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September, 1999

This sample business plan has been made available to users of Business Plan Pro , business
planning software published by Palo Alto Software. Names, locations and numbers may have
been changed, and substantial portions of text may have been omitted from the original plan
to preserve confidentiality and proprietary information.
You are welcome to use this plan as a starting point to create your own, but you do not have
permission to reproduce, publish, distribute or even copy this plan as it exists here.
Requests for reprints, academic use, and other dissemination of this sample plan should be
emailed to the marketing department of Palo Alto Software at marketing@paloalto.com. For
product information visit our Website: www.paloalto.com or call: 1-800-229-7526.

Copyright Palo Alto Software, Inc., 1995-2002

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Confidentiality Agreement

The undersigned reader acknowledges that the information provided by

_________________________ in this business plan is confidential;
therefore, reader agrees not to disclose it without the express written
permission of _________________________.
It is acknowledged by reader that information to be furnished in this
business plan is in all respects confidential in nature, other than information
which is in the public domain through other means and that any disclosure
or use of same by reader, may cause serious harm or damage to
_________________________.
Upon request, this document is to be immediately returned to
_________________________.
___________________
Signature
___________________
Name (typed or printed)
___________________
Date
This is a business plan. It does not imply an offering of securities.

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Table of Contents

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

1.1
Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1.2
Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1.3
Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1
3
4
4

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

2.1
Company Ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2.2
Start-up Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2.3
Company Locations and Facilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

4
4
5
6

3.0 Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.1
Service Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.2
Competitive Comparison . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.3
Sales Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.4
Fulfillment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.5
Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.6
Future Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

7
7
7
8
8
8
8

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

4.1
Market Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.2
Target Market Segment Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.2.1 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.2.2 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.2.3 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.3
Service Business Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.3.1 Business Participants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.3.2 Distributing a Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.3.3 Competition and Buying Patterns . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.3.4 Main Competitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

9
9
10
10
10
11
11
11
12
12
12

5.0 Strategy and Implementation Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

5.1
Value Proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.2
Competitive Edge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.3
Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.3.1 Positioning Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.3.2 Pricing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.3.3 Promotion Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.3.4 Distribution Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.3.5 Marketing Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.4
Sales Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.4.1 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.5
Strategic Alliances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5.6
Milestones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

13
13
13
13
14
14
14
14
15
15
16
17
17

6.0 Management Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

6.1
Organizational Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
6.2
Personnel Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
7.0 Financial Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7.1
Important Assumptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7.2
Key Financial Indicators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7.3
Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7.4
Projected Profit and Loss . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7.5
Projected Cash Flow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7.6
Projected Balance Sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7.7
Business Ratios . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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19
20
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23
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1.0 Executive Summary

Adventure Travel International (ATI) will begin operations in September 1999 and provide
adventure and sport/travel packages to people in the Pacific Northwest, specifically the
greater Woodville area. An opportunity for ATI's success exists because the national tourism
and travel industry is growing at 4%, and adventure travel at 10% annually. Further, the
Woodville adventure travel market is growing at least 12% annually and there are no
providers who specialize solely in adventure travel in the greater Woodville area. ATI is
poised to take advantage of this growth and lack of competition with an experienced staff,
excellent location, and effective management and marketing.
The company's goals over the next three years are:
Sales of $650,000 by year three.
Maintain margins of 10% on all airline travel.
Achieve 15% of sales from the Internet.
Develop strategic alliances with service providers nationally, internationally, and in the
Woodville area.
In order to achieve these goals ATI needs to focus on the three key areas of:
Effective segmentation and targeting of adventure travelers within the larger travel
market.
Successfully position ourselves as adventure travel specialists.
Communicate the differentiation and quality of our offering through personal
interaction, media, and regional marketing.
Develop a repeat-business base of loyal customers in order to create sufficent sales.
ATI will be a sole proprietorship owned and operated by Shea Delaney in the town of Atkins
Grove, California. The founder and employees of ATI are experienced travel industry
professionals and are passionate about the activities ATI will promote and offer.
ATI's total start-up capital requirement is approximately $102,500. Start-up will be financed
through the owner's personal investment and a long-term note of $85,000 secured from the
Woodville First National Bank.
The travel agency market is competitive, and technology, namely the Internet and
Computerized Reservation Systems (CRS), has changed the way travel agencies operate. The
Internet gives agencies and individuals the ability to perform travel related research.
Discount airfare brokers have taken advantage of the Internet by offering tickets online at
discounted rates. This has increased price competition. Computerized Reservation Systems
have increased the speed and efficiency of the agency-to-customer transaction. They have
also increased the start-up costs for travel agencies who wish to be competitive. One notable
trend in the travel industry is increased deregulation. Deregulation has increased the need for
differentiation and has, in many cases, lowered the prices of airfare and other travel-related
services. Additional trends include caps on agency commissions by many of the larger
airlines, increases in adventure travel, and reduction of profit margins.
The travel industry is highly fragmented. There are large national chains, small home-based
businesses, consolidators on the Internet, etc. Membership numbers in some of the travelrelated associations give some indication of the number of participants in this market. The
American Society of Travel Agents (ASTA) reports 25,000 members in 135 countries, most of
whom are small businesses. ATI has approximately 30 immediate competitors in the greater
Woodville area, including two agencies that are branches of national travel agency chains.
ATI is researching the market to identify potential opportunities for future sales in this rapidly
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changing environment. ATI's long-term goal is to establish itself as an internationally

recognized provider of top-of-the-line adventure travel. This goal does not prohibit ATI from
participating in additional segments. It does, however, provide a corporate focus and a
differentiated offering.
ATI's target customers are health-conscious couples and individuals, with median household
incomes of approximately $50,000. They are interested in popular adventure activities such
as skiing, whitewater sports, and mountain biking. ATI's most important target customers,
however, will be married couples, ages 25-35, with children and household incomes over
$50,000.
The Woodville area, like much of the Pacific Northwest, has a large concentration of outdoor
recreation enthusiasts. These health-conscious individuals, couples, and groups interested in
popular adventure sports, such as skiing, kayaking, trekking, etc., are ATI's primary
customers. ATI's target market is an exploitable niche, and ATI will provide a specialized and
thus differentiated service.
ATI has established relationships with providers of travel-related products and services. Two
major airlines have been selected as our primary ticket providers in part because they do not
cap the agent's profit on tickets. This allows us to capture the 10% margin on ticket sales
that was for many years the industry standard. Market research has enabled us to identify
and establish working relationships with service providers around the world. ATI has been
able to identify opportunities to capture margins of up to 25% from certain parties. Sourcing
will be continuously evaluated. ATI will take advantage of trade shows, travel industry
publications, and other sources of industry-related information to monitor the quality of its
offering.
ATI has a number of major competitors that the company will seek to aquire market share
from. They are:
Rollins & Hayes;
Sundance Travel;
Global Adventure Travel.
None of these competitors have the combination of price, scope, or local focus that ATI will
be able to offer.
ATI's pricing strategy will be a major consideration. Much of it will be determined by market
standards. ATI will attempt to maintain margins of 10% on all airline travel. Margins on all
other products and services vary depending upon the provider but are expected to average
20%. ATI will make every effort to maintain a competitive pricing policy. However, as ATI
builds its reputation as the premier provider of adventure travel, it expects to earn the ability
to charge a premium for its services.
The company will also pursue an aggressive marketing campaign. During ATI's first year of
operation it will hold a grand opening and will organize and sponsor several athletic events.
All ATI employees promote ATI's services to local athletic clubs. Negotiations with area health
clubs have begun and additional promotions will likely occur through these strategic alliances.
Specialty, rather than large national publications, will serve as media vehicles for ATI
advertising. Local radio stations will also be used. Personal selling will occur, though phone
solicitation will be limited. ATI plans to occasionally station sales personnel in locations
around Woodville such as shopping malls. ATI's goal is to develop personal familiarity
between its employees and the community.
ATI will be a small organization and its employees will share in management duties and
decision making. Shea Delaney will act as the General Manager, but it will be important for
each member of the team to be capable in all aspects of the business. Prerequisites for all
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ATI employees include at least five years travel industry experience, knowledge and ability in
the types of activities ATI will promote, and Certified Travel Counselor (CTC) certification for
applicable positions. The CTC designation can be obtained through the Institute of Certified
Travel Agents (ICTA).
Prices will be competitive with the remainder of the market. The company's estimated sales
for the first year of operations are $534,607, increasing 10% annually for the next two years.
ATI will begin operations with four full-time positions. The positions are as follows; general
manager and president: Shea Delaney; marketing and advertising director: Jordan Barnes;
accountant: Paul Mclellan; and one travel agent.
The company does not expect any problems with expenses or cash flow within the next three
years. Annual cash flow for the first year of operation becomes positive in the second quarter
of operation.

