1.0 Executive Summary        1

Chart: Highlights        2

1.1 Objectives        2

1.2 Mission        2

1.3 Keys to Success        2

2.0 Company Summary        3

2.1 Company Ownership        3

2.2 Company History        3

Table: Past Performance        3

Chart: Past Performance        4

3.0 Services        4

4.0 Market Analysis Summary        5

4.1 Market Segmentation        5

Table: Market Analysis        5

Chart: Market Analysis (Pie)        6

4.2 Target Market Segment Strategy        6

4.3 Service Business Analysis        6

4.3.1 Competition and Buying Patterns        6

5.0 Web Plan Summary        6

5.1 Website Marketing Strategy        7

5.2 Development Requirements        7

6.0 Strategy and Implementation Summary        7

6.1 SWOT Analysis        8

6.1.1 Strengths        8

6.1.2 Weaknesses        8

6.1.3 Opportunities        8

6.1.4 Threats        8

6.2 Competitive Edge        8

6.3 Marketing Strategy        9

6.4 Sales Strategy        9

6.4.1 Sales Forecast        9

Table: Sales Forecast        10

Chart: Sales Monthly        10

Chart: Sales by Year        11

6.5 Milestones        11

Table: Milestones        11

Chart: Milestones        12

7.0 Management Summary        12

7.1 Personnel Plan        12

Table: Personnel        12

8.0 Financial Plan        13

8.1 Important Assumptions        13

8.2 Break-even Analysis        13

Table: Break-even Analysis        13

Chart: Break-even Analysis        14

8.3 Projected Profit and Loss        14

Table: Profit and Loss        15

Chart: Profit Monthly        16

Chart: Profit Yearly        16

Chart: Gross Margin Monthly        17

Chart: Gross Margin Yearly        17

8.4 Projected Cash Flow        17

Table: Cash Flow        18

Chart: Cash        19

8.5 Projected Balance Sheet        19

Table: Balance Sheet        19

8.6 Business Ratios        20

Table: Ratios        20

Table: Sales Forecast        1

Table: Personnel        2

Table: Profit and Loss        3

Table: Cash Flow        4

Table: Balance Sheet        5

1.0 Executive Summary

[YOUR COMPANY NAME]

[YOUR NAME]

INSERT ADDRESS

[YOUR PHONE NUMBER]

[YOUREMAIL@YOURCOMPANY.COM]

 Introduction

[YOUR COMPANY NAME] manufactures and sells custom cabinetry required for homebuilders, residential remodels, kitchen re-facing, home entertainment centers, offices, wine cellars and storage options within a thirty mile radius of Concord, [YOUR STATE/PROVINCE] . 

 The Company

[YOUR COMPANY NAME] is a Sole Proprietorship with 100% ownership held by [YOUR NAME].

 Our Services

[YOUR COMPANY NAME] manufactures and sells custom cabinetry.

 Financial Considerations

The current financial plan for [YOUR COMPANY NAME] is to secure funding in the amount of $226,000. The funding will be used to purchase woodworking equipment, a used company vehicle, fund the installation of solar panels on the company workshop, provide salaries for the addition of new employees, and expand company advertising.

The major focus for funding is as follows:

•  To fund an environmental friendly custom cabinetry company with a focus on environmental responsibility and recyclable materials.

Chart: Highlights

1.1 Objectives

The objectives of [YOUR COMPANY NAME] are to:

• Excel at producing excellence in innovative cabinetry production and design.
• Exceed and expand its prior year sales figures by 30%.
• Provide service that exceeds customer expectations. 
• Expand company visibility utilizing advanced forms of advertising. 

1.2 Mission

The mission of [YOUR COMPANY NAME] is to offer excellence in custom cabinetry distinguishing itself as a preferred leader within the industry with an established history of exceptional products, and service with a host of gratified patrons.

