Dev Ronn Enterprises, Llc Business Plan Final

DevRonn Enterprises, LLC

Strategic Business and Marketing Plan

The information in this document is confidential and is to be only read
by authorized parties. Please refer to the confidentiality agreement for
further details. This business plan is not an offering for securities.

50% Paid DevRonn Enterprises, LLC

Confidentiality Agreement

The undersigned reader acknowledges that the information provided in this business plan
is confidential; therefore, the reader agrees not to disclose it without the express written
permission of an authorized agent of DevRonn Enterprises, LLC.

It is acknowledged by the reader that information furnished in this business plan is in all
respects confidential in nature, other than information which is in the public domain
through other means and that any disclosure or use of same by reader, and may cause
serious harm or damage to aforementioned parties.

This business plan is not to be copied or reproduced by any means without the sole
written consent of an authorized agent of DevRonn Enterprises, LLC.

Upon request, this document is to be immediately returned.

__________________________________ _______________
Signature Date

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ame (typed or printed)

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Table of Contents

Executive Summary ............................................................................................................ 5
The Offer ............................................................................................................................. 7
2.1 Funds Required ......................................................................................................... 7
2.2 Investor Equity .......................................................................................................... 7
2.3 Management Equity .................................................................................................. 7
2.4 Board of Directors Composition ............................................................................... 7
2.5 Exit Strategies ........................................................................................................... 7
2.6 Investor Divestiture ................................................................................................... 8
DevRonn Enterprise Products ............................................................................................. 9
Overview of the Organization ........................................................................................... 10
4.1 Registered Name ..................................................................................................... 10
4.2 Commencement of Operations................................................................................ 10
4.3 History..................................................................................................................... 10
4.4 Mission Statement ................................................................................................... 10
4.5 Vision Statement ..................................................................................................... 10
4.6 Organizational Objectives ....................................................................................... 10
4.7 Organizational Values ............................................................................................. 11
4.8 Founders and Management Team ........................................................................... 11
Strategic Analysis.............................................................................................................. 12
5.1 External Environment Analysis .............................................................................. 12
5.2 Industry Analysis..................................................................................................... 12
5.3 Customer Profile ..................................................................................................... 13
5.4 Competitive Analysis .............................................................................................. 13
Key Strategic Issues .......................................................................................................... 14
6.1 Sustainable Competitive Advantage ....................................................................... 14
6.2 Basis for Growth ..................................................................................................... 14
Marketing Plan .................................................................................................................. 15
7.1 Marketing Objectives .............................................................................................. 15
7.2 Sales Forecasts ........................................................................................................ 15
7.3 Sales Assumptions................................................................................................... 15

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7.4 Marketing Strategies ............................................................................................... 16
7.5 Service Marketing ................................................................................................... 17
7.5.1 Price.................................................................................................................. 17
7.5.2 Distribution....................................................................................................... 17
Organizational Plan ........................................................................................................... 18
8.1 Corporate Organization ........................................................................................... 18
8.2 Organizational Budget............................................................................................. 18
Financial Plan.................................................................................................................... 20
9.1 Underlying Assumptions......................................................................................... 20
9.2 Financial Highlights ................................................................................................ 20
9.3 Sensitivity Analysis................................................................................................. 20
9.4 Source of Funds....................................................................................................... 20
9.5 Financial Proformas ................................................................................................ 21
9.6 Breakeven Analysis................................................................................................. 25
9.7 Business Ratios ....................................................................................................... 25
9.8 General Assumptions .............................................................................................. 26

Appendixes

SWOT Analysis................................................................................................................. 27
Critical Risks and Problems .............................................................................................. 28
Reference Sources ............................................................................................................. 29
Expanded Profit and Loss Statements............................................................................... 30
Expanded Cash Flow Analysis.......................................................................................... 36

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Executive Summary

The purpose of this business plan is to raise and examine the allocation of $1,000,000 of
investor funds for the expansion of a specialty food product business that has developed a
line of Cajun spices. DevRonn Enterprises, LLC (“the Company”) is a California based
company that has been in operation for over one year. The Company’s founder, Devin
Devasquez is a former Playboy Playmate and connoisseur chef that has developed her
own line of Cajon seasonings. The Company has already begun revenue generation and is
now seeking a capital infusion to expand the business over the next five years. This
business plan will showcase the operations of the business, its line of products, and its
expected financial results during this time frame.

The Founder – Devin Devasquez

Ms. Devin Devasquez is a well known former Playboy Playmate that has achieved
nationwide fame for her modeling and acting pursuits. She is also a fantastic chef, which
led her to develop her flagship product line, “Devin’s Kick Ass Cajun Seasoning.”
Through her celebrity and business expertise, she and the Senior Management Team, will
be able to bring the operations of the business to profitability very quickly. Their
biographies can be found in the fourth section of the business plan.

The Products

The flagship product line for the Company is “Devin’s Kick Ass Cajun Seasoning”,
which is an all natural blend of peppers, chili power, garlic, and paprika. Ms. Devasquez
developed this blend over a number of years. Currently, the business has produced and
sold more than 1,000 units. The product has attracted the attention of many prominent
televised food networks. As mentioned above, the Company is now seeking capital to
ramp up distribution and sales operations to a national level.

The third section of the business plan will further discuss the Company’s flagship product
line, and future product developments of DevRonn Enterprises.

The Offer

At this time, the Company is seeking to raise $1,000,000. on a tentative basis, the
Company will provide the investor(s) with a 25% ownership interest in the business, a
seat on the board of directors, and a regular stream of dividends starting in the first year
of operations. The funds are required in three segments of the Company:

• Expansion of the Company’s marketing infrastructure.
• Expansion of saleable inventory.
• Cash for maintaining normal business operations.

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Sales Forecasts

The Company anticipates an exceptional rate of growth upon the commencement of
operations. Below is a chart that exemplifies Management’s vision for growth during the
first five years of operations.

Sales, Operating Costs, and Profit Forecast

$7,000,000

$6,000,000

$5,000,000

$4,000,000
Sales
$3,000,000
Total Operating Costs
$2,000,000 Net Profit

$1,000,000

$0
2009 2010 2011 2012 2013
Year

The Future

As time progresses, the business will continually develop new lines of seasoning as well
as ancillary products such as cookbooks that will compliment the food products produced
and distributed by DevRonn Enterprises. The business will also develop apparel branded
with the logos and trademarks of the business.

