12 - Business Plan Luis Miranda

BUSINESS PLAN
for
LX Holding Corp.
Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

Table of Contents
Executive Summary.....................................................................................................3
1.1 Mission .................................................................................................................5
1.2 Objectives .............................................................................................................5
1.3 Keys to Success .....................................................................................................5
2.0 Company Summary ...............................................................................................6
2.1 Qualifying Relationship .........................................................................................6
2.2 Investment Summary ............................................................................................7
2.3 Company Description ............................................................................................7
2.4 Company Locations and Facilities ..........................................................................8
3.1 Products and Services ............................................................................................8
4.1 Market Analysis Summary .....................................................................................9
5.1 Market Segmentation ......................................................................................... 12
6.1 Competitive Comparison ..................................................................................... 13
6.2 Competitive Edge ................................................................................................ 14
7.1 Marketing Strategy.............................................................................................. 15
7.2 Sales Strategy ...................................................................................................... 15
8.2 Revenues Forecast .............................................................................................. 16
9.1 Personnel Plan and Organizational Structure ....................................................... 16
9.3 Executive and Staff Positions ............................................................................... 19
10. Financial Plan ...................................................................................................... 23
10.1 Important Assumptions ..................................................................................... 23
10.2 Projected Profit and Loss ................................................................................... 24

Executive Summary
LX Holding Corp. (hereinafter “LX Holding-USA” or “The Company”) is a

corporation established in the State of Florida on February 15, 2011. The
Company started operations in August 2014. LX Holding-USA has two (2)
shareholders: Luis Miranda (90%), and Giselle Miranda (10%).
LX Holding-USA is an affiliate of EX Comércio de Equipamentos Médicos

Trading LTDA. (hereinafter “EX-Brazil” or “the Brazilian affiliate”). EX-Brazil has
two (2) shareholders: Luis Miranda (90%), and Giselle Miranda (10%).
Established in 2008. EX-Brazil operates under the fictitious name FitCorpus

(www.fitcorpus.com.br). EX-Brazil acts as an administrator for clients seeking the
services of plastic surgeons and purveyors of aesthetic treatments. EX-Brazil
works with clients to help them explore all avenues to afford their desired
procedures from their chosen plastic surgeon.
LX Holding-USA has launched a website, www.giftsforworld.com, designed to

capitalize on the booming trend of Brazilians traveling to Florida to purchase
goods that are available for a fraction of the price as compared to their home
country. Customers have several options to choose from, but all involve some
variation of shipping items from the U.S. to their homes in Brazil to allow them to
save on import taxes, duties, and tariffs.
LX Holding Corp.'s goal is also to become a leading e-tailer and marketer of

sports nutrition, fitness and wellness products in Brazil. The Company will
achieve its goals by keeping an user-friendly website and an efficient distribution
system facilitated through strategic purchasing, warehousing and distribution
alliances it has with U.S.-based product suppliers. To this end, the Company has
signed a purchasing agreement with Europa Sports Products. Headquartered in
Charlotte, North Carolina, Europa Sports Products (www.europasports.com) is a
national distributor of sports supplements that supplies sports nutritional products
to specialty retailers, internet sites, and health clubs.
In 2012, 1.8 million Brazilians visited the U.S., ranking the country no. 6 on the
list of highest number of Brazilian tourists. That number was expected to rise to 2
million in 2013. By 2018, the commerce department expects the U.S. to host
more than 3 million travelers from Brazil annually, as the country's middle class
continues to grow.
In 2012, Brazilians spent over $9 billion in the U.S., making them the fifth-largest
spenders among foreign tourists in the U.S.1 While most of the goods available in
the U.S. can also be found in Brazil, they can be purchased in the U.S. at
discounts of 50% or more. This is due to the appreciation of the Brazilian real as
1http://www.npr.org/blogs/parallels/2013/08/14/211737003/brazilians-flood-to-u-s-on-massive-
shopping-sprees

against the U.S. dollar.2 Also, a combination of taxes and other elements of the
"Brazil cost," like infrastructure problems, continue to make many consumer
goods in Brazil more expensive than in some other countries.
According to IBISWorld, the online vitamin and supplement sales industry grew
consistently each year for the past five years due to the steadily increasing
popularity of industry products. Further, revenue is estimated to grow an
annualized 13.4% to $3.9 billion in the five years to 2015, including a 10.0%
increase in 2015.3 Furthermore, revenue is forecast to grow a strong 14.2% per
year on average to $7.5 billion in the five years to 2020.
Mr. Luis Miranda (hereinafter “Mr. Miranda”), will be transferred from a Senior
Executive position of the Brazilian affiliate to lead the expansion of the U.S.
affiliate. Mr. Miranda will occupy the position of President at LX Holding-USA.
By the end of 2015, LX Holding-USA’s team will be composed of ten (10)

positions. In 2016, the Company plans to hire two (2) additional workers.
Subsequently, the Company plans to hire at least one (1) employee per year, for
a total of fifteen (15) employees by the end of 2019.
LX Holding-USA started operations in August 2014 and in only twelve (12)

months, the Company reached revenues of $964,459.31.
The Company is projecting to reach revenues of US$1,446,308 in 2015 and

