THE

CHALICE
March 2023

Business Plan
CONTENTS

Executive Summary 3

Business Overview 4

Market 22

Marketing Plan 38

Management Team 44

Financials 49
EXECUTIVE SUMMARY
The Chalice, referred to as the “Company” in this document, is an Interior Design Financial Highlights
Company, registered as an LLC in Atlanta USA in 2018. The Company is owned and
Revenue Net Profit Cash Balance
operated by Ms. Ashleigh Chalice. The Company offers Interior Design services for
both residential and commercial properties. Some of the key services offered by the $1,400,000
company include renovations, interior decorating, design assessments and $1,200,000

consulting, 3D renderings, and art procurement. The Company also operates an in- $1,000,000
$800,000
house apothecary that specializes in the health of the physical body in the physical
$600,000
home. The Company’s mission is to create holistic spaces that promote self-love
$400,000
through mindfulness, physical experiences, and beautiful aesthetics that inspire $200,000
well-being. The Company’s vision is to design an Interior Showroom Apothecary and $-
Atelier for clients, be featured in dynamic publications, and expand the brand Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $500,000 $625,000 $762,500 $915,000 $1,162,050
internationally.
Net Profit $39,737 $65,163 $95,083 $126,594 $185,094
After the unfortunate demise of Ms. Ashleigh’s mother due to stress, Ms. Ashleigh Cash Balance $41,337 $107,040 $202,609 $329,641 $515,129
connected with her mother through Interior design, as her mother too was an
interior designer. Ashleigh Chalice’s passion was to relieve people from stress The owner has conducted exhaustive research in all the Interior Design industry in
the US. The research, complemented with her vast experience in the industry, has
through her interior design projects and creating an environment for her clients
where they can relax. Ashleigh Chalice always tries to bridge the worlds of Well- helped her to successfully identify the potential in the market and an opportunity to
designed spaces and wellness in the home through mindfulness. In the past 5 years make huge financial gains from the business. The Company has devised a
The Chalice has completed multiple projects in different parts of US and also comprehensive marketing plan, using all conventional and modern marketing
internationally. The Company continues to add a large pool of satisfied clients to its platforms to market its services aggressively and efficiently.
portfolio. Ms. Ashleigh chalice is assisted by a team of 4 employees. As the business According to conservative financial estimates, the Company will be generating
grows she will continue to hire more skilled employees to become a part of her revenue of $500,000 in Year 1 and it will gradually grow to $1,162,050 in Year 5.
team. Over the past five years, strong performance of the Interior Design market in Similarly, the first-year profit is expected to be $39,737 and it will grow to $185,094
the US has expanded revenue at a CAGR of 3.6% to $25.5 billion and sustained the in year 5. The Company is not expected to face any cash flow problems and will have
average profit margin. Interior designers' revenue will expand at a CAGR of 1.2% to a solid positive Balance Sheet. Taking a realistic approach to financial forecasting,
$27.1 billion over the next five years, when profit will total 10.3%. the Company is expected to be a financial success.
BUSINESS OVERVIEW
COMPANY NAME: The Chalice

COMPANY INCORPORATION: 2018

ADDRESS: Atlanta GA: 714 Emily Pl NW Atlanta GA 30318

FOUNDER: Ashleigh Chalice

INDUSTRY: Interior Design

SERVICES OFFERED: renovations, interior decorating, design assessments and consulting, 3D renderings, and art procurement, in-house apothecary

FUTURE EXPANSION PLAN: Design an Interior Showroom Apothecary and Atelier for clients and expand the brand internationally.
TARGET MARKET: The Company will initially target the Atlanta market and then spread business operations to the entire US, and then the
International market.

GEOGRAPHICAL FOCUS: Atlanta, Georgia, USA

FOUNDERS’ INVESTMENT: $7,000

TARGET CUSTOMERS: People in the 20-65 year age bracket, who can afford a relaxed lifestyle and earn more than $200,000 year

CORE STRENGTH: Skill and Expertise of the owner, a talented team, multiple projects to its credit

MARKETING MEDIUMS: Bill Boards, Print Media, Social Media

BUSINESS OVERVIEW
The Chalice is an Interior Design Company, registered as an LLC in Atlanta USA and owned by Ms. Ashleigh Chalice. The Company offers Interior
Design services for both residential and commercial properties. The Chalice offers a full scale of design services ranging from renovations,
interior decorating, design assessments and consulting, 3D renderings, and art procurement. The Company also owns and operates an in-house
apothecary that specializes in the health of the physical body in the physical home. All of the Company’s products are natural, eco driven and
focused on promoting the health of the planet.

Mission:
The Company’s mission is to create holistic spaces
that promote self-love through mindfulness,
physical experiences, and beautiful aesthetics
that inspire well-being.
Vision:
The Company’s vision is to design an Interior
Showroom Apothecary and Atelier for clients, be
featured in dynamic publications, and expand the
brand internationally.
BUSINESS OVERVIEW
Company History

Ms. Ashleigh’s mother passed from heart disease that was onset of stress in her
body. Ashleigh’s mother was an interior designer who cultivated her love for
making spaces beautiful in her daughter. Ms. Ashleigh watched her work and
found freedom in her passion. When she passed, Ms. Ashleigh Chalice found
herself connected to her through Interior design. Ashleigh Chalice also found that
while it was her passion, her mother carried stress and it showed up in the
physical form ultimately leading to her passing. Ashleigh Chalice wanted to bridge
the worlds of Well-designed spaces and wellness in the home through
mindfulness. Ms. Ashleigh Chalice started her company in 2018 and has
dedicated her life to Health in both the physical body and the home. Her
Company has completed multiple projects with clients ranging from Atlanta to
Los Angeles, and also consulted for clients internationally. One thing that all
clients walk away saying when the project is done is how good they feel in their
home, that we created a space to cultivate love.
BUSINESS OVERVIEW
Services
 Interior Design service focuses on how the space will ultimately look
with enhancements made to the space based on budget,
architecture and environment.
 Wellness based design plays with colors, lighting, materials, and
furniture selections to bring the full vision of a well-balanced space
to life.
 3D Renderings provide the client with a full visual of how the space
will ultimately look.
 Apothecary allows customers to connect with themselves, elevate
their self-care routine and return to innocence with nature’s
medicine as their guide.
 All of our products are derived from nature. We promote the idea
that Self-care is here for everyone.
 We help customers to practice slow beauty rituals, patience and
self-love, celebrate inner beauty while embracing imperfection.
BUSINESS OVERVIEW
Pricing Packages
1. ROSE QUARTZ 2. EMERALD
Emerald is a curated master list of vendors & stores (some you know, some you
Rose Quartz is a one - hour consultation call with The Chalice Founder, Ashleigh
don’t!) that you can shop at to create your unique selections in your home.
Chalice to talk about whatever design needs you are interested in. This can be as
 One-hour consultation call
simple as a brainstorm, or you can come prepared to discuss your exact design
 One-time curated, custom list of different brands, companies, and stores
needs.
 Price: $550​
 · One-hour consultation call
*Pricing does not include furniture costs
 · Price: $375/hour
This is a virtual offering

