Business plan

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BUSINESS PLAN TEMPLATE FOR A START-UP

Modified From: http://www.score.org/template_gallery.html

Your business plan consists of a narrative and the cash flow projection. The narrative template is the body of the business plan. It contains questions divided into several sections. Work through the sections in any order that you like, except for the Executive Summary, which should be done last. Skip any questions that do not apply to your type of business. When you are finished writing your first draft, you’ll have a collection of small essays on the various topics of the business plan. Then you’ll want to edit them into a smooth-flowing narrative. Delete the instructions/questions from the template before handing in your final business plan. Do not repeat sentences. Do not include the questions or instructions. If you study this template thoroughly, you will find that each section calls for specific information that should be handled in depth in one section only.

The real value of creating a business plan is not in having the finished product in hand; rather, the value lies in the process of researching and thinking about your business in a systematic way. The act of planning helps you to think things through thoroughly, study and research if you are not sure of the facts, and look at your ideas critically. It takes time now, but avoids costly, perhaps disastrous, mistakes later.

This business plan is a generic model suitable for all types of businesses. However, you should modify it to suit your particular circumstances . You will be judged by the quality and appearance of your work as well as by your ideas – not by the length.

It typically takes several weeks to complete a good plan. Most of that time is spent in research and re-thinking your ideas and assumptions. But then, that’s the value of the process. So make time to do the job properly. Those who do never regret the effort. And finally, be sure to keep detailed notes on your sources of information and on the assumptions underlying your financial data.

*****THIS FIRST PAGE AND ALL BLUE TEXT THROUGHOUT THE DOCUMENT ARE TO BE DELETED/OVERWRITTEN. THEY ARE ONLY INCLUDED AS GUIDANCE AS YOU CREATE YOUR PLAN.*********

Tender Lov’N Respite Care AND HOST HOME PROVIDER

Yolonda Staples

9071 E Mississippi Ave Apt 20B

Denver, CO 80247

(716)903-6865

[email protected]

Table of Contents

I. Executive Summary 5

II. General Company Description 6

A. Company Description 6

B. Mission Statement 6

C. Core Values 6

D. Company Vision 6

E. Company Goals & Objectives 6

F. Legal Form of Ownership 7

G. Location & Hours 7

III. Products & Services 8

A. Product / Service Description 8

B. Features vs. Benefits 8

IV. Market Research 9

A. Industry 9

B. Target Market 9

C. Competitive Advantage 10

D. Competitive Analysis 11

i. Niche 12

ii. USP 12

V. Marketing Strategy 13

A. Branding / Messaging 13

B. Positioning 13

C. Promotion 13

i. Website 13

ii. Social Media 14

iii. Advertising 14

iv. Public Relations 14

v. Word of Mouth 14

vi. Other 14

D. Promotional Budget 15

E. Pricing Strategy 15

F. Tracking & Communication 15

VI. Operational Plan 16

A. Production 16

B. Legal Environment 16

C. Personnel 16

D. Inventory 16

E. Credit Policies 16

VII. Management Plan 18

A. Management Background 18

i. Owner(s) Background 18

ii. Key Management Background 18

B. Professional & Advisory Support 18

C. Risk Management 18

VIII. Financial Plan 19

A. Funding Sources 19

B. Startup Expenses 19

C. Cash Flow Projections 19

D. Other Funding 20

IX. Appendices 23

I. Executive Summary

Write this section last. We suggest that you make it 1 – 2 pages. Include everything that you would cover in a five-minute interview.

They say that you only get one first impression. This old adage carries even more meaning when it comes to your business plan's executive summary. This is where you get your reader excited about your business.

As a powerful overview containing key points to your overall business plan , the executive summary needs to be well conceived and written in a style that is easy to understand. It should briefly summarize each section of your business plan. It must be concise, interesting and believable. You want your summary to reflect an exciting, and achievable, opportunity. A few brief sentences should suffice for (1) what the business does (2) who will buy (3) why they will buy (4) long-term vision for the business (5) keys to success (6) financing needs.

