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Children's Website Business Plan

Appendix

Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Unit Sales
Toys and Games 0% 0 0 0 79 213 295 610 1,358 1,957 3,043 4,314 5,753
Books 0% 0 0 0 0 0 0 0 272 326 761 863 2,397
Software 0% 0 0 0 0 0 0 0 0 326 761 1,079 1,438
Total Unit Sales 0 0 0 79 213 295 610 1,630 2,609 4,565 6,256 9,588
Unit Prices Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Toys and Games $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00
Books $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00
Software $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00
Sales
Toys and Games $0 $0 $0 $2,370 $6,390 $8,850 $18,300 $40,740 $58,710 $91,290 $129,420 $172,590
Books $0 $0 $0 $0 $0 $0 $0 $5,440 $6,520 $15,220 $17,260 $47,940
Software $0 $0 $0 $0 $0 $0 $0 $0 $13,040 $30,440 $43,160 $57,520
Total Sales $0 $0 $0 $2,370 $6,390 $8,850 $18,300 $46,180 $78,270 $136,950 $189,840 $278,050
Direct Unit Costs Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Toys and Games 0.00% $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00
Books 0.00% $8.00 $8.00 $8.00 $8.00 $8.00 $8.00 $8.00 $8.00 $8.00 $8.00 $8.00 $8.00
Software 0.00% $16.00 $16.00 $16.00 $16.00 $16.00 $16.00 $16.00 $16.00 $16.00 $16.00 $16.00 $16.00
Direct Cost of Sales
Toys and Games $0 $0 $0 $948 $2,556 $3,540 $7,320 $16,296 $23,484 $36,516 $51,768 $69,036
Books $0 $0 $0 $0 $0 $0 $0 $2,176 $2,608 $6,088 $6,904 $19,176
Software $0 $0 $0 $0 $0 $0 $0 $0 $5,216 $12,176 $17,264 $23,008
Subtotal Direct Cost of Sales $0 $0 $0 $948 $2,556 $3,540 $7,320 $18,472 $31,308 $54,780 $75,936 $111,220
Personnel Plan
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Production Personnel
VP Support $0 $0 $0 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $4,000 $4,000 $4,000
Support Engineers $0 $0 $0 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
Support Technicians $0 $0 $0 $0 $0 $0 $0 $3,000 $3,000 $3,000 $6,000 $6,000
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal $0 $0 $0 $6,500 $6,500 $6,500 $6,500 $9,500 $9,500 $10,000 $13,000 $13,000
Sales and Marketing Personnel
VP Sales & Marketing $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Business Development $0 $0 $0 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500
Sales Systems $0 $0 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
Sales Technicians $0 $0 $2,500 $2,500 $2,500 $2,500 $2,500 $3,000 $3,900 $5,200 $6,800 $9,200
Other $0 $0 $0 $0 $0 $0 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Subtotal $5,000 $5,000 $10,500 $14,000 $14,000 $14,000 $16,000 $16,500 $17,400 $18,700 $20,300 $22,700
General and Administrative Personnel
CEO $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
CFO $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
General Admin $0 $0 $0 $0 $0 $3,000 $3,300 $4,300 $5,500 $6,700 $7,900 $12,000
Other $0 $0 $0 $0 $0 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Subtotal $10,000 $10,000 $10,000 $10,000 $10,000 $15,000 $15,300 $16,300 $17,500 $18,700 $19,900 $24,000
Other Personnel
CTO $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Devel Systems $0 $0 $0 $0 $0 $0 $4,000 $4,400 $5,100 $6,400 $7,900 $12,000
Devel Engineers $0 $0 $0 $0 $0 $0 $0 $0 $3,000 $4,500 $6,000 $9,000
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $9,000 $9,400 $13,100 $15,900 $18,900 $26,000
Total People 4 4 5 6 6 7 9 11 13 15 17 18
Total Payroll $20,000 $20,000 $25,500 $35,500 $35,500 $40,500 $46,800 $51,700 $57,500 $63,300 $72,100 $85,700
Pro Forma Profit and Loss
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales $0 $0 $0 $2,370 $6,390 $8,850 $18,300 $46,180 $78,270 $136,950 $189,840 $278,050
Direct Cost of Sales $0 $0 $0 $948 $2,556 $3,540 $7,320 $18,472 $31,308 $54,780 $75,936 $111,220
Production Payroll $0 $0 $0 $6,500 $6,500 $6,500 $6,500 $9,500 $9,500 $10,000 $13,000 $13,000
Fulfillment $0 $0 $2,000 $2,079 $2,213 $2,295 $2,610 $3,630 $4,610 $6,565 $8,255 $11,588
Total Cost of Sales $0 $0 $2,000 $9,527 $11,269 $12,335 $16,430 $31,602 $45,418 $71,345 $97,191 $135,808
Gross Margin $0 $0 ($2,000) ($7,157) ($4,879) ($3,485) $1,870 $14,578 $32,852 $65,605 $92,649 $142,242
