Fade & Light Photography LLC

Business Plan

Juan Casanova, Owner

Created on July 28, 2021

FADE & LIGHT PHOTOGRAPHY 1

Executive Summary
Product

Fade & Light Photography provides photographs to couples and families who want to document

what’s most important to them; the real, daily-life kind of love that can be share with each

other. I’m a storyteller that strive to capture the organic in-between moments and raw emotions

and turn them into memories they can treasure, especially if those memories make clients feel

like the main characters of their favorite movie or show.

Customers

Since Fade & Light Photography has been around for less than a year, the target clients will be

small families, madly in love couples, brides-to-be, grooms-to-be, boudoir, and graduates living

in the city of Orlando, Florida. Specifically, this business will specialize in newly engaged

couples and help new small business owners like myself by providing photography-related

resources and business tips that will help them market their work in this competitive society full

of other creatives.

These educational resources will be available to customers like photographers and videographers

once the company has completed its second year of operation. Fade & Light Photography will

also offer other services, including studio photography and destination weddings in the future.

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Business Overview
Mission Statement

Our mission is to provide an enjoyable and unforgettable experience in front of the camera as

well as timeless photographs that you will value and remember for a lifetime making you feel as

if they're just excerpted from your favorite movie. As a photographer, my goal is to capture

storytelling images that you can share with those you love the most. When I get to work with you

on a session, I primarily focus on capturing records of those memories that hold the power to

help you relive a specific moment in your life and recall all the feels and details surrounding that

moment. I want you to be able to look back at your photos years from today and relive that

moment in time you lived to happily. Fade & Light Photography provides outdoor portraits for

families, couples, and senior photos. We specialize in Wedding and Engagement Photography,

offering professional prints and albums along with downloadable digital files that will last

forever. These Prints and albums take about four weeks or less to be completed. Fade & Light

Photography provides affordable prices to its customer, and our quality starts as soon as we have

your order or an opportunity to serve your needs. We will meet by any means possible to discuss

what you have in mind for that special event you have been planning, which will carry on

through the shoot. Fade & Light Photography believes that the whole experience doesn’t end just

there. After you do your session with us, we will deliver your precious images in two weeks or

less depending on the quantity selected and availability. We offer this service online on a private

site committed to you because customers are everything to us and commitment is part of this

service. Lastly, we will do our best to keep our costs down and accessible, but at no time we will

give up quality for the price.

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Principal Members

Juan Casanova is the owner, primary photographer, business manager/sales, and account

manager of Fade & Light Photography. Juan Casanova will oversee financial management,

merchandising, and operations for Fade & Light Photography, and his responsibilities will

include providing a service to customers in the city of Orlando or surrounding areas, ensuring

that prices of the business are affordable; establishing pricing to different packages and policies;

keeping up-to-date on bookings by monitoring emails, social media platforms, or any method of

communication. Fade & Light Photography will also plan and executing marketing programs

that will help the business grow not only in the community for in the country if possible. These

programs include advertising, publicity, and lead generation programs via direct mail and e-mail,

establishing partner relationships with other photographers and vendors in the area as needed,

and designing custom wedding albums. Juan Casanova will also oversee sales, design, and

delivery of every single photograph edited. Responsibilities will include designing and delivering

printed photos, ordering gift boxes, and provide film coverage in weddings; purchasing supplies,

lens and new equipment; pricing and selling packages and orders for profit; spot-checking orders

to ensure quality products; knowing social and religious customs of various holidays; and

handling complaints in any way.

Legal Structure

The LLC business form provides Fade & Light Photography compromise between a general

FADE & LIGHT PHOTOGRAPHY 4

business form like the sole proprietorship and the corporation business form in the state of

Florida. Fade & Light Photography enjoys the same personal protection from responsibility for

business debts as owners of incorporated businesses.

Market Research
Industry

The Photography industry, which includes commercial photography and portrait services such as

weddings and events, has declined over the five years to the current year 2021. Fade & Light

Photography has had a growth in total advertising expenditure and in per capita disposable

income, which led to increased revenue during most of the period. Increases in per capita

disposable income have enabled more individuals and households to afford industry services for

family portraits, grad sessions, and special events like weddings and birthday parties. However,

in 2020, the COVID-19 (coronavirus) pandemic drove a 12.3% decline in industry revenue that

wiped out earlier gains from businesses, resulting in an annualized decline for the industry.

Overall, IBISWorld estimates the industry revenue to decline even more to an annualized 0.3%

of $10.9 billion over the five years to 2025.

