The document is a business plan for Room Gizmo, a digital room service system that hotels can install to allow guests to order food, services, activities, and transportation from their rooms. It aims to increase hotels' average revenue per room without changing room rates. The system uses tablets and TV boxes in rooms linked to an administrator interface. It will offer food ordering, laundry, WiFi, tours, car rentals, room cleaning requests, and reviews. The founders project $1.7 million in first year sales, growing to over $270 million in year 3, to capture 12% of the 500,000 hotel market. They are seeking $238,500 in funding.

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Executive Summary
Opportunity
The Problem
Nowadays nearly all hospitality sales going through online reservation systems, and
only via them. As the result, there is not too much space for competition and extra
profits left. Most of the competition concentrated around price per night value. This is
especially true for the segment of low-cost hotels. The main goal of our product is
increasing of hotels ARPU without touching of room listings prices.
Solution
We are happy to introduce Room Gizmo - digital room service system which is set up to
increase room service tabs and bring extra customer value to room service. The core of
this system is our cloud solution, connecting together devices placed in the rooms and
common areas with administrator's workplace and room service providers. The
devices are the android based tablets or TV boxes with preloaded and customizable
software (custom design for each hotel, list of services, and special offers). All devices
and administrator’s software are integrated to our service thru hotels regular Internet
distribution network.
Any hotel guest is able to select his/her native or any other comfortable language and:
1. Take a look at the menu of the hotel restaurant with great Full HD pictures of the
meals provided, and make an order. Or, have an option for ordering from restaurants
nearby.
2. Order hotel services, like laundry, ironing, additional TV channels, wireless Internet,
or its acceleration.
3. Book a visit to the pool, sauna and other related places of leisure accommodation.
4. Visit places of interest section and be attracted by tours and excursions with an
option to make their advance reservation and booking.

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5. Book a vehicle rental (car / motorcycle / bicycle / scooter) with delivering them to the
hotel doors.
6. Notify the hotel's administration about the necessity of cleaning the room, extra
towels, or toiletries.
7. Make a reservation for airport shuttle or taxi.
9. Be notified about checking out time, maids coming (or choose another time for
cleaning), taxi or airport shuttle arrival.
10. Leave a review about hotel and services inside the system for future room service
improvements.
11. Moreover, for hotels which are not equipped with the telephone system, our Room
Gizmo can serve as a replacement for a standard wired telephones that serves to
communicate with the reception and other subscribers.
Communication with the Room Gizmo both guests and managers of the hotel going in
their own language (or other preferable by the customer language). It's increases the
comfort of the customer services order and an understanding exactly of what the
customer ordered.
All this allows us to talk about the projected increase in the average room bill with
every third customer, and, at the same time, the main indicator of a competitive 'price
per night' remains unchanged and may even be reduced by the additional funds
received from the sales of related services.

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Long Story Short
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Market
According to the UN World Tourism Organization accommodation top-15 countries
statistic, there are more than 21M hotel rooms with an average rate of 41 room per hotel.
All that rooms are visited annually by more than 876M guests. For more than 343M of
them English, which is mostly used for communication in between Hotel personnel and
guests, is not native at all. It gives us the opportunity to assume our possible market as
~500,000 Hotels and ~800M of their annual guests.
Our goal for the first three years - to get 12% of the possible market, which is about
2.5M rooms, or ~60,000 Hotels out of accommodation top-15.
Competition
Our competition includes native hotel applications, like Hilton HHonors, and Hotel
CMS systems some of which have a digital room service part Clock Hotel CMS digital
room service for example. In the same time, none of them looks so comprehensive and
having multi-language support as Room Gizmo.
In general, we can describe the market competition as low, which is good and bad(some
of the hotels could be not ready for it) in the same time.

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Why Us?
In the past six years, our team is already launched and developed several start-ups
(telekom.org.ru, multitender.ru, telekomza.ru, seomator.com) and successfully exited
from some of them (multitender.ru, telekomza.ru). Ours telekom.org.ru and
seomator.com, as a businesses are good standing and generating profits for future
development and covering of our living costs.
Same time we are ready to dive deep into new 'billion dollar' story, which is Room
Gizmo going to be, having in mind it's fresh concept and huge market possibilities.
Expectations
Forecast
We are projecting sales of $1,741,261 in year 1 and $37,529,266 in year 2 with a profit
margin of 37%. That assumes first-year main goal to cover initial costs and become
profitable for future reinvestment into marketing and sales budgets increase. Our co-
founders will draw only minimal salaries so we can reinvest our profits into growing
the business. Devices costs and additional staff will be our biggest expenses, followed
by allotments for marketing and sales.

