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 Table of Contents

1.0 Executive Summary....................................................................................................................................1

Chart: Highlights.......................................................................................................................................1
1.1 Mission....................................................................................................................................................1
1.2 Keys to Success.......................................................................................................................................2
2.0 Company Summary.....................................................................................................................................2
2.1 Start-up Summary...................................................................................................................................2
Table: Start-up...........................................................................................................................................2
Table: Start-up Funding............................................................................................................................3

2.2 Company Ownership..........................................................................................................................3

3.0 Products.......................................................................................................................................................4
4.0 Market Analysis Summary.........................................................................................................................4
4.1 Market Segmentation..............................................................................................................................4
Table: Market Analysis.............................................................................................................................5
Chart: Market Analysis (Pie)....................................................................................................................5
5.0 Strategy and Implementation Summary.....................................................................................................6
5.1 Competitive Edge....................................................................................................................................6
5.2 Marketing Strategy..................................................................................................................................6
5.2.1 Pricing Strategy................................................................................................................................6
5.3 Sales Strategy..........................................................................................................................................7
5.3.1 Sales Forecast...................................................................................................................................7
Table: Sales Forecast............................................................................................................................7
Chart: Sales Monthly............................................................................................................................8
Chart: Sales by Year.............................................................................................................................8
6.0 Management Summary...............................................................................................................................9
6.1 Personnel Plan.........................................................................................................................................9
Table: Personnel........................................................................................................................................9

...........................................................................................................................................................................9
7.0 Financial Plan............................................................................................................................................10
7.1 Break-even Analysis.............................................................................................................................10
Table: Break-even Analysis....................................................................................................................10
Chart: Break-even Analysis....................................................................................................................10
7.2 Projected Profit and Loss......................................................................................................................11
Chart: Profit Monthly..............................................................................................................................11
Chart: Profit Yearly.................................................................................................................................12
Chart: Gross Margin Monthly................................................................................................................12
Chart: Gross Margin Yearly...................................................................................................................13
Table: Profit and Loss.............................................................................................................................14

.....................................................................................................................................................................14
7.3 Projected Cash Flow.............................................................................................................................15
Table: Cash Flow....................................................................................................................................15
Chart: Cash..............................................................................................................................................16
7.4 Projected Balance Sheet........................................................................................................................17
Table: Balance Sheet...............................................................................................................................17
Page 1
 Table of Contents

.....................................................................................................................................................................17
7.5 Business Ratios.....................................................................................................................................18
Table: Ratios...........................................................................................................................................18
Table: Sales Forecast.........................................................................................................................................1

...........................................................................................................................................................................1
Table: Personnel................................................................................................................................................2

...........................................................................................................................................................................2
Table: General Assumptions.............................................................................................................................3

...........................................................................................................................................................................3
Table: Profit and Loss.......................................................................................................................................4

...........................................................................................................................................................................4
Table: Cash Flow..............................................................................................................................................5

Table: Balance Sheet.........................................................................................................................................6

Page 2
 Liquid Culture

1.0 Executive Summary

The Year 1 season will be a great one for women looking for distinctive outdoor clothing online.
Liquid Culture will eliminate the middle man and offer creative outdoor clothing that is both
functional and beautiful. The savings are passed on to our customers who will be paying a
fraction of what they normally do for current retreated fashion in stores.

Liquid Culture's Year 1 line consists of the best fabric, designs and styling on the market. Larry
Wilson and Maggie Granger, co-owners of Liquid Culture, have fifteen years of experience
between them in the outdoor garment industry. Maggie has been a senior clothing designer for
Manic Woman Clothing for the past seven years. Larry has been the website administrator for
South Face the past eight years.

Another strength of Liquid Culture is that it will not maintain any clothing inventory. Liquid
Culture has contracted with Magic Clothing Company, located in Los Angeles, California,
to produce and ship all Liquid Culture clothing. Our design team will work closely with the
Magic's Indonesian-based manufacturing facilities. The Magic Clothing Company will maintain
the inventory and will produce sufficient product to meet the planned demand.