Highlights
$700,000
$600,000
$500,000

Sales

$400,000

Gross Margin

$300,000

Net Profit

$200,000
$100,000
$0
2000

2001

2002

1.1 Objectives
Sales of $650,000 by year three.
Maintain margins of 10% on all airline travel.
Achieve 15% of sales from the Internet.
Develop strategic alliances with service providers nationally, internationally, and in the
Woodville area.

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1.2 Mission
Adventure Travel International (ATI) is a travel agency that specializes in adventure tourism
and travel. It will provide consulting and custom travel arrangements and packages. ATI's
mission is to become the foremost provider of adventure travel to the people of the Pacific
Northwest. ATI's employees and owner are outdoor adventure and travel enthusiasts as well
as seasoned travel industry professionals. ATI seeks to connect adventure travel newcomers
and veterans with service providers, adventure activities, and accommodations that fit the
client's desires, budget, and skill level.

1.3 Keys to Success

Effectively segment and target adventure travelers within the larger travel market.
Successfully position ourselves as adventure travel specialists.
Communicate the differentiation and quality of our offering through personal
interaction and media.
Develop a repeat-business base of loyal customers.

2.0 Company Summary

ATI is a full service travel agency that specializes in adventure travel and provides
recreational and business travelers with professional service and consultation. ATI will
position itself as a specialist in the field of adventure travel and will generate the majority of
its income from this segment.

2.1 Company Ownership

ATI is a sole proprietorship owned and operated by Shea Delaney in the town of Atkins
Grove, California. ATI's owner is researching the possibility of establishing ATI as a Limited
Liability Company (LLC) or Partnership (LLP). This may occur within eighteen months of
operation.

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2.2 Start-up Summary

ATI's total start-up capital requirement is approximately $102,500. Start-up will be financed
through the owner's personal investment and a long-term note secured from the Woodville
First National Bank. Start-up details are located in Table 1.
EXPENSES: These will be rent, office supplies, consultant's fees, insurance, utilities,
etc. The largest start-up expense will be for computers.
ASSETS: Primarily cash and computers.
INVESTMENT: The bulk of the investment will come from a loan from Woodville First
National Bank. The remainder will come from Shea Delaney's personal savings.
LOANS: An $85,000 loan has been secured from Woodville First National Bank.

Start-up
$90,000
$80,000
$70,000
$60,000
$50,000
$40,000
$30,000
$20,000
$10,000
$0
Expenses

Assets

Investment

Loans

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Table: Start-up
Start-up
Requirements
Start-up Expenses
Legal
Stationery etc.
Brochures
Consultants
Insurance
Rent
Equiptment
Other
Total Start-up Expenses

$550
$500
$1,000
$2,000
$400
$2,625
$16,000
$500
$23,575

Start-up Assets Needed

Cash Balance on Starting Date
Other Current Assets
Total Current Assets

$35,000
$17,500
$52,500

Long-term Assets
Total Assets
Total Requirements

$26,925
$79,425
$103,000

Funding
Investment
Woodville First National
Owner Investment
Total Investment

$0
$18,000
$18,000

Current Liabilities
Accounts Payable
Current Borrowing
Other Current Liabilities
Current Liabilities

$0
$0
$0
$0

Long-term Liabilities
Total Liabilities
Loss at Start-up
Total Capital
Total Capital and Liabilities

$85,000
$85,000
($23,575)
($5,575)
$79,425

2.3 Company Locations and Facilities

ATI has identified three potential locations for office space. All potential locations are in the
town of Atkins Grove, California, and are between 800 and 1000 sq. ft. Once successfully
established, ATI will be one of approximately 30 travel agencies in the greater Woodville
area, population 325,000. ATI will be the only adventure travel specialist in the immediate
area.

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3.0 Services
ATI provides individual and group travel to leisure and corporate clients. Services and
products provided by ATI include travel consultation, pre-arranged tours, custom packages,
reservations for lodging, rental cars, rail passage, etc. ATI seeks to differentiate itself as the
premier adventure travel agency in the greater Woodville area.

3.1 Service Description

ATI is a full service agency and sells standard travel agency goods and services, including
airfare and travel packages. Additional services include assistance with passports, providing
access to top-of-the-line equipment and supplies, and a superior offering that includes access
to better than average terrain and activities, accommodations, and entertainment. The value
added of ATI's offering is its knowledge and expertise, competitive rates, and specialty focus
on adventure travel, which translates into increased satisfaction for the customer.
Adventure travel is divided into two categories, hard and soft adventure. Both hard and soft
adventures involve active and athletic activities. Hard adventure activities, as the name
suggests, generally consist of activities that involve risk and athletic competence. Soft
adventure activities are less physically demanding and more passive than their hard
adventure counterparts. Economic indicators suggest that an increased demand for adventure
travel services exists. ATI can position itself as a niche service provider within the travel and
tourism market and offer high quality travel packages for various sporting trips. ATI will serve
the adventure travel market as a top quality, full service provider. All suppliers with whom
ATI will deal will be top-notch professionals with accomplished backgrounds. If suppliers fail,
at any time, to meet our rigid standards of quality, they will not be used.

3.2 Competitive Comparison

The travel agency market is competitive, and technology, namely the Internet and
Computerized Reservation Systems (CRS), has changed the way travel agencies operate. The
Internet gives agencies and individuals the ability to perform travel related research.
Discount air fare brokers have taken advantage of the Internet by offering tickets on line at
discounted rates. This has increased price competition. Computerized Reservation Systems
have increased the speed and efficiency of the agency to customer transaction. They have
also increased the start-up costs for travel agencies who wish to be competitive. Moreover,
industry competition and the increased number of travel options available have made it
necessary for smaller travel agencies to establish themselves as specialists in one or more
types of travel. ATI has done this by positioning itself as an adventure travel specialist. ATI
has not identified a direct competitor in the greater Woodville area. However, a travel agency
does not have to be an adventure travel specialist to book an adventure travel trip.
Therefore, ATI will compete with other Woodville area travel agencies as they offer
alternatives to adventure travel, have the ability to arrange adventure travel themselves, and
have the advantage of established relationships with clients.

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3.3 Sales Literature

Brochures for travel locations, rental car companies, entertainment, etc. are obtained from
the wholesale houses and service providers with whom ATI deals. Brochures for ATI are
handled by a local graphic arts company and are mailed to potential customers upon request.
Additional literature such as direct mail, print ads, and sales promotion materials will be
utilized as needed. ATI will maintain a database from which customer/contact information will
be drawn.

