Shining Armor produces a UV reflecting, photochromic lens sticker that is applied to car windshields. It will be sold at select retail stores and online for $27.99-31.99. The startup costs are $3.7 million which will be funded by loans and the executive team. Shining Armor expects sales to double in year 2 and triple in year 3 as the company expands into new markets.

1. Shining Armor 1
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Final Business Plan
Dylan McElhenny, Hayley Brown, Lauren Merk, Tyler Houston, and Michael Gibbons
EI 101:05
05 December 2014
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Facebook: Shining Armor
Twitter: @ShiningArmorFBE
Email: ShiningArmorTint@yahoo.com
Website: ShiningArmor.jimdo.com

2. Shining Armor 2
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Executive Summary 3
Our Product 3
Target Market 3
Shining Armor LLC 3
Target Market 3
Marketing Plan 4
Financial Plan 4
Startup funding 4
Business Environment Analysis 5
Economic Analysis 5
Industry Analysis 7
Competitor Analysis 7
Consumer Analysis 8
Mission Statement and Management Plan 10
Mission Statement 10
Core Values 10
Legal Form of Organization 10
Shining Armor Organizational Structure 11
Product/Operations Plan 12
Product 12
Competitive Advantage 13
Operations Plan 13
Manufacturer and Distributer 14
Quality Management 14
Retail Stores 14
Marketing Plan 16
Target Market 16
Product 16
Pricing 17
Place/Distribution 18
Promotion 18
E-Business Strategy 19
Financial Plan 20
Sales Projections 20
Assumptions 20
Break Even Analysis 20
Income Statement 21
Sources and Uses of Funds 22
Reference List 23
Table of Contents

3. Shining Armor 3
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Our Product:
Shining Armor is a UV reflecting, simple to install, photochromic lens sticker that is applied to
the car’s windshield to allow drivers to safely travel without being impeded by bright sunlight
that reduces the view of the driver and passengers. The photochromic technology allows Shining
Armor to automatically adapt to sunlight by transitioning from transparent to tinted depending on
the strength of the sun's rays. Shining Armor is the first of its kind to be sold at an affordable
price, of between $27.99 and $31.99, at Walmart, Pep Boys and NAPA Auto Parts stores in nine
cities located in the southern United States and our online website.
Shining Armor LLC:
Shining Armor will be a Limited Liability Company to maximize flexibility and limit our
liability. Shining Armor will be sold at Pep Boys, NAPA Auto Parts, and Walmart stores and on
Shining Armor’s website.
Target Market:
The Shining Armor customer will be a middle class, private automobile commuter between the
ages of 30 and 45 who lives in a sunny, traffic-congested city. Shining Armor will be sold in
stores located in cities in the United States that have high average commutes to work and have
high ultraviolet radiation year-round. Our total target market is 3,318,282, which is the total
number of households earning a middle class income in our target cities.
Marketing Plan:
Shining Armor will market through product displays and social media. Product displays will be
in select stores for customers to experience the photochromic technology. Shining Armor has a
Twitter and Facebook page, which will be used to promote our product, respond to negative
customer reviews, share positive customer reviews, and offer coupons.
Executive Summary

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Manufacturing, Distribution, and Pricing:
Nexfil USA, a leading manufacturer of window films and adhesives manufacture the Shining
Armor stickers that fit the top 25 car models in the United States, and ship them to Pep Boys,
NAPA Auto Parts, and Walmart distribution centers for them to distribute to their retail
locations. The pricing structure is as follows:
Financial Plan:
!!!!!!Year!1! ! !!!!!!!!!Year!2! ! !!!!!!!!!!Year!3
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An innovative product like this will take off in the first few years. Our company will expand its
retail regions in the second and third year, which we expect will increase our sales. The total
start-up cost is $3,763,185, which will be funded by the executive team and four bank loans to
cover the remaining expenses. To break even we need to sell 512,598 units, which we predict to
do in March of our first year.
Retail Location Production Cost Wholesale Price Retail Price Profit
Walmart $7.12 $15.00 $27.99 $7.88
Pep Boys $7.12 $15.00 $29.99 $7.88
NAPA $7.12 $15.00 $29.99 $7.88
KEY TAKEAWAY: Shining Armors profits will double in year 2 and triple in year 3.
KEY TAKEAWAY: Shining
Armor’s start-up cost of
$3,763,185 will be funded by the
executive team and outside loans.