Ashleigh can advise on;

 Furniture and home decor selection and placement 3. COPPER
 Stores and brands to consider Copper includes a custom mood board and corresponding product list for one or
 Floor plan layout more rooms in your dwelling.
 Styling (surfaces, sofas, beds, walls etc.)  A one - hour consultation call with The Chalice Founder, Ashleigh Chalice
 Fixtures, finishes and trims  The Chalice will provide a mood board and product list with links for you to
 Construction and remodel ideas order from
 Paint/wall treatments and drapery/window treatments  Does not include the master vendor/store list
 Advice for aspiring designers  Price: $2,500 (per room)
 Guidance / second opinion for professional designers *Pricing does not include furniture costs This is a virtual offering
BUSINESS OVERVIEW
Pricing Packages
4. ALABASTER
Alabaster includes a mood board, product list, and 3D rendering for one or more
rooms in your sanctuary so you can visually see your space.
 A one - hour consultation call with The Chalice Founder, Ashleigh Chalice
 The Chalice will provide a mood board, product link list and 3-D rendering of
the room so you can see it visually before making any decisions
 Includes master vendor/shopping list!
 Price: $3,500-7,500 (per room)**

*Pricing does not include furniture costs ** Larger budget Alabaster projects
includes option to design custom furniture
This is a virtual offering

5. GOLD
Gold is the gold standard! This includes a full scale design project, our favorite to
take on!
 A one - hour consultation call with The Chalice Founder, Ashleigh Chalice
 Price: Custom / scalable per project

This is an in-person offering.

BUSINESS OVERVIEW
Services
BUSINESS OVERVIEW
Services
BUSINESS OVERVIEW
Services
BUSINESS OVERVIEW
Services
3D RENDERINGS & ANIMATIONS

3D RENDERING 3D ANIMATIONS FLOOR PLAN

Our renderings services offered online, provides
architectural visualizations of your architecture 3D
rendering needs, whether you’re in the market
for floor plans, landscape design, interior or exterior
renderings of houses, or commercial property.
We can take it a step further and offer a 3D animation Scale drawings that show the relationship between
where we bring the space to life rooms, spaces and physical features. Its a great way
to visualize how you will navigate through the space
BUSINESS OVERVIEW
Services
3D RENDERINGS & ANIMATIONS
LIGHTING PLANS
Expertly placed lighting adds another dimension to a
space, bringing an interior design project to life. Great
lighting creates depth and height, and draws
attention to your most impressive areas. It's all about
the balance of light and shade and bringing new
energy to an interior.
MATERIAL SELECTIONS FURNITURE SOURCING
Let us help you chose what furniture will fill your
What materials will be used to convey the overall
space. The design should scream you! The selection
design is important. Texture and balance are both
of vendors and suppliers that can provide (e.g.,
important when it comes to a well-designed space.
manufacture, build, purchase) required items, and
interior design procurement refers to the process of
specifying order details, pricing different options,
reviewing and placing the orders.
BUSINESS OVERVIEW
Products
The Chalice Apocathery & Home Accents

The Chalice procures body oils from a verity of vendors, focusing on different
areas and needs. Candles are made from natural materials even down to their
packaging. All candles are natural and made with ingredients that are good for
the environment. The Company offers Teas that cover a wide range of herbs
focusing on areas like relaxation, immunity, digestion, sleep, energy and many
other areas. The Chalice offers bath products that help one relax and connect
to themselves. The Company offers soaps for face and body. Room sprays,
incense, sage and supplements. The Company also sells home accents like
pillows, vases, art, and décor.
BUSINESS OVERVIEW
Portfolio
BUSINESS OVERVIEW
Portfolio
BUSINESS OVERVIEW
Portfolio
BUSINESS OVERVIEW
Key Success Factors
Access to niche markets:
Many people use interior designers because of their extensive
supply network for original artwork, innovative and original
furniture. The Chalice has an effective and efficient supply
network for artwork, furniture and other articles.
Ability to manage external (outsourcing) contracts:
Designers need to ensure projects are completed on time
and within budget. Many large design firms will use the
services of subcontractors to meet deadlines and provide a
range of different services. Ms. Ashleigh Chalice is very
particular about completing the project on time and in
budget, using all the resources at her disposal.
Having a good reputation:
Interior designers build their businesses by establishing a
solid reputation in the local market. A portfolio of work and
referrals from previous customers supports reputation. The
Chalice enjoys an immaculate goodwill. All the clients the
Company has served are full of praises for the Company’s
work and work ethics.
Ability to vary services to suit different needs:
Varying the services offered attracts a greater number of
clients with diverse stylistic and practical needs. The Chalice
offers customized plans for every client.
BUSINESS OVERVIEW
Business Operations
HOW DOES A CONSULTATION WORK?
HOW DO I PREPARE FOR A CALL?
Our consultations take place on Zoom video calls. Prior to the scheduled
Preparation can be as minimal or thorough as a client feels is
consultation, you will receive a link via email to join the video call. From
necessary to accomplish their overall goals from the consultation. Our
there, you’ll be able to show your space (via Zoom screen-share or over
suggestion is putting together a simple document or presentation that
video), ask questions and get feedback/advice. There is not a set
includes photos of the spaces you need help with and questions you’d
structure for how you utilize your time; consultations are meant to be
like answered..
collaborative and tailored to your needs.

HOW DO I SHOW THE SPACE? HOW MUCH CAN BE ACCOMPLISHED IN A 1 -HOUR CONSULTATION?

Consultations will happen over Zoom video calls, so you’re able to show You would be surprised at how much can be accomplished, but

your space in real time using the camera on the device you’re taking the Ashleigh sends a recap email with a few highlights from the call and a

call from. Many find it easier and more efficient to gather photos of the little advice on what your next steps should look like.

space into a document, to review during the consultation.

BUSINESS OVERVIEW
Future Goals
• Hire more skilled freelancers and other staff for executing services • To advertise more on all platforms and reach out to a large client base
• Ensure full preparedness to run business operations • A high net profit margin in the second year of business operations
• Enhance Marketing Activity • Expand the business reach in a phased manner
• Ensure high standard of services • Build a scalable business

• Ensure optimal performance • Be a leader in the interior design industry and evolve with the changing needs
• Achieve a significant share in the US interior design market
• Open a studio space where the owner and her team can work collectively to
• Achieve a higher return on equity than peers operating in the industry and
execute projects while being inspired while at work.
reach the sustainable and profitable growth.
• Expand the business operations by continuously adding a pool of satisfied
• To serve the interests of customers, investor, and employees in a well-
customers
balanced manner.
• Reduce on-going business expenses
• Expand business operations in all states of the USA
• To review and measure the company’s growth and performance periodically,
• Open a physical store front where the Company sells products and have our
aligning business strategies with existing market trends.
design studio in house.
• Build organizational capacity and expertise to support the expansion and
• Become an established interior design brand in the international market
ensure the highest-quality delivery in all areas of work.
• Asses Company’s performance on a quarterly basis and make future decisions
accordingly
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Overview
Economic performance and construction activity are two major factors influencing growth for
interior designers. Residential and commercial markets are interior designers' vital downstream
markets. While both markets adjust spending on interior design based on changes in economic
activity, the mix of residential and commercial designers balances the effect on the industry. For
instance, positive trends in consumer spending and the housing market over the past five years
have offset shakier activity in the nonresidential sphere. Rising consumer spending in recent
years has benefited independent designers, the bulk of the profession, as homeowners spent
more on interior design overall. Over the past five years, strong performance has expanded
revenue at a CAGR of 3.6% to $25.5 billion and sustained the average profit margin.

