A Sample Feasibility Study1
PET ÉLAN
I. DESCRIPTION OF YOUR BUSINESS
In recent years, there has been an increase in the number of households that have pets, especially dogs and cats. Further, there is emerging a steadily growing group of pet owners that is willing to purchase upscale, unique products for these important members of their family. Pet Élan is an upscale boutique for these discriminating pet owners. Pet Élan will offer highquality pet products to discerning individuals who wish their pets to enjoy a healthy, fun, and elegant lifestyle while being pampered. By carefully selecting luxurious accessories made with superior materials, Pet Élan will provide an elite product line that celebrates the uniqueness of each animal’s personality.

Accessories Pet Élan will make walking or traveling with a dog or cat an extension of the owner’s unique style with leashes, collars, and travel bags that make a statement. We will also offer pet home accessories including food and water bowls, pet furniture and pillows, and pet clothing made from fine fabrics such as silk, suede, and faux fur. Unlike other pet stores, Pet Élan will target clientele who demand top quality in pet couture. To fulfill this demand, Pet Élan will order pet clothing and accessories from the trendiest brands such as Woof: The Small Dog Company,12 Dogz Togz,13 and Ruff Ruff and Meow.14 Unique Features: Limitations One of the largest threats to the luxury pet accessory industry is the presence of online stores. Pet Élan will compete with these online retailers, as well as other local pet stores. Consumers have the opportunity to comparison shop on the Internet, so Pet Élan will need to carefully determine the pricing strategy for each line of accessories to remain competitive. However, it is likely that pet owners will want to sample and view unique products we carry and will be willing to come to our store for its one-of-a-kind shopping experience— and bring their pets with them. The rise of larger chain pet stores, like PETCO and PETsMART, has made it much easier for pet owners to satisfy all their pet needs in one place. These stores are now offering pet apparel, pet furniture, and natural pet food. Pet Élan will offer a higher quality, but more expensive, product mix that may overlap with these stores in some areas. To counter this, Pet Élan will showcase the products we carry that cannot be obtained at the larger retailers. Competitive Advantage Pet Élan’s competitive advantage is quality and the ability to provide customers with the feeling that pampering their pets is an integral part of a healthy, fun, and contemporary lifestyle. Pet Élan must establish this reputation through high quality products and selective advertising and through exceptional customer service.

II. THE PRODUCT/SERVICE Unique Features: Benefits Pet Élan will offer products that promote a healthy, fun, and elegant lifestyle for dogs and cats. Our products are grouped into three primary categories: dietary products, playtime products, and accessories. Dietary Products Pet Élan will offer all-natural pet food and treats, full of essential vitamins and nutrients to promote a healthy diet. We will carry two to three top-selling brands of organic pet food from the industry leaders such as Newman’s Own Organics,2 Natura Pet Products,3 and Organix.4 We will also feature snacks and treats from Old Mother Hubbard,5 Three Dog Bakery,6 Flint River Ranch,7 and Howling Hound Bakery.8 Playtime Products Playing with one’s pet is also a key ingredient for a pet’s healthy lifestyle. Pet Élan will offer products that enable owners and their pets to play in style. For dogs, we will offer toys for chewing, retrieving, tugging, and chasing. For cats, we will offer toys stuffed with premium grade catnip and other toys to chase and fetch. We will offer exclusive toy brands such as Happy Dog Toys,9 KONG Toys,10 and Fat Cat, Inc.11

Stage of Development Pet Élan is currently in the idea stage. This feasibility study is the first step in exploring the market potential for a luxury pet store. The current time frame for introducing Pet Élan is one year. Pet Élan has set the following milestones to accomplish prior to launch:
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Complete feasibility study: month 1. Begin and complete business plan: months 2–4. Pursue start-up capital: months 5–6. Receive start-up capital: month 7. Identify store location and secure appropriate permits: months 7–8. Plan and order inventory: month 9. Receive inventory and set up store: months 10–11. Store launch: month 12.

