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

 

 

Interior

   

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.

 

 

 

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

 

 

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

 

Assets  
Current Assets:  
Cash: Exact number not yet determined
Petty Cash  
Accounts Receivable  
Inventory  
Short-Term Investment  
Prepaid Expense  
Long-Term Investment  
Fixed Assets:  
Land  
Buildings  
Improvements  
Equipment  
Furniture  
Automobiles/Vehicles  
Other Assets:  
Item 1  
Item 2  
Item 3  

 

 
Liabilities  
Current Liabilities:  
Accounts Payable Exact number not yet determined
Notes Payable  
Interest Payable  
Taxes Payable:  
Federal Income Tax  
State Income Tax  
Self-Employment Tax  
Sales Tax (SBE)  
Property Tax  
Payroll Accrual  
Long-Term Liabilities  
Notes Payable  
Net Worth/Owner’s Equity/Retained Earnings  

 

Total Assets:  

 

 
Total Liabilities:  

 

 

Milestones

  Win Grant

Purchase Brick and mortar

Land partnership with Target

Hire Employees

Give back to nonprofit reputable organizations

 

 

 

 

 

Market Segments

Column2

 

 

 

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