Chart: Highlights

Highlights

$4,000,000

$3,600,000

$3,200,000

$2,800,000
Sales
$2,400,000
Gross Margin
$2,000,000
Net Profit
$1,600,000

$1,200,000

$800,000

$400,000

$0
Year 1 Year 2 Year 3

1.1 Mission

Liquid Culture's mission is to present consumers with designs, styling and clothes that
energizes any outdoor activity. Whether it be snowboarding, running along the beach, or
drifting down a river, Liquid Culture has comfortable, durable clothing that will look and feel
wonderful.

Page 1
 Liquid Culture

1.2 Keys to Success

• Accessible website that is entertaining to surf. Like a trip to your favorite store where you
always find something new that you want.
• Establishing a strong advertising campaign in a traditional media vehicle; i.e. magazines.
• Excellent vendor relationship that will facilitate quality manufacturing of Liquid Culture's
clothing and quick shipment of orders.
• Acquiring an excellent design staff.

2.0 Company Summary

Liquid Culture will offer creative women's outdoor clothing, online, that is both functional and
beautiful. Larry Wilson and Maggie Granger, co-owners of Liquid Culture, will create a cost-
effective operation that will eliminate the cost of inventory by having a third-party, Magic
Clothing Company, handle all manufacturing and shipping of clothing to the customer. Liquid
Culture will process the order and collect the payment online. The order will then be sent to
Magic Clothing Company to be filled and shipped. Liquid Culture will focus on clothing design
and marketing of its products.

2.1 Start-up Summary

Liquid Culture's start-up costs consists mostly of design and marketing. Liquid Culture has
$260,000 in investments and $200,000 in a short-term loan.

Table: Start-up

Start-up

Requirements

Start-up Expenses
Legal $1,000
Stationery etc. $500
Brochures $0
Consultants $5,000
Insurance $0
Rent $2,000
Leased Office Equipment $10,000
Computer Equipment/Software $30,000
Website $10,000
Other $0
Total Start-up Expenses $58,500

Start-up Assets
Cash Required $401,500
Start-up Inventory $0
Other Current Assets $0
Long-term Assets $0
Total Assets $401,500

Total Requirements $460,000

Page 2
 Liquid Culture

Table: Start-up Funding

Start-up Funding
Start-up Expenses to Fund $58,500
Start-up Assets to Fund $401,500
Total Funding Required $460,000

Assets
Non-cash Assets from Start-up $0
Cash Requirements from Start-up $401,500
Additional Cash Raised $0
Cash Balance on Starting Date $401,500
Total Assets $401,500

Liabilities and Capital

Liabilities
Current Borrowing $0
Long-term Liabilities $200,000
Accounts Payable (Outstanding Bills) $0
Other Current Liabilities (interest-free) $0
Total Liabilities $200,000

Capital

Planned Investment
Investor 1 $130,000
Investor 2 $130,000
Other $0
Additional Investment Requirement $0
Total Planned Investment $260,000

Loss at Start-up (Start-up Expenses) ($58,500)

Total Capital $201,500

Total Capital and Liabilities $401,500

Total Funding $460,000

2.2 Company Ownership

Liquid Culture is owned by Larry Wilson and Maggie Granger.

Page 3
 Liquid Culture

3.0 Products

Liquid Culture will sell women's outdoor clothing online. We will offer outdoor clothing for
almost every type of active use. We will focus on the seasonal clothing demands of our
customers including the following:

• Fleece outerwear.
• Rain gear, waterproof breathables, as well as coated nylon.
• Synthetic clothing for outdoor activities.
• Hats.
• Shorts.
• Pants.
• Shirts.

4.0 Market Analysis Summary

In the past 15 years, women's outdoor wear has grown into a billion dollar niche in the clothing
industry. The popularity of the Internet has launched a number of online stores for women's
outdoor wear but no company is exclusively selling their products online. There are a number
of reasons for this but the strongest is that the concept is new and untested. Will customers
buy something that they wear that can only be seen online? We believe they will, if the process
is fun and the products are great and cheap.

The key is marketing our target customers in the traditional advertising medium for fashion, i.e.
women fitness magazines.

The ads will focused on the eliminating the middle man in your clothing budget and stepping up
to the distinctive style of Liquid Culture. The company logo will also be an important marketing
tool in bringing customers to our website.

