Index

Executive Summary 2

Industry Analysis 6

Target Market Analysis 18

Product, Pricing, Distribution, and Promotion Strategies 24

Start-Up Costs 32

Résumés 37

Works Cited 43

1

Executive Summary

A. COMPANY NAME AND CONTACT

2

Seasons for You

Sally Snider

SeasonsforYou@yahoo.com

(404) 271-1636

B. BUSINESS AND INDUSTRY

Seasons for You is a corporate and residential decorating service, operating within the

commercial decorating industry.

C. COMPANY SUMMARY

The primary service of Seasons for You is to decorate both commercial complexes and

residential areas, including neighborhoods and houses, during the holiday seasons throughout the

year. By employing Seasons for You, our clients will enjoy hassle free holiday seasons, free

from the burden of decorating. Seasons for You also purchases the decorations to fit each

client’s specific order and then provides storage in our climate controlled storage facility.

Seasons for You is a customer friendly business and is dedicated to meeting the needs of our

clients. Customers schedule a time at their convenience for a consultant to give a quote on the

potential property. There is no transportation fee because the consultants from Seasons for You

travel to the client’s property. Seasons for You is dedicated to taking holidays back to their

origins of celebration, removing the hassle and struggle that pervades Twenty-First century

culture.

3

D. MANAGEMENT

Tyler Core is the advertising and marketing manager. He knows the target market, being

a Florida native, and has landscaping experience, which will aid in the appealing decorations of

Seasons for You.

Addison McDowell and Taylor Steele are the financial consultants for Seasons for You.

Like Tyler Core, Addison and Taylor have experience in landscaping, experience that will be

vital to the success of Seasons for You. Their financial abilities are based in pre-business classes

taken at Samford University.

Anna Brewer is the sales director of Seasons for You. She has experience in the service

industry, working with local neighborhoods as a lifeguard for three years. Anna, also, possesses

networking skills necessary for the position of a sales representative.

Sally Snider works as the recording secretary and the research director. She gleans

experience from years of dictation and research initiatives.

E. TARGET MARKET

The target market for Seasons for You resides in the middle to upper class population of

Orlando, Florida and in the commercial businesses of metro Orlando. With over two thirds of

the city’s population residing in our target market, Seasons for You will pursue mainly residential

decorating, but will seek to attract commercial businesses as well. There are over 21,000 home

decorating services in the United States, but only one, Christmas Décor, provides the same

4

services as Seasons for You in Orlando, Florida. There is not another direct competitor in the

industry in Orlando. Seasons for You looks to increase the limited competition and attract a share

of the market. In order to surpass our competition we will not only provide the decorations for

our clients, but also store them, freeing our client’s limited space, something that our competitors

do not accomplish. Seasons for You will inject new vigor and competition into the commercial

and residential industry in Orlando, Florida.

Industry Analysis

5

A. INDUSTRY SIZE, GROWTH, AND SEGMENTS

The decorating industry has maintained positive growth over the past decade. With over

21,000 home decorating businesses in the United States alone, the average income among the

businesses has seen little change. From 2002-2007 the average revenue has slightly decreased,

6

but top performing firms have experienced higher profits.1Although there is a minimal drop

among recent years in the profitability in the decorating industry, it is apparent that its overall

consistency allows for confidence in the home decorating (exterior furnishing) industry. In this

recovering economy, companies and organizations will seek the opportunity to employ the

services of Seasons For You in order to increase the appeal to their target customers.2Among

holiday services, such as lighting during winter months and Fourth of July decorating, Seasons

For You offers many different services from landscaping to decorating for special events. The

home decorating industry encompasses both the interior and the exterior of a household. With an

expected 19% increase in the decorating industry over the next ten years, decorating will become

more competitive and earnings will increase. The exterior decorating sector is expanding within

this industry to adhere to the extensive need for decks, outdoor lighting, holiday decorating,

swimming pools, playground design, rock gardens, and landscaping.3

Seasons for You will concentrate mainly on exterior decorating with a focus on holiday

designing and seasonal furnishing for the outdoors. Our business will be marketed towards

residential and commercial buildings. The purpose of the company is to seek out domestic

households and corporate businesses. We intend to locate our company initially in Orlando,

1 http://www.bls.gov/oco/ocos293.htm2 http://holidayhousedecorator.com/7.html3http://www.ibisworld.com/industry/default.aspx?indid=1410&partnerid=ValuationResources

7

Florida. From there we will discuss future plans of expansion, which will be dependent on our

initial success.

B. MACRO-LEVEL TRENDS

Demographic

The 2000 census projects potential numbers in all households taken in Orlando, Florida.

The target market is comprised of families within Orlando district from the ages of 24-65. The

following chart illustrates the total number of people within each category and the percentage of

the total population. As seen below, families make up over half of the population. Single

mothers and those over the age of sixty-five make up almost one quarter of the population.

Seasons for You plans to target these focus groups because together, they make up almost 75% of

the city’s population.

