San Diego Herpetological Society BUSINESS PLAN June 2018

Transcription

1 San Diego Herpetological Society BUSINESS PLAN June 2018 San Diego Herpetological Society PO Box San Diego, California

2 I. Executive Summary Business Overview San Diego Herpetological Society is a membership organization committed to the mission - - to educate the public in the appreciation and proper care of reptiles and amphibians; - - to promote the study and conservation of herpetofauna; - - to facilitate the protection, and if necessary the rescue, of any animal at risk; - - to assist, cooperate, and maintain communication with other organizations and individuals that share our goals. Our Commitment to Rescue San Diego Herpetological Society is committed to providing rescue services for unwanted reptiles and amphibians. All services are offered by a dedicated team of VOLUNTEERS who are members in good standing of SDHS. These individuals take on the responsibility of animal care, rehabilitation and adoption services. We do not receive funds from government or other institutions in offering these services and are dependent upon donations, relinquishment and adoption fees to provide this service. Products / Services Offered SDHS will host monthly member meetings with special guest speakers and roundtable discussions. In addition, SDHS will continue to offer reptile, amphibian, and arthropod rescue and adoption services. 1

3 II. Company Overview Below is a snapshot of San Diego Herpetological Society since its inception: Date of formation: Is your business already in operation? Yes Legal Structure: Non-Profit Organization Other key company milestones or events: SDHS is one of the oldest and longest running herpetological societies in the country. 2

4 III. Industry Analysis Industry Overview San Diego Herpetological Society operates in the market. Total monetary sales in this industry last year: $1.4 billion Operators were in this industry last year: 4.7 million+ herp owners Relevant Market Size Our relevant market size is the annual revenue that our company could attain if we owned 100% market share. Our relevant market size is calculated as follows: Number of customers who might be interested in purchasing our products and/or services each year? 150 Amount these customers might be willing to spend, on an annual basis, on our products and/or services? $35 Our relevant market size: $5,250 As the analysis shows, our relevant market is large enough for our company to enjoy considerable success. 3

5 IV. Customer Analysis Below is a description of who our target customers are, and their core needs. Target Customers Below is a profile of our target customers: Age: 18 years and up Location: San Diego County Activities & Interests: Reptiles, amphibians, herpetology, entomology, Customer Needs Below is a profile of the needs that our target customers have: Location: Meetings will be held in a central San Diego location. Reliability: Meetings, outings, and adoptions will be held on a consistent and reliable schedule. Price: The cost of membership is low for the value of the shared network of knowledge in the organization. Value: The organization represents a wide range of knowledge from professional, academia, and hobbiest. 4

6 V. Competitive Analysis The following is an overview of San Diego Herpetological Society's competitors. Direct Competitors The following companies are our direct competitors. Direct Competitor #1: Reptile Association of San Diego o Competitor's Overview: Dedicated to the responsible keeping, promotion and awareness of reptiles through public relations and education. "Conservation through Education." Currently have 822 followers and 811 Facebook friends. Indirect Competitors The following companies are our indirect competitors. Indirect Competitor #1: San Diego Zoo o Products/services offered: Zoo offers wide variety of animals in addition to the reptiles and amphibians to attract more visitors. o Price points: Zoo admission for a one-time visit is higher than our annual family membership. o Revenues (# units sold/dollars generated): $274,635,898 o Location(s): San Diego & Escondido o Competitor's key strengths: History & strong financial support and solid financial status o Competitor's Overview: 100+ year history and high public recognition 5

