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2017
ARLENE CRUZ
MNGT 137 – IC Business Plan
Model
3/17/2017
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Table of Contents
Section 1: Who We Are…………………………………………………………………………2
Section 2: Business Description……………………………………………………………….2
Section 3: Management and Operations…………………………………………………...3-4
Section 4: Products, Services, and Marketing……………………………………….......4-11
Section 5: Financials and Financial Assumptions………………………………………….12
Section 6: Legal, Taxes, Contracts………………………………………………………12-15
Section 7: Appendices…………………………………………………………………….16-21
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Section 1: Who We Are
JMJ D’Signs and Graphix is a small, home-based business that specializes in quality
driven custom signage, vinyl decals, and banner services to support the advertising
needs of our local community, that fit within their budget.
Section 2: Business Description
JMJ D’Signs and Graphix is a Sole proprietorship, that I currently own and operate. I
chose this type of ownership because at the time that I opened the business, it worked
best for my lifestyle. Our philosophy is very simple: Build long lasting relationships with
the people we wish to serve, by providing exceptional customer service and exceeding
their expectations with the products that we deliver. We believe that we serve people
first, then clients second. Being empathetic to the person behind the need is a factor
that will aid in the continuity of our success.
We specialize in custom graphics and signage for business or personal use. We have
been in business for over 10 years and strive to provide our clients with the best quality
of products and services to suit their advertising needs, while keeping within their
budget. We operate out of our home, and see clients on a part time basis by
appointment. We can best be reached via email or by phone.
Our goal is to continue to help our local community advertise their businesses and
events using reasonably priced materials that is dependent on their overall
expectations. We offer graphic design and banner services and work very closely with
our clients to produce a sign that they can be proud of. We apply vinyl decals onto
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substrates such as poly metal, plexiglass, particle board, corrugated plastic and vinyl
banners.
Section 3: Management and Operations
I am currently responsible for handling all management and operations of the business,
and do not plan to hire any employees. I use my laptop with a design program called
Corel Draw to create the graphics for each project and Sign Lab to transfer the graphic
to my plotter. I use both a paper calendar and digital calendar to keep track of all my
tasks and important dates to remember. For my bookkeeping and financial
management, I use Quickbooks. I plan to use Mailchip to keep track of my marketing
campaigns, and Hootsuite to manage my social media platforms.
Daily tasks and time allotted to complete them:
o Warm up and clean up machines and tools (10 minutes)
o Manage client meetings (30 minutes)
o Plan weekly/ monthly meetings (30 minutes)
o Reply to emails (1 hour)
o Monitor Social Media Platforms (1 hour)
Weekly tasks and time allotted to complete them:
o Make bank deposits (1 hour)
o Meet with clients (2 hours)
o Direct marketing (2 hours)
o File invoices (30 minutes)
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o Bookkeeping (1 hour)
o Pay bills (1 hour)
Monthly tasks and time allotted to complete them:
o Client care calls (2 hours)
o Pay sales taxes (30 minutes)
o Inventory or office supplies (30 minutes)
o Inventory of materials (30 minutes)
o Replenish inventory as needed
Key suppliers:
o Feller Inc. – for purchasing adhesive vinyl rolls, banner materials, project
supplies.
o Western Wholesale – for purchasing custom cut substrates.
Sales model:
o Direct sales to the client, accepting cash or checks.
Section 4: Products, Services and Marketing
1. Target Market & Value Proposition
Joey is a 52-year-old Hispanic man who moved from Texas and is a practicing Denturist
who now lives in Washington state. He owns and operates three locations of his denture
centers in Puyallup, Parkland, and Tacoma. He is the eldest child of two children and
enjoys spending time with his family. His father is a retired Denturist, and his younger
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brother is also a Denturist who has joined the business. Joey has a wife and two
daughters who are in college. His wife handles the administrative aspects of the
practice while Joey treats patients. The family takes vacations twice a year when the
girls are on breaks from college. He is a humble, dedicated, and hardworking man who
loves to engage with people. Joey is a kid at heart and has an appreciation for the little
things in life. He is very proud of his business accomplishments. Joey needs advertising
for his centers and his vehicles. He loves to support local small business ventures. He
has very specific ideas about how he wishes to market his business.