COVID-19 disruptions occurring throughout all sectors of the economy didn't spare interior
designers. Yet, how these disruptions played out for interior designers was mixed. For designers
specializing in residential projects, growth in housing starts and the homeownership rate pushed
homebuilders and homeowners to designers to create home layouts. Underlying this growth was
a low-interest environment and a shortage in the housing stock. Consumer trends also
supported an uptick in interior design services; households sought out interior designers to
revamp living spaces into offices, classrooms and entertainment centers as they spent more time
at home than ever before. Commercial designers didn't see the same growth. Uncertain
economic conditions, a drop in corporate profit and a migration to work-from-home settings
reduced investment in new construction and design.
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Key External Drivers
Consumer confidence index

Consumer confidence reflects the outlook on household finances, business conditions,

employment and the general economy. High consumer confidence translates into
higher spending, including spending on a discretionary service like interior design. As
consumer confidence falls, consumers tighten their wallets and opt for savings instead.

Per capita disposable income

Per capita disposable income measures the ability of consumers to purchase goods or
services. As disposable income rises, consumers have more additional income to spend
on discretionary items; consumers will spend on nondiscretionary over discretionary as
disposable income falls. In 2023, per capita disposable income will increase,
representing a potential opportunity for the industry.

Demand from commercial building construction Value of residential construction

The Commercial Building Construction industry includes companies responsible for
constructing office, retail, hotel, agricultural and entertainment buildings; interior
designers derive a significant share of revenue from these commercial clients. Changes
in commercial construction activity have implications for designers as a result. Demand
for commercial building construction will increase in 2023.
The value of residential construction includes multifamily residences, new homes,
renovations and restorations. A higher value of residential construction pushes
homebuilders and homeowners to interior designers. A high-interest rate environment
and recession concerns will lower the value of residential construction in 2023.
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Current Performance Interior designers' industry revenue has increased at a

 Economic growth in recent years has supported higher consumption of interior design services CAGR of 3.6% to $25.5 billion over the past five
from commercial and residential markets.
years, including a 1.9% decline in 2023 alone, when
 Favorable economic conditions contributed to growth in the residential construction sector, the
industry's most significant source of revenue, which supported industry revenue growth. profit will total 10.6%. The revenue is expected to
 Nonresidential construction activity has been shakier in recent years despite economic growth. recover greatly in the coming years which is
Yet, since interior designers provide services to diverse commercial clients, fluctuations in
nonresidential construction impact interior design demand less. encouraging sign for The Chalice.
 Designers specializing in residential markets benefited from a jump in housing starts and the
homeownership rate. Underlying this growth was a low-interest environment and a shortage in
the housing stock. Demand for residential designers was multifaceted, as homebuilders, buyers
and sellers sought out interior designers to create home layouts.

 Consumer trends created an uptick in interior design services too. Quarantined households
invested in interior designers to adjust their living spaces to fit home offices, classrooms,
entertainment areas and larger kitchens.

 A high-performing residential housing market and consumer trends favoring interior design
during COVID-19 offset the decline in demand from commercial clients, preventing a drop in
revenue in 2020.

 Independent designers remain the bulk of the profession, coexisting alongside a few leading
multi-million dollar design firms with global presence.
MARKET
Market Outlook Interior designers' revenue will expand at a CAGR of
A drop in housing starts weakens demand for residential designers, since designers are often used to 1.2% to $27.1 billion over the next five years, when
stage homes for sale or design interior elements. Higher borrowing costs push consumers away from
profit will total 10.3%. The future of the industry looks
renovations or home loans, stunting demand for residential designers hired to outfit newly
purchased homes. positive for Interior Design businesses like The Chalice
A rising focus on employee well-being will also push companies to invest in redesigns emphasizing
health and wellness.

Interior designers will have a more prominent role in the design of healthcare facilities. Designers
will work with healthcare facilities to rethink design elements that could've improved challenges
faced during COVID-19.

The pandemic will have a lasting effect on how consumers view their homes, encouraging them to
continue using designers to improve functionality.

The interior design market will see more designers leveraging smart technologies by incorporating
them into designs.

Sustainability will be a rising focus for customers moving forward. Designers that incorporate low-
carbon materials versus concrete, steel and glass will be sought after, specifically by environmentally
conscious consumers or companies committed to lowering their carbon footprint.
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Products & Services
The housing market and interior design go hand-in-hand
 Interior designers plan and design layouts for residential homes, multifamily
residences and apartment complexes.

 A low-interest environment combined with a small housing stock before

COVID-19 led to a jump in housing starts and residential construction between
2020 and 2021, driving homebuilders to interior designers to help create
functional living spaces.

 Residential interior design projects attracted higher-income households during

the pandemic to incorporate home offices, entertainment centers, classrooms
and outdoor areas into living spaces.

Nonresidential construction activity challenges designers
 Nonresidential interior design includes commercial spaces like medical
centers, retail stores, warehouses, hotels, theatres and office buildings.
 Nonresidential construction activity was temperate in 2021 despite
improvements in the broader economic landscape, tempering demand for
commercial design projects. Rising interest rates and concerns of a potential
recession could continue this trend through 2023 but will recover after 2023.
 Rising interest in sustainability and wellness has accelerated post-COVID.
Clients in office spaces, medical centers and educational facilities will hire
interior designers to adjust spaces to these new preferences.
Interior decorating offers a more affordable solution
 Interior decorating differs from full-service design. Interior decoration only
involves the furnishing and decorating of a space.
 Interior decorating is a more affordable service than interior design since it's a
less extensive and time-intensive process. Decorators are often used by
homeowners to refurbish living spaces or to prepare a home for sale.
Other
 Other services include merchandise resale, consulting and industrial design
services.
 Industrial design services focus on improving the functionality and aesthetics
of consumer products like phones or furniture.
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Demand Determinants
The Company is fully aware of all the demand determinants of Interior Design
market in the US and will plan its business strategy accordingly

