Section 0001

Team 2
Fall 2022

Business Plan
TreeTurf LLC.
Artificial Turf Manufacturing
“The bridge between artificial turf and grass fields”

Team Members Email Address

Olivia Brittin brittiol@dukes.jmu.edu

Jakob Cole cole2jd@dukes.jmu.edu

Allan Davidson david2af@dukes.jmu.edu

Benjamin Jones jones3bb@dukes.jmu.edu

Jackson Praed praedjk@dukes.jmu.edu

Sarah Rothbart rothbase@dukes.jmu.edu

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Executive Summary
TreeTurf, LLC
Jakob Cole
161 Helen St., South Plainfield, NJ, 07080
Phone: (276) 202-4471
E-mail: cole2jd@jmu.edu Web Address: www.TreeTurf.com

Management: Business Description: TreeTurf, LLC

Titles: General Manager, Sales and is a manufacturing business, focused
Marketing Manager, Operations on creating and selling specialized
Manager, HR Director artificial turf. Our headquarters,
manufacturing, and distribution center
Industry: NAICS 561730 - are located in South Plainfield, New
Landscaping Services Jersey. Expect revenues of $10.48
million from sales of 30 turf fields by
NAICS 238990 - Artificial Turf the second year with an annual growth
Installation rate of 25% beyond five years and
rate of return of 7%.
Number of Employees: 20 year 1,
33 by year 5 Products/Services: TreeTurf,
engineered wood fiber infill sports turf;
Amount of Financing Sought: $13 per sq ft to buy., COGS ~$7.76,
$4,400,000 Margin of 67.53%

Investment Sources: Competitive Advantage: With the

20.5% Founding Investors - $900,000
56.8% Business Loan - $2,500,000
22.7% Sale of Equity - $1,000,000
Use of Funds: Equipment purchases,
inventory purchases, marketing, and
advertising, employee wages
Product/service selling price:
$748,800 per standard football field
(57,600 sq ft), $13 per sq ft
depending on footage amount
requested.
use of specialized wood fiber infill in
our artificial turf, we give the feel of a
hybrid between a turf field and a grass
field that keeps athletes and ligaments
happy.
Markets: Includes high schools along
the East Coast that have a football
team. With the brand gaining traction
after the first year, we would then
move into our second segment of
NCAA universities in the U.S.

Distribution Channels: In order to keep transportation costs low, TreeTurf LLC will function as the
manufacturer and retailer in our distribution channel. We do have a website, but orders will be placed
through our salesmen.
Competition: Direct Competitors – AstroTurf, Shaw Sports Turf, FieldTurf, Matrix Turf. The artificial
turf market size is to be valued at 3.8 billion USD by 2025 and is expected to grow at a compound
annual growth rate (CAGR) of 5.4%

Financial Projections (Unaudited): (Revenue and EBIT dollars in thousands)

2022 2023 2024 2025 2026
Revenue: 10,483.200 23,025.600 42,482.232 62,090.929 87,612.710

EBIT: (2,723.970) 1,856.424 9,111.380 16,660.636 27,257.195

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Narrative:
Elevator Pitch:

​Since the 1950s, the average athlete has improved. We are faster, stronger, and

quicker than ever before at younger ages and this will continue to happen as today’s

genetics continue to be passed down. If the body and athletic ability are changing so

quickly, why aren’t the fields we play on adapting with us? Our product TreeTurf takes that

mindset and brings it to reality keeping your players safe and on the field, all season long.

TreeTurf is the bridge between artificial turf and grass fields, where we focus on keeping the

athletes, their ligaments, and the environment happy.

Product/Service Description:

TreeTurf is an eco-friendly turf that not only benefits the environment but athletes

too. Our turf fields consist of engineered eco-friendly wood fiber infill. That layer of wood

fiber is there to mimic the movement of dirt under the foot, so less stress is put on the

body. Along with the wood fiber infill layer, we include a layer of artificial grass on top and a

thick layer of sand and impact foam underneath. The grass strands are for customization

and colors, the sand layer is used for drainage in wet conditions, and the foam layer is for

reducing impact and increasing safety when landing.

Competitive Advantage and Value Proposition:

The advantage of our company comes down to player health. Year after year, NFL

teams spend hundreds of millions of dollars on injuries. According to the NFL, in 2019,

injuries cost teams over $500 million, and more than 60 percent of injuries came from lower

extremities, specifically, prominent knee issues (Phillips, 2020). With our patent on our

wood fiber infill that is used to keep players healthy, you will not find this innovative

technology anywhere else. So, why us? The turf industry has become complacent even

with tons of data showing ACL injuries will occur more on turf than grass (Ngatuvai et al.,

2022). This is why we shifted our focus to improving the equipment the athletes take

thousands of steps on, not on the equipment they wear. To create value, we maximize the

potential of your team, by keeping players on the field. Given the value we create, our
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company is a great investment seeing how once teams realize the injuries we help prevent,

everybody will want our technology in their fields.

Business Strategy:

Our company will be using a differentiation focus in our business strategy due to the

different infill we use. Something to be noted that differentiates us from others would be our

marketing plan. We have decided to stick with salesmen who go in person to the schools to

talk to coaches, principals, etc. to sell our product while also forming relationships with our

customers. We also have a strong focus on gaining brand awareness through our PR

strategy.

Business Location:

Our headquarters is located in South Plainfield, New Jersey. This allows us quick and

easy access to our east coast target market. We are also located close to an airport which

increases the ease of travel for our sales representatives. When our business expands out of

the country we will also have access to the Port of New York and New Jersey, the East

Coast’s largest seaport (Chambers, 2012).

