[INSERT IMAGE/LOGO]
OWNER‟S NAME, CEO
COMPANY NAME
ADDRESS
CITY, STATE ZIP CODE
Tel.
Fax:
Email:
BUSINESS PLAN
© Copyright 2012 Docstoc Inc. 1
Confidentiality Agreement
The undersigned reader acknowledges that the information provided by COMPANY NAME in this business plan is confidential; therefore,
reader agrees not to disclose it without the express written permission of COMPANY NAME.
It is acknowledged by reader that information to be furnished in this business plan is in all respects confidential in nature, other than
information which is in the public domain through other means and that any disclosure or use of same by reader may cause serious harm
or damage to COMPANY NAME.
Upon request, this document is to be immediately returned to COMPANY NAME.
Signature
___________________
Name (typed or printed)
___________________
Date
This is a business plan. It does not imply an offering of securities.
© Copyright 2012 Docstoc Inc. 2
Table of Contents
1.0 Executive Summary .................................................................................................................................. 1
1.1 Objectives ............................................................................................................................................ 2
1.2 Mission ................................................................................................................................................ 2
1.3 Keys to Success ................................................................................................................................... 2
2.0 Company Summary .................................................................................................................................. 3
2.1 Company Ownership ............................................................................................................................ 3
2.2 Start-up Summary ................................................................................................................................ 3
Table: Start-up ....................................................................................................................................... 3
Chart: Start-up ....................................................................................................................................... 4
3.0 Products .................................................................................................................................................. 5
Table: Market Analysis ........................................................................................................................... 7
Chart: Market Analysis (Pie) .................................................................................................................... 7
4.2 Target Market Segment Strategy ........................................................................................................... 8
4.3 Industry Analysis .................................................................................................................................. 8
4.3.1 Competition and Buying Patterns .................................................................................................... 9
5.0 Strategy and Implementation Summary .................................................................................................... 10
5.1 Competitive Edge ............................................................................................................................... 10
5.2 Marketing Strategy.............................................................................................................................. 10
5.3 Sales Strategy .................................................................................................................................... 11
5.3.1 Sales Forecast ............................................................................................................................ 11
Table: Sales Forecast....................................................................................................................... 11
Chart: Sales Monthly ........................................................................................................................ 12
Chart: Sales by Year ........................................................................................................................ 12
6.0 Management Summary ....................................................................................................................... 13
6.1 Personnel Plan ................................................................................................................................... 13
Table: Personnel .................................................................................................................................. 13
7.0 Financial Plan ........................................................................................................................................ 14
7.0 Financial Plan ........................................................................................................................................ 14
7.1 Start-up Funding................................................................................................................................. 14
Table: Start-up Funding ........................................................................................................................ 14
7.2 Important Assumptions ....................................................................................................................... 15
7.3 Break-even Analysis ........................................................................................................................... 15
Table: Break-even Analysis................................................................................................................... 15
7.4 Projected Profit and Loss .................................................................................................................... 16
Chart: Profit Yearly ............................................................................................................................... 17
Chart: Gross Margin Monthly................................................................................................................. 17
Chart: Gross Margin Yearly ................................................................................................................... 18
7.5 Projected Cash Flow ........................................................................................................................... 18
Table: Cash Flow ................................................................................................................................. 19
7.6 Projected Balance Sheet ..................................................................................................................... 20
Table: Balance Sheet ........................................................................................................................... 20
7.7 Business Ratios.................................................................................................................................. 21
7.7 Business Ratios.................................................................................................................................. 21
Table: Ratios ....................................................................................................................................... 21
Table: Sales Forecast..................................................................................................................................... 1
Table: Personnel ............................................................................................................................................ 2
Table: Personnel ............................................................................................................................................ 2
Page 1
Table of Contents
Table: Profit and Loss..................................................................................................................................... 3
Table: Profit and Loss..................................................................................................................................... 3
Table: Cash Flow ........................................................................................................................................... 4
Table: Balance Sheet ..................................................................................................................................... 6
Table: Balance Sheet ..................................................................................................................................... 6
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COMPANY NAME
1.0 Executive Summary
INTRODUCTION
COMPANY NAME has developed
[INSERT COMPANY BIO AND PRODUCT BACKGROUND]
We are expanding our platform to online Catalogs, Newspapers, Magazines and eBooks self-publishing on iPad. Developers can
code their application on COMPANY NAME using HTML and JavaScript and utilize those languages to take advantage of native,
device-specific functionality allowing for the app to access the device camera, address book, compass, gyroscope, accelerometer and
many others that would otherwise require complex development.
What have we accomplished?
Currently COMPANY NAME platform has launched its service and is serving thousands customers. The customer base has grown
from zero to 4 000 members and a few thousand self-created apps in the first 4 months. The site traction in the first 5 months is 200-
300% unique visits in growth per month. Currently, we have 60,000 monthly unique visits. We expect to have around 80,000 unique
visits by the end of March.
Who are our customers?
We are aiming SMB market in North America and West Europe. COMPANY NAME customers include entertainment, universities,
small businesses (agents, salons, dealerships, consulting firms, restaurants), industry associations, non-profits, sport teams, media
publishers, developers (web, mobile developers and designers) and many other types of organizations that rely on content for
communications and marketing.
What is your competitive advantage?
Our customers have told us that there are primary reasons why they chose COMPANY NAME over the competition. First is price:
COMPANY NAME is the most cost effective platform on the market. Second, COMPANY NAME provides a real-time update:
COMPANY NAME supports updates of the content without waiting for Apple Store's approval. Thirdly is rich prebuilt functionality: it is
easy to create a mobile app and publish it in minutes (Patent pending).
