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Pure Leaf Beauty, LLC
1. Pure Leaf Beauty
Contact: Darrell Richard
Phone: (949) 287-6203
Address: 10586 Garden Grove Blvd, Garden Grove, CA 92843
Email: darrell5484@gmail.com
Website: www.pureleafbeauty.com
2. Confidentiality Agreement
The undersigned reader acknowledges that the information provided by Pure Leaf Beauty in this
business plan is confidential; therefore, reader agrees not to disclose it without the express written
permission of Pure Leaf Beauty.
It is acknowledged by reader that information to be furnished in this business plan is in all respects
confidential in nature, other than information which is in the public domain through other means
and that any disclosure or use of same by reader may cause serious harm or damage to Pure Leaf
Beauty.
Upon request, this document is to be immediately returned to Pure Leaf Beauty.
___________________
Signature
___________________
Name (typed or printed)
___________________
Date
This is a business plan. It does not imply an offering of securities.
5. Pure Leaf Beauty
Darrell Richard (949) 287-6203 1
1.0 Executive Summary
Company: Pure Leaf Beauty
Contact: Darrell Richard
Phone: (949) 287-6203
Address: 10586 Garden Grove Blvd, Garden Grove, CA 92843
Email: darrell5484@gmail.com
Website: www.pureleafbeauty.com
The purpose of this Business Plan is to:
1. Set a course for the Company's management to successfully manage, operate, and
administer the business.
2. Inform financing sources of the capital requirements being requested by the Company, in
addition to its history, its projected future, and how the requested funding would give
the Company the ability to add value to the local economy, generate tax revenues for local
and federal government, help put people back to work, and assist with funding a non-profit
organization that saves women and children from human trafficking.
The Company
Pure Leaf Beauty is a start-up venture founded by Darrell Richard. Pure Leaf Beauty is based in
Garden Grove, California, and is a part of the day spa industry, and the beauty industry. The
Company offers massage, skin treatments, facials, body hair removal services, and hair styling
services. It also offers an extensive product line of 20 all-natural, skincare products. These
products include therapeutic oils, bath soaps, salts, lotions, creams, and facial masques.
Pure Leaf Beauty will use a questionnaire that will be developed by dermatologist to do a skin
test on customers. Conducting a skin test will enable Pure Leaf Beauty to provide the right
products with the right ingredients to each and every customer. The products will be tailored to
each customer's needs, as well as to their skin type. Utilizing a dermatologist developed skin
test will enhance the customer's experience with the Company.
The Market
Pure Leaf Beauty's target market segments consist of customers of all ages and gender. The
Company's target market strategy is based on becoming a destination for people who are
looking for spa and salon services within the Garden Grove, California area and eventually the
Beverly Hills/Hollywood area. Pure Leaf Beauty's target market also includes people interested
in purchasing natural skincare products. Pure Leaf Beauty knows that these customers demand
a certain quality of products and services, and it's the Company's duty to deliver on their
expectations. Exceptional customer service has an important effect on the bottom line: People
want to give their business to those who appreciate it. Skillful use of advertising, as well
as strong communication will bring the business the Company desires.
Pure Leaf Beauty will expand its exposure through effective marketing, as well as introduce
the area to market segments that have not yet discovered the Company. Pure Leaf Beauty will
do a marketing campaign with Main Stream Hub, who will also handle the branding for the
product line.
6. Pure Leaf Beauty
Darrell Richard (949) 287-6203 2
Financial Consideration
In addition to diligently following this Business Plan to maintain the safeguards for successful
business operations and achieve the financial projections herein, the current financial plan of
Pure Leaf Beauty includes obtaining funding through one of many financing programs in the
amount of $5,000,000. The Company hopes to secure the requested funds sometime in the
second/third quarter of 2015. It will use the funding for the purpose of purchasing a building
and equipment, hiring licensed personnel and salon staff, covering lab testing expenses,
covering product development expenses, covering all of its marketing needs, and covering the
overhead and operating expenses for the first year. The Company's revenue is projected to
increase during the next three years, from $2,772,000 to $5,433,120, while its monthly break-
even stands at $166,310.
Chart: Highlights
Sales
Gross Margin
Net Profit
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
$5,500,000
Year 1 Year 2 Year 3
Highlights
1.1 Objectives
The objectives for Pure Leaf Beauty include:
• Making pure and natural products that anyone can use that are hypo-allergic and won't
irritate the skin
• Offering an extensive product line.
