Catering Business Plan
Executive Summary
Love Catering is a kosher catering company that serves the Selangor customers market. Love offers creative, colorful, and unusual food options for kosher as well as the traditional standbys. The service offerings are quite a change relative to the existing kosher catering market which is quite stagnant. Most people make the incorrect assumption that kosher food means ordinary, boring food. This assumption prevails throughout the Jewish community so there is not much demand for new offerings.
Love catering will inject new life into the kosher catering market, leveraging Chef Susan Cheflly’s culinary skills to develop creative new catering options. Susan’s advanced skills, industry insight, and a great market opportunity will allow Love Catering to reach profitability by month 11 and generate $395,000 in revenues for year three.
1.1 Objectives
The objectives for the first three years of operation include:
To create a service-based company whose primary goal is to exceed customer’s expectations.
To increase the number of client’s served by 20% per year through superior service.
To develop a sustainable start-up business.
To develop enough cash flow to pay all salaries as well as grow the business.
1.2 Mission
Love Catering’s mission is to provide the customer with the finest kosher catering. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
1.3 Keys to Success
The key to success is to meet and exceed the customer’s needs in terms of quality of food and excellence of service. Related: Creative Ways to Find New Customers
Company Summary
Love Catering, located in Selangor customers, PA will offer high-end kosher catering to the Selangor customers community. Love Catering will serve parties of 25-300 people with high-end kosher foods that are currently only available in New York City. Love Catering will offer a large menu repertoire, from traditional favorites to creative inventions. All of the food and drink items served will be done under strict supervision of the Orthodox Rabbinic authority.
Love will rent space for the office and kitchen in an industrial area of Selangor customers. Renting in the industrial area will significantly lower the cost. Since the space will be used for food production it is not relevant for the store front to be aesthetically pleasing, or in a nice neighborhood. Love Catering is forecasted to generate $395,000 in revenues for year three.
2.1 Start-up Summary
Love Catering will incur the following start-up costs:
Two commercial stoves with ovens.
Dishwasher.
Two sets of cookware.
Two sets of dishware.
One van with rolling racks built in (a rolling rack is a wheeled rolling cart system that is insulated for both hot and cold food).
Assorted serving trays and utensils, knives and cutting boards (two each).
Desk and chair.
Computer with printer, CD-RW, Microsoft Office, and QuickBooks Pro.
Copier and fax machine.
2.2 Company Ownership
Love Catering is a sole proprietorship owned by Susan Cheflly.
Services
Love Catering will provide Selangor customers with high quality kosher catering. The catering service will be for weddings, Bar/Bat Mitzvahs, and other assorted parties.
Kashrut is a specific, ritual/set of rules that applies to certain sects of Judaism in regards to food/drink preparation and consumption. A kitchen or catering service must be specially set up to provide kosher meals. The explanation below regarding the prohibition of dairy and meat served together or made in the same kitchen by the same pots and utensils is the reason that Love Catering will require two sets of everything, including two stove top ranges and ovens.
The Hebrew word kosher means fit or proper as it relates to dietary (kosher) laws. It means that a given product is permitted and acceptable. The sources for the laws of kashruth are of Biblical origin and expounded in Rabbinic legislation. These laws are codified in the Shulchan Aruch (Code of Jewish Law). Though a hygienic benefit has been attributed to the observance of kashruth, the ultimate purpose and rationale is simply to conform to the Divine Will as expressed in the Torah.
Kosher and non-kosher meat, poultry and fish:
The Torah (Leviticus Chapter 11) lists the characteristics of permitted mammals and fish, and indicates the forbidden fowl. The only mammals permitted are those which chew their cud and are cloven hoofed.
The Torah does not list specific characteristics to distinguish permitted from forbidden birds. Instead, it details 24 forbidden species of fowl.
The Torah establishes two criteria in determining kosher fish. They must have fins and scales. All shellfish are prohibited. One, however, should not eat fish with meat.
Another element of Kosher meat consumption applies to the way in which the meat is slaughtered. There are several different methods:
Shechita. Only a trained kosher slaughterer (shochet) certified by rabbinic authorities is qualified to slaughter an animal. The trachea and esophagus of the animal are severed with a special sharp, perfectly smooth blade causing instantaneous death with no pain to the animal.
Bedika. After the animal has been properly slaughtered, a trained inspector (bodek) inspects the internal organs for any physical abnormalities that may render the animal non-kosher (treif).
Glatt Kosher. Some Jewish communities or people only eat of an animal that has been found to be free of all adhesions. “Glatt” means smooth, that the meat comes from an animal whose lungs have been found to be free of all adhesions. “Glatt Kosher” is used more broadly as a consumer phrase meaning kosher without question.
Koshering. The Torah forbids the eating of the blood of an animal. The two methods of extracting blood from meat are salting and broiling. Meat once ground cannot be made kosher, nor may meat be placed in hot water before it has been “koshered.”
Salting. The meat must first be soaked in salt. After the salting, the meat must be thoroughly soaked and washed to remove all salt.
Broiling. Liver may only be koshered through broiling, because of the preponderance of blood in it. Both the liver and meat must first be thoroughly washed to remove all surface blood. They are then salted slightly on all sides. Then they are broiled on a perforated grate over an open fire, drawing out the internal blood.
One of the main tenets is the prohibition of meat and dairy in the kitchen together. The Torah forbids cooking meat and milk together in any form, eating such cooked products, or deriving benefit from them. As a safeguard, the Rabbis extended this prohibition to disallow the eating of meat and dairy products at the same meal or preparing them on the same utensils. One must wait up to six hours after eating meat products before any dairy products may be eaten.
Love Catering will serve a wide variety of dishes. This is offered for two reasons.
The larger repertoire of menu items is a benefit to the customers.
A large selection is required because meat and dairy cannot be mixed within the meal, therefore, in essence you have to have two different menus, one with dairy and one with meat.
Some of the menu offerings will be traditional kosher/Jewish meals such as beef brisket with potatoes and vegetables and a roasted chicken with rice and spinach. More inventive meals will also be offered to appeal to the higher end, more discriminating customers such as chicken pesto dishes or a red pepper coulis sauce, or maybe salmon with curry coulis and plum chutney.
Kosher catering is not cheap. The ingredients cost more, as well as the additional equipment that is needed to eliminate the mixing of dairy and meat products. Per person costs range from $45-110. Related: How to Your Business ‘Gap’ in the Market
Market Analysis Summary
The Selangor customers kosher catering market is an interesting one. There are several caters that offer services that are quite similar to each other in terms of price and menu options. For whatever reasons, there has been little demand by consumers to get caters to innovate their menu. This is not too say that consumers would not welcome new kosher menu items, it is just that people have incorrectly made the assumption that kosher meals have to be boring. Love will occupy a niche in the kosher catering market that offers new, creative menu items, broadening people’s conception of kosher food. This market consists of two target segments that are differentiated by household income.
4.1 Market Segmentation
Love Catering has two distinct target populations:
Middle class kosher clients. This group of people does not have huge amounts of disposable income, recognizes that it is costly to sponsor a kosher dinner party, and is willing to incur the expenses, but will try to minimize them.
Upper class kosher clients. This group has intertwined kosher values throughout their lives and is willing to spend whatever it takes to throw a high-end kosher dinner function. Typically, this group is characterized by a wealthy one-income family where the male works and the female does not. The female of the household typically thoroughly enjoys the planning of these events.
4.2 Target Market Segment Strategy
The target market segment strategy will not be significantly different to address the two different groups. Both groups, regardless of income typically belong to the same group of religious congregations. Therefore, to reach the different groups does not require a distinctly different strategy. What differentiation it will require is different menu offerings needed to satisfy the different groups. The upper-end menu items are cost prohibitive for the middle class target segment.
4.3 Service Business Analysis
The kosher catering business in Selangor customers is fairly unique. At the low- to mid-price point of the cost spectrum, there are four other kosher caters. These caterers tend to serve the part of the market that must have kosher food served at an occasion due to religious beliefs, but struggle to able to afford the cost variance between standard and kosher catering. All four of these caters have fairly standard menu offerings. There is a fifth caterer that also serves the lower end of the market (defined as middle class) but serves the high end of the market as well. Although there is a large wealthy population in Selangor customers that follows the laws of kashrut, they have been underserved.
4.3.1 Competition and Buying Patterns
As stated in the previous section, there are four other kosher caterers that serve the low to middle end of the market. These caterers compete to some degree on cost (due to budget constraints of some clients), but more so on service. The quality and the serving of the food are the main areas of service that the caterers compete on.
There is one high-end caterer who will compete with Love. This caterer, while serving the upper-end market, does not provide its clients with upper-end service. This company is not a strong competitor because of their overpriced service offerings relative to the service provided, and its business has been declining over the last few years. Lastly, one competitor for the high-end market is kosher caterers from New York City. When cost is no object, there are many people that are willing to pay the additional cost of bringing in the caterer from NYC.
The buying habits of consumers of kosher catering is to some degree price sensitive at the middle end of the market. Between two different service providers, the middle class group will choose the service provider with the best services. However, cost is certainly an issue and some of the caterers are not even options because they are priced out of this consumer groups price range. The buying habits for the high end of the market is price insensitive. Choices are made by menu offerings, reputation, and attention to service.
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Aug 25, 2011

