TLC Wedding Consultants
TLC Wedding Consultants
TLC Wedding Consultants
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Confidentiality Agreement
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Table of Contents
1.
Executive Summary....................................................Error! Bookmark not defined. 1.1. Objectives ............................................................Error! Bookmark not defined. 1.2. Mission ................................................................Error! Bookmark not defined. 1.3. Keys to Success ...................................................Error! Bookmark not defined. 2. Company Summary ....................................................Error! Bookmark not defined. 2.1. Company Ownership ...........................................Error! Bookmark not defined. 2.2. Start-up Summary ...............................................Error! Bookmark not defined. 2.3. Company Locations and Facilities ......................Error! Bookmark not defined. 3. Services .......................................................................Error! Bookmark not defined. 4. Market Analysis Summary .........................................Error! Bookmark not defined. 4.1. Market Segmentation ..........................................Error! Bookmark not defined. 4.2. Target Market Segment Strategy.........................Error! Bookmark not defined. 4.2.1. Market Needs ...............................................Error! Bookmark not defined. 4.3. Service Business Analysis...................................Error! Bookmark not defined. 4.3.1. Competition and Buying Patterns ................Error! Bookmark not defined. 5. Strategy and Implementation Summary.....................Error! Bookmark not defined. 5.1. Competitive Edge ................................................Error! Bookmark not defined. 5.2. Sales Strategy ......................................................Error! Bookmark not defined. 6. Management Summary ..............................................Error! Bookmark not defined. 6.1. Personnel Plan .....................................................Error! Bookmark not defined. 7. Financial Plan.............................................................Error! Bookmark not defined. 7.1. Break-even Analysis ...........................................Error! Bookmark not defined. 7.2. Projected Profit and Loss ....................................Error! Bookmark not defined. 7.3. Projected Cash Flow............................................Error! Bookmark not defined. 7.4. Projected Balance Sheet ......................................Error! Bookmark not defined.
1. Executive Summary
TLC Wedding Consultants is a full service company that provides complete consulting services for weddings, holy unions and anniversaries. Our consultants are experienced and dedicated professionals with many years of event planning experience. TLC is unique in that we give our clients our undivided attention. We listen to their needs and work with them to create the event of their dreams. Our clients' wishes become our commands. So whether our client wants a Western, Tropical, Las Vegas or more traditional wedding, we can help. Our services include weddings, honeymoons, receptions, anniversary consultations, budget planning, answers to etiquette questions, as well as full-service referrals to florists, hair stylists, entertainers, musicians, etc.
1.1.
Objectives
Whether this is our client's first wedding, a renewal of their vows or their anniversary, we want every detail of their event to be both a pleasurable and a memorable experience. Therefore we offer a host of packages and services specifically tailored to the needs of each couple. We are confident that this business venture will be a success and we estimate that our net income will increase more than 10% by the second year.
1.2.
Mission
TLC Wedding Consultants is a full service company that provides complete consulting services for weddings, holy unions and anniversaries. Our consultants are experienced and dedicated professionals with many years of event planning experience. TLC is unique in that we give our clients our undivided attention. We listen to their needs and work with them to create the event of their dreams. Our clients' wishes become our commands. So whether our client wants a Western, Tropical, Las Vegas or more traditional wedding or anniversary party, we can help. Our services include weddings, honeymoons, receptions, anniversary consultations, budget planning, answers to etiquette questions, as well as fullservice referrals to florists, hair stylists, entertainers, musicians, etc.
1.3.
Keys to Success
The keys to our success are as follows: 1. Service our clients' needs promptly and efficiently. 2. Maintain an excellent working relationships with vendors such as florists, hair salons and bridal shops. 3. Maintain a professional image at all times.
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2.1.
Company Ownership
This business will start out as a simple proprietorship, owned by its founders, Darla and Micah Johnson. As the operation grows, the owners will consider re-registering as a limited liability company or as a corporation, whichever will better suite the future business needs.
2.2.
Start-up Summary
The company founders, Darla and Micah Johnson, will handle day-to-day operations of the plan and will work collaboratively to ensure that this business venture is a success. We estimate that our start-up costs will be $3,000 (including legal costs, logo design, advertising, direct mail, and related expenses). An additional $5,000 will be required in the bank account as an operating capital for the first two months of operation. The start-up costs are to be financed in equal portions by the owners' personal funds (i.e., Darla and Micah Johnson are investing $4,000 each).