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employers to provide insurance for accidental deaths, injuries, and occupational diseases of employees arising in the course of employment. Temporary workers who normally do not receive company benefits are still provided workers’ compensation. The Illinois Workers’ Compensation Act requires all employers to post a notice in the workplace that explains workers’ rights and lists the name and address of the workers’ compensation carrier. Unemployment insurance: Since Pet Élan will most likely employ one or more workers in each of 20 or more calendar weeks, the business will be required to make unemployment insurance contributions to the Illinois Department of Employment Security.16

Legal Restrictions and Rights Pet Élan will operate as a Sub-Chapter S Corporation to ensure limited personal liability and for tax advantages. Pet Élan will have one owner, who will have day-to-day responsibility for running the business. The corporation will receive all income generated by the business and pay the owner a salary and/or reinvest in the store. A board of directors will be appointed by the owner. Insurance Requirements Although business insurance may not be required, Pet Élan will purchase insurance to protect the corporation’s assets and to benefit employees:
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Trends Related to the Product or Service Several studies show that pet ownership is at an all-time high and that people are taking better care of their pets and spending more money on them than previously. Surveys conducted every two years by the American Pet Products Manufacturers Association, Inc. (APPMA) show that 63.4 million households have a pet, compared to 52.6 million households a decade ago.17 Pet Élan will cater to the increasing number of customers that consider their pets a full-fledged member of the family. Trends in Customer Demographics The demographics of the typical customers of the pet industry have been shifting over recent years from married with children, to younger, cohabitating couples who are waiting longer for marriage, as well as married baby boomers looking to fill their empty nests, and single households composed of divorcees and seniors looking for companionship. In fact, only one-third of all pet owners today are married with children.18 Trends in Pet Products The pet products industry is booming. The upscale pet services industry was named as a hot market by Entrepreneur magazine in its annual prediction of the hottest business ideas for both 2004 and 2005.19 The APPMA also cites luxury, natural, and hygiene products as the top three amongst its top ten trends in pet gifts.20 In fact, the APPMA further notes that high-tech and high-end products such as luxury doghouses are showing the most growth.21

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Property insurance will cover the business in the event of damage or loss to the business property. The insurance will need to cover the store location’s fixtures, cash registers/computers and any other equipment, any store furniture such as display tables and shelving, as well as inventory and supplies. Liability insurance will protect the business against the unfortunate situation of a customer or employee being injured on the property and suing.15

As an employer, Pet Élan will also need to secure additional insurance for:
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Workers’ compensation insurance: The Workers’ Compensation and Workers’ Occupational Diseases Acts require

Similar to the human food industry, pet food trends are moving toward more organic and natural products. The Organic Trade Association reported that organic pet food sales are up by 63 percent from last year and are growing at almost three times the rate of human organic food sales.22

according to pet industry analyst Julia Dvorko, “Owners tend to pamper their pets even when they have to cut back on [household] spending. After all, even during economic downturns, people give gifts to family members and buy special treats for their children.”31

III. THE INDUSTRY AND MARKET Current Industry Americans spent a total of $34.4 billion on pet food, care, and supplies in 2004, and the industry is estimated to increase to $35.9 billion in 2005. Sixty-five percent of this estimated total was spent on food and supplies alone (supplies also included medicine).23 This growing industry is made up of a diverse customer base. Although families have been the traditional focal point of pet-related businesses, only one-third of all pet owners today are married with children.24 Pet Élan plans to not only target this traditional market, but also to reach out to newer niche markets such as seniors, young unmarried, and middle-aged couples who are married but have no children. Thirty-nine percent of Americans between the ages of 55 and 64 own a pet.25 One of the largest percentages of pet owners is 18- to 34-year-old married Americans without children (52 percent). Of this group, 36 percent own a dog and 26 percent own a cat. In addition, this group is 33 percent more likely than the average American to own more than one pet.26 Finally, 52 percent of married 35- and 54-year-olds without children have a pet and 31 percent have two or more. Market Potential for This Industry One out of three U.S. households owns a dog or cat,27 and over 80 percent of pet owners purchased at least one accessory for their pet during the past year.28 In 2003, MarketResearch.com predicted that the pet supplies industry would be an $8 billion market by 2007.29 Business Communications Co. projects that the pet services industry as a whole (including pet food, pet services, and pet supplies) will grow to $36.3 billion by 2008.30 Despite this promising growth and if the economy continues to contract, customers may have less disposable income. The percentage they intended to spend on their cat or dog may be diverted for necessity purchases. However,

