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American Gardenscapes

Written by: Kimberly A. Kindred

Computer hardware: Macintosh


Computer software: Microsoft Word
Book used: The Entrepreneur’s FastTrac I Handbook

Overview
Kimberly A. Kindred is a 1996 FastTrac graduate ample of a home-based product and service ven-
of the Premier FastTrac I program from the First ture that was started with little capital, which is
Step Fund in Kansas City, Mo., targeting low- to typical of many ventures started by FastTrac gradu-
moderate-income entrepreneurs. Kimberly won the ates. Kimberly’s Plan for Further Action section
award for the best Feasibility Plan from her pro- in her feasibility plan indicated that she could be
gram. She has started American Gardenscapes, successful if she started this venture. This section
located in Johnson County, Kan., and sells a vari- of her plan could have been expanded to give the
ety of rare antique and standard plants, seeds, reader a clearer picture of the next steps she plans
herbs, fresh cut flowers, and gift items as a home- to take.
based business. Her marketing focus is to sell plant American Gardenscapes was included in this
and seed items that are not readily available from book because it is clearly written, concise, and is
local sources. easy to read and follow. Her format is clean and
Kimberly works full-time for Sprint and is us- simple, but attractive and pleasing to the eye. Kim-
ing her free time during her lunch hours, in the eve- berly used bullets to summarize key points, but
nings and on weekends to establish her business. she could have used a chart displaying some in-
An avid gardener, she is enrolled in the Horticul- formation that appeared in text form.
tural Science program at Johnson County Commu- Because her venture required little investment
nity College and plans on obtaining a Master Gar- and her feasibility plan proved it could be profit-
dener certification from the Johnson County Co- able, Kimberly launched this business after gradu-
operative Extension. In addition, she is negotiating ation and plans to write a business plan to help
with the city of Kansas City, Mo., to establish a her better plan and manage her new venture.
community-based children’s garden. Review her feasibility plan and use it as a guide
She wrote her feasibility plan on American in preparing yours. The authors of The Entrepre-
Gardenscapes and used the suggested format and neurs First Step FastTrac Handbook want to thank
subtitles found in The Entrepreneur’s FastTrac I Kimberly for allowing us to include her plan in
Handbook. Her feasibility plan is an excellent ex- this book.

Feasibility Plan Critique


NAME A MERICAN GARDENSCAPES II. Cover Page
1. Overall Appearance and Format STRENGTH: The cover has simple line graphics and
The sample feasibility plan is most attractive and includes the writer’s name, address, and contact
clean looking with adequate white space and mar- number.
gins. Graphics for the title page of each section were WEAKNESS : The attractiveness of the feasibility

simple yet appealing. Her feasibility plan includes plan could have been improved by adding sample
bullets effectively, which encourage reviewers to pictures of her products.
continue reading the plan. The length is appropri-
ate for this type of venture.