Outsourced Functions:

We have outsourced Payroll, Legal functions, and our field engineers, along with our

raw materials. The reason for the Payroll, Legal, and engineer being outsourced is to help

save time and money. This will allow us to hire someone when needed instead of paying an

employee to sit around all year. Our raw materials being outsourced allows us a cheaper

route to give us a COGS per unit of ~$7.76 with a selling price of $13. This will give us a

67.53% margin and gives us a respectable target unit sale of 18 fields a year.

Financial Performance:

We start off by projecting to sell 14 fields in year 1 to give us an annual revenue of

$10,483,200. Seeing how we need 18 fields to break even, we will not break even or

produce a profit until year 2 when we are projected to sell 30 fields. By year 5 however, our

market share will have increased by 2.15% from year 1 to produce $101,663,816 in

revenue which is plenty enough to continue investing and growing our company.
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Exhibit 1 Organizational Chart
TreeTurf, LLC
January 2023

Year 3 - We plan to add one marketing specialist, two production workers, and
one more packaging worker.
Year 4 - This year, we will add another sales representative, packaging worker,
production worker, and IT specialist.
Year 5 - We will hire another sales rep, a packaging worker, and three more
production workers.

From day 1 of our company, we decided to go with the following number of

employees and titles as in the chart above. The Sales and Marketing Manager will handle
the Marketing Specialists who deal with our advertising and Sales Representatives who deal
with our in-person sales approach. Next, we have an HR Director to handle our Human
Relations in the company. The Operations Manager will overlook our Production Workers and
Packaging Workers who will handle the making and packaging of our turf. Our IT Specialists
will handle the technology and computer aspects of our warehouse and company. We then
have an Accountant to deal with our financial numbers year to year. Overlooking all of these
operations will be our General Manager. The next forthcoming years of hires are as listed in
the box above.
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Exhibit 2 Pay and Benefits

Packaging Able to lift 50+ pounds, able to stand for
long periods of time, high school
education or equivalent, maintain a
clean work area, communication skills,
ability to follow instructions
Review references and previous job
descriptions, ask specific questions
about previous experience during
interview, require diploma or equivalent
submission, background check

Production Able to lift 50+ pounds, able to stand for
long periods of time, high school
education or equivalent, maintain a
clean work area, communication skills,
ability to follow instructions
Review references and previous job
descriptions, ask specific questions
about previous experience during
interview, require diploma or equivalent
submission, background check

Information Technology (IT) Specialist Degree in computer science or similar, Review references and previous job
problem-solving skills, training descriptions, require portfolio of previous
certification, 1+ years of professional IT work samples, require diploma
experience submission, background check

Marketing Specialist Degree in marketing, communications or
similar, ability to work within a team, 1+
years of professional experience,
analytical skills, knowledge of content
management systems
Review references and previous job
descriptions, require portfolio of previous
marketing work samples, require
diploma submission, background check

Sales Representative Degree in sale, /business administration
or similar, customer service and
negotiation skills, ability to maintain
relationships, 1+ years of professional
experience, evidence of ability to find
and contact new and existing customers
Review references and previous job
descriptions, require portfolio of previous
sales work samples, require diploma
submission, background check

Motivating Employees

All of our employees will receive an annual pay increase of 4% to counteract inflation and the cost of living. We
will assign specific yet challenging goals that employees can accept and are motivated by. We will always provide
our employees with frequent and specific feedback so they can track their progress and set new goals. We will
conduct stay interviews to figure out how to satisfy lower-order needs and create a positive work environment.
We will also provide promotions and opportunities that are linked to performance. We will offer retirement
benefits, 23 vacation days, health care, and a vacation stipend.