5. Shining Armor 5
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Economic Analysis:
The GDP for Houston over the past 12 years has been on the rise. Being part of a large,
expanding economy will be good for Shining Armor’s sales in our target area. The following is a
representation of the current GDP in Houston:
Overall, in the past 12 months, the average price for all items has gone up by 1.7%. In the past
year, new vehicle prices have gone up .4%. This is good since the buying power of the consumer
is higher and the cost of the goods is less than the growing rate of inflation, which is 2%.
Business Environment Analysis
!
KEY TAKEAWAY:
Looking at the GDP for
Houston over the past 12
years shows that it has
been on the rise.
KEY TAKEAWAY: In the past year, new vehicle prices have gone up .4%. This is good since the buying power
of the consumer is higher and the cost of the goods is less than the growing rate of inflation.

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For Shining Armor to start, it will take $3,763,185. As a team, we will contribute at total of
$270,000 and take out four $873,296 loans from Texas National Bank, First Texas Bank, Unity
National Bank, and Prosperity Bank. We will pay these loans back in 5 years at an APR at 7%.
The start-up costs are broken down as follows:!
The office space that will be used when starting our business is an 8,400 square foot building
near downtown Houston for a lease of $133,000. Houston allows us close access to
transportation ports and it has low corporate taxes while being close to our target market
locations. The address of the lot is 8809 Fairbanks N Houston Road, Houston TX, 77004.
KEY TAKEAWAY: The total start-up cost is $3,763,185, which will be paid for
through contributions from the executive team and four outside loans.
KEY TAKEAWAY: Our office building will be located near downtown Houston, which
allows us close access to transportation ports and our target market.

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Industry Analysis:
After researching some of the most popular American cars, we determined which 25 automobiles
Shining Armor will be manufactured for. The list includes the ten most popular cars bought in
the used car market, indicated with an asterisk, and a of variety car buyer demographics. The
following is the list of cars that will be able to use Shining Armor Technology.
Shining Armor is a product in the automobile aftermarket industry. The automobile aftermarket
industry consists of auto parts and other specialty accessories. Shining Armor is also part of the
window film and specialty film industries, which include window films on houses, buildings and
automobiles. The American specialty film industry is a $6.2 billion market. A study by the group
suggests that the specialty film industry will be an $8 billion market by the year 2017.
Competitor Analysis:
Strengths of Each Company
Lenscrafters Safelite Autoglass Google Chameleon Photochromic
Smart Window Film
Shining Armor
Convenient Durable Dims the sunlight effectively Affordable
Dims the sunlight in the open Reliable Durable Convenient
Recognizable Brand Easy to purchase Dims the sunlight effectively
Glasses ready in an hour Reputation Easy to purchase
Installed at store Easy to put on
Durable
Brand Toyota Chevrolet Honda Jeep Nissan Mazda BMW Ford Subaru
Camry* Equinox Accord* Grand Cherokee Altima* 3 3 Series* Escape* Forrester
Corolla* Impala* Civic* Wrangler Explorer Outback
Highlander Malibu* CR-V F-150*
Prius Silverado Odyssey Fusion
Rav4
Total
Amount of
Cars sold in
2013
1,290,713 911,312 1,131,845 465,180 320,723 104,713 500,314 1,533,572 241,641
Cars that can Utilize Shining Armor Stickers
*- Denotes one of the most popularly bought used cars in America
KEY TAKEAWAY: Shining Armor has 6,500,013 potential customers simply from
the amount of our target cars sold by each brand in 2013.