Keys to success – what will it take to make your business successful? What are the key components to the success of your particular business? Make it enthusiastic, professional, complete, and concise. If applying for a loan, state clearly how much you want, precisely how you are going to use it, and how the money will make your business more profitable, thereby ensuring repayment. Be brief – just summarize. Your detail will fit below.

II. General Company Description

Company Description

Taking care of disabled adults while their caretakers are away. Providing a home for disabled women ages 21 and over guidance on becoming self-sufficient with minimal supervision.

Mission Statement

Being able to assist disabled adults with daily life activities. To extend quality respite care to your love one

Core Values

Integrity, compassion, loyal, flexible, be able to follow directions, communication and honesty

Company Vision

Teaching my clients become self-sufficient, living on their own with minimal supervision and assistance

Company Goals & Objectives

Teaching independence to be able to live on your own

BWAG: My clients leaving my home and becoming self-sufficient, living independently with minimal supervision and assistance.
GOALS	OBJECTIVES
By September 2020 own 2 homes here in Denver for Respite Care and Host Home Provider	In order for this to be accomplished I will complete the required training, develop a business plan, and research acquire funding
In five years (2022)branch out to a different state	In order to accomplish this I would have to research what it takes to open a business in that state, get zoning, license, permits guidelines, find a suitable home for my business
10 years retired	Living comfortably and traveling. Passing my business to my two daughters.

Legal Form of Ownership

My Legal Form of Ownership will be an “LLC”. I have chosen this because I will have more flexibility and less paperwork, being able to provide member protection against liability and my personal assets are secured from creditors

Location & Hours

Physical requirements: wheelchair accessible. Provide transportation to/from day program or work. Location City of Aurora, close to bus or rail so I can teach them how to become more independent and my hours for Host Home Provider will be 24/7 365 days and Respite Care 8 hours a day maximum of 30 days stay

· 2000 square feet

· Town-home style

· Residential zoning

· Through local power and electricity companies

III. Products & Services

Product / Service Description

Describe in depth your products or services, including an overview of unique technology or processes. This is the only place in the business plan where you have the opportunity to share about what you are selling. (Detail, technical specifications, pricing structures, drawings, photos, sales brochures, and other bulky items or anything that stops the flow of reading the business plan, belong in Appendices).

Features vs. Benefits

Discuss your product or service Features and Benefits

For each product or service you sell:

· Describe the most important features . What is special about it?

Features = Facts

· Describe the benefits . That is, what will the product do for the customer?

Benefits = Emotional draw for the consumer

Note the difference between features and benefits, and think about them. For example, a house that gives shelter and lasts a long time is made with certain materials and to a certain design; those are its features. Its benefits include pride of ownership, financial security, providing for the family, and inclusion in a neighborhood. As another example: you sell custom-made clothing (features), but people buy your clothing for status, comfort, and feeling good (benefits). Describe the features that you build into your product/service so that you can sell the benefits. (Features: fancy label, organic cotton, unique design lines. Benefits: status, comfort, feeling good). Included in your features/benefits should be after-sale services such as delivery, warranty, service contracts, support, follow-up, refund policies, etc.

PRODUCTS/ SERVICES	FEATURES	BENEFITS
Homes for Purchase	Shelter, financial investment, long-lasting	Pride of ownership, financial security, providing for family, inclusion in a neighborhood
Custom-Made Sweater	Fit to your body, Front pockets, zipper, high quality fabric	Look sleek rather than baggy, a place to store your keys and keep your hands warm while the zipper blocks out the cold wind, status of custom-made,

IV. Market Research

In your marketing plan, be as specific as possible; give statistics, numbers, and sources. The marketing plan will be the basis, later on, of the all-important cash flow and sales projection. Your market research will give you an understanding of the business environment you will be in – your business landscape.

Industry

Identify your NAICS code and describe your industry. What has happened in the industry historically?

Describe the pertinent or significant facts about your industry that will help you build your business concept. Gather numbers/statistics on the following:

· What is the total size of your market? (e.g. the pet industry is currently a $10 billion industry)

· Describe the current demand in target market. (Find statistics on whether this industry is growing, stabilizing, or declining)

· Describe the changes or trends you foresee in the industry, short term and long term. (For example, the green movement may be affecting the need for your product or service. The natural and organic movement, or the trend towards smaller families, or mommie groups, may be a factor for your business) Describe how your company will be poised to take advantage of these trends.