3.4 Fulfillment
ATI has established relationships with providers of travel related products and services. Two
major airlines have been selected as our primary ticket providers in part because they do not
cap the agent's profit on tickets. This allows us to capture the 10% margin on ticket sales
that was for many years the industry standard. Market research has enabled us to identify
and establish working relationships with service providers around the world. ATI has been
able to identify opportunities to capture margins of up to 25% from certain parties. Sourcing
will be continuously evaluated. ATI will take advantage of trade shows, travel industry
publications, and other sources of industry related information to monitor the quality of its
offering.

3.5 Technology
ATI will rely on a Computerized Reservation System (CRS) for all client reservations. The CRS
enables travel agencies to identify what the customer is looking for and make that
information available quickly. It also increases the speed and efficiency with which ATI can
communicate with suppliers. In addition, the CRS makes customer data storage and retrieval
relatively simple. ATI will also make use of the Internet for market research and
communications.

3.6 Future Services

ATI may in the future open agencies at additional locations. In addition, as the adventure
travel market reaches maturity, ATI may participate in additional segments of the travel
market. ATI is researching the market to identify potential opportunities for future sales.
ATI's long-term goal is to establish itself as an internationally recognized provider of top-ofthe-line adventure travel. This goal does not prohibit ATI from participating in additional
segments. It does, however, provide a corporate focus and a differentiated offering.

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4.0 Market Analysis Summary

ATI plans to focus its initial efforts on the adventure travel market in the greater Woodville
area. Adventure travel falls primarily under the leisure travel category. Revenues from leisure
travel earned by U.S. travel agencies exceed $50 billion annually. Adventure travel is a subcategory of leisure travel and can be further broken down into hard and soft adventure travel.
Annual expenditures in the U.S. market are estimated to be approximately $40-50 million for
soft and $12-15 for hard adventure travelers.

4.1 Market Segmentation

ATI's target customers are health-conscious couples and individuals, with median household
incomes of approximately $50,000. They are interested in popular adventure activities such
as skiing, whitewater sports, and mountain biking and major purchasers are located in urban
areas within these states:
1. California
2. Florida
3. New York
4. Texas
5. Illinois
6. Nevada
7. Hawaii
8. New Jersey
9. Pennsylvania
10. Georgia
Adventure travelers are slightly more likely to be men between the ages of 18-34. However
an increasing number of hard adventure travelers are women (some statistics suggest that
women comprise 49% of the adventure market). Men on average spend more than women
on their adventure travels. ATI's primary customers, however, are married couples, ages 2535, with children and household incomes over $50,000.

Market Analysis (Pie)

National
Woodville
Internet

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Table: Market Analysis

Market Analysis
Potential Customers
National
Woodville
Internet
Total

Growth
10%
15%
20%
12.78%

1999
9,000,000
100,000
3,000,000
12,100,000

2000
9,900,000
115,000
3,600,000
13,615,000

2001
10,890,000
132,250
4,320,000
15,342,250

2002
11,979,000
152,088
5,184,000
17,315,088

2003
13,176,900
174,901
6,220,800
19,572,601

CAGR
10.00%
15.00%
20.00%
12.78%

4.2 Target Market Segment Strategy

ATI is located in the heart of the Pacific Northwest. The natural beauty and abundance of
outdoor activities attract many fitness oriented individuals. Per capita, the area has more
people than any other in the nation who actively participate in mountain and water sports
such as skiing, climbing, kayaking, whitewater rafting, mountain biking, etc. These are the
people in ATI's target market. ATI will focus on the sale and promotion of adventure travel
primarily to individuals, but also to corporate clients in the Woodville area.

4.2.1 Market Needs

Many potential customers are unsure of the location they wish to reach. Part of the value
associated with travel agencies is the knowledge they possess about destinations. Customers
look to the agency to provide them with sound advice for a competitive price. ATI is confident
in its ability to do so. Time is a precious commodity. ATI can save the customer time and
money, and help to ensure that they are satisfied with their vacation.

4.2.2 Market Trends

One notable trend in the travel industry is increased deregulation. Deregulation has increased
the need for differentiation and has, in many cases, lowered the prices of airfare and other
travel related services. Additional trends include caps on agency commissions by many of the
larger airlines, increases in adventure travel, and reduction of profit margins. More than 50%
of the U.S. adult traveling population, or 147 million people, have taken an adventure trip in
their lifetime, 98 million in the past five years. Approximately 31 million adults have engaged
in hard adventure activities like whitewater rafting, scuba diving, and mountain biking. An
additional 25 million engaged in both a hard and soft adventure activity. Activities most
commonly participated in during adventure vacations: camping (85%), hiking (74%), skiing
(51%), snorkeling or scuba diving (30%), sailing (26%), kayaking or whitewater rafting
(24%), and biking trips (24%). Customers tend to be young and affluent, ages 18-34, and
one fourth are from households with annual incomes of $75,000 or more.

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4.2.3 Market Growth

The travel industry is growing. Reasons for this growth include a healthy domestic economy
and the devaluation of currency in other regions which has made travel less expensive for
U.S. residents. Leisure travel has increased by 3.2% in 1997 and is predicted to grow 2.0%
in 1998. The healthy economy has increased business which in turn boosted domestic
business travel 4.8% in 1997 with an estimated increase of 3.6% in 1998. Adventure travel,
which is growing 10% annually, is one of the fastest growing segments of the travel industry.
Statistics show that 8,000 U.S. companies offered adventure packages that generated $7
billion in 1997. There also has been a 66% increase in executive participation in adventure
travel between 1992 and 1996.

4.3 Service Business Analysis

The U.S. travel and tourism industry is the nation's third largest retail industry, and the U.S.
Department of Commerce says that it will be number one by the year 2000. Revenues from
travel have increased approximately 100% in the last decade. U.S. travel agencies produce
over $100 billion in revenues each year. The market is separated into two main categories,
business and leisure travel. Each contribute about 45% to total revenues. The remainder of
revenues are generated from combined business/leisure trips. The market is further
separated into domestic and international travel. Domestic travel accounts for approximately
70% of industry revenues. Business travel can be divided into two categories, the medium to
large corporate account and the small independent businessman. Leisure travelers are
classified according to the types of trips they take, income, or age.
The four primary leisure travel groups are:
1.
2.
3.
4.

Adventure, Special-Interest, R&R, Honeymoons, and Sightseeing Trips.

High-Income Travelers.
Budget-Conscious Travelers.
Families, Students and Seniors.

4.3.1 Business Participants

The travel industry is similar to many others. There are large national chains, small homebased businesses, consolidators on the Internet, etc. Membership numbers in some of the
travel related associations give some indication of the number of participants in this market.
The American Society of Travel Agents (ASTA) reports 25,000 members in 135 countries,
most of whom are small businesses. The Association of Retail Travel Agencies (ARTA) has
another 3,000 members. In addition, there are many agencies not affiliated with these
associations but with one or more of the approximately 35 travel industry organizations in the
country. ATI has approximately 30 immediate competitors in the greater Woodville area,
including two agencies that are branches of national travel agency chains.

