Our fish are kings, theirs are peasants

FISHKINGS.com

Group 3: Ryan McDonald, Ryan Ellingsen, Ryan Hagerman,
Willie Jensen, Wyatt William, & Patrick McEldowney

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Table of Contents

Company Description 3
Industry Analysis & Trends .. 3
Target Market . 5
Competition . 5
Strategic Position & Risk Assessment .. 7
Marketing Plan & Sales Strategy . 8
Operations .. 9
Technology Plan 10
Management & Organization .. 11
Community Involvement & Social Responsibility . 12
Development, Milestones, & Exit Plan 12
The Financials 13
Appendix 16


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Description
Fish Kings Inc. is based out of Seattle, WA. This is where the fleet resides during the offseason.
The main fishing operations are based in Cordova, Alaska during the season. This business idea
has been a dream of Captain Bills for quite some time. He has been fishing up in Alaska for
years and wants to take advantage of the vast opportunities to be captured. Fish Kings will
become an online middleman in the Alaskan fish market.

The key aspect to this eBusiness is the expedited direct delivery of freshly caught salmon. This
online service will work directly with the fisherman to deliver the freshest fish out on the market.
At Fish Kings Inc. we focus on the B2C and being known as the most direct way to receive wild
Alaskan salmon. In the past fisherman sell their catch to canaries, which process and take a large
portion of the profit. They then send fresh fish to stores and markets all over the nation. Fish
Kings Inc. provides the fisherman with a much higher price per pound and easier operations. We
will have representatives working in Cordova to help with operations. Our representatives on our
boats will go around to different parts of the Cordova bay and collect fresh fish from everyone in
the area. We then will quickly transport these onto shore and package in 100 lb containers. This
process needs to be kept cool but never frozen! Fish Kings then process the order through our
inventory system and send to Seattle, WA through our partner Alaska Air. The fish is then
picked up and sorted for distribution at our distribution center in Seattle. The fish then is shipped
immediately to the doorstep of the customer.

There will be a relationship with a shipping provider with refrigerated trucks. The customer will
be able to access the website and select from a broad range of fish. Each fish type along with the
going prices will be displayed, making an easy user friendly site.

Industry Analysis and Trends
Fish Kings, Inc. resides in the Fish and Seafood Markets in the US industry, industry code 44522
(NAICS). This industry focuses primarily on retailing fresh, frozen, and seafood items such as
salmon, tuna, shrimp, and lobster. Products are sold to various markets due to the longevity of
[especially] frozen fish. Our business plan excludes frozen fish and instead delivers fresh fish to
markets in the geographical locations we choose to conduct business. Instead of selling directly
to businesses, our innovative idea revolves around e-commerce capabilities of selling fresh fish
and having it delivered right to the consumers door. To evade the rejection of future business
moves and growth, Fish Kings, Inc. will not exclude selling to restaurants or other small business
in the future.

Currently the Fish and Seafood Markets is a $2.1 billion industry with a -1.2% annual growth
over the past five years. However, the projection for the next five years through 2017 indicates a
slight growth of 1.2%. Fish Kings, Inc. is to become a major player in the e-commerce sector of
fish and seafood retail, a sector that has not been dominated due to the uniqueness of our
product. Competition has much to do with the start up of a business, as well as where the
business will be located. This industry estimates about 3,788 entities operating in the United
States, of which majorities on the west coast reside in California. For a Seattle based operation,
like Fish Kings, Inc., and this information provides insight into the vast opportunities in the
region.

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Among the many key external factors running the industry, three stand out to our business
model. They are: per capita disposable income, price of seafood, and per capita seafood
consumption. Fish and seafood items tend to be more expensive than other meat choices like
chicken or beef. Considering Fish Kings, Inc. will be specializing in Copper River Salmon
(during the growth stage), premium prices on the fish will be made. Unfortunately, there will be
many consumers lacking the capacity to afford such fish and seafood items offered by our
services. This especially concerns our current date in which many people are financially
struggling in this torn economy. The price of seafood has great impact on the trends of this
industry as it either allows or diminishes an entities ability to progress and grow. Prices vary
throughout the season and season by season as weather and climate change have significant
impact. Also, the risk of pollution and its dire consequences have reached new heights as oil, gas,
and nuclear spills lay waste to the oceans. A third factor includes the per capita consumption of
seafood. Many peoples and areas of the world do not thrive near oceans, nor do they include fish
in their diet. This does not seem to be an issue for Fish Kings, Inc. according to their HQ location
in Seattle where fish markets are vast and the consumption is high.

With the current trend of per capita disposable income increasing over the next five years, it is
anticipated that fish and seafood sales will rise. Consumers are more likely to buy expensive
items such as fish and seafood and eat luxuriously more often when disposable income is high.
Prices may rise, but the demand will be evident and the industry will flourish as it has in the past.
Through 2017, IBISWorld.com has estimated that the Fish and Seafood Markets in the US
industry will have positive growth and reach $2.2 billion of revenue, up $100 million from the
current annual revenue charts.

