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Internet Media Advertising Business Plan

Appendix

Sales Forecast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales
eBay Motors Single Listing 0% $0 $0 $16,000 $32,000 $48,000 $64,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000
eBay Motors Unlimited Listings 0% $80 $500 $2,500 $5,000 $7,500 $10,000 $12,500 $15,000 $17,500 $20,000 $22,500 $25,000
Affiliate Buyer's Assistance Programs 0% $0 $0 $250 $300 $360 $432 $518 $622 $746 $896 $1,075 $1,290
Buyer Assistant Partnerships 0% $0 $0 $100 $200 $300 $500 $500 $500 $500 $500 $500 $500
Co-op Advertising 0% $0 $0 $0 $0 $0 $0 $250 $250 $250 $250 $250 $250
Dealers Single Listing 0% $0 $0 $300 $400 $500 $500 $500 $500 $500 $500 $500 $500
Dealer Wholesale Membership 0% $0 $0 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
Total Sales $80 $500 $22,150 $40,900 $59,660 $78,432 $97,268 $99,872 $102,496 $105,146 $107,825 $110,540
Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Technology $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Subtotal Direct Cost of Sales $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Personnel Plan
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales Team Personnel
Base salary $0 $0 $7,500 $7,500 $7,500 $10,000 $10,000 $12,500 $15,000 $17,500 $20,000 $20,000
Bonuses 0% $0 $0 $0 $0 $0 $0 $0 $0 $1,200 $1,400 $1,600 $1,600
Commission on standard listing 10% $0 $0 $0 $0 $0 $7,543 $9,427 $9,687 $9,950 $10,215 $10,482 $10,754
Commission on Dealer Single Listing 10% $0 $0 $30 $40 $50 $50 $50 $50 $50 $50 $50 $50
Commission on Full-service Dealer Listing 5% $0 $0 $0 $0 $0 $300 $300 $300 $300 $300 $300 $300
Subtotal $0 $0 $7,530 $7,540 $7,550 $17,893 $19,777 $22,537 $26,500 $29,465 $32,432 $32,704
Development Personnel
Web Developer 1 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500
Assistant Web Developer 0% $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500
Developer Bonus 1% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000
General and Administrative Personnel
President $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Name or Title or Group $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Name or Title or Group $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 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Other Personnel
Name or Title or Group $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Name or Title or Group $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Name or Title or Group $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total People 0 0 0 0 0 0 0 0 0 0 0 0
Total Payroll $14,000 $14,000 $21,530 $21,540 $21,550 $31,893 $33,777 $36,537 $40,500 $43,465 $46,432 $46,704
Pro Forma Profit and Loss
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales $80 $500 $22,150 $40,900 $59,660 $78,432 $97,268 $99,872 $102,496 $105,146 $107,825 $110,540
Direct Cost of Sales $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Sales Team Payroll $0 $0 $7,530 $7,540 $7,550 $17,893 $19,777 $22,537 $26,500 $29,465 $32,432 $32,704
Other Costs of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Cost of Sales $10,000 $10,000 $17,530 $17,540 $17,550 $27,893 $29,777 $32,537 $36,500 $39,465 $42,432 $42,704
Gross Margin ($9,920) ($9,500) $4,620 $23,360 $42,110 $50,539 $67,492 $67,335 $65,997 $65,681 $65,392 $67,836
Gross Margin % -12400.00% -1900.00% 20.86% 57.11% 70.58% 64.44% 69.39% 67.42% 64.39% 62.47% 60.65% 61.37%
Operating Expenses
Development Expenses
Development Payroll $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000 $9,000
Training $1,500 $0 $0 $0 $0 $0 $2,500 $0 $0 $0 $0 $0
Other Development Expenses $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Development Expenses $10,500 $9,000 $9,000 $9,000 $9,000 $9,000 $11,500 $9,000 $9,000 $9,000 $9,000 $9,000
Development % 13125.00% 1800.00% 40.63% 22.00% 15.09% 11.47% 11.82% 9.01% 8.78% 8.56% 8.35% 8.14%
General and Administrative Expenses
General and Administrative Payroll $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Marketing/Promotion $417 $417 $417 $417 $417 $417 $417 $417 $417 $417 $417 $417
Depreciation $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
Rent $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600
Utilities $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Insurance $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250
Payroll Taxes 15% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other $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 General and Administrative Expenses $8,967 $8,967 $8,967 $8,967 $8,967 $8,967 $8,967 $8,967 $8,967 $8,967 $8,967 $8,967
General and Administrative % 11208.75% 1793.33% 40.48% 21.92% 15.03% 11.43% 9.22% 8.98% 8.75% 8.53% 8.32% 8.11%
Other Expenses:
Other Payroll $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Meals and Entertainment $0 $0 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400
Trade Shows and Association Dues $0 $0 $0 $0 $0 $1,500 $0 $0 $0 $0 $2,500 $0