4.1 Market Segmentation

Liquid Culture will be focusing on two distinct groups of women that purchase outdoor clothing:

• Women 17-25 years of age: Youth drives the market so this is the important group to
attract to the website. They have less money than the older group so we must give them
what they want for less. The key is to have inexpensive selections in each clothing group
that have the popular cut. The company's logo attractiveness to this group can not be
stressed strongly enough. The initial small purchases will grow larger over time.

• Women 26-40 years of age: They are the core group that will drive Liquid Culture's
success. This target group is responsible for the growth of outdoor women's wear. They
will be harder to pull into the website. Once there, the key will be promoting the quality,
attractiveness and savings. In addition, we will have to assure that the purchase will fit the
way the customer wants it to. It will be crucial that the return policy is hassle-free and
speedy.

Page 4
 Liquid Culture

Table: Market Analysis

Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth CAGR
Women Ages 16-25 20% 6,000,000 7,200,000 8,640,000 10,368,000 12,441,600 20.00%
Women Ages 26-40 15% 5,000,000 5,750,000 6,612,500 7,604,375 8,745,031 15.00%
Other 0% 0 0 0 0 0 0.00%
Total 17.81% 11,000,000 12,950,000 15,252,500 17,972,375 21,186,631 17.81%

Chart: Market Analysis (Pie)

Market Analysis (Pie)

Women Ages 16-25

Women Ages 26-40

Other

Page 5
 Liquid Culture

5.0 Strategy and Implementation Summary

Liquid Culture will win market share in the women's outdoor clothing niche by aggressively
pursuing visibility with its target customers.

5.1 Competitive Edge

Liquid Culture's competitive edge is its focus on the process than on product. The website is
just the endpoint of an entire marketing program to drive customers' interest in Liquid Culture.
Though we have confidence in the quality and attractiveness of our products, we know that
building the road to the website is our most important job.

Larry Wilson's experience with South Face is pivotal to the success of Liquid Culture's website.
South Face's website averaged five million hits a year and is considered one of the most
accessible and attractive websites in the clothing industry. His experience is invaluable in
assuring customers' satisfaction with the shopping experience online.

Larry will introduce a new clothing measurement feature that is fun to use and will reduce
customers confusion on how the clothing will fit. This will increase customer satisfaction and
reduce returns.

Maggie Granger will be in charge of the clothing design team. As senior clothing designer for
Manic Woman Clothing, she watched the Manic Woman's sales grow by 20% for the past five
years. Her clothing designs have been praised in the industry and have spawned many
imitators. With Liquid Culture, Maggie is ready to change how quality women's outdoor clothing
is sold.

Liquid Culture's agreement with Magic Clothing Company is another strong competitive
advantage. Our design team will work closely with the Magic's Indonesian-based
manufacturing facilities. The Magic Clothing Company will maintain the inventory and will
produce sufficient product to meet the planned demand. This will keep production costs low for
products and put a cap on Liquid Culture's overhead.

5.2 Marketing Strategy

Liquid Culture's marketing strategy is a simple one. In women's fitness magazines like Self,
Shape and Strive, Liquid Culture will introduce customers to their products and website. We will
also advertise in CosmoGirl and Ellegirl magazines.

For the first two months, Liquid Culture will offer 10% off for all purchases under $100 and
15% off all purchases over $100. We will offer the same discount strategy three more times
during the year when new seasonal clothing is introduced.

5.2.1 Pricing Strategy

Liquid Culture's pricing strategy is to pass on most of the store mark-up to the consumer in
reduced price for clothing. This advantage has no negative impact on our sales profit and will
also absorb some of the initial cost of offering discounts during our first three months of
operation.

Page 6
 Liquid Culture

5.3 Sales Strategy

Liquid Culture will launch a $245,000 ad campaign targeted at our core customer groups. The
focus of the ads will be to "keep the money you give to the middleman" and use it to get
outdoors and enjoy life. Liquid Culture's attractive logo will be heavily displayed in these ads.
We estimate it will take most of the year to build our sales to the point where we begin to show
a profit.

Liquid Culture will offer discounts at various times of the year to even out seasonality and build
initial awareness of the website.

