EXECUTIVE SUMMARY
Table of Contents TOC \o "1-3" \h \z \u I.EXECUTIVE SUMMARY PAGEREF _Toc286216488 \h 1II.DESCTIPTION & ANALYSIS OF THE BUSINESS SITUATION PAGEREF _Toc286216489 \h 2A.Rationale & Marketing Research PAGEREF _Toc286216490 \h 2B.Introduction PAGEREF _Toc286216491 \h 3C.Self-Analysis PAGEREF _Toc286216492 \h 3D.Analysis of The Business Opportunity, Customer, Location PAGEREF _Toc286216493 \h 4E.Proposed Organization PAGEREF _Toc286216494 \h 5III.PROPOSED MARKETING/PROMOTION PLAN PAGEREF _Toc286216495 \h 6A.Proposed Product or Service PAGEREF _Toc286216496 \h 6B.Proposed Pricing Policy PAGEREF _Toc286216497 \h 7C.Personal Promotion PAGEREF _Toc286216498 \h 7D.Non-Personal Promotion PAGEREF _Toc286216499 \h 8E.Place PAGEREF _Toc286216500 \h 8IV.PROPOSED FINANCING PLAN PAGEREF _Toc286216501 \h 9A.Projected Income/Cash Flow Statement PAGEREF _Toc286216502 \h 9B.Projected Three-Year Plan PAGEREF _Toc286216503 \h 10C.Capital and Repayment Plan PAGEREF _Toc286216504 \h 10V.BIBLIOGRAPHY PAGEREF _Toc286216505 \h 11EXECUTIVE SUMMARYI want to open up a store that will provide fun, adventurous activities for customers to do. People are all ways wanting to do activities that provide an adventure but some of the problems they run into are Cost, they don’t know How, Don’t know where, and don’t know the proper equipment to use. I hope to solve these problems in my new business I want to provide activities for people to do like river rafting, rock climbing, snowshoeing, hiking, cross-country skiing, snowmobiling, four willing, ATV’s and more. We will provide the product of equipment, several places to go and choose from that are near or far away.Our competition is no comparison to us we will clearly have the upper hand, out competition is greedy and will just have you sign a paper saying that you are responsible for what ever goes wrong, we will also do that, but we also try to prevent accidents of any kind, and make your experience at Adrenaline easy and painless, we give 100% to make sure that the customer is getting his/her money worth. We are unique because we will actually recommend places for you to go, and if the customer has little or no experience we can have one or two of our employees go up with them and test it out to make sure they understand the safety percussions and know what they are doing so later when they do it for real they can not be confused and will know exactly what to do and when to do it. Some Competitors might be Big 5 Sporting Goods, Cabbalas, Sports Authority, Recreation Outlet, and any other local stores that rent out High Adventure Equipment.I will have trained professionals working for me that enjoy doing what they are selling, and have done it all before this will make it so they can give good advice on places to go according to the costumers skill level. Manager-he will be in charge of the other entire employee’s he will have the most experience, and will be the go to guy in situations of question and crisis. Assistant Manager- this person will know everything there is to know about the equipment he will be responsible for helping out with book keeping and helping other employees he will need to know what is going on and when Items are needed to be ordered and delivered. Adventurers- These Employees are the ones that will go and test out areas and rate them according to the skill level. They will also if needed take and help instruct how to do a desired task at a certain location for example if a customer has arranged to go rock climbing in the Uintas but has never been before they can go and help teach them along with doing anything they need help with like belaying. Maintenance- These guys will be in charge of making sure all the equipment is maintained in clean conditions and is safe and ready for a customer to come and rent. They are basically the fix-it people. Trainers- the Trainers are basically the people working the store helping Customers and other Employees with desired tasks, they will answer the customer’s questions on products and brands, they will also teach customers on how to use equipment right if necessary, and tell them the safety precautions and have them fill out the paperwork for rentals, and the orders for desired products for customers. Cashier- this is the person who runs the cashier desk and most likely will be a Trainer but this will just be another task that will need to be preformed by the employees’.DESCTIPTION & ANALYSIS OF THE BUSINESS SITUATIONRationale & Marketing ResearchThere is a great need for my service in this market it is