• Having diverse sales channels to reach target markets.
1.2 Mission
Pure Leaf Beauty's mission is to run a profitable business by providing high-end spa services in a
caring, upscale, professional environment. Pure Leaf Beauty will also manufacture beauty products
with pure and natural ingredients without additives.
7. Pure Leaf Beauty
Darrell Richard (949) 287-6203 3
1.3 Keys to Success
Pure Leaf Beauty knows that the key is building a strong reputation and offering excellent
personalized customer service, as well as quality products. Pure Leaf Beauty's keys to
success also include:
1. Professionalism: This includes everything from maintaining confidentiality, to hiring the
very best staff for the spa and experts for the labs.
2. Individual Attention: Each client's experience will be tailored to his or her preference.
Additionally, the Company will use a questionnaire that will be developed by dermatologist
to do a skin test on customers so they can use the products right for them.
3. Repeat business/Recommendations: Giving the kind of service and products that brings
people back for regular treatments, and encourages clients to recommend us to friends.
4. Unique Natural Products: We make natural skin products without additives in them.
5. Fantastic Location: The spa is located in Garden Grove, CA and will have an additional
location in the Beverly Hills area.
2.0 Company Summary
Pure Leaf Beauty is a new spa, salon and cosmetic products business located in the Garden
Grove, CA area. The setting is upscale, beautiful and serene. Pure Leaf Beauty caters to both
men and women, and offers the latest in skin care products, salon services and spa treatments
and therapies. The Company provides customers with the combination of massage, skin
treatments, facials, body hair removal services, and hair styling services. Pure Leaf Beauty is
also a retailer of homemade, 100% natural skincare products.
2.1 Company Ownership
Pure Leaf Beauty is a Limited Liability Company established in 2015. The spa and cosmetic
beauty products company is based out of Garden Cove, California. The founder of Pure Leaf
Beauty is Darrell Richard, who has 100% ownership of the Company. Mr. Richard brings
extensive business experience from owning a construction company and aiding a non-profit
organization that rescues women and children from human trafficking.
2.2 Company Locations and Facilities
While Pure Leaf Beauty is based in Garden Grove, it will have a spa located in the Beverly Hills
area. Additionally, the Company will have three laboratories that will manufacture the natural
beauty products that it offers. The laboratories are located in New York, California and Chicago.
The laboratories will produce close to 1200 units of skincare products each day and provide jobs
for 180 employees.
3.0 Products and Services
Pure Leaf Beauty offers therapeutic massage services, skin treatments, facials, body hair
removal services, and hair styling services. These services are provided by licensed therapists,
aestheticians, and cosmetologist who are independently contracted and paid on a commission
basis. The upside of the commissioned employee is that there is very little overhead without
sales; employees only make money when the business makes money.
8. Pure Leaf Beauty
Darrell Richard (949) 287-6203 4
Pure Leaf Beauty also offers a full retail of homemade, all natural product line that
complements the services menu. Products included are therapeutic oils, bath soaps, salts,
lotions, creams, and facial masque. These product offerings are unique and unmatched
currently in the marketplace. Furthermore, Pure Leaf Beauty will use a questionnaire that will
be developed by dermatologist to do a skin test on customers. Conducting a skin test will
enable Pure Leaf Beauty to provide the right products with the right ingredients to each and
every customer. The products will be tailored to each customer's needs, as well as to their skin
type. Utilizing a dermatologist-developed skin test will also enhance the customer's experience
with the Company.
3.1 Product and Service Description
Pure Leaf Beauty offers several upscale spa and salon services, and manufactures and produces
amazing natural skincare products. The services and products are listed below.
Massage Services
• Hot Stone Massage
• Couples Massage
• Cold Stone Face Massage
• Swedish Massage
• Sports massage
• Trigger Point Massage
• Pre- Natal Massage
Massage Enhancements
• Hot Towel Foot Treatment
• Hot Towel Hand Treatment
• Peppermint Scalp Massage
• Mini Cold Stone Face Massage
• Aromatherapy
• Heatwave Sauna
Facial Enhancements (body hair removal)
• Eyebrows
• Lip or Chin
• Full Face
• Underarms
• Arms Half
• Arms Full
• Legs Half
• Legs Full
• Back or Chest
• Bikini
• Extended Bikini
• Brazilian
Facial Services
• Signature Facials
• Anti-Aging Collagen Facial
• De-Tox Facial
• Rejuvenating Facial
9. Pure Leaf Beauty
Darrell Richard (949) 287-6203 5
• Rosacea Facial
• Sensitive Skin Facial
• Back or Chest Treatment
• Lactic Peel
• Salicylic Peel
• Glycolic Peel
• Microdermabrasion
• Express Facial
• Microzone
• Mini-Microdermabrasion
Salon Services
• Pedicures
• Manicures
• Women Hair cuts
• Shampoo
• Blow out
• Men hair cuts
Additionally, Pure Leaf Beauty will manufacture and retail homemade natural skincare products.