5.3.1 Sales Forecast

We expect sales to increase at a steady rate for the first year. It will begin slow as we open, but
will quickly pick up as our customer base increases. Liquid Culture will see a sales increase of
38% between the first and second year. We feel that we can accomplish this steady goal and
maintain this amount of sales.

Table: Sales Forecast

Sales Forecast
Year 1 Year 2 Year 3
Sales
Clothing $2,170,000 $3,000,000 $4,300,000
Other $0 $0 $0
Total Sales $2,170,000 $3,000,000 $4,300,000

Direct Cost of Sales Year 1 Year 2 Year 3

Clothing $1,249,000 $1,800,000 $2,580,000
Other $0 $0 $0
Subtotal Direct Cost of Sales $1,249,000 $1,800,000 $2,580,000

Page 7
 Liquid Culture

Chart: Sales Monthly

Sales Monthly
$400,000

$360,000

$320,000

$280,000

$240,000
Clothing
$200,000
Other
$160,000

$120,000

$80,000

$40,000

$0
Month 1 Month 3 Month 5 Month 7 Month 9 Month 11
Month 2 Month 4 Month 6 Month 8 Month 10 Month 12

Chart: Sales by Year

Sales by Year

$4,000,000

$3,500,000

$3,000,000
Clothing
$2,500,000
Other
$2,000,000

$1,500,000

$1,000,000

$500,000

$0
Year 1 Year 2 Year 3

Page 8
 Liquid Culture

6.0 Management Summary

Larry Wilson will manage the marketing team, as well as the development and administration of
Liquid Culture's website. Maggie Granger will be in charge of the clothing design team. She will
also manage the production of the designs by Magic Clothing Company.

6.1 Personnel Plan

Besides Larry and Maggie, Liquid Culture will have a staff of eight:

• Three member clothing design team.

• Web administrator.
• Two member marketing team.
• Office manager.
• Accountant.

Table: Personnel

Personnel Plan
Year 1 Year 2 Year 3
Marketing/Website Director $84,000 $90,000 $95,000
Design Director $84,000 $90,000 $95,000
Designers $144,000 $156,000 $166,000
Web Administrator $48,000 $52,000 $56,000
Office Manager $36,000 $39,000 $42,000
Marketing Staff $96,000 $104,000 $112,000
Accountant $39,600 $44,000 $48,000
Other $0 $0 $0
Total People 8 8 8

Total Payroll $531,600 $575,000 $614,000

Page 9
 Liquid Culture

7.0 Financial Plan

The following is the financial plan for Liquid Culture.

7.1 Break-even Analysis

Our break-even analysis is based on running costs, the costs we incur to keep the business
running, not on theoretical fixed costs that would be relevant only if we were closing. Fixed
costs include payroll, rent, utilities, and marketing costs.

Table: Break-even Analysis

Break-even Analysis

Monthly Revenue Break-even $177,248

Assumptions:
Average Percent Variable Cost 58%
Estimated Monthly Fixed Cost $75,228

Chart: Break-even Analysis

Break-even Analysis

$60,000

$40,000

$20,000

$0

($20,000)

($40,000)

($60,000)

$0 $60,000 $120,000 $180,000 $240,000 $300,000

$30,000 $90,000 $150,000 $210,000 $270,000 $330,000

Page 10
 Liquid Culture

7.2 Projected Profit and Loss

The following table and chart are the projected profit and loss for three years.

Chart: Profit Monthly

Profit Monthly

$60,000

$40,000

$20,000

$0

($20,000)

($40,000)

Month 1 Month 3 Month 5 Month 7 Month 9 Month 11

Month 2 Month 4 Month 6 Month 8 Month 10 Month 12

Page 11
 Liquid Culture

Chart: Profit Yearly

Profit Yearly

$400,000

$360,000

$320,000
$280,000

$240,000

$200,000

$160,000

$120,000
$80,000
$40,000

$0
Year 1 Year 2 Year 3

Chart: Gross Margin Monthly

Gross Margin Monthly

$160,000

$140,000

$120,000

$100,000

$80,000

$60,000

$40,000

$20,000

$0
Month 1 Month 3 Month 5 Month 7 Month 9 Month 11
Month 2 Month 4 Month 6 Month 8 Month 10 Month 12

