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Technician Sales Projection

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					     MAGAZINE EXAMPLE CO                                                                                                      Financial Projections                                                                                                                                           8/16/2011
                                                                                                                              Summary Profit Loss
              A                                    B                  C                     D                   E                   F                 G                     H                   I                   J                   K                   L                 M                   N
1 MAGAZINE COMPANY
2 Summary Profit and Loss                                                                                                                FIRST YEAR by MONTH, Starting at Site Launch
3                                                  1                   2                    3                   4                   5             6         7             8           9                                               10                  11                  12                Total
4                                           -----------         -----------         -----------         -----------         ------------        -----------         -----------         -----------         -----------         -------------       -------------       -------------       -------------
5 Total new online subscribers              203                 203                 704                 704                 1,205               1,206               1,206               1,207               1,208               1,208               1,209               1,209
6 Total all subscribers                     203                 926                 1,722               3,099               4,614               6,781               8,665               11,238              13,570              16,635              19,507              23,167
7 Revenues
8            New online subscriptions                  4,050               4,063            14,075              14,088              24,100              24,113              24,125              24,138              24,150              24,163              24,175              24,188           229,425
9                    Incented referrals                     0                   0                   0                 405               1,852            3,444               6,198                  9,227           13,561              17,330              22,477              27,139
10                  Consultant clients                 2,500                    0               2,500                   0               2,500                   0            2,500                      0               2,500                   0            2,500                      0
11                                Books                4,622                  122               4,922                 423               5,223                 723            5,224                    724               5,225               725              5,225                 726
12                        Coffee mugs                       0                   0                   0                   0                  0                    0                  0                    0                  0                    0                   0                   0
13                               T shirts                   0                   0                   0                   0                  0                    0                  0                    0                  0                    0                   0                   0
14 Total Revenues                                  11,172                  4,184            21,497              14,915              33,675              28,280              38,046              34,089              45,436              42,217              54,377              52,053           379,941
15
16    Cost of Services                                 4,446                  447               5,548               1,691               7,299            3,858               8,823                  5,885           11,403               8,723              14,526              12,159             84,809
17                                           ---------------     ---------------      ---------------    ---------------     ---------------     ---------------      ---------------    ---------------     ---------------     ---------------      ---------------    --------------- -------------
18 Gross Profit                                        6,726               3,738            15,949              13,224              26,376              24,422              29,223              28,204              34,033              33,494              39,851              39,893           295,133
19
20 Operating Expenses
21   Research & Development                               150                 150                 150                 150                250             4,533               4,533                  4,533               7,310            7,310               7,310               7,310             43,692
22   Marketing & Sales                                 6,454               6,754            10,088              10,088              10,288              10,088              11,588              10,088              10,088              12,588              10,088              10,088           118,283
23   General Administration                        12,646              10,096               10,096                  9,096               9,096            9,096               9,096                  9,096               9,096            9,096               9,096               9,096           114,700
24   Operations/Production                         10,471              10,500               10,505              10,505              10,546              10,634              13,108              13,108              13,112              13,112              13,195              13,195           141,991
25   Depreciation                                         913                 913                 922                 922               1,005            1,180               1,191                  1,191               1,199            1,199               1,366               1,366             13,366
26                                           ---------------     ---------------      ---------------    ---------------     ---------------     ---------------      ---------------    ---------------     ---------------     ---------------      ---------------    --------------- -------------
27   Net operating expense                         30,634              28,414               31,759              30,759              31,184              35,530              39,515              38,015              40,805              43,305              41,055              41,055           432,032
28
29 Earnings before int & taxes                    -23,908             -24,676             -15,810             -17,536               -4,809            -11,108             -10,292               -9,811              -6,772              -9,811              -1,204              -1,162          -136,899
30
31   Interest income {expense}                          -100                    5                -112                -192                -218             -271                  -294                 -363                -377               -517                -451               -446
32   State Taxes                                            0                   0                   0                   0                  0                    0                  0                    0                  0                    0                   0                   0
33   Federal Income Tax                                     0                   0                   0                   0                  0                    0                  0                    0                  0                    0                   0                   0
34
35 Net Profit After Tax                           -24,008             -24,671             -15,923             -17,728               -5,027            -11,379             -10,586             -10,174               -7,149            -10,328               -1,655              -1,608          -140,236




     828179af-c8fd-4165-b59c-a437581094de.xls, Summary P and L                                                                                                                                                                                                                                              Page 1
     MAGAZINE EXAMPLE CO                                                                                                            Financial Projections                                                                                                                                     8/16/2011
                                                                                                                                         Unit Sales
                         A                            B                     C                    D                    E                    F                   G               H                I              J                      K                      L                      M
1                        MAGAZINE COMPANY                                                                                                               FIRST YEAR by MONTH, Starting at Site Launch
2    Unit Sales                               ------------         ------------         ------------         ------------         -------------          ------------- ------------- -------------   -------------           --------------         --------------         --------------
3                                                      1                     2                    3                    4                    5                      6             7             8               9                      10                     11                     12
4    Market Assumptions:                       -----------          -----------          -----------          -----------          ------------           -----------   -----------   -----------     -----------             -------------          -------------          -------------