Exhibit 3 Market Segmentation Analysis
Segment Segment size Growth Segment Description
Name (e.g. # of Projection
Households in of
Segment) Segment
High 3,142 High 2% This segment consists of private and
Schools Schools on the increase in public high schools on the east coast
East Coast with school that also have a football team. This
football teams enrollment is representative of an age group of
(Field Level, numbers teens from 14-18 who are active.
2022) for the next Our product will be used as the
6 years playing field for football and
(NCES, potentially other sports. Many
2019) injuries happen on the sports field,
our product will provide high
schoolers less risk of injury and a
safer environment, allowing them to
play harder and better. The
psychographic value is the added
value of knowing you are playing a
safe and sustainable field. This
segment consists of people who
typically tend to be more active. This
product will help to promote a
healthy lifestyle wanted by high
school athletes. Many students
encounter their school's turf field
every day whether it is during a
game, practice, or gym class. These
high schools are also trying to
become more eco-friendly and
promote healthier lifestyles.
Universities 1,121 NCAA An increase This segment consists of all the
Universities of college NCAA universities and colleges in the
(Aussie Athlete enrollment United States. This represents an
of 8% by age group consisting of people
Agency, 2022) fall 2030 between the ages of 17-23 who are
(NCES, May physically active and play sports at
2022). the collegiate level. This group tends
to be more physically active and live
a healthier lifestyle than the average
American. NCAA universities
generate a lot of revenue from
sports, specifically around $31.9
million just on football (Malone,
March 2022). This success allows
these schools to have a bigger
athletic budget, and they care for
their athletic fields very much. They
can add more value to their sports
teams by having the newest
technology and the safest turf fields.
These schools are making a switch
to a greener and more eco-friendly
environment on campus and in
sports (Steinbach, January 2014).
Footnotes
We came to this number for a segment size by looking at statistics from websites that listed how many high schools have football teams
on the East Coast. In 2022 there are currently 3,142 high schools (Field Level, 2022). The Growth Projection was done by looking at the
Segment 1
number of enrollments there are each year over the past 10 years and finding the increases or decreases in percentages to form an
outlook for the future (NCES, 2019).
We arrived at this number by looking at a website that researched and found the total number of NCAA university institutions (public and
Segment 2 private) there are in the United States in 2022 (Aussie Athlete Agency, 2022). For our Growth Projection, we researched and found the
number of enrollments in college every year in the country to determine the projectable 8-year increase by 2030 (NCES, May 2022).
6
Priority Justification for Targeting
level for
targeting
1 We chose to prioritize this segment because of how
many opportunities it can bring. The East Coast has
states that have some of the highest population
densities in the US (Statista, December 2021). This
segment contains the demographic of high schools
since nearly 8 million US students play a sport (Billitz,
February 2022). With the surge of turf fields across the
nation, studies show a 69% greater chance of injury
on grass compared to turf (Tretter, 2022). Today's
rubber turf infill has also been linked to cancer
(Firestone, January 2022). We are providing a better
and healthier product. High Schools can support their
efforts towards sustainability by switching to our field.
Our product gives these students the durability and
maintenance of a turf field while reducing injuries.
With the average athlete nowadays being more
powerful, quicker, and agile than before, the fields they
play on need to adapt and grow with them to keep
them safe. High schools want to bring people together
and generate spirit, and in America, this largely
happens through sports. We specifically chose football
because football programs are typically the top-funded
sport in many high schools (DNA of Sports, February
2022). Many athletes use these fields for a variety of
sports, whether it's games or practice, having a better
option can ensure their safety and growth.
2 We chose this segment because a majority of NCAA
schools already use synthetic turf, and those who
aren't will soon be making the switch (Steinbach
November 2013). We chose to prioritize high schools
over this segment as there are more high schools than
universities and therefore a larger market pool.
However, with around 65% of college fields using
artificial turf (Tretter, 2022), it's becoming increasingly
important to manage the safety of these fields
considering the use they receive by athletes. Athletes
use the same field for a variety of sports games and
practices; they need a product that is durable and will
last. Universities can support their efforts toward
sustainability by having a more eco-friendly turf which
has less of an impact than current rubber turf
(Steinbach, January 2014). Our turf doesn't use the
same harmful chemicals and rubber from other
artificial turfs that can run off into our water system
(Joseph, April 2022). Our engineered turf fields are
durable enough to withstand the amount of wear and
tear they will receive daily from college athletes. We
can also benefit the college players by allowing for a
field that "moves" with them and can help reduce the
number of non-contact injuries. In regards to those
non-contact injuries, the players have a 69% higher
chance of injuring a foot or ankle on grass compared
to turf (Tretter, 2022). Our turf mimics the feel of grass
but with the durability benefits of a rubber pellet turf.
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Exhibit 4 Market Quantification

Total Market Annual

Potential Market purchase Annual
Year Wholesale Price† Annual $ Revenue
(No. of Share** amount* Unit Sales
Customers)* **
2022 3142 0.0045 0.1 14 $748,800 $10,483,200
2023 3357 0.009 0.1 30 $767,520 $23,025,600
2024 3586 0.015 0.1 54 $786,708 $42,482,232
2025 3832 0.02 0.1 77 $806,376 $62,090,952

2026 4094 0.026 0.1 106 $826,535 $87,612,710

*Our total market potential is derived from our priority segment, the number of high schools on the east coast that also have a
football team (Field Level, 2022). It has been found that the artificial turf market has about a 6.84% CAGR (Wood, 2022). We
then took our first year's potential market and increased it by 6.84% for each year after our first year. Although we are
specifically targeting high schools with football teams in our first year, we have forecasted that by our second year we will be
able to expand our target market. In the years after our first year, we have established a name for ourselves and can expand to
more clients and potentially bigger clients such as universities. The turf industry is seeing an increase in market potential as the
need for an artificial alternative increases. Turf fields, specifically for sports, have proven to be more beneficial and safer than
grass fields, therefore increasing the market potential (Tretter, 2022).

**We calculated our market share for our first year by conducting an industry analysis. The market share for minor companies
accounts for about 90.4% of the market (Roth, 2021). In 2020 there were only 4 companies that were at the top and they
accounted for about 9.6% (Roth, 2021). The total number of turf companies in 2022 is 1,766. Therefore we computed an
industry analysis and our company could hold around .45% in our first year of business. We used a proxy firm to calculate our
forecasted market share for the next 4 years after our first year. We used the company Sport which had a 2.65% market share
in 2020 (Roth, 2021). If we can nearly double our market share every year, similarly to Sport, after about 5 years of business
we can compete with the top companies and significantly increase our sales since we will be able to broaden our potential
market. We can also gain this market share by having a strong, competitive IMC budget. We can predict that we will have a
2.6% share in 5 years since it is such a saturated market and our prices will be competitive.

***Other companies in our market provide turf fields that last around 8-10 years (Turf Monsters, 2022). We can forecast that
our field will compete in this market and last around 10 years due to its high quality and sustainable materials. Our turf will be
top-notch providing a safe playing field for 10 years, therefore requiring a purchase once every 10 years. Due to its high quality
and safety, we forecast that our customers will be loyal and repurchase from us when needed. In order to get our annual
purchase amount we divided 1 purchase by 10 years to get the 0.1 annual purchase amount.

