business plan for fashion eCommerce

Cover Page Business plan for online clothing store

Ecommerce Business plan for online clothing store

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Table of Contents

Page 1

1.0 Executive Summary ........................................................................................................................... 1

Chart: Highlights .............................................................................................................................. 1

1.1 Objectives ........................................................................................................................................ 1

1.2 Mission............................................................................................................................................. 2

1.3 Keys to Success ............................................................................................................................... 2

2.0 Company Summary ........................................................................................................................... 2

2.1 Company Ownership .................................................................................................................... 2

2.2 Startup Summary ........................................................................................................................... 2

Table: Startup .................................................................................................................................... 2

Chart: Startup ................................................................................................................................... 3

3.0 Services ................................................................................................................................................ 4

4.0 Market Analysis Summary ............................................................................................................... 4

4.1 Market Segmentation .................................................................................................................... 4

Table: Market Analysis .................................................................................................................... 4

Chart: Market Analysis (Pie) .......................................................................................................... 5

4.2 Target Market Segment Strategy ................................................................................................. 5

4.3 Service Business Analysis ............................................................................................................. 5

4.3.1 Competition and Buying Patterns ........................................................................................ 5

5.0 Web Plan Summary ........................................................................................................................... 5

5.1 Website Marketing Strategy ......................................................................................................... 5

5.2 Development Requirements ......................................................................................................... 6

6.0 Strategy and Implementation Summary ........................................................................................ 6

6.1 SWOT Analysis .............................................................................................................................. 6

6.1.1 Strengths ................................................................................................................................... 6

6.1.2 Weaknesses .............................................................................................................................. 6

6.1.3 Opportunities........................................................................................................................... 6

6.1.4 Threats ...................................................................................................................................... 6

6.2 Competitive Edge........................................................................................................................... 6

6.3 Marketing Strategy ........................................................................................................................ 7

6.4 Sales Strategy .................................................................................................................................. 7

6.4.1 Sales Forecast ........................................................................................................................... 7

Table: Sales Forecast .................................................................................................................... 7

Chart: Sales Monthly ................................................................................................................... 8

Chart: Sales by Year ..................................................................................................................... 9

6.5 Milestones ....................................................................................................................................... 9

Table: Milestones .............................................................................................................................. 9

Chart: Milestones ........................................................................................................................... 10

7.0 Management Summary ................................................................................................................... 10

7.1 Personnel Plan .............................................................................................................................. 10

Table: Personnel ............................................................................................................................. 10

Table of Contents

Page 2

8.0 Financial Plan ................................................................................................................................... 11

8.1 Startup Funding ........................................................................................................................... 11

Table: Startup Funding.................................................................................................................. 11

8.2 Important Assumptions .............................................................................................................. 12

8.3 Break-even Analysis .................................................................................................................... 12

Table: Break-even Analysis .......................................................................................................... 12

Chart: Break-even Analysis .......................................................................................................... 13

8.4 Projected Profit and Loss ............................................................................................................ 14

Table: Profit and Loss .................................................................................................................... 14

Chart: Profit Monthly .................................................................................................................... 15

Chart: Profit Yearly ........................................................................................................................ 15

Chart: Gross Margin Monthly ...................................................................................................... 16

Chart: Gross Margin Yearly .......................................................................................................... 16

8.5 Projected Cash Flow .................................................................................................................... 16

Table: Cash Flow ............................................................................................................................ 17

Chart: Cash ...................................................................................................................................... 18

8.6 Projected Balance Sheet ............................................................................................................... 19

Table: Balance Sheet ....................................................................................................................... 19

8.7 Business Ratios ............................................................................................................................. 20

Table: Ratios .................................................................................................................................... 20

Table: Sales Forecast ................................................................................................................................ 1

Table: Personnel ....................................................................................................................................... 2

Table: Profit and Loss .............................................................................................................................. 3

Table: Cash Flow ...................................................................................................................................... 5

Table: Balance Sheet ................................................................................................................................. 7

Table of Contents

Page 1

Ecommerce startup business plan

Page 1

1.0 Executive Summary

Enterslice LLPe is a start-up retail store in Bend, Oregon that provides interesting merchandise

options at bargain prices. Financing will come from the private investments of owners Ted

Brinkman and Jim Spencer. They will donate equity that will be cleared at the end of 36 months. Dividends will be paid quarterly on the outstanding equity.

