Table of Contents Executive Summary 2 Highlights Objectives Mission Statement Keys to Success Description of Business 3 Company Ownership/Legal Entity Location Interior Hours of Operation Products and Services Suppliers Service Manufacturing Management Financial Management Start-Up/Acquisition Summary Marketing 6 Market Analysis Market Segmentation Competition Pricing Appendix 9 Start-Up Expenses Determining Start-Up Capital Cash Flow Income Projection Statement Profit and Loss Statement Balance Sheet Sales Forecast Milestones
Executive Summary
| Providing chemical-free, all natural and highly effective skincare products as a healthier alternative for skin conditions such as psoriasis, eczema and other skin sensitivities. Our cruelty-free and antioxidant-rich skincare products also help to naturally brighten dull skin, lock-in moisture, exfoliate dead skin cells, grow natural eyelashes, reduce the appearance of wrinkles and dark circles under the eyes, leaving each person feeling rejuvenated and with a youthful appearance.
Once I resolve my marketing, eco-friendly product packaging and capital challenges, I project making 50,000 by the end of this year. |
Highlights
| Our products can help millions with little to no side effects |
Objectives
| Provide a healthier alternative to those who suffer from mild cases of skin inflammation and other skin conditions |
Mission Statement
| We strive to make high-quality, luxurious and highly effective skin care products affordable and accessible to everyone, including those who suffer from skin conditions such as psoriasis, eczema and other skin irritations |
Keys to Success
| Rather than settling for steroid creams or treatments that suppress/weaken the immune system which can lead to harmful side effects over time, we provide a healthier and yet still highly effective alternative for everyone including those with skin conditions such as psoriasis and eczema. |
Description of Business
| We provide chemical-free, all natural and highly effective skincare products as a healthier alternative for skin conditions such as psoriasis, eczema and other skin sensitivities. Our cruelty-free and antioxidant-rich skincare products also help to naturally brighten dull skin, lock-in moisture, exfoliate dead skin cells, grow natural eyelashes, reduce the appearance of wrinkles and dark circles under the eyes, leaving each person feeling rejuvenated and with a youthful appearance. |
Company Ownership/Legal Entity
| New Independent retail business (LLC) registered with the state of California. Business license and sellers permit has been obtained. Logo trademark application is pending. 100% owned and operated by CEO Julie Persons |
Location
| Location Highlights
Currently using a shared office space for business address. Sales are not permitted at the office and therefore products are sold online or in-person at vendor affairs. Office space is in a small plaza and accessible at ground level Can use office space/business address to hold meetings, appointments and small business events Location has our signage on the directory Traffic is heavy in the area but parking in front of the office is usually open Location is in Contra Costa County which is one of the largest counties in the northern bay area Location is not near other business that may aid in drawing my targeted audience Streetlights are sufficient
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Interior
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Office suite includes two receptionists, a full kitchen, several conference rooms and several office spaces for rent No sitting area in the Lobby Office space is about 20ft by 20 feet Offices are equipped with a phone, desk, chair and view |
Hours of Operation
| Monday – Saturday 9am-2pm PST |
Products and Services
| Rather than settling for steroid creams or treatments that suppress/weaken the immune system which can lead to harmful side effects over time, we provide a healthier and yet still highly effective alternative for everyone including those with skin conditions such as psoriasis and eczema. Our cruelty-free and antioxidant-rich skincare products also help to naturally brighten dull skin, lock-in moisture, exfoliate dead skin cells, grow natural eyelashes, reduce the appearance of wrinkles and dark circles under the eyes, leaving each person feeling rejuvenated with a more youthful appearance.
Need audit/security system to protect inventory Must take into consideration 3-4 weeks lead time Need to ship packaging to manufacturer to fill product packaging Manufacturer and product 20,000 items in 3-4 weeks |
Suppliers
| Based in Canada
Pay out-of-state taxes Shipping time is 5-7 business days |
Service
| Intend to provide a skin analysis or questionnaire to qualify the best product in our skincare inventory for the appropriate skin problem
-Is the skin oily, dry, combination, aging, damaged by the sun, irritated by the weather and environment etc. -offer sample Once determined, we will recommend a product and provide a step-by-sept tutorial on how to prep the skin, warning disclosures, shelf life, product storage, usages and maintaining a routine We plan to send a follow up communication to seek customer satisfaction and or results Also, follow-up to offer travel size items, discounts and digital gift cards. After 1 week, will send last email asking for a customer review on yelp, google, social media page and/or website 3 months later send another email regarding refilling the container to reduce waste |
Manufacturing
| Proprietary information
Will distribute products through a distributor Products will be mailed to customer or provided in-person at vendor affairs and hopefully soon-to-be brick and mortar Products are made in a factory that uses ingredients such as almond nuts but not peanuts |
Management
| I am a 1 woman show. I am the owner, CEO, compliance manager, human resource department, customer service agent, technical support, distributor, accountant, event planner, project manager, learning and development instructor, marketing manager etc. Once I receive more capital, I hope to hire staff and put them through comprehensive training to fulfill some of the said roles.
