Promerit Advertising
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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