AMERICAN GARDENSCAPES FEASIBILITY PLAN 1


III. Table of Contents ing on the competition. However, the 1998 ver-
STRENGTH: The table of contents includes each sion of the FastTrac I Feasibility Plan does include
section in the plan as well as the suggested sec- a section with a few questions about the competi-
tion headings. Page numbers are also included, tion in the venture’s industry that should be ad-
making it easy to locate various information con- dressed in any feasibility plan.
tained in the plan. WEAKNESS : The heading on Customer Profile
should have contained more demographic infor-
IV. Executive Summary mation about primary customers, such as age, in-
STRENGTH: It is written in letter format and ad- come level, sex, as well as lifestyle habits, so
dressed to the party who will be reviewing the plan. market-penetration strategies could be better for-
It describes her venture and its target market. It mulated. The heading under Target Markets could
elaborates on the founder’s background and ex- have included the actual names of potential cus-
pertise to launch this type of venture. The plan tomers instead of listing categories of the types of
also addresses capital needed and her plans to start buyers. The Market Penetration heading only listed
it. one market tactic — direct mail. Other market-
penetration tactics should have been explored. If
V. Product/Service direct mail is not successful, then the venture could
STRENGTH: The plan addresses all the key sec- be doomed. Other guerrilla marketing tactics,such
tions of the Product/Service section and explains as speaking to social and business clubs, advertis-
each heading well. ing in church bulletins, etc., could have been in-
WEAKNESS : This section of the feasibility plan is cluded.
titled Service when, in fact, it is also a product-
based venture and should have been labeled Prod- VII. Price and Profitability
uct/Service. It also contains the heading Govern- STRENGTH : All major headings in this section were
ment Approvals stating there are no government listed and covered. It contained a good Price List
approvals necessary to operate this venture. If this and skillfully illustrated financial data.
heading did not apply to the venture, it should have WEAKNESSES: The Assumptions for estimated ex-
been eliminated. Including headings that don’t penses could have been expanded to give the reader
apply could raise a red flag to the reader. Maybe a clearer understanding of how they were formu-
the entrepreneur overlooked a factor that might lated.
have actually applied to the venture that could re-
sult in a negative aspect of the plan. This was not VIII. Plan for Further Action
the case with this venture, but the heading should STRENGTH: The Plan for Further Action contained
have been eliminated. all the necessary headings and they were properly
explained.
VI. The Market WEAKNESS : Again, the heading License Potential
STRENGTH: All areas of the feasibility plan are in- was included but indicated that none was antici-
cluded and clearly explained. pated. Therefore, this heading should have been
Note: This feasibility plan did not contain a head- eliminated.

2 AMERICAN GARDENSCAPES FEASIBILITY PLAN


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AMERICAN GARDENSCAPES
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KIMBERLY A. KINDRED

6937 Horton Street


Overland Park, KS 66204-1420

(913)236-7676

AMERICAN GARDENSCAPES FEASIBILITY PLAN 3


T ABLE OF C ONTENTS

Summary Executive

Executive Summary ......................................................................................... 5-6

Service

Purpose of the Service ........................................................................................ 8


Stage of Development .......................................................................................... 8
Product Limitations ............................................................................................... 8
Proprietary Rights ................................................................................................. 8
Government Approvals ......................................................................................... 8
Product Liability .................................................................................................... 8
Related Services and Spin-Offs ........................................................................... 9
Production............................................................................................................. 9

The Market

Current Market Size ........................................................................................... 11


Growth Potential of the Market .......................................................................... 11
Industry Trends ............................................................................................. 11-12
Customer Profile ................................................................................................. 12
Customer Benefits .............................................................................................. 12
Target Markets .................................................................................................... 13
Market Penetration ............................................................................................. 13

Price and Profitability

Price List ............................................................................................................. 15


Sales Estimates ................................................................................................. 16
Cost of Product/Service ...................................................................................... 16
Projected Gross Margin ..................................................................................... 17
Three-Year Operating Expense and Assumptions .............................................. 18
Three-Year Operating Statement ............................................................ ........... 19
Start-Up Costs ................................................................................................... 19

Plan for Future Action

Pitfalls ................................................................................................................ 21
Positive Points ................................................................................................... 21
Needed Capital .................................................................................................. 21
Entrepreneur’s Role ........................................................................................... 21
Business Plan .................................................................................................... 21
License Potential ............................................................................................... 22
Corporate Partners/Sponsors ........................................................................... 22
Infrastructure Members ...................................................................................... 22

4 AMERICAN GARDENSCAPES FEASIBILITY PLAN


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S UMMARY AND E XECUTIVE O VERVIEW
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AMERICAN GARDENSCAPES FEASIBILITY PLAN 5


E XECUTIVE S UMMARY
A MERICAN G ARDENSCAPES

October 7, 1996

Ms. MaryLou Bove


1st Step Fund
Kansas City, MO

Dear Ms. Bove:

The enclosed feasibility plan is being provided for your review. American
Gardenscapes, to be located in Johnson County, Kansas, will sell a variety of stan-
dard, as well as antique, rare and heirloom herbaceous perennial, annual decora-
tive, houseplants, seeds, herbs, and fresh cut flowers. In addition, gifts, gardener’s
gift baskets, tools and supplies will be offered. The marketing focus is to sell plants
and seeds which are not readily available from or to local sources

American Gardenscapes will open as a part-time, home-based business.