Household By Type # of

Households

% of Population

Total Households 80,883 100.00%

Family Households (families) 42,357 52.37%

With own children under 18 years 19,821 24.51%

Married-couple family 26,190 32.38%

With own children under 18 years 10,512 13%

Female householder, no husband

present12,456 15.4%

With own children under 18 years 7,585 9.38%

Non-Family households 38,526 47.63%

Householder living alone 28,312 35%

Householder 65 years and over 6,845 8.46%

Households with individuals under 18 22,600 27.94%

8

years

Households with individuals 65 years

and older15,098 18.67%

Economics

With the economy in its current state, Seasons for You will move the focus of advertising

on simplifying the holiday season. We are hoping to hire more skilled workers with experience

in holiday decorating because of the extremely high unemployment rates. Disposable income,

especially at the onset will be more difficult to obtain because of high interest rates and stricter

bank regulations. Like the rest of the country, the Orlando economy is suffering, but based on its

historical business record, it should come out of this recession and enter the next phase of the

business cycle.

Technology

Seasons for You intends to use the Internet to advertise and establish our company,

buying advertisements on search engines to inform potential customers of our service. We will

build a website where people can purchase and rent our products. The customer can select the

decorative package, which will then be delivered on its scheduled date, by the consultant.

Services will be carried out by setting up and tearing down the decorations. On the

advertisements, we will encourage new customers to try our service, advertising discount rates

9

because we have never worked with them before4. Internet advertising is still in its early stages,

so we will be cautious of its effectiveness and cost.

Regulatory

With the recent minimum wage increase and much stricter regulations on bank loans,

accumulating and maintaining capital will prove to be difficult. Because minimum wage has

increased, our unskilled labor population will expect higher wages, providing a difficult scenario

for our new company. The result is that Seasons for You will have to employ less people and

utilize the workers that we will have. Bank regulations pose a larger problem. Most banks, such

as Bank of America, require proof of financial success in one form or another to even consider

granting a loan5. With the financial market as it is, the acquiring of funds will be challenging for

brand new small businesses like Seasons for You.

Globalization

Our company does not have any future plans of globalization. Seasons for You intends to

locate initially in Orlando, Florida with the hopes of one day expanding throughout the country

along the east coast.

C. COMPETITION

4 http://en.allexperts.com/q/Advertising-2052/Internet-advertising-rates.htm5 Bank of America website

10

The first major competitor, Christmas Décor, is based in Lubbock, Texas and has been

operating for more than twenty years. Based on their website, one of their biggest strengths is

that they have been operating for many years and they have 375 locations in 48 states. Our

company, Seasons For You, is based in the Southeast, and Christmas Décor is densely populated

along the East Coast. Another strength they have is that they are able to store all of the products

that they use to accommodate their clients. Because they are an established organization, they

have much more capital to pay for storage. In order for our company, Seasons For You, to be

successful we must find a way to create an advantage that appeals to the needs of our customers.

However, one of Christmas Décor’s greatest weaknesses is that they pay for any damaged lights

that may arise throughout the holiday season, this includes when they are being stored. If a

terrible winter storm were to hit an area where this company is heavily operating then they could

suffer thousands of dollars in replacement fees. A second weakness is the fact that they only

operate in the winter season. Throughout the rest of the year this company has no other source of

income6.

A second major competitor in the world of professional decorating is a St. Petersburg,

Florida based company called Decorating Elves7. Their most significant strength is that they are

a full service company meaning, their services include installation of the lights before the

6 Christmas Décor website www.christmasdecor.net/7 Decorating Elves website www.decoratingelves.com/

11

holiday season starts, and they also take them down to keep families from encountering the

“holiday hassle.” A major weakness is they only serve Florida. Another weakness is that they

advertise the easy ability for someone to franchise a part of their company. When companies

start to franchise out and let other people control parts of their organization, the opportunity for

customer satisfaction to decline becomes a huge risk. It is important for companies to keep

clientele within their work force that understand and keep the original standards and values of

the company.

A third competitor in the professional lighting industry goes by the name of, Christmas

Lighters. They are based in Salt Lake City, Utah8. Their company website is very vague and

unappealing throughout. Another weakness is the lack of professionalism on their website. It

looks as if their website was created from a Word document, and they repeat themselves many

times throughout the different pages of their website. Once again, the lack of professionalism is

evident. One strength they do possess is that they stress the need to use energy efficient LED

lighting. To some people this may be appealing because they need to protect the environment

with the lights they use. Also, they do not franchise and they are a private home-based company.

This is a good way to keep customer satisfaction in the hands of the owner of the company.

D. STANDARDIZATION

8 Christmas Lighters website: www.christmaslighters.com/

12

As presented with the previous research, there is a high level of competition and therefore

the service is easily standardized. What differentiate each company in the industry are the

benefits that they offer. The more successful companies, such as Christmas Décor, have

franchises and benefits to their customers that local companies are not able to give. All

companies in the professional lighting business offer almost all of the same benefits. All of our

competitors offer to quote the property giving the impression of using the lights from the

company. Based on this research, there are no niches within the United States that are not being

served, but in the Northwest region of the Unites State there is a great opportunity for growth in

the professional lighting industry because of the lack of clustering of major cities.