†Our wholesale price and retail price are the same since we are selling directly to the customer through our own site and don't
plan on selling through other sellers. Since we are selling a whole turf field, it is only wholesale. Our product is dependent on
the quality the customer wants. Because of this, we used a weighted average to calculate the cost of our wholesale price based
on the average size football field. Our competitors offer an average price per square foot of 8-20$ depending on the quality
wanted (Turf Factory, 2022). We used the average of these numbers, 13$ per square foot of field installed, because we have
the quality of the $20 per square foot field but we want to have competitive pricing. There is no national High School athletic
committee to regulate football fields. Regardless, the vast majority of states have rules that say the football fields have to be
the same size. This size correlates directly to the standard NCAA regulation field size. The standard NCAA-regulation football
field of 57,600 (Athalon Sports, 2019). 57,600 square feet times 13$ = $748,800. Due to inflation, our prices will increase by
2.5% a year (Y Charts, 2022). In the first year of business, we want to have competitive pricing so that clients will consider us
instead of going to one of the more known companies. If our product is too inexpensive, we risk looking like our product is low
quality and cheap. On the other hand, if our prices are too high potential clients won't consider us since we haven't established
we are worth that much, at least in the first few years.
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Exhibit 5 Positioning

Justification for Durability Justification for Safety Justification for Sustainability

AstroTurf AstroTurf has a warranty for 8-10 years proving
its durability. However, it has pellets that do
move around and require some maintenance,
which decreases its durability. Their field can’t
handle as much play time between maintenance
appointments. They do have a "RootZone'' that
helps to keep the pellets in place. This "RootZone
'' does still require maintenance, but it keeps the
infill more uniform between services. Summary:
This review supports our justification that this
product is very durable but still not the best it
can be since it does still require some
maintenance.
AstroTurf does have a shock pad and claims its infill helps
to spread the impact of a fall. However, they don't
provide any statistics to back their claims. Their pellets
also contain harmful chemicals that affect your immune
system. It has been found that these pellets even contain
lead, and after repeated use players run the risk of
prolonged exposure (Astro Turf, 2022). Summary: This
review helps support our justification that this product is
not safe. Since the pellets contain harmful substances, it
is markedly lower than the rest of the products.
AstroTurf does use recycled tires for its infill, which is
beneficial because they can't be broken down. On the
other hand, these tires do contain harmful chemicals
that we don't want to add to our environment. It is not
permeable and doesn't allow for water passage and
can't provide a living environment for living creatures
(Kaminski, 2019). It doesn't need to be watered, but
when it does rain it can cause microplastics to run off
into the environment (Kaminski, 2019). Summary: This
justifies our low sustainability for AstroTurf. Because of
the nature of inorganic materials, this process of rubber
tires and rubber production cannot go on forever.

FieldTurf Field Turf claims to have quality fiber and
heavyweight infill, they have "installed over 3000
fields that have lasted eight years or more"
(Field Turf, 2022). They have strong UV inhibitors
and unique geometry in their fibers that are
designed to outlast. However, we positioned it
towards the middle of durability because they
have no evidence to support their claims.
FieldTurf also does not mention how often it
needs maintenance. It does not contain the extra
root layer to hold the infill in place, which needs
more maintenance for less playing time.
Summary: This supports our justification
because Fieldturf may claim they have good
durability but they do not have any evidence to
support this, and they don’t have a root layer
that helps decrease maintenance.
In high school football Field Turf systems have led to,
"44% Fewer Concussion Injuries Combined 43 % Fewer
ACL Injuries Combined 25% Less Time Lost to Long-Term
Injuries (22+ Days) 16% Less Time Lost to Short-Term
Injuries (1-2 Days)" in comparison to natural grass (Field
Turf, 2022)). While FieldTurf is supposed to have a shock
pad to help limit injuries and let players bounce back, "No
difference in injury risk on natural grass and artificial turf
in elite professional soccer athletes" (Field Turf, 2022).
FieldTurf also contains rubber pellets which contain
chemicals and can detriment players' immune health. Not
only are players getting this on their skin they are also
probably breathing it in (Hausman, 2022). Summary:
FieldTurf only has some data to back up its safety claims.
In higher-level athletics it can not be proven that they are
any safer than regular grass, therefore we positioned
more toward the middle of safety.
FieldTurf also uses rubber infill in their turf, which is
sustainable because they are recycling it, However, this
rubber does contain chemicals and is processed through
a rubber cracker mill. These chemicals can run off into
the environment and harm it. It also takes away the
habitat of any living creature, since it isn't permeable.
Unlike regular grass, it does conserve water since it is
synthetic. They say they "focus on efficient production,
reducing the environmental impact of our own
operations", but do not provide any statistics to support
these claims (Field Turf, 2022). They do also have other
alternatives than just rubber, but their main focus
seems to be on their rubber-based infill. Summary:
FieldTurf has some sustainable infill options, but also
uses rubber. Therefore we positioned it more towards
the middle of sustainability because they also help to
conserve water.

