Executive Summary

Problem
We noticed the challenge that our target audience faced is trying to find a

company to do the custom photography, then to go find another company to do their

personalized design, and lastly find another to print. The hassle of having to run from

place to place not only wastes time but money.

Solution
Royals Imagery offers the answer to all three of these problems. We do

customizable and personalized photographs, designs, and prints. We strive to satisfy

and exceed the expectations of our customers.

Market
The target market of Royals Imagery varies from young couples and

professionals, to families and teens, even with other small businesses.

Competition

1
 We compete with the independent photographers that offer very little

specialization and customization from being in studios or limited to a single shoot

where the photographer has their own style. Having a specific style the photographer

makes the shoot for them to specifically benefit their personal portfolio.

Working differently

than other independent

designers is hard to compete

with their skills. Royals

Imagery will stand apart

from our competition

because of the atmosphere

that it has not only while we

Photograph shot and edited by Lindy.
work and with our service as well. We value

the relationship with our customer greatly.

Why Us?
We are young professionals with a passionate desire to serve and provide creative

sophisticated services for a unique generation.

Background

2
 The fields of photography and design are something that we are passionate

about. We love to share our work with others. We find a way to give the beauties that we

see in the world around us. We want to make the world just a little bit prettier. We have

creativity and want to grow to teach others of the simple things in life.

Our service contains personalized

and custom photography shoots,

designing, and printing. We do shoots at

customers locations or local venues. Our

designs are made manually and managed

by the customer to fulfill their wants and

needs specifically. We will provide

printing and provide other outsourcing

Design image created by Katie,

options for them to print.
our lead designer.

Royals Imagery will be structured in a friendly and professional way. We provide

our services in a courteous and gracious manner, yet with a spirit and a growing

relationship to find out what story they really want to be told and conveyed through

their photos, images, and designs.

We differentiate from similar businesses in our tight nit business where they can

get everything they need at a single location with a very personal outcome with their

3
purchases. Making their images for their uses at an easy access and are complimentary

in the style chosen themselves.

Value Proposition
We provide personalized services for the customers. We add value in our

business by giving convenience for our target audience. Our value gives their ability to

be able to purchase all at once from Royals Imagery. It will be easier than purchasing

from separate entities for each need. We

will be able to share our value with those

in need of imaging for personal and

business uses. Our business will have a

safe and friendly character. In our

creativity we will convey what the

customers want to meet and exceed their

expectations of our creations to

Photograph shot by Lindy from
convey their true meaning. We will learn Salt Lake City.

and build relationships with each customer to

truly find the best way to show themselves through the camera and their designs.

Building Blocks

4
Customer Segment

The target customer audience consists of: young couples, young professionals, teens,

families, and small businesses. With these varying customer groups, we will be reaching

out to many populations.

We are able to serve people in their

everyday lives consisting of couples, small

children, teens, or even extended family photos

and images. We can serve as the entity of family

photos, senior pictures, and scrapbooking for

creative mothers and families. They may like

their shots done in their own home to make the

pictures fit in.

There are many different options open to Newborn photoshoot by Lindy.

the liking and opinions of the customer of going to a local park or on a mountain

adventure. Truly engaging in something that the customers relate to and will convey

themselves as truly in front of the camera. Providing a service to those in early

profession and businesses assisting with their designs and media photos for marketing.

Customers would be able to set up a web design, business cards, brochures, and

5
pamphlets for advertising. Each customer service differs in prices and necessity with

time and urgency.

Channel

Royals Imagery has a Facebook page, Instagram profile, and blog that are to be

kept regularly for advertising and postings of deals as well as recent creativity that has

been going through Royals Imagery and its customers. Our blog posts will consist of

our customers and what is happening with Royals Imagery on a regular basis and all

the magic that is happening before our eyes. Through the media we can reach out to all

of our audiences. Mass communication is a very efficient way to advertise and

communicate with your key markets.

Key Partners

Lindy Schwendiman, as president, will work mostly with her family partners,

including Katie, Heidi, and Ron. Katie will serve as the vice president and design lead.

Katie will forego and carry out the designing side of Royals Imagery. Heidi will be our

business manager to ensure that all transactions and activities run as smoothly as

possible. With partners we delegate our tasks and discuss the projections of Royals

Imagery that we see in the next days, weeks, months, and even years.