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4.3.2 Distributing a Service

The primary distribution pattern in the travel industry is from supplier to agent to consumer.
Distribution between supplier and agency is regulated by a conference system. The two
conferences through which agencies gain access to air travel providers are the Airline
Reporting Corporation (ARC) and the International Airlines Travel Agents Network (IATAN).
These suppliers can be contacted through Computerized Reservation System (CRS). Travel
agencies receive a supply of blank airline ticket vouchers from the ARC. The agency is
responsible for proper storage of and collecting payments for the vouchers. One notable
change in the distribution channel has occurred. Wholesale houses have started buying large
quantities of airline tickets and selling online for reduced prices.

4.3.3 Competition and Buying Patterns

There are many activities and types of travel available to people contemplating an adventure
vacation. These substitute products and services are one type of competition. Theme parks,
motorhome trips, and cruises are just a few. Other substitutes include less expensive, selfplanned, or trips geared towards more traditional types of vacations. In addition, potential
customers do not have to vacation. Instead, they may elect to spend elsewhere, or invest the
money they would have otherwise spent on a vacation. Direct competition can come from
virtually any agency, and there are several agencies who specialize in adventure travel in the
United States. Lifestyle, age, and disposable income influence the decision to travel and in
which type of travel to participate. Adventure travelers make purchase decisions based upon
their desire to combine athletic interests with vacation time. The average adventure traveler
engages in one adventure travel vacation every 12-18 months.

4.3.4 Main Competitors

1.

Rollins & Hayes: Based on the east coast, Rollins & Hayes are the most well known
and respected adventure travel agency in the world. They have been providing
adventure travel packages for over twenty years. Rollins & Hayes have successfully
integrated travel agency services and adventure travel activities. This offers them
complete control over the entire vacation. They have the advantage of an established
reputation, high-quality trips, economies of scale, and strategic alliances. However,
their packages are expensive and appeal primarily to a high-income clientele.

2.

Sundance Travel: Based in Colorado, Sundance is a traditional agency and has been in
business for 10 years. They have gradually made the move towards adventure travel
specialists and are now recognized as such. Their strengths are experience,
reputation, and financial solvency. Weaknesses may include high personnel and
management turnover and the lack of a clear plan for future growth.

3.

Global Adventure Travel: Global was established in 1995 and they have successfully
established themselves as adventure travel specialists. They are based in the Los
Angeles area. Global has done a good job positioning themselves through successful
marketing communications and management. The Los Angeles area contains a large
adventure travel market. It is, however, a very competitive area.

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5.0 Strategy and Implementation Summary

In order to reach its goal of becoming the Pacific Northwest's premiere adventure travel
agency, ATI will adopt the following strategy:
1.
2.
3.

Establish ATI's reputation as a differentiated, specialty provider of adventure travel.

This will be accomplished through a diverse marketing communications program at
ATI's target market, utilizing various media.
Provide unparalleled service to the people of Woodville in order to gain repeat
business and build trust. This will include providing superior service in all phases of
the transaction, including timely follow-through.
Aggressively promote adventure sports as healthy and exciting activities and those
who participate in them as pioneers, heroes, and true Pacific Northwesterners.

5.1 Value Proposition

The value proposition of ATI's services comes from ATI's experience with and love of
adventure sports. ATI's employees are confident in their ability to meet the needs of their
customers because they share the customers' enthusiasm for the activities ATI offers. ATI's
confidence and ability translates into confidence for the consumer and a starting point
towards developing long-term relationships and trust.

5.2 Competitive Edge

ATI's competitive edge is its focus, passion, and experience. ATI seeks to promote and
provide access to adventure sports and travel. ATI provides a differentiated offering with the
management experience, capital, and commitment to make it work.

5.3 Marketing Strategy

ATI adheres to the theory that the goal of business is to create and keep customers. Its
marketing strategy will reflect this goal as it builds its reputation in the Woodville area.
Though ATI operates in the travel industry, it provides much more than travel. ATI provides
adventure and freedom. Many of ATI's customers spend 50 weeks of the year in an office.
ATI offers people the ability to get away and remember how much they love the challenge
and excitement of an athletic endeavor. ATI will promote the benefits of adventure travel.
These benefits include better health, excitement, personal growth, ear-to-ear grins, and a
whole lot of fun.

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5.3.1 Positioning Statement

For individual and corporate clients who wish to participate in adventure travel, ATI is the
premier adventure travel agency in the Pacific Northwest. ATI's experience with and
enthusiasm for adventure travel is displayed in the exceptional service, value, and advice it
provides for the customer.

5.3.2 Pricing Strategy

Much of ATI's pricing is determined by market standards. ATI will attempt to maintain
margins of 10% on all airline travel. Margins on all other products and services vary
depending upon the provider but are expected to average 20%. ATI will make every effort to
maintain a competitive pricing policy. However, as ATI builds its reputation as the premier
provider of adventure travel, it expects to earn the ability to charge a premium for its
services.

5.3.3 Promotion Strategy

During ATI's first year of operation it will hold a grand opening and will organize and sponsor
several athletic events. Events will include an offroad triathlon, 10k race and 5k fun run, and
a mountain bike race. ATI will provide various travel packages and other items as prizes. All
ATI employees belong to local athletic clubs and will, through interaction with other
members, promote ATI's services. During the grand opening and other events, ATI will
provide literature with information about the trips and activities. Negotiations with area
health clubs have begun and additional promotions will likely occur through these strategic
alliances. Specialty, rather than large national publications, will serve as media vehicles for
ATI advertising. Local radio stations will also be used. Personal selling will also occur, though
phone solicitation will be limited. ATI plans to occasionally station sales personnel in locations
around Woodville such as shopping malls. ATI's goal is to develop personal familiarity
between its employees and the community.

5.3.4 Distribution Strategy

ATI's distribution strategy will focus on the target market in the Woodville area to whom it
will sell directly. Secondarily, ATI seeks to establish distribution capability on the World Wide
Web. Doing so will improve ATI's ability to establish a national reputation.

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5.3.5 Marketing Programs

Customers will be reached through traditional marketing communication methods.
Information has been located detailing profiles of both hard and soft adventure travelers,
where they live, work, what they do, etc. Research suggests that many of our target
customers, and travelers in general, are Internet savvy and many adventure travelers
purchase over the Internet or buy through travel agents. As such, the Internet will serve as
an appropriate and effective medium of communication. ATI will target the primary customer
group initially. This group has been defined as persons who have purchased or are likely to
purchase an adventure vacation. In addition to the Internet, methods by which we will
communicate with customers will depend on the results of our marketing research. ATI will
likely use trade or special interest magazines, mailing lists and direct mail, and personal
selling. Initially, service will be introduced regionally. Sales will be extended into the national
and global markets within a few years of operation. We hope to promote out of season
services through frequent customer contact and through our own publication, most likely a
monthly newsletter.

5.4 Sales Strategy

ATI will sell the benefits of the services it offers and the activities it promotes. ATI sells the
freedom that is part of a healthy and balanced lifestyle. The benefits of that lifestyle are
many. People need to be reminded occasionally that there is more to life than building bigger
barns. ATI can provide clients with all of the arrangements they can think of and likely many
they would not have thought of. Our concern is not to maximize profits on any individual sale
but to satisfy the customer. Doing so will reduce costs and increase profits in the long run. It
is less expensive to maintain a relationship than it is to develop a new one. At ATI we believe
in the benefits of the activities we promote, and we are confident that we can satisfy the
desires of the seasoned adventure traveler and the newcomer alike.
Sales projections are detailed in the Yearly Sales Total chart.

Sales by Year
$700,000
$600,000
$500,000

Woodville

$400,000

National
Internet

$300,000

Corporate
Other

$200,000
$100,000
$0
2000

2001

2002

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5.4.1 Sales Forecast

Detailed projections are located in the Total Sales by Month table in the appendix. ATI
expects sales to be slow in the first quarter of operation. Sales growth is estimated at 20%
annually through year three of operation.

