Business Plans Handbook

Business Plans Handbook, A Compilation of Business Plans Developed by Individuals Throughout North America

ISBN-13: 9781410365248

© 2017 Gale, Cengage Learning

While every effort has been made to ensure the reliability of the information presented in this publication, Gale, a part of Cengage Learning, does not guarantee the accuracy of the data contained herein. Gale accepts no payment for listing; and inclusion in the publication of any organization, agency, institution, publication, service, or individual does not imply endorsement of the editors or publisher. Errors brought to the attention of the publisher and verified to the satisfaction of the publisher will be corrected in future editions.

ALL RIGHTS RESERVED. No part of this work covered by the copyright herein may be reproduced or distributed in any form or by any means, except as permitted by U.S. copyright law, without the prior written permission of the copyright owner.

This publication is a creative work fully protected by all applicable copyright laws, as well as by misappropriation, trade secret, unfair competition, and other applicable laws. The authors and editors of this work have added value to the underlying factual material herein through one or more of the following: unique and original selection, coordination, expression, arrangement, and classification of the information.

For product information and technology assistance, contact us at Gale Customer Support, 1-800-877-4253.

For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions.

Further permissions questions can be emailed to permissionrequest@cengage.com

Gale, a part of Cengage Learning

27500 Drake Rd.

Farmington Hills, MI 48331-3535

Printed in the United States of America

1 2 3 4 5 6 7 20 19 18 17 16

Contents

Highlights

Introduction

Business Plans

Red Barron Bed & Breakfast

Victoria Bed & Breakfast

Aphrodite’s Dream Bed & Breakfast

Rocheport Bed and Breakfast

Home Again Bed & Breakfast

Kelly Nissing Enterprises, DBA Benton Park Inn, LLC

Hacienda Swenson’s Bed & Breakfast

Appendixes

Appendix A

Business Plan Template

Appendix B

Associations

Consultants

SBA Regional Offices

Small Business Development Centers

Service Corps of Retired Executives Offices

Venture Capital & Financing Companies

Appendix C

Glossary of Small Business Terms

Highlights

Business Plans Handbook (BPH) is a collection of business plans compiled by entrepreneurs seeking funding for small businesses throughout North America. For those looking for examples of how to approach, structure, and compose their own business plans, this volume presents sample plans for the following businesses:

Red Barron Bed & Breakfast

Victoria Bed & Breakfast

Aphrodite’s Dream Bed & Breakfast

Rocheport Bed and Breakfast

Home Again Bed & Breakfast

Kelly Nissing Enterprises, DBA Benton Park Inn, LLC

Hacienda Swenson’s Bed & Breakfast

Features and Benefits

This volume offers many features not provided by other business planning references including:

Business plans that represent an attempt at clarifying (for themselves and others) the reasons that the business should exist or expand and why a lender should fund the enterprise.

Extensive financial documentation required to solicit funding from small business lenders. You will find examples of Cash Flows, Balance Sheets, Income Projections, and other financial information included with the textual portions of the business plans.

A directory section that includes listings for venture capital and finance companies, which specialize in funding start-up and second-stage small business ventures, and a comprehensive listing of Service Corps of Retired Executives (SCORE) offices. In addition, the Appendix also contains updated listings of all Small Business Development Centers (SBDCs); associations of interest to entrepreneurs; Small Business Administration (SBA) Regional Offices; and consultants specializing in small business planning and advice. It is strongly advised that you consult supporting organizations while planning your business, as they can provide a wealth of useful information.

A Small Business Term Glossary to help you decipher the sometimes confusing terminology used by lenders and others in the financial and small business communities.

A Business Plan Template which serves as a model to help you construct your own business plan. This generic outline lists all the essential elements of a complete business plan and their components, including the Summary, Business History and Industry Outlook, Market Examination, Competition, Marketing, Administration and Management, Financial Information, and other key sections. Use this guide as a starting point for compiling your plan.

Introduction

Perhaps the most important aspect of business planning is simply doing it. More and more business owners are beginning to compile business plans even if they don't need a bank loan. Others discover the value of planning when they must provide a business plan for the bank. The sheer act of putting thoughts on paper seems to clarify priorities and provide focus. Sometimes business owners completely change strategies when compiling their plan, deciding on a different product mix or advertising scheme after finding that their assumptions were incorrect. This kind of healthy thinking and re-thinking via business planning is becoming the norm. The editors of Business Plans Handbook (BPH) sincerely hope that this publication is a helpful tool in the successful completion of your business plan, no matter what the reason for creating it.

