Business Plan Sample 2

XX BODY CREAM
BUSINESS PLAN

PHOTO

NY, December 20xx

XX Body Cream

Table of Contents

Executive Summary .......................................................................................... 5

Opportunity ................................................................................................ 5

Problem .............................................................................................................5
Solution .............................................................................................................5
Market ...............................................................................................................5
Competition .......................................................................................................6
Why Us? ............................................................................................................6

Expectations............................................................................................... 6

Forecast ............................................................................................................6
Financial Highlights by Year ................................................................................7
Financing Needed...............................................................................................7

Opportunity....................................................................................................... 8

Problem & Solution .................................................................................... 8

Problem Worth Solving .......................................................................................8
Our Solution.......................................................................................................9

Target Market........................................................................................... 10

Competition.............................................................................................. 11

Current Alternatives..........................................................................................11
Our Advantages ...............................................................................................12

Execution ........................................................................................................ 13

Marketing & Sales .................................................................................... 13

Marketing Plan .................................................................................................13

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Sales Plan ........................................................................................................16

Operations................................................................................................ 17

Locations & Facilities ........................................................................................17
Technology ......................................................................................................17
Equipment & Tools ...........................................................................................18

Milestones & Metrics................................................................................ 19

Milestones Table ..............................................................................................19
Key Metrics ......................................................................................................19

Company ......................................................................................................... 21

Overview .................................................................................................. 21

Team......................................................................................................... 21

Management Team...........................................................................................21
Advisors...........................................................................................................21

Financial Plan.................................................................................................. 22

Forecast.................................................................................................... 22

Key Assumptions ..............................................................................................22
Revenue by Month ...........................................................................................24
Expenses by Month ..........................................................................................25
Net Profit (or Loss) by Year...............................................................................25

Financing.................................................................................................. 26

Use of Funds....................................................................................................26
Sources of Funds..............................................................................................27

Statements............................................................................................... 27

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Roadmap .........................................................................................................27
Projected Profit & Loss .....................................................................................29
Projected Balance Sheet ...................................................................................30
Projected Cash Flow Statement .........................................................................31
Appendix ......................................................................................................... 32
Profit and Loss Statement ....................................................................... 32
Profit and Loss Statement (With Monthly Detail) ................................................32
Balance Sheet .......................................................................................... 40
Balance Sheet (With Monthly Detail)..................................................................40
Cash Flow Statement ............................................................................... 47
Cash Flow Statement (With Monthly Detail) .......................................................47

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Executive Summary

Opportunity

Problem

Dull Skin! Dull dry skin is a problem everybody faces! Year round people apply creams
and lotions to ashy hands, elbows, knees and toes because dryness troubles them
physically and makes them feel uncomfortable.

Solution

An incomparable body butter, «Brand Name» - also a message to remain regal and
radiant when facing difficult situations, soothes dry ashy skin. Shea butter which is a
leading moisturizer with exceptional healing properties, along with Tamanu oil which
has skin regenerating effects, are combined together in a unique recipe.

Market

Global skin care products market is quite large and would reach $179 billion by 2022
from $130 billion in 2015, growing at a 4.7% annual rate. The U.S. skin care market
follows the same growth rates and will reach nearly $11 billion in 2018.

«Brand Name» Body Butter is a all natural ingredient skin care product that is
positioned in that huge market - huge in both terms of dollar value and number of
potential users. Even though dry skin is a concern of everyone, «Brand Name» Body
Butter prime target audience is Black Women as well as men and women of color for
their extra dry skin needs.

In the US alone, out of 323.13 million people (2016), non white population counts for
nearly 40% of the total or 129.25 million. The overall total population of the world is
approximately 7.45 billion (2016) with non white population counting for nearly 85% of
the total or 6.33 billion.

So, the numbers for «Brand Name» Body Butter are there; both market value and
consumers.

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secret information and is shared only with the understanding that you will not share its contents
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Competition

«Brand Name» Body Butter is a unique creamy shea butter formula. There is a number
of competitive brands in the market today, sold locally or via internet. Competition for
«Brand Name» is global and anyone can enter the market easily.

Main competitors are Shephora, Palmers and Vaseline as well as shea butter or similar
extra moisturizing oils containing brands such as The Body Shop, Soap & Glory, Bliss,
Burt’s Bees, Whish, Lollia, Caudalie, L’Occitane, Kai, Tree Hut, Kiehls, Shea Yeleen, Lux
and Kuumba MADE.

Why Us?

«Brand Name» has entered and plans to be established in the vast skin care
market with a unique proposition, that is to offer the consumers a sui generis, lower
price, homemade, natural ingredient, high end packaged product that will serve the
necessity of skin and feet moisturize and protection of women, men and children
globally and especially people of color whose skin moisturizing needs are greater.

Expectations

Forecast

«Brand Name» business plan was prepared by it’s enthusiastic and at the same time
realist founder «Entrepreneur’s Name», who included in it all her modern marketing and
selling ideas in order to make her product known and available to everybody.

Based on the marketing and sales plan, projected sales for 2018 will be $426,000 with a
52% gross profit margin, utilizing 50% of the production capacity. The estimated
annual growth rate is 10% and it is well supported by the production capability.

There is a great effort to keep operational expenses as low as possible, with marketing
expenses being the largest cost right after labor cost. Operational profit is estimated at
26.5% while net profit is at 21%.

The overall picture of the business as it was planned, is profitable and promising.
«Entrepreneur’s Name», the founder and CEO of «Brand Name» is determined to
succeed so, she has clearly drown her business pathway to achieve total success: top

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secret information and is shared only with the understanding that you will not share its contents
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XX Body Cream

quality and best price product and service, constant marketing actions, optimal
operations and continuous business and financial track, evaluation and control.

Financial Highlights by Year

Financing Needed

«Brand Name» is expected to be profitable right from year one, with positive cash
flow. In order to achieve this, there is an investment required in new production and
administration space, equipment, personnel and marketing as well as initial inventory to
get the production started.

Total initial investment is estimated to nearly $43,000, of which $35,000 is required by
external funding – investment or loan.