E. BARRIERS TO THE INDUSTRY

As in every industry, many barriers block entrance into the residential and corporate

decorating service industry. Because competition exists in a capitalist market, established

corporations will attempt to block entrance into the available markets. National and local

companies, such as the Freeman Decorating Service, Inc. and Holiday Lightscapes offer similar

services, which pose problems in terms of our entrance into the market.9 Not only is there

opposition from present competition, but also other obstacles inhibit entrance into this industry.

9 ProQuest Database

13

As with any emerging small business, we must try to attract investors to generate capital.

But because this is a new venture idea, there is a lack of credibility with banks and investors.

This lack of business experience is detrimental to the ability to receive loans and grants from

banks and investors. Not only will the presence of competition bar entrance into the market, but

also the ability to generate capital, to gain the trust of investors and banks will be integral in

entering the decorating industry.

Once we establish our company, the difficulty of attracting business only increases.

Although we may already have loans and investors to generate our supply, we need to be able to

reach customers to sell our services. There will need to be plentiful means of advertising and

networking to build and maintain our client base. This is made easier with modern technology

by use of free social networking websites such as Twitter and Facebook. Contacts will also be

generated through events, conferences, and occasions in which to network with possible

clientele, competition, investors, and mentors.

F. KEY SUCCESS FACTORS

Many factors come into play when a business wants to succeed in the home decorating

industry. First, advertising is one of the key components of success because our target market has

to know our business and the service it provides. In addition to customers being familiar with our

business, we also want customers to associate the name of our company with a good feeling or

14

thought. For example, Coca-Cola has done a good job of advertising so that when people hear

the name Coke they automatically think of that sound the can makes while opening. There is

something relaxing and soothing about a coke. Similarly, when people hear “Seasons For You”

we want them to think of something relaxing like spending time with their family. The second

factor is reliable service. This reputation of being reliable happens over time primarily through

networking. In order to establish this kind of reputation it is necessary that our employees be

punctual, responsible, and diligent. The customer has to trust the company in order to allow our

employees to decorate their property and store their materials. Location is also a key factor to

success in the service industry. When McDonalds was first beginning to grow, the owner would

fly over cities in a helicopter and find churches10. More times than not, the owner put McDonalds

restaurants next to churches because families were McDonalds target customers. In the same

way, Seasons For You has determined their target market and found their initial headquarters.

Seasons for You will succeed if we can advertise well, have reliable service, and select a good

location to run their business.

G. INDUSTRY ATTRACTIVENESS

The home decorating industry in 2007 had 22,170 total businesses with the average

revenue of $315,646. Out of those 22,170 businesses, 21,504 had revenues of under $1 million, 6

10 McDonalds website: www.mcdonalds.net/

15

had revenue between $1 million and $4.99 million, 33 had revenue between $5 million and

$12.49 million, 5 had revenue between $12.5 million and $49.99 million, and 1 had revenue

above $50 million.11 The home decorating industry is just like any other industry in the fact that

it is never an easy task to maintain a successful business. One of the problems that Seasons For

You will face is that because of the recession, families are cutting back on expenses. People are

determining necessity from luxury and are trying to cut back spending on luxuries.

Unfortunately, the home decorating industry is in many cases considered a luxury. For this

reason, it could be challenging to make money in the home decorating industry. We believe

however, that if our business adheres to the key success factors stated in the previous paragraph,

that Seasons For You will be a profitable and successful business regardless of the economy.

There are segments of the home decorating industry that are more attractive than others.

For example, around Christmas time each year people start to panic because of all the

responsibilities that the holidays carry. Seasons For You will send our trained employees to

install the holiday decorations. Hopefully in doing this service, the customer will experience

relief and relaxation from the many burdens of the holiday season. We believe Christmas will be

one of our biggest and most successful times of the year for our company, and hopefully our

reliable service and exceptional work will insure our customers business again in the near future.

11 http://www.entrepreneur.com/benchmark/details39.html

16

Target Market Analysis

17

A. TARGET MARKET SIZE

Benefits

Convenience

We not only decorate the houses, but also maintain the decorations and then remove them

at the end of the holiday seasons. Seasons for You targets families, singles, retired couples, and

18

two-income households, because we know that not everyone has the time or capability to

decorate their homes for the holiday seasons.

Lower Stress and Hassle

Not only do we make the holidays more convenient, but Seasons for You provides a less

stressful environment. We remove all conceptions of danger by relieving our clients of the

burden of outdoor holiday decorating. Our professionals allow for a safe and happy holiday

season.

Storage

Seasons for You supplies all of the decorations according to the purchased pre-ordered

package, and we also store them in our own climate-controlled facility. We acknowledge that our

clientele have limited storage space in their homes due to constricted average square footage,

therefore we desire to once again alleviate the burden of year round holiday decorating.

Demographic

The largest customer base is in the age range of fifty-five to eighty-five.

In a 2006 poll, Tamarac, Florida, a city near Orlando, is the number one city in the nation with

the most retirees12. In most cases, couples or individuals over the age of sixty-five are unable to

climb on their roofs multiple times a year and install holiday lights and decorations. Seasons for

12 ACS Housing and Demographic Estimates. 2006-2008. US Census Bureau. November 9. http://UScensus bureau.gov. December 18, 2006.

