A Mother's Place
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 | |
| Requirements | |
| 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 |
| Assets | |
| 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 | |
| Liabilities | |
| Current Borrowing | $0 |
| Long-term Liabilities | $163,000 |
| Accounts Payable (Outstanding Bills) | $0 |
| Other Current Liabilities (interest-free) | $0 |
| Total Liabilities | $163,000 |
| Capital | |
| 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.
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