Gross Margin % 0.00% 0.00% 0.00% -301.98% -76.35% -39.38% 10.22% 31.57% 41.97% 47.90% 48.80% 51.16%
Operating Expenses
Sales and Marketing Expenses
Sales and Marketing Payroll $5,000 $5,000 $10,500 $14,000 $14,000 $14,000 $16,000 $16,500 $17,400 $18,700 $20,300 $22,700
Online Advertising $5,000 $17,900 $22,000 $26,100 $29,535 $36,735 $46,335 $63,135 $81,135 $95,535 $105,135 $112,335
Other Advertising $0 $0 $11,535 $23,535 $34,435 $39,835 $44,335 $50,735 $54,235 $58,335 $61,885 $65,535
Collaterals $2,000 $0 $0 $10,000 $0 $0 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Events $0 $0 $0 $10,000 $0 $0 $10,000 $0 $0 $0 $0 $0
Public Relations $0 $0 $0 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
Website Infrastructure $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000
Other Sales and Marketing Expenses $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Total Sales and Marketing Expenses $16,000 $26,900 $48,035 $90,635 $84,970 $97,570 $137,670 $151,370 $173,770 $193,570 $208,320 $221,570
Sales and Marketing % 0.00% 0.00% 0.00% 3824.26% 1329.73% 1102.49% 752.30% 327.78% 222.01% 141.34% 109.73% 79.69%
General and Administrative Expenses
General and Administrative Payroll $10,000 $10,000 $10,000 $10,000 $10,000 $15,000 $15,300 $16,300 $17,500 $18,700 $19,900 $24,000
Marketing/Promotion $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Depreciation $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $2,000
Leased Equipment $750 $750 $750 $750 $750 $750 $750 $750 $750 $750 $750 $750
Utilities $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
Insurance $500 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Rent $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Payroll Taxes 15% $3,000 $3,000 $3,825 $5,325 $5,325 $6,075 $7,020 $7,755 $8,625 $9,495 $10,815 $12,855
Other General and Administrative Expenses $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total General and Administrative Expenses $16,450 $15,950 $16,775 $18,275 $18,275 $24,025 $28,270 $30,005 $32,075 $34,145 $36,665 $44,805
General and Administrative % 0.00% 0.00% 0.00% 771.10% 285.99% 271.47% 154.48% 64.97% 40.98% 24.93% 19.31% 16.11%
Other Expenses:
Other Payroll $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $9,000 $9,400 $13,100 $15,900 $18,900 $26,000
Consultants $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Software & Equipment $2,000 $2,000 $2,000 $10,000 $2,000 $1,000 $0 $0 $0 $0 $0 $0
Total Other Expenses $7,000 $7,000 $7,000 $15,000 $7,000 $6,000 $9,000 $9,400 $13,100 $15,900 $18,900 $26,000
Other % 0.00% 0.00% 0.00% 632.91% 109.55% 67.80% 49.18% 20.36% 16.74% 11.61% 9.96% 9.35%
Total Operating Expenses $39,450 $49,850 $71,810 $123,910 $110,245 $127,595 $174,940 $190,775 $218,945 $243,615 $263,885 $292,375
Profit Before Interest and Taxes ($39,450) ($49,850) ($73,810) ($131,067) ($115,124) ($131,080) ($173,070) ($176,197) ($186,093) ($178,010) ($171,236) ($150,133)
EBITDA ($39,450) ($49,850) ($73,810) ($131,067) ($115,124) ($131,080) ($173,070) ($176,197) ($186,093) ($178,010) ($171,236) ($148,133)
Interest Expense $0 $0 $0 $0 $0 $0 $0 $0 $1,500 $1,333 $1,167 $2,667
Taxes Incurred $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Net Profit ($39,450) ($49,850) ($73,810) ($131,067) ($115,124) ($131,080) ($173,070) ($176,197) ($187,593) ($179,343) ($172,403) ($152,800)
Net Profit/Sales 0.00% 0.00% 0.00% -5530.25% -1801.63% -1481.13% -945.74% -381.54% -239.67% -130.96% -90.81% -54.95%
Pro Forma Cash Flow
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Cash Received
Cash from Operations
Cash Sales $0 $0 $0 $2,133 $5,751 $7,965 $16,470 $41,562 $70,443 $123,255 $170,856 $250,245
Cash from Receivables $0 $0 $0 $0 $8 $250 $647 $917 $1,923 $4,725 $8,023 $13,871
Subtotal Cash from Operations $0 $0 $0 $2,133 $5,759 $8,215 $17,117 $42,479 $72,366 $127,980 $178,879 $264,116
Additional Cash Received
Sales Tax, VAT, HST/GST Received 0.00% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $200,000 $0 $0 $200,000
Sales of Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Sales of Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Investment Received $0 $0 $0 $0 $500,000 $0 $0 $0 $250,000 $0 $0 $0