1.3 Keys to Success

The keys to the success of [YOUR COMPANY NAME] are:

• Its ability to offer the expertise and service derived from more than thirty years of industry experience. 
• The established industry reputation of a Diamond Certified custom cabinet designer and manufacturer. 
• Exceptional quality utilizing domestic materials.
• Innovative designs and solutions to augment space limitations.
• Resourceful ideas to maximize existing applications and recycle materials. 

2.0 Company Summary

[YOUR COMPANY NAME] is located in [YOUR CITY], [YOUR STATE/PROVINCE]  which is in Contra Costa County located just east of the city of Oakland and is home to many affluent suburban professionals who commute to downtown Oakland, San Francisco and Walnut Creek. The company has been in business for more than 27 years and is under the direction of Owner and General Contractor INSERT NAME, who has more than 30 years of cabinetry and small business experience.

[YOUR COMPANY NAME] designs and manufactures custom cabinet products for kitchens, bathrooms, entertainment centers, office workspaces, custom wine cellars, general home storage units, remodeling and re-facing projects.

2.1 Company Ownership

[YOUR COMPANY NAME] is privately owned exclusively by General Contractor and sole proprietor [YOUR NAME]

2.2 Company History

As a result of the current economic climate, sales for [YOUR COMPANY NAME] have declined from that of 2007 which totaled $697,410. While the ascension back to a healthy gross profit is slow, [YOUR COMPANY NAME] remains eminent within the industry and is utilizing this period to take steps to strengthen the products and services provided in order to emerge as a solid competitor when the Nation’s economy stabilizes.

Table: Past Performance

Chart: Past Performance

3.0 Services

[YOUR COMPANY NAME] offers unrivalled quality in cabinetry with innovative and resourceful designs specifically suited to fulfill customer needs and maintain decades of usefulness. By listening, [YOUR COMPANY NAME] ascertains customer needs and crafts a product that is stylish and functional that exceeds customer expectations.

Owner, [YOUR NAME], meets with each client in their home, assesses client needs and offers solutions and options by displaying a portfolio of previous products and sample materials with a written estimate of the service to be provided.

Careful communication and follow through ensure that customer needs are met and designs are created within budget and timely.   

4.0 Market Analysis Summary

The U.S. cabinetwork and countertop manufacturing industry is a $15 billion industry and according to Kitchen Cabinet Industry Trends and the 2008 Hardwood Manufacturers Association National Conference and Expo long-term industry fundamentals remain in place with the following demand drivers: 

• Remodeling

• New household formation

• Expanded use of cabinetry in other areas of the home 

Failure to supply a certified product will likely result in lost market share with “Green” products gaining momentum. According to the Hardwood Manufacturers Association National Conference and Expo, higher-end cabinet manufacturing will remain in the U.S

4.1 Market Segmentation

[YOUR COMPANY NAME] will focus on the following areas which are in close geographic proximity to [YOUR CITY] , [YOUR STATE/PROVINCE] .

[YOUR CITY]  - The population was 17,599 at the 2000 census. The town is located just east of the city of Oakland

Concord, [YOUR STATE/PROVINCE] -As of the census of 2000, there were 121,780 people, 44,020 households, and 30,329 families residing in the city.

San Francisco - The [YOUR STATE/PROVINCE] Department of Finance estimated the population of San Francisco at 856,095, as of January 1, 2010

Oakland - Oakland is the 41st-largest city in the US with a population of 446,901.

Walnut Creek - The city had a total population of 65,384 as of January 2008 according to the [YOUR STATE/PROVINCE] Department of Finance.

Berkeley - As of the census of 2000, there were 102,743 people, 44,955 households, and 18,656 families residing in the city.

Table: Market Analysis

Chart: Market Analysis (Pie)

4.2 Target Market Segment Strategy

[YOUR COMPANY NAME] focuses on homeowners that are geographically in close proximity to the company workshop in [YOUR CITY] , [YOUR STATE/PROVINCE]  specifically within an approximate 30 mile radius.