Sales Monthly
$80,000
$70,000
$60,000

Woodville

$50,000

National

$40,000

Internet
Corporate

$30,000

Other

$20,000
$10,000
$0
Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Jul Aug

Table: Sales Forecast

Sales Forecast
Sales
Woodville
National
Internet
Corporate
Other
Total Sales

2000
$427,685
$42,768
$10,693
$53,461
$0
$534,607

2001
$382,245
$70,568
$47,046
$88,210
$0
$588,069

2002
$258,751
$97,032
$97,032
$194,063
$0
$646,878

Direct Cost of Sales

Woodville
National
Internet
Corporate
Other
Subtotal Direct Cost of Sales

2000
$333,594
$33,359
$8,341
$41,700
$0
$416,993

2001
$294,329
$54,337
$36,225
$67,922
$0
$452,813

2002
$196,651
$73,744
$73,744
$147,488
$0
$491,627

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5.5 Strategic Alliances

Strategic alliances for promotion have been developed with Body Works Health Club,
Woodville Whitewater, The Great Wall climbing gym, and several area retailers. Alliances with
adventure trip providers in several U.S. states and foreign countries have also been
established.

5.6 Milestones
ATI's important milestones are detailed in the following table. The milestones reflect ATI's
philosophy that it is important for a company to set goals. Goals determine strategy and
tactics, and help to maintain corporate focus. The milestones can be seen as progress points
and will be used as a way to measure ATI's success in reaching its goals.
Table: Milestones
Milestones
Milestone
Grand Opening & Giveaway
Breakeven
World Wide Web sales
capabilty
Strategic Alliance
Development program
Other
Totals

Start Date
9/1/1999
1/2/2000
9/15/1999

End Date
11/1/1999
1/2/2001
1/1/2000

Budget
$1,500
$0
$5,000

Manager
Jordan Barnes
Paul Mclean
Steve Fergusee

Department
Marketing
Accounting
Sales

9/1/1999

12/1/1999

$1,500

Shea Delaney

Managers

9/1/1999

12/1/1999

$0
$8,000

6.0 Management Summary

Shea Delaney will act as the General Manager. However, ATI is a small organization and its
employees will share in management duties and decision making. It will be important for
each member of the team to be capable in all aspects of the business. Prerequisites for all
ATI employees include at least five years travel industry experience, knowledge and ability in
the types of activities ATI will promote, and Certified Travel Counselor (CTC) certification for
applicable positions. The CTC designation can be obtained through the Institute of Certified
Travel Agents (ICTA).

6.1 Organizational Structure

ATI will begin operations with 4 full-time positions. The positions are as follows.
General Manager and President: Shea Delaney, age 37, B.A. Marketing Management,
University of California Santa Cruz. Shea has 12 years experience in the travel industry,
including five years experience as manager of the Transworld travel agency, Southern
California branch. As manager at Transworld, Shea increased revenues by $1.5 million and
established the adventure travel division which, in its first 18 months, generated an
additional $400,00 in revenues. His background in adventure sports includes four years on
the U.S. pro kayaking tour, two years as a sponsored cross-country mountain bike racer, 25
years surfing, including three years as an amateur competitor, and participation in many
other adventure and organized sports such as snowboarding, beach volleyball, and track and
field.
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Marketing and Advertising Director: Jordan Barnes, age 31, B.S. Communications, Brigham
Young University. Jordan spent five years as an adventure travel and freelance writer and has
been a marketing consultant specializing in adventure sports for the past three years. Jordan
has an extensive mountaineering background and has summitted three 8,000 meter peaks,
including Everest. In addition to mountaineering, Jordan is an avid climber and has skied
since the age of five.
Accountant: Paul Mclellan, age 45, B.S. Accounting, University of Alaska, Anchorage. Paul is
an accountant and an Alaskan. His ability with numbers has helped keep his mind occupied
during competition in the Iditarod, marathons, and mountaineering expeditions. Paul worked
as an auditor for the State of Alaska for four years after college and then as an accounting
department manager for a non-profit organization for another four years. Before going back
to school and earning his degree, Paul was a commercial sport fisherman out of Homer,
Alaska. During that time he established connections with many service providers in the state
of Alaska. ATI will capitalize on these connections as Alaska is a popular destination amongst
adventure travelers.
Travel Agent #1: Sue Taylor, Certified Travel Counselor. Sue has eight years experience as a
travel counselor. She is an avid cyclist, runner, and kayaker. In addition, Sue has traveled
extensively and has first-hand knowledge of many of the destinations our clients wish to
reach. Her trips include a year-long trek in South America, four months in Nepal, and a fourmonth stint as a ski instructor in Wanaka, New Zealand.

6.2 Personnel Plan

The personnel plan depicts ATI's anticipated head count for the start up year. The following
table provides more detailed information. ATI does not anticipate the need to significantly
increase personnel in the first 2-3 years.
Table: Personnel
Personnel Plan
Manager/President
Accountant
Travel Agent
Marketing & Advertising Dir.
Other
Total People
Total Payroll

2000
$6,000
$13,200
$12,000
$13,800
$0
4
$45,000

2001
$6,240
$13,728
$12,480
$13,800
$0
4
$46,248

2002
$6,490
$14,277
$12,979
$13,800
$0
4
$47,546

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7.0 Financial Plan

ATI's financial plan is detailed in following sections. Preliminary estimates suggest that ATI
will experience slow growth in the first two quarters of operation. This is partly due to ATI's
status as a start-up company and seasonal factors. Income estimates are based, in part, on
anticipated revenues from accounts that were secured by ATI employees prior to their
departure from former employers. ATI has sufficient cash to endure the negative cash flow
situation that it may encounter initially. ATI also anticipates an increase in gross margin and
sales volume. Thus, the overall financial plan presents a conservative but realistic depiction of
ATI's financial position.

7.1 Important Assumptions

ATI assumes the following:
Market growth projections for the travel industry and for adventure travel are
accurate.
National economic conditions, which are favorable to the travel industry, will not
experience significant decline in the next five years.
International conditions will remain favorable for service providers and ATI will be able
to maintain those relationships.
Table: General Assumptions
General Assumptions
Plan Month
Current Interest Rate
Long-term Interest Rate
Tax Rate
Sales on Credit %
Other
Calculated Totals
Payroll Expense
Sales on Credit
New Accounts Payable

2000
1
10.00%
7.25%
24.00%
25.00%
0.00%

2001
2
10.00%
7.25%
24.00%
25.00%
0.00%

2002
3
10.00%
7.25%
24.00%
25.00%
0.00%

$45,000
$133,652
$310,421

$46,248
$147,017
$333,664

$47,546
$161,720
$358,946

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7.2 Key Financial Indicators

The following chart indicates ATI's key financial indicators for the first three years. ATI
anticipates growth in sales with relatively stable operating expenses. Favorable economic
conditions and forecasts of continued growth in the adventure travel market support ATI's
planned financial success.

Benchmarks
2.0
1.5
1.0
0.5

2000

0.0

2002

2001

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7.3 Break-even Analysis

The following table details ATI's break-even analysis, including monthly sales break-even
points.
Break-even calculations assume a 20% gross margin. This is a conservative estimate, and it
will be improved as strategic relationships develop and the benefits of ATI's offerings are
realized by customers.