$2,502,388 by the end of 2019.
2 http://www.usitc.gov/journals/JICE_Boom_in_Brazilians_Traveling_to_US.pdf
3 www.ibisworld.com

1.1 Mission
The Company’s mission is to provide the finest selection of the world’s leading
brands in the nutritional and fitness sectors, using the internet to lower
consumers’ search costs and offer competitive prices.
The Company exists to attract and maintain customers. LX Holding-USA likes to

think of its customers as friends rather than clients. The Company makes sure
that this philosophy is reflected in the personalized attention that it provides via
telephone, chat and e-mail.
1.2 Objectives
The Company has established a division that allows Brazilian consumers to

purchase products in the U.S. to circumvent the inflated taxes and duties often
associated with purchasing products directly in Brazil. The Company will also be
launching an online platform to reach consumers and facilitate the sales of
nutritional products.
Management believes it is important to achieve the following objectives:
• Launch an online platform by the end of November 2015

• To develop and manage online stores that are both functional and user-
friendly
• To launch a laser-focused marketing campaign that will drive traffic toward
the Company's websites
• Reach annual gross revenue from e-tail and logistics services sales in excess
of $1.4 by the end of 2015.
• Grow total Company revenue by 20% over both the fourth and fifth year of
operations.
• Achieve sales of $2,502,388 by the end of 2019.
1.3 Keys to Success
LX Holding-USA’s success will depend on the Company carefully executing their

business model. Included among their Keys to Success are:
1. Develop an effective marketing program that appeals to customers of

nutritional products.
2. Hire talented and skilled staff
3. Become a full-service supply chain company by Year 5, servicing purchasers
in Brazil, prospecting sought-after goods and nutritional products for clients at
the most competitive prices, while ensuring secure and ample supply sources.

4. Implement reliable and timely delivery systems. Above all else the Company
will strive to be known for its punctuality when it comes to prompt delivery of
goods. ‘Just in time’ delivery will be synonymous with the LX Holding-USA
name.
5. Personalized, full-service offering for small and medium-sized companies that
need to work with a reliable, experienced logistics company.
6. Extensive knowledge of custom regulations, tariffs and custom clearance
procedures in Brazil and the United States.
2.0 Company Summary
2.1 Qualifying Relationship
LX Holding Corp. was formed on February 15, 2011 in the state of Florida. The
Company started operations in August 2014. The Company has two (2)
shareholders: Luis Miranda (90%), and Giselle Miranda (10%).
LX Holding-USA is an affiliate of EX Comércio de Equipamentos Médicos

Trading LTDA. EX-Brazil has two (2) shareholders: Luis Miranda (90%), and
Giselle Miranda (10%).

2.2 Investment Summary
The chart below shows the initial investment in detail. LX Holding-USA is

committed to the highest standards in the industry; therefore, it has allocated
enough resources to ensure the execution of its business plan.
Start-up requirements for the Company’s operation are approximately $100,000.

This includes $21,018.58 in working capital. Please see the table below for
details.
2.3 Company Description
LX Holding-USA has launched a website, www.giftsforworld.com, designed to

capitalize on the booming trend of Brazilians traveling to Florida to purchase
goods that are available for a fraction of the price as compared to their home
country. Customers have several options to choose from, but all involve some
variation of shipping items from the U.S. to their homes in Brazil to allow them to
save on import taxes, duties, and tariffs.
LX Holding Corp.'s goal is also to become a leading e-tailer and marketer of

sports nutrition, fitness and wellness products in Brazil. The Company will

achieve its goals by keeping an user-friendly website and an efficient distribution
system facilitated through strategic purchasing, warehousing and distribution
alliances it has with U.S.-based product suppliers.
The Company has signed a purchasing agreement with Europa Sports Products.
Headquartered in Charlotte, North Carolina, Europa Sports Products
(www.europasports.com) is a national distributor of sports supplements that
supplies sports nutritional products to specialty retailers, internet sites, and health
clubs. Along with serving LX Holding-USA with wholesale sports nutritional and
wellness products, Europa Sports Products also services health and fitness
industry stalwarts like Gold's Gym, National Discount Nutrition, Smoothie King,
and the U.S. Marine Corps.
Europa Sports Products is an authorized distributor for 319 different product lines.
This access to product variety allows LX Holding-USA to offer a valuable product
mix and to adjust product offerings based on changing customer demands
through Europa Sports Products’ 381,000 square feet of warehouse space (in
Charlotte, North Carolina; Mesquite, Texas; Fresno, California; Strongsville,
Ohio; Windsor, Connecticut; Orlando, Florida and SeaTac, Washington4).
LX Holding-USA started operations in August 2014 and in only twelve (12)

months, the Company reached revenues of $964,459.31.
2.4 Company Locations and Facilities
The Company will continue to occupy a 1,326 office and warehouse space
located at:
10571 NW 53rd St.