Residential interior design Nonresidential interior design

Important demand drivers include the unemployment rate, per capita disposable Demand for interior design services from businesses, corporations and commercial
income, changes in existing home sales and the number of homeowners. For entities follows trends in nonresidential building activity, office relocations and
instance, when the unemployment rate is low and per capita disposable income corporate profit.
rises, more households can afford interior designers. During an economic
Increased corporate profit pushes clients toward interior designers since
slowdown, households are less likely to spend on interior design projects. Since
organizations have more funding to invest in the work environment. Higher
interior design services are considered a luxury expense, demand for these services
corporate profit levels help support demand for corporate designers specializing in
is sensitive to economic expansions and contractions.
designs for various workplaces. Demand from hospitals, educational institutions,
Demand for residential interior design is also positively correlated with existing
cultural buildings and government buildings tends to be more sensitive to public and
home sales. Since homeowners will invest in interior design projects when settling
private funding changes. Nonresidential construction, which measures the level of
into a new living space, demand for interior designers rises as home sales go up. A
construction of these facilities, also affects demand for interior designers. Since
higher homeownership rate will also push homeowners toward interior designers
interior designers are used in planning, designing and managing the construction of
since individuals are more likely to invest in interior design if they own the space.
interior spaces for hospitals, schools, cultural buildings and government offices, an
Residential demand for interior designers from high-income households is less
increase in the value of nonresidential construction drives demand for interior
subject to economic fluctuations. During COVID-19, high-income households
designers specializing in these nonresidential projects.
invested in interior designers to adjust their homes to accommodate work-from-
home mandates and virtual classrooms.
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Major Markets
Individuals and Households

 Households hire interior designers to improve the design, aesthetics and

functionality of their living space.

 A low-interest environment and shortage of housing stock pre-COVID led to a

housing boom between 2020 and 2021. A bump in homeownership led
household consumers to seek out interior designers to outfit new homes.

 Pandemic lockdowns drove homeowners to interior designers to redesign

their living spaces as consumers spent more time at home than ever before.

 Designers were brought in to create functional office spaces, classrooms and

entertainment centers.
Corporations and Businesses
 Corporations use interior designers to create and style office spaces, using
available space and light to design the most efficient work environment. The
design of an office space projects the company's philosophy to its employees
and clients.
 Rising focus on employee wellbeing in recent years has encouraged
organizations to become perceptive of how an office can foster wellness,
productivity and collaboration, enhancing the role of interior designers in
office planning.
Health Care Providers
 Healthcare clients opt for interior designers specializing in healthcare
environments since designs must balance aesthetics with strict health and
safety protocols.
 Recent emphasis on employee well-being in healthcare will encourage the
provision of outdoor spaces and natural light in designs.
Hospitality Providers
 Hospitality clients include resorts, hotels, country clubs and food service
establishments.
 Hospitality companies are highly competitive. Creative and innovative interior
design is a primary source of differentiation used to instill value.
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Capital Intensity

A low level of capital intensity, with high

profit margin and growth prospects makes
Interior Design market a lucrative business
opportunity for The Chalice

Interior designers enjoy a low level of capital intensity. In 2023, for every $1.00 spent on labor, designers will
invest $0.04 in capital. Capital expenditures are limited to computers and software programs specifically made
for designers. The industry is knowledge-based since designers use their experience and knowledge of design
principles to create innovative interiors. To illustrate, labor costs account for 18.3% of revenue, the single
largest cost component in the industry.
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Revenue Volatility The Chalice will serve both residential and commercial
clients, conditions in one market will offset the other,
 Interior designers work alongside contractors and architects to create the
limiting the revenue volatility in the industry. This will
interior for a new construction project.
ensure that the Company is able to generate revenue on a
 Reliance on construction activity fosters volatility
regular basis.
 Construction activity is inherently volatile; it's influenced by a host of
extraneous factors like economic conditions, interest rates, inflation and
employment trends. Fluctuations in construction activity naturally create a
degree of volatility for interior designers.

 A mix of residential and commercial clients limits volatility

 Determinants affecting construction activity vary between residential and

commercial projects. During COVID-19, a low-interest environment and
shortage of housing stock created a spike in new housing starts and the
homeownership rate. At the same time, a drop in corporate profit and
uncertain economic conditions derailed commercial clients' plans for new
construction or renovations.

 Since interior designers serve a mix of both residential and commercial clients,
conditions in one market can offset the other, limiting the extent of volatility
in the industry.
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Industry Assistance
The Chalice will join, collaborate, and/or work in close association with all these societies and
associations to stay in touch with current trends, have access to resources offered and get all the
industry assistance it can possibly get to excel in the market.
The American Society of Interior Designers
The American Society of Interior Designers (ASID) is a nonprofit professional society representing the interests of interior designers and the
interior design community. ASID promotes professionalism in interior design services. ASID designers receive the most current information about
appropriate materials, technology, building codes, government regulations, flammability standards, design psychology and product performance.

The International Interior Design Association (IIDA)

The International Interior Design Association (IIDA) is a commercial interior design The Foundation for Interior Design Education Research (FIDER)
association. The IIDA strives to provide resources to commercial interior designers and The Foundation for Interior Design Education Research (FIDER) is an independent,
their clients to advance the profession through advocacy, education, legislation and non-profit accrediting agency for postsecondary interior design education.
accreditation.

The National Council for Interior Design Qualification
The National Council for Interior Design Qualification is an independent, not-for-profit
organization providing interior designer certification through an examination. Passing
the exam is a precursor for professional membership with the IIDA and ASID.
The Association of University Interior Designers
The Association of University Interior Designers is a non-profit organization
providing a network for individuals that work within institutions of higher education
and to promote activities designed to benefit its members through education,
communication and research.
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Atlanta
In 2020, Atlanta, GA had a population of 498k people with a median age of 33.2 and a median household income of $64,179. Between 2019 and
2020 the population of Atlanta, GA grew from 488,800 to 497,642, a 1.81% increase and its median household income grew from $59,948 to
$64,179, a 7.06% increase.

None of the households in Atlanta, GA reported speaking a non-English language at home as their primary shared language. This does not consider
the potential multi-lingual nature of households, but only the primary self-reported language spoken by all members of the household.

95.5% of the residents in Atlanta, GA are U.S. citizens.

The largest universities in Atlanta, GA are Georgia Institute of Technology-Main Campus (8,534 degrees awarded in 2020), Georgia State
University (8,062 degrees), and Emory University (4,966 degrees).

In 2020, the median property value in Atlanta, GA was $314,400, and the homeownership rate was 44.8%.

Most people in Atlanta, GA drove alone to work, and the average commute time was 27.5 minutes. The average car ownership in Atlanta, GA was 2
cars per household.

Atlanta, GA is home to a population of 498k people, from which 95.5% are citizens. As of 2020, 7.97% of Atlanta, GA residents were born outside of
the country (39.7k people).
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Atlanta
Population & Diversity

As of 2020, 95.5% of Atlanta, GA residents were US citizens, which is higher than the As of 2020, 7.97% of Atlanta, GA residents (39.7k people) were born outside of the
national average of 93.4%. In 2019, the percentage of US citizens in Atlanta, GA was United States, which is lower than the national average of 13.5%. In 2019, the
95.6%, meaning that the rate of citizenship has been decreasing. percentage of foreign-born citizens in Atlanta, GA was 7.58%, meaning that the rate
has been increasing.