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Executive Summary
Love Catering is a kosher catering company that serves the Selangor customers market. Love offers creative, colorful, and unusual food options for kosher as well as the traditional standbys. The service offerings are quite a change relative to the existing kosher catering market which is quite stagnant. Most people make the incorrect assumption that kosher food means ordinary, boring food. This assumption prevails throughout the Jewish community so there is not much demand for new offerings.
Love catering will inject new life into the kosher catering market, leveraging Chef Susan Cheflly's culinary skills to develop creative new catering options. Susan's advanced skills, industry insight, and a great market opportunity will allow Love Catering to reach profitability by month 11 and generate $395,000 in revenues for year three.

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1.1 Objectives
The objectives for the first three years of operation include:
To create a service-based company whose primary goal is to exceed customer's expectations.
To increase the number of client's served by 20% per year through superior service.
To develop a sustainable start-up business.
To develop enough cash flow to pay all salaries as well as grow the business.
1.2 Mission
Love Catering's mission is to provide the customer with the finest kosher catering. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
1.3 Keys to Success
The key to success is to meet and exceed the customer's needs in terms of quality of food and excellence of service.
Company Summary
Love Catering, located in Selangor customers, PA will offer high-end kosher catering to the Selangor customers community. Love Catering will serve parties of 25-300 people with high-end kosher foods that are currently only available in New York City. Love Catering will offer a large menu repertoire, from traditional favorites to creative inventions. All of the food and drink items served will be done under strict supervision of the Orthodox Rabbinic authority.
Love will rent space for the office and kitchen in an industrial area of Selangor customers. Renting in the industrial area will significantly lower the cost. Since the space will be used for food production it is not relevant for the store front to be aesthetically pleasing, or in a nice neighborhood. Love Catering is forecasted to generate $395,000 in revenues for year three.
2.1 Start-up Summary
Love Catering will incur the following start-up costs:
Two commercial stoves with ovens.
Dishwasher.
Two sets of cookware.
Two sets of dishware.
One van with rolling racks built in (a rolling rack is a wheeled rolling cart system that is insulated for both hot and cold food).
Assorted serving trays and utensils, knives and cutting boards (two each).
Desk and chair.
Computer with printer, CD-RW, Microsoft Office, and QuickBooks Pro.
Copier and fax machine.
Please note that the following items which are considered assets to be used for more than a year will be labeled long-term assets and will be depreciated using G.A.A.P. approved straight-line depreciation method.