Sunrise, Florida 33351
3.1 Products and Services
Through their www.giftsforworld.com website, LX Holding-USA will offer Brazilian

consumers access to highly sought after goods that are available in the U.S. at a
fraction of the price that they can be purchased for in Brazil. GiftsForWorld’s
services include:
• Customers can purchase items and have them shipped to the Gifts For World
facility in Sunrise, Florida. From there, items will be shipped to the customer’s
home in Brazil.
4 http://www.europasports.com/team/index.cfm

• Customers can submit a purchase request to GiftsForWorld. The Company’s
staff will locate the desired item at the lowest possible price and purchase it
on behalf of the customer. The item will then be shipped to the customer’s
home in Brazil.
• Using one of the above methods, customers can purchase items as gifts for a
third party and have them sent, often tax-free, from the Sunrise, Florida
facility.
• Gifts For World works with importers in Brazil to assist them with the
purchase and shipment of higher priced goods. Generally these goods have a
retail price over $3,000 and may consist of items such as automobiles,
motorcycles, boats or medical equipment.
Furthermore, the Company will be launching an online platform to sell Europe

Sports Products.
Customers of LX Holding-USA will have access to more than 3,000 SKUs, 300
brands in more than 35 individual product categories. These products include
items for bodybuilders, those looking to gain muscle or lose weight, and various
antioxidants.
LX Holding Corp. seeks to be a leading retail resource for those who are serious
about maximizing their health and performance. The Company represents a
complete source for sports nutrition, dietary and wellness products at a
reasonable price.
4.1 Market Analysis Summary
According to the U.S. Census, more than 325,000 people of Brazilian ancestry
now call the United States home, but experts put the numbers much higher. Most
have come since the late 1980s, first landing in the nation's traditional
Portuguese-speaking enclaves around Boston and more recently congregating in
central and South Florida. 5 Recent estimates suggest that as of 2008 some
1,100,000 Brazilians live in the United States, 300,000 of them in Florida alone. 6
The busiest U.S. Consulate in the world is in Sāo Paulo, Brazil. The consulate
there is giving a record number of visas to Brazilians who want to visit the U.S.
And that is giving a boost to the economies of cities like Miami.
5http://latino.foxnews.com/latino/lifestyle/2014/06/12/brazilians-help-lift-us-economy-make-their-
mark-on-florida-and-beyond/
6
http://noticias.uol.com.br/ultnot/especial/2008/eleicaoeua/noticias/2008/11/01/ult5702u1538.jhtm

However, this Brazilian shopping tourism can also be attributed to economic
conditions in Brazil. Brazil has become a very expensive country to live in.7 Some
of the factors that contribute to this state of affairs are a high income tax rate,
high import taxes on goods from abroad, and soaring labor costs. 8 Brazil's tax
system has been called the most complicated and time-consuming of any in the
world.9
In 2012, 1.8 million Brazilians visited the U.S., ranking the country no. 6 on the
list of highest number of Brazilian tourists. That number was expected to rise to 2
million in 2013.
Also in 2012, Brazilians spent over $9 billion in the U.S., making them the fifth-
largest spenders among foreign tourists in the U.S.10 While most of the goods
available in the U.S. can also be found in Brazil, they can be purchased in the
U.S. at discounts of 50% or more. This is due to the appreciation of the Brazilian
real as against the U.S. dollar.11 Also, a combination of taxes and other elements
of the "Brazil cost," like infrastructure problems, continue to make many
consumer goods in Brazil more expensive than in some other countries.
Further, most Brazilians believe that foreign goods are still of higher quality than
Brazilian goods, a perception that is sometimes justified, depending on the
product. And even though e-commerce is expanding in Brazil, particularly in
niche areas like baby products and athletic shoes, Brazilians who can afford to
often opt to buy these products abroad.
Despite Brazil's heralded growth and an economy that's one of the largest in the
world, many Brazilians try to take as much back with them as they can whenever
they travel abroad. Brazil used to have a much more closed economy, when it
was actually difficult to purchase things like computers in the country. But even
now, high prices continue to drive a portion of Brazilian consumers to take their
big shopping sprees abroad. When Sony announced that the PlayStation 4 would
cost R$4,000 in Brazil, around 4.5 times the price in the U.S., some calculated
that it would be cheaper to fly to the U.S. to buy it. And with big-ticket electronic
items, that is sometimes the case.12
7http://www.economist.com/blogs/economist-explains/2013/09/economist-
explains-15
8 http://www.economist.com/news/special-report/21586678-why-brazil-offers-appalling-value-
money-price-wrong
9 http://www.forbes.com/sites/joeharpaz/2013/12/17/brazil-ranked-most-time-consuming-tax-
regime-in-the-world/
10 http://www.npr.org/blogs/parallels/2013/08/14/211737003/brazilians-flood-to-u-s-on-massive-
shopping-sprees
11 http://www.usitc.gov/journals/JICE_Boom_in_Brazilians_Traveling_to_US.pdf
12 http://www.riogringa.com/my_weblog/2013/11/the-things-brazilians-buy-in-the-united-
states.html
10

