My Free Financial Plan Business Plan

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My Free Financial Plan

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Business Plan
Clinton Brown
512 N McClurg Ct #808
Chicago, IL 60611
636.575.6443
brown_clinton@msn.com

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I. Table of Contents
I.Table of Contents..............................................................................................................................................3
II.Executive Summary.........................................................................................................................................4
III.General Company Description.....................................................................................................................5
IV.Products & Services........................................................................................................................................7
V.Marketing Plan..................................................................................................................................................9
VI.Operational Plan...........................................................................................................................................21
VII.Management and Organization.................................................................................................................23
VIII.Startup Expenses and Capitalization......................................................................................................26
IX.Appendices....................................................................................................................................................27

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II. Executive Summary
My Free Financial Plan will allow users to create a free financial plan that is streamlined, easy-to-use, and
easy-to-understand. My Free Financial Plan will revolutionize the financial services industry. We will rely on
advertising revenue and advanced financial planning services for income and growth. We will target adults
who do not feel comfortable reaching out to a traditional planner or to those who would prefer to plan their
finances on their own with a guide. Additionally, we will expand advanced services such as budgeting, college
planning, and health planning for a fee-based price.
My Free Financial Plan will be incorporated and located in Chicago, Illinois. I, Clinton Brown, will be the
owner and issuer of stock.
My Free Financial Plan has a huge opportunity to bring concise and quality financial planning to customers.
We have the ability to reach millions of web users in the United States who want to plan for their financial
futures. We also have the capacity to customize advertising to fit every company’s budget. My Free Financial
Plan will succeed in building a brand of trust and a brand of quality. We are committed to fundamentally
change how financial planning is delivered to the customer.
We are excited and honored that you have taken the time to study our business plan and we look forward to
any feedback you may have.

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III. General Company Description
My Free Financial Plan will be the premier financial planning site for individuals seeking to create a workable
and functional financial roadmap to achieve their dreams and goals. My Free Financial Plan will allow anyone,
regardless of assets, to create a free financial plan. My Free Financial Plan will prosper via income from
advertising, printing and shipping financial plans, and offering advanced services for a fee.
I will manage and run the company. My goal is to bring a streamlined and simplified approach to financial
planning. There are many individuals out there who do not have enough assets to get good planning advice
from planners and my site is going to benefit them by providing good advice in a concise manner for free.
Mission Statement: To give everyone the opportunity to achieve their dreams and goals through the use of
the financial planning process.
Company Goals and Objectives: My Free Financial Plan has several goals to achieve within the first year of
business. First, we seek to become the premier choice for individuals seeking to create a financial plan.
Second, we seek to become a leader in advance financial planning technology, always moving forward to
create a more efficient and streamlined approach to financial planning. Third, we seek to become active
members of our community with outreach programs to help individuals learn financial literacy, especially
young adults. Fourth, we seek to alter the course of the financial industry by focusing our attention on the
impact we can make by helping others achieve their financial goals rather than increasing the bottom line at
our customer’s expense. Fifth, we seek to become a leader in promotional advertising for our clients by being
fair, honest, and appreciative of their commitment to our company.
My Free Financial Plan has several objectives to meet within the first year of business. First, we will have
created one million financial plans for our customers. Second, we will have moved to a permanent location in
River North. Third, we will have 2-3 full-time employees dedicated to web design and safety, advertising and
marketing, public relations and customer service, and financial and accounting practices. Fourth, we will have
grossed one million dollar in advertising and revenue. Fifth, we will have created a useful grassroots following
via social networking sites to attract our target market.