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START-UP REQUIREMENTS | Start-up Expenses | | Legal | $500 | Stationery etc. | $150 | Brochures | $150 | Rent | $0 | Other | $0 | TOTAL START-UP EXPENSES | $800 | Start-up Assets | | Cash Required | $36,700 | Other Current Assets | $0 | Long-term Assets | $32,500 | TOTAL ASSETS | $69,200 | Total Requirements | $70,000 |
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START-UP FUNDING | Start-up Expenses to Fund | $800 | Start-up Assets to Fund | $69,200 | TOTAL FUNDING REQUIRED | $70,000 | Assets | | Non-cash Assets from Start-up | $32,500 | Cash Requirements from Start-up | $36,700 | Additional Cash Raised | $0 | Cash Balance on Starting Date | $36,700 | TOTAL ASSETS | $69,200 | Liabilities and Capital | | Liabilities | | Current Borrowing | $0 | Long-term Liabilities | $0 | Accounts Payable (Outstanding Bills) | $0 | Other Current Liabilities (interest-free) | $0 | TOTAL LIABILITIES | $0 | Capital | | Planned Investment | | Susan | $35,000 | Family and friends | $35,000 | Other | $0 | Additional Investment Requirement | $0 | TOTAL PLANNED INVESTMENT | $70,000 | Loss at Start-up (Start-up Expenses) | ($800) | TOTAL CAPITAL | $69,200 | TOTAL CAPITAL AND LIABILITIES | $69,200 | Total Funding | $70,000 |
2.2 Company Ownership
Love Catering is a sole proprietorship owned by Susan Cheflly.
Services
Love Catering will provide Selangor customers with high quality kosher catering. The catering service will be for weddings, Bar/Bat Mitzvahs, and other assorted parties.
Kashrut is a specific, ritual/set of rules that applies to certain sects of Judaism in regards to food/drink preparation and consumption. A kitchen or catering service must be specially set up to provide kosher meals. The explanation below regarding the prohibition of dairy and meat served together or made in the same kitchen by the same pots and utensils is the reason that Love Catering will require two sets of everything, including two stove top ranges and ovens.
The Hebrew word kosher means fit or proper as it relates to dietary (kosher) laws. It means that a given product is permitted and acceptable. The sources for the laws of kashruth are of Biblical origin and expounded in Rabbinic legislation. These laws are codified in the Shulchan Aruch (Code of Jewish Law). Though a hygienic benefit has been attributed to the observance of kashruth, the ultimate purpose and rationale is simply to conform to the Divine Will as expressed in the Torah.
Kosher and non-kosher meat, poultry and fish:
The Torah (Leviticus Chapter 11) lists the characteristics of permitted mammals and fish, and indicates the forbidden fowl. The only mammals permitted are those which chew their cud and are cloven hoofed.
The Torah does not list specific characteristics to distinguish permitted from forbidden birds. Instead, it details 24 forbidden species of fowl.
The Torah establishes two criteria in determining kosher fish. They must have fins and scales. All shellfish are prohibited. One, however, should not eat fish with meat.
Another element of Kosher meat consumption applies to the way in which the meat is slaughtered. There are several different methods:
Shechita. Only a trained kosher slaughterer (shochet) certified by rabbinic authorities is qualified to slaughter an animal. The trachea and esophagus of the animal are severed with a special sharp, perfectly smooth blade causing instantaneous death with no pain to the animal.
Bedika. After the animal has been properly slaughtered, a trained inspector (bodek) inspects the internal organs for any physical abnormalities that may render the animal non-kosher (treif).
Glatt Kosher. Some Jewish communities or people only eat of an animal that has been found to be free of all adhesions. "Glatt" means smooth, that the meat comes from an animal whose lungs have been found to be free of all adhesions. "Glatt Kosher" is used more broadly as a consumer phrase meaning kosher without question.
Koshering. The Torah forbids the eating of the blood of an animal. The two methods of extracting blood from meat are salting and broiling. Meat once ground cannot be made kosher, nor may meat be placed in hot water before it has been "koshered."
Salting. The meat must first be soaked in salt. After the salting, the meat must be thoroughly soaked and washed to remove all salt.
Broiling. Liver may only be koshered through broiling, because of the preponderance of blood in it. Both the liver and meat must first be thoroughly washed to remove all surface blood. They are then salted slightly on all sides. Then they are broiled on a perforated grate over an open fire, drawing out the internal blood.
One of the main tenets is the prohibition of meat and dairy in the kitchen together. The Torah forbids cooking meat and milk together in any form, eating such cooked products, or deriving benefit from them. As a safeguard, the Rabbis extended this prohibition to disallow the eating of meat and dairy products at the same meal or preparing them on the same utensils. One must wait up to six hours after eating meat products before any dairy products may be eaten.
Love Catering will serve a wide variety of dishes. This is offered for two reasons.
The larger repertoire of menu items is a benefit to the customers.
A large selection is required because meat and dairy cannot be mixed within the meal, therefore, in essence you have to have two different menus, one with dairy and one with meat.
Some of the menu offerings will be traditional kosher/Jewish meals such as beef brisket with potatoes and vegetables and a roasted chicken with rice and spinach. More inventive meals will also be offered to appeal to the higher end, more discriminating customers such as chicken pesto dishes or a red pepper coulis sauce, or maybe salmon with curry coulis and plum chutney.
Kosher catering is not cheap. The ingredients cost more, as well as the additional equipment that is needed to eliminate the mixing of dairy and meat products. Per person costs range from $45-110.
Market Analysis Summary
The Selangor customers kosher catering market is an interesting one. There are several caters that offer services that are quite similar to each other in terms of price and menu options. For whatever reasons, there has been little demand by consumers to get caters to innovate their menu. This is not too say that consumers would not welcome new kosher menu items, it is just that people have incorrectly made the assumption that kosher meals have to be boring. Love will occupy a niche in the kosher catering market that offers new, creative menu items, broadening people's conception of kosher food. This market consists of two target segments that are differentiated by household income.
4.1 Market Segmentation
Love Catering has two distinct target populations:
Middle class kosher clients. This group of people does not have huge amounts of disposable income, recognizes that it is costly to sponsor a kosher dinner party, and is willing to incur the expenses, but will try to minimize them.
Upper class kosher clients. This group has intertwined kosher values throughout their lives and is willing to spend whatever it takes to throw a high-end kosher dinner function. Typically, this group is characterized by a wealthy one-income family where the male works and the female does not. The female of the household typically thoroughly enjoys the planning of these events.

