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Doggie Pause is a canine day care facility catering to professionals who have disposable
income and the desire to provide quality care for their pets while they are work. It is a
response to a real market need in a high-end high-income market.
1.1 Objectives
1. To launch the business and develop sales approaching $25K per month by the end
of the first year.
2. To break even in the second year, and be profitable by the third year.
3. To increase sales by 20% per year in the second and third year while also
becoming profitable.
1.2 Mission
We will be the leaders in the market of canine care for the upscale community by
providing a positive environment for the animals that we house. Our operations will
instill in owners confidence in our ability to care for their pets in appropriate ways. We
will control significant market share and increase profit as we grow and expand. We will
develop our business conservatively, financing our growth through operational revenue.
3. We will uphold the statement 'the customer is always right' because when it
comes to canines, owners know best.
Company Summary
Doggie Pause will be established as a Subchapter S corporation owned in equal shares by
two founders, Barque Oldeyeller and Rufe Rintintin. We are working with the local legal
firm Akita, Shar-Pei, Pug & Kesshond, to establish the legal entity.
The start up for Doggie Pause will be simple and cost efficient. Rent and utilities will
be the main expense, which will consist of a large building space and office. There will
be many advertising expenses in the beginning that will promote the service, and this
expense will lessen as months go on and people become aware of our service. Start-up
inventory will be mainly shampoo and grooming supplies, food for the dogs, and other
supplies like bedding. Assets will be the kennels and play structures for the dogs, and the
bathing facilities.
Loans will be needed to start up the company, and we will also be investing some of our
own funds. At this point we're planning to invest $10,000 each as founders, and to take a
small business loan of $42K. The loan will be paid off over three years as shown in the
cash flow.
START-UP FUNDING
Assets
Liabilities
Long-term Liabilities $0
Capital
Planned Investment
Other $0
Additional Investment Requirement $0
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START-UP
Requirements
Start-up Expenses
Legal $1,500
Brochures $1,500
Insurance $5,000
Rent $2,500
Other $2,000
Start-up Assets
Services
Doggie Pause offers upscale dog owners a place where they can leave their pets while at
work, and away for weekend trips or on vacation. It also offers feeding and exercising, as
well as washing, grooming and low-level veterinary services. The location will be a large
lot on the outskirts of a high-income residential area. Our projections include a heavy rent
because of the location requirements. Customers pay by the day, by the hour, or by the
month. Our assumption is that the average customer generates about $250 per month.
We have chosen our target market because they own canines and have the ability to afford
a service such as Doggie Pause. We are aware that our service is an extra in life, not a
necessity. We anticipate and expect to cater to the upper-class citizens within our
geographical area.
4.2 Service Business Analysis
Our familiarity with this business indicates that the service we offer is not currently
available anywhere within the metropolitan area. We think our marketing problem will be
more a matter of making dog owners aware of the Doggie Pause, than it will be related to
the competition.
Our target market consists of canine owners that have the financial capabilities to care for
their dogs in an elaborate manner. Most will be from double income homes with high
profile jobs that require an extensive amount of time away from the home. Our target
market consists of men and women primarily between the ages of 35 and 65. They live in
the upscale suburbs surrounding the metropolitan area. Our market segment customers
will lead a lifestyle in which their canines play a large part, and these pets are often seen
as "children" by their owners.
MARKET ANALYSIS
Other 0% 0 0 0 0 0 0.00%
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Our real competition is owners choosing to leave their dogs at home unattended. We
recognize that only relatively wealthy people will be interested in spending an average of
$250 monthly to provide daycare for their dogs. Still, there should be sufficient market.
Doggie Pause is the first canine daycare facility of its kind. Never before has there been a
place where a canine owner could take their dog to be cared for, for the day. The owner
feels no guilt in leaving the dog because it is a secure, safe and fun environment.
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Sales are based on an hourly fee for each dog. There will be a $15.00/hour charge for the
"day care." This includes the care of the dogs, and grooming services. Forecasted sales
are based on the estimated number of dogs that will be cared for daily, and an average of
how many hours each dog will be housed per day. There is an assumption that we
will initially be offering services Monday through Friday, 7 AM to 6 PM, with time for
owners to drop off and pick up their pets before and after work. Sales will increase as
months go on, due to an increase in number of dogs per day that we are caring for.
Services will expand to include weekends and long-term "vacation" boarding as the need
and demand arises.
