Heading makeup remover by liaoqinmei

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									Export Plan

       By


 Bauder Student
       For

    BUS 262
                                                Table of Contents


1.  Executive Summary.......................................................................................................
  1.1. Objective .............................................................................................................. 2
  1,.2 The Country
2. Situation Analysis ..........................................................................................................
  2.1. The Company ....................................................................................................... 2
     2.1.1. Mission.......................................................................................................... 3
     2.1.2. Product Offering ........................................................................................... 3
     2.1.3. Positioning ......................................................................................................
  2.2. Cultural Analysis .................................................................................................. 3
     2.2.1. Political ......................................................................................................... 3
     2.2.2. Regulatory ..................................................................................................... 4
     2.2.3. Economic ........................................................................................................
     2.2.4. Societal .......................................................................................................... 6
     2.2.5. Technological ................................................................................................ 6
     2.2.6. Opportunity ................................................................................................... 7
  2.3. The Export Market ............................................................................................... 7
     2.3.1. Market Trends ............................................................................................... 8
     2.3.2. Market Growth .............................................................................................. 8
     2.3.3. Market Segmentation .................................................................................... 8
        2.3.3.1. Demographics ........................................................................................ 9
        2.3.3.2. Psychographics ...................................................................................... 9
        2.3.3.3. Geographic............................................................................................. 9
        2.3.3.4. Behavioralistic ..................................................................................... 10
        2.3.3.5. Target Market Segment Strategy ......................................................... 10
  2.4. Foreign Competition .......................................................................................... 10
     2.4.1. Direct Competition...................................................................................... 10
     2.4.2. Indirect Competition ................................................................................... 10
3. Marketing Strategy.................................................................................................... 10
  3.1. Value Proposition ...................................................................................................
  3.2. Critical Issues .........................................................................................................
  3.3. Financial Objectives ........................................................................................... 11
  3.4. Marketing Objectives ......................................................................................... 11
  3.5. Target Market Strategy....................................................................................... 11
4. Marketing Mix .......................................................................................................... 12
  4.1. Product Marketing .............................................................................................. 12
  4.2. Pricing ................................................................................................................ 12
  4.3. Promotion ........................................................................................................... 12
     4.3.1. Advertising .................................................................................................. 12
     4.3.2. Public Relations .......................................................................................... 12
  4.4. Web Plan ............................................................................................................ 13
     4.4.1. Website Goals ............................................................................................. 13
     4.4.2. Website Marketing Strategy ....................................................................... 13
     4.4.3. Development Requirements ........................................................................ 13
  4.4.6. Channels ............................................................................................................. 13
  4
1.1.      Objective

        Export objectives are as follows:

            Achieve export sales of $500,000 during the first year of operation.
            Achieve a customer base of 3000 people.
            Increase sales 10% during the second year of operation.

1.1.2      The Country – The United Kingdom

Rationale: The United Kingdom was chosen because it has a similar language and
culture with the US which increases the probability of success.

The UK, a leading trading power and financial center, is the third largest economy in Europe
after Germany and France. Over the past two decades, the government has greatly reduced
public ownership and contained the growth of social welfare programs. Agriculture is
intensive, highly mechanized, and efficient by European standards, producing about 60% of
food needs with less than 2% of the labor force. The UK has large coal, natural gas, and oil
resources, but its oil and natural gas reserves are declining and the UK became a net importer
of energy in 2005. Services, particularly banking, insurance, and business services, account
by far for the largest proportion of GDP while industry continues to decline in importance.
After emerging from recession in 1992, Britain's economy enjoyed the longest period of
expansion on record during which time growth outpaced most of Western Europe. In 2008,
however, the global financial crisis hit the economy particularly hard, due to the importance
of its financial sector. Sharply declining home prices, high consumer debt, and the global
economic slowdown compounded Britain's economic problems, pushing the economy into
recession in the latter half of 2008 and prompting the then BROWN government to
implement a number of measures to stimulate the economy and stabilize the financial
markets; these include nationalizing parts of the banking system, cutting taxes, suspending
public sector borrowing rules, and moving forward public spending on capital projects.
Facing burgeoning public deficits and debt levels, the CAMERON government in 2010
initiiated a five-year austerity program, which aims to lower London's budget deficit from
over 11% of GDP in 2010 to nearly 1% by 2015. The Bank of England periodically
coordinates interest rate moves with the European Central Bank, but Britain remains outside
the European Economic and Monetary Union (EMU).