New Business Opportunities

This publication offers business plans created by real people. BPH provides actual business plans written by entrepreneurs engaged in creative endeavors within the same industry. The business and personal names and addresses and general locations have been changed to protect the privacy of the plan authors.

Comprehensive financial documentation has become increasingly important as today's entrepreneurs compete for the finite resources of business lenders. Our plans illustrate the financial data generally required of loan applicants, including Income Statements, Financial Projections, Cash Flows, and Balance Sheets.

Enhanced Appendixes

In an effort to provide the most relevant and valuable information for our readers, we have updated the coverage of small business resources. For instance, you will find a directory section, which includes listings of all of the Service Corps of Retired Executives (SCORE) offices; Small Business Development Centers (SBDCs); Small Business Administration Regional Offices; venture capital and finance companies, which specialize in funding start-up and second-stage small business enterprises; associations of interest to entrepreneurs; and consultants, specializing in small business advice and planning. In addition, you will find a comprehensive glossary of business terms to help the small business planner navigate the sometimes confusing language of entrepreneurship. For your reference, we have also reprinted a business plan template used by small business counselors, which provides a comprehensive overview of the essential components of a business plan.

Comments Welcome

Your comments on Business Plans Handbook are appreciated. Please direct all correspondence, suggestions for future volumes of BPH, and other recommendations to the following:

Project Editor

Business Plans Handbook

Gale, a part of Cengage Learning

27500 Drake Rd.

Farmington Hills, MI 48331-3535

Phone: (248)699-4253

Toll-Free: 800-877-GALE

www.gale.com

Bed & Breakfast: Red Barron Bed and Breakfast

BUSINESS PLAN

RED BARRON BED AND BREAKFAST

824 Springhill Dr.

Los Amos, CA 77385

April 27, 1990

The Gothic-styled Red Barron Bed and Breakfast currently supports five guest suites in the main house featuring a number of amenities. The proprietors hope to expand their operation to include three guest cottages, as business conditions allow. This plan presents a variety of specifics on crafting a successful B&B with comfort and charm.

STATEMENT OF PURPOSE

This plan will be used as an Operating and Policy Guide for the Red Barron Bed and Breakfast and to obtain necessary financing.

The business will be structured as a sole proprietorship. The principal, Margaret A. Barron, seeks loans totaling $525,000 to:

Refinance property

Perform necessary renovations and improvements

Purchase furnishings and inventory

Maintain adequate cash reserves for successful start up

This sum, together with an additional $95,000 provided by the principal, will finance start up of a five room inn.

SUMMARY

The property located at 824 Springhill Drive, Los Amos, CA is intended for use as a Bed and Breakfast. Situated in an historic neighborhood recognized as a popular tourist and visitor destination, it is well suited for this use.

A large house, three cottages, and a six car garage are situated on approximately one-half acre of landscaped grounds. The house is a Los Amos City Landmark and has been nominated for the National Register of Historic Places.

The B & B will initially be limited to the main house, with the cottages remaining as monthly rentals. The cottages will be added one at a time as business conditions allow. A Use Permit for eight rooms has already been granted by the City of Los Amos.

Occupancy, revenue, and room rate projections are validated by extensive research conducted over a three year period. The research includes professional survey data, information obtained through state and national industry associations, and the owner's private market analysis.

The research process played a vital role in the determination of features and amenities that will be provided by the Red Barron. Whirlpool tubs and in-room fireplaces were selected based on what B & B guests want, what they are willing to pay top of the market prices to utilize, and which items provide the highest return on investment.

Expense control measures have also been identified through industry affiliations. Through these affiliations, the inn will be able to take advantage of savings not otherwise available to a small purchaser. These range from reduced pricing on towels and linens to credit card processing.

The owner's 20 years of business experience will be a strong asset, particularly in the areas of sales and marketing. To strengthen the operations side of the business, personnel experienced in the hospitality industry are being utilized in the critical first year of operation.