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MARKET ANALYSIS | | | YEAR 1 | YEAR 2 | YEAR 3 | YEAR 4 | YEAR 5 | | Potential Customers | Growth | | | | | | CAGR | Middle-class kosher customers | 8% | 120,547 | 130,191 | 140,606 | 151,854 | 164,002 | 8.00% | Upper-class kosher cutomers | 9% | 80,457 | 87,698 | 95,591 | 104,194 | 113,571 | 9.00% | Other | 0% | 0 | 0 | 0 | 0 | 0 | 0.00% | Total | 8.40% | 201,004 | 217,889 | 236,197 | 256,048 | 277,573 | 8.40% |
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4.2 Target Market Segment Strategy
The target market segment strategy will not be significantly different to address the two different groups. Both groups, regardless of income typically belong to the same group of religious congregations. Therefore, to reach the different groups does not require a distinctly different strategy. What differentiation it will require is different menu offerings needed to satisfy the different groups. The upper-end menu items are cost prohibitive for the middle class target segment.
4.3 Service Business Analysis
The kosher catering business in Selangor customers is fairly unique. At the low- to mid-price point of the cost spectrum, there are four other kosher caters. These caterers tend to serve the part of the market that must have kosher food served at an occasion due to religious beliefs, but struggle to able to afford the cost variance between standard and kosher catering. All four of these caters have fairly standard menu offerings. There is a fifth caterer that also serves the lower end of the market (defined as middle class) but serves the high end of the market as well. Although there is a large wealthy population in Selangor customers that follows the laws of kashrut, they have been underserved.
4.3.1 Competition and Buying Patterns
As stated in the previous section, there are four other kosher caterers that serve the low to middle end of the market. These caterers compete to some degree on cost (due to budget constraints of some clients), but more so on service. The quality and the serving of the food are the main areas of service that the caterers compete on.
There is one high-end caterer who will compete with Love. This caterer, while serving the upper-end market, does not provide its clients with upper-end service. This company is not a strong competitor because of their overpriced service offerings relative to the service provided, and its business has been declining over the last few years. Lastly, one competitor for the high-end market is kosher caterers from New York City. When cost is no object, there are many people that are willing to pay the additional cost of bringing in the caterer from NYC.
The buying habits of consumers of kosher catering is to some degree price sensitive at the middle end of the market. Between two different service providers, the middle class group will choose the service provider with the best services. However, cost is certainly an issue and some of the caterers are not even options because they are priced out of this consumer groups price range. The buying habits for the high end of the market is price insensitive. Choices are made by menu offerings, reputation, and attention to service.
Strategy and Implementation Summary
Love Catering will gradually gain market share in the kosher catering market by leveraging its competitive edges. These edges are superior attention to detail and innovative nouveau cuisine kosher meals. The edges that Love will leverage are areas that have been ignored in this market for some time now. These competitive edges coupled with a targeted advertising campaign and networking will be Love's game plan for increasing their market share.
5.1 Marketing Strategy
Love's marketing strategy will be based on developing visibility among Selangor customers's kosher community. This will be accomplished through two ways. The first method is a targeted advertising campaign. Advertisements will be placed in various Jewish newsletters. There are a couple of Selangor customers-wide newsletters. Additionally, Love will advertise in a few Synagogue-specific newsletters. These advertisements should yield a decent amount of service inquiries since they are fairly targeted toward the target population that utilizes kosher catering.
The other marketing strategy which is less formal is a networking campaign among the Selangor customers Jewish population. Susan has been an active member of the Selangor customers Jewish community for five years. While the Jewish population is of decent size, numbering around 200,000, it is a fairly close knit community where people tend to know each other. Susan will leverage her contacts within the Jewish community to raise awareness for her catering activities. While the networking might not cast as large of a net as advertisements will, it costs far less and the relationships that it builds will be far stronger because of the trust relationship that has already been established.
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5.2 Competitive Edge
Love Catering's competitive edge is its attention to servicing customers and inventive approach to kosher cuisine. Love's customer attention differentiates them in the world of kosher catering which is dominated by several companies that have plenty of demand. The consequence of market demand is a decreased pressure to accommodate customers. Love is approaching the market as if there was significant competition between the different service providers. By making customer satisfaction a priority, over time, local customers will come to appreciate the attention that their needs are given and form a long lasting relationship with Love Catering.
Love's other competitive edge is their nouveau cuisine approach to kosher food. Traditionally, kosher food has remained stable and unimaginative for a long time. Most people believe that there are large compromises that must be made when serving kosher. These compromises need not be made however, and Love is changing these misperceptions. Just because there are strict rules regarding the types of foods that may be used and the way it must be prepared does not eliminate creativity. Love is taking their knowledge of nouveau cuisine and creating inventive, colorful, and delicious kosher alternatives.
5.3 Milestones
Love Catering will have several milestones early on:
Business plan completion. This will be done as a roadmap for the organization. This will be an indispensable tool for the ongoing performance and improvement of the company.
Kitchen and office set up.
The first catering job.
Profitability.