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Financial Highlights by Year
Financing Needed
We are financing our business ourselves with $5,000 in investment from each of our co-
founders. Also, we are looking for fundraising in an amount of $238,500 needed to
begin Room Gizmo's operations.
Financing
Use of Funds
Start-Up Expenses
Legal $1,000.00
Technological Architecture design $2,500.00
Frontend design and development costs $35,000.00
Backend development $20,000.00
Initial launch $5,000.00
Initial Marketing $15,000.00
Device stock $15,000.00
Sales Campaign $15,000.00
Total Start-Up Expenses $108,500.00

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Cash Required $140,000.00
Other Current Assets 0
Long-Term Assets 0
Total Assets $140,000.00
Total Reqirements $248,500.00
Sources of Funds
Start-up Expenses to Fund $108,500.00
Start-up Assets to Fund $140,000.00
TOTAL FUNDING REQUIRED $248,500.00
Assets
Non-cash Assets from Start-up $0
Cash Requirements from Start-up $140,000
Additional Cash Raised $0
Cash Balance on Starting Date $140,000
TOTAL ASSETS $140,000
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 $10,000
Investor $98,500
Additional Investment Requirement $140,000
TOTAL PLANNED INVESTMENT $248,500
Loss at Start-up (Start-up Expenses) ($108,500)
TOTAL CAPITAL $140,000
TOTAL CAPITAL AND LIABILITIES $140,000
Total Funding $248,500

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Company
As long as Room Gizmo’s current status is somewhere around idea implementation, we did no
set up the company yet.
Team
Evgeny Vakhteev – Co-Founder/President
- serial entrepreneur with ten years of business experience in two countries
- managing up to thirty employees
- two current running businesses (telecommunication consulting and design company in
Russia (telekom.org.ru), Seomator.com in the US)
- two successful Russian IT Startups (Sold)
Nikita Savvinykh – Co-Founder/CMO
- ten years of SEO and SMM experience from clients and agency sides
- SEO agency owner (the agency was profitably sold)
- PM for various web startups since 2008 (including multitender.ru, telekomza.ru)
Pavel Kovalenko – Co-Founder/CTO
- Java, SQL, Unix Shell Scripting, Python, HTML / CSS, XML developer
- Agile testing, System Testing, Integration Testing, Risk-based Testing, Unit Testing,
Automation Testing, XSS injections
- managing groups of developers and testers
Developers
In—House(Russian office) team of developers currently working on seomator.com (5
developers).

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Financial Plan
Sales Forecast
Sales Forecast 2016 2017 2018
Unit Sales
Subscriptions per room 14,777 375,991 2,637,642
Installment fees 14,777 361,214 2,474,738
Partner bookings 7,426 390,700 3,487,991
Unit Prices Av.
Subscriptions per room $5.00 $5.00 $5.00
Installment fees $65.00 $65.00 $65.00
Partner bookings $4.00 $4.00 $4.00
Sales
Subscriptions per room $73,886.72 $1,879,954.70 $13,188,211.76
Installment fees $960,527.34 $23,478,883.71 $160,857,965.85
Partner bookings $29,705.63 $1,562,800.51 $13,951,962.15
Subtotal Sales $1,064,119.69 $26,921,638.91 $187,998,139.76
Direct Unit Costs
Subscriptions per room $26.18 $4.88 $2.76
Installment fees $50.00 $50.00 $50.00
Partner bookings $2.00 $2.00 $2.00
Direct Cost of Sales
Subscriptions per room $386,921.76 $1,834,379.79 $7,284,073.43
Installment fees $738,867.19 $18,060,679.77 $123,736,896.81
Partner bookings $14,852.81 $781,400.25 $6,975,981.07
Subtotal Direct Cost of Sales $1,140,641.76 $20,676,459.82 $137,996,951.31
Sales - Cost of Sales
Subscriptions per room ($313,035.04) $45,574.91 $5,904,138.33
Installment fees $221,660.16 $5,418,203.93 $37,121,069.04
Partner bookings $14,852.81 $781,400.25 $6,975,981.07
Subtotal Sales - Direct Cost of
Sales ($76,522.07) $6,245,179.09 $50,001,188.45

