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Table of Contents

1.0 Executive Summary.....................................................................................................................1

Chart: Highlights...........................................................................................................................1
1.1 Objectives....................................................................................................................................1
1.2 Keys to Success.........................................................................................................................2
1.3 Mission...........................................................................................................................................2
2.0 Company Summary......................................................................................................................2
2.1 Company Ownership................................................................................................................2
2.2 Start-up Summary....................................................................................................................2
Table: Start-up...............................................................................................................................4
Table: Start-up Funding..............................................................................................................5
Chart: Start-up..............................................................................................................................6
2.3 Company Locations and Facilities.......................................................................................6
3.0 Products............................................................................................................................................7
3.1 Product Description..................................................................................................................7
3.2 Sales Literature..........................................................................................................................7
4.0 Market Analysis Summary.........................................................................................................7
4.1 Market Segmentation..............................................................................................................8
Chart: Market Analysis (Pie).....................................................................................................8
Table: Market Analysis................................................................................................................8
4.2 Target Market Segment Strategy........................................................................................9
4.2.1 Market Needs......................................................................................................................9
4.3 Industry Analysis.......................................................................................................................9
4.3.1 Competition and Buying Patterns...............................................................................9
5.0 Strategy and Implementation Summary...........................................................................10
5.1 Competitive Edge....................................................................................................................10
5.2 Sales Strategy..........................................................................................................................10
5.2.1 Sales Forecast...................................................................................................................11
Chart: Sales Monthly.............................................................................................................11
Table: Sales Forecast.............................................................................................................11
6.0 Management Summary.............................................................................................................12
6.1 Management Team.................................................................................................................12
6.2 Management Team Gaps......................................................................................................12
6.3 Personnel Plan..........................................................................................................................13
Table: Personnel..........................................................................................................................13
7.0 Financial Plan................................................................................................................................13
7.0 Financial Plan................................................................................................................................13
7.1 Important Assumptions........................................................................................................13
Table: General Assumptions...................................................................................................13
7.2 Projected Cash Flow...............................................................................................................14
7.2 Projected Cash Flow...............................................................................................................14
Chart: Cash...................................................................................................................................14
Table: Cash Flow.........................................................................................................................15
7.3 Key Financial Indicators........................................................................................................16
7.3 Key Financial Indicators........................................................................................................16
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Chart: Benchmarks....................................................................................................................16
7.4 Break-even Analysis...............................................................................................................17
Chart: Break-even Analysis....................................................................................................17
Table: Break-even Analysis.....................................................................................................17
7.5 Projected Profit and Loss.....................................................................................................18
7.5 Projected Profit and Loss.....................................................................................................18
Table: Profit and Loss................................................................................................................18
7.6 Projected Balance Sheet......................................................................................................19
7.6 Projected Balance Sheet......................................................................................................19
Table: Balance Sheet.................................................................................................................19
7.7 Business Ratios........................................................................................................................20
Table: Ratios.................................................................................................................................20
Table: Sales Forecast...........................................................................................................................1
Table: Personnel....................................................................................................................................2
Table: Personnel....................................................................................................................................2
Table: General Assumptions.............................................................................................................3
Table: General Assumptions.............................................................................................................3
Table: Profit and Loss..........................................................................................................................4
Table: Profit and Loss..........................................................................................................................4
Table: Cash Flow...................................................................................................................................5
Table: Cash Flow...................................................................................................................................5
Table: Balance Sheet...........................................................................................................................6
Table: Balance Sheet...........................................................................................................................6

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Java Culture

1.0 Executive Summary

Java Culture coffee bar is determined to become a daily necessity for local coffee addicts, a
place to dream of as you try to escape the daily stresses of life and just a comfortable place to
meet your friends or to read a book, all in one. With the growing demand for high-quality
gourmet coffee and great service, Java Culture will capitalize on its proximity to the University
of Oregon campus to build a core group of repeat customers. Java Culture will offer its
customers the best prepared coffee in the area that will be complimented with pastries, as well
as free books that its patrons can read to enjoy their visit.
The company will operate a 2,300 square foot coffee bar within a walking distance from the
University of Oregon campus. The owners have secured this location through a three-year lease
with an option for extending. The have also provided $140,000 of the required $170,000 startup funds. The remaining capital will be obtained through Bank of America commercial loans.
The company is expected to grow sales revenue from $584,000 in FY2001 to $706,000 in year
three. As Java Culture will strive to maintain a 65% gross profit margin and reasonable
operating expenses, it will see net profits grow from $100,000 to $125,000 during the same
period.

Chart: Highlights

1.1 Objectives
Java Culture's objectives for the first year of operations are:

Become selected as the "Best New Coffee Bar in the area" by the local restaurant guide.
Turn in profits from the first month of operations.

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Java Culture

Maintain a 65% gross margin.

1.2 Keys to Success

The keys to success will be:

Store design that will be both visually attractive to customers, and designed for fast and
efficient operations.
Employee training to insure the best coffee preparation techniques.
Marketing strategies aimed to build a solid base of loyal customers, as well as maximizing
the sales of high margin products, such as espresso drinks.

