1 Universidad Latinoamericana de Ciencia y Tecnología ULACIT Martha Amada Aguilar Sánchez B.S. Business Administration April 04, 2011
2 MAS Cramming Business Plan STRICTLY CONFIDENTIAL TABLE OF CONTENTS 1. BUSINESS DESCRIPTION Enterprise Overview Justification Qualitative Research Methods Description of venture criteria Business criteria MARKET ANALYSIS Feasibility Analysis Industry Analysis Competition Analysis Description of Target Market STRATEGIC POSITIONING Strategy Enterprise s Ability to Achieve Venture Criteria OPERATIONS Description of Day-to-Day Operations Client Staffing Plan MANAGEMENT AND ORGANIZATION Organizational Charts MARKETING PLAN AND SALES STRATEGY Slogan Marketing Mix Product Place Price Promotion FINANCIALS Assumptions for the Financial Model Start-up Assumptions Monthly Expenses Projected Financials Sales Forecast Cash flow RISKS AND MITIGATION REFERENCES... 38
3 MAS Cramming 1. Business Description 3 Enterprise Overview Description MAS Cramming is a born global firm specialized on small businesses coaching. MAS Cramming aims to coach small businesses, PYMES, owners to get the most of their mom and pops. MAS Cramming will provide tools and resources to establish, develop, and run small businesses to people with little or no knowledge regarding business administration. Moreover, MAS Cramming will assessor current small business in order to operate according to the law and implement a business plan. MAS Cramming will offer businesses owners knowhow and realistic advices to set the business according to the country regulations while having everything done professionally. MAS Cramming will coach owners in their process to create a business plan, strategic plan, financial plan, marketing plan, and human resources management plan, among others. Additionally, MAS Cramming will provide professional counsel dealing with legal issues, taxes issues, and so forth in each Central America country where it operates. Summarizing, MAS Cramming aims to provide small business owners in Central American countries with guidance and support to develop proper business plans and meet governmental regulations. Mantra Slogan Target Market Special Features MAS Cramming Framing Business Future MAS Cramming for People who Want More In the first six months of operations, MAS Cramming expects to coach at least seven small business owners to create a business plan and operate according to the government regulations, in Costa Rica. After three years of operations, MAS Cramming should have small business owners in Costa Rica being coached. Additionally, MAS Cramming will be operating in all the Central American countries after five years of existence with offices in each place. MAS Cramming s target market is small business owners. No Other Small Business Coaching Firm Social Entrepreneur Firm As special features, MAS Cramming will teach small business owners to work on teams, delegate tasks, implement business plans, and diversified operations. As a small business coaching firm, MAS Cramming coaching purpose will aim to exert certain level of influence on the small businesses owners till they become naturally involved with the correct process to start or develop a business by having business plans and obeying to the Shaping Business Future
4 MAS Cramming government regulations. Additionally, MAS Cramming will own a large information database offering clue on the type of market, competition profile, best practices, conference, skill builder activities, and so forth to improve the skills of the proprietors. Also, MAS Cramming will offer technology and management advice for the associates to become techno savvy and take the most out of technology for the welfare of the businesses. Furthermore, training, whether formal or informal, will be given to the collaborator so they can learn the basics about management, business management, marketing, finance, accounting, and so on. Last but not least, MAS Cramming core activity will be the coaching. MAS Cramming will be the foreigner in those businesses; thus, it will be easier to perceive the problems that must be addressed immediately in the organizations. 4 Unique Positioning There are several traits enabling MAS Cramming to be perceived as unique. First of all, MAS Cramming aims to be a pioneer in its industry. MAS Cramming will coach small business owners guiding them to properly develop business plans and run the business to make it profitable. Besides, MAS Cramming aims to approach to real business adventurers with an intense desire to make things work for their own sake. Most important of all, MAS Cramming emerges as a social entrepreneur firm motivated to change the way small business operates within their domestic markets. Shaping Business Future
5 MAS Cramming Justification 5 MBA Borbón (2010) states that in Costa Rica 98.2% of the business market is composed by micro, small, and medium enterprises. That 98.2% equals enterprises subscribed properly by These enterprises constitute an important share of the market since they generate employment and income, are local development Detonators, promote competitive markets, complement the work of the corporations, and are drivers of technological innovation (Límite Zero: Opiniones para el Desarrollo, 2003). Since small enterprises represent a vast area of the business share, it is important to have these businesses operating correctly: with business plans and under the law regulations. Most of the business owners do not have the knowledge necessary to carry out these activities appropriately; thus, MAS Cramming appears as the perfect solution to coach them to do it right at first. Shaping Business Future
