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Wholesale Juice Business Plan
Wholesale Juice Business Plan
0 Executive Summary
Josh Juice has been a successful product brand in the city of Richmond for three years.
The company's natural, 100% fruit juices has grown in sales by 15% each year and is
now available in over 100 store outlets in the greater Richmond area. Josh Juice will
gross $580,000 in sales this year. This was generated from a initial investment of
$180,000.
Josh Juice is planning to expand its operation to include distribution to stores within
the entire state. Owner funding and internally generated cash flow will enable most
the expansion plan. The company will also secure a $100,000 short-term loan. Sales
projections for the next three years are based on current sales success with the target
customer base in Richmond. Initial contacts have been completed with retail outlets
throughout the state and the potential target markets have been identified.
This plan will result in sales revenues growing to $1.2 million by Year 2.
1.1 Objectives
1.2 Mission
● Quality: Our fruit juices are the highest quality, most nutritious food
products...because we will accept nothing less.
● Innovative: Our products have always been in the forefront of the health and
nutrition wave. Innovative products, state of the art manufacturing, quality
assurance and industry expertise are the bases for our past and future successes.
● Integrity: Our customers depend on the quality of our juice products. Our
commitment to the highest standard is the foundation of our customer's trust in
Josh Juice. Delivering freshly made juice to consumers depends on extensive
cooperation and mutual reliance between supplier and retailer. We stand behind our
product, our service and our word.
Chart: Highlights
Josh Juice has built a reputation on offering the most delicious, nutritious, 100%
natural juices with no artificial flavors, colors or preservatives.
Josh Juice had its humble beginnings in the kitchen of Tama Gardner. It was in her
kitchen that she and William Harris first created the fruit drinks that would soon
become the basis for Josh Juice.
Initially, the fruit drinks were sold at Richmond's weekend craft fair. They proved to be
so popular that the partnership pooled their resources and began Josh Juice. Over the
next three years, Josh Juice's drinks, shakes, and smoothies have become one of the
city's most visible signs of a healthy life style.
Josh Juice's operations have expanded dramatically over the past three years.
Currently, the company has a staff of ten in production, delivery, and sales.
The following table and chart illustrate the rapid sales success of Josh Juice.
Table: Past Performance
Past Performance
1999 2000 2001
Sales $450,000 $520,000 $580,000
Gross Margin $120,000 $143,000 $160,000
Gross Margin % 26.67% 27.50% 27.59%
Operating Expenses $200,000 $240,000 $280,000
Collection Period (days) 0 0 76
Inventory Turnover 15.00 15.00 15.00
Balance Sheet
1999 2000 2001
Current Assets
Cash $20,000 $30,000 $40,000
Accounts Receivable $49,000 $58,000 $80,000
Inventory $10,000 $10,000 $10,000
Other Current Assets $5,000 $5,000 $5,000
Total Current Assets $84,000 $103,000 $135,000
Long-term Assets
Long-term Assets $70,000 $50,000 $50,000
Accumulated Depreciation $4,000 $8,000 $12,000
Total Long-term Assets $66,000 $42,000 $38,000
Current Liabilities
Accounts Payable $30,000 $20,000 $20,000
Current Borrowing $0 $0 $0
Other Current Liabilities (interest free) $0 $0 $0
Total Current Liabilities $30,000 $20,000 $20,000
Other Inputs
Payment Days 0 0 12
Sales on Credit $0 $0 $330,000
Receivables Turnover 0.00 0.00 4.13
Chart: Past Performance
3.0 Products
● Smoothies;
Josh Juice has identified seven metro locations within the state where we can reach
our target customers:
● Montclair;
● Riley;
● Ashford;
● Tracy;
● Wilmington;
● Langsford;
● Willard.
Market Analysis
2002 2003 2004 2005 2006
Potential Growth CAGR
Customers
Montclair 10% 60,000 66,000 72,600 79,860 87,846 10.00%
Riley 10% 75,000 82,500 90,750 99,825 109,808 10.00%
Ashford 10% 85,000 93,500 102,850 113,135 124,449 10.00%
Tracy 10% 75,000 82,500 90,750 99,825 109,808 10.00%
Wilmington 10% 62,000 68,200 75,020 82,522 90,774 10.00%
Langsford 10% 90,000 99,000 108,900 119,790 131,769 10.00%
Willard 10% 48,000 52,800 58,080 63,888 70,277 10.00%
Total 10.00% 495,000 544,500 598,950 658,845 724,731 10.00%
Chart: Market Analysis (Pie)
The strategy of Josh Juice is to focus on our niche market which is health/natural food
stores that serve the young active professional.
