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Executive Summary Introduction Jolly's Java and Bakery (JJB) is a start-up coffee and bakery retail establishment located

in southwest ashin!ton" JJB expects to catch the interest of a re!ular loyal customer base with its broad variety of coffee and pastry products" #he company plans to build a stron! market position in the town$ due to the partners' industry experience and mild competitive climate in the area" JJB aims to offer its products at a competitive price to meet the demand of the middle-to hi!her-income local market area residents and tourists" The Company JJB is incorporated in the state of ashin!ton" %t is e&ually owned and mana!ed by its two partners" 'r" (ustin )atterson has extensive experience in sales$ marketin!$ and mana!ement$ and was vice president of marketin! with both Jansonne * Jansonne and Burper +oods" 'r" ,avid +ields brin!s experience in the area of finance and administration$ includin! a stint as chief financial officer with both +laxfield -oasters and the national coffee store chain$ Bu../ups" #he company intends to hire two full-time pastry bakers and six part-time baristas to handle customer service and day to day operations" Products and Services JJB offers a broad ran!e of coffee and espresso products$ all from hi!h &uality /olumbian !rown imported coffee beans" JJB caters to all of its customers by providin! each customer coffee and espresso products made to suit the customer$ down to the smallest detail" #he bakery provides freshly prepared bakery and pastry products at all times durin! business operations" Six to ei!ht moderate batches of bakery and pastry products are prepared durin! the day to assure fresh baked !oods are always available" The Market #he retail coffee industry in the 0"S" has recently experienced rapid !rowth" #he cool marine climate in southwest ashin!ton stimulates consumption of hot bevera!es throu!hout the year" JJB wants to establish a lar!e re!ular customer base$ and will therefore concentrate its business and marketin! on local residents$ which will be the dominant tar!et market" #his will establish a healthy$ consistent revenue base to ensure stability of the business" %n addition$ tourist traffic is expected to comprise approximately 123 of the revenues" 4i!h visibility and competitive products and service are critical to capture this se!ment of the market" Financial Considerations JJB expects to raise 5667$777 of its own capital$ and to borrow 5677$777 !uaranteed by the SB( as a ten-year loan" #his provides the bulk of the current financin! re&uired" JJB anticipates sales of about 5896$777 in the first year$ 52:;$777 in the second year$ and 5:22$777 in the third year of the plan" JJB should break even by the fourth month of its operation as it steadily increases its sales" )rofits for this time period are expected to be approximately 561$777 in year 6$ 51:$777 by year <$ and 58:$777 by year 1" #he company does not anticipate any cash flow problems"

=eed actual charts> e recommend usin! ?ive)lan as the easiest way to create !raphs for your own business plan" /reate your own business plan @ 1.1 Mission JJB aims to offer hi!h &uality coffee$ espresso$ and pastry products at a competitive price to meet the demand of the middle- to hi!her-income local market area residents and tourists" 1.2 Keys to Success

6" <"

Aeys to success for JJB will includeB )rovidin! the hi!hest &uality product with personal customer service" /ompetitive pricin!" /ompany Summary JJB is a bakery and coffee shop mana!ed by two partners" #hese partners represent salesCmana!ement and financeCadministration areas$ respectively" #he partners will provide fundin! from their own savin!s$ which will cover start-up expenses and provide a financial cushion for the first months of operation" ( ten-year Small Business (dministration (SB() loan will cover the rest of the re&uired financin!" #he company plans to build a stron! market position in the town$ due to the partners' industry experience and mild competitive climate in the area" 2.1 Company Ownership JJB is incorporated in the state of ashin!ton" %t is e&ually owned by its two partners" 2.2 Start-up Summary JJB is a start-up company" +inancin! will come from the partners' capital and a ten-year SB( loan" #he followin! chart and table illustrate the company's proDected initial start-up costs"

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Start-up Requirements
Start-up Expenses Legal Premise renovation Expensed equipment Other Total Start-up Expenses Start-up Assets Cash equired $!0,000 $3,000 $20,000 $40,000 $1,000 $64,000