6 MAS Cramming Qualitative Research Methods 6 While carrying on this search, the golden question popped out: Why your business is so empirical? Most of the business owners interviewed affirmed they do not know a thing about those plans. They ventured into business for pure necessity and/or opportunity. Additionally, they expressed that they feel pleasant about the idea of having a reachable advisor to assessor them during this process. The Costa Rican market hosts almost small businesses without a business plan, as stated by MBA Borbón (2010). Several interviews with business owners reaffirm this data: 9 out of 10 businesses do not have a business plan, strategic plan, marketing plan, financial plan, or human resource management plan regardless of the industry and its market share. The interviewed businesses owners affirm they enter the business world after they appreciate a gap in the market or lose their formal jobs. These people find an extraordinary opportunity in settling down a business. However, the lack of information and knowledge force them to shut down their business or perform malpractices that face them with legal issues. Business owners do not want to have problems with any governmental agency due to the lack of knowledge. The possibility to have a coaching firm working side by side with them is tenacious: it promises several improvements on the businesses creating greater welfare. MAS Cramming aims to accompany these small business owners in their venture into the business world. Shaping Business Future
7 MAS Cramming Description of venture criteria Business criteria Start-up capital The start-up capital will be 6,643, Breakeven Income for the non-profit Customers Alliances MAS Cramming as a social entrepreneur firm is not really concern about the break-even point since it takes donations from business partners, NGOs, and charge modest fees to the customers. Nonetheless, with the expected donations and revenues, the firm will achieve its break-even during the first year of operations, mainly on the 10 month. According to the sales forecast, during the first year MAS Cramming should be making around 10,450,000. Small businesses' owners with little or no background on Business Administration aimed to be coached to better run their business while developing a business plan and skills and abilities to make better decisions coped with the government's regulations. MAS Cramming will ally with for profit organizations such as bankpublic and privates, corporations, and any other huge company with a corporate social responsibility program. As well, MAS Cramming will work hand-by-hand with NGOs and other social entrepreneur firms. Shaping Business Future
8 2. Market Analysis 8 Feasibility Analysis Part 01: Strength of Business Idea Extent to which the idea: 1. Takes advantage of an environmental trend 2. Solves a problem 3. Addresses an unfilled gap in the marketplace Timeliness of entry to market Extent to which the idea "adds value" for its end user Low Potential (- 1) Moderate Potential (0) Weak Moderate Strong Not timely Moderately timely High Potential (+1) Very timely Explanation It does not apply to MAS Cramming as a coaching firm. MAS Cramming aims to assessor uneducated small business owners. Currently, there is no small firms coaching small business in the market. There is opportunity in the market, but the habit to use coaching firms must be created to boost this opportunity. Low Medium High Small businesses that have all his papers
9 Extent to which the customer is satisfied by competing products that are already available Degree to which the idea requires customers to change their basic practices or behaviors Very satisfied Substantial changes required Moderately satisfied Moderate changes required Not very satisfied or Ambivalent Small to no changes required according to the government regulations and implement business plans are more likely to classify for financial aid. There is no other firm alike. Coaching is available only for corporate companies. This is a pioneer firm trying to change the way mom and pops are run. 9
10 Part 02: Industry-Related Issues Number of Competitors Stage of the industry life cycle Growth rate of industry Importance of industry's services to customers Industry operating margins Low Potential (- 1) Moderate Potential (0) Many Few None Maturity phase or decline phase Little or no growth Ambivalent Growth phase Moderate growth Would like to have High Potential (+1) Emergence phase Strong growth Must have Low Moderate High Explanation MAS Cramming has no direct competitors. Small businesses coached are making them path in the business world nowadays. Business coaching is increasing worldwide. Business must have a business plan and fulfill government s dispositions for their sake. MAS Cramming requires mostly human capital and charges subjective 10