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 Sector vs. Industry Costs
120

100

80
Percentage of revenue

60

40

20

0
Sector Industry

(Figure 1) from The University of British Columbia, (2016). Industry Overview: Portrait

Photography.

Detailed Description of Customers

The target customers for Fade & Light Photography are small business owners, newly engaged

couples, small families, wedding vendors, couples, students, brides-to-be, grooms-to-be, and

mommies-to-be. Fade & Light Photography is designed to fit around my education needs.

Ideally, I want to work around the golden hour when the sun sets and the lighting is ideal for the

style of photos we take and edit. Also, Fade & Light Photography works around the Orlando area

since transportation is limited temporarily. This means we are able to list the towns in which I

want to photograph families, couples, and weddings and this helps me to think about targeting

FADE & LIGHT PHOTOGRAPHY 6

my marketing messaging. Most of our customers are interested in photography and will often

already own an entry-level DSLR, which means that there is a natural crossover between my

couple portrait customers and my beginner's photography course for other creatives.

Company Advantages

Because Fade & Light Photography provides services, as opposed to a product, our advantages are only

as strong as our competitors. Aside from ensuring flexible dates for our clients to book, we can also

provide expert advice for ideal locations and outfits choices, which can be done by free consultation. Our

advantages include:

 Visual Story-Telling.

 Booking Flexibility.

 Re-scheduling flexibility.

 Promptly answer from inquiries.

 Open Availability

 Willing to travel.

 20% off to past clients.

 Free prints from weddings.

 Extra edited images.

 50% Refunds after required retainer.

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Regulations

Fade & Light Photography must meet all Federal and state regulations concerning business

consulting. According to “The 2020 Florida Statutes” Title XXXIII Regulation of Trade,

Commerce, Investments, And Solicitations on Chapter 540 “Commercial Discrimination”; No

person shall publish, print, display or otherwise publicly use for purposes of trade or for any

commercial or advertising purpose the name, portrait, photograph, or other likeness of any

natural person without the express written or oral consent to such use given by:

(a) Such person; or

(b) Any other person, firm or corporation authorized in writing by such person to license the

commercial use of her or his name or likeness; or

(c) If such person is deceased, any person, firm or corporation authorized in writing to

license the commercial use of her or his name or likeness, or if no person, firm or corporation is

so authorized, then by any one from among a class composed of her or his surviving spouse and

surviving children.

(2) In the event the consent required in subsection (1) is not obtained, the person whose

name, portrait, photograph, or other likeness is so used, or any person, firm, or corporation

authorized by such person in writing to license the commercial use of her or his name or

likeness, or, if the person whose likeness is used is deceased, any person, firm, or corporation

having the right to give such consent, as provided hereinabove, may bring an action to enjoin

such unauthorized publication, printing, display or other public use, and to recover damages for

any loss or injury sustained by reason thereof, including an amount which would have been a

reasonable royalty, and punitive or exemplary damages.

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Service Line
Product/Service

Services Include:

 Weddings; Micro-Weddings, Small Weddings, Destination Weddings.

 Elopements across the U.S.

 Couple Sessions

 Engagements

 Proposals.

 Maternity.

 Family Portraits.

 Mini sessions.

 Senior Photos.

 Grad Sessions.

 Lifestyle Portraits.

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Pricing Structure

Fade & Light Photography will offer its services at an hourly rate using the following labor categories and

rates:

 Wedding Packages:

o Wedding Package 1: $1200

o Wedding Package 2: $1650

o Wedding Package 3: $2200

 Elopements Packages:

o Elopement Package 1: $350

o Elopement Package 2: $450

o Elopement Package 3: $550

 Family and Maternity Packages:

o Family and Maternity Package 1: $200

o Family and Maternity Package 2: $250

o Family and Maternity Package 3: $300

 Couples and Engagements Packages:

o Couples and Engagements Package 1: $150

o Couples and Engagements Package 2: $200

o Couples and Engagements Package 3: $250

 Portraits Packages:

o Portraits Package 1: $150

o Portraits Package 1: $200

o Portraits Package 1: $250

All services are ready to be offered to clients, pending approval of contracts.

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Intellectual Property Rights

Fade & Light Photography is a trademarked name in the state of Florida, and we have filed for protection

of our proprietary processes and other intellectual property, such as our logo, name, and brand. We have

also registered our domain name and parked relevant social media platforms and accounts for future use

in order to prevent the likelihood of someone impersonating our business or one of our services.