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Business Philosophy: My Free Financial Plan has a unique business philosophy. First, we will create an
open and thriving work environment by encouraging our true personalities to shine at work so that our work
benefits from our natural inclinations. Second, we will create a receptive and honest approach to our clients
by being straightforward and following through on our promises. Third, we will never lose focus on our
mission to become the source for financial planning by reviewing our business plan every six months.
We will market our products and services to consumers and businesses. First and foremost, our goal is to
provide a free financial plan to users of our website. Second, we want to provide robust and active advertising
to these consumers via ads on the website. Third, we want to link the consumers and business together to
benefit the consumers who trust our website and the companies who pay to have their company ads on our
site. Forth, we want to provide customers with a full-sized color print out of their financial plan for a low fee.
Fifth, we want to offer advanced services for high asset individuals for a low fee.
The financial services industry is a growing, but humbled industry. Due to the recent financial crisis and the
mounting pressure from Congress to increase regulation on the industry, the industry is going through a
transition period. However, where there is transition and turmoil there is opportunity. We feel there is a need
for an online service consumers can input financial data which will then be used to create a financial plan for
customers to print out. Many people use the internet to diagnose their illnesses, but there is yet a clear and
concise site to diagnosis their financial health. We will take advantage of this opportunity and we will exploit
its potential to create a solid and functional national brand called My Free Financial Plan.
My Free Financial Plan has several important strengths. First, we have the will and ability to succeed. Second,
we believe there is a tremendous amount of opportunity in the marketplace to create a simplified and
nonsense approach to financial planning. Third, we have an ideal that will revolutionize the financial planning
industry that will drive costs down and productively up.
I’m contributing a background in financial planning and a clear vision to this company. First, I have seen
first-hand the greed financial planners have to acquire clients with large dollar assets and how those with little
assets get the door shut on them. Second, I firmly believe the financial planning process is just that; a process.
It’s not rocket science. We have the opportunity to bring financial planning to millions with the right site and
marketing. Third, I’m determined to make this business work. It’s a real shame that millions of people cannot
realize their financial dreams and goals simply because financial planning was not something they learned in
school or in life. We have the opportunity to change millions and millions of lives and empower people to
make better financial decisions.
Legal form of ownership: My Free Financial Plan will incorporate. We will choose this form of ownership
to encourage investors by issuing a specified number of shares not exceeding 49% of the company.

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IV. Products & Services
Products and Services
My Free Financial Plan will provide a free financial planning service to our customers. First, the main
component of the financial plan will focus on the customer’s dreams an goals. This is the first step in
identifying the exact path a customer wants to go. Second, a customer will enter a series of financial data
including if they currently have a mortgage, dependents, credit cards, 401(k), IRA’s, etc. (customers will list
their assets and liabilities) Third, a customer will be promoted to a series of questions about their goal. For
example, if attending college is the goal the customer will select the college he/she would like to attend, what
year they want to start, and how much they have saved for the goal right now. Fourth, the financial plan will
be created based on the inputted information and prompt the user to either order a color copy that is bound
or print the plan in PDF. Fifth, based on asset levels there could be additional steps recommended for those
who qualify which would require a fee.
My Free Financial Plan has several competitive advantages as well as potential disadvantages. The advantages
include a series of strong factors. First, there is a huge need for financial planning among Americans. Second,
there is a huge need to have an online streamlined approach to financial planning. Third, the blog interface
along with content site to create and share financial experiences is needed for individuals to trade ideas of
what works and what doesn’t. There is no limit on the possibilities of financial solutions. Fourth, we are in a
more frugal America with asset values decreasing and job loses mounting. We have an opportunity to help
rebuild the American Dream through financial education. Fifth, we have an idea that will revolutionize the
financial services industry.
Potential disadvantages include the following. First, we don’t want to create an illusion that we are not a ‘free’
service. Most of the services will be free with advertising from companies providing most of the company’s
revenue. Second, we are quickly going to be competing with big name brands such as Etrade that already
have an eAdvisor platform (however, it requires 10k minimum). We will need to be diligent and responsive to
our customer’s to compete successfully with these large national brands. Third, changes in technology will
either benefit us or make us obsolete. We have to be constantly looking for the next web technology
opportunity. It will be imperative to the survival of the company. Fourth, we have to be keen on regulatory
and legal action against the site and attacks from CFP’s and ‘experts’ in the field. The idea to provide free
financial planning in a streamlined format is not going to make some in the field too happy. Fifth, we must be
very diligent in providing the best internet safety to our customers. We cannot have one single hacking into
our site or one misuse of information or it could lead to customers not trusting our brand.