11 tariffs. 11 Part 03: Target Market and Customer-Related Issues Identification of target market for the proposed new ventures Ability to create "barriers to entry" for potential competitors Purchasing power of customers Ease of making customers aware of the new service Low Potential (- 1) Difficulty to identify Unable to create Moderate Potential (0) May be able to identify May or may not be able to create High Potential (+1) Identifies Can create Low Moderate High Low Moderate High Explanation MAS Cramming targets small business owners, mostly business uneducated. Know-how works as the primary barrier to entry. Potential customers are new or mature small business owners with a moderate purchasing power. MAS Cramming can make
12 Growth potential of target market Low Moderate High customers aware of its existence by using the communication channels of banks, word of mouth, and traditional marketing ads. Currently, small businesses account for a 98% of the business market but up to 85% neither have a business plan nor fulfill government regulations. 12
13 Part 04: Founder Related Issues Founder experience in the industry Founder's skills as they relate to the proposed new venture's service Extent of the founder's professional and social networks in the relevant industry. Extent to which the proposed new ventures meets Low Potential (- 1) No experience Moderate Potential (0) Moderate experience High Potential (+1) Experienced No skills Moderate skills Skilled None Moderate Extensive Weak Moderate Strong Explanation Martha Amada has worked on business plan elaborating in the real business world. Martha Amada has the necessary knowledge to elaborate business plans and is aware of the government business regulations. Martha Amada has the professional nexus as well as the social one to carry on this venture. 13
14 the founder's personal goals and aspirations. Likelihood that a team can be put together to launch and grow the new venture. Unlikely Moderately likely Very likely Martha Amada looked at this as her possible Corporate Social Responsibility once she is an entertainment mogul. A group of experts in different areas is contemplated to join this project. 14
15 Part 05: Financial Issues Initial capital investment Number of revenue drivers (ways in which the company makes money) Time to break even Financial performance of similar businesses Ability to fund initial service, development Low Potential (- 1) Moderate Potential (0) High Moderate Low High Potential (+1) One Two or three More than three More than two years One or two years Less than one year Weak Moderate Strong Low Moderate High Explanation MAS Cramming need few material things to operate. MAS Cramming will offer a wide variety of services. MAS Cramming is expected to reach its break even around the six month of operations. Corporate coaching firms do plenty of money only on coaching them twice a year at the most. 15
16 and/or initial start-up expenses from personal funds or via bootstrapping. Funder own the necessary capital to invest in this venture. 16 Score (-5 to +1) Overall Potential of the business idea based on each part Suggestions for improving the potential High Moderate Low Part 01: 5 2 Strength of Business Idea Part 02: 5 Industry-Related Issues Part 03: Target Market and Customer- Related Issues Part 04: 4 1 Founder- Related Issues Part 05: 4 1 Financial Issues Overall Assessment
17 Industry Analysis Industry analysis Porter s Five Forces Social Enterprise Business Plan Template 17 2 Barriers to entry 1 Supplier Power 3 Competitor rivalry 5 Buyer Power 4 Substitutes Competition Force Threat of substitutes Threat of new entrants Rivalry among existing firms Bargaining power of suppliers Bargaining power of Threat to Industry Profitability Low Medium High Explanation No threat of substitutes since there is any small business coaching, only corporate business. No small business coaching firms yet, so the possibility to enter the market new firms is high. None. Little since the greatest suppliers will be the same collaborators of the firms and the business owners. Since the firm will deal with
18 buyers small business owners, their purchasing power may vary. 18
19 Competition Analysis No competition analysis was carried formally since there is no direct competition for the firm in the domestic market. Nonetheless, an internal competitive analysis is showed bellow: 19 MAS Cramming Explanation Service Features Various MAS Cramming offers a wide variety of services for small business owners. User engagement High MAS Cramming will boost the productivity and increase the value of the business through the implementation of business plans and governmental regulations. Durability Long The business plan can be used for at least five years. User feedback Strong MAS Cramming will work with and for the mom and pops owners. Benefits High Small business with business plan that obey the law are more likely to obtain financial aid and generate greatest profit. Price Subjective Fees may vary according to the purchasing power of the client. Customer Service High MAS Cramming will work side by side with people offering a high quality one on one service.