1.3 Mission
Java Culture will make its best effort to create a unique place where customers can socialize
with each other in a comfortable and relaxing environment while enjoying the best brewed
coffee or espresso and pastries in town. We will be in the business of helping our customers to
relieve their daily stresses by providing piece of mind through great ambience, convenient
location, friendly customer service, and products of consistently high quality. Java Culture will
invest its profits to increase the employee satisfaction while providing stable return to its
shareholders.
2.0 Company Summary
Java Culture, an Oregon limited liability company, sells coffee, other beverages and snacks in its
2,300 square feet premium coffee bar located near the University of Oregon campus. Java
Culture's major investors are Arthur Garfield and James Polk who cumulatively own over 70%
of the company. The start-up loss of the company is assumed in the amount of $27,680.
2.1 Company Ownership
Java Culture is registered as a Limited Liability Corporation in the state of Oregon. Arthur
Garfield owns 51% of the company. His cousin, James Polk, as well as Megan Flanigan and Todd
Barkley hold minority stakes in Java Culture, LLC.
2.2 Start-up Summary
The start-up expenses include:

Legal expenses for obtaining licenses and permits as well as the accounting services totaling
$1,300.
Marketing promotion expenses for the grand opening of Java Culture in the amount of
$3,500 and as well as flyer printing (2,000 flyers at $0.04 per copy) for the total amount of
$3,580.
Consultants fees of $3,000 paid to ABC Espresso Services <name changed> for the help
with setting up the coffee bar.
Insurance (general liability, workers' compensation and property casualty) coverage at a
total premium of $2,400.
Pre-paid rent expenses for one month at $1.76 per square feet in the total amount of
$4,400.
Premises remodeling in the amount of $10,000.

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Java Culture

Other start-up expenses including stationery ($500) and phone and utility deposits
($2,500).

The required start-up assets of $142,320 include:

Operating capital in the total amount of $67,123, which includes employees and owner's
salaries of $23,900 for the first two months and cash reserves for the first three months of
operation (approximately $14,400 per month).
Start-up inventory of $16,027, which includes:

o Coffee beans (12 regular brands and five decaffeinated brands) - $6,000
o Coffee filters, baked goods, salads, sandwiches, tea, beverages, etc. - $7,900
o Retail supplies (napkins, coffee bags, cleaning, etc.) - $1,840
o Office supplies - $287
Equipment for the total amount of $59,170:
o
o
o
o
o
o
o
o
o
o

Espresso machine - $6,000

Coffee maker - $900
Coffee grinder - $200
Food service equipment (microwave, toasters, dishwasher, refrigerator, blender, etc.)
- $18,000
Storage hardware (bins, utensil rack, shelves, food case) - $3,720
Counter area equipment (counter top, sink, ice machine, etc.) - $9,500
Serving area equipment (plates, glasses, flatware) - $3,000
Store equipment (cash register, security, ventilation, signage) - $13,750
Office equipment (PC, fax/printer, phone, furniture, file cabinets) - $3,600
Other miscellaneous expenses - $500

Funding for the company comes from two major sources--owners' investments and bank loans.
Two major owners, Arthur Garfield and James Polk, have contributed $70,000 and $30,00
respectively. All other investors have contributed $40,000, which brings the total investments to
$140,000. The remaining $30,000 needed to cover the start-up expenses and assets came from
the two bank loans--a one-year loan in the amount of $10,000 and a long-term (five years)
loan of $20,000. Both loans were secured through the Bank of America. Thus, total start-up
loss is assumed in the amount of $27,680.
The following chart and table summarize the start-up assumptions.

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Table: Start-up

Start-up
Requirements
Start-up Expenses
Legal
Stationery etc.
Brochures
Consultants
Insurance
Rent
Remodeling
Other
Total Start-up Expenses

$1,300
$500
$3,580
$3,000
$2,400
$4,400
$10,000
$2,500
$27,680

Start-up Assets
Cash Required
Start-up Inventory
Other Current Assets
Long-term Assets
Total Assets

$67,123
$16,027
$0
$59,170
$142,320

Total Requirements

$170,000

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Table: Start-up Funding

Start-up Funding
Start-up Expenses to Fund
Start-up Assets to Fund
Total Funding Required

$27,680
$142,320
$170,000

Assets
Non-cash Assets from Start-up
Cash Requirements from Start-up
Additional Cash Raised
Cash Balance on Starting Date
Total Assets

$75,197
$67,123
$0
$67,123
$142,320

Liabilities and Capital

Liabilities
Current Borrowing
Long-term Liabilities
Accounts Payable (Outstanding Bills)
Other Current Liabilities (interest-free)
Total Liabilities

$10,000
$20,000
$0
$0
$30,000

Capital
Planned Investment
Arthur Garfield
James Polk
All other investors
Additional Investment Requirement
Total Planned Investment

$70,000
$30,000
$40,000
$0
$140,000

Loss at Start-up (Start-up Expenses)