Some stock will be grown from seed, however the majority of stock will be pur-
chased from local and national wholesalers. Retail space will be leased on a tem-
porary “as needed” basis to take advantage of the spring, summer and fall retail
sales and planting seasons.

American Gardenscapes will accommodate home gardeners and businesses


who have a need or desire to purchase herbaceous perennials, annuals,
houseplants, etc., as well as those persons seeking unique gifts for gardening en-
thusiasts. The target market consists of both novice and avid home gardeners,
supermarkets, discounts centers, hardware stores, farmers markets, craft fairs and
office business settings.

Kimberly Kindred, sole proprietor, in addition to being an avid gardener, has


successfully completed several college level courses in the areas of Botany and
Horticultural Science. She is also currently seeking Master Gardener certification
from The Johnson County Cooperative Extension. Her contribution to the business
will be general manager, grower and sales representative. Additionally, she will
contribute some capital to the business in the start-up phase.

Start-up is planned for Spring, 1997. The business consisting of the gen-
eral manager, grower/buyer, sales representative and one or two part-time assis-
tants will be fully operational at that time. An injection of capital will be needed prior
to that time to purchase a Macintosh computer, printer, indoor lighting, supplies and
inventory. A small business loan from a banker or other lending source is being
sought.

Sincerely,

Kimberly A. Kindred

6 AMERICAN GARDENSCAPES FEASIBILITY PLAN


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S E RV I C E
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AMERICAN GARDENSCAPES FEASIBILITY PLAN 7


¦ PURPOSE OF THE SERVICE

American Gardenscapes sells herbaceous perennials, annual decorative,


seeds, and fresh cut flowers which are unique and of interest to gardeners
who are seeking unusual plants for their home gardens and/or business set-
tings. The focus is to sell plants that are considered antique and are not
readily available at local nurseries in the local metropolitan Kansas City area

¦ S TAGE OF D EVELOPMENT

American Gardenscapes, while currently in the concept stage, will begin op-
eration as a home-based business. Several clients have already expressed
an interest in having the service/product available.

The majority of the plant inventory, gift basket items and supplies will be
purchased from local and national wholesalers. Retail space will be leased
on a temporary, “as needed” basis to accommodate retail sales and growing
seasons. Some of these sources are The Schultz Company, Fiskars, Inc.,
Antique Flowers, and Smithmark Publishing

¦ P RODUCT LIMITATIONS

Plants are subject to fashion trends and are somewhat perishable. If Ameri-
can Gardenscapes finds itself limited by such fashion trends, specific plants
can be purchased to update existing stock. American Gardenscapes will
overcome the perishability issue by participating in and promoting inner city,
educational gardening programs to which unnecessary stock will be donated.

¦ P ROPRIETARY R IGHTS

American Gardenscapes has trademarked its name and logo. No other pro-
prietary requirements or limitations are evident at this time.

¦ G OVERNMENT A PPROVALS

There are no government approvals necessary to operate this venture.

¦ P RODUCT L IABILITY

There is minimal potential liability to American Gardenscapes. Responsibil-


ity however is assumed for the quality and health of the plants and seeds
offered. Replacement of any plants which do not meet the satisfaction of our
customers may be returned within ninety days of purchase for a full refund or
replacement, whichever the customer prefers. Non-plant items (excluding
gift basket items) may be returned within thirty days.