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My Free Financial Plan is a free service to everyone, but will have several sources of revenue potential. First,
we will have advertising on the site from companies who will pay fees to have those ads placed. Our
marketing strategy will focus on providing a flexible price structure to potential advertisers. We will eventually
have a standardized fee structure, but this will take shape after a thorough review of the proper pricing
procedures. Second, customers will be able to receive via the mail a bound copy of their financial plan that
will include additional bonus material such as tips and tricks to keep a budget, etc. We will print the financial
plan for a nominal cost and ship it to the customer. Third, we will have advanced services for our customers
with higher assets. This might include a ‘test’ to see what kind of in-person financial planner would best suit
the customer. Additionally, we might have a certified financial planner that works via email or telephone to
answer specific questions for a fee. Fourth, we will have items for sale that will increase our brand recognition
such as coffee mugs and shirts. We really want to create a grassroots community dedicated to financial well-
being. Fifth, we will be open to partnering with financial advisors who are looking for new prospects. The
legal framework will need to be worked out and as well how such a referral program would work, but it does
present an opportunity for another revenue stream.

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V. Marketing Plan
Market research
Secondary
According to Market Research, INC headquartered in Rockville, MD.
Countries covered: United States
About 10,000 firms in the US provide financial planning and investment advice to individuals and businesses,
with combined annual revenue of $15 billion. Large companies include Value Line, Morningstar, and units of
financial services companies. The industry is concentrated at the top, with the eight largest firms accounting
for a quarter of industry revenue, but is otherwise highly fragmented. A large local firm may have 30
employees and generate $10 million of annual revenue.
COMPETITIVE LANDSCAPE
Demand is driven by consumer income and wealth and demographics. The profitability of individual firms
depends largely on effective marketing. Large companies have some advantages in providing expertise in a
wider range of investment options, and may charge lower fees. Small companies can compete successfully by
providing better service and advice. In small and large firms, annual average revenue per employee is about
$200,000.
PRODUCTS, OPERATIONS & TECHNOLOGY
Financial planners help customers put together a plan to manage their financial resources; investment
advisors suggest specific investments. About 60 percent of industry revenue comes from providing services
to individuals. Financial planners help individuals form a plan that may include debt, asset, college, retirement,
estate and tax planning, and may periodically check with the client to see how well the plan is being followed.
Much of the planning revolves around an income and spending budget, with advice about the types of
financial investments suitable for the client.
Primary

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For the past year I have talked about my site to various groups of people including my doctor, financial
advisor friends, friends of friends, and anyone else in between. The feedback I received has been helpful in
shaping this idea and moving it forward. First, most people indicated that the safety of their information
would be key when they used the site for financial planning. Second, they indicated that the site must be easy-
to-use and easy-to-understand. Third, they indicated that they wouldn’t want to answer many technical or
detailed questions.
My Free Financial Plan has incorporated each of these views into a coherent strategy to make sure these ideas
are implemented to make the financial planning experience better. First, we will make sure that every piece of
information entered and saved will be protected with the highest security possible. Second, we will break-
down information that teaches customers about key concepts in easy-to-understand language, but not in a
way that patronizes their level of education. Third, we will offer a basic financial plan for free with advanced
features (which would require more information gathering and questions answered) for a fee. We will limit
the questions on the basic financial plan so that it is to the point and doesn’t hassle the customer with too
many questions.
Economics
Facts about your industry: Financial Services Industry
• What is the total size of your market? 300 million+ in the United States
• What percent share of the market will you have? 1 millions users
• Current demand in target market. The demand for financial planning has never been greater due
to the current economic crisis the United States.
• Trends in target market—growth trends, trends in consumer preferences, and trends in
product development. The trend in the market place is that consumers are becoming more frugal
and more aware of the impact of their financial decisions on the larger economy. Consumers need
financial planning to reach their dreams and goals and the demand for a streamlined and effective
online planning process has never been greater.
• Growth potential and opportunity for a business of your size. The growth potential for My Free
Financial Plan is quite astounding. We will have one millions users by the end of the first year of
business. However, we will not stop there. We have an amazing product and service and will
continue to change it as the market changes in order to keep the attention of a flippant society. We
will review and change our business plan every six months to keep ahead of the marketplace and
keep our direction in check.
• What barriers to entry do you face in entering this market with your new company?
o Moderate marketing costs
o Consumer acceptance and brand recognition