5    No of Print subscribers                       1,500

6    % Print subscribers with emails                50%

7    No of Tips recipients                         4,000                  4,013                4,025                4,038                4,050               4,063           4,075           4,088           4,100                  4,113                  4,125                  4,138

8    % of Tips recipients who subscribe              5%                    5%                   5%                   5%                   5%                  5%              5%              5%              5%                     5%                     5%                     5%

9


10 Email solicitations                                                                             50,000              50,000              100,000             100,000         100,000         100,000         100,000                100,000                100,000                100,000

11 % of solicitations who subscribe                 1.0%                  1.0%                 1.0%                 1.0%                 1.0%                1.0%            1.0%             1.0%            1.0%                  1.0%                   1.0%                   1.0%

12


13 Hits on website                                10,000                10,000               10,000               10,000               10,000               10,000          10,000          10,000          10,000                10,000                 10,000                 10,000

14 Unique website visitors                         1,000                  1,000                1,000                1,000                1,000               1,000           1,000           1,000           1,000                  1,000                  1,000                  1,000

15 % of unique visitors who are subscribers         75%                   75%                  75%                  75%                  75%                  75%             75%             75%             75%                   75%                    75%                    75%
   % of unique visitors who register for
16 Tips                                              5%                    5%                   5%                   5%                   5%                  5%              5%              5%              5%                     5%                     5%                     5%

17 % of unique visitors who subscribe                1%                    1%                   1%                   1%                   1%                  1%              1%              1%              1%                     1%                     1%                     1%

18


19 Total new online subscribers                     203                    203                  704                  704                 1205                1206             1206            1207            1208                  1208                   1209                   1209

20


21 % of subscribers who refer (for a fee)           20%                   20%                  20%                  20%                  20%                  20%             20%             20%             20%                   20%                    20%                    20%

22 % of referrals who subscribe                              50%                  50%                  50%                  50%                   50%                50%             50%             50%             50%                      50%                    50%                    50%

23 No of referrals (3 mo free)                                20                   93                  172                  310                   461                678             867            1,124            1,357                1,663                  1,951                  2,317

24




     828179af-c8fd-4165-b59c-a437581094de.xls, Unit Sales                                                                                                                                                                                                                                          Page 2
     MAGAZINE EXAMPLE CO                                                                                   Financial Projections                                                                                             8/16/2011
                                                                                                                Unit Sales
                       A                         B                C             D             E              F             G             H              I             J              K              L              M
25 Consultant partners                                    1                              1                            1                           1                             1                             1
26 Clients per consultant                              500              500           500           500            500           500           500            500            500            500            500            500
27 New consultant subscribers                          500                            500                          500                         500                           500                           500
28
     % of general new subscribers who buy
29 books                                                5%               5%            5%            5%             5%            5%            5%             5%             5%             5%             5%             5%
   % of consultant subscribers who buy
30 books                                               75%              75%           75%           75%            75%           75%           75%            75%            75%            75%            75%            75%
31
32 Total all subscribers                         203              926          1722          3099           4614          6781          8665          11238          13570          16635          19507          23167
33
34          New online subscriptions                   203              203           704           704          1,205         1,206         1,206          1,207         1,208          1,208          1,209          1,209
35                                    Price, $          20               20            20            20             20            20            20             20            20             20             20             20
36              Incented referrals                                                                   20             93           172           310            461           678            867          1,124          1,357
37                                    Price, $          20               20            20            20             20            20            20             20            20             20             20             20
38             Consultant clients                      500                            500                          500                         500                          500                           500
39                                    Price, $           5                5             5             5              5             5             5              5             5               5             5               5
40                   Books                             385               10           410            35            435            60           435             60           435              60           435              60
41                                    Price, $          12               12            12            12             12            12            12             12            12              12            12              12
42                 Coffee mugs
43                                    Price, $
44                   T shirts
45                                    Price, $
46
47 Cost of materials
48                  New online subscriptions           2.00             2.00          2.00          2.00           2.00          2.00          2.00           2.00           2.00           2.00           2.00           2.00
49                          Incented referrals         7.00             7.00          7.00          7.00           7.00          7.00          7.00           7.00           7.00           7.00           7.00           7.00
50                          Consultant clients         5.00             5.00          5.00          5.00           5.00          5.00          5.00           5.00           5.00           5.00           5.00           5.00
51                                     Books           4.00             4.00          4.00          4.00           4.00          4.00          4.00           4.00           4.00           4.00           4.00           4.00
52                               Coffee mugs
53                                    T shirts
54
55
56                     MAGAZINE COMPANY                       FINANCIAL SUMMARY
57
58                                  Revenues     11,172               4,184       21,497       14,915         33,675        28,280        38,046        34,089         45,436         42,217         54,377         52,053
59                           Cost of Materials    4,446                 447        5,548        1,691          7,299         3,858         8,823         5,885         11,403          8,723         14,526         12,159
60                                Gross profit    6,726               3,738       15,949       13,224         26,376        24,422        29,223        28,204         34,033         33,494         39,851         39,893
61
62
63
64