6
Key Activities

As a business our weekly events will

include: meetings, consultations, collaborations,

and appointments. We will meet with our

advisors and management team to see our plans

for the future week and what goals we have for

the upcoming weeks and months. We will check

our statistics of our financials, our media posts,

and our followers demographics.

As a management team we will meet on a Photo shot by Lindy to convey

and provoke emotion and thought.
regular basis throughout the week to discuss

customer appointments that we have and how we feel that their story will flow into our

designs and their photography shoots. The president will meet with the business

manager to consult about the media sites, and consult over the projected postings for

the week.

The photography and design leads will collaborate with the customers to discuss

the best and most effective way to convey the person(s) we are creating for.

Appointments will go on a daily basis with our customers to take photos and to talk

with them to build that relationship and see what they want out of our services.

7
Market Future
Financial Highlights by Year

In the next 5 years we see the increase of our market and our amount of serviced

customers. We have a goal to have 1000 subscribers to our website, 5000 followers on our

Instagram by our 5 year anniversary. In 5 years we would be interested at looking at a

location if we have grown in need of a studio for interchangeable shoots and editing. We

could project to be hiring more staff including more designers, photographers, and

office faculty.

Problem & Solution

8
Problems Worth Solving

Some problems we see are:

making images that tell the story of

the customer, creating designs that

elevates and inspires the viewer and

consumer, having quality and price Collaboration shoot with Lauren

VanRoosendaal, shot by Lindy.
that match the value of their

purchase(s), and getting personal

attention that builds trust with the company.

Our Solution

We provide a variety of services. We produce customizable options rather than large

volumes of products. Each session and creation is personalized to the style and need of the

customer. We provide a service that makes you feel royal.

Strengths
Strength #1: We are creative and talented. We work hard for what we do as

photographers and designers. We are open to different styles and options.

Goal #1: We will be open minded with each customer everyday by

increasing our creativity levels by attending 5 conventions this year.

9
 Goal #2: When we work with each customer we will start the creation

process with them to get feedback off of each decision, by having 100%

satisfaction with their images.

Strength #2: We look forward to meeting with new customers and making them

smile about what we create.

Goal #1: With each customer that comes on a daily basis we will put a

smile on with an inviting atmosphere to personally get to know them to

have above 90% rate of customer satisfaction surveyed.

Goal #2: To make 99% of our customers leave with a smile every day.

Weaknesses
Weakness #1: Being a small business.

Goal #1: Purchase a location for service in the next five years.

Goal #2: Have 1000 customers served in the next two years.

Weakness #2: Not being well known.

Goal #1: For our short term goal, we to want reach 100 followers on

Instagram by August.

Goal #2: In a long-term perspective, we hope to reach 1000 Instagram

followers and Facebook Likes by one year.

10
Competition

Current Alternatives

Today there are many different

photographers, designers, and printers

that offer services that compete with

Royals Imagery.

Individual photographers that are

solely based and owned provide a cheaper

alternative but are limited on

customization as most photographers have

their own style of shooting photographs.

Photograph shot by Lindy of client
Current designers also have certain

style in how they work. They have their own way of creativity. They stick with what

they know and build the wants of their customers how they see best fit.

Our Advantages

Compared to our current alternatives we offer more choices and variations of

service. We provide three in one service that is cheaper and gives more convenience

than to purchase from each alternative. Each execution of tasks shows our true character

which we always keep positive.

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Marketing

Marketing Plan

We will use social media to communicate our unique services to our target audiences. We

will keep an updated website, blog, Instagram, and Facebook account. To market Royals Imagery

we will plan deals and giveaways on our media accounts to increase marketing throughout our

audience and to increase customers.

Operations

Locations & Facilities

We will operate within the Greater Salt Lake City area. No facilities are required for us to

operate, unless we get larger, have the need for a location and have enough funds to purchase. All

services will be provided at clients locations or from local sites.

Technology
Digital media will be used for the capturing and distributing of imagery. Publishing

services will be outsourced to local and national vendors. Communication with clients will occur

through email, instant messaging, and business numbers through personal devices.

Equipment & Tools

Windows based computers will be used for all technical needs. Laptops and cloud based

storage will enable location flexibility. Nikon cameras will be used and fully owned by the

primary photographers. Adobe and Microsoft software solutions will be used for management,

design, editing, and production.

