Vip computer consulting

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Table of Contents

1.0 Executive Summary.............................................................................................................................1
Chart: Highlights ......................................................................................................................1
1.1 Objectives ...................................................................................................................................2
1.2 Mission........................................................................................................................................2
1.3 Keys to Success ........................................................................................................................2
2.0 Company Summary.............................................................................................................................3
2.1 Start-up Summary ......................................................................................................................3
Chart: Start-up .........................................................................................................................3
Table: Start-up .........................................................................................................................4
Table: Start-up Funding ..........................................................................................................5
2.2 Company Locations and Facilities ..........................................................................................5
2.3 Company Ownership .................................................................................................................5
3.0 Services................................................................................................................................................6
3.1 Service Description ...................................................................................................................6
3.2 Sales Literature ..........................................................................................................................6
3.3 Fulfillment ....................................................................................................................................7
3.4 Competitive Comparison..........................................................................................................7
3.5 Technology..................................................................................................................................7
4.0 Market Analysis Summary..................................................................................................................7
4.1 Market Segmentation ................................................................................................................8
Table: Market Analysis ...........................................................................................................8
Chart: Market Analysis (Pie) ..................................................................................................9
4.2 Target Market Segment Strategy.............................................................................................9
4.2.1 Market Trends................................................................................................................9
4.2.2 Market Growth .............................................................................................................10
4.2.3 Market Needs ..............................................................................................................10
4.3 Service Business Analysis .....................................................................................................10
4.3.1 Business Participants.................................................................................................11
4.3.2 Main Competitors .......................................................................................................11
4.3.3 Competition and Buying Patterns .............................................................................12
5.0 Strategy and Implementation Summary..........................................................................................12
5.1 Strategy Pyramid .....................................................................................................................12
5.2 Value Proposition ....................................................................................................................13
5.3 Competitive Edge....................................................................................................................13
5.4 Marketing Strategy ..................................................................................................................13
5.4.1 Marketing Programs ...................................................................................................13
5.4.2 Positioning Statement ................................................................................................13
5.4.3 Pricing Strategy...........................................................................................................14
5.4.4 Promotion Strategy.....................................................................................................14
5.5 Sales Strategy..........................................................................................................................14
5.5.1 Sales Forecast ............................................................................................................15
Table: Sales Forecast.................................................................................................15
Chart: Sales Monthly ...................................................................................................16
Chart: Sales by Year ...................................................................................................16
5.6 Strategic Alliances...................................................................................................................16
5.7 Milestones ................................................................................................................................18
Table: Milestones..................................................................................................................18
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Table of Contents
Chart: Milestones ..................................................................................................................19
6.0 Management Summary ....................................................................................................................19
7.0 Financial Plan ....................................................................................................................................20
7.1 Important Assumptions............................................................................................................20
Table: General Assumptions ...............................................................................................20
7.2 Key Financial Indicators ..........................................................................................................20
Chart: Benchmarks ...............................................................................................................20
7.3 Break-even Analysis................................................................................................................21
Table: Break-even Analysis .................................................................................................21
Chart: Break-even Analysis .................................................................................................21
7.4 Projected Profit and Loss .......................................................................................................22
Table: Profit and Loss ..........................................................................................................22
Chart: Profit Monthly .............................................................................................................23
Chart: Profit Yearly................................................................................................................23
Chart: Gross Margin Monthly ...............................................................................................24
Chart: Gross Margin Yearly..................................................................................................24
7.5 Projected Cash Flow...............................................................................................................25
Table: Cash Flow..................................................................................................................25
Chart: Cash ...........................................................................................................................26
7.6 Projected Balance Sheet ........................................................................................................27
Table: Balance Sheet ...........................................................................................................27
7.7 Business Ratios .......................................................................................................................28
Table: Ratios .........................................................................................................................29
Table: Sales Forecast ...............................................................................................................................1
Table: Personnel ........................................................................................................................................2
Table: Profit and Loss ...............................................................................................................................3
Table: Cash Flow .......................................................................................................................................4
Table: Balance Sheet ................................................................................................................................5

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Calico Computer Consulting

1.0 Executive Summary
Calico Computer Consulting is in the proc ess of being formed as a sole proprietorship owned
and operated by Doug Burham. This plan is written as a guide for starting and managing this new
business and will also serve as the basis for a separate, detailed marketing plan. Following is a
summary of the main points of this plan.

· The objectives of CCC are to generate a profit, grow at a challenging and manageable
rate, and to be a good citizen.
· The mission of CCC is to provide fast and reliable technical assistance to small office
computer users.
· The keys to success for CCC are marketing and networking, responsiveness and quality,
and generating repeat customers.
· The initial primary service offered will be hourly technical aid, although retainer
contrac ts and projects will be considered in the future growth.
· The loc al market for this business, while not new, is wide open for new and expanding
consulting firms.
· An initial financial analysis of the viability of this venture shows outstanding promise and
results. Several sources note that the computer consulting business is easy to start,
requires little up-front capital, and has the potential to be quite lucrative in today's high
tech world.

In c onclusion, as shown in the highlights chart below, this plan projects rapid growth and high
net profits over the next three years. Implementing this plan, in c onjunction with a
comprehensive and detailed marketing plan, will ensure that Calico Computer Consulting rapidly
bec omes a profitable venture for the owner.

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1.1 Objectives
The objectives of this business plan are:

1. To provide a written guide for starting and managing this computer consulting business; a
strategic framework for developing a comprehensive tac tical marketing plan.
2. The intended audience is the owner of this business only; this plan is not intended to
obtain financing from outside sources.
3. The sc ope of this plan is to provide detailed monthly projections for the current plan
year, and yearly summaries for the following two years.