65
66
67




     828179af-c8fd-4165-b59c-a437581094de.xls, Unit Sales                                                                                                                                                                         Page 3
     MAGAZINE EXAMPLE CO                                            Financial Projections                       8/16/2011
                                                                         Unit Sales
                    A                     B           C     D   E     F        G       H    I   J   K   L   M
68




     828179af-c8fd-4165-b59c-a437581094de.xls, Unit Sales                                                            Page 4
     MAGAZINE EXAMPLE CO                                                                                                  Financial Projections                                                                                                                                                        8/16/2011
                                                                                                                          Profit and Loss detail
               A                                       B                    C                    D                    E                    F                     G              H          I                                       J                     K                    L                    M                N
1 MAGAZINE COMPANY                                                                                                                                                     FIRST YEAR by MONTH
2 Detailed P&L                                 ------------         ------------         ------------         ------------         -------------         -------------         -------------         -------------         -------------         --------------       --------------       --------------
3                                                      1                    2                    3                    4                    5                     6                     7                     8                     9                    10                   11                   12              Year
4                                              -----------          -----------          -----------          -----------          ------------          -----------           -----------           -----------           -----------           -------------        -------------        -------------
5 Revenues
6                 New online subscriptions                 4,050                4,063             14,075               14,088               24,100                24,113                24,125                24,138                24,150                24,163               24,175               24,188         229,425
7                         Incented referrals                                                                                 405               1,852                 3,444                 6,198                 9,227              13,561                17,330               22,477               27,139         101,634
8                         Consultant clients               2,500                                     2,500                                     2,500                                       2,500                                       2,500                                      2,500                              15,000
9                                    Books                 4,622                   122               4,922                   423               5,223                     723               5,224                     724               5,225                  725                 5,225                 726          33,883
10                             Coffee mugs
11                                  T shirts
12                                                ---------------      ---------------      ---------------      ---------------      ---------------       ---------------       ---------------       ---------------       ---------------       ---------------      ---------------      ---------------   ---------------
13   Total Revenues                                     11,172                  4,184             21,497               14,915               33,675                28,280                38,046                34,089                45,436                42,217               54,377               52,053         379,941
14
15 Cost of Services Sold
16              New online subscriptions                      405                  406               1,408                1,409                2,410                 2,411                 2,413                 2,414                 2,415                 2,416                2,418               2,419          22,943
17                        Incented referrals                                                                                 142                   648               1,206                 2,169                 3,230                 4,746                 6,066                7,867               9,499          35,572
18                        Consultant clients               2,500                                     2,500                                     2,500                                       2,500                                       2,500                                      2,500                              15,000
19                                   Books                 1,541                    41               1,641                   141               1,741                     241               1,741                     241               1,742                  242                 1,742                 242          11,294
20                             Coffee mugs
21                                  T shirts
22
23 Cost of Goods Sold                                      4,446                   447               5,548                1,691                7,299                 3,858                 8,823                 5,885              11,403                   8,723             14,526               12,159
24
25                                                ---------------      ---------------      ---------------      ---------------      ---------------       ---------------       ---------------       ---------------       ---------------       ---------------      ---------------      ---------------
26 Total cost of Services Sold                             4,446                   447               5,548                1,691                7,299                 3,858                 8,823                 5,885              11,403                   8,723             14,526               12,159           84,809
27
28 Gross Profit                                            6,726                3,738             15,949               13,224               26,376                24,422                29,223                28,204                34,033                33,494               39,851               39,893         295,133
29
30 Shop Operations
31   Salaries (1)                                          6,083                6,083                6,083                6,083                6,083                 6,083                 8,167                 8,167                 8,167                 8,167                8,167               8,167          85,500
32    Payroll taxes (2)                                       517                  517                  517                  517                   517                   517                   694                   694                   694                694                  694                  694             7,268
33    Employee benefits (2)                                   608                  608                  608                  608                   608                   608                   817                   817                   817                817                  817                  817             8,550
34    Utilities                                               310                  310                  310                  310                   310                   310                   310                   310                   310                310                  310                  310             3,720
35    Shop Rent                                            1,750                1,750                1,750                1,750                1,750                 1,750                 1,750                 1,750                 1,750                 1,750                1,750               1,750          21,000
36    Equipment leases                                        521                  550                  550                  550                   550                   550                   550                   550                   550                550                  550                  550             6,571