Milestones & Metrics

12
Milestones Table

Milestone Due Date Who's Responsible

20 photography customers May 31, 2017 Lead Photographer

10 Design customers May 31, 2017 Lead Designer

$100,000 Revenue December 31, 2017

Key Metrics
Customer satisfaction above
90%

Return customer sales at

20%

Total customer service at

200

Company Summary Heidi and Lindy, photo shot by Katie,

lead designer.
Overview

Royals Imagery will be a limited liability partnership. Ownership will be shared within

the Schwendiman family. It provides a direct service of photography, design, and printing.

Team

Management Team

13
 There will be a President, a Vice President of design, and a business manager. The

President is the lead photographer. The President will be in charge of the companys photo

department, media posting, and be the leader in meetings and delegations. The Vice President of

design is the design lead and oversees the printing. The business manager checks the calendars

and media to make sure it is up to date and appealing to the eye. The roles of the business

manager include: media consulting, calendar planning, and taking notes during business

meetings.

Advisors

We will have technical and organizational advisers with specialties in organizational

design, publishing, marketing, accounting, and project management. Our advisors will be there if

we have large decisions and actions to be made. They will be our master mind group when we

are taking steps in our business and need some expertise guidance.

Financial Plan

Financing
Our funds will be put into investing supplies and needs for the company.

Supporting our technological improvements. Funds will also be used to take care of our

supplies and tools. We will take a portion of funding to strengthen our marketing and

advertising services on our media accounts.

Sources of Funds

14
 Royals Imagery funds will come from personal and family investments. We will

take out loans with those willing to invest in our business and return the profit with

10% interest on their investment.

Revenue by Month

15
Expenses by Month

Net Profit (or Loss) by Year

Statements

16
Projected Profit & Loss

FY2017 FY2018 FY2019

Revenue $158,688 $167,361 $167,956

Direct Costs $132,600 $139,080 $145,884

Gross Margin $26,088 $28,281 $22,072

Gross Margin % 16% 17% 13%

Operating Expenses

Salary

Employee Related Expenses

Total Operating Expenses

Operating Income $26,088 $28,281 $22,072

Interest Incurred

Depreciation and Amortization $2,000 $2,000 $2,000

Income Taxes $4,818 $5,256 $4,014

Total Expenses $139,418 $146,336 $151,898

Net Profit $19,270 $21,025 $16,058

Net Profit / Sales 12% 13% 10%

Projected Balance Sheet

17
 FY2017 FY2018 FY2019

Cash $15,702 $38,566 $56,294

Accounts Receivable $0 $0 $0

Inventory

Other Current Assets

Total Current Assets $15,702 $38,566 $56,294

Long-Term Assets $10,000 $10,000 $10,000

Accumulated Depreciation ($2,000) ($4,000) ($6,000)

Total Long-Term Assets $8,000 $6,000 $4,000

Total Assets $23,702 $44,566 $60,294

Accounts Payable $0 $0 $0

Income Taxes Payable $1,539 $1,337 $1,004

Sales Taxes Payable $2,894 $2,936 $2,939

Short-Term Debt

Prepaid Revenue ($1) ($2) ($2)

Total Current Liabilities $4,432 $4,271 $3,941

Long-Term Debt

Total Liabilities $4,432 $4,271 $3,941

Paid-in Capital

18
Retained Earnings $19,270 $40,295

Earnings $19,270 $21,025 $16,058

Total Owner's Equity $19,270 $40,295 $56,353

Total Liabilities & Equity $23,702 $44,566 $60,294

Projected Cash Flow Statement

19
 FY2017 FY2018 FY2019

Net Cash Flow from Operations

Net Profit $19,270 $21,025 $16,058

Depreciation and Amortization $2,000 $2,000 $2,000

Change in Accounts Receivable $0 $0 $0

Change in Inventory

Change in Accounts Payable $0 $0 $0

Change in Income Tax Payable $1,539 ($202) ($333)

Change in Sales Tax Payable $2,894 $42 $3

Change in Prepaid Revenue ($1) ($1) $0

Net Cash Flow from Operations $25,702 $22,864 $17,728

Investing & Financing

Assets Purchased or Sold ($10,000)

Investments Received

Change in Long-Term Debt

Change in Short-Term Debt

Dividends & Distributions

Net Cash Flow from Investing &

($10,000)
Financing

Cash at Beginning of Period $0 $15,702 $38,566

20
Net Change in Cash $15,702 $22,864 $17,728

Cash at End of Period $15,702 $38,566 $56,294

21
Appendix

Profit and Loss Statement

Profit and Loss Statement (With Monthly Detail)