The objectives of Calico Computer Consulting are:

1. Profit - To generate sufficient profit to finance future growth and to provide the
resources needed to ac hieve the other objectives of the company and its owner. (Net
profit of at least 45% of sales in first year).
2. Growth - To grow the business at a rate that is both c hallenging and manageable,
leading the market with innovation and adaptability. (Grow from 24 billable hours/week
at end of Year 1 to 35 hours/week in Year 3).
3. Citizenship - To be an intellectual and soc ial asset to the community and environment.
(Contribute 5 hours per week as volunteer, contribute 5% of pretax profits to charity).

1.2 Mission
Calico Computer Consulting's mission is simple and straightforward:

· Purpose - CCC exists to provide fast, reliable technical assistance to loc al business/
small office/home office computer users. CCC sells solutions & results!
· Vision - By providing fast response, informed expertise, and consistently high quality
solutions, CCC generates enough satisfied repeat customers to provide a stable retainer
base. This generates sufficient profit to provide a comfortable living for the owner.
· Mission - The short term objective is to start this company quickly and inexpensively,
with a minimum of debt. The long term objective is to grow the company into a stable
and profitable entity that the owner can easily and comfortably manage.
· Marketing Slogan - "Calico Computer Consulting is your computer paramedic..."

1.3 Keys to Success
The keys to success for Calico Computer Consulting are:

· Marketing and Networking (getting the name out there -TOMA).
· Responsiveness (being an on-call computer paramedic with fast response time).
· Quality (getting the job done right the first time, offering 100% guarantee).
· Relationships (developing loyal repeat customers - retainers).

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2.0 Company Summary
Calico Computer Consulting will be a start-up venture with the following charac teristics:

· CCC will initially be a sole proprietorship.
· The goal will be to start the venture as inexpensively as possible, with no debt financing.
· CCC will be a home office start-up, utilizing one studio room in the owner's home.

2.1 Start-up Summary
In keeping with the company philosophy of avoiding the use of debt, the goal is to start-up as
inexpensively as possible. This is in line with industry figures that show that computer
consulting start-ups are ideal entrepreneurial opportunities with very low start-up costs. Total
start-up expenses for CCC come to $2,050, all of which will be financed through owner
investment.

· Most expenses are typical start-up paperwork fees (legal, ac counting, etc.).
· Cash requirements consist of one month's rent as a reserve.
· $500 for expensed equipment will be used to purchase a new All-In-One printer, fax,
answering mac hine to replac e an aging inkjet printer.

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Table: Start-up
Start-up

Requirements

Start-up Expenses
Legal $250
Stationery etc. $100
Brochures $125
Accountant $75
Insurance $150
Rent $425
Expensed Equipment $500
Total Start-up Expenses $1,625

Start-up Assets
Cash Required $0
Other Current Assets $0
Long-term Assets $0
Total Assets $0

Total Requirements $1,625

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Table: Start-up Funding
Start-up Funding
Start-up Expenses to Fund $1,625
Start-up Assets to Fund $0
Total Funding Required $1,625

Assets
Non-cash Assets from Start-up $0
Cash Requirements from Start-up $0
Additional Cash Raised $425
Cash Balance on Starting Date $425
Total Assets $425

Liabilities and Capital

Liabilities
Current Borrowing $0
Long-term Liabilities $0
Accounts Payable (Outstanding Bills) $0
Other Current Liabilities (interest-free) $0
Total Liabilities $0

Capital

Planned Investment
Owner Investment $2,050
Other $0
Additional Investment Requirement $0
Total Planned Investment $2,050

Loss at Start-up (Start-up Expenses) ($1,625)
Total Capital $425

Total Capital and Liabilities $425

Total Funding $2,050

2.2 Company Locations and Facilities
This is a home office venture, loc ated in one studio of the owner's home.

· Computer fac ilities will initially consist of the owner's existing system.
· Telephone - one line currently serves the loc ation. A second line for data use should be
added soon.
· Utilities are already provided, included in the spac e rent of $425.

2.3 Company Ownership
Calico Computer Consulting will be created initially as a sole proprietorship, owned and

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operated by Doug Burham. Incorporation, probably as a LLC, will be explored as a later option.

3.0 Services
Calico Computer Consulting will offer small office/home office business owners a quick-
response, reliable source of technical help for their computers.

· CCC will offer three main services - Hourly Technical Aid, Retainer contrac ts for specific
skills or systems, and Project consulting.
· There appear to be four main c lasses of competition, the largest of which c onsists of
individual proprietors and smaller consulting firms such as CCC. The competitive edge
for CCC will be to expand on already existing relationships.
· CCC will start with some basic sales literature, including logo and stationary, a
broc hure, and a basic web page. These will be self-designed and computer generated,
of course.
· Fulfillment of services will be provided exclusively by CCC's owner.
· Technology is obviously a critical component of this business: It will be important to
stay up to date on both equipment and knowledge to remain c ompetitive in the future.

Detailed descriptions of these points are found in the sections below.

3.1 Service Description
Calico Computer Consulting will offer three main services, corresponding to what industry experts
have identified as the primary opportunities in c omputer consulting:

1. Hourly (Temporary Technical Aid) - The less traditional sort of short term assignment
helping a company solve a software or hardware related problem. Includes both
emergency and non-emergency technical assistance.
2. Retainer (Specific Skill) - The more traditional form of consulting, including regular
system maintenance, software and hardware upgrades, and network administration.
The owner's particular area of expertise is in management consulting with regard to MIS.
3. Project (Bail-out or Specific Skill) - This will include such things as consulting on major
purchases, system/network installation and testing, and major disaster recovery.