8. Shining Armor 8
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Weaknesses of Each Company
Lenscrafters Safelite Autoglass Google Chameleon
Photochromic Smart
Window Film
Shining Armor
Small, breakable Expensive Only for a few cars Only able to be applied to cars
Expensive Hard to find
Inconvenient Hard to put on
Our product stands out because it is reasonably priced, at between $27.99 and $29.99, and easily
accessible. The average price for photochromic lenses with a frame is between $400 and $650.
Our adhesive sticker will stay on the windshield for a year without needing a new one. So not
only is our product more convenient, it is also much cheaper. Another advantage of our product
is that unlike Lenscrafters glasses, Shining Armor will always
be on your windshield, providing instantaneous convenience
and safety. Shining Armor is more accessible than its closest
competitor, Google Chameleon Photochromic Smart Window
Film, because it is currently near impossible to find Google’s
product online.
Consumer Analysis:
In the United States there are nearly 120 million people commuting to work by car over the age
of 16, with the average commute time being 25.1 minutes, according to the United States
Census. The U.S. Census’ statistics also show that over half of United States’ workers leave their
homes for work between 6:00 a.m. and 8:59 a.m., with highest overall percentage, 14.1 percent,
leaving for work between 7:00 a.m. and 7:29 a.m. Shining Armor will market to commuters
because as the sun rises during their morning commute, it will shine into their windshield at an
angle until late morning.
Time Leaving Home to Go to
Work
Total
Workers
Percent
Distribution
5:30 a.m. to 5:59 a.m……………… 6,420 4.6
6:00 a.m. to 6:29 a.m……………… 11,408 8.2
6:30 a.m. to 6:59 a.m……………… 13,620 9.8
7:00 a.m. to 7:29 a.m……………… 19,536 14.1
7:29 a.m. to 7:59 a.m……………… 17,686 12.8
8:00 a.m. to 8:29 a.m……………… 14,565 10.5
8:30 a.m. to 8:59 a.m……………… 7,425 5.4
9:00 a.m. to 9:29 a.m……………… 8,287 6.0
9:30 a.m. to 9:59 a.m……………… 3,705 2.7
KEY TAKEAWAY: While there are
other means for drivers to shield the
sun, Shining Armor has limited
competition because it unlike products
already in the industry.
Worker Departure Times
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KEY TAKEAWAY: The majority
of working Americans are departing
between 7:00 a.m. and 7:29 a.m.,
which is when the sun is shining at
an angle into driver’s windshields.
This makes Shining Armor a
valuable product to many
commuters.
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Shining Armor will be sold in stores located in United States’ cities that have high average
commutes to work and have high ultraviolet radiation year-round. These cities include:
Below is a chart that compares the amount of clear, sunny days and the average commute time to
work in each of our market cities to the other characteristics of our target market:
Target Cities’ Average Clear Days and Daily Commutes
Increasing number of commuters:
The number of workers driving private automobiles to work has continuously increased between
1960 and 2009, from about 41 million to about 120 million. The continually increasing number
of commuters will make investing in Shining Armor’s product an excellent, long-term prospect
and valuable in the future.
!
Atlanta,
GA
Houston,
TX
San
Antonio,
TX
Phoenix,
AZ
Albuquerque,
NM
Los
Angeles,
CA
San
Diego,
CA
City, State
Average Amount of
Clear Days Annually
Average Daily Commute
in Minutes
Number of Workers
Over the Age of 16
Number of
Households Earning
Middle Class Income
($25,000 to $75,000)
Atlanta, Georgia 110 31.3 352,809 1,511,354
Houston, Texas 90 30 1,621,169 330,800
San Antonio, Texas 105 25.5 1,020,339 213,352
Phoenix, Arizona 211 28.4 1,095,145 227,902
Albuquerque, New Mexico 167 25 429,425 333,684
San Diego, California 146 23.3 29,163,075 175,880
Los Angeles, California 147 30.2 1,788,623 525,310
TOTALS 35,470,585 3,318,282
KEY TAKEAWAY: From 1960 to 2009, the
number of people commuting to work by private
automobile has increased continuously, from 41
million to 120 million. This makes Shining
Armor’s product an excellent, long-term
prospect and valuable in the future.
!
KEY TAKEAWAY: Our target cities have many clear days and long commute times,
which makes Shining Armor beneficial year-round for commuters in theses cities.
Also, in these locations give us access to 3,318,282 potential customers who earn a
middle class income.