22
FY2017 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 May '17 Jun '17 Jul '17 Aug '17 Sep '17 Oct '17 Nov '17

Revenue $12,000 $12,400 $12,720 $12,976 $13,181 $13,345 $13,476 $13,581 $13,664 $13,732 $13,785 $13,828

Direct Costs $11,050 $11,050 $11,050 $11,050 $11,050 $11,050 $11,050 $11,050 $11,050 $11,050 $11,050 $11,050

Gross Margin $950 $1,350 $1,670 $1,926 $2,131 $2,295 $2,426 $2,531 $2,614 $2,682 $2,735 $2,778

Gross Margin % 8% 11% 13% 15% 16% 17% 18% 19% 19% 20% 20% 20%

Operating
Expenses

Salary

Employee
Related
Expenses

Total
Operating
Expenses

Operating
$950 $1,350 $1,670 $1,926 $2,131 $2,295 $2,426 $2,531 $2,614 $2,682 $2,735 $2,778
Income

Interest Incurred

Depreciation and
$167 $166 $167 $167 $166 $167 $167 $166 $167 $167 $166 $167
Amortization

Income Taxes $157 $236 $301 $352 $393 $425 $452 $473 $490 $503 $513 $523

23
Total Expenses $11,374 $11,452 $11,518 $11,569 $11,609 $11,642 $11,669 $11,689 $11,707 $11,720 $11,729 $11,740

Net Profit $626 $948 $1,202 $1,407 $1,572 $1,703 $1,807 $1,892 $1,957 $2,012 $2,056 $2,088

Net Profit /
5% 8% 9% 11% 12% 13% 13% 14% 14% 15% 15% 15%
Sales

24
 FY2017 FY2018 FY2019

Revenue $158,688 $167,361 $167,956

Direct Costs $132,600 $139,080 $145,884

Gross Margin $26,088 $28,281 $22,072

Gross Margin % 16% 17% 13%

Operating Expenses

Salary

Employee Related Expenses

Total Operating Expenses

Operating Income $26,088 $28,281 $22,072

Interest Incurred

Depreciation and Amortization $2,000 $2,000 $2,000

Income Taxes $4,818 $5,256 $4,014

Total Expenses $139,418 $146,336 $151,898

25
Net Profit $19,270 $21,025 $16,058

Net Profit / Sales 12% 13% 10%

Balance Sheet

Balance Sheet (With Monthly Detail)

26
FY2017 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 May '17 Jun '17 Jul '17 Aug '17 Sep '17 Oct '17 Nov '17

Cash ($8,210) ($5,992) ($3,432) ($3,889) ($836) $2,393 $1,826 $5,308 $8,878 $8,256 $11,956 $15,702

Accounts
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Receivable

Inventory

Other Current
Assets

Total Current
($8,210) ($5,992) ($3,432) ($3,889) ($836) $2,393 $1,826 $5,308 $8,878 $8,256 $11,956 $15,702
Assets

Long-Term Assets $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000

Accumulated
($167) ($333) ($500) ($667) ($833) ($1,000) ($1,167) ($1,333) ($1,500) ($1,667) ($1,833) ($2,000)
Depreciation

Total Long-
$9,833 $9,667 $9,500 $9,333 $9,167 $9,000 $8,833 $8,667 $8,500 $8,333 $8,167 $8,000
Term Assets

Total Assets $1,623 $3,675 $6,068 $5,444 $8,331 $11,393 $10,659 $13,975 $17,378 $16,589 $20,123 $23,702

Accounts Payable $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Income Taxes
$157 $393 $694 $352 $745 $1,170 $452 $925 $1,415 $503 $1,016 $1,539
Payable

Sales Taxes
$840 $1,708 $2,598 $909 $1,831 $2,766 $943 $1,894 $2,850 $961 $1,926 $2,894
Payable

27
Short-Term Debt

Prepaid Revenue $0 $0 $0 $0 $0 ($1) ($1) ($1) ($1) ($1) ($1) ($1)

Total Current
$997 $2,101 $3,292 $1,261 $2,576 $3,935 $1,394 $2,818 $4,264 $1,463 $2,941 $4,432
Liabilities

Long-Term Debt

Total
$997 $2,101 $3,292 $1,261 $2,576 $3,935 $1,394 $2,818 $4,264 $1,463 $2,941 $4,432
Liabilities