Break-even Analysis
$1,000
$500
$0
($500)
($1,000)
($1,500)
$0

$2,000

$4,000

$6,000

$8,000

$10,000

Monthly break-even point

Break-even point = where line intersects with 0

Table: Break-even Analysis

Break-even Analysis:
Monthly Units Break-even
Monthly Revenue Break-even
Assumptions:
Average Per-Unit Revenue
Average Per-Unit Variable Cost
Estimated Monthly Fixed Cost

7
$6,818
$950.00
$741.00
$1,500

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7.4 Projected Profit and Loss

ATI's profit picture improves as operations progress into the third quarter of the first year of
operation. ATI anticipates improving its gross margin from 20% in year one to 22% in year
two. Annual estimates of profit and loss are detailed in the following table.
Table: Profit and Loss
Pro Forma Profit and Loss
Sales
Direct Cost of Sales
Other
Total Cost of Sales
Gross Margin
Gross Margin %
Expenses:
Payroll
Sales and Marketing and Other Expenses
Depreciation
Leased Equipment
Utilities
Insurance
Rent
Payroll Taxes
Other
Total Operating Expenses
Profit Before Interest and Taxes
Interest Expense
Taxes Incurred
Net Profit
Net Profit/Sales
Include Negative Taxes

TRUE

2000
$534,607
$416,993
$0
-----------$416,993
$117,614
22.00%

2001
$588,069
$452,813
$0
-----------$452,813
$135,256
23.00%

2002
$646,878
$491,627
$0
-----------$491,627
$155,251
24.00%

$45,000
$26,100
$0
$0
$4,500
$2,400
$10,500
$6,750
$0
-----------$95,250
$22,364
$5,856
$3,962
$12,546
2.35%

$46,248
$26,280
$0
$0
$4,500
$2,400
$10,500
$6,937
$0
-----------$96,865
$38,391
$5,597
$7,870
$24,923
4.24%

$47,546
$26,280
$0
$0
$4,500
$2,400
$10,500
$7,132
$0
-----------$98,358
$56,893
$5,597
$12,311
$38,985
6.03%

TRUE

TRUE

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7.5 Projected Cash Flow

Monthly cash flow is shown in the following illustration. Annual cash flow figures are
estimated based on collection days, included in Table 7.5. Annual cash flow for the first year
of operation becomes positive in the second quarter of operation.

Cash
$70,000
$60,000
$50,000
$40,000

Net Cash Flow

$30,000

Cash Balance

$20,000
$10,000
$0
($10,000)
Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Jul Aug

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Table: Cash Flow

Pro Forma Cash Flow

2000

2001

2002

Cash Received
Cash from Operations:
Cash Sales
Cash from Receivables
Subtotal Cash from Operations

$400,955
$116,414
$517,369

$441,052
$145,293
$586,345

$485,159
$159,823
$644,982

Additional Cash Received

Non Operating (Other) Income
Sales Tax, VAT, HST/GST Received
New Current Borrowing
New Other Liabilities (interest-free)
New Long-term Liabilities
Sales of Other Current Assets
Sales of Long-term Assets
New Investment Received
Subtotal Cash Received

$0
$0
$0
$0
$0
$0
$0
$0
$517,369

$0
$0
$0
$0
$0
$0
$0
$0
$586,345

$0
$0
$0
$0
$0
$0
$0
$0
$644,982

Expenditures
Expenditures from Operations:
Cash Spending
Payment of Accounts Payable
Subtotal Spent on Operations

2000

2001

2002

$211,640
$262,215
$473,856

$229,482
$329,600
$559,082

$248,947
$354,513
$603,460

Additional Cash Spent

Non Operating (Other) Expense
Sales Tax, VAT, HST/GST Paid Out
Principal Repayment of Current Borrowing
Other Liabilities Principal Repayment
Long-term Liabilities Principal Repayment
Purchase Other Current Assets
Purchase Long-term Assets
Dividends
Subtotal Cash Spent

$0
$0
$0
$7,800
$7,800
$0
$0
$0
$489,456

$0
$0
$0
$0
$0
$0
$0
$0
$559,082

$0
$0
$0
$0
$0
$0
$0
$0
$603,460

$27,914
$62,914

$27,263
$90,177

$41,522
$131,699

Net Cash Flow

Cash Balance

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7.6 Projected Balance Sheet

The pro forma balance sheet indicates sustained and planned growth. Net worth improves
considerably in year two and will provide ATI with a strong financial position. Monthly
estimates are included in the appendix.
Table: Balance Sheet
Pro Forma Balance Sheet
Assets
Current Assets
Cash
Accounts Receivable
Other Current Assets
Total Current Assets
Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets

2000
$62,914
$17,238
$17,500
$97,651

2001
$90,177
$18,961
$17,500
$126,639

2002
$131,699
$20,858
$17,500
$170,057

$26,925
$0
$26,925
$124,576

$26,925
$0
$26,925
$153,564

$26,925
$0
$26,925
$196,982

2000
$48,206
$0
($7,800)
$40,406

2001
$52,270
$0
($7,800)
$44,470

2002
$56,703
$0
($7,800)
$48,903

Long-term Liabilities
Total Liabilities

$77,200
$117,606

$77,200
$121,670

$77,200
$126,103

Paid-in Capital
Retained Earnings
Earnings
Total Capital
Total Liabilities and Capital
Net Worth

$18,000
($23,575)
$12,546
$6,971
$124,576
$6,971

$18,000
($11,029)
$24,923
$31,894
$153,564
$31,894

$18,000
$13,894
$38,985
$70,879
$196,982
$70,879

Liabilities and Capital

Accounts Payable
Current Borrowing
Other Current Liabilities
Subtotal Current Liabilities

7.7 Business Ratios

The following table details our primary business ratios. Initial analysis indicates that ATI's
ratios for profitability, risk, and return are financially favorable and will improve greatly in
year two of operation. Industry Profile ratios are based on Standard Industry Classification
(SIC) Index code 4724.

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Table: Ratios
Ratio Analysis

2000
0.00%

2001
10.00%

2002
10.00%

Industry Profile
4.00%

13.84%
0.00%
14.05%
78.39%
21.61%
100.00%

12.35%
0.00%
11.40%
82.47%
17.53%
100.00%

10.59%
0.00%
8.88%
86.33%
13.67%
100.00%

25.20%
0.70%
38.10%
64.00%
36.00%
100.00%

-6.26%
61.97%
61.97%
38.03%

-5.08%
50.27%
50.27%
49.73%

-3.96%
39.19%
39.19%
60.81%

39.60%
16.30%
55.90%
44.10%

Percent of Sales
Sales
Gross Margin
Selling, General & Administrative Expenses
Advertising Expenses
Profit Before Interest and Taxes

100.00%
22.00%
19.65%
0.34%
4.18%

100.00%
23.00%
18.76%
0.00%
6.53%

100.00%
24.00%
17.97%
3.76%
8.79%

100.00%
38.30%
27.50%
0.40%
1.30%

Main Ratios
Current
Quick
Total Debt to Total Assets
Pre-tax Return on Net Worth
Pre-tax Return on Assets

