Case Study-EPR511

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913539-XLS-ENG.xlsx

EX 1 - Balance Sheet

Balance Sheet
December 31, 2006-2012 2006 2007 2008 2009 2010 2011
ASSETS
Current Assets
Cash $ 35,488 $ 24,473 $ 29,667 $ 9,057 $ 298,806 $ 66,594
Inventory $ 15,412 $ 6,571 $ 2,943 $ 4,200 $ 24,005 $ 83,950
Fixed Assets
Property, Plant & Equipment $ 54,007 $ 132,103 $ 184,122 $ 178,046 $ 408,500 $ 658,962
Total Assets $ 104,907 $ 163,147 $ 216,732 $ 191,303 $ 731,311 $ 809,506
LIABILITIES
Accounts Payable $ 14,907 $ 15,000 $ 25,000 $ 30,000 $ 25,488 $ 51,995
Debt $ 40,000 $ 121,567 $ 94,850 $ 124,208 $ 724,208 $ 724,208
Total Liabilities $ 54,907 $ 136,567 $ 119,850 $ 154,208 $ 749,696 $ 776,203
EQUITY
Common Stock $ 30,000 $ 30,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000
Retained Earnings $ 20,000 $ (3,420) $ (33,118) $ (92,905) $ (160,490) $ (96,697)
Total Equity $ 50,000 $ 26,580 $ 96,882 $ 37,095 $ (30,490) $ 33,303

Ex 2 - Income Stmt.

INCOME STATEMENT QUARTERLY ANNUAL
Westlake Sugar Bowl Sugar Bowl Sugar Bowl Sugar Bowl Westlake Sugar Bowl
Q3 2010 Q2 2011* Q3 2011 Q4 2011 Q1 2012 2010 2011
Income
Lane Rental $ 118,290 $ 106,707 $ 179,021 $ 275,400 $ 267,540 $ 398,850 $ 561,128
Food Sale $ 17,150 $ 70,392 $ 159,667 $ 448,500 $ 410,270 $ 56,920 $ 678,559
Liquor Sale $ 20,571 $ 99,460 $ 243,763 $ 559,270 $ 501,550 $ 69,890 $ 902,493
Total $ 156,011 $ 276,559 $ 582,451 $ 1,283,170 $ 1,179,360 $ 525,660 $ 2,142,180
Variable Cost of Sales
Food Purchased $ 5,145 $ 39,420 $ 110,250 $ 181,386 $ 199,336 $ 17,076 $ 331,056
Liquor Purchased $ 4,114 $ 29,838 $ 105,000 $ 249,530 $ 201,600 $ 13,978 $ 384,368
Food & Beverage Supplies $ 3,772 $ 35,953 $ 129,157 $ 114,500 $ 147,011 $ 12,681 $ 279,610
Total $ 13,031 $ 105,210 $ 344,407 $ 545,416 $ 547,946 $ 43,735 $ 995,033
General Overhead Expenses
Marketing and Advertising $ 2,820 $ 10,000 $ 15,000 $ 15,000 $ 15,000 $ 9,250 $ 40,000
Salaries: Full Time $ 29,400 $ 48,498 $ 48,498 $ 48,498 $ 48,498 $ 115,000 $ 145,494
Salaries: Part Time $ 9,240 $ 20,130 $ 18,720 $ 34,528 $ 23,900 $ 30,800 $ 73,378
Catering wage n/a $ 16,128 $ 25,920 $ 32,027 $ 25,920 $ 74,075
Coupons $ 2,339 $ 7,000 $ 9,000 $ 11,000 $ 9,000 $ 7,090 $ 27,000
Legal and Audit $ 2,112 $ 3,600 $ 3,600 $ 3,600 $ 3,600 $ 7,040 $ 10,800
License & Permits $ 440 $ 2,475 $ 2,475 $ 6,000 $ 6,000 $ 6,500 $ 10,950
Office Supplies $ 794 $ 1,950 $ 3,450 $ 5,450 $ 3,450 $ 2,740 $ 10,850
Rent $ 26,949 $ 43,000 $ 43,000 $ 43,000 $ 43,000 $ 89,830 $ 129,000
Repair & Maintenance Labor $ 13,838 $ 14,000 $ 29,550 $ 34,550 $ 29,550 $ 102,700 $ 78,100
Repair & Maintenance Supplies $ 24,855 $ 45,000 $ 49,000 $ 58,000 $ 63,000 $ 67,500 $ 152,000
Utilities $ 7,131 $ 15,000 $ 26,100 $ 24,040 $ 23,520 $ 27,560 $ 65,140
Travel & Promotion $ 263 $ 8,000 $ 3,000 $ 3,000 $ 3,000 $ - 0 $ 14,000
Insurance $ 14,700 $ 28,500 $ 28,500 $ 33,000 $ 33,000 $ 49,000 $ 90,000
Miscellaneous $ 450 $ 6,000 $ 8,500 $ 7,500 $ 9,700 $ 1,500 $ 22,000
Total General $ 135,329 $ 269,281 $ 314,313 $ 359,193 $ 340,138 $ 516,510 $ 942,787
Operating Income (Loss) $ 7,651 $ (97,932) $ (76,269) $ 378,561 $ 291,276 $ (34,585) $ 204,360
Interest payment: Bank $ 1,897 $ 8,000 $ 8,000 $ 8,000 $ 8,000 $ 16,000 $ 32,000
Interest payment: Friends & Family $ 4,000.00 $ 4,000.00 $ 4,000.00 $ 4,000.00 $ 8,000 $ 16,000
Depreciation $ 2,100 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 9,000 $ 14,000
Tax $ 2,678 $ 132,496 $ 101,946 $ 78,566
Net Income $ 4,973 $ (112,932) $ (91,269) $ 231,065 $ 174,329 $ (67,585) $ 63,793
*Q2 2011 represents just 8 weeks of Sugar Bowl Operations. Note the facility closed for renovations in November 2010,
and reopened in early May 2011.

Ex 3 - Marketing Campaign

Summer 2011: Test Marketing Campaigns
# Potential # Actual Repeat Customers Cost Per Cost per Repeat
Channel Campaign Cost customers reached customers delivered Generated Customer Customer
Direct Email to Sugar Bowl Email List $50 400.00 30.00 16.00 $ 1.67 $ 3.13
Direct Email to Rented Target Email List $4,000 4,000.00 80.00 30.00 $ 50.00 $ 133.33
Group Buying Offer $2000 + 30% of sales 5,000.00 500.00 125.00 $ 11.50 $ 46.00
Social Media Website $0.75 per click 1,000.00 120.00 12.00 $ 6.25 $ 62.50
Keyword Search $1.10 per click 500.00 35.00 20.00 $ 15.71 $ 27.50

Ex 4-Weekly Attendance Snapshot

Weekly Attendance Snapshot *
*Does not include Private Event patronage Average $
2011 Monday Tuesday Wed. Thursday Friday Saturday Sunday Weekly Per Person
Q2 67 59 75 154 160 180 124 819 $ 35.00
Q3 67 59 75 200 215 220 172 1008 $ 40.00
Q4 75 94 190 308 350 385 299 1701 $ 50.00
2012 Monday Tuesday Wed. Thursday Friday Saturday Sunday Weekly
Q1 101 125 120 378 411 420 335 1890 $ 52.00