A significant trend in the industry regards consumer health consciousness and the pros and cons
that come with it. Overall cognizance of healthy living through consumption of food has proved
to be both beneficial and harmful to the industry. These positives and negatives are expected to
continue into the future, especially as we see climate change affect more and more of the Earth
each year. On one hand, there has been much research surrounding fish and seafood consumption
relating to heart diseases. A 16 year study conducted by the American Heart Association report
findings that suggest eating fish and/or seafood two or more times per week [for women] reduces
the risk of heart attacks by 30% or more. However, there are also negative impacts on the health
consciousness of consumers. Recent publicity over the potentially hazardous amount of mercury
content of fish and seafood may pose a threat to the growth of the industry. More and more
people are turning to pill alternatives and the ease of access to pills containing omega 3, iodine,
etc. can only hurt the chance of growth. Consumer awareness of healthy benefits from
consumption of fish and seafood seems to outweigh the negatives surrounding fish and seafood
consumption.

Overall, the Fish and Seafood Markets industry is in the declining phase of the industry life
cycle. Although the numbers suggest annual growth of 0.3% through 2017, the industry is still
performing well under the economy with a growth rate in gross domestic product (GDP) of
1.8%. The fluctuation of price of fish, supply of fish, and climate has lead to an unstable market
with near impossible projections of growth. It is not a particularly attractive industry for a new
business to venture, but if there is potential for sustainable competitive advantage (which there is
in the e-commerce platform) then a business can thrive.
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Target Market
Buyers for our product are vast as consumption is irrelevant to age, sex, or gender. It is popular
amongst the young and the old, males and females, and a single man or woman and families. The
need for fish nutrients is essential for humans to live a healthy lifestyle, thus allowing for an
almost unified target market. In the beginning stage of our business, however, we must target
markets by geographical location.

Due to the little longevity of fresh fish and seafood, Fish Kings, Inc. must obey certain
geographical boundaries. As stated in our operations plan, the product will be bought in Alaska
and flown to the base of operations in Seattle, Washington. From there our refrigerated trucks
will deliver fresh fish to customers. This geographical range will mostly encompass the Pacific
Northwest, specifically the states of Washington, Oregon, Idaho, and Montana.

In the start-up phase of business, Fish Kings, Inc. will only target markets in the Washington
area. With little working capital and lack of brand name it would be infeasible to target areas
outside of Washington. As the business continues to grow and gain national recognition the
pursuit of reaching farther markets will begin. On a global level there is potential to reach
markets residing in the southwestern Canadian provinces of British Columbia, Alberta, and even
Saskatchewan.

Our target market centers on an area with vast options of purchasing fish and seafood. What the
current market does not offer is a service to deliver fresh fish to your front door. The sky is the
limit for this business venture and there is reason to believe it will gain a sustainable competitive
advantage over rivaling firms in the competitive market space. It is a novel idea that will broaden
the everyday chefs meal choice with convenience of arrival date and convenience. We believe
our services will be especially popular amongst family customers, but anybody can be a valued
customer.

Competition
The seafood industry is not a new industry by any means. Canneries have been around for the
past century. There are many competitors in the town of Cordova AK where we will be buying
our fish. In this industry, competitors not only compete while selling their end product to
consumers but they also compete on the fishing grounds for fishermens fish. Canneries try to
outbid each other by trying to pay the fishermen the highest price possible for their fish.

Fish Kings will have two categories of competitors. There are large seafood companies that buy
and process millions of pounds of salmon and other seafood every year. There are also fishermen
who sell their fish themselves to direct markets. At fish kings we hope to bridge the gap between
the two categories by selling fresh fish directly to consumers while being able to handle a lot
more volume than fishermen can.

Currently, big fish processing companies run the industry. They purchase and process very large
volumes of fish. They can handle several hundred thousand fish every single day. They sell a
large variety of products from fresh fillets to canned and smoked. To be a big time seafood
companies there are very high barriers to entry. Equipment and real estate costs alone would be
in the ten million dollar range. There are a few major fish processing companies in Cordova.
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Trident seafoods is the largest Seafood Company in Cordova. They have processing plants all
over Alaska. They have enough processing capacity to process nearly all of the fish caught on
the Copper River and Prince William Sound. Their market share is over 50%. Their strength is
that they have more tenders and can process more fish than anyone else. Fishermen dont have to
worry about trident not having the capacity to take their fish. The disadvantage to fishermen but
to the advantage of the company is that they can afford to pay fishermen the lowest price for
their fish. Many fishermen have to deliver to trident because no other canneries have the capacity
to take their fish. A major disadvantage of trident is that they are a business to business
wholesaler. They do not have an online link to purchase fresh fish.

The second largest company is Ocean Beauty Seafoods. Ocean Beautys market share is
probably around 20%. They have many of the same strengths and weaknesses as trident they just
have less market share and are not quite as big. Like trident you cannot buy fresh fish on their
website. If you call to order fresh fish you must order a 30 lb minimum.