     828179af-c8fd-4165-b59c-a437581094de.xls, P and L Detail                                                                                                                                                                                                                                                   Page 5
     MAGAZINE EXAMPLE CO                                                                                       Financial Projections                                                                                                                                                   8/16/2011
                                                                                                               Profit and Loss detail
                        A                   B                    C                    D                    E                    F                    G                    H                     I                   J                    K                    L                    M               N
37    Supplies                                     225                  225                  225                  225                  225                  225                  225                  225                  225                  225                  225                  225          2,700
38    Material losses
39    Maintenance (4)                              457                  457                  461                  461                  502                  590                  595                  595                  600                  600                  683                  683          6,683
40                                      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------
41   Total Operations Overhead               10,471               10,500               10,505               10,505               10,546               10,634               13,108               13,108               13,112               13,112               13,195               13,195        141,991
42
43 Expenses
44 Product Development
45    Salaries (1)                                                                                                                                       3,333                3,333                 3,333               5,417                5,417                5,417               5,417        31,667
46    Payroll taxes (2)                                                                                                                                     283                  283                  283                  460                  460                  460                  460          2,692
47    Employee benefits (2)                                                                                                                                 333                  333                  333                  542                  542                  542                  542          3,167
48    Contractors
49    Consultants
50
51    Testing fees                                 150                  150                  150                  150                  250                  250                  250                  250                  350                  350                  350                  350          3,000
52    Travel
53    Miscellaneous                                                                                                                                         333                  333                  333                  542                  542                  542                  542          3,167
54                                   -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------
55    Total Prod Dev                               150                  150                  150                  150                  250               4,533                4,533                 4,533               7,310                7,310                7,310               7,310
56
57   Sales & Marketing
58    Salaries (1)                              4,167                4,167                7,500                7,500                7,500                7,500                7,500                 7,500               7,500                7,500                7,500               7,500        83,333
59    Payroll taxes (2)                            354                  354                  638                  638                  638                  638                  638                  638                  638                  638                  638                  638          7,083
60    Employee benefits (2)                        417                  417                  750                  750                  750                  750                  750                  750                  750                  750                  750                  750          8,333
61    Advertising                                  350                  350                  350                  350                  350                  350                  350                  350                  350                  350                  350                  350          4,200
62    Consultants                                  750                  750                                                                                                                                                                                                                            1,500
63    Trade Shows                                                       100                                                            200                                    1,500                                                          2,500                                                     4,300
64    Website hosting                                                   200                  100                  100                  100                  100                  100                  100                  100                  100                  100                  100          1,200
65    Travel
66    Miscellaneous (3)
67    Sales commissions
68
69                                                 417                  417                  750                  750                  750                  750                  750                  750                  750                  750                  750                  750          8,333
70                                      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------      ---------------
71    Total Sales/Mktg                          6,454                6,754             10,088               10,088               10,288               10,088               11,588               10,088               10,088               12,588               10,088               10,088
72




     828179af-c8fd-4165-b59c-a437581094de.xls, P and L Detail                                                                                                                                                                                                                                    Page 6
      MAGAZINE EXAMPLE CO                                                                             Financial Projections                                                                                                                           8/16/2011
                                                                                                      Profit and Loss detail
                         A                  B                 C                 D                 E                 F                 G                 H                  I                J                 K                 L                 M               N
73 Administration
74   Salaries (1)                               5,042             5,042             5,042             5,042             5,042             5,042             5,042              5,042            5,042             5,042             5,042            5,042        60,500
75     Payroll taxes (2)
76     Employee benefits (2)
77     Accounting                               2,000              450               450               450               450               450               450                 450             450               450               450               450            6,950
78     Legal                                    2,000             1,000             1,000                                                                                                                                                                             4,000
79     Dues/Subscriptions
80     Insurance                                 350               350               350               350               350               350               350                 350             350               350               350               350            4,200
81     Office Eqpt leases
82     Repairs
83     Office Supplies                           100               100               100               100               100               100               100                 100             100               100               100               100            1,200
84     Postage
85     Recruiting
86     Rent                                     1,000             1,000             1,000             1,000             1,000             1,000             1,000              1,000            1,000             1,000             1,000            1,000        12,000
87     Telephone                                 300               300               300               300               300               300               300                 300             300               300               300               300            3,600
88     Travel                                   1,000             1,000             1,000             1,000             1,000             1,000             1,000              1,000            1,000             1,000             1,000            1,000        12,000
89     Utilities
90     Vehicle lease/opns                        350               350               350               350               350               350               350                 350             350               350               350               350            4,200
91     Miscellaneous                             504               504               504               504               504               504               504                 504             504               504               504               504            6,050
92                                      ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------
93     Total Admin                           12,646            10,096            10,096               9,096             9,096             9,096             9,096              9,096            9,096             9,096             9,096            9,096       114,700
94
95    Depreciation                               913               913               922               922              1,005             1,180             1,191              1,191            1,199             1,199             1,366            1,366        13,366
96                                      ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------   ---------------
97    Total Expense                          30,634            28,414            21,255            20,255            20,638            24,897            26,407            24,907            27,693            30,193            27,860            27,860        311,012
98                                    =========== =========== =========== =========== =========== =========== =========== =========== =========== =========== =========== ===========
99 Earnings before int & taxes             (23,908)          (24,676)            (5,306)           (7,031)            5,737               (474)           2,816                3,297          6,340             3,301           11,991            12,034          -15,879
100
101 Interest income (expense)                    -100                  5             -112              -192              -218              -271              -294               -363             -377              -517              -451             -446         -3,337
102 State Tax ?????
103 Federal Income Tax
104
105 Net Profit After Tax                    -24,008           -24,671             -5,418            -7,224              5,519              -745             2,522              2,934            5,963             2,784          11,540            11,588         -19,216




