Specialty Gifts Business Plan

Pink Lady Bug Designs LLC (PLBD) is a provider of high-quality, uniquely crafted chocolates, gift baskets and other fine products that are sold for the purpose of raising awareness and funds for women’s health programs.

• We are a newly organized company seeking equity and loans for our start-up capital.
• By the end of Year Two we are projecting to double our sales; by the end of Year Three we plan to triple Year Two sales, and have a healthy cash balance.
• We will donate 50% of our after-tax profits to Women’s health programs.
• Our business strategy is to maximize cash flows by minimizing overhead and capital expenses and thereby maximizing returns.

Pink Lady Bug Designs was formed to merchandise the concepts and designs of Linda Herter. Linda has been involved and employed in the merchandising industry since the early 1970’s. After being diagnosed with Stage III breast cancer, Linda also was informed that the Internet dot-com company that she had been employed by was ceasing operation. Recognizing opportunity in adversity, Linda decided to use her creative and professional ability to form a company that would exploit her talents. A major objective of the company is to raise funds for breast cancer awareness as well as provide funds for women who are not able to afford necessary breast screenings. Above all, our desire is that Linda’s story will provide hope and inspiration to others who may be faced with the same challenges.

The Pink Lady Bug Designs business strategy bundles many features and critical factors that will be key to our success:

• Delivering the Pink Lady Bug story.
• Offering only high-quality products.
• Contributing half of after-tax profits to women’s health causes.
• Being first to market with little initial competition.
• Partnering with a celebrity spokesperson.
• Forming alliances with vendors and other suppliers of fine products.
• Selling a product that supports a cause to customers whose purchasing decision is emotionally driven.
• Our potential market consists of 20-30 million people in the United States alone. This group is comprised of the 2 million women who have been afflicted with breast and ovarian cancer over the past decade, in addition to their family, friends, and care-givers.
• Acceptance for our ideas and mission by prospective customers has been, and will continue to be, overwhelming.
• Endorsements by large organizations, such as: American Cancer Society, Breast and Cervical Cancer Program (BCCP), and more.
• Forming two-way links with the American Cancer Society and BCCP websites.

Pink Lady Bug Designs’ strength lies in the talents and experiences of each of the principals involved fueled by an uncompromising conviction to help with the prevention and ultimate cure for life-threatening women’s diseases. We also recognize that we have a weakness in the area of national marketing and distribution. It is through this recognition that we are forming synergistic alliances with companies and individuals that can provide counsel and guidance to launch our products nationally.

Members who bring the skills necessary to realize our goals, balance our team. Jim Herter has been employed as the Business and Facilities Manager by the Bigname University Food Services department for the past thirteen years. His primary duties are the planning and facilitating of a $31 million budget, oversight of the department’s business and accounting staff, and conducting management training in the areas of financial analysis and planning. Jim will serve as the vice president and Controller lending his financial planning skills.

Brian Egendoerfer is currently employed by the Bigname University as the Manager of Web Development Services. Mr. Egendoerfer was Director of Alumni Information Technology for the University’s Alumni Association for six years. Brian’s skills will be key to the maintenance of our Web pages.

Our organization is further enhanced by the formation of an Advisory Board of key support players who will give guidance and insight. Dr. Craig Sponseller, M.D., is a clinical research physician in Hepatology and Transplant Hepatology at Saint Louis University School of Medicine. He is intricately involved with the Cancer Center in management of liver cancer and other types of tumors. Dr. Sponseller traveled with Naomi Judd during her lecture circuit, “An Evening with Naomi Judd”, to help educate the general public regarding hepatitis. His understanding of the medical community, as well as involvement with charities and philanthropic events, will prove inestimable.

George Friend, M.D., F.A.C.S graduated from Washington University School of Medicine in St. Louis, Missouri. He has been in practice in South Bend since 1971. From 1972 through the 1990’s he was Director of Surgical Education at both Memorial Hospital and St. Joseph’s Medical Center in South Bend, Indiana. He is currently Medical Director of Breast Care Services at Memorial Hospital in South Bend, Indiana. Dr. Friend’s experience locally and nationally with the breast care and pharmaceutical communities will be a major asset.

Karen Castles-Gray of Atlanta, Georgia, is President of Castles Sport, an upscale alumni apparel manufacturer with offices in New York, Massachusetts, and Atlanta. Castles Sport is licensed with over 40 prominent universities in the United States and has produced over $3 million in revenue last year. Karen’s experiences and advice with merchandising on a national level will be very instrumental to our national sales strategy.

Phase One of our marketing plan will focus on the sale of high-quality chocolates. As a result of our research, and previous sales, we know that our products are already in demand by fund-raising groups for use as a favor at various functions. We are starting with a high-quality product that appeals to many markets. This popularity has been born out in the increasing demand for upscale chocolates. The beauty of our products is that customers who are interested in supporting our cause, or simply those that want fine chocolates, can enjoy them.

Because our expertise lies in merchandising, not production, we have entered into an agreement with Bissinger’s French Confectioners of St. Louis, Missouri to produce our chocolates. The Bissinger family began creating their fine delicacies in 17th-century Paris, France. All product orders and fulfillment will be handled through Bissinger’s thereby eliminating the need for capital outlay and logistics management on our part. We will also be able to take advantage of Bissinger’s economies of scale for packaging and printing, as well as their established Web page product ordering system.

All development and operating capital to date has been self-funded through loans to the company by its principals. In order to further the company’s objectives, we will need to secure loans and investments for Phase One. Funding will be used for legal and accounting fees, stationery and office supplies, marketing and promotions consultants, research and development, and Web page development. We will also purchase one personal computer equipped with cable modem capabilities. The remainder will be held as cash to ensure a positive cash balance during our start-up period.

We are offering three $20,000 memberships with principal and interest to be paid in years three, four, and five. With a large projected cash balance after Fiscal Year 3, we are confident that we will repay our equity members by Year 5.

1.1 Objectives

• To build a substantial cash balance by the end of year three.
• To contribute $100,000 by our third year to not-for-profit organizations that assist women’s health initiatives and organizations.
• To reach increase sales ten-fold by the end of Year Three.
• To pay off any loans or equity investments by the end of Year Three.

1.2 Mission

Pink Lady Bug Designs is dedicated to becoming the premier provider of high-quality products to the market for the purpose of raising funds for under-served women’s health programs. We will accomplish our mission by:

• Forming strategic alliances with companies and organizations that share our vision.
• Conducting our business fairly and ethically.
• Treating our employees with dignity and respect.

1.3 Keys to Success

• Telling the Pink Lady Bug story.
• Securing sufficient start-up capital to fund the marketing plan, administrative costs, Web page development, and operating cost for six to twelve months.
• Establishing a competitive advantage by being the first to market with our products and following up with a strong national marketing strategy.
• Securing a celebrity spokesperson/major national sponsorship for the product.
• Controlling finances and cash flows by keeping capital and operating costs low.