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Start-up Funding Start-up Expenses to Fund Start-up Assets to Fund Total Funding Required Assets Non-cash Assets from Start-up Cash Requirements from Start-up Additional Cash Raised Cash Balance on Starting Date Total Assets
Liabilities and Capital Liabilities Current Borrowing Long-term Liabilities Accounts Payable (Outstanding Bills) Other Current Liabilities (interest-free) Total Liabilities Capital
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$0 $0 $0 $0 $0
Planned Investment Darla Johnson Micah Johnson Additional Investment Requirement Total Planned Investment Loss at Start-up (Start-up Expenses) Total Capital
$5,000 $8,000
Start-up
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2.3.
3. Services
We are a full-service wedding consultant group and provide the following services: etiquette advice, event scheduling, discounted invitations and products, vendor confirmation, rehearsal attendance, supervision of both ceremony and reception setup and budget planning.
4.1.
Market Segmentation
Although the flash and excitement of impending nuptials can be intoxicating, it can also be overwhelming. Therefore, we primarily market our services to the people who need them most--brides and grooms. In 1997, 2.4 million marriages took place in the United States. According to the Encarta Encyclopedia, the current US marriage rate of nine marriages per 1,000 people is still the highest rate among the industrialized countries. This marriage rate is expected to remain at the same level in the near future. In the Eugene, OR area where TLC Wedding Consultants plans to operate their business, over 1,500 marriages are registered each year, which creates a sizable market potential for this line of business. Another customer segment is represented by the numerous family members and guests attending weddings, anniversaries, and similar events. This segment requires event preparation services like gift ideas, etiquette tips, etc. Besides the wedding arrangements, which TLC Wedding Consultants believe to be their major client assignments, other events the company will provide services to include corporate retreats, etiquette training, etc. This customer segment is estimated to have the annual volume of 1,000 orders in the Eugene, OR area.
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Market Analysis 2000 Potential Customers Brides & Grooms Family Members Other Total Growth 5% 5% 5% 5.00% 1,500 5,000 1,000 7,500 2001 1,575 5,250 1,050 7,875 2002 1,654 5,513 1,103 8,270 2003 1,737 5,789 1,158 8,684 2004 1,824 6,078 1,216 9,118 CAGR 5.01% 5.00% 5.01% 5.00%
4.2.
4.3.
The market research has also shown that customers anticipate the complete wedding consulting services to be expensive and they budget accordingly. In fact, lower prices are very often associated with poor service quality. By aggregating a complete range of wedding services under one roof, TLC Wedding Consultants will offer its customers the ease of one-stop shopping.
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5.1.
Competitive Edge
By aggregating a complete range of wedding services under one roof, TLC Wedding Consultants will offer its customers the ease of one-stop shopping. The company will leverage its owners' expertise in planning such events to competitively position itself as a premier provider of wedding services. Both owners have very strong communication skills that will help develop the 'buzz' about the high quality of the services offered by TLC Wedding Consultants.
5.2.
Sales Strategy
The company's sales strategy will be based on the following elements: Advertising in the Yellow Pages - two inch by three inch ads describing the services will be placed in the local Yellow Pages. Placing advertisements in the local press, including The Register Guard, Eugene Weekly, The Oregon Daily Emerald. Developing affiliate relationships with other service providers (florists, hair stylists, caterers) that would receive a percentage of sales to the referred customers. Word of mouth referrals - generating sales leads in the local community through customer referrals.
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6. Management Summary
Our wedding consultants are Darla and Micah Johnson. Collaboratively they have planned and serviced over 150 weddings and receptions. They are knowledgeable about all areas of planning, decorating, as well as budgeting. Darla has a BS in Communications and a minor in Interior Decorating. She has been a wedding consultant for five years and became interested in providing consultant services when she successfully planned her first five weddings for family and friends. Since then, Darla has received extensive training in wedding planning and her certification from the National Association of Wedding Consultants and Professional Wedding Planners. Micah has an Associates Degree in Fashion Design, and, like Darla, she became interested in becoming a consultant when she successfully planned her first three weddings. Micah received her certification from the National Association of Wedding Consultants and has been a wedding planner for three years. Micah enjoys all aspects of planning traditional and nontraditional weddings.