      828179af-c8fd-4165-b59c-a437581094de.xls, P and L Detail                                                                                                                                                                                                  Page 7
     MAGAZINE EXAMPLE CO                                                                                                    Financial Projections                                                                                                                                  8/16/2011
                                                                                                                               Balance Sheet
                           A                            B                  C                  D                  E                  F                   G                   H                    I                  J                   K                    L                   M                     N
1             MAGAZINE COMPANY                                                                                                                 FIRST YEAR by MONTH, Starting at Seed Funding
2                   Balance Sheeet                      At             ------------       ------------       ------------       ------------       -------------       -------------       -------------       -------------       -------------       --------------       --------------        --------------
3                                                   Inception               1                  2                  3                  4                  5                   6                   7                   8                   9                   10                   11                    12
4    Assets                                          -----------       -----------        -----------        -----------        -----------        ------------         -----------         -----------         -----------         -----------        -------------        -------------         -------------
5     Cash                                                                      40,226             -8,415          -42,247            -54,192            -77,256             -87,995            -117,478            -124,725            -142,679            -137,861             -157,522              -170,960
6     Prepaid Expense                                                            8,916              8,250              9,251              8,951              9,054              10,305               11,497             11,047              11,882               12,632             11,907                 11,907
7     Accounts receivable                                                       11,172              4,184             21,497             14,915             33,675              28,280               38,046             34,089              45,436               42,217             54,377                 52,053
8                                                    ---------------    ---------------    ---------------    ---------------    ---------------    ---------------     ---------------     ---------------     ---------------     ---------------      ---------------      ---------------       ---------------
9     Total current assets                                         0            60,314              4,019          -11,499            -30,326            -34,527             -49,410             -67,934             -79,589             -85,361              -83,011              -91,238             -107,001
10
11 Inventories                                               7,000               4,446               447               5,548              1,691              7,299               3,858                8,823              5,885              11,403                8,723             14,526                 12,159
12
13    Property, Equipment, Plant                          20,000                49,795             49,795             50,295             50,295             55,295              65,795               66,445             66,445              66,945               66,945             76,945                 76,945
14    Vehicles                                               5,000              5,000              5,000              5,000              5,000              5,000               5,000                5,000              5,000               5,000                5,000                5,000                 5,000
15                  Less depreciation                                             913               1,827              2,748              3,670              4,675               5,855                7,045              8,236               9,435               10,634             12,000                 13,366
16                                                   ---------------    ---------------    ---------------    ---------------    ---------------    ---------------     ---------------     ---------------     ---------------     ---------------      ---------------      ---------------       ---------------
17    Net fixed assets                                      25,000              53,882             52,969             52,547             51,625             55,620              64,941               64,400             63,209              62,510               61,311             69,945                 68,579
18
19                                                   ---------------    ---------------    ---------------    ---------------    ---------------    ---------------     ---------------     ---------------     ---------------     ---------------      ---------------      ---------------       ---------------
20                                  Total assets            32,000          118,641                57,435             46,597             22,991             28,393              19,389                5,288          -10,495             -11,448              -12,977                 -6,767             -26,262
21                     Checksum = Assets - Liab                    0                  0                  0                  0                  0                   0                   0                   0                   0                   0                    0                    0                     0
22 Liabilities
23    Accounts payable                                                          48,670             12,656             18,261             12,904             23,854              26,750               23,756             18,668              25,384               24,704             38,090                 25,724
24    Accrued wages                                                0
25    Deposits                                                                        0                  0                  0                  0                   0                   0                   0                   0                   0                    0                    0                     0
26    Accrued expenses                                                                0                  0                  0                  0                   0                   0                   0                   0                   0                    0                    0                     0
27    Other                                                                           0                  0                  0                  0                   0                   0                   0                   0                   0                    0                    0                     0
28                                                   ---------------    ---------------    ---------------    ---------------    ---------------    ---------------     ---------------     ---------------     ---------------     ---------------      ---------------      ---------------       ---------------
29    Total current liabilities                                    0            48,670             12,656             18,261             12,904             23,854              26,750               23,756             18,668              25,384               24,704             38,090                 25,724
30
31    Credit line                                                                     0                  0                  0                  0                   0                   0                   0                   0                   0             10,000               5,000                        0
32
33    Bank Loan                                                                                                                                                                                                                                                                                                    0
34    Leases payable                                                            11,979             11,458             10,938             10,417              9,896               9,375                8,854              8,333               7,813                7,292               6,771                 6,250
35
36    Paid in capital                                     32,000             82,000             82,000             82,000             82,000             82,000              82,000              82,000              82,000              82,000               82,000               82,000                82,000
37    Accumulated profit/(loss)                                                       0         -24,008            -48,679            -64,602            -82,330             -87,357             -98,736            -109,322            -119,496            -126,645             -136,973              -138,628
38    Current per. profit/(loss)                                             -24,008            -24,671            -15,923            -17,728               -5,027           -11,379             -10,586             -10,174                -7,149            -10,328                 -1,655                -1,608
39                                                   ---------------    ---------------    ---------------    ---------------    ---------------    ---------------     ---------------     ---------------     ---------------     ---------------      ---------------      ---------------       ---------------
40    Stockholder equity                                    32,000              57,992             33,321             17,398               -330             -5,357           -16,736             -27,322             -37,496             -44,645              -54,973              -56,628               -58,236
41                                                   ---------------    ---------------    ---------------    ---------------    ---------------    ---------------     ---------------     ---------------     ---------------     ---------------      ---------------      ---------------       ---------------
42                     Total Liabilities & Equity           32,000          118,641                57,435             46,597             22,991             28,393              19,389                5,288          -10,495             -11,448              -12,977                 -6,767             -26,262