2.42
2.42
94.40%
236.81%
13.25%

2.85
2.85
79.23%
102.82%
21.36%

3.48
3.48
64.02%
72.37%
26.04%

1.44
1.13
55.90%
3.20%
7.20%

Business Vitality Profile

Sales per Employee
Survival Rate

1999
$133,652

2000
$147,017

2001
$161,720

Industry
$0
0.00%

Additional Ratios
Net Profit Margin
Return on Equity

2000
2.35%
179.98%

2001
4.24%
78.14%

2002
6.03%
55.00%

7.75
29
0.00
6.44
33
4.29

7.75
45
0.00
6.38
659
3.83

7.75
45
0.00
6.33
665
3.28

n.a
n.a
n.a
n.a

16.87
0.34

3.81
0.37

1.78
0.39

n.a
n.a

$57,246
3.82

$82,169
6.86

$121,154
10.16

n.a
n.a

0.23
32%
1.99
76.69
0.00

0.26
29%
2.42
18.44
0.00

0.30
25%
3.05
9.13
0.00

n.a
n.a
n.a
n.a
n.a

Sales Growth
Percent of Total Assets
Accounts Receivable
Inventory
Other Current Assets
Total Current Assets
Long-term Assets
Total Assets
Current Liabilities
Long-term Liabilities
Total Liabilities
Net Worth

Activity Ratios
Accounts Receivable Turnover
Collection Days
Inventory Turnover
Accounts Payable Turnover
Payment Days
Total Asset Turnover
Debt Ratios
Debt to Net Worth
Current Liab. to Liab.
Liquidity Ratios
Net Working Capital
Interest Coverage
Additional Ratios
Assets to Sales
Current Debt/Total Assets
Acid Test
Sales/Net Worth
Dividend Payout

n.a
n.a

n.a

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$20,000
$2,000
$500
$2,500
$0
$25,000
Sep
$15,600
$1,560
$390
$1,950
$0
$19,500

Sales Forecast
Sales
Woodville
National
Internet
Corporate
Other
Total Sales

Direct Cost of Sales

Woodville
National
Internet
Corporate
Other
Subtotal Direct Cost of Sales

Appendix Table: Sales Forecast

Oct
$17,160
$1,716
$429
$2,145
$0
$21,450

Oct
$22,000
$2,200
$550
$2,750
$0
$27,500
Nov
$18,876
$1,888
$472
$2,360
$0
$23,595

Nov
$24,200
$2,420
$605
$3,025
$0
$30,250
Dec
$20,764
$2,076
$519
$2,596
$0
$25,955

Dec
$26,620
$2,662
$666
$3,328
$0
$33,276
Jan
$22,840
$2,284
$571
$2,855
$0
$28,550

Jan
$29,282
$2,928
$732
$3,660
$0
$36,602
Feb
$25,124
$2,512
$628
$3,140
$0
$31,404

Feb
$32,210
$3,221
$805
$4,026
$0
$40,262
Mar
$27,636
$2,764
$691
$3,455
$0
$34,545

Mar
$35,431
$3,543
$886
$4,429
$0
$44,289
Apr
$30,400
$3,040
$760
$3,800
$0
$37,999

Apr
$38,974
$3,897
$974
$4,872
$0
$48,717
May
$33,440
$3,344
$836
$4,180
$0
$41,800

May
$42,872
$4,287
$1,072
$5,359
$0
$53,590
Jun
$36,784
$3,678
$920
$4,598
$0
$45,980

Jun
$47,159
$4,716
$1,179
$5,895
$0
$58,949

Jul
$40,463
$4,047
$1,012
$5,058
$0
$50,578

Jul
$51,875
$5,188
$1,297
$6,484
$0
$64,844

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$44,508
$4,451
$1,113
$5,564
$0
$55,636

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$57,062
$5,706
$1,427
$7,133
$0
$71,328

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Manager/President
Accountant
Travel Agent
Marketing & Advertising Dir.
Other
Total People
Total Payroll

Personnel Plan

Appendix Table: Personnel

Sep
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Oct
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Nov
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Dec
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Jan
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Feb
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Mar
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Apr
$500
$1,100
$1,000
$1,150
$0
4
$3,750

May
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Jun
$500
$1,100
$1,000
$1,150
$0
4
$3,750

Jul
$500
$1,100
$1,000
$1,150
$0
4
$3,750

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$1,100
$1,000
$1,150
$0
4
$3,750

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Plan Month
Current Interest Rate
Long-term Interest Rate
Tax Rate
Sales on Credit %
Other
Calculated Totals
Payroll Expense
Sales on Credit
New Accounts Payable

General Assumptions

Appendix Table: General Assumptions

Oct
2
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$6,875
$18,066

Sep
1
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$6,250
$16,923

$3,750
$7,563
$19,324

Nov
3
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$8,319
$20,708

Dec
4
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$9,151
$22,230

Jan
5
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$10,066
$23,905

Feb
6
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$11,072
$25,748

Mar
7
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$12,179
$27,774

Apr
8
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$13,398
$30,005

May
9
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$14,737
$32,458

Jun
10
10.00%
7.25%
24.00%
25.00%
0.00%
$3,750
$16,211
$35,156

Jul
11
10.00%
7.25%
24.00%
25.00%
0.00%

$3,750
$17,832
$38,125

Aug
12
10.00%
7.25%
24.00%
25.00%
0.00%

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Total Operating Expenses

Profit Before Interest and Taxes
Interest Expense
Taxes Incurred
Net Profit
Net Profit/Sales
Include Negative Taxes

Total Cost of Sales

Gross Margin
Gross Margin %
Expenses:
Payroll
Sales and Marketing and Other Expenses
Depreciation
Leased Equipment
Utilities
Insurance
Rent
Payroll Taxes
Other

Sales
Direct Cost of Sales
Other

Pro Forma Profit and Loss

Appendix Table: Profit and Loss

15%

Oct
$27,500
$21,450
$0
-----------$21,450
$6,050
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
($1,888)
$506
($574)
($1,819)
-6.61%

Sep
$25,000
$19,500
$0
-----------$19,500
$5,500
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
($2,438)
$510
($707)
($2,240)
-8.96%

$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
($1,283)
$502
($428)
($1,356)
-4.48%

Nov
$30,250
$23,595
$0
-----------$23,595
$6,655
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
($617)
$498
($268)
($847)
-2.55%

Dec
$33,276
$25,955
$0
-----------$25,955
$7,321
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
$115
$494
($91)
($288)
-0.79%

Jan
$36,602
$28,550
$0
-----------$28,550
$8,052
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
$920
$490
$103
$327
0.81%

Feb
$40,262
$31,404
$0
-----------$31,404
$8,858
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
$1,806
$486
$317
$1,003
2.27%

Mar
$44,289
$34,545
$0
-----------$34,545
$9,744
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
$2,780
$482
$552
$1,747
3.59%

Apr
$48,717
$37,999
$0
-----------$37,999
$10,718
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
$3,852
$478
$810
$2,564
4.79%

May
$53,590
$41,800
$0
-----------$41,800
$11,790
22.00%
$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
$5,031
$474
$1,094
$3,463
5.88%

Jun
$58,949
$45,980
$0
-----------$45,980
$12,969
22.00%

$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
$6,328
$470
$1,406
$4,452
6.87%

Jul
$64,844
$50,578
$0
-----------$50,578
$14,266
22.00%

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$3,750
$2,175
$0
$0
$375
$200
$875
$563
$0
-----------$7,938
$7,755
$466
$1,749
$5,539
7.77%

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Aug
$71,328
$55,636
$0
-----------$55,636
$15,692
22.00%

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$11,253
$11,038
$22,291

$10,317
$4,313
$14,630
$0
$0
$0
$650
$650
$0
$0
$0
$15,930
$3,029
$38,029

Additional Cash Spent

Non Operating (Other) Expense
Sales Tax, VAT, HST/GST Paid Out
Principal Repayment of Current Borrowing
Other Liabilities Principal Repayment
Long-term Liabilities Principal Repayment
Purchase Other Current Assets
Purchase Long-term Assets
Dividends
Subtotal Cash Spent