7 VI. Marketing Plan Our marketing plan, included below, details our products and/or services, pricing, promotions plans and distribution strategy. Products, Services & Pricing Product/Service #1 Name: Membership - Individual o Product/Service benefits: include Society voting rights, newsletters, special society publications, and the option to seek approval for fostering or adopting reptiles or amphibians from the Society. o Product/Service Price: $25.00/year Product/Service #2 Name: Membership - Supporting o Product/Service benefits: Includes Society voting rights, newsletters, special society publications, and the option to seek approval for fostering or adopting reptiles or amphibians from the Society (includes support for rescue efforts). o Product/Service Price: $35.00/year Product/Service #3 Name: Membership - Family o Product/Service benefits: include newsletters, publications, and options to seek approval for fostering or adopting reptiles and amphibians from the Society - for household members at one address. The family membership will represent two votes. o Product/Service Price: $40.00/year Product/Service #4 Name: Membership - Junior o Product/Service benefits: Under 18 years of age. No voting rights. Adoption requests must be signed and submitted by an adult. o Product/Service Price: $15.00/year Product/Service #5 Name: Membership - Sponsorship o Product/Service benefits: enjoy the same benefits as Contributing Members. Sponsors are honored by the Society, with your name, your family's name, a memorial, or your company s name being published in the newsletter as a Society Sponsor (unless you request otherwise.) o Product/Service Price: $150/year Promotions Plan San Diego Herpetological Society will use the following tactics to attract new customers: Classified Ads: SDHS will utilize no-cost ads in local papers that are available for free to announce the organization, meetings and special events. 6

8 Marketing: marketing will serve as the delivery method for organization newsletters. Event Marketing: We will promote SDHS at reptile shows and other animal related events to attract new members. Flyers: SDHS will post flyers at local pet stores that sell reptiles, amphibians, and arachnids and/or their supplies. Networking: Individual members will spread the word at any formal networking, chamber, business, school and family events they routinely attend. Online Marketing: SDHS will use SEO and Social media to spread the word about the organization and solicit members and adoptive individuals. Trade Shows: SDHS will promote the organization at local reptile shows by members and officers spreading the word about the organization at local reptile shows. Word of Mouth / Viral Marketing: All persons will be encouraged to share the word about the organization with all their friends and personal networks. Distribution Plan Customers can buy from us via the following methods : Company website: Partners: Petco Adoption Events 7

9 VII. Operations Plan Our Operations Plan details: 1. The key day-to-day processes that our business performs to serve our customers 2. The key business milestones that our company expects to accomplish as we grow Key Operational Processes The key day-to-day processes that our business performs to serve our customers are as follows: Finance: Generating sufficient revenue to support the organization general overhead and the costs of rescue and adoption services. Customer Service: Rapid response to inquiries from public and membership. Administration: Develop & maintain a regular meeting schedule with interesting guest speakers, discussion topics, and workshops. Milestones The key business milestones that our company expects to accomplish as we grow include the following: 1. To Be Completed By : o Accomplishment #1: SDHS will celebrate 40 years of herp community support and existence. o Accomplishment #2: Regular meetings will be scheduled with guest speakers and special events. o Accomplishment #3: SDHS will host 30 new potential members at its' first meeting. 8

10 VIII. Management Team Our management team has the experience and expertise to successfully execute on our business plan. Management Team Members Name : Johnny Balistreri o Title: President o Background: Name : Tom Derr o Title: Treasurer o Background: Name : Susan Nowicke o Title: Adoption Coordinator o Background: Name : Sampras Hsu o Title: Secretary o Background: Name : Cory White o Title: Member at large o Background: Name : Sean Gallagher o Title: Social Media/Webmaster o Background: Name : Wendy Worthy o Title: Member at large o Background: Management Team Gaps Title/Role: Vice President Key Functional Areas Covered: Assist with running meetings and organization in general. Qualities of the individual who will be sought to fill this role: A committed and friendly herptoculturist. Title/Role: Meeting & Event Coordinator Key Functional Areas Covered: Arrange for guest speakers and secure meeting space 9

11 Qualities of the individual who will be sought to fill this role: Strong organizational skills, detail oriented, self starter, well connected in the industry. Board Members Name : Tom Derr o Past positions, successes and/or unique qualities: Name : Susan Nowicke o Past positions, successes and/or unique qualities: Name : John Balistreri o Past positions, successes and/or unique qualities: Name : Cory White o Past positions, successes and/or unique qualities: Name : Wendy Worthy o Past positions, successes and/or unique qualities: Name : Sampras Hsu o Past positions, successes and/or unique qualities: Name : Sean Gallagher o Past positions, successes and/or unique qualities: 10

