| The most important part of a Business Plan is the | | | | similar learning curve and we do not plan on letting up |
| Executive Summary. The Executive Summary is | | | | on our new market exploits or innovations including |
| generally only two pages and is an overview of the | | | | space and NASA. |
| pertinent information contained within the business | | | | When selling to retailers we will require timely |
| plan itself. Generally Venture Capital Executives, Angle | | | | payments, upfront initial orders and intend to |
| Investors, or Investment Bankers will read these two | | | | continually ramp up efforts online and through |
| pages and either put you into 'sounds interesting pile' | | | | infomercials to maintain adequate cash flows incase |
| or 'trash can pile.' Your Executive Summary must be | | | | of extended receivables as we expand. |
| complete, honest, and it must be compelling. | | | | Our target price to consumers will be $29.95 plus |
| Many times entrepreneurs will write a rough draft | | | | shipping and handling on our e-commerce website and |
| Executive Summary and then write their business | | | | Infomercial sales campaign. At this price we can |
| plans. Then go back and re-write the Executive | | | | expand without excessive capital requirements after |
| Summary after re-considering all the important points. | | | | the initial capitalization. Phase II will be to enter the |
| You should be able to give your executive summary | | | | selective retail sales market with companies such as |
| to just about any competent person and after they | | | | Sharper Image with retail and catalog sales. |
| read it, they should not have more than one or two | | | | To finance this operation, we will need $ 300,000 of |
| questions. Below is a sample Executive Summary I | | | | capital, which will come from investors, personal |
| have prepared for this discussion on an non-existent | | | | friends and family. This will enable Kevin Humphrey to |
| product, which is under consideration by at least one | | | | remain in complete control of The JoggingLight Brand |
| entrepreneur to make this widget a reality and | | | | throughout its development. It is very important for |
| available to the public. | | | | start-up personal high-tech products companies to |
| 2005 Business Plan for The JoggingLight | | | | remain in control until they reach critical mass and are |
| The JoggingLight is a Brand Name of the parent | | | | large enough to afford adequate payroll to attract |
| company, "The Human Group, LLC. of Alpine | | | | experienced executives and build a corporate |
| Meadows, CA. The JoggingLight is a new innovation in | | | | structure. This money will be used for; |
| miniaturization of LED lighting using electromagnetic | | | | · Patent and Legal Work |
| induction for increased visibility while walking or | | | | · Legal Business and Organizational Fees |
| jogging. These lights will require no battery source, | | | | · Building of Prototypes |
| but rather work of the vibrational energy, which | | | | · One year of salary to Primary Staff |
| comes from human movement while walking. | | | | · E-commerce Website |
| The JoggingLight will provide light and safety to | | | | · Compelling Infomercial TV Video |
| consumers who want piece of mind while exercising | | | | · Brand Art Work |
| at night. We also intend sell these units to industry, | | | | · Packaging Material |
| neighborhood watch groups, military and security | | | | · Parts and Supplies Inventory to Build Units |
| professionals as well. By increasing the light while | | | | · Business Operational Costs for 6-months |
| engaged in such activities we will reduce injury, crime | | | | (travel, phone, etc.) |
| and allow folks to exercise after dark to stay at their | | | | Kevin Humphrey will draw a salary of $5,000 per |
| ideal weight, thus improving their health. | | | | month for the one-year and dedicate 10-hours per |
| We intend to sell these items to consumers through | | | | day to running of the company 5-days per week and |
| Internet sales, Television Infomercials, specialty | | | | will carry out the necessary steps and sales calls in |
| high-tech stores, as our primary strategy for | | | | this business plan to make this possible. Prototypes |
| consumer sales. Industrial, military and security sales | | | | will be build, consumer tested and/or sold and this |
| will be done through direct sales meetings with | | | | money will become part of cash flow. Each rendition |
| purchasing agents, procurement officers as well as | | | | will be digitally photographed for history on the |
| bidding on official solicitations. | | | | company website. This business will remain a Garage |
| We will start by producing the first units in-house and | | | | Start-up" until sufficient orders warrant additional |
| may later expand such operations or outsource the | | | | space to fulfill demand. We will absolutely max out or |
| manufacturing within the United States or US | | | | home business capacity times two before moving |
| Territories as needed. | | | | into a more costly location. (Please see attached |
| Our mission is to sell these units to anyone wishing to | | | | start-up costs breakdown). |
| own them anywhere in the world and making the | | | | With more and more people throughout the world |
| JoggingLight easy to purchase online and in selective | | | | concerned about their weight and health the |
| retail outlets. We also intend to explore other possible | | | | JoggingLight solves a need and an untapped |
| markets when and where we see demand, which we | | | | consumer niche. There are indeed additional |
| can fulfill, while making a significant profit. We will | | | | applications in the security industry and military sector |
| strive to provide quality lighting for the human | | | | as well as Space. We see the total need for |
| endeavor, which uses no external power source such | | | | JoggingLight and subsequent applications at 100 million |
| as batteries and constantly explore additional market | | | | units with plenty of additional currently unknown and |
| sectors to sell our JoggingLight Concept in, while | | | | unseen "killer aps" out there waiting for a well |
| continuously innovating. | | | | positioned company to take advantage of and we |
| The Human Group is a closely held corporation with | | | | intend to be that company. |
| Mr. Bob Smith as President. | | | | Now then, at this point the entrepreneur would work |
| Other than small flashlights, miner's hats and hand held | | | | thru the business plan and then come back to the |
| lights, which generally use batteries there is currently | | | | Rough Draft "Executive Summary" and then re-write |
| little competition in this sector. Jogging and walking | | | | it to make sure everything matches. In doing so the |
| lights, which have harnesses are cumbersome, | | | | Executive Summary would be tightened up and |
| irritating and too heavy, with poor battery life. There | | | | checked for duplication of content and accurate |
| is one flashlight company with a "Shaking Light" | | | | information. I hope this case study helps you in the |
| however it too is cumbersome and too heavy to use | | | | formation of your Business Plan, specifically your |
| while jogging and there is no way to attach it. We | | | | Executive Summary which is the most important part. |
| do, however, expect copy companies to start up. | | | | Think on this. |
| This is not too alarming, since they will go through a | | | | |