The one other large seafood processor in Cordova is Copper River seafoods. They are a large
company that was started only about ten years ago. They have seen rapid growth since they
started out. Unlike the other major companies, Copper River does sell their product online. They
have an easy to use website where consumers can purchase salmon and other seafood.

The other category of competition fish kings has is the small sole proprietor fisherman who sells
to direct markets. A fisherman might find a dozen or so restaurants to sell to during the off
season and then ship them a set number of fresh fish every week. Only a small number of
fishermen actually do this because most of them just want to catch fish and they dont want to
worry about packaging and driving fish to the airport.

Fish kings will enter the market in the same category that direct marketing fishermen are in.
However we will use our website to find more customers. Because we will be buying fish from
fishermen we will have the advantage of being able to ship a higher quantity of fish. We will not
be limited by how many fish we catch. Another advantage is that we will be focusing all of our
efforts on the logistics rather than fishing. Our competitive advantage over the major seafood
companies is that we will be serving consumers directly. We will be cutting out the middle man
and serving consumers directly so we can sell our fish at a higher price.

Our barriers to entry will be medium. Since we are buying fish headed and gutted from
fishermen at a premium price we will not need processing equipment or processing facility. All
we need is a place to package our product to be shipped to Seattle. Since we will be paying
fishermen a higher price than any other company, fisherman will want to sell us their fish. This
will ensure that we can meet demand. However, fresh fish does not last forever and the business
will be limited to supplying a certain geographic location. This will increase risk significantly
and turns this market from low to medium risk.




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Strategic Position & Risk Assessment
Strengths
Unique service
Consumer convenience
Expertise
Simple business plan
Weaknesses
Need for large working capital
Lack of brand equity
Opportunities
Broad consumer base
Vast market accessibility
Increase in consumers health consciousness
Post-recession per capita disposable income increases
Threats
Climate change
Falling fish and seafood supplies
Supermarket style of fish and seafood sales
Health of fish and seafood (excess mercury)
Polluted fishing waters

Market risk is LOW. This is primarily due to post-recession times where it is likely that per
capita disposable income will continue to increase as well as per capita seafood consumption
(which correlate to each other). The industry is a $2.1 billion industry expecting annual growth
over the next five years. People are becoming more conscious of healthy eating habits which can
only bolster the fish retail industry.

Competitive risk is MEDIUM. There are both internal and external competitive forces driving the
industry. Internally, retailers compete based off price, product range, and product quality.
Consumers understand pricing and will choose the business selling the best quality fish for the
best price. Externally, competitors face difficulty competing with supermarkets and grocery
stores. Their ability to supply consumers with fresh and frozen fish hurts other retailers in the
industry. These threats create a medium competitive risk because there are many places to buy
fresh fish in stores. However, the novel idea of incorporating e-commerce will certainly create a
new market place.

Technology risk is LOW. Use of technology is essential in the industry, but there is hardly any
technological change. With the many options to outsource IT functions and support, there is not
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even a need for an IT department within Fish Kings, Inc. There should be a CIO and CTO, but
that is about all that is needed. Technologies that would be needed include point-of-sale (POS)
equipment and bar code scanning. There is little to no competitive advantages revolving
technologies in the industry.

Product risk is HIGH. Although it may seem as if fish and seafood are an abundant source of
food, the real supply of fish and seafood has been on the decline. This may be due to climate
change, overfishing, or polluted waters. There are fluctuations in temperatures of bodies of water
and changes to ocean currents that can affect marine life because of the constant climate change.
Also, more and more marine life is being exposed to pollutants such as oil, garbage, and even
nuclear waste. Recently there was a massive nuclear spill in Japan that is headed toward the west
coast of the United States and it is estimated to affect a large demographic of fish and sea
creatures.

Execution risk LOW. There is no fishing or gutting the fish involved in our business plan. Our
product will be bought directly from fisherman, who will have cleaned the fish, and flown to the
Seattle headquarters where it will be processed through information systems and then distributed
to the customer. It is a simple procedure with little risk of error.

Capitalization risk is MODERATE. Due to a medium competition risk and low market risk, it
may be hard to even enter the market. If successfully entered there is no guarantee for growth or
profit either. With the business model we have proposed we believe our idea to be novel and to
carry with it a sustainable competitive advantage over competition. We also believe this service
market to be nearly untouched as it is not every day you hear of a retailer of fish and seafood
distributing directly to households. There will be room for growth and profitability.

Although the industry is borderline unattractive, it is attractive for our firm because of the novel
idea behind the business plan. We believe Fish Kings, Inc. will flourish in the Pacific Northwest.