Other Current "ssets Long#term "ssets Total Assets Total Requirements

$12,000 $$%,000 $147,000 $211,000

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Start-up Fundin
&tart#up Expenses to 'und &tart#up "ssets to 'und Total Fundin Required Assets (on#)ash "ssets *rom &tart#up Cash equirements *rom &tart#up "dditional Cash aised Cash +alan)e on &tarting ,ate Total Assets !ia"ilities and #apital Lia-ilities Current +orro.ing Long#term Lia-ilities "))ounts Pa/a-le 0Outstanding +ills1 Other Current Lia-ilities 0interest#*ree1 Total !ia"ilities Capital Planned 2nvestment Patterson 'ields Other "dditional 2nvestment equirement Total $lanned %n&estment $%%,000 $%%,000 $0 $0 $110,000 $0 $100,000 $1,000 $0 $101,000 $!!,000 $!0,000 $0 $!0,000 $147,000 $$4,000 $14!,000 $211,000

Loss at &tart#up 0&tart#up Expenses1 Total #apital Total #apital and !ia"ilities Total Fundin

0$$4,0001 $46,000 $147,000 $211,000

)roducts JJB offers a broad ran!e of coffee and espresso products$ all from hi!h &uality /olumbian !rown imported coffee beans" JJB caters to all of its customers by providin! each customer coffee and espresso products made to suit the customer$ down to the smallest detail" #he bakery provides freshly prepared bakery and pastry products at all times durin! business operations" Six to ei!ht moderate batches of bakery and pastry products are prepared durin! the day to assure fresh baked !oods are always available" 'arket (nalysis Summary JJB's focus is on meetin! the demand of a re!ular local resident customer base$ as well as a si!nificant level of tourist traffic from nearby hi!hways" 4.1 Market Segmentation JJB focuses on the middle- and upper-income markets" #hese market se!ments consume the maDority of coffee and espresso products" Local Residents JJB wants to establish a lar!e re!ular customer base" #his will establish a healthy$ consistent revenue base to ensure stability of the business" Tourists #ourist traffic comprises approximately 123 of the revenues" 4i!h visibility and competitive products and service are critical to capture this se!ment of the market" 4.1.1 Market Analysis #he chart and table below outline the total market potential of the above described customer se!ments" 4.2 Target Market Segment Strategy #he dominant tar!et market for JJB is a re!ular stream of local residents" )ersonal and expedient customer service at a competitive price is key to maintainin! the local market share of this tar!et market" 4.2.1 Market Needs Because ashin!ton has a cool climate for ei!ht months out of the year$ hot coffee products are very much in demand" ,urin! the remainin! warmer four months of the year$ iced coffee products are in si!nificantly hi!h demand$ alon! with a slower but consistent demand for hot coffee products" 'uch of the day's activity occurs in the mornin! hours before ten a"m"$ with a relatively steady flow for the remainder of the day" 4.3 Service Business Analysis #he retail coffee industry in the 0"S" has recently experienced rapid !rowth" #he cool marine climate in southwest ashin!ton stimulates consumption of hot bevera!es throu!hout the year" /offee drinkers in the )acific =orthwest are finicky about the &uality of bevera!es offered at the numerous coffee bars across the re!ion" ,espite low competition in the immediate area$ JJB will position itself as a place where customers can enDoy a cup of delicious coffee with a fresh pastry in a relaxin! environment" 4.3.1 Competition and Buying Patterns /ompetition in the local area is somewhat sparse and does not provide nearly the level of product &uality and customer service as JJB" ?ocal customers are lookin! for a hi!h &uality product in a relaxin! atmosphere" #hey desire a uni&ue$ classy experience" ?eadin! competitors purchase and roast hi!h &uality$ whole-bean coffees and$ alon! with %talian-style espresso bevera!es$ cold-blended bevera!es$ a variety of pastries and confections$ coffee-related accessories and e&uipment$ and a line of premium teas$ sell these items primarily throu!h company-operated retail stores" %n addition to sales throu!h company-operated retail stores$ leadin! competitors sell coffee and tea products throu!h other channels of distribution (specialty operations)" ?ar!er chains vary their product mix dependin! upon the si.e of each store and its location" ?ar!er stores carry a broad selection of whole bean coffees in various si.es and types of packa!in!$ as well as an assortment of coffee- and espresso-makin! e&uipment and accessories such as coffee !rinders$ coffee makers$ espresso machines$ coffee filters$ stora!e containers$ travel tumblers and mu!s" Smaller stores and kiosks typically sell a full line of coffee bevera!es$ a more limited selection of whole-bean coffees$ and a few accessories such as

