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Table of Contents
9.+ C6ecutive #ummary.....................................................................................................................1
1hart! Dighlights...........................................................................................................................1
9.9 Eission...........................................................................................................................................2
9.* Fbjectives....................................................................................................................................2
9.G Heys to #uccess.........................................................................................................................2
*.+ 1ompany #ummary......................................................................................................................2
*.9 #tart:up #ummary....................................................................................................................2
1hart! #tart:up..............................................................................................................................3
.able! #tart:up )unding..............................................................................................................3
.able! #tart:up...............................................................................................................................4
*.* 1ompany Fwnership................................................................................................................4
G.+ roducts............................................................................................................................................4
I.+ Earket Analysis #ummary.........................................................................................................5
I.9 Earket #egmentation..............................................................................................................
.able! Earket Analysis................................................................................................................
1hart! Earket Analysis $ie&.....................................................................................................
I.* .arget Earket #egment #trategy........................................................................................!
I.G ,ndustry Analysis.......................................................................................................................!
I.G.9 1ompetition and 'uying atterns...............................................................................!
2.+ #trategy and ,mplementation #ummary............................................................................."
2.9 1ompetitive Cdge......................................................................................................................"
2.* Earketing #trategy..................................................................................................................."
2.G #ales #trategy............................................................................................................................#
2.G.9 #ales )orecast..................................................................................................................1$
.able! #ales )orecast.............................................................................................................1$
1hart! #ales Eonthly.............................................................................................................11
1hart! #ales by Year..............................................................................................................11
2.I Eilestones..................................................................................................................................12
.able! Eilestones.........................................................................................................................12
1hart! Eilestones........................................................................................................................13
>.+ Web lan #ummary....................................................................................................................13
>.9 Website Earketing #trategy................................................................................................14
>.* Bevelopment 7e-uirements................................................................................................14
=.+ Eanagement #ummary.............................................................................................................15
=.9 ersonnel lan..........................................................................................................................15
.able! ersonnel..........................................................................................................................15
;.+ )inancial lan................................................................................................................................1
;.+ )inancial lan................................................................................................................................1
;.9 ,mportant Assumptions........................................................................................................1
.able! Jeneral Assumptions...................................................................................................1
;.* 'reak:even Analysis...............................................................................................................1!
;.* 'reak:even Analysis...............................................................................................................1!
1hart! 'reak:even Analysis....................................................................................................1!
.able! 'reak:even Analysis.....................................................................................................1!
Page 1
Table of Contents
;.G rojected rofit and Loss.....................................................................................................1"
;.G rojected rofit and Loss.....................................................................................................1"
.able! rofit and Loss................................................................................................................1"
1hart! rofit Eonthly.................................................................................................................1#
1hart! rofit Yearly.....................................................................................................................1#
1hart! Jross Eargin Eonthly.................................................................................................2$
1hart! Jross Eargin Yearly.....................................................................................................2$
;.I 'usiness 7atios........................................................................................................................21
.able! 7atios.................................................................................................................................21
;.2 rojected 1ash )low...............................................................................................................22
;.2 rojected 1ash )low...............................................................................................................22
1hart! 1ash...................................................................................................................................22
.able! 1ash )low.........................................................................................................................23
;.> rojected 'alance #heet......................................................................................................24
;.> rojected 'alance #heet......................................................................................................24
.able! 'alance #heet.................................................................................................................24
.able! #ales )orecast...........................................................................................................................1
.able! ersonnel....................................................................................................................................2
.able! ersonnel....................................................................................................................................2
.able! Jeneral Assumptions.............................................................................................................3
.able! Jeneral Assumptions.............................................................................................................3
.able! rofit and Loss..........................................................................................................................4
.able! rofit and Loss..........................................................................................................................4
.able! 1ash )low...................................................................................................................................5
.able! 1ash )low...................................................................................................................................5
.able! 'alance #heet...........................................................................................................................
.able! 'alance #heet...........................................................................................................................
Page 2
%ne &ee' (t ( Time
9.+ C6ecutive #ummary
Fne Week At A .ime is a website business based in Le6ington, Hentucky that is owned and
operated by )rank Williams. .he website aims to educate people on how they can help the
Carth and lessen their environmental impact by accomplishing one task each week for 2*
weeks. .he tasks are simple and will show people how easily they can make small changes in
their life to make a difference in their world. .he revenue stream for this website will come from
commissions on recommendations of Carth:friendly products that fit with our weekly tips. We
will have affiliate relationships with retailers providing these products so we wonKt be producing
them or carrying inventory, just earning commission on each sale.
Fur financial strategy is based on staying profitable while keeping e6penses e6tremely low. We
plan on using profits to support environmental causes we believe in, so itKs not our mission to
earn as much money as humanly possible. WeKre more concerned with keeping the cash flow
and cash balance positive. .he accompanying chart highlights our financial plans.
,n order to reach our goals, we must complete the following keys of success!
We must develop -uality content in the form of our tips which engage the readers, empower
them, and inspire them to share the tips with others, and so, grow our user base.
We must e6ecute our marketing plan well, since the focus is on not spending money, while
ma6imiLing our online e6posure.
We must keep our e6penses low. We donKt plan on generating a large amount of revenue in
the near:term, so we canKt let e6penses get out of control.
We must pre:sell our product recommendations in order to get users to purchase through
our site, thereby garnering our commissions.
1hart! Dighlights
Page 1
%ne &ee' (t ( Time
9.9 Eission
Fne Week At A .ime is an educational website that teaches busy people how they can help the
environment by accomplishing simple weekly tasks over the period of one year. We hope to help
people become more environmentally conscious, help retailers sell Carth:friendly products, and
use our commissions to pay our e6penses and contribute profits to environmental causes.