Paid-in Capital

Retained Earnings

Earnings $626 $1,574 $2,776 $4,183 $5,755 $7,458 $9,265 $11,157 $13,114 $15,126 $17,182 $19,270

Total Owner's
$626 $1,574 $2,776 $4,183 $5,755 $7,458 $9,265 $11,157 $13,114 $15,126 $17,182 $19,270
Equity

Total
Liabilities & $1,623 $3,675 $6,068 $5,444 $8,331 $11,393 $10,659 $13,975 $17,378 $16,589 $20,123 $23,702
Equity

28
 FY2017 FY2018 FY2019

Cash $15,702 $38,566 $56,294

Accounts Receivable $0 $0 $0

Inventory

Other Current Assets

Total Current Assets $15,702 $38,566 $56,294

Long-Term Assets $10,000 $10,000 $10,000

Accumulated Depreciation ($2,000) ($4,000) ($6,000)

Total Long-Term Assets $8,000 $6,000 $4,000

Total Assets $23,702 $44,566 $60,294

Accounts Payable $0 $0 $0

Income Taxes Payable $1,539 $1,337 $1,004

Sales Taxes Payable $2,894 $2,936 $2,939

Short-Term Debt

Prepaid Revenue ($1) ($2) ($2)

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Total Current Liabilities $4,432 $4,271 $3,941

Long-Term Debt

Total Liabilities $4,432 $4,271 $3,941

Paid-in Capital

Retained Earnings $19,270 $40,295

Earnings $19,270 $21,025 $16,058

Total Owner's Equity $19,270 $40,295 $56,353

$23,702 $44,566 $60,294

Total Liabilities & Equity

Cash Flow Statement

Cash Flow Statement (With Monthly Detail)

30
FY2017 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 May '17 Jun '17 Jul '17 Aug '17 Sep '17 Oct '17 Nov '17

Net Cash Flow

from
Operations

Net Profit $626 $948 $1,202 $1,407 $1,572 $1,703 $1,807 $1,892 $1,957 $2,012 $2,056 $2,088

Depreciation
and $167 $166 $167 $167 $166 $167 $167 $166 $167 $167 $166 $167
Amortization

Change in
Accounts $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Receivable

Change in
Inventory

Change in
Accounts $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Payable

Change in
Income Tax $157 $236 $301 ($342) $393 $425 ($718) $473 $490 ($912) $513 $523
Payable

Change in Sales
$840 $868 $890 ($1,689) $922 $935 ($1,823) $951 $956 ($1,889) $965 $968
Tax Payable

Change in
Prepaid $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Revenue

Net Cash Flow

from $1,790 $2,218 $2,560 ($457) $3,053 $3,230 ($567) $3,482 $3,570 ($622) $3,700 $3,746
Operations

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Investing &
Financing

Assets
Purchased or ($10,000)
Sold

Investments
Received

Change in
Long-Term
Debt

Change in
Short-Term
Debt

Dividends &
Distributions

Net Cash Flow

from Investing ($10,000)
& Financing

Cash at Beginning
$0 ($8,210) ($5,992) ($3,432) ($3,889) ($836) $2,393 $1,826 $5,308 $8,878 $8,256 $11,956
of Period

Net Change in
($8,210) $2,218 $2,560 ($457) $3,053 $3,230 ($567) $3,482 $3,570 ($622) $3,700 $3,746
Cash

Cash at End of
($8,210) ($5,992) ($3,432) ($3,889) ($836) $2,393 $1,826 $5,308 $8,878 $8,256 $11,956 $15,702
Period

32
 FY2017 FY2018 FY2019

Net Cash Flow from Operations

Net Profit $19,270 $21,025 $16,058

Depreciation and Amortization $2,000 $2,000 $2,000

Change in Accounts Receivable $0 $0 $0

Change in Inventory

Change in Accounts Payable $0 $0 $0

Change in Income Tax Payable $1,539 ($202) ($333)

Change in Sales Tax Payable $2,894 $42 $3

Change in Prepaid Revenue ($1) ($1) $0

Net Cash Flow from Operations $25,702 $22,864 $17,728

Investing & Financing

Assets Purchased or Sold ($10,000)

Investments Received

Change in Long-Term Debt

33
 Change in Short-Term Debt

Dividends & Distributions

Net Cash Flow from Investing & Financing ($10,000)

Cash at Beginning of Period $0 $15,702 $38,566

Net Change in Cash $15,702 $22,864 $17,728

Cash at End of Period $15,702 $38,566 $56,294

34