The chart above shows US citizenship percentages in Atlanta, GA compared to that The chart above shows the percentage of foreign-born residents in Atlanta, GA
of it's neighboring and parent geographies. compared to that of it's neighboring and parent geographies.
MARKET
Atlanta
Economy
• The economy of Atlanta, GA employs 257k people. The largest industries in Atlanta, GA are
Professional, Scientific, & Technical Services (44,036 people), Educational Services (28,118
people), and Health Care & Social Assistance (23,813 people), and the highest paying industries
are Finance & Insurance ($88,911), Finance & Insurance, & Real Estate & Rental & Leasing
($81,761), and Professional, Scientific, & Technical Services ($80,082).

• From 2019 to 2020, employment in Atlanta, GA grew at a rate of 2.65%, from 250k employees to Atlanta enjoys a high and increasing household
257k employees. income, growing working population and a
• The most common job groups, by number of people living in Atlanta, GA, are Management growing economy. All these are positive economic
Occupations (37,251 people), Sales & Related Occupations (27,305 people), and Business &
indicators for Interior Decorating businesses like
Financial Operations Occupations (25,428 people). This chart illustrates the share breakdown of
the primary jobs held by residents of Atlanta, GA. The Chalice. Particularly considering the fact that

• In 2020, the median household income of the 215k households in Atlanta, GA grew to $64,179 a healthy economy directly increases the demand
from the previous year's value of $59,948. The median household income grew to $69,164 in of interior decoration services.
2021.
• Median household income in Atlanta, GA is $64,179. In 2020, the place with the highest median
household income in Atlanta, GA was Census Tract 97 with a value of $250,001, followed by
Census Tract 99 and Census Tract 95.01, with respective values of $187,788 and $175,769.
MARKET
Atlanta
Economy

In 2021, the real gross domestic product (GDP) of the Atlanta metropolitan area amounted to 399.13 billion U.S. dollars. The Atlanta metropolitan area,
or metro Atlanta, officially designated by as the Atlanta-Sandy Springs-Alpharetta Metropolitan Statistical Area, is the most populous metro area in the
U.S. state of Georgia and the ninth-largest metropolitan statistical area (MSA) in the United States. In addition to Atlanta, Georgia's capital and largest
city, the Atlanta metropolitan area spans up to 28 counties in north Georgia and had a total estimated population in 2021 of some 6.1 million.
MARKET
Atlanta
Housing

The median property value in Atlanta, GA was $314,400 in 2020, which is 1.37
times larger than the national average of $229,800. Between 2019 and 2020 the
median property value increased from $290,400 to $314,400, a 8.26% increase.
The homeownership rate in Atlanta, GA is 44.8%, which is approximately the same
as the national average of 64.4%.

People in Atlanta, GA have an average commute time of 27.5 minutes, and they
drove alone to work. Car ownership in Atlanta, GA is approximately the same as
the national average, with an average of 2 cars per household.
MARKET
S.W.O.T
Strengths
• Business acumen of the owner
• Expertise and sill of the owner
• A talented Team
STRENGTHS

THREATS
• Established name in the local market

S T Weaknesses
• Lack of capital

SWOT
WEAKNESS

W O Opportunities
• A substantial target market
• A growing industry
• Disposable income expected to rise in the US

OPPORTUNITIES

Threats
• New Entrants
• Uncertainty due to the Global Recession
MARKETING PLAN
The Chalice plans to pursue an aggressive, efficient and
effective marketing campaign to make its presence felt in the
market and attract a large client base in Atlanta and across the
USA. The Company will not only pursue the traditional
advertising practices like media buying but will also reach out
to the potential audience through digital advertising. The
Chalice will hire service of one of the best Marketing
Companies, specialized in the field of both Conventional and
Digital Marketing.
MARKETING PLAN
Networking

As the saying goes “It’s not what you know, it’s who you know,” and to some extent this rings true. Meeting and getting to know the decision-makers in
your area will help you find out about upcoming projects well in advance. Ms. Ashleigh Chalice will become a part of local industry trade groups, and use
LinkedIn to connect with contacts in the target market. She also plans to start a “peer group” where CEOs from different trades get together informally to
share best business practices. Many times these connections can lead to other connections and new business and this can definitely help the sales goals
of the Company.

Strategic Relationships

The Chalice will look for other businesses that are close to its business operations, but don’t offer the exact services. The Company will look how it can
establish and maintain a two-way partnership. For example, people hire interior designers when they plan to build a new home or office. The Chalice will
search for builders and excavation companies in the areas that it operates in, and see how it can build a relationship with them. These types of
partnerships can be mutually beneficial, as once the Company has passed on a lead or two to one of them, they will be doing the same for The Chalice.

Word Of Mouth/Referrals

Referral marketing is one of the most cost-effective ways to market a business. It refers to a simple process of gaining a network of individuals who trust
the company enough to refer you to their networks if the need for your service or product should arise. Ms. Ashleigh Chalice and her team are already
working with companies and individuals. Ms. Ashleigh Chalice will use her business connections to reach out to maximum number of businesses and
ensure that The Chalice is able to reach out to a large consumer base in the USA.
MARKETING PLAN
Directory Listings

Much like the yellow pages or telephone books of years gone by, The Chalice will do some research into online directories. Towns or districts have a
website listing local businesses that would be of help to its residents. This is where you’ll want your interior design company to be found. The Chalice
will ensure that listings on these websites are detailed thorough, complete, and that services offered by the Company are up to date. For example, if
someone is planning to get their home renovated, they may be looking for a local interior design company to help them, The Chalice would be easily
found if you were looking for this.

Pro Bono Work

Much of the time, there are some local charities, schools or non-profit organizations that need work done on large projects. The Chalice will try to stay
abreast of these things, as they offer great exposure. The Company will pick one or two projects that are truly beneficial to the community, put up some
branding and let the world know that the Company is doing some good. People respond to feel-good marketing efforts, and this is a great opportunity.

Media Buying

The Chalice believes in launching the business with a bang. Traditional marketing tactics like TV and Radio, magazines, trade journals, newspaper,
billboards, flyers etc. cannot be overlooked. The Company will use all traditional marketing platforms prior to its launch to create brand awareness
among the masses. With regard to print media, there has been a decrease in the advertising expenditure on both newspapers and magazines, and
industry forecasts are not kind to the future of print media. Digital media counterparts are disrupting the market and drawing the focus away from
traditional media. Considering this trend, the Company will certainly advertise in print media, but will focus more on other mediums.
MARKETING PLAN
Website

The Chalice already has an aesthetically pleasing and easy to navigate website which makes a strong first impression on the minds of the viewer. The
development of smart phones and other handheld devices has given businesses an opportunity to reach a huge customer base at minimal cost. The
Chalice’s website is easily accessible to potential clients on their mobile phones and gadgets and they can easily browse through different products and
services offered by the Company. An attractive and updated website leaves a positive impression on the viewer and can help in increasing client base.