Marketing Plan & Sales Strategy
At Fish Kings we are going to use an aggressive marketing strategy in an attempt to create brand
recognition quickly. The first area that we want to begin advertising is on the web. Viral
marketing is an area where companies must be advertising these days. Our advertisements will
show up on Google searches, fishing websites and more. Next to get our name out to as many
people as possible Fish Kings will send special introductory offers to potential customers
through emails. Many people who open these emails will be inclined to check out our website
and try out our product because they are being offered a $25 coupon or another similar offer.
Another area of the web that we cannot ignore is social media. Advertising with Facebook and
Twitter is widely used with successful companies. We can develop a following on these websites
which can help us reach out to consumers directly to offer deals and find out what consumers
like and dislike. In addition to using the web we would like to have billboards around the city of
Seattle where we are based. Great areas for us to use this type of advertising are the two
professional sports stadiums. The entire sports world knows that Seattle has an extremely
passionate and loyal fan base and this is something that we will take advantage of. Advertising at
Century Link and Safeco field can help get our brand out to tens of thousands of people who are
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attending Seahawk, Mariner, Sounders, and other exhibition games. Fish Kings has a very
distinct logo that we hope to have customers recognize us from.

Our commercials, advertisements, and products will always contain our logo so that we are able
to create the brand recognition necessary to continue to expand and improve our business. When
customers are driven to check out our website they will be able to read the reviews from
customers that will inevitably talk about how fast that customers received their goods. We want
to convey a few main points about our product. Of course the most important thing for us is
providing our customers with a quality product. If you do not have a god quality product then it
will be impossible to be successful. Fish Kings also wants to deliver customers the freshest fish
possible. Many companies freeze their fish which is something that Fish Kings never will do and
we want our customers to know this. Freezing will compromise the freshness of our products so
we make sure to convey in our advertisements that our products are never frozen so that we
remain fresher than our competitors. Speed is essential for this to happen so we will also be
advertising our fast delivery service so that customers are aware of our commitment to get them
the fish that they want in a timely fashion so that there is the least amount of time between when
we catch the fish and when it is dropped off at their doorstep. When they continue to receive
their orders in a timely fashion the customers idea of our delivery speed is reinforced.

Operations
Our operations will be based out of Cordova AK with a distribution and packaging facility in
Seattle WA. For our Cordova facility we will need a boat with ample room for storing fish and
packaging our product. On fishing days we will anchor the boat just outside of the Cordova
harbor. There we will collect fish from fishermen on their way back from the fishing grounds.
We will weigh the fish and cut the fishermen a check for the fish they deliver. The fish will then
be stored in the boats refrigerated fish hold until packaging. While we are buying fish an
employee will be rinsing and packaging the whole headed and gutted salmon into 50 or 100 lb
wet lock boxes. We will need two people to oversee the purchasing of fish and one person
packaging fish. Once all the fish have been delivered the other two can begin packaging fish as
well.

As soon and the fish is packaged and ready to ship the captain will drive the boat to the dock and
begin unloading the boxes with a crane. The boxes will be loaded into a truck. An economical
medium sized pickup truck will work well for the job. Once loaded, the truck will drive about 20
minutes to the airport. The fish will be shipped to Seattle via Alaska Airlines priority air freight.
Another truck will be waiting at the airport in Seattle to pick up the fish. The fish will then be
trucked to our distribution center where the whole salmon will be repackaged into amounts the
customer has ordered. Cold Gel packs will be placed in the boxes and then the boxes will be
overnight shipped via FEDEX to the customers door step.

In all we will need a boat for purchasing and packaging fish. Two pickup trucks, one in Cordova
and one in Seattle for delivery and pickup to and from the airports. A small repackaging center in
Seattle. The repackaging center is necessary because Fed Ex does not fly into Cordova and air
freight must be picked up from the airport.

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Someone in the Seattle distribution center will need to be in charge of the website. This person
will monitor orders and let the Cordova branch know how many pounds of fish we need to buy.
We will need a total of three people working in Cordova and two or three more working in the
Seattle distribution center.

Our competitive advantage is that we will get the fish from the fishing boats to consumers in the
shortest amount of time. Since we cut out the middle man and deliver right to peoples front
doors the food does not sit idle at any point of the process. It is always on the move. Fish people
buy at the stores could have been sitting there for two or three days before being purchased.

Technology Plan
Fish Kings will have technology implemented in many ways in order to keep track of inventory,
customer records, distribution and our online ordering system. Our technology needs will have a
mix of software that is created, maintained and over sought by an IT service firm or a
commercial off the shelf application. Our hardware will be purchased from various vendors who
specialize in the particular hardware need.

Our first technology implementation is intended for inventory use. We need a system that can
keep track of the type and quantity of fish in our possession. This system will use a database and
needs to be developed to handle large inputs of data in an ordered fashion. The software will be
purchased will include software, any necessary hardware, on-site training, and 12 months
maintenance. Each batch of fish shall be given a barcode tag, which is scanned and uploaded into
the system. This tag will include the number of fish, weight, type, and from which vessel it was
caught.

