Real Business Plans & Marketing Tools: Samples to Use in Starting, Growing and Selling Your Business (Business Success Series (Prep Publishing).)

192 Pages·2003·0.7 MB·English

Real Business Plans & Marketing Tools
...including samples to use in starting,
growing, marketing, and selling your
business
Anne McKinney, Editor
PREP PUBLISHING
FAYETTEVILLE, NC
PREP Publishing
1110 ˚ Hay Street
Fayetteville, NC 28305
[phone]
Copyright © 2003 by Anne McKinney
All rights reserved under International and Pan-American Copyright Conventions. No part of this
book may be reproduced or copied in any form or by any means–graphic, electronic, or mechanical,
including photocopying, taping, or information storage and retrieval systems–without written
permission from the publisher, except by a reviewer, who may quote brief passages in a review.
Published in the United States by PREP Publishing.
Library of Congress Cataloging-in-Publication Data
McKinney, Anne, 1948-
Real business plans & marketing tools : including samples to use in starting, growing, marketing,
and selling your business / Anne McKinney.
p. cm. -- (Business success series)
ISBN 1-885288-36-0
1. Business planning. 2. Proposal writing in business. 3. Business enterprises--Planning. 4.
Marketing--Planning. I. Title: Real business plans and marketing tools. II. Title. III. Business success
series (PREP Publishing)
HD30.28.M3847 2003
658.4’012--dc21 2003042943
CIP
Printed in the United States of America
By PREP Publishing
Business and Career Series:
RESUMES AND COVER LETTERS THAT HAVE WORKED
RESUMES AND COVER LETTERS THAT HAVE WORKED FOR MILITARY PROFESSIONALS
GOVERNMENT JOB APPLICATIONS AND FEDERAL RESUMES
COVER LETTERS THAT BLOW DOORS OPEN
LETTERS FOR SPECIAL SITUATIONS
RESUMES AND COVER LETTERS FOR MANAGERS
REAL-RESUMES FOR COMPUTER JOBS
REAL-RESUMES FOR MEDICAL JOBS
REAL-RESUMES FOR FINANCIAL JOBS
REAL-RESUMES FOR TEACHERS
REAL-RESUMES FOR STUDENTS
REAL-RESUMES FOR CAREER CHANGERS
REAL-RESUMES FOR SALES
REAL ESSAYS FOR COLLEGE & GRADUATE SCHOOL
REAL-RESUMES FOR AVIATION & TRAVEL JOBS
REAL-RESUMES FOR POLICE, LAW ENFORCEMENT & SECURITY JOBS
REAL-RESUMES FOR SOCIAL WORK & COUNSELING JOBS
REAL-RESUMES FOR CONSTRUCTION JOBS
REAL-RESUMES FOR MANUFACTURING JOBS
REAL-RESUMES FOR RESTAURANT, FOOD SERVICE & HOTEL JOBS
REAL-RESUMES FOR MEDIA, NEWSPAPER, BROADCASTING & PUBLIC AFFAIRS JOBS
REAL-RESUMES FOR RETAILING, MODELING, FASHION & BEAUTY JOBS
REAL-RESUMES FOR HUMAN RESOURCES & PERSONNEL JOBS
REAL-RESUMES FOR NURSING JOBS
REAL-RESUMES FOR AUTO INDUSTRY JOBS
REAL RESUMIX AND OTHER RESUMES FOR FEDERAL GOVERNMENT JOBS
REAL KSAS--KNOWLEDGE, SKILLS & ABILITIES--FOR GOVERNMENT JOBS
REAL BUSINESS PLANS AND MARKETING TOOLS
Judeo-Christian Ethics Series:
SECOND TIME AROUND
BACK IN TIME
WHAT THE BIBLE SAYS ABOUT…Words that can lead to success and happiness
A GENTLE BREEZE FROM GOSSAMER WINGS
BIBLE STORIES FROM THE OLD TESTAMENT
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Contents
PART ONE: BUSINESS PLANS......................................................................................................................1
Business Plan #1: Auto Body Shop..............................................................................................................2
Request for Financing .............................................................................................................................2
Description of Business............................................................................................................................2
Location of Business................................................................................................................................3
Licenses and Permits ...............................................................................................................................3
Management..........................................................................................................................................3
Personnel................................................................................................................................................3
The Market.............................................................................................................................................4
Competition............................................................................................................................................4
Three-Year Projection..............................................................................................................................5
Executive Summary.................................................................................................................................5
Financial Projections................................................................................................................................6
Business Plan #2: Backing Athletes On Tour................................................................................................8
Letter requesting sponsorship .................................................................................................................8
Estimated Expenses for Satellite Tour.......................................................................................................9
Business Plan #3: Medical Business Loan Request..................................................................................... 10
Loan Request Summary........................................................................................................................ 10
Management Summary........................................................................................................................ 10
Business Summary................................................................................................................................ 11
Industry Summary................................................................................................................................ 11
Market Summary ................................................................................................................................. 11
Business Plan #4: Brew Pub...................................................................................................................... 12
Executive Summary.............................................................................................................................. 13
General Business Summary .................................................................................................................. 13
Market Overview.................................................................................................................................. 13
Introduction to the Industry ................................................................................................................. 15
Success Rates....................................................................................................................................... 17
Index of Competitors........................................................................................................................... 18
The Business Plan................................................................................................................................. 19
Business Product Line........................................................................................................................... 20
Marketing............................................................................................................................................ 21
Service................................................................................................................................................. 22
Target Audience................................................................................................................................... 23
Organization and Staffing.................................................................................................................... 24
Architectural Design............................................................................................................................. 25
Business Plan #5: Counseling Services Business........................................................................................ 26
Solicitation and Bid for a Government Contract: Ability to provide required services............................ 26
Business Plan #6: Construction Loan Request........................................................................................... 30
Business Summary................................................................................................................................ 31
Resume of the General Contractor....................................................................................................... 32
Detailed Specifications for Phase One .................................................................................................. 34
Detailed Specifications for Phase Two .................................................................................................. 36
Projection of overhead expenses and profits........................................................................................ 37
Business Plan #7: Electrical Business Loan Request................................................................................... 40
Business Plan........................................................................................................................................ 40
Initial Requirements for First-Year Operations....................................................................................... 42
Balance Sheet...................................................................................................................................... 43
v
Business Plan #8: Medical Supply Company............................................................................................. 44
Executive Summary.............................................................................................................................. 44