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Revenue by Month
Expenses by Month

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Net Profit (or Loss) by Year

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Statements
Projected Profit & Loss
FY2017 FY2018 FY2019
Revenue $1,741,261 $37,529,266 $272,645,345
Direct Costs $1,095,759 $18,504,209 $167,503,947
Gross Margin $645,502 $19,025,057 $105,141,398
Gross Margin % 37% 51% 39%
Operating Expenses
Salary $330,000 $1,171,200 $5,023,320
Employee Related Expenses $81,000 $243,360 $858,996
Infrastructure $32,267 $227,290 $716,196
Legal $1,000
Technological Design $2,500
Initial Software Design and
Development
$55,000
Total Operating Expenses $501,767 $1,641,850 $6,598,512
Operating Income $143,735 $17,383,207 $98,542,886
Interest Incurred
Depreciation and Amortization
Income Taxes $28,747 $3,476,641 $19,708,578
Total Expenses $1,626,273 $23,622,700 $193,811,037
Net Profit $114,988 $13,906,566 $78,834,308
Net Profit / Sales 7% 37% 29%

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Projected Balance Sheet
FY2017 FY2018 FY2019
Cash $504,797 $18,591,103 $118,947,460
Accounts Receivable $0 $0 $0
Inventory
Other Current Assets
Total Current Assets $504,797 $18,591,103 $118,947,460
Long-Term Assets
Accumulated Depreciation
Total Long-Term Assets
Total Assets $504,797 $18,591,103 $118,947,460
Accounts Payable $0 $0 $0
Income Taxes Payable $28,747 $3,476,641 $19,708,578
Sales Taxes Payable $112,562 $844,408 $6,134,520
Short-Term Debt
Prepaid Revenue $0 $0 $0
Total Current Liabilities $141,309 $4,321,049 $25,843,098
Long-Term Debt
Total Liabilities $141,309 $4,321,049 $25,843,098
Paid-in Capital $248,500 $248,500 $248,500
Retained Earnings $114,988 $14,021,554
Earnings $114,988 $13,906,566 $78,834,308
Total Owner's Equity $363,488 $14,270,054 $93,104,362
Total Liabilities & Equity $504,797 $18,591,103 $118,947,460

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Projected Cash Flow Statement
FY2017 FY2018 FY2019
Net Cash Flow from Operations
Net Profit $114,988 $13,906,566 $78,834,308
Depreciation and Amortization
Change in Accounts Receivable $0 $0 $0
Change in Inventory
Change in Accounts Payable $0 $0 $0
Change in Income Tax Payable $28,747 $3,447,894 $16,231,937
Change in Sales Tax Payable $112,562 $731,846 $5,290,112
Change in Prepaid Revenue $0 $0 $0
Net Cash Flow from Operations $256,297 $18,086,306 $100,356,357
Investing & Financing
Assets Purchased or Sold
Investments Received $248,500
Change in Long-Term Debt
Change in Short-Term Debt
Dividends & Distributions
Net Cash Flow from Investing &
Financing
$248,500
Cash at Beginning of Period $0 $504,797 $18,591,103
Net Change in Cash $504,797 $18,086,306 $100,356,357
Cash at End of Period $504,797 $18,591,103 $118,947,460