At the store Elegance Perfumes in the Sawgrass Mills Mall in Sunrise, Florida,
Brazilians now account for about 40% of the store’s business. According to
Claudia Menezes, vice president of bus tour operator Pegasus Transportation,
which ferries Brazilian shoppers to Sawgrass Mills, Bayside and the Aventura
and Dolphin malls, “In both South Florida and Orlando we are going with loads
and loads of buses and extra buses to carry everything they buy.’’
William Talbert III, president and chief executive of the Greater Miami Convention
and Visitors Bureau, said he expected 2012 to be another record year for
Brazilian travelers. In 2011, more than 634,000 Brazilians visited and spent
$1.345 billion, making Brazil Miami-Dade’s top international market.
Brazilians spent more than $5,000 per visit in 2011 — almost twice as much as
travelers from France and the United Kingdom, according to the U.S. Travel
Association.13
The number of Brazilian visitors to the U.S. has been on the rise for years. From
2006 to 2013, there was a 292% increase in Brazilian travel to the United States.
In 2006, the U.S. saw 525,000 arrivals from Brazil. In 2013, there were more than
2 million. By 2020 the United States could host 3.1 million Brazilian visitors, a
38% increase from 2014.14 This projected increase places Brazil among the top
five fastest-growing markets for inbound U.S. travel, along with fellow BRIC
nations China and India, as well as Taiwan and Colombia.
Almost three-quarters of 2013's visitors from Brazil were leisure travelers, with
fewer than 10% each traveling on business, to visit family and friends, or to
attend a conference. The majority were in their late 30s, with a median
household income of around $60,000. These travelers stayed an average of 10-
15 nights stateside and planned their U.S. excursions months in advance.
According to the Orlando Sentinel, trips to Orlando are getting more popular with
middle-class and well-to-do Brazilian teenagers, who typically show up with as
much as $5,000 in pocket money, ready to shop for friends, family, and
themselves. Because even pricey items like designer handbags and Apple
gadgets are much cheaper in the U.S. than at home, it makes sense for
Brazilians to stock up while they're abroad.
The Brazilian travel bounty is mostly a Florida phenomenon. Outside of Orlando,

Miami was the second most popular U.S. destination for Brazilians in 2013, with
738,000 visitors. In 2006, Brazilian travelers spent $2.6 billion in the U.S., and
that figure grew to $10.5 billion in 2013. As more tourists come, that annual
amount will almost certainly climb.15
13 http://www.miami-airport.com/pdfdoc/clips_herald-brazilian-visitors.pdf
14 http://travel.trade.gov/view/f-2000-99-001/forecast/Forecast_Summary.pdf
15 http://www.fool.com/investing/general/2014/07/05/how-does-brazils-travel-boom-affect-
florida.aspx
11

A significant trend in the United States and abroad is that people are taking a
more proactive interest in their health. This is exemplified by the increase in
health clubs and health club memberships. People are looking to avoid invasive
surgery and powerful pharmaceuticals while taking an active role in the
maintenance of their health and practicing preventive medicine.
According to IBISWorld, the online vitamin and supplement sales industry grew
consistently each year for the past five years due to the steadily increasing
popularity of industry products. Despite shifting disposable income levels in
recent years, the pace of online vitamin sales growth did not slow. In addition, as
healthcare costs increased, Americans have turned to vitamins to prevent illness
as an alternative to expensive prescription drugs, boosting demand. In particular,
baby boomers, who wield strong purchasing power, depended on industry
products to help prevent their physical conditions from weakening with age. The
convenience afforded by online shopping further benefited sales.16
Consequently, revenue is estimated to grow an annualized 13.4% to $3.9 billion

in the five years to 2015, including a 10.0% increase in 2015.17 Furthermore,
revenue is forecast to grow a strong 14.2% per year on average to $7.5 billion in
the five years to 2020.
5.1 Market Segmentation
Management hopes to attract the growing Brazilian middle class with the ability
to offer U.S. goods delivered without incurring the import taxes and limits typically
associated with importing U.S.-purchased items into Brazil.
Through LX Holding-USA’s GiftsForWorld.com site, Management believes it will

be able to serve this growing market as a buyer’s agent and intermediary
allowing consumers to bypass the punitive taxes and expenses they encounter
when trying to bring products into Brazil themselves.
LX Holding-USA will also target customers who are bodybuilding and training
enthusiasts. These are consumers who have a focus on strength building and
physical performance optimization. While there is an underlying concern about
overall health, these customers are results-oriented and choose their
supplemental products based on the quality and speed with which they achieve
results. These results are judged by muscle definition, and increases in physical
size, strength and endurance. The Company offers a wide variety of fitness kits
and individual products including pre-workout supplements, whey products and
16 www.ibisworld.com
17 www.ibisworld.com
12

testosterone-enhancing products to help customers make the most of their
workouts.
Strategically, this group of customers depends on the advice of trainers and