travel tumblers and lo!o mu!s" ,urin! fiscal year <777$ industry retail sales mix by product type was approximately ;13 bevera!es$ 683 food items$ ei!ht percent whole-bean coffees$ and five percent coffeemakin! e&uipment and accessories" #echnolo!ically savvy competitors make fresh coffee and coffee-related products conveniently available via mail order and online" (dditionally$ mail order catalo!s offerin! coffees$ certain food items$ and select coffee-makin! e&uipment and accessories$ have been made available by a few lar!er competitors" ebsites offerin! online stores that allow customers to browse for and purchase coffee$ !ifts$ and other items via the %nternet have become more commonplace as well" Strate!y and %mplementation Summary JJB will succeed by offerin! consumers hi!h &uality coffee$ espresso$ and bakery products with personal service at a competitive price" 5.1 Competitive Edge JJB's competitive ed!e is the relatively low level of competition in the local area in this particular niche" 5.2 Sales Strategy (s the chart and table show$ JJB anticipates sales of about 5896$777 in the first year$ 52:;$777 in the second year$ and 5:22$777 in the third year of the plan"

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Sales Fore'ast
(ear 1 *nit Sales Espresso ,rin3s Pastr/ 2tems Other Total *nit Sales *nit $ri'es Espresso ,rin3s Pastr/ 2tems Other Sales Espresso ,rin3s Pastr/ 2tems Other Total Sales -ire't *nit #osts Espresso ,rin3s $40%,000 $4$,000 $0 $4+1,000 (ear 1 $062% $4$!,!!% $55,330 $0 $,67,10, (ear 2 $062$ $%40,240 $114,!2$ $0 $6,,,006 (ear ) $0624 13%,000 4$,000 0 221,000 (ear 1 $3600 $1600 $0600 144,%00 54,$00 0 24),100 (ear 2 $361% $160% $0600 1$3,3%0 104,0$0 0 267,410 (ear ) $3631 $1610 $0600 (ear 2 (ear )

Pastr/ 2tems Other -ire't #ost o. Sales Espresso ,rin3s Pastr/ 2tems Other Su"total -ire't #ost o. Sales

$06%0 $0600

$06%3 $0600

$06%% $0600

$33,!%0 $43,000 $0 $76,7,0

$34,541 $45,$$% $0 $//,646

$4%,023 $%!,3$3 $0 $102,)/6

'ana!ement Summary (ustin )atterson has extensive experience in sales$ marketin!$ and mana!ement$ and was vice president of marketin! with both Jansonne * Jansonne and Burper +oods" ,avid +ields brin!s experience in the area of finance and administration$ includin! a stint as chief financial officer with both +laxfield -oasters and the national coffee store chain$ Bu../ups" 6.1 Personnel Plan (s the personnel plan shows$ JJB expects to make si!nificant investments in sales$ sales support$ and product development personnel"

$ersonnel $lan
(ear 1 (ear 2 (ear ) $100,00 $10%,00 $110,2% 0 0 0 $40,400 $42,440 $44,542 $120,00 $12$,00 $132,30 0 0 0 $0 10 $0 10 $0 10

7anagers Pastr/ +a3ers

+aristas Other Total $eople

Total $a0roll

$260,/0 $27),/4 $2/7,,) 0 0 2

+inancial )lan JJB expects to raise 5667$777 of its own capital$ and to borrow 5677$777 !uaranteed by the SB( as a ten-year loan" #his provides the bulk of the current financin! re&uired" 7.1 Break-even Analysis JJB's Break-even (nalysis is based on the avera!e of the first-year fi!ures for total sales by units$ and by operatin! expenses" #hese are presented as per-unit revenue$ per-unit cost$ and fixed costs" #hese conservative assumptions make for a more accurate estimate of real risk" JJB should break even by the fourth month of its operation as it steadily increases its sales"