Fish Kings also has software for its distribution system. This system will be integrated with the
inventory system and in order to tap into our inventory database to edit as we distribute. The
distribution technology will be bought from the same company and may be tailored slightly to
access our inventory as well. Working with the same organization will help decrease errors and
keep a consistent bearing. This system will use hardware provided by the organization and also
tablets and computers given to our distribution team and warehouses.

The online ordering system is the heart of our business. It is the front and sole view of our
organization to the consumer. From here they can access product information and in turn order
freshly never frozen salmon from our Alaskan operation. The site will display other key features
such as contact info, season stats, pictures, our mission, and explain why Fish Kings is so unique.
A customer can choose the fish type and quantity and add to shopping cart. They can then enter
their information and destination. This purchase order is logged, information sent to our
inventory and distribution systems and in turn overseen by our managing staff to advise our
business.

Customer records will be recorded into a database linked to the purchase orders from the
website. This database will be created in-house by our few IT professionals. A logical and
physical design consisting of relations and primary and foreign keys will be established. This
will create the simple and easy to navigate customer records.

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These technology implementations are key to the success of our business. The interconnecting
systems purchased through one company will keep the system consistent and smooth. These
technologies will advance Fish Kings to the top of the market and provides an advantage
amongst others.

Management & Organization
Patrick McEldowney (CMO) Chief Marketing Officer
Patrick is a senior currently obtaining a degree in Management Information Systems at
Washington State University. He has an extensive background and experience in retail and the
grocery business. He hopes to obtain a career in the technology business market this coming
winter at the semi-annual career fair.

Ryan McDonald (CIO) Chief Information Officer
Ryan is currently at Washington State University in a pursuit of a Management Information
Systems degree. He hopes to find a job as a Systems Analyst out of college with a large firm that
will be able to utilize his skill set and tailor him into asset of their team. He has several
interviews setup with various organizations and plan to follow through with a firm in the next
couple months a firm believer in planning ahead, he hopes to know his career path months before
his graduation in May 2014.

Willie Jensen (CEO) Chief Executive Officer
Willie is an aspiring entrepreneur currently getting his degree for such at Washington State
University. He has been commercial fishing in Alaska for the past seven years out of the town of
Cordova, where Fish Kings field branch is going to be located. He has been a captain of his own
gillnetter the past three seasons. Gillnetters are who we will buy our fish from. He recently
purchased his own boat in which we at Fish Kings hope to use. His plan is to start up Fish Kings
and meanwhile hopefully attend Law School.

(CFO) Chief Financial Officer
Ryan E. is an undergraduate at WSU in process of getting a double major business degree in
Finance and MIS. Once graduation in May 2014, he hopes to work in the finance area of a
business located out of Seattle, which Fish Kings would be. After gaining experience in the
financial field he aspires to use his familys professional medical background and tie it with his
financial knowledge.

(CTO) Chief Technology Officer
Ryan Hagerman
Ryan H. is graduating in May 2014 with a degree in Management Information Systems. He
previously worked with a cloud hosting firm by the name of FireHost, Inc. down in Dallas, TX
as an intern. The summer before that internship he worked as a Maintenance Manager for WSU
Maintenance and led a crew of six people aged 19-51 years. After graduation he is moving to
Seattle with aspirations of working in a Business Intelligence environment.

(COO) Chief Operational Officer
Wyatt Wisenbaker
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Wyatt is currently an undergraduate senior at WSU earning a degree in Management Information
Systems. He has been gaining an extensive background knowledge of coding languages and
business operations at WSU. He hopes to use is business knowledge along with comprehension
of information systems to gain a career in database management or systems analysis. After
graduation in May 2014 he plans to use his degree and skills in the United States Navy and serve
his country with those skills and gain beneficial experience while becoming a veteran.

Community Involvement & Social Responsibility
Fish Kings Inc. is a firm believer in community involvement since all of the founders were
involved in their community through fraternal experiences at Washington State University. All
of us founders spent hours on hours giving back in college through labor or time, but now that
we have a source to income we are devoted to sharing our success with the men and women that
as well have helped their communities as well.

We have created two scholarships, the Selfless Act Scholarship and the Entrepreneurial
Visionary Scholarship. The Selfless Act Scholarship is a scholarship of $10,000 to an
outstanding member of their college community in Universities in the states of Alaska,
Washington, and Oregon. The president of each university sends their most involved students
profile along with an essay of what giving back means to them to us and we select whom is the
person whom deserves the scholarship.

The next scholarship, the Entrepreneurial Visionary Scholarship will be awarded to the group of
students whom win the annual WSU business plan competition. The scholarship is $4,000 per
person in the group, max of 5 group members. Along with that, after interviews two of the five
group members will be selected to join us at Fish Kings INC for our internship program. They
must be in pursuit of a business school degree at WSU. They will assist us with an array of
subjects from accounting, information systems and interfaces, to operational management. This
is a great way to get our small business name in the mouths and minds of future employees. As
well as build our company network while giving opportunity to students from our prior
community. GO COUGS!

