Public Relations Business Plan

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Appendix

Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales
Crisis management 0% $0 $0 $0 $0 $0 $3,000 $1,500 $1,000 $3,300 $3,500 $2,900 $3,500
Image management 0% $0 $1,100 $1,898 $2,878 $3,345 $3,878 $4,223 $4,501 $5,112 $5,500 $6,334 $7,300
Event management 0% $0 $715 $1,234 $1,871 $2,174 $2,521 $2,745 $2,926 $3,323 $3,575 $4,117 $4,745
Total Sales $0 $1,815 $3,132 $4,749 $5,519 $9,399 $8,468 $8,427 $11,735 $12,575 $13,351 $15,545
Direct Cost of Sales Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Crisis management $0 $0 $0 $0 $0 $150 $75 $50 $165 $175 $145 $175
Image management $0 $55 $95 $144 $167 $194 $211 $225 $256 $275 $317 $365
Event management $0 $36 $62 $94 $109 $126 $137 $146 $166 $179 $206 $237
Subtotal Direct Cost of Sales $0 $91 $157 $237 $276 $470 $423 $421 $587 $629 $668 $777
Personnel Plan
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Arbor 0% $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000
Birk 0% $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000
Administrative assistant 0% $0 $0 $0 $960 $960 $960 $960 $960 $960 $960 $960 $960
Total People 2 2 2 3 3 3 3 3 3 3 3 3
Total Payroll $8,000 $8,000 $8,000 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960

General Assumptions
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Plan Month 1 2 3 4 5 6 7 8 9 10 11 12
Current Interest Rate 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Long-term Interest Rate 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Tax Rate 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%
Other 0 0 0 0 0 0 0 0 0 0 0 0

Pro Forma Profit and Loss
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales $0 $1,815 $3,132 $4,749 $5,519 $9,399 $8,468 $8,427 $11,735 $12,575 $13,351 $15,545
Direct Cost of Sales $0 $91 $157 $237 $276 $470 $423 $421 $587 $629 $668 $777
Other Production Expenses $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Cost of Sales $0 $91 $157 $237 $276 $470 $423 $421 $587 $629 $668 $777
Gross Margin $0 $1,724 $2,975 $4,511 $5,243 $8,929 $8,045 $8,005 $11,148 $11,946 $12,684 $14,768
Gross Margin % 0.00% 95.00% 95.00% 95.00% 95.00% 95.00% 95.00% 95.00% 95.00% 95.00% 95.00% 95.00%
Expenses
Payroll $8,000 $8,000 $8,000 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960
Sales and Marketing and Other Expenses $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350
Depreciation $61 $61 $61 $61 $61 $61 $61 $61 $61 $61 $61 $61
Leased Equipment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Utilities $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100
Insurance $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100
Rent $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Payroll Taxes 15% $1,200 $1,200 $1,200 $1,344 $1,344 $1,344 $1,344 $1,344 $1,344 $1,344 $1,344 $1,344
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Operating Expenses $10,311 $10,311 $10,311 $11,415 $11,415 $11,415 $11,415 $11,415 $11,415 $11,415 $11,415 $11,415
Profit Before Interest and Taxes ($10,311) ($8,587) ($7,336) ($6,904) ($6,172) ($2,486) ($3,370) ($3,410) ($267) $531 $1,269 $3,353
EBITDA ($10,250) ($8,526) ($7,275) ($6,843) ($6,111) ($2,425) ($3,309) ($3,349) ($206) $592 $1,330 $3,414
Interest Expense $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Taxes Incurred $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Net Profit ($10,311) ($8,587) ($7,336) ($6,904) ($6,172) ($2,486) ($3,370) ($3,410) ($267) $531 $1,269 $3,353
Net Profit/Sales 0.00% -473.10% -234.25% -145.38% -111.82% -26.45% -39.80% -40.46% -2.27% 4.22% 9.50% 21.57%