Some of these products include:
• Aloe Vera and Herbs Soothing Gel (skin conditioning gel)
• Azulen Soothing Masque (decongestive and calming masque for sensitive skin)
• The Bio-Soothing Cream (for irritated skin, can also be used as a soothing cream after
waxing)
• Bio-Drying Lotion (skin care treatment for blemished skin)
• Bio-Drying Masque (anti-microbial treatment for oily and blemished skin)
• Exfoliating Body Scrub (body wash)
• Glycolic Hand and Body Lotion
• Natural Lecithin Masque (facial masque)
• Lifting Elixir (skin firming, lifting treatment for the facial area)
• Lifting Masque (professional facial masque for salon use only)
• Line Preventing Complex (anti-aging facial treatment)
• Velvet Body Nourishing Seaweed Oil (body oil)
• Volcanic Mud Masque (facial treatment for dull skin)
3.2 Competitive Comparison
Pure Leaf Beauty's spa and salon will effectively compete by offering elite membership services
to its repeat and loyal customers.
Membership Services
Getting a massage, a facial, or both on a regular basis is one of the healthiest things you can
do for yourself. At Pure Leaf Beauty, the Healthy Lifestyle Program is easy and affordable. For
just one low price each month, customers can enjoy their choice of a One Hour Massage or a
Signature Facial. Enjoy additional services throughout the month at low member rates including
gift card purchases for family and friends. Plus, customers will be automatically enrolled in its
upcoming nationwide Member's Rewards program where he/she will earn points for simply
doing what they love.
Pure leaf Beauty Lifestyle Members pay on average one third less for massage and facial
services as compared to non-members. Its simplest and most popular program is the Month-to-
10. Pure Leaf Beauty
Darrell Richard (949) 287-6203 6
Month Membership. Pure Leaf Beauty also offers monthly term and prepaid membership
programs. All memberships are honored nationwide at any Hand & Stone location.
Pure Leaf Beauty, LLC REWARDS
It's simple, rewarding, and exclusively for Pure Leaf Beauty members!
• Members are automatically enrolled...NO ENROLLMENT FEE
• Earn and Redeem points at LOCATIONS NATIONWIDE
• Check Point Totals Online
LOG IN EARN More Points...
• points per dollar in services, gift cards, or product
• 25 points for Booking Online
• 50 points for Pre-Booking
• 500 points for becoming a member
• 1000 points for referring a friend
• Look for other Point Specials
REDEEM
More Rewards!
• 2000 Points, Get a $20 Promotional Gift Card
• 6000 Points, Get a 50-minute Massage or Facial
• 8000 Points, Get a 50-minute Hot Stone Massage or Exceptional Facial
Month-To-Month Memberships
A monthly payment is charged via EFT (electronic funds transfer) beginning 30 days from the
day you sign up and continues monthly on your anniversary date. Each month an EFT is
charged to your account you receive a service under your name, available for you to redeem for
a massage or facial service.
The Month-to-Month program gives customers the flexibility to continue for as many months
as they wish without any long term commitments. Cancellation requires just 30 days written
notice any time after the first monthly payment.
Fixed Term Monthly Memberships
A monthly payment is charged via EFT for an agreed upon monthly term of 6 or 12 months and
then continues on a month to month basis. Each time an EFT is charged to your account you
receive a service under your name, available for you to redeem for a massage or facial service.
After the initial term of the agreement is completed the membership and EFTs will continue
month to month. Cancellation requires just 30 days written notice after the initial term of your
agreement.
Prepaid Term Memberships
A single payment is charged at the time of purchase. Prepaid memberships can be purchased
for 3, 6 or 12 month terms. All prepaid services will be available immediately for use.
Additional Household Memberships
Immediate family members residing in the same household as an active member may purchase
memberships at a discounted rate.
