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Plan Outline
Direct Mail Business Plan
Arrow Mail
This sample business plan can be edited directly in Business Plan Pro software.
Appendix
| 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 | ||
| Sales | |||||||||||||
| Marketing Campaigns | 0% | £0 | £0 | £10,000 | £12,000 | £15,000 | £18,000 | £20,000 | £24,000 | £24,000 | £28,000 | £28,000 | £30,000 |
| Market Analysis | 0% | £0 | £0 | £6,000 | £8,000 | £10,000 | £12,000 | £16,000 | £16,000 | £12,000 | £14,000 | £16,000 | £20,000 |
| Database Analysis | 0% | £0 | £0 | £3,000 | £5,000 | £7,000 | £9,000 | £10,000 | £13,000 | £13,000 | £14,000 | £15,000 | £17,000 |
| Mailing Production | 0% | £0 | £0 | £4,000 | £5,000 | £7,000 | £7,000 | £8,000 | £10,000 | £10,000 | £12,000 | £14,000 | £16,000 |
| Other | 0% | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Total Sales | £0 | £0 | £23,000 | £30,000 | £39,000 | £46,000 | £54,000 | £63,000 | £59,000 | £68,000 | £73,000 | £83,000 | |
| 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 | |
| Marketing Campaigns | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Market Analysis | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Database Analysis | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Mailing Production | £0 | £0 | £1,000 | £1,500 | £1,750 | £2,000 | £2,400 | £2,400 | £2,000 | £2,200 | £2,400 | £2,800 | |
| Other | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Subtotal Direct Cost of Sales | £0 | £0 | £1,000 | £1,500 | £1,750 | £2,000 | £2,400 | £2,400 | £2,000 | £2,200 | £2,400 | £2,800 | |
| Personnel Plan | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Todd Graham | 0% | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 |
| Sales Team (2) | 0% | £6,000 | £6,000 | £6,000 | £6,000 | £6,000 | £6,000 | £6,000 | £6,000 | £6,000 | £6,000 | £6,000 | £6,000 |
| Creative Team (2) | 0% | £8,000 | £8,000 | £8,000 | £8,000 | £8,000 | £8,000 | £8,000 | £8,000 | £8,000 | £8,000 | £8,000 | £8,000 |
| Production Manager | 0% | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 |
| Production Team (3) | 0% | £5,400 | £5,400 | £5,400 | £5,400 | £5,400 | £5,400 | £5,400 | £5,400 | £5,400 | £5,400 | £5,400 | £5,400 |
| Office Manager | 0% | £2,800 | £2,800 | £2,800 | £2,800 | £2,800 | £2,800 | £2,800 | £2,800 | £2,800 | £2,800 | £2,800 | £2,800 |
| Creative Director | 0% | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Other | 0% | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Total People | 10 | 10 | 10 | 10 | 10 | 10 | 10 | 10 | 10 | 10 | 10 | 10 | |
| Total Payroll | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | |
| General Assumptions | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Plan Month | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 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% | 30.00% | 30.00% | 30.00% | 30.00% | 30.00% | 30.00% | 30.00% | 30.00% | 30.00% | 30.00% | 30.00% | |
| Other | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |
| 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 | £0 | £0 | £23,000 | £30,000 | £39,000 | £46,000 | £54,000 | £63,000 | £59,000 | £68,000 | £73,000 | £83,000 | |
| Direct Cost of Sales | £0 | £0 | £1,000 | £1,500 | £1,750 | £2,000 | £2,400 | £2,400 | £2,000 | £2,200 | £2,400 | £2,800 | |
| Other Production Expenses | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Total Cost of Sales | £0 | £0 | £1,000 | £1,500 | £1,750 | £2,000 | £2,400 | £2,400 | £2,000 | £2,200 | £2,400 | £2,800 | |
