Kitsch Internet Cafe Business Plan

KITSCH INTERNET CAFE Table of Contents 1. Executive Summary5 1. 1 Objectives6 1. 2 Keys to Success6 1. 3 Mission6 1. 4 Risks7 2. Company Description7 2. 1 Company Ownership7 2. 2 Start-up Summary8 2. 3 Company Locations and Facilities10 3. Description of Services11 3. 1 Competitive Comparison11 3. 2 Service Description11 3. 3 Fulfillment12 3. 4 Technology12 3. 5 Future Services12 4. Market Analysis13 4. 1 Target Market Segment Strategy13 4. 1. 1 Market Trends13 4. 1. 2 Market Needs13 4. 2 Market Segmentation14 4. Service Business Analysis15 4. 3. 1 Competition and Buying Patterns16 4. 3. 2 Business Participants16 4. 3. 3 Distributing a Service17 5. Marketing Strategy18 5. 1 Strategy Pyramid18 5. 1. 1 Attract Power Internet Users18 5. 1. 2 Social Hub18 5. 1. 3 Attract Novice Internet Users19 5. 2 SWOT Analysis19 5. 2. 1 Weaknesses20 5. 2. 2 Opportunities20 5. 2. 3 Threats20 5. 2. 4 Strengths21 5. 3 Competitive Edge21 5. 4 Marketing Strategy21 5. 4. 1 Pricing Strategy22 5. 4. 2 Promoti on Strategy22 5. 5 Sales Strategy23 5. 5. 1 Sales Forecast23 . 6 Milestones26 6. Operating Plan27 6. 1 Personnel Plan27 7. Financial Plan29 7. 1 Start-up Funding29 7. 2 Important Assumptions31 7. 3 Key Financial Indicators32 7. 4 Break-even Analysis32 7. 5 Projected Profit and Loss33 7. 6 Projected Cash Flow37 7. 7 Projected Balance Sheet40 7. 8 Business Ratios42 8. Appendix46 Kitsch Internet Cafe Executive Summary Kitsch, unlike a typical cafe, will provide a unique forum for communication and entertainment through the medium of the Internet. Kitsch is the answer to an increasing demand. The public wants: (1) access to the methods of communication and volumes of information now available on the Internet, and (2) access at a cost they can afford and in such a way that they aren't socially, economically, or politically isolated. Kitsch’s goal is to provide the community with a social, educational, entertaining, atmosphere for worldwide communication. Highlights [pic] 1. 1 Objectives Kitsch’s objectives for the first three years of operation include: †¢ The creation of a unique, upscale, innovative environment that will differentiate Kitsch from local coffee houses. Educating the community on what the Internet has to offer. †¢ The formation of an environment that will bring people with diverse interests and backgrounds together in a common forum. †¢ Good coffee and bakery items at a reasonable price. †¢ Affordable access to the resources of the Internet and other online services. 1. 2 Keys to Success The keys to the success for Kitsch a re: †¢ The creation of a unique, innovative, upscale atmosphere that will differentiate Kitsch from other local coffee shops and future Internet cafes. †¢ The establishment of Kitsch as a community hub for socialization and entertainment. The creation of an environment that won't intimidate the novice user. Kitsch will position itself as an educational resource for individuals wishing to learn about the benefits the Internet has to offer. †¢ Great coffee and bakery items. 1. 3 Mission As the popularity of the Internet continues to grow at an exponential rate, easy and affordable access  is quickly becoming a necessity of life. Kitsch provides communities with the ability to access the Internet, enjoy a cup of coffee, and share Internet experiences in a comfortable environment. People of all ages and backgrounds will come to enjoy the unique, upscale, educational, and innovative environment that Kitsch provides. 1. 4 Risks The risks involved with starting Kitsch were: †¢ Will there be a demand for the services offered by Kitsch in Nicosia? †¢ Will the popularity of the Internet continue to grow, or is the Internet a fad? †¢ Will individuals be willing to pay for the service Kitsch offers? †¢ Will the cost of accessing the Internet from home drop so significantly that there will not be a market for Internet Cafes such as Kitsch? Company Description Kitsch, is located at the area of Agioi Omologites at 15 Chiou Street, offering the community easy and affordable access to the Internet. Kitsch is providing full access to email, WWW, FTP, Usenet and other Internet applications such as Telnet and Gopher. Kitsch will