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Opportunity

Problem & Solution

Problem Worth Solving

As a dancer and choreographer «Entrepreneur’s Name» «Brand Name» founder and
CEO, have seen a lot of feet that go uncared for. There are different levels of
unconcern for the skin. The skin is a person's major protectant against the outside
forces that dry and scaly it. »Brand Name» Body Butter was created to address this
problem.

In addition to that and whilst hitting on a cultural nerve, «Brand Name» Body Butter
opens the conversation on skin care in a humorous way to address a classic black
concern-dry skin. “Brand Name” is a term unique to the African-American community; it
is a double entendre meaning dry skin and severe or disturbing speech, thoughts,
actions.

There are plenty of products in the market, but their concept is to sell all natural
products as if they were a luxury not to be accessible to everyone; all natural products
should be a staple for e v e r y b o d y.

People are looking for homemade wholesome products to incorporate into their
lifestyle, at a price they can afford. «Brand Name» offers this oportunity and above
that, allows for people to give to a company that gives part of it's proceeds back to
society and in this case, to youth in the arts («Area Name» School of the Arts).

So, there are two choices, to be or not to be...there is no question...»Brand Name»!

«Brand Name» with your skin. «Brand Name» with your attitude!

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Product
Photo

Our Solution

«Entrepreneur’s Name» created «Brand Name», the best body butters in the world. A
creamy shea butter formula that leaves the skin soft and glowing throughout the day.

«Brand Name» is a mix of healing emollient oils that achieve a desired satin finish on
the skin.

From the packaging, to the scents and feel of the cream, «Brand Name» Body Butter
has a leg up on its competition. «Brand Name» Body Butters are sold in recyclable glass
jars filled to the brim with a rich mix of oils to bring an ash free existence.

Shea butter homemade moisturizers are very much in demand. The world found out
about the secrets Shea butter from people who have long known the benefits, Africans.
Shea butter is a natural oil and a skin superfood that comes from the seeds of the fruit
of the Shea (Karite) tree and that is naturally rich in vitamins A, E and F. It offers UV
protection (it is SPF ~6) and provides the skin with essential fatty acids and the
nutrients necessary for collagen production.

Body Butter is a great way of nourishing tired and dry skin, in every season. It is so
important to revive those dry, cracked elbows, knuckles, knees, and toes with some
creamy goodness.

As well as preserving the butter, Vitamin E Oil also helps reduce fine lines and wrinkles,
stretch marks, and protects against sun damage.

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«Brand Name» products include:

xxxx Foot Cream – A peppermint, Eucalyptus, tea Tree oil blend leaves a tingling
sensation on the feet encouraging the relaxation process. Especially good for dancers.

xxxx Body Butter – This brilliant recipe makes a body butter perfect for use after
shaving to provide protection and healing.

xxxx Body Butter – A small ‘pick you up’ for your tired and worn feet. A simple and
effective way to get that bounce back in your step again.

xx xx Hair and Beard Butter – Want soft silky hair? Well this is the butter for you.
The sensual rich fragrance of Vanilla & Sandalwood will empower any man with a
beard to look and feel fabulous. The moisturizing properties soften hair we wish to coif.

Target Market

Global skin care products market is quite large and would reach $179 billion by 2022
from $130 billion in 2015, growing at a 4.7% annual rate. The U.S. skin care market
follows the same growth rates and will reach nearly $11 billion in 2018.

Skin care products comprise chemical compounds, medicinal herbs, or natural
ingredients applied on the skin to maintain the texture and moisture of the skin. The
skin care products are categorized into two broad segments: face care products and
body care products.

The global skin care products market is segmented based on product type and
geography. Based on the product type, the market is further bifurcated into face cream
and body lotion/ream/butter. Geographically, the global skin care products market is
segmented into North America, Europe, Asia-Pacific, and LAMEA. In 2015, Asia-Pacific
generated the highest revenue, followed by North America.

Increasing awareness towards one’s beauty and overall appearance is driving the
demand of skin care products. The demand is further supported by increasing
disposable income of the consumers. Organic skin care products are gaining widespread
popularity worldwide, owing to the rising awareness of the probable side effects of
chemical based skin care products. Last year, Grand View Research announced that the
global organic beauty market was likely to reach $16 bn by 2020, showing 8%-10%
annual growth. The U.S. skin care and toiletries market in general is benefiting from
rising demand for natural and organic products, with a faster growth rate than that of

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secret information and is shared only with the understanding that you will not share its contents
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XX Body Cream

the overall market. In 2016, 57% of U.S. women said it was important to buy all-
natural skin-care products.

Further, with the increasing marketing efforts of the players and growing online market,
consumers across the globe are able to gain access to advanced skin care products,
thereby, supplementing the market growth.

Skin care products such as moisturizers, lotions, skin brightening creams, toners,
serums, sunscreens, body lotions, and body oils are widely used by customers of all age
groups to maintain a healthy and glowing skin. These products target different skin
areas and problems such as dryness, blemishes, acne, blemished and black patches,
sunburns, pigmentation, and early ageing among others. Regular use of skin care
products prevents skin problems and helps in attaining healthy skin. With rising
pollution levels, global warming, and hectic lifestyle leading to growing stress levels,
there is an ever-increasing need for such products to protect the skin and prevent
damages, thus, driving the demand of skin care products.

«Brand Name» Body Butter is a all natural ingredient skin care product that is placed in
a huge market - huge in both terms of dollar value and number of potential users.
Even though dry skin is a concern of everyone, «Brand Name» Body Butter prime
target audience is Black Women as well as men and women of color for their extra dry
skin needs.

In the US alone, out of 323.13 million people (2016), non white population counts for
nearly 40% of the total or 129.25 milion. The overall total population of the world is
approximately 7.45 billion (2016) with non white population counting for nearly 85% of
the total or 6.33 billion.

So, the numbers for «Brand Name» Body Butter products are there; both market value
and consumers.

Competition

Current Alternatives

«Brand Name» Body Butter is unique creamy shea butter formula. There is a number
of competitive brands in the market today, sold locally or via internet. Competition for
«Brand Name» is global and anyone can enter the market easily.

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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.