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MILESTONES | Milestone | Start Date | End Date | Budget | Manager | Department | Business plan completion | 1/1/2001 | 2/1/2001 | $0 | ABC | Marketing | Kitchen and office set up | 1/1/2001 | 2/1/2001 | $0 | ABC | Department | The first catering job | 1/1/2001 | 3/1/2001 | $0 | ABC | Department | Profitability | 1/1/2001 | 12/1/2001 | $0 | ABC | Department | Totals | | | $0 | | |
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5.4 Sales Strategy
Love's sales strategy will use a combination of superior customer attention and a comprehensive repertoire of dishes for the menu to turn information seekers into customers. Susan recognizes when a prospective customer calls to get information about Love, it is Susan's main opportunity to turn them into a customer. She will do this by spending as much time on the phone as necessary.
Another benefit that Susan will leverage to develop sales is her comprehensive menu. In addition to all of the traditional kosher dishes, Susan will offer many innovative nouveau cuisine kosher items that she has developed over her years spent in the culinary industry. An innovative available menu should be seen as a large benefit. There is no intuitive or logical reason that people who adhere to kosher are any less adventurous when it comes to food other than the fact that they have been raised that way.
5.4.1 Sales Forecast
The first month will be used to set up the kitchen and office. There will be no sales activity during the first month. The second month will see a few catering jobs, but still will not be a significant source of income. Months three and four will see a steady increase in sales. Word will have gotten out from the advertising as well as networking that Love is the new kosher caterer in town and offers a very high-quality service. Throughout the year it is forecasted that sales will incrementally grow in size until profitability is reached toward the end of year one.

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SALES FORECAST | | YEAR 1 | YEAR 2 | YEAR 3 | Sales | | | | Middle class | $83,017 | $170,992 | $183,774 | Upper class | $95,422 | $196,543 | $211,234 | TOTAL SALES | $178,439 | $367,535 | $395,008 | Direct Cost of Sales | Year 1 | Year 2 | Year 3 | Middle class | $24,905 | $51,298 | $55,132 | Upper class | $28,627 | $58,963 | $63,370 | Subtotal Direct Cost of Sales | $53,532 | $110,261 | $118,502 |
Management Summary
Susan Cheflly, the founder and owner received her Bachelor of Arts from the University of Pittsburgh. After college, Susan went to work in the restaurant industry because it was a good source of money. While serving at an upscale restaurant in Pittsburgh, Susan befriended one of the chefs there who began to teach her cooking techniques. Susan began to find this instruction very interesting and enjoyable. After six months of this tutoring, Susan decided that she wanted to remain in the restaurant industry, but wanted to learn the skills needed to be a chef. Susan decided to enter the Pennsylvania Culinary Institute, a well-regarded training school for chefs. Susan completed the one year program and graduated near the top of her class.
With this education, Susan went to work as a chef at one of the nicer nouveau cuisine restaurants in Selangor customers. Susan thoroughly enjoyed the five years spent as head chef, but she longed to work for herself, running her own business. Susan thought she would appreciate the ability to set her own hours, to be her own boss. One day, while in temple, the thought hit her that she could operate a kosher catering company and do well because the upper-end of the market has been largely ignored by the current competitors. With this thought in mind, Susan began to do market research. After speaking with many different people as well as holding three focus groups, she recognized that her idea was viable and started writing this business plan.
6.1 Personnel Plan
Besides utilizing Susan's skills full time, Love Catering will require the following personnel:
Rabbi: a part-time position where the Rabbi serves as masgiach (supervisor) to inspect and confirm that all of the ingredients and preparation follow the rules of kashrut.
Servers: two will be hired. The servers will be the people who serve the food at the events as well as clear the plates and help with set up and take down of the event. In the event of a large party, the back end kitchen people will be trained to help out with serving.
Cooks: two will be hired to prepare the dishes that Susan has developed.
Back kitchen help: these two people will be used to help clean up in the kitchen as well as assist at functions.

PERSONNEL PLAN | | YEAR 1 | YEAR 2 | YEAR 3 | Susan | $36,000 | $36,000 | $40,000 | Rabbi | $11,000 | $12,000 | $12,000 | Cook | $30,800 | $33,600 | $33,600 | Cook | $22,400 | $33,600 | $33,600 | Server | $9,240 | $10,800 | $10,800 | Server | $6,720 | $10,800 | $10,800 | Backend kitchen helper | $9,240 | $10,800 | $10,800 | Backend kitchen helper | $6,720 | $10,800 | $10,800 | TOTAL PEOPLE | 8 | 8 | 8 | Total Payroll | $132,120 | $158,400 | $162,400 |
Financial Plan
The following sections will outline important financial information.
7.1 Important Assumptions
The following table details important financial assumptions.

GENERAL ASSUMPTIONS | | YEAR 1 | YEAR 2 | YEAR 3 | Plan Month | 1 | 2 | 3 | Current Interest Rate | 10.00% | 10.00% | 10.00% | Long-term Interest Rate | 10.00% | 10.00% | 10.00% | Tax Rate | 30.00% | 30.00% | 30.00% | Other | 0 | 0 | 0 |
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7.2 Projected Cash Flow
The following chart and table will indicate projected cash flow.

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PRO FORMA CASH FLOW | | YEAR 1 | YEAR 2 | YEAR 3 | Cash Received | | | | Cash from Operations | | | | Cash Sales | $178,439 | $367,535 | $395,008 | SUBTOTAL CASH FROM OPERATIONS | $178,439 | $367,535 | $395,008 | 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 | $178,439 | $367,535 | $395,008 | Expenditures | Year 1 | Year 2 | Year 3 | Expenditures from Operations | | | | Cash Spending | $132,120 | $158,400 | $162,400 | Bill Payments | $75,198 | $160,615 | $175,363 | SUBTOTAL SPENT ON OPERATIONS | $207,318 | $319,015 | $337,763 | 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 | $0 | $0 | $0 | Purchase Other Current Assets | $0 | $0 | $0 | Purchase Long-term Assets | $0 | $0 | $0 | Dividends | $0 | $0 | $0 | SUBTOTAL CASH SPENT | $207,318 | $319,015 | $337,763 | Net Cash Flow | ($28,879) | $48,521 | $57,245 | Cash Balance | $7,821 | $56,342 | $113,586 |
7.3 Break-even Analysis
The following table and chart show our Break-even Analysis.