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SALES FORECAST
Sales
Management Summary
The management team will consist of the two co-founders, Barque Oldeyeller and Rufe
Rintintin. We do not anticipate taking on other managers until locations are opened in
other metropolitan areas. As we grow we expect to need outside guidance in the areas of
accounting and financial advising.
PERSONNEL PLAN
TOTAL PEOPLE 6 6 7
Financial Plan
We want to finance the start-up of our company mainly through personal investment and
a short-term business loan. We think this is a good risk/return situation and we will
provide the necessary personal guarantees to secure the business loan. We will finance
growth through the collection of the fees for our services. We understand that without
these payments we will not be able to be a profitable business.
GENERAL ASSUMPTIONS
Plan Month 1 2 3
Other 0 0 0
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According to our break-even projections, we need more than $12,000 in monthly sales to
break even. We think this is a manageable sales amount. Furthermore, a significant
portion of our fixed cost is our own salaries, so that reduces risk as well.
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BREAK-EVEN ANALYSIS
Assumptions:
The projections show how we intend to almost break even in the first year (a loss of less
than $1,000), make a small profit in the second year and show profit of 9% on sales in the
third year. We are confident that even though we have a loss in the first months after
opening, we will be profitable in the future as years go on and business increases.
Other $0 $0 $0
Expenses
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Other $0 $0 $0
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Cash Received
Dividends $0 $0 $0
The projected balance sheet shows stability and a gradual increase of net worth.
Current Assets
Long-term Assets
Accumulated Depreciation $0 $0 $0
Current Liabilities
Long-term Liabilities $0 $0 $0
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RATIO ANALYSIS
Percent of Sales
Main Ratios
Current 0.43 0.08 1.14 2.19
Activity Ratios
Liquidity Ratios
Additional Ratios
SALES FORECAST
MONT MONT MONT MONTH MONT MONT MONT MONT MONTH MONTH MONTH MONTH
H1 H2 H3 4 H5 H6 H7 H8 9 10 11 12
Sales
Doggie 20 $5,125 $5,395 $6,835 $12,595 $9,265 $7,825 $8,095 $8,635 $11,245 $15,714 $20,395 $24,355
care %
hours
(all
inclusive
)
Other 20 $765 $585 $705 $1,215 $585 $705 $1,215 $1,095 $1,305 $1,785 $2,055 $2,235
%
TOTAL $5,890 $5,980 $7,540 $13,81 $9,850 $8,530 $9,310 $9,730 $12,55 $17,49 $22,45 $26,59
SALES 0 0 9 0 0
Direct Month Month Month Month 4 Month Month Month Month Month 9 Month Month Month
Cost of 1 2 3 5 6 7 8 10 11 12
Sales
Doggie 10 $513 $540 $684 $1,260 $927 $783 $810 $864 $1,125 $1,571 $2,040 $2,436
care %
hours
(all
inclusive
)
Other 35 $268 $205 $247 $425 $205 $247 $425 $383 $457 $625 $719 $782
%
Subtotal $780 $744 $930 $1,685 $1,131 $1,029 $1,235 $1,247 $1,581 $2,196 $2,759 $3,218
Direct
Cost of
Sales
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PERSONNEL PLAN
MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH
1 2 3 4 5 6 7 8 9 10 11 12
Dog care 0% $3,200 $3,200 $3,200 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $6,400 $6,400
assistants/groomers
Admin/etc. 0% $500 $500 $500 $500 $500 $500 $500 $500 $1,200 $1,200 $1,200 $1,200
TOTAL PEOPLE 3 3 3 4 4 4 4 4 5 5 6 6
Total Payroll $3,700 $3,700 $3,700 $5,300 $5,300 $5,300 $5,300 $5,300 $6,000 $6,000 $7,600 $7,600