8 AMERICAN GARDENSCAPES FEASIBILITY PLAN


¦ RELATED SERVICES AND SPIN-OFFS

In the plant area there are many avenues that American Gardenscapes could
take:

a Landscaping
a Interior plantscaping
a Lawncare services
a Plants and flowers for special occasions, i.e. weddings, banquets, funerals
a Consulting
a Gardening classes

Another spin-off would be gourmet foods:

a Cafe featuring items prepared from nursery grown plants, herbs and flowers
a Cooking classes
a Cookbooks sales

¦ PRODUCTION

Some stock will be grown from seed, however the majority of stock will be pur-
chased from local and national wholesalers. Retail space will be leased on a
temporary “as needed” basis to accommodate spring, summer and fall retail sales
and planting seasons. Should the needs of the business indicate that a perma-
nent retail location would prove beneficial, space will be sought at that time.

AMERICAN GARDENSCAPES FEASIBILITY PLAN 9


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MARKET
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10 AMERICAN GARDENSCAPES FEASIBILITY PLAN


¦ CURRENT MARKET SIZE

Grounds Maintenance, February 1995, p.8, from the U.S. Department of Agriculture Economic
Research Service reports that in 1993, retail spending on floriculture products reached $13.5
billion.

Nursery Business Grower, February 1995, from Greenridge & Associates, Inc., states that a
total of $15.50 billion in green goods was sold in 1994.

Looking at this demand for landscape and bedding plants, as well as garden equipment and
supplies indicates that more people than ever are gardening in their spare time and therefore
demanding more variety and quality in their bedding stock choices. Today’s gardening enthusi-
ast is very savvy. Healthy stock and variety will be the factors for success or failure of floricul-
ture in the 1990’s and beyond.

¦ G ROWTH POTENTIAL OF THE M ARKET

With today’s fast paced lifestyles, more people are turning to gardening in their spare time as a
means of stress reduction. Throughout the centuries gardening has been a popular hobby and
although plants fashions may change, the demand for both indoor and outdoor plans remain
constant and in fact has been steadily on the rise in the 1990’s.

There do not appear to be any limiting factors in the floriculture arena. Gardening has withstood
the test of time. It remained popular in Europe and America despite revolutions, depressions
and political upheavals. Floriculture is an industry that permeates every part of out lives and will
continue to do so well into the 21st century. Mankind is dependent upon to plants in the same
manner as they are on air.

¦ I NDUSTRY TRENDS

Many areas of floriculture are rapidly expanding (i.e., landscaping, interiorscaping and xeriscaping)
and some have lagged in the area of variety. Most bedding stock offered is considered to be
standard and common, with most nurseries selling on the most popular plants, rather than the
antique, heirloom, “hard to find” varieties. These trends indicate that American Gardenscapes
could quickly expand by focusing on its niche market of antique and heirloom plants and seeds,
as well as offering the standards.

From tulipmania in the 16-1700’s through the rise in interest in Tea and English roses today,
floriculture and horticulture began escalating centuries ago and continue to do so today. Vari-
ety, quality and service are the tools American Gardenscapes will use to penetrate the green
goods market, so it is important to understand this medium. The consumers can be divided into:

a Corporate
a Individual
a Landscapers & Xeriscapers
a Interiorscapers

AMERICAN GARDENSCAPES FEASIBILITY PLAN 11


American Gardenscapes’ initial focus will be on the general gardening public. We will offer
in addition to heirloom and antique varieties of plants, a wide selection of the most popular
standards, i.e. impatiens, petunias, hostas, hemerocallis, etc. We will focus in particular
on those individuals who either garden as a hobby—the somewhat novice gardener, as
well as those persons who may be considered enthusiasts or semi-professional.

As more people begin to explore the exciting areas of floriculture, they also become more
aware of the pleasures, rewards and styles available on the market today, Gardeners also
quickly learn their specialties and personal limitations. In theory, this should create a mag-
netism between the educated gardener and the professional green good merchants. After
years of training and practical hands on experience in the horticulture and floriculture fields,
the professional gardener/green goods merchant becomes the person best suited to assist
the customer with plant choices, care, site, design and color.