Research and Development

The company is planning to conduct the following research and development:

 Create a studio space that will allows us to expand our services to studio photography for

branding, editorial sessions, and/or boudoir for our costumer

 Determine the need for additional customizable packages and services within our market related

to tying improved processes to opportunities for increased sales and promotion to potential

customers within our social media platforms and website.

 Find trends in software solutions that may provide potentially competitive automated services in

order to ensure Fade & Light Photography continues to carefully carve its niche in the

marketplace and community.

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Marketing & Sales
Growth Strategy

To grow the business, Fade & Light Photography will do the following:

 Network through social media apps, local vendors, and fairs.

 Establish a company website that contains an engaging portfolio of photos about our work and

services.

 Create a mailing list of future sales or sessions and send out an announcement to your network.

 Show our best work by talking about our photography business and explaining how we can help

our community and how can our business benefit them? They will not know unless you tell them.

 Ask for referrals.

 Respond quickly at every step of the process throughout a job as well. It can mean responding

within 12 hours or a day, as long as you are consistent and prompt.

 As the business grows, advertise in publications that reach our target industries

Communicate with the Customer

Fade & Light Photography will communicate with its customers by:

 Meeting with local vendors and old costumers.

 Using social media such as Twitter, YouTube, Facebook, and LinkedIn

 Providing contact information on the company website.

How to Sell

Currently, the only person in charge of sales for Fade & Light Photography is the business manager, Juan

Casanova. As profits increase, It will look to add an employee to assist with account

management/coordination. This individual will also provide company social media and online marketing

FADE & LIGHT PHOTOGRAPHY 12

support. The company will increase awareness to our targeted customers through online advertising,

proactive public relations campaigns, and attending styled shoots.

Financial plan
Start-up Funding

Funding for Fade & Light Photography business is in part from loans, our credit cards, and cash

investment by the owner, Juan Casanova.

Start-up Funding

Start-up Expenses to Fund $24,700

Start-up Assets to Fund $46,800

Total Funding Required $71,500

Assets

Non-cash Assets from Start-up $50,000

Cash Requirements from Start-up $12,000

Additional Cash Raised $500

Cash Balance on Starting Date $23,000

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Total Assets $85,500

Liabilities and Capital

Liabilities

Current Borrowing $5,000

Long-term Liabilities $5,000

Accounts Payable (Outstanding Bills) $2,500

Other Current Liabilities (interest-free) $2

Total Liabilities $12,502

Capital

Planned Investment

Owner $5,000

Limited Partners $73,000

Additional Investment Requirement $0

Total Planned Investment $58,000

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Loss at Start-up (Start-up Expenses) ($24,500)

Total Capital $87,573

Total Capital and Liabilities $85,500

Total Funding $71,500

Strategy and Implementation Summary

To build our reputation as a quality choice for wedding photography in the Orlando, Florida

market, Fade & light Photography will focus on these following customers and vendors.

 Local wedding vendors.

 Small families looking for portraits.

 Seniors graduating from High School or College

 Couples getting engaged.

 Weddings and Elopements.

Competitive Edge

Fade & light Photography has a very competitive edge from the reputation of Angela Gallo

Photography in the business community as a high-quality photographer who is easy to work with

and attentive to the needs of every single client. Fade & light Photography will continue to

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develop this competitive edge by training additional photographers with his signature style of

photography, high attention to customer service, and use better equipment to improve quality.

Appendix

Sales Forecast

Sales

Photo $15,383 $15,691 $16,005 $16,325 $16,652 $16,985 $17,325 $17,672 $18,025 $18,38

Shoots

Photo $3,683 $3,831 $3,984 $4,143 $4,309 $4,481 $4,661 $4,847 $5,041 $5,243

Editing

Printing and $1,739 $1,774 $1,809 $1,845 $1,882 $1,920 $1,958 $1,997 $2,037 $2,078

Framing

Studio $1,023 $5,027 $6,163 $6,651 $7,075 $7,162 $7,436 $7,494 $7,162 $6,344

Rental

Total Sales $21,828 $26,323 $27,961 $28,964 $29,918 $30,548 $31,380 $32,010 $32,265 $32,05

Direct Cost Month Month Month Month Month Month Month Month Month Mon

of Sales 1 2 3 4 5 6 7 8 9

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Printing and $1,304 $1,331 $1,357 $1,384 $1,412 $1,440 $1,469 $1,498 $1,528 $1,559