also provide customers with a unique and innovative environment for enjoying great coffee, specialty beverages, and bakery items. Kitsch is appealing to individuals of all ages and backgrounds. The instructional Internet classes, and the helpful staff that Kitsch provides, will appeal to the audience that does not associate themselves with the computer age. This educational aspect attracts younger and elderly members of the community who are rapidly gaining interest in the unique resources that online communications have to offer. The downtown location will provide business people with convenient access to their morning coffee and online needs. 2. 1 Company Ownership Kitsch is owned by M & T Corporation with the manager Loizos Loizou to possess the main share (80%). 2. 2 Start-up Summary Kitsch’s start-up costs covered coffee making equipment, site renovation and modification, capital to cover losses in the first year, and the communications equipment necessary to get its customers online. The communications equipment necessary to provide Kitsch’s customers with a high-speed connection to the Internet and the services it has to offer make up a large portion of the start-up costs. These costs included the computer terminals and all costs associated with their set-up. Costs were also designated for the purchase of two laser printers and a scanner. Additional to those, one espresso machine, an automatic coffee grinder, and minor additional equipment will be purchased from Petersons ltd. The building at 15 Chiou Street required funds for renovation and modification. A single estimated figure was allocated for this purpose. The renovation/modification cost estimated included the costs associated with preparing the building for opening business. Start-up Expense Details: †¢ 11 computers = â‚ ¬22,000 †¢ two printers = â‚ ¬1,000 †¢ one scanner = â‚ ¬500 †¢ software = â‚ ¬810 †¢ one espresso machine = â‚ ¬10,700 †¢ one automatic espresso grinder = â‚ ¬795 †¢ other fixtures and remodeling: o two coffee/food preparation counters = â‚ ¬1,000 o one information display counter = â‚ ¬1,000 o one drinking/eating counter = â‚ ¬500 o sixteen stools = â‚ ¬1,600 o six computer desks w/chairs = â‚ ¬2,400 o stationery goods = â‚ ¬500 o two telephones = â‚ ¬200 o decoration expense = â‚ ¬13,000 Start-up | | | | |Requirements | | | | | |Start-up Expenses | | |Legal |â‚ ¬500 | |Stationery etc. â‚ ¬500 | |Brochures |â‚ ¬500 | |Consultants |â‚ ¬2,000 | |Insurance |â‚ ¬700 | |Rent |â‚ ¬1,445 | |4-group Automatic Coffee Machine |â‚ ¬10,700 |Bean Grinder |â‚ ¬795 | |Computer Systems (x11), Software, Printer, Scanner |â‚ ¬24,310 | |Communication Lines |â‚ ¬840 | |Fixtures/Remodel |â‚ ¬20,000 | |Total Start-up Expenses |â‚ ¬62,290 | | | | |Start-up Assets | | |Cash Required |â‚ ¬24,000 | |Start-up Inventory |â‚ ¬2,000 | |Other Current Assets |â‚ ¬0 | |Long-term Assets |â‚ ¬0 | |Total Assets |â‚ ¬26,000 | | | | |Total Requirements |â‚ ¬88,290 | 2. 3 Company Locations and Facilities A site has been chosen at 15 Chiou Street in Agioi Omologites. This site was chosen for various reasons, including: †¢ Proximity to the downtown business community. †¢ Proximity to trendy, upscale restaurants such as Bagatelle, Steak & Co, Paragadi fish restaurant, Aperitivo Jet Set and others †¢ Parking availability. †¢ Low cost rent – â‚ ¬. 85 per square foot for 1700 square feet. †¢ High visibility. All of these qualities are consistent with Kitsch's goal of providing a central hub of communication and socialization for the Eugene community. Description of Services Kitsch is providing full access to email, WWW, FTP, Usenet and other Internet applications such as Telnet and Gopher. Printing, scanning, and introductory courses to the Internet are also available to the customer. Kitsch also provides customers with a unique and innovative environment for enjoying great coffee, specialty beverages, and bakery items. 3. 1 Competitive Comparison Kitsch is the first Internet cafe in Agioi Omologites. Kitsch differentiates itself from the strictly-coffee cafes in Agioi Omologites by providing its customers with Internet and computing services. 3. 