1.0 Executive Summary

1.1 Objectives

1.2 Mission
change publishing, empower authors and consumers

1.3 Critical Success Factors
brand identity...
profit margin...
efficient, friendly operations...

2.0 Company Summary

2.1 Company Ownership
LLC? Inc.?

2.2 Company History
formed in 1998

2.3 Products and services
custom book-publishing service

2.4 Company locations and facilities
based in San Francisco. single office.

3.0 Products and Services

3.1 Product and Service Descriptions
Basic contract with authors:

they write and edit the books.

we print and bind their books for a per-page & per-book rate.

they retain IP rights to the material and Own Their Own Words.

we ship finished books to them or they pick them up here.

questions: what is the turnaround time? how do we catch printing errors, blank pages interposed in book, etc.? who is liable for what kinds of mistakes? which formats do we accept? what is the pricing structure?

3.2 Competitive Comparison
Major publishers want all rights to the books they publish and pay small advances and small percentages. With our service, authors can retain all rights to their work and keep all the profits.

3.3 Sales Literature
none yet...

3.4 Sourcing
authors

hardware: printing, copying, computers

paper

binding materials

our total cost per page is roughly...___.

3.5 Technology

3.6 Future Products and Services

4.0 Market Analysis

4.1 Market Segmentation

4.2 Industry Analysis

4.2.1 Industry Participants

4.2.2 Distribution Patterns

4.2.3 Competition and Buying Patterns

4.2.4 Main Competitors
not publishing (strength: cheaper and easier; weakness: nothing gets published)

mainstream publishing (strength: economy of scale; weakness: economy of scale)

photocopy chains (strength: completely flexible; weakness: labor-intensive)

4.3 Market Analysis
type of customer         total number     growth rate

5.0 Strategy and Implementation Summary

5.1 Marketing Strategy

5.1.1 Target Markets and Market Segments
Target: authors who would otherwise go unpublished or sign exploitative contracts with major publishers

5.1.2 Pricing Strategy
Pricing per page based on # of books?

5.1.3 Promotion Strategy
online promotion

traditional p.r.

handouts

5.2 Sales Strategy
repeat business & referrals?

5.2.1 Sales Forecast
___ clients in first month x $___/client =

____ clients in next six months x $___/client =

____ clients in first year x $___/client =

5.2.2 Sales Programs
we are reaching out to prospective clients by...

5.3 Service and Support
general support philosophy:

online
telephone

5.4 Milestones
financing

acquisition of all necessary hardware

first client

first completed book

first deal with booksellers

6.0 Management Summary

6.1 Organizational Structure

6.2 Management Team

6.3 Management Team Gaps

6.4 Personnel Plan

6.5 Other Management Considerations
how much growth can current setup handle? what to do when client load exceeds production capacity?

7.0 Financial Plan

7.1 Important Assumptions

7.2 Key Financial Indicators

7.3 Break-even Analysis
running costs = hardware, regular expenses (rent, electric, toner, binding materials, postage/shipping), personnel TOTAL = $/month.

to break even, need to sell ...

7.4 Projected Profit and Loss

7.5 Projected Cash Flow

7.6 Projected Balance Sheet
SHORT-TERM ASSETS:
cash
accts rec
inventory
other short-term assets
total short-term assets

LONG-TERM ASSETS
capital assets
accumulated depreciation
total long-term assets

TOTAL ASSETS

DEBT AND EQUITY
accts payable
short-term notes
other ST liabilities
subtotal short-term liabilities

long-term liabilities
TOTAL LIABILITIES

paid in capital
retained earnings
earnings
total equity
TOTAL DEBT AND EQUITY

NET WORTH:

7.7 Business Ratios
margins in industry at large and in this business...?

Appendices:
financial (accountants' statement, tax forms)
press kit & sales literature
exec team resumes
detailed sales forecast, personnel/growth plan, profit/loss, cash flow, balance sheet
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