In order to obtain the money for these annual scholarships, we will have a separate account in
which deposit a percentage of quarterly profits until each scholarship account is fulfilled. This
will not be into effect for the first year or so of business due to start up and first year operational
costs. It will begin once Fish Kings Inc. has generated its first real revenue and continue on from
that point.

Development, Milestones, & Exit Plan
Our goal in the next three to five years is to be very recognized around Seattle as a great fish
company. We would like to have a good sized share of the market taking customers all around
the Seattle area. This is a time when we will consider expanding the business that we have. IT
will be an area that we will constantly need to keep going because a large portion of our business
is done online. Areas like accounting/finance, sales, and advertising will also have to be
increased to keep up with a higher volume of products being sold. As we get more restaurants
and grocery stores to carry our products we can expand to providing to these institutions in
different states.
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One of our greatest risks is a bad season. Any given year could be a bad year for fishing much
like some harvests arent as good as others for farmers. This is something that Fish Kings will
monitor by forecasting how the fishing season will be however sometimes we will come across
problems. We can avoid this happening by having experienced fishermen who know how to deal
with these issues and find ways to get around them like fishing in new places.
After 3-5 years Fish Kings will have gained a large share of fish market in Seattle. By this time
all of the other big companies will be very familiar with us and our success. Most likely they will
want to work with us so as to expand their own company. A company like Seattle Fish Company
try will pay us a large amount to buy our company or to become partners with us.

Financials
Income & Expense Statement
31-Dec-13 31-Dec-14 31-Dec-15
INCOME



Sales Revenue 300,000 400,000 550,000
NET REVENUE 300,000 400,000 550,000
Sales Costs 50,000 75,000 100,000
GROSS MARGIN 250,000 325,000 450,000
EXPENSES



General and Adminstration



Salaries and Wages 150,000 150,000 200,000
Payroll Taxes 7,500 7,500 10,000
Rent and Lease Expenses 20,000 20,000 30,000
Utilities 3,000 4,000 6,000
Insurance 5,000 5,000 9,000
Web Site Hosting 2,000 2,000 3,000
Accounting and Legal 1,000 2,000 6,000
Total Sales, General, and
Adminstration 188,500 190,500 264,000
Building and Equipment



Processing Facility 500,000



Boats 50,000



Fishing Equipment 2,000 2,000 2,000
Depreciation 10,000 200 200
Total Buildings and Equipment 562,000 2,200 2,200
Other Expenses



Debt Reduction 50,000 50,000 50,000
Divident Distribution to Owners 10,000
Total Other Expenses 50,000 50,000 60,000
TOTAL OPERATING EXPENSES 800,500 242,700 326,200
Operating Profit -550,500 82,300 123,800
Less: Interest Expense 12,000 12,000 12,000
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Profit Before Taxes -562,500 70,300 111,800
Less: Corporate Taxes 10,000
NET PROFIT -562,500 70,300 101,800






Cash Flow Statement




INFLOW 31-Dec-13 31-Dec-14 31-Dec-15
Gross Receipts on Sales 350,000 450,000 625,000
Dividend and Interest Income

20,000 25,000
TOTAL FUNDS IN 350,000 470,000 650,000




OUTFLOW



Selling Costs 50,000 75,000 100,000
General and Administration 188,500 190,500 264,000
Buildings and Equipment 562,000 2,200 2,200
Dividend Expenses


10,000
Other Expenses 50,000 50,000 50,000
Interest Expense 12,000 12,000 12,000
Corporate Taxes 10,000
TOTAL FUNDS OUT 862,500 329,700 448,200




Net Cash Flow -512,500 140,300 201,800
Plus: Beginning Cash Balance 700,000 187,500 327,800
Ending Cash Balance 187,500 327,800 529,600



Balance Sheet
31-Dec-13 31-Dec-14 31-Dec-15
ASSETS



Current Assets



Cash 187,500 327,800 529,600
Short-Term Investments

20,000 40,000
Accounts Recievable 1,000 250,000 350,000
Prepaid Expenses 2,000 3,000 5,000
Total Current Assets 190,500 600,800 924,600
Fixed Assets



Land



Buildings 500,000 500,000 500,000
Equipment and Machinery 50,000 50,000 50,000
Less: Accumulated Depreciation 10,000 14,000 16,000
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Total Net Fixed Assets 610,000 564,000 566,000




TOTAL ASSETS 800,500 1,164,800 1,490,600




LIABILITIES AND OWNERS EQUITY



Current Liabilities



Accounts Payable 1,000 30,000 40,000
Short-term Notes Payable 15,000 15,000 17,000
Accrued Expenses Payable 15,000 10,000 10,000
Total Current Liabilities 31,000 55,000 67,000
Long-Term Liabilities



Long-Term Notes Payable 100,000 80,000 60,000
Mortgage Payable 10,000 10,000 10,000
Total Long-Term Liabilities 110,000 90,000 70,000
Total Liabilities 141,000 145,000 137,000




Owner's Equity



Invested Capital 10,000 10,000 10,000
Accumulated Retained Earnings 187,500 327,800 529,600
Total Owner's Equity 197,500 337,800 539,600




TOTAL LIABILITIES & OWNERS
EQUITY 338,500 482,800 676,600




















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Appendix
The following section contains documents relevant to Fish Kings, Inc.