19

You hopes to reach these senior citizens and supply them with an efficient, affordable, and

convenient way to decorate their homes each holiday season.

Our second targeted group of consumers are those with physical limitations that prohibit

them from being able to decorate their homes each year. According to the US Census Bureau,

1.8% of the Orlando population, or 3,726 people are handicapped. If no one in the household is

able to bear the physical burden of outdoor decorating, the decorations will often remain in their

boxes. Our goal is to reach these types of families, build relationships with them, and let them

know that they are in good hands during the holiday seasons.

Seasons for You also intends to target elderly women who live alone or single mothers

who reside in Orlando, Florida. In a poll conducted by the US Census Bureau, 59.9% of all

females living in Orlando over the age of sixty-five live alone13. These women, in addition to

single, working mothers often do not posses the time or ability to unpack and install Christmas

decorations each year.

Our last group of major consumers are business firms in the city of Orlando. Executives are

occupied with running their firms and are not going to want to take time away from their

business. By accessing our website, businessmen and women can quickly choose the desired

decorations and then simply wait for installation.

13 ACS Housing and Demographic Estimates. 2006-2008. US Census Bureau. November 9. http://UScensus bureau.gov. December 18, 2006.

20

B. CUSTOMER MOTIVATION

Seasons for You leaps at the opportunity to relieve people from the stresses and burdens of

the holiday seasons. Our primary motivational factor is we can lighten the customer’s load and

let them experience relaxation throughout the holiday season. One of our company’s strongest

competitors is Christmas Décor, whose mission is to, “tackle the exasperating lighting chore and

transform the outside of your home into a fabulous holiday wonderland14.” In a letter from the

President, he makes the customer conscious of the responsibilities and hassles that accompany

the decorating of their homes and offers to eliminating those burdens. People desire to spend

quality time with their families, and the holiday season is one of the busiest times of the year,

therefore, customers will be motivated to employ an outside company rather than decorating

their homes themselves.

C. TARGET MARKET GROWTH RATE

The target market for the decorating industry in Orlando, Florida is increasing parallel to its

population. According to the US Census Bureau, 67.2% of the city’s population is in the target

market15. We identified the target market for the decorating industry, which includes males and

females from twenty-four years old and above. The 2008 American Community Survey

conducted by the US Census Bureau, stated that the metro area of Orlando has grown 24% since

14 http://www.christmasdecor.net/15 ACS Housing and Demographic Estimates. 2006-2008. US Census Bureau. November 9. http://UScensus bureau.gov. December 18, 2006.

21

the last census in 200016. Since 1910, Orlando has had a positive population growth, so with the

overall population growth, the market subsequently grows.

The future growth rate of the target market in Orlando, Florida is projected to grow alongside

its population. As previously stated, Orlando has a historically positive population growth rate.

With its thriving tourism, medical centers, and convention centers, Orlando is an attractive city

for families and career minded adults. The pleasant year round weather, especially in the

wintertime, attracts retirees and handicapped persons. People will always insist on decorating,

therefore simultaneously maintaining a market for Seasons for You.

D. SOURCES

In the decorating industry, managers collect information regarding their target markets by

using myriad primary and secondary sources. Telephone surveys and interviews are often

utilized as means of discovering information straight from the public. Managers also utilize

secondary sources, like the ones that have been used in this business plan, as a less

confrontational and more quantitative ways of garnering data. By gathering city, local, or

national population demographics from sources such as the US Census Bureau, City Data

websites, and the Orange County Convention Visitors Bureau, companies can attempt to locate

their target markets. Another way of gathering information in localizing target markets is looking

16 Population of Orlando, Florida. 2008. US Census Bureau. http://www.census.gov.htm. Accessed February 24, 2010.

22

into where the competition, like Christmas Décor, is targeting its markets. In observing their

tactics, managers can observe where or where not to locate their businesses.

Product, Pricing,

Distribution, and Promotion

Strategies

23

A. Product & Service

The service Seasons for You provides is both residential and commercial decorating,

specializing in holiday decorating through out the year. Where we provide the convenience of

easy access for the customer to order the product or service in question. We then provide the

service of going to the clients home or commercial building and put up the decorations they

ordered for a certain amount of time, where then we will return to take down the product rented.

We provide benefits to clients who are unable to decorate because of time, health or

experience can enjoy seasonal decorating with Seasons For You. Within residential decorating,

customers can experience seasonal decoration without the expense of their own time.

24

Commercial businesses would benefit by using Seasons For You’s professional decorating,

because we provide the service of putting up and taking down the decorations at a good price for

great quality work. This will also attract their customers. Seasons For You specializes in

Christmas Decorating, but provides services year-round for any occasion. Seasons For You

provides the storage so that our patrons are able to purchase the decorations without the hassle of

storing them. Seasons For You is a full-service business; we will put up and take down

decorations so the customer can experience holiday and seasonal decorating without the stress.

B. Pricing

We provide consumer-friendly packages for our customers, allowing easy access.

Package deals, based off surveys, are more appealing to the customer. This method simplifies the

buying process as well as keeps our company organized. The customer can log-in online and

purchase the package that fits their needs. We then provide them with all that is needed within

that package. In addition to the already assembled package the customer can purchase add-ons to

personalize the package to fit their desires.