Total Capital

($27,680)
$112,320

Total Capital and Liabilities

$142,320

Total Funding

$170,000

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Chart: Start-up

2.3 Company Locations and Facilities

Java Culture coffee bar will be located on the ground floor of the commercial building at the
corner of West 13th Avenue and Patterson Street in Eugene, OR. The company has secured a
one-year lease of the vacant 2,500 square feet premises previously occupied by a hair salon.
The lease contract has an option of renewal for three years at a fixed rate that Java Culture will
execute depending on the financial strength of its business.
The floor plan will include a 200 square feet back office and a 2,300 square feet coffee bar,
which will include a seating area with 15 tables, a kitchen, storage area and two bathrooms.
The space in the coffee bar will be approximately distributed the following way--1,260 square
feet (i.e., 55% of the total) for the seating area, 600 square feet (26%) for the production area,
and the remaining 440 square feet (19%) for the customer service area.
This property is located in a commercial area within a walking distance from the University of
Oregon campus on the corner of a major thoroughfare connecting affluent South Eugene
neighborhood with the busy downtown commercial area. The commercially zoned premises
have the necessary water and electricity hookups and will require only minor remodeling to
accommodate the espresso bar, kitchen and storage area. The coffee bar's open and clean
interior design with modern wooden decor will convey the quality of the served beverages and
snacks, and will be in-line with the establishment's positioning as an eclectic place where people
can relax and enjoy their cup of coffee. The clear window displays, through which passerby will
be able to see customers enjoying their beverages, and outside electric signs will be aimed to
grab the attention of the customer traffic.

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3.0 Products
Java Culture will offer its customers the best tasting coffee beverages in the area. This will be
achieved by using high-quality ingredients and strictly following preparation guidelines. The
store layout, menu listings and marketing activities will be focused on maximizing the sales of
higher margin espresso drinks. Along with the espresso drinks, brewed coffee and teas, as well
as some refreshment beverages, will be sold in the coffee bar. Java Culture will also offer its
clients pastries, small salads and sandwiches. For the gourmet clientele that prefers to prepare
its coffee at home, Java Culture will also be selling coffee beans.
The menu offerings will be supplemented by free books and magazines that customers can read
inside the coffee bar.
3.1 Product Description
The menu of the Java Culture coffee bar will be built around espresso-based coffee drinks such
as lattes, mochas, cappuccinos, etc. Each of the espresso-based drinks will be offered with
whole, skimmed, or soy milk. Each of these coffee beverages is based on a 'shot' of espresso,
which is prepared in the espresso machine by forcing heated water through ground coffee at
high pressure. Such espresso shots are combined with steamed milk and/or other additives like
cocoa, caramel, etc., to prepare the espresso-based beverages. Proper preparation techniques
are of paramount importance for such drinks. A minor deviation from the amount of coffee in
the shot, the size of the coffee particles, the temperature of milk, etc., can negatively affect the
quality of the prepared drink.
3.2 Sales Literature
Two thousand flyers will be distributed in the adjacent neighborhood, on the University campus,
at the malls and in the selected office buildings within two weeks prior to the opening of Java
Culture. Subsequently, free postcards with Java Culture endorsement will be printed to increase
the company visibility among the patrons.
4.0 Market Analysis Summary
U.S. coffee consumption has shown steady growth, with gourmet coffee having the strongest
growth. Coffee drinkers in the Pacific Northwest are among the most demanding ones. They
favor well-brewed gourmet coffee drinks and demand great service. Eugene, OR, with its liberal
and outgoing populace and long rainy winter, has traditionally been a great place for coffee
establishments. Java Culture will strive to build a loyal customer base by offering a great tasting
coffee in a relaxing environment of its coffee bar located close to the bustling University of
Oregon campus.

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4.1 Market Segmentation

Java Culture will focus its marketing activities on reaching the University students and faculty,
people working in offices located close to the coffee bar and on sophisticated teenagers. Our
market research shows that these are the customer groups that are most likely to buy gourmet
coffee products. Since gourmet coffee consumption is universal across different income
categories and mostly depends on the level of higher education, proximity to the University of
Oregon campus will provide access to the targeted customer audience.
The chart and table below outline the total market potential (in number of customers) of
gourmet coffee drinkers in Eugene, OR.

Chart: Market Analysis (Pie)

