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Retail Tennis Shop Business Plan

Tennis Master Pro Shops, Inc.

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Strategy and Implementation Summary

5.0 Strategy and Implementation Summary

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5.1 Marketing Strategy

5.1.1 Pricing Strategy

5.1.2 Promotion Strategy

5.1.3 Distribution Strategy

5.2 Sales Strategy

5.2.1 Sales Forecast
Tennis Master's sales forecasts are based upon certain assumptions:

A new store will attain the "pro forma" sales level indicated by the summary in Appendix "E" within one year of opening.
The timing of new stores added is in accordance with Tennis Master's expansion plan.
The projections are figured by taking only 50% of stores added during a given year and projecting revenue at 80% of target on those stores only. This allows for the staggered opening schedules of stores throughout the year. It also doesn't expect any store to reach its full retail potential until at least year two. These assumptions are used consistently throughout this plan for both multi-year and single year growth.

The following table shows the effect of staggered franchise sales and corresponding retail revenue growth and royalty growth. The chart that precedes the table illustrates our volume projections for year one on a month-by-month basis. All unit costs represent the corresponding margins in that product or service. Franchise sales commissions are included as unit costs of franchise sales and are deducted from revenue in all sales forecasts.

Sales Forecast

Sales Forecast
Unit Sales	1997	1998	1999
Master Franchises	10	20	10
Franchise Store	60	120	200
Royalties	518,750	2,419,200	5,875,200
Advertising Contribution	389,062	1,814,400	4,406,400
Wholesale Sales	761,850	1,577,395	2,916,531
Company Store Sales	2,450,000	3,000,000	3,600,000
Total Unit Sales	4,119,732	8,811,135	16,798,341

Unit Prices	1997	1998	1999
Master Franchises	£125,000.00	£125,000.00	£125,000.00
Franchise Store	£25,000.00	£25,000.00	£25,000.00
Royalties	£1.00	£1.00	£1.00
Advertising Contribution	£1.00	£1.00	£1.00
Wholesale Sales	£1.00	£1.00	£1.00
Company Store Sales	£0.00	£0.00	£0.00

Sales
Master Franchises	£1,250,000	£2,500,000	£1,250,000
Franchise Store	£1,500,000	£3,000,000	£5,000,000
Royalties	£518,750	£2,419,200	£5,875,200
Advertising Contribution	£389,062	£1,814,400	£4,406,400
Wholesale Sales	£761,850	£1,577,395	£2,916,531
Company Store Sales	£0	£0	£0
Total Sales	£4,419,662	£11,310,995	£19,448,131

Direct Unit Costs	1997	1998	1999
Master Franchises	£12,500.00	£12,500.00	£12,500.00
Franchise Store	£5,000.00	£5,000.00	£5,000.00
Royalties	£0.00	£0.00	£0.00
Advertising Contribution	£0.00	£0.00	£0.00
Wholesale Sales	£0.70	£0.70	£0.70
Company Store Sales	£0.00	£0.00	£0.00

Direct Cost of Sales	1997	1998	1999
Master Franchises	£125,000	£250,000	£125,000
Franchise Store	£300,000	£600,000	£1,000,000
Royalties	£0	£0	£0
Advertising Contribution	£0	£0	£0
Wholesale Sales	£533,295	£1,104,177	£2,041,572
Company Store Sales	£0	£0	£0
Subtotal Direct Cost of Sales	£958,295	£1,954,177	£3,166,572

Sales Monthly

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