The Competition Pet Élan plans to open in the 60657 zip code area of Chicago, Illinois, locally known as Lakeview. There are 22 pet-related businesses in this zip code: nine are veterinarians, three are pet sitting/ walking services, three are pet grooming services, three large chain pet stores (one PETsMart, two PETCO), two combination pet grooming/ accessories stores, a combination boarding/training store, a pet adoption/accessories store, and one boutique called “Sam & Willy’s: A Bow Meow Boutique.” While not competing directly in the 60657 area code market, national companies including Paul Mitchell, Omaha Steaks, Origins, Harley Davidson, and Old Navy are now offering lines of pet products ranging from dog shampoo, pet attire, and name-brand toys to gourmet treats and food.32 Although these companies have recognizable brand identities, they do not specialize in the pet retail market. They do not carry a full line of pet products as Pet Élan will, and they cater more to impulse buyers rather than discerning pet owners. The following table compares the strengths and weaknesses of a subset of the competitor pet stores in the 60657 area code, as well as online retailers, and highlights the differentiating features of Pet Élan. Customers According to the APPMA, 62 percent of households in the United States own a pet, and 46 percent of households own more than one pet. Also, as mentioned earlier, dogs or cats are found in at least one out of three households (in the United States).33 Data collected on dog owners show that they are likely to be married high school graduates who own their homes. As income increases, the percentage of households with a dog increases as well.34 In fact, 75 percent of the households with dogs have a combined income of greater than $35,000. This is consistent with the specific market profile of the clientele Pet Élan plans to target in the 60657 zip code.

Competitive Analysis of Pet Stores

Competitor Pet Stores in Zip Code Strengths • Limited selection • Pet grooming is core competency, not selling accessories • Does not sell pet food because of high shipping costs • Limited number of brands in pet clothing and accessories • Inexperienced sales associates Weaknesses

Differentiating Features of Pet Élan • Core competency and primary focus of store are on selecting and selling luxury pet products and accessories

Area pet grooming/ accessories stores

• Customers whose pets are being groomed can browse while they wait for their pets

PETCO35

• Well-established brand identity

• All-in-one brick-and-mortar stores

• Wide selection of basic pet necessities

• Caters to discerning pet and owner tastes by providing high-end pet products and accessories • Store owner builds personal relationships with customers based on knowledgeable service that focuses on their individual preferences and pet’s personality

• Online shopping

PETsMart36

• Well-established brand identity

• All-in-one brick-and-mortar stores

• Sells pet food online, but consumer faces high shipping costs

• Wide selection of basic pet necessities

• Caters to discerning pet and owner tastes by providing high-end pet products and accessories • Store owner builds personal relationships with customers based on knowledgeable service that focuses on their individual preferences and pet’s personality • Pet Élan will offer a wider variety of pet treats (all organic)

• Online shopping

• More pet clothing and accessories brands than PETCO, but not highend brands • Inexperienced sales associates • Limited selection—only offers one variety of pet treats • Products are not currently available on Web site • Very specific target audiences • Static Web site • Sponsor local animal shelters but doesn’t have social entrepreneurial mission

Omaha Steaks37

• Customers may add on pet treats as an impulse when shopping for themselves or for gifts

Old Navy/Harley Davidson38

• Recognizable brand

• Can target impulse buyers who are making other purchases

• Pet Élan will target customers that look for the latest pet couture by focusing on brands made exclusively for pets • Web site will provide tips and trends for hip pet owners • Five percent of pretax profits will go to a local no-kill animal shelter