Jazzy Is a 22-year-old female who is excited about her career as a musician. She was
born on Guam, and has lived in many places as a child while her dad was in the
military. She has been a resident of Washington state for ten years now. She has a
beautiful personality and an optimistic view of the world around her. After graduating
high school, she had no desire to further education. She had odd jobs here and there;
never making enough money to support herself. Finally, she decided to go back to
school and learn business management. In the meantime, she would spend her
evenings as a paid disc jockey, and any other spare time she had, working on her
music. Jazzy shops at local department stores such as Target, Walmart, JC Penney
and Macy's. She is active on social media and is consistent about promoting herself and
engaging with her followers. She needs a graphic designer to help her with her brand
marketing and advertising.
2. Competition
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Sign Dog Media is one of our main competitors in the area. They have been running
their business out of a brick and mortar shop in Puyallup for over five years now. The
website not say who the owner is, but does list the contact information for two
employees. They also have an online presence with a website and are active on four
social media platforms.
Website: http://www.signdog.com/
Facebook: https://www.facebook.com/signdog/
Google+: https://plus.google.com/104213598836369165178
Instagram: https://www.instagram.com/signdogmedia/?hl=en
Twitter: https://twitter.com/SignDog_
They offer a variety of signage options but the two products that we can compete with
are vinyl banners and A-Board/Sandwich Boards. The cost for these products were not
listed online, but that is not unusual because we are dealing with customized projects.
They do not list any benefits for their products or services but the quote “OUR GOAL IS
TO BUILD RELATIONSHIPS.” is the first sentence on the home page of their website.
The one completive edge that we have over Signdog is that we offer stitched banners.
Stitching a banner gives the banner a professionally finished look as well as adding
durability and longevity to the life of the banner.
Custom Signs by Alicia is a home-based business in our area that offers custom
interior and exterior signage. She has been in business for three years now. She would
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be in direct competition with the sale of vinyl signs that are adhered to substrates such
as wood. The only advantage that this business has over JMJ D’Signs and Graphix is
that she has already built up her own community of clients. The business does not
produce any other types of signage. One way we can take advantage of this weakness,
is by having her outsource or refer us to her clients when they are in need of other types
of signs such as banners and corrugated plastic.
Schmitt Graphic and Design has a similar business model to JMJ D’Signs. He runs a
full-service signs and graphic design business out of his home as a Sole proprietorship,
without employees. He has been in business for four years now and is located in
Spanaway as well. He is my direct competitor when it comes to vinyl decals, real estate
signs, vehicle graphics, and vinyl banners. However, like the other competitors listed
above, he does not offer the service of sewing banners.
The advantages he has over me is that he operates his business full time and has a
website. However, I am currently working on building a strong online presence by
creating an eCommerce site and utilizing social media platforms such as, Facebook,
YouTube, Instagram, LinkedIn, and Twitter.
Like the micro-businesses that I have listed above, this business also does not offer
banner sewing. I will take advantage of this by offering to accept jobs to sew banners.
http://www.schmittgandd.com/home.html
https://www.facebook.com/SchmittGandD/
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3. Products/Services
Products:
o Vinyl Banners and Stitching Service
o Vinyl Decals/ Stickers
o A-Boards/ Sandwich Boards
o Corrugated Plastic Signs
o Poly Metal Signage
o Graphic and Logo Design Service
Special Services:
o Free local pick and delivery
o Early morning and late evening support
o Loyalty bonuses
o Customer satisfaction follow-up
Sales Channels:
We currently sell directly to our clients for retail and wholesale purposes. We
are working on an eCommerce site and reaching our clients via Social Media
platforms.
After we have delivered a finished project to our client, I will set up a customer
care call schedule for them. Within 24 hours of the delivery, I will send an
email to our clients asking them to answer a few questions about the
satisfaction of their products and our customer service. If they report that they
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are completely satisfied, I will keep in touch with them once a month via our
monthly newsletter.
Should a customer report that they are unhappy with any element of their
product, we will do the best we can to resolve the concern with no out of
pocket cost to the customer.
We have not had any complaints by any customers who have done business
with us.