10. Shining Armor 10
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Mission Statement:
Our company strives to provide convenience and safety, through quality and innovation, for
drivers during their daily commute. We work to achieve utmost customer satisfaction to build
loyalty and popularity of our product, which will result in fewer accidents caused by the sun
blinding drivers.
Core Values:
Convenience: Shining Armor strives to create an easier more convenient driving experience for
customers. No longer will drivers need to be distracted by searching for their sunglasses or trying
to adjust their visors correctly. Our product makes driving more enjoyable and reduces
distractions for commuters.
Safety: Shining Armor wants to reduce the number of car accidents caused by drivers being
blinded by the sun. Without Shining Armor, the sun creates a glare on the windshield that
disables drivers from seeing what is ahead of them. Our product will remove the distractions of
having to find sunglasses and adjust sun visors to block out the sun so that drivers can be more
focused on their commute.
Quality: Shining Armor strives to provide quality product. Shining Armor wants to make a
dependable product and installation that eliminates hassle. We want to make a product that
consumers buy, not only once, but for life.
Innovation: Shining Armor is on the forefront of affordable windshield technology. We are the
only company that makes UV ray sensitive windshield stickers. Shining Armor will continue to
innovate not only windshields but also the whole car industry.
Legal Form of Organization:
Shining Armor will be a Limited Liability Company (LLC) for these reasons:
• Tax Flexibility
• Less Paperwork than a Corporation
• Limited Liability
• Flexible Ownership Rules
• Flexible Distribution of Profits and Losses
• Operating Flexibility
Mission Statement and Management Plan

11. Shining Armor 11
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Shining Armor’s Organizational Structure:
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Michael Gibbons
CEO
$80,000
-Makes all final company
decisions
-Delegates responsibility
to managers and other
executives
-Enforces rules
Tyler Houston
CFO
$80,000
-Oversees financial
operations
-Addresses day-to-day
financial analyses
-Continually works to
increase revenue and
cash flow
Lauren Merk
COO
$75,000
-Prepares the final
decision regarding
production and worker
policies
-Analyzes and
implements ways to
operate more efficiently
Dylan McElhenny
CIO
$75,000
-Distributes, shares,
administer technology-
related information to
all departments of the
company
-Uses information from
departments to project
future needs and
problems
Hayley Brown
President of Marketing
$75,000
-Develops annual
marketing plans and
strategies
-Oversees market and
competitor analysis
-Ensures all marketing
communications are
coordinated properly