Sam & Willy’s: A Bow Meow Boutique39

• Provides accessories and gifts to pets and their owners in a boutique setting

• Provides variety of organic pet food brands

Household Income for Lakeview Residents

9% 7% Less than 15K 15K–25K 25K–35K 35K–50K 50K+

8%

60%

16%

Seventy-six percent of Lakeview households have a combined income of $35,000 or more (see chart).40 Additionally, 30 percent of Lakeview residents own their homes, and 94 percent of residents over age 25 are high school graduates. The average family size is 2.56 with 7,523 residents below the age of 16 and 7,706 senior residents (65 ). The median household income is $63,695.41 Of the approximately 49,534 employed residents 16 years and older in the 60657 zip code area (as of the 2000 census), 64 percent are in “management, professional, and related occupations.”42

seek assistance from a local college or Small Business Development Center for the Web site and market research assistance. When the Pet Élan storefront opens, we plan to advertise by hosting a series of pet fashion shows, combined with an adoption event with local pet shelters. The events will raise awareness among clientele and would help a good cause. Until Pet Élan breaks even, the store will rely on the advertising and public relations from partnering with other service providers to draw customers into the store.

IV. FINANCIAL PROJECTIONS Pricing Pet Élan will price the merchandise it intends to sell using cost-plus pricing. The base cost will be the wholesale cost of the pet product, and the markup component will be the profit Pet Élan will make on each product. For purposes of this feasibility study, Pet Élan will assume a 54 percent margin on goods sold. Because Pet Élan will be selling luxury products and because the target clientele is customers with a large percentage of disposable income, we will work to maximize the profit from each item sold. The store will also follow a price skimming strategy, meaning it will set relatively high prices on the newest luxury products when they are first released, and then lower the price over time. By maintaining a wide selection of the newest fashions and accessories for cats and dogs, Pet Élan will be able to charge a higher price for newly released items, reducing prices as the trend becomes more mainstream.

Market Penetration Pet Élan will serve customers in a boutique setting where pets are welcome to browse along with their owners. The store will operate with a social entrepreneurial mission and will donate 5 percent of pretax profits to a local no-kill animal shelter. Consistent with this socially responsible mission, Pet Élan will work with other area pet-related businesses to form a network of highly qualified veterinarians, as well as well-established boarding, grooming, in-home sitting, and training service providers. By connecting Pet Élan customers with reliable service providers, Pet Élan will also benefit from the reciprocal referrals from these service providers. Pet Élan will also maintain a Web site, but initially only to provide the location and hours of operation. As the business grows, the Web site could include tips and trends information for current and future consumers to keep up with the latest in pet fashion accessories. Pet Élan will

The social entrepreneurial mission is to donate 5 percent of pretax profits to a local no-kill animal shelter, and this amount will be donated quarterly based on pretax profits from that quarter. Pet Élan made the following assumptions in putting together the sales revenue forecast for the first three years of operations:
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on hand to support increased demand. The future cost of inventory is forecast to be $186,880 for year two and $211,730 for year three.

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Pet Élan will sign a three-year rental agreement for a 2,000 square-foot storefront location. The rental property will be priced at $35 per square foot, with an additional real estate tax of $9.50 per square foot per annum. Pet Élan will be open for business six days a week (Monday through Saturday) from ten o’clock in the morning until seven o’clock in the evening. The store will be closed on Sunday. It is estimated that the average Pet Élan customer will spend $18 per visit and will visit the store, on average, two times per month. Pet Élan will contribute 5 percent of pretax profits to a local no-kill animal shelter on a quarterly basis. This contribution has been accounted for in the pretax net profit (loss) forecast.