Enterslice LLPe will be incorporated as an LLC corporation. This will shield the owners from

issues of personal liability and double taxation. The investors will be treated as shareholders

and therefore will not be liable for more than their personal investments. The majority owner

Ted Brinkman, will contribute from his personal savings toward this business venture. With an

agressive marketing plan Enterslice LLPe expects to experience steady growth as it becomes

more familiar to the general public.

With the financing in place Enterslice LLPe will be able to successfully open and maintain

operations through year one. The large capital investments of the owners will provide the public

with a unique and innovative store that will cater to the needs of those on fixed incomes such

as low income families, the elderly, and the large student population in the Bend area. The

successful operation of Enterslice LLPe will provide a customer base that will allow it to be self-sufficient.

Chart: Highlights

1.1 Objectives

1. To provide a wide range of merchandise at reasonable prices. 2. To achieve a healthy profit margin within the first year. 3. To achieve a modest net profit by year two.


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4. To be an active and vocal member of the community, and provide continual re-investment through participation in community activities and financial contributions.

1.2 Mission

Enterslice LLPe provides a variety of interesting merchandise options at bargain prices.

Dedicated to customer service Enterslice LLPe will give its patrons the kind of service that is

respectful and prompt. Employees of Enterslice LLPe will also be treated in a professional

manner with a rewarding work environment and fair compensation. Enterslice LLPe wants each customer to feel as though he/she has gotten Fifth Avenue treatment at a bargain price.

1.3 Keys to Success

To succeed in this business we must:

Sell a broad range of products. Provide for the satisfaction of 100% of our customers. Be an active member of the community. Encourage customer input.

2.0 Company Summary

Enterslice LLPe sells products and provides excellent customer service for the general public.

We have leased a retail store which we use to market and merchandise our products. It is

located one mile from Main St. on River Way in Bend, Oregon. The company was incorporated on January 2.

2.1 Company Ownership

Enterslice LLPe is a privately held corporation. It will be registered as a Subchapter S, with

ownership Ted Brinkman (60%), Jim Spencer (40%).

2.2 Startup Summary

The building will be leased with a down payment of $3,000 on a four year lease.

Start-up costs will be financed through a combination of owner investment and short-term borrowing. The start-up chart shows the distribution of financing.

Other miscellaneous expenses include:

Marketing/advertising consultancy fees for assistance in designing our grand-opening ads

and brochures. Legal fees for corporate organization filings. Retail merchandising/designing fees for store layout and minor renovations.

Table: Startup


Page 3

Startup

Requirements

Startup Expenses Legal $300 Stationery, etc. $200 Brochures $500 Marketing consultants $1,000 Insurance $200 Rent $3,000 Building renovations $5,000 Expensed equipment $1,500 Other $1,300 Total Startup Expenses $13,000

Startup Assets Cash Required $42,500 Other Current Assets $1,000 Long-term Assets $10,000 Total Assets $53,500

Total Requirements $66,500

Chart: Startup


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3.0 Services

Enterslice LLPe sells a variety of quality discount merchandise. The types of merchandise we

will carry will include items such as dishware, household goods, toys, cosmetics, candy,

greeting cards, and a list of items too exhaustive to list here. A dedicated staff is committed to providing excellent customer service.

The merchandise is purchased from a variety of well-known manufacturers such as Procter &

Gamble, General Mills, American Greetings as well as a number of other generic branded

companies. Shipments arrive on a daily basis. We will continue to find new product lines that can be added to our inventory.

We are able to sell products at very low prices, because we will purchase items from

discontinued lines, seconds, over runs, etc., that cannot be sold to a manufacturer's usual retail

customers.

4.0 Market Analysis Summary

We expect sales to increase steadily as consumers find that they can purchase a variety of

quality items at bargain prices. We intend to tap into the retail market with pricing that will

encourage quantity buying, and our pricing will attract consumers on fixed budgets.

Our target market is the lower income portion of the Bend and Redmond community. This

includes working class individuals, the elderly, and students, many of whom are price conscious and looking to find a value for their dollar.

4.1 Market Segmentation

The market analysis pie chart shows potential customers and the company's target markets.