An expansion plan is also in place that will allow the B & B to diversify its customer mix and increase revenues. By adding the three rental cottages, the Red Barron will be able to increase the number of guest accommodations available and market to the growing family and business traveler segments.

DESCRIPTION OF BUSINESS

Nature of the Business

The property is intended for use as a Bed and Breakfast Inn, to be called the Red Barron.

Requests for an eight room Bed and Breakfast Use Permit and a building permit for proposed renovations have been approved by the City of Los Amos. Construction bids were submitted by three licensed General Contractors. Bayside Construction has been selected to perform the necessary renovations and improvements. Based on the scope of work, construction is expected to take five to six months. Adding some time for contingencies and start-up preparations, and taking into account the expected slow down of tourism in the latter part of the calendar year, the inn is expected to open for business in January, 1995.

The property was selected based on a variety of factors, including:

Appropriately zoned for B & B use

Prime location in an older neighborhood already well into gentrification

Location in a popular, scenic, and recreational destination, with a proven track record of attracting travelers, tourists and special event visitors

Architecturally significant house that is already a City Landmark and has the potential for placement on the National Register of Historic Places

Excellent floor plan in main house that will easily provide spacious guest rooms, private baths, and ample common areas

Private, well landscaped back yard

Ample off-street parking

Three cottages that can provide either monthly rental revenue or income as part of the B & B

Initially, only the main house will be part of the Bed & Breakfast, providing 5 guest rooms. The 3 cottages will continue to provide monthly income until the (inn) business can support their inclusion. The inn will ultimately include eight guest accommodations.

Inn patrons can enjoy ample common areas, including a parlor, sunroom, large dining room downstairs, and a sitting room with window seat upstairs. Quality furnishings and furniture, including many antiques and hand-stitched needle-work items, will help create a warm and inviting environment. Features of the common areas include two fireplaces, a baby grand piano, and a varied selection of reading material and games. Sitting areas will be comfortable and well lighted.

Guests will also be able to enjoy outdoor seating, either on a deck adjoining the sunroom or in the secluded backyard. In addition to providing a pleasant spot to relax or dine outdoors, the deck will also provide an aesthetically pleasing solution to the required wheelchair ramp.

Each of the 5 guest rooms will have a private bath with shower. Three rooms will also have a whirlpool tub, two rooms will feature a fireplace, and two will have a private deck. One will also have a sitting room and private entrance. As described in some detail in the Industry Analysis and Marketing Strategy sections of this plan, these are increasingly popular features. One guest room and bath, located on the ground floor, will also be handicap accessible.

A full breakfast will be served and included in the room rate. Turn down service, evening refreshments, and an array of special services, including wine for purchase, will also be available. A Beer and Wine License will be obtained to accomplish the latter.

In addition to ample street parking on both Springhill Drive and Sun Lane, guest parking will also be available on the property. There are six existing garage spaces and three uncovered spaces will be added, including one handicap and one compact.

Proposed rates and policies are outlined in the Marketing Strategy Section.

Physical Description of Buildings and Property

Located at 824 Springhill Drive, the house and adjacent structures are on a prominent corner lot in an historic residential neighborhood of Los Amos with compatible Victorian homes representing the various styles of that era. Present on the approximately one half acre parcel are a large two story house, three single story cottages, and a six-car garage.

The main house was built prior to 1870 and is an excellent example of the Gothic Revival style popular in the United States in the 1850s to 1870s. It is on the Master List of the State Historic Resource Inventory and has been designated as a City Landmark. It has also been placed in nomination for the National Register of Historic Places, however, the house has been temporarily removed from consideration by the owner until exterior renovations have been completed.

Although no famous personage was born or resided in the house, it has many of the characteristics of the Gothic Revival style popularized in such books as Andrew Jackson Dowing's The Architecture of Country Houses. The Chief Officer of the State Office of Historic Preservation has deemed this house architecturally significant because it is such a good example of this popular style and retains the integrity of the original design. Also notable is the fact that the house was continuously owned and occupied for nearly 100 years by the descendants of an early Los Amos resident, Clyde Hawthorn, who purchased the property in 1895.

The house consists of five bedrooms, parlor, dining room, two sunrooms, kitchen, and large study. The interior is accented by such features as a built-in desk and display case, two fireplaces, a curved stairway, and hardwood floors.