Residential Package

With the residential package the customer can order our service for a start up amount

based off of the amount of decorations they ordered. The time frame for which they will be

25

acquiring our service and product will be determined based on the date of purchase. There will

be an initial start up fee of $800, including several basic services such as: gas, tools, employee

payments, design systematic, etc. The packages are listed below.

Corporate/Commercial Package

The corporate package provides our service to corporate/commercial locations. Where

the customer can order our service for a certain amount of time. They pay an Initial fee much

larger than that of the residential due to the size of the buildings in general. The Initial price

drops after the first year for customer loyalty.

Initial Price (First Year)- $ 2,500

Initial Price (Years to Follow) - $1,500

(This price is due to the initial purchases of the items in question, the services and employees it

requires, gas, tools (Extension cords, ladders, etc..), design systematic, etc.)

Additional Costs: Decorations & Time are determined upon the consultation.

Lights

-String Lights (White, Colored) - $1.00 (per yard. Min. 60 yards)

-Icicle Lights - $2.00 (per yard. Min. 60 yards)

-Shaped Lights (Snowflakes, Stars, Deer, Sleigh) - $20.00 each

-Spot Lights - $10.00 each

Large Outdoor Décor

-Blow up Décor - $50.00

26

-Outdoor Nativity Sets - $30.00

Time Costs:

-Additional Weekly Charge - $50.00

-Monthly Charge - $160.00

C. Service Distribution

Critical Location

The location of Seasons For You is vital to its success. Because our target market is

centered on a specific population, we have decided to locate in Orlando, Florida. According to

the US Census Bureau, 67.2% of the city’s population lies in our residential target market, not

including the commercial opportunities. It contains both residential and corporate possible

clientele, with a stable middle class and a burgeoning economic center. Because our firm is

service based, we must identify our target market and then plant our company in the heart of that

market.

Type of Location

To start our company, we will have to have storage for the decorations as well as office

space to conduct everyday business with clients. We will add to the storage space as we grow in

size. The location of our facility will be centrally located in developed areas of the city or

suburbs of Orlando to attract customers. In the beginning, we will buy one storage unit that is 15

X 30 feet with a controlled temperature between 60-65 degrees, controlled humidity, fire

27

sprinkler protection, 24 hour security protection at the entrance of the facility, a lit and paved

entryway, and 17 ft. ceilings. The storage will cost $77.13 per month to rent for this particular

rental facility. These accommodations will allow for adequate storage and protection of capital.

Specific Location

Seasons for You plans to locate in Orlando, Florida in the Industrial Park area,

specifically at 1800 Crown Way near the intersection of highways 438 and 441 in the heart of the

city. We will rent this office space and storage from Business Archives Incorporated. This

strategic location provides for prime connection with local suburbs, while staying close to our

corporate clients.

D. Advertising

Modern technology has made advertising much more accessible to all people and in most

cases much more productive. Seasons For You appeals to a market that is centered around

suburban areas that contain many grocery stores, supermarkets, and other stores, that are

fundamental in the operating of a successful community. A brochure company by the name of

Vistaprint17 charges $179.99 for 500 custom brochures. Because Seasons For You has a primary

target of people in suburban areas that visit grocery and convenient stores; we want to attract

17 http://www.vistaprint.com/brochures.aspx?mk=Company+Brochures&ad=broad&GP=3%2f3%2f2010+4%3a02%3a34+PM&rd=2

28

these people by having abundant amounts of brochures available in such places that are densely

populated by our customers. In doing this, there is one up-front cost to pay: the price of the

brochures. This method allowed for our brand name is easily accessible and convenient to the

public.

The second means of advertising that Seasons For You will to utilize is the Internet. The

minimum cost for a professionally developed website is $3,00018. However, through social

networking such as Facebook19 and Twitter20 our company can get its name and our website out

to the public much efficiently.

Talk shows and music play a large role in society today, and because of this, Seasons For

You would like to use the radio as a basic means of public advertising. A local radio sports

station, 97.3 Christ Contemporary FM, charges $70 for 30 seconds of airtime21. The majority of

Christian radio stations play only Christmas music throughout the holiday season. In a 2009 poll,

45.2% of all listeners listen to the radio for 3 hours after tuning in to their favorite station22.

Christmas music is very popular during the holiday season, and if Seasons For You can get

advertising airtime during the holiday season on the radio, our brand name has the chance to be

spread effectively.

18 http://www.xemion.com/free-web-design-quote.html19 http://www.facebook.com20 http://www.twitter.com21 http://radio.birmingham.sportstalk.com22 http://www.audiographics.com/spclreport/survey46.htm

29

Another effective means of advertising is the use of a local newspaper. Birmingham

News, a daily newspaper, charges $10,920 dollars for three days of advertising23. After Seasons

For You has enough capital to sustain such advertising, the use of a local newspaper seems very

efficient, in terms of getting the name brand to people in the local community during the holiday

season.