Enterslice LLPe intends to provide affordable shopping alternatives to working class families

with incomes under $25,000, for elderly people on fixed incomes, and also a large student

population that tend to be on strict budgets. Bend makes up the largest market segment. We

expect this market to grow at a rate of 10% per year. This market constitutes the general

public who are looking for affordable merchandise at bargain prices. Redmond constitutes the

second largest market with a fast growing retirement community. There are also many

bedroom communities that shop in the Bend area that will add to the percentage of consumers.

Table: Market Analysis

Market Analysis

2016 2017 2018 2019 2020 Potential Customers Growth CAGR

Elderly 10% 40,000 44,000 48,400 53,240 58,564 10.00% Students 10% 20,000 22,000 24,200 26,620 29,282 10.00% Working Class Families

10% 50,000 55,000 60,500 66,550 73,205 10.00%

Total 10.00% 110,000 121,000 133,100 146,410 161,051 10.00%


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Chart: Market Analysis (Pie)

4.2 Target Market Segment Strategy

We focus on the price conscious consumer who is looking for value as well as quality. Both the

Bend and the Redmond groups will be marketed to as they are isolated populations which do

most of their shopping in the greater Bend area. If we can attract and keep these consumers the word will continue to spread about what our store has to offer.

4.3 Service Business Analysis

In an ever changing economy the discount store model is becoming more popular with the consumer. Providing a large selection of bargain-priced items is our intended goal.

4.3.1 Competition and Buying Patterns

Consumers demand quality customer service, fair pricing, and a convenient location.

Competition is very tough with customer service and location key components. The selection of

merchandise a store provides is also very important.

5.0 Web Plan Summary

5.1 Website Marketing Strategy


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5.2 Development Requirements

6.0 Strategy and Implementation Summary

Enterslice LLPe uses a strategy of total market service. Our promise is in our location and the products we sell, the people we attract, and the atmosphere we create.

We will present a store that is pleasant to shop in with a large variety of merchandise to choose from.

Ultimately, we are selling more than just merchandise. We are selling ourselves. We want to

provide the kind of customer service that will provide an atmosphere that creates a positive

shopping experience for our customers.

Strategic Assumptions:

1. Every person with income limitations or on fixed incomes is a potential customer. 2. Marketing to these segments of the population will lead to an expansion in overall market

growth.

6.1 SWOT Analysis

6.1.1 Strengths

6.1.2 Weaknesses

6.1.3 Opportunities

6.1.4 Threats

6.2 Competitive Edge

Our location is a very important competitive edge. We are located in the popular Riverway Mall

which has a high appeal to many different kinds of consumers. There is a good mix of high and

low end shops with several quality restaurants near by. With easy access from Main St. the


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Riverway Mall is a popular destination not only for Bend residents, but for people commuting from Redmond and the outlying areas.

Another competitive edge we will have over our competition is the large variety of merchandise

we will carry. With the sources we are working with it will be possible to carry many name

brand items at a discount price. Add a staff committed to providing great customer service and Enterslice LLPe will be an attractive stop for the consumer.

6.3 Marketing Strategy

Enterslice LLPe will benchmark our objectives for sales promotion and mass selling.

We are focusing our marketing effort on the community of consumers that want a store which

has an interesting variety of merchandise at bar gin prices. We will implement a strategy that

treats these customers as a community. This means our marketing resources will be centered

around both sales promotions (events, displays) and personal sales (customer service, friendly

atmosphere).

We will stay within our marketing budget. Marketing promotions will be consistent with the Mission Statement.

6.4 Sales Strategy

Employees are paid a straight wage but can achieve a semi-yearly bonus based on profits and customer satisfaction rates.

All potential sales will be attended to in a timely fashion and long-term salesperson-customer relationships will take precedence over sales closure.

6.4.1 Sales Forecast

The following table and chart give a run-down on forecasted sales. We expect sales to increase at a rate of 10% by April. We would like to see another increase of 10% by August.

We expect to experience a steady growth throughout our first year even though we are a new

business enterprise. As we become more familiar to the public we expect to gain more market

share and would like to see progressive growth as we head into the following year. Enterslice

LLPe, with an aggressive marketing approach expects to increase its share of the market by offering a unique option to discount shopping.

Note: For company purchases, the per-unit price of inventory purchases includes cost of shipping.

