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Table of Contents
1.0 Executive Summary.............................................................................................................................1 1.1 Objectives ...................................................................................................................................3 1.2 Mission........................................................................................................................................4 1.3 Keys to Success ........................................................................................................................4 2.0 Company Summary.............................................................................................................................4 2.1 Company Ownership .................................................................................................................4 2.2 Company History........................................................................................................................5 2.3 Company Locations and Facilities ..........................................................................................7 3.0 Services................................................................................................................................................7 3.1 Service Description ...................................................................................................................7 3.2 Competitive Comparison..........................................................................................................8 3.3 Sales Literature ..........................................................................................................................8 3.4 Fulfillment ....................................................................................................................................9 3.5 Technology..................................................................................................................................9 3.6 Future Services ..........................................................................................................................9 4.0 Market Analysis Summary................................................................................................................10 4.1 Market Segmentation..............................................................................................................10 4.2 Service Business Analysis .....................................................................................................12 4.2.1 Main Competitors .................................................................................................................13 4.2.2 Competition and Buying Patterns .......................................................................................14 4.2.3 Business Participants ..........................................................................................................14 4.2.4 Distributing a Service...........................................................................................................14 5.0 Strategy and Implementation Summary..........................................................................................15 5.1 Value Proposition ....................................................................................................................15 5.2 Marketing Strategy ..................................................................................................................15 5.2.1 Promotion Strategy ..............................................................................................................15 5.2.2 Distribution Strategy.............................................................................................................16 5.2.3 Positioning Statement..........................................................................................................16 5.2.4 Pricing Strategy ....................................................................................................................16 5.3 Sales Strategy..........................................................................................................................17 5.3.1 Sales Forecast .....................................................................................................................17 5.3.2 Sales Programs....................................................................................................................18 5.4 Strategic Alliances...................................................................................................................19 5.5 Service and Support................................................................................................................19 5.6 Milestones ................................................................................................................................19 5.7 Service and Support................................................................................................................20 6.0 Management Summary ....................................................................................................................20 6.1 Organizational Structure..........................................................................................................20
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Ac me Insurance Incorporated has been profitable, but rec ently we have had dec lining market share and this must be addressed. Therefore our goals are: To re-establish Ac me Insurance Inc. as the market leader in quality and value-priced insurance products in Smalltown District. Establish good working relationships with our present insurance markets by meeting with their dec ision makers and plotting a mutual plan for success. Get commitments for support and products that we can market in our trading area starting April 1st, 1996. Investigate new markets that meet our marketing criteria by a) committing to small rural brokerage; b) providing products suitable to our ec onomic and social climate; and c) plans for the upload and download of insurance policies. Provide sales incentives to staff to meet sales goals of 10%. Complete inspec tion of all Pilot homeowners within one month before renewal date. Formulate plans to ac quire another brokerage Ac me Insurance Inc. is dedicated to providing insurance products that provide quality protection with value pricing. We wish to establish a successful partnership with our clients, our staff members, and our insurance companies, that respec t the interests and goals of each party. Success will be measured by our clients choosing us bec ause of their belief in our ability to meet or exceed their expec tations of price, service, and expertise. In order to implement our strategic goals, we will foc us on developing the following tools. 1. Knowledgeable, friendly staff that can empathize with our consumers needs and circumstances, especially in handling a loss. 2. Policies that meet or exceed the expec tations of our clients, and that are affordable, available, and understandable. 3. Policies and endorsements delivered on time with minimal errors. 4. A commitment to an annual insurance review for all of our clients. A phone call is more than any direc t mass marketer offers. We believe personal contac t and service is the cornerstone of our success. Ac me Insurance primarily markets and services Personal Lines Insurance. Its customers are mostly rural, lower income families or long time resident senior citizens who demand value priced insurance premiums in keeping with their lower and fixed incomes. We also provide insurance to small business, mostly family-run seasonal operations primarily foc used on the tourist trade. Page 1
1.1 Objectives
1. To re-establish Ac me Insurance Inc. as the market leader in quality and value-priced insurance products in Smalltown District. 2. Establish good working relationships with our present insurance markets by meeting with their dec ision makers and plotting a mutual plan for success. Get commitments for support and products that we can market in our trading area starting April 1st, 1996. 3. Investigating new markets that meet our marketing criteria by a) committing to small rural brokerage; b) providing products suitable to our ec onomic and social climate; and c) plans for the upload and download of insurance policies. 4. Provide sales incentives to staff to meet sales goals of 10%. 5. Complete inspec tion of all Pilot homeowners within one month before renewal date. 6. Formulate plans to ac quire another brokerage.