· Describe the barriers to entry you face in entering this market with your new company. Some typical barriers are:

· High capital costs

· High production costs

· High marketing costs

· Consumer acceptance and brand recognition

· Training and skills/knowledge/ experience

· Unique technology and patents

· Unions

· And of course, how will you overcome the barriers?

· Explain how the following could affect your company.

· Change in technology

· Change in government regulations (e.g. regulations requiring solar energy auditors to be certified)

· Change in the economy (the current downturn in economy is affecting most businesses today)

· Change in your industry (e.g. emergence of digital world drastically affected the printing industry; fuel costs are affecting the airline industry)

Target Market

Identify your targeted customers. Describe the characteristics that make them your ideal customers. The description will be completely different depending on whether you plan to sell to other businesses or directly to consumers. You may have more than one customer group. Identify the most important groups. Then, for each customer group, construct best-customer profile.

For consumer customers, the demographic factors might be:

· Age

· Gender

· Location

· Income level, marital status, etc.

· Social class and occupation

· Education

· Other (specific to your industry)

Psychographic factors might be:

· Seeks “green” products; seeks cultural/art experiences

· Makes purchases based on emotional appeal

· Interested in supporting local businesses

· Other buyer persona profiles: http://strategicbusinessinsights.com/vals/ustypes.shtml

· Makes purchases based on core values

· Makes purchase to bring status or to fulfill practical needs

For business customers, the factors might be:

· Industry (or portion of an industry)

· Location

· Size of firm

· Quality, technology, and price preferences

· Who makes the buying decision (title or position)

· What guides the buying decision (price, triple bottom line, convenience, quality, seasonality, contract specifications, budget constraints, strength of current vendor, etc.)

· What are the pain points of the customer/buyer – what issues/problems need to be solved

· Other (specific to your industry)

If you sell a consumer product, but sell it through a channel of distributors, wholesalers, and retailers, you must carefully analyze both the end consumer and the middleman businesses to which you sell (two target markets).

Competitive Advantage

Describe your most important company strengths and core competencies. What factors will make the company succeed? Describe your major competitive strengths that will be the keys to your success.

What products and companies will compete with you?

Think about 2-3 specific direct competitors – those you feel are your closest competition. How will your products or services compare with the competition?

Competitive Analysis

Use the Competitive Analysis table below to compare your company with your 2-3 most important primary and secondary competitors. In the column labeled My Business, state how you honestly think you will compare in customers' minds. Evaluate strengths and weaknesses. Sometimes it is hard to analyze our own weaknesses. Try to be very honest here. And remember that you cannot be all things to all people. In fact, trying to be causes many business failures because efforts become scattered and diluted. You want an honest assessment of your firm's strong and weak points. Understanding what your competition has to offer will also help you articulate your opportunities against your competition.

In a few words, state how you think they compare. Determine whether or not this factor creates a niche or opportunity for your business.

COMPETITIVE ANALYSIS

PRIMARY COMPETITION	PRODUCTS/ SERVICES	TARGET MARKET	PRICING STRATEGY	CUSTOMER SERVICE STRATEGY	STRENGTHS	WEAKNESSES	OPPORTUNITIES CREATED (FOR YOU)
1
2
3
SECONDARY COMPETITION	PRODUCTS/ SERVICES	TARGET MARKET	PRICING STRATEGY	CUSTOMER SERVICE STRATEGY	STRENGTHS	WEAKNESSES	OPPORTUNITIES CREATED (FOR YOU)
1
2
3
MY BUSINESS	PRODUCTS/ SERVICES	TARGET MARKET	PRICING STRATEGY	CUSTOMER SERVICE STRATEGY	STRENGTHS	WEAKNESSES	OPPORTUNITIES CREATED (FOR YOU)
1

Niche

Do you offer a unique product or service that your competitors are not providing? (e.g. Bold Lead Designs offered a product no one else was offering) Define your niche, your unique corner of the market. Not all businesses will have a niche, so it will then be important to focus on your differentiator.