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o Training and skills
o Unique technology and patents
o Shipping costs
o Web security
o Limited financial resources
• We will overcome these barriers by keeping true to our mission and providing free financial planning
to everyone. We will seek out capital and resources from banks/credit unions and possibly the SBA.
Additionally, we will seek out capital donations from venture capitalists and individuals willing to
realize the dream we have put forth. We will seek out the most talented web design and technology
people who would like have their own business and convince them to join us for a potential return of
autonomy and working for a great company. We will acquire the training and skills necessary or seek
out mentors who can help us achieve our mission. We will create a grassroots approach to marketing
to keep costs low including using Facebook, Twitter, MySpace and YouTube. Additionally, we will
use old-fashioned marketing techniques and word-of-mouth.
• Some potential barriers:
o Change in technology
o Change in government regulations
o Change in the economy
o Change in financial services industry
Product
Features:
• Customers will input financial data to create a financial plan for free (excluding if the customer would
like it printed/bound and shipped to them.)
• Customers will be able to use My Free Financial Plan at home, work, or on-to-go via a mobile
application.
• Customers will be able edit their personalized financial plan at anytime or as their circumstances
change.
• Customers will be able to blog about current financial situations they face and solicit or offer advice.
• Customers will be able to learn about investing, college education costs, and other pertinent financial
information from the website.

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Benefits:
• My Free Financial Plan is a site to use in a tangible way to reach one’s goals and dreams.
• My Free Financial Plan provides a safe and comforting way to use the financial planning process.
• My Free Financial Plan provides an individual with an empowered way to look at their finances
• My Free Financial Plan is a site to use to learn about good financial practices to benefit society.
My Free Financial Plan will strive to provide the best possible after-sales experience to our customers. If a
customer is not satisfied with their purchase we will refund their money in exchange for the feature to be
removed from their account.
My Free Financial Plan will work closely with our advertising partners to create their envisioned results. We
will strive to reach their goals as well as our in accordance with our mission. We will be flexible with our
clients who advertise with us in exchange for their commitment to become a partner with us and grow each
of our respective businesses.
Customers
Demographic profiles:
Consumer:
• 18-34
• Male or Female
• $32,000 - $65,000
• Middle Class
• Bachelor’s degree
Business:
• Financial Services Industry
• 1-500+ plus employees
• Quality, technology, and price preferences related to our advertising contract