4. Promotion/Advertising /Social Media
Promotion:
I plan to attract new customers by direct marketing. I will start by introducing my
business to local sign shop owners who do not offer banner stitching services,
and find out if they are interested in outsourcing that service. I will also walk into
other businesses near my area to introduce my business and drop off business
cards and brochures.
I plan to use Social Media platforms such as Facebook to promote my business
and attend mini marketing meetings, and trade shows as well.
I plan to design my website and blog using free programs that are available such
as, Wix.com and WordPress.
Website – I will use this space to add information about my business.
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Blog – I could blog about the market space in the sign industry.
Trade shows – Set up booths equipped with tangible marketing items to hand
out to guests.
Sponsor events – I could sponsor local events.
Host events – I would host quarterly or annual BBQ’s.
Join the Chamber of Commerce – This is a great way to network with other
businesses.
Facebook page – Advertise products and services
Instagram – Post pictures during the process of projects.
Direct Marketing – Visit local sign shops to introduce my business and offer my
services.
YouTube – Post video tutorials of how to care for signs.
Print Advertising:
Post Cards = 50 for $10
Business Cards = 50 for $16
Brochures = 25 for $20
I plan to set a promotion/ advertising budget of $500 per month, and plan to work
on these efforts 100 hours per month.
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5. Pricing
Vinyl Banners
Standard size banner 3’ x 6’, stitched and grommeted = $110.00
Vinyl Decals/ Stickers
Standard size 12” x 24” sheet in white = $10.00
A-Boards/ Sandwich Boards
Standard size 36” x 24” = $45.00
Corrugated Plastic Signs
Standard size 12” x 24” with graphics on both sides = $25.00
Poly Metal Signage (Sizes will vary per project)
12” x 24” with graphics on both sides = $75.00
Graphic and Logo Design Service
$50.00 / hour
6. Placement
Business operations take place in two areas of my home; a spare bedroom that
measures 10’x10’ and my garage that is attached to my home and measures 450
sq. ft.
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Section 5: Financials and Financial Assumptions
Expenses and Sources of Capital
Expenses are listed in the cashflow spreadsheet sample included in the
Appendices section.
The income source that I use to finance any business endeavors are my
income from my day job and the profit from sales made by JMJ D’Signs and
Graphix.
Cash Flow Statement for at least THREE Months
Please see appendices section.
Create a Profit & Loss Statement
Please see Appendices section.
Section 6: Legal, Taxes, Contracts
1. Legal Services:
o Hammermaster Law Offices, PLLC – No general fees are listed.
o The Kraft Law Groups, PS – No general fees are listed.
2. Taxes:
1. What taxes will your business be legally obligated to pay?
Offices that I will use for legal services:
o Padgett Business Services
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253-604-4804
4115 So Meridian Ste C
Puyallup, WA 98373
http://www.padgettbusinessservices.com/
o Summit View Accounting
253-848-0322
11112 66th Ave E
Puyallup, WA 98373
http://summitviewaccounting.com/
3. Contracts:
Work Order
Work orders will include details of the sale of our products. Our clients will sign the
contract before the project is started; accepting the terms that are listed. They will then
sign the same document upon the delivery of the finished product and pay the
remaining balance.
o The name of the individual/ business that the project is for
o When the project will be started, finished, and delivered
o Full disclosure of the products being sold: measurements and type of materials
being used.
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o Financial disclosure: total cost including tax, deposit required to start, balance
due upon delivery, and forms of payment accepted.
o Acknowledgement that the products they have purchased and received meet
their expectations.
Sales Agreement
Sales agreements/ bill of sales will be used as an informal contract. Our clients will sign
the document when the deposit is made, then again when the project is delivered and
the balance is paid in full.
o Projects will be invoiced
o Invoices will include a description of the project
o Total cost including tax
o Deposit required to start the project
o Balance due upon delivery
o Forms of payment accepted
o Acknowledgement that the products they have purchased and received meet
their expectations.
Service Contract Agreement
A service contract agreement will be used when our business works with other
companies to provide banner services. The contracts will be signed before the order is
started and when the banner is delivered. This contract will include:
o Description of the service type
o Total cost (at wholesale)
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o Deposit required to start the project
o Balance due upon delivery
o Acknowledgement that the products they have purchased and received meet
their expectations.