Gross Margin The gross margin (sales minus cost of goods sold) for Pet Élan during the first three years of operation is estimated to be $159,620, $217,568, and $246,574 respectively. Operating Expenses There are several operational costs associated with running a pet store like Pet Élan, and these are also accounted for in the budget forecast for the first three years of operation. These operational expenses include items such as rent, utilities, advertising costs, and professional services assistance. These operational costs are summarized in total operating expenses and are forecast to be $147,907 for year one, $190,881 for year two, and $201,744 for year three. The owner will be the primary employee of Pet Élan for the first three months of operation. Beginning in the fourth month of operation, Pet Élan will hire one full-time sales associate. As the business grows, Pet Élan anticipates hiring a second full-time sales associate during the second year of operation. The full-time sales associates will assist the owner with customer service and other retail functions. Pet Élan will pay the sales associate approximately $12.25 per hour (or $25,500 per year) for the work.43 Profitability The expected net profit of Pet Élan for the first year of operation is $10,660. This profit is expected to grow significantly in the future two years as some of the initial start-up costs are defrayed and the customer base becomes larger. In year two the net profit is forecast to be $25,345, and in year three it is estimated to be $42,589. V. FUTURE ACTION PLAN Start-up Capital To start the business, Pet Élan will need to have enough start-up capital to cover leasing costs to secure the storefront location. The start-up capital will also need to cover insurance and operating expenses including appropriate licensing, store utilities, and professional services such as legal and accounting assistance. Initial inventory,

Based on these assumptions and a break-even analysis, Pet Élan’s break-even sales will be $263,699, or $21,975 per month. This was calculated by determining the total fixed costs in the first year and by dividing it by a gross margin expressed as a percentage of sales.

Sales Revenue Forecast Pet Élan forecasts gross revenues during year one of operations to be $296,740. The gross revenues for year two and year three are predicted to increase to $404,448 and $458,304, respectively. Cost Forecast Pet Élan will maintain an inventory of products in each of the three primary areas of focus mentioned earlier: dietary products, playtime products, and accessories. As products are purchased, Pet Élan will reorder monthly to maintain a sufficient inventory to serve its customers’ needs. Pet Élan has estimated that initial inventory will cost $20,000. The wholesale cost of inventory for the first year is estimated to be $147,000. As the customer base grows, Pet Élan will need to have a significantly higher amount of inventory

as well as retail equipment needs (such as a cash register) will require a large initial investment. These needs will be funded through the start-up capital that Pet Élan secures prior to opening. The amount needed is estimated to be $70,000.

Élan to form a network within the local pet products and services industry.

Sources of Start-up Capital The start-up capital of $70,000 is composed of 45 percent (or $31,500) of the owner’s personal savings, 25 percent (or $17,500) of a bank loan, in addition to two equity investors (one family member of the owner and one local veterinarian), each with a 15 percent stake (or $10,500) in the company. Further Information Needed To ensure the successful opening of Pet Élan, we must have a deeper understanding of the customer needs in the area. Conducting market research in the 60657 zip code area, using techniques such as surveys and/or focus groups of customers in Pet Élan’s target market, could assess these needs. Pet Élan should also begin to approach other pet service providers in the area to explore potential partnership opportunities that could help raise awareness about both Pet Élan and the partnering business. This would also allow the owner of Pet

Writing a Business Plan Pet Élan’s next step is to create a business plan to further explore the business model of Pet Élan from an objective point of view. By identifying strengths and weaknesses, opportunities and threats for Pet Élan as compared to other market competitors, the company will have a much better chance of reaching the business and financial objectives outlined in this feasibility study. The business plan will also provide vital information about the business to potential investors and allow them to evaluate the viability of Pet Élan’s business model. Support Needed Pet Élan will seek guidance from a local Small Business Development Center. Pet Élan will review the initial draft of the business plan with a volunteer from the Service Corps of Retired Executives (SCORE), which is associated with the Small Business Association, to learn from his or her experience. Pet Élan will also form an advisory board made up of small business owners and members of the pet retail industry.