1.2. The Company
You Company is an Georgia corporation. The company is 100% owned by Ray and Barbara
Brunner, the founders. The board will consist of seven members: Mr. R.G. Brunner, one
additional member of management, three outside directors appointed by Mr. Brunner, and
two representatives appointed by the major investor(s).

Together, Mr. and Mrs. Brunner have 65 years worth of combined experience in the retail
industry. Both of them have held senior management positions with major companies in this
area.
The company's main office is located in Portland Oregon. The leased office space should be
sufficient for planned staff size growth within the first few years.

            1.2.1. Mission
To establish Your Company as an important brand that represents quality in skin care, fitness
apparel and accessories. We will accomplish this using high quality manufacturing and
research, a creative marketing program, and a comprehensive distribution network using both
brick and mortar retail outlets, internet presence, and a consumer catalogue.

       By utilizing this multi-channel approach we will be able to reach the niche market for
       quality personal care products rapidly and efficiently. It will allow us to develop Your
       Company as the brand for quality skin and body care products within our target market.

           1.2.2. Product Offering
Skin and body care products will be developed and produced at our contract facilities in
France and California. Production of apparel products will be managed through our contract
manufacturer of sport-related apparel. Production of accessories will be managed through a
contract with a manufacturer of quality sports-related accessories including: bags, hats, totes
and socks for the wholesale market.

Your Company will have two product lines, skin care and fitness apparel. Within the skin
care line we will offer a wide array of products including eye makeup removers, cleansing
creams, facial scrubs and masks, and body lotions. Within the fitness apparel line we will
first offer Lycra products such as tights and shorts, plus polyester and cotton tops.

Our pricing strategy is to position our products with a shelf price that is in the mid to lower
quadrant of high-quality products and brands. We have accomplished this by making careful
market comparisons and adjusting our packaging size.

       We believe our ability to create future product opportunities and growth will only be
       limited by our imagination and our ability to attract talented people who understand the
       concept of branding.



1.3.      Cultural Analysis

             1.3.1. Political

             Political philosophy is the study of such as liberty, justice, property, rights, law,
             and the enforcement of a legal code by authority: what they are, why (or even if)
             they are needed, what makes a government legitimate, what rights and freedoms it
             should protect and why, what form it should take and why, what the law is, and
             what duties citizens owe to a legitimate government, if any, and when it may be
             legitimately overthrown - if ever. In a vernacular sense, the term "political
             philosophy" often refers to a general view, or specific ethic, political belief or
attitude, about politics that does not necessarily belong to the technical discipline
of philosophy.

The United Kingdom is a constitutional monarchy and parliamentary democracy,
with a queen and a parliament that has two houses: the House of Lords, with 574
life peers, 92 hereditary peers, and 26 bishops; and the House of Commons, which
has 651 popularly elected members. Supreme legislative power is vested in
parliament, which sits for five years unless dissolved sooner. The House of Lords
was stripped of most of its power in 1911, and now its main function is to revise
legislation. In Nov. 1999, hundreds of hereditary peers were expelled in an effort
to make the body more democratic. The executive power of the Crown is
exercised by the cabinet, headed by the prime minister.

1.3.2. Regulatory

Regulatory capture occurs when a state regulatory agency created to act in the
public interest instead acts in favor of the commercial or special interests that
dominate in the industry or sector it is charged with regulating. Regulatory
capture is a form of government failure, as it can act as an encouragement for
large firms to produce negative externalities. The agencies are called Captured
Agencies.

For public choice theorists, regulatory capture occurs because groups or
individuals with a high-stakes interest in the outcome of policy or regulatory
decisions can be expected to focus their resources and energies in attempting to
gain the policy outcomes they prefer, while members of the public, each with only
a tiny individual stake in the outcome, will ignore it altogether. Regulatory
capture refers to when this imbalance of focused resources devoted to a particular
policy outcome is successful at "capturing" influence with the staff or commission
members of the regulatory agency, so that the preferred policy outcomes of the
special interest are implemented.