Table: Market Analysis

Market Analysis
Potential Customers

Growth

Students and Faculty

Teenagers
Office workers
Other
Total

2%
1%
2%
0%
1.63%

Year 1

Year 2

Year 3

Year 4

Year 5

18,000
3,000
8,000
5,000
34,000

18,360
3,030
8,160
5,000
34,550

18,727
3,060
8,323
5,000
35,110

19,102
3,091
8,489
5,000
35,682

19,484
3,122
8,659
5,000
36,265

CAGR
2.00%
1.00%
2.00%
0.00%
1.63%

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Java Culture

4.2 Target Market Segment Strategy

Java Culture will cater to people who want to get their daily cup of great-tasting coffee in a
relaxing atmosphere. Such customers vary in age, although our location close to the University
campus means that most of our clientele will be college students and faculty. Our market
research shows that these are discerning customers that gravitate towards better tasting
coffee. Furthermore, a lot of college students consider coffee bars to be a convenient studying
or meeting location, where they can read or meet with peers without the necessity to pay cover
charges. For us, this will provide a unique possibility for building a loyal client base.
4.2.1 Market Needs
General trend toward quality among U.S. consumers definitely plays an important role in the
recent growth in gourmet coffee. Additionally, such factors as desire for small indulgencies, for
something more exotic and unique, provide a good selling opportunity for coffee bars.
4.3 Industry Analysis
Coffee consumption has shown a steady 2.5% growth rate in the United States over the last
decade. In 1994, total sales of coffee were approximately $7.5 billion with gourmet coffee
representing 33% (or $2.5 billion) of that. The retail coffee industry is flourishing in the U.S.
Pacific Northwest. The local climate, with a long rainy season, is very conducive for the
consumption of hot non-alcoholic beverages. At the same time, hot dry summers drive people
into cafes to order iced drinks. Further, coffee has really become a part of the lifestyle in the
Pacific Northwest. Its discerning coffee drinkers are in favor of well-prepared, strong coffeebased beverages, which they can consume in a relaxing environment.
4.3.1 Competition and Buying Patterns
Competition
According to the 1997 Oregon Food service Statistics (NAICS 72), Eugene had 45 established
snack & non-alcoholic beverage bars (NAICS 722213) with total sales of $14.2 million. Among
other establishments that offer coffee drinks to their customers are most of Eugene's limitedand full-service restaurants. Java Culture's direct competitors will be other coffee bars located
near the University of Oregon campus. These include Starbucks, Cafe Roma, The UO Bookstore,
and other Food service establishments that offer coffee. Starbucks will definitely be one of the
major competitors because of its strong financial position and established marketing and
operational practices. However, despite of Starbuck's entrenched market position, many
customers favor smaller, independent establishments that offer cozy atmosphere and good
coffee at affordable prices. Cafe Roma is a good example of such competition. We estimate that
Starbucks holds approximately 35% market share in that neighborhood, Cafe Roma appeals to
25% of customers, The UO Bookstore caters to another 10%, with the remaining market share
split among other establishments. Java Culture will position itself as a unique coffee bar that
not only offers the best tasting coffee and pastries but also provides home-like, cozy and
comfortable environment, which established corporate establishments lack. We will cater to
customers' bodies and minds, which will help us grow our market share in this competitive
market.

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Java Culture

Buying Patterns
The major reason for the customers to return to a specific coffee bar is a great tasting coffee,
quick service and pleasant atmosphere. Although, as stated before, coffee consumption is
uniform across different income segments, Java Culture will price its product offerings
competitively. We strongly believe that selling coffee with a great service in a nice setting will
help us build a strong base of loyal clientele.
5.0 Strategy and Implementation Summary
Java Culture's marketing strategy will be focused at getting new customers, retaining the
existing customers, getting customers to spend more and come back more often. Establishing a
loyal customer base is of a paramount importance since such customer core will not only
generate most of the sales but also will provide favorable referrals.
5.1 Competitive Edge
Java Culture will position itself as unique coffee bar where its patrons can not only enjoy a cup
of perfectly brewed coffee but also spend their time in an ambient environment. Comfortable
sofas and chairs, dimmed light and quiet relaxing music will help the customers to relax from
the daily stresses and will differentiate Java Culture from incumbent competitors.
5.2 Sales Strategy
Java Culture baristas will handle the sales transactions. To speed up the customer service, at
least two employees will be servicing clients--while one employee will be preparing the
customer's order, the other one will be taking care of the sales transaction. All sales data logged
on the computerized point-of-sale terminal will be later analyzed for marketing purposes.
In order to build up its client base, Java Culture will use banners and fliers, utilize customer
referrals and cross-promotions with other businesses in the community. At the same time,
customer retention programs will be used to make sure the customers are coming back and
spending more at the coffee bar.

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5.2.1 Sales Forecast

Food costs are assumed at 25% for coffee beverages and 50% for retail beans and pastries.
Proximity to the University campus will dictate certain sales seasonality with revenues slightly
decreasing during the school vacation periods.
The chart and table below outline our projected sales forecast for the next three years.

Chart: Sales Monthly

Table: Sales Forecast

Sales Forecast
Year 1

Year 2

Year 3

Coffee beverages
Coffee beans
Pastries, etc.
Total Sales

$350,400
$87,600
$146,000
$584,000

$385,440
$96,360
$160,600
$642,400

$423,984
$105,996
$176,660
$706,640

Direct Cost of Sales

Coffee beverages
Coffee beans
Pastries, etc.
Subtotal Direct Cost of Sales

Year 1
$87,600
$43,800
$73,000
$204,400

Year 2
$96,360
$48,180
$80,300
$224,840

Year 3
$105,996
$52,998
$88,330
$247,324

Sales

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6.0 Management Summary

Java Culture is majority-owned by Arthur Garfield and James Polk. Mr. Garfield holds a
Bachelor's Degree in Business Administration from the University of ZYX. He's worked for
several years as an independent business consultant. Previously, he owned the ABC Travel
Agency, which he profitably sold four years ago. Mr. Garfield has extensive business contacts in
Oregon that he will leverage to help his new venture succeed. Mr. Polk has a Bachelor's Degree
in Psychology from the XYZ State University. For the last five years he has worked as a
manager of DEF Ristorante, a successful Italian restaurant in Portland, OR. Under Mr. Polk's
management, the restaurant has consistently increased sales while maintaining a lower than
average level of operating expenses.
However, because of the investors' other commitments they will not be involved into the daily
management decisions at Java Culture. A professional manager ($35,000/yr) will be hired who
will oversee all the coffee bar operations. Two full-time baristas ($25,000/yr each) will be in
charge of coffee preparation. Four more part-time employees will be hired to fulfill the staffing
needs. In the second and third year of operation one more part-time employee will be hired to
handle the increased sales volume.
6.1 Management Team
A full-time manager will be hired to oversee the daily operations at Java Culture. The candidate
(who's name is withheld due to his current employment commitment) has had three years of
managerial experience in the definitely industry in Oregon. This person's responsibilities will
include managing the staff, ordering inventory, dealing with suppliers, developing a marketing
strategy and perform other daily managerial duties. We believe that our candidate has the right
experience for this role. A profit-sharing arrangement for the manager may be considered
based on the first year operational results.
6.2 Management Team Gaps
Despite the owners' and manager's experience in the definitely industry, the company will retain
the consulting services of ABC Espresso Services, the consultants who have helped to develop
the business idea for Java Culture. This company has over twenty years of experience in the
retail coffee industry and has successfully opened dozens of coffee bars across the U.S.
Consultants will be primarily used for market research, customer satisfaction surveys and to
provide additional input into the evaluation of the new business opportunities.