USP

Unique Selling Point or Differentiator: Describe what sets you apart from your competition. Why are you different than your competition? Describe why customers will choose you over your competition.

V. Marketing Strategy

After researching the market, I have realized that there a few competitors in the same arena as mine. I will have to stand out in certain ways so that I will draw clients. I have Group Homes, Respite Care Coalition and DDRC to name a few. They offer the same but I offer two businesses in one place where the others a client would have to find a respite care provider and for host home provider they have to choose from a list of businesses. My company provides your loved one to stay for short term 30 days or less (Respite Care) or long-term care (Host Home). I will also be teaching my clients how to become more self-sufficient so they can one day live on their own with minimum supervision and assistance.

Branding / Messaging

I want my potential clients to know that when they leave their loved one with me and my staff they will not have any concerns. My staff will be trained up to different disabilities . For my potential clients that are considering living in my home, rest assured I will make them feel like this house is theirs. I will give them everything they need to feel comfortable and be treated as an equal living here. A brief tour of the facility and meet and greet the staff is something my other competitors do not consider. I will give clients and families the ability to come and speak to me directly with any concerns instead of going through their case worker. I will encourage an open door policy.

Positioning

Having an Open Door Policy will stand out the most, as there isn’t one competitor that allows their clients to come speak to them directly about any issues. Clients mustspeak with the case worker who in turn has to reach out to the company and explaind what the issue is or questions the client may have. Knowing that my company is willing to teach my clients how to become independent is another focus of my company that is different than the competition. Othercompanies would rather keep the clients with them to keep collecting money, but I want my clients eventually to live independently with minimal supervision. While they will still have assistance from me, they will live independentlyin their own place.

Promotion

Tender Lov’N Respite Care will get the word out by visiting different Nursing Homes andAssisted Living facilities. I would only connect with a few places due to my limited capacity of three (3) people in my current home. ). I do not want to exceed this numberand have to deny clients so I have to be very careful. One incentive I have is their first stay (one night) would be free, second time ½ off and their third stay would be the full price. For the clients that are interested in staying here long term would receive their first week ½ off.

Website

My website will provide a brief description of the company and explain the different services provided. Potential clients may requestto schedule a tour of the place if they are interested. Give a brief description of each employee they will come into contact with while staying here or living here. I will follow-up after their tour through email or by a phone call . Once they have toured the place to send feedback of what they thought about the house and staff. The most important is to get a brief description of the potential client and what services they are inquiring about days, hours and times for temporary stay. In order to live here they would need to fill out an application describing their disabilities and a brief background of their family.

Social Media

Describe your social media choices, strategies and reasons for the strategies. Describe the objectives you have for each different type of tactic you use.

Social Media Channel	Strategy / Reason for Choosing This Channel	Objectives / What you want to accomplish
Respite Care Coalition	Set up a meeting to give information on my business. They have the biggest network and will give recommendations for potential clients looking for Respite Care	Being able to speak to someone face to face is much better so they know who they will be working with.
Rocky Mountain Human Resources	Email and send a flyer with detailed information. They have a list of disabled adults looking to live with someone instead being in a group home	By doing this I can get my business name out there and my services I have to offer

Advertising will be my best options because they have

Public networking and attending events with other Small Businesses. Having cards and fliers in hand when going to these events would get the business name out there and also giving a small speech describing in more detailed.

Public Relations

Since I have experience in the Medical field and have worked in Hospice, Nursing Homes and Assisted Living and Group Homes. Volunteering in these places would give me a better understanding of what my potential clients are looking for and being kept up to date on the different changes in the medical field and health insurance changes. While volunteering at these places I can wear t-shirts or carry business cards that have my company name and logo on them.

Word of Mouth

Attending Respite Care Coalition quarterly meetings and follow-up with attending training courses with organizations that have clients that I am trying to pursue.

Other

Using my friends that work in the medical field giving them t-shirts and cards to promote my business as well. These people know me best and could give a good word about me and my staff to ensure their loved ones will be in good hands.