6.1.
Personnel Plan
Initially, TLC Wedding Consultants' personnel will include only the two owners, both of whom will be working full time. As the personnel plan shows, we expect to hire an additional wedding consultant in the next year This person will work full time, but will not be included in the management decisions.
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7. Financial Plan
The following subtopics represent the financial plan of TLC Wedding Consultants.
General Assumptions Plan Month Current Interest Rate Long-term Interest Rate Tax Rate Other FY 2001 1 10.00% 10.00% 25.42% 0 FY 2002 2 10.00% 10.00% 25.00% 0 FY 2003 3 10.00% 10.00% 25.42% 0
7.1.
Break-even Analysis
The following table and chart summarize our break-even analysis.
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Break-even Analysis Monthly Revenue Break-even Assumptions: Average Percent Variable Cost Estimated Monthly Fixed Cost $5,468
0% $5,468
7.2.
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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 EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales
7.3.
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$0 $0 $0 $0 $0 $0 $0 $83,614 FY 2001
$0 $0 $0 $0 $0 $0 $0 $112,023 FY 2002
$0 $0 $0 $0 $0 $0 $0 $124,394 FY 2003
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Pro Forma Balance Sheet FY 2001 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 Liabilities and Capital Current Liabilities Accounts Payable Current Borrowing Other Current Liabilities Subtotal Current Liabilities Long-term Liabilities Total Liabilities Paid-in Capital Retained Earnings Earnings Total Capital Total Liabilities and Capital Net Worth FY 2002 FY 2003
$0 $0 $0 $29,128 FY 2001
$0 $0 $0 $48,112 FY 2002
$0 $0 $0 $67,048 FY 2003
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Appendix
Sales Forecast Dec-00 Sales Brides & Grooms Family Members Other Total Sales Direct Cost of Sales Row 1 Row 1 Other Subtotal Direct Cost of Sales 0% 0% 0% $2,900 $1,600 $1,200 $5,700 Dec-00 $0 $0 $0 $0 Jan-01 $3,100 $1,700 $1,200 $6,000 Jan-01 $0 $0 $0 $0 Feb-01 $3,300 $1,800 $1,200 $6,300 Feb-01 $0 $0 $0 $0 Mar-01 $3,500 $1,900 $1,200 $6,600 Mar-01 $0 $0 $0 $0 Apr-01 $4,000 $2,000 $1,200 $7,200 Apr-01 $0 $0 $0 $0 May-01 $5,400 $2,100 $1,300 $8,800 May-01 $0 $0 $0 $0 Jun-01 $4,600 $2,200 $1,300 $8,100 Jun-01 $0 $0 $0 $0 Jul-01 $5,000 $2,300 $1,300 $8,600 Jul-01 $0 $0 $0 $0 Aug-01 $5,200 $2,400 $1,300 $8,900 Aug-01 $0 $0 $0 $0 Sep-01 $5,500 $2,500 $1,300 $9,300 Sep-01 $0 $0 $0 $0 Oct-01 $5,700 $2,600 $1,400 $9,700 Oct-01 $0 $0 $0 $0 Nov-01 $6,000 $2,700 $1,400 $10,100 Nov-01 $0 $0 $0 $0
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Appendix