4.3 Service Business Analysis

The custom cabinetry industry provides custom woodwork designed to specifically accommodate a customer’s space, storage and functionality. There are numerous products on the market designed to fulfill these requirements and the choice becomes one of quality, economic feasibility and design. Modular components are available to piece together to satisfy a space and re-facing options are available to update existing cabinetry. Inferior materials provide inexpensive options for cabinetry however the long term effects of inferior products, quality and the durability and design need to be considered when investing in cabinetry that typically provides years of use and functionality

4.3.1 Competition and Buying Patterns

The home improvement industry provides a source of competition with its readily available modular cabinetry as well as Sears which heavily markets laminate re-facing products. Another competitor is the less costly cabinets produced in other countries of questionable quality and substandard materials prohibited for use in cabinetry where they are produced.

[YOUR COMPANY NAME] utilizes only the finest domestic materials in the production of its custom cabinetry designed to provide centuries of customer enjoyment.

5.0 Web Plan Summary

Research indicates that an easy-to-use website significantly increases sales.  A sophisticated website is vital to our marketing strategy to attract new customers and retain existing ones. The website must be visibly appealing yet simple and organized, encouraging sales.  The site must be organized in such a way that facilitates browsing and the ability of potential customers to locate relevant information, illustrations and descriptions.  The design of the Company's website will encourage sales if it is efficient and easy to use and provides the customer with the ability to make online appointments and research company services.  An easy to use, simple website is of the utmost importance in securing sales as research indicates that many websites lose customers without securing sales because the site is confusing and not easily navigated leaving customers aimlessly migrating through a site and leaving in frustration.  

The [YOUR COMPANY NAME] website will be enhanced in such a way as to allow it to be easily updated and maintained by management to maximize efficiency in detailing product services and pricing information.  The company website will be updated to maximize the ease of customer use and fully detail company services and established reputation as a result of direct customer response.

5.1 Website Marketing Strategy

[YOUR COMPANY NAME] will focus on utilizing modern forms of internet and social media advertising to create company visibility, detail services provided with associated fee information when possible and promote customer satisfaction survey results and candid testimonials. The Company goal is to rank high for preferred keywords on the main search engines in "organic" or "natural" searches and increase search engine optimization by writing a keyword rich title. The Company will submit the website to key directories. The Company will also dramatically increase visibility by writing custom cabinetry related articles and distribute them to editors as free content for  e-mail newsletters or websites requesting that a link to the company website and a one-line description of company offerings be included with the article. 

5.2 Development Requirements

[YOUR COMPANY NAME] will utilize an online website builder to rejuvenate the Company's website and user interface which the Company expects to accomplish within two months of receipt of funding.  The website will be an ongoing company project and will be updated as service offerings are extended and modified and as customer testimonials and survey results are received.

6.0 Strategy and Implementation Summary

The primary sales and marketing strategy for [YOUR COMPANY NAME]consists of the following:

1. To provide unparalleled custom cabinetry.

2. To establish a loyal following based on a high level of customer satisfaction.

3. To provide the highest quality cabinetry at a competitive price.

4. To establish and maintain an extensive customer database for marketing purposes.

[YOUR COMPANY NAME]has clearly defined the target market and has differentiated itself by offering a solid solution to fulfilling its customers' needs. Reasonable sales targets have been established with an implementation plan designed to ensure the goals set forth are achieved.

6.1 SWOT Analysis

The SWOT analysis aids in displaying the internal strengths and weaknesses that [YOUR COMPANY NAME] must address. It allows us to examine the opportunities presented as well as its potential threats. The Company's strength will help it to succeed and strengths are valuable, but it is also important to realize the weaknesses the Company must address which include the lack of funding to expand and grow the business. The Company's strengths will help it capitalize on emerging opportunities which include, but are not limited to the fact that [YOUR COMPANY NAME] has established a name for itself within the community by providing excellence in cabinetry and has established itself as a quality provider of service to those in need. The Company's focus is to expand upon this base by increasing customer awareness through the use of social network advertising, cultivated industry relationships and the expansion of the current website featuring the Company's custom cabinetry production and design services to familiarize the general public and increase visibility. The combination of these efforts along with an increased visibility will ensure a greater market share going forward. Threats that the company should be aware of include, the existing economically challenged financial environment we all presently face.