Josh Juice will introduce its products at 20% off regular price during the first month. In
addition, Josh Juice will co-sponsor local athletic charitable events to raise the visibility
of the brand name.
The sales strategy is to build customer loyalty in the new markets. Josh Juice will
increase its sales force to focus on the new markets.
The following table and charts shows the rapid ramp-up of sales during the first twelve
months of operation.
Sales Forecast
2002 2003 2004
Sales
Products $1,020,000 $1,200,000 $1,300,000
Other $0 $0 $0
Total Sales $1,020,000 $1,200,000 $1,300,000
Co-owners, Tama Gardner and William Harris, currently manage the daily operation of
Josh Juice. Tama and William have fifteen years of experience working in natural food
stores. Tama is responsible for production and distribution. William is the Sales
Manager for Josh Juice.
Tama Gardner was one of the founding members of the Mason Peak Natural Grocery,
4th and Tyler. The grocery was established in 1992 by the non-profit NEDCO, the
Neighborhood Economic Development Corporation, and a number of concerned
neighbors who wished to save the historic Mason Peak Market from destruction. Tama
started as a cashier and advanced to the position of Store Manager in 1996. The
grocery has grown into a community fixture under her management.
William Harris ran the University's now defunct Natural Food Collective for three years
before the program was defunded. The small on-campus store provided natural food
products to student customers. Sales increased by 20% each year under his
leadership. Unfortunately, the state budget shortfall impacted the continued funding of
the program. Prior to this position, William worked as Buyer for Sunburst Natural
Foods for four years.
The following table shows the project personnel plan for Josh Juice.
Table: Personnel
Personnel Plan
2002 2003 2004
Tama Gardner $36,000 $40,000 $44,000
William Harris $36,000 $40,000 $44,000
Production Staff $120,000 $130,000 $140,000
Distribution Staff $120,000 $130,000 $140,000
Sales Staff $72,000 $76,000 $80,000
Total People 13 13 13
Break-even Analysis
Assumptions:
Average Percent Variable Cost 27%
Estimated Monthly Fixed Cost $48,400
7.2 Projected Profit and Loss
The following table and charts are the projected profit and loss for three years.
Expenses
Payroll $384,000 $416,000 $448,000
Sales and Marketing and Other $72,000 $132,000 $132,000
Expenses
Depreciation $9,600 $9,600 $9,600
Leased Equipment $0 $0 $0
Utilities $12,000 $12,000 $12,000
Insurance $9,600 $9,600 $9,600
Rent $36,000 $36,000 $36,000
Payroll Taxes $57,600 $62,400 $67,200
Other $0 $0 $0
The following table and chart are the projected cash flow for three years.
The following table is the projected balance sheet for three years.
Current Assets
Cash $182,717 $281,383 $401,684
Accounts Receivable $147,500 $173,529 $187,990
Inventory $33,000 $31,688 $38,323
Other Current Assets $29,000 $59,000 $99,000
Total Current Assets $392,217 $545,600 $726,997
Long-term Assets
Long-term Assets $74,000 $104,000 $134,000
Accumulated Depreciation $21,600 $31,200 $40,800
Total Long-term Assets $52,400 $72,800 $93,200
Total Assets $444,617 $618,400 $820,197
Current Liabilities
Accounts Payable $51,123 $52,110 $57,621
Current Borrowing $80,171 $60,179 $40,187
Other Current Liabilities $36,000 $72,000 $108,000
Subtotal Current Liabilities $167,294 $184,289 $205,808
Table: Ratios
Ratio Analysis
2002 2003 2004 Industry
Profile
Sales Growth 75.86% 17.65% 8.33% 4.60%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 72.75% 74.17% 72.31% 44.10%
Selling, General & Administrative 62.32% 62.58% 60.92% 26.70%
Expenses
Advertising Expenses 5.88% 10.00% 9.23% 0.70%
Profit Before Interest and Taxes 15.80% 17.70% 17.35% 0.80%
Main Ratios
Current 2.34 2.96 3.53 1.69
Quick 2.15 2.79 3.35 1.01
Total Debt to Total Assets 50.67% 42.04% 38.26% 55.20%
Pre-tax Return on Net Worth 69.25% 55.44% 41.75% 3.60%