Export Regulations-US

The Export Administration Regulations (EAR) regulate the export and re-export
of items for national security, nonproliferation, foreign policy, and short supply
reasons. A relatively small percentage of exports and re-exports requires the
submission of a license application to BXA. License requirements are dependent
upon an item's technical characteristics, the destination, the end use, and the end
user. The EAR covers more than exports. Items subject to the EAR are generally
controlled for re-export from one foreign country to another. A relatively small
percentage of exports and re-exports requires an application to BXA for a license.
However, a license is required for virtually all exports to embargoed destinations
such as Cuba. A license exception is an authorization for the export or re-export
of some commodities, technology, or software under certain conditions. If an
export license is required, you must prepare a Form BXA-748P, "Multipurpose
Application Form," and submit it to BXA. The general prohibition are found in
part 736 of the EAR. The ten general prohibitions describe certain exports, re-
exports, and other conduct, subject to the scope of the EAR, in which you may not
engage unless you have a license from BXA or qualify under part 740 of the EAR
for a license exception from each applicable general prohibition paragraph

Import Regulations-UK

England has always kept very tight control on what gets imported into the
country. The overwhelming workload of the customs agents at the many ports and
airports has resulted in Parliament evaluating the many restrictions on the goods
brought into the country. Right now, their primary objective is to prevent foreign
diseases from entering through animal and plant products. With the threat of Foot-
and-Mouth Disease always looming, the guidelines for animal and dairy products
have gotten very strict. Therefore, through several instruments Parliament and the
Secretary of State have done an efficient job of protecting the country from
foreign diseases. 2



1.3.3. Economic

Social science that analyzes and describes the consequences of choices made
concerning scarce productive resources. Economics is the study of how
individuals and societies choose to employ those resources: what goods and
services will be produced, how they will be produced, and how they will be
distributed among the members of society.

The UK, a leading trading power and financial center, is the third largest economy in Europe
France. Over the past two decades, the government has greatly reduced public ownership and co
of social welfare programs. Agriculture is intensive, highly mechanized, and efficient by E
producing about 60% of food needs with less than 2% of the labor force. The UK has large coal,
resources, but its oil and natural gas reserves are declining and the UK became a net importer
Services, particularly banking, insurance, and business services, account by far for the largest
while industry continues to decline in importance. After emerging from recession in 1992,
enjoyed the longest period of expansion on record during which time growth outpaced most of W
2008, however, the global financial crisis hit the economy particularly hard, due to the importa
sector. Sharply declining home prices, high consumer debt, and the global economic slowd
Britain's economic problems, pushing the economy into recession in the latter half of 2008 and
BROWN government to implement a number of measures to stimulate the economy and sta
markets; these include nationalizing parts of the banking system, cutting taxes, suspending publi
rules, and moving forward public spending on capital projects. Facing burgeoning public deficits
CAMERON government in 2010 initiiated a five-year austerity program, which aims to lowe
deficit from over 11% of GDP in 2010 to nearly 1% by 2015. The Bank of England periodically
rate moves with the European Central Bank, but Britain remains outside the European Econo
    Union (EMU).



1.34.3 Societal

    It is defined as "the application of commercial marketing technologies to the
    analysis, planning, execution, and evaluation of programs designed to influence
    voluntary behavior of target audiences in order to improve their personal welfare
    and that of their society" (Andreasen, 1995. p.7). Social marketing is
    distinguished from other management approaches by six basic principles:(1) the
    marketing conceptual framework is used to design behavior change interventions;
    (2) there is recognition of competition; (3) there is a consumer orientation; (4)
    formative research is used to understand consumers' desires and needs; (5) there is
    a segmentation of populations and careful selection of target audiences; and (6)
    continuous monitoring and revision of program tactics help to achieve desired
    outcomes.

   Symbolic attachment may reinforce localism or take the form of personal
  commitments that extend across socioeconomic strata. Support for soccer and rugby
  teams became significant during the twentieth century, and teams now command
  fierce local loyalties as sport has come to symbolize male pride and self-image in a
  society where mining and manufacturing have declined. Forms of personal
  commitment that transcend locality include vegetarianism and environmentalism:
  the first is predominantly middle class and female, and the second is identified less
  with gender and socioeconomic status. On the fringes of society, especially among
  the young, there has been a significant growth in new religious movements, which
  include radical environmentalist cults, New Age paganism, anarchism, anticapitalist
  and antinuclear groups, and adopted Far Eastern and South Asian religions and
  belief systems, including martial arts cults. Cults based on popular music and
  performers engender personal commitment in culturally patterned ways.

