREIGN ENTITY ................................................................................................................................. 7
EXTERIOR SIGNS AND SYSTEMS LLC.......................................................................................................... 8
Company Description ......................................................................................................................................8
Products & Services ........................................................................................................................................9
Company Structure and Ownership................................................................................................................ 9
Business Goals ................................................................................................................................................ 9
Timetable (Year 1) .........................................................................................................................................10
STARTUP SUMMARY.................................................................................................................................11
L-1 BENEFICIARY......................................................................................................................................12
PERSONNEL.............................................................................................................................................14
PERSONNEL FORECAST............................................................................................................................15
Organizational Chart......................................................................................................................................16
INDUSTRY ANALYSIS ................................................................................................................................17
Demand Determinants..................................................................................................................................20
COMPETITIVE ANALYSIS ...........................................................................................................................21
COMPETITIVE ADVANTAGES......................................................................................................................22
MARKETING .............................................................................................................................................23
Target Market ................................................................................................................................................23
Marketing Objectives.....................................................................................................................................23
Marketing Campaign .....................................................................................................................................24
Website ..........................................................................................................................................................23
Social Media ..................................................................................................................................................23
Word of Mouth...............................................................................................................................................23
Business Networking.....................................................................................................................................23
Trade Shows ..................................................................................................................................................23
Printed Material.............................................................................................................................................23
Press ..............................................................................................................................................................23
Samples .........................................................................................................................................................23
SWOT ANALYSIS .......................................................................................................................................25
REVENUE FORECAST ................................................................................................................................26
BREAK-EVEN ANALYSIS ............................................................................................................................27
PROJECTED INCOME STATEMENT.............................................................................................................28
ROJECTED CASH FLOW.............................................................................................................................29
PROJECTED BALANCE SHEET ...................................................................................................................30

EXTERIOR SIGNS AND SYSTEMS LLC, hereinafter also referred to as ‘the Company’, ‘Sign Systems and
Supplies’, and ‘the US entity’, specializes in the sale of signs and displays manufactured by its parent
company in Jordan. EXTERIOR SIGNS AND SYSTEMS is a subsidiary of the Amman-based company, and
Partners Co. Advertising Company, also referred to herein as ‘the foreign entity’.
John Johnson has education and experience that prepared him well to successfully manage EXTERIOR
SIGNS AND SYSTEMS LLC as its General Manager. Mr. Johnson is well acquainted with the parent
company’s products and customers’ needs and he will ensure an efficient sales process for the parent
company’s products in the U.S.
The Company will offer exceptional pre-sale and after-sale support to ensure customer satisfaction. Upon
approval of an L-1 visa, the Company will hire John Johnson as the General Manager. The Company will
have ten employees by year 5.
The foreign entity owns 100% of EXTERIOR SIGNS AND SYSTEMS LLC. The parent company has invested
$123,330 to support the operations of the U.S. entity.
Short-term Growth Strategy
In the first years of operations, EXTERIOR SIGNS AND SYSTEMS LLC anticipates increasing brand visibility
and building relationships with prospective clients that have the potential to become long-term
partnerships.
Target Market
EXTERIOR SIGNS AND SYSTEMS LLC targets sign makers, display and exhibition stands manufacturers and
businesses that need sign systems.
Business Model
EXTERIOR SIGNS AND SYSTEMS LLC supports sales of the foreign entity by selling its sign systems. The
Company sells products manufactured by the foreign entity through its website and sales team. The parent
company will send the sign systems produced in Jordan in the form of aluminum profiles, accessories and
plastic parts. These systems are semi-finished and will be cut to size and assembled in the U.S.
The prices very extensively and they can start at a few hundred dollars for small businesses and go to tens
of thousands of dollars for larger entities, such as hospitals or hotels.
Company Overview
EXTERIOR SIGNS AND SYSTEMS LLC was registered in 2018 in Kansas. The Company will be located in
Shawnee, Kansas.
L-1 Beneficiary
John Johnson is result oriented, with an excellent record of achievements, proven skills in managing people
in the most productive way, and expertise in the international sign systems market. He is well prepared to
take the role of General Manager of the U.S. entity, as he knows the needs of the parent company and has
extensive managerial skills that will ensure growth for both the U.S. and foreign entities.
EXECUTIVE SUMMARY