Additionally, the Company will make continued reinvestments into DevRonn
Enterprises’ marketing campaigns and sales infrastructure so that the products offered by
the business reach national level distribution/prominence by the second year of expanded
operations.

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The Offer

2.1 Funds Required

DevRonn Enterprises, LLC will require a cash inflow of $1,000,000 to properly operate
and maintain its product distribution and sales operations. Below is a brief breakdown of
how the funds will be allocated:

Projected Startup Costs
Business Expansion Year 2009
Expanded Web Development $15,000
Computers $10,000
FF&E $35,000
Working Capital $200,000
Expanded Inventory $300,000
Marketing Budget $325,000
Expanded Distribution Capabilities $100,000
Misc. Development Costs $15,000
Total Startup Costs $1,000,000

2.2 Investor Equity

The investor will receive a 25% ownership interest in the Company. Dividends and other
capital disbursements may be made during this time at the discretion of the board of
directors.

2.3 Management Equity

The Management of the Company, led by Devin Devasquez, currently retains a 100%
ownership interest in the business.

2.4 Board of Directors Composition

The board of directors will be comprised as follows:

• Investor (2 Seats)
• Current Principals (2 Seats)
• Independent Chairperson (1 Seat)

2.5 Exit Strategies

Management has planned for one possible exit strategy. The most economically viable
exit strategy would be to sell the entire DevRonn Enterprises entity to a third party for a
significant earnings multiple. After Ms. Devasquez and her staff create a strong brand
name for the Company, the business could easily receive a sales price equivalent to a
price to earnings ratio of 8 to 12 times the previous year’s net earnings depending on the

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strength and regularity of the Company’s earnings. In the event that Management wishes
to sell the business, a qualified business broker or small mergers and acquisitions
investment bank will be hired to manage the sale of the business.

2.6 Investor Divestiture

This will be discussed during negotiations.

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DevRonn Enterprise Products

As stated in the executive summary, DevRonn Enterprise has launched its flagship line of
Cajun spices under the trade name “Devin’s Kick Ass Cajun Spices.” Below is a
description of the product. Please note that the seventh section of the business plan will
focus on Management’s strategic plan for marketing and distributing this line of products
to the general public. It should be noted that the Company has already begun distribution
of this product, and more than 1,000 units have been sold over the past two months.

The spice features a mixture of salt, black pepper, white pepper, onion, garlic, paprika,
and chili powder. No MSG is found in this product, and all ingredients are all natural
with no artificial flavorings or colorings. The spice is a great additive for any Cajun dish.

The Company also has a number of other products planned including several different
spice combinations, salad dressings, and recipe books that focus on the use of Devin’s
Kick Ass Cajun Seasoning.

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Overview of the Organization

4.1 Registered ame

DevRonn Enterprises, LLC. It is registered as a limited liability company (or “LLC”) in
the state of California.

4.2 Commencement of Operations

The Company plans to commence expanded business operations by early 2009.

4.3 History

EXPAND WITH FORMAL OPERATING HISTORY

4.4 Mission Statement

“DevRonn is all about living well, being happy and having a balanced life. So much
stress is in our world today, and we wanted to create a place that reflects what we have
learned in life and what works for us to share with you! We believe you must have
balance in all areas of life, home, work, relationships and health. Our products help give
you balance in all of those areas through books, music, nutrition, exercise and creativity.
These are products we believe work and make a difference in our world. Life is meant to
"live well" and that is our slogan.”

4.5 Vision Statement

Through their diverse areas of expertise and knowledge, the Founder and Senior
Management Team of DevRonn Enterprises expects to build a business that will achieve
$6,000,000 dollars of revenue by the fifth year of operations.

4.6 Organizational Objectives

• Develop a marketing infrastructure that maximizes the brand name of products
developed by DevRonn Enterprises, starting with the Company’s flagship line,
“Devin’s Kick Ass Cajun Seasoning.”
• Comply with all state and federal laws regarding the distribution of food products
to the general public.
• Maintain a committed program for researching, testing, and developing new
products under the DevRonn Enterprises brand name.
• Maintain fiscally sound operations.
• Successfully capitalize on Ms. Devasquez’s celebrity to expand the Company’s
marketing reach and scope.

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4.7 Organizational Values

• Complete disclosure and transparency regarding all financial transactions.
• Complete honesty and integrity when working with a client.
• Develop DevRonn Enterprises as a wealth and income creating vehicle.

4.8 Founders and Management Team

Below are the biographies of the Company’s Founders:

Devin Devasquez - Devin DeVasquez made a name for herself as the 'Star Search'
$100,000 spokesmodel on the hit talent show 'Star Search' and has been a successful
model, actress, author and entrepreneur for over 25 years. She wanted to make a
difference and help her home state of Louisiana and the city of New Orleans, so she
created 'Devin's Kickass Cajun Seasoning' and the 'Cookin Cajun' cookbook as an avenue
to give back to her Cajun heritage and, preserve the great city of New Orleans. Together
with her soul mate and life partner Ronn Moss they want to oversee rebuilding New
Orleans to the authentic city it once was. She is also dedicated to helping others in the
area of nutrition, health and well being with her upcoming book on keeping your life in
balance. She believes in all the products that you see here and uses them in her everyday
life.

Ronn Moss - Ronn Moss is an International television star and has been portraying
"Ridge Forrester" for the past 21 years on the CBS series, 'The Bold and The Beautiful'.
He is also an accomplished musician with the band PLAYER, who had hit songs such as
"Baby Come Back" and "This Time I'm In It For Love". Ronn has joined together with
his soul mate in life, Devin DeVasquez, to create products that they both love and enjoy,
such as 'Devin's Kickass Cajun Seasoning' which proceeds will help rebuild the city of
New Orleans from the devastation of hurricane Katrina. He is also dedicated to helping
others live well and stress free through music and balance. Ronn formed DevRonn as a
place to help inspire people to live as well as they can, and supports mind, body and soul
enlightenment through products that are found here on this site.

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Strategic Analysis

5.1 External Environment Analysis

The business of food and consumer packaging is a complex business that has
significantly difficult operations to manage. This section of analysis will detail the overall
economic climate and interest rate environment. Management feels that this analysis is
often overlooked by many businesses, and as DevRonn Enterprises is in the food product
business – changes in interest rates and the political/economic environment can impact
the costs of doing business.