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Appendix Profit and Loss Statement/Balance/Cash flow (With Monthly Detail)
FY2017 Feb '16 Mar '16 Apr '16 May '16 Jun '16 Jul '16 Aug '16 Sep '16 Oct '16 Nov '16 Dec '16 Jan '17
Revenue $0 $0 $0 $21,000 $33,345 $51,848 $79,624 $121,200 $183,554 $277,098 $417,438 $556,154
Direct Costs $0 $0 $15,000 $0 $22,680 $34,200 $51,481 $77,399 $116,280 $174,599 $262,079 $342,041
Gross Margin $0 $0 ($15,000) $21,000 $10,665 $17,648 $28,143 $43,801 $67,274 $102,499 $155,359 $214,113
Gross Margin % 0% 0% 100% 32% 34% 35% 36% 37% 37% 37% 38%
Operating
Expenses
Salary $27,500 $27,500 $27,500 $27,500 $27,500 $27,500 $27,500 $27,500 $27,500 $27,500 $27,500 $27,500
Employee
Related
Expenses
$6,750 $6,750 $6,750 $6,750 $6,750 $6,750 $6,750 $6,750 $6,750 $6,750 $6,750 $6,750
Infrastructure $300 $360 $432 $518 $622 $933 $1,400 $2,100 $3,150 $4,724 $7,100 $10,628
Legal $1,000
Technological
Design
$2,500
Initial Software
Design and
Development
$55,000
Total
Operating
Expenses
$93,050 $34,610 $34,682 $34,768 $34,872 $35,183 $35,650 $36,350 $37,400 $38,974 $41,350 $44,878
Operating
Income
($93,050) ($34,610) ($49,682) ($13,768) ($24,207) ($17,535) ($7,507) $7,451 $29,874 $63,525 $114,009 $169,235
Interest Incurred
Depreciation and
Amortization
Income Taxes $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $28,747

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Total Expenses $93,050 $34,610 $49,682 $34,768 $57,552 $69,383 $87,131 $113,749 $153,680 $213,573 $303,429 $415,666
Net Profit ($93,050) ($34,610) ($49,682) ($13,768) ($24,207) ($17,535) ($7,507) $7,451 $29,874 $63,525 $114,009 $140,488
Net Profit /
Sales
(66%) (73%) (34%) (9%) 6% 16% 23% 27% 25%
FY2017 FY2018 FY2019
Revenue $1,741,261 $37,529,266 $272,645,345
Direct Costs $1,095,759 $18,504,209 $167,503,947
Gross Margin $645,502 $19,025,057 $105,141,398
Gross Margin % 37% 51% 39%
Operating Expenses
Salary $330,000 $1,171,200 $5,023,320
Employee Related Expenses $81,000 $243,360 $858,996
Infrastructure $32,267 $227,290 $716,196
Legal $1,000
Technological Design $2,500
Initial Software Design and Development $55,000
Total Operating Expenses $501,767 $1,641,850 $6,598,512
Operating Income $143,735 $17,383,207 $98,542,886
Interest Incurred
Depreciation and Amortization
Income Taxes $28,747 $3,476,641 $19,708,578
Total Expenses $1,626,273 $23,622,700 $193,811,037
Net Profit $114,988 $13,906,566 $78,834,308
Net Profit / Sales 7% 37% 29%

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FY2017 Feb '16 Mar '16 Apr '16 May '16 Jun '16 Jul '16 Aug '16 Sep '16 Oct '16 Nov '16 Dec '16 Jan '17
Cash $15,450 $120,840 $71,158 $59,280 $38,074 $25,205 $15,308 $33,667 $80,060 $133,930 $285,509 $504,797
Accounts
Receivable
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Inventory
Other Current
Assets
Total Current
Assets
$15,450 $120,840 $71,158 $59,280 $38,074 $25,205 $15,308 $33,667 $80,060 $133,930 $285,509 $504,797
Long-Term Assets
Accumulated
Depreciation
Total Long-
Term Assets
Total Assets $15,450 $120,840 $71,158 $59,280 $38,074 $25,205 $15,308 $33,667 $80,060 $133,930 $285,509 $504,797
Accounts Payable $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Income Taxes
Payable
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $28,747
Sales Taxes
Payable
$0 $0 $0 $1,890 $4,891 $9,557 $7,167 $18,075 $34,594 $24,939 $62,509 $112,562
Short-Term Debt
Prepaid Revenue $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Current
Liabilities
$0 $0 $0 $1,890 $4,891 $9,557 $7,167 $18,075 $34,594 $24,939 $62,509 $141,309
Long-Term Debt
Total
Liabilities
$0 $0 $0 $1,890 $4,891 $9,557 $7,167 $18,075 $34,594 $24,939 $62,509 $141,309
Paid-in Capital $108,500 $248,500 $248,500 $248,500 $248,500 $248,500 $248,500 $248,500 $248,500 $248,500 $248,500 $248,500
Retained Earnings

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Earnings ($93,050) ($127,660) ($177,342) ($191,110) ($215,317) ($232,852) ($240,359) ($232,908) ($203,034) ($139,509) ($25,500) $114,988
Total Owner's
Equity
$15,450 $120,840 $71,158 $57,390 $33,183 $15,648 $8,141 $15,592 $45,466 $108,991 $223,000 $363,488
Total
Liabilities &
Equity
$15,450 $120,840 $71,158 $59,280 $38,074 $25,205 $15,308 $33,667 $80,060 $133,930 $285,509 $504,797