XX Body Cream

Main competitors are Shephora, Palmers and Vaseline as well as shea butter or similar
extra moisturizing oils containing brands such as The Body Shop, Soap & Glory, Bliss,
Burt’s Bees, Whish, Lollia, Caudalie, L’Occitane, Kai, Tree Hut, Kiehls, Shea Yeleen, Lux
and Kuumba MADE.

«Brand Name» comes to 4oz and 8oz jars at $12 and $20 respectively. Most of
competitor prices for the same volume, vary at higher dollar range. The following table
presents an indicative competition price list.

Our Advantages

«Brand Name» has entered and plans be established to the vast skin care market with
a unique proposition, that is to offer the consumers a sui generis formula, lower
price, homemade, natural ingredient, high end packaged product that will serve
the necessity of skin and feet moisturize and protection of women, men and children
globally and especially people of color whose skin moisturizing needs are greater.

Along with product and marketing features, «Brand Name» shows also high social
sensitivity and gives part of it's proceeds back to society and in this case, to youth in
the arts; to «Area Name» School of the Arts.

For all these key elements, «Brand Name» holds an advantage over its competitors that
will allow to grow fast and get the market share it deserves.

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secret information and is shared only with the understanding that you will not share its contents
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XX Body Cream

Execution

Marketing & Sales

Marketing Plan

Product
«Brand Name» Body Butter is handmade and comes in a glass jar at 4oz and 8oz in a
variety of texture and fragrance.

Product
Photo

xxxx/ Lemongrass & Rosemary

Product xxxx/ Peppermint
Photo

Product xxxx/ Lavender Citrus
Photo

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Product xxxx/ Fig & Ginger
Photo

Product xxxx / Sandalwood & Vanilla
Photo

«Brand Name» Body Butter ingredients are all natural and include – apart from
fragrance:

• Shea Butter,
• Coconut Oil,
• Cocoa Butter,
• Beeswax,
• Jojoba Oil,
• Olive Oil,
• Vitamin E Oil (Sunflower Seed Oil, Safflower Seed Oil, Tocopheryle Acetate, Rice

Bran Oil, Sweet Almond Oil, Apricot Kernel Oil, Avocado Oil, Wheat Germ Oil,
Lecithin) and
• Tamanu Oil.

«Entrepreneur’s Name» is constantly searching for new recipes and ingredients trying
to develop new products to market.

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Price

«Brand Name» Body Butter comes in 4oz at $12.00 and 8 oz at $20.00 jars. Most of
competitor prices - for the same volume, vary at a higher dollar range. The firms’s
pricing strategy for this new product is average to lower price, for quicker market
penetration and larger market share capture.

Promotion

Based on the product’s characteristics, the target market, the target areas and the
considered points of sales, promotion strategy will be deployed in several levels.

At this time «Brand Name» already has a website («Brand Name»), an Etsy store and
pages on Facebook, Instagram, Pinterest and YouTube.

For running and updating these pages on a daily basis, the firm will hire a social media
consultant.

A social media marketing campaign will be designed and released.

A product press release and brochure/leaflet will be prepared with details and product
photos.

The product press release and brochure/leaflet will be released to beauty / women
magazines, blogs, facebook pages, etc.

A detailed list of all beauty / hair salons in «Area Name» and «Area Name»will be
prepared (there are 100's of beauty & spas salons in «Area Name» and «Area
Name»area - www.yelp.com).

A carton stand with room for 12-15 jars will be designed and made for beauty salon
promotion.

A flyer will be prepared with product information and photos in one page and fill in
customer information on the other page, in order to inform potential customers and
aquire their contact details.

An adequate number of product samples will be prepared in order to be offered to
beauty / hair salons for free distribution to their customers to try «Brand Name»
products.

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Contact will be made with all (if possible) beauty / hair salon list in order to
communicate the new product, proceed with the business deal and place the stand with
the products and samples. The beauty / hair salon will give away samples to customers
in return to their contact details (name, cell number and / or email) in order for «Brand
Name» to be able to contact them directly and promote through email and whatsapp
campaign.

List with venues (AfroPunk, etc).

Distribution

«Brand Name» Body Butter is sold and delivered online via Etsy.com. As a next step is
an Amazon store, along with the online store at «Brand Name».com.

Physical selling and distribution is planned to start within next month though a number
of beauty / hair salons, initially in «Area Name» & «Area Name»and then expanding to
nearby areas.

In the beginning of 2018 sales channels will expand to high end boutiques and also
stores like Sephora, Wholefoods, Target, & Ricky's.

Storage of materials and ready to sell products, will be within «Brand Name» premises.

Sales Plan

«Brand Name» sales plan will include elements for growing the existing business and
acquiring new. A basic tool for that is to increase awareness and quantify effort.

A first crucial step is to constantly run and update social media pages and appear in
more beauty related blogs. This will happen with the social media consultant efforts
and marketing campaign success. To quantify this step, there should be no less that 2
annual marketing campaigns and no less that 50 new followers per week in «Brand
Name» social media pages. These followers will generate sales.

Another crucial step is the creation of the new Amazon store as well as the website
(«Brand Name») e-shop. The e-shops will not only serve as points of sales but as sales
generators as well.

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E-shops along with social media pages and marketing campaigns, will also generate
new sales by annual or semiannual special offer periods, such as Christmas, September
/ after sea and sun, etc.

Physical store sales will occur initially through beauty salon business deals. At first,
salons in the areas of «Area Name» and «Area Name» will be contacted. To quantify
this step, there should be no less than 15 contacts with a target of 3 business deals per
week. These business deals will generate sales.

Non internet and non physical store sales include email and cell phone numbers
collection leads, that will generate mail sales after email and whatssapp campaigns. To
quantify this, there should be no less than 20 new emails and 20 new cell phone
numbers collected per week.

Finally, there will be «Brand Name» venue, fair, conference, etc., presence and
participation that will endorse awareness and generate sales at that time or in the
future. To quantify this, there should be no less than 6 venue, fair, conference, etc., to
attend annually.

Operations

Locations & Facilities

Today, all production and administration process is held in a room at the founder’s
apartment in «Area Name». With the new investment and business expansion,
production and administration will be moved to a new space, adequate for a larger
scale production activity.