hard to find good High Adventure activities and equipment for a affordable prices. People are always saying how they wish their life was more exciting, and they want to go and have an adventure while through my services we can make those dreams come true. You can do things you never dreamed of doing like white water rafting, or repealing off a mountain side, or even Para-gliding. Are targeted market is those whom are seeking to go and live life, Thrill Seekers, Adrenaline Junky’s, Teenagers, Adults, and Athletes. Our business would also provide excellent dating activities, even if it’s just a Date with your best friend, wife, or a big day-date with your friends we can help you have a great experience and a day you will never forget. I believe once our business becomes known that customers will begin to love it as much as I do, and will no longer fill that filling that their money was wasted on other things.Introduction I will provide service to my costumers by letting them rent, or buy all of the equipment required for their activity planed, so that they may go and have a mini adventure of their own that is time worthy and affordable, we will also provide a list of places we have personally tested out and ranked according to the costumers skill level in the given field. We are unique because we will actually recommend places for you to go, if the customer has little or no experience we can have one or two of our employees go up with them and test it out to make sure they understand the safety percussions and know what they are doing. Our competition just will have you sign a papers or something making you responsible for what ever goes wrong and will just tell you that it has to be back by a certain time or day or they’ll charge more, of course we will do that to but we also try to prevent accidents of any kind as much as possible, we give 100% to make sure that the customer is getting his/her money worth. We also try to make sure the customers understand what they are doing so that when they get up there to have a good time and then realize they don’t know what their doing. We will also give our customers our Phone numbers so if they do have any questions they can just call and ask. Self-AnalysisThe experience I have in business is Entrepreneurship course and Work and Just School Training, and I am in DECA. In Entrepreneurship we have started by designing our own stores and are own products like our Halloween Store and our Candy Bar that we designed and I seemed to excel in both. I worked at AFC Tanks over the summer and still work their when ever my services are needed. AFC is a small LLC company and my dad is CFO, when I go out there I will learn a little bit more on what is needed to start a company. For example the people that needs to be hired to run certain jobs so they don’t fall behind in the work or mess up.Analysis of The Business Opportunity, Customer, LocationOur Target Market is people that love the adrenaline and excitement and the love and desire to have a great time and a fun adventure. With this in mind we have tried to make our environment friendly and meet the standards of the costumers, our location has been selected on a place that we feel is safe and is growing in the business market, more and more business are coming up in the area, making it a more popular shopping, and browsing section for customers.692747298749Proposed OrganizationMy business ownership is LLC, some steps to starting my Business: I have to get a Business License; I have to choose a location and then either construct a building for my business, or rent another Location. I will also have to arrange good advertisement, and merchandise, Pay the bills and the rent, etc. We want employees that are businessman, salesman high management skills including great leadership, astounding organization, hardworking, honest, true, and persevering. We also need employees who love the outdoors and have experience with rock climbing and skiing and river rafting and any other service that we provide. We will provide training for them and make sure each one of them are certified instructors. Because if we don’t know how to do what we are providing how may we become a great business.329453166706PROPOSED MARKETING/PROMOTION PLANProposed Product or Service I want to provide activities for people to do like river rafting, rock climbing, snowshoeing, hiking, cross-country skiing, snowmobiling, four willing, ATV’s and more. We will provide the product of equipment, several places to go and choose from that are near or far away. Some Competitors might be Big 5 Sporting Goods, Cabbalas, REI, Sports Authority, and any other local stores that rent out High Adventure Equipment. Top six U.S. Sporting Goods Retailers in 2007RankCompany2007 Sales (millions)Market Share (by value)1Dick’s Sporting Goods$3,8887.20%2Sports Authority$2,7405.10%3Academy Sports &Outdoor Inc.