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6.3 Personnel Plan

The table below outlines the personnel needs of Java Culture coffee bar.
Table: Personnel

Personnel Plan
Manager
Baristas
Employees
Total People
Total Payroll

Year 1

Year 2

Year 3

$35,000
$50,000
$39,600
7

$37,800
$54,000
$52,000
8

$40,824
$58,320
$56,000
8

$124,600

$143,800

$155,144

7.0 Financial Plan

Java Culture will capitalize on the strong demand for high-quality gourmet coffee. The owners
have provided the company with sufficient start-up capital. With successful management aimed
at establishing and growing a loyal customer base, the company will see its net worth doubling
in two years. Java Culture will maintain a healthy 65% gross margin, which combined with
reasonable operating expenses, will provide enough cash to finance further growth.
7.1 Important Assumptions
Table: General Assumptions

General Assumptions
Plan Month
Current Interest Rate
Long-term Interest Rate
Tax Rate
Other

Year 1

Year 2

Year 3

1
10.00%
10.00%
25.42%
0

2
10.00%
10.00%
25.00%
0

3
10.00%
10.00%
25.42%
0

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Java Culture

7.2 Projected Cash Flow

As the chart and table below present, the company will maintain a healthy cash flow position,
which will allow for timely debt servicing and funds available for future development.

Chart: Cash

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Java Culture

Table: Cash Flow

Pro Forma Cash Flow

Year 1

Year 2

Year 3

$584,000
$584,000

$642,400
$642,400

$706,640
$706,640

$0
$0
$0
$0
$0
$0
$0
$584,000

$0
$0
$0
$0
$0
$0
$0
$642,400

$0
$0
$0
$0
$0
$0
$0
$706,640

Year 1

Year 2

Year 3

$124,600
$327,865
$452,465

$143,800
$388,144
$531,944

$155,144
$420,837
$575,981

Sales Tax, VAT, HST/GST Paid Out

Principal Repayment of Current Borrowing
Other Liabilities Principal Repayment
Long-term Liabilities Principal Repayment
Purchase Other Current Assets
Purchase Long-term Assets
Dividends
Subtotal Cash Spent

$0
$3,300
$0
$0
$0
$0
$0
$455,765

$0
$3,300
$0
$3,585
$0
$2,000
$0
$540,829

$0
$3,300
$0
$3,961
$0
$2,000
$0
$585,242

Net Cash Flow

Cash Balance

$128,235
$195,358

$101,571
$296,928

$121,398
$418,326

Cash Received
Cash from Operations
Cash Sales
Subtotal Cash from Operations
Additional Cash Received
Sales Tax, VAT, HST/GST Received
New Current Borrowing
New Other Liabilities (interest-free)
New Long-term Liabilities
Sales of Other Current Assets
Sales of Long-term Assets
New Investment Received
Subtotal Cash Received
Expenditures
Expenditures from Operations
Cash Spending
Bill Payments
Subtotal Spent on Operations
Additional Cash Spent

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Java Culture

7.3 Key Financial Indicators

Chart: Benchmarks

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Java Culture

7.4 Break-even Analysis

With average monthly fixed costs of $20,300 in FY2001 and an average margin of 65%, Java
Culture's break-even sales volume is around $31,300 per month. As shown further, the
company is expected to generate such sales volume from the outstart.

Chart: Break-even Analysis

Table: Break-even Analysis

Break-even Analysis
Monthly Revenue Break-even

$31,247

Assumptions:
Average Percent Variable Cost
Estimated Monthly Fixed Cost

35%
$20,311

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Java Culture

7.5 Projected Profit and Loss

Annual projected sales of $584,000 in FY2001 translate into $254.00 of sales per square foot,
which is in line with the industry averages for this size of coffee bar. Overall, as the company
gets established in the local market, its net profitability increases from 17.06% in FY2001 to
17.63% in FY2003. The table below outlines the projected Profit and Loss Statement for
FY2001-2003.
Table: Profit and Loss

Pro Forma Profit and Loss

Year 1

Year 2

Year 3

Sales
Direct Cost of Sales
Other
Total Cost of Sales

$584,000
$204,400
$0
$204,400

$642,400
$224,840
$0
$224,840

$706,640
$247,324
$0
$247,324

Gross Margin
Gross Margin %

$379,600
65.00%

$417,560
65.00%

$459,316
65.00%

Payroll
Sales and Marketing and Other Expenses
Depreciation
Rent
Rent
Maintenance
Utilities/Phone
Payroll Taxes
Other