    1.3.4. Technological

    Technology has affected society and its surroundings in a number of ways. In
    many societies, technology has helped develop more advanced economies
    (including today's global economy) and has allowed the rise of a leisure class.
    Many technological processes produce unwanted by-products, known as
    pollution, and deplete natural resources, to the detriment of the Earth and its
    environment. Various implementations of technology influence the values of a
    society and new technology often raises new ethical questions.

    Internet country code: .uk


    Internet hosts:
    7.03 million (2010)
          country comparison to the world: 14

          Internet users:
          51.444 million (2009

         1.3.5. Opportunity

         a. A favorable or advantageous circumstance or combination of circumstances.
         b. A favorable or suitable occasion or time.
         2. A chance for progress or advancement.
         Synonyms: opportunity, occasion, opening, chance, break
         These nouns refer to a favorable or advantageous circumstance or combination of
         circumstances. Opportunity is an auspicious state of affairs or a suitable time: "If
         you prepare yourself . . . you will be able to grasp opportunity for broader
         experience when it appears" (Eleanor Roosevelt).
         Occasion suggests the proper time for action: an auspicious occasion; an occasion
         for celebration.
         An opening is an opportunity affording a good possibility of success: waited
         patiently for her opening, then exposed the report's inconsistency.
         Chance often implies an opportunity that arises through luck or accident: a chance
         for us to chat; no chance of losing.



1.4.   The Export Market
         This paragraph is a summary about your market(s). Be concise. You should generally describe the
         different groups of target users included in your market analysis, and refer briefly to why you are
         selecting these as targets. You may also want to summarize market growth and cite highlights of
         some of your growth projections, if this information is available.

         Additional Detail
         One technique is to skip this topic until you have finished the sub-topics that follow, then come
         back here to write the highlights.

         Normally this topic is linked to the Market Analysis table, which you use to develop a market
         forecast for your specific target market segments. Use the table to develop specific numbers for
         total potential markets and market growth for each of your target segments.

         Remember, the market analysis focuses on potential customers, not actual customers. Depending
         on the scale of your projections, you may want to round your numbers to thousands, so your table
         does not have the formatting problems associated with too many zeros.
Market Analysis
                                           2010      2011     2012      2013     2014
Potential Customers            Growth                                                    CAGR
Business Men 25-35               10%     100000         0         0        0         0   0.00%
Business Men 36-46               10%     900000         0         0        0         0   0.00%
Affulent Households              10%     600000         0         0        0         0   0.00%
Total                            10%     160000         0         0        0         0   0.00%
                                              0




               1.4.1. Market Trends in the United Kingdom
   Your Company will occupy a unique market position. No other brand offers a specialty line
   that includes skin care, cosmetics, fitness apparel and accessories. However, within each
   category significant brands do exist. Quality and price vary widely within each group. Your
   Company will be positioned as a quality brand. The U.S. cosmetics market has seen large
   annual growth rates over the past decade. Last year alone, the market grew by over $1
   billion. Clear divisions between traditional categories are becoming blurred and new lines,
   such as aromatherapy are also emerging, creating new openings for profit.

   In fitness apparel and accessories there is a tremendous opportunity since the female
   customer has been grossly overlooked. Most major companies do not produce products
   focused specifically on the female customer. Puma is the only brand that has developed a line
   of fitness apparel for women. Early sales for them have been exceptional, further
   highlighting the potential within this category.

              1.4.2. Market Growth
   Your Company is an Oregon corporation. The company is 100% owned by Ray and
   Barbara Brunner, the founders. The board will consist of seven members: Mr. R.G.
   Brunner, one additional member of management, three outside directors appointed by
   Mr. Brunner, and two representatives appointed by the major investor(s).

   Together, Mr. and Mrs. Brunner have 65 years worth of combined experience in the
   retail industry. Both of them have held senior management positions with major
   companies in this area.

   The company's main office is located in Portland Oregon. The leased office space should
   be sufficient for planned staff size growth within the first few years.

              From Year 1 through Year 5 we will grow in head count from ten to sixty-five.
              The majority of this growth will come in store personnel, the rest will be
              support staff. We believe the plan shows a controlled and conservative ramp
              up of personnel.

              1.4.3. Market Segmentation
              Demographics
              • Primarily two parent household. Two income household. Professional parents. Household
              income of at least $70,000.

              • Parents have at least a college education, typically one of the parents have a graduate degree.