23 http://www.al.com/birminghamnews

30

Start-Up Costs

A. ONE-TIME START-UP EXPENSES

31

Startup Expenses Amount Description

Advertising $800.00 Business Cards, Flyers, Brochures

Starting inventory $950.00 Service Supply Cost

Cash $1,000.00 Emergency Expenses

Decorating N/A

Deposits $110.00 Phone Line and Internet

Fixtures and equipment $600.00 Ladders, Hammers, Nails, etc.

Insurance $2,500.00 Liability and Workers Compensation

Lease payments N/A

Licenses and permits $458.00 Commercial License for Orlando, Florida

Miscellaneous $1,500.00 Unexpected Cost

Professional fees $225.00 *Per Hour

Remodeling N/A

Rent $23.00 Public Storage *Per Month

Services N/A

Signs $195.00 Custom Color Signs

Supplies $600.00Printer, Paper, Miscellaneous Office

Supplies

Unanticipated expenses $1,500.00 Emergency/ Miscellaneous Expenses

Other N/A

Other N/A

Other N/A

Total Startup Costs $10,461.00 Amount of costs before opening

B. REPEATED MONTHLY EXPENSES

Expenses Amount Description

Advertising $400.00 Brochures, Flyers, Business Cards

Bank service fees $25.00 Account Cost for Relationship With Bank

Credit card charges N/A

Delivery fees $50.00Deliveries Sent To Our Home (Office

Building)

Dues and subscriptions N/A

32

Health insurance $1,074.56 Insurance on Employees

Insurance $5,000 Exclude amount on preceding page

Interest N/A

Inventory $100.00 See **, below

Lease payments $0.00 Exclude amount on preceding page

Loan payments $133.00 Principal and interest payments

Office expenses $50.00 Supplies Used In Office

Payroll other than owner N/A Wages to Employees

Payroll taxes N/A

Professional fees $225.00/hour CPA and Lawyer

Rent $146.00 Public Storage

Repairs and maintenance $230.00Replacement of service supplies and car

maintenance

Sales tax 0.07% Based on Orlando Sales Tax

Supplies $50.00 Miscellaneous office supplies

Telephone $49.95 Comcast Phone Service

Utilities $99.95 Heating and Air-Conditioning, Internet

Your salary N/A Based on number of houses serviced

Other N/A

Total Repeating Costs $19,316.92

Total Startup Costs $10,461 Amount from preceding page

Total Cash Needed $29,777.92

C. DESCRIPTIONS

Advertising

$400 per month because we will be reprinting postcards, business cards and brochures, but it is

not necessary to print as much as we did initially. Information retrieved from

overnightprints.com.

Bank Service Fees

$25 per month per an employee of the Bank of America in Orlando, Florida. There will be a

Banking service fee for $25 a month for basic monthly service.

33

Credit Card Charges

There will be a 10% charge in order to bridge the gap of the money that is taken from the credit

card company.

Delivery Fees

$50 per month because after further break-down of the transportation costs of our stock, the

estimated costs of shipping and handling is $50. Information retrieved from UPS.com.

Dues and Subscriptions

There is a $19.97 for a 2 year subscription to Decorating Magazine.

Health Insurance

We will be seeking coverage with UnitedHealthcare, with HMO coverage. Information retrieved

from their website. Each of our employees will be given proper Health Insurance.

Insurance

State Farm package provides for liability insurance and worker’s compensation. Information

received from State Farm agent Jimmy Stewart.

Interest

We will repay all of the angel investors 10% interest of what they invested in the company.

Inventory

$100 per month, after researching on christmasdecorationetc.com we were able to determine that

as our company grows in customers we will need on average $100 more of inventory per month

for lights and other equipment.

Lease Payment

There will be a $0 per month. We will be working out of one of the owner’s homes and will not

have a lease payment.

Loan Payments

There will be a $133 per month. Seasons For You will use angel investors that are willing to put

money into our business in hopes of our business flourishing and their money returning to them.

Office Expenses

We will allow for a $50 allowance per month. We came up with this price after researching on

officedepot.com. This would include replacing office materials and replenishing stock.

Payroll (other than owner)-

Owners will not accept a salary yet.

Payroll Taxes

N/A because we currently do not have any employees.

Professional Fees

After talking to Mrs. Owens, the accountant of a large CPA firm in Atlanta, Georgia, we will pay

$225 per hour as needed, but we cannot anticipate how much assistance we will need per month.

34

Rent

We will allow for $146 per month. After researching publicstorage.com we were able to

determine this would be the monthly cost of renting a climate controlled storage unit.

Repairs and Maintenance

There will be a $230 charge per month. This will include the replacement of lights and

decorations we will be using and the services that we will offer. This also includes car

maintenance such as oil changes. Information retrieved from christmaslightsetc.com and

autozone.com.

Sales Tax

The sales tax is 7% in Orlando. We found this information from zip2tax.com

Supplies

Managers will allow $50 per month for supplies. We searched officedepot.com and we

determined that this amount of money would cover necessary expenses within the office.

Telephone

Telephone costs will amount to $49.95 per month. This would include unlimited local and long

distance, 1 listing in Yellow/White pages, voice mail, caller ID, call forward, call waiting, call

hold, call transfer, 3-way conferencing, do not disturb, call park/retrieve, call pick up, extension

dialing, speed dial 8 / 30, and anonymous call rejection. Service provided by Comcast Business

telephone.