20 Description of Target Market Type of Market Segment Demographic & Geographic Segment Psychographic Segment Used-based Segment Benefit Segment Market Size & Expected Growth Shared Group Characteristics Small Businesses owners aging from 25 to 50 years old belonging to low to medium class living in any Central America country. Ideally, they should have some dependents to support and many dreams to fulfill willing to go further and venture into businesses. They exemplify hard-working citizens pursuing their American dream within the boundaries of their home country, preferable. Most of them lease the places where they make businesses and have little or none business administration background. Mom and pops owners should be coached in every step of the business planning, whether the business is a start-up or not. Once the planning is done, some follow up sessions should take place till the business position itself in a good position within its industry. Small business with a business plan containing vital information have greater chances to success and be eligible for loans or foreign investments to expand operations. Meanwhile, the owners have realistic guidelines to measure the enterprise s progress. Additionally, the business will operate according to the government s regulations and laws. In Costa Rica, the 98.2% of the businesses represent micro, small, and medium enterprises. Nowadays, the 15.7% are small business; while a 78.3% are micro business. From micro businesses, by 2012 the 45% are expected to growth till they become small business employing more than 10 employees with greater profits 20
21 Size of Target Market Trent in Target Market (Borbón, 2010). Accordingly to some statistics provided by Banco Popular, a 79% of the business in the market are PYMES. Therefore, MAS Cramming's target market it is that 79% of the total market in Costa Rica. Most of the PYMES enters the market due to a need for profit. Thus, the owners do not look beyond their current needs and neither plan for the future nor properly set their business up. 21 In sum, MAS Cramming targets small businesses owners between the ages of 25 and 50 with little or none business administration background venturing into the business world looking forward to properly set up their enterprises, whether they are start-up or not.
22 3. Strategic Positioning 22 Strategy Goal Competitive advantage Logic Scale Diminish the number of empirical PYMES owners in Costa Rica. A 60% of the total PYMES in Costa Rica should go under our coaching program developing a complete and accurate business plan. MAS Cramming rears as a social entrepreneurship firm pioneering the coaching industry for PYMES owners in Costa Rica. MAS Cramming ventures into the business world to make the difference and boost the growth opportunities for mom and pops' owners-who lack the business administration, accounting, financial, legal, marketing, among other background making them better qualified for leases while fixing all their attention in tangible goals. MAS Cramming must be a born global firm to afford all the expenses in aid of achieving its social objectives.
23 Enterprise s Ability to Achieve Venture Criteria Social criteria Current need for coaching firms giving a helping hand to small businesses' owners to be better off doing their own thing. Success in existing social services companies performing the same actions abroad. Understanding of target market's needs and allies' needs. 23 Financial criteria Operational effectiveness Fundraising ability Business expertise: business partners know-how. Reinvestment strategy: modest fees charges. Strategic alliances: banks, NGOs, and corporations with a Corporate Social Responsibility program.