     828179af-c8fd-4165-b59c-a437581094de.xls, Balance Sheet                                                                                                                                                                                                                                     Page 8
     MAGAZINE EXAMPLE CO                                                                                                         Financial Projections                                                                                                                                           8/16/2011
                                                                                                                                     Cash Flows
                A                               B                  C                    D                     E                    F            G         H              I           J                                                      K                   L                  M
1       MAGAZINE COMPANY                                                                                                               FIRST YEAR by MONTH, Starting at Seed Funding
2             Cash Flows                   ------------        ------------         ------------         ------------        -------------        -------------        -------------        -------------        -------------        --------------      --------------      --------------
3                                               1                   2                    3                    4                    5                    6                    7                    8                    9                   10                  11                  12
4                                        -----------         -----------          -----------          -----------          ------------         -----------          -----------          -----------          -----------          -------------       -------------       -------------
5    After FIT P/(L)                           -24,008             -24,671              -15,923              -17,728                -5,027             -11,379              -10,586              -10,174                -7,149             -10,328               -1,655              -1,608
6          Plus depreciation/amort.                    913                 913                  922                  922               1,005                1,180                1,191                1,191                1,199              1,199               1,366               1,366
7                                             -----------         -----------           -----------         -----------          -----------          -----------          -----------          -----------          -----------          -----------         -----------         -----------
               Working capital from
8                       operations             -23,095             -23,758              -15,001              -16,807                -4,022             -10,199                -9,395               -8,983               -5,950               -9,129                 -289                -242
9
       Changes in BS components
10                                              28,582             -28,361              -12,709                   1,525             -7,913                  7,040           -13,952                    -681             -5,465                1,789               1,951            -10,042
               Changes in inventory
11                                                  2,555               3,999             -5,101                  3,857             -5,608                  3,441             -4,965                  2,938             -5,518                2,680              -5,803               2,367
12                                            -----------         -----------           -----------         -----------          -----------          -----------          -----------          -----------          -----------          -----------         -----------         -----------
        Working capital from opns.
13                                                  8,042          -48,120              -32,811              -11,424              -17,542                      281          -28,312                -6,726             -16,933                -4,661              -4,141              -7,917
14
15               Capital investment            -29,795                        0              -500                       0           -5,000             -10,500                    -650                      0               -500                     0         -10,000                       0
16                                            -----------         -----------           -----------         -----------          -----------          -----------          -----------          -----------          -----------          -----------         -----------         -----------
       Cash flow from operations
17                                             -21,753             -48,120              -33,311              -11,424              -22,542              -10,219              -28,962                -6,726             -17,433                -4,661            -14,141               -7,917
18                                       ========= ========= ========= ========= ========= ========= ========= ========= ========= ========= ========= =========
          Cum cash flow from
19           operations                        -21,753             -69,874            -103,185             -114,609             -137,151             -147,370             -176,332             -183,058             -200,491             -205,152            -219,293            -227,210
20
21                     Funds from debt          11,979                   -521                -521                  -521                 -521                 -521                 -521                 -521                 -521              9,479              -5,521              -5,521
22                Funds from equity             50,000                        0                    0                    0                    0                    0                    0                    0                    0                   0                   0                   0
23                                       -----------         -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------         -----------         -----------
24   Cash flow                                  40,226             -48,641              -33,832              -11,945              -23,063              -10,739              -29,483                -7,247             -17,954                 4,818            -19,661             -13,438
25
26   Cumulative cash flow                       40,226               -8,415             -42,247              -54,192              -77,256              -87,995            -117,478             -124,725             -142,679             -137,861            -157,522            -170,960