FINANCIALS–SUMMARY
Year 1
Revenue Cost of Goods Sold Gross margin Operating expenses Net profit (loss) pretax Net profit (loss) pretax and post contribution (5%) $296,740 137,120 159,620 $147,907 $ 11,713 $ 10,660

Year 2
$404,448 186,880 217,568 $190,881 $ 26,687 $ 25,345

Year 3
$458,304 211,730 246,574 $201,744 $ 44,830 $ 42,589

FINANCIALS—YEAR 1
Month 1 September
Sales Less Cost of Goods Sold Gross Margin Operating Expenses Utilities Salaries Labor Payroll Taxes and Benefits Advertising Website Office Supplies Insurance Maintenance and Cleaning Legal and Accounting Licenses Bags, Paper, etc. Telephone Miscellaneous Rent Total Operating Expenses (Fixed Costs): Gross Profit (Loss) Contribution to Charity (5% of net): Net Profit (Loss) Pre-Tax: First year fixed costs (FC) Contribution Margin Ratio (CMR) ((sales - cogs)/sales) Annual breakeven sales (FC / CMR) Average monthly breakeven sales 185 2,500 — 313 300 20 150 250 50 350 300 150 85 200 5,833 10,686 (4,436) — (4,436) 160 2,500 — 313 300 20 75 250 50 350 — 150 85 200 5,833 10,286 (1,196) — (1,196) $ 147,910 53.8% $ 274,970 $ 22,910 165 2,500 — 313 300 20 50 250 50 350 — 200 85 200 5,833 10,316 475 24 451 180 2,500 2,125 578 300 20 50 400 50 350 — 250 85 200 5,833 12,921 1,849 92 1,756 200 2,500 2,125 578 300 20 50 400 50 350 — 250 85 200 5,833 12,941 (2,151) — (2,151) 200 2,500 2,125 578 300 20 50 400 50 350 — 250 85 200 5,833 12,941 (1,581) — (1,581) $11,620 $ 5,370 $ 6,250

Month 2 October
$16,900 $ 7,810 $ 9,090

Month 3 November
$20,060 $ 9,270 $10,790

Month 4 December
$27,460 $12,690 $14,770

Month 5 January
$20,060 $ 9,270 $10,790

Month 6 February
$21,120 $ 9,760 $11,360

Month 7 March
$ 24,290

Month 8 April
$ 26,400

Month 9 May
$ 28,510

Month 10 June
$ 31,680

Month 11 July
$ 35,900

Month 12 August
$ 32,740

Total

$ 296,740

$11,220 $13,070

$12,200 $14,200

$13,170 $15,340

$14,640 $17,040

$16,590 $19,310

$15,130 $17,610

$137,120 $159,620

180 2,500 2,125 578 300 20 50 400 50 350 — 300 85 200 5,833 12,971 99 5 94

170 2,500 2,125 578 300 20 50 400 50 350 — 300 85 200 5,833 12,961 1,239 62 1,177

165 2,500 2,125 578 300 20 50 400 50 350 — 300 85 200 5,833 12,956 2,384 119 2,265

185 2,500 2,125 578 300 20 50 400 50 350 — 300 85 200 5,833 12,976 4,064 203 3,861

185 2,500 2,125 578 300 20 50 400 50 350 — 300 85 200 5,833 12,976 6,334 317 6,017

185 2,500 2,125 578 300 20 50 400 50 350 — 300 85 200 5,833 12,976 4,634 232 4,402

2,160 30,000 19,125 6,141 3,600 240 725 4,350 600 4,200 300 3,050 1,020 2,400 69,996 147,907 11,713 1,054 $ 10,660

FINANCIALS—YEAR 2
September
Sales: Less Cost of Goods Sold Gross Margin Operating Expenses Utilities Salaries Labor Payroll Taxes and Benefits Advertising Website Office Supplies Insurance Maintenance and Cleaning Legal and Accounting Licenses Bags, Paper, etc. Telephone Miscellaneous Rent Total Operating Expenses: Gross Profit (Loss) Contribution to Charity (5% of net): Net Profit (Loss) Pre-Tax: 195 2,500 4,250 844 400 30 100 550 60 400 300 400 100 225 5,833 16,187 853 43 811 170 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,862 2,318 116 2,202 175 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,867 3,443 172 3,271 190 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,882 3,428 171 3,257 210 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,902 8 0 8 210 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,902 1,708 85 1,623 $31,680 $14,640 $17,040