Page 12
 Liquid Culture

Chart: Gross Margin Yearly

Gross Margin Yearly

$1,800,000

$1,600,000

$1,400,000

$1,200,000

$1,000,000

$800,000

$600,000

$400,000

$200,000

$0
Year 1 Year 2 Year 3

Page 13
 Liquid Culture

Table: Profit and Loss

Pro Forma Profit and Loss

Year 1 Year 2 Year 3
Sales $2,170,000 $3,000,000 $4,300,000
Direct Cost of Sales $1,249,000 $1,800,000 $2,580,000
Other Production Expenses $0 $0 $0
Total Cost of Sales $1,249,000 $1,800,000 $2,580,000

Gross Margin $921,000 $1,200,000 $1,720,000

Gross Margin % 42.44% 40.00% 40.00%

Expenses
Payroll $531,600 $575,000 $614,000
Sales and Marketing and Other Expenses $265,000 $340,000 $440,000
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Utilities $2,400 $2,400 $2,400
Insurance $0 $0 $0
Rent $24,000 $24,000 $24,000
Payroll Taxes $79,740 $86,250 $92,100
Other $0 $0 $0

Total Operating Expenses $902,740 $1,027,650 $1,172,500

Profit Before Interest and Taxes $18,260 $172,350 $547,500

EBITDA $18,260 $172,350 $547,500
Interest Expense $17,574 $13,281 $8,801
Taxes Incurred $206 $47,721 $161,610

Net Profit $481 $111,349 $377,089

Net Profit/Sales 0.02% 3.71% 8.77%

Page 14
 Liquid Culture

7.3 Projected Cash Flow

The following table and chart are the projected cash flow for three years.

Table: Cash Flow

Pro Forma Cash Flow

Year 1 Year 2 Year 3
Cash Received

Cash from Operations

Cash Sales $2,170,000 $3,000,000 $4,300,000
Subtotal Cash from Operations $2,170,000 $3,000,000 $4,300,000

Additional Cash Received

Sales Tax, VAT, HST/GST Received $0 $0 $0
New Current Borrowing $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0
New Long-term Liabilities $0 $0 $0
Sales of Other Current Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $2,170,000 $3,000,000 $4,300,000

Expenditures Year 1 Year 2 Year 3

Expenditures from Operations

Cash Spending $531,600 $575,000 $614,000
Bill Payments $1,590,840 $2,410,513 $3,317,830
Subtotal Spent on Operations $2,122,440 $2,985,513 $3,931,830

Additional Cash Spent

Sales Tax, VAT, HST/GST Paid Out $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0
Long-term Liabilities Principal Repayment $44,796 $44,796 $44,796
Purchase Other Current Assets $0 $0 $0
Purchase Long-term Assets $0 $0 $0
Dividends $0 $0 $0
Subtotal Cash Spent $2,167,236 $3,030,309 $3,976,626

Net Cash Flow $2,764 ($30,309) $323,374

Cash Balance $404,264 $373,956 $697,330

Page 15
 Liquid Culture

Chart: Cash

Cash
$400,000

$350,000

$300,000

$250,000

$200,000 Net Cash Flow

$150,000 Cash Balance

$100,000

$50,000

$0

($50,000)
Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

Page 16
 Liquid Culture

7.4 Projected Balance Sheet

The following is the projected balance sheet for three years.

Table: Balance Sheet

Pro Forma Balance Sheet

Year 1 Year 2 Year 3
Assets

Current Assets
Cash $404,264 $373,956 $697,330
Inventory $264,000 $237,790 $338,983
Other Current Assets $0 $0 $0
Total Current Assets $668,264 $611,746 $1,036,313

Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Total Long-term Assets $0 $0 $0
Total Assets $668,264 $611,746 $1,036,313

Liabilities and Capital Year 1 Year 2 Year 3

Current Liabilities
Accounts Payable $311,080 $188,009 $280,283
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $311,080 $188,009 $280,283

Long-term Liabilities $155,204 $110,408 $65,612

Total Liabilities $466,284 $298,417 $345,895

Paid-in Capital $260,000 $260,000 $260,000

Retained Earnings ($58,500) ($58,019) $53,329
Earnings $481 $111,349 $377,089
Total Capital $201,981 $313,329 $690,418
Total Liabilities and Capital $668,264 $611,746 $1,036,313

Net Worth $201,981 $313,329 $690,418

Page 17
 Liquid Culture

7.5 Business Ratios

The following table shows the projected businesses ratios. We expect to maintain healthy ratios
for profitability, risk, and return. These ratios have been determined by the 5137 industry,
Women's and Children's Clothing, as found in the Standard Industry Code (SIC) Index.