Utilities

Utilities will cost $99.95 per month based off of a General Electric price quote.

Internet

Internet access will cost $59.95 per month. This would include Norton™ Security Suite Business

Edition, firewall protection, supports multiple computers and VPN connections for remote users,

email security and 24/7 business class support. Service provided by Comcast Business Internet.

Heating and Air Conditioning

Heating and air conditioning will cost $40 per month. We are using approximately 10% of the

space so we will pay for 10% of the cost of heating and air conditioning. We called Dell air and

air conditioning company in Orlando.

Your Salary

The owners will not accept a salary. Our main focus is paying off our debts and expenses.

35

Résumés

36

Anna E. BrewerAbrewer1@samford.edu

Present Address (until May 17, 2010) Permanent Address

S.U. Box 292063 7526 Turner Ridge Road

Birmingham, AL 35229 Crestwood, KY 40014

(502)-592-8281

Education Samford University, Birmingham, AL

Bachelor of Science in Business Administration May 2013

Major: Pre-Business

Minor: Spanish

Overall GPA: 3.3/4.0

Leadership/Activities

Chi Omega Fraternity:

Social Chair Committee

Volunteer Activities

o Big Oak Girls Ranch, Springville, AL

o Make-a-Wish Foundation

Honors

Samford University Leadership Scholarship

Cultural/ Travel

Travel: Dominican Republic and Mexico

o April 2004

o July 2005

o December 2008

o December 2009

Computer Skills

Microsoft Excel, Microsoft Word, Microsoft PowerPoint, Microsoft Access

Work Experience

YMCA Lifeguard

o Summer 2006- Winter 2009

Kentuckiana Pool Management Lifeguard

o Summer 2006- Present

37

Tyler Core

(407)-451-7761

Tcore@samford.edu

Local Address Permanent Address

800 Lakeshore Dr. 893 Lullwater Dr.

Birmingham, AL 35229 Oviedo, FL 32765

PO Box 293764

Objective – Summer internship for youth ministry

Education:

Samford University, Birmingham, AL

Bachelors of Science and Business Administration

Major: Business Management

GPA: 3.0

Work Experience:

Oxmore Valley Golf Club Guest Services

Oviedo Lawn Services

Ministry Experience:

lead a Bible study at Shades Mountain Baptist Church

Involved with an organization called “Samford Sundays”, in which Samford

students preach at different churches in Alabama

Volunteer at Shades Mountain Baptist Church: organizing activities and

supervising mentally handicapped children

COMPUTER SKILLS:

Microsoft & MacIntosh: Microsoft Word, Access, Excel, PowerPoint

Extracurricular Activities:

Samford University Student Government: Public Relations Committee.

Intramural Sports – Frisbee, Basketball, Football

Volunteer Activities:

Camp Counselor: Adult Retarded Citizen Camp- Head of Recreation

Cultural Experience: Mission Trips

Bahamas- worked with children in orphanages

Brazil- sang with an octet in Florienopolis

Israel- toured around Jerusalem for 5 days and handed out tracks

Interests:

Sports, Guitar, Volunteering

38

JOHN ADDISON MCDOWELLP.O. Box 1569 | Birmingham, AL 35229 | 678-925-0279|

Jmcdowel@samford.edu

Academic Record

Education August 2009-May 2010

Samford University

Birmingham, Alabama

Pursing a degree in Business Science Business Administration

- Seeking to concentrate Internationally in business marketing and finance.

- Computer skills in Microsoft Office: Word, PowerPoint, and Excel.

Student Government Association

- Actively serving on the Residence Life Committee.

Sigma Chi Fraternity

- Currently serving as Assistant Magister in the 2010 Spring Pledge ship

- Serving on the Inter-Fraternity Council as a Junior Representative

Interests

- Baseball, Basketball, Golf and Fishing

- Intramural Sports: Football, Basketball, Soccer and Softball

Volunteer Work

- Operation Christmas Child (2005-2009)

- Norcross Co-Op (2006-2007)

- Suicide Awareness Walk (2009)

39

Sally Sniderssnider@samford.edu

Present Address

P.O. Box: 290979

Homewood, Al. 35229

(404) 271-1636

Education

High School Diploma with IB Certificate, May 15, 2009

Samford University, Birmingham, Al. BSBA (2013)

Music minor

3.5 GPA

University Fellow

Calling and Leadership Poverty Project on Sex Trafficking, World of Business

Competition.

Honors and Scholarships

Presidential Scholarship, Legacy Scholarship, and University Fellows Scholarship

Student Involvement

University Chorale

Intramural sports: volleyball and ultimate frisbee

Volunteer Work

Ronald McDonald House, Birmingham, Al.

Volunteer, 2/10/2010, stuffing newsletters in envelopes for mailing

Norcross Cooperative Ministries

Volunteer, every winter season from 2005-2009, stocking Christmas toys for children in

need

Vacation Bible School worker with the department of music at Peachtree Corners Baptist

Church

2006-2009

Professional Development

Gwinnett County Chamber of Commerce

Gwinnett Student Leadership Team (GSLT)

Two years of leadership training and development

Permanent Address4904 Fitzpatrick WayNorcross, Ga. 30092(770) 446-7830

40

Nicholas T. Steelensteele@samford.edu

P.O. BOX 20856 4744 Talleybrook Dr.