3.2 Sales Literature
Calico Computer Consulting will start with some basic self-generated literature to establish
initial positioning:

· Logo and theme - A national catalog sales paper goods company has a wonderful line of
blank papers with a computer theme that will serve as the "look" for CCC. A graphic artist
friend of the owner has already commenced work on a matching logo.
· Stationery - The theme paper is available in various formats for use as company
stationery.
· Brochure - Likewise, pre-printed paper is available, along with software templates for
generating broc hures
· Web Presence - Eventually a website will be developed as an "electronic broc hure" as

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well as a resource site for the owner's established client base.
· Response Templates - As common problems/solutions are encountered and solved, a
set of standardized templates for initial responses will be developed. This will shorten
response time and eliminate confusion in providing quick solutions to routine issues.

3.3 Fulfillment
The fulfillment of services for CCC is provided by the owner. The ultimate deliverable is the
owner's expertise and problem solving ability, coupled with an open mind and ease of
communication that will result in the customer's complete confidence in immediate and lasting
results.

3.4 Competitive Comparison
There seems to be four major classes of competition in the loc al computer consulting industry:

· In-house MIS consultants - Usually employed by larger companies that can afford the
fixed cost of a salaried or hourly employee.
· Individual proprietors & smaller consulting firms - As noted elsewhere in this plan, the bulk
of Yellow Page advertisements are comprised of this group.
· Larger network and telecommunications consulting firms - Large, known-name
companies such as Network One that specialize in providing total MIS services to larger
companies that choose to outsource.
· Computer and electronics stores offering consulting services.

Of course, Calico Computer Consulting fits into the largest group as a sole proprietorship. The
primary reason that customers would buy from CCC rather than c ompetitors is the existing
relationships that exist. Customer loyalty and satisfac tion are the way to success for small
service businesses such as this.

3.5 Technology
Technology is, of course, vital to the success of Calico Computer Consulting. It is imperative
that the owner stay up-to-date on the latest technological developments in the computer
industry. In addition, it will be important to devote a reasonable portion of eac h year's
revenues toward upgrading the equipment and software used by CCC in its normal operations.

4.0 Market Analysis Summary
Calico Computer Consulting will adopt a fairly intently foc used market strategy.

· A logical segmentation breaks the market down into the following: Home Office
Businesses, Small Businesses, Medium Businesses and Large Businesses. Desc riptions
are provided below.
· The largest and most logical target markets for CCC are the Home Office and Small
Businesses. These businesses mostly have a need for temporary technical aid, usually

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billed at an hourly rate. Some opportunity does exist, however, for retainer and/or
specific project contrac ts.
· While there are a fair number of competitors in the loc al area, they seem to be widely
specialized and widely sized, leaving ample opportunity for CCC to create and expand a
niche in the chosen market segments.
· Finally worth noting is the growth trend for this market, estimated at around 9 to 10
percent annually through the beginning of the next century.

4.1 Market Segmentation
The following chart and table reflect the market segmentation for this business. The size and
growth numbers are based on US Census data for the loc al region.

· Home Office Businesses - The largest and fastest growing segment, this segment is
obviously defined as small businesses that are based primarily out of the owner's home.
This is not the same as simple home computer users, which sources warn are NOT a
viable market segment for computer consulting.
· Small Businesses - Defined by the government as businesses with 1 to 99 employees,
this is the second largest and fastest growing segment in Eugene and Lane County.
· Medium Businesses - 100 to 499 employees.
· Large Businesses - 500 or more employees.

As is obvious in the pie chart, the first two segments comprise the bulk of opportunity for
Calico Computer Consulting.

Table: Market Analysis
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth CAGR
Home Office Businesses 10% 4,259 4,685 5,154 5,669 6,236 10.00%
Small Businesses 9% 3,931 4,285 4,671 5,091 5,549 9.00%
Medium Businesses 9% 159 173 189 206 225 9.07%
Large Businesses 9% 192 209 228 249 271 9.00%
Total 9.50% 8,541 9,352 10,242 11,215 12,281 9.50%

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4.2 Target Market Segment Strategy
Entrepreneur Magazine suggests six market segments as a starting point:

· Businesses not using computers
· Small entrepreneurial businesses using one or more computers
· Small to medium sized corps using computers on networks
· Large corps seeking problem-solving assistance (trouble-shooting) with spec ific projects
· Government agencies, corporations, and other organizations in search of computer
training
· Businesses in search of custom computer programming services

Calico Computer Consulting will foc us on the top market segments only - an intently foc used
marketing strategy.

4.2.1 Market Trends
Three primary market trends seem to be most important in this industry:

· Trend #1 - most important -rapid growth in technology, need for continuous upgrades
in both hardware and software.
· Trend #2 - moderately important -predicted continued growth in c onsulting/
outsourcing - companies being unwilling to pay fixed costs of salaries, choosing instead to
treat computer upgrades and repair as variable costs.
· Trend #3 - least important - rapid growth in ratio of SOHO businesses to traditional
medium sized businesses.

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These trends are predicted by industry experts to continue well into the next century.

4.2.2 Market Growth
As noted in the previous section, several fac tors are predicted to continue well into the next
dec ades, not the least of which are the growth rates for this market:

· Growth rate citation - Entrepreneur Magazine says that the consulting industry in general
will continue to grow at an annual rate of 9.1%
· Growth rate citation - Census data for eac h identified segment in the Lane County area
roughly parallel this growth rate.
· Growth rate citation - Eugene Chamber of Commerce published data supports the Federal
Census data, predicting continued and rapid growth particularly in the small office/home
office market segment.

