Mohr Consulting (MC) is a newly formed sole proprietorship that provides technical support services for non-profits using iMIS software. MC was started with $1,070 in startup costs funded by the owner. MC will operate out of the owner's home and offer hourly technical support and project-based consulting. MC projects strong sales growth and profits over the next year by focusing on networking within the iMIS user community. Key competitors include larger support firms and individual iMIS consultants, but MC aims to compete based on personalized service, quick response times, and competitive rates.

1. Mohr Consulting
Mohr Consulting
1234 Street One
Some City, MN 55045
Phone (777) 555-0111
Fax (777) 555-01112
www.mohrconsulting.biz
Prepared 6/18/2011
1|Page

2. Table of Contents:
Executive Summary 3
Goals and Objectives 4
Company Summary 5
Services 7
Market Analysis Summary 9
Strategy and Implementation 11
Financial Plan 12
SWOT Analysis 14
2|Page

3. Executive Summary
Mohr Consulting (MC) is in the processes of being formed as a Sole Proprietorship and operated by
Elizabeth Mohr. This document is aimed at guiding the business in startup and management going
forward of the business. MC is a newly launched company based on the existing contracting done by
owner Elizabeth Mohr in the Non-Profit sector for those utilizing iMIS Software.
The Mission of MC is to generate a profit, grow existing contracting into a small business and to
be good corporate citizen.
The keys to success for MC are networking, marketing, knowledge, excellence of work
performed and building great relationships.
The initial service offered will be hourly technical support for iMIS patrons.
The non-profit sector utilizing iMIS is large, and many contracts will not require physical visits;
giving MC a vast market to work with.
MC has little requirements fiscally, giving the venture an outstanding promise for financial
profit.
MC projects expected growth and high net profits over the next year as highlighted in the chart
below.
$1,800
$1,600
$1,400
$1,200
$1,000 Sales
$800
Gross Margin
$600
$400 Net Profit
$200
$0
3|Page

4. 1.0 Goals and Objectives
1.1 The objects of this business plan are:
To provide written guidelines for owner/operator to manage a business; moving from one off
consulting to a profitable venture to support the owner in financial goals.
Provide a framework for identifying the target market; target market will be used to create a
marketing plan separate from this document.
This plan aims to provide details about monthly projections for income and costs truly
associated with running a business as well as being profitable with specific financial goals in
mind.
This plan is for the owners use only, it is not meant to secure funding
1.2 The objectives of MC
Profit – To generate profit to finance the business as it currently stands and with moderate
growth, as well as support its owner/operator in financial goals.
Growth –Growth of current hours contracted by 15% yearly, this business is not aimed to be the
main source of income for owner/operator.
Social responsibility – To support other local businesses and community projects through In-Kind
work for technical support & volunteer hours.
1.3 Mission and Vision
MC vision is to provide effective, knowledgeable support and in doing so support non-profit
computer users utilizing iMIS in their goals to succeed.
MC Mission in the short term is to turn an existing consulting job into a small business quickly
and without incurring any amount of debt. Long term objective is to create a small business
that can support the owner/operator in effort to reach financial goals.
1.4 Keys to Success
The keys to success for MC are:
Networking and marketing to correct target audiences (getting recommendations in network)
Effective, knowledgeable support (Have the knowledge to explore options with customers)
Excellence in work (Get the job done correctly the first time, offering satisfaction guarantee)
Relationships (repeat customers and loyalty that will lead to referrals)
4|Page

5. 2.0 Company Summary
MC will be a growth of contracting to a start-up venture with the following characteristics:
MC will be Sole Proprietorship, SIC Code 541512
MC will be started with no debt financing, giving the venture a start-up with minimal expenses.
MC is a home operated business utilizing office space within owner/operators home.
MC will be managed by Owner, Elizabeth Mohr.
2.1 Start-Up Summary
In the aim to support the owners’ financial goals the company will be started with no debt financing but,
will incur some fees associated with start-up. Total start-up costs for MC comes to $1,070.00, all of
which is financed by owner.
Start-up expenses include paperwork fees (legal, accounting, etc.)
Start Up
2000
1500
1000
500
0
Start Up Assests Investment Loans
5|Page

6. Start Up Expenses
Legal Fees $275.00
Stationary $150.00
Brochures $100.00
Account $100.00
Insurance $95.00
Rent $350.00
Total Assets $0.00
Total Requirements $1,070.00
Start Up Funding
Start Up Expenses & Assets to Fund $1,070.00
Total Funding Required $1,070.00
Assets
Non-Cash Assets from Start Up $0.00
Cash Requirements from Stat Up $0.00
Additional Cash Raised $500.00
Cash Balance on Starting Date $500.00
Total Assets $500.00
Liabilities and Capital
Liabilities $0.00
Current Borrowing $0.00
Long-Term Liabilities $0.00
Accounts Payable (Outstanding Bills) $0.00
Other Current Liabilities (Interest Free) $0.00
Total Liabilities $0.00
Capital
Planned Investment $0.00
Owner Investment $1,570.00
Other $0.00
Additional Investment Requirement $0.00
Total Planned Investment $1,570.00
Losses at Start Up (Start Up Expense) $1,070.00
Total Capital $500.00
Total Capital & Liabilities $500.00
Total Funding $1,570.00
6|Page