I have maintained a cosmetology license for over 12 years. I am also a healthcare professional currently pursuing a nursing degree and a certified phlebotomist seeking to learn more about the human body, anatomy, physiology, chemistry etc. so that I can continue to enhance and improve my products over time- providing the best skincare for all.
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Financial Management
| I have invested 100% of my own money leaving me with no debt
I have invested over 20,000 into the business over the past 2 years I plan to acquire better marketing strategies to increase exposure and sells My manufacturer can make customer product labels/silk printing and boxes which will cut down my expense for shipping and label expenses tremendously 1000 minimum for custom boxes and silk printing/labeling
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Start-Up/Acquisition Summary
| Start up cost has been significant and I lost thousands on in-effective marketing |
Marketing
| My target audience is adults, teens and even toddlers who require sufficient moisture that is chemical-free and that lasts. I target these audiences on social media. Have not done a family and friends referral system yet. Have not offered gift cards. I’ve only advertised coupons on social media |
Market Analysis
| The skincare market is growing. It falls in line with the beauty industry which is a multi-billion-dollar industry. The need is there. I plan to use beauty influencers that are within my budget to help market online I also plan to offer travel sizes and friends and family discounts. I plan to spend 500.00 a month on marketing |
Market Segmentation
| My target market is segmented a little. I plan to open my brick and mortar in Napa or Walnut Creek, CA due to the high quality and reputation of my products; however, all my products are available online and accessible to everyone including those who don’t have access to such high-quality skin care. Additionally, anyone can sign up for After Pay when they checkout online and their total is split into 4 installment payments, so everyone has access to the buy now pay later payment option if they qualify. |
Competition
| My biggest competitors are brands that are in Sephora, Ultra, Walmart, Walgreen and Target. Those brands already have loyal customers. Some cosmetic brands have watered down their prices giving them an advantage where people will sacrifice quality for affordability. Other brands are founded by celebrities, and I can’t compete with that. Once thing many of competitors don’t have is a personal, real life, unpaid, unfiltered and highly relatable testimony regarding a chemical-free alternative for people with skin conditions like psoriasis and eczema. |
Pricing
| My prices are on the high end due to how much product the customer receives, the quality, the invaluable benefits, the little to no risk or side effects, and the problems it solves. However, I do offer the buy now and pay later option which makes my products still affordable for even the tightest budget while no impact to my revenue and worth. |
Advertising and Promotion
| I need assistance in the advertising department. I am the photographer for 80% of my pictures and my advertisement’s minimal results reflects my lack of advertisement skills. Currently seeking help on advertising and marketing and possible outsource options. |
Strategy and Implementation
| Plan to apply for several grants to gain capital
Increase 680 credit score to possibly qualify for a business loan Refinance high interest loan Gain certifications Participate in vendor affairs to gain capital and for exposure for small cost Win grant Then sign a deal with ecofriendly packaging company who is willing to complete the silk printing on the jars and ship directly to my manufacture for filling and packaging. Have manufacture create custom boxes – add UPC barcode to boxes Manufacturer agree to produce 20-25 k in 3-4 weeks lead time Sign rental lease or purchase commercial real estate deed for brick and mortar Set up payroll, unemployment and workmen’s comp account Higher 10-20 employees Increase marketing and advertising budget Offer new and improved products Partner with nonprofit organization for domestic violence, foster care youth, abuse victims and child illness to give back to my community |
Appendix
Start-Up Expenses
| Business Licenses | |
| Incorporation Expenses | Exact number not yet determined |
| Deposits | |
| Bank Account | Exact number not yet determined |
| Rent | |