4.2.3 Market Needs
Ac cording to Entrepreneur Magazine, experts in the consulting industry have identified three
different opportunities that exist for computer consultants:

1. Temporary Technical Aid

· Short term assignments finding solutions for businesses - this is noted as the largest
market

2. Specific Skill - the largest area is software specialty, the second largest area

· System setup & purchasing guidance
· Systems reengineering/optimization
· Network Admin
· Training
· Repair
· Database/Application development
· Data Storage
· Disaster Recovery
· Security/Data Protection
· Telecommunications

3. Bail-Out (Trouble shooting)

Ac cording to Entrepreneur Magazine, private home computer users are NOT a viable market for
computer consultants.

4.3 Service Business Analysis
The computer consulting business for the loc al area is already well established, yet still allows
ample opportunity for entry and growth for new participants. This is supported by the following
points:

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· While there already exists a large number of consultants, there is also a wide range of
sizes and specialties. This leaves plenty of opportunity for CCC to find and develop a
particular niche.
· Customers in this industry tend to be loyal, relying on the same consultant for future
needs once a relationship has been established.
· An analysis of CCC's main c ompetitors shows no overwhelming strengths that would be
significant barriers to CCC's success. Likewise, identifying competitor's weaknesses has
illuminated several areas that CCC can target as marketing strategies.

In short, this business arena, while no longer brand new, is far from exhausted as an opportunity
for a new and aggressive company or sole proprietor. By utilizing a logical and comprehensive
marketing approach, CCC should easily find success in the computer consulting business.

4.3.1 Business Participants
A search of the loc al Yellow Pages revealed the following:

· Under the heading Consultants - Computer & Data Processing there were a total of
four listings
· Under Computers - Service & Repair there were 51 total listings, the majority of
which seemed to be stores or companies
· Under Computers - Software & Services there were 88 total listings. Thirteen of
those were large companies such as [name omitted], [name omitted], and [name
omitted] (a Portland firm). Sixteen were specialists in accounting software that listed
CPA's on their staff.
· Under Computers - System Designers & Consultants there were 45 total listings.
About half had larger listings and/or company names that implied larger size.
Throughout all the listings, only four were clearly listed as individual prac titioners. The
most unique (and catching) name amongst all listings was "[name omitted]."

The conclusion is that while there a fair number of competitors in the geographic area, they
are widely spec ialized and widely sized. Many of the larger participants appear to cater to
larger clients, thus leaving plenty of opportunity for Calico Computer Consulting to foc us on its
chosen market segments.

4.3.2 Main Competitors
Below are examples of a brief analysis of CCC's main c ompetitors.

1. Competitor 1 [name omitted]

· Top strength - A very memorable name that will stick in c ustomer's minds.
· Primary weakness - a foc us primarily on one operating system (not used by businesses).

2. Competitor 2 [name omitted]

· Top strength - Longevity and experience, someone who has been in the business loc ally a
long time.

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· Primary weakness - Slow response and an unwillingness to take on new customers.

A much more comprehensive disc ussion of these strategies is presented in the CCC Marketing
Plan (written in Marketing Plan Pro).

4.3.3 Competition and Buying Patterns
As noted above, the loc al computer consulting industry is fragmented, with a wide variety of
sizes and specialties. Two general fac tors of competition immediatly show up in the analysis:

· The larger competitors seem to be grouped into two main c ategories: those who
provide network expertise to large companies, and those who provide "consulting" service
to products they sell.
· Of the smaller sized companies, about half still seemed to favor larger businesses as
their clients.

Customer buying patterns also highlight the opportunity for Calico Computer Consulting. While
larger companies tend to hire larger consulting firms, the home business/small business owner
tends to favor the personal relationship that can develop with the smaller consulting firm.
Several small business owners interviewed for this research admitted being intimidated and
overwhelmed by the prospec t of calling a larger firm to come "resc ue them." They much
preferred calling a person they already knew for help.

This leads to another very important buying pattern. Customers who have established a
relationship with a computer consultant tend to stay very loyal as long as the service and
results remain acceptable. This will be critical to the success of a new company like CCC.

5.0 Strategy and Implementation Summary
Calico Computer Consulting will foc us on the following to establish and grow the business:

· Four main promotion strategies: networking and referrals, web based promotion,
traditional media advertising, and some non-traditional promotion methods.
· A value proposition of timely and prac tical solutions, at a reasonable rate, coupled with
a 100% guarantee.
· A competitive edge based on cultivating existing customer relationships.
· A comprehensive and detailed marketing and sales strategy, covered in depth in a
separate marketing plan.

5.1 Strategy Pyramid
Most of the textbooks and/or experienced business people who contributed to the research for
this plan suggested some combination of the following four marketing strategies. These are
especially suited for a modern high tech business such as computer consulting.

· Strategy 1 - Networking & Referrals - Using existing contac ts and clients to build a
larger network of potential clients.
· Strategy 2 - Web promotion - Using a web page to showcase the owner's skills and

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knowledge, providing an "electronic broc hure" as well as useful technical information
free of charge.
· Strategy 3 - Advertising - Traditional methods such as Yellow Page ads, newspaper
classified and display ads, loc al television cable ac cess advertisements.
· Strategy 4 - Non-traditional - Creative and unique advertising such as door hangers,
bumper stickers, etc.

A much more comprehensive disc ussion of these strategies is presented in the CCC Marketing

5.2 Value Proposition
The value proposition offered by Calico Computer Consulting is quite simple: timely and
prac tical solutions for client's computer problems and/or upgrades, all at a very reasonable and
competitive rate. Most important, CCC offers a 100% satisfac tion guarantee, thus building and
retaining the client's confidence.