Personnel Plan Owner Other Total People Total Payroll 0% 0% Dec-00 $4,000 $0 0 $4,000 Jan-01 $4,000 $0 0 $4,000 Feb-01 $4,000 $0 0 $4,000 Mar-01 $4,000 $0 0 $4,000 Apr-01 $4,000 $0 0 $4,000 May-01 $4,000 $0 0 $4,000 Jun-01 $4,000 $0 0 $4,000 Jul-01 $4,000 $0 0 $4,000 Aug-01 $4,000 $0 0 $4,000 Sep-01 $5,700 $0 0 $5,700 Oct-01 $5,700 $0 0 $5,700 Nov-01 $5,700 $0 0 $5,700
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Appendix
General Assumptions Plan Month Current Interest Rate Long-term Interest Rate Tax Rate Other Dec-00 1 10.00% 10.00% 30.00% 0 Jan-01 2 10.00% 10.00% 25.00% 0 Feb-01 3 10.00% 10.00% 25.00% 0 Mar-01 4 10.00% 10.00% 25.00% 0 Apr-01 5 10.00% 10.00% 25.00% 0 May-01 6 10.00% 10.00% 25.00% 0 Jun-01 7 10.00% 10.00% 25.00% 0 Jul-01 8 10.00% 10.00% 25.00% 0 Aug-01 9 10.00% 10.00% 25.00% 0 Sep-01 10 10.00% 10.00% 25.00% 0 Oct-01 11 10.00% 10.00% 25.00% 0 Nov-01 12 10.00% 10.00% 25.00% 0
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Appendix
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 EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales Dec-00 $5,700 $0 $0 -----------$0 $5,700 100.00% Jan-01 $6,000 $0 $0 -----------$0 $6,000 100.00% Feb-01 $6,300 $0 $0 -----------$0 $6,300 100.00% Mar-01 $6,600 $0 $0 -----------$0 $6,600 100.00% Apr-01 $7,200 $0 $0 -----------$0 $7,200 100.00% May-01 $8,800 $0 $0 -----------$0 $8,800 100.00% Jun-01 $8,100 $0 $0 -----------$0 $8,100 100.00% Jul-01 $8,600 $0 $0 -----------$0 $8,600 100.00% Aug-01 $8,900 $0 $0 -----------$0 $8,900 100.00% Sep-01 $9,300 $0 $0 -----------$0 $9,300 100.00% Oct-01 $9,700 $0 $0 -----------$0 $9,700 100.00% Nov-01 $10,100 $0 $0 -----------$0 $10,100 100.00%
15%
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Appendix
Pro Forma Cash Flow Dec-00 Cash Received Cash from Operations Cash Sales Cash from Receivables Subtotal Cash from Operations Additional Cash Received 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 Expenditures Expenditures from Operations Cash Spending Bill Payments Subtotal Spent on Operations Additional Cash Spent 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 0.00% $2,280 $0 $2,280 $0 $0 $0 $0 $0 $0 $0 $2,280 Dec-00 $4,000 $57 $4,057 $0 $0 $0 $0 $0 $0 $0 $4,057 ($1,777) $3,223 $2,400 $114 $2,514 $0 $0 $0 $0 $0 $0 $0 $2,514 Jan-01 $4,000 $1,681 $5,681 $0 $0 $0 $0 $0 $0 $0 $5,681 ($3,167) $56 $2,520 $3,426 $5,946 $0 $0 $0 $0 $0 $0 $0 $5,946 Feb-01 $4,000 $1,140 $5,140 $0 $0 $0 $0 $0 $0 $0 $5,140 $806 $862 $2,640 $3,606 $6,246 $0 $0 $0 $0 $0 $0 $0 $6,246 Mar-01 $4,000 $1,215 $5,215 $0 $0 $0 $0 $0 $0 $0 $5,215 $1,031 $1,893 $2,880 $3,786 $6,666 $0 $0 $0 $0 $0 $0 $0 $6,666 Apr-01 $4,000 $1,301 $5,301 $0 $0 $0 $0 $0 $0 $0 $5,301 $1,365 $3,258 $3,520 $3,972 $7,492 $0 $0 $0 $0 $0 $0 $0 $7,492 May-01 $4,000 $1,705 $5,705 $0 $0 $0 $0 $0 $0 $0 $5,705 $1,787 $5,045 $3,240 $4,352 $7,592 $0 $0 $0 $0 $0 $0 $0 $7,592 Jun-01 $4,000 $1,832 $5,832 $0 $0 $0 $0 $0 $0 $0 $5,832 $1,760 $6,806 $3,440 $5,266 $8,706 $0 $0 $0 $0 $0 $0 $0 $8,706 Jul-01 $4,000 $1,667 $5,667 $0 $0 $0 $0 $0 $0 $0 $5,667 $3,039 $9,845 $3,560 $4,870 $8,430 $0 $0 $0 $0 $0 $0 $0 $8,430 Aug-01 $4,000 $1,799 $5,799 $0 $0 $0 $0 $0 $0 $0 $5,799 $2,631 $12,476 $3,720 $5,166 $8,886 $0 $0 $0 $0 $0 $0 $0 $8,886 Sep-01 $5,700 $2,112 $7,812 $0 $0 $0 $0 $0 $0 $0 $7,812 $1,074 $13,550 $3,880 $5,348 $9,228 $0 $0 $0 $0 $0 $0 $0 $9,228 Oct-01 $5,700 $1,732 $7,432 $0 $0 $0 $0 $0 $0 $0 $7,432 $1,796 $15,346 $4,040 $5,588 $9,628 $0 $0 $0 $0 $0 $0 $0 $9,628 Nov-01 $5,700 $1,832 $7,532 $0 $0 $0 $0 $0 $0 $0 $7,532 $2,096 $17,442 Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01
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Appendix
Pro Forma Balance Sheet Dec-00 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 Liabilities and Capital Current Liabilities Accounts Payable Current Borrowing Other Current Liabilities Subtotal Current Liabilities Long-term Liabilities Total Liabilities Paid-in Capital Retained Earnings Earnings Total Capital Total Liabilities and Capital Net Worth $0 $0 $0 $0 $0 $0 $8,000 ($3,000) $0 $5,000 $5,000 $5,000 Starting Balances $5,000 $0 $0 $5,000 $0 $0 $0 $5,000 $3,223 $3,420 $0 $6,643 $0 $0 $0 $6,643 Dec-00 $1,643 $0 $0 $1,643 $0 $1,643 $8,000 ($3,000) $0 $5,000 $6,643 $5,000 $56 $6,906 $0 $6,962 $0 $0 $0 $6,962 Jan-01 $1,100 $0 $0 $1,100 $0 $1,100 $8,000 ($3,000) $863 $5,863 $6,962 $5,863 $862 $7,260 $0 $8,122 $0 $0 $0 $8,122 Feb-01 $1,172 $0 $0 $1,172 $0 $1,172 $8,000 ($3,000) $1,950 $6,950 $8,122 $6,950 $1,893 $7,614 $0 $9,507 $0 $0 $0 $9,507 Mar-01 $1,245 $0 $0 $1,245 $0 $1,245 $8,000 ($3,000) $3,263 $8,263 $9,507 $8,263 $3,258 $8,148 $0 $11,406 $0 $0 $0 $11,406 Apr-01 $1,643 $0 $0 $1,643 $0 $1,643 $8,000 ($3,000) $4,763 $9,763 $11,406 $9,763 $5,045 $9,456 $0 $14,501 $0 $0 $0 $14,501 May-01 $1,776 $0 $0 $1,776 $0 $1,776 $8,000 ($3,000) $7,725 $12,725 $14,501 $12,725 $6,806 $9,964 $0 $16,770 $0 $0 $0 $16,770 Jun-01 $1,607 $0 $0 $1,607 $0 $1,607 $8,000 ($3,000) $10,163 $15,163 $16,770 $15,163 $9,845 $9,858 $0 $19,703 $0 $0 $0 $19,703 Jul-01 $1,728 $0 $0 $1,728 $0 $1,728 $8,000 ($3,000) $12,975 $17,975 $19,703 $17,975 $12,476 $10,328 $0 $22,804 $0 $0 $0 $22,804 Aug-01 $2,054 $0 $0 $2,054 $0 $2,054 $8,000 ($3,000) $15,750 $20,750 $22,804 $20,750 $13,550 $10,742 $0 $24,292 $0 $0 $0 $24,292 Sep-01 $1,671 $0 $0 $1,671 $0 $1,671 $8,000 ($3,000) $17,621 $22,621 $24,292 $22,621 $15,346 $11,214 $0 $26,560 $0 $0 $0 $26,560 Oct-01 $1,768 $0 $0 $1,768 $0 $1,768 $8,000 ($3,000) $19,793 $24,793 $26,560 $24,793 $17,442 $11,686 $0 $29,128 $0 $0 $0 $29,128 Nov-01 $1,864 $0 $0 $1,864 $0 $1,864 $8,000 ($3,000) $22,264 $27,264 $29,128 $27,264 Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01
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