Advertising Agency Business Plan

Promerit Advertising

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Financial Plan

The financial plan is presented in the following topics.

7.1 Break-even Analysis

The monthly sales break-even point is is shown in the table and chart below.

Break-even Analysis
Monthly Revenue Break-even $19,308
Assumptions:
Average Percent Variable Cost 0%
Estimated Monthly Fixed Cost $19,308

7.2 Projected Profit and Loss

The following table and charts outline the projected profit and loss for three years.  We estimate that the agency will not be profitable until the second year of operation.  Promerit Advertising will then grow by about 9% for the second and third year. 

Pro Forma Profit and Loss
Year 1 Year 2 Year 3
Sales $225,830 $370,000 $530,000
Direct Cost of Sales $0 $0 $0
Other Production Expenses $0 $0 $0
Total Cost of Sales $0 $0 $0
Gross Margin $225,830 $370,000 $530,000
Gross Margin % 100.00% 100.00% 100.00%
Expenses
Payroll $142,000 $181,000 $202,000
Sales and Marketing and Other Expenses $48,000 $60,000 $80,000
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Utilities $2,400 $2,400 $2,400
Insurance $0 $0 $0
Rent $18,000 $18,000 $18,000
Payroll Taxes $21,300 $27,150 $30,300
Other $0 $0 $0
Total Operating Expenses $231,700 $288,550 $332,700
Profit Before Interest and Taxes ($5,870) $81,450 $197,300
EBITDA ($5,870) $81,450 $197,300
Interest Expense $8,916 $6,999 $4,999
Taxes Incurred $0 $22,335 $57,690
Net Profit ($14,786) $52,115 $134,611
Net Profit/Sales -6.55% 14.09% 25.40%

7.3 Projected Cash Flow

The following table and chart highlight the projected cash flow for three years. 

Pro Forma Cash Flow
Year 1 Year 2 Year 3
Cash Received
Cash from Operations
Cash Sales $56,458 $92,500 $132,500
Cash from Receivables $124,685 $248,971 $365,839
Subtotal Cash from Operations $181,143 $341,471 $498,339
Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0
New Current Borrowing $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0
New Long-term Liabilities $0 $0 $0
Sales of Other Current Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $181,143 $341,471 $498,339
Expenditures Year 1 Year 2 Year 3
Expenditures from Operations
Cash Spending $142,000 $181,000 $202,000
Bill Payments $90,432 $133,818 $188,745
Subtotal Spent on Operations $232,432 $314,818 $390,745
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0
Long-term Liabilities Principal Repayment $20,004 $20,004 $20,004
Purchase Other Current Assets $0 $0 $0
Purchase Long-term Assets $0 $0 $0
Dividends $0 $0 $0
Subtotal Cash Spent $252,436 $334,822 $410,749
Net Cash Flow ($71,294) $6,649 $87,590
Cash Balance $84,206 $90,856 $178,446

7.4 Projected Balance Sheet

The table shows projected balance sheet for three years.

Pro Forma Balance Sheet
Year 1 Year 2 Year 3
Assets
Current Assets
Cash $84,206 $90,856 $178,446
Accounts Receivable $44,688 $73,216 $104,877
Other Current Assets $10,000 $10,000 $10,000
Total Current Assets $138,894 $174,072 $293,323
Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Total Long-term Assets $0 $0 $0
Total Assets $138,894 $174,072 $293,323
Liabilities and Capital Year 1 Year 2 Year 3
Current Liabilities
Accounts Payable $8,184 $11,251 $15,895
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $8,184 $11,251 $15,895
Long-term Liabilities $79,996 $59,992 $39,988
Total Liabilities $88,180 $71,243 $55,883
Paid-in Capital $100,000 $100,000 $100,000
Retained Earnings ($34,500) ($49,286) $2,829
Earnings ($14,786) $52,115 $134,611
Total Capital $50,714 $102,829 $237,440
Total Liabilities and Capital $138,894 $174,072 $293,323
Net Worth $50,714 $102,829 $237,440

7.5 Business Ratios

Business ratios for the years of this plan are shown below.  Industry profile ratios based on the Standard Industrial Classification (SIC) code 7311, Advertising Agencies, are shown for comparison.