12 IX. Financial Plan Revenue Model San Diego Herpetological Society generates revenues via the following: Sales of products/services: T-shirt sales & Memberships Donations: Sponsorship, General Donations, Raffles Other: Special Events, Adoption & Relinquishment Fees, Used Equipment Fees Summary Below is an overview of our expected financial performance over the next five years: FY 1 FY 2 FY 3 FY 4 FY 5 Revenues $9,539 $9,876 $10,249 $10,662 $11,121 Direct Expenses $4,546 $4,844 $5,165 $5,512 $5,887 Gross Profit $4,992 $5,032 $5,083 $5,149 $5,234 Gross Profit (%) 52.3% 51% 49.6% 48.3% 47.1% Other Expenses $4,812 $4,812 $4,812 $4,812 $4,812 EBITDA $180 $220 $271 $337 $422 Depreciation Amortization Interest Expense Income Tax Expense Net Income $180 $220 $271 $337 $422 Funding Requirements/Use of Funds To successfully execute on our business plan, we require $5,000 in outside funding. The primary uses of this funding include: Marketing: $350 Product Manufacturing: $200 Other: $4,445 Other is defined as: Veterinary Expenses - $1,000 Insurance - 1,000 Business Cards Social Media Office Supplies Reptile Super Show Publishing Services Marketing Website Fees Tax Services Miscellaneous Online Meet-up Account

13 Financial Projections Projected Sales, Gross Profit & Net Income FY 1 FY 2 FY 3 FY 4 FY 5 Revenues Gross Profit Income 12

14 5 Year Annual Income Statement FY 1 FY 2 FY 3 FY 4 FY 5 Revenues Revenues $9,539 $9,876 $10,249 $10,662 $11,121 Total Revenues $9,539 $9,876 $10,249 $10,662 $11,121 Direct Costs Direct Costs $4,546 $4,844 $5,165 $5,512 $5,887 Total Direct Costs $4,546 $4,844 $5,165 $5,512 $5,887 GROSS PROFIT $4,992 $5,032 $5,083 $5,149 $5,234 GROSS PROFIT % 52.3% 51% 49.6% 48.3% 47.1% Other Expenses Salaries Marketing Expenses Rent/Utility Expenses Other Expenses $4,812 $4,812 $4,812 $4,812 $4,812 Total Other Expenses $4,812 $4,812 $4,812 $4,812 $4,812 EBITDA $180 $220 $271 $337 $422 Depreciation Amortization EBIT $180 $220 $271 $337 $422 Interest Expense PRETAX INCOME $180 $220 $271 $337 $422 Net Operating Loss Use of Net Operating Loss Taxable Income $180 $220 $271 $337 $422 Income Tax Expense NET INCOME $180 $220 $271 $337 $422 Net Profit Margin (%) 1.9% 2.2% 2.6% 3.2% 3.8% 13

15 5 Year Annual Balance Sheet FY 1 FY 2 FY 3 FY 4 FY 5 ASSETS Cash $180 $400 $672 $1,010 $1,432 Other Current Assets Total Current Assets $180 $400 $672 $1,010 $1,432 Intangible Assets Acc Amortization Net Intangibles Fixed Assets Accum Depreciation Net fixed assets Preliminary Exp TOTAL ASSETS $180 $400 $672 $1,010 $1,432 LIABILITIES & EQUITY Current Liabilities Debt outstanding Total Liabilities Share Capital Retained earnings $180 $400 $672 $1,010 $1,432 Total Equity $180 $400 $672 $1,010 $1,432 TOTAL LIABILITIES & EQUITY $180 $400 $672 $1,010 $1,432 14

16 5 Year Annual Cash Flow Statement CASH FLOW FROM OPERATIONS FY 1 FY 2 FY 3 FY 4 FY 5 Net Income (Loss) $180 $220 $271 $337 $422 Change in Working Capital Plus Depreciation Plus Amortization Net Cash Flow from Operations $180 $220 $271 $337 $422 CASH FLOW FROM INVESTMENTS Fixed Assets Intangible Assets Net Cash Flow from Investments CASH FLOW FROM FINANCING Cash from Equity Cash from Debt financing Net Cash Flow from Financing Net Cash Flow $180 $220 $271 $337 $422 Cash at Beginning of Period $0 $180 $400 $672 $1,010 $180 $400 $672 $1,010 $1,432 15