Table: Sales Forecast

Sales Forecast

FY 2017 FY 2018 FY 2019

Sales Perishable Items $113,500 $136,200 $163,440


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Non-Perishible Items $212,000 $254,400 $305,280 Total Sales $325,500 $390,600 $468,720

Direct Cost of Sales FY 2017 FY 2018 FY 2019 Perishable Items $56,750 $68,100 $81,720 Non-Perishable Items $106,000 $127,200 $152,640 Subtotal Direct Cost of Sales $162,750 $195,300 $234,360

Chart: Sales Monthly


Page 9

Chart: Sales by Year

6.5 Milestones

The milestone table shows how the responsibilities break down in the start up of our store. Ted

Brinkman will head up the drafting of the business plan and will conduct the drive to secure

funding. Jim Spencer will work to secure a site for the store and will handle the details with the personnel plan. Our accountant Dick Garret will set up our accounting plan.

Table: Milestones

Milestones

Milestone Start Date End Date Budget Manager Department Business Plan 01-01-2003 03-02-2003 $1,000 Brinkman Owner Secure Start Up Funding 17-02-2003 03-04-2003 $500 Brinkman Owner Site Selection 01-03-2003 22-04-2003 $1,500 Spencer Management Personal Plan 04-06-2003 21-06-2003 $500 Spencer Management Accounting Plan 08-07-2003 19-07-2003 $1,000 Tollman Accounting Totals $4,500


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Chart: Milestones

7.0 Management Summary

The owners of Enterslice LLPe believe very strongly that relationships should be forthright, work

should be structured with enough room for creativity, and pay should be fair and equitable in

relation to what the industry is paying. With the right people in place Enterslice LLPe will have the incentives to encourage quality people to stay.

Ted Brinkman and Jim Spencer worked together as managers of a group of large regional retail

operations (name omitted) before starting Enterslice LLPe. Over the past 10 years, under their

direction, the organization became the largest and most well-known in their area. The owners

of the company were looking to sell the company to a national organization and it was at that

point that Jim and Ted decided to branch out on their own. Both bring extensive retail

marketing and finance knowledge to the company. They have the knowledge, experience and

contacts to make the company a success.

7.1 Personnel Plan

The personnel plan is included in the following table. It shows the owner's salary in which Mr.

Brinkman only wants a small draw at the initial start of the store. There will be four full-time

employees and four part-time employees. Mr Spencer will act as the full-time manager to

oversee many of the day-to-day functions of the store. Store employees will start at an hourly

rate and raises will come after the stores first year of operation. The manager will start at a

monthly salary. Salaries and hourly rates are shown in the table below. Full-time employees will qualify for full benefits.

Table: Personnel

Personnel Plan


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FY 2017 FY 2018 FY 2019

Owner $24,000 $28,000 $30,000 Owner/Manager $30,000 $31,500 $33,000 Full Time $16,800 $17,000 $18,500 Full Time $16,800 $17,000 $18,500 Full Time $16,800 $17,000 $18,500 Full Time $16,800 $17,000 $18,500 Part Time $6,000 $5,900 $6,300 Part Time $6,000 $5,900 $6,300 Part Time $6,000 $5,900 $6,300 Part Time $6,000 $5,900 $6,300 Total People 10 10 10

Total Payroll $145,200 $151,100 $162,200

8.0 Financial Plan

1. Growth will be moderate; cash flows steady. 2. Marketing costs will remain below 15% of sales. 3. The company will invest residual profits into financial markets and not company expansion

(unless absolutely necessary). 4. Future cash investments will use NOV projections to achieve maximum return with limited

risk.

8.1 Startup Funding

Table: Startup Funding

Startup Funding Startup Expenses to Fund $13,000 Startup Assets to Fund $53,500 Total Funding Required $66,500

Assets Non-cash Assets from Startup $11,000 Cash Requirements from Startup $42,500 Additional Cash Raised $20,000 Cash Balance on Starting Date $62,500 Total Assets $73,500

Liabilities and Capital

Liabilities Current Borrowing $0


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Long-term Liabilities $0 Accounts Payable (Outstanding Bills) $6,000 Other Current Liabilities (interest-free) $500 Total Liabilities $6,500

Capital

Planned Investment Ted Brinkman $40,000 Jim Spencer $30,000 Other $10,000 Additional Investment Requirement $0 Total Planned Investment $80,000

Loss at Startup (Startup Expenses) ($13,000) Total Capital $67,000

Total Capital and Liabilities $73,500

Total Funding $86,500

8.2 Important Assumptions

The personnel burden is very low because benefits are not paid to part-timers. And the short-

term interest rate is extraordinarily low because of Mr. Brinkman's long-standing relationship with High Desert Credit Union.