How big is the market?
The Nielsen Company says revenue from apps is projected to be greater than $15.1 billion in 2011, up from $5.2 billion in 2010. That
is a 300% increase. Between now and 2014, app revenue is expected to keep growing and reach $58 billion - more than a 1,000%
increase over 2010.
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COMPANY NAME
Chart: Highlights
1.1 Objectives
• COMPANY NAME is planning to convert 5-10% of the current free customer base into paying customers; most of the current
customers are businesses and will pay for services and require technical support).
• The Company is planning to have 20-50 thousand mobile apps created by COMPANY NAME in 2012 year.
• The Company is planning to have 50-100 thousand mobile apps created by COMPANY NAME in 2013.
1.2 Mission
COMPANY NAME's mission is to define and create new applications, protect those applications and bring them into all aspects of
human/computer interaction from the corporate boardrooms and the home user to news and entertainment arenas.
COMPANY NAME will provide users with "cool" yet cutting-edge technologies which are simple to use and robust in operation. The
Company will accomplish this while providing obvious superior quality to customers, excellent customer service, and by creating a
mentally stimulating and enjoyable working app for the crowdsourcing community where members can brainstorm mobile app
development ideas for testing, development and marketing.
1.3 Keys to Success
Marketing
Excellent branding and Public Relations
Strategic planning and setting up the proper partnerships
Patented technology, involving substantial, useful enhancement to existing app developer methods.
Aggressive protection of IP through patent, copyright, and legal enforcement.
Rapid development, marketing, and penetration of market to enhance visibility to potential buyers and/or acquirers.
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COMPANY NAME
2.0 Company Summary
COMPANY NAME, the small startup in Mobile infrastructure space, makes it easy and affordable for any business to build and
manage mobile apps.
[INSERT COMPANY BIO]
Founded in November of 2009, COMPANY NAME is providing solutions to Fortune 2000 and small businesses, not-profit
organizations and media artists.
COMPANY NAME is headquartered in Foster City, CA.
2.1 Company Ownership
COMPANY NAME is currently owned by OWNER‟S NAME, CEO – 80% and CO-OWNER‟S NAME, VP of Products – 20%. This
California C Corporation was formed in November of 2009 in San Francisco.
2.2 Start-up Summary
COMPANY NAME is seeking funding in the amount of $3,000,000 in order to:
[INSERT BREAK-DOWN OF THE BUDGET]
Table: Start-up
Start-up
Requirements
Start-up Expenses
Marketing and PR TBD
Branding TBD
Consultants TBD
Research and Development TBD
Product Launch TBD
Employee Salaries for 1 Year $1,000,000
Total Start-up Expenses $1,000,000
Start-up Assets
Cash Required $2,000,000
Other Current Assets $0
Long-term Assets $0
Total Assets $2,000,000
Total Requirements $3,000,000
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COMPANY NAME
Chart: Start-up
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COMPANY NAME
3.0 Products
The Product
COMPANY NAME is online service that provides a simple and inexpensive way to build, test, track and update a native iPhone
application that support text, rss feeds, images, audio, and video, and much, much more. COMPANY NAME allows end-users to
create a free application for your company, department, college or friends within minutes.
COMPANY NAME was designed so end-users could benefit from using easy-to-understand and convenient tools when building or
updating their applications. Application users will benefit from simplicity and quick load time.
COMPANY NAME customers are musicians, writers, bloggers, business owners, website owners, politicians, etc. COMPANY NAME
is a great opportunity for any business or individual to get their mobile presence and connect with clients and followers, wherever they
are.
COMPANY NAME for iPad Solution
[INSERT APPLICATION FEATURES AND SPECS]
Once application is created and content is added, it is uploaded to the app store for approval.
Upon approval in the app store, the personalized application will be available to iPad users via iTunes app store.
4.0 Market Analysis Summary
A functional mobile app is very useful for business individuals, small companies and corporations. Free apps that you can download
to Blackberry or iPhone are put there to generate data, small amounts of ad revenue, create brand awareness, instantly communicate
with colleagues and clients, send promotions or notifications, receive feedback and suggestions, sell products via mobile etc. - so on
that basis they are quite valuable if marketing towards a consumer group.
Buoyed by the success of the Apple App Store, Gartner predicts that the worldwide app store revenue forecast for 2011 will surpass
$15 billion. “Many are wondering if the app frenzy we have been witnessing is just a fashion, and, like many others, it shall pass. We
do not think so,” said Stephanie Baghdassarian, research director at Gartner, in a prepared statement. “We strongly believe there is a
sizable opportunity for application stores in the future. However, applications will have to grow up and deliver a superior experience to
the one that a Web-based app will be able to deliver. Native apps will survive the Web enhancements only when they will provide a
more-personal and richer experience to the „vanilla‟ experience that a Web-based app will deliver.”
The Apple App Store will account for the bulk of this revenue, as iOS users have shown that they are very hungry for apps. The App
Store has just surpassed 10 billion downloads and that number could be accelerated with the release of the Verizon iPhone and the
revamped iPad.
Look for Android to also increase its app revenues, as we‟re bound to see multiple cool new handsets and tablets with this platform.
Google is also “not happy” with the sales of apps in the Android Market, so here yet another opportunity for iBuildApp Inc. to
breakthrough and be successful when this market already has had these issues. iBuildApp is the solution.
Also, Gartner Research claims to not count out Windows Phone 7, BlackBerry/QNX and the upcoming webOS smartphones and
tablets, as each of these will have a decent base of users and apps are going to be a major focus in the industry. With that type of
revenue floating around, this means that app developers can actually focus on building a sustainable business, as opposed to just
looking for the overnight successes.