GENERAL ASSUMPTIONS
MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH
1 2 3 4 5 6 7 8 9 10 11 12
Plan 1 2 3 4 5 6 7 8 9 10 11 12
Month
Current 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Interest
Rate
Long- 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
term
Interest
Rate
Tax Rate 30.00% 25.00% 25.00% 25.00% 25.00% 25.00% 25.00% 25.00% 25.00% 25.00% 25.00% 25.00%
Other 0 0 0 0 0 0 0 0 0 0 0 0
MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT
H1 H2 H3 H4 H5 H6 H7 H8 H9 H 10 H 11 H 12
Sales $5,890 $5,980 $7,540 $13,81 $9,850 $8,530 $9,310 $9,730 $12,55 $17,49 $22,45 $26,59
0 0 9 0 0
Direct Cost $780 $744 $930 $1,685 $1,131 $1,029 $1,235 $1,247 $1,581 $2,196 $2,759 $3,218
of Sales
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
TOTAL $780 $744 $930 $1,68 $1,131 $1,029 $1,235 $1,247 $1,58 $2,19 $2,75 $3,21
COST OF 5 1 6 9 8
SALES
Gross $5,110 $5,236 $6,610 $12,12 $8,719 $7,501 $8,075 $8,483 $10,96 $15,30 $19,69 $23,37
Margin 5 9 3 1 2
Gross 86.75% 87.55% 87.66% 87.80 88.52% 87.93% 86.74% 87.19% 87.40 87.45 87.71 87.90
Margin % % % % % %
Expenses
Payroll $3,700 $3,700 $3,700 $5,300 $5,300 $5,300 $5,300 $5,300 $6,000 $6,000 $7,600 $7,600
Sales and $3,000 $2,000 $2,000 $1,000 $1,000 $1,000 $1,000 $1,000 $750 $750 $750 $750
Marketing
and Other
Expenses
Depreciatio $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
n
Leased $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Equipment
Utilities $200 $200 $200 $225 $225 $225 $225 $225 $250 $250 $250 $250
Insurance $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Rent $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500
Payroll 15 $555 $555 $555 $795 $795 $795 $795 $795 $900 $900 $1,140 $1,140
Taxes %
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total $10,45 $9,455 $9,455 $10,32 $10,32 $10,32 $10,32 $10,32 $10,90 $10,90 $12,74 $12,74
Operating 5 0 0 0 0 0 0 0 0 0
Expenses
Profit ($5,345 ($4,219 ($2,845 $1,805 ($1,601 ($2,819 ($2,245 ($1,837 $69 $4,403 $6,951 $10,63
Before ) ) ) ) ) ) ) 2
Interest
and Taxes
EBITDA ($5,345 ($4,219 ($2,845 $1,805 ($1,601 ($2,819 ($2,245 ($1,837 $69 $4,403 $6,951 $10,63
) ) ) ) ) ) ) 2
Interest $325 $316 $308 $299 $291 $282 $273 $264 $255 $246 $237 $228
Expense
Taxes $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Incurred
Net Profit ($5,670 ($4,536 ($3,153 $1,506 ($1,892 ($3,101 ($2,518 ($2,101 ($186) $4,157 $6,714 $10,40
) ) ) ) ) ) ) 5
MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT
H1 H2 H3 H4 H5 H6 H7 H8 H9 H 10 H 11 H 12
Cash
Received
Cash from
Operations
Cash Sales $5,890 $5,980 $7,540 $13,81 $9,850 $8,530 $9,310 $9,730 $12,55 $17,49 $22,45 $26,59
0 0 9 0 0
SUBTOTAL $5,89 $5,980 $7,540 $13,81 $9,850 $8,530 $9,310 $9,730 $12,55 $17,49 $22,45 $26,59
CASH 0 0 0 9 0 0
FROM
OPERATIO
NS
Additional
Cash
Received
New Long- $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
term
Liabilities
Sales of $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other
Current
Assets
Sales of $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Long-term
Assets
New $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Investment
Received
SUBTOTAL $5,89 $5,980 $7,540 $13,81 $9,850 $8,530 $19,31 $9,730 $12,55 $17,49 $22,45 $26,59
CASH 0 0 0 0 9 0 0
RECEIVED
Expenditure Month Month Month Month Month Month Month Month Month Month Month Month
s 1 2 3 4 5 6 7 8 9 10 11 12
Expenditure
s from
Operations
Cash $3,700 $3,700 $3,700 $5,300 $5,300 $5,300 $5,300 $5,300 $6,000 $6,000 $7,600 $7,600
Spending
Bill $262 $7,825 $6,822 $6,994 $6,985 $6,438 $6,338 $6,528 $6,538 $6,757 $7,369 $8,151