Pre-tax Return on Assets 34.16% 32.13% 25.77% 8.00%
Activity Ratios
Accounts Receivable Turnover 5.19 5.19 5.19 n.a
Collection Days 59 65 68 n.a
Inventory Turnover 10.91 9.58 10.28 n.a
Accounts Payable Turnover 10.62 12.17 12.17 n.a
Payment Days 28 30 29 n.a
Total Asset Turnover 2.29 1.94 1.58 n.a
Debt Ratios
Debt to Net Worth 1.03 0.73 0.62 n.a
Current Liab. to Liab. 0.74 0.71 0.66 n.a
Liquidity Ratios
Net Working Capital $224,923 $361,311 $521,189 n.a
Interest Coverage 17.31 15.50 15.88 n.a
Additional Ratios
Assets to Sales 0.44 0.52 0.63 n.a
Current Debt/Total Assets 38% 30% 25% n.a
Acid Test 1.27 1.85 2.43 n.a
Sales/Net Worth 4.65 3.35 2.57 n.a
Dividend Payout 0.00 0.00 0.00 n.a
Appendix
Sales Forecast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales
Products 0% $60,000 $60,000 $70,000 $80,000 $80,000 $90,000 $90,000 $90,000 $100,00 $100,00 $100,00 $100,00
0 0 0 0
Other 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Sales $60,000 $60,000 $70,000 $80,000 $80,000 $90,000 $90,000 $90,000 $100,00 $100,00 $100,00 $100,00
0 0 0 0
Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Products $13,000 $13,000 $17,000 $20,000 $20,000 $25,000 $25,000 $25,000 $30,000 $30,000 $30,000 $30,000
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Direct Cost of $13,000 $13,000 $17,000 $20,000 $20,000 $25,000 $25,000 $25,000 $30,000 $30,000 $30,000 $30,000
Sales
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Appendix
Table: Personnel
Personnel Plan
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Tama Gardner 0% $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
William Harris 0% $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
Production Staff 0% $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Distribution Staff 0% $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Sales Staff 0% $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000
Total People 13 13 13 13 13 13 13 13 13 13 13 13
Total Payroll $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000
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Appendix
General
Assumptions
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Plan Month 1 2 3 4 5 6 7 8 9 10 11 12
Current Interest 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Rate
Long-term Interest 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Rate
Tax Rate 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%
Other 0 0 0 0 0 0 0 0 0 0 0 0
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Appendix
Gross Margin $47,000 $47,000 $53,000 $60,000 $60,000 $65,000 $65,000 $65,000 $70,000 $70,000 $70,000 $70,000
Gross Margin % 78.33% 78.33% 75.71% 75.00% 75.00% 72.22% 72.22% 72.22% 70.00% 70.00% 70.00% 70.00%
Expenses
Payroll $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000
Sales and Marketing $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000
and Other Expenses
Depreciation $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800
Leased Equipment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Utilities $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Insurance $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800 $800
Rent $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000
Payroll Taxes 15% $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800 $4,800
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Operating $48,400 $48,400 $48,400 $48,400 $48,400 $48,400 $48,400 $48,400 $48,400 $48,400 $48,400 $48,400
Expenses
Profit Before Interest ($1,400) ($1,400) $4,600 $11,600 $11,600 $16,600 $16,600 $16,600 $21,600 $21,600 $21,600 $21,600
and Taxes
EBITDA ($600) ($600) $5,400 $12,400 $12,400 $17,400 $17,400 $17,400 $22,400 $22,400 $22,400 $22,400
Interest Expense $401 $469 $538 $606 $674 $742 $810 $878 $946 $1,014 $1,082 $1,151
Taxes Incurred ($540) ($561) $1,219 $3,298 $3,278 $4,757 $4,737 $4,717 $6,196 $6,176 $6,155 $6,135