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Competition
Some of the competition will include; Etrade Financial, Bank of America, JP Morgan Chase, local financial
planners, mint.com, and other firms specializing in financial planning.
These companies will compete for the customers who use My Free Financial Plan. These companies won’t
necessarily seek to create financial plans for our customers, but rather solicit them for advanced services. The
goal is to lure these companies into advertising with My Free Financial Plan so that banking needs as well as
investment needs will be directed toward these larger companies who specialize in those kinds of services. We
will use our competition to our benefit.
My Free Financial Plan will hands-down by the best free financial planning service available on the web. I’ve
searched for something better than what I have envisioned and cannot find it. We have a real opportunity to
corner a new marketplace based on financial literacy and trust rather than manipulation and fleeting results.
Table 1: Competitive Analysis
FACTOR Me Strength Weakness
JP Morgan
Chase
Delo Advisors
Importance to
Customer
Products
My Free
Financial Plan
Free, easy-to-
use
Generic
Free Platinum
Analysis
Fee-based
Financial Plan
1
Price
Very
competitive
Not fee-based
Reliance on
Advertising as
main revenue
Will sell other
products to
recoup costs
Will sell other
products to
increase
revenue
3
Quality
Personalized,
but not too
detailed.
Simplified
Easy to read
and to apply to
life
circumstances
Could come off
as generic or
not
personalized
Bankers only
have Series 6
and advisors
seem untrained
Years and years
of experience
with detailed
plans
1
Accessibility
Web-based,
very
comfortable to
try
Open 24/7
People scared
to input
financial data
Big corporation
with huge
image problems
Referral-based
only
5
Service
Web-based
support
No physical
building costs
Impersonal
National chain,
but bad
customer
service
reputation
Local advisor,
known clients,
personalized
service
3
Reliability
Reliant on
servers, start-up
money, etc
Low
maintenance
costs
Technology has
a way of
malfunctioning
Has over 2
trillion in assets
Been in
business for
over 20 years
3
Stability
Could get
bought out or
bust
Sold to a larger
company
Could change
philosophy of
company
Unlikely to get
bought out
Advisor could
die
1
Expertise
2 years of
financial
planning
experience
New ideas,
open to ideas
Could be seen
as
inexperienced
Over 100 years
of experience
Over 20 years
of planning
experience
2

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FACTOR Me Strength Weakness
JP Morgan
Chase
Delo Advisors
Importance to
Customer
Company
Reputation
New company,
unknown
Hey, let’s give it
a try
Not sure if the
company is
legit
Hands-down
the darling of
Wall Street
Based on
referrals
2
Location Web-based Low costs
No meeting
place for
advertisers
Thousands of
locations
Rich area of St.
Louis, MO
3
Appearance
Clean, fun, and
approachable
Attract those
who never
financially
planned
Too fresh and
trendy
Big marble
walls, only for
the chosen few
Elite and
sophisticated
3
Sales Method
Here it is, do
you want it?
Not pushy
Coming off
weak
You need this
even though
you don’t
You came to
me and this is
what you must
do
2
Credit
Policies
None Good cash flow
Turns away
potential
advertising
customers
Credit for select
businesses
Pay when
financial plan is
completed
5
Advertising
Solicit
companies to
advertise
Proactive
approach
Too sales-
based, not
quality
relationship
We are the
biggest player
so join us
Only works
with referrals
5
Image
We want to
help Americans
plan for their
futures
Community
approach to
financial
planning
Your site made
me make a bad
financial
decision
We are greedy
and we want
every last dollar
we can get
from you
I told you so 1
My Free Financial Plan does have a robust and effective competition. We can either use that as an inhibitor of
progress or seize the opportunity to reach where these competitors have not. My Free Financial Plan will
seize the opportunity in this market to become a key player.
Niche
The niche market for My Free Financial Plan is providing a streamlined, easy-to-use, web-based, free financial
plan for everyone. The competition does not do anything like this at all! It’s an exciting new opportunity for
My Free Financial Plan to revolutionize the marketplace and the financial services industry.