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$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$336,000 $0 $100,362 $436,362 $452,036 $888,398 $100 $88,096 $275,047 $363,243 $1,251,641
0 $0 0.00
0 $0 0.00
60 $0 0.00
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3.0 Services
Ac me Insurance is committed to providing professional sales and service for its insurance customers. We have established what we consider to be an excellent reputation in our area, and are the largest multi-line insurance broker in our trading area.
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3.5 Technology
We have been fully computerized since 1982 and both offices and some of our producer's homes are connec ted to our main c omputer server loc ated in Smalltown. As of February 1996, we have entered into an agreement with our present computer vendor, Teleglobe, to update our computer system to a Pentium server, and to Release 74, which allows upload/download capability with our companies, as well as email. We have elec ted to stay with the Teleglobe Tabs system since our staff is familiar with the program. It has exhibited excellent, reliable telec ommunications ability. The high speed ISDN lines required for MS Windows-based communication between our branch office as well as our home offices are not available in our trading area, so at present we will not migrate to the new MS Windows-based products available from Teleglobe or Agency Manager.
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5.6 Milestones
We have listed our plan milestones in the table below.
Table: Milestones
Milestones Milestone Select Seniors Broker Acquisition Course Company Contacts Install Release 74 Release 74 Training Jason - CAIB Course 2 Upload/download Training Stephen - Remove Restriction Mandatory Staff - 3hr Totals Start Date 1/1/1996 4/17/1996 1/3/1996 4/8/1996 4/2/1996 5/4/1996 1/7/1996 1/9/1996 1/10/1996 End Date 12/31/1996 9/9/1996 12/31/1996 7/8/1996 8/2/1996 6/24/1996 3/1/1996 1/10/1996 1/10/1996 Budget $0 $250 $1,000 $0 $300 $395 $1,000 $400 $1,000 $4,345 Manager P. Smith P. Smith P. Smith J. Smith Staff J. Smith J. Smith Staff P. Smith Department Sales Finance Marketing Staff Staff Staff Staff Staff Management
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Appendix
Table: Sales Forecast
Sales Forecast Jan Sales Sales Other Total Sales Direct Cost of Sales Sales Other Subtotal Direct Cost of Sales 0% 0% $54,000 $0 $54,000 Jan $0 $0 $0 Feb $28,500 $0 $28,500 Feb $0 $0 $0 Mar $44,500 $0 $44,500 Mar $0 $0 $0 Apr $45,000 $0 $45,000 Apr $0 $0 $0 May $57,000 $0 $57,000 May $0 $0 $0 Jun $65,000 $0 $65,000 Jun $0 $0 $0 Jul $67,000 $0 $67,000 Jul $0 $0 $0 Aug $65,000 $0 $65,000 Aug $0 $0 $0 Sep $70,000 $0 $70,000 Sep $0 $0 $0 Oct $80,000 $0 $80,000 Oct $0 $0 $0 Nov $55,000 $0 $55,000 Nov $0 $0 $0 Dec $46,600 $0 $46,600 Dec $0 $0 $0