8.3 Break-even Analysis

A Break-even Analysis table has been completed on the basis of average costs/prices. With

fixed costs, average sales, and average variable costs, the table and chart show what we need

per month to break-even.

Table: Break-even Analysis

Break-even Analysis

Monthly Revenue Break-even $37,570

Assumptions: Average Percent Variable Cost 50% Estimated Monthly Fixed Cost $18,785


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Chart: Break-even Analysis


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8.4 Projected Profit and Loss

We predict advertising costs will go down in the next three years. We will be able to find what

has worked well for us and concentrate on those advertising methods. Normally, a start-up

concern will operate with negative profits through the first two years. We will avoid that kind of operating loss by knowing our target markets.

Table: Profit and Loss

Pro Forma Profit and Loss

FY 2017 FY 2018 FY 2019

Sales $325,500 $390,600 $468,720 Direct Cost of Sales $162,750 $195,300 $234,360 Other Costs of Goods $0 $0 $0 Total Cost of Sales $162,750 $195,300 $234,360

Gross Margin $162,750 $195,300 $234,360 Gross Margin % 50.00% 50.00% 50.00%

Expenses Payroll $145,200 $151,100 $162,200 Sales and Marketing and Other Expenses $12,000 $0 $0 Depreciation $1,143 $1,143 $1,143 Rent $36,000 $0 $0 Utilities $3,300 $0 $0 Insurance $3,600 $0 $0 Payroll Taxes $21,780 $22,665 $24,330 Other $2,400 $0 $0

Total Operating Expenses $225,423 $174,908 $187,673

Profit Before Interest and Taxes ($62,673) $20,392 $46,687 EBITDA ($61,530) $21,535 $47,830 Interest Expense $34 $161 $77 Taxes Incurred $0 $5,058 $11,847

Net Profit ($62,707) $15,173 $34,763 Net Profit/Sales -19.26% 3.88% 7.42%


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Chart: Profit Monthly

Chart: Profit Yearly


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Chart: Gross Margin Monthly

Chart: Gross Margin Yearly

8.5 Projected Cash Flow

We are positioning ourselves in the market as a medium risk concern with steady cash flows.

Accounts payable is paid at the end of each month, while sales are in cash, giving Enterslice

LLPe an excellent cash structure. Fifty percent of cash above a TBA amount will be invested into semi-liquid stock portfolios to decrease the opportunity cost of cash held.


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Table: Cash Flow

Pro Forma Cash Flow

FY 2017 FY 2018 FY 2019

Cash Received

Cash from Operations Cash Sales $325,500 $390,600 $468,720 Subtotal Cash from Operations $325,500 $390,600 $468,720

Additional Cash Received Sales Tax, VAT, HST/GST Received $0 $0 $0 New Current Borrowing $3,000 $0 $0 New Other Liabilities (interest-free) $0 $0 $0 New Long-term Liabilities $0 $0 $0 Sales of Other Current Assets $0 $0 $0 Sales of Long-term Assets $0 $0 $0 New Investment Received $2,000 $0 $0 Subtotal Cash Received $330,500 $390,600 $468,720

Expenditures FY 2017 FY 2018 FY 2019

Expenditures from Operations Cash Spending $145,200 $151,100 $162,200 Bill Payments $220,960 $231,744 $266,715 Subtotal Spent on Operations $366,160 $382,844 $428,915

Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out $0 $0 $0 Principal Repayment of Current Borrowing $100 $1,200 $1,200 Other Liabilities Principal Repayment $0 $0 $0 Long-term Liabilities Principal Repayment $0 $0 $0 Purchase Other Current Assets $0 $0 $0 Purchase Long-term Assets $0 $0 $0 Dividends $0 $0 $0 Subtotal Cash Spent $366,260 $384,044 $430,115

Net Cash Flow ($35,760) $6,556 $38,605 Cash Balance $26,740 $33,296 $71,900


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Chart: Cash


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8.6 Projected Balance Sheet

All of our tables will be updated monthly to reflect past performance and future assumptions.