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1rea2-e&en Anal0sis
7onthl/ 8nits +rea3#even 7onthl/ evenue +rea3#even Assumptions3 "verage Per#8nit evenue $34,33$

"verage Per#8nit 9aria-le Cost Estimated 4ont5l0 Fixed #ost $)2,)4)

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$ro Forma $ro.it and !oss


(ear 1 Sales ,ire)t Cost o* &ales Other Total #ost o. Sales $4+1,000 $!$,!%0 $0 $76,7,0 (ear 2 $,67,10, $44,$4$ $0 $//,646 $102,)/6 $6,,,006 $102,34$

:ross 7argin :ross 7argin ; Expenses Pa/roll &ales and 7ar3eting and Other Expenses ,epre)iation 8tilities Pa/roll <axes Other Total 6peratin Expenses Pro*it +e*ore 2nterest and <axes E+2<," 2nterest Expense <axes 2n)urred 7et $ro.it 7et $ro.it8Sales

$414,2%0 4463!;

$4!4,4%5 4463!;

$%%2,$20 4463!;

$2$0,400 $2!,000 $$0,000 $1,200 $35,120 $0 $)//,120 $2$,130 $4$,130 $10,000 $3,111 $1),01+ 296,:

$2!3,440 $3%,200 $$5,000 $1,2$0 $41,0!$ $0 $420,)76 $%4,043 $12!,043 $5,%00 $12,14$ $)6,4)7 694):

$24!,%32 $!1,4$0 $!5,3%0

$43,130

$4/2,7+, $$5,42% $145,1!%

$1%,$%0 $4,,+2,

7.3 Projected Cash Flow #he cash flow proDection shows that provisions for on!oin! expenses are ade&uate to meet JJB's needs as the business !enerates cash flow sufficient to support operations"

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$ro Forma #as5 Flo;


(ear 1 #as5 Re'ei&ed Cash *rom Operations Cash &ales Su"total #as5 .rom 6perations "dditional Cash e)eived &ales <ax, 9"<, =&<>:&< (e. Current +orro.ing (e. Other Lia-ilities 0interest#*ree1 (e. Long#term Lia-ilities &ales o* Other Current "ssets &ales o* Long#term "ssets (e. 2nvestment e)eived Su"total #as5 Re'ei&ed Expenditures Expenditures *rom Operations Cash &pending +ill Pa/ments Su"total Spent on 6perations "dditional Cash &pent &ales <ax, 9"<, =&<>:&< Paid Out Prin)ipal epa/ment o* Current +orro.ing epa/ment epa/ment $0 $0 $0 $0 $0 $0 $0 $404,407 $0 $0 $0 $10,000 $0 $20,000 $0 $4+0,/04 $,60,26) $20,000 $1%,000 $2$0,400 $143,$0! $404,407 $2!3,440 $14$,5$4 $460,/04 $24!,%32 $23!,!31 $,2,,26) e)eived $0 $0 $0 $0 $0 $0 $0 $4+1,000 (ear 1 $0 $0 $0 $0 $0 $0 $0 $,67,10, (ear 2 $6,,,006 $451,000 $4+1,000 $%$!,10% $,67,10, $$%%,00$ $6,,,006 (ear 2

Other Lia-ilities Prin)ipal

Long#term Lia-ilities Prin)ipal Pur)hase Other Current "ssets Pur)hase Long#term "ssets ,ividends Su"total #as5 Spent

7et #as5 Flo; #as5 1alan'e

$/6,,+) $1,6,,+)