Competitors
EXTERIOR SIGNS AND SYSTEMS LLC sells products from its well-established parent company and it
competes with other companies manufacturing and selling sign system products, such as Competitor #1,
Competitor #2, Competitor #3. Exceptional customer support, in addition to high-quality products, will
ensure the Company acquires a large share of the U.S. market.
Marketing Plan
EXTERIOR SIGNS AND SYSTEMS LLC will have a website (www.samplesite.us) optimized to be highly ranked
in Google search. In order to increase its visibility, the Company will use social media to promote its
services. The Company will also rely on word of mouth and recommendations. EXTERIOR SIGNS AND
SYSTEMS will participate in trade shows and use every opportunity to network. The Company will carefully
listen to customers’ needs and strive to make its clients fully satisfied.
Financial Summary
EXTERIOR SIGNS AND SYSTEMS LLC’s financial model shows consistent growth for the brand over the next
five years. Plans call for the Company to achieve over a million in annual gross revenue, with a net profit of
$123,123 in year five. The following graph illustrates the financial goals of EXTERIOR SIGNS AND SYSTEMS
LLC within the next five years.
Objectives
The purpose of this plan is to provide USCIS with the information necessary to evaluate the scope and
future growth of EXTERIOR SIGNS AND SYSTEMS LLC in the marketplace. In addition to serving as a
roadmap for management, the plan will show that:
A significant market opportunity
exists when analyzing current market
demands and competitive
landscape.
The parent company, The Advertising
Company, has invested $123,123 to
support the Company’s operations.
The correct capital structure will allow
for a long-lasting, profitable business.
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $410,000 $550,000 $690,000 $840,000 $1,020,000
Gross Margin $205,000 $275,000 $345,000 $420,000 $510,000
Net Profit ($11,771) ($16,033) $27,603 $74,605 $132,846
Highlights
Revenue Gross Margin Net Profit

The Advertising Company
The Advertising Company (www.sample.com) was
founded in Amman in 1979. In more than 35 years it
has been transformed from a small advertising office,
into a specialized sign designer and manufacturer.
The Advertising Company specializes in the design,
manufacture and installation of signs and exhibition
stands. Having more than 71 qualified employees, the
company supplies hundreds of diversified projects,
including major architectural projects and international
hotels throughout the Middle East.
The company is up to date with market and industry
trends and participates at major sign events in the
world. Its sign systems products were recognized by
many industry leaders and displayed in Orlando U.S. at
the largest specialized sign exhibition in the world, held
by International Sign Association.
Among its products and services are the following:
The quality of the company’s products ensures its longevity, while the provision of comprehensive and
proactive pre-sale and after-sales services plays a pivotal role in guaranteeing and maintaining excellent
customer service and overall customer satisfaction.
In 2002, The Advertising Company opened a new branch in, Qatar to serve the increasing demand in the
Arabian Gulf Area.
Recently, the Company has obtained the ISO 9001 certification.
THE FOREIGN ENTITY
Complete sign scheduling,
specification, and design service for
architectural projects. This chargeable
service takes into consideration the
improvement of way-finding and
enhancing corporate identity.
Manufacturing and Marketing Signs:
manufacturing high quality and
international standard signs with different
sign systems, materials and state of the art
technologies (CNC router machines, laser
cutting and engraving, large-format digital
printing, etc.)
Electronic Signs: a complete system
for convention centers, conference
rooms, moving messages, currency
exchange rates, electronic queuing
systems, etc.
Booths and Exhibition Systems: The
company is specialized in providing
different solutions to its customers, to
present their corporate identity and send
the company message to its customers
by developing different 3D designs,
including all kinds of floors, furniture,
branding, audio and visual equipment.
The company also provides LED Systems
with different lighting set-ups and all
colors.

Company Description
EXTERIOR SIGNSS AND SYSTEMS will import and sell sign system products manufactured by its parent
company, The Advertising Company.
The foreign entity will send the sign systems produced in Jordan in the form of aluminum profiles,
accessories and plastic parts. Semi-manufactured products will be cut to size and assembled in the U.S.
entity.
The Company will promote and sell the sign systems to sign makers and businesses in the U.S. The sign
makers will install the system with the graphics.
The Company will provide stylish, modern, clean-look, modular sign systems. Its range includes indoor,
outdoor, illuminated or non-illuminated, flat and curved systems.
The products the Company will sell are comprehensive, employing a wide range of materials and
techniques of production. Its products are made of quality environmentally friendly materials like
aluminum, acrylic, polycarbonate, and ABS.
The Company will offer all fixing options; door, wall, name plates, directories, free occupied, suspended,
projected, desk-stand, pylons (free standing), and paper flex. Products are compatible with most types of
braille and tactile text. A wide range of standard and custom sizes are available. Products are simple to
use, assemble, and install.
EXTERIOR SIGNSS AND SYSTEMS LLC