$124,600
$25,800
$5,400
$48,400
$6,000
$5,840
$9,000
$18,690
$0

$143,800
$27,600
$5,500
$52,800
$6,000
$6,424
$9,500
$21,570
$0

$155,144
$31,000
$5,500
$52,800
$6,000
$7,066
$10,000
$23,272
$0

Total Operating Expenses

$243,730

$273,194

$290,782

Profit Before Interest and Taxes

EBITDA
Interest Expense
Taxes Incurred

$135,870
$141,270
$2,821
$33,740

$144,366
$149,866
$2,326
$35,510

$168,534
$174,034
$1,618
$42,424

$99,308
17.00%

$106,530
16.58%

$124,491
17.62%

Expenses

Net Profit
Net Profit/Sales

Page 18

Java Culture

7.6 Projected Balance Sheet

The company's net worth is expected to increase from approximately $212,000 by the end of
FY2001 to approximately $443,000 in FY2003. The table below summarizes the projected
balance sheets for this period.
Table: Balance Sheet

Pro Forma Balance Sheet

Year 1

Year 2

Year 3

$195,358
$21,175
$0
$216,533

$296,928
$22,671
$0
$319,600

$418,326
$24,939
$0
$443,264

$59,170
$5,400
$53,770
$270,303

$61,170
$10,900
$50,270
$369,870

$63,170
$16,400
$46,770
$490,034

Year 1

Year 2

Year 3

Accounts Payable
Current Borrowing
Other Current Liabilities
Subtotal Current Liabilities

$31,974
$6,700
$0
$38,674

$31,896
$3,400
$0
$35,296

$34,831
$100
$0
$34,931

Long-term Liabilities
Total Liabilities

$20,000
$58,674

$16,415
$51,711

$12,454
$47,385

Paid-in Capital
Retained Earnings
Earnings
Total Capital
Total Liabilities and Capital

$140,000
($27,680)
$99,308
$211,628
$270,303

$140,000
$71,628
$106,530
$318,159
$369,870

$140,000
$178,159
$124,491
$442,650
$490,034

Net Worth

$211,628

$318,159

$442,650

Assets
Current Assets
Cash
Inventory
Other Current Assets
Total Current Assets
Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets
Liabilities and Capital
Current Liabilities

Page 19

Java Culture

7.7 Business Ratios

The table below outlines the company's business ratios. The last column represents industry
average business ratios for Specialty Eating Places (SIC 5812).
Table: Ratios

Ratio Analysis
Year 1

Year 2

Year 3

Industry Profile

n.a.

10.00%

10.00%

7.60%

Inventory
Other Current Assets
Total Current Assets
Long-term Assets
Total Assets

7.83%
0.00%
80.11%
19.89%
100.00%

6.13%
0.00%
86.41%
13.59%
100.00%

5.09%
0.00%
90.46%
9.54%
100.00%

3.60%
35.60%
43.70%
56.30%
100.00%

Current Liabilities
Long-term Liabilities
Total Liabilities
Net Worth

14.31%
7.40%
21.71%
78.29%

9.54%
4.44%
13.98%
86.02%

7.13%
2.54%
9.67%
90.33%

32.70%
28.50%
61.20%
38.80%

100.00%
65.00%
47.94%
2.26%
23.27%

100.00%
65.00%
48.47%
2.18%
22.47%

100.00%
65.00%
47.37%
2.26%
23.85%

100.00%
60.50%
39.80%
3.20%
0.70%

5.60
5.05
21.71%
62.87%
49.22%

9.05
8.41
13.98%
44.64%
38.40%

12.69
11.98
9.67%
37.71%
34.06%

0.98
0.65
61.20%
1.70%
4.30%

Sales Growth
Percent of Total Assets

Percent of Sales
Sales
Gross Margin
Selling, General & Administrative Expenses
Advertising Expenses
Profit Before Interest and Taxes
Main Ratios
Current
Quick
Total Debt to Total Assets
Pre-tax Return on Net Worth
Pre-tax Return on Assets
Additional Ratios

Year 1

Year 2

Year 3

Net Profit Margin

Return on Equity

17.00%
46.93%

16.58%
33.48%

17.62%
28.12%

n.a
n.a

10.91
11.25
27
2.16

10.26
12.17
30
1.74

10.39
12.17
29
1.44

n.a
n.a
n.a
n.a

0.28
0.66

0.16
0.68

0.11
0.74

n.a
n.a

$177,858
48.16

$284,304
62.07

$408,334
104.13

n.a
n.a

0.46
14%
5.05
2.76
0.00

0.58
10%
8.41
2.02
0.00

0.69
7%
11.98
1.60
0.00

n.a
n.a
n.a
n.a
n.a

Activity Ratios
Inventory Turnover
Accounts Payable Turnover
Payment Days
Total Asset Turnover
Debt Ratios
Debt to Net Worth
Current Liab. to Liab.
Liquidity Ratios
Net Working Capital
Interest Coverage
Additional Ratios
Assets to Sales
Current Debt/Total Assets
Acid Test
Sales/Net Worth
Dividend Payout