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Strategy
First, My Free Financial Plan will use social networking sites including Facebook, MySpace, Twitter, and
YouTube to reach our target market of young adults seeking financial planning. Second, we will use word-of-
mouth and a referral system where people who use the site can input their friends and colleagues email
addresses. Third, we will actively uses Google, Bing, and other search engines to boost our presence on the
web via key words and phrases. Fourth, we will create a buzz with press releases sent to multiple news
organizations and magazines such as Forbes, GQ, WSJ, NYT, etc. We hope that they would recognize our
potential and run an article. Fifth, we will actively seek investors and advertising to spark revenue growth and
to connect with different ideas on how to grow the business.
Promotion
My Free Financial Plan wants to project a unique image. We would like our customers to see us as a
trustworthy partner in their quest to reach their goals and dreams. Additionally, we would like to be seen as a
knowledgeable source for financial planning information and easy-to-use interfaces.
My Free Financial Plan will run promotional offers on a regular basis. We will remind customers every six
months to update their financial plan and include a special offer to purchase something from the site.
Additionally, we will continually offer our advertising customers special discounts for extending their
contracts. We hope to use web technology to have an automated process set up where emails are sent at
specified time periods. We will also contact advertisers by phone or email to personalize the service they
receive.
Promotional Budget
The promotional budget will consist of a $2,500 investment.
We hope to have a tenfold return on the initial promotional investment thereby having a quarterly
promotional budget of $25,000.
Pricing
My Free Financial Plan is a free service to customers. We will offer additional services for additional fees. Our
main goal is to rely on advertising from companies willing to be placed on our site. Additionally, revenue will
be generated from sales of merchandise from partnerships in the financial services industry. We plan to not
only offer a free financial plan but also tools that customers can purchase to utilize the financial planning
process even further.

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My Free Financial Plan will be very competitive when it comes to price and quality. Our main goal is to offer
a standardized, streamlined, easy-to-use financial plan with no cost to the customer. However, as it is
important to be profitable we will offer additional services for fees. With as much traffic as we anticipate
advertisers will love to be placed on our site.
Proposed Location
Our U.S. headquarters will be located in Chicago, IL in the River North section of downtown. We are
currently looking for office spaces in River North. Currently, operations are located at my home.
My Free Financial Plan will have a modern and contemporary location in the River North section of
downtown Chicago, IL. We hope to have advertising clients meet with us at this location for sales
presentations as well as investors seeking to know more about our company. Additionally, the office location
will serve a point of reference to our growth as an independent business.
Distribution Channels
My Free Financial Plan’s main distribution channels will be web-based. We plan on actively seeking
advertising revenue from multiple companies by soliciting their business; we will do this through direct
marketing, cold calls, warm leads through referrals, and social networking sites. Additionally, we will use
frequent press releases to draw interest to our company.
Sales Forecast
Balance Sheet
7/31/2009
Assets
Current Assets:
Cash $5,000
Accounts Receivable $0
Less: Reserve for Bad Debts 0 0
Merchandise Inventory 0
Prepaid Expenses 0

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Notes Receivable 0
Total Current Assets $5,000
Fixed Assets:
Vehicles 0
Less: Accumulated Depreciation 0 0
Furniture and Fixtures 0
Equipment 0
Buildings 0
Land 0
Total Fixed Assets 0
Other Assets:
Goodwill 0
Total Other Assets 0
Total Assets $5,000
Liabilities and Capital
Current Liabilities:
Accounts Payable $5,000 Web Design & Marketing
Sales Taxes Payable 0
Payroll Taxes Payable 0
Accrued Wages Payable 0
Unearned Revenues 0
Short-Term Notes Payable 0
Short-Term Bank Loan Payable 0
Total Current Liabilities $5,000
Long-Term Liabilities:
Long-Term Notes Payable 0
Mortgage Payable 0
Total Long-Term
Liabilities 0
Total Liabilities 5,000
Capital:
Owner's Equity