E-mail Advertising

E-mail advertising is one of the most cost-effective ways of advertisements for any business. The Chalice plans to use popular email marketing system
such as Aweber and also installing LeadPages to establish a way to collect email addresses and market to those users. The number of e-mail users
worldwide has grown to more than 3.8 billion users and is projected to reach 4.3 billion by the year 2022. In an increasingly mobile-first world,
companies are recognizing the potential of e-mail marketing to improve consumer reach and influence marketing campaigns.

Company Newsletter

The Chalice will create a newsletter that stand apart from the crowd by making sure that each newsletter conveys a clear and concise message, and that
the design and tone is consistent with each mail out. The Company will encourage the website users to sign up for the company’s newsletter. This will
give numerous benefits to the company and will act as a strong marketing tool. This is a cost effective way to build a database of potential and existing
clients of the company. This data base will also help the company to showcase its products and services to the clients.
MARKETING PLAN
Project Videos

The Chalice will make videos showcasing its services in a much better way to the potential customers and this will help customers to understand the
services in a better way. The videos will capture the interior design projects as well as the renovated buildings that the Company has worked on. All the
videos will be uploaded on Company’s social media pages. It is believed in the marketing world that projected videos leave a lasting impression on the
minds of potential clients and help in converting them to loyal customers.

Digital Marketing

Digital marketing needs a concentrated and collaborated effort by the Company, using different platforms to effective use and hence getting the desired
results. According to a study from Quantcast, 78 percent of global direct brand marketers believed that digital marketing was important to their overall
marketing efforts, while 39 percent said the same about offline campaigns. Once The Chalice takes the plunge into a more sophisticated approach to
digital advertising, the benefits will outweigh the cost of change. Increased relevance turns into increased engagement, both in terms of attracting and
nurturing leads until they are ready to become customers. A digital marketing campaign will be launched to help boost The Chalice’s sales efforts.

Search Engine Optimization

The Chalice will make sure that its website ticks off the right boxes in terms of SEO. An effective SEO can play a significant role in generating massive
“free” traffic from Google and other search engines and will aid the Company in generating visibility for targeted keyword and LSI keyword terms
related to the interior design business. This will help in reaching out to an increasing number of customers.
MARKETING PLAN
Social Media

The number of social media users grows each year and is projected to reach nearly 51 million by 2025, with approximately 73.5% nationwide market
penetration rate. As of 2021, social media ad spend in the U.S. stood at 56.7 billion U.S. dollars, with investments on track to surpass the 80-billion-
dollar mark by 2025. Social media’s omnipresence has earned itself a place at the forefront of digital marketing, as seen in the rise of influencer and
social media advertising.

Social media isn’t just about pretty pictures and enticing ads. One of the things you’ll want to focus on with your social media presence is getting
reviews from past customers. Did you know that 72% of customers won’t take action until they read a business’ reviews? The more positive your
reviews, the more likely you are to turn a searcher or browser into a customer. Through effective social media advertising and other advertising
mediums, The Chalice will try to penetrate the US market.

Hire a Photographer

Photos have always been important when it comes to the interior design industry. However, not as many businesses understand the importance of this
simple concept when it comes to marketing their products and services. The truth is that people will judge a book by its cover, especially when browsing
through hundreds or thousands of businesses. The Chalice will hire the services of a Professional Photographer who will take pictures of all the services
of the Company and these pictures will be used in all advertising platforms.
MANAGEMENT TEAM
Owner
Ashleigh Chalice is an iconoclast who does not believe in
mediocrity. In her persistent pursuit of excellence, Ashleigh has
established a flourishing business, The Chalice.

Ashleigh Chalice has been a student of the game in interior design, constantly learning and
educating herself on innovative ways to bring her unique visions and aesthetic to life. Ashleigh
founded The Chalice in 2018 after the loss of her mother, who was also an interior designer, to
heart disease. Inspired by her mother, Ashleigh used the art of design and holistic practices
along with products as a form of therapy and way to heal. She has incorporated this approach
into her interior design business, creating homes that heal and are rooted in self-care and well-
being. Ashleigh Chalice specializes in a wellness-based approach to interior design. Her design
style allows the client to focus on using their home as recharging station where love, relaxation,
family, and healing is offered.

Ashleigh Chalice has over five years of work experience, running a profitable interior design
business venture. Her expertise in the field of Interior Designing, sound technical background,
ingenious mind and the ability to get things done allow her to outclass anyone and everyone in
the industry.
MANAGEMENT TEAM
JOHNATHAN J. BAILEY
ART PROCUREMENT
Johnathan J. Bailey has a history of over five years
with Ashleigh Chalice Interior Design Group. He
began his tenure in 2017 as curatorial director,
assigned to work on newly acquired projects for the
firm. With his extensive curation & art management
experience focused on abstract, traditional, and
contemporary black art; the Company brought him
onto the team as lead eye for art sourcing &
placement.
ANNA MIYA
BUSINESS MANAGEMENT + PR
Anna has the innate ability to combine culture and
strategy, taking her clients’ businesses and brands to
the next level. Anna graduated from the University of
North Carolina at Chapel Hill with a B.A. In
communications. She is an award-winning and
results-driven business & marketing professional with
a decade of experience working across spirits,
fashion, and lifestyle brands including Reebok by Pyer
Moss, Louis vuitton Moet Hennessy, Rolls-Royce,
Footaction, Pandora jewelry and Lincoln.
JOURDAN ELIE
ARCHITECTURAL DESIGNER
[ASSOS,AIA, NCARB]
Passionate about Architecture and the built
environment, AIA Associate Professional Architect
Jourdan Elie provides architectural and designing
services ensuring an exceptional commitment to every
client and project.
MANAGEMENT TEAM
Roles & Responsibilities
CEO: Sourcing Manager:

 Provide inspired leadership company-wide.  Evaluating sourcing procedures and presenting improvement strategies to the
CEO for approval.
 Make decisions about policy and strategy.
 Analyzing and calculating procurement costs and developing cost reduction
 Develop and implement operational policies and a strategic plan.
strategies.
 Develop the company’s culture and overall company vision.
 Driving purchasing decisions based on cost and scenario analysis, as well as
 Help with recruiting new staff members when necessary.
market trends.
 Create an environment that promotes great performance and positive morale.
 Negotiating contracts with key suppliers, including costs and terms of supply,
 Assure all legal and regulatory documents are filed and monitor compliance with
service, and quality.
laws and regulations.
 Collaborating with the team to identify and pursue new supplier opportunities.
 Identify and address problems and opportunities for the company.
 Conducting market research, as well as creating cost estimates and forecasts.
 Make important decisions regarding project design based on interior design
 Estimating risks and applying risk minimizing techniques, as well as negotiating
knowledge and requirements.
contracts that comply with industry regulations.
 Follow strict safety procedures when modifying existing interior construction.
 Maintaining strategic sourcing relationships and developing strong partnerships.
 Responsible for completing site surveys, field verification and test fit plans.