¦ C USTOMER P ROFILE

Primary customers will be:

a Novice Home Gardeners


a Avid Home Gardeners
a Professional Landscape Designers
a Professional Interiorscapers
a Business Owners
a Local nurseries/garden centers

Secondary customers will be

a Persons visiting supermarkets


a Persons visiting discount centers
a Persons visiting hardware stores
a Persons attending farmers markets
a Persons attending craft fairs
a City, County and State agencies

¦ C USTOMER B ENEFITS

a The opportunity to purchase antique, rare and heirloom plants which are not
readily available from local sources.
a American Gardenscapes’ low operational overhead also affords the client the
opportunity to purchase quality, healthy plants and seeds at highly competitive prices.
a Gift and gift baskets customized for the gardening enthusiast that include items
any gardener would enjoy.
a Free garden plans and planting instructions with every purchase.

12 AMERICAN GARDENSCAPES FEASIBILITY PLAN


¦ T ARGET M ARKETS

American Gardenscapes will target both novice and avid home gardeners and
businesses in the Kansas City Metropolitan area who are seeking unusual plants
for their home gardens and /or offices. The target market will be:

a Supermarkets a Farmers Markets


a Discount centers a Craft Fairs
a Hardware stores a City, County and State Agencies

Plans are being made to contact potential customers in each target market.

¦ M ARKET P ENETRATION

American Gardenscapes will penetrate the high end retail and wholesale mar-
kets, using a direct sales approach. Through referrals, networking and contacts,
names and addresses of potential customers and marketing opportunities will be
compiled. Each contact will be sent a seed packet business card and a pamphlet
introducing the products and services offered:

a Herbaceous Perennials a Plant Sitting & Care


a Decorative Annuals a Interiorscaping
a Houseplants a Landscaping
a Seeds a Soil Testing & Improvement
a Herbs a Lawncare Services
a Fresh Cut Flowers a Special Occasion Flowers & Plants
a Gifts a Plant Club
a Garden Gift Baskets a Newsletter

Then after a few weeks, a telephone call will be made to the potential buyer to set
up a sales appointment.

AMERICAN GARDENSCAPES FEASIBILITY PLAN 13


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P RICE AND P ROFITABILITY
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14 AMERICAN GARDENSCAPES FEASIBILITY PLAN


P RICE L IST

C ONSULTING S ERVICES
Landscape Design 25./hr
Interiorscaping 25./hr
Classes/Seminars 25./hr
S EED P ACKETS
Annuals .69
Perennials .79
Vegetables .59

S TARTER P ACKS /P LUGS


Annuals 1.69
Perennials 2.99
Vegetables 1.29

HOUSEPLANTS
4" Container Grown 1.99
6" Container Grown 2.99
8" Container Grown 3.99
10" Container Grown 4.99

G IFT B ASKETS
Small 19.95
Medium 29.95
Large 49.95
Custom Quoted

BOOKS
Title A 5.95
Title B 8.95
Title C 12.95
Title D 16.95
Title E 22.95

Wholesale price list & quantity discounts available; Mail order

AMERICAN GARDENSCAPES FEASIBILITY PLAN 15


F IRST Y EAR ’ S SALES PREDICTED TO BE :
Year 1 Year 2 Year 3

C ONSULTING S ERVICES 26,000. 33,800. 47,320.

S EED P ACKETS
Annuals 175. 228. 319.
Perennials 190. 247. 345.
Vegetables 150. 195. 273.

S TARTER P ACKS /P LUGS


Annuals 600. 780. 1,092.
Perennials 1,050. 1,365. 1,911.
Vegetables 450. 585. 819.

HOUSEPLANTS
4" Container Grown 900. 1,170. 1,638.
6" Container Grown 1,050. 1,365. 1,911.
8" Container Grown 1,000. 1,300. 1,820.
10" Container Grown 900. 1,170. 1,638.

G IFT B ASKETS
Small 3,000. 3,900. 5,460.
Medium 2,500. 3,200. 1,050.
Large 2,000. 2,600. 3,640.
Custom

BOOKS
Title A 900. 270. 378.
Title B 450. 650. 189.
Title C 1,000. 1,300. 1,820.
Title D 900. 1,170. 1,638.
Title E 1,200. 1,560. 2,200.