Are e-readers and iPads engaging a new audience of readers? Or readers simply making the switch from print to digital?
For years, newspaper companies have been offering Web access to their publication for free in hopes that the online advertising
market will cover their costs. However, while online advertising has grown, it has not increased quickly enough to make up for the
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COMPANY NAME
decline in traditional print advertising. Many publications have been looking at ways to make online consumers pay as they do for
print.
Magazine publishers, who are still stinging from the economic collapse of 2008, want more than anything to settle on a business
model that works on their terms. What the tablet market finally provides is a viable digital business, something that eluded them with
the rise of the Internet. Tablets, they believe, offer magazines a do-over in digital form. The picture quality can be far better on a
tablet than on a computer screen, the ability to create multimedia, interactive storytelling is greater and there are more opportunities
for advertisers to innovate.
COMPANY NAME helps organizations to increase mobile presence by publishing their content through our Content Management
System and, once an application is published, it really helps the business to accelerate their path to mobile. Every day, people read
digital media on the iPad.
"If I were creating an iPad newspaper it wouldn‟t look like a newspaper at all," stated COMPANY NAME creator and co-owner of
COMPANY NAME. "It would look more like a media app. It would have a real-time stream of articles, photos and videos. The news
streams would combine Tweets from the journalists, readers, and experts for any given topic or news. These lists of news would be
formatted into a Flipboard magazine-like layout, but with more personalization to show top stories and reader comments."
Do you want to create your own iPad app for your company or blog? Our new Self-Publishing iPad app grabs photos, text or video
from links in tweets and put them together into a newspaper or magazine format.
4.1 Market Segmentation
COMPANY NAME has identified three significant target markets:
Businesses - Companies and Organizations
Consumers - The average smartphone and social network end-user
Developers - Number of developers currently registered with iTunes
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COMPANY NAME
Table: Market Analysis
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth CAGR
Businesses 50% 4,000,000 1,876,000 2,513,840 3,368,546 4,513,852 3.07%
Consumers 25% 1,000,000 300,000 700,000 1,400,000 2,100,000 20.38%
Developers 10% 76,669 840,000 504,000 302,400 181,440 24.03%
Total 7.56% 5,076,669 3,016,000 3,717,840 5,070,946 6,795,292 7.56%
Chart: Market Analysis (Pie)
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COMPANY NAME
4.2 Target Market Segment Strategy
COMPANY NAME develops universal and multi-platform solutions for App builders that would like to personalize and publish their
own personal app for personal, business or entertainment purposes. The Company would like to develop select mutually beneficial
partnerships with reputable companies who would like to be involved in this groundbreaking venture.
4.3 Industry Analysis
Mobile app stores are booming worldwide, and a new market research report by MarketsandMarkets acknowledges that trend.
According to the research firm‟s „World Mobile Applications Market (2010 – 2015)‟ report, the total global mobile applications market is
expected to be worth $25 billion by 2015 (up from about $6.8 billion in 2010).
MarketsandMarkets projects Apple‟s App Store to hold nearly 20.5 percent of that particular cake, while the global market is forecast
to record a CAGR (compound annual growth rate) of 29.6 percent from 2009 to 2014.
The research firm reiterates the various factors that will be contributing to that growth, from advancements in network technologies to
the lowering of mobile data usage cost, growing adoption of smartphones around the world, and a continuous increase in application
usability.
MarketsandMarkets cites the risk of data theft through delivery of phishing and spyware in mobile applications as the biggest
downside of the surge in the number of available applications and capable phones. According to the report, North America led the
market since 2009 with a 41.6 percent revenue share. However, Asia is the largest market in terms of downloads with 36 percent.
The European mobile applications market stood at $1.2 billion in 2009, but is expected to become the largest market by 2015, at $8.4
billion and growing at a CAGR of 33.6 percent during 2010 – 2015.
The firm segments the global mobile applications device market into submarkets for on-deck (i.e. carrier managed) and off-deck
mobile apps (selling directly to consumers). The former is the larger segment, MarketsandMarket says, accounting for approximately
75 percent of the global mobile applications revenues.
However, the off-deck mobile applications segment is expected to experience faster growth in the future, thanks to lowering of entry
barriers and faster establishment of new independent stores, the research firm adds. MarketandMarkets expects that, by the end of
2015, off-deck mobile application stores will just surpass the number of downloads from on-deck stores.
Smartphone users will download more than double the number of apps this year than they did last year, leading to nearly triple the
revenues for app developers, according to Gartner Inc. The market research firm says consumers will download 17.7 billion apps
from the six biggest providers: Apple's App Store, the Android Market, RIM's App World, Microsoft Marketplace, Samsung Apps and
Nokia's Ovi Store (While the latter five stores are making inroads, last year nearly nine in 10 apps were downloaded from Apple,
according to Carolina Milanesi at Gartner).
Revenue from apps is projected to be greater than $15.1 billion in 2011, up from $5.2 billion in 2010. The projections include the cost
of the applications themselves and advertising revenue generated from within apps. Between now and 2014, app revenues are
expected to keep growing until they reach $58 billion -- a 1,000 percent increase over 2010.
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COMPANY NAME
4.3.1 Competition and Buying Patterns
The Android Market is growing at three times the rate of Apple's App Store, according to a report released today by mobile security
firm Lookout.
The number of Android Market apps increased about 127 percent since August, while the number of apps in the Apple App Store
grew at a rate of 44 percent during that period, the company said in its latest App Genome Project report, which is based on an
analysis of more than 500,000 mobile apps for those mobile platforms.