Future assumptions will not be based on past performance but rather on economic cycle

activity, regional industry strength, and future cash flow possibilities. We expect solid growth in net worth beyond the year 2006.

Table: Balance Sheet

Pro Forma Balance Sheet

FY 2017 FY 2018 FY 2019

Assets

Current Assets Cash $26,740 $33,296 $71,900 Other Current Assets $1,000 $1,000 $1,000 Total Current Assets $27,740 $34,296 $72,900

Long-term Assets Long-term Assets $10,000 $10,000 $10,000 Accumulated Depreciation $1,143 $2,286 $3,429 Total Long-term Assets $8,857 $7,714 $6,571 Total Assets $36,597 $42,010 $79,472

Liabilities and Capital FY 2017 FY 2018 FY 2019

Current Liabilities Accounts Payable $26,904 $18,344 $22,242 Current Borrowing $2,900 $1,700 $500 Other Current Liabilities $500 $500 $500 Subtotal Current Liabilities $30,304 $20,544 $23,242

Long-term Liabilities $0 $0 $0 Total Liabilities $30,304 $20,544 $23,242

Paid-in Capital $82,000 $82,000 $82,000 Retained Earnings ($13,000) ($75,707) ($60,534) Earnings ($62,707) $15,173 $34,763 Total Capital $6,293 $21,466 $56,229 Total Liabilities and Capital $36,597 $42,010 $79,472

Net Worth $6,293 $21,466 $56,229


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8.7 Business Ratios

We expect our net profit margin and gross margin, to increase steadily over the three-year

period. Our net working capital will increase handsomely by year three, proving that we have

the cash flows to remain a going concern. The following table shows these important financial ratios, based upon NAICS industry code 452112, Discount Department Stores.

Table: Ratios

Ratio Analysis

FY 2017 FY 2018 FY 2019 Industry Profile

Sales Growth n.a. 20.00% 20.00% 6.06%

Percent of Total Assets Other Current Assets 2.73% 2.38% 1.26% 28.89% Total Current Assets 75.80% 81.64% 91.73% 80.40% Long-term Assets 24.20% 18.36% 8.27% 19.60% Total Assets 100.00% 100.00% 100.00% 100.00%

Current Liabilities 82.81% 48.90% 29.25% 17.64% Long-term Liabilities 0.00% 0.00% 0.00% 10.82% Total Liabilities 82.81% 48.90% 29.25% 28.46% Net Worth 17.19% 51.10% 70.75% 71.54%

Percent of Sales Sales 100.00% 100.00% 100.00% 100.00% Gross Margin 50.00% 50.00% 50.00% 27.06% Selling, General & Administrative Expenses

69.26% 46.12% 42.54% 9.93%

Advertising Expenses 0.00% 0.00% 0.00% 1.10% Profit Before Interest and Taxes -19.25% 5.22% 9.96% 3.24%

Main Ratios Current 0.92 1.67 3.14 3.98 Quick 0.92 1.67 3.14 1.18 Total Debt to Total Assets 82.81% 48.90% 29.25% 41.68% Pre-tax Return on Net Worth -996.49% 94.25% 82.89% 7.89% Pre-tax Return on Assets -171.35% 48.16% 58.65% 13.53%

Additional Ratios FY 2017 FY 2018 FY 2019 Net Profit Margin -19.26% 3.88% 7.42% n.a Return on Equity -996.49% 70.68% 61.82% n.a

Activity Ratios Accounts Payable Turnover 8.99 12.17 12.17 n.a Payment Days 28 37 27 n.a Total Asset Turnover 8.89 9.30 5.90 n.a


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Debt Ratios Debt to Net Worth 4.82 0.96 0.41 n.a Current Liab. to Liab. 1.00 1.00 1.00 n.a

Liquidity Ratios Net Working Capital ($2,564) $13,752 $49,658 n.a Interest Coverage -1,821.00 126.66 606.32 n.a

Additional Ratios Assets to Sales 0.11 0.11 0.17 n.a Current Debt/Total Assets 83% 49% 29% n.a Acid Test 0.92 1.67 3.14 n.a Sales/Net Worth 51.73 18.20 8.34 n.a Dividend Payout 0.00 0.00 0.00 n.a