Resumes
Patrick McEldowney

Phone: 425-785-7923 14730 447
th
Ave SE
Email: patrick_mceldowney@hotmail.com North Bend, WA 98045

OBJECTIVE
A full-time position in the Management Information Systems field.

EDUCATION:
Bachelor of Arts in Management Information Systems May 2014
Washington State University, Pullman, Washington

Study Abroad Business in Spain internship/coursework
Universitat Politecnica de Valencia, Valencia, Spain
Summer 2013

EXPERIENCE:
Checker/Helper Clerk, North Bend Store 9/2009 - present
Quality Food Center North Bend, WA
Cashier, bag groceries, operate self-checkout, complete till audits
Stock shelves, interact with hundreds of customers, be knowledgeable about store
Keep store clean, help customers find items, be courteous to customers

Intern, Universitat Politecnica de Valencia 5/2013 6/2013
Fundacin Globalidad y Microeconoma Valencia, Spain
Completed five week internship program at Universitat Politecnica de Valencia
Researched entrepreneurship education, courses, and competitions from Universities
around the world.
Completed html coding tutorials with supervisor

ORGANIZATIONS:
Member, Sigma Alpha Epsilon fraternity
August 2010 present
Volunteered over 40 hours of community service
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Intramural chairman, social committee member, & assisted with and participated with
philanthropy events

REFERENCES:
References are available upon request.
Ryan Ellingsen
6432 S. Helena St.
(509) 939-6468
Spokane, WA 99223
ryan.ellingsen@email.wsu.edu
Education
Bachelor of Arts in Business Administration,
Expected December 2013
Finance & Management Information Systems Double Major
Washington State University, Pullman, WA Business GPA 3.53

Study Abroad- Internship & International Business Credit
Summer 2013 Universidad Politecnica de Valencia, Valencia, Spain

Technical Proficiencies: Microsoft Office- Excel, Word, PowerPoint, Project; Microsoft SQL
Server; Microsoft Visual Studio, Morningstar Direct

Experience
American Space Valencia Intern
May 2013- July 2013
Universidad Politecnica de Valencia
Worked in a small team for a US Embassy funded company in Valencia, Spain
Researched American culture to educate Spaniard students at a local University
on American customs and history
Hosted charity fundraising events that involved Spanish communication

P a g e | 18

Cougar Investment Fund Analyst
August 2012- December 2012 Washington State University
Recommended stocks to the University Senior Investment Manager concerning
a $1,500,000 investment portfolio
Analyzed industry sectors within the S&P 500 to determine profitable stocks
Provided individual reports to portfolio manager on analysis of specific stocks and
industries

Student Assistant
May 2011-August 2011
Spokane Eye Surgery Center
Followed accurate and detailed instructions on various hospitality related tasks
in post-surgery patient care
Prepared patients for surgery by transporting and recording vital signs for
surgeons use
Sterilized surgery rooms and fulfilled laundry services for entire surgery floor

Student Assistant
June 2008-September 2009
Northwest Orthopaedic Specialists
Restocked surgery-related medical equipment for surgery use
Carried out basic office related tasks such as filing, scanning, laminating, and faxing

Leadership & Honors
Sigma Alpha Epsilon Fraternity
August 2010-Present
Washington State University
Held communication-oriented positions such as Programming Chairman
Served on the judicial board, social committee, and assisted with philanthropy events
Volunteered over 50 hours through SAE Community Clean Up & Humane
Society of the Palouse

WSU Presidents Honor Roll
Spring 2012, Spring 2013



P a g e | 19





Wyatt Wisenbaker
(253)-797-6675
700 N.E. Campus St w.wisenbaker@email.wsu.edu
Pullman, WA 99163


Objective:
To obtain a summer internship/job that utilizes my skills and knowledge in Management
Information Systems for a company in which I can acquire promising opportunities for a lifelong career.

Education:
WASHINGTON STATE UNIVERSITY, Pullman WA Graduation: May
2014
Bachelor of Arts in Business Administration, Management Information Systems
3.38 Cumulative GPA
Additional studies in Computer Science and Programming

Skills:
Brief in class work with SAP and the different business processes it controls.
Accomplished in Microsoft Word, PowerPoint, Excel, Project, and Visio.
Use of Microsoft SQL Server and Visual Studio to create and browse through databases,
websites, and console applications. Hands on use of VB.Net and C/C+ computing
languages.
Very organized and task orientated individual who can problem solve efficiently.
Extensive work with leadership and project management through work experience,
fraternity life, and volunteer work.
Determined employee with a relentless spirit to get tasks done and continuously learn and
become more efficient.