"The Android is maturing fast," but the Apple App Store still has significantly more apps, Lookout Chief Technology Officer Kevin
Mahaffey told CNET in a phone interview. Based on Of the apps available to U.S. users, which reflects the apps Lookout analyzed,
there are 350,000, apps for the iPhone compared to Android's 88,000, which more than doubled from 39,000 in August, according to
Lookout. Overall, however, there are more than 150,000 Android apps, according to Google.
Apple may have a higher percentage of paid apps but the number is rising on Android - from 22 percent of the total to 34 percent
since August, while the number of paid apps in the Apple App Store declined slightly, from 70 percent of the total to 66 percent.
"If apps continue to be developed for each platform at this same rate, the Android Market will have more apps than the Apple App
Store by mid-2012," Mahaffey said.
Developers still seem to be flocking to Apple. The Apple App Store attracted nearly 23,000 additional developers between August
2010 and February 2011, while the Android Market attracted just over 4,000 additional developers in the same time period. The
average number of apps submitted per developer is 6.6 for the Android Market and 4.8 for the Apple App Store.
And the company noticed that a lot of apps in both marketplaces have the capability to access users' location and contact information,
although that seems to be decreasing over time as developers become more about privacy concerns. On the iPhone, 11 percent of
the apps have permission to access contacts and 34 percent can access location, compared to 7.5 percent and 28 percent,
respectively, for Android. Just because an app has permission to access sensitive data doesn't mean it actually does or that it is using
that information for anything other than legitimate purposes, Mahaffey said.
Lookout also analyzed four alternative app markets -- two Android marketplaces targeting Chinese users and two markets providing
owners of jail-broken devices access to apps not available in the official App Store and to pirated apps. Lookout found that a higher
number of apps that could be repackaged with malware or illegitimate ad code on the alternative markets.
The company launched the App Genome Project last summer to analyze the security aspects of apps on the competing smartphone
platforms and provide information that can help users be more secure. Users should be careful when downloading apps regardless of
their source, Mahaffey said.
Source: CNET.com
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COMPANY NAME
5.0 Strategy and Implementation Summary
COMPANY NAME marketing and sales strategies are discussed in the following individual topics.
5.1 Competitive Edge
COMPANY NAME 's competitive edge is its level of quality, product features and options and the company's relationships with several
major computer and electronics manufacturing companies domestically in the United States as well as overseas.
The Company's product houses more features than the current competitors and will be more appealing to end-users for the cost
proposed.
5.2 Marketing Strategy
More ecommerce businesses are using the crowd (i.e. their customers, Facebook or Twitter fans and/or employees and business
associates) to help them develop new products and build brand loyalty. For example, the public may be invited to develop a new
technology, carry out a design task, refine or carry out the steps of an algorithm, help capture, systematize or analyze large amounts
of data.
Dion Hinchcliffe explains in his article, "Crowdsourcing: 5 Reasons its Not Just for Start Ups Anymore" several reasons why
businesses find crowdsourcing appealing. These include, but are not limited to, the ability to offload peak demand, access to cheaper
business inputs, generating better marketing results and undertaking problems that would have been too difficult to solve internally.
The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by
consumers as opposed to an advertising agency or the company themselves, most often they are the result of brand sponsored
advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest,
allowing consumers to create their own Doritos commercial for example.
This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of ta company.
Founded in 2007, Zoopa has launched ad competitions for brands such as Google, Nike, Hershey's General Mills, Microsoft, NBC
Universal, Zinio and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high
consumer engagement, and ability to generate word-of-mouth.
This same tactic is what COMPANY NAME would strongly like to implement into the Company's marketing strategy. In addition,
COMPANY NAME would also like to use an outsourced professional marketing and public relations firm, but will use the already
established community of developers, companies, individuals and organizations to help get the word out.
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COMPANY NAME
5.3 Sales Strategy
In subsequent years, the Company projects sales of $25 million in 2014 and $45 million in 2015. This is based on a conservative
assumption, as this also does not factor in account revenues from the reseller/partnership programs.
5.3.1 Sales Forecast
The following projection for the sales revenue earned for iBuildApp Inc. are as follows:
2011- 6000 mobile apps/15 000 mobile websites/ 500 iPad publishing/ 3000 - developers
2012– 20 000 mobile apps/35 000 mobile websites/ 2000 iPad publishing/ 100 000 - developers
2013– 40 000 mobile apps/60 000 mobile websites/4000 iPad publishing/ 800 000 developers
2014 – 60 000 mobile apps/100 000 mobile websites/5000 iPad publishing/ 1.5M developers
2015 – 80 000 mobile apps/150 000 mobile websites/8 000 iPad publishing/ 2.5 M - developers
So in conclusion:
* 2011 Year: $ 240 K
* 2012 Year: $ 1.5 M
* 2013 Year: $ 6.8 M
* 2014 Year: $ 14.5 M
* 2015 Year: $ 22 M
For the reseller program, the revenue projects are as follows:
2011 - 8,000 – 10,000 clients x $10 per app =$80 000 one time set up fee + $5 per month x 8000 apps hosting=
$40 000 monthly hosting fee.
Advertising revenue is conservatively not projected within Year 1 of this plan; however, COMPANY NAME is open to all advertising
revenue streams as well. For this purpose of this plan, advertising revenue will not begin until 2012 as the Company will concentrate
on the launch of the COMPANY NAME platform.
These illustrations and tables show the Company's present sales forecast.