Currently, the US economic climate is moderate. Rising oil prices, slumping housing
prices, inflation, and issues with the credit market have led many economists to believe
that the economy is heading for a recession or is currently in a recession. However, recent
economic indicators, including recent releases of major corporate earnings reports,
indicate that the US may not have a recession, but rather a prolonged period of sluggish
growth. Surprisingly, in late July of 2008, consumer confidence levels rose. This sluggish
economic growth may present issues with top line income generation for DevRonn
Enterprises as consumers cut back on their discretionary purchases.

Inflation is somewhat of a concern for the Company. As the inflation rate decreases, the
purchasing power parity of the American dollar decreases in relation to other currencies.
This may pose a risk to the Company should rampant inflation, much like the inflation
experienced in the late 1970s, occur again. This event would significant weaken the
Company’s ability to borrow funds (should the need arise), but it could also severely
impact the gross margins of the business. Higher rates of inflation would cause a
deleterious change in the Company’s profit and loss statements as the Company intends
to purchase ingredients from third party suppliers, who may increase their prices
significantly in response to inflationary pressures.

A secondary concern for the Company is its ability to price its services affordably during
times of economic recession or spikes of oil prices. As of August 2008, the price of oil
and its associated refined energy products have reached a multiyear high. This increase in
oil prices has caused the general public’s discretionary income to decrease significantly
over the last twelve months. This may also increase the operating costs of the business by
significantly increasing the energy costs associated with distributing DevRonn
Enterprises’s products.

5.2 Industry Analysis

Food manufacturing, development, and distribution is one of the country’s largest
industries with aggregate sales receipts exceeding $421 billion dollars on the retail level.
The industry represents almost 5% of the total GDP of the United States. Additionally,
these businesses employ more than 1.5 million people and provide gross annual payrolls
of over $38 billion dollars per year. Within this industry there are more than 26,400 food

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(excluding beverages) manufacturers that provide over half a million different food
products.

The growth of this industry has remained stable and inline with the growth of the general
economy. Generally, this business is somewhat insulated from changes in the general
economic environment as food is necessity for survival. Over the last five years, the
number of establishments operating within the industry has increased 2.4%, which is
slightly under the GDP’s annual growth rate of 3%.

However, high end packaged foods and recipes are subject to decreases in top line
revenue as the general economy wanes. As consumers have less discretionary income,
high end and premium brand name food manufacturers often suffer decreases in their
profitability during these times.

5.3 Customer Profile

Any person with an interest in cooking (more specifically Cajun cooking) is a potential
buyer of the Company’s products. As such, the demographic profile of the Company’s
target market is exceeding large. However, Management has identified the following
common characteristics that will be common among consumers:

• Annual household income exceeding $50,000 per year.
• Lives within 50 miles of a major metropolitan area.
• Is a cooking connoisseur with an interest in southern and Cajun cooking.

5.4 Competitive Analysis

There are a number of different companies within the United States that provide spice
products that are similar or identical to those of DevRonn Enterprises. The key to thriving
within this industry is to develop a strong brand name associated with the products
distributed by the business. As will be discussed in the seventh section of the business
plan, the Company will heavily use Ms. Devasquez’s existing celebrity as a former
Playboy Playmate and food connoisseur. Major competitors within the spice distribution
industry include, but are not limited to:

• McCormick
• Kraft Foods
• Cargill
• Tyson Foods
• Unilever

However, these are major competitors, and their focus is on mass producing traditional
spices with limited quantities of specialty products. Among specialty spice product
distributors, there are approximately 600 different competitors that the business will face
as the Company progresses through its business operations.

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Key Strategic Issues

6.1 Sustainable Competitive Advantage

The Company will be able to maintain successful business operations because of the
following:

• Business operations that have already commenced and are generating revenues.

• Use of Ms. Devasquez’s celebrity to promote the Company’s initial flagship line
of Cajun seasoning.

• The manufacturer and initial distributors of the Company’s products have already
been sourced.

• The Company has already received significant public relations support through
televised appearances by Ms. Devasquez.

• Low operating and overhead costs.

• High gross margins on each unit of “Devin’s Kick Ass Cajun Seasoning” sold by
the business.

6.2 Basis for Growth

DevRonn Enterprises, LLC will grow through three main avenues:

• Continued expansion of the product lines developed and distributed by the
Company.

• Aggressive expansion of the Company’s marketing campaigns, which will be
discussed in the next section of the business plan.

• Expansion of the Company’s inventory holdings so that the business can
accommodate more sales as the brand name of DevRonn Enterprises grows.

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Marketing Plan

7.1 Marketing Objectives

• Effectively use Ms. Devasquez’s celebrity to promote products developed and
distributed by the Company.
• Establish strong relationships with manufacturers that will produce developed
products on behalf of DevRonn Enterprises.
• Develop a marketing infrastructure that will effectively bring the Company’s line
of products to national prominence by the second year of expand operations.

7.2 Sales Forecasts

Yearly Sales Forecast
Year 2009 2010 2011 2012 2013
Growth (%) 0.0% 125.0% 60.0% 45.0% 35.0%
DevRonn Enterprises Product Sales $852,000 $1,917,000 $3,067,200 $4,447,440 $6,004,044
Totals $852,000 $1,917,000 $3,067,200 $4,447,440 $6,004,044

Cost of Sales Forecast
Year 2009 2010 2011 2012 2013
Growth (%) 0.0% 125.0% 60.0% 45.0% 35.0%
DevRonn Enterprises Product Sales $170,400 $383,400 $613,440 $889,488 $1,200,809
Totals $170,400 $383,400 $613,440 $889,488 $1,200,809

Gross Profit
Year 2009 2010 2011 2012 2013
Total $681,600 $1,533,600 $2,453,760 $3,557,952 $4,803,235

7.3 Sales Assumptions

Year 1

• After the Company receives its capital infusion, the business will immediately
begin expanded marketing and distribution of its flagship product line within
targeted markets.
• Aggregate sales are expected to each $852,000 in the first year of expanded
operations.
• Gross profits from sales are expected to each $681,000.

Year 2

• In Year 2, sales will increase by 125% as the Company expands into new
geographical regions while concurrently expanding its network of independent
sales agents.

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• Revenues will reach $1.9 million.
• Gross profits will exceed $1.53 million.