Table: Ratios

Ratio Analysis
Year 1 Year 2 Year 3 Industry Profile
Sales Growth n.a. 38.25% 43.33% 10.40%

Percent of Total Assets

Inventory 39.51% 38.87% 32.71% 34.10%
Other Current Assets 0.00% 0.00% 0.00% 25.70%
Total Current Assets 100.00% 100.00% 100.00% 89.40%
Long-term Assets 0.00% 0.00% 0.00% 10.60%
Total Assets 100.00% 100.00% 100.00% 100.00%

Current Liabilities 46.55% 30.73% 27.05% 40.70%

Long-term Liabilities 23.22% 18.05% 6.33% 9.00%
Total Liabilities 69.78% 48.78% 33.38% 49.70%
Net Worth 30.22% 51.22% 66.62% 50.30%

Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 42.44% 40.00% 40.00% 24.80%
Selling, General & Administrative Expenses 42.42% 36.29% 31.23% 14.80%
Advertising Expenses 11.29% 10.00% 9.30% 0.90%
Profit Before Interest and Taxes 0.84% 5.75% 12.73% 2.00%

Main Ratios
Current 2.15 3.25 3.70 2.36
Quick 1.30 1.99 2.49 1.09
Total Debt to Total Assets 69.78% 48.78% 33.38% 49.70%
Pre-tax Return on Net Worth 0.34% 50.77% 78.03% 4.90%
Pre-tax Return on Assets 0.10% 26.00% 51.98% 9.70%

Additional Ratios Year 1 Year 2 Year 3

Net Profit Margin 0.02% 3.71% 8.77% n.a
Return on Equity 0.24% 35.54% 54.62% n.a

Activity Ratios
Inventory Turnover 10.91 7.17 8.95 n.a
Accounts Payable Turnover 6.11 12.17 12.17 n.a
Payment Days 27 40 25 n.a
Total Asset Turnover 3.25 4.90 4.15 n.a

Debt Ratios
Debt to Net Worth 2.31 0.95 0.50 n.a
Current Liab. to Liab. 0.67 0.63 0.81 n.a

Liquidity Ratios
Net Working Capital $357,185 $423,737 $756,030 n.a
Interest Coverage 1.04 12.98 62.21 n.a

Additional Ratios
Assets to Sales 0.31 0.20 0.24 n.a
Current Debt/Total Assets 47% 31% 27% n.a
Acid Test 1.30 1.99 2.49 n.a
Sales/Net Worth 10.74 9.57 6.23 n.a

Page 18
 Liquid Culture

Dividend Payout 0.00 0.00 0.00 n.a

Page 19
 Appendix

Table: Sales Forecast

Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales
Clothing 0% $40,000 $40,000 $60,000 $80,000 $110,000 $140,000 $180,000 $220,000 $250,000 $300,000 $350,000 $400,000
Other 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Sales $40,000 $40,000 $60,000 $80,000 $110,000 $140,000 $180,000 $220,000 $250,000 $300,000 $350,000 $400,000

Direct Cost of Sales Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Clothing $20,000 $20,000 $31,000 $42,000 $58,000 $78,000 $100,000 $120,000 $150,000 $180,000 $210,000 $240,000
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Direct Cost of Sales $20,000 $20,000 $31,000 $42,000 $58,000 $78,000 $100,000 $120,000 $150,000 $180,000 $210,000 $240,000