Total 44,415. 56,855. 75,461.

¦ C OST OF PRODUCT /S ERVICE

First year capital expenditures for equipment will be approximately $6,000. Use of outside contract
labor and consultants will total approximately $1,200. Approximately $4,500 will be spent on inven-
tory, supplies and booth rental fees. Total first year costs to produce estimated sales are $11,700.

Second year capital expenditures for equipment will be approximately $14,600. Use of outside
contract labor and consultants will total approximately $2,500. Approximately $7,500 will be spent
on inventory, supplies and booth rental fees. Total second year costs to produce estimated sales
are $24,600.

16 AMERICAN GARDENSCAPES FEASIBILITY PLAN


Third year capital expenditures for equipment will be approximately $5,000. Use of outside contract
labor and consultants will total approximately $3,500. Approximately $12,000 will be spent on
inventory, supplies and booth rental fees. Total third year costs to produce estimated sales are
$20,5 0 0 .
¦ G ROSS M ARGIN

First year estimated sales $44,415 (100.00%)


Less estimated cost to produce 11,700 ( 26.35%)
Overall Gross Margin $32,715 ( 73.65%)

Second year estimated sales $56,855 (100.00%)


Less estimated cost to produce 24,600 ( 43.27%)
Overall Gross Margin $32,255 ( 56.73%)

Third year estimated sales $75,461 (100.00%)


Less estimated cost to produce 20,500 ( 27.17%)
Overall Gross Margin $52,761 ( 72.83%)

These figures are variable by the actual number of hours spent consulting, giving classes and units
sold. Profit margin percentages should be estimated and effected by and units sold in each product/
service category on a single purchase from a customer. The following chart illustrates the different
profit margin percentages expected by unit:

C ONSULTING S ERVICES 1 Unit 2 Units 3 Units


Landscape Design 25./hr 50.00 150.00
Interiorscaping 25./hr 50.00 150.00
Classes/Seminars 25./hr 50.00 150.00
S EED P ACKETS
Annuals 0.61 1.22 1.83
Perennials 0.71 1.42 2.13
Vegetables 0.55 1.10 1.65

S TARTER PACKS /P LUGS


Annuals 1.00 2.00 3.00
Perennials 2.10 4.20 6.30
Vegetables 1.05 2.10 3.15

HOUSEPLANTS
4" Container Grown 1.10 2.20 3.30
6" Container Grown 1.40 2.80 4.20
8" Container Grown 2.20 4.40 6.60
10" Container Grown 2.50 5.00 7.50

HOUSEPLANTS
Small 5.99 11 . 9 7 17.95
Medium 8.99 17.97 26.95
Large 32.47 64.93 97.40
Custom Quoted Quoted Quoted

AMERICAN GARDENSCAPES FEASIBILITY PLAN 17


BOOKS
Title A 1.79 3.57 5.35
Title B 2.69 5.37 8.05
Title C 3.89 7.77 11 . 6 5
Title D 5.09 10.17 15.25
Title E 6.89 13.77 20.65

E STIMATED E XPENSES Y EAR 1 Y EAR 2 Y EAR 3


Salary of Owner/Manager 1 0. 2,000. 2,500.
All Other - Consultants 2 1,200. 5 0 0 . 1,000.
Rent 3 2,000. 2,200. 2,500.
Advertising 4 2,500. 3,500. 5,500.
Delivery Expense 5 600. 750. 850.
Supplies 6 4,500. 7,500. 12,000.
Phone 7 720. 720. 720.
Other Utilities 8 300. 300. 300.
Insurance 9 300. 400. 400.
Maintenance 10 250. 450. 600.
Legal/Professional 11 350. 650. 850.
Miscellaneous 12 600. 8 0 0 . 1,200.

Total 13,320. 19,770. 28,420.