Page 20

Java Culture

Page 21

Appendix
Table: Sales Forecast

Sales Forecast
Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

$24,000
$6,000
$10,000
$40,000

$27,000
$6,750
$11,250
$45,000

$28,800
$7,200
$12,000
$48,000

$28,800
$7,200
$12,000
$48,000

$28,800
$7,200
$12,000
$48,000

$28,800
$7,200
$12,000
$48,000

$28,800
$7,200
$12,000
$48,000

$28,800
$7,200
$12,000
$48,000

$29,400
$7,350
$12,250
$49,000

$31,200
$7,800
$13,000
$52,000

$33,000
$8,250
$13,750
$55,000

$33,000
$8,250
$13,750
$55,000

Direct Cost of Sales

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

Coffee beverages

$6,000

$6,750

$7,200

$7,200

$7,200

$7,200

$7,200

$7,200

$7,350

$7,800

$8,250

$8,250

Coffee beans

$3,000

$3,375

$3,600

$3,600

$3,600

$3,600

$3,600

$3,600

$3,675

$3,900

$4,125

$4,125

Sales
Coffee beverages
Coffee beans
Pastries, etc.
Total Sales

Pastries, etc.
Subtotal Direct Cost of Sales

0%
0%
0%

$5,000

$5,625

$6,000

$6,000

$6,000

$6,000

$6,000

$6,000

$6,125

$6,500

$6,875

$6,875

$14,000

$15,750

$16,800

$16,800

$16,800

$16,800

$16,800

$16,800

$17,150

$18,200

$19,250

$19,250

Page 1

Appendix
Table: Personnel

Personnel Plan
Manager
Baristas
Employees
Total People
Total Payroll

0%
0%
0%

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$2,917
$4,167
$3,300
7

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

Page 2

Appendix
Table: General Assumptions

General Assumptions
Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

10

11

12

Current Interest Rate

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

Long-term Interest Rate

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

10.00%

Tax Rate

30.00%

25.00%

25.00%

25.00%

25.00%

25.00%

25.00%

25.00%

25.00%

25.00%

25.00%

25.00%

Plan Month

Other

Month 12

Page 3

Appendix
Table: Profit and Loss

Pro Forma Profit and Loss

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

Sales

$40,000

$45,000

$48,000

$48,000

$48,000

$48,000

$48,000

$48,000

$49,000

$52,000

$55,000

$55,000

Direct Cost of Sales

$14,000

$15,750

$16,800

$16,800

$16,800

$16,800

$16,800

$16,800

$17,150

$18,200

$19,250

$19,250

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Total Cost of Sales

$14,000

$15,750

$16,800

$16,800

$16,800

$16,800

$16,800

$16,800

$17,150

$18,200

$19,250

$19,250

Gross Margin

$26,000

$29,250

$31,200

$31,200

$31,200

$31,200

$31,200

$31,200

$31,850

$33,800

$35,750

$35,750

Gross Margin %

65.00%

65.00%

65.00%

65.00%

65.00%

65.00%

65.00%

65.00%

65.00%

65.00%

65.00%

65.00%

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$2,150

$2,150

$2,150

$2,150

$2,150

$2,150

$2,150

$2,150

$2,150

$2,150

$2,150

$2,150

Other

Expenses
Payroll
Sales and Marketing and Other
Expenses
Depreciation

$450

$450

$450

$450

$450

$450

$450

$450

$450

$450

$450

$450

Rent

$0

$4,400

$4,400

$4,400

$4,400

$4,400

$4,400

$4,400

$4,400

$4,400

$4,400

$4,400

Rent

$500

$500

$500

$500

$500

$500

$500

$500

$500

$500

$500

$500

Maintenance

$400

$450

$480

$480

$480

$480

$480

$480

$490

$520

$550

$550

Utilities/Phone

$750

$750

$750

$750

$750

$750

$750

$750

$750

$750

$750

$750

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$1,558
$0

$16,191

$20,641

$20,671

$20,671

$20,671

$20,671

$20,671

$20,671

$20,681

$20,711

$20,741

$20,741

Payroll Taxes
Other
Total Operating Expenses
Profit Before Interest and Taxes
EBITDA
Interest Expense
Taxes Incurred

15%

$9,809

$8,609

$10,529

$10,529

$10,529

$10,529

$10,529

$10,529

$11,169

$13,089

$15,009

$15,009

$10,259

$9,059

$10,979

$10,979

$10,979

$10,979

$10,979

$10,979

$11,619

$13,539

$15,459

$15,459

$248

$245

$243

$241

$239

$236

$234

$232

$229

$227

$225

$223

$2,868

$2,091

$2,572

$2,572

$2,573

$2,573

$2,574

$2,574

$2,735

$3,216

$3,696

$3,697

Net Profit

$6,693

$6,273

$7,715

$7,716

$7,718

$7,720

$7,721

$7,723

$8,205

$9,647

$11,088

$11,090

Net Profit/Sales

16.73%

13.94%

16.07%

16.08%

16.08%

16.08%

16.09%

16.09%

16.74%

18.55%

20.16%

20.16%

Page 4

Appendix
Table: Cash Flow

Pro Forma Cash Flow

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

Cash Sales

$40,000

$45,000

$48,000

$48,000

$48,000

$48,000

$48,000

$48,000

$49,000

$52,000

$55,000

$55,000

Subtotal Cash from Operations

$40,000

$45,000

$48,000

$48,000

$48,000

$48,000

$48,000

$48,000

$49,000

$52,000

$55,000

$55,000

$0
$0

$0
$0

$0
$0

$0
$0

$0
$0

$0
$0

$0
$0

$0
$0

$0
$0

$0
$0

$0
$0

$0
$0

New Other Liabilities (interest-free)