Technology

There is no special technology in terms of software or hardware used in production. In
the labeling design and printing process, a computer and laser printer is used with
designing software installed.

Selling is processed by Etsy at this time and Amazon as soon as the store will be
created.

As soon as «Brand Name» e-shop is created, relative software will be used for running
the store, while payments will be processed by the bank.

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Equipment & Tools

As mentioned before, today all production and administration process is held in a room
at the founder’s apartment in «Area Name». This room is equipped with three small
Magic Bullet blenders in which oils and butters are blended together, one industrial
table for adding all the oils as well as other smaller tables and metal shelving units.

In order to take the next step and meet the boosting interest and demand of its unique
body butter, «Brand Name» plans to proceed with investing in new equipment and tools
that will increase productivity and product quantity output.

After careful study of the specific needs and market, the firm included the following
equipment as a priority step to its expansion:

• One Hot plate with thermometer gauge - Cusimax 1800W Double Hot Plate.
• Medicine droppers for essential oils.
• One Kitchen Scale - Rubbermaid® Digital Utility Scale - 150 lbs. x .2 lb.
• Three Industrial table.
• Five Commercial Blenders.
• Five Measuring Cups (for scooping) - Pyrex Glass Measuring Cups (32oz).
• Cutting Wire - Sherrill Mudtools Mudwire Standard Green Handle Cutoff Tool for

Pottery and Clay Artists.
• Two Measuring Cups for Oils - Pyrex 3-Piece Glass Measuring Cup Set.
• Two Pyrex bowls.
• Three QT Sauce pan.
• Metal shelving unit for readymade product storage.
• Computer.
• Laser Printer.

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Milestones & Metrics

Milestones Table

Milestone Due Date Who's Responsible
Social Media Consultant hire. September 25, 2017 «Entrepreneur’s Name»
Product Press Release and Brochure / Leaflet. September 29, 2017 «Entrepreneur’s Name»
File Business Plan and Secure Investment. October 02, 2017 «Entrepreneur’s Name»
Rent New Premises. October 02, 2017 «Entrepreneur’s Name»
Buy and Install New Equipment. October 09, 2017 «Entrepreneur’s Name»
Product Press Release and Brochure / Leaflet release. October 09, 2017 «Entrepreneur’s Name»
Beauty / Hair Salons list preparation October 09, 2017 «Entrepreneur’s Name»
Product Samples preparation / Stand / Flyers. October 23, 2017 «Entrepreneur’s Name»
Beauty / Hair Salons contact. October 30, 2017 «Entrepreneur’s Name»
Social Media Marketing campaign. November 01, 2017 «Entrepreneur’s Name»
Email and Whatsapp campaign November 15, 2017 «Entrepreneur’s Name»

Key Metrics

Key business performance metrics are business and financial elements that are used to
track, evaluate and control key / basic areas of the business. The metrics table include
Business and Financial Metrics, Quarterly Quantitative Targets and Quarterly
Quantitative Results. In that way the business can track and evaluate it's performance.

Business Metrics , include social media followers, press releases, new products, new
points of sales, number of remaining and new emails and cell phone numbers in
registry as well as events, venues, etc. planned.

Financial Metrics , include sales growth per product and per point of sale, average
gross profit per product and per point of sale, overall gross profit, operational profit, net
profit variation and actual results compared to budget.

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XX Body Cream

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Company

Overview

«Brand Name» is a sole proprietorship owned by «Entrepreneur’s Name», who is also
CEO. «Entrepreneur’s Name» is a dancer and choreographer who's toured the world
with her art. She also a candidate for MFA at XXX. «Entrepreneur’s Name» created
«Brand Name» as an expression of self love.

Following this business plan implementation and due to anticipated business size, a
Limited Liability Corporation is considered.

Team

Management Team

Apart from «Entrepreneur’s Name», management team also includes “Name Surname”,
Creative Managing Consultant and Executive Producing Associate. “Name Surname” is
a cavalier & savy business woman who joint «Brand Name» after having run her own
fashion business for many years.

Advisors

«Brand Name» collaborates - on a steady monthly basis, with “Name Surname”,
Consulting Advisor. “Name Surname”, currently the country manager of The Estée
Lauder Companies in Sub-Saharan Africa, has 20 years of experience in general
management, corporate strategy, strategic consulting and operations for large and
medium consumer-focused corporations in US, Europe, Africa.

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Financial Plan

Forecast

Key Assumptions

«Brand Name» projected revenue - from electronic and physical points of sales (as
described in marketing and sales plan), occurs from: 1) Separate individual sales of
“Product”, “Product”, “Product”, “Product”and “Product” body butter and 2) Gift boxes
containing 3 items.

For financial projections reasons a total of 4 revenue streams is calculated: 1)
“Product”/ “Product”/ “Product” Body Butter, 2) “Product” Foot Cream, 3) “Product” Hair
& Beard Cream and 4) Gift Box sales.

Financial projections include years 2018, 2019 and 2020, are on a monthly basis and
are based on 4oz unit sales forecast. Gift boxes sales projections are calculated based
on a three 4oz unit combination box.

Unit sales are estimated at:

• 1650 units for January 2018, increased by 10% for January 2019 and another
10% for January 2020, for “Product”. Each November has a 10% increase from
previous month’s unit sales and each December another 10% increase from
November’s unit sales.

• 850 units for January 2018, increased by 10% for January 2019 and another
10% for January 2020, for “Product” Foot Cream. Each November has a 10%
increase from previous month’s unit sales and each December another 10%
increase from November’s unit sales.

• 280 units for January 2018, increased by 10% for January 2019 and another
10% for January 2020, for “Product”. Each November has a 10% increase from
previous month’s unit sales and each December another 10% increase from
November’s unit sales.

• 35 units for January 2018, increased to 40 for January 2019 and to 45 for
January 2020, for Gift Boxes. Each November has +5 unit increase from
previous month’s unit sales and each December another +5 unit increase from
November’s unit sales.

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XX Body Cream

Selling price is considered to be constant for all three years, at $12 per base 4oz unit
and at $35 per base three 4oz unit gift box.