EXTERIOR SIGNSS AND SYSTEMS LLC highly values professionalism, timeliness, and client experience. The
U.S. Company strives to reduce distribution costs and ensure timely delivery of quality products and
services. The Company will benefit from the L-1 Beneficiary’s background and knowledge of the industry.
As Mr. Johnson is the General Manager of the parent company, he will be able to implement successful
business strategies in line with The Advertising Company’s philosophy, understanding fully its needs.
Mr. Johnson has made connections with prospective partners in the U.S. and he is capable of negotiating
deals that promote the growth of EXTERIOR SIGNSS AND SYSTEMS LLC and its parent company.
The Company will focus on the U.S. market but the scope will be global. The U.S. entity will constantly work
on further developing relationships with clients throughout the U.S., which will result in greater revenues for
the parent company.
In addition, the Company may start making products in the U.S. in future and exporting them to the Middle
East and other parts of the world where there is a preference for U.S.-made products.
The Company will also be able to send materials from the U.S. to its parent company in Jordan. EXTERIOR
SIGNSS AND SYSTEMS is committed to the future development of The Advertising Company. With its
efforts, the Company will facilitate operations of the foreign entity and bring even greater success to The
Advertising Company. The parent company can rely on the U.S. entity, knowing Mr. Johnson’s competence
in the core business, products, and market.
Products & Services
The Company will distribute and sell a wide range of sign system products. The products serve various
industries, including medical, hospitality, and retail businesses.
The Company will provide pre- and after-sale customer support.
Company Structure and Ownership
EXTERIOR SIGNSS AND SYSTEMS LLC was formed in 2018 in Kansas as a Limited Liability Company. The
Advertising Company owns 100% of EXTERIOR SIGNSS AND SYSTEMS LLC.
Business Goals
Short-term Goals
(within one year)
Intermediate-term Goals
(2-3 years):
Long-term Goals
(within five years):
• Hire the General Manager
upon issuance of an L-1 visa
• Gain visibility among sign
makers and other
businesses in need of sign
systems
• Maintain high-quality
customer service at every
stage of operations
• Achieve revenues of
$410,000
• Acquire new clients, in addition
to keeping the existing ones
• Hire four employees (two Sales
Representatives and two
Fabrication Staff)
• Achieve revenues of $690,000
in year 3
• Achieve profit of approximately
$27,600 in year 3
• Grow revenue to
$1,020,000 in year 5
• Grow profit to approximately
$133,000 in year 5
• Become recognized as a
reliable partner among sign
system distributors

Timetable (Year 1)
Month Action
M1 Hire the General Manager and staff to start operations of the Company
M2 Create overall sales and marketing strategy
M3 Implement a marketing campaign to increase brand awareness
M4 Exhibit at ISA Show in Orlando and establish new customer base
M5 Analyze trade show data
M6 Follow up with exhibition visitors
M7 Conduct six months evaluation of sales performance and prepare improvement strategies
M8 Send newsletter and contact prospective customers
M9 Create engaging content on social media
M10 Follow up existing customers
M11 Create a marketing plan for year 2
M12 Review operations together with the Jordanian entity and plan an operational strategy for year 2

Start-up funding includes all the expenditures, both start-up assets, and start-up
expenses, incurred before the Company starts earning revenue.
The parent company has invested $123,123 to support the operations of the
Company.
As depicted in the table, $123,123 is used for start-up expenses and the remaining
$123,123 is working capital.
The investment risk is minimal based on the existing market demand within the
industry. EXTERIOR SIGNSS AND SYSTEMS LLC’s financial model shows consistent
growth for the brand over the next five years.
STARTUP SUMMARY
Use of Start-up Funding
Expenses
Legal and business fees $123,123
Website Development $123,123
Miscellaneous $123,123
Total Start-up Expenses $123,123
Short-Term Assets
Working Capital $123,123
Total Short-Term Assets $123,123
Total Expenses & Assets
Total Start-up Expenses $123,123
Total Start-up Assets $123,123
Total Funding Requirements $123,123

John Johnson is a Partner and the General Manager of
SIGNS Systems and Supplies’ parent company, The
Advertising Company. Upon issuance of his visa, he will
become the General Manager of the U.S. entity. Mr.
Johnson has extensive international experience and
managerial skills that he will employ in the U.S. entity.
EDUCATION:
• Bachelor’s Degree in Economics and Accounting, Jordan University, 1992
EXPERIENCE:
The Advertising Company, Jordan
• Since 2013, Partner and General Manager
• 1992 – 2013 Partner and Deputy General Manager
AREAS OF EXPERTISE:
• Advertisements in newspapers and other media
• Way-finding system design
• Sign manufacturing techniques
• Sign design concepts
• Project management and coordination
• Modular exhibition systems techniques
• Aluminum profile concept design for signs and exhibitions
TRADE SHOWS:
• Mr. Johnson has visited numerous sign exhibitions and trade shows in Germany, UK, China,
Denmark, and exhibited at trade shows in Orlando, U.S., Dubai, UAE, and Amman, Jordan
L-1 BENEFICIARY

The main duties of Mr. Johnson within EXTERIOR SIGNS AND SYSTEMS will be:
Duties % Time
Creating, communicating, and implementing the organization's vision, mission, and
overall direction to ensure it is consistent with values of the parent company
5%
Planning and developing short and long-term goals and objectives in order to maintain
steady annual growth
8%
Attending relevant trade shows and conferences, such as ISA Sign Expo in Orlando,
and remaining up to date with market trends
4%
Motivating and assisting the team in the U.S. in raising overall performance 8%
Developing new markets and formulating new cooperation models with new vendor
partners in order to improve sales performance
8%
Providing training for the Company’s team, ensuring that all divisions in the Company
operate smoothly
6%
Evaluating performance of employees, taking corrective measures if needed and
praising employees when they achieve the desired results
6%
Maintaining compensation plans and performance incentives for employees 5%
Paying close attention to operations and market trends, analyzing problematic
situations and occurrences, and providing solutions to ensure the Company’s growth
11%
Networking and establishing long-term relationships with key clients 8%
Preparing budgets and reviewing financial and non-financial reports to devise solutions
or improvements and ensuring expenditures are maintained within the budget
9%
Performing SWOT analysis to mitigate any potential risks through industry and market
changes and potential growth opportunities
7%
Ensuring high levels of customer service to match the high quality of the Company’s
products
8%
Conducting periodic reviews of the U.S. operations with the Jordanian team 7%