     828179af-c8fd-4165-b59c-a437581094de.xls, Cash Flows                                                                                                                                                                                                                                            Page 9
     MAGAZINE EXAMPLE CO                                                                                    Financial Projections                                                                                                               8/16/2011
                                                                                                               Staffing Table
               A                             B              C              D              E               F        G         H              I         J                                   K               L              M            N
1       MAGAZINE COMPANY                                                                                  FIRST YEAR by MONTH, Starting at Seed Funding
2          Staffing Schedule             ------------   ------------   ------------   ------------   -------------   -------------   -------------   -------------   -------------   -------------- -------------- --------------   Annual
3                                             1              2              3              4              5               6               7               8               9              10              11             12          Salary
4                                        -----------    -----------    -----------    -----------    ------------     -----------     -----------     -----------     -----------    -------------   ------------- -------------
5 % of unique visitors who register for Tips
6
7 Product Development
8    Designer                                                                                                             1               1               1               1               1               1              1            $40,000
9    Fabricator                                                                                                                                                                                                                       $35,000
10    Technician                                                                                                                                                          1               1               1              1            $25,000
11   Assistant                                                                                                                                                                                                                        $15,000
12
13                                       -----------    -----------    -----------    -----------     -----------     -----------     -----------     -----------     -----------    -------------   ------------- -------------
14   Total product development              0.0            0.0            0.0            0.0             0.0             1.0             1.0             1.0             2.0             2.0             2.0            2.0
15                     Dept salaries        $0             $0             $0             $0             $0           $3,333          $3,333          $3,333          $5,417          $5,417          $5,417         $5,417
16
17 Sales and Marketing
18                 Senior salesperson         1              1              1              1              1               1               1               1               1               1               1              1            $50,000
19                       Salesperson                                                                                                                                                                                                  $30,000
20                Marketing specialist                                      1              1              1               1               1               1               1               1               1              1            $40,000
21
22
23                                       -----------    -----------    -----------    -----------     -----------     -----------     -----------     -----------     -----------    -------------   ------------- -------------
24   Total sales/marketing                  1.0            1.0            2.0            2.0             2.0             2.0             2.0             2.0             2.0             2.0             2.0            2.0
25                     Dept salaries     $4,167         $4,167         $7,500         $7,500         $7,500          $7,500          $7,500          $7,500          $7,500          $7,500          $7,500         $7,500
26
27          Administration
28   CEO                                    0.6            0.6            0.6            0.6             0.6             0.6             0.6             0.6             0.6             0.6             0.6            0.6           $60,000
29    Executive VP                          0.2            0.2            0.2            0.2             0.2             0.2             0.2             0.2             0.2             0.2             0.2            0.2           $60,000
30   Controller                                                                                                                                                                                                                       $35,000
31   Bookkeeper                             0.5            0.5            0.5            0.5             0.5             0.5             0.5             0.5             0.5             0.5             0.5            0.5           $25,000
32   Admin Assistant
33                                       -----------    -----------    -----------    -----------     -----------     -----------     -----------     -----------     -----------    -------------   ------------- -------------
34   Total Admin                            1.3            1.3            1.3            1.3             1.3             1.3             1.3             1.3             1.3             1.3             1.3            1.3
35                     Dept salaries     $5,042         $5,042         $5,042         $5,042         $5,042          $5,042          $5,042          $5,042          $5,042          $5,042          $5,042         $5,042
36




     828179af-c8fd-4165-b59c-a437581094de.xls, Staffing                                                                                                                                                                                             Page 10
     MAGAZINE EXAMPLE CO                                                                                Financial Projections                                                                                                        8/16/2011
                                                                                                           Staffing Table
                 A                        B              C              D              E              F              G              H               I              J             K               L              M          N
37            Operations
38 VP Operations                         1.0            1.0            1.0            1.0            1.0            1.0            1.0            1.0            1.0            1.0             1.0            1.0         $48,000
39
40 Server engineer                       1.0            1.0            1.0            1.0            1.0            1.0            1.0            1.0            1.0            1.0             1.0            1.0         $38,400
41 Engineering assistant                                                                                                             1              1              1              1               1              1         $25,000
42 Maintenance technician                  1              1              1              1              1              1              1              1              1              1               1              1         $25,000
43
44
45
46                                     -----------   -----------    -----------    -----------    -----------    -----------    -----------    -----------    -----------    -------------   ------------- -------------
47   Total Operations                    3.0            3.0            3.0            3.0            3.0            3.0            4.0            4.0            4.0            4.0             4.0            4.0
48                   Dept salaries    $6,083         $6,083         $6,083         $6,083         $6,083         $6,083         $8,167         $8,167         $8,167         $8,167          $8,167         $8,167
49                                             ===========
                                     ===========         ===========         ===========
                                                                   ===========         ===========         ===========
                                                                                                 ===========         ===========        =============
                                                                                                                              =============      =============
50 Total headcount                       5.3            5.3            6.3            6.3            6.3            7.3            8.3            8.3            9.3            9.3             9.3            9.3
51           Hourly staff
52
53 Product Dev Salaries                    0              0              0              0              0           3,333          3,333          3,333          5,417          5,417           5,417          5,417
54 Sales/Mktg Salaries                  4,167          4,167          7,500          7,500          7,500          7,500          7,500          7,500          7,500          7,500           7,500          7,500
55 Administration Salaries              5,042          5,042          5,042          5,042          5,042          5,042          5,042          5,042          5,042          5,042           5,042          5,042
56 Operations Salaries                  6,083          6,083          6,083          6,083          6,083          6,083          8,167          8,167          8,167          8,167           8,167          8,167
57                                    ------------   ------------   ------------   ------------   ------------   ------------   ------------   ------------   ------------   ------------    ------------   ------------
58 Total Salaries                      15,292         15,292         18,625         18,625         18,625         21,958         24,042         24,042         26,125         26,125          26,125         26,125
59




