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Changeable Treats
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Owner(s):
Changeable Treats
4637 Ice Cream Lane
Tampa, Florida
(T) 813-458-0001
(F) 813-458-0002
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info@Changeabletreats.com
Table of Contents
Table of Contents 02
Executive Summary 04
I. General Company Description 05
1.0 Overview 05
1.1 Legal Description 05
1.2 Company/Concept History 05
1.3 Current Status 06
1.4 Vision Statement 06
1.5 Mission Statement 06
II. Products and Services 07
2.0 Product Description 07
2.1 Service Description 07
III. Marketing Plan 08
3.0 Industry Overview 08
3.1 Market Size 09
3.2 Target Market 11
3.3 Marketing Objectives 11
3.3.1 Products 11
3.3.2 Pricing Strategy 12
3.3.3 Promotion Strategy 12
3.3.4 Placement (distribution) 12
3.4 Sales Forecast 12
3.5 Competitor Analysis 13
3.6 SWOT Analysis 15
3.6.1 Strengths 15
3.6.2 Weaknesses 16
3.6.3 Opportunities 16
3.6.4 Threats 16
3.6.5 TOWS Strategy Development 16
3.7 Forward Strategy & Future Outlook 17
IV. Operational Plan 18
4.0 Production 18
4.1 Location 18
4.2 Inventories 18
4.3 Suppliers 18
4.4 Exit Strategy 18
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V. Management and Organization 19
5.0 Company Structure & Organization 19
5.1 Core Management & Personnel 19
5.2 Roles & Responsibilities 19
5.3 Salary Structure 19
5.4 Key Success Factors 19
VI. Personal Financial Statements 20
6.0 Personal Financial Statements 20
6.1 Financial Details 21
VII. Startup Expenses and Capitalization 23
7.0 Capitalization 23
7.1 Startup Expenses 23
VIII. Financial Plan 27
8.0 Primary Assumptions 27
8.1 Summary of Financial Results 27
8.2 12 Month Profit/Loss 28
8.2.1 3 Year Projected Profit 31
8.2.2 Opening Day Balance Sheet 32
8.2.3 Break-Even Analysis 33
IX. Appendices 35
9.0 Appendix One 35
9.1 Appendix Two 37
9.2 Appendix Three 38
X. Research Bibliography 39
XI. End Notes 40
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Executive Summary
This business plan discusses an ice cream business in the form of a mobile ice
cart business. The business is called Changeable Treats and will be a sole
proprietorship operated by George Sherbet in the Tampa, Florida market. Changeable
Treat’s first year sales projection is targeted at $42,131.20 and Mr. Sherbet’s goals are
to increase sales revenues by 30% annually thereafter. Mr. Sherbet expects to draw a
salary of $35,000 once breakeven is achieved by the 2 nd year of operation plus 5% of
profits once profits are achieved on net earnings after interest, taxes, and depreciation.
The mobile ice cream industry is a promising industry because the state of the ice
cream industry itself is a growth industry with more than $40b in global sales and sales
in the U.S. expected to be $9.6b in 2007 and sales of more than $10.3b in the U.S. by
2011. Additionally, while the overall ice cream industry has several dominant players
there are relatively few dominant competitors in the mobile ice cream industry segment
and this creates substantial opportunity for Changeable Treats. Mr. Sherbet has more
than 10 years in the ice cream industry as a distributor for one of the industry’s most
recognized brands: Cold Stone Creamery. Mr. Sherbet is also committed enough to this
business venture to contribute $25,000 of his own funds and is asking for a Small
Business Loan in the amount of $30,000 to completely fund his business venture. Mr.
Sherbet has already identified a local supplier and sourced an ice cream cart that can
be purchased at a reasonable price. Considering Publix grocery chain recently
employed a mobile ice cream format as a marketing and distribution device for its own
line of ice cream products it is clear that this is an excellent opportunity for a new
entrant in the mobile ice cream segment and certainly so under the management of an
owner of Mr. Sherbet’s caliber.