ian johnston and matt marchetti 11 th grade 16 years old
DESCRIPTION
Mission Statement Likeable Landscaping offers inexpensive landscaping services for seniors and vacation home owners in Middlesex County. Opportunity More than 67,000 seniors and part-time home owners live in Middlesex County Market is overcharged due to small amount of yard work necessary Other areas in CT are available for future expansionTRANSCRIPT
Ian Johnston and Matt Marchetti 11th grade
16 years old
Mission StatementLikeable Landscaping offers inexpensive landscaping services for seniors and vacation home owners in Middlesex County.
Opportunity More than 67,000 seniors and part-time home owners live
in Middlesex County Market is overcharged due to small amount of yard work
necessary Other areas in CT are available for future expansion
Type of BusinessService
Lawn management, gardening, snow removal, and special requests
Legal StructureLimited Liability Company
Easy to administer Protects the business owners
We’re qualified to run this business because:
4 years combined experience in landscaping services
Ian scored a 5 on the math portion of the CAPT and has maintained A’s in each high school Math class
We will have completed a Marketing/Entrepreneurship course
Market AnalysisMarket AnalysisIndustry Name Landscaping
Industry Size $50 billion
Total Population Middlesex County, Connecticut
Target Market Male/female, ages 50+ Male/female, seasonal home owners
Potential Market Likeable Landscaping, LLC survey results:
48% said they did not shovel their driveway or walkway during the Winter
20% own a vacation/second home
165,676
20,220
67,400
Total Population
Target Market
Potential Market
DemographicsMales/females, ages 50+, live by
themselves, retiredMales/females, ages 25+, own a
second home in Middlesex County, married, middle/upper class
GeographicsMiddlesex County, Connecticut
Psychographics In need of basic services like
mowing, raking, shovelingPrefer a year long contract
Buying Patterns Interested in saving money
Likeable Landscaping,
LLC
Stonebridge Craftsmen,
LLC
Running Brook Farms
Factors
Fair
Quality of Product/Service
Price
Location
Reputation/Brands
Unique Factors/Knowledge
Fair Inexpensive
Very good Good Very good
Garden center and nursery
Garden structure
remodeling
Year round service
Killingworth, CT
Glastonbury, CT
Middlesex County, CT
Varied Good Excellent
Seniors and second home owners
Website, business cards, and word of
mouth
Middlesex County, CT
Lawn care, gardening, and snow removal
services
More affordable than regional competitors
Advertising Internet, Logo on trucks, Business cards $30.13
Publicity Facebook, Twitter, Tumblr, Website $0.00
Personal Selling Word of mouth $0.00
Sales Promotion Coupons $8.50
Total Monthly Promotional Expense $38.63
Promotional Expense MonthlyAmount
MaterialsMaterial Description Cost/Total Quantity Cost per Unit
T-Shirt $383.10/30 $12.77
Total Material Cost per Unit $12.77
LaborLabor Cost per Hour Time (in Hours) to
Make One UnitLabor Cost per Unit
$8.25 50 hours $412.50
Total Labor Cost per Unit $412.50
COGS (per Unit) $425.27
Description of One Unit of Sale:
One yearly contract consisting of 25 lawn care, gardening, raking, or shoveling appointments, depending upon the season.
Selling Price (per Unit) $900.00
COGS (per Unit) $425.27
Other Variable Expenses (Gas) $250.00
Total Variable Expenses (per Unit) $675.27
Contribution Margin (per Unit) $224.73
Description of One Unit of Sale:
One yearly contract consisting of 25 lawn care, gardening, raking, or shoveling appointments, depending upon the season.
Fixed Expense Average Monthly Expense
Insurance $150.00
Salary $50.00
Advertising $40.00
Depreciation (Truck, cell phone, laptop, lawn mower, weed whacker, chainsaw, rakes, shovels, tarp)
$100.00
Utilities (Gas, electric, telephone, internet) $60.00
Rent (From home) $20.00
Total Average Monthly Fixed Expenses $420.00
Total Hours in a Week = 168
02468
Jan Feb Mar Apr MayJune July Aug Sept Oct Nov Dec
Uni
ts S
old
Total Units Sold
41
In an average month, the company will begin to make a profit after selling 2 units.
Monthly Fixed Expenses ($420.00)
Contribution Margin per Unit ($224.73)= Monthly Break-Even Units (2)
Selling Price per Unit $900.00
Number of Units Sold 41
Total Sales $36,900.00
Variable Expenses $26,650.00
Contribution Margin $10,250.00
Fixed Operating Expenses $5,040
Pre-Tax Profit $5,210.00
Taxes @ 15% $781.50
Net Profit $4,428.00
Start-Up InvestmentStart-Up InvestmentStart-Up Expenditures
Item Where Will I Buy This? Cost
Computer and cell-phone Best Buy (Already own)
Doing Business As, LLC Middletown town hall, Secretary of the state of Connecticut
$330
Business cards, Truck logo Vista print, Print globe $50
Partnership agreement Local attorney $150
Pickup truck CarMax $10,000
Mower, weed-whacker, chainsaw, loppers, gloves, rakes, shovels
Home Depot (Already own)
Total Start-Up Expenditures $10,530
Cash ReservesEmergency Fund $5,265
Reserve for Fixed Expenses $1,260
$17,055Total Start-Up Investment
$4,428.00$36,900.00 X 100 = 12%
$4,428.00$17,055.00 X 100 = 26%
$00.12
$00.26
Source Amount Debt Equity Gift
Personal Savings $10,000 X
Relatives/Friends $7,055 X X
Totals $17,055
$17,055Total Start-Up Investment
Philanthropy Likeable Landscaping will donate 5% of its yearly net profits to
Aaron Manor Nursing and Rehabilitation Center in Chester, CT. We will also volunteer at the Middlesex Hospital Homecare
Center once a week during the winter.
Responsibility Customers will be aware of this through the Aaron Manor and
Middlesex Hospital logo on our t-shirts, business cards, and trucks.
Pinpoint a neighborhood and begin signing up customers
Hire 6 more employees
(I) To graduate from SMSA and attend a 4 year college while working a part time job
(M) Graduate from SMSA and go to college
Business Personal
Find customers from other areas and neighborhoods on the shoreline.
Buy more advanced machinery for bigger projects and hire more employees.
Shor
t-T
erm
Lon
g-T
erm
(I) To graduate from college and move up the ladder at my previous part time job
(M) Graduate from college and find a full time job
Thank you for your consideration.
Likeable Landscaping, LLC
Visit us at: www. Likeablelandscaping.webs.com