Years 3-5

• By the fifth year of operation, the Company will have developed nationwide
distribution and sales channels in every major US market.
• Ms. Devasquez will now appear on major television programs promoting the
expansive line of DevRonn Enterprise Cajun food products.
• Aggregate sales will reach $6 million.
• Gross profits from sales are expected to reach $4.8 million.

7.4 Marketing Strategies

Management intends on using a number of marketing strategies to ensure maximum
visibility for DevRonn Enterprises and its line of developed spices and related food
products. The Company intends to develop an independent sales network that will
operate on a commission basis. At this time, Management is developing a commission
schedule that will provide agents with 5% (for large orders) to 15% (for small orders)
commission for each sales order. Prior to launching operations, Management expects to
have two to three independent sales agents that will approach major food retailers and
grocery chains to carry the Company’s initial flagship line of Cajun spices. As the
Company develops additional products, the business will continue to use these sales
channels for distribution.

Additionally, conventions, food and cooking business trade shows, online advertising
activities, sales development and viral marketing campaigns will follow carefully
orchestrated strategies by our marketing personnel in conjunction with marketing experts.
Timely coverage of DevRonn Enterprises will be further directed through ongoing press
relations, news releases and feature stories targeted at food/cooking publications and
other media outlets. Publicity activities will be designed to generate ongoing coverage
about Ms. Devasquez, DevRonn Enterprises, and its line of Cajun seasonings in targeted
media by providing writers and editors with newsworthy releases, features, stories, briefs,
and visual material for their columns and stories. In depth coverage may also be obtained
about the Company by hosting in-house interviews to be conducted by the Company’s
spokesperson, Devin Devasquez.

DevRonn Enterprises, LLC also intends to use an online based marketing campaign to
develop its sales via its online platform (www.devronn.com). Primarily, the Company
will use search engine optimization techniques that will increase the Company’s visibility
when selected key words are used among major search engines. For instance, when a
person does a Google search Ms. Devasquez (a popular web search already) or Cajun
spices, the Company’s website will appear on the first page of the search. This strategy is
technically complicated, and the Company will use a search engine optimization firm to
develop the Company’s visibility on a non-paid basis. Management expects that a SEO

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firm will place large amounts of linking data and text specific keywords into the
business’s website, which will allow the Company to appear more frequently among
search engines. A majority of web portal and search engine companies use very
complicated algorithms to determine a website’s relevance in relation to a specific
keyword. SEO firms place text and tags on the website to increase the rank of a specific
website.

Additionally, DevRonn Enterprises, LLC will use several pay methods for increasing the
Company’s visibility. This strategy is expensive, but the results can be phenomenal if this
marketing strategy is properly executed. These advertisements appear along the border
and side of a website, and each time a person clicks on the website, a small fee ranging
from fifty cents to one dollar is charged to the Company’s account. An SEO firm will
also manage this aspect of the Company’s marketing operation. Management expects that
these costs will reach approximately $20,000 per year towards the end of the first year,
with initial marketing expenses costing $3,000 for search engine optimization and the
initial advertising budget.

7.5 Service Marketing

Using the aforementioned marketing strategies, the Company will aggressively promote
the Company’s initial flagship line of “Devin’s Kick Ass Cajun Seasoning” through the
use of the above described marketing infrastructure and Ms. Devasquez’s existing
celebrity. The focus on the Company’s marketing messages will be on the high quality
and healthy nature of the Company’s products coupled with their affordability.

7.5.1 Price

Below is the current pricing schedule used for the Company’s line of Cajun seasoning
products:

• 8 oz can of seasoning - $8.00

The Company provides bulk discounts of approximately 30% for customers that order
more than 1 unit of seasoning.

7.5.2 Distribution

The Company has already sourced the manufacturer that will continue to produce
DevRonn Enterprises developed products. This manufacturer is located in Louisiana. As
the business expands, Management will develop small distribution centers starting in
California and moving towards the East Coast depending on customer’s buying patterns
and demand in specific geographical locations.

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Organizational Plan

8.1 Corporate Organization

The Company will be organized as follows:

Senior Management

Product Distribution Back Office Functions

Product Branding/Marketing Accounting

Quality Control and Assurance Invoice Pricing

Research and Development Legal Compliance

Product Representation Services

8.2 Organizational Budget

Personnel Plan - Yearly
Year 2009 2010 2011 2012 2013
Senior Management $130,000 $200,850 $275,834 $284,109 $292,632
Product Development Staff $100,000 $206,000 $265,225 $327,818 $450,204
Distribution Staff $58,000 $119,480 $184,597 $221,824 $261,118
Marketing Staff $105,000 $180,250 $259,921 $344,209 $433,321
Administrative and Accounting Staff $60,000 $92,700 $127,308 $163,909 $202,592
Total $453,000 $799,280 $1,112,884 $1,341,869 $1,639,866

Numbers of Personnel
Year 2009 2010 2011 2012 2013
Senior Management 2 3 4 4 4
Product Development Staff 2 4 5 6 8
Distribution Staff 2 4 6 7 8
Marketing Staff 3 5 7 9 11
Administrative and Accounting Staff 2 3 4 5 6
Totals 11 19 26 31 37

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8.2 Organizational Budget (Cont.)

Personnel Expense Breakdown

13%
29%
Senior Management
Product Development Staff
Distribution Staff
23% Marketing Staff
Administrative and Accounting Staff

13% 22%

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Financial Plan

9.1 Underlying Assumptions

The Company has based its proforma financial statements on the following:

• Accounts receivables will not impact the Company’s cash flow as all transactions
are closed at the time an order is placed for DevRonn Enterprise products.
• The Company anticipates that its growth rate will be 66% per year during the first
five years of operation.
• DevRonn Enterprises, LLC will solicit $1,000,000 of capital to grow and expand
the business.

9.2 Financial Highlights

• Positive cash flow and profitability in each year of expanded operation.
• The ability to create high gross margin cash flows through the Company’s
food/seasoning/spice preparation, packaging, and distribution.
• A highly liquid inventory of operating assets that can be easily divested to a third
party within six months time.

9.3 Sensitivity Analysis

DevRonn Enterprises’ revenues will provide significant operating income to the
Company, and in the event that top line income decreases significantly, the business will
still be able to operate profitably and with a positive cash flow. In Management’s
estimation, sales of branded food products would need to decrease by more than 30% for
the Company to become unprofitable.