11. Pure Leaf Beauty
Darrell Richard (949) 287-6203 7
4.0 Market Analysis Summary
Pure Leaf Beauty is a part of the day spa industry, as well as the beauty industry. According to
Statista the revenue of the U.S. beauty industry is estimated to amount to about 62.46 billion
U.S. dollars in 2016. The beauty industry today encompasses far more than cosmetics and skin
care products, though they are still a significant portion of the sector. A wide range of services
and products are available, and the beauty industry now also encompasses hair styling and hair
removal, nail and tanning salons, massage parlors, shower and shaving products, perfumes,
colognes and more. Many people now treat their beauty ritual as an escape from the hustle of
the information age, whether it’s a few minutes spoiling oneself with a high-end product or a
full day at a luxury spa.
Demand for spa services is driven by personal income and demographic trends. The profitability
of individual companies depends on efficient resource use and effective marketing. Larger
companies have some economies of scale in marketing and purchasing. Small companies
compete by offering unique services, catering to a local market, and delivering a superior
customer experience.
Pure Leaf Beauty will flourish within the day spa and beauty market by providing excellent
customer service, offering quality spa techniques and treatment, and having an extensive
product line that guarantees quality results.
4.1 Market Segmentation
Pure Leaf Beauty's local market will primarily target potential clients for its spa and salon
services located within the Garden Grove, California area. The secondary market will include
visitors staying in a local hotel. However, for its natural skincare products, Pure Leaf Beauty will
utilize online marketing techniques to target and sell its products to a national and global
market.
4.2 Target Market Segment Strategy
Pure Leaf Beauty's target market segments consist of customers of all ages and gender. Pure
Leaf Beauty knows that satisfied customers aid the Company by referring its business to other
clients who need these services and products. Pure Leaf Beauty's skills and capabilities will
allow the Company to effectively compete and build its reputation within the day spa and the
beauty industry. Therefore, obtaining funding, as well as having an effective marketing
campaign and strategy will aid them in building a strong customer base.
Pure Leaf Beauty will utilize the methods below to reach its target market:
• Collect as much demographic data as possible on potential area service users to assist
management in creating both immediate and long-term plans for reaching out to this
market segment.
• Formulate and adopt additions and/or revisions to the marketing strategies within this
Business Plan once sufficient demographic data has been gathered.
• Management must keep in mind that making the masses aware of the Company is far more
difficult and expensive than working with an existing user base. Management must take
particular care in making certain marketing dollars are wisely spent since funds are limited.
• Construct a sophisticated website that highlights the benefits of choosing our Company and
its services.
12. Pure Leaf Beauty
Darrell Richard (949) 287-6203 8
4.3 Service Business Analysis
Major providers of spa services are day spas (about 80 percent); resort and hotel spas (10
percent); and medical spas (10 percent). Other providers include club spas, mineral spring’s
spas, and destination spas. Day spas include hair and nail salons with "spa" in the name that
may offer a few traditional spa services. Medical spas focus on services provided by health care
and licensed professionals, such as massages, Botox injections and laser hair removal.
Destination spas offer lodging and a specific health regime, such as weight loss or detoxification
programs. Pure Leaf Beauty offers day spa and health and wellness spa services. Pure Leaf
Beauty also manufactures and sells natural skincare products.
As simple as it may be, Pure Leaf Beauty's method of offering excellent spa services and
unique, quality, natural products has an important effect on the bottom line: People want to
give their business to those who appreciate it. Skillful use of advertising as well as strong
communication will bring the business the Company desires.
4.3.1 Competition and Buying Patterns
When it comes to skincare products, Pure Leaf Beauty currently has no competition, because
the Company provides a skin test created by dermatologist. This allows customers to only
purchase products that are right for their skin. Furthermore, Pure Leaf Beauty's products are all
natural and contain no toxic chemicals.
The Company will compete with local day spas by offering high-end salon and spa services at
affordable prices, with excellent customer service. The goal is to fulfill client's demands because
it will aid in generating future business. The owner of Pure Leaf Beauty is affiliated with
reputable doctors, as well as a chemist, biologist, business owners, and licensed professionals
within the beauty industry.
Pure Leaf Beauty also knows that if clients are happy, they will recommend the spa to others
who need its services and products. Additionally, achieving longevity in its market will enable
Pure Leaf Beauty to effectively compete with other day spas in its area. Pure Leaf Beauty knows
that image and visibility will aid it in getting its name out.