| Gross Margin | £0 | £0 | £22,000 | £28,500 | £37,250 | £44,000 | £51,600 | £60,600 | £57,000 | £65,800 | £70,600 | £80,200 | |
| Gross Margin % | 0.00% | 0.00% | 95.65% | 95.00% | 95.51% | 95.65% | 95.56% | 96.19% | 96.61% | 96.76% | 96.71% | 96.63% | |
| Expenses | |||||||||||||
| Payroll | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | |
| Sales and Marketing and Other Expenses | £1,000 | £1,000 | £1,000 | £1,000 | £1,000 | £1,000 | £1,000 | £1,000 | £1,000 | £1,000 | £1,000 | £1,000 | |
| Depreciation | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Leased Equipment | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Utilities | £600 | £600 | £600 | £600 | £600 | £600 | £600 | £600 | £600 | £600 | £600 | £600 | |
| Insurance | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Rent | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | £3,000 | |
| Payroll Taxes | 15% | £4,230 | £4,230 | £4,230 | £4,230 | £4,230 | £4,230 | £4,230 | £4,230 | £4,230 | £4,230 | £4,230 | £4,230 |
| Other | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Total Operating Expenses | £37,030 | £37,030 | £37,030 | £37,030 | £37,030 | £37,030 | £37,030 | £37,030 | £37,030 | £37,030 | £37,030 | £37,030 | |
| Profit Before Interest and Taxes | (£37,030) | (£37,030) | (£15,030) | (£8,530) | £220 | £6,970 | £14,570 | £23,570 | £19,970 | £28,770 | £33,570 | £43,170 | |
| EBITDA | (£37,030) | (£37,030) | (£15,030) | (£8,530) | £220 | £6,970 | £14,570 | £23,570 | £19,970 | £28,770 | £33,570 | £43,170 | |
| Interest Expense | £1,028 | £1,015 | £1,002 | £988 | £975 | £962 | £948 | £935 | £922 | £908 | £895 | £882 | |
| Taxes Incurred | (£11,418) | (£11,414) | (£4,810) | (£2,856) | (£227) | £1,802 | £4,086 | £6,791 | £5,714 | £8,359 | £9,803 | £12,687 | |
| Net Profit | (£26,641) | (£26,632) | (£11,222) | (£6,663) | (£529) | £4,206 | £9,535 | £15,845 | £13,334 | £19,503 | £22,873 | £29,602 | |
| Net Profit/Sales | 0.00% | 0.00% | -48.79% | -22.21% | -1.36% | 9.14% | 17.66% | 25.15% | 22.60% | 28.68% | 31.33% | 35.66% | |
| 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 Received | |||||||||||||
| Cash from Operations | |||||||||||||
| Cash Sales | £0 | £0 | £23,000 | £30,000 | £39,000 | £46,000 | £54,000 | £63,000 | £59,000 | £68,000 | £73,000 | £83,000 | |
| Subtotal Cash from Operations | £0 | £0 | £23,000 | £30,000 | £39,000 | £46,000 | £54,000 | £63,000 | £59,000 | £68,000 | £73,000 | £83,000 | |
| Additional Cash Received | |||||||||||||
| Sales Tax, VAT, HST/GST Received | 0.00% | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| New Current Borrowing | £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 | £0 | £0 | £23,000 | £30,000 | £39,000 | £46,000 | £54,000 | £63,000 | £59,000 | £68,000 | £73,000 | £83,000 | |
| 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 | |
| Expenditures from Operations | |||||||||||||
| Cash Spending | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | £28,200 | |
| Bill Payments | (£1,559) | (£3,076) | (£1,349) | £5,120 | £8,056 | £10,857 | £13,964 | £16,780 | £18,891 | £17,143 | £20,571 | £22,264 | |
| Subtotal Spent on Operations | £26,641 | £25,124 | £26,851 | £33,320 | £36,256 | £39,057 | £42,164 | £44,980 | £47,091 | £45,343 | £48,771 | £50,464 | |
| Additional Cash Spent | |||||||||||||
| Sales Tax, VAT, HST/GST Paid Out | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Principal Repayment of Current Borrowing | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Other Liabilities Principal Repayment | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | |
| Long-term Liabilities Principal Repayment | £1,600 | £1,600 | £1,600 | £1,600 | £1,600 | £1,600 | £1,600 | £1,600 | £1,600 | £1,600 | £1,600 | £1,600 | |
| 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 | £28,241 | £26,724 | £28,451 | £34,920 | £37,856 | £40,657 | £43,764 | £46,580 | £48,691 | £46,943 | £50,371 | £52,064 | |
| Net Cash Flow | (£28,241) | (£26,724) | (£5,451) | (£4,920) | £1,144 | £5,343 | £10,236 | £16,420 | £10,309 | £21,057 | £22,629 | £30,936 | |
| Cash Balance | £124,359 | £97,635 | £92,184 | £87,263 | £88,408 | £93,750 | £103,987 | £120,407 | £130,716 | £151,773 | £174,402 | £205,338 | |
| Pro Forma Balance Sheet | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Assets | Starting Balances | ||||||||||||
| Current Assets | |||||||||||||
| Cash | £152,600 | £124,359 | £97,635 | £92,184 | £87,263 | £88,408 | £93,750 | £103,987 | £120,407 | £130,716 | £151,773 | £174,402 | £205,338 |
| Inventory | £4,000 | £4,000 | £4,000 | £3,000 | £2,500 | £1,925 | £2,200 | £2,640 | £2,640 | £2,200 | £2,420 | £2,640 | £3,080 |
| Other Current Assets | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Total Current Assets | £156,600 | £128,359 | £101,635 | £95,184 | £89,763 | £90,333 | £95,950 | £106,627 | £123,047 | £132,916 | £154,193 | £177,042 | £208,418 |
| Long-term Assets | |||||||||||||
| Long-term Assets | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Accumulated Depreciation | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Total Long-term Assets | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Total Assets | £156,600 | £128,359 | £101,635 | £95,184 | £89,763 | £90,333 | £95,950 | £106,627 | £123,047 | £132,916 | £154,193 | £177,042 | £208,418 |
| Liabilities and Capital | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | |
| Current Liabilities | |||||||||||||
| Accounts Payable | £0 | £0 | £1,507 | £7,878 | £10,721 | £13,418 | £16,430 | £19,171 | £21,347 | £19,482 | £22,856 | £24,433 | £27,807 |
| Current Borrowing | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Other Current Liabilities | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 | £0 |
| Subtotal Current Liabilities | £0 | £0 | £1,507 | £7,878 | £10,721 | £13,418 | £16,430 | £19,171 | £21,347 | £19,482 | £22,856 | £24,433 | £27,807 |
| Long-term Liabilities | £125,000 | £123,400 | £121,800 | £120,200 | £118,600 | £117,000 | £115,400 | £113,800 | £112,200 | £110,600 | £109,000 | £107,400 | £105,800 |
| Total Liabilities | £125,000 | £123,400 | £123,307 | £128,078 | £129,321 | £130,418 | £131,830 | £132,971 | £133,547 | £130,082 | £131,856 | £131,833 | £133,607 |
| Paid-in Capital | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 | £205,000 |
| Retained Earnings | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) | (£173,400) |
| Earnings | £0 | (£26,641) | (£53,272) | (£64,495) | (£71,157) | (£71,686) | (£67,480) | (£57,945) | (£42,100) | (£28,767) | (£9,263) | £13,609 | £43,211 |
| Total Capital | £31,600 | £4,959 | (£21,672) | (£32,895) | (£39,557) | (£40,086) | (£35,880) | (£26,345) | (£10,500) | £2,833 | £22,337 | £45,209 | £74,811 |
| Total Liabilities and Capital | £156,600 | £128,359 | £101,635 | £95,184 | £89,763 | £90,333 | £95,950 | £106,627 | £123,047 | £132,916 | £154,193 | £177,042 | £208,418 |
| Net Worth | £31,600 | £4,959 | (£21,672) | (£32,895) | (£39,557) | (£40,086) | (£35,880) | (£26,345) | (£10,500) | £2,833 | £22,337 | £45,209 | £74,811 |