| Interior Modifications | Exact number not yet determined |
| Equipment/Machinery Required: | |
| Item 1 | Exact number not yet determined |
| Item 2 | |
| Item 3 | Exact number not yet determined |
| Total Equipment/Machinery | |
| Insurance | Exact number not yet determined |
| Stationery/Business Cards | |
| Brochures | Exact number not yet determined |
| Pre-Opening Advertising | |
| Opening Inventory | Exact number not yet determined |
| Other (list): | |
| Item 1 | Exact number not yet determined |
| Item 2 | |
| Total Startup Expenses |
Business Plan – [Select Date] 6
Determining Start-Up Capital
| Begin by filling in the figures for the various types of expenses in the cash flow table on the following page. Start your first month in the table that follows with starting cash of $0, and consolidate your “cash out” expenses from your cash flow table under the three main headings of rent, payroll and other (including the amount of unpaid start-up costs in “other” in month 1). Continue the monthly projections in the table that follows until the ending balances are consistently positive. Find the largest negative balance—this is the amount needed for start-up capital in order for the business to survive until the break-even point when all expenses will be covered by income. Continue by inserting the amount of needed start-up capital into the cash flow table as the starting cash for Month 1. |
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | |
| Starting cash | $0.00 | |||||||
| Cash In: | Exact number not yet determined | |||||||
| Cash Sales Paid | ||||||||
| Receivables | Exact number not yet determined | |||||||
| Total Cash In | ||||||||
| Cash Out: | Exact number not yet determined | |||||||
| Rent | ||||||||
| Payroll | Exact number not yet determined | |||||||
| Other | ||||||||
| Total Cash Out | ||||||||
| Ending Balance | ||||||||
| Change (cash flow) |
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 | |
| Starting cash | ||||||||||||
| Cash In: | Exact number not yet determined | |||||||||||
| Cash Sales | ||||||||||||
| Receivables | ||||||||||||
| Total Cash Intake | ||||||||||||
| Cash Out (expenses): | ||||||||||||
| Rent | ||||||||||||
| Utilities | ||||||||||||
| Payroll (incl. taxes) | ||||||||||||
| Benefits | ||||||||||||
| Loan Payments | ||||||||||||
| Travel | ||||||||||||
| Insurance | ||||||||||||
| Advertising | ||||||||||||
| Professional fees | ||||||||||||
| Office supplies | ||||||||||||
| Postage | ||||||||||||
| Telephone | ||||||||||||
| Internet | ||||||||||||
| Bank fees | ||||||||||||
| Total Cash Outgo | ||||||||||||
| EndiNG Balance |
Income Projection Statement
| Ind. % | Jan. | Feb. | Mar. | Apr. | May | Jun. | Jul. | Aug. | Sep. | Oct. | Nov. | Dec. | Annual Total | Annual % | |
| Est. Net Sales | |||||||||||||||
| Cost Of Sales | Exact number not yet determined | ||||||||||||||
| Gross Profit | |||||||||||||||
| Controllable Expenses: | |||||||||||||||
| Salaries/Wages | |||||||||||||||
| Payroll Expenses | |||||||||||||||
| Legal/Accounting | |||||||||||||||
| Advertising | |||||||||||||||
| Travel/Auto | |||||||||||||||
| Dues/Subs. | |||||||||||||||
| Utilities | |||||||||||||||
| Misc. | |||||||||||||||
| Total Controllable Exp. | |||||||||||||||
| Fixed Expenses: | |||||||||||||||
| Rent | |||||||||||||||
| Depreciation | |||||||||||||||
| Insurance | |||||||||||||||
| Permits/Licenses | |||||||||||||||
| Loan Payments | |||||||||||||||
| Misc. | |||||||||||||||
| Total Fixed Expenses | |||||||||||||||
| Total Expenses | |||||||||||||||
| Net Profit/Loss Before Taxes | |||||||||||||||
| Taxes | |||||||||||||||
| Net Profit/Loss After Taxes |
Profit and Loss, Budget vs. Actual: ([Starting Month, Year]—[Ending Month, Year])
| [Starting Month, Year]—[Ending Month, Year] | Budget | Amount over Budget | |
| Income: | |||
| Sales | Exact number not yet determined | ||
| Other | |||
| Total Income | |||
| Expenses: | |||
| Salaries/Wages | |||
| Payroll Expenses | |||
| Legal/Accounting | |||
| Advertising | |||
| Travel/Auto | |||
| Dues/Subs. | |||
| Utilities | |||
| Rent | |||
| Depreciation | |||
| Permits/Licenses | |||
| Loan Repayments | |||
| Misc. | |||
| Total Expenses | |||
| Net Profit/Loss |
Balance Sheet
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Milestones
| Win Grant
Purchase Brick and mortar Land partnership with Target Hire Employees Give back to nonprofit reputable organizations
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Market Segments
Column2
Elite Average Discount 0.25 0.55000000000000004 0.2