Subtotal Cash Received $0 $0 $0 $2,133 $505,759 $8,215 $17,117 $42,479 $522,366 $127,980 $178,879 $464,116
Expenditures Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Expenditures from Operations
Cash Spending $20,000 $20,000 $25,500 $35,500 $35,500 $40,500 $46,800 $51,700 $57,500 $63,300 $72,100 $85,700
Bill Payments $648 $19,797 $30,465 $49,999 $98,607 $88,207 $102,120 $149,869 $184,262 $224,360 $279,966 $315,699
Subtotal Spent on Operations $20,648 $39,797 $55,965 $85,499 $134,107 $128,707 $148,920 $201,569 $241,762 $287,660 $352,066 $401,399
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Long-term Liabilities Principal Repayment $0 $0 $0 $0 $0 $0 $0 $0 $20,000 $20,000 $20,000 $20,000
Purchase Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Purchase Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Spent $20,648 $39,797 $55,965 $85,499 $134,107 $128,707 $148,920 $201,569 $261,762 $307,660 $372,066 $421,399
Net Cash Flow ($20,648) ($39,797) ($55,965) ($83,366) $371,652 ($120,492) ($131,802) ($159,090) $260,604 ($179,680) ($193,187) $42,717
Cash Balance $473,352 $433,555 $377,590 $294,224 $665,876 $545,384 $413,582 $254,492 $515,096 $335,415 $142,228 $184,945
Pro Forma Balance Sheet
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Assets Starting Balances
Current Assets
Cash $494,000 $473,352 $433,555 $377,590 $294,224 $665,876 $545,384 $413,582 $254,492 $515,096 $335,415 $142,228 $184,945
Accounts Receivable $0 $0 $0 $0 $237 $868 $1,503 $2,686 $6,387 $12,291 $21,261 $32,223 $46,156
Inventory $0 $0 $0 $0 $1,043 $2,812 $3,894 $8,052 $20,319 $34,439 $60,258 $83,530 $122,342
Other Current Assets $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Total Current Assets $499,000 $478,352 $438,555 $382,590 $300,503 $674,556 $555,781 $429,319 $286,198 $566,826 $421,934 $262,980 $358,443
Long-term Assets
Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Accumulated Depreciation $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $2,000
Total Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 ($2,000)
Total Assets $499,000 $478,352 $438,555 $382,590 $300,503 $674,556 $555,781 $429,319 $286,198 $566,826 $421,934 $262,980 $356,443
Liabilities and Capital Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Current Liabilities
Accounts Payable $0 $18,802 $28,855 $46,700 $95,680 $84,857 $97,162 $143,770 $176,846 $215,067 $269,519 $302,967 $369,230
Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other Current Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Current Liabilities $0 $18,802 $28,855 $46,700 $95,680 $84,857 $97,162 $143,770 $176,846 $215,067 $269,519 $302,967 $369,230
Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $180,000 $160,000 $140,000 $320,000
Total Liabilities $0 $18,802 $28,855 $46,700 $95,680 $84,857 $97,162 $143,770 $176,846 $395,067 $429,519 $442,967 $689,230
Paid-in Capital $532,750 $532,750 $532,750 $532,750 $532,750 $1,032,750 $1,032,750 $1,032,750 $1,032,750 $1,282,750 $1,282,750 $1,282,750 $1,282,750
Retained Earnings ($33,750) ($33,750) ($33,750) ($33,750) ($33,750) ($33,750) ($33,750) ($33,750) ($33,750) ($33,750) ($33,750) ($33,750) ($33,750)
Earnings $0 ($39,450) ($89,300) ($163,110) ($294,177) ($409,301) ($540,381) ($713,451) ($889,648) ($1,077,241) ($1,256,584) ($1,428,987) ($1,581,787)
Total Capital $499,000 $459,550 $409,700 $335,890 $204,823 $589,699 $458,619 $285,549 $109,352 $171,759 ($7,584) ($179,987) ($332,787)
Total Liabilities and Capital $499,000 $478,352 $438,555 $382,590 $300,503 $674,556 $555,781 $429,319 $286,198 $566,826 $421,934 $262,980 $356,443
Net Worth $499,000 $459,550 $409,700 $335,890 $204,823 $589,699 $458,619 $285,549 $109,352 $171,759 ($7,584) ($179,987) ($332,787)
General Assumptions
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Plan Month 1 2 3 4 5 6 7 8 9 10 11 12
Current Interest Rate 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Long-term Interest Rate 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Tax Rate 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%
Other 0 0 0 0 0 0 0 0 0 0 0 0