5.0 Strategy and Implementation Summary
Pure Leaf Beauty has differentiated itself by offering a solid solution to fulfilling its user's needs.
Reasonable sales targets have been established with an implementation plan designed to
ensure the goals set forth below are achieved.
Pure Leaf Beauty's strategy is to implement aggressive marketing locally to get business for the
spa, as well as to network within the community. Pure Leaf Beauty will also provide excellent
service at affordable rates. Additionally, the Company offers amazing, all-natural skincare
products that are uniquely tailored for its customers via a dermatologist developed, skin test.
13. Pure Leaf Beauty
Darrell Richard (949) 287-6203 9
5.1 Competitive Edge
Pure Leaf Beauty offers the following advantages to customers.
• Quality Service. The Company provides its clients with high-end, professional, salon and
spa sales service.
• Quality Products. The Company offers top-notch, all-natural, skincare products to its
customers and clientele. The Company's personalized, dermatologist approved skin test will
enable customers to purchase the products that are right for them and their skin.
• Affordable Prices. The Company offers affordable prices for its customers because it has
low cost inputs.
Pure Leaf Beauty knows that satisfied customers aid the Company by referring its business to
other clients who need their services and products. The owner of the Company and
management will engage directly with customers to ensure that they get the excellent service
they deserve. There will be a customer service line that customers may use to contact the
Company if they have any questions or comments about any of their purchases. Customers also
have 30 days to use and test out a product before returning it.
Pure Leaf Beauty's skills and capabilities will allow the Company to effectively compete
and build its reputation within the day spa and beauty industry. Therefore, obtaining funding,
as well as having an effective marketing campaign and strategy will allow the Company to
attain the projections they seek, as well as aid them in building a strong customer base.
Additionally, by building a business based on long-standing relationships, Pure Leaf Beauty will
simultaneously build defenses against future competition. The longer the relationship stands,
the more the Company helps its customers understand what they offer them and why they
need it.
5.2 Marketing Strategy
Pure Leaf Beauty knows that 80% of consumers try new things based on suggestions, so word-
of-mouth is a very important marketing tool for the Company. Additionally, making products
based on ingredients (grapeseed, coconut oil, sunflower oil, etc.) that everyone is familiar with
will aid the Company in selling its all-natural skincare items globally.
Pure Leaf Beauty's other marketing strategies include social media marketing via Main Stream
Hub, who will create campaigns and do branding for the product line. The Company will also do
very targeted marketing through online, print, and broadcasting channels to reach customers
for its day spa services, as well as customers interested in its all-natural products. Pure Leaf
Beauty's goal is to provide exceptional service to its customers. The Company knows what each
customer needs and aims to satisfy them; thus the marketing strategy will engage and
motivate the audience to choose them for day spa services or buy products from Pure Leaf
Beauty because its amazing skincare items guarantee results.
14. Pure Leaf Beauty
Darrell Richard (949) 287-6203 10
5.3 Sales Strategy
Pure Leaf Beauty will provide total quality control over the services and products it renders.
The Company will further establish its policy of providing exceptional service and products to its
customers and building a record of high customer satisfaction.
Management projects revenue for years 1 – 3 to be: $2,772,000, $3,880,800, and
$5,433,120 respectively. Years 2 and 3 reflect a 40% increase in revenue.
Pure Leaf Beauty projects to make $33,000 a month by offering spa and salon services. The
Company also plans to make over $2,000,000 within its first year by selling its all natural skin
care products to a national and global market. It cost the Company $3-$5 to make each
skincare product, which sells for $10-$20 each.
The chart and table below shows Pure Leaf Beauty's projected Sales Forecast. Annual
projections for three years are shown here, with first year monthly figures in the appendix.