9.* Fbjectives
9. Ase simple weekly tasks to teach people how they can help the environment and lessen
their personal environmental impact.
*. .o sign up 2,+++ subscribers to our weekly environmental tips list at the end of the first
year.
G. .o receive 9+,+++ visitors per month to our website.
I. .o achieve profitability within si6 months.
2. .o use all company profits to contribute to environmental organiLations and causes.
9.G Heys to #uccess
&'ality Content( Write good weekly tips which are simply written, friendly, to the point,
and inspire people to accomplish their weekly task.
)arketing( )ocus on link:building, search engine optimiLation, and word of mouth to
spread the word about our website and email tips.
*+penses( Heep other e6penses low to make achieving profitability easier. .here is no need
to spend a lot of money in order to accomplish our goals -uicker.
romote and pre:sell Carth:friendly products in a way that inspires our users to buy using
our siteKs links so we receive our commissions.
*.+ 1ompany #ummary
Fne Week At A .ime is a small sole proprietor website based in Le6ington, Hentucky. ,ts
purpose is to educate busy people on how they can help lessen their personal environmental
impact by completing weekly tasks as outlined on the website. .he site offers these tasks both
on the site, or by a weekly email subscription that is free of charge. 7evenue is generated by
earning commissions on Carth:friendly products sold to subscribers by recommended retailers.
*.9 #tart:up #ummary
Fne Week At A .ime will start with an initial MG,+++ investment from )rank Williams to get the
website and company going. Er. Williams plans on doing all the initial website design and
content creation himself, so there is no monetary cost associated with those items. .hat leaves
M*2+ in legal e6penses to form the company, M9,+++ in computer e-uipment, and M=2 to
register the domain name for the website.
.he initial investment will cover these items and leave a cash balance of M9,>=2 to cover
e6penses until income comes in as the company moves forward.
Page 2
%ne &ee' (t ( Time
1hart! #tart:up
.able! #tart:up )unding
Start-up Funding
Start-up Expenses to Fund $1,325
Start-up Assets to Fund $1,675
Total Funding Required $3,
Assets
!on-"as# Assets $ro% Start-up $
&as# Require%ents $ro% Start-up $1,675
Additional &as# Raised $
&as# 'alan"e on Starting (ate $1,675
Total Assets $1,675
)ia*ilities and &apital
)ia*ilities
&urrent 'orro+ing $
)ong-ter% )ia*ilities $
A""ounts ,a-a*le ./utstanding 'ills0 $
/t#er &urrent )ia*ilities .interest-$ree0 $
Total )ia*ilities $
&apital
,lanned 1n2est%ent
Fran3 4illia%s $3,
/t#er $
Additional 1n2est%ent Require%ent $
Total ,lanned 1n2est%ent $3,
)oss at Start-up .Start-up Expenses0 .$1,3250
Total &apital $1,675
Total &apital and )ia*ilities $1,675
Total Funding $3,
Page 3
%ne &ee' (t ( Time
.able! #tart:up
Start-up
Require%ents
Start-up Expenses
)egal $25
(o%ain !a%e $75
&o%puter Equip%ent $1,
Total Start-up Expenses $1,325
Start-up Assets
&as# Required $1,675
/t#er &urrent Assets $
)ong-ter% Assets $
Total Assets $1,675
Total Requirements $3,
*.* 1ompany Fwnership
Fne Week At A .ime is a sole:proprietorship, founded, owned and operated by )rank Williams
of Le6ington, Hentucky.
G.+ roducts
Fne Week At A .ime does not actually produce any products or services. We recommend Carth:
friendly products from various retailers who pay us a commission based on the amount of the
sale. .hese are usually referred to as Naffiliate relationshipsN and Naffiliate commissionsN in the
Web world.
.he advantage to this setup is that we donKt have any cost of goods, we donKt have to worry
about production, inventory levels, fulfillment, or customer service. .he negative aspect is that
we obviously only receive a percentage of the sale instead of the full amount of the sale.
We will be recommending Carth:friendly products of the following types!
,e'sa-le Prod'cts( 7eusable replacements for everyday products that are normally
disposed of after one use such as rechargeable batteries, reusable lunch bags, etc.
,ecycled Paper Prod'cts( rinter paper, envelopes, stationary, etc.
.itchen Prod'cts( 1loth towels, cloth rags, etc.
/rganic 0oods( )ruits, vegetables, snack foods, etc.
Cloth 1iapers
Clothing( Eade by Carth:)riendly companies such as LandsK Cnd, L.L. 'ean, etc.
Page 4
%ne &ee' (t ( Time
Cleaning Prod'cts( Frganic and chlorineOchemical free cleaning products like carpet
cleaner, laundry detergent, dish soap, car wash soap, etc.
2er-al )edicines
3ighting( Cnergy #tar approved lighting which uses less energy than standard bulbs and
lighting products.
2eating4Cooling *5'ipment( Dot Water Deater jackets, Cnergy #tar air conditioners,
heaters, etc.
Books( About being Carth:friendly.
)'sic( 'y Carth:)riendly artists or ones whose proceeds are donated to environmental
organiLations.
3ow 6ater 7sage( #hower heads, hose noLLles, and other water:reducing gadgets.
*nergy Star Appliances( Hitchen appliances, .Ps, monitors, etc.
Solar Powered Appliances( Eajor and minor appliances, tools and gadgets that run on
solar power.
I.+ Earket Analysis #ummary
Fne Week At A .ime targets all people in general, but the content will be slanted towards what
we call Nbusy people.N .hese are people who most likely have busy lives such as being a full:
time student, working, having a family, etc. .hese people often feel that theyKre too busy to
help the Carth, and often think it takes a ton of work to lessen their environmental impact. .hey
tend to be in the 9;:22 age range, moderate to high income level, and they live in all
geographical locations. Fbviously, our market must have access to the ,nternet in order to view
our site.