Ratio Analysis
Year 1 Year 2 Year 3 Industry Profile
Sales Growth 0.00% 63.84% 43.24% 8.50%
Percent of Total Assets
Accounts Receivable 32.17% 42.06% 35.75% 36.20%
Other Current Assets 7.20% 5.74% 3.41% 42.20%
Total Current Assets 100.00% 100.00% 100.00% 80.80%
Long-term Assets 0.00% 0.00% 0.00% 19.20%
Total Assets 100.00% 100.00% 100.00% 100.00%
Current Liabilities 5.89% 6.46% 5.42% 42.90%
Long-term Liabilities 57.60% 34.46% 13.63% 13.00%
Total Liabilities 63.49% 40.93% 19.05% 55.90%
Net Worth 36.51% 59.07% 80.95% 44.10%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 100.00% 100.00% 100.00% 0.00%
Selling, General & Administrative Expenses 106.55% 85.91% 74.60% 81.60%
Advertising Expenses 21.25% 16.22% 15.09% 3.50%
Profit Before Interest and Taxes -2.60% 22.01% 37.23% 2.50%
Main Ratios
Current 16.97 15.47 18.45 1.67
Quick 16.97 15.47 18.45 1.39
Total Debt to Total Assets 63.49% 40.93% 19.05% 55.90%
Pre-tax Return on Net Worth -29.16% 72.40% 80.99% 5.70%
Pre-tax Return on Assets -10.65% 42.77% 65.56% 12.80%
Additional Ratios Year 1 Year 2 Year 3
Net Profit Margin -6.55% 14.09% 25.40% n.a
Return on Equity -29.16% 50.68% 56.69% n.a
Activity Ratios
Accounts Receivable Turnover 3.79 3.79 3.79 n.a
Collection Days 56 78 82 n.a
Accounts Payable Turnover 12.05 12.17 12.17 n.a
Payment Days 27 26 26 n.a
Total Asset Turnover 1.63 2.13 1.81 n.a
Debt Ratios
Debt to Net Worth 1.74 0.69 0.24 n.a
Current Liab. to Liab. 0.09 0.16 0.28 n.a
Liquidity Ratios
Net Working Capital $130,710 $162,821 $277,428 n.a
Interest Coverage -0.66 11.64 39.47 n.a
Additional Ratios
Assets to Sales 0.62 0.47 0.55 n.a
Current Debt/Total Assets 6% 6% 5% n.a
Acid Test 11.51 8.96 11.86 n.a
Sales/Net Worth 4.45 3.60 2.23 n.a
Dividend Payout 0.00 0.00 0.00 n.a
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Break-even Analysis
Monthly Revenue Break-even $19,308
Assumptions:
Average Percent Variable Cost 0%
Estimated Monthly Fixed Cost $19,308
Pro Forma Profit and Loss
Year 1 Year 2 Year 3
Sales $225,830 $370,000 $530,000
Direct Cost of Sales $0 $0 $0
Other Production Expenses $0 $0 $0
Total Cost of Sales $0 $0 $0
Gross Margin $225,830 $370,000 $530,000
Gross Margin % 100.00% 100.00% 100.00%
Expenses
Payroll $142,000 $181,000 $202,000
Sales and Marketing and Other Expenses $48,000 $60,000 $80,000
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Utilities $2,400 $2,400 $2,400
Insurance $0 $0 $0
Rent $18,000 $18,000 $18,000
Payroll Taxes $21,300 $27,150 $30,300
Other $0 $0 $0
Total Operating Expenses $231,700 $288,550 $332,700
Profit Before Interest and Taxes ($5,870) $81,450 $197,300
EBITDA ($5,870) $81,450 $197,300
Interest Expense $8,916 $6,999 $4,999
Taxes Incurred $0 $22,335 $57,690
Net Profit ($14,786) $52,115 $134,611
Net Profit/Sales -6.55% 14.09% 25.40%
Pro Forma Cash Flow
Year 1 Year 2 Year 3
Cash Received
Cash from Operations
Cash Sales $56,458 $92,500 $132,500
Cash from Receivables $124,685 $248,971 $365,839
Subtotal Cash from Operations $181,143 $341,471 $498,339
Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0
New Current Borrowing $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0
New Long-term Liabilities $0 $0 $0
Sales of Other Current Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $181,143 $341,471 $498,339