Table: Sales Forecast
Sales Forecast
Year 1 Year 2 Year 3
Sales
Spa/Salon Services $396,000 $554,400 $776,160
Skincare Products $2,376,000 $3,326,400 $4,656,960
$0
Total Sales $2,772,000 $3,880,800 $5,433,120
Direct Cost of Sales Year 1 Year 2 Year 3
Spa/Salon Services $59,400 $83,160 $116,424
Skincare Products $399,996 $559,994 $783,992
Subtotal Direct Cost of Sales $459,396 $643,154 $900,416
15. Pure Leaf Beauty
Darrell Richard (949) 287-6203 11
Chart: Sales Monthly
Month1
Month2
Month3
Month4
Month5
Month6
Month7
Month8
Month9
Month10
Month11
Month12
Chart: Sales by Year
16. Pure Leaf Beauty
Darrell Richard (949) 287-6203 12
5.4 Strategic Alliances
Darrell Richard will work with Mark Palumbo, who runs Pasadena Biotech Collaborative, a
distribution company that will assist in distributing the skincare products. Other alliances
include working with Juliana Barba PH.D., who is the CEO and Chief Scientific Officer at Pro
Genetic Laboratory, and is the former Assistant Professor at Department of Medicine
(Hematology-Oncology Division), UCLA School of Medicine; and former Director of Research &
Development at MEDomics Biotech Co. Additionally, the owner of Pure Leaf Beauty is working
with Kang Hsu, a biotechnology professional who will serve the Company as a scientist,
business and biotech advisor.
6.0 Management Summary
Darrell Richard is the Founder and CEO of Pure Leaf Beauty. Mr. Richard brings extensive
business experience from owning a successful construction company, as well as a non-profit
organization that rescues women and children from human trafficking. Mr. Richard will hire
technicians and staff to handle the duties at the laboratories. For the day spa, he will hire
licensed staff, as well as laborers, and a front desk/cashier to handle the administrative duties.
Mr. Richard’s solid managerial and organizational skills, as well as his strong leadership
qualities will aid him in running his day spa and beauty business effectively.
17. Pure Leaf Beauty
Darrell Richard (949) 287-6203 13
6.1 Personnel Plan
Most employees at the salon are licensed, contract massage therapists and stylist. The
employees are 1099 and get paid 100% commission. This alleviates huge overhead for salaries
as employees are only paid when sales are generated.
A front office person for the salon will be hired as well as 6 laborers. As for the laboratories that
will produce the skincare products, there will be 6 managers, 4 supervisors and 180 employees.
The Personnel Plan below reflects Pure Leaf Beauty's projected need at opening, and carries
through three years of expenses. Additional increases in pay wages each year will be based on
the Net Profitability of Pure Leaf Beauty of the prior year. The payroll estimates, as shown
below, works only on the assumption that each year, a Net Profit will be raised.
The table below contains the details of Pure Leaf Beauty's personnel plan. The detailed monthly
personnel plan for the first year is included in the appendix.
Table: Personnel
Personnel Plan
Year 1 Year 2 Year 3
Pure Leaf Beauty Staff $999,996 $1,019,996 $1,040,396
Total Payroll $999,996 $1,019,996 $1,040,396
7.0 Financial Plan
The current financial plan is based on the assumption of achieving desired levels of funding, in
which Pure Leaf Beauty plans to obtain funding sources in the amount of $5,000,000 for the
purpose of purchasing a building as well as equipment, hiring licensed personnel and salon
staff, covering lab testing expenses, covering product development expenses, covering all of its
marketing needs, and covering the overhead and operating expenses in the first year of plan
implementation. Additionally, this Business Plan is used by the management as a road map to
its success. It is an indispensable tool for the ongoing performance and improvement of the
Company, and it will be referred to often as management plots its business course.
Management commits to reviewing this Business Plan on a regular basis to make certain
financial projections remain accurate and strategies remain pertinent as the economy,
technology, communication methods, and customer demographics change. The three year
financial projections within this Business Plan indicate that the Company will have generated
sufficient growth, profits, and cash to permit the Company to continue to exists and
prosper. Evaluation of the Company's success will be an ongoing process involving the owner's
monthly review of financial statements and other pertinent financial data.
The following sections of this plan will serve to describe Pure Leaf Beauty's financial plan in
more detail:
• Start-up table
• Break-even Analysis
• Profit & Loss
• Cash Flow
• Balance Sheet
18. Pure Leaf Beauty
Darrell Richard (949) 287-6203 14
7.1 Start-up Funding
Pure Leaf Beauty's costs include the Company's start-up expenses, which consist of marketing
expenses, lab testing, product development, as well as hiring personnel. The start-up assets
consist of purchasing a building, equipment and covering operating expenses throughout the
first year. The following table shows how these start-up costs will be funded.
