Law Offices of Chris M. Ingram

    Template Business Plan

    – US Company Documents
    – Investment Monies
    – Business Matters
    – Business Plan

    Example Business Plan

    E2 business plans can take a variety of forms and styles. This template has all the elements of a sound E2 business plan , but feel free to make sure yours more colorful and add pie charts and bar graphs etc if you feel it will help illustrate your business. Use pictures where you can if the location is already up and running to help brighten your plan.

    This plan is based on a client of ours who was starting his own business. The plan would be slightly different if the business was already a going concern. I’ll see if I can put one up for you asap.

    “Design Gallery, LLC”

    Proprietor Jeff Smith

    Table of Contents

    1.0Executive Summary & Sales Forecast Highlights3
    1.1. Organizational Chart4
    1.2. Set Up Costs Summary5
    1.3. Sales Forecasts over Five Year Period6
    1.4. Objectives8
    1.5. Mission8
    1.6. Keys To Success8
    2.0.Company Summary9
    2.1. Company Ownership9
    2.2. Start-Up Summary9
    4.0.Marketing Analysis Summary10
    4.1. Market Segmentation10
    4.2. Target Market Segment Strategy11
    4.3. Competition and Buying Patterns11
    5.0.Strategy and Implementation Summary12
    5.1. Marketing Strategy12
    5.2.  Sales Strategy12
    5.3. Sales Forecast13
    5.4. Competitive Edge13
    6.0.Management Summary14
    6.1. Management / Executive Time Analysis6.2. Personnel Plan1414


    6.3. Salary Forecasts16
    1.0Executive Summary

    Jeff Smith (hereinafter called “The investor” is 43 years and for the last 17 years the investor has been self- employed working in the design and installations of mid-high end kitchens.

    The investor has a website called – and extracts from this site have be included in this application for perusal.

    The investor would like to open up a showroom in Florida in order to sell custom made kitchens. These kitchens, once ordered, would be made and imported from England UK.

    Locally trained sales team who would be directly supervised by the investor will staff the Florida showroom. In addition, the investor plans to hire two kitchen installers and a trainee. Overflow work will be sub-contracted out.

    From the investor’s personal research and visits to the Florida area there appears to be a significant niche market for up-scale quality English Country kitchens.


    Organizational Chart


    Jeff Smith – Investor



    Sales Team (8)



    Installation Crew (2)



    Office Assistant (1)


    Set Up Costs Summary

    (Key: Y=Yes. N=No. P=Partial or For The Most Part)





    CorrespondingCashed Bank/Credit

    Proof. Yes/No


    1Cabinets Ordered Through JC Kitchens Ltd.YY27,807.79
    2Professional Services Ordered Through JCKYY8,100.00
    3PWS Kitchen AccessoriesYP6,069.00
    4H’A’FELE KitchenYY4,940.64
    5The Laminate StoreYY1,436.73
    6Home Depot and Lowe’sYY2,384.92
    7Crossroads ACE HardwareYY208.00
    8TransAtlantic Line UK LtdYY4,723.20
    9Customs Exam ChargeYY150.00
    11Website Design and SupportEstimateY1,049.44
    12Company Truck DepositInvoiceN6,000.00
    13Company Truck InsuranceYN1,361.00
    14Showroom Lease PaymentYY7,289.40
    15Accounting ServicesNP446.00




    Annual Running Costs



    CorrespondingCashed Bank/Credit

    Proof. Yes/No

    16Telephone, Lighting And HeatingYP1,249.00
    17Working CapitalYY37,700.00
    18Truck PaymentsAgreementN
    19Showroom InsuranceYY3,045.16


    Sales Forecasts Over Five Year Period



    P&L =Profit and Loss

    Typical P&L On Each Kitchen Sale

    Gross Kitchen Sale$15,000.00
    Trade Kitchen Cost5,500.00
    Import Cost500.00
    Sales Commission @10% of Trade Cost800.00
    Installation @ 15% of Trade Costs1,200.00
    Gross Profit Per Kitchen Sale5,000.00
    2006 (Year 1) Estimated: 47 Kitchen Sold

    Gross Kitchen Sale$705,000.00
    Trade Kitchen Cost258,500.00
    Import Cost23,500.00
    Sales Commission @10% of Trade Cost37,600.00
    Installation @ 15% of Trade Costs56,400.00
    Gross Profit 235,000.00


    2009 (Year 3) Estimated:  96 Kitchen Sold

    Gross Kitchen Sale$1,440,000.00
    Trade Kitchen Cost528,000.00
    Import Cost48,000.00
    Sales Commission @10% of Trade Cost76,800.00
    Installation @ 15% of Trade Costs115,200.00
    Gross Profit 485,000.00

    2011 (Year 5)

    Estimated:  96 Kitchen Sold

    Gross Kitchen Sale$1,440,000.00
    Trade Kitchen Cost528,000.00
    Import Cost48,000.00
    Sales Commission @10% of Trade Cost76,800.00
    Installation @ 15% of Trade Costs115,200.00
    Gross Profit 485,000.00

    • To provide an outstanding up-scale English Country kitchen alternative to US clientele.
    • To provide outstanding excellent customer satisfaction to customers in the community served.
    • To develop a consistent high standards to grow business.
    • To provide quality employment opportunities for US citizens.
    • To train US employees and sub-contractors in skills required fitting these kitchens.

    • To become a leading supplier of English Country Style kitchens.
    • To network with local high-end kitchen hardware / appliances sales and providers.
    • To be featured as leaders in high-end kitchens in local magazines
    • To build a reputation for integrity and commitment to clients.