9.4 Source of Funds

Financing
Equity Financiers
Investor(s) $1,000,000.00

Total Equity Financing $1,000,000.00
Banks and Lenders

Total Debt Financing $0.00
Total Financing $1,000,000.00

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9.5 Financial Proformas

A) Profit and Loss Statements

Proforma Profit and Loss (Yearly)
Year 2009 2010 2011 2012 2013
Sales $852,000 $1,917,000 $3,067,200 $4,447,440 $6,004,044
Cost of Goods Sold $170,400 $383,400 $613,440 $889,488 $1,200,809
Gross Margin 80.00% 80.00% 80.00% 80.00% 80.00%

Operating Income $681,600 $1,533,600 $2,453,760 $3,557,952 $4,803,235

Expenses
Payroll $453,000 $799,280 $1,112,884 $1,341,869 $1,639,866
General and Administrative $25,560 $57,510 $92,016 $133,423 $180,121
Marketing Expenses $61,344 $138,024 $220,838 $320,216 $432,291
Professional Fees and Licensure $4,200 $7,980 $15,162 $28,808 $54,735
Insurance Costs $8,200 $8,610 $9,041 $9,493 $9,967
Distribution Costs $27,605 $62,111 $99,377 $144,097 $194,531
Office Expenses $2,812 $6,326 $10,122 $14,677 $19,813
Miscellaneous Costs $2,130 $4,793 $7,668 $11,119 $15,010
Payroll Taxes $63,420 $111,899 $155,804 $187,862 $229,581
Total Operating Costs $648,270 $1,196,533 $1,722,912 $2,191,562 $2,775,917

EBITA $33,330 $337,067 $730,848 $1,366,390 $2,027,319
Federal Income Tax $10,999 $111,232 $241,180 $450,909 $669,015
State Income Tax $1,666 $16,853 $36,542 $68,320 $101,366
Interest Expense $0 $0 $0 $0 $0

Net Profit $20,664 $208,982 $453,126 $847,162 $1,256,938
Profit Margin 2.43% 10.90% 14.77% 19.05% 20.93%

Sales, Operating Costs, and Profit Forecast

$7,000,000

$6,000,000

$5,000,000

$4,000,000
Sales
$3,000,000
Total Operating Costs
$2,000,000 Net Profit
$1,000,000

$0
2009 2010 2011 2012 2013
Year

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B) Common Size Income Statement

Proforma Profit and Loss (Common Size)
Year 2009 2010 2011 2012 2013
Sales 100.00% 100.00% 100.00% 100.00% 100.00%
Cost of Goods Sold 20.00% 20.00% 20.00% 20.00% 20.00%

Operating Income 80.00% 80.00% 80.00% 80.00% 80.00%

Expenses
Payroll 53.17% 41.69% 36.28% 30.17% 27.31%
General and Administrative 3.00% 3.00% 3.00% 3.00% 3.00%
Marketing Expenses 7.20% 7.20% 7.20% 7.20% 7.20%
Professional Fees and Licensure 0.49% 0.42% 0.49% 0.65% 0.91%
Insurance Costs 0.96% 0.45% 0.29% 0.21% 0.17%
Distribution Costs 3.24% 3.24% 3.24% 3.24% 3.24%
Office Expenses 0.33% 0.33% 0.33% 0.33% 0.33%
Miscellaneous Costs 0.25% 0.25% 0.25% 0.25% 0.25%
Payroll Taxes 7.44% 5.84% 5.08% 4.22% 3.82%
Total Operating Costs 76.09% 62.42% 56.17% 49.28% 46.23%

EBITA 3.91% 17.58% 23.83% 30.72% 33.77%
Federal Income Tax 1.29% 5.80% 7.86% 10.14% 11.14%
State Income Tax 0.20% 0.88% 1.19% 1.54% 1.69%
Interest Expense 0.00% 0.00% 0.00% 0.00% 0.00%

Net Profit 2.43% 10.90% 14.77% 19.05% 20.93%

22

C) Cash Flow Analysis

Proforma Cash Flow Analysis - Yearly
Year 2009 2010 2011 2012 2013
Cash From Operations $20,664 $208,982 $453,126 $847,162 $1,256,938
Cash From Receivables $0 $0 $0 $0 $0
Operating Cash Inflow $20,664 $208,982 $453,126 $847,162 $1,256,938

Other Cash Inflows
Equity Investment $1,000,000 $0 $0 $0 $0
Increased Borrowings $0 $0 $0 $0 $0
Sales of Business Assets $0 $0 $0 $0 $0
A/P Increases $8,000 $9,200 $10,580 $12,167 $13,992
Total Other Cash Inflows $1,008,000 $9,200 $10,580 $12,167 $13,992

Total Cash Inflow $1,028,664 $218,182 $463,706 $859,329 $1,270,930

Cash Outflows
Repayment of Principal $0 $0 $0 $0 $0
A/P Decreases $6,000 $7,200 $8,640 $10,368 $12,442
A/R Increases $0 $0 $0 $0 $0
Asset Purchases $475,000 $114,940 $249,219 $465,939 $691,316
Dividends $8,266 $83,593 $181,250 $338,865 $502,775
Total Cash Outflows $489,266 $205,733 $439,110 $815,172 $1,206,532

Net Cash Flow $539,399 $12,449 $24,596 $44,157 $64,397
Cash Balance $539,399 $551,848 $576,444 $620,601 $684,998

Proforma Cash Flow (Yearly)

$1,400,000
$1,200,000
$1,000,000
$800,000
Total Cash Inflow
$600,000
Total Cash Outflows
$400,000
Net Cash Flow
$200,000
$0
2009 2010 2011 2012 2013
Year

23

D) Balance Sheet

Proforma Balance Sheet - Yearly
Year 2009 2010 2011 2012 2013
Assets
Cash $539,399 $551,848 $576,444 $620,601 $684,998
Amortized Expansion Costs $130,000 $170,229 $257,456 $420,534 $662,495
Technology Assets $10,000 $21,494 $46,416 $93,010 $162,141
FF&E $35,000 $52,241 $89,624 $159,515 $263,212
Inventory $300,000 $351,723 $463,872 $673,544 $984,636
Accumulated Depreciation ($4,750) ($9,500) ($14,250) ($19,000) ($23,750)
Total Assets $1,009,649 $1,138,035 $1,419,561 $1,948,204 $2,733,733