24 4. Operations 24 Description of Day-to-Day Operations Working hours Purchasing Installations Supervision Training Planning and scheduling Job placement Support Order fulfillment and customer service Monday to Friday from 09 o'clock to 17 o'clock. Saturday only by appointment. Once a month office supplies will be purchased. An office building will be lease. Additionally, some meetings will take place at the small businesses' owners' place. A biweekly luncheon staff meeting will take. Meanwhile, daily update will be shared thru the Omnifocus platform. Two weeks paid training will take place before starting operations. Once operations start, a monthly workshop in-house or off-house will take place. A weekly common agenda will be developed on Fridays. While a common plan will be made up during the biweekly meetings. Also, the use of platforms such as Omnifocus and Omniplan will help to take the most out of these processes on a daily basis. People handling with the customers will be front line customer service agents with only one supervisor who reports directly to management. The cleaning, accounting, and legal staff will be outsourced; thus they will report to management, too. Every collaborator will have full control over their customers' account with the possibility of having the rest of the team intervening and helping when requested. MAS Cramming will work with some business templates as the foundation for every business plan developed for the mom and pops. However, those templates can and must be adapted to every customer s needs. MAS Cramming will work as a service customer which high standards will be set to treat properly the customers and do the best for their sake. Facilities
25 Client Staffing Plan Recruiting Retention Throughout the strategies alliances formed with the banks, NGOs, and other related enterprises in the current market, MAS Cramming staff will reach its target market. MAS Cramming can attend some business fairs and do some convocation events to call people in. However, the primary recruiting event will take place after a massive conference-workshop in which 100 PYMES owners will be selected. Once the people have being recruited, they will be retained thru the follow ups and the constant coaching. It will pay off soon since the business will ameliorate their situation and move to a better position being able to take advantages of the multiple advantages for properly founded enterprises with a business plans. Meanwhile, the owners will learn and improve their abilities and skills making better and more assertive decisions. 25
26 5. Management and Organization 26 Organizational Charts MAS Cramming is led by its founders Martha Amada. Martha Amada has several years of experience in the business world. In addition, others business administrators, marketers, accounts, and finances will join the MAS Cramming.
27 6. Marketing Plan And Sales Strategy 27 Slogan MAS Cramming for People who Want More There is a meaningful reason to go for this slogan. First of all, it is important to be knowledgeable regarding the name. MAS Cramming really stands for Marshal Ameliorate Success Cramming. MAS Cramming aspirates to be there for people who want to run their small business in the right way with all the business administration papers and parameters as well as legal documents required for an ulterior purpose. Therefore, MAS Cramming for People who Want More perfectly fits and reflects the desires of this project.
28 Marketing Mix Product 28 MAS Cramming will provide a superior and unique service for small businesses owners. MAS Cramming desires to coach mom and pops until they develop proper and useful business plans accordingly to each business s needs. Besides, MAS Cramming aspirates to teach owners the basics for running their companies under the law regulations; while making business decisions based on knowledge acquire throughout the informative sessions that MAS Cramming will offer them. The people involved with this initiative do not hold any B.S or B.A. on Business Administration or related careers. Thus, MAS Cramming offers a unique opportunity to small businesses owners to acquire the abilities, knowledge, skills, and tools to be effective proprietors while carrying on their businesses the right way. Place MAS Cramming has two ways to call in people to be coached and advised. MAS Cramming, as a social entrepreneur firm, aspirates to reach the low and medium class small businesses owners aimed to develop business plans and learn about the business world from more experienced people. One way is through alliances with key players for the small businesses owners. MAS Cramming will align with cooperatives, banks, and other organizations that seek the well being of these enterprises owners to reach them. MAS Cramming will have access to their database turning into an insight view of the real and current needs of these people. In turn, the allies will have better qualified companies requesting their services. In addition, MAS Cramming will convene an open conference. One hundred small businesses owners will attend an intense forum featuring the basics for developing a business plan plus a brief introduction to the services offered by MAS Cramming. After this conference, interested participants will apply to be coached and advised by MAS Cramming s experts. Only, twenty people will be chosen for the pilot of this venture. Price MAS Cramming exemplifies a born global social entrepreneur firm. Therefore, prices are not that important for the organization. Nonetheless, MAS Cramming will charge fees below the real price since it is more concern about generating a change in the way small businesses are run. Each participant will be charge based on his or her company s gross profit; the range will be from 5 to 15% after a careful and honest examination to the past and present business gross profit. Nonetheless, it is important to set as a reference price Consequently, fees charge shows two differentiators: fees will vary among coached owners and be below the real operations costs.