Direct materials cost per base 4oz unit is estimated at $5.32 and include:

• Ingredients at $3
• Jar at $0.96
• Label at $0.60
• Packaging at $0.76

• Tape at $0.05
• Bubble Wrap at $0.01
• Tissue paper at $0.08
• Box at $0.62

Total Direct labor is at $0.41 and is calculated as following:

• Total time for blending is 2.5 minutes per 30 units per blender, which leads to
$0.08 labor cost per unit.

• Total time needed to fill and package a jar (base 4oz unit) is 2 minutes, which
leads to 30 units per hour. Labor cost is at $10.00 per hour so, is $0.33.

Total direct cost per base 4oz unit, is $5.73 or 47.75% of selling price.

Direct materials cost per base three 4oz unit gift box is $ 17.06 and includes:

• $14.91 = 3 X $4.56 (ingredients, jar and label) + 3 X $0.41 (labor)
• Paper at $0.15.
• Gift Box at $2.00

Total Direct labor at $0.66, which is calculated as following:

Total time needed to fill and package the gift box is 3 minutes, which leads to 20 units
per hour. Labor cost is at $10.00 per hour so, is $0.50 per unit.

Total direct cost per base gift box, is $17.56 or 50.17% of selling price.

«Brand Name» personnel includes «Entrepreneur’s Name», who is also CEO and has a
salary of $1,500 per month, “Name Surname”, Creative Managing Consultant and
Executive Producing Associate with a monthly salary of $1,500 “Name Surname”,
Consulting Advisor, who has a $500 monthly fee as an external contractor. There are

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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.

XX Body Cream

two new employees added during the 3 year period: one in November 2018 at $1,000
salary and one in May 2019 again at $1,000 salary.
General expenses include:

• Rent at $2,000 per month.
• Internet at $100 per month.
• Electric at $65 per month.
• Telephone at $60 per month.
• Legal, Accounting and other Professional fees at $150 per month.
• Website at $380 per year.
• Office supplies at $200 per month.
• R& D at $5,000 per year.
• Marketing at $1,200 per month.
• Insurance at $200 per month.
• Unforeseen expenses at $350 per month.
Useful life for all electric and electronic equipment is 5 years, utensils and tools 7 years
and furniture 10 years.
All sales and purchases are in cash.

Revenue by Month

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XX Body Cream

Expenses by Month

Net Profit (or Loss) by Year

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XX Body Cream

Financing

Use of Funds

The initial investment required is $42,177.80 and includes:

• Assets, at $9,677.80
• One Hot plate with thermometer gauge - Cusimax 1800W Double Hot
Plate at $66
• Medicine droppers for essential oils at $50
• One Kitchen Scale - Rubbermaid® Digital Utility Scale - 150 lbs. x .2 lb. at
$150
• Three Industrial table at $615
• Five Commercial Blenders at $4,640
• Five Measuring Cups (for scooping) - Pyrex Glass Measuring Cups (32oz)
at $60
• Cutting Wire - Sherrill Mudtools Mudwire Standard Green Handle Cutoff
Tool for Pottery and Clay Artists at $11
• Two Measuring Cups for Oils - Pyrex 3-Piece Glass Measuring Cup Set. At
$30
• Two Pyrex bowls at $15.80
• Three QT Sauce pan at $40
• Metal shelving unit for readymade product storage at $1,000
• Computer at $2,000.
• Laser Printer at $1,000.

• Initial Marketing at $20,000
• Social Media Marketing campaign at $4,000
• Product Press Release and Brochure/Leaflet at $1,500
• Carton Stand at $3,000
• Customer Flyers at $2,000
• Product Samples at $4,000
• Beauty / Hair Salons list and contact at $1,500
• Email and Whatsapp campaign at $2,000
• Venues campaign at $2,000

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XX Body Cream

• Legal at $3,500

• Trademark at $300
• Incorporation at $2,500
• Other at $700

• Initial cash at $9,000

• Inventory at $7,500
• Cash in hand at $1,500

Initial cash includes inventory for 15 days production materials and cash in hand.

Sources of Funds

The total investment amount of $42,177.80 will be acquired by a 12% 5 year loan
($35,000 with monthly payback installments of capital and interest starting February
2018) and private investment by «Entrepreneur’s Name» ($6,178 with monthly payback
installments of $200 beginning January 2019) and Name Surname ($1,000 with one-off
payback installment in June 2018 ).

Statements

Roadmap

When started «Entrepreneur’s Name»’s vision was to create a Body Butter for Black
Women, men and women of color for their extra dry skin needs; and she did exactly
that. Her unique recipe appealed to all people with ashy skin trying to find a solution to
that problem.

«Entrepreneur’s Name» realized the increasing interest for the product and the solution
it provided and decided to walk the extra mile: to expand and be able to produce and
sell larger quantities of her body butter, as well as search and test new recipes and
ingredients in order to develop new products to the local and global skin care market.

That is what this plan is all about. Detected the increasing interest and demand for her
products, «Entrepreneur’s Name» is drawing the big picture for Brand Name. She
estimates demand and future sales, determines how she will be able to meet this

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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.

XX Body Cream

demand, completes her production capacity with new equipment and markets her
products in such ways in order to be known to everybody in her target group.

So, «Entrepreneur’s Name» looks the local and global skin care market right in the eye:
larger production capabilities, new and increased number of points of sales, distribution
and promotion channels. The roadmap to success.