12. Shining Armor 12
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KEY TAKEAWAY: One goal of Shining Armor is to develop an app that offers step-by-step
instructions for applying Shining Armor stickers to windshields. The image above is an example of
the app the company plans to create.
Shining Armor’s Future
Product:
Shining Armor will offer a photochromic lens sticker that adheres to the windshield of cars to
block the UV rays of the sun. Thus, protecting the driver and those in the car from any accidents
caused by the impairment of vision. The following is a representation of the tinting feature of
Shining Armor:
Shining Armor estimated sales after one year is 2,417,342 units. In the
next three years, Shining Armor’s objectives are to double the number of
cars that our company can create stickers for and increase sales by 150%
after the first year and 200% after the second year. In the future, our goal
is to expand to various other car manufactures and models so that
regardless of the car that one drives, he or she can take advantage of Shining
Armor’s technology. Also, Shining Armor will create an app. The app will
have step-by-step instructions as to how to safely and correctly apply the
sticker to the windshield of each car model and have retail locations and
hours available.
Product/Operations Plan
KEY TAKEAWAY: The image depicted above represents the tinting feature that Shining Armor will offer
customers. The stickers are applied to the windshield of automobiles and tint when exposed to UV rays.
Shining Armor
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13. Shining Armor 13
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Competitive Advantage:
Shining Armor offers a high quality product for the attainable price for our target market. With a
manufacturing price of $7.12 for each pair of stickers, Shining Armor will sell packages of two
lenses for a $15 wholesale price to be sold retail for between $27.99 and $29.99. We are one of a
few companies in the automotive accessory industry that manufacture this product. The most
notable competition is the Google Chameleon Photochromic Smart Window Film. This product
is sold to select luxury automobiles, outside the United States. In that aspect, they are only our
competition since they produce a similar product as us, but they only sell to an exclusive market.
The United States is our market and because of this we will have extremely limited competition.
Shining Armor offers our product wide variety of cars that our windshield sticker can be applied
to.
Operations Plan:
Outside of our executive board made up of CEO Michael Gibbons, CFO Tyler Houston, COO
Dylan McElhenny, CIO Lauren Merk and President of Marketing Hayley Brown, we plan to
employ the following people:
Sales Representatives – 3
• Locations: Houston
• Qualifications: Bachelors Degree in Marketing/Sales
• Job Description: Responsible for encouraging retailers in their designated region to become
a Shining Armor provider
• Reports to: President of Marketing
• Salary: $50,000/year
Financial Advisors – 1
• Location: Houston
• Qualifications: Must have a degree in finance or accounting
• Job Description: Responsible for advising management on financial decisions and
maintaining accurate financial records
• Report to CFO
• Salary: $50,000/year
•
*ALL NEW HIRED EMPLOYEES MUST COMPLETE THE FOLLOWING:
Submit an application, get a background check, and go through two rounds of interviews.
If/when they get the job they, are required to go to a salary paid, weeklong training seminar
where they will be educated on Shining Armor’s mission statement, core values and the job
description that they will be executing.

14. Shining Armor 14
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Manufacturer and Distributer:
Shining Armor will pay Nexfil USA to manufacture photochromic lens stickers.
Nexfil USA has earned ISO 9001 and ISO 14001 certifications. Factory workers creating our
product will be Nexfil employees and must meet the job qualifications of the Nexfil Company.
Shining Armor’s relationship with Nexfil will be that of Business to Business agreement in
which Shining Armor will pay Nexfil for their manufacturing and shipping services. The cost of
manufacturing for each set of two Shining Armor stickers is $7.12. Shining Armor will pay
Nexfil USA $3,000,000 for the first year of manufacturing and shipping services.
Quality Management:
Nexfil offers a lifetime warranty for any film defects before the sticker is applied, including:
adhesion failure, peeling, bubbling, blistering, demetallization, delamination, or fading purple.
Retail Stores:
Shining Armor can be bought from the company’s official website,
KEY TAKEAWAY: The chart
to the left offers a representation
of Shining Armor’s
manufacturing and distribution
plan through Nexfil USA.
Shining Armor Distribution Chart
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NEXFIL!USA
Manufacturing!
Headquarters!
14462!S.!Avalon!Blvd.,!
Pep!Boys
Texas!
Distribution!
Center
1130!E.!
Kearney!St.,!
Mesquite,!TX!
75149
NAPA!Auto!
Parts
Texas!
Distribution!
Center!
635!Freeport!
Pkwy,!
Coppell,!TX!
75019
Walmart!
Texas!
Distribution!
Center
4554!E.!
Greenwood!St.,!
Baytown,!TX!
77520
Shining!Armor!
Headquarters!!
8809!Fairbanks!
N.!Houston!Rd.,!
Houston,!TX!
77044
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! ! !!
35!Retail!
Locations
35!Retail!
Locations
3,275!Retail!
Locations
Online!Orders