6.1.1 Strengths

Aside from the obvious giants in the cabinetry industry, [YOUR COMPANY NAME]intends to distinguish itself as a leader in the industry by not only providing distinction in the production of custom cabinetry to the general public but by providing innovative ideas and designs along with superior customer service to the delight of local patrons. Exemplary products have maintained company presence within the industry for over thirty years and increased funding will allow for the company to reach a broader market share and increase visibility.

6.1.2 Weaknesses

A lack of funding to expand existing equipment and fulfill hiring needs limit the Company's market share and profitability.

6.1.3 Opportunities

[YOUR COMPANY NAME] is one of three Diamond Certified cabinetry companies in the East Bay providing a 90% customer approval rating. The Diamond screening service refers select businesses to customers based on a 4 year history of excellence in products and service as the result of direct customer survey. With additional funding [YOUR COMPANY NAME] will improve its products and services securing its reputation and position within the industry.

6.1.4 Threats

The existing weakened economy currently faced by the Nation presents a threat to all established and emerging businesses.

6.2 Competitive Edge

[YOUR COMPANY NAME] most advantageous competitive edge is its extensive industry experience and innovation in custom cabinetry along with an established reputation as an elite service provider. The Company also provides for a solid referral base and increased customer visibility.

6.3 Marketing Strategy

Escalating public interest in the newest communication devices is well documented and has become an important part of everyday life for virtually every age group and ethnic background.  Modern communication methods such as texting, emailing, and the use of social websites, blogs, and sophisticated company websites must be an integral part of a company's marketing strategy for it to become and remain successful. 

Every effort should be exhausted to develop printed and internet marketing materials in an identical and consistent manner.  Company "branding" defines companies with the use of advertisements, flyers, business cards, letterhead, forms, internet marketing materials, and the company website all having identical design, color, logo, and appearances.  With the use of company branding in early stages, the public immediately identifies and recognizes a marketing piece as belonging to a company once sufficiently exposed. 

Not more than 10% of annual gross sales will be allocated to the marketing budget and regardless of what type of marketing campaign is developed; management will make a conscious effort to research and gather data supporting and testing the campaign, and analyze directly related expenses with potential profit to determine cost justification.

Marketing research and the compilation of data will include the development and maintenance of a customer information database that will be used for email, text, telephone or direct mail advertising campaigns.  

Future consideration will be given to any economical marketing strategies that assist in obtaining referral business through various forms of advertising, in order to convert new customers into loyal repetitive ones.

6.4 Sales Strategy

[YOUR NAME], owner of [YOUR COMPANY NAME], meets with each potential client individually and listens to their needs to gain an understanding of exactly what it is that client hopes to achieve. He presents examples of materials for clients to choose from describing their strengths and importance in use and offers solutions to their storage needs displaying a portfolio of cabinetry designed and manufactured by the company. A detailed written estimate is presented to outline the services to be provided and the associated cost along with an estimate of the project completion time.

6.4.1 Sales Forecast

[YOUR COMPANY NAME] expects sales to increase at a rate of 10% per year with the cost of sales estimated at 45% of sales. Sales for 2011, 2012 and 2013 are $412,500, $453,750 and $499,125, respectively.

Table: Sales Forecast

Chart: Sales Monthly

Chart: Sales by Year

6.5 Milestones

[YOUR COMPANY NAME] will utilize funding expected to be received by August of 2011 by:

• Purchasing a used truck for company use.
• Purchasing woodworking equipment utilized in the course of business.
• Implementing an aggressive advertising campaign.
• Funding the company's working capital in order to provide for the projected payroll of new employees.

Table: Milestones

Chart: Milestones

7.0 Management Summary

[YOUR COMPANY NAME] will convey its commitment to quality service and professionalism by investing the time required to extensively train all company personnel to uphold and adhere to the Company's standards of excellence in service and business decorum.