Appendix

Page 1

Table: Sales Forecast

Sales Forecast

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Sales Perishable Items 0% $6,000 $6,500 $7,000 $7,500 $8,500 $9,000 $9,000 $9,000 $10,000 $12,000 $12,000 $17,000 Non-Perishible Items 0% $12,000 $13,000 $14,000 $15,000 $17,000 $18,000 $18,000 $18,000 $19,000 $21,000 $21,000 $26,000 Total Sales $18,000 $19,500 $21,000 $22,500 $25,500 $27,000 $27,000 $27,000 $29,000 $33,000 $33,000 $43,000

Direct Cost of Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Perishable Items $3,000 $3,250 $3,500 $3,750 $4,250 $4,500 $4,500 $4,500 $5,000 $6,000 $6,000 $8,500

Non-Perishable Items $6,000 $6,500 $7,000 $7,500 $8,500 $9,000 $9,000 $9,000 $9,500 $10,500 $10,500 $13,000

Subtotal Direct Cost of Sales $9,000 $9,750 $10,500 $11,250 $12,750 $13,500 $13,500 $13,500 $14,500 $16,500 $16,500 $21,500

Appendix

Page 2

Table: Personnel

Personnel Plan


Owner 0% $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 Owner/Manager 0% $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 Full Time 0% $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 Full Time 0% $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 Full Time 0% $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 Full Time 0% $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 $1,400 Part Time 0% $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 Part Time 0% $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 Part Time 0% $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 Part Time 0% $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 Total People 10 10 10 10 10 10 10 10 10 10 10 10

Total Payroll $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100

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Table: Profit and Loss

Pro Forma Profit and Loss


Sales $18,000 $19,500 $21,000 $22,500 $25,500 $27,000 $27,000 $27,000 $29,000 $33,000 $33,000 $43,000

Direct Cost of Sales $9,000 $9,750 $10,500 $11,250 $12,750 $13,500 $13,500 $13,500 $14,500 $16,500 $16,500 $21,500

Other Costs of Goods $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Total Cost of Sales $9,000 $9,750 $10,500 $11,250 $12,750 $13,500 $13,500 $13,500 $14,500 $16,500 $16,500 $21,500

Gross Margin $9,000 $9,750 $10,500 $11,250 $12,750 $13,500 $13,500 $13,500 $14,500 $16,500 $16,500 $21,500

Gross Margin % 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00%

Expenses Payroll $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100

Sales and Marketing and Other Expenses $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000

Depreciation $95 $95 $95 $95 $95 $95 $95 $95 $95 $95 $95 $95

Rent $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000

Utilities $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $0

Insurance $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300

Payroll Taxes 15% $1,815 $1,815 $1,815 $1,815 $1,815 $1,815 $1,815 $1,815 $1,815 $1,815 $1,815 $1,815 Other $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200

Total Operating Expenses $18,810 $18,810 $18,810 $18,810 $18,810 $18,810 $18,810 $18,810 $18,810 $18,810 $18,810 $18,510

Profit Before Interest and Taxes ($9,810) ($9,060) ($8,310) ($7,560) ($6,060) ($5,310) ($5,310) ($5,310) ($4,310) ($2,310) ($2,310) $2,990

EBITDA ($9,715) ($8,965) ($8,215) ($7,465) ($5,965) ($5,215) ($5,215) ($5,215) ($4,215) ($2,215) ($2,215) $3,085

Interest Expense $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $18 $17

Taxes Incurred $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

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Net Profit ($9,810) ($9,060) ($8,310) ($7,560) ($6,060) ($5,310) ($5,310) ($5,310) ($4,310) ($2,310) ($2,328) $2,973

Net Profit/Sales -54.50% -46.46% -39.57% -33.60% -23.77% -19.67% -19.67% -19.67% -14.86% -7.00% -7.05% 6.91%

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Table: Cash Flow

Pro Forma Cash Flow


Cash Received

Cash from Operations Cash Sales $18,000 $19,500 $21,000 $22,500 $25,500 $27,000 $27,000 $27,000 $29,000 $33,000 $33,000 $43,000

