CONFIDENTIAL TABLE OF CONTENTS EXECUTIVE SUMMARY .............................................4
Branding ........................................................... 21
MISSION & VISION...................................................5
logo and tagline ................................................ 22
Mission Statement...............................................5
Pricing Strategy ................................................. 22
Core Values .........................................................5
Marketing Strategies (Promotion & Advertising) 22
Core Purpose.......................................................5
Customer Service .............................................. 23
PRODUCT & SERVICE DESCRIPTION..........................6
WEBSITE PLAN ...................................................... 24
Overview of Products & Services..........................6
Website Goals ................................................... 24
Comparison of Services........................................7
Website Marketing Strategy .............................. 24
Problems, Causes & Solutions ..............................8
OPERATIONS PLAN................................................ 25
Product advantages .............................................8
Location ............................................................ 25
Product Liability...................................................8
Licenses and Permits ......................................... 25
Product Development Activities ...........................9
Property Ownership / Lease Terms.................... 25
MARKET ANALYSIS.................................................10
Operational Procedures .................................... 25
Market Segmentation – B2C .............................. 11
Equipment ........................................................ 26
Market Trends & Growth Patterns ..................... 12
Purchasing Policies ............................................ 27
Market Size and Potential .................................. 13
Quality Control Measures.................................. 27
INDUSTRY ANALYSIS ..............................................14
Staffing and Training ......................................... 27
Overview ...........................................................14
Organizational Chart ......................................... 28
Industry Participants..........................................14
MANAGEMENT TEAM ........................................... 29
Industry Trends & Growth ................................. 15
Key Management .............................................. 29
COMPETITIVE ANALYSIS.........................................16
Board of Advisors .............................................. 29
Competitive Overview .......................................16
Board of Directors ............................................. 29
Direct Competitors ............................................17
Professional Service Providers ........................... 29
Indirect Competitors..........................................18
FINANCIAL PLAN ................................................... 30
Competitive Advantages ....................................19
Financial Summary ............................................ 30
Market Share Analysis .......................................19
Startup Expenses and Assumptions ................... 31
Barriers To Entry................................................19
Sales ................................................................. 32
SALES & MARKETING PLAN ....................................20
Personnel.......................................................... 33
Sales Goals ........................................................20
Profit And Loss Statement ................................. 34
Marketing Goals ................................................20
Cash Flow.......................................................... 35
Target Market ...................................................20
Balance Sheet ................................................... 36
Positioning ........................................................20
APPENDICES.......................................................... 37
SWOT Analysis...................................................21
Floor Plans ........................................................ 37
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