Promotional Budget

In order to get my business started it would take at least $3,500.00

PROMOTIONAL ITEM	OBJECTIVE	COST
Grand Opening Party	Giving guardians and care takers the ability to see where their loved one will be residing short/long term. Meeting my staff and different businesses that offer the same services.	$900
Fliers (3 months)	Direct mail to business that have potential clients in their	$250
Wix website	Website that gives a brief description of the business, an application attached and schedule	$800
T-shirts/Mugs/Business cards	To my guest who attends the grand opening	$600
Thank-you cards	To the businesses that came out and guest	$200
Open House	Giving guardians/caretakers the ability to see where their loved one will be residing	$150
Invitation	For open house and grand opening invitation	$400

Pricing Strategy

Having a budget and sticking to it will help me in running my business and managing my cash flow. I would try to stay in the same pricing as competitors or go above them because I’m only accepting cash there are a lot of potential clients that prefer paying that way knowing they don’t get stuck paying the bill and wait to get reimburse which could take a month or more when dealing with vouchers and health insurance.

My prices will be close to what customers are paying now for services. I have to stress that I only except cash only because there are a lot of clients who do not get medical insurance and they have to pay cash or apply for vouchers and sometimes get declined because of their disabilities. Being able to set a fee close to average will give clients peace of mind knowing that if they have cash on hand there is a business that accepts it. My competitors only want clients that have insurances and vouchers. I want them to know that the price and quality of services are what I am known for.

Tracking & Communication

Using my website will be the best way for me to keep track of customer information. Because they would have to complete a profile and fill out an application which will time stamp when they were on the site and for how long. Then my staff or myself will do a follow-up email or phone call to see if they are still looking for our services, ask a few questions, then schedule an appointment.

VI. Operational Plan

(BSP: this section, or parts thereof, may be optional for many of your businesses. You may delete any unnecessary sections.) Explain the daily operation of the business, its location, equipment, people, processes, and surrounding environment.

Production

(This section is applicable only if you will be producing a product to sell)

How and where are your products produced?

Explain your methods of:

· Production techniques and costs

· Quality control

· Customer service

· Product development

Legal Environment

Describe any of the following if necessary for your business:

· Licensing and bonding requirements

· Permits

· Health, workplace, or environmental regulations

· Special regulations covering your industry or profession

· Zoning or building code requirements

· Insurance coverage

· Trademarks, copyrights, or patents (pending, existing, or purchased)

Personnel

· Number of employees

· Type of labor (skilled, unskilled, and professional)

· Where and how will you find the right employees?

Inventory

· What kind of inventory will you keep: raw materials, supplies, finished goods?

· What type of inventory tracking system will you use?

· Where/how will inventory be stored? Resupplied?

Credit Policies

· Do you plan to sell on credit?

· Do you really need to sell on credit? Is it customary in your industry and expected by your clientele?

· If yes, what policies will you have about who gets credit and how much?

· How will you check the creditworthiness of new applicants?

· What terms will you offer your customers; that is, how much credit and when is payment due?

· Will you offer prompt payment discounts? (Hint: Do this only if it is usual and customary in your industry.)

· Do you know what it will cost you to extend credit? Have you built the costs into your prices?

· How will customers pay for your product/services? Under what terms?

· How will you pay vendors? Under what terms?

VII. Management Plan

Management Background

Who will manage the business on a day-to-day basis? Describe the background experience skills, strengths and expertise each owner brings to this venture. Think about how the past experience you bring to the business transfers to the successful operation of your business (e.g. management or customer service experience). List special or distinctive competencies. Is there a plan for continuation of the business if this person leaves or is incapacitated?

Owner(s) Background

Key Management Background

Professional & Advisory Support

Describe the additional outside support you will seek to create a strong management team:

Professional and Advisory Support

List the following and any additional expertise or value they might add for you:

· Volunteer advisory board

· Management advisory board

· Attorney

· Accountant

· Insurance agent

· Banker

· Consultant or consultants

· Mentors and key advisors

Risk Management

Explain the key risks you will face in business. Describe any proactive risk management strategies you plan to have in place (insurance, employee handbook, employee training, contracts, customer service policy, specific accounting system, etc.)