MatrixTurf Matrix Turf ran a "Lisport," or studded roll test in
order to evaluate the durability of their turf. Until
20,000 cycles, there were no decisive
differences. FIFA regarded 20,000 cycles, an
estimated 8 years, to only be "sufficient." At
20,000 cycles, turf fibers began to split, and
cycles continued, the turf only wore out more
(Matrix Turf, 2022). Summary: This review
supports our justification that this turf can be
very durable, but will only have a service life of 8
years..
Matrix Turf has not yet perfected all safety aspects, as
they recently commissioned the University of Virginia to
carry out safety tests for research purposes. The goal of
this study is to try to help understand and prevent
injuries involving the ACL, MCL, and other ankle injuries
(Matrix Turf, 2022). Summary: This shows that although
Matrix Turf is working hard to achieve maximum safety,
they have yet to reach it.
Matrix Turf begins by carefully processing custom fibers
in order to increase the length of service. Matrix Turf
creates a polymer seal from the processed resins. This
"seal" allows for toughness and moldability for athletes
while in action, but can also be very dangerous. Matrix
Turf's use of the polymer resin can secrete harmful
chemicals, due to its liquid plastic coating (Matrix Turf,
2022). Summary: This supports our justification for
sustainability, as Matrix turf takes time in processing
their turf, yet can still release harmful chemicals.

Positioning Statement:
For athletes who value their safety, TreeTurf provides a sustainable alternative that will also minimize injuries. TreeTurf sets itself apart from other turf companies,
due to the use of non-toxic and renewable resources, and our dedication to keeping users better protected from injuries.
SWOT Analysis:
Strengths: Using wood fiber as an alternative to ground-up tires allows users to avoid any harmful toxins. Weaknesses: With a good amount of public schools and
college fields already having some brand of artificial turf for a majority of their fields (8), it presents an issue in being able to convince schools in deciding to
switch to TreeTurf and discard their preexisting turf which they paid a lot of money for and one that will already last for a good number of years. Opportunities:
There is a rise in health and safety concerns for athletes as well as an increase in the care for sustainability and environmentally friendly products caused by the
new generation. These two elements create a great gap in the market where TreeTurf serves as a safer and more durable artificial turf as well as being better for
the environment by not using the same chemicals and rubbers as our competitors (9). Threats: Threats to our turf would mainly be from an external weathering
perspective where our turf might not be able to handle extreme weather conditions such as states in the Southeast which deal with a higher number of hurricanes
and states in the Midwest and their high volume of tornadoes which may lead some schools to stick with their rubber fields which can handle those tougher
weather conditions better.
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Exhibit 6 Marketing Mix

Product/Service Branding
TreeTurf is eco-friendly sports turf with engineered wood fiber infill. Our brand is dedicated to providing a safer, better, and
eco-friendlier experience for athletes. We want to help the planet while also keeping athletes from exposing themselves to
dangerous chemicals and injuries while playing sports. By using nature as a resource, we prove to be dedicated to saving
the planet and people. When athletes step foot on our field they will feel the difference immediately and know our field is
there to benefit them. When our first field is built we hope to have a grand opening and have news reporters there to
interview players after the game and get their opinions to back our claims.
Pricing

Year 1 Year 2 Year 3 Year 4 Year 5

FieldTurf Customer Price $770,000.00 $805,728.00 $843,114.00 $882,234.00 $923,170.00

Your Retail/Customer Price: $748,800.00 $767,520.00 $786,708.00 $806,376.00 $826,535.00

Our retail price is the same as our channel price since we are selling directly to consumers. We want to have a competitive
price as compared to similar companies. We estimated our competition's price increase by adjusting for inflation. While
being slightly cheaper we offer better quality than the competitor. If we priced our product significantly less it would be
assumed our product is of less quality as compared to competitors. This will open up the idea to consumers that maybe
they should switch brands. If our product was more expensive than our competitors, consumers would be less likely to try
a new brand when making a purchase as big as this.
Distribution/Location Strategy
Our distribution strategy is to sell directly to consumers. Since our product is large and we would incur many
transportation fees if we had to transport it multiple times before reaching the consumer. Many of the turf companies that
hold the largest market share also sell directly to consumers. In order to encourage sales, we will cover the cost of
transportation and delivery to our customers. We will outsource our trucking to a local company which will cost about $600
per delivery, depending on where the customer is located. Even though adding channel members could increase our sales,
we are able to generate more profit by selling directly to the consumer. There aren't many turf wholesalers and retailers
that sell to our target market, they are mainly used for personal use turf.
Promotional Strategy: (in thousands of dollars)

Year 1 Year 2 Year 3 Year 4 Year 5

Total IMC Budget: 601.0 1200 2400 3800 5200

Advertising Exp: 25 90 200 300 450

Sales Promo Exp: 150 250 500 900 1200

PR Exp: 401 800 1600 2500 3400

Other Promo Exp: 25 60 100 100 150

Our promotional strategy in our first two years is to begin with gaining brand awareness. To gain brand awareness, in our
first year we will have a marketing budget of $601,000. This will allow us to use multiple promotional strategies to make
sales. $150,000 of our budget will go to sales promotion, our sales representatives will contact potential customers, send
samples, and even visit campuses to make a sale. This will cover the travel cost of our sales reps and the cost of sending
out samples. Our PR expense is $401,000 because we will donate a field to a school and sponsor them. It will cost us
around $400,000 to donate the field and about $1,000 to sponsor the school. This will allow people to become familiar with
our brand and get our name out into the media. We will have these athletes talk to the media and express how our field
made their gameplay better. We will use the $25,000 advertising budget to film a video to place on our website. We arrived
at this number by budgeting out for equipment rental, talent, and production. The other promotional expense of $25,000
will be used for search engine optimization and website development. We hope to get our message to the public and show
them that we provide a better, more durable, safe, and more sustainable field. In the following years, more of our PR
expenses will be used for events and sponsoring teams. Our other promotion expense increases in future years to cover
the commission expense of our salespeople as they continually make more sales.