Birmingham, AL 35229 Kennesaw, GA 30152

770-401-7531 770-919-2434

Objective Bachelor of Science in Business Administration, May 2013

Concentration in International Business/ Entrepreneurship, Specialize in Arabic.

Education Samford University, Birmingham, AL

Pre Business

Computer Skills:

Microsoft Word, Excel, PowerPoint, Entourage, and Mac.

Cultural Experience:

Beirut, Lebanon (Business Trip with father) 2006

Mission Trips:

Huixilucan, Mexico (2006)

Antigua, Guatemala (2007)

London, England (2008)

Costa Rica (2008)

Activities/Honors

College:

Samford University Leadership Scholarship 2009- Present

Pi Kappa Phi Fraternity 2010-Present

Connections Leadership 2010

Intramurals (Soccer, Ultimate Frisbee) 2009-Present

University Ministries 2009- Present

High School

FCA President (Fellowship of Christian Athletes) 2008-2009

Student Government Vice President 2008-2009

41

Revoluion Week Leader 2007-2009

Architecture Student of the Year Award 2008-2009

Soccer 2005-2006

42

Works Cited

2009 Holiday Shopping Audio Graphics. 2009. Borrel Associates.

http://www.audiographics.com/spclreport/survey46.htm . Accessed March 1,

2010

ACS Housing and Demographic Estimates. 2006-2008. US Census Bureau. November 9.

http://UScensus bureau.gov. Accessed February 21, 2010.

Artificial Christmas Trees and LED Lights. 2000. Christmas Lights Etc.

http://www.christmaslightsetc.com . Accessed March 8, 2010.

Birmingham News Advertising. 2008. Birmingham News. http://www.al.com/birminghamnews

Accessed February 2, 2010.

Business Credit Solutions. 2010. Bank of America.

http://www.bankofamerica.com/small_business/business_financing/. Accessed

March 16, 2010.

Christmas Light Pricing. 2010. AceHardWare.http://www.acehardware.com. Accessed

February 10, 2010.

Cost of printing brochures. 2001. Vistaprint.

http://www.vistaprint.com/vp/ns/default.aspx?GP=3%2f24%2f2010+10%3a2

Accessed February 24, 2010.

Decorating Options. 2010. Christmas Décor. http://www.christmasdecor.net. Accessed

February 25, 2010.

44

Free Web Design Quote. 2005. Xemion Directory and Guide.

http://www.xemion.com/free-web-design-quote.html . Accessed February 18, 2010.

Facebook Home Page. 2001. Facebook. http://www.facebook.com . Accessed February 2,

2010.

Holiday House Decorator. 2008. Holiday House Decorator.

http://holidayhousedecorator.com/7.html . Accessed February 16, 2010.

Holiday Lighting Solutions. 2008. Decorating Elves. www.decoratingelves.com/. Accessed

March 1, 2010.

Imagination + Innovation = Success. 2010. Metro Orlando Economic Development

Commission. http://www.orlandoedc.com. Accessed March 2, 2010.

Interior Designers. 2010. Bureau of Labor Statistics. http://www.bls.gov/oco/ocos293.htm .

Accessed February 13, 2010.

Interior Design Services. 1999. IBIS World. http://www.ibisworld.com/industry/default.aspx?

indid=1410&partnerid. Accessed March 3, 2010.

Internet, Phone and TV for Business. 2010. Comcast Business Class.

http://www.business.comcast.com . Accessed February 9, 2010.

McDonalds USA. 2005. McDonalds. http://www.mcdonalds.com/. Accessed March 23, 2010.

Office Supplies. 1998. Office Depot. http://www.officedepot.com . Accessed February 18,

2010.

45

Orlando Population. 2008. Citydata.com. http://citydata.com/orlando.html. Accessed

February 24, 2010.

Overnight Business Card Rates. 2004. Overnight Prints.

http://www.overnightprints.com/businesscards. Accessed February 2, 2010.

Overnight Mailing Services. 2004. Overnight Prints.

http://www.overnightprints.com/mailing_services . Accessed February 2, 2010.

Population of Orlando, Florida. 2008. US Census Bureau. http://www.UScensus.gov.htm l.

Accessed February 24, 2010.

Public Storage In Orlando, Florida. 2006. Public Storage. http://www.publicstorage.com .

Accessed February 8, 2010.

Sports Broadcasting Pricing. 2009. Birmingham Sports Talk.

http://radio.birmingham.sportstalk.com. Accessed February 12, 2010.

Twitter Home Page. 2006. Twitter. http://www.twitter.com . Accessed February 2, 2010.

We are you Commercial and Residential Christmas Lighting Specialists. 2008. Christmas

Lighters. www.christmaslighters.com/. Accessed February 27, 2010.

Web design quote. 2000. Xemion.

http://www.xemion.com/free-web-design-quote.html.

Accessed February 25, 2010

46

47