others that they work out with. As is the case with each market segment, LX
Holding Corp. believes that educating customers, trainers and allied health
professionals is key to gaining customer acceptance and increasing sales. The
Company also notes that these customers are also visually oriented and respond
well to graphic depictions that help illustrate the results that they are seeking. To
this end, LX Holding-USA’s websites feature language and graphics that
reinforce this concept.
Second, LX Holding-USA has also identified the aging baby boomer generation
as a large market segment that the Company’s products serve. As life
expectancies increase and there is a greater self-reliance and engagement in
personal health and well-being, LX Holding-USA seeks to be the leading provider
to this market segment. This group is also attractive as it has more disposable
income and is more inclined to spend on health products to improve their quality
of life and to help defray the cost of more expensive traditional health care.
6.1 Competitive Comparison
USEUSA.com is operated by USEUSA LLC, a company established in 2003,

based in Cocoa, Florida. Like LX Holding-USA’s GiftForWorld.com,
USEUSA.com acts as a buyers’ agent offering consumers in Brazil the ability to
purchase from select U.S. websites. The company acts as an intermediary,
allowing customers to pay for purchases using their Brazil-based credit or debit
cards and PayPal. The company charges between 15% and 30% depending on
an item’s price, plus freight.
Another buyer’s agent is mercadodireto.com. Based in Miami, MercadoDirecto is

a personal shopper service offered to Brazilian customers interested in
purchasing products from shops and commercial sites in the US.
The company claims to be the first to offer the personal shopper service to
Brazilian customers. Mercado Directo offers several payment options, and the
company has PagSeguro, www.pagseguro.uol.com.br in Brazil as a partner
offering more payment options, including installment payments. Mercado
Directo works with logistics companies, such as DHL and Federal Express, who
specialize in express services, air and sea shipments, and all customs
clearances in accordance with Brazilian law.
Management has also researched the competition that LX Holding-USA faces as

an e-tailer of vitamin supplements. The following table shows the Company’s
main competitors:
13

Website
www.bodybuilding.com
www.gnc.com
www.nutritionexpress.com
www.vitaminshoppe.com
www.latinamericanfitness.com
6.2 Competitive Edge
As a buyer’s agent, LX Holding-USA also is able to compete favorably against

other firms offering similar shopping services. LX Holding-USA’s business model
allows the Company to provide greater access to products and goods that are in
demand than others in this market. LX Holding-USA is truly able to serve as a
personal shopper by providing customers with multiple options to receiving their
purchases. LX Holding-USA is also able to compete favorably by offering their
customers a transparent pricing program that equates to approximately 10% of
the transaction price. Customers will be able to purchase items through LX
Holding-USA knowing that it is truly the least expensive option available.
Lastly, LX Holding-USA benefits from being part of a larger Company with a

presence in Brazil. This allows Management to stay connected to their primary
clientele and current purchasing trends. More importantly, this presence allows
customers to feel confident in LX Holding-USA’s reputability.
LX Holding Corp.'s competitive edge will be its easy-to-use website and superior
customer service. The website design will be a competitive advantage because
research indicates that an easy-to-use website significantly increases sales. The
design of the Company’s website will encourage purchases because it will be so
easy and quick to complete a sale. Too often sales are lost because of complex
websites that are far from intuitive.
LX Holding Corp.'s other distinct competitive edge is superior customer

service. The mantra of the customer service department is to treat the customer
as a friend. Customers that call in with questions, problems or issues will at
once feel like they are speaking with a trusted friend. The Company’s goal is to
amaze customers with the amount of personal attention they receive and how
quickly issues are not only resolved, but significantly improved. This will be a
powerful asset.
14

7.1 Marketing Strategy
For Gifts For World, the marketing message will be focused on those visiting the
U.S. from Brazil or those who live here and wish to send gifts to friends and
family back in Brazil.
Similarly, Gifts For World will also make extensive use of social media to
advertise special purchasing opportunities and holiday promotions.
For the Company’s line of nutritional products and supplements, LX Holding-USA

will highlight that not all supplements are created equal. In addition, LX Holding-
USA make sure to keep their audience informed on new products, exercise
regimens, trends and current health and fitness events.
To complement the Company’s marketing effort, LX Holding-USA will develop an

online strategy that will include use of social media, including Facebook, Twitter,
YouTube, Instagram and LinkedIn. These efforts will highlight various results
and testimonials received from satisfied clients. The online marketing efforts will
also leverage the Company’s relationship with various affiliated medical providers.
This will give the doctors increased exposure while simultaneously providing
credibility to LX Holding-USA and all parties involved in the program.
7.2 Sales Strategy
For vitamins and nutritional products, the sales process is web-based. However,
Sales Representatives will always be available to provide assistance and to
match the potential client’s needs with available products in addition to making
suggestions to prospective buyers.
For Gifts For World, LX Holding-USA will work with many of the retailers located
in the Sawgrass Mills Mall to provide a needed intermediary service for their
Brazilian customers. Most other sales will be conducted through the Company’s
website and over the telephone. Where possible, Management will partner with
manufacturers and distributors to negotiate discount pricing, which will then be
communicated to customers.
The Company’s websites will feature a complete product offering and will serve
to provide company information. LX Holding-USA will utilize in-house hosting
and dedicated servers to better control quality and costs. The Company’s
websites will also utilize Presta Shop to develop the online store and will use
PayPal and a dedicated merchant services account to process Visa, Master Card
and American Express payments.
LX Holding-USA’s website will be designed to target health-conscious consumers