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 Appendix

Table: Personnel

Personnel Plan
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Marketing/Website Director 0% $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000
Design Director 0% $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000
Designers 0% $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000 $12,000
Web Administrator 0% $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000
Office Manager 0% $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
Marketing Staff 0% $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000 $8,000
Accountant 0% $3,300 $3,300 $3,300 $3,300 $3,300 $3,300 $3,300 $3,300 $3,300 $3,300 $3,300 $3,300
Other 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total People 8 8 8 8 8 8 8 8 8 8 8 8

Total Payroll $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300

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 Appendix

Table: General Assumptions

General Assumptions
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Plan Month 1 2 3 4 5 6 7 8 9 10 11 12
Current Interest Rate 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Long-term Interest 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Rate
Tax Rate 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%
Other 0 0 0 0 0 0 0 0 0 0 0 0

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 Appendix

Table: Profit and Loss

Pro Forma Profit and

Loss
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales $40,000 $40,000 $60,000 $80,000 $110,000 $140,000 $180,000 $220,000 $250,000 $300,000 $350,000 $400,000
Direct Cost of Sales $20,000 $20,000 $31,000 $42,000 $58,000 $78,000 $100,000 $120,000 $150,000 $180,000 $210,000 $240,000
Other Production $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Expenses
Total Cost of Sales $20,000 $20,000 $31,000 $42,000 $58,000 $78,000 $100,000 $120,000 $150,000 $180,000 $210,000 $240,000

Gross Margin $20,000 $20,000 $29,000 $38,000 $52,000 $62,000 $80,000 $100,000 $100,000 $120,000 $140,000 $160,000
Gross Margin % 50.00% 50.00% 48.33% 47.50% 47.27% 44.29% 44.44% 45.45% 40.00% 40.00% 40.00% 40.00%

Expenses
Payroll $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300
Sales and Marketing and $30,000 $20,000 $10,000 $40,000 $15,000 $45,000 $15,000 $15,000 $25,000 $10,000 $30,000 $10,000
Other Expenses
Depreciation $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Leased Equipment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Utilities $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
Insurance $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Rent $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Payroll Taxes 15% $6,645 $6,645 $6,645 $6,645 $6,645 $6,645 $6,645 $6,645 $6,645 $6,645 $6,645 $6,645
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Total Operating $83,145 $73,145 $63,145 $93,145 $68,145 $98,145 $68,145 $68,145 $78,145 $63,145 $83,145 $63,145
Expenses

Profit Before Interest and ($63,145) ($53,145) ($34,145) ($55,145) ($16,145) ($36,145) $11,855 $31,855 $21,855 $56,855 $56,855 $96,855
Taxes
EBITDA ($63,145) ($53,145) ($34,145) ($55,145) ($16,145) ($36,145) $11,855 $31,855 $21,855 $56,855 $56,855 $96,855
Interest Expense $1,636 $1,604 $1,573 $1,542 $1,511 $1,480 $1,449 $1,418 $1,387 $1,356 $1,324 $1,293
Taxes Incurred ($19,434) ($16,425) ($10,716) ($17,006) ($5,297) ($11,288) $3,122 $9,131 $6,140 $16,650 $16,659 $28,668

Net Profit ($45,346) ($38,325) ($25,003) ($39,681) ($12,359) ($26,338) $7,284 $21,306 $14,328 $38,850 $38,871 $66,893
Net Profit/Sales -113.37% -95.81% -41.67% -49.60% -11.24% -18.81% 4.05% 9.68% 5.73% 12.95% 11.11% 16.72%

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 Appendix

Table: Cash Flow

Pro Forma 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
Cash Received

Cash from Operations

Cash Sales $40,000 $40,000 $60,000 $80,000 $110,000 $140,000 $180,000 $220,000 $250,000 $300,000 $350,000 $400,000
Subtotal Cash from Operations $40,000 $40,000 $60,000 $80,000 $110,000 $140,000 $180,000 $220,000 $250,000 $300,000 $350,000 $400,000

Additional Cash Received

Sales Tax, VAT, HST/GST Received 0.00% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Other Liabilities (interest- $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
free)
New Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Sales of Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Sales of Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Investment Received $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Received $40,000 $40,000 $60,000 $80,000 $110,000 $140,000 $180,000 $220,000 $250,000 $300,000 $350,000 $400,000