Core to the successful management of the business is the hiring of the following personnel:
Position Main Duties and Time Allocation (%)
Educational
Requirements
SALES &
MARKETING
MANAGER
• Identify potential clients 20%
• Inform potential clients about products offered 10%
• Close sales 10%
• Build customer relationships 10%
• Review sales records and take corrective measures as needed
10%
• Research consumer trends and habits 10%
• Create and implement sales & marketing campaigns 20%
• Analyze marketing data 10%
Bachelor’s degree
or higher
SALES
REPRESENTATIVES
• Work on continuously improving sales by creating (together
with the Sales & Marketing Manager) and implementing sales
strategies to ensure the Company hits sales target 5%
• Plan and develop short- and long-term goals and objectives
with the Sales & Marketing Manager in order to maintain
steady annual growth 5%
• Contact regular and prospective clients to explain the product,
answer questions, and quote prices 25%
• Establish long-term relationships with customers 5%
• Provide exceptional pre- and post-sales customer care 15%
• Inform potential clients on sales conditions and pricing 15%
• Close the sales 10%
• Help the Company’s revenues grow by nurturing and enhancing
relationships with clients, as well as developing relationships
with new clients 20%
High-school
diploma minimum,
bachelor’s degree
preferable
FABRICATION STAFF
• Inspect all the parts received from the foreign entity 15%
• Cut parts to right size 25%
• Assemble the sign systems 50%
• Prepare sign systems to be shipped to clients 10%
High-school
diploma
PERSONNEL

EXTERIOR SIGNS AND SYSTEMS LLC will be under the leadership of John Johnson as the Company’s
General Manager. The Company will have four employees in year 1 and 10 in year 5. The following table
details the personnel forecast in the following five years:
Personnel Forecast
Management Count
General Manager 1 1 1 1 1
Sales & Marketing Manager 1 1 1 1 1
Sales Representatives 1 2 3 4 5
Fabrication Staff 1 2 3 3 3
Total Number 4 6 8 9 10
Management Salary
General Manager $11,111 $11,111 $11,111 $11,111 $11,111
Sales & Marketing Manager $11,111 $11,111 $11,111 $11,111 $11,111
Sales Representatives $11,111 $11,111 $11,111 $11,111 $11,111
Fabrication Staff $11,111 $11,111 $11,111 $11,111 $11,111
Management Cost
General Manager $11,111 $11,111 $11,111 $11,111 $11,111
Sales & Marketing Manager $11,111 $11,111 $11,111 $11,111 $11,111
Sales Representatives $11,111 $11,111 $11,111 $11,111 $11,111
Fabrication Staff $11,111 $11,111 $11,111 $11,111 $11,111
Total Payroll $11,111 $11,111 $11,111 $11,111 $11,111
4
6
8
9
10
0 2 4 6 8 10 12
YEAR 1
YEAR 2
YEAR 3
YEAR 4
YEAR 5
Number of Employees per Year
PERSONNEL FORECAST

Organizational Chart
The following organizational chart presents the organizational structure of the Company. All positions will
be there from year 1. The number of Fabrication Staff will increase from one to three by Year 3, and the
number of Sales Representatives will increase from one to five by Year 5.
YEAR 1
YEAR 2
YEAR 3
YEAR 4
YEAR 5
Personnel Cost per Year
G E NERAL MANAGER
FABR ICATION S TAFF S AL ES & MAR KETING MANAG ER
S AL ES R E PRESENTATIVE

Over the five years to 2019, growth in
advertising expenditure and an uptick in
business formation have increased
demand for the Billboard and Sign
Manufacturing industry1. As online media
has challenged many traditional
alternatives to billboards, such as newspapers and magazines, advertisers have continued to value
industry products as a way to reach mass audiences in an increasingly fragmented media landscape.
Nonresidential construction spending has also risen over the past five years, boosting demand for general
signage from commercial, public and institutional facilities. As a result, industry revenue is expected to
increase an annualized 2.5% over the five years to 2019, including projected growth of 1.5% to $16.7
billion over 2019 alone.
Digital billboards have emerged as a potential growth area for the industry. Since these displays make it
easier for customers to transition between advertisements, they sell at higher prices. This has lifted
industry profit, defined as earnings before interest and taxes, especially as technological improvements
have reduced the cost of light-emitting diodes (LEDs) and other electronic components. However, the
complexity of designing, assembling and servicing digital billboards has also increased the industry's need
for skilled labor, and thus raised its wage costs. Over the five years to 2024, digital billboards are expected
to remain the most-significant driver of industry growth, despite increased regulatory attention at the local
level regarding potential quality-of-life and safety issues these products present.
Over the five years to 2024, industry revenue is
expected to continue growing at an annualized
rate of 1.1% to reach $17.6 billion. Total
advertising expenditure is anticipated to
continue growing during the five-year period.
The simultaneous decline of competing
advertising formats, such as newspapers and
TV, will likely cement the industry's products as
a key component of downstream advertising
campaigns. Moreover, continued growth in business formation and nonresidential construction will
increase the size of the industry's potential market, sustaining demand and encouraging the entrance of
new sign manufacturing companies.
1 (2019) Billboard and Sign Manufacturing, Industry Report, IBISWorld, www.ibisworld.com
INDUSTRY ANALYSIS