Framing

Cost

Other Cost $3,274 $3,948 $4,194 $4,345 $4,488 $4,582 $4,707 $4,802 $4,840 $4,808

of Sales

Subtotal $4,578 $5,279 $5,551 $5,728 $5,899 $6,022 $6,176 $6,299 $6,368 $6,366

Direct Cost

of Sales

Need real financials

Personnel Plan

CEO $5,00 $5,00 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000

0 0

Assistant $2,00 $2,12 $2,247 $2,382 $2,525 $2,676 $2,837 $3,007 $3,187 $3,378 $3,581 $3,796

Photograph 0 0

er

Administrat $1,50 $1,51 $1,530 $1,545 $1,560 $1,576 $1,592 $1,608 $1,624 $1,640 $1,656 $1,673

ive 0 5

Assistant

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Assistant $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Photograph

er 2

Assistant $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Photograph

er 3

Assistant $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Photograph

er 4

Total People 2 2 2 2 2 3 3 3 3 3 3 3

Total $8,50 $8,63 $8,777 $8,927 $9,085 $9,252 $9,429 $9,615 $9,811 $10,01 $10,23 $10,46

Payroll 0 5 8 7 9

Pro Forma Profit and Loss

Sales $21,82 $26,32 $27,96 $28,96 $29,91 $30,54 $31,38 $32,01 $32,26 $32,05

8 3 1 4 8 8 0 0 5 1

Direct Cost of Sales $4,578 $5,279 $5,551 $5,728 $5,899 $6,022 $6,176 $6,299 $6,368 $6,366

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Other Costs of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Total Cost of Sales $4,578 $5,279 $5,551 $5,728 $5,899 $6,022 $6,176 $6,299 $6,368 $6,366

Gross Margin $17,25 $21,04 $22,41 $23,23 $24,01 $24,52 $25,20 $25,71 $25,89 $25,68

0 4 0 6 9 6 5 1 8 5

Gross Margin % 79.02 79.95 80.15 80.22 80.28 80.29 80.32 80.32 80.26 80.14

% % % % % % % % % %

Expenses

Payroll $8,500 $8,635 $8,777 $8,927 $9,085 $9,252 $9,429 $9,615 $9,811 $10,01

Marketing/Promotio $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000

Depreciation $500 $500 $500 $500 $500 $500 $500 $500 $500 $500

Rent $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000

Utilities $200 $200 $200 $200 $200 $200 $200 $200 $200 $200

Insurance $200 $200 $200 $200 $200 $200 $200 $200 $200 $200

Payroll Taxes 15% $1,275 $1,313 $1,352 $1,393 $1,435 $1,478 $1,522 $1,568 $1,615 $1,663

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Other $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000

Total Operating $16,67 $16,84 $17,02 $17,22 $17,42 $17,63 $17,85 $18,08 $18,32 $18,58

Expenses 5 8 9 0 0 0 1 3 6 1

Profit Before $575 $4,196 $5,381 $6,016 $6,599 $6,896 $7,354 $7,628 $7,572 $7,104

Interest and Taxes

EBITDA $1,075 $4,696 $5,881 $6,516 $7,099 $7,396 $7,854 $8,128 $8,072 $7,604

Interest Expense $76 $69 $63 $56 $49 $42 $35 $28 $21 $14

Taxes Incurred $149 $1,238 $1,596 $1,788 $1,965 $2,056 $2,196 $2,280 $2,265 $2,127

Net Profit $349 $2,889 $3,723 $4,172 $4,585 $4,798 $5,123 $5,320 $5,285 $4,963

Net Profit/Sales 1.60% 10.97 13.32 14.40 15.33 15.71 16.33 16.62 16.38 15.48

% % % % % % % % %

Pro Forma Cash Flow

Cash

Received

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Cash from

Operations

Cash Sales $4,366 $5,265 $5,592 $5,793 $5,984 $6,110 $6,276 $6,402 $6,453 $

Cash from $582 $17,582 $21,10 $22,396 $23,197 $23,951 $24,461 $25,121 $25,615 $

Receivables 2

Subtotal $4,948 $22,847 $26,69 $28,188 $29,180 $30,061 $30,737 $31,523 $32,068 $

Cash from 4

Operations

Additional

Cash

Received

Sales Tax, 0.00% $0 $0 $0 $0 $0 $0 $0 $0 $0 $

VAT,

HST/GST

Received

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New $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Current

Borrowing

New Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Liabilities

(interest-

free)