$1,8403.40%4REI$1,1812.20%5Big 5 Sporting Goods$8981.70%6Hibbett Sports$5121.00%Some of our Top Brands that will be provided at Adrenaline are listed below.-654718135790Proposed Pricing PolicyThe Following Table is the Pricing Policy for AdrenalineTYPES OF EQUIPMENTCOST WILL VARY ACCORDING TO BRAND AND QUALITYRENTAL COST IS DAILY COSTATV’s$800.00-5,000.00$80.00-200.00Boating Tubes$60.00-85.00$10.00Canoes$200.00-350.00$25.00-35.00Carabineers$10.00-30.00Package DealClimbing Rope$150.00-250.00$35.00Climbing Shoes$75.00-150.00$10.00Cross-Country Ski’s$385.00-650.00$100.00-150.00First Aid KitAround $50.00No RentalGloves$15.00-30.00No RentalGoggles$30.00-110.00No RentalHamlets$50.00-80.00Package DealHammocks$40.00-$200.00No RentalHand Chalk$15.00-20.00$5.00Harness$50.00-120.00$15.00 or Package DealHiking Boots$40.00-80.00No RentalKayaks$680.00-720.00$30.00Life vests$45.00$8.00River Rafts$350.00-400.00$30.00-40.00Ski’s$399.00-799.00$35.00Sleeping Bags$50.00-300.00No RentalSnorkels$30.00-50.00$5.00Snowboards$399.00-699.00$35.00Snowshoes$40.00-50.00$8.00Sun Glasses$10.00-120.00No RentalTents$40.00-800.00No RentalWinter Coats$60.00-150.00No RentalWet Suits$150.00$30.00Personal PromotionMy target market age ranges from young Teenagers to Adults in their 40’s so I am going to have fliers taped on bulletins and posts for people to notice I will also try to get it advertised on news letters to homes and family’s. We will make a brochure talking about are business and pass them out at public places like the mall and other places. These will provide a public awareness of are business so they will grow an interest and curiosity of our business.Non-Personal PromotionWe want to start and advertise are business before it has even been opened for sales. This will make it so people at least have an Idea of what are business is about and what we are offering to the public, so when it comes time to open we will already have people that are interested and are considering doing business with us. We will be putting flyers around maybe even through in a couple coupons in the newspaper to get people to come in. We can try to get it on the seven a.m. morning news where they come to our business and we tell them what we are offering and what a great deal it is to create a wide public awareness throughout all of Utah. Having are business located near the Sandy Mall will be good advertisement in itself. A lot of the people going to the mall will see our store and might come and check it out.Place390207593980My company “Adrenaline” will be located in Sandy Utah in Salt Lake County, right around the Sandy Towne Mall. This Location was Chosen due to its surroundings and the Population of the cities which is around 97,110 and still growing. It’s also a perfect location because of the well populated cities around it. Adrenaline will have a beautiful dramatic landscape. The Building will be set up inside to look like a Log Cabin with pelts and antlers and a real nature kind of feeling. The Location will have a main radius of Salt Lake City, Sandy, Orem, Draper, West Valley, Jordan, Taylorsville, and Murray It may even have a wider radius that may extend all the way up to Roy and down to Provo. The Location in Sandy is also not far from Ski Resorts, Lakes, Rivers, Hiking Trails, Sand Dunes and more.PROPOSED FINANCING PLANProjected Income/Cash Flow StatementSuppliesQuantityPriceComputer2$380Software2$500Oak Wood Shelves18$3,000Decorations$2,800Restroom Equipment$80Metal Racks12$800Dark Brown Leather Couches22,000Tables5$100Cash Register2$400These are some of the basic necessities I will need to start my business, not including the merchandise. Of course I will need cleaning supplies and other stuff but these are just some of the main Items -255342-37361401445513080Projected Three-Year PlanCapital and Repayment PlanIn order to start this endeavor by purchasing equipment for rent, marketing the retail space, initial advertising and money for start up, an initial loan of $750,000 will be necessary. It is anticipated that this capital will cost 7.5% over a five year period. The monthly repayment will be about $15,028. BIBLIOGRAPHYOnline Sources ................
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