43.70%
41.90%
14.40%
Products and services and segmentation (2019)
Traditional billboards and signs
Digital billboards and signs
Other
Digital billboards and signs
Products & Services
Sales of traditional billboards and signs are
estimated to account for 43.7% of Billboard and
Sign Manufacturing industry revenue. Billboards are
manufactured in a variety of standard sizes,
including 14-by-48-foot bulletins and “posters” with
dimensions of 10 feet by 40 feet or 10.5 feet by 36
feet. Although these designs are the most common
across the industry, manufacturers typically offer
their own range of additional sizes, and many offer
billboards with custom dimensions. This segment
includes nonelectric signs of all sizes, including
three-dimensional billboards, trade show exhibits
and storefront signage purchased by most brick-
and-mortar businesses. It does not, however, include signs and displays made from paper or paperboard,
which are classified under the Printing industry (IBISWorld report 32311). Over the past five years, this
segment has expanded due to growth in advertising spending and business formation, but has remained a
relatively constant share of overall industry revenue.
Digital billboards and signs are expected to be the
fastest-growing product segment for this industry,
accounting for an estimated 41.9% of revenue. Digital
technology incorporates LEDs, plasma display panels or
projection screens into billboards and advertising
displays. Digital signage can enhance a customer's
retail experience through interactive interfaces, and the
information displayed is computer-programmed and
can be changed instantly. Advertisers particularly value
electronic displays because several advertising
messages can be loaded into a computer and rotated
every several seconds on one digital board. Additionally,
different messages can be conveyed at different times,
such as coffee advertisements in the morning and liquor advertisements on Friday nights. Advertisers
prefer these features because they can sell multiple advertising slots on the same billboard or on the same
display. Conversely, advertisers can only sell one ad space at a time using traditional billboards and
displays.
The electronic segment also includes big-money items such as scoreboards and other large video displays
used at major collegiate and professional sporting and entertainment venues. For example, industry leader
Daktronics Inc. produces video display systems capable of producing more than 4.0 trillion colors and
costing in excess of $10.0 million. The electronic billboard and displays segment is estimated to have risen
relatively quickly over the past five years as production has become more efficient and because of the
advantages these products provide to advertisers.
Traditional billboards and signs

Other products manufactured by this industry
include neon signs, countertop displays and
removable letters for marquee and sidewalk
signs. These products have declined as a share of
revenue over the past five years due to gains in
digital display manufacturing. Neon signs, for
example, have increasingly been replaced with
LED technology. In addition, digital displays on
which varying messages can be displayed easily
through computer software have reduced
demand for signs with changeable letters, which
can be time-consuming to update. Over the next
five years, this segment is expected to continue
declining as a share of industry revenue as
demand for the industry's core billboard and digital signage offerings increases.
Major Markets
Retail and food services
Retailers, accommodation and food services is the largest
market for Billboard and Sign Manufacturing industry
products. Similar to most other physical businesses,
retailers and restaurants require general signage to
publicize their services to potential customers. In addition,
restaurants tend to purchase more signage than
businesses engaged in other industries, since they often
list menu items alongside photographs or additional
descriptions. The rise of fast-casual dining has likely driven
some expansion in this market, since these establishments
tend to rely more heavily on signage to convey information
to customers than single-location full-service eateries.
Retailers are also a substantial market for industry services. Retail establishments tend to locate in
proximity to other businesses in high-traffic areas, so signage can be important in advertising their
products and driving potential customers to their stores in a competitive environment. Most retailers
require fairly simple, traditional industry products. In addition, the industry manufactures some point-of-
purchase displays frequently used by retailers to promote products in-store. Combined, retail and food
services are expected to generate 42.2% of industry revenue.
42.20%
20.80%
18.50%
18.50%
Major market segmentation (2019)
Retail and food services
Other
Corporate and trade shows
Outdoor advertising and
transportation
Other