Fur secondary markets are students who range from 9*:** in age who can get started early on
being Carth:friendly, and the retired community who may have more free time to help live an
Carth:friendly life.
.hese markets really encompass everyone, but we e6pect our primary market to account for a
majority of our visitors and sales.
Page 5
%ne &ee' (t ( Time
I.9 Earket #egmentation
We segment our market by their Nstate in life.N 'y Nstate in lifeN we mean what age and point in
life the people in the market are in. Asually their Nstate of lifeN has a bearing on what their
interests are, how much free time they have, and how much income they have. Fur market is
segmented in the following way!
St'dents( #tudents range from 9*:** years old. Jeography is not important beyond the
fact that our site will only be in Cnglish.
Ad'lts( Adults are people in the 9;:22 year old range who are working full or part:time jobs
and may or may not be very busy with their work and family lives. Jeography is not
important beyond the fact that our site will only be in Cnglish.
,etirees( 7etirees are over 22 years old in age and geography is not a factor beyond the
site only being in Cnglish.
.able! Earket Analysis
Market Analysis
5ear 1 5ear 2 5ear 3 5ear 6 5ear 5
,otential &usto%ers 7ro+t# &A7R
Adults 18 1,, 11,, 12,1, 13,31, 16,661, 198
Students 58 2,, 2,1, 2,25, 2,315,25 2,631,13 598
Retirees 18 5,, 5,5, 6,5, 6,655, 7,32,5 198
Total :9658 17,, 1;,6, 2,355, 22,2;,25 26,3:2,513 :9658
1hart! Earket Analysis $ie&
Page
%ne &ee' (t ( Time
I.* .arget Earket #egment #trategy
Fne Week At A .imeKs main goal is to help people live in a more Carth:friendly manner, so
thatKs the main reason why we are targeting any market in general, but there are specific
reasons weKll tailor content to our different market segments.
St'dents( .hey usually have a low:level of income so weKre not counting on this market for
providing us revenue in the way of product sales, but we are targeting students because of
the importance that they become educated on how to live in an Carth:friendly manner. ,t
might be a clicheK, but the children are the future.
Ad'lts( .his is our largest market and our true target for generating revenue. .hey have
the highest income level, and are the most likely to be buying the types of products weKll be
pushing. .hese are also the Nbusy peopleN who weKre trying to make it easy on to lessen
their environmental impact.
,etirees( .hey most likely have more free time to spend donating to environmental
organiLations and causes. .heir income level is dependant on their retirement savings and
their age, so we arenKt counting on them for providing much revenue, but they might
contribute in a meaningful manner.
I.G ,ndustry Analysis
Fne Week At A .ime actually falls in two different industries.
9. 6e are an en%ironmental ed'cation we-site. .his means our primary competition is
other environmental education websites, but because our goal is simply to educate people,
we arenKt really competing with these people in the classic sense of competition. .here are
many environmental websites, and most of them are either environmental news sites, or
they focus on one or two specific environmental topics. We cover many topics, and take a
different approach with our weekly task email approach instead of just giving people
information. We educate them while giving them a specific task and action to make a
difference.
*. 6e are an *arth"friendly prod'ct retailing we-site. Although our site doesnKt actually
sell the products specifically, we are competing for the sales with every site that sells a
similar or competing environmental product to any of the products that we recommend on
our site.
I.G.9 1ompetition and 'uying atterns
.he content on the Fne Week At A .ime website will generally be aimed at people who are not
e6perts on living an Carth:friendly life. eople who are already e6perts most likely will not need
our site to get information on how they can help the environment, or need our site to point
them to Carth:friendly products. .herefore, most of the time weKll be introducing people to ways
they can help their environment, and introducing them to products they might not know even
e6ist.
Page !
%ne &ee' (t ( Time
Fur customers will choose us over competing environmental websites because we wonKt
overwhelm them with information. We will provide a fun writing style with weekly tasks that
actually have our visitors accomplish something that helps the Carth or lessens their impact.
.hese changes will be noticeable to them, and we believe we will make people happy and feel
empowered from using our site, while also forming a personal relationship with our site. We feel
this will cause them to recommend our site to friends, and to listen to our product
recommendations and buy directly from the links on our site and in our emails.
We will make the product:finding process simple, because it can often be overwhelming. ,f
someone tells you that you should buy a chlorine:free cleaner, how do you know where to find
that or which one to choose out of the many optionsQ Asers of Fne Week At A .ime will trust us
and we will simplify the process by giving them one or two choices and retailers to choose from
to buy that chlorine:free cleaner.
2.+ #trategy and ,mplementation #ummary
.he strategy of Fne Week At A .ime is to perform the following tasks to achieve our goals!
We aim to market the site using search engine placement, links, pay:per:click advertising,
and word of mouth. All effective and cheap ways to build an audience.
We aim to build trust with our users so they will buy the products we recommend.
We aim to keep our e6penses e6tremely low to make profitability easy to achieve.
2.9 1ompetitive Cdge
.he competitive edge of Fne Week At A .ime is that weKre providing our content in a fun format
that allows people to accomplish tasks on a weekly basis that will show them progress towards
making the world a better place. .his kind of empowerment is very powerful. Fther
environmental education sites simply give out information and provide some tips in a list
format, but very few sites give people actual tasks, and we havenKt seen any sites that do what
we will do with sending out a weekly email each week for a year with a task. .his keeps our site
within the visitorKs thought process for a year. Which means theyKll also be looking at the
products we recommend for a year.
Another competitive edge we have is affiliate and online marketing e6perience from other
websites Er. Williams has been a part of. Fther sites are usually just run by environmental
organiLations and are not using the Web to itKs fullest potential.