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secret information and is shared only with the understanding that you will not share its contents
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XX Body Cream 2018 2019 2020
$425,985 $469,461 $517,257
Projected Profit & Loss
$203,777 $224,587 $247,460
Revenue
$222,209 $244,874 $269,796
Direct Costs 52% 52% 52%

Gross Margin $44,000 $63,800 $69,690
Gross Margin % $7,600 $11,560 $12,738
Operating Expenses $24,000 $24,000
$24,000
Salary $1,200 $1,200 $1,200
Employee Related Expenses $780 $780 $780
Rent $720 $720 $720
Internet $1,800
Electric $380 $1,800 $1,800
Telephone $2,400 $380 $380
Professional Fees $5,000
Website $2,400 $2,400
Office Supplies $14,400 $5,000 $5,000
R&D $2,400 $14,400 $14,400
Marketing $4,200 $2,400 $2,400
Insurance $4,200 $4,200
Unforeseen $108,880 $132,640 $139,708
Total Operating Expenses
$113,329 $112,233 $130,089
Operating Income
$3,607 $3,278 $2,508
Interest Incurred $1,756 $1,756 $1,755
Depreciation and Amortization $17,275 $17,152 $20,132
Income Taxes $335,294 $379,413 $411,564
Total Expenses $90,691 $90,048 $105,693
Net Profit

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secret information and is shared only with the understanding that you will not share its contents
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XX Body Cream

Net Profit / Sales 21% 19% 20%

Projected Balance Sheet 2018 2019 2020
$204,467 $294,633 $403,470
Cash
Accounts Receivable $0 $0 $0
Inventory
Other Current Assets $204,467 $294,633 $403,470
Total Current Assets $9,628 $9,628 $9,628

Long-Term Assets ($1,756) ($3,512) ($5,267)
Accumulated Depreciation $7,872 $6,116 $4,361
Total Long-Term Assets $212,340 $300,750 $407,831

Total Assets $0 $0 $0
$17,275 $17,152 $20,132
Accounts Payable $68,158 $75,113 $82,761
Income Taxes Payable
Sales Taxes Payable $6,070 $6,840 $7,707
Short-Term Debt
Prepaid Revenue $91,503 $99,105 $110,600
Total Current Liabilities $23,968 $17,128 $9,420
Long-Term Debt
$115,471 $116,233 $120,021
Total Liabilities $7,178 $7,178 $7,178
$87,291
Paid-In Capital ($1,000) $90,048 $174,939
Retained Earnings $90,691 $105,693
Earnings $96,869 $184,517 $287,810
Total Owner's Equity $212,340 $300,750 $407,831

Total Liabilities & Equity

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XX Body Cream

Projected Cash Flow Statement

Net Cash Flow from Operations 2018 2019 2020
Net Profit
Depreciation & Amortization $90,691 $90,048 $105,693
Change in Accounts Receivable $1,756 $1,756 $1,756
Change in Inventory $0 $0 $0
Change in Accounts Payable
Change in Income Tax Payable $0 $0 $0
Change in Sales Tax Payable $17,275 ($123) $2,980
Change in Prepaid Revenue $68,158 $6,955 $7,648

Net Cash Flow from Operations $177,880 $98,636 $118,076
Investing & Financing
($9,628) ($6,840) ($7,707)
Assets Purchased or Sold $7,178 $770 $867
Investments Received
Change in Long-Term Debt $23,968 ($2,400) ($2,400)
Change in Short-Term Debt $6,070 ($8,470) ($9,240)
Dividends & Distributions
Net Cash Flow from Investing & ($1,000) $204,467 $294,633
Financing $26,588 $90,166 $108,836
Cash at Beginning of Period $403,470
Net Change in Cash $0 $294,633
Cash at End of Period $204,467
$204,467

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secret information and is shared only with the understanding that you will not share its contents
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XX Body Cream

Appendix

Profit and Loss Statement

Profit and Loss Statement (With Monthly Deta

2018 Jan '18 Feb '18 Mar '18 Apr '18 May '18 Ju
Revenue $34,585 $34,585 $34,585 $34,585 $34,585 $

Direct Costs $16,544 $16,544 $16,544 $16,544 $16,544 $

Gross Margin $18,041 $18,041 $18,041 $18,041 $18,041

Gross Margin 52% 52% 52% 52% 52%
%
Operating $3,500 $3,500 $3,500 $3,500 $3,500
Expenses
$600 $600 $600 $600 $600
Salary
Employee $2,000 $2,000 $2,000 $2,000 $2,000
Related $100 $100 $100 $100 $100
Expenses $65 $65 $65 $65 $65
Rent $60 $60 $60 $60 $60
Internet $150 $150 $150 $150 $150
Electric $31 $31 $31 $31 $32
Telephone $200 $200 $200 $200 $200
Professional $416 $416 $416 $416 $417
Fees
Website
Office Supplies
R&D

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understanding that you will not share its contents or ideas with third parties witho

ail)

une '18 July '18 Aug '18 Sept '18 Oct '18 Nov '18 Dec '18
$34,585 $34,585 $34,585 $34,585 $34,585 $38,120 $42,015

$16,544 $16,544 $16,544 $16,544 $16,544 $18,236 $20,101

$18,041 $18,041 $18,041 $18,041 $18,041 $19,884 $21,915

52% 52% 52% 52% 52% 52% 52%

$3,500 $3,500 $3,500 $3,500 $3,500 $4,500 $4,500

$600 $600 $600 $600 $600 $800 $800

$2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
$100 $100 $100 $100 $100 $100 $100
$65 $65 $65 $65 $65 $65 $65
$60 $60 $60 $60 $60 $60 $60
$150 $150 $150 $150 $150 $150 $150
$32 $32 $32 $32 $32 $32 $32
$200 $200 $200 $200 $200 $200 $200
$417 $417 $417 $417 $417 $417 $417

ential, trade-secret information and is shared only with the 32
out the express written consent of the plan author.

XX Body Cream

Marketing $1,200 $1,200 $1,200 $1,200 $1,200
Insurance $200 $200 $200 $200 $200
Unforeseen $350 $350 $350 $350 $350

Total $8,872 $8,872 $8,872 $8,872 $8,874
Operating
Expenses $9,169 $9,169 $9,169 $9,169 $9,167

Operating $146 $350 $346 $341 $337 $
Income $1,444 $147 $146 $146 $147
$1,387 $1,389 $1,389 $1,389
Interest Incurred $27,006
Depreciation and $7,579 $27,300 $27,297 $27,292 $27,291
Amortization 22% $7,285 $7,288 $7,293 $7,294
Income Taxes 21% 21% 21% 21%

Total
Expenses
Net Profit
Net Profit /
Sales

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understanding that you will not share its contents or ideas with third parties witho

$1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200
$200 $200 $200 $200 $200 $200 $200
$350 $350 $350 $350 $350 $350 $350

$8,874 $8,874 $8,874 $8,874 $8,874 $10,074 $10,074

$9,167 $9,167 $9,167 $9,167 $9,167 $9,810 $11,841

$333 $328 $323 $319 $315 $310 $305
$146 $146 $147 $146 $146 $146 $147
$1,390 $1,391 $1,391 $1,393 $1,393 $1,496 $1,823

$27,287 $27,283 $27,279 $27,276 $27,272 $30,262 $32,449
$7,298 $7,302 $7,306 $7,309 $7,313 $7,858 $9,566
21% 21% 21% 21% 21% 21% 23%

ential, trade-secret information and is shared only with the 33
out the express written consent of the plan author.