Expenditures Year 1 Year 2 Year 3
Expenditures from Operations
Cash Spending $142,000 $181,000 $202,000
Bill Payments $90,432 $133,818 $188,745
Subtotal Spent on Operations $232,432 $314,818 $390,745
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0
Long-term Liabilities Principal Repayment $20,004 $20,004 $20,004
Purchase Other Current Assets $0 $0 $0
Purchase Long-term Assets $0 $0 $0
Dividends $0 $0 $0
Subtotal Cash Spent $252,436 $334,822 $410,749
Net Cash Flow ($71,294) $6,649 $87,590
Cash Balance $84,206 $90,856 $178,446
Pro Forma Balance Sheet
Year 1 Year 2 Year 3
Assets
Current Assets
Cash $84,206 $90,856 $178,446
Accounts Receivable $44,688 $73,216 $104,877
Other Current Assets $10,000 $10,000 $10,000
Total Current Assets $138,894 $174,072 $293,323
Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Total Long-term Assets $0 $0 $0
Total Assets $138,894 $174,072 $293,323
Liabilities and Capital Year 1 Year 2 Year 3
Current Liabilities
Accounts Payable $8,184 $11,251 $15,895
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $8,184 $11,251 $15,895
Long-term Liabilities $79,996 $59,992 $39,988
Total Liabilities $88,180 $71,243 $55,883
Paid-in Capital $100,000 $100,000 $100,000
Retained Earnings ($34,500) ($49,286) $2,829
Earnings ($14,786) $52,115 $134,611
Total Capital $50,714 $102,829 $237,440
Total Liabilities and Capital $138,894 $174,072 $293,323
Net Worth $50,714 $102,829 $237,440
Ratio Analysis
Year 1 Year 2 Year 3 Industry Profile
Sales Growth 0.00% 63.84% 43.24% 8.50%
Percent of Total Assets
Accounts Receivable 32.17% 42.06% 35.75% 36.20%
Other Current Assets 7.20% 5.74% 3.41% 42.20%
Total Current Assets 100.00% 100.00% 100.00% 80.80%
Long-term Assets 0.00% 0.00% 0.00% 19.20%
Total Assets 100.00% 100.00% 100.00% 100.00%
Current Liabilities 5.89% 6.46% 5.42% 42.90%
Long-term Liabilities 57.60% 34.46% 13.63% 13.00%
Total Liabilities 63.49% 40.93% 19.05% 55.90%
Net Worth 36.51% 59.07% 80.95% 44.10%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 100.00% 100.00% 100.00% 0.00%
Selling, General & Administrative Expenses 106.55% 85.91% 74.60% 81.60%
Advertising Expenses 21.25% 16.22% 15.09% 3.50%
Profit Before Interest and Taxes -2.60% 22.01% 37.23% 2.50%
Main Ratios
Current 16.97 15.47 18.45 1.67
Quick 16.97 15.47 18.45 1.39
Total Debt to Total Assets 63.49% 40.93% 19.05% 55.90%
Pre-tax Return on Net Worth -29.16% 72.40% 80.99% 5.70%
Pre-tax Return on Assets -10.65% 42.77% 65.56% 12.80%
Additional Ratios Year 1 Year 2 Year 3
Net Profit Margin -6.55% 14.09% 25.40% n.a
Return on Equity -29.16% 50.68% 56.69% n.a
Activity Ratios
Accounts Receivable Turnover 3.79 3.79 3.79 n.a
Collection Days 56 78 82 n.a
Accounts Payable Turnover 12.05 12.17 12.17 n.a
Payment Days 27 26 26 n.a
Total Asset Turnover 1.63 2.13 1.81 n.a
Debt Ratios
Debt to Net Worth 1.74 0.69 0.24 n.a
Current Liab. to Liab. 0.09 0.16 0.28 n.a
Liquidity Ratios
Net Working Capital $130,710 $162,821 $277,428 n.a
Interest Coverage -0.66 11.64 39.47 n.a
Additional Ratios
Assets to Sales 0.62 0.47 0.55 n.a
Current Debt/Total Assets 6% 6% 5% n.a
Acid Test 11.51 8.96 11.86 n.a
Sales/Net Worth 4.45 3.60 2.23 n.a
Dividend Payout 0.00 0.00 0.00 n.a