VIII. Financial Plan

Funding Sources

This is a narrative – explaining your numbers. Explain how the business will be funded. Will you be self-funded; do you plan to get a loan? How long will it take before the business can generate enough revenues to sustain itself?

Startup Expenses

This is a narrative – explaining your numbers. Explain the start-up expenses you have entered in the pre-start-up column of your cash flow projection.

What do you need to purchase to start the business? You will have many startup expenses even before you begin operating your business. It’s important to estimate these expenses accurately and then to plan where you will get sufficient capital. This is a research project, and the more thorough your research efforts, the less chance that you will leave out important expenses or underestimate them. Even with the best of research, however, opening a new business has a way of costing more than you anticipate. There are two ways to make allowances for surprise expenses. The first is to add a little “padding” to each item in the budget. The problem with that approach, however, is that it destroys the accuracy of your carefully wrought plan. The second approach is to add a separate line item, called contingencies or reserve, to account for the unforeseeable. This is the approach we recommend (20-25%).

Research Notes: Keep careful notes on your research and assumptions, so that you can explain them later if necessary, and also so that you can go back to your sources when it’s time to revise your plan. Keep careful records on capital purchases you plan to make: model numbers, prices, etc. as you will need this information when applying for a loan.

Cash Flow Projections

DO NOT USE THE CASH FLOW IN THIS WORD DOC AS THE FORMULAS DO NOT FILL. COMPLETE IT IN EXCEL AND THEN IT WILL COPY AND PASTE RIGHT INTO THIS TEMPLATE.

Explain your cash flow numbers and the major assumptions you have used to enter the numbers on your cash flow projection.

Explain the numbers on your cash flow projection – how did you come up with your sales projection numbers – how did you determine how much you will sell? Who are the salaries for? What major purchases are you making? What types of items are you buying on a regular basis?

Explain the assumptions you have made in coming up with the numbers you put in your cash flow projection. For example, if you make a sale in month one, when do you actually collect the cash? When you buy inventory or materials, do you pay in advance, upon delivery, or much later? How will this affect cash flow? Are some expenses payable in advance? Explain any expense items that are not readily understandable – don’t assume that the reader understands your cash flow and expenses. Are there irregular expenses, such as maintenance and repairs, or seasonal inventory buildup, which should be budgeted? Will cost of goods remain stable?

If the profit projection is the heart of your business plan, cash flow is the blood. Businesses fail because they cannot pay their bills. Every part of your business plan is important, but none of it means a thing if you run out of cash.

The point of this creating a cash flow projection is to plan how much you need before startup, for preliminary expenses, operating expenses, and reserves. You should keep updating it and using it afterward. It will enable you to foresee shortages in time to do something about them—perhaps cut expenses, or perhaps negotiate a loan. But foremost, you shouldn’t be taken by surprise.

There is no great trick to preparing it: The cash-flow projection is just a forward look at your checking account. For each item, determine when you actually expect to receive cash (for sales) or when you will actually have to write a check (for expense items). You should track essential operating data, which is not necessarily part of cash flow but allows you to track items that have a heavy impact on cash flow, such as sales and inventory purchases. You should also track cash outlays prior to opening in a pre-startup column. You should have already researched those for your startup expenses plan.

Your cash flow will show you whether your working capital is adequate. Clearly, if your projected cash balance ever goes negative, you will need more start-up capital. This plan will also predict just when and how much you will need to borrow.

Loan payments, equipment purchases, and owner's draws usually do not show on profit and loss statements but definitely do take cash out and therefore are reflected on your cash flow projection. Be sure to include them. And of course, depreciation does not appear in the cash flow at all because you never write a check for it.

Other Funding

Do you plan to apply for a loan in the future? Will you be applying for IDA funds? This is where you talk about this funding and what you will use the funding for.