2.* Earketing #trategy
.he key to our marketing strategy is search engine and directory placement. We plan on getting
users in this manner because we know theyKre actively looking for information and tips in this
area. Er. Williams is an e6pert in this arena, and weKve done e6tensive research on keywords
that people use when looking for information and tips on environmental topics. We are building
our site with these keywords built into the titles and site copy to get good placement in the
search engines.
Page "
%ne &ee' (t ( Time
Fur site is also a fun and interesting educational concept, so we will embark on a link:building
strategy to garner hundreds of links to our site from other environmental and educational
websites. 'esides the direct traffic, this also increases our siteKs popularity in the search
engines.
We will also use pay:per:click search engines to bid on terms for the types of products that we
recommend to bring users looking for those products directly to our site first.
Fur last and potentially most important strategy is word:of:mouth or viral marketing. We hope
that our content is so compelling and fun for people that theyKll enjoy sharing our email tips
with their friends, family, class, classmates, co:workers, and anyone else who might be
interested. ,n fact, one of our weekly tips in our 2*:weeks of tips is to share our site with
others%
2.G #ales #trategy
.he key to sales at Fne Week At A .ime is to develop a level of trust with our visitors through
our content. We must convince them we are knowledgeable, have their best interests in mind,
and that we recommend products that will make their life better by helping the Carth.
After that is accomplished, we must Npre:sellN the product. re:selling is the key techni-ue to
successful affiliate sales on the Web. We canKt simply place a link to a product and say N'uy
.his.N We must pre:sell the product to the user by e6plaining to them why they need such a
product, why that product is the right one, and why the retailer weKre recommending is the
right one to buy it from. Asing things like our own personal e6perience with the product,
e6amples of why itKs good, and testimonials from other users will be keys to pre:selling our
recommended products.
Another aspect of trust and the products is that we must recommend high:-uality products that
satisfy the buyer. ,f we recommend bad products, they will lose trust in us and the products we
recommend. We must avoid this at all costs.
Page #
%ne &ee' (t ( Time
2.G.9 #ales )orecast
Fur sales forecast is very conservative because affiliate sales are usually worse than people
initially e6pect.
We feel that weKre e6perts in how to sell affiliate products, but we still want to keep things
conservative.
Fur only costs of sales are under M9++Omonth spending on pay:per:click advertising.
Fur initial sales levels are what we feel we can make on just a few sales of each type of product
in the first month.
#ince affiliate commissions range from 2:923, we looked at the average price of the products
in each category and came up with what our commission would be on just a few sales in that
product category.
We then set our growth rates in the 9+:*+3 rate based on how popular the category is and
how fast we feel we can bring new visitors to the site.
.able! #ales )orecast
Sales Forecast
5ear 1 5ear 2 5ear 3
Sales
Reusa*le<,aper ,rodu"ts $1,355 $1,6:1 $1,66
Applian"es $2,71 $2,:;1 $3,2;
Food $635 $67: $526
&lot#es<(iapers $2,71 $2,:;1 $3,2;
'oo3s<=usi" $:: $1,;; $1,1:7
>it"#en<&leaners $5,621 $5,:63 $6,55:
Total Sales $13,621 $16,:;3 $16,6;2
(ire"t &ost o$ Sales 5ear 1 5ear 2 5ear 3
/nline =ar3eting $7:6 $ $
/t#er $ $ $
Subtotal Direct Cost of Sales $7:6 $ $
Page 1$
%ne &ee' (t ( Time
1hart! #ales Eonthly
1hart! #ales by Year
Page 11
%ne &ee' (t ( Time
2.I Eilestones
.he Eilestones table for Fne Week At A .ime is very simple, but so is this business. Fur
development consists of a few major milestones!
9. Completing the B'siness Plan( We feel an organiLed and good business plan is an
essential key to success.
*. 6e-site 1e%elopment( .his includes creating the site design, database and email system,
creating affiliate relationships, and writing all the content for the weekly tasks. .his is
obviously very important, because in a sense our website is our product.
G. Search *ngine /ptimi8ation and S'-mission( .his step is crucial to generating traffic to
our website. We must get in the search engines for the keyword terms our research has
identified.
I. 3ink B'ilding Campaign( As crucial as the search engines, this is the key second step of
our marketing by getting hundreds of links to our site from other environmental and
educational sites.
.able! Eilestones
Milestones
=ilestone Start (ate End (ate 'udget =anager (epart%ent
'usiness ,lan 1<1<22 1<1<22 $ Fran3 4illia%s =anage%ent
4e* Site 1<1<22 12<1<22 $ Fran3 4illia%s 4e*
Sear"# Engine<(ire"tor-
Su*%issions
12<1<22 12<1<22 $5 Fran3 4illia%s =ar3eting
)in3 &a%paign 12<1<22 1<1<23 $ Fran3 4illia%s 4e*
Totals $5
Page 12
%ne &ee' (t ( Time
1hart! Eilestones
>.+ Web lan #ummary
.he Fne Week At A .ime website is the focus of our entire operation as itKs the only part of our
company that interfaces with the customer.
.he website will have a very simple design. .he graphics will be minimal and we will keep
unnecessary te6t out of the site as much as possible.
.he website will simply e6plain a brief description and mission statement on the front page,
have links to some environmental news, and then push the user towards doing one of the three
following tasks!
9. #igning up for our weekly email tasks subscription.
*. ,mmediately going and browsing our weekly tips.
G. 7eading our full mission statement to find out what the site is all about.
.he back end of the website will be pretty simple as weKll have a database storing the tips and
subscriptions to the weekly tips newsletter. ,t will be a simple design to make it easy to
maintain and to be fast and efficient so the majority of Er. Williams time isnKt spent dealing with
technical website issues.