and “sports nuts”. The website will also be designed with simplicity in mind. It is
15

imperative that customers are able to navigate throughout the site intuitively with
no problems. LX Holding Corp. will be benchmarking websites such as those
offered by Amazon as well as Prozis, and Tekno-Sport to develop a best
practices for the different elements of the site.
In the future, LX Holding-USA will be able to develop a subscription ordering

service through the website. This feature will be perceived as a convenience for
customers and will increase sales and customer value by ensuring periodic
orders by creating a loyal customer base.
8.2 Revenues Forecast
The following table and chart shows the Company’s projected revenues for the
2015-2019 period.
9.1 Personnel Plan and Organizational Structure
By the end of 2015, the Company’s management team will be composed of the
following ten (10) positions:
• President
• Operations Manager (already hired)
• Finance/Administrative Manager
• Sales Representative #1 (already hired)
• Sales Representative #2 (already hired)
• Receptionist
• Secretary (already hired)
• Logistics Assistant #1
• Logistics Assistant #2
• Driver/Warehouse Assistant
In 2016, the Company plans to hire two (2) additional workers. Subsequently, the
Company plans to hire at least one (1) employee per year, for a total of fifteen
(15) employees by the end of 2019. The following graph shows the Company’s
projected personnel plan for the 2015-2019 period.
16

In order to remain competitive, the Company will focus its strategy on a
companywide commitment to the principles of a lean organization. As a lean
organization, LX Holding-USA is committed to its customers and will work to
minimize inefficiencies by focusing all of its resources on producing the best
possible value for their clients.
By outsourcing non-core business activities to third parties, the Company will

manage time and workforce more efficiently and focus completely on the
Company’s core business processes. This, in turn, will help LX Holding-USA
increase profits, reduce the cost of doing business, and improve productivity of
all business processes.
As LX Holding-USA continues to grow, the Company will hire the services of

independent contractors, suppliers and vendors, including corporate attorneys,
advertising experts, and freight forwarders, who will report to the Company’s
President.
Once an L-1A nonimmigrant visa is approved for Mr. Luis Miranda, he will
assume the position of President.
From 1998 to 2001, Mr. Miranda occupied the position of President/CEO at TIS
Digital e Informática LTDA. In 2001, Mr. Miranda joined ECM Imobiliária LTDA as
Sales Director, a position he held until 2004.
From 2004 to 2007, Mr. Miranda held the position of President at Mirag Celular
Brasil Telecom LTDA.
In 2008, Mr. Miranda co-founded EX Comércio de Equipamentos Médicos

Trading LTDA. Since its inception, Mr. Miranda has occupied the position of
President at EX-Brazil, where he has been responsible for overseeing day-to-
day-operations as well as leading the Brazilian parent company’s business
development strategy. Mr. Miranda has also been responsible for spearheading
17

company-wide initiatives and achieving corporate objectives of sales growth and
client satisfaction.
The following graph shows the Company’s projected organizational chart for
2015. Please note that grey shaded positions represent independent contractors,
vendors, or suppliers.
Please note that the Company has already filled the following positions:
• Operations Manager - Xavier

• Sales Representative #1 - Faro Coelho Ramos
• Sales Representative #2 - Jaime
• Secretary - Kelly
The following table shows the Company’s personnel plan for 2015.
18

9.3 Executive and Staff Positions
The main responsibilities for the above-mentioned positions are detailed below
with percentage of time dedicated to each duty in parenthesis.
President
The President will oversee all aspects of the Company’s operations including:
client relations, finances, team building, and staff development. The President
must be able to delegate responsibilities, organize complex projects, and
establish priorities consistent with Company objectives.
Mr. Luis Miranda will hold the position of President. His responsibilities will be as
follows:
(A) Ensuring company compliance with all State and Federal rules with regards to
export requirements (5%);
(B) Formulating short- and long-term policies, goals, strategies, procedures and
programs to ensure the continuous growth and profitability of the business
(10%);
(C) Planning and directing the company’s financial, governance, and commercial
operations at the highest level of management, with limited review from the
Board of Directors, and with the help of subordinate managers and
professionals (20%);
(D) Overseeing negotiations with banks and vendors and suppliers to ensure the
most favorable terms and conditions (5%);
(E) Coordinating the setting of accurate budgets for administration and marketing
and monitoring these on a biweekly basis (10%);
(F) Launching and directing the implementation of personnel management,
recruitment, and training and development procedures and programs (5%);
(G) Determining with shareholders a marketing and promotion strategy and, if
necessary, entering into agreement with a marketing company (5%);
(H) Directing and overseeing financial and accounting procedures and policies
(8%);
(I) Supervising and exercising direction over subordinate employees and
subcontractors who perform the day-to-day work with authority to hire and fire
the employees (15%);
(J) Monitoring staff performance through annual evaluations and ensuring
highest level of customer/client service (15%); and,
(K) Reviewing activity reports and financial statements to determine progress and
status in attaining objectives, and revising objectives and plans in accordance
with current conditions (2%).
19