# of salespeople 4 4 4 5 6

Compensation method: $55,000 salary and $3000 commission per field sold and additional yearly bonuses.
Our sales representatives will be employees of our company. In our first three years, we will have 4 sales representatives,
and add one each year. We plan to give them a state or region based on whether they are selling to high schools or
universities. Our compensation plan will incentivize them to go above and beyond to make the sale since they will only sell
about 3 each in the first year. It will allow us the budget to hire the talent we need in order to sell our fields.
 10
Exhibit 7 Flow Chart

Quality Step What is measured? How often? How will you ensure quality?
Q1 Consistency of Once per batch Physical inspection is done by workers to ensure the
materials material is intact and not torn or shredded.
Q2 Impact test Once per batch Impact testing machine is used to simulate athletes
hitting the turf. If under minimum level supported,
the turf is removed from the batch.
Q3 Impact test Once per batch Impact testing machine is used to simulate athletes
hitting the turf. If under minimum level supported,
the turf is removed from the batch.

Critical Resource Brief Description Unit Cost (in appropriate unit) How
many?
CR1 CR1 is our fabrication machine. This machine $60000 per machine 1
combines materials to make our turf pellets.
CR2 CR2 is the packaging workers in our $40000 per year per employee 2
warehouse.
 11

Exhibit 8 Quality

Indicate the Why is this dimension important, given your
Dimensions of Quality industry & target market?
on which you will
focus.
Special Features This dimension serves as a key aspect of quality for our
product, as we use wood fibers instead of what’s
commonly used as infill, ground-up rubber tires. The
use of wood fibers will help lessen the impact of falling
which will help resolve concussions and plenty more
injuries. Unlike wood fibers, the rubber infill has also
been proven to release harmful chemicals into the
immune system, making our product much less
dangerous. Since our target market is high schools and
universities, preventing injuries and stopping harmful
toxins from entering the bodies of young athletes is
critical.
Reliability Reliability is another important dimension that requires
a serious amount of attention, as we don’t want our turf
to vary in performance. Turf fields are used almost
every day in high schools and universities, whether it's
for sports practices, games, and even leisure activities,
so keeping a reliable and consistent performance is
necessary.
Durability Durability is a very important aspect, as turf fields are
not exactly the cheapest. Any high-end turf field will
normally last anywhere from eight to ten years until a
replacement or new infill is needed. Our durability
comes from requiring less maintenance from our
competitors. We also aim for our turf to have a useful
life of ten or more years, with the only threat being
consistent harsh weather.
Identify the Quality Step(s) on
the Process Flowchart /
Service Blueprint to which this
corresponds.
To ensure the wood fibers are safe
and produced up to standards, a
physical check will take place by
the production workers. (Q1)
Our reliability check responds
directly after the turf is processed
through a specific machine that
will test a strip of the previously
produced turf. (Q2)
Our durability check will take place
after our turf is processed and
tested, in our finished goods
inventory. This response to Q3 as
durability and safety will be
checked right before the product is
shipped to our customer.

Use the space below to describe any additional Proactive Quality Assurance Plans that are not connected to a
specific activity on your Process Flowchart / Service Blueprint.
Our proactive quality assurance plan is to train our employees well by having monthly training meetings and to ensure
machine quality by having frequent maintenance checks. If a turf field does not live up to its projected life, and other fields
continue to do the same, production will undergo improvements in order to fix the problem at hand. After production, our
turf will go through a series of shock tests, to confirm that the turf is safe and also durable.
Describe any reactive quality assurance plans. Include a recovery plan should a customer receive poor-quality
goods and/or services.
If a customer receives a poor quality field, they will receive 35% of their money back on that field and we will replace the
issue for free. A poor quality field means that the field has specific defects, which we promised wouldn't be a problem. If a
customer’s field does not last up to its projected useful life and purchases our 10-year warranty plan, the customer will
receive a 15% discount on their next field.

If you will utilize a quality/process improvement methodology, indicate which:

☐ NA ☐ TQM ☐ Six Sigma ☐ ISO ☐ Benchmarking
☐ Other (specify what):
Provide a specific explanation of how your chosen quality methodology relates to your business and how it will
be applied:

We will ensure quality by using benchmarking. We will identify the best practices used by our competitors and apply them to
our process. We will apply these benchmarks to each step in our process to make sure our quality exceeds standards.
 12

Exhibit 9 Inventory, Suppliers, and Distribution

RAW MATERIAL INVENTORY & SUPPLIER SELECTION If your organization does not have raw
material inventory, please check this box: ☐NA
Item(s) Supplier Reason for selecting Supplier Frequency of System of Mode(s) of
Name & this supplier lead replenishmen Management Transportatio
Location time (in t (in days) n
(City, State, days)
Country)
Shock pad Brock USA, The quality of the product is 5-7 60 Fixed-order ☐ Highway ☐
Butler PA, USA great for the price and they quantity Rail
store their goods in the model ☐ Waterway ☐
USA, making shipment Air
easier for us. Their price is
also great for the amount
we will be buying.
Wood fiber Playground The supplier can quickly 1-3 60 Fixed-order ☐ Highway ☐
Equipment USA, deliver and fulfill orders. The quantity Rail
Gaithersburg quality of the product is model ☐ Waterway ☐
MD, USA great for the cost and Air
relatively close to our
warehouse.
Artificial grass Install-It-Direct, Suppliers have the highest 5-7 60 Fixed-order ☐ Highway ☐
San Diego CA, quality of artificial grass quantity Rail
USA because they specialize only model ☐ Waterway ☐
in artificial grass Air
development.
Fine sand National Site The cheapness of this 3-5 60 Fixed-order ☐ Highway ☐
Material, product is why we selected quantity Rail
Jacksonville FL, it. They are also on the east model ☐ Waterway ☐
USA coast which means the Air
transportation fees will be
not as much as other
companies.
FINISHED GOODS INVENTORY
If your organization does not have finished goods inventory, please check this box: ☐NA
Finished goods Frequency of Average level of Finished Amount of safety
produced shipping goods inventory on site stock on site
(per day) finished goods
At the end of Year 1 .1 14 days 1 0
At the end of Year 2 .2 14 days 2 0
At the end of Year 3 .4 10 days 4 0
At the end of Year 4 .8 7 days 4 0
At the end of Year 5 1 7 days 4 0