5.3 Competitive Edge
CCC's competitive edge is that the owner already has a significant number of high quality
relationships with c urrent and potential clients. In essence, CCC has already overcome the
barriers to entry in the consulting field and is simply in the proc ess of formalizing the business.

5.4 Marketing Strategy
The topics below briefly outline the marketing strategy for Calico Computer Consulting. A much
more comprehensive disc ussion of these strategies is presented in the CCC Marketing Plan
(written in Marketing Plan Pro).

5.4.1 Marketing Programs
The most important marketing program for CCC is to get the word out, through a combination
of the following:

· Sending a letter of announcement and broc hure to all existing contac ts and customers.
· Following the well-established steps of a public relations campaign (press releases,
announcements, etc.).
· Developing and purchasing "grand opening" announcements in the loc al news media.

A much more comprehensive disc ussion of these programs is presented in the CCC Marketing Plan
(written in Marketing Plan Pro).

5.4.2 Positioning Statement

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For the home business/small business owner who needs technical help with their business
computers, Calico Computer Consulting provides fast and effective response that gets the
business bac k up and running. Unlike [key competition], CCC offers a 100% satisfac tion
guarantee.

5.4.3 Pricing Strategy
Calico Computer Consulting will adopt a price matching strategy rather than entry pricing. A
survey of loc al consulting businesses revealed the following:

· Hourly Rate Pricing - The average price charged was $75.00 per hour.
· Retainer Pricing - Based on the expec ted minimum number of hours per month, the
average was $150.
· Project Pricing - Based on a daily rate (8 hours x $75.00/hour)

5.4.4 Promotion Strategy
The primary promotion strategy for CCC will be directly in line with the strategy pyramids
mentioned previously. The lead strategy will be to foc us on cultivating existing relationships,
using known networking techniques to develop referrals and new customer leads. Added to
this will be a blend of web based marketing and traditional public relations and media
marketing. The ultimate promotion strategy, however, will be in guaranteeing customer
satisfac tion: happy customers will generate repeat and new business.

5.5 Sales Strategy
Sales strategy for Calico Computer Consulting is simple and straightforward: customer
satisfac tion! Happy customers will be repeat customers, and they will provide referrals to new
customers.

· Sales forecast figures are based on industry figures for the typical growth of a
consulting startup and reflect repeat business generated through meeting customer
needs.
· Sales programs must be based on the notion that business is driven on c ustomer
demand when problems arise. While some business can be generated by soliciting
customers to upgrade their systems and software, by and large the bulk of the
business will be emergency technical aid.

A much more comprehensive disc ussion of the sales strategy is presented in the CCC Marketing

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5.5.1 Sales Forecast
The sales figures shown below include the projection based solely on hourly rate consulting
during the first year of business. Yearly figures for subsequent years include the growth of
retainer and project consulting income as business grows.

Cost of sales for consulting services are the hourly payments earned by the owner.

Table: Sales Forecast
Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Hourly Rate Consulting 660 1,152 1,152
Retainer Consulting 0 5 10
Project Consulting 0 6 12
Total Unit Sales 660 1,163 1,174

Unit Prices Year 1 Year 2 Year 3
Hourly Rate Consulting $75.00 $75.00 $75.00
Retainer Consulting $0.00 $150.00 $150.00
Project Consulting $0.00 $600.00 $600.00

Sales
Hourly Rate Consulting $49,500 $86,400 $86,400
Retainer Consulting $0 $750 $1,500
Project Consulting $0 $3,600 $7,200
Total Sales $49,500 $90,750 $95,100

Direct Unit Costs Year 1 Year 2 Year 3
Hourly Rate Consulting $10.00 $10.00 $10.00
Retainer Consulting $0.00 $20.00 $20.00
Project Consulting $0.00 $79.98 $79.98

Direct Cost of Sales
Hourly Rate Consulting $6,598 $11,517 $11,517
Retainer Consulting $0 $100 $200
Project Consulting $0 $480 $960
Subtotal Direct Cost of Sales $6,598 $12,097 $12,677

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5.6 Strategic Alliances
Calico Computer Consulting will need to foc us on networking with loc al computer stores and loc al
business organizations (such as Chamber of Commerce and loc al SBDC) to develop strategic
alliances. Such organizations, which may not be customers in themselves, will be valuable in

Page 16

providing leads to new customers.

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5.7 Milestones
The milestones listed in the table below outline primarily the tasks needed to develop this
business plan and get the start-up business to opening day. The milestones table in the
marketing plan will be a more comprehensive listing of the tasks involved in promoting and
sustaining CCC's business.

Table: Milestones
Milestones

Milestone Start Date End Date Budget Manager Department
Research the right business 10/1/1998 5/1/1999 $0 Owner N/A
Test assumptions 10/1/1998 5/1/1999 $0 Owner N/A
Improve business mgmt. skills 10/1/1998 10/1/1999 $0 Owner N/A
Determine the right business 5/1/1999 6/1/1999 $0 Owner N/A
Prepare personal financials 5/1/1999 7/1/1999 $0 Owner N/A
Decide on target customers 5/1/1999 6/1/1999 $0 Owner N/A
Know the industry 5/1/1999 8/1/1999 $0 Owner N/A
Decide on location 5/1/1999 6/1/1999 $0 Owner N/A
Select business name 7/1/1999 8/1/1999 $0 Owner N/A
Secure location 7/1/1999 8/1/1999 $0 Owner N/A
Establish business contacts 7/1/1999 9/1/1999 $0 Owner N/A
Expand information base 7/1/1999 9/1/1999 $0 Owner N/A
Choose business form 7/1/1999 8/1/1999 $0 Owner N/A
Establish good information flow 7/1/1999 8/1/1999 $0 Owner N/A
Research demographic info 7/1/1999 7/15/1999 $0 Owner N/A
Establish financial objectives 8/1/1999 8/15/1999 $0 Owner N/A
Establish pricing strategy 8/1/1999 9/1/1999 $0 Owner N/A
Establish sales forecast 8/1/1999 8/15/1999 $0 Owner N/A
Determine capital needs 8/1/1999 9/1/1999 $0 Owner N/A
Prepare marketing plan 9/1/1999 9/15/1999 $0 Owner N/A
Prepare balance sheet 9/1/1999 10/1/1999 $0 Owner N/A
Establish bank relationship 9/1/1999 9/15/1999 $0 Owner N/A
Prepare for opening 9/1/1999 9/15/1999 $0 Owner N/A
Check all systems 9/15/1999 10/1/1999 $0 Owner N/A
Opening final prep 9/15/1999 10/1/1999 $0 Owner N/A
Totals $0