Operations Manager
This position will direct and supervise the entire logistics and distribution
operations. The required degree for this position is Bachelor’s degree or foreign
equivalent.
Xavier currently occupies this position. The Operations Manager will supervise
the Sales Representatives, Logistics Assistants, and Driver.
Responsibilities will continue to include:
(A) Assisting the President in formulating and implementing the operational

policies and procedures of the company (20%);
(B) Establishing the goals of the staff under his responsibility, hiring, training and
firing employees, organizing and coordinating their assignments and
controlling their performance. This includes developing a workflow and for
staffing plans to ensure all export shipments are executed and duties are
tendered timely (15%);
(C) Facilitating compliance with procurement and export agreements, and serving
as the supplier's contact for business fulfillment (10%);
(D) Supervising the work of Logistics Assistants to assure that logistics policies
and operations procedures are followed by each employee (10%);
(E) Overseeing contractual negotiations with suppliers, assisting the President in
setting strategic policies and objectives (10%);
(F) Directing the outbound logistics operations and analyzing the financial impact
of proposed logistics changes, such as routing, shipping modes, product
volumes and mixes, and carriers (10%);
(G) Meeting with the President to define logistics objectives and review
administrative reports (5%);
(H) Seeking out new vendors and suppliers and negotiating terms and pricing for
greater profitability (10%); and,
(I) Directing shipping and receiving efforts to ensure timely processing (10%).
Finance/Administrative Manager
The Finance/Administrative Manager will direct all financial activities of the

company, such as planning, procurement and investments. The position will be
responsible for leading, motivating and monitoring global progress towards
financial management and cash flow goals. Also, the Finance/Administrative
Manager will prepare annual budgets and financial activity reports.
The required degree for this position is Bachelor’s degree or foreign equivalent.
This position will report to the President. Specifically, the position will entail the
following duties:
20

(A) Preparing and analyzing accounting records and financial statements to
maintain record of profits, loss, and tax liabilities for the company (10%);
(B) Preparing year-end accounts and records for outside accountants (5%);
(C) Interpreting financial reports for the company’s management team (5%);
(D) Establishing and maintaining the company's accounting principles, practices,
procedures, and initiatives (10%);
(E) Preparing annual budgets for the company and monitoring billing, collection
and payroll, accounts payable and accounts receivable (5%);
(F) Maintaining current knowledge of company’s policies and procedures,
Federal and State policies, and current accounting standards (5%);
(G) Conducting audits of company’s accounts and financial transactions to
ensure compliance with State and Federal requirements (10%);
(H) Receiving, recording, and authorizing requests for disbursements and
payments to outside contractors in accordance with procedures (5%);
(I) Monitoring and evaluating financial data and recommending actions based on
findings;
(J) Developing and maintaining relationships with banks, insurance companies,
and other financial organizations to facilitate transactions and credits as
needed (10%);
(K) Analyzing market, economic, geographic, demographic and competitive
variables to develop annual business plans (5%);
(L) Overseeing relationships with clients in the United States and in Brazil to
identify needs and to obtain feedback on performance of new or existing
products (10%);
(M) Maintaining U.S. and Brazil market expertise through utilization of competitor
product knowledge and strategies, market trends and dynamics, critical
market success factors and customer needs (10%); and,
(N) Developing strategies for new product launches, training materials and
product enhancements through interaction with the President (10%).
Sales Representative
Faro Coelho Ramos and Jaime currently hold this position. Duties will continue to
include:
(A) Researching, identifying and building e-commerce sales channels for the
online sale of the company’s nutritional products and logistics services (35%);
(B) Expanding sales in existing and new accounts by introducing additional
products and services (39%);
(C) Contributing information to market strategy by monitoring competitive
products and reactions from accounts (15%);
(D) Recommending nutritional products and logistics services to prospective
customers by evaluating current product availability and identifying needs to
be filled (20%).
21

Receptionist
Duties will include:
(A) Responsible for answering calls, greeting visitors, handling inquiries from the
public, and providing information related to the company (35%);
(B) Coordinating schedules and making appointments (15%);
(C) Routing callers and visitors to the appropriate person or destination (25%);
(D) Greeting all visitors in a cordial and professional manner (25%);
Secretary
The position will report to the Finance/Administrative Manager. Kelly will continue
to occupy this position. Duties will include:
(A) Compiling and typing statistical reports (15%);