$76,)01 $2)2,/+4

$+4,744 $)27,6)7

7.4 Balance Sheet #he followin! is a proDected Balance Sheet for JJB"

$ro Forma 1alan'e S5eet


(ear 1 Assets Current "ssets Cash Other Current "ssets Total #urrent Assets Long#term "ssets Long#term "ssets "))umulated ,epre)iation Total !on -term Assets Total Assets !ia"ilities and #apital Current Lia-ilities "))ounts Pa/a-le Current +orro.ing Other Current Lia-ilities Su"total #urrent !ia"ilities Long#term Lia-ilities Total !ia"ilities Paid#in Capital etained Earnings Earnings Total #apital Total !ia"ilities and #apital 7et >ort5 $14,%!4 $0 $0 $14,,74 $100,000 $114,,74 $110,000 0$$4,0001 $13,015 $,+,01+ $17),,+) $,+,01+ $1%,434 $0 $0 $1,,4)/ $50,000 $10,,4)/ $110,000 0$%0,5411 $3$,43! $+,,4,6 $200,/+4 $+,,4,6 $1+,+07 $!%,000 $+4,+07 $110,000 0$14,%441 $4%,52% $141,)/1 $2)6,2/7 $141,)/1 $15,50! $$%,000 $$0,000 $,,000 $17),,+) (ear 1 $4%,000 $125,000 <$44,000= $200,/+4 (ear 2 $10%,000 $204,3%0 <$10),),0= $2)6,2/7 $1%$,%53 $12,000 $16/,,+) $232,454 $12,000 $244,/+4 $32!,$3! $12,000 $))+,6)7 (ear 2

7.5 Business Ratios #he followin! table represents key ratios for the retail bakery and coffee shop industry" #hese ratios are determined by the Standard %ndustry /lassification (S%/) %ndex code 2E6<$ Eatin! )laces"

Ratio Anal0sis
(ear 1 &ales :ro.th $er'ent o. Total Assets Other Current "ssets <otal Current "ssets Long#term "ssets Total Assets Current Lia-ilities Long#term Lia-ilities <otal Lia-ilities 7et >ort5 $er'ent o. Sales &ales :ross 7argin &elling, :eneral ? "dministrative Expenses "dvertising Expenses Pro*it +e*ore 2nterest and <axes 4ain Ratios Current @ui)3 <otal ,e-t to <otal "ssets Pre#tax Pre#tax eturn on (et Aorth eturn on "ssets 116%! 116%! $$600; 2!633; 5625; (ear 1 26$%; 2260$; 1%64$ 1%64$ %2644; %0650; 24614; (ear 2 $643; 3461!; 1!60$ 1!60$ 4061!; 436%%; 2$60$; (ear ) !601; 32644; $1620; 100600; 4463!; 100600; 4463!; 100600; 4463!; 100600; $06%0; $651; 5!612; 2644; 100900: 4640; %!6$1; $$600; )4900: %65!; 121650; #21650; 100900: !6$4; 44640; %2644; 479,2: %604; 1436!4; #436!4; 100900: 4642; 316!4; 4061!; ,+9/): 3%6$0; 436!0; %$630; 100900: 326!0; 246%0; $1620; )/9/0: 0600; (ear 2 1%6%0; (ear ) %ndustr0 $ro.ile 1%6%0;

!46!4; 0645; %632;

!1643; 16!$; 10624;

!1635; $64!; 106$$;

35640;

Additional Ratios (et Pro*it 7argin eturn on Equit/

A'ti&it0 Ratios "))ounts Pa/a-le <urnover Pa/ment ,a/s <otal "sset <urnover -e"t Ratios ,e-t to (et Aorth Current Lia-6 to Lia-6 !iquidit0 Ratios (et Aor3ing Capital 2nterest Coverage Additional Ratios "ssets to &ales Current ,e-t><otal "ssets ")id <est &ales>(et Aorth -i&idend $a0out 063% 4; 116%! 4632 0900 063% 4; 1%64$ %654 0900 063$ 4; 1!60$ 46$3 0900 $1%4,015 26$1 $225,4%$ $611 $315,!31 464$ 1654 0613 1610 061% 06$! 0621 106!5 2! 2643 1261! 25 2642 1261! 2! 26!!

Bakery Business Plan


Jolly's Java and Bakery
http://www.bplans.com/bakery_business_plan/appendix_fc.php#.UVGycBxT us

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