ess pany Business Plan March 01, 1998 Table of Contents Executive Summary 1 Objectives 2 Mission 3 Keys to ess 3 Summary 4 Ownership 4 History 4 Locations and Facilities 6 Products 7 Product Description 7 8 Sales Literature 9 Sourcing 9 Technology 10 Future Products 10 Market Analysis Summary 11 Market Segmentation 11 Target Market Segment Strategy 12 Market Needs 13 Market Trends 13 Market Growth 13 Industry Analysis 14 Industry Participants 15 Distribution Partners 16 and Buying Patterns 17 petitors 18 Strategy and Implementation Summary 19 Strategy Pyramids 19 Value Proposition 19 Edge 20 Marketing Strategy 20 Positioning Statement 20 Pricing Strategy 21 Promotion Strategy 21 Distribution Strategy 21 Marketing Programs 22 Sales Strategy 22 Sales Forecast 23 Sales Programs 25 Strategic Alliances 25 Milestones 26 Management Summary 28 Structure 28 Management Team 28 Management Team Gaps 29 Personnel Plan 29 Financial Plan 31 Important Assumptions 31 Key Financial Indicators 32 Break-even Analysis 33 Projected Profit and Loss 34 Projected Cash Flow 36 Projected Balance Sheet 39 Business Ratios 40 Executive Summary ess pany is an S Corporation founded and entirely owned by Ralph and Mabel. pany was founded in 1993 and has received no outside investments. ess sells three different software products mand impressive market share. Ralph and Mabel are interested in taking pany to the next level achieving $ million in sales by 2000. ess's objectives are ambitious yet achievable. Sales increases of $ million in 1999, and doubling that for the next year. They also forecast gross margin increases to 70% profit increases to %.
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