Outdoor advertising and transportation
Outdoor advertising agencies purchase industry products
for the purpose of renting out display space for other
businesses' marketing efforts. Products sold to this market
include billboards, which cost tens of thousands of dollars
and require significant manufacturing capabilities to
produce. Advertising agencies are increasingly purchasing
digital billboards, which enable agencies to toggle
advertiser messages and generate greater revenue per
individual billboard. This segment also includes transit
agencies, which purchase a great deal of digital signage for
use in conveying timely information such as weather
advisories and departure times. Government agencies,
particularly in major cities, may also purchase larger billboards to publicize public service announcements
or rent display space to advertisers. This segment is estimated to account for 18.5% of industry revenue.
Corporate and trade shows
The corporate and trade shows segment includes signage
related to commercial office buildings, in addition to displays
and exhibits produced for corporate conferences. This segment
moves partly in line with nonresidential construction; the
construction of new office space goes hand-in-hand with
demand for signage for that space, which is usually a one-time
expense. Corporate conferences are a steadier market, though
are still somewhat cyclical, in that they tend to be a
discretionary business expense afforded in growth periods. In
2019, this segment is anticipated to account for 18.5% of
industry revenue.
Other
Other markets for industry products are expected to generate the remaining 20.8% of revenue. This
segment includes exports, which account for only a small share of revenue given the bulky nature of
industry products and the constraints that puts on international trade. The industry's miscellaneous
segment is large because signage is demanded by a wide array of businesses and special events, but no
other markets are expected to account for a significant share of revenue.
Demand Determinants
Demand for the Billboard and Sign Manufacturing industry is determined primarily by business spending on
advertising and promotional activity. Advertising budgets are in turn influenced by levels of corporate profit.
Companies are more likely to invest in rebranding or new marketing campaigns when they have healthy
profit margins. Conversely, when margins are tight, advertising is often among the most discretionary and
earliest expenses to be cut in efforts to preserve profit. As overall corporate profit in the United States has
increased over the past five years, total advertising spending has grown strongly, fueling demand for
industry products.
The media landscape has become increasingly fragmented, with Americans consuming media from an ever
more diverse range of sources. Although the internet has thus enabled advertisers to target consumers
with greater demographic specificity, billboards and outdoor signs are now one of the few remaining ways
to reach a large general audience, helping to sustain downstream demand for industry products.
In addition to selling signage to downstream markets through advertising agencies, industry operators
market their products directly to businesses in a variety of industries. Most brick-and-mortar businesses
require signs to some extent, so rates of business formation have a significant impact on industry demand.
As a result, the industry is highly cyclical; macroeconomic factors such as business sentiment, access to
credit and consumer spending influence the number of US businesses, which in turn determines the size of
the industry's market.

EXTERIOR SIGNS AND SYSTEMSwill compete with major operators of the industry with the goal of
becoming the leading industry player in the U.S., as the parent company is a well-established entity with
high-quality products.
The following are some of Sign Systems and Supplies’ competitors:
COMPETITOR # 1 | www. Competitor1.com
APCO has been providing sign solutions in the US and throughout the world for over 50 years, with a proven
record of managing the most complex of projects. Design and innovation have been at the core of APCO's
business since 1966. With an unprecedented 10 awards for Product Design Excellence as presented by
the Industrial Designer's Society of America, APCO continues to offer the broadest range of innovative sign
solutions in the industry. All APCO products are built to last, easy to maintain and backed by written
warranties. APCO is proud to be an environmentally conscious company, having developed a range of
modular products & manufacturing processes that help to reduce waste, energy consumption and the
negative impact upon our environment, without compromising design or durability.
COMPETITOR # 2 | www.competitor2.com
In 2013 prominent sign systems wholesale supplier on the world market expanded its presence to the
American market with their American owned and operated; America. incredibly flexible sign systems
provide cost-effective sign production of both standard and custom signs, for indoor and outdoor signage.
The company’s wide range of extrusions enable creative sign production. Its diverse sign systems feature
solutions for replaceable inserts, sign rows and sign panels, to provide easy and accessible update of sign
information. The suite includes seven different designs with their own unique features to meet all
customers’ requirements of functionality, as well as providing a plethora of design possibilities.
COMPETITOR # 3 | www. competitor3.com
Competitor # 3 is the among the world’s most popular brands of wayfinding signage systems. In 1995, they
were the first to combine modular aluminum signs with digital printing. Today, Competitor # 3 has grown
into a group of companies spread across nine countries on five continents. Their product lines are regularly
sold in 112 countries to over 14,000 active customers– 4,000 of whom are members of Competitor # 3’s
prestigious Ambassadors Club.
COMPETITOR # 4 | www. competitor4.com
Competitor # 4 is an industry leading signage company developing comprehensive interior and exterior
wayfinding systems for commercial and government clients. With more than 40 years of experience in
planning, fabricating, installing and maintaining signage systems, Competitor # 4 has a proven history of
successfully managing comprehensive signage projects for clients across the country. Competitor # 4 Sign
Systems is dedicated to producing quality signage products, systems, and providing consultation.
Competitor # 4 is among the pioneers in the wayfinding industry, with an extensive line of long-lasting,
modular products that are designed and manufactured in the United States to the highest quality.
COMPETITIVE ANALYSIS

The primary competitive advantages of the Company upon entering the market are as below:
▪ Expertise of the L-1 Beneficiary
Given Mr. Johnson’s broad international experience, he can easily connect and relate to both sign makers
and businesses in need of the Company’s products and better understand their needs and preferences.
The expertise of L-1 beneficiary, John Johnson, will be essential for the success of the Company as he
knows the core business and operations of the foreign entity, and he has proven managerial skills.
▪ A Well-Established Parent Company
The Advertising Company is a well-established business that has consistently increasing sales. Working
with a well-regarded brand gives an advantage over businesses that are just starting.
▪ Synergy Created by United Efforts of the U.S. and Jordanian Entity
The combination of a strong U.S. sales team and high-quality products manufactured by the foreign
company will bring synergy in all their efforts. John Johnson will be able to provide the most suitable
services for the needs of the parent company. The Company will enable the parent company to gain a
larger market share by facilitating sales in the U.S.
▪ Having Contacts Within Key Markets
The Company will benefit from its large network of contacts across various commercial and geographic
markets.
▪ International Perspective
EXTERIOR SIGNS AND SYSTEMS is a subsidiary of a global company and it will benefit from its
international perspective. Instead of focusing on U.S. sales only, the Company will have a global
orientation.
▪ Competitive Prices
Since the Company sells products manufactured by its parent company, it is able to offer competitive
prices. Keeping its pricing at competitive level will enable the Company to acquire a large number of
customers and consequently generate more income.
COMPETITIVE ADVANTAGES
SUCESS
International
Perspective
Expertise of the
L-1 Beneficiary
Competitive Prices
A Well-Established
Parent Company
Having Contacts
within Key Markets
Synergy Created by
United Efforts of the U.S.
and Jordanian Entity