Table: Start-up Funding
Start-up Funding
Start-up Expenses to Fund $400,000
Start-up Assets to Fund $4,600,000
Total Funding Required $5,000,000
Assets
Non-cash Assets from Start-up $4,600,000
Cash Requirements from Start-up $0
Additional Cash Raised $0
Cash Balance on Starting Date $0
Total Assets $4,600,000
Liabilities and Capital
Liabilities
Current Borrowing $0
Long-term Liabilities $0
Accounts Payable (Outstanding Bills) $0
Other Current Liabilities (interest-free) $0
Total Liabilities $0
Capital
Planned Investment
Owner $0
Investor $5,000,000
Additional Investment Requirement $0
Total Planned Investment $5,000,000
Loss at Start-up (Start-up Expenses) ($400,000)
Total Capital $4,600,000
Total Capital and Liabilities $4,600,000
Total Funding $5,000,000
19. Pure Leaf Beauty
Darrell Richard (949) 287-6203 15
7.2 Break-even Analysis
The monthly break-even point is shown in the Break-Even Analysis Table below. The break-
even analysis has been calculated on the "burn rate" of the Company. The Company feels that
this gives the investor a more accurate picture of the actual risk of the venture. The Break-Even
Analysis Table is based on the Company's forecasted monthly expenses, cost of sales, and
gross margins. It forecasts the average revenue (sales) level that must be achieved each
month for the Company to break-even (show neither a profit nor a loss).
Even though Management's desire is to reach the break-even level every month and as early in
the month as possible, it is unrealistic to believe that the break-even point will be achieved in
every month of the Company's existence. Management realizes that there are several factors
that may cause monthly losses. The most common factors include:
• Periods of seasonally slow sales/business.
• Months in which annual or unusual expenses occur.
• During months following strategically planned personnel expansion where increases in
payroll, employee benefits, and payroll taxes are not immediately offset by increased
production, sales or profits.
• During months following strategically planned asset acquisition where increases in
depreciation, operating expenses, and long-term loan finance charges are not immediately
offset by increased production, sales and profits.
Management will closely follow the Financial Statement Review section of the Financial Plan
contained within this Business Plan by reviewing the Company's financial statements on a
monthly basis. This is done to make certain that months without profit are the result of one of
the factors listed above as opposed to a growing negative trend. Management will take
immediate action to reverse the trend by reducing expenses, increasing profit margins, or
increasing sales should it determine that sustained months without profit are the result of
factors other than those listed above.
21. Pure Leaf Beauty
Darrell Richard (949) 287-6203 17
7.3 Projected Profit and Loss
The following Projected Profit and Loss Table and charts illustrates Pure Leaf Beauty sales,
operating expenses, and profitability over the next three years. It illustrates the effects on
profitability of increased expenses such as asset acquisition, personnel, and marketing as the
Company expands. It also illustrates the delayed revenue (sales) growth that occurs months
after the capital expenditures of expansion. A monthly projection for the first twelve months of
sales, direct cost of sales, operating expenses, gross profits, tax consequences, and net profits
after taxes is found in the appendix.
The sales for Year 1, Year 2, and Year 3 are $2,772,000, $3,880,800, and $5,433,120,
respectively. The net profit for the same period is $453,340, $900,320, $1,673,925,
respectively. The percentages of the net profit sales for this period are 16.35%, 23.20%,
30.81%, respectively.
Important notes regarding Depreciation, Payroll & Miscellaneous Expenses
• The Company's miscellaneous expenses include accounting, legal, and research and
development
• Although the Company shows a profit for all three years; the Company will have higher
operating expenses in Year 2 & 3 due to the receipt of funding, in which it will purchase a
building, pay more in payroll and salary, purchase new equipment, and spend more on
marketing and advertising.