2 Service Description Kitsch provides its customers with full access to the Internet and common computer software and hardware. Some of the Internet and computing services available to Kitsch’s customers are listed below: †¢ Access to external POP3 and IMAP email accounts. †¢ Customers can sign up for a Kitsch email account. This account will be managed by Kitsch servers and accessible from computer systems outside the Kitsch network. †¢ FTP, Telnet, Gopher, and other popular Internet utilities will be available. †¢ Access to Netscape, Google Chrome, Mozilla Firefox and Internet Explorer browser. †¢ Access to laser and color printing. †¢ Access to popular software applications like Adobe PhotoShop and Microsoft Office. Kitsch also provides its customers with access to introductory Internet and email classes. These classes will be held in the afternoon and late in the evening. By providing these classes, Kitsch builds a client base familiar with its services. The computers, Internet access, and classes wouldn't mean half as much if taken out of the environment Kitsch provides. Good coffee, specialty drinks, bakery goods, and a comfortable environment provide Kitsch customers with a home away from home. Kitsch is a place to enjoy the benefits of computing in a comfortable and well-kept environment. 3. 3 Fulfillment Kitsch obtains computer support and Internet access from Logitech Computers located in Agioi Omologites. CYTA and CYTACOM Solutions provide the Internet connections and network consulting. Petersons ltd will provide Kitsch with coffee equipment, bulk coffee, and paper supplies. A contract for the bakery items has not been yet completed. 3. 4 Technology Kitsch invests in high-speed computers to provide its customers with a fast and efficient connection to the Internet. The computers are reliable and fun to work with. Kitsch will continue to upgrade and modify the systems to stay current with communications technology. One of the main attractions associated with Internet cafes, is the state of the art equipment available for use. Not everyone has a Pentium PC in their home or office. 3. 5 Future Services As Kitsch grows, more communications systems will be added. The possibility of additional units has been accounted for in the current floor plan. As the demand for Internet connectivity increases, along with the increase in competition, Kitsch will continue to add new services to keep its customer base coming back for more. Market Analysis Kitsch is faced with the exciting opportunity of being the first-mover in Nicosia’s cyber-cafe market. The consistent popularity of coffee, combined with the growing interest in the Internet, has been proven to be a winning concept in other markets and will produce the same results in Nicosia. 4. 1 Target Market Segment Strategy Kitsch intends to cater to people who want a guided tour on their first spin around the Internet and to experienced users eager to indulge their passion for computers in a social setting. Furthermore, Kitsch is a magnet for local and professionals who desire to work or check their email messages in a friendly atmosphere. These professionals will either use Kitsch's PCs, or plug their notebooks into Internet connections. Kitsch's target market covers a wide range of ages: from members of Generation X who grew up surrounded by computers, to Baby Boomers who have come to the realization that people today cannot afford to ignore computers. 4. 1. 1 Market Trends A market survey was conducted in the Fall of 2007. Key questions were asked of fifty potential customers. Some key findings include: †¢ 35 subjects said they would be willing to pay for access to the Internet. †¢ One euro per hour was the most popular hourly Internet fee at that time. †¢ 24 subjects use the Internet to communicate with others on a regular basis. 4. 1. 