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Appendix
Table: Personnel
Personnel Plan Name or Title or Group Name or Title or Group Name or Title or Group Total People Total Payroll 0% 0% 0% Jan $0 $0 $0 0 $0 Feb $0 $0 $0 0 $0 Mar $0 $0 $0 0 $0 Apr $0 $0 $0 0 $0 May $0 $0 $0 0 $0 Jun $0 $0 $0 0 $0 Jul $0 $0 $0 0 $0 Aug $0 $0 $0 0 $0 Sep $0 $0 $0 0 $0 Oct $0 $0 $0 0 $0 Nov $0 $0 $0 0 $0 Dec $0 $0 $0 0 $0
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Appendix
Table: Profit and Loss
Pro Forma Profit and Loss Sales Direct Cost of Sales Other Costs of Sales Total Cost of Sales Gross Margin Gross Margin % Jan $54,000 $0 $0 $0 $54,000 100.00% Feb $28,500 $0 $0 $0 $28,500 100.00% Mar $44,500 $0 $0 $0 $44,500 100.00% Apr $45,000 $0 $0 $0 $45,000 100.00% May $57,000 $0 $0 $0 $57,000 100.00% Jun $65,000 $0 $0 $0 $65,000 100.00% Jul $67,000 $0 $0 $0 $67,000 100.00% Aug $65,000 $0 $0 $0 $65,000 100.00% Sep $70,000 $0 $0 $0 $70,000 100.00% Oct $80,000 $0 $0 $0 $80,000 100.00% Nov $55,000 $0 $0 $0 $55,000 100.00% Dec $46,600 $0 $0 $0 $46,600 100.00%
Expenses Payroll Marketing/Promotion Depreciation Rent Utilities Insurance Payroll Taxes Other Total Operating Expenses Profit Before Interest and Taxes EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales
15%
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Appendix
Table: Cash Flow
Pro Forma Cash Flow Jan Cash Received Cash from Operations Cash Sales Cash from Receivables Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received New Current Borrowing New Other Liabilities (interest-free) New Long-term Liabilities Sales of Other Current Assets Sales of Long-term Assets New Investment Received Subtotal Cash Received Expenditures Expenditures from Operations Cash Spending Bill Payments Subtotal Spent on Operations Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out Principal Repayment of Current Borrowing Other Liabilities Principal Repayment Long-term Liabilities Principal Repayment Purchase Other Current Assets Purchase Long-term Assets Dividends Subtotal Cash Spent Net Cash Flow Cash Balance $0 $0 $0 $0 $0 $0 $0 $336,628 ($195,158) $207,482 $0 $0 $0 $0 $0 $0 $0 $18,582 $117,863 $325,345 $0 $0 $0 $0 $0 $0 $0 $11,347 $39,641 $364,986 $0 $0 $0 $0 $0 $0 $0 $15,992 $17,033 $382,019 $0 $0 $0 $0 $0 $0 $0 $16,257 $31,381 $413,400 $0 $0 $0 $0 $0 $0 $0 $19,817 $30,483 $443,883 $0 $0 $0 $0 $0 $0 $0 $22,157 $37,543 $481,426 $0 $0 $0 $0 $0 $0 $0 $22,717 $42,333 $523,759 $0 $0 $0 $0 $0 $0 $0 $22,187 $45,513 $569,272 $0 $0 $0 $0 $0 $0 $0 $23,737 $45,138 $614,410 $0 $0 $0 $0 $0 $0 $0 $26,387 $40,113 $654,523 $0 $0 $0 $0 $0 $0 $0 $19,053 $51,972 $706,495 $0 $336,628 $336,628 $0 $18,582 $18,582 $0 $11,347 $11,347 $0 $15,992 $15,992 $0 $16,257 $16,257 $0 $19,817 $19,817 $0 $22,157 $22,157 $0 $22,717 $22,717 $0 $22,187 $22,187 $0 $23,737 $23,737 $0 $26,387 $26,387 $0 $19,053 $19,053 0.00% $0 $0 $0 $0 $0 $0 $0 $141,470 Jan $0 $0 $0 $0 $0 $0 $0 $136,445 Feb $0 $0 $0 $0 $0 $0 $0 $50,988 Mar $0 $0 $0 $0 $0 $0 $0 $33,025 Apr $0 $0 $0 $0 $0 $0 $0 $47,638 May $0 $0 $0 $0 $0 $0 $0 $50,300 Jun $0 $0 $0 $0 $0 $0 $0 $59,700 Jul $0 $0 $0 $0 $0 $0 $0 $65,050 Aug $0 $0 $0 $0 $0 $0 $0 $67,700 Sep $0 $0 $0 $0 $0 $0 $0 $68,875 Oct $0 $0 $0 $0 $0 $0 $0 $66,500 Nov $0 $0 $0 $0 $0 $0 $0 $71,025 Dec Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Appendix
Table: Balance Sheet
Pro Forma Balance Sheet Jan Assets Current Assets Cash Accounts Receivable Other Current Assets Total Current Assets Long-term Assets Long-term Assets Accumulated Depreciation Total Long-term Assets Total Assets Liabilities and Capital Current Liabilities Accounts Payable Current Borrowing Other Current Liabilities Subtotal Current Liabilities Long-term Liabilities Total Liabilities Paid-in Capital Retained Earnings Earnings Total Capital Total Liabilities and Capital Net Worth $336,000 $0 $100,362 $436,362 $452,036 $888,398 $100 $88,096 $275,047 $363,243 $1,251,641 $363,243 $18,209 $0 $100,362 $118,571 $452,036 $570,607 $100 $363,143 $35,163 $398,406 $969,013 $398,406 $10,814 $0 $100,362 $111,176 $452,036 $563,212 $100 $363,143 $52,476 $415,719 $978,931 $415,719 $15,454 $0 $100,362 $115,816 $452,036 $567,852 $100 $363,143 $80,989 $444,232 $1,012,084 $444,232 $15,599 $0 $100,362 $115,961 $452,036 $567,997 $100 $363,143 $109,852 $473,095 $1,041,092 $473,095 $19,079 $0 $100,362 $119,441 $452,036 $571,477 $100 $363,143 $147,116 $510,359 $1,081,836 $510,359 $21,399 $0 $100,362 $121,761 $452,036 $573,797 $100 $363,143 $189,979 $553,222 $1,127,019 $553,222 $21,979 $0 $100,362 $122,341 $452,036 $574,377 $100 $363,143 $234,242 $597,485 $1,171,862 $597,485 $21,399 $0 $100,362 $121,761 $452,036 $573,797 $100 $363,143 $277,105 $640,348 $1,214,145 $640,348 $22,849 $0 $100,362 $123,211 $452,036 $575,247 $100 $363,143 $323,468 $686,711 $1,261,958 $686,711 $25,749 $0 $100,362 $126,111 $452,036 $578,147 $100 $363,143 $376,831 $740,074 $1,318,221 $740,074 $18,499 $0 $100,362 $118,861 $452,036 $570,897 $100 $363,143 $412,694 $775,937 $1,346,834 $775,937 $16,063 $0 $100,362 $116,425 $452,036 $568,461 $100 $363,143 $442,677 $805,920 $1,374,381 $805,920 $465,575 $181,651 $283,924 $1,251,641 $465,575 $181,651 $283,924 $969,013 Jan $465,575 $181,651 $283,924 $978,931 Feb $465,575 $181,651 $283,924 $1,012,084 Mar $465,575 $181,651 $283,924 $1,041,092 Apr $465,575 $181,651 $283,924 $1,081,836 May $465,575 $181,651 $283,924 $1,127,019 Jun $465,575 $181,651 $283,924 $1,171,862 Jul $465,575 $181,651 $283,924 $1,214,145 Aug $465,575 $181,651 $283,924 $1,261,958 Sep $465,575 $181,651 $283,924 $1,318,221 Oct $465,575 $181,651 $283,924 $1,346,834 Nov $465,575 $181,651 $283,924 $1,374,381 Dec Starting Balances Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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