Page 13
%ne &ee' (t ( Time
>.9 Website Earketing #trategy
.he Fne Week At A .ime website has four basic website marketing strategies!
9. Search *ngine Placement( .he site copy is being initially written to contain keywords and
phrases we know people are using in the search engines to find this type of content.
1ombined with good title tags and our simple design, we shouldnKt have a tough time
getting decent placement for those search terms.
*. 3ink B'ilding( ,n order to get more direct traffic, and to improve our search engine
placement we intend on having a link building campaign to get links to our site from other
environmental and educational websites. We will have a 7esources section on our site that
weKll use to e6change links with other sites.
G. Pay"Per"Click( We will use Fverture and Joogle Adwords to generate traffic via pay:per:
click advertising. WeKll bid on keywords that relate to the products that we recommend on
the site.
I. 6ord of )o'th( .he content of our site should be compelling enough that people naturally
want to pass on our weekly tips to friends, co:workers, family, classmates, etc. WeKll also
have one weekly task which consists of telling others about our site, and have easy Nsend to
a friendN options for our tips listed on our site.
>.* Bevelopment 7e-uirements
.he development re-uirements for our website fall into three distinct phases!
9. 0ront *nd( .he first step in our site development process is to develop the graphic look and
layout for the site. WeKll develop one look and template weKll use for all pages, so we
estimate this will take about one week.
*. Back *nd( .he second step is to code the part of our system that holds and distributes our
content. WeKll create a database to store our weekly tips and information about those tips.
WeKll also create a database to store the email address and other information about the
people whoKve subscribed to our weekly tasks. 'oth these systems will interface with our
front end since people will subscribe via the website, and weKll use a Web form to write and
edit our weekly tips in the database.
G. Tip 6riting( After we have created the system, weKll add content for the 2* weeks. We will
write one tip at a time which will consist of a tip background and overview of the problem
the tip helps to solve, the specific tip action, links to any products related to it, and links to
other resources where people can learn more if they so choose.
Page 14
%ne &ee' (t ( Time
=.+ Eanagement #ummary
.he management of Fne Week At A .ime is very simple as the company is owned and operated
by a single person, Er. )rank Williams.
We have no immediate plans to hire any additional personnel, and would only do so in the case
that the business really took off and new revenue opportunities were created. At this point with
our current forecast we donKt see that happening in the ne6t two years.
=.9 ersonnel lan
)rank Williams is the only planned employee for Fne Week At A .ime. De will not be taking a
salary until revenues have grown to a level that make that possible. We project that will happen
in #eptember of *++G. At that time he will begin taking a modest M2++Omonth salary since this
job is not full:time.
.able! ersonnel
Personnel Plan
5ear 1 5ear 2 5ear 3
Fran3 4illia%s $1, $2, $6,
/t#er $ $ $
Total ,eople 1 1 1
Total Payroll $1, $2, $6,
Page 15
%ne &ee' (t ( Time
;.+ )inancial lan
Fne Week At A .ime is a business that is very financially simple. Fur only e6penses consist of
marketing, website hosting, and one salary starting in late *++G. Fur marketing e6penses and
salary could even be cut if necessary, since generating lots of income isnKt the primary goal for
this business.
Cven though generating tons of cash and a huge salary isnKt the goal, we do want to remain
profitable and keep a positive cash flow and cash balance to keep the business running strong
and keep it healthy. As long as we keep our e6penses low, even minor amounts of sales should
achieve that goal, as shown in the following financial plan.
;.9 ,mportant Assumptions
.he )inancial lan for Fne Week At A .ime makes the following assumptions!
.hat we will be able to generate traffic for our website through our marketing methods.
.hat affiliate programs for Carth:friendly products will remain available and that those
retailers will stay in business and fulfill orders correctly and on time.
.hat people will remain interested in helping the environment.
.able! Jeneral Assumptions
General Assumptions
5ear 1 5ear 2 5ear 3
,lan =ont# 1 2 3
&urrent 1nterest Rate 198 198 198
)ong-ter% 1nterest Rate 198 198 198
Tax Rate 398 398 398
Other
Page 1
%ne &ee' (t ( Time
;.* 'reak:even Analysis
Fur 'reak:even Analysis is -uite simple. We earn revenue by receiving commissions on
products we recommend in our weekly tips. .his means we donKt produce any products so we
donKt have a variable unit cost. We estimate that weKll receive around M* per sale made since
most of the companies will pay 2:923 in commission on products ranging from M2:M*+.
Fur fi6ed costs are cheap. .his accounts for our website hosting, miscellaneous bills and
e6penses, and some search engine marketing.
1hart! 'reak:even Analysis
.able! 'reak:even Analysis
Break-even Analysis
=ont#l- Re2enue 'rea3-e2en $316
Assu%ptions?
A2erage ,er"ent @aria*le &ost 68
Estimated Monthly Fixed Cost $2:6
Page 1!
%ne &ee' (t ( Time
;.G rojected rofit and Loss
Fne Week At A .ime e6pects to have a tremendous net profit due to our lack of e6penses, cost
of goods, and only having one employee. 1onversely, we donKt e6pect to generate a huge
amount of sales, or really end up earning that much in net income.
We e6pect to reach net profit for *++G and *++I which we plan on contributing to various
environmental causes we support.