2 Market Needs Factors such as current trends, addiction, and historical sales data ensure that the high demand for coffee will remain constant over the next five years. The rapid growth of the Internet and online services, that has been witnessed worldwide, is only the tip of the iceberg. The potential growth of the Internet is enormous, to the point where one day, a computer terminal with an online connection will be as common and necessary as a telephone. This may be 10 or 20 years down the road, but for the next five years, the online service provider market is sure to experience tremendous growth. Being one of the first’s cyber-cafe in Nicosia, Kitsch will enjoy the first-mover advantages of name recognition and customer loyalty. Initially, Kitsch will hold a 100 percent share of the cyber-cafe market in Nicosia. In the next five years, competitors will enter the market. Kitsch has set a goal to maintain greater than a 50 percent market share. 4. 2 Market Segmentation Kitsch's customers can be divided into two groups. The first group is familiar with the Internet and desires a progressive and inviting atmosphere where they can get out of their offices or bedrooms and enjoy a great cup of coffee. The second group is not familiar with the Internet, yet, and is just waiting for the right opportunity to enter the online community. Kitsch’s target market falls anywhere between the ages of 15 and 50. This extremely wide range of ages is due to the fact that both coffee and the Internet appeal to a variety of people. In addition to these two broad categories, Kitsch's target market can be divided into more specific market segments. The majority of these individuals are students and business people. See the Market Analysis chart and table below for more specifics. [pic] Market Analysis | | | | |Year 1 |Year 2 |Year 3 | |Unit Sales | | | | |Coffee- average |12,016 |14,068 |15,475 | |Specialty Drinks- average |6,654 |7,913 |8,705 | |Email Memberships |8,703 |10,505 |11,556 | |Hourly Internet Fees | 38,269 |46,365 |51,002 | |Baked Goods- average |32,673 |42,150 |46,365 | |Total Unit Sales |98,315 |121,001 |133,103 | | | | | |Unit Prices |Year 1 |Year 2 |Year 3 | |Coffee- average |â‚ ¬1. 00 |â‚ ¬1. 00 |â‚ ¬1. 00 | |Specialty Drinks- average |â‚ ¬2. 00 |â‚ ¬2. 00 |â‚ ¬1. 00 | |Email Memberships |â‚ ¬10. 00 |â‚ ¬10. 00 |â‚ ¬10. 00 | |Hourly Internet Fees |â‚ ¬2. 50 |â‚ ¬2. 50 |â‚ ¬2. 50 | |Baked Goods- average |â‚ ¬1. 25 |â‚ ¬1. 25 |â‚ ¬1. 0 | | | | | | | | | | | | | | | | |Sales | | | | |Coffee- average |â‚ ¬12,016 |â‚ ¬14,068 |â‚ ¬15,475 | |Specialty Drinks- average |â‚ ¬13,308 |â‚ ¬15,826 |â‚ ¬8,705 | |Email Memberships |â‚ ¬87,030 |â‚ ¬105,050 |â‚ ¬115,560 | |Hourly Internet Fees |â‚ ¬95,673 |â‚ ¬115,913 |â‚ ¬127,505 | |Baked Goods- average |â‚ ¬40,841 |â‚ ¬52,688 |â‚ ¬46,365 | |Total Sales |â‚ ¬248,868 |â‚ ¬303,544 |â‚ ¬313,610 | | | | | | |Direct Unit Costs |Year 1 |Year 2 |Year 3 | |Coffee- average |â‚ ¬0. 5 |â‚ ¬0. 25 |â‚ ¬0. 25 | |Specialty Drinks- average |â‚ ¬0. 50 |â‚ ¬0. 50 |â‚ ¬0. 25 | |Email Memberships |â‚ ¬2. 50 |â‚ ¬2. 50 |â‚ ¬2. 50 | |Hourly Internet Fees |â‚ ¬0. 63 |â‚ ¬0. 63 |â‚ ¬0. 63 | |Baked Goods- average |â‚ ¬0. 31 |â‚ ¬0. 31 |â‚ ¬0. 25 | | | | | | | | | | |Direct Cost of Sales | | | | |Coffee- average |â‚ ¬3,004 |â‚ ¬3,517 |â‚ ¬3,869 | |Specialty Drinks- average |â‚ ¬3,327 |â‚ ¬3,957 |â‚ ¬2,176 | |Email Memberships |â‚ ¬21,758 |â‚ ¬26,263 |â‚ ¬28,890 | |Hourly Internet Fees |â‚ ¬23,918 |â‚ ¬28,978 |â‚ ¬31,876 | |Baked Goods- average |â‚ ¬10,210 |â‚ ¬13,172 |â‚ ¬11,591 | |Subtotal Direct Cost of Sales |â‚ ¬62,217 |â‚ ¬75,886 |â‚ ¬78,403 | 5. 6 Milestones The Kitsch management team has established some basic milestones to keep the business plan priorities in place. Responsibility for implementation falls on the shoulders of Loizos Loizou. This Milestones Table below will be updated as the year progresses using the actual tables. New milestones added as the first year of operations commences. [pic] 6. Operating Plan Kitsch is owned and operated by Mr. Loizos Loizou. The company, being small in nature, requires a simple organizational structure. Implementation of this organizational form calls for the owner, Mr. Loizou, to make all of the major management decisions in addition to monitoring all other business activities. 6. 1 Personnel Plan The staff will consist of six part-time employees working thirty hours a week at â‚ ¬5. 50 per hour. In addition, one full-time technician (who is more technologically oriented to handle minor terminal repairs/inquiries) will be employed to work forty hours a week at â‚ ¬10. 