Also on the property are three cottages, one studio and two one-bedroom units. These dwellings were built in the late 1930s and early 1940s as extended family living quarters. Like the main house, the cottages have hardwood floors and interior features such as built-in corner cupboards.

Landscaping is well established and includes holly, persimmon, fig, and tulip trees, as well as numerous rose and camellia bushes. Also on the grounds are a stone and mortar patio with a path leading around the main house, connecting the patio to the front walk. Shading the patio is a wooden arbor graced by tea roses planted by the early owner, Clyde Hawthorn.

Location

The property is located in the city of Los Amos, in the Paris Valley wine region. The Paris Valley runs southeast-northwest and is approximately 29 miles long and 4 miles across at its widest point.

The Paris Valley consists of approximately 32,000 acres of planted vineyards. In this valley alone there are over 200 wineries. Most of these wineries are visitor oriented, offering tours of their facilities and complimentary or nominal fee wine tasting. Some feature restaurants and art galleries or schedule music concerts, cooking schools, and other wine-related events.

The area is also one of the state's foremost tourist regions. The city of Los Amos typically receives 2 million visitors each year, with at least as many visitors to be found in the valley on any given weekend during the harvest season as in Southern California's Disneyland.

Only a little over an hour's drive from the Metropolitan area, city-weary guests looking for overnight or weekend get-aways are also attracted to this beautiful and peaceful area.

The county has scores of excellent restaurants, several notable galleries and gift shops, and an array of recreational facilities. Add to this the four distinct and desirable seasons, and you have an excellent foundation for a year-round tourist-based business.

Area Attractions

Points of Interest

Over 200 wineries

Numerous spas and hot springs

The Wharf Marina

Lake Sunfish

Sumner's Dunes

Thorne-Spring State Parks

George Silver Blockhouse

Terrance Museum

Hawthorn Wine Museum

Sharps Museum

Historical Landmarks

Bale Grist Mill

Robert Louis Stevenson Park

Reading Railroad

Old Calistine Depot

Krammer Winery

Charles Benning Winery

Davis Wine Train

Recreational Activities

Paris Valley Riverboat

Tours by air, including glider, biplane, Cessna, helicopter, and hot air balloon

Bicycle routes

Hiking trails

Horseback riding

Golf

Tennis

Seasonal Events

March & April

Great Chefs Series (Robert Price Winery)

June

Concours d'Elegance

Monday Night Concerts (Domanique Silano Winery)

Robert Price Summer Festival

Paris Valley Wine Auction

July

Paris County Fair

Fourth of July celebrations

Bastille Day celebration (Domanique Silano Winery)

August

Paris Town & Country Fair

September

Antique Show

Chesterfield Art Exhibit

October

October Fest

Silverville Days Festival

Great Chefs Series (Park Winery)

November

Paris Valley Wine Festival

Great Chefs Series (Georgia Cleo Winery)

INDUSTRY ANALYSIS

Travel Trends

Given the current condition of the U.S. economy, attention has been given to the impact of a recession on the travel industry. Information obtained from the U.S. Data Center was studied to get a better perspective on how the industry fared and how consumer behavior changed during past economic recessions.

The 1989-90 Economic Review of Travel in the United States revealed that the travel industry endures recessionary periods relatively well. In fact, when dealing specifically with volume, the first eight months of 1990 showed an increase of 3% over the previous year. Although the last quarter was expected to post a downturn, the Center cites past consumer performance, as measured during the 1981-82 recession, as hopefully being able to predict individual trends.

During 1982, travelers combined vacation trips with business trips and appeared to explore other ways to continue an activity that had become an integral part of their lifestyle. The lodging industry maintained relative success and despite sluggish growth in receipts during the last recession, industry employment outperformed overall employment in creating new jobs during the 1981-85 period. Since 1982, travel industry employment has grown 55% faster than jobs in the overall economy.

The Center's data says that vacation travel recovered more quickly than other types of travel after the 1981-82 recession and projects the same for this recessionary period.

The Paris Valley has numerous features that make it attractive to travelers, even in an economic downturn. It's close proximity to the Metropolitan area makes it an ideal getaway for both local consumers wanting a quick and easy escape from the stresses of everyday life and visitors looking for something to round out their Metropolitan experience. As business and conference travelers look for ways to combine business and personal travel, the Paris Valley is an ideal locale. Neither the year-round appeal of the Valley's weather nor the close proximity to the Metropolitan area should be underestimated.