.able! rofit and Loss
Pro Forma Profit and Loss
5ear 1 5ear 2 5ear 3
Sales $13,621 $16,:;3 $16,6;2
(ire"t &ost o$ Sales $7:6 $ $
/t#er &osts o$ 7oods $ $ $
Total &ost o$ Sales $7:6 $ $
7ross =argin $12,;25 $16,:;3 $16,6;2
7ross =argin 8 :69168 198 198
Expenses
,a-roll $1, $2, $6,
Sales and =ar3eting and /t#er Expenses $1,2 $2,3 $6,5
(epre"iation $ $ $
4e* Site Aosting $1,2 $1,2 $1,2
,a-roll Taxes $15 $3 $6
/t#er $ $ $
Total /perating Expenses $3,55 $5,; $1,3
,ro$it 'e$ore 1nterest and Taxes $:,275 $:,1;3 $6,1;2
E'1T(A $:,275 $:,1;3 $6,1;2
1nterest Expense $ $ $
Taxes 1n"urred $2,7;3 $2,755 $1,;55
!et ,ro$it $6,6:3 $6,62; $6,327
et Profit!Sales 679678 629:8 269258
Page 1"
%ne &ee' (t ( Time
1hart! rofit Eonthly
1hart! rofit Yearly
Page 1#
%ne &ee' (t ( Time
1hart! Jross Eargin Eonthly
1hart! Jross Eargin Yearly
Page 2$
%ne &ee' (t ( Time
;.I 'usiness 7atios
.he ratios in our table should point to Fne Week At A .ime being a simple business with a
chance and level of profitability.
.able! 7atios
Ratio Analysis
5ear 1 5ear 2 5ear 3 1ndustr- ,ro$ile
Sales 7ro+t# n9a9 198 198 98
,er"ent o$ Total Assets
/t#er &urrent Assets 98 98 98 198
Total &urrent Assets 198 198 198 198
)ong-ter% Assets 98 98 98 98
Total Assets 198 198 198 198
&urrent )ia*ilities 19258 39568 39628 98
)ong-ter% )ia*ilities 98 98 98 98
Total )ia*ilities 19258 39568 39628 98
!et 4ort# ;:9758 :69668 :695;8 198
,er"ent o$ Sales
Sales 198 198 198 198
7ross =argin :69168 198 198 98
Selling, 7eneral B Ad%inistrati2e Expenses 6696:8 57918 739758 98
Ad2ertising Expenses 98 98 98 98
,ro$it 'e$ore 1nterest and Taxes 6;918 6192:8 379518 98
=ain Ratios
&urrent :976 2;9: 2:923 9
Cui"3 :976 2;9: 2:923 9
Total (e*t to Total Assets 19258 39568 39628 98
,re-tax Return on !et 4ort# 1139568 629:28 329678 98
,re-tax Return on Assets 119:28 696;8 319558 98
Additional Ratios 5ear 1 5ear 2 5ear 3
!et ,ro$it =argin 679678 629:8 269258 n9a
Return on Equit- 7:96:8 66968 229;78 n9a
A"ti2it- Ratios
A""ounts ,a-a*le Turno2er 6957 12917 12917 n9a
,a-%ent (a-s 27 61 27 n9a
Total Asset Turno2er 195 9:: 9;6 n9a
(e*t Ratios
(e*t to !et 4ort# 911 96 96 n9a
&urrent )ia*9 to )ia*9 19 19 19 n9a
)iquidit- Ratios
!et 4or3ing &apital $;,16; $16,5:6 $1;,:23 n9a
1nterest &o2erage 9 9 9 n9a
Additional Ratios
Assets to Sales 967 191 191: n9a
&urrent (e*t<Total Assets 18 68 38 n9a
A"id Test :976 2;9: 2:923 n9a
Sales<!et 4ort# 1967 193 9;7 n9a
Di"idend Payout 9 9 9 n9a
Page 21
%ne &ee' (t ( Time
Page 22
%ne &ee' (t ( Time
;.2 rojected 1ash )low
#tarting with our initial investment, Fne Week At A .ime plans on always having a positive cash
balance and cash flow. Cven though some companies suffer from negative cash flow on
occasion, we foresee no reason that we should ever be spending more in e6penses than weKre
bringing in from sales.
Fur low overhead and initial investment keep us from needing to ever borrow cash or sell off
assets to contribute to our cash balance. Fur only true fi6ed e6pense is website hosting. Any
marketing e6penses can be trimmed so that we keep our goal of maintaining a positive cash
flow and cash balance.
1hart! 1ash
Page 23
%ne &ee' (t ( Time
.able! 1ash )low
Pro Forma Cas Flo!
5ear 1 5ear 2 5ear 3
&as# Re"ei2ed
&as# $ro% /perations
&as# Sales $13,621 $16,:;3 $16,6;2
Su*total &as# $ro% /perations $13,621 $16,:;3 $16,6;2
Additional &as# Re"ei2ed
Sales Tax, @AT, AST<7ST Re"ei2ed $ $ $
!e+ &urrent 'orro+ing $ $ $
!e+ /t#er )ia*ilities .interest-$ree0 $ $ $
!e+ )ong-ter% )ia*ilities $ $ $
Sales o$ /t#er &urrent Assets $ $ $
Sales o$ )ong-ter% Assets $ $ $
!e+ 1n2est%ent Re"ei2ed $ $ $
Su*total &as# Re"ei2ed $13,621 $16,:;3 $16,6;2
Expenditures 5ear 1 5ear 2 5ear 3
Expenditures $ro% /perations
&as# Spending $1, $2, $6,
'ill ,a-%ents $5,1:6 $6,:6: $;,23
Su*total Spent on /perations $6,1:6 $;,:6: $12,23
Additional &as# Spent
Sales Tax, @AT, AST<7ST ,aid /ut $ $ $
,rin"ipal Repa-%ent o$ &urrent 'orro+ing $ $ $
/t#er )ia*ilities ,rin"ipal Repa-%ent $ $ $
)ong-ter% )ia*ilities ,rin"ipal Repa-%ent $ $ $
,ur"#ase /t#er &urrent Assets $ $ $
,ur"#ase )ong-ter% Assets $ $ $
(i2idends $ $ $
Su*total &as# Spent $6,1:6 $;,:6: $12,23
!et &as# Flo+ $7,625 $6,36 $6,65:
Cash #alance $:,1 $15,135 $1:,5:6
Page 24
%ne &ee' (t ( Time
;.> rojected 'alance #heet
Bue to our keeping e6penses low and slowly growing our site traffic and sales, the companyKs
net worth will gradually increase over time. We arenKt in a race, and have no motivation to try
and rush anything andOor spend money frivolously to reach any of our goals.