YEAR 1: Monthly Cash Flow Projection

BUSINESS NAME:

Date:

Pre-Startup

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

TOTAL

1. CASH ON HAND

[Beginning of month]

2. REVENUES

Cash Sales

Collections from Credit Accounts

Other revenue categories

Loan or Other Cash Injection

3. TOTAL CASH RECEIPTS

[2a + 2b + 2c=3]

4. TOTAL CASH AVAILABLE

[Before cash out] (1 + 3)

5. EXPENSES

(A) COST OF GOODS SOLD

Purchases (Merchandise - a)

Purchases (Merchandise - b)

Purchases (Merchandise - c)

Purchases (Merchandise - d)

Purchases (Merchandise - e)

Purchases (Merchandise - f)

TOTAL COGS

(B) SGA EXPENSES

Gross Wages (excludes withdrawals)

Payroll Expenses (Taxes, etc.)

Outside Services (lab work)

Supplies (Office and operating)

Office equipment

Repairs and Maintenance

Advertising

Auto, Delivery, and Travel

Accounting and Legal

Meals & Entertainment

Rent

Lease deposit

Telephone

Utilities

Insurance

Taxes (Real Estate, etc.)

Interest Expense

Website

Memberships, Dues

Leasehold Improvements

Professional Development

Licenses and Fees

Miscellaneous [Unspecified]

Loan Principal Payment

Capital Purchases [Specify]

Other Start-up Costs

Reserve / Contingency

Owner's Withdrawal

TOTAL SGAE COSTS

6. TOTAL EXPENSES PAID OUT

[COGS + SGAE]

7. CASH POSITION

[End of month] (4 minus 6)

IX. Appendices

Put all supporting documents here including detailed product/service list, brochures/advertising, price lists, lists of assets available as collateral for a loan, any other materials needed to support the assumptions in this plan.

�What do you mean, “I have”?

�This entire section really belongs under USP above as it has nothing to do with your specific marketing strategy, just how you’re different than your competition.

�Good start. What about your name? Why did you choose that name? What does it mean to you? Will you have a logo? What will it look like and why does it look that way?

�This is confusing. Do you mean they will be trained on how to care for people with varying disabilities? If so, maybe also state a few common examples you anticipate working with, such as Down Syndrome, Autism, etc…

�What will you do when you visit? Will you do a talk? Have a table with materials? Randomly walk the halls looking for people to talk with? Will you meet with families or staff of the facilities? What’s your specific approach?

�Be very careful of your financial discounts!!! Offering a trial (discounted or free) 1x for someone to get a feel for your place is a reasonable idea for your industry, but don’t over-discount! Also, does you competition do this? Or is this another differentiator for your business?

�This would be more personal.

�You have a lot of incomplete sentences which don’t always get your point across very well. I’d recommend restructuring this one to be more clear, like I’ve done above.

�These are not social media channels. These are organizations you will hopefully partner with in some way, right? If so, this info would be moved down to Other. Social Media would be things like Facebook, Twitter, Instagram, etc. I’m not sure you even need/want any social media for your biz. If not, you can just write a brief sentence along the lines of “Due to the personal and confidential nature of my business, social media is not necessary for my business.” Then you can just delete this whole chart. However, you may want to have a Facebook page to help promote your biz, especially for short term stays.

�This is another incomplete sentence. Finish your thought. Since blah blah blah, then blah blah blah.

�How will you keep your clients faithful to you? Especially respite clients who may need to come back again sometime?

�Given your small size and capacity, I’m not sure you want to spend such a big chunk of money on marketing materials like Tshirts and mugs. Biz Cards are a must, but you can get those for $25. I’d think through the costs on this idea…same with the fliers above. It seems to be a pretty high cost to acquire a very small number of clients.

�If you’re having a grand opening party, why/when will you also have an Open House? Quarterly? 2x a year?

�This is *really* expensive!

�You’ve gone from incomplete to run on sentence 😊 This is not very clear. First you say you’ll be competitive and in the next breath you say you’ll be higher. Which is it? What does it mean to you to only accept cash? Is that actual bills, or also checks and credit cards? Does it mean just not through insurance?

�Good start. What about even an Excel spreadsheet tracking your customer / potential customer base? MailChimp to send out newletters or Survey Monkeys? How often will you communicate with your customer base and potential clients? What methods of communication will you use? Email, newsletter, blog, videos, etc….