[YOUR NAME], Owner and Operations Manager, maintains thirty years of experience as a licensed contractor in the woodworking industry, and twenty seven years as an independent business owner and as such will oversee all elements of the company and its operations, profitability and commitment to service and exceeding customer expectations. The company projects the inclusion of additional employees by the end of 2012.

7.1 Personnel Plan

[YOUR COMPANY NAME] projects to create a new job within the community by adding an additional employee by the beginning of 2012 with salaries including a 3% annual cost of living increase in 2013.

Table: Personnel

8.0 Financial Plan

The current financial plan for [YOUR COMPANY NAME] is to obtain funding in the amount of $226,000. The funding will be used to execute leasehold improvements by installing solar panels to the existing workshop, to purchase woodworking equipment and a used company truck, to fund an aggressive advertising campaign and to provide salaries for the addition of new employees necessary for company expansion.

The following sections of this plan will serve to describe the Company's financial plan in more detail:

• General Assumptions
• Break-even Analysis
• Profit and Loss
• Cash Flow
• Balance Sheet
• Ratios

8.1 Important Assumptions

The tables below present the assumptions used in the financial calculations of this funding plan. [YOUR COMPANY NAME] is a sole proprietorship and is taxed accordingly at an estimated 25% tax rate. Depreciation expense is based on the scheduled additions in the Milestones table. Insurance, utilities and all other expenses assume a 3% annual increase due to inflation & other cost variables.

8.2 Break-even Analysis

The Company's monthly revenue break-even analysis for 2011 is projected to be $33,796. Sales are projected to increase 10% for 2012 and 2013 due to the internal expansion of the Company and corresponding advertising campaigns.

Table: Break-even Analysis

Chart: Break-even Analysis

8.3 Projected Profit and Loss

The sales for 2011, 2012 and 2013 for [YOUR COMPANY NAME] are $412,500, $453,750 and $499,125, respectively. Gross Profit will be 55% in 2011, 2012 and 2013. The Company will show a Net Profit for 2011, 2012 and 2013 of $2,864, $10,955 and $24,676 respectively due to the internal expansion of the Company to launch the marketing, sales and operation efforts needed to take advantage of the market and growth in the future years.

The Company will show a positive EBITDA of $11,275 in 2011, $27,495 in 2012 and $45,789 in 2013. The Operating expenses as a percentage of sales for this period were 54.07%, 51.78% and 48.41%, respectively. The percentages of the net profit to sales for this period were 0.69%, 2.41% and 4.94%, respectively. The Operating Expenses and Net Profit to Sales for the 2011, 2012 and 2013 period are affected by the internal expansion of the Company. Gross Profit will remain in the 55% range in 2014/2015 and future years. The Company estimates a positive Net Profit in 2014/2015.

Net Profit and Net Profit to Sales Percentage will continue to rise in future years as the internal expansion and investments in Marketing and Advertising bear fruit.

Table: Profit and Loss

Chart: Profit Monthly

Chart: Profit Yearly

Chart: Gross Margin Monthly

Chart: Gross Margin Yearly

8.4 Projected Cash Flow

[YOUR COMPANY NAME] has applied for funding in the amount of $226,000. The company has forecast that it will receive its funding of $226,000 in the month August of 2011.

The following table displays the Company's cash flow for 2011, 2012 and 2013 and the following chart illustrates monthly cash flow in the first year. Monthly cash flow projections are also included in the appendix.

Table: Cash Flow

Chart: Cash

8.5 Projected Balance Sheet

[YOUR COMPANY NAME] net worth is $274,198, $285,153 and $309,829 for 2011, 2012 and 2013, respectively. The Company's Total Assets at the end of 2011, 2012 and 2013 will be $295,040, $314,054 and $341,138, respectively.

Table: Balance Sheet

8.6 Business Ratios

The table below presents the projected business ratios from the wood kitchen cabinet & counter top manufacturing industry as a reference with sales below $500,000 

Table: Ratios

Table: Sales Forecast

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Table: Personnel

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Table: Profit and Loss

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Table: Cash Flow

Table: Balance Sheet