Expenditures Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Expenditures from Operations

Cash Spending $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300 $44,300
Bill Payments $2,102 $62,079 $34,651 $53,959 $87,754 $97,272 $144,323 $153,408 $177,993 $225,221 $251,516 $300,561
Subtotal Spent on Operations $46,402 $106,379 $78,951 $98,259 $132,054 $141,572 $188,623 $197,708 $222,293 $269,521 $295,816 $344,861

Additional Cash Spent

Sales Tax, VAT, HST/GST Paid Out $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Principal Repayment of Current $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Borrowing
Other Liabilities Principal $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Repayment
Long-term Liabilities Principal $3,733 $3,733 $3,733 $3,733 $3,733 $3,733 $3,733 $3,733 $3,733 $3,733 $3,733 $3,733
Repayment
Purchase Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Purchase Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Spent $50,135 $110,112 $82,684 $101,992 $135,787 $145,305 $192,356 $201,441 $226,026 $273,254 $299,549 $348,594

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 Appendix
Net Cash Flow ($10,135) ($70,112) ($22,684) ($21,992) ($25,787) ($5,305) ($12,356) $18,559 $23,974 $26,746 $50,451 $51,406
Cash Balance $391,365 $321,253 $298,570 $276,578 $250,791 $245,487 $233,130 $251,689 $275,663 $302,408 $352,859 $404,264

Table: Balance Sheet

Pro Forma Balance Sheet

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Assets Starting
Balances

Current Assets
Cash $401,500 $391,365 $321,253 $298,570 $276,578 $250,791 $245,487 $233,130 $251,689 $275,663 $302,408 $352,859 $404,264
Inventory $0 $22,000 $22,000 $34,100 $46,200 $63,800 $85,800 $110,000 $132,000 $165,000 $198,000 $231,000 $264,000
Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Current Assets $401,500 $413,365 $343,253 $332,670 $322,778 $314,591 $331,287 $343,130 $383,689 $440,663 $500,408 $583,859 $668,264

Long-term Assets
Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Accumulated Depreciation $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Assets $401,500 $413,365 $343,253 $332,670 $322,778 $314,591 $331,287 $343,130 $383,689 $440,663 $500,408 $583,859 $668,264

Liabilities and Capital Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Current Liabilities
Accounts Payable $0 $60,945 $32,890 $51,043 $84,565 $92,471 $139,236 $147,529 $170,514 $216,893 $241,522 $289,834 $311,080
Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other Current Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Current Liabilities $0 $60,945 $32,890 $51,043 $84,565 $92,471 $139,236 $147,529 $170,514 $216,893 $241,522 $289,834 $311,080

Long-term Liabilities $200,000 $196,267 $192,534 $188,801 $185,068 $181,335 $177,602 $173,869 $170,136 $166,403 $162,670 $158,937 $155,204
Total Liabilities $200,000 $257,212 $225,424 $239,844 $269,633 $273,806 $316,838 $321,398 $340,650 $383,296 $404,192 $448,771 $466,284

Paid-in Capital $260,000 $260,000 $260,000 $260,000 $260,000 $260,000 $260,000 $260,000 $260,000 $260,000 $260,000 $260,000 $260,000
Retained Earnings ($58,500) ($58,500) ($58,500) ($58,500) ($58,500) ($58,500) ($58,500) ($58,500) ($58,500) ($58,500) ($58,500) ($58,500) ($58,500)
Earnings $0 ($45,346) ($83,671) ($108,67 ($148,35 ($160,71 ($187,05 ($179,76 ($158,46 ($144,13 ($105,28 ($66,413) $481
4) 5) 4) 2) 7) 1) 4) 4)
Total Capital $201,500 $156,154 $117,829 $92,826 $53,145 $40,786 $14,448 $21,733 $43,039 $57,366 $96,216 $135,087 $201,981
Total Liabilities and Capital $401,500 $413,365 $343,253 $332,670 $322,778 $314,591 $331,287 $343,130 $383,689 $440,663 $500,408 $583,859 $668,264

Net Worth $201,500 $156,154 $117,829 $92,826 $53,145 $40,786 $14,448 $21,733 $43,039 $57,366 $96,216 $135,087 $201,981

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