What is the lifespan of your ☐NA Our finished goods inventory can last up to 1 year if proper inspections and
finished goods inventory? handling are done.

How will you manage ☐NA We will manage the perishability by keeping our warehouse temperature constant
perishability of Finished Goods and having semi-annual checkups on our turf fields in storage.
Inventory?
DISTRIBUTION
Name of transportation Reason(s) for selecting this provider/carrier Frequency of Pick Up
provider/carrier / Drop off
Andron Trucking We have selected this provider because it is located close to Bi-weekly
our warehouse. By using this local company we can ensure
quality throughout the transportation process. They have
also proven their brand name by providing great service
over the years.
 13

Exhibit 10 Capacity and Resources

Demand Capacity Utilizati Hours Bottleneck name How will you manage /adjust the
(per (per on of and description bottleneck to ensure you can
day) day) (%) Operat appropriately serve or supply your
ion customers?
At the end of .0389 .077 50.5% 9am-5 B1 → Fabrication
Given our projected sales for year
Year 1 pm machine. one, this stage should not serve as
too much of a problem.
At the end of .115 .15 71% 9am-5 B1 → Fabrication As sales will increase, production will
Year 2 pm machine need to increase as well. In order to
resolve this bottleneck, another
fabrication machine may be
purchased, and hiring more
production workers will be necessary.
At the end of .208 .22 95% 9am-5 B1 → Fabrication As our sales continue to increase,
Year 3 pm machine production will need to increase. To
accommodate this we will purchase
another fabrication machine and hire
more production workers.
At the end of .296 .30 99% 9am-5 B1 → Fabrication If the bottleneck continues to occur,
Year 4 pm machine we will purchase more machines and
production workers as necessary.
At the end of .4 .48 83% 9am-5 B1 → Fabrication If the bottleneck continues to occur,
Year 5 pm machine we will purchase more machines and
production workers as necessary.
Show your calculations for the following parameters at the end of Year 1.
Hours of Demand/month Demand/day Capacity/mo Capacity/day Utilization
operation/month nth
8 * 21 = 168 hours of Annual unit sales Monthly Sq. ft of field Monthly Daily
operation per month (14)/12 demand/30= 57800/4500 capacity/30 = demand/daily
= 1.167 .0389 (CR1)= 2.31 .077 capacity =
.0389/.077 =
50.5%

Additional resources (beyond your bottleneck) must be allocated appropriately to support operations.
Identify which resources have a significant impact on capacity at start up and describe why these are
appropriate amounts of resources at start up.
Certain resources like process capacity, or human and machine capacity to be more specific. These are both critical
during our startup of the company. With our expected demand of 14 fields in year 1, we’ve allotted at least four
production workers to the fabrication machine, and at least two packaging workers to roll and package the turf
when it is completed.
Describe adjustments you will make as resource requirements vary with time. Be specific regarding
which key resources (beyond your bottleneck) will be adjusted, when and how. If you will make
multiple adjustments, explain each.
As resource requirements vary, we will follow a leading strategy and hire more workers, or purchase more
fabrication machines when needed.
How will you manage seasonality? Since turf fields can only be installed in specific temperatures, we do not have
any projected sales for the period of November to February. During this period, we will focus on internal
improvement, so that we can minimize and hopefully resolve all bottlenecks.
 14
Exhibit 11 TreeTurf LLC. Pro Forma Income Statement
 15
Exhibit 12 TreeTurf LLC. Pro Forma Balance Sheet
 16
Exhibit 13 TreeTurf LLC. Statement of Cash Flows
 17

Exhibit 14 TreeTurf LLC. Notes to Financial Statements

Note 1: Accounting Methods

The company uses MACRS lives and rates for depreciation for its fixed assets and
straight-line amortization for its patents. Our Asset Class for our fixed assets is real estate
and our MACRS schedule for our property is 15 years 150% class.

Note 2: Assumptions
The following assumptions are made in developing the pro forma statements:
● Employee retirement benefits are assumed to be 14 percent of their salaries
● The accounts payable are assumed to be in terms of net 30
● Accrued wages are assumed to be two weeks the annual salaries and wages
● Useful life of our machinery being 6 years
● Price of acquiring our patent based on legal contentions and lawyer fees

Note 3: Investment capital

The initial start-up costs are funded with $900,000 owner's equity. Our angel investor will
equally split his investment with a loan and equity. The angel investor will give us
$1,000,000 for 15% of our company's equity. In addition the angel investor will provide us
with $2,500,000 in convertible debt with a 6% annual interest fee, we will begin to pay this
debt off at the beginning of year 6.