7. 2.2 Company Location and Facilities
This is a home based undertaking.
Equipment will consist of existing equipment owned by owner and purchased equipment.
Communication will consist of existing owner’s phone, internet and fax capabilities
Utilities are already provided, included in space rent of $350.00.
2.3 Company Ownership
MC will be created as Sole Proprietorship, owned and operated by Elizabeth Mohr. The business is not
expected to incorporate.
3.0 Services
MC will offer valuable service for technical support for database and reporting needs for non-profits
utilizing iMIS.
MC will offer two types of service – Hourly services rendered and Project Contracts.
The main competition for MC will be existing service providers used by some clients. MC must also face
competition from other small business and consulting firms similar to MC. MC will use existing
relationships within the non-profit sector and local networking opportunities to connect with non-profit
computer users utilizing iMIS to gain referrals and additional business.
MC will start with basic marketing/sales items including logo, stationary, business cards, and a web
page. These will be designed by owner and computer generated to reduce any costs.
All services will be provided by owner of MC; no services will be outsourced or contracted currently.
MC will strive to stay abreast of all current technical aspects in regards to knowledge and expertise in
relevant areas. As budget is developed MC will ensure there are funds set aside for any training needed.
3.1 Service Description
Hourly – Short term assistance needed from MC supplied to customer at hourly rate. Rates vary
by services being offered and include regular rate and emergency rates.
Project – Includes consulting on a specific project, whether it is a system upgrade, installation of
new systems, disaster recovery and specific reporting requirements that are more time
intensive than hourly is a reasonable fee schedule.
7|Page

8. 3.2 Sales & Marketing Literature
Logo and image – MC will create a custom logo that will be printed via a web retailer on themed
stationary including Letterhead and business cards. MC will use this same color scheme, logo and theme
for web presence.
Web Presence – MC will create a web site staying in same design theme as printed materials. This
website will begin with basic information about the company and grow with each project to showcase
MC skills and accomplishments as well as customer testimonials.
Sales Brochure – MC sales brochure will include basic information about services rendered for support
of iMIS non-profits.
3.3 Fulfillment & Management
Fulfillment of all services will be provided by MC owner and MC will be managed solely by owner.
3.4 Competitive Comparison
The competitive market includes
In House support – for larger non-profits that can afford the costs associated with a full time
staff member.
Small Consulting Firms – consisting of individual consultants as well as smaller firms, this group
is the largest competition for MC.
Existing iMIS support Companies – these companies that support many iMIS users through a
service ticket system.
MC will need to mainly compete with other small consulting firms. The best way for MC to “stand out
from the crowd” is through personalized networking and recommendations as well as outstanding
service that ensure that MC is the go to company for work to be completed.
8|Page

9. 3.5 Technology
In order to stay knowledgeable and pertinent MC will spend a reasonable portion of each year’s revenue
to upgrade equipment and software used on a regular basis. Technology knowledge and use will be vital
to the ensured success of MC consulting services, training programs options will be sought in each area
of expertise to ensure current and valid knowledge of the hardware/software.
4.0 Market Analysis Summary
MC will focus on a small sector of the market, with specific needs involved – the Non-Profit Community
using or looking to utilize iMIS.
MC faces a fair amount of competition in this market area and will need to focus on being effective in
marketing to its target market clearly as well as offering superior support to retain its clients.
ASI (the maker of iMIS software) has more than 30% of the associations in the U.S., Canada, U.K. and
Australia and was ranked #1 association software by global independent survey.1 This market
penetration of the iMIS program gives MC a vast market to work with in the U.S. and Canada.
4.1 Market Segmentation
MC will focus on the non-profit sector of the U.S. – currently estimated at 1.5 million organizations.
MC will narrow down its market to Minnesota (36,190), Wisconsin (37,234), the Dakotas (13,507) and
Iowa (30,282) as well as those non-profits outside of MC’s local area that require only remote
assistance. 2 (All non-profit numbers from nccsdataweb.urban.org.)
4.2 Target Market
The target market for MC will be split into two main segments:
Non-Profits with existing iMIS installations and those looking to install iMIS
With ASI recording its 19th straight year of revenue growth and profitability in 2010 MC is confident that
iMIS is not a passing fad in non-profit technology. With more than 200 organizations investing in its
newest software release MC will have a continuing ability to market and network with new clients.
1
http://www.advsol.com/AM/Template.cfm?Section=Press_Room3&CONTENTID=16812&TEMPLATE=/CM/Content
Display.cfm
2
http://nccsdataweb.urban.org/tablewiz/tw_bmf.php
9|Page