Table: Sales Forecast
Sales Forecast
Year 1 Year 2 Year 3
Sales
Paying Users $480,000 $1,500,000 $6,800,000
Advertising Revenue $305,579 $534,625 $1,336,563
Reseller/Partner Revenue $320,002 $278,400 $1,113,600
Total Sales $1,105,581 $2,313,025 $9,250,163
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COMPANY NAME
Chart: Sales Monthly
Chart: Sales by Year
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COMPANY NAME
6.0 Management Summary
COMPANY NAME has an amazing team of employees. COMPANY NAME was founded by two founders: owner‟s name, CEO, and
INSERT NAME, VP of Products.
[INSERT BIOS]
6.1 Personnel Plan
The personnel table assumes steady growth in employees over the next year. COMPANY NAME expects head count to reach 16
employees by end of year one. The Company will be in the process of implementing a strong benefits policy (with fully-paid medical,
dental, and life insurance, plus a profit sharing and 401K plan). Employees generally earn competitive salaries and receive generous
equity packages.
Table: Personnel
Personnel Plan
Year 1 Year 2 Year 3
Rafael Soultanov/CEO $180,000 $189,000 $198,450
Irina Kuznetsova/VP of Products $126,000 $132,300 $138,915
Engineering Director $121,336 $132,300 $138,915
Architect/API Developer $0 $122,846 $128,988
Marketing Director $112,664 $84,000 $88,200
Community Manager $0 $88,000 $90,640
Support Specialist/QA $0 $50,000 $51,500
Office Manager $0 $42,000 $43,260
Team Manager (Russia) $0 $44,100 $46,305
Architect/Sr. Developer (Russia) $39,000 $40,950 $42,998
Web Developer (Russia) $24,160 $38,052 $39,955
JavaScript Developer (Russia) $36,240 $38,052 $35,052
Win Mobile Developer (Russia) $24,160 $38,052 $35,052
Android/Blackberry Developer (Russia) $37,236 $39,098 $41,053
iPhone/iPad Developer (Russia) $37,236 $39,098 $41,053
QA Tester (Russia) $33,204 $34,864 $36,607
API (Russia) $24,160 $36,240 $37,327
Total People 17 19 22
Total Payroll $795,396 $1,188,952 $1,234,270
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COMPANY NAME
7.0 Financial Plan
Details of COMPANY NAME's financial plan are discussed in the following individual topics.
7.1 Start-up Funding
Rafael Soultanov, co-owner of COMPANY NAME , has invested $150,000 in personal capital into the company. Additional funding in
the amount of $3,000,000 will be needed in order for the Company to move forward.
In the interim, COMPANY NAME is open to alternate funding on a lesser scale in order to keep operations mobile while waiting for
the sought after funding to enter into the Company's cash flow.
Table: Start-up Funding
Start-up Funding
Start-up Expenses to Fund $1,000,000
Start-up Assets to Fund $2,000,000
Total Funding Required $3,000,000
Assets
Non-cash Assets from Start-up $0
Cash Requirements from Start-up $2,000,000
Additional Cash Raised $0
Cash Balance on Starting Date $2,000,000
Total Assets $2,000,000
Liabilities and Capital
Liabilities
Current Borrowing $50,000
Long-term Liabilities $0
Other Current Liabilities (interest-free) $0
Total Liabilities $50,000
Capital
Planned Investment
Investor 1 $0
Investor 2 $0
Additional Investment Requirement $2,950,000
Total Planned Investment $2,950,000
Loss at Start-up (Start-up Expenses) ($1,000,000)
Total Capital $1,950,000
Total Capital and Liabilities $2,000,000
Total Funding $3,000,000
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COMPANY NAME
7.2 Important Assumptions
Some general assumptions about COMPANY NAME's economic environment are shown in this table.
7.3 Break-even Analysis
COMPANY NAME 's break-even analysis is based on the average of the first-year figures for total sales and by operating expenses.
These are presented as per-unit revenue, per-unit cost, and fixed costs. These conservative assumptions make for a more accurate
estimate of real risk.
Table: Break-even Analysis
Break-even Analysis
Monthly Revenue Break-even $91,390
Assumptions:
Average Percent Variable Cost 0%
Estimated Monthly Fixed Cost $91,390
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COMPANY NAME
7.4 Projected Profit and Loss
As the profit and loss table shows, COMPANY NAME expects to continue its steady growth in profitability over the next three years of
operations. However, initial funding will be needed in order to keep the company in the black to cover payroll expenses for Year 1.
Table: Profit and Loss
Pro Forma Profit and Loss
Year 1 Year 2 Year 3
Sales $1,105,581 $2,313,025 $9,250,163
Direct Cost of Sales $0 $0 $0
Other $0 $0 $0
Total Cost of Sales $0 $0 $0
Gross Margin $1,105,581 $2,313,025 $9,250,163
Gross Margin % 100.00% 100.00% 100.00%
Expenses
Payroll $795,396 $1,188,952 $1,234,270
Sales and Marketing and Other Expenses $50,000 $367,500 $385,875
Depreciation $0 $0 $0
Website Hosting $15,914 $16,710 $17,545
Travel $37,500 $78,750 $82,688
Insurance $6,000 $6,300 $6,615
Rent $78,000 $81,900 $85,995
Utilities $19,200 $21,160 $21,168
Dues and Subscriptions $1,800 $1,890 $1,985
Miscellaneous Expense $33,164 $34,822 $36,563
Payroll Tax $59,706 $119,129 $122,703
Total Operating Expenses $1,096,680 $1,917,113 $1,995,407
Profit Before Interest and Taxes $8,901 $395,912 $7,254,756
EBITDA $8,901 $395,912 $7,254,756
Interest Expense $3,567 $1,600 $0
Taxes Incurred ($2,067) $98,578 $1,843,917
Net Profit $7,402 $295,734 $5,410,839
Net Profit/Sales 0.67% 12.79% 58.49%
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COMPANY NAME
Chart: Profit Yearly
Chart: Gross Margin Monthly
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COMPANY NAME
Chart: Gross Margin Yearly
7.5 Projected Cash Flow
The cash flow projection shows that provisions for ongoing expenses are adequate to meet iBuildApp, Inc.'s needs as the
business generates cash flow sufficient to support operations.