Page 18


6.0 Management Summary
Since Calico Computer Consulting is a sole proprietorship and this is an internal plan, this topic
is moot.

Page 19


7.0 Financial Plan
The following sections include the annual estimates for the standard set of financial tables.
Detailed monthly pro-forma tables are included in the appendix.

7.1 Important Assumptions
This information is presented in the table below.

Table: General Assumptions
General Assumptions
Plan Month 1 2 3
Current Interest Rate 10.00% 10.00% 10.00%
Long-term Interest Rate 10.00% 10.00% 10.00%
Tax Rate 30.00% 30.00% 30.00%
Other 0 0 0

7.2 Key Financial Indicators
This information is presented in the chart below.

Page 20


7.3 Break-even Analysis
The following table and chart summarize the break-even analysis for Calico Computer Consulting.
Fixed costs are minimal, consisting mostly of rent and utilities for the home office. Variable
costs are assumed as 13% of sales, an average figure provided by sources within the
consulting field.

Table: Break-even Analysis
Break-even Analysis

Monthly Units Break-even 14
Monthly Revenue Break-even $1,046

Assumptions:
Average Per-Unit Revenue $75.00
Average Per-Unit Variable Cost $10.00
Estimated Monthly Fixed Cost $906

Page 21


7.4 Projected Profit and Loss
This information is presented in the table below. The owner's salary is represented in the Sales
Forecast table as Direct Unit Cost and appear here as Direct Cost of Sales. Payroll Tax is
computed using that figure.

Table: Profit and Loss
Pro Forma Profit and Loss
Sales $49,500 $90,750 $95,100
Direct Cost of Sales $6,598 $12,097 $12,677
Other Costs of Sales $0 $0 $0
Total Cost of Sales $6,598 $12,097 $12,677

Gross Margin $42,902 $78,653 $82,423
Gross Margin % 86.67% 86.67% 86.67%

Expenses
Payroll $0 $0 $0
Marketing/Promotion $2,477 $4,500 $4,680
Depreciation $0 $0 $0
Rent $5,100 $5,100 $5,100
Utilities $1,500 $1,500 $1,500
Insurance $1,800 $2,000 $2,200
Payroll Taxes $0 $0 $0
Other $0 $0 $0

Total Operating Expenses $10,877 $13,100 $13,480

Profit Before Interest and Taxes $32,025 $65,553 $68,943
EBITDA $32,025 $65,553 $68,943
Interest Expense $0 $0 $0
Taxes Incurred $9,607 $19,666 $20,683

Net Profit $22,417 $45,887 $48,260
Net Profit/Sales 45.29% 50.56% 50.75%

Page 22


Page 23


Page 24


7.5 Projected Cash Flow
This information is presented in the chart and table below.

Table: Cash Flow
Pro Forma Cash Flow
Cash Received

Cash from Operations
Cash Sales $12,375 $22,688 $23,775
Cash from Receivables $26,168 $58,931 $70,362
Subtotal Cash from Operations $38,543 $81,619 $94,137

Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0
New Current Borrowing $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0
New Long-term Liabilities $0 $0 $0
Sales of Other Current Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $38,543 $81,619 $94,137

Expenditures Year 1 Year 2 Year 3

Expenditures from Operations
Cash Spending $0 $0 $0
Bill Payments $23,441 $44,817 $46,677
Subtotal Spent on Operations $23,441 $44,817 $46,677

Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0
Long-term Liabilities Principal Repayment $0 $0 $0
Purchase Other Current Assets $0 $0 $0
Purchase Long-term Assets $0 $0 $0
Dividends $0 $0 $0
Subtotal Cash Spent $23,441 $44,817 $46,677

Net Cash Flow $15,101 $36,802 $47,460
Cash Balance $15,526 $52,328 $99,788

Page 25


Page 26


7.6 Projected Balance Sheet
This information is presented in the table below.

Table: Balance Sheet
Pro Forma Balance Sheet
Assets

Current Assets
Cash $15,526 $52,328 $99,788
Accounts Receivable $10,958 $20,089 $21,052
Other Current Assets $0 $0 $0
Total Current Assets $26,484 $72,417 $120,839

Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Total Long-term Assets $0 $0 $0
Total Assets $26,484 $72,417 $120,839

Liabilities and Capital Year 1 Year 2 Year 3

Current Liabilities
Accounts Payable $3,641 $3,687 $3,850
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $3,641 $3,687 $3,850

Long-term Liabilities $0 $0 $0
Total Liabilities $3,641 $3,687 $3,850

Paid-in Capital $2,050 $2,050 $2,050
Retained Earnings ($1,625) $20,792 $66,679
Earnings $22,417 $45,887 $48,260
Total Capital $22,842 $68,729 $116,990
Total Liabilities and Capital $26,484 $72,417 $120,839

Net Worth $22,842 $68,729 $116,990

Page 27


7.7 Business Ratios
Business ratios for the years of this plan are shown below. Industry profile ratios based on the
Standard Industrial Classification (SIC) code 7379, Computer Related Services, are shown for
comparison.