 Actively participate in budgeting and scheduling design tasks,

 Develop strong business relationships with customers and outside partners

MANAGEMENT TEAM
Roles & Responsibilities
Marketing Manager
 Evaluating and optimizing marketing and pricing strategies.
 Analyzing market trends and preparing forecasts.
 Generating new business leads.
 Increasing brand awareness and market share.
 Coordinating marketing strategies with the sales, financial, public relations, and
production departments.
 Developing and managing the marketing budget.
 Overseeing branding, advertising, and promotional campaigns.
 Preparing and presenting quarterly and annual reports to the CEO
 Promoting the Company at trade shows and major industry-related events.
 Keeping informed of marketing strategies and trends.
Architect and Designer
 Meeting with clients to discuss the design requirements for new constructions,
alterations, or repairs.
 Gathering the necessary measurements, dimensions, and other routine
calculations for design layouts.
 Providing clients with suitable design recommendations based on factors such as
budget, the building site, and recent trends.
 Reworking and modifying designs based on comments and reviews from
management and clients.
 Providing management with estimates on cost, time, machinery, construction,
and other specifications.
 Interacting with other Architects and Designers to exchange ideas and provide
support.
 Ensuring all vital information and documentation is recorded and maintained.
 Ensuring that all layouts and blueprints are compliant with industry codes and
legal standards.
MANAGEMENT TEAM
Personnel Plan

Personnel Plan
No. of Employees per Position Year 1 Year 2 Year 3 Year 4 Year 5
CEO 1 1 1 1 1
Art Procurement 1 1 1 1 1
Business Manager 1 1 1 1 1
Architectural Designer 1 1 1 1 1
Labor for Designing 0 1 2 3 4
Total Employees 4 5 6 7 8

Personnel Plan
Designation Yearly Salary Year 1 Year 2 Year 3 Year 4 Year 5
CEO $ 65,000 $ 65,000 $ 68,250 $ 71,663 $ 75,246 $ 79,008
Art Procurement $ 42,600 $ 42,600 $ 44,730 $ 46,967 $ 49,315 $ 51,781
Business Manager $ 48,300 $ 48,300 $ 50,715 $ 53,251 $ 55,913 $ 58,709
Architectural Designer $ 39,200 $ 39,200 $ 41,160 $ 43,218 $ 45,379 $ 47,648
Labor for Designing $ 24,400 $ - $ 25,620 $ 53,802 $ 84,738 $ 118,633
Total Payroll Expense $ 195,100 $ 230,475 $ 268,900 $ 310,591 $ 355,779
FINANCIALS
Assumptions
 It is assumed that the sales forecast is based on a conservative approach.

 It is assumed that the tax rate will remain same in all the years of business performance.

 Cash flow is made on the assumption that the business is doing all of its transactions in cash and there is no

payable/receivable to the business.

 The balance sheet has only current assets of inventory and cash. Capital is $29,000 which is the initial cash invested in the

business by the investors

 According to the break-even analysis, it is estimated that a revenue of $451,915 is needed in the first year to reach the

position of no profit, no loss to the business.

 According to the Key Financial Performance Indicators, the NPV of the project is positive, IRR is greater than the discount

rate, and the payback period is 0.70 years which means that the project is feasible and should be chosen for investment.
FINANCIALS
Sources & Uses of Funds
Other Setup &

Funds Invested
Uses of Funds
Costs Renovation
Costs
7%
9%
Initial Investment $ 7,000
Funds Invested $ 22,000 Legal Costs
Furniture &
Total $ 29,000 13%
Equipment
21%
Expenses
Sources Amount Initial Marketing &
Promotions
Setup & Renovation Costs $ 2,500 11%
Legal Costs $ 3,500
Inventory
Initial Marketing & Promotions $ 3,000 25%
Office Supplies
Inventory $ 7,000 14%
Office Supplies $ 4,000
Furniture & Equipment $ 6,000
Setup & Renovation Costs Legal Costs
Other Costs $ 2,000
Initial Marketing & Promotions Inventory
Total $ 28,000 Office Supplies Furniture & Equipment
Working Capital $ 1,000 Other Costs
Grand Total $ 29,000

For the company to grow operations further, a total of $29,000 will be required. This amount is expected to be funded through company’s personal equity which will be
obtained from the investors. The business will use its fund for initial expenses purposes. It is expected that the funds will be obtained successfully from the investors and
business will grow its operations as soon as possible.
FINANCIALS
Sales Forecast

Sales Forecast
Source Year 1 Year 2 Year 3 Year 4 Year 5
Online Sales $ 100,000 $ 125,000 $ 152,500 $ 183,000 $ 219,600
Consultancy Services $ 50,000 $ 62,500 $ 76,250 $ 91,500 $ 109,800
Designing Services $ 200,000 $ 250,000 $ 305,000 $ 366,000 $ 475,800
Digital Design Services $ 150,000 $ 187,500 $ 228,750 $ 274,500 $ 356,850
Total Annual Revenue $ 500,000 $ 625,000 $ 762,500 $ 915,000 $ 1,162,050
FINANCIALS
Annual Profit & Loss Statement
P&L Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $ 500,000 $ 625,000 $ 762,500 $ 915,000 $ 1,162,050
Direct Costs - Purchases $ 184,000 $ 229,375 $ 279,075 $ 336,263 $ 450,875
Gross Profit $ 316,000 $ 395,625 $ 483,425 $ 578,738 $ 711,175

Expenses
Payroll Expense $ 195,100 $ 230,475 $ 268,900 $ 310,591 $ 355,779
Lease Costs $ 24,000 $ 25,200 $ 26,460 $ 27,783 $ 29,172
Utilities Expense $ 3,500 $ 3,850 $ 4,235 $ 4,659 $ 5,124
Bills & Phone $ 4,000 $ 4,400 $ 4,840 $ 5,324 $ 5,856
Web Maintenance $ 5,000 $ 5,500 $ 6,050 $ 6,655 $ 7,321
Marketing Expense $ 15,000 $ 16,500 $ 18,150 $ 19,965 $ 21,962
Admin Expenses $ 6,000 $ 6,300 $ 6,615 $ 6,946 $ 7,293
Travelling Costs $ 7,500 $ 7,875 $ 8,269 $ 8,682 $ 9,116
Other Costs $ 5,000 $ 12,500 $ 19,063 $ 27,450 $ 34,862
Depreciation $ 600 $ 540 $ 486 $ 437 $ 394
Total Expenses $ 265,700 $ 313,140 $ 363,067 $ 418,492 $ 476,878

EBIT $ 50,300 $ 82,485 $ 120,358 $ 160,246 $ 234,297

Taxes (21%) $ 10,563 $ 17,322 $ 25,275 $ 33,652 $ 49,202
Net Profit $ 39,737 $ 65,163 $ 95,083 $ 126,594 $ 185,094
FINANCIALS
Balance Sheet