The table presents the Company's projected cash flow balances. The critical first year reflects positive cash flow. Monthly cash flow
is positive and more important the balances are positive, which indicates adequate financial reserves and correct planning of the
required working capital. The estimated results permit a margin of error and still appear strong, even though the numbers remain
conservative.
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COMPANY NAME
Table: Cash Flow
Pro Forma Cash Flow
Year 1 Year 2 Year 3
Cash Received
Cash from Operations
Cash Sales $1,105,581 $2,313,025 $9,250,163
Subtotal Cash from Operations $1,105,581 $2,313,025 $9,250,163
Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0
New Current Borrowing $0 $0 $0
New Other Liabilities (interest-free) $50,000 $0 $0
New Long-term Liabilities $0 $0 $0
Sales of Other Current Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $3,500,000 $0 $0
Subtotal Cash Received $4,655,581 $2,313,025 $9,250,163
Expenditures Year 1 Year 2 Year 3
Expenditures from Operations
Cash Spending $1,098,179 $2,017,291 $3,839,324
Subtotal Spent on Operations $1,098,179 $2,017,291 $3,839,324
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0
Principal Repayment of Current Borrowing $9,996 $40,004 $0
Other Liabilities Principal Repayment $0 $0 $0
Long-term Liabilities Principal Repayment $0 $0 $0
Purchase Other Current Assets $68,200 $0 $0
Purchase Long-term Assets $0 $0 $0
Dividends $0 $0 $0
Subtotal Cash Spent $1,176,375 $2,057,295 $3,839,324
Net Cash Flow $3,479,206 $255,730 $5,410,839
Cash Balance $5,479,206 $5,734,935 $11,145,774
Chart: Cash
Page 19
COMPANY NAME
7.6 Projected Balance Sheet
COMPANY NAME 's projected company balance sheet follows.
Table: Balance Sheet
Pro Forma Balance Sheet
Year 1 Year 2 Year 3
Assets
Current Assets
Cash $5,479,206 $5,734,935 $11,145,774
Other Current Assets $68,200 $68,200 $68,200
Total Current Assets $5,547,406 $5,803,135 $11,213,974
Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Total Long-term Assets $0 $0 $0
Total Assets $5,547,406 $5,803,135 $11,213,974
Liabilities and Capital Year 1 Year 2 Year 3
Current Liabilities
Current Borrowing $40,004 $0 $0
Other Current Liabilities $50,000 $50,000 $50,000
Subtotal Current Liabilities $90,004 $50,000 $50,000
Long-term Liabilities $0 $0 $0
Total Liabilities $90,004 $50,000 $50,000
Paid-in Capital $6,450,000 $6,450,000 $6,450,000
Retained Earnings ($1,000,000) ($992,598) ($696,865)
Earnings $7,402 $295,734 $5,410,839
Total Capital $5,457,402 $5,753,135 $11,163,974
Total Liabilities and Capital $5,547,406 $5,803,135 $11,213,974
Net Worth $5,457,402 $5,753,135 $11,163,974
Page 20
COMPANY NAME
7.7 Business Ratios
Business ratios for the years of this plan are shown below. Industry profile ratios based on the North American Industry Classification
System (NAICS) code 519130, Internet Publishing and Broadcasting, are shown for comparison.
Table: Ratios
Ratio Analysis
Year 1 Year 2 Year 3 Industry Profile
Sales Growth n.a. 109.21% 299.92% 4.23%
Percent of Total Assets
Other Current Assets 1.23% 1.18% 0.61% 69.92%
Total Current Assets 100.00% 100.00% 100.00% 91.46%
Long-term Assets 0.00% 0.00% 0.00% 8.54%
Total Assets 100.00% 100.00% 100.00% 100.00%
Current Liabilities 1.62% 0.86% 0.45% 43.45%
Long-term Liabilities 0.00% 0.00% 0.00% 29.51%
Total Liabilities 1.62% 0.86% 0.45% 72.97%
Net Worth 98.38% 99.14% 99.55% 27.03%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 100.00% 100.00% 100.00% 79.91%
Selling, General & Administrative Expenses 384.46% 67.47% 55.28% 56.99%
Advertising Expenses 66.15% 10.71% 8.18% 2.49%
Profit Before Interest and Taxes 0.81% 17.12% 78.43% -23.10%
Main Ratios
Current 61.64 116.06 224.28 1.71
Quick 61.64 116.06 224.28 1.68
Total Debt to Total Assets 1.62% 0.86% 0.45% 72.97%
Pre-tax Return on Net Worth 0.10% 6.85% 64.98% -86.50%
Pre-tax Return on Assets 0.10% 6.79% 64.69% -23.38%
Page 21
COMPANY NAME
Year 1 Year 2 Year 3
Additional Ratios
Net Profit Margin 0.67% 12.79% 58.49% n.a
Return on Equity 0.14% 5.14% 48.47% n.a
Activity Ratios
Accounts Payable Turnover 4.81 12.17 12.17 n.a
Total Asset Turnover 0.20 0.40 0.82 n.a
Debt Ratios
Debt to Net Worth 0.02 0.01 0.00 n.a
Current Liab. to Liab. 1.00 1.00 1.00 n.a
Liquidity Ratios
Net Working Capital $5,457,402 $5,753,135 $11,163,974 n.a
Interest Coverage 2.50 247.42 0.00 n.a
Additional Ratios
Assets to Sales 5.02 2.51 1.21 n.a
Current Debt/Total Assets 2% 1% 0% n.a
Acid Test 61.64 116.06 224.28 n.a
Sales/Net Worth 0.20 0.40 0.83 n.a
Dividend Payout 0.00 0.00 0.00 n.a
Page 22
Appendix
Table: Sales Forecast
Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month Month Month
10 11 12
Sales
Paying Users 5000% $0 $0 $0 $0 $0 $60,348 $63,268 $65,798 $68,430 $71,168 $74,014 $76,974