     828179af-c8fd-4165-b59c-a437581094de.xls, Staffing                                                                                                                                                                                  Page 11
     MAGAZINE EXAMPLE CO                                                                                                    Financial Projections                                                                                                                                                 8/16/2011
                                                                                                                              Capital Expense
                A                            B                    C                    D                    E                    F             G         H              I           J                                                     K                     L                   M
1       MAGAZINE COMPANY                                                                                                              FIRST YEAR by MONTH, Starting at Seed Funding
2           Capital Expense           ------------         ------------         ------------         ------------         -------------        -------------        -------------        -------------        -------------        --------------       --------------       --------------
3                                             1                    2                    3                    4                    5                    6                    7                    8                    9                   10                   11                   12
4                                     -----------          -----------          -----------          -----------          ------------         -----------          -----------          -----------          -----------          -------------        -------------        -------------
5 Equipment (Depre. in 5 yr)
6 Operations equipment                        25,000                        0                    0                    0                    0           10,000                        0                    0                    0                    0           10,000                        0
7           % leased for 2 years                  50%                     0%                   0%                   0%                    0%                   0%                   0%                   0%                   0%                 0%                   0%                   0%
8
9     Operator tools                           1,500                       0                    0                    0                    0                    0                 150                     0                    0                     0                    0                    0
10
11    Office equipment                            795                      0                500                      0                    0                 500                  500                     0                 500                      0                    0                    0
12          % leased for 2 years                     0%                   0%                   0%                   0%                    0%                   0%                   0%                   0%                   0%                 0%                   0%                   0%
13                                    -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------
14    Total capital assets                    27,295                        0                  500                    0                    0           10,500                     650                     0                 500                     0           10,000                        0
15    Cum capital assets                      27,295               27,295               27,795               27,795               27,795               38,295               38,945               38,945               39,445               39,445               49,445               49,445
16
17
18 New hardware leases                        12,500                        0                    0                    0                    0                    0                    0                    0                    0                    0                    0                    0
19 New office eqpt leases                              0                    0                    0                    0                    0                    0                    0                    0                    0                    0                    0                    0
20 Total Leased                               12,500                        0                    0                    0                    0                    0                    0                    0                    0                    0                    0                    0
21 Lease Principal Payment                           521                  521                  521                  521                 521                  521                  521                  521                  521                  521                  521                  521
22 Net Cumulative Leases                      11,979               11,458               10,938               10,417                   9,896                9,375                8,854                8,333                7,813              7,292                6,771                6,250
23
24 Facilities (15 yr. deprec.)
25 Office space                               15,000                                                                                  5,000
26    Engineering Lab
27                                    -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------          -----------
28 Total Facilities                           15,000                        0                    0                    0               5,000                     0                    0                    0                    0                    0                    0                    0
29
     New cap investment less leases
30                                            29,795                        0                  500                    0               5,000            10,500                     650                     0                 500                     0           10,000                        0
31 Cum net capital investment                 29,795               29,795               30,295               30,295               35,295               45,795               46,445               46,445               46,945               46,945               56,945               56,945




     828179af-c8fd-4165-b59c-a437581094de.xls, Capital exp                                                                                                                                                                                                                                            Page 12
MAGAZINE EXAMPLE CO                                                             Financial Projections                            8/16/2011
                                                                                    Assumptions
                A                        B         C             D                     E                 F            G
 1 MAGAZINE COMPANY
 2 Operating Assumptions
 3
 4
 5
 6 P&L ASSUMPTIONS                                                   OPERATING ASSUMPTIONS
 7 ==============================                                    ==============================
 8 Payroll taxes, % of salaries           8.5%
 9 Employee benefits, % of salaries     10.0%
10 Interest earned on cash                3.0%
11 Interest on notes payable            12.0%
12 Interest on LT debt                  10.0%
13 Loan period on LT debt              10 years                      Recruit per employee
14                                        0.0%                       Equip. Maintenance, % of cap exp.    10%
15                                        0.0%                       Misc Expense, % of salaries          10%
16
17
18 BALANCE SHEET ASSUMPTIONS                                         MISCELLANEOUS ASSUMPTIONS
19 ==============================                                    ==============================
20 Accounts receivable:                   1.00 months revenue        Capital cost/new employee           $500
21 Prepaid expenses:                      0.30 months optg exp       Equipment depreciation period:           5 yrs, strt line
22 Accounts payable:                      1.00 months optg exp       Facility depreciation period:           15 yrs, strt line
23 Accrued expenses:                      0.00 months optg exp       Federal income tax rate:            30.0% of NPBT
24 Inventory                              1.00 months COGS           State tax rate:                     10.0% of NPBT
25 Inventory losses                       0.0%
26
27 Other Assumptions
28 (1) Salaries are taken from the staffing table, lines 65-69
29 (2) Benefits as a % of salaries are shown above in cells B8 and B9
30 (3) Miscellaneous as a % of total salaries x F15
31 (4) Equipment maintenance contracts as a % of total capital purchases x F14




828179af-c8fd-4165-b59c-a437581094de.xls, Assumptions                                                                                Page 13

				
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