October
$33,790 $15,610 $18,180

November
$35,900 $16,590 $19,310

December
$35,900 $16,590 $19,310

January
$29,570 $13,660 $15,910

February
$32,740 $15,130 $17,610

March
$31,680 $14,640 $17,040

April
$32,740 $15,130 $17,610

May
$34,850 $16,100 $18,750

June
$35,900 $16,590 $19,310

July
$33,790 $15,610 $18,180

August
$35,900 $16,590 $19,310

Total
$404,448 $186,880 $217,568

190 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,882 1,158 58 1,100

180 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,872 1,738 87 1,651

175 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,867 2,883 144 2,739

195 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,887 3,423 171 3,252

195 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,887 2,293 115 2,179

195 2,500 4,250 844 400 30 100 550 60 400 — 400 100 225 5,833 15,887 3,423 171 3,252

2,280 30,000 51,000 10,125 4,800 360 1,200 6,600 720 4,800 300 4,800 1,200 2,700 69,996 190,881 26,687 1,334 $ 25,345

FINANCIALS—YEAR 3
September
Total Sales: Cost of Goods Sold: Gross Margin Operating Expenses Utilities Salaries Variable Labor Payroll Taxes and Benefits Advertising Website Office Supplies Insurance Maintenance and Cleaning Legal and Accounting Licenses Bags, Paper, etc. Telephone Miscellaneous Rent Total Operating Expenses: Net Profit (Loss) Pre-Tax: Contribution (5%) Final Net Profit (Loss) Pre-Tax: 205 2,750 4,674 928 400 32 120 570 70 440 300 420 125 225 5,833 17,092 2,222 111 2,111 180 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,767 1,415 71 1,344 185 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,772 3,684 184 3,500 200 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,787 5,943 297 5,646 220 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,807 1,375 69 1,306 220 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,807 2,507 125 2,382 $35,904 $16,590 $19,314

October
$33,792 $15,610 $18,182

November
$38,016 $17,560 $20,456

December
$42,240 $19,510 $22,730

January
$33,792 $15,610 $18,182

February
$35,904 $16,590 $19,314

March
$38,016 $17,560 $20,456

April
$40,128 $18,540 $21,588

May
$40,128 $18,540 $21,588

June
$40,128 $18,540 $21,588

July
$40,128 $18,540 $21,588

August
$40,128 $18,540 $21,588

Total
$458,304 $211,730 $246,574

200 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,787 3,669 183 3,486

190 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,777 4,811 241 4,570

185 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,772 4,816 241 4,575

205 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,792 4,796 240 4,556

205 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,792 4,796 240 4,556

205 2,750 4,674 928 400 32 120 570 70 440 — 420 125 225 5,833 16,792 4,796 240 4,556

2,400 33,000 56,088 11,136 4,800 384 1,440 6,840 840 5,280 300 5,040 1,500 2,700 69,996 201,744 44,830 2,242 $ 42,589

INITIAL CALCULATIONS
Cost Assumptions First Year of Operations Fixed Costs (FC) Lease payment ($35 / sq. foot) Utilities Insurance Salary of Owner Salary of Sales Assistant Advertising General supplies Professional Services Miscellaneous Expenses Website Total Variable Costs (VC) Cost of Goods Sold Total Break-Even Amount Contribution margin ratio (CMR) Breakeven (FC \ CMR) Daily Breakeven number of customers Assumptions: Rental location will be 2,000 square feet Average customer spends $18 per visit and comes to the store on average twice per month. One Time Startup Costs Licensing & permits Decorating Signage Beginning Inventory Fixtures and Equipment Professional fees (accountant, attorney) Total $ $ 300 800 45 $ Monthly 5,833 200 833 2,500 2,125 200 300 667 417 20 13,095 Monthly 11,427 28,250 Monthly 53.8% $ 24,340 Monthly 1,352 Annually $ 70,000 2,400 10,000 30,000 25,500 2,400 3,600 8,000 5,000 240 157,140 Annually 137,120 339,000 Annually 53.8% $292,082 Annually 486,803

$ 5,000 $40,000 $ 6,000 $ 5,000 $57,100