Advertising Revenue 0% $0 $0 $0 $0 $0 $32,210 $35,431 $38,974 $42,871 $47,158 $51,874 $57,061
Reseller/Partner Revenue 0% $0 $0 $0 $0 $0 $29,245 $35,241 $40,405 $44,303 $53,791 $58,509 $58,508
Total Sales $0 $0 $0 $0 $0 $121,803 $133,940 $145,177 $155,604 $172,117 $184,397 $192,543
Direct Cost of Sales Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month Month Month
10 11 12
Office Expenses $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Site Server Operations $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Direct Cost of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Page 1
Appendix
Table: Personnel
Personnel Plan
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month Month Month
10 11 12
Rafael Soultanov/CEO 0% $11,663 $11,667 $11,667 $11,667 $16,667 $16,667 $16,667 $16,667 $16,667 $16,667 $16,667 $16,667
Irina Kuznetsova/VP of 0% $8,163 $8,167 $8,167 $8,167 $11,667 $11,667 $11,667 $11,667 $11,667 $11,667 $11,667 $11,667
Products
Engineering Director 0% $7,000 $7,000 $7,000 $7,000 $11,667 $11,667 $11,667 $11,667 $11,667 $11,667 $11,667 $11,667
Architect/API Developer 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Marketing Director 0% $6,500 $6,500 $6,500 $6,500 $10,833 $10,833 $10,833 $10,833 $10,833 $10,833 $10,833 $10,833
Community Manager 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Support Specialist/QA 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Office Manager 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Team Manager (Russia) 0% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Architect/Sr. Developer (Russia) 0% $3,250 $3,250 $3,250 $3,250 $3,250 $3,250 $3,250 $3,250 $3,250 $3,250 $3,250 $3,250
Web Developer (Russia) 0% $0 $0 $0 $0 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020
JavaScript Developer (Russia) 0% $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020
Win Mobile Developer (Russia) 0% $0 $0 $0 $0 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020
Android/Blackberry Developer 0% $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103
(Russia)
iPhone/iPad Developer (Russia) 0% $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103 $3,103
QA Tester (Russia) 0% $2,767 $2,767 $2,767 $2,767 $2,767 $2,767 $2,767 $2,767 $2,767 $2,767 $2,767 $2,767
API (Russia) 0% $0 $0 $0 $0 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020 $3,020
Total People 13 13 13 13 17 17 17 17 17 17 17 17
Total Payroll $48,569 $48,577 $48,577 $48,577 $75,137 $75,137 $75,137 $75,137 $75,137 $75,137 $75,137 $75,137
Page 2
Appendix
Table: Profit and Loss
Pro Forma Profit and
Loss
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales $0 $0 $0 $0 $0 $121,803 $133,940 $145,177 $155,604 $172,117 $184,397 $192,543
Direct Cost of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Cost of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Gross Margin $0 $0 $0 $0 $0 $121,803 $133,940 $145,177 $155,604 $172,117 $184,397 $192,543
Gross Margin % 0.00% 0.00% 0.00% 0.00% 0.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
Expenses
Payroll $48,569 $48,577 $48,577 $48,577 $75,137 $75,137 $75,137 $75,137 $75,137 $75,137 $75,137 $75,137
Sales and Marketing $4,163 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167
and Other Expenses
Depreciation TBD $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Website Hosting TBD $1,000 $1,050 $1,102 $1,157 $1,215 $1,276 $1,340 $1,407 $1,477 $1,551 $1,629 $1,710
Travel See $3,125 $3,125 $3,125 $3,125 $3,125 $3,125 $3,125 $3,125 $3,125 $3,125 $3,125 $3,125
Rent
Insurance TBD $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Rent See $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500 $6,500
Note
Utilities 30% $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600
Dues and 30% $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150
Subscriptions
Miscellaneous 30% $2,083 $2,187 $2,296 $2,411 $2,532 $2,659 $2,792 $2,932 $3,079 $3,233 $3,395 $3,565
Expense
Payroll Tax $0 $0 $0 $19,902 $0 $0 $0 $19,902 $0 $0 $0 $19,902
Total Operating $67,690 $67,856 $68,017 $88,089 $94,926 $95,114 $95,311 $115,420 $95,735 $95,963 $96,203 $116,356
Expenses
Profit Before Interest ($67,690) ($67,856) ($68,017) ($88,089) ($94,926) $26,689 $38,629 $29,757 $59,869 $76,154 $88,194 $76,187
and Taxes
EBITDA ($67,690) ($67,856) ($68,017) ($88,089) ($94,926) $26,689 $38,629 $29,757 $59,869 $76,154 $88,194 $76,187
Interest Expense $328 $322 $317 $311 $306 $300 $294 $289 $283 $278 $272 $267
Taxes Incurred ($20,405) ($17,045) ($17,083) ($22,100) ($23,808) $6,597 $9,584 $7,367 $14,896 $18,969 $21,980 $18,980
Net Profit ($47,612) ($51,134) ($51,250) ($66,300) ($71,424) $19,792 $28,751 $22,101 $44,689 $56,907 $65,941 $56,940
Net Profit/Sales 0.00% 0.00% 0.00% 0.00% 0.00% 16.25% 21.47% 15.22% 28.72% 33.06% 35.76% 29.57%