Liabilities and Equity
Accounts Payable $2,000 $4,000 $5,940 $7,739 $9,289
Long Term Liabilities $0 $0 $0 $0 $0
Other Liabilities $0 $0 $0 $0 $0
Total Liabilities $2,000 $4,000 $5,940 $7,739 $9,289

Net Worth $1,007,649 $1,134,035 $1,413,621 $1,940,465 $2,724,444
Total Liabilities and Equity $1,009,649 $1,138,035 $1,419,561 $1,948,204 $2,733,733

Proforma Balance Sheet

$3,000,000

$2,500,000

$2,000,000

$1,500,000 Total Assets
Total Liabilities
$1,000,000
Net Worth
$500,000

$0
2009 2010 2011 2012 2013
Year

24

9.6 Breakeven Analysis

Monthly Break Even Analysis
Year 2009 2010 2011 2012 2013
Monthly Revenue $67,528 $124,639 $179,470 $228,288 $289,158
Yearly Revenue $810,338 $1,495,666 $2,153,640 $2,739,452 $3,469,896

Break Even Analysis

$3,500,000
$3,000,000
$2,500,000
$2,000,000
$1,500,000 Monthly Revenue
$1,000,000
$500,000 Yearly Revenue
$0
2009 2010 2011 2012 2013
Year

9.7 Business Ratios

Business Ratios - Yearly
Year 2009 2010 2011 2012 2013
Sales
Sales Growth 0.0% 125.0% 60.0% 45.0% 35.0%
Gross Margin 80.0% 80.0% 80.0% 80.0% 80.0%

Financials
Profit Margin 2.43% 10.90% 14.77% 19.05% 20.93%
Assets to Liabilities 504.82 284.51 238.98 251.74 294.28
Equity to Liabilities 503.82 283.51 237.98 250.74 293.28
Assets to Equity 1.00 1.00 1.00 1.00 1.00

Liquidity
Acid Test 269.70 137.96 97.04 80.19 73.74
Cash to Assets 0.53 0.48 0.41 0.32 0.25

25

9.8 General Assumptions

General Assumptions
Year 2009 2010 2011 2012 2013
Short Term Interest Rate 9.5% 9.5% 9.5% 9.5% 9.5%
Long Term Interest Rate 10.0% 10.0% 10.0% 10.0% 10.0%
Federal Tax Rate 33.0% 33.0% 33.0% 33.0% 33.0%
State Tax Rate 5.0% 5.0% 5.0% 5.0% 5.0%
Personnel Taxes 14.0% 14.0% 14.0% 14.0% 14.0%

26

SWOT Analysis

Strengths

• Business operations have already commenced, and the business is generating a
small but growing number of orders among grocers and through the Company’s
online ordering platform.
• The Company’s Founder, Devin Devasquez, is a former Playboy Playmate who
intends to use her celebrity and her contacts to aggressively promote the products
developed and distributed by DevRonn Enterprises.
• Relatively low operating and overhead expenses.
• Strong demand for specialty spices among home and professional chefs across the
country.
• Low costs of goods sold.
• Moderate distribution costs.
• The initial flagship product line, Devin’s Kickass Cajun Seasoning, has already
been developed, and is ready for expansion.

Weaknesses

• Adverse economic market conditions could hamper sales.
• Strong competition from other vendors that produce specialty spices and related
products.
• Continued increases in the price of oil can impact the Company’s distribution
costs.

Opportunities

• Develop new products using the DevRonn Enterprises established brand name.
• Continued expansion of the Company’s marketing campaigns to a nationwide
level.
• Potential sale of the business for a substantial earnings multiple.

Threats

• The sale of food products always creates a potential liability for the business due
to improper handling or distribution.
• Costs of spice mixtures and related ingredients can increase, causing a shift in the
Company’s profit and loss statements.

27

Critical Risks and Problems

Development Risk – Moderate
The initial product line developed by DevRonn Enterprises has already been developed as
has been sold in limited quantities. The primary development risk now faced by the
business is Management’s ability to properly raise the requisite capital sought in this
business plan. The secondary development risk stems from Ms. Devasquez’s ability to
properly implement the large scale marketing campaigns discussed in the seventh section
of the business plan.

Financing Risk – Moderate
The Company will require significant financing to enable Management to develop
DevRonn Enterprises, LLC to its fullest potential. A majority of this financing will be
used for the development of expanding the Company’s marketing and distribution
infrastructure. The risks associated with this investment are ameliorated by Ms.
Devasquez’s celebrity (which will be used heavily to market the product), and the high
gross margins generated from the sale of the Company’s flagship product line.

Marketing Risk – Moderate
Management intends to use the marketing strategies discussed in the seventh section of
the business plan to properly position the Company’s line of Cajun spices in the market.
However, these strategies are expensive and they may not yield the financial results
anticipated in this business plan.

Management Risk – Low/Moderate
The Company’s Founder, Devin Devasquez, is a highly recognized former Playboy
Playmate that has developed the described line of Cajun spices for sale to the general
public. Through her celebrity, and the assistance of the Senior Management Team, she
will be able to bring the operations of the business to profitability by the end of the first
year of operation.

Valuation Risk – Low
The risk that an investor pays too much for the venture is offset by:

• The Company’s growth rate will create value and equity in the business very
quickly.
• DevRonn Enterprises, LLC will generate significant revenues from the sale of its
packaged food products.

Exit Risk - Moderate
As discussed in the seventh section of the business plan, there is a very strong demand for
established brand name food packaging, branding, and distribution businesses. In the
event of a business sale, Management estimates that it would take approximately one year
to successfully sell the business to a third party.