New Long- $0 $0 $0 $0 $0 $0 $0 $0 $0 $

term

Liabilities

Sales of $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Other

Current

Assets

Sales of $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Long-term

Assets

New $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Investment

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Received

Subtotal $4,948 $22,847 $26,69 $28,188 $29,180 $30,061 $30,737 $31,523 $32,068 $

Cash 4

Received

Expenditur Month 1 Month Month Month Month Month Month Month Month

es 2 3 4 5 6 7 8 9

Expenditure

s from

Operations

Cash $8,500 $8,635 $8,777 $8,927 $9,085 $9,252 $9,429 $9,615 $9,811 $

Spending

Bill $2,916 $12,540 $14,32 $14,974 $15,378 $15,756 $16,009 $16,336 $16,578 $

Payments 1

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Subtotal $11,416 $21,175 $23,09 $23,901 $24,463 $25,008 $25,438 $25,951 $26,389 $

Spent on 8

Operations

Additional

Cash Spent

Sales Tax, $0 $0 $0 $0 $0 $0 $0 $0 $0 $

VAT,

HST/GST

Paid Out

Principal $417 $417 $417 $417 $417 $417 $417 $417 $417 $

Repayment

of Current

Borrowing

Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Liabilities

Principal

Repayment

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Long-term $417 $417 $417 $417 $417 $417 $417 $417 $417 $

Liabilities

Principal

Repayment

Purchase $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Other

Current

Assets

Purchase $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Long-term

Assets

Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Subtotal $12,249 $22,008 $23,93 $24,735 $25,296 $25,842 $26,271 $26,784 $27,222 $

Cash Spent 2

Net Cash ($7,302) $839 $2,763 $3,454 $3,884 $4,219 $4,465 $4,738 $4,845 $

Flow

Cash $7,698 $8,537 $11,29 $14,753 $18,637 $22,856 $27,322 $32,060 $36,905 $

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Balance 9

Pro Forma Balance Sheet

Assets Starting

Balance

Current Assets

Cash $15,000 $7,698 $8,537 $11,299 $14,753 $18,637 $22,856 $27,322 $32,060 $

Accounts $0 $16,880 $20,356 $21,623 $22,399 $23,137 $23,624 $24,267 $24,754 $

Receivable

Other Current $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $

Assets

Total Current $16,000 $25,579 $29,893 $33,923 $38,152 $42,774 $47,480 $52,589 $57,814 $

Assets

Long-term

Assets

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Long-term $30,000 $30,000 $30,000 $30,000 $30,000 $30,000 $30,000 $30,000 $30,000 $

Assets

Accumulated $0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500 $4,000 $

Depreciation

Total Long-term $30,000 $29,500 $29,000 $28,500 $28,000 $27,500 $27,000 $26,500 $26,000 $

Assets

Total Assets $46,000 $55,079 $58,893 $62,423 $66,152 $70,274 $74,480 $79,089 $83,814 $

Liabilities and Month Month 2 Month Month Month Month Month Month

Capital 1 3 4 5 6 7 8

Current

Liabilities

Accounts $2,500 $12,063 $13,823 $14,462 $14,853 $15,223 $15,465 $15,784 $16,023 $

Payable

Current $5,000 $4,583 $4,167 $3,750 $3,333 $2,917 $2,500 $2,083 $1,667 $

Borrowing

Other Current $0 $0 $0 $0 $0 $0 $0 $0 $0 $

Liabilities

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Subtotal Current $7,500 $16,647 $17,989 $18,212 $18,186 $18,140 $17,965 $17,867 $17,689 $

Liabilities

Long-term $5,000 $4,583 $4,167 $3,750 $3,333 $2,917 $2,500 $2,083 $1,667 $

Liabilities

Total Liabilities $12,500 $21,230 $22,156 $21,962 $21,519 $21,056 $20,465 $19,950 $19,356 $

Paid-in Capital $58,000 $58,000 $58,000 $58,000 $58,000 $58,000 $58,000 $58,000 $58,000 $

Retained ($24,50 ($24,50 ($24,500) ($24,50 ($24,50 ($24,50 ($24,50 ($24,50 ($24,50 (

Earnings 0) 0) 0) 0) 0) 0) 0) 0) 0

Earnings $0 $349 $3,237 $6,960 $11,132 $15,718 $20,515 $25,639 $30,959 $

Total Capital $33,500 $33,849 $36,737 $40,460 $44,632 $49,218 $54,015 $59,139 $64,459 $

Total Liabilities $46,000 $55,079 $58,893 $62,423 $66,152 $70,274 $74,480 $79,089 $83,814 $

and Capital

Note. Data are from LivePlan (2009) Commercial Photography.

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