Market Demographics

Market               Characteristic Characteristic Characteristic Characteristic Characteristic
Segments
High School                         -                   -                   -                   -                     -
Seniors
Business                            -                   -                   -                   -                     -
Personsd
Affulent                            -                   -                   -                   -                     -
Households




          1.4.3.1.     Demographics
                       Population or consumer statistics regarding socioeconomic factors such as age, income,
                       sex, occupation, education, family size, and the like. Advertisers often define their target
                       market in terms of demographics; thus, demographics are a very important aspect of
                       media planning in matching the media with the market.



          1.4.3.2.     Psychographics
                       Criteria for segmenting consumers by lifestyle, attitudes, beliefs, values, personality,
                       buying motives, and/or extent of product usage. Psychographic analyses are used like
                       geographic (place of residence or work) and demographic (age, income, occupation)
                       criteria to describe and identify customers and prospective customers and to aid in
                       developing promotion strategies designed to appeal to specific psychographic segments
                       of the market for a product. For example, the market for shampoo may consist of various
                       psychographic segments described by their primary purchase motives (beauty, health,
                       grooming), usage styles (daily, weekly, salon-only), or lifestyle (frequent travelers,
                       parents with young children, empty-nesters).




          1.4.3.3.     Geographic
                       DEMOGRAPHIC INFORMATION ABOUT A LOCATION ENCOMPISING THE
                       TARGET MARKET AREA.
            1.4.3.4.    Behavioralistic

                        A school of psychology that confines itself to the study of observable and
                        quantifiable aspects of behavior and excludes subjective phenomena, such
                        as emotions or motives.Dividijng the market by purchase behaviors that
                        have been observed such as brand loyality or responsiveness to price.



            1.4.3.5.    Target Market Segment Strategy
                        Item body here

  1.5.      Foreign Competition

         The dual product/service nature of JavaNet's business faces competition on two levels.
         JavaNet competes not only with coffee retailers, but also with Internet service providers.
         The good news is that JavaNet does not currently face any direct competition from other
         cyber cafes in the local market. There are a total of three cyber cafes in the state: one
         located in Portland and two in Ashland.

         Heavy competition between coffee retailers creates an industry where all firms face the
         same costs. There is a positive relationship between price and quality of coffee. Some
         coffees retail at $8/pound, while other more exotic beans may sell for as high as
         $16/pound. Wholesalers sell beans to retailers at an average of a 50% discount. For
         example, a pound of Sumatran beans wholesales for $6.95 and retails for $13.95. And as
         in most industries, price decreases as volume increases.



               1.5.1. Direct Competition
               Direct competitors are the name-brand consulting firms and smaller consulting firms. These are
               competing offerings of similar services, presumably possibilities that come up in discussions as
               our target market looks at way to add expertise before building programs to reach new markets.




               1.5.2. Indirect Competition
               Item body here

2. Marketing Strategy
  Item body here
2.1.      Financial Objectives

           A double digit growth rate for each future year.
           Reduce the employee training costs while increasing the skill of the employees.
           Increase the per child profit margin by a percent per quarter.




2.2.      Marketing Objectives

             Grow the number of customers by 10% annually.
             Build customer loyalty through superior service and educational/development
               systems.
             Build The Toddler Warehouse brand to the point where it becomes a household
               brand synonymous with superior child care/development in the Salem area.
             Increase the referral rate by 5% per quarter.
             The Toddler Warehouse is targeting one specific customer group, the middle to
               upper class, two income professional family. This group of families have both
               parents working, not allowing them time to raise their child during the day. This
               group has the money for child care, and are willing to spend a little extra to get a
               higher level of care.
             This customer segment has already begun teaching their child advanced concepts
               like reading, singing, socialization, etc. The Toddler Warehouse will continue to
               develop the children's skills.



2.3. Target Market Strategy
Because Your Company is a combined retail (direct to end user) and wholesale (to the end
user through a reseller) strategy our target customer must be broken into two distinct groups,
the end user and the reseller.

Our targeted end user is between the ages of 24 and 65. They are female urban professionals
with at least some college. This consumer has an active lifestyle. They are concerned about
social and environmental issues. Mind and body wellness are important to them. They belong
to a health club; take yoga, pilate's or tai chi lessons. The effects of aging and the
maintenance of a youthful appearance are a part of their life.

Our target customers (vs. end user) for wholesale distribution will be resellers who recognize
the needs of this consumer and who she identifies with. We have used the term resellers
because they will not be limited to retailers. We will reach the consumer through four distinct
reseller channels. Spas and Health Clubs, Lifestyle Retailers, Cosmetic Specialty Retailers,
and Boutique Department Stores.