ASSUMPTIONS
1. No salary for owner/manager 1st year
2. Contract labor - no payroll taxes
3. Meeting Room/Booth rental fees
4. 75% Advertising work done In-house
5. Local only
6. Lighting, seed trays, labels, potting medium, seeds, baskets
7. New line, plus install
8. Additional electricity for grow lights
9. Business Policy
10. Computer Equipment, light bulbs
11. Tax return preparation & Accounting
12. Petty Cash

18 AMERICAN GARDENSCAPES FEASIBILITY PLAN


T HREE -Y EAR O PERATING S TATEMENT Y EAR 1 Y EAR 2 Y EAR 3
Year Sales 44,415. 56,855. 75,461.
Cost of Goods 11,700. 24,600. 20,500.
Gross Margin 32,715. 32,255. 54,961.

EXPENSES
Salary of Owner/Manager 0. 2,000. 2,500.
All Other - Consultants 1,200. 500. 1,000.
Rent 2,000. 2,200. 2,500.
Advertising 2,500. 3,500. 5,500.
Delivery Expense 600. 750. 850.
Supplies 4,500. 7,500. 12,000.
Phone 720. 720. 720.
Other Utilities 300. 300. 300.
Insurance 300. 400. 400.
Maintenance 250. 450. 600.
Legal/Professional 350. 650. 850.
Miscellaneous 600. 800. 1,200.

Total Expenses 13,320. 19,770. 28,420.

Net Profit or Loss 19,395. 12,485. 26,541.

S TART - UP C OSTS

For the first year of operation at home:

Inventory 800.
Supplies 1,000.
Phone 200.
Initial Marketing 250.
Business Cards 300.

Total 2,550.

AMERICAN GARDENSCAPES FEASIBILITY PLAN 19


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P LAN FOR F UTURE A CTION
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20 AMERICAN GARDENSCAPES FEASIBILITY PLAN


¦ PITFALLS

Lower Sales Projections: Sales were not projected on maximum hours available to bill.
If additional hours are needed each month to meet budget, marketing efforts will be increased;
alternative uses for consultants and equipment would be considered.

Unavailable capital for expansion in year two: Should there be no money available
from a bank or other lender for the expansion into retail space, stock could be sold to family and
friends to fund the move. If insufficient funds were raised, the business can continue as a home-
based business venture until funds were available either from profit or borrowings.

¦ P OSITIVE P OINTS

a Depth of experience of business owner.


a Low overhead and expenses as an at-home venture.
a Market conditions are right for the use of the service/product.
a Potential clients ready to use service and purchase products-good sources for
referrals.
a Little start-up capital needed.

¦ N EEDED C APITAL
Most start-up costs will be covered by the owner. Additional funds are needed to purchase equip-
ment and some inventory. In two years expansion will be considered.

¦ E NTREPRENEUR’ S R OLE
Kimberly Kindred, sole proprietor, in addition to being an avid gardener, has successfully
completed several college level courses in the areas of Botany and Horticultural Science. She is also
currently seeking Master Gardener certification from The Johnson County Cooperative Extension
Office. Her contribution to the business will be general manager, grower and sales representative.
Additionally, she will contribute some capital to the business in the start-up phase.

¦ B USINESS PLAN
Based on information gathered for this Feasibility Plan and the results of the financial
analysis, a full business plan can now be written.

Further research for the plan will include:

a Competition
a Market Survey
a Personnel requirements and job descriptions and compensation requirements.
a Operating and control systems.
a Changing technology that may affect services/products.
a Back-up subcontractors.

AMERICAN GARDENSCAPES FEASIBILITY PLAN 21


¦ LICENSE POTENTIAL

None anticipated.

¦ C ORPORATE PARTNERS /S PONSORS

To-date no corporate partners/sponsors have been sought, however through networking


it is hopeful that a corporate partner/sponsor will be obtained.

¦ I NFRASTRUCTURE M EMBERS

a Accountant: to set up books and prepare tax returns $35/hour


a Bookkeeper: once a month to reconcile income and expenses; not an employee $15/hour
a Copyright/incorporation lawyer: used as needed $75/hour
a Insurance Agent: for coverage after incorporation commissions only

22 AMERICAN GARDENSCAPES FEASIBILITY PLAN