28

Reference Sources

All statistics and market information was obtained through:

1. U.S. Government Bureau of Labor Statistics

2. U.S. Economic Census
Spice Mixtures Manufacturing – NAICS 311942
Specialty Food Distributions – NAICS 455299

3. Bureau of Economic Analysis – Food Product Distributors

29

Expanded Profit and Loss Statements

Profit and Loss Statement (First Year)
Months 1 2 3 4 5 6 7
Sales $60,000 $62,000 $64,000 $66,000 $68,000 $70,000 $72,000
Cost of Goods Sold $12,000 $12,400 $12,800 $13,200 $13,600 $14,000 $14,400
Gross Margin 80.0% 80.0% 80.0% 80.0% 80.0% 80.0% 80.0%

Operating Income $48,000 $49,600 $51,200 $52,800 $54,400 $56,000 $57,600

Expenses
Payroll $37,750 $37,750 $37,750 $37,750 $37,750 $37,750 $37,750
General and Administrative $2,130 $2,130 $2,130 $2,130 $2,130 $2,130 $2,130
Marketing Expenses $5,112 $5,112 $5,112 $5,112 $5,112 $5,112 $5,112
Professional Fees and Licensure $350 $350 $350 $350 $350 $350 $350
Insurance Costs $683 $683 $683 $683 $683 $683 $683
Distribution Costs $2,300 $2,300 $2,300 $2,300 $2,300 $2,300 $2,300
Office Expenses $234 $234 $234 $234 $234 $234 $234
Miscellaneous Costs $178 $178 $178 $178 $178 $178 $178
Payroll Taxes $5,285 $5,285 $5,285 $5,285 $5,285 $5,285 $5,285
Total Operating Costs $54,023 $54,023 $54,023 $54,023 $54,023 $54,023 $54,023

EBITA -$6,023 -$4,423 -$2,823 -$1,223 $377 $1,977 $3,577
Federal Income Tax $775 $800 $826 $852 $878 $904 $929
State Income Tax $117 $121 $125 $129 $133 $137 $141
Interest Expense $0 $0 $0 $0 $0 $0 $0

Net Profit -$6,914 -$5,344 -$3,774 -$2,204 -$633 $937 $2,507

30

Profit and Loss Statement (First Year Cont.)
Month 8 9 10 11 12 2009
Sales $74,000 $76,000 $78,000 $80,000 $82,000 $852,000
Cost of Goods Sold $14,800 $15,200 $15,600 $16,000 $16,400 $170,400
Gross Margin 80.0% 80.0% 80.0% 80.0% 80.0% 80.0%

Operating Income $59,200 $60,800 $62,400 $64,000 $65,600 $681,600

Expenses
Payroll $37,750 $37,750 $37,750 $37,750 $37,750 $453,000
General and Administrative $2,130 $2,130 $2,130 $2,130 $2,130 $25,560
Marketing Expenses $5,112 $5,112 $5,112 $5,112 $5,112 $61,344
Professional Fees and Licensure $350 $350 $350 $350 $350 $4,200
Insurance Costs $683 $683 $683 $683 $683 $8,200
Distribution Costs $2,300 $2,300 $2,300 $2,300 $2,300 $27,605
Office Expenses $234 $234 $234 $234 $234 $2,812
Miscellaneous Costs $178 $178 $178 $178 $178 $2,130
Payroll Taxes $5,285 $5,285 $5,285 $5,285 $5,285 $63,420
Total Operating Costs $54,023 $54,023 $54,023 $54,023 $54,023 $648,270

EBITA $5,177 $6,777 $8,377 $9,977 $11,577 $33,330
Federal Income Tax $955 $981 $1,007 $1,033 $1,059 $10,999
State Income Tax $145 $149 $153 $156 $160 $1,666
Interest Expense $0 $0 $0 $0 $0 $0

Net Profit $4,077 $5,648 $7,218 $8,788 $10,359 $20,664

31

Profit and Loss Statement (Second Year)
2010
Quarter Q1 Q2 Q3 Q4 2010
Sales $383,400 $479,250 $517,590 $536,760 $1,917,000
Cost of Goods Sold $76,680 $95,850 $103,518 $107,352 $383,400
Gross Margin 80.0% 80.0% 80.0% 80.0% 80.0%

Operating Income $306,720 $383,400 $414,072 $429,408 $1,533,600

Expenses
Payroll $159,856 $199,820 $215,806 $223,798 $799,280
Insurance Costs $1,722 $2,153 $2,325 $2,411 $8,610
Office Expenses $1,265 $1,582 $1,708 $1,771 $6,326
Miscellaneous Costs $959 $1,198 $1,294 $1,342 $4,793
Payroll Taxes $22,380 $27,975 $30,213 $31,332 $111,899
Total Operating Costs $239,307 $299,133 $323,064 $335,029 $1,196,533

EBITA $67,413 $84,267 $91,008 $94,379 $337,067
State Income Tax $3,371 $4,213 $4,550 $4,719 $16,853

Net Profit $41,796 $52,245 $56,425 $58,515 $208,982

32

Profit and Loss Statement (Third Year)
2011
Sales $613,440 $766,800 $828,144 $858,816 $3,067,200
Gross Margin 80.0% 80.0% 80.0% 80.0% 80.0%


Expenses
Payroll $222,577 $278,221 $300,479 $311,608 $1,112,884
Insurance Costs $1,808 $2,260 $2,441 $2,531 $9,041
Office Expenses $2,024 $2,530 $2,733 $2,834 $10,122
Payroll Taxes $31,161 $38,951 $42,067 $43,625 $155,804

EBITA $146,170 $182,712 $197,329 $204,637 $730,848
State Income Tax $7,308 $9,136 $9,866 $10,232 $36,542

Net Profit $90,625 $113,281 $122,344 $126,875 $453,126

33

Profit and Loss Statement (Fourth Year)
2012
Sales $889,488 $1,111,860 $1,200,809 $1,245,283 $4,447,440
Gross Margin 80.0% 80.0% 80.0% 80.0% 80.0%


Expenses
Payroll $268,374 $335,467 $362,305 $375,723 $1,341,869
Insurance Costs $1,899 $2,373 $2,563 $2,658 $9,493
Office Expenses $2,935 $3,669 $3,963 $4,109 $14,677
Payroll Taxes $37,572 $46,965 $50,723 $52,601 $187,862

EBITA $273,278 $341,598 $368,925 $382,589 $1,366,390
State Income Tax $13,664 $17,080 $18,446 $19,129 $68,320

Net Profit $169,432 $211,790 $228,734 $237,205 $847,162

34

Profit and Loss Statement (Fifth Year)
2013
Sales $1,200,809 $1,501,011 $1,621,092 $1,681,132 $6,004,044
Cost of Goods Sold $240,162 $300,202 $324,218 $336,226 $1,200,809
Gross Margin 80.0% 80.0% 80.0% 80.0% 80.0%

Operating Income $960,647 $1,200,809 $1,296,874 $1,344,906 $4,803,235

Expenses
Payroll $327,973 $409,967 $442,764 $459,163 $1,639,866
Insurance Costs $1,993 $2,492 $2,691 $2,791 $9,967
Office Expenses $3,963 $4,953 $5,350 $5,548 $19,813
Payroll Taxes $45,916 $57,395 $61,987 $64,283 $229,581