Experience:
Washington State University- Carpenter ~ Summer 2013 Pullman, WA
Duties: Not limited to; Demolition on the siding and trim work of university apartments,
assembling and dissembling scaffolding, using measurements to create a level line around
the buildings for the new vinyl siding, use of power tools and saws on and off
scaffolding, putting on new siding and fixtures, all while following state safety
regulations and use of leadership skills to help run the crew when the lead was not
around.
Kappa Delta House Boy ~ 2012 2013 Pullman, WA
Duties: Not limited to; Prep cooking for the house chef, maintaining inventory levels of
all foods and cleaning supplies, preparing meals for the house and cleaning up afterward
along with doing all dishes.

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Just Sports Store Manager ~ 2009 2011 Federal Way, WA
Duties: Not limited to; Lead a team of employees to meet sales goals and provide a
customer friendly experience. Organize and plan daily goals and projects along with
creating appropriate schedules. The use of information systems to communicate with
suppliers, customers, and superiors. Take verbal orders and communicate them with
employees to get the job done efficiently.

Activities:
DELTA TAU DELTA FRATERNITY EPSILON GAMMA Pullman, WA
Academic Advisement Chair ~ 2012
Advising and guide fellow members of Delta Tau Delta to academic excellence by
showing the most efficient ways to build and maintain positive study habits and routines.
Keeping the house GPA above a 2.8, and striving to be above a 3.0.

Risk Management Committee Head ~ 2013
Ensuring that national, local, and university rules and regulations along with the Fraternal
Bi-Laws are being upheld and enforced upon the members of Delta Tau Delta.








P a g e | 21

ryan.l.hagerman@gmail.com 425-802-6081
http://www.linkedin.com/pub/ryan-hagerman/70/738/85b




Ryan Hagerman

_______________________________________________________________________________________________________________________________________________





PROFILE
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
I will be graduating in May 2014 with a Management Information Systems degree and am
seeking a contributing role in a firm that will allow me to utilize my enthusiasm and intuition.
Passion is what separates me from the rest and I would love an opportunity that will allow me to
excel both professionally and personally.

EDUCATION
_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________________________________________________
B.A. Management Information Systems
Expected May 2014
Washington State University // Pullman, WA

TECHNICAL PROFICIENCY
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
MS SQL Server, MS Visual Studio in vb.NET, MS Project, MS Office
Other: AppInventor for Android, Wordpress, Adobe Illustrator, Salesforce.com
Platforms: PC, MAC, and Mobile

EXPERIENCE
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
INTERN May 2013
July 2013
FireHost, Inc. // Dallas, TX
Monitoring System maintenance and migration to a new monitoring system for customer
servers
Marketing research and analysis of contact records for SMB, Partner, and Enterprise sales
teams
HR management tasks, including the creation of a dynamic employee benefits document
for 2013
P a g e | 22

Planning and organizing a training program for new support engineers
BARISTA/ESPRESSO DELIVERY August 2012 -
Current
Washington State University Dining Services // Pullman, WA
Serve customers and make espresso drinks and sandwiches in a quick paced environment
Manage the cash register, take inventory, and order supplies
Deliver supplies to five espresso carts and assist employees and management
MAINTENANCE MANAGER May 2012
August 2012
Washington State University Maintenance Department // Pullman, WA
Managed a team of seven employees aged 19-50
Restored and performed maintenance on university buildings including painting,
carpentry, and other tasks in a quick paced, continuously changing environment
Required strong organizational skills to properly allocate resources on hand to several
projects simultaneously
















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William Jensen
Willie.Jensen@email.wsu.edu
(425) 736-2795
Current address
Permanent address
917 NE C st apt b 717 Riverside Dr.
Pullman WA North Bend WA

EDUCATION

Washington State University
BA entrepreneurship anticipated December 2014
GPA: 3.3

EXPIERIENCE

Commercial fishing

Commercial fishing Boat owner
2013

Self-employed Captain Summer, 2011,
2012, 2013
In charge of all navigation and fishing operations.
Delegating crew duties and personnel. Crew ranged from 1-2 deckhands.
Trained new deckhands. One deckhand became a captain himself.
Maintained communication and relations with processing companies.
Responsible for maintaining a high quality product.
Top five highest grossing fishing boat in the Ocean Beauty fishing fleet all three seasons.
A fleet of over one hundred boats.

Deckhand Summer 2007,
2008, 2009, 2010
Responsible for maintaining equipment and fishing gear
P a g e | 24

Responsible for all cooking and purchasing food.
Assisted captain in all fishing operations.
Lived in tight quarters with a crew of 3-4
Worked on the highest grossing boat in the Ocean Beauty fishing fleet in 2009 and 2010.

LEADERSHIP/EXTRACERICULAR ACTIVITIES
Washington State University club soccer player, 2011-present. Vice president 2013
Sigma Alpha Epsilon, fraternity member. Served on the executive boat for three
semesters 2012, 2013
Mount Si high school soccer player, team Captain, 2010