Subtotal Cash from Operations $18,000 $19,500 $21,000 $22,500 $25,500 $27,000 $27,000 $27,000 $29,000 $33,000 $33,000 $43,000

Additional Cash Received Sales Tax, VAT, HST/GST Received

0.00% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

New Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $3,000 $0

New Other Liabilities (interest-free) $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

New Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Sales of Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Sales of Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

New Investment Received $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $2,000 $0

Subtotal Cash Received $18,000 $19,500 $21,000 $22,500 $25,500 $27,000 $27,000 $27,000 $29,000 $33,000 $38,000 $43,000

Expenditures Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Expenditures from Operations Cash Spending $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100 $12,100

Bill Payments $6,521 $15,640 $16,390 $17,140 $17,915 $19,390 $20,115 $20,115 $20,148 $21,182 $23,116 $23,289

Subtotal Spent on Operations $18,621 $27,740 $28,490 $29,240 $30,015 $31,490 $32,215 $32,215 $32,248 $33,282 $35,216 $35,389

Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

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Principal Repayment of Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $100

Other Liabilities Principal Repayment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Long-term Liabilities Principal Repayment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Purchase Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Purchase Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Subtotal Cash Spent $18,621 $27,740 $28,490 $29,240 $30,015 $31,490 $32,215 $32,215 $32,248 $33,282 $35,216 $35,489

Net Cash Flow ($621) ($8,240) ($7,490) ($6,740) ($4,515) ($4,490) ($5,215) ($5,215) ($3,248) ($282) $2,784 $7,511

Cash Balance $61,880 $53,640 $46,150 $39,410 $34,895 $30,405 $25,190 $19,975 $16,726 $16,445 $19,229 $26,740

Appendix

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Table: Balance Sheet

Pro Forma Balance Sheet


Assets Starting Balances

Current Assets Cash $62,500 $61,880 $53,640 $46,150 $39,410 $34,895 $30,405 $25,190 $19,975 $16,726 $16,445 $19,229 $26,740 Other Current Assets $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 Total Current Assets $63,500 $62,880 $54,640 $47,150 $40,410 $35,895 $31,405 $26,190 $20,975 $17,726 $17,445 $20,229 $27,740

Long-term Assets Long-term Assets $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 Accumulated Depreciation $0 $95 $190 $286 $381 $476 $571 $667 $762 $857 $952 $1,048 $1,143 Total Long-term Assets $10,000 $9,905 $9,810 $9,714 $9,619 $9,524 $9,429 $9,333 $9,238 $9,143 $9,048 $8,952 $8,857 Total Assets $73,500 $72,784 $64,449 $56,864 $50,029 $45,418 $40,833 $35,523 $30,213 $26,869 $26,492 $29,181 $36,597

Liabilities and Capital Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Current Liabilities Accounts Payable $6,000 $15,095 $15,820 $16,545 $17,270 $18,720 $19,445 $19,445 $19,445 $20,411 $22,345 $22,361 $26,904 Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $3,000 $2,900 Other Current Liabilities $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 Subtotal Current Liabilities

$6,500 $15,595 $16,320 $17,045 $17,770 $19,220 $19,945 $19,945 $19,945 $20,911 $22,845 $25,861 $30,304

Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Total Liabilities $6,500 $15,595 $16,320 $17,045 $17,770 $19,220 $19,945 $19,945 $19,945 $20,911 $22,845 $25,861 $30,304

Paid-in Capital $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $82,000 $82,000 Retained Earnings ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) ($13,000) Earnings $0 ($9,810) ($18,870) ($27,181) ($34,741) ($40,801) ($46,111) ($51,422) ($56,732) ($61,042) ($63,352) ($65,680) ($62,707) Total Capital $67,000 $57,190 $48,130 $39,819 $32,259 $26,199 $20,889 $15,578 $10,268 $5,958 $3,648 $3,320 $6,293 Total Liabilities and Capital

$73,500 $72,784 $64,449 $56,864 $50,029 $45,418 $40,833 $35,523 $30,213 $26,869 $26,492 $29,181 $36,597

Net Worth $67,000 $57,190 $48,130 $39,819 $32,259 $26,199 $20,889 $15,578 $10,268 $5,958 $3,648 $3,320 $6,293

Appendix

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business plan for fashion eCommerce

Retail

Transcript of business plan for fashion eCommerce