00 per hour. The two private investors, Andreas Augoustinos and Panagiotis Metaxas will not be included in management decisions. This simple structure provides a great deal of flexibility and allows communication to disperse quickly and directly. Because of these characteristics, there are few coordination problems seen at Kitsch that are common within larger organizational chains. This strategy will enable Kitsch to react quickly to changes in the market. Personnel Plan | | |Year 1 |Year 2 |Year 3 | |Owner |â‚ ¬24,000 |â‚ ¬26,400 |â‚ ¬29,040 | |Part Time 1 |â‚ ¬7,920 |â‚ ¬7,920 |â‚ ¬7,920 | |Part Time 2 |â‚ ¬7,920 |â‚ ¬7,92 |â‚ ¬7,920 | |Part Time 3 |â‚ ¬7,920 |â‚ ¬7,920 |à ¢â€š ¬7,920 | |Part Time 4 |â‚ ¬7,920 |â‚ ¬7,920 |â‚ ¬7,920 | |Part Time 5 |â‚ ¬7,920 |â‚ ¬7,920 |â‚ ¬7,920 | |Part Time 6 |â‚ ¬3,960 |â‚ ¬7,920 |â‚ ¬7,920 | |Technician |â‚ ¬21,731 |â‚ ¬23,904 |â‚ ¬26,294 | |Manager |â‚ ¬4,000 |â‚ ¬24,000 |â‚ ¬26,400 | |Total People |9 |9 |9 | | | | | | |Total Payroll |â‚ ¬93 |â‚ ¬121,824 |â‚ ¬129,254 | | |291 | | | 7. Financial Plan The following sections lay out the details of our financial plan for the next three years. 7. 1 Start-up Funding This business plan is prepared to obtain financing in the amount of â‚ ¬24,000. The supplemental financing is required to begin work on site preparation and modifications, equipment purchases, and to cover expenses in the first year of operations. Additional financing has already been secured as follows: †¢ â‚ ¬19,000 of personal savings from owner Loizos Loizou †¢ â‚ ¬36,000 from two investors †¢ and â‚ ¬9,290 in the form of sh ort-term loans Start-up Funding | | | | |Start-up Expenses to Fund |â‚ ¬62,290 | |Start-up Assets to Fund |â‚ ¬26,000 | |Total Funding Required |â‚ ¬88,290 | | | | |Assets | | |Non-cash Assets from Start-up |â‚ ¬2,000 | |Cash Requirements from Start-up |â‚ ¬24,000 | |Additional Cash Raised |â‚ ¬0 | |Cash Balance on Starting Date |â‚ ¬24,000 | |Total Assets |â‚ ¬26,000 | |Liabilities and Capital | | | | | |Liabilities | | |Current Borrowing |â‚ ¬9,290 | |Long-term Liabilities |â‚ ¬24,000 | |Accounts Payable (Outstanding Bills) |â‚ ¬0 | |Other Current Liabilities (interest-free) |â‚ ¬0 | |Total Liabilities |â‚ ¬33,290 | | | | |Capital | | |Planned Investment | | |Loizos Loizou |â‚ ¬43,000 | |Private Investor |â‚ ¬12,000 | |Additional Investment Requirement |â‚ ¬0 | |Total Planned Investment |â‚ ¬55,000 | |Loss at Start-up (Start-up Expenses) |(â‚ ¬62,290) | |Total Capital |(â‚ ¬7,290) | |Total Capital and Liabilities |â‚ ¬26,000 | |Total Funding |â‚ ¬88,290 | 7. 2 Important Assumptions Basic assumptions  are presented in the table below. General Assumptions | | |Year 1 |Year 2 |Year 3 | |Plan Month |1 |2 |3 | |Current Interest Rate |8. 00% |8. 00% |8. 00% | |Long-term Interest Rate |10. 00% |10. 00% |10. 00% | |Tax Rate |30. 00% |30. 00% |30. 00% | |Other |0 |0 |0 | 7. 3 Key Financial Indicators Important benchmark data is presented in the chart below. Benchmarks [pic] 7. 4 Break-even Analysis Break-even data is presented in the chart and table below. [pic] Break-even Analysis | | | | |Monthly Units Break-even |7,294 | |Monthly Revenue Break-even |â‚ ¬18,462 | | | | |Assumptions: | | |Average Per-Unit Revenue |â‚ ¬2. 53 | |Average Per-Unit Variable Cost |â‚ ¬0. 63 | |Estimated Monthly Fixed Cost |â‚ ¬13,847 | 7. 5 Projected Profit and Loss Payroll Expense: The founder of Kitsch, Loizos Loizou, will receive a salary of â‚ ¬24,000 in year one, â‚ ¬26,400 in year two, and â‚ ¬29,040 in year three. Kitsch intends to hired six part-time employees by the end of year one at â‚ ¬5. 75/hour and a full-time technician at â‚ ¬10. 00/hour. Rent Expense: Kitsch is leasing a 1700 square foot facility at â‚ ¬. 85/sq. oot. The lease agreement Kitsch signed specifies that we pay â‚ ¬2,000/month for a total of 36 months. At the end of the third year, the lease is open for negotiations and Kitsch may or may not re-sign the lease depending on the demands of the lessor. Utilities Expense: As stated i n the contract, the lessor is responsible for the payment of utilities including gas, garbage disposal, and real estate taxes. The only utilities expense that Kitsch must pay is the phone bill generated by fifteen phone lines; thirteen will be dedicated to modems and two for business purposes. The basic monthly service charge for each line provided by CYTA is â‚ ¬17. 