Characteristics of Bed and Breakfast Guests

The following information about why guests stay at bed and breakfast inns and the characteristics that influence their selection was provided by a variety of experts in the bed and breakfast industry. Statistics were excerpted from two independent survey sources: the 1988 and 1990 Bed and Breakfast Industry Survey and Analysis and the 1989 Market Analysis of Bed and Breakfast Guests.

The personal touch of a bed and breakfast and the charm of the building are ranked as the most important reason for staying at a bed and breakfast.

The three most popular information sources are:

Recommendations from friends and family

Inn's brochure

Guidebooks

Location and availability of amenities are the most important features or characteristics influencing the selection of an inn.

Smoking permitted and pets allowed are the least important features in selecting a bed and breakfast.

Pleasure is the primary purpose for frequenting a bed and breakfast inn. In each survey, the largest percentage of guests are tourists. Respondents also cited special occasions, visiting family, and business travel.

The average age of the bed and breakfast guest is 39.6 years. Over three fourths of bed and breakfast guests are between the ages of 20 and 49 years.

The typical bed and breakfast party consists of two people. The 1990 survey indicates nearly 80% are couples, sometimes traveling with children or another couple. The number of families traveling to inns is also growing, with an increase from 7% to 10% in 1989.

The typical bed and breakfast guest is well educated, a business professional, and in the upper percentile for annual income.

Nearly 90% of 1990 respondents and their spouses/partners have a college degree, some graduate school, or an advanced degree.

The most common occupations are professional, business, sales, banking, health, engineering, computer, and education.

Over 50% of respondents reported a 1989 household income of $50,000. (This is a national average).

Discretionary funds for travel and leisure for individuals in this category are higher than the norm: The typical upscale couple frequents bed and breakfast inns for anniversaries, birthdays, and romantic get-aways an average of four times a year.

Amenity and Feature Data

1990 Inngoers Amenities Survey

This information was obtained from a survey conducted by Innsider magazine. A list of basic amenities was provided and readers were asked to rate their importance on a scale of 1 to 5. The results were based on 3500 responses. Respondents were also allowed to comment on other items of great importance to them or those not specifically mentioned.

Some of the additional comments included wanting a small table or place to set toiletries, a comfortable chair with a good reading lamp, good mirror lighting, a table on each side of the bed, luggage rack(s), clothes hangers, plenty of hot water, and extra pillows.

Authors of Innsider note repeated comments about comfortable beds and adequate lighting.

1988 Inngoers Qualities Survey

A survey conducted by the Yellow Brick Road industry newsletter disclosed bed and breakfast qualities considered very important by guests. Although conducted several years ago, current research indicates that those qualities deemed most important have not changed dramatically. Bed and Breakfast guests are becoming more sophisticated and have higher expectations. As an example, private baths are becoming the expected standard, with fewer guests willing to share. More guests are also seeking luxury features such as in-room fireplaces and spas, and they are willing to pay a premium for them.

Qualities considered very important by guests:

Other qualities guests like (based on comments): Privacy, gardens, cleanliness, ambience, charm, quiet, and decor.

Occupancy Data

Information obtained from the 1988 and 1990 PAII Bed and Breakfast and Country Inn Surveys indicates that overall occupancy increased over the four year period studied.

Overall:

It should be noted that these are national figures. Traditionally, establishments located in the West enjoy a higher occupancy percentage than the norm, particularly those considered a destination. The Paris Valley clearly qualifies as a destination because most visitors are coming specifically to the area, rather than passing through on their way elsewhere.

The Professional Association of Innkeepers estimates that inns in the Wine Country (including DeLand and Quaal Counties) average an annual occupancy rate of 75%.

Based on information obtained from industry associations, a new inn can expect a first year occupancy of about 50-55% of the area average, with a minimum annual increase of 10%. Using an average of 75% for inns located in the Paris Valley, one could project an occupancy of about 38% to 41% in year one. This would increase to 51% in year two and 61% in year three.

Occupancy figures obtained through real estate records show actual first year rates of 44% for two new inns located in Deland and Quaal respectively.

Pricing Data

According to