XX Body Cream

2019 Jan '19 Feb '19 Mar '19 Apr '19 May '19 Ju
Revenue $38,120 $38,120 $38,120 $38,120 $38,120 $

Direct Costs $18,236 $18,236 $18,236 $18,236 $18,237 $

Gross Margin $19,884 $19,884 $19,884 $19,884 $19,884

Gross Margin 52% 52% 52% 52% 52%
%
Operating $4,650 $4,650 $4,650 $4,650 $5,650 $
Expenses
$830 $830 $830 $830 $1,030
Salary
Employee $2,000 $2,000 $2,000 $2,000 $2,000
Related $100 $100 $100 $100 $100
Expenses $65 $65 $65 $65 $65
Rent $60 $60 $60 $60 $60
Internet $150 $150 $150 $150 $150
Electric $31 $31 $31 $31 $32
Telephone $200 $200 $200 $200 $200
Professional $416 $416 $416 $416 $417
Fees
Website $1,200 $1,200 $1,200 $1,200 $1,200
Office Supplies $200 $200 $200 $200 $200
R&D $350 $350 $350 $350 $350
Marketing
Insurance $10,252 $10,252 $10,252 $10,252 $11,454
Unforeseen

Total
Operating
Expenses

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une '19 July '19 Aug '19 Sept '19 Oct '19 Nov '19 Dec '19
$38,120 $38,120 $38,120 $38,120 $38,120 $42,015 $46,246

$18,236 $18,236 $18,236 $18,236 $18,237 $20,100 $22,125

$19,884 $19,884 $19,884 $19,884 $19,884 $21,915 $24,121

52% 52% 52% 52% 52% 52% 52%

$5,650 $5,650 $5,650 $5,650 $5,650 $5,650 $5,650

$1,030 $1,030 $1,030 $1,030 $1,030 $1,030 $1,030

$2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
$100 $100 $100 $100 $100 $100 $100
$65 $65 $65 $65 $65 $65 $65
$60 $60 $60 $60 $60 $60 $60
$150 $150 $150 $150 $150 $150 $150
$32 $32 $32 $32 $32 $32 $32
$200 $200 $200 $200 $200 $200 $200
$417 $417 $417 $417 $417 $417 $417

$1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200
$200 $200 $200 $200 $200 $200 $200
$350 $350 $350 $350 $350 $350 $350

$11,454 $11,454 $11,454 $11,454 $11,454 $11,454 $11,454

ential, trade-secret information and is shared only with the 34
out the express written consent of the plan author.

XX Body Cream

Operating $9,631 $9,632 $9,632 $9,632 $8,430
Income
$300 $296 $291 $285 $281 $
Interest Incurred $146 $146 $147 $146 $146
Depreciation and $1,469 $1,471 $1,471 $1,472 $1,280
Amortization
Income Taxes $30,404 $30,401 $30,396 $30,393 $31,397
$7,716 $7,719 $7,724 $7,727 $6,723
Total 20% 20% 20% 20% 18%
Expenses
Net Profit
Net Profit /
Sales

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$8,429 $8,430 $8,430 $8,430 $8,430 $10,460 $12,667

$276 $271 $266 $261 $255 $251 $245
$147 $146 $146 $147 $146 $146 $147
$1,281 $1,282 $1,283 $1,284 $1,284 $1,610 $1,965

$31,394 $31,389 $31,385 $31,382 $31,376 $33,561 $35,935
$6,726 $6,731 $6,735 $6,738 $6,744 $8,454 $10,311
18% 18% 18% 18% 18% 20%
22%

ential, trade-secret information and is shared only with the 35
out the express written consent of the plan author.

XX Body Cream

2020 Jan '20 Feb '20 Mar '20 Apr '20 May '20 Ju
Revenue $42,015 $42,015 $42,015 $42,015 $42,015 $

Direct Costs $20,100 $20,100 $20,101 $20,100 $20,100 $

Gross Margin $21,915 $21,915 $21,915 $21,915 $21,915

Gross Margin 52% 52% 52% 52% 52%
%
Operating $5,806 $5,806 $5,806 $5,808 $5,808 $
Expenses
$1,061 $1,061 $1,062 $1,061 $1,062
Salary
Employee $2,000 $2,000 $2,000 $2,000 $2,000
Related $100 $100 $100 $100 $100
Expenses $65 $65 $65 $65 $65
Rent $60 $60 $60 $60 $60
Internet $150 $150 $150 $150 $150
Electric $31 $31 $31 $31 $32
Telephone $200 $200 $200 $200 $200
Professional $416 $416 $416 $416 $417
Fees
Website $1,200 $1,200 $1,200 $1,200 $1,200
Office Supplies $200 $200 $200 $200 $200
R&D $350 $350 $350 $350 $350
Marketing
Insurance $11,639 $11,639 $11,640 $11,641 $11,644
Unforeseen

Total
Operating
Expenses

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une '20 July '20 Aug '20 Sept '20 Oct '20 Nov '20 Dec '20
$42,015 $42,015 $42,015 $42,015 $42,015 $46,246 $50,861

$20,100 $20,101 $20,100 $20,100 $20,101 $22,124 $24,333

$21,915 $21,915 $21,915 $21,915 $21,915 $24,121 $26,528

52% 52% 52% 52% 52% 52% 52%

$5,808 $5,808 $5,808 $5,808 $5,808 $5,808 $5,808

$1,061 $1,062 $1,062 $1,061 $1,062 $1,061 $1,062

$2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
$100 $100 $100 $100 $100 $100 $100
$65 $65 $65 $65 $65 $65 $65
$60 $60 $60 $60 $60 $60 $60
$150 $150 $150 $150 $150 $150 $150
$32 $32 $32 $32 $32 $32 $32
$200 $200 $200 $200 $200 $200 $200
$417 $417 $417 $417 $417 $417 $417

$1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200
$200 $200 $200 $200 $200 $200 $200
$350 $350 $350 $350 $350 $350 $350

$11,643 $11,644 $11,644 $11,643 $11,644 $11,643 $11,644

ential, trade-secret information and is shared only with the 36
out the express written consent of the plan author.