Subscriptions $150 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Business Travel $1,000 $1,000 $2,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Total Other Expenses $1,150 $1,000 $2,400 $1,400 $1,400 $2,900 $1,400 $1,400 $1,400 $1,400 $3,900 $1,400
Other % 1437.50% 200.00% 10.84% 3.42% 2.35% 3.70% 1.44% 1.40% 1.37% 1.33% 3.62% 1.27%
Total Operating Expenses $20,617 $18,967 $20,367 $19,367 $19,367 $20,867 $21,867 $19,367 $19,367 $19,367 $21,867 $19,367
Profit Before Interest and Taxes ($30,537) ($28,467) ($15,747) $3,993 $22,743 $29,672 $45,625 $47,968 $46,630 $46,315 $43,526 $48,469
EBITDA ($30,337) ($28,267) ($15,547) $4,193 $22,943 $29,872 $45,825 $48,168 $46,830 $46,515 $43,726 $48,669
Interest Expense $56 $53 $51 $49 $46 $44 $41 $39 $36 $34 $32 $29
Taxes Incurred ($9,178) ($8,556) ($4,739) $1,183 $6,809 $8,889 $13,675 $14,379 $13,978 $13,884 $13,048 $14,532
Net Profit ($21,415) ($19,964) ($11,058) $2,761 $15,888 $20,740 $31,909 $33,551 $32,616 $32,396 $30,446 $33,908
Net Profit/Sales -26768.79% -3992.82% -49.93% 6.75% 26.63% 26.44% 32.80% 33.59% 31.82% 30.81% 28.24% 30.67%
Pro Forma Cash Flow
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cash Received
Cash from Operations
Cash Sales $80 $500 $22,150 $40,900 $59,660 $78,432 $97,268 $99,872 $102,496 $105,146 $107,825 $110,540
Subtotal Cash from Operations $80 $500 $22,150 $40,900 $59,660 $78,432 $97,268 $99,872 $102,496 $105,146 $107,825 $110,540
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 $0 $0 $0 $0
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 $475,000 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Received $475,080 $500 $22,150 $40,900 $59,660 $78,432 $97,268 $99,872 $102,496 $105,146 $107,825 $110,540
Expenditures Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Expenditures from Operations
Cash Spending $14,000 $14,000 $21,530 $21,540 $21,550 $31,893 $33,777 $36,537 $40,500 $43,465 $46,432 $46,704
Bill Payments $243 $7,261 $6,438 $11,642 $16,586 $22,141 $25,792 $31,323 $29,571 $29,178 $29,140 $30,713
Subtotal Spent on Operations $14,243 $21,261 $27,968 $33,182 $38,136 $54,034 $59,569 $67,860 $70,071 $72,643 $75,573 $77,417
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 $292 $292 $292 $292 $292 $292 $292 $292 $292 $292 $292 $288
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 $0 $0 $0 $0
Purchase Other Current Assets $0 $0 $10,000 $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 $14,535 $21,553 $38,260 $33,474 $38,428 $54,326 $59,861 $68,152 $70,363 $72,935 $75,865 $77,705
Net Cash Flow $460,545 ($21,053) ($16,110) $7,426 $21,232 $24,106 $37,408 $31,720 $32,134 $32,211 $31,960 $32,835
Cash Balance $464,545 $443,492 $427,382 $434,808 $456,040 $480,145 $517,553 $549,273 $581,407 $613,618 $645,578 $678,414
Pro Forma Balance Sheet
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Assets Starting Balances
Current Assets
Cash $4,000 $464,545 $443,492 $427,382 $434,808 $456,040 $480,145 $517,553 $549,273 $581,407 $613,618 $645,578 $678,414
Other Current Assets $1 $1 $1 $10,001 $10,001 $10,001 $10,001 $10,001 $10,001 $10,001 $10,001 $10,001 $10,001
Total Current Assets $4,001 $464,546 $443,493 $437,383 $444,809 $466,041 $490,146 $527,554 $559,274 $591,408 $623,619 $655,579 $688,415
Long-term Assets
Long-term Assets $26,000 $26,000 $26,000 $26,000 $26,000 $26,000 $26,000 $26,000 $26,000 $26,000 $26,000 $26,000 $26,000
Accumulated Depreciation $11,000 $11,200 $11,400 $11,600 $11,800 $12,000 $12,200 $12,400 $12,600 $12,800 $13,000 $13,200 $13,400
Total Long-term Assets $15,000 $14,800 $14,600 $14,400 $14,200 $14,000 $13,800 $13,600 $13,400 $13,200 $13,000 $12,800 $12,600
Total Assets $19,001 $479,346 $458,093 $451,783 $459,009 $480,041 $503,946 $541,154 $572,674 $604,608 $636,619 $668,379 $701,015
Liabilities and Capital Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Current Liabilities
Accounts Payable $0 $7,052 $6,055 $11,096 $15,852 $21,288 $24,746 $30,337 $28,598 $28,209 $28,115 $29,722 $28,737
Current Borrowing $7,000 $6,708 $6,416 $6,124 $5,832 $5,540 $5,248 $4,956 $4,664 $4,372 $4,080 $3,788 $3,500
Other Current Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Current Liabilities $7,000 $13,760 $12,471 $17,220 $21,684 $26,828 $29,994 $35,293 $33,262 $32,581 $32,195 $33,510 $32,237
Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Liabilities $7,000 $13,760 $12,471 $17,220 $21,684 $26,828 $29,994 $35,293 $33,262 $32,581 $32,195 $33,510 $32,237
Paid-in Capital $55,000 $530,000 $530,000 $530,000 $530,000 $530,000 $530,000 $530,000 $530,000 $530,000 $530,000 $530,000 $530,000
Retained Earnings ($25,999) ($42,999) ($42,999) ($42,999) ($42,999) ($42,999) ($42,999) ($42,999) ($42,999) ($42,999) ($42,999) ($42,999) ($42,999)
Earnings ($17,000) ($21,415) ($41,379) ($52,438) ($49,676) ($33,788) ($13,048) $18,860 $52,411 $85,026 $117,423 $147,869 $181,777
Total Capital $12,001 $465,586 $445,622 $434,563 $437,325 $453,213 $473,953 $505,861 $539,412 $572,027 $604,424 $634,870 $668,778
Total Liabilities and Capital $19,001 $479,346 $458,093 $451,783 $459,009 $480,041 $503,946 $541,154 $572,674 $604,608 $636,619 $668,379 $701,015
Net Worth $12,001 $465,586 $445,622 $434,563 $437,325 $453,213 $473,953 $505,861 $539,412 $572,027 $604,424 $634,870 $668,778