Page 28


Table: Ratios
Ratio Analysis
Year 1 Year 2 Year 3 Industry Profile
Sales Growth n.a. 83.33% 4.79% 7.20%

Percent of Total Assets
Accounts Receivable 41.37% 27.74% 17.42% 21.70%
Other Current Assets 0.00% 0.00% 0.00% 50.20%
Total Current Assets 100.00% 100.00% 100.00% 71.90%
Long-term Assets 0.00% 0.00% 0.00% 28.10%
Total Assets 100.00% 100.00% 100.00% 100.00%

Current Liabilities 13.75% 5.09% 3.19% 51.40%
Long-term Liabilities 0.00% 0.00% 0.00% 19.10%
Total Liabilities 13.75% 5.09% 3.19% 70.50%
Net Worth 86.25% 94.91% 96.81% 29.50%

Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 86.67% 86.67% 86.67% 0.00%
Selling, General & Administrative Expenses 41.38% 36.11% 35.92% 80.70%
Advertising Expenses 0.00% 0.00% 0.00% 1.20%
Profit Before Interest and Taxes 64.70% 72.23% 72.50% 1.70%

Main Ratios
Current 7.27 19.64 31.39 1.27
Quick 7.27 19.64 31.39 1.01
Total Debt to Total Assets 13.75% 5.09% 3.19% 70.50%
Pre-tax Return on Net Worth 140.20% 95.38% 58.93% 3.50%
Pre-tax Return on Assets 120.92% 90.52% 57.05% 11.80%

Additional Ratios Year 1 Year 2 Year 3
Net Profit Margin 45.29% 50.56% 50.75% n.a
Return on Equity 98.14% 66.76% 41.25% n.a

Activity Ratios
Accounts Receivable Turnover 3.39 3.39 3.39 n.a
Collection Days 55 83 105 n.a
Accounts Payable Turnover 7.44 12.17 12.17 n.a
Payment Days 27 30 29 n.a
Total Asset Turnover 1.87 1.25 0.79 n.a

Debt Ratios
Debt to Net Worth 0.16 0.05 0.03 n.a
Current Liab. to Liab. 1.00 1.00 1.00 n.a

Liquidity Ratios
Net Working Capital $22,842 $68,729 $116,990 n.a
Interest Coverage 0.00 0.00 0.00 n.a

Additional Ratios
Assets to Sales 0.54 0.80 1.27 n.a
Current Debt/Total Assets 14% 5% 3% n.a
Acid Test 4.26 14.19 25.92 n.a
Sales/Net Worth 2.17 1.32 0.81 n.a
Dividend Payout 0.00 0.00 0.00 n.a

Page 29

Appendix
Table: Sales Forecast

Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Unit Sales
Hourly Rate Consulting 0% 12 24 30 36 42 48 54 60 72 84 96 102
Retainer Consulting 0% 0 0 0 0 0 0 0 0 0 0 0 0
Project Consulting 0% 0 0 0 0 0 0 0 0 0 0 0 0
Total Unit Sales 12 24 30 36 42 48 54 60 72 84 96 102

Unit Prices Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Hourly Rate Consulting $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00
Retainer Consulting $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00
Project Consulting $600.00 $600.00 $600.00 $600.00 $600.00 $600.00 $600.00 $600.00 $600.00 $600.00 $600.00 $600.00

Sales
Hourly Rate Consulting $900 $1,800 $2,250 $2,700 $3,150 $3,600 $4,050 $4,500 $5,400 $6,300 $7,200 $7,650
Retainer Consulting $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Project Consulting $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Sales $900 $1,800 $2,250 $2,700 $3,150 $3,600 $4,050 $4,500 $5,400 $6,300 $7,200 $7,650

Direct Unit Costs Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Hourly Rate Consulting 13.33% $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00
Retainer Consulting 13.33% $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00
Project Consulting 13.33% $10.00 $79.98 $79.98 $79.98 $79.98 $79.98 $79.98 $79.98 $79.98 $79.98 $79.98 $79.98

Direct Cost of Sales
Hourly Rate Consulting $120 $240 $300 $360 $420 $480 $540 $600 $720 $840 $960 $1,020
Retainer Consulting $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Project Consulting $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Direct Cost of Sales $120 $240 $300 $360 $420 $480 $540 $600 $720 $840 $960 $1,020

Page 1

Appendix
Table: Personnel

Personnel Plan
Name or Title or Group 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total People 0 0 0 0 0 0 0 0 0 0 0 0

Total Payroll $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Page 2

Appendix
Table: Profit and Loss

Pro Forma Profit and Loss
Sales $900 $1,800 $2,250 $2,700 $3,150 $3,600 $4,050 $4,500 $5,400 $6,300 $7,200 $7,650
Direct Cost of Sales $120 $240 $300 $360 $420 $480 $540 $600 $720 $840 $960 $1,020
Other Costs of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Cost of Sales $120 $240 $300 $360 $420 $480 $540 $600 $720 $840 $960 $1,020

Gross Margin $780 $1,560 $1,950 $2,340 $2,730 $3,120 $3,510 $3,900 $4,680 $5,460 $6,240 $6,630
Gross Margin % 86.67% 86.67% 86.67% 86.67% 86.67% 86.67% 86.67% 86.67% 86.67% 86.67% 86.67% 86.67%