29. The 13 lines used to connect the modems will make local calls to the network provided by CYTACOM Solutions resulting in a monthly charge of â‚ ¬224. 77. The two additional lines used for business communication will cost â‚ ¬34. 58/month plus long distance fees. Kitsch assumes that it will not make more than â‚ ¬40. 00/month in long distance calls. Therefore, the total cost associated with the two business lines is estimated at â‚ ¬74. 58/month and the total phone expense at â‚ ¬299. 35/month. In addition, there will be an additional utility expense of â‚ ¬800 for estimated EWEB bills. Marketing Expense: Kitsch allocated â‚ ¬33,750 for promotional expenses over the first year. These were used for advertising in local newspapers in order to build consumer awareness. For additional information, please refer to section 5. 0 of the business plan. Insurance Expense: Kitsch has allocated â‚ ¬1,440 for insurance for the first year. As revenue increases in the second and third year of business, Kitsch intends to invest more money for additional insurance coverage. Depreciation: In depreciating our capital equipment, Kitsch used the Modified Accelerated Cost Recovery Method. We depreciated our computers over a five-year time period and our fixtures over seven years. Taxes: Kitsch is not taxed. However, there is a 15% payroll burden. Detailed Profit and Loss data is presented in the table below. [pic] [pic] [pic] Pro Forma Profit and Loss | | |Year 1 |Year 2 |Year 3 | |Sales |â‚ ¬248,868 |â‚ ¬303,544 |â‚ ¬313,610 | |Direct Cost of Sales |â‚ ¬62,217 |â‚ ¬75,886 |â‚ ¬78,403 | |Other Costs of Sales |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Total Cost of Sa les |â‚ ¬62,217 |â‚ ¬75,886 |â‚ ¬78,403 | | | | | | |Gross Margin |â‚ ¬186,651 |â‚ ¬227,658 |â‚ ¬235,208 | |Gross Margin % |75. 00% |75. 00% |75. 0% | | | | | | | | | | | |Expenses | | | | |Payroll |â‚ ¬93,291 |â‚ ¬121,824 |â‚ ¬129,254 | |Marketing/Promotion |â‚ ¬33,750 |â‚ ¬40,000 |â‚ ¬43,000 | |Depreciation |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Rent |â‚ ¬24,000 |â‚ ¬24,000 |â‚ ¬24,000 | |Utilities |â‚ ¬9,120 |â‚ ¬9,120 |â‚ ¬9,120 | |Insurance |â‚ ¬6,000 |â‚ ¬6,000 |â‚ ¬6,000 | |Payroll Taxes |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Other â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Total Operating Expenses |â‚ ¬166,161 |â‚ ¬200,944 |â‚ ¬211,374 | | | | | | |Profit Before Interest and Taxes |â‚ ¬20,490 |â‚ ¬26,714 |â‚ ¬23,834 | |EBITDA |â‚ ¬20,490 |â‚ ¬26,714 |â‚ ¬23,834 | |Interest Expense |â‚ ¬2,325 |â‚ ¬1,470 |â‚ ¬1,100 | |Taxes Incurred |â‚ ¬5,450 |â‚ ¬7,573 |â‚ ¬6,820 | | | | | | |Net Profit |â⠀š ¬12,716 |â‚ ¬17,671 |â‚ ¬15,913 | |Net Profit/Sales |5. 11% |5. 82% |5. 07% | 7. 6 Cash Flow Cash flow data is presented in the chart and table below. Accounts Payable: Kitsch acquired a â‚ ¬24,000 loan from a bank at a 10% interest rate. The loan paid back at â‚ ¬800/month over the next three years. The â‚ ¬9,290 short term loan paid back at a rate of 8%. Cash (000 â‚ ¬) [pic] |Pro Forma Cash Flow | | |Year 1 |Year 2 |Year 3 | |Cash Received | | | | | | | | | |Cash from Operations | | | | |Cash Sales |â‚ ¬248,868 |â‚ ¬303,544 |â‚ ¬313,610 |Subtotal Cash from Operations |â‚ ¬248,868 |â‚ ¬303,544 |â‚ ¬313,610 | | | | | | |Additional Cash Received | | | | |Sales Tax, VAT, Received |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |New Current Borrowing |â‚ ¬2,000 |â‚ ¬5,000 |â‚ ¬0 | |New Other Liabilities (interest-free) |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |New Long-term Liabilities |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Sales of Other Current Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Sales of Long-term Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |New Investment Received |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Subtotal Cash Received |â‚ ¬250,868 |â‚ ¬308,544 |â‚ ¬313,610 | | | | | | |Expenditures |Year 1 |Year 2 |Year 3 | | | | | | |Expenditures from Operations | | | | |Cash Spendi ng |â‚ ¬93,291 |â‚ ¬121,824 |â‚ ¬129,254 | |Bill Payments |â‚ ¬133,870 |â‚ ¬165,945 |â‚ ¬168,467 | |Subtotal Spent on