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Net Profit 0
Total Capital 0
Total Liabilities and Capital $5,000
Cash Flow Budget Worksheet
March April May June July August Total
Beginning Cash Balance $3,869 $11,453 $23,705 $33,718 $59,181
Cash Inflows (Income):
Accts. Rec. Collections 15,259 19,074 23,842 29,803 37,253 46,567 171,798
Loan Proceeds 0
Sales & Receipts 4,000 4,500 5,000 5,500 6,000 6,500 31,500
Other:
0
0
Total Cash Inflows $19,259 $23,574 $28,842 $35,303 $43,253 $53,067 $203,298
Available Cash Balance $19,259 $27,443 $40,295 $59,008 $76,971 $112,248
Cash Outflows
(Expenses):
Advertising 5,500 6,000 6,500 7,000 7,500 8,000 40,500
Bank Service Charges 0
Credit Card Fees 0
Delivery 0
Health Insurance 0
Insurance 25 25 25 25 25 25 150
Interest 0
Inventory Purchases 0
Miscellaneous 0
Office 600 700 800 9,000 1,000 1,100 13,200
Payroll 5,000 5,000 5,000 5,000 5,000 5,000 30,000
Payroll Taxes 765 765 765 765 765 765 4,590
Professional Fees 0
Rent or Lease 1,000 1,000 1,000 1,000 1,000 1,000 6,000
Subscriptions & Dues 0
Supplies (Web Design) 2,500 2,500 2,500 2,500 2,500 2,500 15,000
Taxes & Licenses 0
Utilities & Telephone 0
Other:
0
0
0
Subtotal $15,390 $15,990 $16,590 $25,290 $17,790 $18,390 $109,440
Other Cash Out Flows:
Capital Purchases 0
Loan Principal 0
Owner's Draw 0
Other:
0
Subtotal $0 $0 $0 $0 $0 $0 $0
Total Cash Outflows $15,390 $15,990 $16,590 $25,290 $17,790 $18,390 $109,440

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Ending Cash Balance $3,869 $11,453 $23,705 $33,718 $59,181 $93,858
Income Statement
For the Year Ended August 31, 2010
Revenue:
Gross Sales $276,092.00
Less: Sales Returns and Allowances $0.00
Net Sales $276,092.00
Cost of Goods Sold:
Beginning Inventory $0.00
Add: Purchases
Freight-in $0.00
Direct Labor
Indirect Expenses
$0.00
Less: Ending Inventory $0.00
Cost of Goods Sold $0.00
Gross Profit (Loss) $276,092.00
Expenses:
Advertising $63,000.00
Amortization $0.00
Bad Debts $0.00
Bank Charges $0.00
Charitable Contributions $0.00
Commissions $0.00
Contract Labor $30,000.00
Credit Card Fees $0.00
Delivery Expenses $0.00
Depreciation $0.00
Dues and Subscriptions $0.00
Insurance $275.00
Interest $0.00
Maintenance $0.00
Miscellaneous $0.00
Office Expenses $14,700.00
Operating Supplies $0.00
Payroll Taxes $6,505.00
Permits and Licenses $0.00

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Postage $0.00
Professional Fees $0.00
Property Taxes $0.00
Rent $8,500.00
Repairs $0.00
Telephone $0.00
Travel $0.00
Utilities $0.00
Vehicle Expenses $0.00
Wages $42,500.00
Total Expenses $165,480.00
Net Operating Income $110,612.00
Other Income:
Gain (Loss) on Sale of Assets $0.00
Interest Income $0.00
Total Other Income $0.00
Net Income (Loss) $110,612.00

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VI. Operational Plan
My Free Financial Plan will operate Monday-Friday from 8:00 A.M. – 4:00 P.M. We will make special
arrangements for client meetings upon request.
Location
River North neighborhood in downtown Chicago, IL.
Physical requirements:
• Amount of space: 220 square feet
• Type of building: Rehab
• Zoning: Mixed
• Power and other utilities: Included in rent
• Secure Access: Yes
• Estimated Cost: $500 a month
Legal Environment
• Licensing and bonding requirements: Incorporated in the State of Illinois
• Permits: City of Chicago operational permit
• Health, workplace, or environmental regulations: Proper signage
• Special regulations covering your industry or profession: Regulatory information
• Zoning or building code requirements: Mixed
• Insurance coverage: Renter’s Insurance
• Trademarks, copyrights, or patents (pending, existing, or purchased): Patent for Intellectual
Copy Rights