15. Shining Armor 15
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http://shiningarmor.jimdo.com/, and will be sold in all Wal-Mart superstores in the US and in
Pep Boys and NAPA Auto Parts in our target cities:Atlanta, Georgia; Houston, Texas; San
Antonio, Texas; Phoenix, Arizona; Albuquerque, New Mexico;Los Angeles, California, and San
Diego, California. Shining Armor chose these cities because of the plentiful sunshine in these
locations and the close proximity to the company’s headquarters in Houston. The company chose
Pep Boys and NAPA to be among its official retailers because of the stores’ specialization in
auto parts and accessories. Shining Armor will also choose to be sold in Walmart stores because
of the stores’ prevalence and well-known name. Our website will run 24 hours a day 7 days a
week, and the operation hours of the retailers will vary in the individual stores.!
!
Shining Armor Retail Locations
35!retail!stores! 3,275!superstores!35!retail!stores!
KEY TAKEAWAY: The images above represent the amount of stores across America
that we will be in. The total number of stores is 3,345.
!
!
!
!
!
! !
KEY
TAKEAWAY:
The image to the
left represents the
locations of the
cities that Shining
Armor will sell at
Pep Boys and
NAPA Auto Parts.
Walmart will be
selling all across
the country at its
superstores.

16. Shining Armor 16
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Target Market:
• Age: 30-45
• Gender: No Preference
• Income: Middle Class ($25,500 to $76,500)
• Lifestyle: Commuter to work, auto ownership, family vacations, $9,004 spent on average
on auto related expenses
Product:
!!
Shining Armor is a photochromic lens sticker that adheres to the windshields of cars. The sticker
transitions from transparent to tint when exposed to UV rays. Shining Armor will package the
stickers rolled and in packages of two. Each sticker will be packaged in an individual sleeve and
the two rolls of film will be packaged in a cardboard box. Because the lifetime of the product is
three months, customers will be prepared for two seasons. Shining Armor’s symbol is simple and
easy for consumers to remember. A company called BoxMaker will be producing these boxes in
a bundle of 500 for $75.
City, State
Average Amount of
Clear Days Annually
Average Daily
Commute in Minutes
Number of Workers
Over the Age of 16
Number of
Households Earning
Middle Class Income
($25,000 to $75,000)
Atlanta, Georgia 110 31.3 352,809 1,511,354
Houston, Texas 90 30 1,621,169 330,800
San Antonio, Texas 105 25.5 1,020,339 213,352
Phoenix, Arizona 211 28.4 1,095,145 227,902
Albuquerque, New Mexico 167 25 429,425 333,684
San Diego, California 146 23.3 29,163,075 175,880
Los Angeles, California 147 30.2 1,788,623 525,310
TOTALS 35,470,585 3,318,282
Marketing Plan
Shining Armor Target Market Chart
!
KEY TAKEAWAY: Our target market is a total of 3,318,282 people, which is the total of people in
our target market cities earning a middle class income
Shining Armor Packaging
!
KEY
TAKEAWAY:
Our packaging
will contain two
sticker and helps
to promote our
business with the
logo on the side
of the box and
our company
name on it as
well.

17. Shining Armor 17
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Shining Armor’s symbol is simple and easy for customers to remember. It embodies the image
of a single sunglass lens in the shape of a shield. The symbol tells the consumers that Shining
Armor will act as a piece of armor for their car protecting against harsh sun rays and reducing the
need for sunglasses. Shining Armor’s trade image also incorporates the company’s slogan,
“Because Your Future is Too Bright!” The following is an image of Shining Armor’s brand
symbol that includes the company’s logo:
!
Pricing:
Shining Armor stickers will be sold in pairs for $29.99 retail at Pep Boys and NAPA and $27.99
at Walmart. These prices enable the company to remain competitive in the window tinting
market and in its target market. With Shining Armor targeted customers investing an average of
$9,004 in their automobiles, it is expected that they will be inclined to invest in the stickers as a
way to make driving easier and protect the wellbeing of themselves and their loved ones.
Place/Di
stributio
n
Shining
Armor is
based in
Houston,
Retail Location Production Cost Wholesale Price Retail Price Profit
Walmart $7.12 $15.00 $27.99 $7.88
Pep Boys $7.12 $15.00 $29.99 $7.88
NAPA $7.12 $15.00 $29.99 $7.88
Online $7.12 N/A $31.99 $24.87
Shining Armor Logo
!
KEY TAKEAWAY: Our
logo shows consumers that
Shining Armor will act as a
piece of armor for their car,
protecting them from the
sun’s bright rays.
Shining Armor Financial Table
!KEY
TAKEAWAY:
Shining Armor’s
financial table is
a representation
of how much
profit the
company will
make per each
unit of two
stickers sold.