XX Body Cream

Operating $10,276 $10,275 $10,276 $10,273 $10,271 $
Income
$239 $235 $229 $223 $218 $
Interest Incurred $146 $146 $146 $147 $146
Depreciation and $1,582 $1,583 $1,584 $1,585 $1,585
Amortization
Income Taxes $33,707 $33,703 $33,699 $33,697 $33,693
$8,308 $8,312 $8,316 $8,318 $8,322
Total 20% 20% 20% 20% 20%
Expenses
Net Profit
Net Profit /
Sales

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understanding that you will not share its contents or ideas with third parties witho

$10,271 $10,271 $10,271 $10,271 $10,272 $12,477 $14,885

$212 $206 $201 $195 $189 $183 $178
$146 $147 $146 $146 $147 $146 $146
$1,586 $1,587 $1,588 $1,588 $1,590 $1,944 $2,330

$33,688 $33,684 $33,679 $33,673 $33,669 $36,042 $38,630
$8,327 $8,331 $8,336 $8,342 $8,346 $10,204 $12,231
20% 20% 20% 20% 20%
22% 24%

ential, trade-secret information and is shared only with the 37
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XX Body Cream

Revenue

Direct Costs

Gross Margin

Gross Margin %
Operating Expenses

Salary
Employee Related Expenses
Rent
Internet
Electric
Telephone
Professional Fees
Website
Office Supplies
R&D
Marketing
Insurance
Unforeseen

Total Operating Expenses

Operating Income

Interest Incurred
Depreciation and Amortization
Income Taxes

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2018 2019 2020
$425,985 $469,461 $517,257

$203,777 $224,587 $247,460

$222,209 $244,874 $269,796

52% 52% 52%

$44,000 $63,800 $69,690
$7,600 $11,560 $12,738
$24,000 $24,000
$24,000
$1,200 $1,200 $1,200
$780 $780 $780
$720 $720 $720
$1,800
$380 $1,800 $1,800
$2,400 $380 $380
$5,000
$2,400 $2,400
$14,400 $5,000 $5,000
$2,400 $14,400 $14,400
$4,200 $2,400 $2,400
$4,200 $4,200
$108,880
$132,640 $139,708
$113,329
$112,233 $130,089
$3,607
$1,756 $3,278 $2,508
$17,275 $1,756 $1,755
$17,152 $20,132

ential, trade-secret information and is shared only with the 38
out the express written consent of the plan author.

XX Body Cream

Total Expenses
Net Profit
Net Profit / Sales

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$335,294 $379,413 $411,564
$90,691 $90,048 $105,693
21% 19%
20%

ential, trade-secret information and is shared only with the 39
out the express written consent of the plan author.

XX Body Cream

Balance Sheet

Balance Sheet (With Monthly Detail)

2018 Jan '18 Feb '18 Mar '18 Apr '18 May '18 Ju

Cash $47,253 $61,176 $75,100 $89,023 $102,945
Accounts $0 $0 $0 $0 $0
Receivable
Inventory $47,253 $61,176 $75,100 $89,023 $102,945 $1
Other Current
Assets $9,628 $9,628 $9,628 $9,628 $9,628
($146) ($293) ($439) ($585) ($732)
Total Current
Assets $9,482 $9,335 $9,189 $9,043 $8,896

Long-Term Assets $56,735 $70,511 $84,289 $98,066 $111,841 $1
Accumulated
Depreciation $0 $0 $0 $0 $0
$1,444 $2,831 $4,220 $5,609 $6,998
Total Long- $5,534 $11,067 $16,601 $22,134 $27,668
Term Assets $5,441 $5,495 $5,550 $5,606 $5,662

Total Assets $12,419 $19,393 $26,371 $33,349 $40,328 $

Accounts Payable
Income Taxes
Payable
Sales Taxes
Payable
Short-Term Debt
Prepaid Revenue

Total Current
Liabilities

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understanding that you will not share its contents or ideas with third parties witho

une '18 July '18 Aug '18 Sept '18 Oct '18 Nov '18 Dec '18

$115,867 $129,788 $143,710 $157,631 $171,553 $186,683 $204,468
$0 $0 $0 $0 $0 $0 $0

115,867 $129,788 $143,710 $157,631 $171,553 $186,683 $204,468

$9,628 $9,628 $9,628 $9,628 $9,628 $9,628 $9,628
($878) ($1,024) ($1,171) ($1,317) ($1,463) ($1,609) ($1,756)

$8,750 $8,604 $8,457 $8,311 $8,165 $8,019 $7,872

124,617 $138,392 $152,167 $165,942 $179,718 $194,701 $212,340

$0 $0 $0 $0 $0 $0 $0
$8,388 $9,779 $11,170 $12,563 $13,956 $15,452 $17,275
$33,202 $38,735 $44,269 $49,802 $55,336 $61,435 $68,158
$5,718 $5,776
$5,833 $5,892 $5,951 $6,010 $6,070

$47,308 $54,290 $61,272 $68,257 $75,243 $82,897 $91,503

ential, trade-secret information and is shared only with the 40
out the express written consent of the plan author.

XX Body Cream

Long-Term Debt $29,559 $29,076 $28,588 $28,094 $27,596

Total $41,978 $48,469 $54,959 $61,443 $67,924 $
Liabilities
$7,178 $7,178 $7,178 $7,178 $7,178
Paid-In Capital $7,579 $14,864 $22,152
Retained Earnings $29,445 $36,739 $
Earnings $14,757 $22,042 $29,330
$36,623 $43,917
Total Owner's $56,735 $70,511 $84,289
Equity $98,066 $111,841 $1

Total
Liabilities &
Equity

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understanding that you will not share its contents or ideas with third parties witho