Operations |â‚ ¬227,161 |â‚ ¬287,769 |â‚ ¬297,721 | | | | | | |Additional Cash Spent | | | | |Sales Tax, VAT, Paid Out |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Principal Repayment of Current Borrowing |â‚ ¬9,290 |â‚ ¬2,000 |â‚ ¬0 | |Other Liabilities Principal Repayment |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Long-term Liabilities Principal Repayment |â‚ ¬9,600 |â‚ ¬5,000 |â‚ ¬4,800 | |Purchase Other Current Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Purchase Long-term Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Dividends |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Subtotal Cash Spent |â‚ ¬246,051 |â‚ ¬294,769 |â‚ ¬302,521 | | | | | | |Net Cash Flow |â‚ ¬4,817 |â‚ ¬13,775 |â‚ ¬11,089 | |Cash Balance |â‚ ¬28,817 |â‚ ¬42,592 |â‚ ¬53,681 | 7. 7 Projected Balance Sheet Our projected balance sheet is presented in the table below. Pro Forma Balance Sheet | | |Year 1 |Year 2 |Year 3 | |Assets | | | | | | | | | |Current Assets | | | | |Cash |â‚ ¬28,817 |â‚ ¬42,592 |â‚ ¬53,681 | |Inventory |â‚ ¬6,980 |â‚ ¬8,514 |â‚ ¬8,796 | |Other Current Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Total Current Assets |â‚ ¬35,797 |â‚ ¬51,106 |â‚ ¬62,478 | | | | | | |Long-term Assets | | | | |Long-term Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Accumulated Depreciation |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Total Long-term Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Total Assets |â‚ ¬35,797 |â‚ ¬51,106 |â‚ ¬62,478 | | | | | | |Liabilities and Capital |Year 1 Year 2 |Year 3 | | | | | | |Current Liabilities | | | | |Accounts Payable |â‚ ¬13,972 |â‚ ¬13,610 |â‚ ¬13,868 | |Current Borrowing |â‚ ¬2,000 |â‚ ¬5,000 |â‚ ¬5,000 | |Other Current Liabilities |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Subtotal Current Liabilities |â‚ ¬15,972 |â‚ ¬18,610 |â‚ ¬18,868 | | | | | | |Long-term Liabilities |â‚ ¬14,400 |â‚ ¬9,400 |â‚ ¬4,600 | |Total Liabilities |â‚ ¬30,372 |â‚ ¬28,010 |â‚ ¬23,468 | | | | | | |Paid-in Capital |â‚ ¬55,000 |â‚ ¬55,000 |â‚ ¬55,000 | |Retained Earnings |(â‚ ¬62,290) |(â‚ ¬49,574) |(â‚ ¬31,904) | |Earnings |â‚ ¬12,716 |â‚ ¬17,671 |â‚ ¬15,913 | |Total Capital |â‚ ¬5,426 |â‚ ¬23,096 |â‚ ¬39,010 | |Total Liabilities and Capital |â‚ ¬35,797 |â‚ ¬51,106 |â‚ ¬62,478 | | | | | | |Net Worth |â‚ ¬5,426 |â‚ ¬23,096 |â‚ ¬39,010 | 7. 8 Business Ratios The Standard Industrial Classification (SIC) Code for the Internet Service Provider industry is â€Å"Remote data base information retrieval† 7375. 9903. We used the report for â€Å"Information retrieval services† 7375 to generate  the industry profile. As we are also a food cafe we could have used the ratios based on SIC classification 5812, â€Å"Eating places†. The combined nature of Kitsch Cafe makes our ratios a blend of the two i ndustries. Ratio Analysis | | |Year 1 |Year 2 |Year 3 |Industry Profile| |Sales Growth |0. 00% |21. 97% |3. 32% |0. 90% | | | | | | | |Percent of Total Assets | | | | | |Inventory |19. 50% |16. 66% |14. 08% |2. 17% | |Other Current Assets |0. 00% |0. 00% |0. 00% |84. 8% | |Total Current Assets |100. 00% |100. 00% |100. 00% |86. 95% | |Long-term Assets |0. 00% |0. 00% |0. 00% |13. 05% | |Total Assets |100. 00% |100. 00% |100. 00% |100. 00% | | | | | | | |Current Liabilities |44. 62% |36. 41% |30. 20% |28. 33% | |Long-term Liabilities |40. 23% |18. 39% |7. 36% |16. 21% | |Total Liabilities |84. 84% |54. 1% |37. 56% |44. 54% | |Net Worth |15. 16% |45. 19% |62. 44% |55. 46% | | | | | | | |Percent of Sales | | | | | |Sales |100. 00% |100. 00% |100. 00% |100. 00% | |Gross Margin |75. 00% |75. 00% |75. 00% |100. 00% | |Selling, General & Administrative |69. 89% |69. 18% |69. 93% |79. 0% | |Expenses | | | | | |Advertising Expenses |0. 00% |0. 00% |0. 00% |1. 01% | |Profit Before Interest an d Taxes |8. 23% |8. 80% |7. 60% |1. 62% | | | | | | | |Main Ratios | | | | | |Current |2. 24 |2. 75 |3. 31 |0. 00 | |Quick |1. 80 |2. 29 |2. 85 |0. 0 | |Total Debt to Total Assets |84. 84% |54. 81% |37. 56% |0. 00% | |Pre-tax Return on Net Worth |334. 80% |109. 30% |58. 28% |0. 00% | |Pre-tax Return on Assets |50. 74% |49. 40% |36. 39% |0. 00% | | | | | | | |Additional Ratios |Year 1 |Year 2 |Year 3 | | |Net Profit Margin |5. 11% |5. 