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Appendix
Net Profit ($1,261) ($1,309) $2,844 $7,696 $7,648 $11,101 $11,053 $11,006 $14,458 $14,410 $14,363 $14,314
Net Profit/Sales -2.10% -2.18% 4.06% 9.62% 9.56% 12.33% 12.28% 12.23% 14.46% 14.41% 14.36% 14.31%
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Appendix
Expenditures Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Expenditures from
Operations
Cash Spending $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000 $32,000
Bill Payments $21,092 $32,619 $28,850 $38,891 $42,695 $39,953 $51,417 $46,148 $46,596 $58,060 $52,791 $52,839
Subtotal Spent on $53,092 $64,619 $60,850 $70,891 $74,695 $71,953 $83,417 $78,148 $78,596 $90,060 $84,791 $84,839
Operations
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Appendix
Net Cash Flow $9,075 ($952) $8,817 $1,526 $5,222 $17,714 $6,500 $19,019 $21,071 $9,857 $22,376 $22,495
Cash Balance $49,075 $48,123 $56,940 $58,465 $63,687 $81,401 $87,900 $106,91 $127,99 $137,84 $160,22 $182,71
9 0 7 2 7
Current Assets
Cash $40,000 $49,075 $48,123 $56,940 $58,465 $63,687 $81,401 $87,900 $106,91 $127,99 $137,84 $160,22 $182,71
9 0 7 2 7
Accounts Receivable $80,000 $85,000 $88,500 $96,000 $110,75 $118,00 $125,50 $132,75 $132,75 $140,25 $147,50 $147,50 $147,50
0 0 0 0 0 0 0 0 0
Inventory $10,000 $14,300 $14,300 $18,700 $22,000 $22,000 $27,500 $27,500 $27,500 $33,000 $33,000 $33,000 $33,000
Other Current Assets $5,000 $7,000 $9,000 $11,000 $13,000 $15,000 $17,000 $19,000 $21,000 $23,000 $25,000 $27,000 $29,000
Total Current Assets $135,000 $155,37 $159,92 $182,64 $204,21 $218,68 $251,40 $267,15 $288,16 $324,24 $343,34 $367,72 $392,21
5 3 0 5 7 1 0 9 0 7 2 7
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Appendix
Long-term Assets
Long-term Assets $50,000 $52,000 $54,000 $56,000 $58,000 $60,000 $62,000 $64,000 $66,000 $68,000 $70,000 $72,000 $74,000
Accumulated $12,000 $12,800 $13,600 $14,400 $15,200 $16,000 $16,800 $17,600 $18,400 $19,200 $20,000 $20,800 $21,600
Depreciation
Total Long-term Assets $38,000 $39,200 $40,400 $41,600 $42,800 $44,000 $45,200 $46,400 $47,600 $48,800 $50,000 $51,200 $52,400
Total Assets $173,000 $194,57 $200,32 $224,24 $247,01 $262,68 $296,60 $313,55 $335,76 $373,04 $393,34 $418,92 $444,61
5 3 0 5 7 1 0 9 0 7 2 7
Liabilities and Capital Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Current Liabilities
Accounts Payable $20,000 $31,669 $27,558 $37,464 $41,377 $38,233 $49,879 $44,609 $44,655 $56,301 $51,030 $51,076 $51,123
Current Borrowing $0 $6,667 $13,334 $20,001 $26,668 $33,335 $40,002 $46,669 $53,336 $60,003 $66,670 $73,337 $80,171
Other Current Liabilities $0 $3,000 $6,000 $9,000 $12,000 $15,000 $18,000 $21,000 $24,000 $27,000 $30,000 $33,000 $36,000
Subtotal Current $20,000 $41,336 $46,892 $66,465 $80,045 $86,568 $107,88 $112,27 $121,99 $143,30 $147,70 $157,41 $167,29
Liabilities 1 8 1 4 0 3 4
Long-term Liabilities $40,000 $41,500 $43,000 $44,500 $46,000 $47,500 $49,000 $50,500 $52,000 $53,500 $55,000 $56,500 $58,000
Total Liabilities $60,000 $82,836 $89,892 $110,96 $126,04 $134,06 $156,88 $162,77 $173,99 $196,80 $202,70 $213,91 $225,29
5 5 8 1 8 1 4 0 3 4
Paid-in Capital $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000
Retained Earnings $9,000 $33,000 $33,000 $33,000 $33,000 $33,000 $33,000 $33,000 $33,000 $33,000 $33,000 $33,000 $33,000
Earnings $24,000 ($1,261) ($2,570) $274 $7,970 $15,619 $26,720 $37,773 $48,778 $63,236 $77,646 $92,009 $106,32
3
Total Capital $113,000 $111,73 $110,43 $113,27 $120,97 $128,61 $139,72 $150,77 $161,77 $176,23 $190,64 $205,00 $219,32
9 0 4 0 9 0 3 8 6 6 9 3
Total Liabilities and $173,000 $194,57 $200,32 $224,24 $247,01 $262,68 $296,60 $313,55 $335,76 $373,04 $393,34 $418,92 $444,61
Capital 5 3 0 5 7 1 0 9 0 7 2 7
Net Worth $113,000 $111,73 $110,43 $113,27 $120,97 $128,61 $139,72 $150,77 $161,77 $176,23 $190,64 $205,00 $219,32
9 0 4 0 9 0 3 8 6 6 9 3
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