Business Plan #9: Franchise application for a convenience store............................................................... 46
Letter of Introduction........................................................................................................................... 46
Business Plan........................................................................................................................................ 47
Priorities............................................................................................................................................... 47
Customer Relations.............................................................................................................................. 48
Store Staffing and Scheduling.............................................................................................................. 49
Store Budget........................................................................................................................................ 50
Personal Statement of Income and Expenses........................................................................................ 50
Conclusion........................................................................................................................................... 50
Who am I?........................................................................................................................................... 50
Map of the Area.................................................................................................................................. 50
Store Budget........................................................................................................................................ 51
Sales .................................................................................................................................................... 51
Gross Profit Percent and Dollars........................................................................................................... 51
Payroll and Payroll Items....................................................................................................................... 51
Inventory Variation............................................................................................................................... 52
Financing Sought................................................................................................................................. 52
Application and Expected Effect on Business Loan............................................................................... 52
Financial Projections............................................................................................................................. 53
Loan Repayment.................................................................................................................................. 53
Business Plan #10: Hair Salon, Request for Financing............................................................................... 54
Salon Size and Type.............................................................................................................................. 54
Salon Pricing Structure......................................................................................................................... 54
Three-Year Projections.......................................................................................................................... 54
Employee Pay/Benefit Package............................................................................................................. 55
The State of the Industry...................................................................................................................... 55
Demographics...................................................................................................................................... 55
Staff Training........................................................................................................................................ 56
Management....................................................................................................................................... 56
Advertising and Grand Opening........................................................................................................... 56
Owner Profile....................................................................................................................................... 57
Summary.............................................................................................................................................. 57
Appendix A: Financial Projections......................................................................................................... 58
Business Plan #11: Insurance Group Plan................................................................................................. 60
Industry Overview and Analysis............................................................................................................ 60
U.S. Health Insurance Industry ............................................................................................................. 61
Insurance Provider Market.................................................................................................................... 61
Figure 1: Insurance Group Management.............................................................................................. 62
Figure 2: Distribution of Groups by Legal Form of Organization........................................................... 62
PIP Regulations..................................................................................................................................... 63
Trends.................................................................................................................................................. 63
Insurance Demand............................................................................................................................... 66
Competitive Insurance Analysis............................................................................................................ 66
Background, Goals and Objectives....................................................................................................... 67
Strategy............................................................................................................................................... 67
Target Markets..................................................................................................................................... 72
Development ....................................................................................................................................... 74
Operations........................................................................................................................................... 76
Administrative Service Agreements ...................................................................................................... 81
vi
Management....................................................................................................................................... 81
Business and Analysis -- Key Success Factors ........................................................................................ 83
Business Plan #11: Insurance Company, Investor Overview....................................................................... 86
The National Market............................................................................................................................ 86
Products and Services........................................................................................................................... 86
Customers............................................................................................................................................ 87
Economics............................................................................................................................................ 88
People.................................................................................................................................................. 88
Strategic Objectives - Insurance Management Services......................................................................... 88
Status of Company Operations ............................................................................................................ 90
Company Needs................................................................................................................................... 90
Business Plan #13: Janitorial Supply Business ........................................................................................... 92
Licenses and Permits ............................................................................................................................ 92
Executive Summary.............................................................................................................................. 93
Management....................................................................................................................................... 94
Personnel............................................................................................................................................. 94
Market................................................................................................................................................. 94
Competition......................................................................................................................................... 95
Major Suppliers.................................................................................................................................... 95
List of Business Assets.......................................................................................................................... 96
Five-Year Projections............................................................................................................................. 97