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BREAK-EVEN ANALYSIS | Monthly Revenue Break-even | $20,362 | Assumptions: | | Average Percent Variable Cost | 30% | Estimated Monthly Fixed Cost | $14,254 |
7.4 Projected Profit and Loss
The following table will indicate projected profit and loss.

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Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan. Create your own business plan

Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan. Create your own business plan

Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan. Create your own business plan

PRO FORMA PROFIT AND LOSS | | YEAR 1 | YEAR 2 | YEAR 3 | Sales | $178,439 | $367,535 | $395,008 | Direct Cost of Sales | $53,532 | $110,261 | $118,502 | Other Production Expenses | $0 | $0 | $0 | TOTAL COST OF SALES | $53,532 | $110,261 | $118,502 | Gross Margin | $124,907 | $257,275 | $276,505 | Gross Margin % | 70.00% | 70.00% | 70.00% | Expenses | | | | Payroll | $132,120 | $158,400 | $162,400 | Sales and Marketing and Other Expenses | $1,800 | $1,600 | $1,500 | Depreciation | $6,504 | $6,504 | $6,504 | Leased Equipment | $0 | $0 | $0 | Utilities | $600 | $600 | $600 | Insurance/ licenses | $1,800 | $1,800 | $1,800 | Rent | $8,400 | $8,400 | $8,400 | Payroll Taxes | $19,818 | $23,760 | $24,360 | Other | $0 | $0 | $0 | Total Operating Expenses | $171,042 | $201,064 | $205,564 | Profit Before Interest and Taxes | ($46,135) | $56,211 | $70,941 | EBITDA | ($39,631) | $62,715 | $77,445 | Interest Expense | $0 | $0 | $0 | Taxes Incurred | $0 | $16,863 | $21,282 | Net Profit | ($46,135) | $39,348 | $49,659 | Net Profit/Sales | -25.85% | 10.71% | 12.57% |
7.5 Projected Balance Sheet
The following table will indicate the projected balance sheet.

PRO FORMA BALANCE SHEET | | YEAR 1 | YEAR 2 | YEAR 3 | Assets | | | | Current Assets | | | | Cash | $7,821 | $56,342 | $113,586 | Other Current Assets | $0 | $0 | $0 | TOTAL CURRENT ASSETS | $7,821 | $56,342 | $113,586 | Long-term Assets | | | | Long-term Assets | $32,500 | $32,500 | $32,500 | Accumulated Depreciation | $6,504 | $13,008 | $19,512 | TOTAL LONG-TERM ASSETS | $25,996 | $19,492 | $12,988 | TOTAL ASSETS | $33,817 | $75,834 | $126,574 | Liabilities and Capital | Year 1 | Year 2 | Year 3 | Current Liabilities | | | | Accounts Payable | $10,752 | $13,421 | $14,502 | Current Borrowing | $0 | $0 | $0 | Other Current Liabilities | $0 | $0 | $0 | SUBTOTAL CURRENT LIABILITIES | $10,752 | $13,421 | $14,502 | Long-term Liabilities | $0 | $0 | $0 | TOTAL LIABILITIES | $10,752 | $13,421 | $14,502 | Paid-in Capital | $70,000 | $70,000 | $70,000 | Retained Earnings | ($800) | ($46,935) | ($7,587) | Earnings | ($46,135) | $39,348 | $49,659 | TOTAL CAPITAL | $23,065 | $62,413 | $112,072 | TOTAL LIABILITIES AND CAPITAL | $33,817 | $75,834 | $126,574 | Net Worth | $23,065 | $62,413 | $112,072 |
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7.6 Business Ratios
The following table outlines some of the more important ratios from the Catering industry. The final column, Industry Profile, details specific ratios based on the industry as it is classified by the Standard Industry Classification (SIC) code, 5812 (NAICS code 722320). RATIO ANALYSIS | | YEAR 1 | YEAR 2 | YEAR 3 | INDUSTRY PROFILE | Sales Growth | 0.00% | 105.97% | 7.47% | 6.61% | Percent of Total Assets | | | | | Other Current Assets | 0.00% | 0.00% | 0.00% | 36.38% | Total Current Assets | 23.13% | 74.30% | 89.74% | 45.37% | Long-term Assets | 76.87% | 25.70% | 10.26% | 54.63% | TOTAL ASSETS | 100.00% | 100.00% | 100.00% | 100.00% | Current Liabilities | 31.79% | 17.70% | 11.46% | 18.54% | Long-term Liabilities | 0.00% | 0.00% | 0.00% | 23.40% | Total Liabilities | 31.79% | 17.70% | 11.46% | 41.94% | NET WORTH | 68.21% | 82.30% | 88.54% | 58.06% | Percent of Sales | | | | | Sales | 100.00% | 100.00% | 100.00% | 100.00% | Gross Margin | 70.00% | 70.00% | 70.00% | 48.89% | Selling, General & Administrative Expenses | 95.85% | 59.29% | 57.43% | 25.03% | Advertising Expenses | 0.67% | 0.27% | 0.23% | 2.52% | Profit Before Interest and Taxes | -25.85% | 15.29% | 17.96% | 1.70% | Main Ratios | | | | | Current | 0.73 | 4.20 | 7.83 | 1.09 | Quick | 0.73 | 4.20 | 7.83 | 0.69 | Total Debt to Total Assets | 31.79% | 17.70% | 11.46% | 51.63% | Pre-tax Return on Net Worth | -200.02% | 90.06% | 63.30% | 5.84% | Pre-tax Return on Assets | -136.42% | 74.12% | 56.05% | 12.06% | Additional Ratios | Year 1 | Year 2 | Year 3 | | Net Profit Margin | -25.85% | 10.71% | 12.57% | n.a | Return on Equity | -200.02% | 63.04% | 44.31% | n.a | Activity Ratios | | | | | Accounts Payable Turnover | 7.99 | 12.17 | 12.17 | n.a | Payment Days | 27 | 27 | 29 | n.a | Total Asset Turnover | 5.28 | 4.85 | 3.12 | n.a | Debt Ratios | | | | | Debt to Net Worth | 0.47 | 0.22 | 0.13 | n.a | Current Liab. to Liab. | 1.00 | 1.00 | 1.00 | n.a | Liquidity Ratios | | | | | Net Working Capital | ($2,931) | $42,921 | $99,084 | n.a | Interest Coverage | 0.00 | 0.00 | 0.00 | n.a | Additional Ratios | | | | | Assets to Sales | 0.19 | 0.21 | 0.32 | n.a | Current Debt/Total Assets | 32% | 18% | 11% | n.a | Acid Test | 0.73 | 4.20 | 7.83 | n.a | Sales/Net Worth | 7.74 | 5.89 | 3.52 | n.a | Dividend Payout | 0.00 | 0.00 | 0.00 | n.a |