Pro Forma Cash Flow
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Cash Received
Cash from Operations
Cash Sales $0 $635 $1,096 $1,662 $1,932 $3,290 $2,964 $2,949 $4,107 $4,401 $4,673 $5,441
Cash from Receivables $0 $0 $39 $1,208 $2,071 $3,103 $3,672 $6,089 $5,503 $5,549 $7,646 $8,191
Subtotal Cash from Operations $0 $635 $1,135 $2,870 $4,002 $6,393 $6,635 $9,038 $9,610 $9,950 $12,319 $13,631
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 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Received $0 $635 $1,135 $2,870 $4,002 $6,393 $6,635 $9,038 $9,610 $9,950 $12,319 $13,631
Expenditures Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Expenditures from Operations
Cash Spending $8,000 $8,000 $8,000 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960 $8,960
Bill Payments $75 $2,253 $2,343 $2,414 $2,633 $2,676 $2,862 $2,817 $2,821 $2,982 $3,024 $3,065
Subtotal Spent on Operations $8,075 $10,253 $10,343 $11,374 $11,593 $11,636 $11,822 $11,777 $11,781 $11,942 $11,984 $12,025
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 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
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 $0 $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 $8,075 $10,253 $10,343 $11,374 $11,593 $11,636 $11,822 $11,777 $11,781 $11,942 $11,984 $12,025
Net Cash Flow ($8,075) ($9,618) ($9,208) ($8,504) ($7,590) ($5,244) ($5,187) ($2,739) ($2,170) ($1,992) $335 $1,606
Cash Balance $51,775 $42,157 $32,950 $24,446 $16,856 $11,612 $6,425 $3,686 $1,516 ($476) ($142) $1,465
Pro Forma Balance Sheet
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Assets Starting Balances
Current Assets
Cash $59,850 $51,775 $42,157 $32,950 $24,446 $16,856 $11,612 $6,425 $3,686 $1,516 ($476) ($142) $1,465
Accounts Receivable $0 $0 $1,180 $3,176 $5,054 $6,571 $9,577 $11,410 $10,798 $12,922 $15,547 $16,580 $18,493
Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Current Assets $59,850 $51,775 $43,337 $36,126 $29,500 $23,427 $21,189 $17,835 $14,484 $14,438 $15,071 $16,438 $19,958
Long-term Assets
Long-term Assets $3,700 $3,700 $3,700 $3,700 $3,700 $3,700 $3,700 $3,700 $3,700 $3,700 $3,700 $3,700 $3,700
Accumulated Depreciation $0 $61 $122 $183 $244 $305 $366 $427 $488 $549 $610 $671 $732
Total Long-term Assets $3,700 $3,639 $3,578 $3,517 $3,456 $3,395 $3,334 $3,273 $3,212 $3,151 $3,090 $3,029 $2,968
Total Assets $63,550 $55,414 $46,915 $39,643 $32,956 $26,822 $24,523 $21,108 $17,696 $17,589 $18,161 $19,467 $22,926
Liabilities and Capital Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Current Liabilities
Accounts Payable $0 $2,175 $2,263 $2,326 $2,544 $2,581 $2,768 $2,723 $2,721 $2,881 $2,922 $2,960 $3,066
Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other Current Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Current Liabilities $0 $2,175 $2,263 $2,326 $2,544 $2,581 $2,768 $2,723 $2,721 $2,881 $2,922 $2,960 $3,066
Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Liabilities $0 $2,175 $2,263 $2,326 $2,544 $2,581 $2,768 $2,723 $2,721 $2,881 $2,922 $2,960 $3,066
Paid-in Capital $66,000 $66,000 $66,000 $66,000 $66,000 $66,000 $66,000 $66,000 $66,000 $66,000 $66,000 $66,000 $66,000
Retained Earnings ($2,450) ($2,450) ($2,450) ($2,450) ($2,450) ($2,450) ($2,450) ($2,450) ($2,450) ($2,450) ($2,450) ($2,450) ($2,450)
Earnings $0 ($10,311) ($18,898) ($26,234) ($33,137) ($39,309) ($41,795) ($45,166) ($48,575) ($48,842) ($48,311) ($47,043) ($43,690)
Total Capital $63,550 $53,239 $44,652 $37,316 $30,413 $24,241 $21,755 $18,384 $14,975 $14,708 $15,239 $16,507 $19,860
Total Liabilities and Capital $63,550 $55,414 $46,915 $39,643 $32,956 $26,822 $24,523 $21,108 $17,696 $17,589 $18,161 $19,467 $22,926
Net Worth $63,550 $53,239 $44,652 $37,316 $30,413 $24,241 $21,755 $18,384 $14,975 $14,708 $15,239 $16,507 $19,860

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