(B) Coordinating and arranging meetings; transcribing minutes of meetings (5%);
(C) Performing assigned administrative duties (15%);
(D) Assisting in managing the company’s budget (15%);
(E) Resolving cash flow budgeting discrepancies (10%);
(F) Conducting research, compiling data, and preparing papers for consideration
and presentation by the President (10%);
(G) Attending meetings to record minutes (10%);
(H) Performing general office duties, such as ordering supplies, maintaining
records management database systems, and performing basic bookkeeping
work (10%); and,
(I) Filing and retrieving corporate documents, records, and reports (10%).
Logistics Assistant
(A) Assisting in the purchasing as defined by business needs (25%);

(B) Performing assigned administrative duties for this department(18%);
(C) Selecting vendors and placing orders (8%);
(D) Assisting in forecasting purchases (9%);
(E) Monitoring suppliers (15%);
(F) Tracking export operations (25%); and,
(G) Reviewing shipment information and providing factual and accurate feedback
to customers (15%).
22

Driver/Warehouse Assistant
(A) Adequately loading/packing the vehicle to ensure safe transportation and

handling of all cargo (15%);
(B) Reviewing daily delivery paperwork to determine where the deliveries are to
occur (5%);
(C) Maintaining vehicles used by review of maintenance records and/or dates for
vehicle maintenance for oil changes, tire rotations, etc. (10%);
(D) Completing logs and reports (10%);
(E) Following DOT regulations and safety standards (10%).
(F) Maintaining storage area by organizing floor space; adhering to storage
design principles; recommending improvements (10%);
(G) Loading and unloading trucks, wrapping products, packing, labeling, shipping,
and receiving (15%);
(H) Operating within standard operating procedures (SOPs) and Job Safety
Analysis (JSAs) (15%); and,
(I) Responsible for quality control: no damaged product is sent out, no damaged
product is accepted in (10%).
10. Financial Plan
The financial picture is quite encouraging. LX Holding-USA does not foresee a

debt situation. The Company expects to reinvest earnings into the business.
10.1 Important Assumptions
• LX Holding-USA assumes that demand for nutritional products will continue to

grow.
• LX Holding-USA assumes that the Company will be able to negotiate favorable
prices and acquire competitively priced products for export to Brazil.
23

10.2 Projected Profit and Loss
The following chart highlights LX Holding-USA’s net profit for the 2015-2019
period.
24

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BUSINESS PLAN

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

LX Holding Corp. (hereinafter “LX Holding-USA” or “The Company”) is a

LX Holding-USA is an affiliate of EX Comércio de Equipamentos Médicos

Established in 2008. EX-Brazil operates under the fictitious name FitCorpus

LX Holding-USA has launched a website, www.giftsforworld.com, designed to

LX Holding Corp.'s goal is also to become a leading e-tailer and marketer of

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

By the end of 2015, LX Holding-USA’s team will be composed of ten (10)

LX Holding-USA started operations in August 2014 and in only twelve (12)

The Company is projecting to reach revenues of US$1,446,308 in 2015 and

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

The Company exists to attract and maintain customers. LX Holding-USA likes to

The Company has established a division that allows Brazilian consumers to

Management believes it is important to achieve the following objectives:

• Launch an online platform by the end of November 2015

1.3 Keys to Success

LX Holding-USA’s success will depend on the Company carefully executing their

1. Develop an effective marketing program that appeals to customers of

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

2.0 Company Summary

2.1 Qualifying Relationship

LX Holding-USA is an affiliate of EX Comércio de Equipamentos Médicos

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

The chart below shows the initial investment in detail. LX Holding-USA is

Start-up requirements for the Company’s operation are approximately $100,000.

2.3 Company Description

LX Holding-USA has launched a website, www.giftsforworld.com, designed to

LX Holding Corp.'s goal is also to become a leading e-tailer and marketer of

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

LX Holding-USA started operations in August 2014 and in only twelve (12)

2.4 Company Locations and Facilities

10571 NW 53rd St.

3.1 Products and Services

Through their www.giftsforworld.com website, LX Holding-USA will offer Brazilian

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

Furthermore, the Company will be launching an online platform to sell Europe

4.1 Market Analysis Summary

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

The Brazilian travel bounty is mostly a Florida phenomenon. Outside of Orlando,

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

Consequently, revenue is estimated to grow an annualized 13.4% to $3.9 billion

5.1 Market Segmentation

Through LX Holding-USA’s GiftsForWorld.com site, Management believes it will

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

Strategically, this group of customers depends on the advice of trainers and

6.1 Competitive Comparison

USEUSA.com is operated by USEUSA LLC, a company established in 2003,

Another buyer’s agent is mercadodireto.com. Based in Miami, MercadoDirecto is

Management has also researched the competition that LX Holding-USA faces as

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

6.2 Competitive Edge

As a buyer’s agent, LX Holding-USA also is able to compete favorably against

Lastly, LX Holding-USA benefits from being part of a larger Company with a

LX Holding Corp.'s other distinct competitive edge is superior customer

Licensed to Leandro Bonifacio , E-mail: leandro.bonifacio@outlook.com

For the Company’s line of nutritional products and supplements, LX Holding-USA