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

New Long-term Liabilities

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Sales of Other Current Assets

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Sales of Long-term Assets

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

New Investment Received

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Subtotal Cash Received

$40,000

$45,000

$48,000

$48,000

$48,000

$48,000

$48,000

$48,000

$49,000

$52,000

$55,000

$55,000

Expenditures

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$10,383

$728

$22,112

$29,845

$30,569

$29,450

$29,449

$29,447

$29,445

$29,474

$30,424

$32,727

$34,195

$11,112

$32,496

$40,228

$40,952

$39,834

$39,832

$39,830

$39,829

$39,857

$40,808

$43,110

$44,578

Cash Received
Cash from Operations

Additional Cash Received

Sales Tax, VAT, HST/GST Received
New Current Borrowing

0.00%

Expenditures from Operations

Cash Spending
Bill Payments
Subtotal Spent on Operations
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$275

$275

$275

$275

$275

$275

$275

$275

$275

$275

$275

$275

Other Liabilities Principal Repayment

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Long-term Liabilities Principal Repayment

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Purchase Other Current Assets

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Purchase Long-term Assets

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Dividends

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Subtotal Cash Spent

$11,387

$32,771

$40,503

$41,227

$40,109

$40,107

$40,105

$40,104

$40,132

$41,083

$43,385

$44,853

Net Cash Flow

$28,613

$12,229

$7,497

$6,773

$7,891

$7,893

$7,895

$7,896

$8,868

$10,917

$11,615

$10,147

Cash Balance

$95,736

$107,966

$115,462

$122,235

$130,127

$138,020

$145,914

$153,811

$162,679

$173,596

$185,211

$195,358

Principal Repayment of Current Borrowing

Page 5

Appendix
Table: Balance Sheet

Pro Forma Balance Sheet

Assets

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

$67,123
$16,027
$0
$83,150

$95,736
$15,400
$0
$111,136

$107,966
$17,325
$0
$125,291

$115,462
$18,480
$0
$133,942

$122,235
$18,480
$0
$140,715

$130,127
$18,480
$0
$148,607

$138,020
$18,480
$0
$156,500

$145,914
$18,480
$0
$164,394

$153,811
$18,480
$0
$172,291

$162,679
$18,865
$0
$181,544

$173,596
$20,020
$0
$193,616

$185,211
$21,175
$0
$206,386

$195,358
$21,175
$0
$216,533

$59,170
$0
$59,170
$142,320

$59,170
$450
$58,720
$169,856

$59,170
$900
$58,270
$183,561

$59,170
$1,350
$57,820
$191,762

$59,170
$1,800
$57,370
$198,085

$59,170
$2,250
$56,920
$205,527

$59,170
$2,700
$56,470
$212,970

$59,170
$3,150
$56,020
$220,414

$59,170
$3,600
$55,570
$227,861

$59,170
$4,050
$55,120
$236,664

$59,170
$4,500
$54,670
$248,286

$59,170
$4,950
$54,220
$260,606

$59,170
$5,400
$53,770
$270,303

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 10

Month 11

Month 12

Starting Balances

Current Assets
Cash
Inventory
Other Current Assets
Total Current Assets
Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets
Liabilities and Capital
Current Liabilities
Accounts Payable
Current Borrowing
Other Current Liabilities
Subtotal Current Liabilities

$0
$10,000
$0
$10,000

$21,118
$9,725
$0
$30,843

$28,825
$9,450
$0
$38,275

$29,587
$9,175
$0
$38,762

$28,469
$8,900
$0
$37,369

$28,467
$8,625
$0
$37,092

$28,465
$8,350
$0
$36,815

$28,464
$8,075
$0
$36,539

$28,462
$7,800
$0
$36,262

$29,335
$7,525
$0
$36,860

$31,586
$7,250
$0
$38,836

$33,092
$6,975
$0
$40,067

$31,974
$6,700
$0
$38,674

Long-term Liabilities
Total Liabilities

$20,000
$30,000

$20,000
$50,843

$20,000
$58,275

$20,000
$58,762

$20,000
$57,369

$20,000
$57,092

$20,000
$56,815

$20,000
$56,539

$20,000
$56,262

$20,000
$56,860

$20,000
$58,836

$20,000
$60,067

$20,000
$58,674

Paid-in Capital
Retained Earnings
Earnings
Total Capital
Total Liabilities and Capital

$140,000
($27,680)
$0
$112,320
$142,320

$140,000
($27,680)
$6,693
$119,013
$169,856

$140,000
($27,680)
$12,966
$125,286
$183,561

$140,000
($27,680)
$20,680
$133,000
$191,762

$140,000
($27,680)
$28,397
$140,717
$198,085

$140,000
($27,680)
$36,115
$148,435
$205,527

$140,000
($27,680)
$43,834
$156,154
$212,970

$140,000
($27,680)
$51,556
$163,876
$220,414

$140,000
($27,680)
$59,279
$171,599
$227,861

$140,000
($27,680)
$67,484
$179,804
$236,664

$140,000
($27,680)
$77,130
$189,450
$248,286

$140,000
($27,680)
$88,218
$200,538
$260,606

$140,000
($27,680)
$99,308
$211,628
$270,303

Net Worth

$112,320

$119,013

$125,286

$133,000

$140,717

$148,435

$156,154

$163,876

$171,599

$179,804

$189,450

$200,538

$211,628

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