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FY2017 FY2018 FY2019
Cash $504,797 $18,591,103 $118,947,460
Accounts Receivable $0 $0 $0
Inventory
Other Current Assets
Total Current Assets $504,797 $18,591,103 $118,947,460
Long-Term Assets
Accumulated Depreciation
Total Long-Term Assets
Total Assets $504,797 $18,591,103 $118,947,460
Accounts Payable $0 $0 $0
Income Taxes Payable $28,747 $3,476,641 $19,708,578
Sales Taxes Payable $112,562 $844,408 $6,134,520
Short-Term Debt
Prepaid Revenue $0 $0 $0
Total Current Liabilities $141,309 $4,321,049 $25,843,098
Long-Term Debt
Total Liabilities $141,309 $4,321,049 $25,843,098
Paid-in Capital $248,500 $248,500 $248,500
Retained Earnings $114,988 $14,021,554
Earnings $114,988 $13,906,566 $78,834,308
Total Owner's Equity $363,488 $14,270,054 $93,104,362

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FY2017 Feb '16 Mar '16 Apr '16 May '16 Jun '16 Jul '16 Aug '16 Sep '16 Oct '16 Nov '16 Dec '16 Jan '17
Net Cash Flow
from
Operations
Net Profit ($93,050) ($34,610) ($49,682) ($13,768) ($24,207) ($17,535) ($7,507) $7,451 $29,874 $63,525 $114,009 $140,488
Depreciation
and
Amortization
Change in
Accounts
Receivable
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Change in
Inventory
Change in
Accounts
Payable
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Change in
Income Tax
Payable
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $28,747
Change in Sales
Tax Payable
$0 $0 $0 $1,890 $3,001 $4,666 ($2,390) $10,908 $16,519 ($9,655) $37,570 $50,053
Change in
Prepaid
Revenue
$0 $0 $0 $0 $0 $0 $0 $0 $0
Net Cash Flow
from
Operations
($93,050) ($34,610) ($49,682) ($11,878) ($21,206) ($12,869) ($9,897) $18,359 $46,393 $53,870 $151,579 $219,288
Investing &
Financing
Assets
Purchased or
Sold
Investments
Received
$108,500 $140,000
Change in
Long-Term
Debt

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Change in
Short-Term
Debt
Dividends &
Distributions
Net Cash Flow
from Investing
& Financing
$108,500 $140,000
Cash at Beginning
of Period
$0 $15,450 $120,840 $71,158 $59,280 $38,074 $25,205 $15,308 $33,667 $80,060 $133,930 $285,509
Net Change in
Cash
$15,450 $105,390 ($49,682) ($11,878) ($21,206) ($12,869) ($9,897) $18,359 $46,393 $53,870 $151,579 $219,288
Cash at End of
Period
$15,450 $120,840 $71,158 $59,280 $38,074 $25,205 $15,308 $33,667 $80,060 $133,930 $285,509 $504,797

24. rmGizmo
24
CONFIDENTIAL - DO NOT DISSEMINATE. This business plan contains confidential, trade-secret information and is shared only with the
understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.
FY2017 FY2018 FY2019
Net Cash Flow from Operations
Net Profit $114,988 $13,906,566 $78,834,308
Depreciation and Amortization
Change in Accounts Receivable $0 $0 $0
Change in Inventory
Change in Accounts Payable $0 $0 $0
Change in Income Tax Payable $28,747 $3,447,894 $16,231,937
Change in Sales Tax Payable $112,562 $731,846 $5,290,112
Change in Prepaid Revenue $0 $0 $0
Net Cash Flow from Operations $256,297 $18,086,306 $100,356,357
Investing & Financing
Assets Purchased or Sold
Investments Received $248,500
Change in Long-Term Debt
Change in Short-Term Debt
Dividends & Distributions
Net Cash Flow from Investing & Financing $248,500
Cash at Beginning of Period $0 $504,797 $18,591,103
Net Change in Cash $504,797 $18,086,306 $100,356,357
Cash at End of Period $504,797 $18,591,103 $118,947,460