A Mother's Place

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Parenting Center Business Plan

Company Summary

A Mother's Place is a new company that will provide high-level customer service and a family-friendly environment in the following categories:

  • Juvenile Products (diapers, strollers, car seats, developmentally appropriate toys & books)
  • Baby registering service
  • Yoga Pregnancy and childbirthing classes
  • StrollerFit Franchise (Exercise with baby program)
  • "Mommy & Me" and parenting support programs
  • Birthday parties for children coordinated by a child development specialist
  • Infant/Child Car Seat Installation provided by AAA CPS Certified Employees
  • All employees can provide expertise & knowledge on each baby product
  • Full-service nursing room provided

What will set A Mother's Place apart from the competition is our commitment to provide these services in one convenient location, with expertise in child development, experience with each product and high-quality customer service.

2.1 Company Location

A Mother's Place will be conveniently located in downtown Santa Cruz at 504 Front Street. Unlike many of the stores downtown with limited metered parking, this location has free on-site parking with a new outside lighting system. There is additional free public parking directly across the street with a stop light to provide safety for families who may need to cross the street. A Mother's Place is one block from the Pacific Garden Mall that includes BabyGap, Cottontales (children clothing store) and Borders Books, all stores that are frequented by families. Down the street, two blocks away on Front Street, is a Long's Drug Store, and a new Trader Joe's is scheduled to open by November 2004. All of these stores draw families to this location.

This location is 4,000 square feet, providing ample room for retail space, a tumbling and gym room, a nursing room, inventory storage, and two restroom facilities. It's currently being renovated by the building owner, and upon completion, the front of the building will have an inviting and upscale appearance.  It's scheduled to be completed by June 30, 2004 after which A Mother's Place will begin to prepare the space for opening in September.

2.2 Start-up Summary

To achieve our objectives, Emili Willet will invest $70,000 cash into A Mother's Place. In addition, A Mother's Place is seeking $163,000 in loan financing. This loan will be repaid from the cash flow from the business, and will be secured by the assets of the company, and backed by the character, experience and personal guarantees of the owner.

The Start-up table, below, shows our start-up expenses and assets, including the following necessary current assets:

  • Shelving
  • (Gym Room): Mats, Tumbling Equipment and Mirror
  • (Nursing Room): Chairs, Tables, Changing Table
Start-up Expenses
Business Plan Software $90
Legal (Incorporated, DBA, etc) $450
Flyers, promotional coupons, business cards, letterhead etc $650
Building permit & business license $2,000
Website $2,000
JPMA Trade Show (May 1 - 5, 2004) $1,300
Insurance $2,200
Rent (1st & last, security) $15,000
Utilities Start up paymt (6 months payment) $1,200
Bookkeeper Set up fees & software $500
StrollerFit Manual & Start Up fees $2,500
POS System $5,250
Expensed equipment (computer, fax, printer, copier) $12,000
Office & Paper Supplies $500
Building Renovation $75,000
Total Start-up Expenses $120,640
Start-up Assets
Cash Required $0
Start-up Inventory $65,000
Other Current Assets $47,360
Long-term Assets $0
Total Assets $112,360
Total Requirements $233,000
Start-up Funding
Start-up Expenses to Fund $120,640
Start-up Assets to Fund $112,360
Total Funding Required $233,000
Non-cash Assets from Start-up $112,360
Cash Requirements from Start-up $0
Additional Cash Raised $0
Cash Balance on Starting Date $0
Total Assets $112,360
Liabilities and Capital
Current Borrowing $0
Long-term Liabilities $163,000
Accounts Payable (Outstanding Bills) $0
Other Current Liabilities (interest-free) $0
Total Liabilities $163,000
Planned Investment
Owner $70,000
other $0
Additional Investment Requirement $0
Total Planned Investment $70,000
Loss at Start-up (Start-up Expenses) ($120,640)
Total Capital ($50,640)
Total Capital and Liabilities $112,360
Total Funding $233,000

2.3 Company Ownership

A Mother's Place will be a privately held S corporation owned by Emili Willet, M.Ed.