10. 4.3 Market Need/Service Business Analysis
ASI the company that created iMIS does not supply end user support. Only Service Firms and
Consulting firms are utilized in supporting the actual installation and daily operations of the iMIS
program.
Support firms can be cost prohibitive for small projects charging upwards of $200.00 per hour.
Support firms not time sensitive or flexible for changes, they have a large number of clients and
need to be responsive to all of them.
Customers tend to be loyal, relying on relationship formed with a specific consultant to turn in
to in times of need.
Reviewing support firm’s strengths and weaknesses show how MC can stand out – cost, time,
reliability, flexibility.
4.3.1 Business Participants
A search of internet and Yellow Pages returned the following results:
iMIS support & iMIS consulting for Yellow Pages returned zero results
iMIS support for Google Search returned 3-4 pages or iMIS consulting and support firms (Apx.
100)
iMIS consulting Minnesota returned 6 consulting firms and one independent consultant
4.3.2 Main Competitors
Service Firms (enSync, CSI, Nimble User, (C) Systems, LLC, etc) 3 -
Top Strengths – have large number of employees to handle customer needs
Primary Weakness – firms are often very busy supporting multiple clients and not able to turn
requested services around quickly and charge very high rates for services.
iMIS Consultants –
Top Strengths – have been in business for a while and have built reputations
Primary Weakness – most seem to limit their assistance to geographic regions.
3
http://www.advsol.com/AM/Template.cfm?Section=North_America4
10 | P a g e

11. 5.0 Strategy and Implementation Summary
MC will focus on establishing repeat customers to grow core business:
Promotional strategy includes networking and referrals within the iMIS community.
MC will create a value proposition that sets the business apart from the competition; provide
effective, knowledgeable support to non-profit computer users utilizing iMIS.
Focus on accessing reoccurring consulting contacts to secure additional referrals within the
community to drive business growth.
5.1 Pricing Strategy
MC will adopt a pricing strategy based on competitive rates for consulting firms. A survey of consulting
firms and Support firms found:
Hourly Rate Pricing – average rate for consulting is $75.00 - $100.00 dependent if service is
rendered for system setup/support or reporting assistance.
Project Pricing – average rate for consulting is $500.00 plus travel expenses.
In comparison the average hourly rate for Service companies is $180.00 and project pricing is generally
$800.00 - $1000.00 per day plus travel.
11 | P a g e

12. 6.0 Financial Plan
Revenue Model:
All revenue for MC will come from contract work on per hour or per project basis.
See attached Excel Spreadsheet for Sales Forecast, Income Statement, Cash Flow and Balance Sheet in higher detail.
12 | P a g e

13. 13 | P a g e

14. 7.0 SWOT Analysis
Strengths
MC has a great deal of internal strengths lending to a greater chance of success. By being a small
company MC has a flexibility and great ability to react to changes quickly; this will include items such as
marketing initiatives, service rates, communication tools, technology and training. With a history of
iMIS experience in regards to support, implementation and reporting MC has a strong foundation of
knowledge to support clients. Existing contracts and networking contacts have previously approached
the owner of MC to take on additional work and clients, through these contacts MC will be able to meet
expected growth with little expenditure in marketing and advertising. MC has limited start-up and
ongoing costs, allowing owner to meet financial goals.
Weaknesses
MC must address internal weaknesses in order to be successful and meet planned financial goals. The
target market is very narrow; while the number of iMIS non-profit users is large there is a fully saturated
market that MC must begin competition in. MC is not looking for a full time business venture, which
may limit the number of clients, projects and specific requests the MC can take on. By limiting the
business MC accepts could potentially offend and loose clients that are looking for more hours of
support. MC’s size and abilities limit the size and scope of the projects that can be accepted, some
projects will be lost to service firms that can handle much larger projects. A home business carries with
it a great deal of risk involved, time, energy, money and distraction are a few of the main weaknesses
that must be identified and addressed. MC has a lack of reputation within the community, reference
and referrals will be limited to current clients and previous contracts.
Opportunities
The iMIS community and user group is a rapidly growing and stable market, giving MC a strong target
market to enter and build a relationship in. With the downturn in the economy many non-profits are
looking for less expensive ways to achieve their operational goals. MC’s reduced rates will allow many
non-profits to accomplish projects while releasing a cost savings over service firms. The relationships
that MC has currently built are very strong and have evolved over years of service; the strength of these
relationships leads MC to believe that more relationships such as these are valid and available to be
made.
14 | P a g e

15. Threats
The main threat MC faces is competition from the consulting sector of the iMIS service providers. Many
non-profits were unable to maintain their staffing and had to let go of talented, trained staff in the
economic downturn. Many of these workers started consulting on the side with the employers who
were not able to afford them as full time staff and have turned it into a successful business. Not all non-
profits are willing to take a risk on the small consulting firm instead of the tried and true service firms.
Many non-profits may require you to not share the knowledge you have gained from a specific job in
process or automation as they feel it is proprietary information; this lack of information sharing can
cause a reduced knowledge sharing for future projects. Also with the changes in technology and
opportunities some non-profits are migrating away from the use of iMIS and other software they must
purchase to hosted solutions to cut expenses and staff required. Another major threat to MC is the fact
that the iMIS market is well established, and most companies are entrenched with a current service
provider making it harder for MC to enter the market.
15 | P a g e