       There are a number of new demand trends that have impacted the market and created
       greater opportunities. These trends include a returning to age old, time proven, natural
       remedies; more consumers that are looking for more holistic and healing benefits from
         her skin care products, and today's consumer being more informed and more inquisitive
         about the benefits of her personal care produ




3. Marketing Mix
  Item body here

  3.1.      Product Marketing
         The service itself is a key component to our marketing mix. Our service should be our best advertisement.
         In this case even more so than with many other similar businesses, because our specialization on channels
         for international product marketing means we develop contacts with people who can be our
         recommenders.

         We need to fulfill the promise we make: we take a product across national boundaries into new markets,
         explore channels, guide our client through the maze, and establish the relationships the client needs. This
         is a very focused deliverable. We aren't just doing international marketing or marketing consulting; we're
         getting products into channels.

         The service itself is a key to our markets.



  3.2.      Export Pricing
         Our pricing needs to match our positioning. We cannot be cheap or economical, we must be at the high
         end of the pricing scale, job for job, project for project. We aim to be 25% more expensive than the more
         generic bid for the same project.



  3.3.      Promotion
         Our promotion strategy focuses heavily on Public Relations, with very little or no emphasis on advertising
         or direct marketing.



                 3.3.1. Advertising
                 Advertising is not part of our marketing mix. We depend on quality delivery and word-of-mouth
                 recommendations.



                 3.3.2. Public Relations
                 Item body here
3.4.      Web Plan
       Item body here

               3.4.1. Website Goals
               The website has two specific goals:

                   1.   Support specific sales efforts like collateral have traditionally done, providing
                        background and credibility.
                   2.   Generate leads through the Web publishing of related articles and possibly even surveys
                        of interest to potential customers who are part of the target market.




               3.4.2. Website Marketing Strategy
               Item body here

               3.4.3. Development Requirements
               Item body here

3.5.      Channels
       Our past marketing strategy assumes that we need to go into specialty channels to address our target
       customer's needs. The tie-in with the high-end quality catalogs like Sharper Image is perfect, because these
       catalogs cater to our kind of customers. We position our products as the highest quality, highest price
       offering in any channel mix.

       By including our products in these high-end catalogs, we were able to successfully target the specific
       niche that was our marketing milestone. This has provided the foundation for a move to internal catalog
       production. With a higher degree of information control internally, these catalogs will target the same
       audience, but will include more extensive information in terms of quality, examples, testimonials, and
       information tailored to past sales experiences.

•      Export Management Company-handles export operations for a domestic company that doesn’t know how

•   Export Trading Company-has foreign buyers looking for domestic exporters

•   Import/export Merchant-buys goods from domestic producers and packs, ships,and resells goods on his
    own.

•   Manufactures Representative-salesperson familiar with products and markets.

•   Wholesale Distributor-buys product and sells to a retailer

•   Retailer-buys directly and resells to consumer.

•   Top ten countries in trade with US, Canada, Mexico, Japan, China, Germany, United Kingdom, France,
    South Korea, Taiwan, Singapore
2.2 Start-up Summary

   Start-up costs are shown in three areas. The first is in the start-up table, the second is
   within the cash flow assumptions and the third is in the P&L.

   1. Start-up expenses: legal (incorporation and trademark registration), stationery
      (business cards and office supplies), etc., brochures, consultants (graphic design for
      logo and packaging), research and development (architecture fees for store and
      trade fixture design).
   2. Start-up costs expressed in year one cash flow: FF&E for first Bluespa retail store.
   3. Start-up costs included within year one P&L: brand marketing, management
      staff, travel costs to coordinate product development.

Table: Start-up


   Start-up


   Requirements


   Start-up Expenses
   Legal                                                            $2,500
   Stationery etc.                                                  $3,000
   Brochures                                                       $10,000
   Consultants                                                     $15,000
   Research and Development                                        $30,000
   Expensed Equipment                                              $60,000
   Other                                                           $50,000
   Total Start-up Expenses                                        $170,500

   Start-up Assets
   Cash Required                                                  $140,000
   Start-up Inventory                                              $44,500
   Other Current Assets                                                 $0
   Long-term Assets                                                $65,000
   Total Assets                                                   $249,500

   Total Requirements                                             $420,000


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