EBITA $405,464 $506,830 $547,376 $567,649 $2,027,319
State Income Tax $20,273 $25,341 $27,369 $28,382 $101,366

Net Profit $251,388 $314,234 $339,373 $351,943 $1,256,938

35

Expanded Cash Flow Analysis

Cash Flow Analysis (First Year)
Month 1 2 3 4 5 6 7 8
Cash From Operations -$6,914 -$5,344 -$3,774 -$2,204 -$633 $937 $2,507 $4,077
Cash From Receivables $0 $0 $0 $0 $0 $0 $0 $0
Operating Cash Inflow -$6,914 -$5,344 -$3,774 -$2,204 -$633 $937 $2,507 $4,077

Other Cash Inflows
Equity Investment $1,000,000 $0 $0 $0 $0 $0 $0 $0
Increased Borrowings $0 $0 $0 $0 $0 $0 $0 $0
Sales of Business Assets $0 $0 $0 $0 $0 $0 $0 $0
A/P Increases $667 $667 $667 $667 $667 $667 $667 $667
Total Other Cash Inflows $1,000,667 $667 $667 $667 $667 $667 $667 $667

Total Cash Inflow $993,752 -$4,678 -$3,107 -$1,537 $33 $1,604 $3,174 $4,744

Cash Outflows
Repayment of Principal $0 $0 $0 $0 $0 $0 $0 $0
A/P Decreases $500 $500 $500 $500 $500 $500 $500 $500
A/R Increases $0 $0 $0 $0 $0 $0 $0 $0
Asset Purchases $475,000 $0 $0 $0 $0 $0 $0 $0
Dividends $0 $0 $0 $0 $0 $0 $0 $0
Total Cash Outflows $475,500 $500 $500 $500 $500 $500 $500 $500

Net Cash Flow $518,252 -$5,178 -$3,607 -$2,037 -$467 $1,104 $2,674 $4,244
Cash Balance $518,252 $513,075 $509,467 $507,430 $506,964 $508,067 $510,741 $514,985

36

Cash Flow Analysis (First Year Cont.)
Month 9 10 11 12 2009
Cash From Operations $5,649 $7,218 $8,788 $10,359 $20,664
Operating Cash Inflow $5,649 $7,218 $8,788 $10,359 $20,664

Other Cash Inflows
Equity Investment $0 $0 $0 $0 $1,000,000
A/P Increases $667 $667 $667 $667 $8,000
Total Other Cash Inflows $667 $667 $667 $667 $1,008,000

Total Cash Inflow $6,315 $7,885 $9,455 $11,025 $1,028,664

Cash Outflows
A/P Decreases $500 $500 $500 $500 $6,000
A/R Increases $0 $0 $0 $0 $0
Asset Purchases $0 $0 $0 $0 $475,000
Dividends $0 $0 $0 $8,266 $8,266
Total Cash Outflows $500 $500 $500 $8,766 $489,266

Net Cash Flow $5,815 $7,385 $8,955 $2,259 $539,399
Cash Balance $520,801 $528,185 $537,140 $539,399 $539,399

37

Cash Flow Analysis (Second Year)
2010

Other Cash Inflows
Equity Investment $0 $0 $0 $0 $0
A/P Increases $1,840 $2,300 $2,484 $2,576 $9,200
Total Other Cash Inflows $1,840 $2,300 $2,484 $2,576 $9,200

Total Cash Inflow $43,636 $54,545 $58,909 $61,091 $218,182

Cash Outflows
A/P Decreases $1,440 $1,800 $1,944 $2,016 $7,200
A/R Increases $0 $0 $0 $0 $0
Asset Purchases $22,988 $28,735 $31,034 $32,183 $114,940
Dividends $16,719 $20,898 $22,570 $23,406 $83,593
Total Cash Outflows $24,428 $30,535 $32,978 $34,199 $122,140

Net Cash Flow $19,208 $24,010 $25,931 $26,892 $96,042
Cash Balance $558,607 $582,617 $608,549 $635,440 $635,440

38

Cash Flow Analysis (Third Year)
2011

Other Cash Inflows
A/P Increases $2,116 $2,645 $2,857 $2,962 $10,580


Cash Outflows
A/P Decreases $1,728 $2,160 $2,333 $2,419 $8,640
A/R Increases $0 $0 $0 $0 $0
Asset Purchases $49,844 $62,305 $67,289 $69,781 $249,219
Dividends $36,250 $45,313 $48,938 $50,750 $181,250

Net Cash Flow $4,919 $6,149 $6,641 $6,887 $24,596
Cash Balance $640,360 $646,509 $653,150 $660,037 $660,037

39

Cash Flow Analysis (Fourth Year)
2012

Other Cash Inflows
A/P Increases $2,433 $3,042 $3,285 $3,407 $12,167


Cash Outflows
A/P Decreases $2,074 $2,592 $2,799 $2,903 $10,368
A/R Increases $0 $0 $0 $0 $0
Asset Purchases $93,188 $116,485 $125,804 $130,463 $465,939
Dividends $67,773 $84,716 $91,493 $94,882 $338,865

Net Cash Flow $8,831 $11,039 $11,922 $12,364 $44,157
Cash Balance $668,868 $679,907 $691,830 $704,194 $704,194

40

Cash Flow Analysis (Fifth Year)
2013
Cash From Operations $251,388 $314,234 $339,373 $351,943 $1,256,938
Operating Cash Inflow $251,388 $314,234 $339,373 $351,943 $1,256,938

Other Cash Inflows
A/P Increases $2,798 $3,498 $3,778 $3,918 $13,992

Total Cash Inflow $254,186 $317,732 $343,151 $355,860 $1,270,930

Cash Outflows
A/P Decreases $2,488 $3,110 $3,359 $3,484 $12,442
A/R Increases $0 $0 $0 $0 $0
Asset Purchases $138,263 $172,829 $186,655 $193,568 $691,316
Dividends $100,555 $125,694 $135,749 $140,777 $502,775
Total Cash Outflows $241,306 $301,633 $325,764 $337,829 $1,206,532

Net Cash Flow $12,879 $16,099 $17,387 $18,031 $64,397
Cash Balance $717,073 $733,173 $750,560 $768,591 $768,591

41


42

Dev Ronn Enterprises, Llc Business Plan Final

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