Target Market
The Company facilitates distribution and sales of the products manufactured by the parent company in
Jordan, The Advertising Company. The Company targets sign makers and display and exhibition stands
manufacturers, as well as businesses operating in various industries, such as food and hospitality,
healthcare, etc. that need sign systems.
EXTERIOR SIGNS AND SYSTEMS LLC puts effort into every step of the sales process to ensure high quality
services. The Company strives to establish long-term relationships with clients and to build a reputation as
a reliable partner.
Marketing Objectives
EXTERIOR SIGNS AND SYSTEMS LLC’s marketing objectives encompass the following:
• Increase brand visibility
• Remain attuned to the marketplace
• Integrate new market trends to meet the needs of the end-users of the products
MARKETING

Marketing Campaign
Website Word of Mouth Printed Materials Samples
EXTERIOR SIGNS AND
SYSTEMS LLC has a search
engine optimized website
(www.signsystems.us) with
information about its
products, prices, contact
information, and an option to
subscribe to newsletter.
In addition to investing in
traditional and digital
marketing campaigns, the
Company will rely on
reputation, knowing that
this is of the utmost
importance within the
industry. Sign Systems and
Supplies’ dedication to
exceeding customers’
expectations will bring
recommendations that will
bring new customers.
EXTERIOR SIGNS AND
SYSTEMS will print flyers,
brochures, and other
promotional material to
distribute at conferences
and trade shows. The
material will promote the
Company and its products.
The Company will send
samples of its products to
major sign makers to make
them see the quality
offered by Sign Systems
and Supplies. The
Company will strive to
attract as many clients as
possible and to build long-
term partnerships.
Social Media Business Networking Trade Shows Press
EXTERIOR SIGNS AND SYSTEMS
LLC is aware of the importance of
social media presence. The
Company will use LinkedIn,
Instagram, and Facebook to
promote and build the identity of
its brand. The Company will
communicate updates and
promotional offerings on its social
media sites. An ever-expanding
social media presence is crucial
in the modern business
environment. The focus on social
media will help EXTERIOR SIGNS
AND SYSTEMS LLC to increase
the awareness and credibility of
its brand and allow the Company
to communicate directly with its
prospective clients and better
understand their needs. The
information and feedback
obtained from customers will help
the Company continuously
improve its services and
consequently increase sales.
Networking is one of the
main marketing strategies
for the Company. John
Johnson will be proactive in
promoting the Company’s
services and building
positive business
relationships with
prospective partners. Mr.
Johnson will use every
opportunity to network,
bring exposure to the
Company’s products, and
develop new business
opportunities. The
Company will also join the
International Sign
Association.
EXTERIOR SIGNS AND
SYSTEMS will participate in
industry-relevant trade
shows presenting the
Company and its products.
Trade shows, such as ISA
Sign Expo to be held in
Orlando in April 2020 are
an excellent opportunity to
bring exposure to the
Company, expand the
business network, and
develop new business
opportunities.
EXTERIOR SIGNS AND
SYSTEMS will make sure to
be marketed and appear in
professional publications
and magazines presenting
new trends in the industry,
such as Signs of the Times
(www.signstimes.com).
Gaining media coverage
will have instant benefits
for the Company as it will
boost its visibility and
credibility. Being present in
the press lets customers
know about the Company,
what it offers, and how it
differs from the
competition

S
STRENGTHS
▪ Managerial experience and industry
knowledge of L-1 Beneficiary
▪ Well-established parent Company and
its support
▪ Competitive prices
O
OPPORTUNITIES
▪ Catering to various industries
▪ Bringing competitive advantage
to its parent company by
providing the sales team in the
U.S.
▪ Establish a timely and effective
information feedback channel,
and keep abreast of the market
dynamics
▪ Exporting U.S. materials to its
parent company
▪ Exporting U.S. products to
various international markets
W
WEAKNESS
▪ It will take some time to gain
reputation and brand
recognition in the U.S. market
T
THREAT
▪ Well-established industry
players
▪ New industry entrants offering
similar products at
competitive prices
The following is a listing of Sign Systems and Supplies’ key strengths and weaknesses, as well as the
opportunities and threats that exist in the marketplace.
SWOT ANALYSIS