18. Shining Armor 18
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Place/Distribution:
Our manufacturer is Nexfil; they are based in California and will manufacture and distribute our
product to Pep Boys, NAPA, and Walmart across the nation. Shining Armor will sell wholesale
to our retailers for $15.00 and then we will sell retail on our website for $31.99. Our location in
Houston, Texas will cost us $139,000. Refer to the distribution chart as seen on page 13.
Promotion:
Our promotion strategy will focus on auto-dealers and auto-mechanic shops. Shining Armor will
have cardboard displays that have two separate goggles with a light in the view. One goggle will
be naked eye and the other will have Shining Armor tint applied on the lens. This will show the
visibility improvements when Shining Armor is applied. In the future, Shining Armor will
feature commercials on TV. We plan to have a strong presence on social media, including
Twitter and Instagram.!We will also be using a Yelp account to view reviews and to comment
back on the reviews that are given about our product. These reviews will be a big help to making
our business better.
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!
Shining Armor Twitter and Facebook Page
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KEY TAKEAWAY: Our social media
allows us to connect directly with our
customers and humanizes the company by
responding to posts concerning our product.
This will promote our product and also give
us feedback, which helps us to zone in on our
target market.

19. Shining Armor 19
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E-Business Strategy:
Shining Armor will use a variety of different e-business strategies as seen on the
previous page. Another one we plan to use is an online website. The company has its own
website to promote and inform customers. Consumers can also use the website to submit orders
and have their stickers shipped to them or a location near them. The following is a link to our
website:
http://shiningarmor.jimdo.com/purchase-shining-armor/buy-online/
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Shining Armor Website
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KEY TAKEAWAY: Shining Armor has a
website that makes it easy for customers to
learn about Shining Armor and it allows
customers to conveniently purchase the
stickers directly from the website.
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20. Shining Armor 20
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Sales Projections:
Assumptions:
• YEAR ONE:
o 5 per week at Pep Boys x 35 stores = 8,400 units
o 5 per week at NAPA Autoparts x 35 stores = 8,400 units
o 2 per day Walmart x 3,275 stores = 2,390,750 units
o 200 per week online = 9,792 units
o TOTAL = 36,426,496 units sold in first year
• YEAR TWO:
o 150% increase = 3,611,325 units sold in second year
• YEAR THREE:
o 200% increase = 7,222,650 units sold in third year
Breakeven Analysis:
● $7.88 Profit Per Product
● $4,039,267 Fixed Operating
Expenses
● 4,039,267/7.88=512,598 Units
● Breakeven in March of our
first year
Financial Plan
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KEY TAKEAWAY:
Our breakeven
assumptions are based
on the fact that we will
be heavily advertising
on social media in years
1 and 2 then opening up
new stores in year 3

21. Shining Armor 21
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Income Statement:
KEY TAKEAWAY: As we grow in
popularity we expect to sell a lot more
units in year 2 and 3.

22. Shining Armor 22
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Sources and Uses of Funds:
In order to successfully start up our business, we need a total of $3,763,185. We will use this
startup cost to pay for office leases, manufacturing fees, shipping costs, equipment, office
furniture and supplies, packaging, computers and technology. In order to cover this start up cost,
the CEO and CFO will both contribute $60,000 and the CIO, COO, and Chief of Marketing will
each contribute $50,000 for a total of $270,000. We will also borrow $873,296 from the First
Texas Bank, Unity National Bank, Prosperity Bank, and Texas National Bank.
KEY TAKEAWAY: We will compile
funds from the 5 members of the executive
team and also take out 4 loans to get all the
necessary funds to start our business.

23. Shining Armor 23
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