Business Plan #14: Loan Request, Manufacturing Company..................................................................... 99
Executive Summary............................................................................................................................ 100
Summary of Asset Sale....................................................................................................................... 102
Cash Flow of Asset Sale..................................................................................................................... 102
Overview of Request for Financing..................................................................................................... 103
Detailed Loan Request ....................................................................................................................... 104
Loans Before and After Sale of TMV Assets........................................................................................ 105
Company History ............................................................................................................................... 106
Product Information........................................................................................................................... 107
Summary of the Production Process................................................................................................... 108
Schedule of Manpower...................................................................................................................... 108
Schedule of Manpower by Plant Location.......................................................................................... 109
Analysis of the Competition............................................................................................................... 109
General Comments............................................................................................................................ 110
Management Experience: Officers...................................................................................................... 110
Senior Managers................................................................................................................................ 111
Financial Information: Historically Strong Profitability......................................................................... 112
Profit and Loss ................................................................................................................................... 113
Project Income Statement/Cash Flows................................................................................................ 113
Business Plan #15: Trucking Company Start-up...................................................................................... 115
Executive Summary............................................................................................................................ 116
Start-up Expenses .............................................................................................................................. 117
Business Plan #16: Used Car Warranty Business..................................................................................... 118
Business Plan #17: Wholesale Company, Home-Based........................................................................... 120
Ownership and Business Concept ...................................................................................................... 120
Management and Strategic Overview ................................................................................................ 120
Business Description........................................................................................................................... 121
Marketing Plan................................................................................................................................... 122
Strengths........................................................................................................................................... 122
Weaknesses ....................................................................................................................................... 122
vii
Mail Order Program ........................................................................................................................... 122
Party Plan........................................................................................................................................... 123
Sub-Wholesaling................................................................................................................................ 124
PART TWO: MARKETING TOOLS........................................................................................................... 125
Art Gallery Press Release.......................................................................................................................... 126
Home and Commercial Cleaning Service.................................................................................................. 127
Personnel Placement Service .................................................................................................................... 128
Racing Sponsorship Business.................................................................................................................... 129
Consulting Business: Letter of Introduction and Business Resume............................................................ 130
Contract for a Recording Studio/Promotions Company............................................................................ 132
Health Care Marketing Overview............................................................................................................. 133
Group Home Plan: Letter of Introduction and Business Resume............................................................... 134
Independent Subcontractor Agreement................................................................................................... 136
Customer “Thank You” Letter ................................................................................................................. 138
Customer Follow-up Letter....................................................................................................................... 139
Customer Letter: Welcome to New Customers......................................................................................... 140
Letter Introducing A Service..................................................................................................................... 141
Letter of Intent and Investment Agreement ............................................................................................. 142
Services Agreement.................................................................................................................................. 143
Letter of Introduction to Customers from a steel company....................................................................... 144
Letter of Introduction to Customers from a family-owned masonry business............................................ 145
Customer Mailing for an Electrical Business, Letter and Business Resume................................................. 146
Customer Mailing for a Mobile Home Repair Business ............................................................................. 148
Customer Mailing for a Pressure Washing Business, Letter and Business Resume ..................................... 150
Marketing Strategy for Outsourcing Sales and Marketing........................................................................ 152
PART THREE: KEY FINANCIAL STATEMENTS......................................................................................... 155
Financial Projections Phillip’s Auto Repair ................................................................................................. 156
Five-Year Projections, Whitaker Janitorial Supply Company ...................................................................... 157
Balance Sheet, XYZ Company.................................................................................................................. 158
Statement of Income, XYZ Company ....................................................................................................... 159
General and Administrative Expenses, XYZ Company............................................................................... 160
Detailed Statement of Depreciable Items, XYZ Company ......................................................................... 160
Statement of Cash Flows, XYZ Company ................................................................................................. 161
Sample Balance Sheet.............................................................................................................................. 162
Sample Business Loan Request................................................................................................................. 162
Statement of Operations for a Failing Business......................................................................................... 163
PART FOUR: VALUING AND SELLING A BUSINESS................................................................................ 165
Valuing a Business, Example #1................................................................................................................ 166
Valuing a Business, Example #2................................................................................................................ 172
Selling a Business, Example #1................................................................................................................. 175
Selling a Business, Example #2................................................................................................................. 176
Selling a Business, Example #3................................................................................................................. 177
viii
Real Business Plans & Marketing Tools
..including samples to use in starting, growing, marketing,
and selling your business
Anne McKinney, Editor