Note 4: Capital investment

The initial capital investment is $2,500,000 in our initial year, and additional capital
investments of $60,000 in year 2 and year 3, $120,000 in year 4, and $180,000 in year 5.

Note 5: Risks
The risks and uncertainties associated with the operations of Tree Turf LLC. Risks include:
● Risks related to lifespan of product. Due to the lifespan of an artificial turf field being
between 8-10 years, the likelihood of the company selling the product depends on if
the consumers have purchased a turf recently and do not want to make another
large investment.
● Risks related to product price, cost to produce, and unit sales. Forecasted sales for
the company were based on marketing research from local universities, however,
there is still uncertainty regarding how much each turf will cost (dependent on size).
There is also uncertainty in the increase of our market share and therefore unit
sales.
● Risk related to popularity of product. Since artificial turf is getting negative press in
the sports industry from fans and players are calling for a switch from artificial turf to
using natural grass. This could see the favorableness of our product diminished
because of public opinion or government regulations.
 18
Exhibit 15 TreeTurf LLC. Pro Forma Financial Ratios
 19
Exhibit 16 TreeTurf LLC. Financial Analysis of Pro Forma Financial Statements
Liquidity
Tree Turf LLC. maintains a current ratio that in the first three maintains a close distance to the
industry current ratio indicating that our current assets far exceed our current liabilities due to our
large cash account from our sales revenue. The same applies to our quick ratio indicating that our
cash and cash equivalents exceed what is normal for the industries that were public.We see this as a
positive since most of our ratios are tied to cash this gives us room for error if sales are not as high as
we project.
The operating cycle on the other hand is lower than the industry average for all five years indicating
that our risk of being out of stock is higher than the industry which could lead to a loss of potential
revenue and future customers.

Financial Leverage
The company has significantly less than the industry average amount of debt compared to its revenue.
One reason is that we do not pay back our business loan until the beginning of year 6. In addition to
this, we do not have any mortgage or long-term debt obligation besides our one business loan.
Because of this our times interest earned is much higher than our industry average. We believe that
after we find a property to own, and start to pay back our debt, our times interest earned will be much
closer to the industry average.

Asset management
The inventory turnover and receivables turnover ratios of the company are very similar to those of our
industry indicating that we manage at around the same rate as other competitors. The company’s
fixed asset turnover quickly exceeds the industry average in part due to our high projected revenue
relative to our fixed assets. This could be cause for concern suggesting that the management of our
fixed assets is not good and could cause problems in the future.

Profitability
The company’s gross profit margin exceeds the industry average quite a lot for all five years because
our projected revenues are considerably higher. The company’s operating profit margin is also higher
than the industry in all but the first year since we made a loss. Our return on assets is negative in our
first year and then approaches the industry average in our second and third years with a considerable
leap in the fourth. We can conclude from these three ratios that the company is projected to far
exceed industry ratios because the product has a much larger profit margin when compared to other
products in the same form of industry of production.

DuPont Analysis
The net profit margin and total asset turnover both approach the industry average over the course of
the five years showing how the company manages our total assets well, allowing for possible
expansion and inventory later on. The equity multiplier shows a decreasing trend over the five years,
going below the industry average. The company’s return on equity approaches the industry average
indicating that the company uses the equity received from investors around the same as others within
the industry.

Valuation method
The valuation method is based on the price-to-sales ratio of our industry and is applied to our
projected revenue for each fiscal year. Our industry price-to-sales ratio is 0.93

Note: The industry ratios were used within an industry that our company is categorized under but many of these
companies in our industry are drastically different.
 20
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 24
Bios

My name is Jakob Cole and I come from Richlands, Virginia. I

am a junior marketing major. Before transferring to JMU last
year, I was playing college baseball for a small junior college
(JUCO) in my area before being shut down due to COVID. I
am a very much enjoyer of professional sports and you will
probably find me at UREC lifting weights on my free time
nowadays.
My name is Olivia Brittin and I am a senior at JMU majoring in
Marketing. I am from Warrington, Pennsylvania. I did
cheerleading for 12 years but quit after being on club cheer
my freshman year of college. I love to read books and watch
movies. I want to travel and I like being outside and just
exploring nature. I enjoy spending time with friends whether
it be just hanging out indoors or going on adventures.

My name is Jackson Praed and I am a junior majoring in

Computer Information Systems at James Madison University.
When I’m not working on schoolwork, I love to be physically
active outside. Some of these activities include Football,
Basketball and Soccer. I also am very interested in music and
some of my favorite genres include rap and hip-hop.

My name is Allan Davidson and I’m a junior majoring in

finance. I’m from Richmond, Virginia. Outside of class, I enjoy
watching/playing soccer and then only watching football. I
also enjoy going to the gym and hanging out with friends.
When it comes to music I mainly listen to UK based artists
but still enjoy the classics my parents brought me up on.

My name is Benjamin Jones and I was born and raised in

Richmond, Virginia. I’m currently a junior majoring in
Marketing. Outside of class, I enjoy playing and watching
sports, specifically baseball, hockey, and football. I also really
enjoy spending time outside, doing activities like fishing and
hiking trails around the James River with my parents and
older brother.

My name is Sarah Rothbart and I am currently a junior

majoring in marketing and minoring in sociology. I am
originally from Rockaway, New Jersey. Outside of school, I
enjoy staying active whether it is going to the gym or a quick
volleyball game with friends. I also enjoy playing with my dog
and taking him on walks.