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Personnel
• Number of employees: 1
• Type of labor (skilled, unskilled, and professional): Professional Staff
• Where and how will you find the right employees? We will post on Craigslist, Monster, etc.
• Pay structure: Intern and then competitive
• Training methods and requirements: Hands-on
• Have you drafted job descriptions for employees? Intern postings will have thorough job
description
• For certain functions, will you use contract workers in addition to employees? Yes. The web
design portion of the site will use contract labor.
Credit Policies
Managing Your Accounts Payable
My Free Financial Plan will not be late over 90 days. To conserve cash flow we will slice our total amount due
in fourths or halves, whichever is appropriate according to our cash flow.
Total Current 30 Days 60 Days 90 Days Over 90 Days
Accounts
Payable Aging
$10,000 $2,500 $2,500 $2,500 $2,500 $0

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VII. Management and Organization
I, Clinton Brown, will be the key management person and owner of My Free Financial Plan. Any and all
decisions will be based on the best judgment possible according to the experience I have. Below is my
resume.
Clinton Brown
Experience:
RGAN CHASE, Chicago, IL
Personal Financial Representative, July 2008-July 2009
closely with clients to create financial plans based on individual goals.
vestment products such as stocks, bonds, and mutual funds.
e client requests for money transfers, exchanges, and redemptions.
e financial advice to clients.
ate administrative tasks, customer service, and branch support.
ment marketing plans to acquire additional brokerage clients.
ch stocks, bonds, and mutual funds for recommendations to clients.
ADVISORS LLC, St. Louis, MO
& Operations Coordinator, July 2007-July 2008
ed client requests for money transfers and trades.
ed quarterly performance reports for clients.
• Maintained trade blotter and SEC compliant manuals.
d new financial plans and update existing financial plans.
• Sold investment products such as stocks, bonds, and mutual funds.
ed stock and mutual fund recommendations.
ained performance and fee reports via Advent Software.
• Built allocation charts, tax projections, and RMD projections.
ed financial advice to clients.
mented federal and state compliance.
ed skills in marketing, research, and customer relations.
ned Series 7, 66, and Life and Health Insurance Licenses.
LAPIDES ASSET MANAGEMENT LLC, Greenwich, CT

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rative Assistant, August 2005 – July 2007
ed assistance to the Managing Director.
• Facilitated administrative support and client support.
• Chronicled SEC compliance and research support.
• Reviewed, analyzed, and documented 10-K and 8-K filings.
• Maintained daily activity sheet about market movements.
• Processed trades and trade confirmations.
• Researched stocks and companies.
• Compiled company statements and year-end statements.
ained web site updates and assisted other employees with computer problems.
Qualifications:
• MS Office; Excel, Word, Power Point, Publisher, and Front Page.
• Quick Books, Peachtree, Turbo Tax, Advent, Goldmine, Bloomberg, and Morningstar.
Education:
Norwich University, Northfield, VT
Master of Arts, 2009
GPA: 3.25
Manhattanville College, Purchase, NY
Bachelor of Arts, 2007
70
Honors:
• Manhattanville College Board of Trustees Scholar
• Horatio Alger Scholar
• U.S. Congressional Page
• Missouri Real Estate Certificate
Professional and Advisory Support
• Owner: Clinton Brown

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• Attorney: N/A
• Accountant: Teresa Elders
• Insurance agent: N/A
• Banker: Bank of America
• Consultant or consultants: N/A
• Mentors and key advisors: N/A

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VIII.Startup Expenses and Capitalization
My Free Financial Plan will allocate $5,000 for start-up expenses (excluding any loans or venture capital
investments). $2,500 will be allocated for web design via contract labor and $2,500 will be allocated to
advertising and acquiring advertising clients.

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IX. Appendices
:

My Free Financial Plan Business Plan

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