GFX: Gravestat Farm eXchange

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Horse Reseller Business Plan

Executive Summary

GFX: Gravestat Farm eXchange will be a business entity which applies 21st century technology and business practices to an ageless business environment.

Live business experimentation over the last 12 months has identified that this modern approach to a traditional business yields a substantial competitive edge and extraordinary customer appeal. The overall concept, once fully operational, will be highly successful, able to sustain a profitable company with the potential to expand exponentially.

This business plan is submitted in an effort to secure start-up funding in the amount of $110,000 to allow GFX: Gravestat Farm eXchange to graduate from experimentation into a fully operational business entity. The funding request incorporates a healthy ratio of additional investment and operating capital. These are intended to provide the final pieces necessary to implement the plan while providing a safe and realistic ramp-up period towards a profitable future.

GFX: Gravestat Farm eXchange is a home based business, located north of Chandler, in Lincoln County, Oklahoma, and is owned and operated by Edward A. Graves and family. A successful business career culminating in a final position as U.S. Sales & Operations Manager for an international software development company, in conjunction with over three years of experience in the area of this business proposal, provides a foundation of expertise and experience that further assures the success of this venture. The full implementation of this plan requires no further employees, nor business locations, thus providing for the lowest possible operating costs without sacrificing any revenue potential. Rather, it concentrates on providing a full range of traditional products (with a powerful and unique addition) through e-commerce, event attendance, and home based sales.

1.1 Business Overview

It is of critical importance at the outset of reviewing this business plan, that the reviewer be willing to break some general preconceptions over the general nature of GFX business.

GFX is not a farm.   GFX is not a horse ranch.
GFX is a Web-centric, event vendor, and retail location resale company.

There are two traditional ways to help visualize GFX:

  1. A pet store, selling pet quality animals (in this case horses) to the general public.
  2. A full line tack and equine supply store.

In example #1 above, this option simply does not currently exist for the horse buyer (virtually every other type of pet, but not for horses).  Hobby horse owners are forced to purchase horses through either: A) a "breed farm" offering a quality of horse well beyond the buyers needs and price range, or  B) through a variety of "horse trader" outlets, none of which employ even a minimal level of acceptable business practice.  This leaves the buyer with the choice of paying too much for something they do not need, or buying through unscrupulous sources that more often than not, lead to a bad (and dangerous) purchase.

In example #2 above, tack and equine supply companies are a traditional and solid business.  However, not a single tack shop takes maximum advantage of the symbiotic requirements of the horse and the supply.  Every horse buyer is a potential tack and supply customer.  Every tack and supply buyer is a potential horse buyer.  It is only logical, and an unfilled market niche, to combine the two, thereby offering the buyer a 1-stop shopping opportunity.

The geographic area between Oklahoma City, Tulsa, and Ponca City, Oklahoma is known in the industry as "The Triangle"... the most active horse market in the world.  And yet, not a single company has applied these most fundamental business practices to this massive market.

GFX will operate a retail location at our location. 
GFX will attend equine events in Tulsa, Oklahoma City, and Purcell (the three most active equestrian event venues in America) as a vendor. 
GFX will maintain a strong Web presence with an online catalog and shopping capability.

GFX applies modern business practices and technology to one of the oldest and most reliable markets.

1.2 Personal Credit Worthiness

In the critical area of personal credit worthiness, we ask the reviewer to make particular note of this section and include it with all considerations for this loan request.

We have enjoyed an historically excellent personal credit history. Early on we began to identify the business opportunity that has since resulted in this business proposal and request for funding. We set our sites on this goal and began investing heavily, with every available personal resource, in the experimentation that has led to the current GFX formula. At times perhaps, we invested too heavily. During the course of last year and through the present date, we have had to carefully play the "cash flow game." At times we have fallen behind, and at times we have pulled ahead. At present we are even. We make note of this to the reviewer since we expect some degree of negative reflection to appear on a standard credit report. We would ask that the reviewer consider the level of dedication and investment that we have put forth prior to seeking a formal funding package, along with our credit rating prior to this time period.

The key issue is that we have executed our personal finances responsibly in the past, and have only stretched our personal financial limits in pursuit of this opportunity. We hope you will consider these factors favorably.

1.3 Objectives

Successful first benchmark operation to achieve the following measurable results:

20 location customers, attendance at two horse events, and 500 "Web Hits" per month resulting in:

  1. $4,500/month in tack & product sales at an average of 30% net for $1,350/month revenue.
  2. $1,000/month in manufactured product sales at an average of 60% net for $600/month revenue.
  3. $20,000/month in horse sales at an average of 30% net for $6,000/month revenue.

For an initial achievement benchmark of $25,500 gross, $7,950 net, per month.

1.4 Mission

GFX: Gravestat Farm eXchange will consolidate and legitimize the representation and sale of a complete line of horse products, including the horse itself, in a safe and professional business environment. It is focused towards the needs of the pleasure horse owner, those most at risk from the traditional horse selling business. Our success will be built upon customer satisfaction brought about by complete business integrity. We will remain constantly in search of new product offerings which offer value to the customer and reasonable profit to GFX. We will utilize modern technology and methodology to insure GFX increases it's visibility, customer base, and resulting success. GFX will establish itself as the company that set the new standard of business in the pleasure horse industry, and the one against which all others that follow will be compared.