Fur liabilities are very slim, and our sales forecast is conservative so we are more likely to beat
these projections than to fail at reaching them.
.able! 'alance #heet
Pro Forma Balance Seet
5ear 1 5ear 2 5ear 3
Assets
&urrent Assets
&as# $:,1 $15,135 $1:,5:6
/t#er &urrent Assets $ $ $
Total &urrent Assets $:,1 $15,135 $1:,5:6
)ong-ter% Assets
)ong-ter% Assets $ $ $
A""u%ulated (epre"iation $ $ $
Total )ong-ter% Assets $ $ $
Total Assets $:,1 $15,135 $1:,5:6
)ia*ilities and &apital 5ear 1 5ear 2 5ear 3
&urrent )ia*ilities
A""ounts ,a-a*le $:33 $53: $67
&urrent 'orro+ing $ $ $
/t#er &urrent )ia*ilities $ $ $
Su*total &urrent )ia*ilities $:33 $53: $67
)ong-ter% )ia*ilities $ $ $
Total )ia*ilities $:33 $53: $67
,aid-in &apital $3, $3, $3,
Retained Earnings .$1,3250 $5,16; $11,5:6
Earnings $6,6:3 $6,62; $6,327
Total &apital $;,16; $16,5:6 $1;,:23
Total )ia*ilities and &apital $:,1 $15,135 $1:,5:6
et $orth $;,16; $16,5:6 $1;,:23
Page 25
(ppendi)
.able! #ales )orecast
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
Reusable/Paper Products 0% 25 31 39 49 61 76 95 119 149 186 233 291
!ppl"ances 0% 50 63 78 98 122 153 191 238 298 373 466 582
#ood 0% 15 17 20 23 26 30 35 40 46 53 61 70
$lothes/%"apers 0% 50 63 78 98 122 153 191 238 298 373 466 582
&oo's/Mus"c 0% 25 30 36 43 52 62 75 90 107 129 155 186
("tchen/$leaners 0% 100 125 156 195 244 305 381 477 596 745 931 1)164
*otal Sales 265 329 407 505 627 779 968 1)202 1)494 1)858 2)311 2)875
%"rect $ost o+ 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
,nl"ne Mar'et"n- 50 53 55 58 61 64 67 70 74 78 81 86
,ther 0 0 0 0 0 0 0 0 0 0 0 0
Subtotal Direct Cost of Sales 50 53 55 58 61 64 67 70 74 78 81 86
Page 1
(ppendi)
.able! ersonnel
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
#ran' ."ll"a/s 0% 0 0 0 0 0 0 0 0 0 0 500 500
,ther 0% 0 0 0 0 0 0 0 0 0 0 0 0
*otal People 1 1 1 1 1 1 1 1 1 1 1 1
Total Payroll 0 0 0 0 0 0 0 0 0 0 500 500
Page 2
(ppendi)
.able! Jeneral Assumptions
General Assumptions
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Plan Month 1 2 3 4 5 6 7 8 9 10 11 12
$urrent 0nterest Rate 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100%
2on-3ter/ 0nterest Rate 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100% 10100%
*a4 Rate 30100% 30100% 30100% 30100% 30100% 30100% 30100% 30100% 30100% 30100% 30100% 30100%
Other 0 0 0 0 0 0 0 0 0 0 0 0
Page 3
(ppendi)
.able! rofit and Loss
Pro Forma Profit and Loss
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales 265 329 407 505 627 779 968 1)202 1)494 1)858 2)311 2)875
%"rect $ost o+ Sales 50 53 55 58 61 64 67 70 74 78 81 86
,ther $osts o+ 5oods 0 0 0 0 0 0 0 0 0 0 0 0
*otal $ost o+ Sales 50 53 55 58 61 64 67 70 74 78 81 86
5ross Mar-"n 215 276 352 448 567 715 901 1)132 1)421 1)781 2)230 2)789
5ross Mar-"n % 81113% 84102% 86147% 88155% 90131% 91181% 93108% 94115% 95106% 95183% 96148% 97103%
64penses
Pa7roll 0 0 0 0 0 0 0 0 0 0 500 500
Sales and Mar'et"n- and ,ther
64penses
100 100 100 100 100 100 100 100 100 100 100 100
%eprec"at"on 0 0 0 0 0 0 0 0 0 0 0 0
.eb S"te 8ost"n- 100 100 100 100 100 100 100 100 100 100 100 100
Pa7roll *a4es 15% 0 0 0 0 0 0 0 0 0 0 75 75
,ther 0 0 0 0 0 0 0 0 0 0 0 0
*otal ,perat"n- 64penses 200 200 200 200 200 200 200 200 200 200 775 775
Pro+"t &e+ore 0nterest and *a4es 15 76 152 248 367 515 701 932 1)221 1)581 1)455 2)014
6&0*%! 15 76 152 248 367 515 701 932 1)221 1)581 1)455 2)014
0nterest 64pense 0 0 0 0 0 0 0 0 0 0 0 0
*a4es 0ncurred 5 23 46 74 110 155 210 280 366 474 436 604