The following is a five-year revenue forecast. Direct costs include all costs that can be directly tied to
revenue and include “cost of goods/services.”
Revenue Forecast
Order Value (average)
Large Companies $22,123 $22,123 $22,123 $22,123 $22,123
Small Businesses $22,123 $22,123 $22,123 $22,123 $22,123
Number of Orders
Large Companies 11 15 20 25 31
Small Businesses 8 10 9 9 9
Total Number of Orders 19 25 29 34 40
Revenue
Large Companies $22,123 $22,123 $22,123 $22,123 $22,123
Small Businesses $22,123 $22,123 $22,123 $22,123 $22,123
Total Revenue $22,123 $22,123 $22,123 $22,123 $22,123
Direct Cost of Revenue
Signs $22,123 $22,123 $22,123 $22,123 $22,123
Subtotal Cost of Revenue $22,123 $22,123 $22,123 $22,123 $22,123
The revenue forecast is based on management estimates. The Company plans to increase the number of
orders from 19 to 40 by Year 5. The sales team will grow each year to support the sales efforts of the
Company. The number of orders by small businesses will be similar every year (between 8 and 10), while
the focus will be on clients with larger orders. The number of orders by large companies is expected to grow
from 11 to 31 by Year 5.
Revenue per Year
REVENUE FORECAST

The following break-even analysis shows the revenue necessary to break even in the first year of operation.
Break-even is where revenue equals expenses. As shown below, the Company is expected to incur average
monthly fixed costs of $22,123 in Year 1. To cover fixed and variable costs, which rise and fall with
revenue, the Company must, on average, achieve revenue of $22,123 per month to break even.
Year 1 Break-even Analysis
Monthly Revenue Break-even $22,123
Assumptions:
Average Percent Variable Cost 50%
Estimated Monthly Fixed Cost $22,123
$0 $36,650 $73,300
Year 1 Break-even Analysis
BREAK-EVEN ANALYSIS

EXTERIOR SIGNS AND SYSTEMS LLC intends to deploy its funding to maximize growth and profitability. In
the Income Statement table below, gross margin equals sales minus direct costs. The “bottom line” or
profit (as measured before and after taxes and depreciation) equals gross margin minus operating
expenses.
Pro Forma Income Statement
Revenue $22,123 $22,123 $22,123 $22,123 $22,123
Cost of Revenue $22,123 $22,123 $22,123 $22,123 $22,123
Gross Margin $22,123 $22,123 $22,123 $22,123 $22,123
Gross Margin/Revenue 50% 50% 50% 50% 50%
Expenses
General, Sales & Administrative $22,123 $22,123 $22,123 $22,123 $22,123
Total Personnel $22,123 $22,123 $22,123 $22,123 $22,123
Payroll Taxes & Benefits $22,123 $22,123 $22,123 $22,123 $22,123
Total Operating Expenses $22,123 $22,123 $22,123 $22,123 $22,123
Profit Before Interest and Taxes $22,123 $22,123 $22,123 $22,123 $22,123
EBITDA $22,123 $22,123 $22,123 $22,123 $22,123
Taxes Incurred $22,123 $22,123 $22,123 $22,123 $22,123
Net Profit $22,123 $22,123 $22,123 $22,123 $22,123
Net Profit/Revenue -2.87% -2.92% 4.00% 8.88% 13.02%
Gross Margin
PROJECTED INCOME STATEMENT

The following depictions of EXTERIOR SIGNS AND SYSTEMS LLC’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 income statement” table. Pro forma cash flow is intended to
represent the actual flow of cash in and out of EXTERIOR SIGNS AND SYSTEMS LLC In comparison, the
revenue and expense projections on the income statement include “non-cash” items and exclude funding
and investment illustrations.
Pro Forma Cash Flow
Cash Received
Revenue $22,123 $22,123 $22,123 $22,123 $22,123
Subtotal Cash Received $22,123 $22,123 $22,123 $22,123 $22,123
Expenditures
Expenditures from
Operations
Total Personnel $22,123 $22,123 $22,123 $22,123 $22,123
Bill Payments $22,123 $22,123 $22,123 $22,123 $22,123
Subtotal Spent on
Operations
$22,123 $22,123 $22,123 $22,123 $22,123
Subtotal Cash Spent $22,123 $22,123 $22,123 $22,123 $22,123
Net Cash Flow $22,123 $22,123 $22,123 $22,123 $22,123
Cash Balance $22,123 $22,123 $22,123 $22,123 $22,123
ROJECTED CASH FLOW

A balance sheet is a snapshot of EXTERIOR SIGNS AND SYSTEMS LLC’s financial condition.
Pro Forma Balance Sheet
Assets
Current Assets
Cash
$22,123 $22,123 $22,123 $22,123 $22,123
Total Current Assets
$22,123 $22,123 $22,123 $22,123 $22,123
Total Assets
$22,123 $22,123 $22,123 $22,123 $22,123
Capital
Paid-in Capital
$22,123 $22,123 $22,123 $22,123 $22,123
Retained Earnings
$22,123 $22,123 $22,123 $22,123 $22,123
Earnings
$22,123 $22,123 $22,123 $22,123 $22,123
Total Capital
$22,123 $22,123 $22,123 $22,123 $22,123
Net Worth
$22,123 $22,123 $22,123 $22,123 $22,123
PROJECTED BALANCE SHEET

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