82% |5. 07% |n. a | |Return on Equity |234. 36% |76. 1% |40. 79% |n. a | | | | | | | |Activity Ratios | | | | | |Inventory Turnover |12. 00 |9. 80 |9. 06 |n. a | |Accounts Payable Turnover |10. 58 |12. 17 |12. 17 |n. a | |Payment Days |27 |30 |30 |n. a | |Total Asset Turnover |6. 95 |5. 94 |5. 02 |n. | | | | | | | |Debt Ratios | | | | | |Debt to Net Worth |5. 60 |1. 21 |0. 60 |n. a | |Current Liab. to Liab. |0. 53 |0. 66 |0. 80 |n. a | | | | | | | |Liquidity Ratios | | | | | |Net Working Capital |â‚ ¬19,826 |â‚ ¬32,496 |â‚ ¬43,610 |n. | |Intere st Coverage |8. 81 |18. 17 |21. 67 |n. a | | | | | | | |Additional Ratios | | | | | |Assets to Sales |0. 14 |0. 17 |0. 20 |n. a | |Current Debt/Total Assets |45% |36% |30% |n. a | |Acid Test |1. 80 |2. 29 |2. 85 |n. a | |Sales/Net Worth |45. 87 |13. 14 |8. 4 |n. a | |Dividend Payout |0. 00 |0. 00 |0. 00 |n. a | 8. Appendix |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 | |Assets |Starting Balances | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Current Assets | | | | | | | | | | | | | | |Cash |â‚ ¬24,00 |â‚ ¬23,026 |â‚ ¬18,600 |â‚ ¬13,589 |â‚ ¬16,879 |â‚ ¬16,066 |â‚ ¬19,557 |â‚ ¬20,657 |â‚ ¬22,308 |â‚ ¬24,307 |â‚ ¬26,675 |â‚ ¬27,415 |â‚ ¬28,817 | |Inventory |â‚ ¬2,000 |â‚ ¬1,900 |â‚ ¬2,683 |â‚ ¬3,106 |â‚ ¬5,203 |â‚ ¬5,403 |â‚ ¬5,614 |â‚ ¬5,819 |â‚ ¬6,034 |â‚ ¬6,256 |â‚ ¬6,490 |â‚ ¬6,730 |â‚ ¬6,980 | |O ther Current Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Total Current Assets |â‚ ¬26,00 |â‚ ¬24,926 |â‚ ¬21,282 |â‚ ¬16,696 |â‚ ¬22,082 |â‚ ¬21,469 |â‚ ¬25,170 |â‚ ¬26,476 |â‚ ¬28,342 |â‚ ¬30,562 |â‚ ¬33,165 |â‚ ¬34,145 |â‚ ¬35,797 | | | | | | | | | | | | | | | | |Long-term Assets | | | | | | | | | | | | | | |Long-term Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Accumulated Depreciation |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Total Long-term Assets |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Total Assets |â‚ ¬26,00 |â‚ ¬24,926 |â‚ ¬21,282 |â‚ ¬16,696 |â‚ ¬22,082 |â‚ ¬21,469 |â‚ ¬25,170 |â‚ ¬26,476 |â‚ ¬28,342 |â‚ ¬30,562 |â‚ ¬33,165 |â‚ ¬34,145 |â‚ ¬35,797 | | | | | | | | | | | | | | | | |Liabilities and Capital | |Month 1 |Month 2 |Month 3 |Month 4 |Month 5 |Month 6 |Month 7 |Month 8 |Month 9 |Month 10 |Month 11 |Month 12 | | | | | | | | | | | | | | | | |Current Liabilities | | | | | | | | | | | | | | |Accounts Payable |â‚ ¬0 |â‚ ¬6,503 |â‚ ¬8,785 |â‚ ¬8,701 |â‚ ¬13,654 |â‚ ¬12,180 |â‚ ¬12,578 |â‚ ¬12,709 |â‚ ¬13,055 â‚ ¬13,410 |â‚ ¬13,786 |â‚ ¬13,581 |â‚ ¬13,972 | |Current Borrowing |â‚ ¬9,290 |â‚ ¬8,540 |â‚ ¬7,790 |â‚ ¬7,040 |â‚ ¬6,290 |â‚ ¬5,540 |â‚ ¬6,790 |â‚ ¬6,040 |â‚ ¬5,290 |â‚ ¬4,540 |â‚ ¬3,790 |â‚ ¬3,040 |â‚ ¬2,000 | |Other Current Liabilities |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 |â‚ ¬0 | |Subtotal Current Liabilities |â‚ ¬9,290 |â‚ ¬15,04 3 |â‚ ¬16,575 |â‚ ¬15,741 |â‚ ¬19,944 |â‚ ¬17,720 |â‚ ¬19,368 |â‚ ¬18,749 |â‚ ¬18,345 |â‚ ¬17,950 |â‚ ¬17,576 |â‚ ¬16,621 |â‚ ¬15,972 | | | | | | | | | | | | | | | | |Long-term Liabilities |â‚ ¬24,00 |â‚ ¬23,200 |â‚ ¬22,400 |â‚ ¬21,600 |â‚ ¬20,800 |â‚ ¬20,000 |â‚ ¬19,200 |â‚ ¬18,400 |â‚ ¬17,600 |â‚ ¬16,800 |â‚ ¬16,000 |â‚ ¬15,200 |â‚ ¬14,400 | |Total Liabilities |â‚ ¬33,29 |â‚ ¬38,243 |â‚ ¬38,975 |â‚ ¬37,341 |â‚ ¬40,744 |â‚ ¬37,720 |â‚ ¬38,568 |â‚ ¬37,149 |â‚ ¬35,945 |â‚ ¬34,750 |â‚ ¬33,576 |â‚ ¬31,821 |â‚ ¬30,372 | | | | | | | | | | | | | | | | |Paid-in Capital |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 |â‚ ¬55 | |Retained Earnings |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 |â‚ ¬62,29 | |Earnings |â‚ ¬0 |â‚ ¬6,027 |â‚ ¬10,403 |â‚ ¬13,356 |â‚ ¬11,372 |â‚ ¬8,961 |â‚ ¬6,108 |â‚ ¬3,382 |â‚ ¬313 |â‚ ¬3,103 |â‚ ¬6,879 |â‚ ¬9,614 |â‚ ¬12,716 | |Total Capital |â‚ ¬7,290 |â‚ ¬13,317 |â‚ ¬17,693 |â‚ ¬20,646 |â‚ ¬18,66 |â‚ ¬16,251 |â‚ ¬13,398 |â‚ ¬10,672 |â‚ ¬7,603 |â‚ ¬4,187 |â‚ ¬411 |â‚ ¬2,324 |â‚ ¬5,426 | |Total Liabilities and Capital |â‚ ¬26,00 |â‚ ¬24,926 |â‚ ¬21,282 |â‚ ¬16,696 |â‚ ¬22,082 |â‚ ¬21,469 |â‚ ¬25,170 |â‚ ¬26,476 |â‚ ¬28,342 |â‚ ¬30,562 |â‚ ¬33,165 |â‚ ¬34,145 |â‚ ¬35,797 | | | | | | | | | | | | | | | | |Net Worth |â‚ ¬7,290 |â‚ ¬13,317 |â‚ ¬17,693 |â‚ ¬20,646 |â‚ ¬18,662 |â‚ ¬16,251 |â‚ ¬13,398 |â‚ ¬10,672 |â‚ ¬7,603 |â‚ ¬4,187 |â‚ ¬411 |â‚ ¬2,324 |â‚ ¬5,426 | |