    1.6.Keys to Success

    • For investor to obtain an E2 visa.
    • Being able to implement an aggressive marking campaign as quickly as possible.
    • Take part in local trade shows.
    • Being able to integrate marking effort with kitchen appliance suppliers and retailers.
    2.0.Company Summary

    Company Ownership

    The English Country Kitchen Design Gallery (EKDG) was incorporated June 8th, 2005 with Jeff Smith the sole member. Since the EKDG was incorporated Jeff Smith has been implementing the business plan and is now looking to open his doors to the public imminently.

    Mr. Jeff Smith Sole Member100%

    Start-Up Summary

    US Objectives

    • Retain services of accountant and attorney for company formation, tax liabilities and other legal aspects
    • Outfit showroom
    • Speak to suppliers of products: appliances, work surfaces etc. with regard to deliveries, discounts and product info for point of sale use. Suppliers to be ready to fit out showroom
    • Speak to local commerce representatives for advice on license procedure etc, info on local trade shows, advertising etc.
    • Locate local employment agencies and advertise for workforce
    • Contact local publications re advertising.

    UK Objectives.

    • Suppliers of cabinets ready to supply showroom materials
    • Shipping company in place, shipping and customs declarations
    • Bank account in $/£
    • Web site ready for US market


    • Kitchen Design
    • Kitchen Installation
    • Kitchen Decorating
    • Kitchen Tiling
    • Electrical Services

    Market Analysis Summary

    Over the last eight years the investor has visited Florida and discussed his vision with local kitchen suppliers, installation companies and consumers to build up a comprehensive of the market place.

    One aspect that has emerged from this research is that there is a clear gap in the market for English Country style kitchen and there appears to be a healthy potential demand if he could establish a business to meet it.

    The investor is very confident that his product offers superior craftsmanship and durability than the competition.


    Market Segmentation

    • Private Customers 90%
    • Sub-contractors selecting our kitchens 10%

    Target Market Segment Strategy

    Private Customers: The focal point of the business will be the up-scale showroom where clients will be invited to visit to experience the superb quality kitchens on offer. Special evenings will be held for invited guests where foods will be cooked and practical demonstrations can be given.

    By working closely with local appliance suppliers the investors and the supplies will be able to truly demonstrate the overall selling qualities of their products.

    Sub-contractors: Subcontractors will be invited to a grand opening at the showroom and special evening events so that the investor and his suppliers can present the benefits of their products in ways that will promote sales to contractors. For example, presentations on how the kitchens are installed etc.


    Competition and Buying Patterns

    Typically, potential clients visit a number of home improvement centers in order to get quotes for a suitable kitchen before committing to any purchases.  However, when dealing with more upscale clients quality, style and prestige are more determinant factors than price thus, the investor hopes to win sales more efficiently this way. Also, once these kitchens have been successfully installed into private homes, these kitchens will then draw in referral business to the showroom.


    Strategy and Implementation Summary

    Once the E2 visa is approved the investor will seek to implement the strategy as follows: –

    5.1.Marketing Strategy

    • Advertise in several trade and general magazines
    • Advertise online to draw traffic to website
    • Organize grand opening
    • Organize special demonstration evenings
    • Network with local sub-contractors
    • Solicit orders from advertising and marketing campaigns
    5.2.Sales Strategy

    • Potential clients will typically respond to an advertisement by calling the office.
    • Sales staff will then visit the client in their home to discuss needs and show them brochures etc,
    • Potential client will then be invited to the showroom, where they will be shown the full range, features and quality of products that are on offer. Sales staff will offer a 3 dimensional computer generated design and quotation for the work.
    • At all stages sales staff mission is to offer a personal professional service to all clients.
    5.3.Sales Forecast Summary See Spreadsheet Attached:

    1st Year Set Up costs and Sales Projections


    Competitive Edge in the Market Place: –

    • English Country kitchens have very little competition in the up-scale market segment.
    • English Country kitchens are of very high quality and are very distinctive.
    • The investor’s company is aiming to develop an excellent reputation in the community for excellence.

    Management Summary

    The investor has the following skills that would make him an excellent candidate for this opportunity: –

    • 17 Years experience in this filed
    • Long track record of success in this field
    • Well established relationships with suppliers
    • 8 Years visiting Florida and checking out the business opportunity
    6.1.Management  / Executive Time Analysis

    Activity% Time
    Recruiting, Training and Supervising Sales Team50%
    Recruiting, Training and Supervising Installation Team20%
    Recruiting, Training and working with admin assistant10%
    Networking and building corporate relations20%
    6.2.Personnel Plan

    Sales Team: Report to investor on a daily basis in matters relating to sales completed, sales under development, training requirements and price negotiations.

    Installation Crew: Report to Sales Staff who made order to coordinate installations. Also, report to investor as to progress reporting. Investor will supervise installation periodically and make a final inspection to ensure top quality installation.

    Office Assistant: Manages paper trail from receiving the order to organizing the shipping of the kitchen. Also reports to installation crew, sales team and investor as to the progress of orders being administered.


    Salary Forecasts Over Five Year Period

    2005 (Year 1)

    Employees salary / Commissions113,000.00
    Owners draw (salary)50,000.00
    Total salary163,000.00
    Number of Full-Time Jobs Created8

    2006 (Year 2)

    Employees salary / Commissions228,000.00
    Owners draw (salary)80,000.00
    Total salary302,000.00
    Number of Full-Time Jobs Created8

    2010 (Year 5)

    Employees salary / Commissions245,000.00
    Owners draw (salary)86,000.00
    Total salary331,100.00
    Number of Full-Time Jobs Created8