Appendix

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 | | | | | | | | | | | | | | Middle class | 0% | $0 | $2,823 | $3,614 | $4,911 | $5,711 | $6,825 | $7,436 | $8,304 | $9,096 | $9,986 | $11,706 | $12,605 | Upper class | 0% | $0 | $3,245 | $4,154 | $5,645 | $6,564 | $7,845 | $8,547 | $9,545 | $10,455 | $11,478 | $13,455 | $14,489 | TOTAL SALES | | $0 | $6,068 | $7,768 | $10,556 | $12,275 | $14,670 | $15,983 | $17,849 | $19,551 | $21,464 | $25,161 | $27,094 | 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 | Middle class | | $0 | $847 | $1,084 | $1,473 | $1,713 | $2,048 | $2,231 | $2,491 | $2,729 | $2,996 | $3,512 | $3,782 | Upper class | | $0 | $974 | $1,246 | $1,694 | $1,969 | $2,354 | $2,564 | $2,864 | $3,137 | $3,443 | $4,037 | $4,347 | Subtotal Direct Cost of Sales | | $0 | $1,820 | $2,330 | $3,167 | $3,682 | $4,401 | $4,795 | $5,355 | $5,865 | $6,439 | $7,548 | $8,128 |
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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 | Susan | 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 | Rabbi | 0% | $0 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | Cook | 0% | $0 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | Cook | 0% | $0 | $0 | $0 | $0 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | Server | 0% | $0 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | Server | 0% | $0 | $0 | $0 | $0 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | Backend kitchen helper | 0% | $0 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | Backend kitchen helper | 0% | $0 | $0 | $0 | $0 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | $840 | TOTAL PEOPLE | | 1 | 5 | 5 | 5 | 8 | 8 | 8 | 8 | 8 | 8 | 8 | 8 | Total Payroll | | $3,000 | $8,480 | $8,480 | $8,480 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 |

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 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% | 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 |

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 | | $0 | $6,068 | $7,768 | $10,556 | $12,275 | $14,670 | $15,983 | $17,849 | $19,551 | $21,464 | $25,161 | $27,094 | Direct Cost of Sales | | $0 | $1,820 | $2,330 | $3,167 | $3,682 | $4,401 | $4,795 | $5,355 | $5,865 | $6,439 | $7,548 | $8,128 | Other Production Expenses | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | TOTAL COST OF SALES | | $0 | $1,820 | $2,330 | $3,167 | $3,682 | $4,401 | $4,795 | $5,355 | $5,865 | $6,439 | $7,548 | $8,128 | Gross Margin | | $0 | $4,248 | $5,438 | $7,389 | $8,592 | $10,269 | $11,188 | $12,494 | $13,686 | $15,025 | $17,613 | $18,966 | Gross Margin % | | 0.00% | 70.00% | 70.00% | 70.00% | 70.00% | 70.00% | 70.00% | 70.00% | 70.00% | 70.00% | 70.00% | 70.00% | Expenses | | | | | | | | | | | | | | Payroll | | $3,000 | $8,480 | $8,480 | $8,480 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | Sales and Marketing and Other Expenses | | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | Depreciation | | $542 | $542 | $542 | $542 | $542 | $542 | $542 | $542 | $542 | $542 | $542 | $542 | Leased Equipment | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | Utilities | | $50 | $50 | $50 | $50 | $50 | $50 | $50 | $50 | $50 | $50 | $50 | $50 | Insurance/ licenses | | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | $150 | Rent | | $700 | $700 | $700 | $700 | $700 | $700 | $700 | $700 | $700 | $700 | $700 | $700 | Payroll Taxes | 15% | $450 | $1,272 | $1,272 | $1,272 | $1,944 | $1,944 | $1,944 | $1,944 | $1,944 | $1,944 | $1,944 | $1,944 | Other | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | Total Operating Expenses | | $5,042 | $11,344 | $11,344 | $11,344 | $16,496 | $16,496 | $16,496 | $16,496 | $16,496 | $16,496 | $16,496 | $16,496 | Profit Before Interest and Taxes | | ($5,042) | ($7,096) | ($5,906) | ($3,955) | ($7,904) | ($6,227) | ($5,308) | ($4,002) | ($2,810) | ($1,471) | $1,117 | $2,470 | EBITDA | | ($4,500) | ($6,554) | ($5,364) | ($3,413) | ($7,362) | ($5,685) | ($4,766) | ($3,460) | ($2,268) | ($929) | $1,659 | $3,012 | Interest Expense | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | Taxes Incurred | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | Net Profit | | ($5,042) | ($7,096) | ($5,906) | ($3,955) | ($7,904) | ($6,227) | ($5,308) | ($4,002) | ($2,810) | ($1,471) | $1,117 | $2,470 | Net Profit/Sales | | 0.00% | -116.94% | -76.04% | -37.46% | -64.39% | -42.45% | -33.21% | -22.42% | -14.37% | -6.85% | 4.44% | 9.12% |