Table: Profit and Loss
Pro Forma Profit and Loss
Year 1 Year 2 Year 3
Sales $2,772,000 $3,880,800 $5,433,120
Direct Cost of Sales $459,396 $643,154 $900,416
Other Costs of Sales $0 $0 $0
Total Cost of Sales $459,396 $643,154 $900,416
Gross Margin $2,312,604 $3,237,646 $4,532,704
Gross Margin % 83.43% 83.43% 83.43%
Expenses
Payroll $999,996 $1,019,996 $1,040,396
Marketing/Promotion $36,000 $39,600 $43,560
Depreciation $0 $200,000 $200,000
Electric $21,432 $23,575 $25,933
Gas $17,544 $19,298 $21,228
Equipment $500,004 $550,004 $687,506
Water $6,000 $6,600 $7,260
Miscellaneous $84,000 $92,400 $115,500
Total Operating Expenses $1,664,976 $1,951,474 $2,141,382
Profit Before Interest and Taxes $647,628 $1,286,172 $2,391,322
EBITDA $647,628 $1,486,172 $2,591,322
Interest Expense $0 $0 $0
Taxes Incurred $194,288 $385,852 $717,396
Net Profit $453,340 $900,320 $1,673,925
Net Profit/Sales 16.35% 23.20% 30.81%
23. Pure Leaf Beauty
Darrell Richard (949) 287-6203 19
Chart: Gross Margin Monthly
Chart: Gross Margin Yearly
24. Pure Leaf Beauty
Darrell Richard (949) 287-6203 20
7.4 Projected Cash Flow
Pure Leaf Beauty has applied for $5,000,000 in funding. The Company forecast is that it
will receive the funding in the second or third quarter of 2015. During this period, Pure Leaf
Beauty will use the money to purchase a building as well as equipment, hire licensed personnel
and salon staff, cover lab testing expenses, cover product development expenses, cover all of
its marketing needs, and cover the overhead and operating expenses.
The following table displays Pure Leaf Beauty's cash flow and the chart illustrates monthly cash
flow in the first year. Monthly cash flow projections are also included in the appendix.
Table: Cash Flow
Pro Forma Cash Flow
Year 1 Year 2 Year 3
Cash Received
Cash from Operations
Cash Sales $2,772,000 $3,880,800 $5,433,120
Subtotal Cash from Operations $2,772,000 $3,880,800 $5,433,120
Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0
New Current Borrowing $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0
New Long-term Liabilities $0 $0 $0
Sales of Other Current Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $2,772,000 $3,880,800 $5,433,120
25. Pure Leaf Beauty
Darrell Richard (949) 287-6203 21
Table: Cash Flow (Continued)
Expenditures Year 1 Year 2 Year 3
Expenditures from Operations
Cash Spending $999,996 $1,019,996 $1,040,396
Bill Payments $1,250,722 $1,755,743 $2,487,039
Subtotal Spent on Operations $2,250,718 $2,775,739 $3,527,435
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0
Long-term Liabilities Principal Repayment $0 $0 $0
Purchase Other Current Assets $0 $0 $0
Purchase Long-term Assets $0 $0 $0
Dividends $0 $0 $0
Subtotal Cash Spent $2,250,718 $2,775,739 $3,527,435
Net Cash Flow $521,282 $1,105,061 $1,905,685
Cash Balance $521,282 $1,626,343 $3,532,028
Chart: Cash
Month1
Month2
Month3
Month4
Month5
Month6
Month7
Month8
Month9
Month10
Month11
Month12
26. Pure Leaf Beauty
Darrell Richard (949) 287-6203 22
7.5 Projected Balance Sheet
The Balance Sheet Table (below) shows the Pro-Forma Balance Sheet projections. In the
appendix, the first twelve months are shown individually.
Once Pure Leaf Beauty receives funding of $5,000,000, its net worth will be $5,053,340,
$5,953,660, and $7,627,585 for Years 1-3, respectively. The Company's total assets for this
same period will be $5,159,565, $6,101,378, $7,837,076, respectively.
Table: Balance Sheet
Pro Forma Balance Sheet
Year 1 Year 2 Year 3
Assets
Current Assets
Cash $521,282 $1,626,343 $3,532,028
Inventory $38,283 $75,035 $105,049
Other Current Assets $600,000 $600,000 $600,000
Total Current Assets $1,159,565 $2,301,378 $4,237,076
Long-term Assets
Long-term Assets $4,000,000 $4,000,000 $4,000,000
Accumulated Depreciation $0 $200,000 $400,000
Total Long-term Assets $4,000,000 $3,800,000 $3,600,000
Total Assets $5,159,565 $6,101,378 $7,837,076
Liabilities and Capital Year 1 Year 2 Year 3
Current Liabilities
Accounts Payable $106,226 $147,718 $209,491
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $106,226 $147,718 $209,491
Long-term Liabilities $0 $0 $0
Total Liabilities $106,226 $147,718 $209,491
Paid-in Capital $5,000,000 $5,000,000 $5,000,000
Retained Earnings ($400,000) $53,340 $953,660
Earnings $453,340 $900,320 $1,673,925
Total Capital $5,053,340 $5,953,660 $7,627,585
Total Liabilities and Capital $5,159,565 $6,101,378 $7,837,076
Net Worth $5,053,340 $5,953,660 $7,627,585