sample business plan - go green yoga mats

Download Sample Business Plan - Go Green Yoga Mats

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This is a sample business plan created by The Startup Garage, a business consulting firm that helps startup companies write effective business plans. This plan was written for Go Green Yoga Mats, an online distributor of green yoga products.

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  • Tyler Jensen

    Go Green Yoga Mats

    4501 Mission Bay Dr., Suite 3C San Diego, CA 92109

    1-800-783-6305

    8/24/2010

    BUSINESS PLAN

    This Business Plan written by:

  • CONFIDENTIAL

    2 Copyright 2010, Tyler W. Jensen. This article may not be reprinted, reproduced, or retransmitted in whole or in part without the express written consent of the author. www.thestartupgarage.com

    Confidentiality Statement

    This document contains confidential information proprietary to Go Green Yoga Mats, hereinafter referred to as the Company. This information and related conversations are submitted solely for the purpose of introducing selected parties to Go Green Yoga Matss Business Plan. Go Green Yoga Matss disclosure of information contained herein and in related conversations does not constitute any subscription or authorization to use the information, ideas, or concepts presented, or to disclose any information to other parties. Go Green Yoga Mats retains ownership of this Plan, and the concepts and ideas described herein.

    Each recipient of this document agrees to treat it in a strictly confidential manner. The recipient may not to disclose, directly or indirectly, or permit any agent or affiliate to disclose any of the information contained herein, or reproduce this document in whole or part without the prior written consent of the Company.

    Any party who accepts delivery of this Plan or any other document or verbal communication of confidential information from Go Green Yoga Mats agrees to be bound by the terms of this Confidentiality Statement and further agrees to promptly return documents to the Company upon request.

    Securities Statement

    This Business Plan does not constitute an offer to sell or the solicitation of an offer to buy any securities or an offer to sell or the solicitation of an offer to buy such securities in any circumstances in which such offer or solicitation is unlawful. Neither the delivery of this memorandum nor any sale of the Companys securities shall, under any circumstances, create any implication that there has been no change in the affairs of the Company since the date hereof, or that information contained herein is correct as of any time subsequent to its date.

    The market analysis and projections presented in this document represent managements subjective views of the business and information gathered from reliable industry sources. The financial projections are based on managements best judgment and reasonable assumptions of future events and circumstances. There can be no assurance that managements assumptions and expectations will be realized or that its perceptions are accurate. Industry experts may disagree with managements view of the market. No representations or warranties of future company performance or market trends are intended and such are expressly disclaimed.

    Copy Number: ___________________________________

    Provided to: ______________________________________

    Date: ___________________________________________

  • CONFIDENTIAL

    3 Copyright 2010, Tyler W. Jensen. This article may not be reprinted, reproduced, or retransmitted in whole or in part without the express written consent of the author. www.thestartupgarage.com

    TABLE OF CONTENTS TABLE OF CONTENTS ...............................................3

    EXECUTIVE SUMMARY .............................................4

    MISSION & VISION ...................................................5

    Mission Statement...............................................5

    Core Values .........................................................5

    Core Purpose .......................................................5

    PRODUCT & SERVICE DESCRIPTION ..........................6

    Overview of Products & Services ..........................6

    Problems, Causes, Solutions and Benefits ............9

    Product & Service Advantages ........................... 10

    Product Development Activities ......................... 10

    Customer service ............................................... 11

    MARKET ANALYSIS................................................. 12

    Market Segmentation ........................................ 12

    Market Trends & Growth Patterns ..................... 14

    Market Size and Potential .................................. 15

    INDUSTRY ANALYSIS .............................................. 16

    Industry Overview ............................................. 16

    Industry Overview ............................................. 18

    Industry Participants .......................................... 19

    Industry Trends & Growth ................................. 19

    COMPETITIVE ANALYSIS......................................... 22

    Competitive Overview ....................................... 22

    Market Share Analysis ....................................... 22

    Direct Competitors ............................................ 23

    Indirect Competitors .......................................... 24

    Competitive Advantages .................................... 25

    Barriers to Entry ................................................ 25

    MARKETING PLAN ................................................. 26

    Marketing Strategies ......................................... 26

    Sales Forecast ................................................... 27

    Sales Funnel ...................................................... 28

    Positioning ........................................................ 28

    SWOT................................................................ 29

    Branding ........................................................... 29

    Distribution Channels ........................................ 30

    Pricing Strategy / Shippers................................. 31

    Customer Service .............................................. 32

    OPERATIONS PLAN ................................................ 33

    Location ............................................................ 33

    Staffing and Training ......................................... 33

    Operational Procedures Merchandising .......... 33

    Purchasing Procedures ...................................... 34

    Inventory Management Procedures .................. 34

    Quality Control Measures .................................. 34

    Administrative Procedures ................................ 34

    MANAGEMENT TEAM ........................................... 35

    Key Management .............................................. 35

    FINANCIAL PLAN ................................................... 37

    Financial Summary ............................................ 43

    Sales Projections ............................................... 38

    Profit & Loss...................................................... 43

    Cash Flow Table ................................................ 43

    Balance Sheet ................................................... 43

    Financial Assumptions ....................................... 43

  • CONFIDENTIAL

    4 Copyright 2010, Tyler W. Jensen. This article may not be reprinted, reproduced, or retransmitted in whole or in part without the express written consent of the author. www.thestartupgarage.com

    EXECUTIVE SUMMARY

    Established in 2008, Go Green Yoga Mats sells eco-friendly yoga products in the continental United States. Owners Tyler and Hunter Jensen envision turning gogreenyogamats.com into the #1 seller of eco-friendly yoga packages and products in the US. They will be successful through good business practices, fast delivery, quality products and a comprehensive marketing plan.

    The yoga industry has 16 million participants and is continuing to grow.1

    There are several competitors in this industry including large organizations with online and brick and mortar stores as well as smaller companies that only sell online. Go Green Yoga Mats plans to set itself apart through their high quality products and package deals. They offer a variety of eco-friendly yoga mats and package deals for consumers to choose from. They even have a MATmatcher to help customers determine what option is best for them. All of their products are sold at the same or lower price than their competitors making them a better choice for most consumers. The website also contains additional information about yoga so consumers can gain more knowledge about the industry while they shop.

    The green movement is also on the rise with people becoming more conscious about how the decisions they make will affect the environment. Consumers are spending more time researching products online before making purchases as well as actually purchasing products online rather than going to a brick and mortar stores.

    The key in this industry is to create a user friendly and trust worthy company that sells high quality eco-friendly products with great customer service.

    Go Green Yoga Mats marketing goals are to increase website traffic by at least 15% each month. They plan for their sales on e-bay to have a similar increase of at least 15% each month.

    Hunter Jensen and his team of 1-2 staff members handle software development and some marketing at the Pacific Beach office. Accounting, customer service, marketing, and order fulfillment are handled by Tyler Jensen and a team of 1-2 staff members at the Solana Beach office.

    The company expects to generate revenues of $254k in year one, $504k in year two and $1,074k in year 3 with very low costs associated with overhead.