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 | | $0 | $6,068 | $7,768 | $10,556 | $12,275 | $14,670 | $15,983 | $17,849 | $19,551 | $21,464 | $25,161 | $27,094 | SUBTOTAL CASH FROM OPERATIONS | | $0 | $6,068 | $7,768 | $10,556 | $12,275 | $14,670 | $15,983 | $17,849 | $19,551 | $21,464 | $25,161 | $27,094 | 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-free) | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | 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 | | $0 | $6,068 | $7,768 | $10,556 | $12,275 | $14,670 | $15,983 | $17,849 | $19,551 | $21,464 | $25,161 | $27,094 | 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 | | $3,000 | $8,480 | $8,480 | $8,480 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | $12,960 | Bill Payments | | $50 | $1,588 | $4,159 | $4,680 | $5,528 | $6,700 | $7,408 | $7,808 | $8,366 | $8,878 | $9,470 | $10,562 | SUBTOTAL SPENT ON OPERATIONS | | $3,050 | $10,068 | $12,639 | $13,160 | $18,488 | $19,660 | $20,368 | $20,768 | $21,326 | $21,838 | $22,430 | $23,522 | 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 Borrowing | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | Other Liabilities Principal Repayment | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | Long-term Liabilities Principal Repayment | | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | 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 | | $3,050 | $10,068 | $12,639 | $13,160 | $18,488 | $19,660 | $20,368 | $20,768 | $21,326 | $21,838 | $22,430 | $23,522 | Net Cash Flow | | ($3,050) | ($4,000) | ($4,871) | ($2,604) | ($6,214) | ($4,990) | ($4,385) | ($2,918) | ($1,775) | ($375) | $2,731 | $3,573 | Cash Balance | | $33,650 | $29,650 | $24,779 | $22,174 | $15,961 | $10,971 | $6,585 | $3,667 | $1,892 | $1,517 | $4,248 | $7,821 |
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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 | $36,700 | $33,650 | $29,650 | $24,779 | $22,174 | $15,961 | $10,971 | $6,585 | $3,667 | $1,892 | $1,517 | $4,248 | $7,821 | Other Current Assets | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | TOTAL CURRENT ASSETS | $36,700 | $33,650 | $29,650 | $24,779 | $22,174 | $15,961 | $10,971 | $6,585 | $3,667 | $1,892 | $1,517 | $4,248 | $7,821 | Long-term Assets | | | | | | | | | | | | | | Long-term Assets | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | $32,500 | Accumulated Depreciation | $0 | $542 | $1,084 | $1,626 | $2,168 | $2,710 | $3,252 | $3,794 | $4,336 | $4,878 | $5,420 | $5,962 | $6,504 | TOTAL LONG-TERM ASSETS | $32,500 | $31,958 | $31,416 | $30,874 | $30,332 | $29,790 | $29,248 | $28,706 | $28,164 | $27,622 | $27,080 | $26,538 | $25,996 | TOTAL ASSETS | $69,200 | $65,608 | $61,066 | $55,653 | $52,506 | $45,751 | $40,219 | $35,291 | $31,831 | $29,514 | $28,597 | $30,786 | $33,817 | 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 | $1,450 | $4,004 | $4,497 | $5,306 | $6,454 | $7,149 | $7,529 | $8,070 | $8,564 | $9,119 | $10,191 | $10,752 | 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 | $1,450 | $4,004 | $4,497 | $5,306 | $6,454 | $7,149 | $7,529 | $8,070 | $8,564 | $9,119 | $10,191 | $10,752 | Long-term Liabilities | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | TOTAL LIABILITIES | $0 | $1,450 | $4,004 | $4,497 | $5,306 | $6,454 | $7,149 | $7,529 | $8,070 | $8,564 | $9,119 | $10,191 | $10,752 | Paid-in Capital | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | $70,000 | Retained Earnings | ($800) | ($800) | ($800) | ($800) | ($800) | ($800) | ($800) | ($800) | ($800) | ($800) | ($800) | ($800) | ($800) | Earnings | $0 | ($5,042) | ($12,138) | ($18,045) | ($21,999) | ($29,903) | ($36,130) | ($41,438) | ($45,440) | ($48,250) | ($49,721) | ($48,605) | ($46,135) | TOTAL CAPITAL | $69,200 | $64,158 | $57,062 | $51,155 | $47,201 | $39,297 | $33,070 | $27,762 | $23,760 | $20,950 | $19,479 | $20,595 | $23,065 | TOTAL LIABILITIES AND CAPITAL | $69,200 | $65,608 | $61,066 | $55,653 | $52,506 | $45,751 | $40,219 | $35,291 | $31,831 | $29,514 | $28,597 | $30,786 | $33,817 | Net Worth | $69,200 | $64,158 | $57,062 | $51,155 | $47,201 | $39,297 | $33,070 | $27,762 | $23,760 | $20,950 | $19,479 | $20,595 | $23,065 |

Metrics | Malaysia | Singapore | Vietnam | Taiwan | Australia | Cost per App Install | $0.89 | $0.94 | $0.90 | $0.26 | $1.46 | App Install Rate | 0.016% | 0.037% | 0.008% | 0.013% | 0.023% | Cost per Page Like | $0.48 | $1.08 | $0.24 | $0.26 | $0.85 | Page Like Rate | 0.071% | 0.031% | 0.013% | 0.073% | 0.075% | CTR | 0.79% | 0.70% | 1.55% | 2.13% | 0.31% | CPC | $0.10 | $0.32 | $0.06 | $0.11 | $0.38 | CPM | $0.50 | $1.37 | $0.96 | $1.50 | $1.11 |