9et Pro+"t 11 53 107 173 257 361 490 652 854 1)106 1)018 1)410
Net Profit/Sales 3196% 16119% 26116% 34129% 40190% 46129% 50168% 54126% 57117% 59154% 44106% 49105%
Page 4
(ppendi)
.able! 1ash )low
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
$ash Rece":ed
$ash +ro/ ,perat"ons
$ash Sales 265 329 407 505 627 779 968 1)202 1)494 1)858 2)311 2)875
Subtotal $ash +ro/ ,perat"ons 265 329 407 505 627 779 968 1)202 1)494 1)858 2)311 2)875
!dd"t"onal $ash Rece":ed
Sales *a4) ;!*) 8S*/5S* Rece":ed 0100% 0 0 0 0 0 0 0 0 0 0 0 0
9e< $urrent &orro<"n- 0 0 0 0 0 0 0 0 0 0 0 0
9e< ,ther 2"ab"l"t"es ="nterest3+ree> 0 0 0 0 0 0 0 0 0 0 0 0
9e< 2on-3ter/ 2"ab"l"t"es 0 0 0 0 0 0 0 0 0 0 0 0
Sales o+ ,ther $urrent !ssets 0 0 0 0 0 0 0 0 0 0 0 0
Sales o+ 2on-3ter/ !ssets 0 0 0 0 0 0 0 0 0 0 0 0
9e< 0n:est/ent Rece":ed 0 0 0 0 0 0 0 0 0 0 0 0
Subtotal $ash Rece":ed 265 329 407 505 627 779 968 1)202 1)494 1)858 2)311 2)875
64pend"tures Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
64pend"tures +ro/ ,perat"ons
$ash Spend"n- 0 0 0 0 0 0 0 0 0 0 500 500
&"ll Pa7/ents 8 255 276 302 333 372 420 480 553 644 753 799
Subtotal Spent on ,perat"ons 8 255 276 302 333 372 420 480 553 644 1)253 1)299
!dd"t"onal $ash Spent
Sales *a4) ;!*) 8S*/5S* Pa"d ,ut 0 0 0 0 0 0 0 0 0 0 0 0
Pr"nc"pal Repa7/ent o+ $urrent &orro<"n- 0 0 0 0 0 0 0 0 0 0 0 0
,ther 2"ab"l"t"es Pr"nc"pal Repa7/ent 0 0 0 0 0 0 0 0 0 0 0 0
2on-3ter/ 2"ab"l"t"es Pr"nc"pal Repa7/ent 0 0 0 0 0 0 0 0 0 0 0 0
Purchase ,ther $urrent !ssets 0 0 0 0 0 0 0 0 0 0 0 0
Purchase 2on-3ter/ !ssets 0 0 0 0 0 0 0 0 0 0 0 0
%":"dends 0 0 0 0 0 0 0 0 0 0 0 0
Subtotal $ash Spent 8 255 276 302 333 372 420 480 553 644 1)253 1)299
9et $ash #lo< 257 73 131 204 294 407 547 723 942 1)214 1)058 1)576
Cash Balance 1)932 2)005 2)136 2)340 2)634 3)040 3)588 4)310 5)252 6)466 7)524 9)100
Page 5
(ppendi)
.able! 'alance #heet
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
!ssets Start"n- &alances
$urrent !ssets
$ash 1)675 1)932 2)005 2)136 2)340 2)634 3)040 3)588 4)310 5)252 6)466 7)524 9)100
,ther $urrent !ssets 0 0 0 0 0 0 0 0 0 0 0 0 0
*otal $urrent !ssets 1)675 1)932 2)005 2)136 2)340 2)634 3)040 3)588 4)310 5)252 6)466 7)524 9)100
2on-3ter/ !ssets
2on-3ter/ !ssets 0 0 0 0 0 0 0 0 0 0 0 0 0
!ccu/ulated %eprec"at"on 0 0 0 0 0 0 0 0 0 0 0 0 0
*otal 2on-3ter/ !ssets 0 0 0 0 0 0 0 0 0 0 0 0 0
*otal !ssets 1)675 1)932 2)005 2)136 2)340 2)634 3)040 3)588 4)310 5)252 6)466 7)524 9)100
2"ab"l"t"es and $ap"tal Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
$urrent 2"ab"l"t"es
!ccounts Pa7able 0 246 266 291 321 358 404 461 532 619 727 766 933
$urrent &orro<"n- 0 0 0 0 0 0 0 0 0 0 0 0 0
,ther $urrent 2"ab"l"t"es 0 0 0 0 0 0 0 0 0 0 0 0 0
Subtotal $urrent 2"ab"l"t"es 0 246 266 291 321 358 404 461 532 619 727 766 933
2on-3ter/ 2"ab"l"t"es 0 0 0 0 0 0 0 0 0 0 0 0 0
*otal 2"ab"l"t"es 0 246 266 291 321 358 404 461 532 619 727 766 933
Pa"d3"n $ap"tal 3)000 3)000 3)000 3)000 3)000 3)000 3)000 3)000 3)000 3)000 3)000 3)000 3)000
Reta"ned 6arn"n-s =1)325> =1)325> =1)325> =1)325> =1)325> =1)325> =1)325> =1)325> =1)325> =1)325> =1)325> =1)325> =1)325>
6arn"n-s 0 11 64 170 344 600 961 1)451 2)104 2)958 4)065 5)083 6)493
*otal $ap"tal 1)675 1)686 1)739 1)845 2)019 2)275 2)636 3)126 3)779 4)633 5)740 6)758 8)168
*otal 2"ab"l"t"es and $ap"tal 1)675 1)932 2)005 2)136 2)340 2)634 3)040 3)588 4)310 5)252 6)466 7)524 9)100
Net Worth 1)675 1)686 1)739 1)845 2)019 2)275 2)636 3)126 3)779 4)633 5)740 6)758 8)168
Page