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Section 7: Appendices
Resume
Arlene Cruz 253-875-6128
Objectives
To secure a small business loan.
Experience
JMJ D’Signs and Graphics - Owner
2004- Current
Graphic design, manage and operate all aspects of the business.
Corliss Optometrists
2002 - Current
Optometric Assistant – Duties include assisting the doctor and staff schedule appointments, perform
preliminary and special testing, invoicing, fitting and dispensing of contact lenses and glasses.
Marketing Representative – Responsibilities include managing digital and print promotions and
advertising for the office.
Education
Spanaway Lake High School
Graduated with a Business Certificate, and a member of the Future Business Leaders of America
Pierce College
Spring 2016 – Current
Working towards an Associate in Business degree, with a strong focus on marketing.
References
Dr. Kenneth J. Corliss, Owner
Corliss Optometrists
253-845-0585
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One Page Pitch
JMJ D’Signs and Graphics specializes in quality driven custom
signage, vinyl decals, and banner services to support your advertising
needs that fit within your budget.
PROBLEM WORTH SOLVING
Need for advertising for business or
personal use.
OUR SOLUTION
Polymetal or other
substrates, banner signs,
and vinyl decals.
Solves the need for
advertising their business
or personal activities.
TARGET MARKET
Business owners, Special interest
clubs and organizations, and people
who want custom decal for personal
use.
THE COMPETITION
To cut cost, they will
purchase these products
from print shops.
What makes us better is the
personal relationship we
build with each client.
SALES CHANNELS
We will sell to our customers
directly. We set up a meeting to
determine if we can serve their
needs. Start the creation process,
send them a draft. When the draft
gets approved, we collect a deposit
of 50% and the remaining balance
when we deliver the finished
product.
MARKETING ACTIVITIES
Primarily we work with
clients who have been
referred to us by word of
mouth. We will use
Social Media Outlets to
expand an online
eCommerce site.
REVENUE
Business signage and banner
services generate the most income
for the business. We do not keep
inventory so after we pay for
materials, the rest of the income
belongs to us.
EXPENSES
Most of our expenses will
probably stem from
gasoline, since we meet
with our clients away from
the home.
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MILESTONES
Business is already up and running but I would like to create a
more active web presence by June 2017.
TEAM AND KEY ROLES
My husband helps with designing and
production of the business.
PARTNERS AND RESOURCES
None
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Cashflow Projection and Profit & Loss (4 months)
Cash Inflows January February March April
Beginning Cash $10,000.00 $10,764.25 $11,523.30 $13,197.55
Monthly Banner Sewing Services(Wholesale) $500.00 $600.00 $1,200.00 $1,200.00
Monthly Product Sales (Signs & Banners) $675.00 $450.00 $1,000.00 $750.00
Monthly Product Sales (Decals) $200.00 $200.00 $200.00 $200.00
Total Monthly Income $1,375.00 $1,250.00 $2,400.00 $2,150.00
Total Cash Income for Month $11,375.00 $12,014.25 $13,923.30 $15,347.55
Cash Outflows /Expenses
Utilities (partial for home office) $100.00 $100.00 $100.00 $100.00
Office Supplies $50.00 $50.00 $50.00 $50.00
Marketing Materials $35.00 $35.00 $35.00 $35.00
Transportation/Travel $35.00 $35.00 $45.00 $45.00
Taxes $77.00 $57.20 $102.00 $83.60
Project Materials/Inventory $280.00 $180.00 $360.00 $230.00
T-Mobile Plan $33.75 $33.75 $33.75 $33.75
Total Cash Outflow $610.75 $490.95 $725.75 $577.35
Ending Cash for Month (total cash income minus total cash outflow) $10,764.25 $11,523.30 $13,197.55 $14,770.20
4 Month Profit and Loss Statement - JMJ D'Signs and Graphix
Categories 4 months
Operating Revenue $7,175.00
Total revenue for January through April
Cost of Goods Sold -$650.00
$1,190.00
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Cost of Services $0.00
Cost of sub-contracted labor, transportation and customer management
$0.00
Gross Profit $6,525.00 Revenue minus cost of goods and services
Overhead /Fixed Expenses
Utilities $120.00
Home Office $500.00
Total Overhead $620.00
Net Income $5,905.00
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