Page 3
Appendix
Table: Cash Flow
Pro Forma
Cash Flow
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Cash Received
Cash from
Operations
Cash Sales $0 $0 $0 $0 $0 $121,803 $133,940 $145,177 $155,604 $172,117 $184,397 $192,543
Subtotal Cash $0 $0 $0 $0 $0 $121,803 $133,940 $145,177 $155,604 $172,117 $184,397 $192,543
from
Operations
Additional
Cash Received
Sales Tax, VAT, 0.00% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
HST/GST
Received
New Current $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Borrowing
New Other $50,000 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Liabilities
(interest-free)
New Long-term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Liabilities
Sales of Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Current Assets
Sales of Long- $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
term Assets
New $0 $0 $3,500,000 $0 $0 $0 $0 $0 $0 $0 $0 $0
Investment
Received
Subtotal Cash $50,000 $0 $3,500,000 $0 $0 $121,803 $133,940 $145,177 $155,604 $172,117 $184,397 $192,543
Received
Expenditures Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Expenditures
from
Operations
Cash Spending $47,612 $51,134 $51,250 $66,300 $71,424 $102,011 $105,189 $123,076 $110,915 $115,210 $118,456 $135,603
Page 4
Appendix
Subtotal Spent $47,612 $51,134 $51,250 $66,300 $71,424 $102,011 $105,189 $123,076 $110,915 $115,210 $118,456 $135,603
on Operations
Additional
Cash Spent
Sales Tax, VAT, $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
HST/GST Paid
Out
Principal $833 $833 $833 $833 $833 $833 $833 $833 $833 $833 $833 $833
Repayment of
Current
Borrowing
Other Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Principal
Repayment
Long-term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Liabilities
Principal
Repayment
Purchase Other $0 $0 $68,200 $0 $0 $0 $0 $0 $0 $0 $0 $0
Current Assets
Purchase Long- $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
term Assets
Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cash $48,445 $51,967 $120,283 $67,133 $72,257 $102,844 $106,022 $123,909 $111,748 $116,043 $119,289 $136,436
Spent
Net Cash Flow $1,555 ($51,967) $3,379,717 ($67,133) ($72,257) $18,959 $27,918 $21,268 $43,856 $56,074 $65,108 $56,107
Cash Balance $2,001,555 $1,949,588 $5,329,305 $5,262,172 $5,189,915 $5,208,874 $5,236,792 $5,258,060 $5,301,916 $5,357,990 $5,423,098 $5,479,206
Page 5
Appendix
Table: Balance Sheet
Pro Forma
Balance
Sheet
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11
Assets Starting
Balances
Current
Assets
Cash $2,000,000 $2,001,555 $1,949,588 $5,329,305 $5,262,172 $5,189,915 $5,208,874 $5,236,792 $5,258,060 $5,301,916 $5,357,990 $5,423,098
Other $0 $0 $0 $68,200 $68,200 $68,200 $68,200 $68,200 $68,200 $68,200 $68,200 $68,200
Current
Assets
Total Current $2,000,000 $2,001,555 $1,949,588 $5,397,505 $5,330,372 $5,258,115 $5,277,074 $5,304,992 $5,326,260 $5,370,116 $5,426,190 $5,491,298
Assets
Long-term
Assets
Long-term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Assets
Accumulated $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Depreciation
Total Long- $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
term Assets
Total Assets $2,000,000 $2,001,555 $1,949,588 $5,397,505 $5,330,372 $5,258,115 $5,277,074 $5,304,992 $5,326,260 $5,370,116 $5,426,190 $5,491,298
Page 6
Appendix
Liabilities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
and Capital
Current
Liabilities
Current $50,000 $49,167 $48,334 $47,501 $46,668 $45,835 $45,002 $44,169 $43,336 $42,503 $41,670 $40,837
Borrowing
Other $0 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000
Current
Liabilities
Subtotal $50,000 $99,167 $98,334 $97,501 $96,668 $95,835 $95,002 $94,169 $93,336 $92,503 $91,670 $90,837
Current
Liabilities
Long-term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Liabilities
Total $50,000 $99,167 $98,334 $97,501 $96,668 $95,835 $95,002 $94,169 $93,336 $92,503 $91,670 $90,837
Liabilities
Paid-in $2,950,000 $2,950,000 $2,950,000 $6,450,000 $6,450,000 $6,450,000 $6,450,000 $6,450,000 $6,450,000 $6,450,000 $6,450,000 $6,450,000
Capital
Retained ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($1,000,000) ($
Earnings
Earnings $0 ($47,612) ($98,746) ($149,996) ($216,296) ($287,720) ($267,928) ($239,177) ($217,076) ($172,387) ($115,480) ($49,539)
Total Capital $1,950,000 $1,902,388 $1,851,254 $5,300,004 $5,233,704 $5,162,280 $5,182,072 $5,210,823 $5,232,924 $5,277,613 $5,334,520 $5,400,461
Total $2,000,000 $2,001,555 $1,949,588 $5,397,505 $5,330,372 $5,258,115 $5,277,074 $5,304,992 $5,326,260 $5,370,116 $5,426,190 $5,491,298
Liabilities
and Capital
Net Worth $1,950,000 $1,902,388 $1,851,254 $5,300,004 $5,233,704 $5,162,280 $5,182,072 $5,210,823 $5,232,924 $5,277,613 $5,334,520 $5,400,461
Page 7