Payments
SUBTOTAL $3,96 $11,52 $10,52 $12,29 $12,28 $11,73 $11,63 $11,82 $12,53 $12,75 $14,96 $15,75
SPENT ON 2 5 2 4 5 8 8 8 8 7 9 1
OPERATIO
NS
Additional
Cash Spent
Sales Tax, $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
VAT,
HST/GST
Paid Out
Principal $1,009 $1,017 $1,025 $1,034 $1,043 $1,051 $1,060 $1,069 $1,078 $1,087 $1,096 $1,105
Repayment
of Current
Borrowing
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $10,00
Liabilities 0
Principal
Repayment
Long-term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Liabilities
Principal
Repayment
Purchase $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other
Current
Assets
Purchase $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Long-term
Assets
Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
SUBTOTAL $4,97 $12,54 $11,54 $13,32 $13,32 $12,78 $12,69 $12,89 $13,61 $13,84 $16,06 $26,85
CASH 1 2 7 8 8 9 8 7 6 3 5 6
SPENT
Net Cash $919 ($6,56 ($4,00 $482 ($3,47 ($4,25 $6,612 ($3,16 ($1,06 $3,656 $6,385 ($266)
Flow 2) 7) 8) 9) 7) 6)
Cash $20,91 $14,35 $10,35 $10,83 $7,355 $3,095 $9,707 $6,541 $5,475 $9,131 $15,51 $15,25
Balance 9 7 0 2 6 1
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MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH
1 2 3 4 5 6 7 8 9 10 11 12
Assets Starting
Balances
Current
Assets
Cash $20,000 $20,919 $14,357 $10,350 $10,832 $7,355 $3,095 $9,707 $6,541 $5,475 $9,131 $15,516 $15,251
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Current
Assets
TOTAL $20,000 $20,919 $14,357 $10,35 $10,832 $7,355 $3,095 $9,707 $6,541 $5,475 $9,131 $15,516 $15,251
CURRENT 0
ASSETS
Long-term
Assets
Long-term $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500
Assets
Accumulat $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
ed
Depreciatio
n
TOTAL $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500 $7,500
LONG-
TERM
ASSETS
TOTAL $27,500 $28,419 $21,857 $17,85 $18,332 $14,855 $10,595 $17,207 $14,04 $12,975 $16,631 $23,016 $22,751
ASSETS 0 1
Liabilities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month Month Month
and Capital 10 11 12
Current
Liabilities
Accounts $0 $7,598 $6,589 $6,760 $6,771 $6,227 $6,120 $6,310 $6,313 $6,512 $7,097 $7,864 $8,299
Payable
Current $40,000 $38,991 $37,974 $36,949 $35,915 $34,872 $33,821 $32,761 $31,692 $30,614 $29,528 $28,432 $27,327
Borrowing
SUBTOTA $40,000 $46,590 $44,563 $43,70 $42,686 $41,100 $39,941 $49,071 $48,00 $47,126 $46,625 $46,296 $35,626
L 9 5
CURRENT
LIABILITI
ES
Long-term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Liabilities
TOTAL $40,000 $46,590 $44,563 $43,70 $42,686 $41,100 $39,941 $49,071 $48,00 $47,126 $46,625 $46,296 $35,626
LIABILITI 9 5
ES
Paid-in $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000
Capital
Retained ($32,50 ($32,50 ($32,50 ($32,50 ($32,50 ($32,50 ($32,50 ($32,50 ($32,50 ($32,50 ($32,50 ($32,50 ($32,500
Earnings 0) 0) 0) 0) 0) 0) 0) 0) 0) 0) 0) 0) )
Earnings $0 ($5,670) ($10,20 ($13,35 ($11,85 ($13,74 ($16,84 ($19,36 ($21,46 ($21,65 ($17,49 ($10,78 ($375)
6) 9) 3) 5) 6) 4) 5) 1) 4) 0)
TOTAL ($12,50 ($18,17 ($22,70 ($25,85 ($24,35 ($26,24 ($29,34 ($31,86 ($33,96 ($34,15 ($29,99 ($23,28 ($12,87
CAPITAL 0) 0) 6) 9) 3) 5) 6) 4) 5) 1) 4) 0) 5)
TOTAL $27,500 $28,419 $21,857 $17,85 $18,332 $14,855 $10,595 $17,207 $14,04 $12,975 $16,631 $23,016 $22,751
LIABILITI 0 1
ES AND
CAPITAL
Net Worth ($12,50 ($18,17 ($22,70 ($25,85 ($24,35 ($26,24 ($29,34 ($31,86 ($33,96 ($34,15 ($29,99 ($23,28 ($12,875
0) 0) 6) 9) 3) 5) 6) 4) 5) 1) 4) 0) )