Balance Sheet Year 1 Year 2 Year 3 Year 4 Year 5

Assets
Non-Current Assets
Furniture & Equipment $ 6,000 $ 5,400 $ 4,860 $ 4,374 $ 3,937
Depreciation $ (600) $ (540) $ (486) $ (437) $ (394)
Net NCA $ 5,400 $ 4,860 $ 4,374 $ 3,937 $ 3,543
Current Assets
Inventory $ 7,000 $ 8,750 $ 13,125 $ 18,375 $ 23,888
Cash and Bank $ 41,337 $ 107,040 $ 202,609 $ 329,641 $ 515,129
Total CA $ 48,337 $ 115,790 $ 215,734 $ 348,016 $ 539,016
Total Assets $ 53,737 $ 120,650 $ 220,108 $ 351,952 $ 542,559

Equity
Capital $ 29,000 $ 29,000 $ 29,000 $ 29,000 $ 29,000
Earnings $ 39,737 $ 65,163 $ 95,083 $ 126,594 $ 185,094
Retained Earnings $ (15,000) $ 26,487 $ 96,025 $ 196,358 $ 328,465
Total $ 53,737 $ 120,650 $ 220,108 $ 351,952 $ 542,559

Net Worth $ 53,737 $ 120,650 $ 220,108 $ 351,952 $ 542,559

FINANCIALS
Cash Flow Statement
Cash Flow Year 1 Year 2 Year 3 Year 4 Year 5
Cash Inflows
Revenue $ 500,000 $ 625,000 $ 762,500 $ 915,000 $ 1,162,050
Equity $ 29,000
Total $ 529,000 $ 625,000 $ 762,500 $ 915,000 $ 1,162,050

Cash Outflows
Initial Expenses $ 28,000
Costs of Sales Paid $ 184,000 $ 229,375 $ 279,075 $ 336,263 $ 450,875
Payroll Expense $ 195,100 $ 230,475 $ 268,900 $ 310,591 $ 355,779
Lease Costs $ 24,000 $ 25,200 $ 26,460 $ 27,783 $ 29,172
Utilities Expense $ 3,500 $ 3,850 $ 4,235 $ 4,659 $ 5,124
Bills & Phone $ 4,000 $ 4,400 $ 4,840 $ 5,324 $ 5,856
Web Maintenance $ 5,000 $ 5,500 $ 6,050 $ 6,655 $ 7,321
Marketing Expense $ 15,000 $ 16,500 $ 18,150 $ 19,965 $ 21,962
Admin Expenses $ 6,000 $ 6,300 $ 6,615 $ 6,946 $ 7,293
Travelling Costs $ 7,500 $ 7,875 $ 8,269 $ 8,682 $ 9,116
Other Costs $ 5,000 $ 12,500 $ 19,063 $ 27,450 $ 34,862
Taxes Paid $ 10,563 $ 17,322 $ 25,275 $ 33,652 $ 49,202
Total $ 487,663 $ 559,297 $ 666,931 $ 787,968 $ 976,562

Surplus $ 41,337 $ 65,703 $ 95,569 $ 127,032 $ 185,488

Opening Balance $ - $ 41,337 $ 107,040 $ 202,609 $ 329,641
Closing Balance $ 41,337 $ 107,040 $ 202,609 $ 329,641 $ 515,129
FINANCIALS
Break Even Analysis
Break-Even Analysis
Revenue Variable Costs Fixed Costs

$1,400,000
$1,200,000
$1,000,000
$800,000
$600,000
$400,000
$200,000
$-
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $500,000 $625,000 $762,500 $915,000 $1,162,050
Variable Costs $80,563 $99,447 $118,956 $141,115 $169,908
Fixed Costs $379,100 $459,850 $547,975 $646,853 $806,654

Break-Even Year 1 Year 2 Year 3 Year 4 Year 5

Revenue $ 500,000 $ 625,000 $ 762,500 $ 915,000 $ 1,162,050
Variable Costs $ 80,563 $ 99,447 $ 118,956 $ 141,115 $ 169,908
Contribution $ 419,437 $ 525,553 $ 643,544 $ 773,885 $ 992,142

Fixed Costs $ 379,100 $ 459,850 $ 547,975 $ 646,853 $ 806,654

Break-Even Point 90% 87% 85% 84% 81%

Break-Even Revenue $ 451,915 $ 546,864 $ 649,266 $ 764,805 $ 944,797
Margin of Safety $ 48,085 $ 78,136 $ 113,234 $ 150,195 $ 217,253
Margin of Safety (%) 10% 13% 15% 16% 19%
FINANCIALS
Financial Analysis
Income Statement

According to the financial projections, it is estimated that that the business will generate approximately $500,000 yearly revenue for the first year by providing multiple
architectural designing services. Similarly, the revenue will grow in the subsequent years, and the business will earn $1,162,050 in the fifth year.

Likewise, the direct cost of the revenue is estimated to be $184,000 in the first year which is expected to increase each year and the business is expected to efficiently
maintain its direct costs associated with the business.

The expenses will be increasing at an annual rate of 5% to 25% per year depending on their nature. After all the expenses, the business will be having a net profit of $39,737 in
the first year. However, due to the increased revenue, and efficient control on the costs, the business is expected to earn a net profit of $65,163 in the second year which is
10.4% of the total revenue generated. And, the business will continue to maintain its growth and efficiency in controlling its expenses in the subsequent years leading to a net
profit margin of 15.9% in the fifth year after meeting the payroll expense. The average net profitability of the business over a period of five years is 12.1% which is a
reasonable percentage for the business.

Cash flow Analysis

Cash flow of The Chalice will be positive in all the years and close to the net profit because of low depreciation and no other non-cash expenses. Moreover, the cashflow is
based on the assumption that the business will be having no receivable/payable in any year. The total cash inflow of the business over the period of five years is estimated to
be approximately $515,129. Based on this figure, the company will be having higher than the amount invested in the business which is arguably the most important financial
indicator of a company's stock value.
FINANCIALS
Financial Analysis
Return on Investment

All the investors, lenders, and finance professionals are highly focused on the amount risk-adjusted rate of return they can earn on their money. Based on the estimations, the
company is expected to gain a cash inflow of $515,129 over the period of five years against a figure of $29,000 cash invested through equity. This exhibits a return on
investment of the business as follows:

Return on Investment = (Net Return on Investment/Investment) *100

= (($515,129 - $29,000) / $29,000) *100

= 1676.3% ROI

This shows that the company will be able to get 1676.3% return on its invested amount in the business. However, this return will be divided into smaller fractions over the
period of five years.

The Internal Rate of Return (IRR) of The Chalice is 188% which is a sign of extraordinary performance by the business. However, the Net Present Value of The Chalice,
considering $29,000 as an initial investment and 0.25% as the discount rate, is $481,421 which adds to the fact that the project is a worthy investment as it will generate a
higher amount of returns in the future. Similarly, the payback period of the project is 0.70, which means that the cost invested in the project would be recovered in 0.70 years.