Expenses
Payroll $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Marketing/Promotion $45 $90 $113 $135 $158 $180 $203 $225 $270 $315 $360 $383
Depreciation $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Rent $425 $425 $425 $425 $425 $425 $425 $425 $425 $425 $425 $425
Utilities $125 $125 $125 $125 $125 $125 $125 $125 $125 $125 $125 $125
Insurance $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150
Payroll Taxes 15% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Total Operating Expenses $745 $790 $813 $835 $858 $880 $903 $925 $970 $1,015 $1,060 $1,083

Profit Before Interest and Taxes $35 $770 $1,137 $1,505 $1,872 $2,240 $2,607 $2,975 $3,710 $4,445 $5,180 $5,547
EBITDA $35 $770 $1,137 $1,505 $1,872 $2,240 $2,607 $2,975 $3,710 $4,445 $5,180 $5,547
Interest Expense $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Taxes Incurred $11 $231 $341 $452 $562 $672 $782 $893 $1,113 $1,334 $1,554 $1,664

Net Profit $25 $539 $796 $1,054 $1,310 $1,568 $1,825 $2,083 $2,597 $3,112 $3,626 $3,883
Net Profit/Sales 2.72% 29.95% 35.38% 39.02% 41.60% 43.56% 45.06% 46.28% 48.09% 49.39% 50.36% 50.76%

Page 3

Appendix
Table: Cash Flow

Pro Forma Cash Flow
Cash Received

Cash from Operations
Cash Sales $225 $450 $563 $675 $788 $900 $1,013 $1,125 $1,350 $1,575 $1,800 $1,913
Cash from Receivables $0 $23 $698 $1,361 $1,699 $2,036 $2,374 $2,711 $3,049 $3,398 $4,073 $4,748
Subtotal Cash from Operations $225 $473 $1,260 $2,036 $2,486 $2,936 $3,386 $3,836 $4,399 $4,973 $5,873 $6,660

Additional Cash Received
Sales Tax, VAT, HST/GST Received 0.00% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Sales of Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Sales of Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
New Investment Received $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Received $225 $473 $1,260 $2,036 $2,486 $2,936 $3,386 $3,836 $4,399 $4,973 $5,873 $6,660

Expenditures Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Expenditures from Operations
Cash Spending $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Bill Payments $29 $888 $1,267 $1,460 $1,653 $1,846 $2,038 $2,231 $2,430 $2,816 $3,201 $3,580
Subtotal Spent on Operations $29 $888 $1,267 $1,460 $1,653 $1,846 $2,038 $2,231 $2,430 $2,816 $3,201 $3,580

Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Long-term Liabilities Principal Repayment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Purchase Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Purchase Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash Spent $29 $888 $1,267 $1,460 $1,653 $1,846 $2,038 $2,231 $2,430 $2,816 $3,201 $3,580

Net Cash Flow $196 ($416) ($7) $576 $833 $1,090 $1,348 $1,605 $1,969 $2,157 $2,671 $3,080
Cash Balance $621 $205 $198 $773 $1,607 $2,697 $4,045 $5,650 $7,618 $9,775 $12,446 $15,526

Page 4

Appendix
Table: Balance Sheet

Pro Forma Balance Sheet
Assets Starting Balances

Current Assets
Cash $425 $621 $205 $198 $773 $1,607 $2,697 $4,045 $5,650 $7,618 $9,775 $12,446 $15,526
Accounts Receivable $0 $675 $2,003 $2,993 $3,656 $4,320 $4,984 $5,648 $6,311 $7,313 $8,640 $9,968 $10,958
Other Current Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Current Assets $425 $1,296 $2,207 $3,190 $4,430 $5,927 $7,681 $9,692 $11,961 $14,931 $18,415 $22,414 $26,484

Long-term Assets
Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Accumulated Depreciation $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Long-term Assets $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Assets $425 $1,296 $2,207 $3,190 $4,430 $5,927 $7,681 $9,692 $11,961 $14,931 $18,415 $22,414 $26,484

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 $0 $846 $1,219 $1,406 $1,592 $1,778 $1,964 $2,151 $2,337 $2,709 $3,082 $3,455 $3,641
Current Borrowing $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other Current Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Current Liabilities $0 $846 $1,219 $1,406 $1,592 $1,778 $1,964 $2,151 $2,337 $2,709 $3,082 $3,455 $3,641

Long-term Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Liabilities $0 $846 $1,219 $1,406 $1,592 $1,778 $1,964 $2,151 $2,337 $2,709 $3,082 $3,455 $3,641

Paid-in Capital $2,050 $2,050 $2,050 $2,050 $2,050 $2,050 $2,050 $2,050 $2,050 $2,050 $2,050 $2,050 $2,050
Retained Earnings ($1,625) ($1,625) ($1,625) ($1,625) ($1,625) ($1,625) ($1,625) ($1,625) ($1,625) ($1,625) ($1,625) ($1,625) ($1,625)
Earnings $0 $25 $564 $1,360 $2,413 $3,724 $5,292 $7,117 $9,199 $11,796 $14,908 $18,534 $22,417
Total Capital $425 $450 $989 $1,785 $2,838 $4,149 $5,717 $7,542 $9,624 $12,221 $15,333 $18,959 $22,842
Total Liabilities and Capital $425 $1,296 $2,207 $3,190 $4,430 $5,927 $7,681 $9,692 $11,961 $14,931 $18,415 $22,414 $26,484

Net Worth $425 $450 $989 $1,785 $2,838 $4,149 $5,717 $7,542 $9,624 $12,221 $15,333 $18,959 $22,842

Page 5

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