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