Net Cash Flow

Cash Balance

$3,305
$41,334

$0
$0
$0
$650
$650
$0
$0
$0
$23,591

Oct

Sep

$0
$0
$0
$0
$0
$0
$0
$0
$26,896

$20,625
$6,271
$26,896

Oct

Expenditures
Expenditures from Operations:
Cash Spending
Payment of Accounts Payable
Subtotal Spent on Operations

$0
$0
$0
$0
$0
$0
$0
$0
$18,958

Additional Cash Received

Non Operating (Other) Income
Sales Tax, VAT, HST/GST Received
New Current Borrowing
New Other Liabilities (interest-free)
New Long-term Liabilities
Sales of Other Current Assets
Sales of Long-term Assets
New Investment Received
Subtotal Cash Received
0.00%

$18,750
$208
$18,958

Sep

Cash Received
Cash from Operations:
Cash Sales
Cash from Receivables
Subtotal Cash from Operations

Pro Forma Cash Flow

Appendix Table: Cash Flow

($1,529)
$39,805

$0
$0
$0
$650
$650
$0
$0
$0
$31,114

$12,282
$17,532
$29,814

Nov

$0
$0
$0
$0
$0
$0
$0
$0
$29,585

$22,688
$6,898
$29,585

Nov

($907)
$38,898

$0
$0
$0
$650
$650
$0
$0
$0
$33,452

$13,415
$18,737
$32,152

Dec

$0
$0
$0
$0
$0
$0
$0
$0
$32,545

$24,957
$7,588
$32,545

Dec

($224)
$38,674

$0
$0
$0
$650
$650
$0
$0
$0
$36,022

$14,660
$20,062
$34,722

Jan

$0
$0
$0
$0
$0
$0
$0
$0
$35,798

$27,452
$8,347
$35,798

Jan

$527
$39,201

$0
$0
$0
$650
$650
$0
$0
$0
$38,850

$16,030
$21,520
$37,550

Feb

$0
$0
$0
$0
$0
$0
$0
$0
$39,378

$30,197
$9,181
$39,378

Feb

$1,354
$40,556

$0
$0
$0
$650
$650
$0
$0
$0
$41,961

$17,538
$23,123
$40,661

Mar

$0
$0
$0
$0
$0
$0
$0
$0
$43,316

$33,217
$10,099
$43,316

Mar

$2,263
$42,819

$0
$0
$0
$650
$650
$0
$0
$0
$45,384

$19,196
$24,888
$44,084

Apr

$0
$0
$0
$0
$0
$0
$0
$0
$47,647

$36,538
$11,109
$47,647

Apr

$3,263
$46,081

$0
$0
$0
$650
$650
$0
$0
$0
$49,150

$21,021
$26,829
$47,850

May

$0
$0
$0
$0
$0
$0
$0
$0
$52,412

$40,193
$12,220
$52,412

May

$4,362
$50,444

$0
$0
$0
$650
$650
$0
$0
$0
$53,292

$23,028
$28,964
$51,992

Jun

$0
$0
$0
$0
$0
$0
$0
$0
$57,654

$44,212
$13,442
$57,654

Jun

$5,571
$56,014

$0
$0
$0
$650
$650
$0
$0
$0
$57,849

$25,236
$31,313
$56,549

Jul

$0
$0
$0
$0
$0
$0
$0
$0
$63,419

$48,633
$14,786
$63,419

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$6,900
$62,914

$0
$0
$0
$650
$650
$0
$0
$0
$62,861

$27,664
$33,897
$61,561

Aug

$0
$0
$0
$0
$0
$0
$0
$0
$69,761

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$53,496
$16,265
$69,761

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Paid-in Capital
Retained Earnings
Earnings
Total Capital
Total Liabilities and Capital
Net Worth

Long-term Liabilities
Total Liabilities

Accounts Payable
Current Borrowing
Other Current Liabilities
Subtotal Current Liabilities

Liabilities and Capital

Assets
Current Assets
Cash
Accounts Receivable
Other Current Assets
Total Current Assets
Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets

Pro Forma Balance Sheet

Appendix Table: Balance Sheet

$18,000
($23,575)
$0
($5,575)
$79,425
($5,575)

$85,000
$85,000
$18,000
($23,575)
($2,240)
($7,815)
$88,495
($7,815)

$84,350
$96,310

Sep
$12,610
$0
($650)
$11,960

$26,925
$0
$26,925
$88,495

$26,925
$0
$26,925
$79,425

$0
$0
$0
$0

Sep
$38,029
$6,042
$17,500
$61,570

Starting Balances
$35,000
$0
$17,500
$52,500

$18,000
($23,575)
($4,059)
($9,634)
$92,405
($9,634)

$83,700
$102,038

Oct
$19,638
$0
($1,300)
$18,338

$26,925
$0
$26,925
$92,405

Oct
$41,334
$6,646
$17,500
$65,480

$18,000
($23,575)
($5,415)
($10,990)
$91,540
($10,990)

$83,050
$102,530

Nov
$21,430
$0
($1,950)
$19,480

$26,925
$0
$26,925
$91,540

Nov
$39,805
$7,310
$17,500
$64,615

$18,000
($23,575)
($6,262)
($11,837)
$91,364
($11,837)

$82,400
$103,201

Dec
$23,401
$0
($2,600)
$20,801

$26,925
$0
$26,925
$91,364

Dec
$38,898
$8,042
$17,500
$64,439

$18,000
($23,575)
($6,550)
($12,125)
$91,944
($12,125)

$81,750
$104,069

Jan
$25,569
$0
($3,250)
$22,319

$26,925
$0
$26,925
$91,944

Jan
$38,674
$8,845
$17,500
$65,019

$18,000
($23,575)
($6,223)
($11,798)
$93,356
($11,798)

$81,100
$105,154

Feb
$27,954
$0
($3,900)
$24,054

$26,925
$0
$26,925
$93,356

Feb
$39,201
$9,730
$17,500
$66,431

$18,000
($23,575)
($5,220)
($10,795)
$95,684
($10,795)

$80,450
$106,478

Mar
$30,578
$0
($4,550)
$26,028

$26,925
$0
$26,925
$95,684

Mar
$40,556
$10,703
$17,500
$68,759

$18,000
($23,575)
($3,473)
($9,048)
$99,017
($9,048)

$79,800
$108,065

Apr
$33,465
$0
($5,200)
$28,265

$26,925
$0
$26,925
$99,017

Apr
$42,819
$11,773
$17,500
$72,092

$18,000
($23,575)
($909)
($6,484)
$103,457
($6,484)

$79,150
$109,941

May
$36,641
$0
($5,850)
$30,791

$26,925
$0
$26,925
$103,457

May
$46,081
$12,951
$17,500
$76,532

$18,000
($23,575)
$2,555
($3,020)
$109,115
($3,020)

$78,500
$112,135

Jun
$40,135
$0
($6,500)
$33,635

$26,925
$0
$26,925
$109,115

Jun
$50,444
$14,246
$17,500
$82,190

$18,000
($23,575)
$7,007
$1,432
$116,110
$1,432

$77,850
$114,678

Jul
$43,978
$0
($7,150)
$36,828

$26,925
$0
$26,925
$116,110

Jul
$56,014
$15,671
$17,500
$89,185

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$18,000
($23,575)
$12,546
$6,971
$124,576
$6,971

$77,200
$117,606

Aug
$48,206
$0
($7,800)
$40,406

$26,925
$0
$26,925
$124,576

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Aug
$62,914
$17,238
$17,500
$97,651

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