29 Promotion 29 MAS Cramming does not offer any kind of commercial promotion since it is a social entrepreneur firm. However, MAS Cramming will offer some incentives to the businesses owners engaged in this venture. MAS Cramming will offer two informative sessions free of charge for any person interested in being coached and advised. In addition, MAS Cramming will have an annual conference where all the coached businesses owners will have the opportunity to exchange information among them while learning other small businesses owners best-practices from abroad. Most important, MAS Cramming users will have all access information to the latest news dealing with banks, loans, investments, businesses practices, and other related subjects.
30 7. Financials 30 Assumptions for the Financial Model Start-up Assumptions The start-up investment needs to be equal or greater to 6,643,375. MAS Cramming Start up Cost Sheet Item Cost Office building chairs Table Desks Computer Chairs Notebooks e-all-in-one Printer Telephones Printer Paper 5000 Pens 4000 Post-it notes Staplers Scotch Tape bottles of Glue Plastic Seals 4500 Bathroom supplies Cleaning supplies Calculators Calendars Yearly Planner Calendars Coffeemaker Copyholders 20000
31 MAS Cramming 3 Cork boards Envelopes 1000 Mailing labels 2500 Manila folders 1500 Markers 3500 Paper Clips 500 Rubber bands Scissors Telephone headsets ER Equipment Medium size white board Toners Staple remover 2300 Staples 1000 Hole punch 2400 Plastic labels tabs 600 Ring binders 2500 Lined note paper Colored paper Wall clocks Mobile File Carts Desk top file organizers Microsoft Office Professional License iwork License Notebooks stands Supplies organizer task clips Mouses Omniplan License OmniFocus License Kaspersky Small Business Security License MAC Keeper License OmniOutliner License Internet Total
32 MAS Cramming 32 Monthly Expenses The monthly expenses will be equal or greater to 1,147,250. MAS Cramming Monthly Expenses Item Cost ADMINITRASTIVE Payroll Payroll Sales Commissions 0 CCSS (48%) th month 6.250,00 Vacations 0 Total Payroll Utilities Water Phones Electricity Internet Security Rent Total Utilities Professional Services Lawyer Accountant IT Team Total Services Marketing
33 MAS Cramming Brochures 0 Facebook Website Radio 0 TV 0 Newspaper 0 Total Marketing Taxes Sales Tax (13% Sales) 0 Municipal Tax (1% Sales) 0 Income Tax (30% profit) 0 Loans Interest 0 Payment on principal 0 Total Loans 0
34 MAS Cramming Projected Financials 34 Sales Forecast The expected sales forecast yearly will be 10,850,000. Meanwhile, the expected monthly sales will be 1,250,000. Week MAS Cramming Sales Forecast Quantity Average Sold Price Total Price , , , , , , , , , , , , , , , , , , , , , ,00
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Chapter 2: Analyzing a Dealership s Financial Statements & Operations To analyze a dealership s operations, a close look must be taken at the day to day operations as well as examining the dealership s
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Business Plan Guidelines The following Business Plan Format checklist is meant as a guideline only listing the most important sections of the business plan in the order in which they will likely appear
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