Smiley Incorporated

December 2012

This document holds confidential and classified information belonging exclusively to Smiley Inc.

Nathan BeilFounder of Smiley Inc

319 Mozart Avenue EastMankato, Mn 56001Cell: 507-779-4758

Email: nathan.beil.god.bless@gmail.com

Business PlanVision and Mission:

Vision: Our company vision is to create a new trend in society, create a new sphere in the market, generate tremendous revenues, and then give back and make our world a better place with generous, substantial financial resources at our disposal.

Mission:

Smiley Inc. commits to the following:

Our mission is to provide unique, self expressory products at a price that is affordable to everyone. We believe in everyone, and that everyone deserves the opportunity to express themselves. Our first responsibility is to make our product available to all types of people in the world. We believe our wide range of customer outreach will enable us to establish a strong customer foundational base that will allow us to propel forward in gaining capital. We believe in five key principles that will define our company.

1.)Allow customers, and employees to be themselves

2.) Treat everyone as equals

3.)Be generous

4.)Strive for excellence

5.)Be the standard of excellance

Staying committed to our mission, vision, and five key principles, we believe in ourselves to achieve company excellence.

Company Overview

Business Description

1.) I think my business will be profitable because I think my idea is really unique, and I believe that with the recent market trends of creativity and expressing yourself, that it would satisfy that desire. I think growth opportunities are tremendous. My vision is to go into

all types of markets including, clothing, gaming, toys, accessories and possibly other merchandise.

2.) I think what will appeal to customers is the personal creativity aspect. You can create your own Smiley, and express yourself with it. And why it is appealing because I think people naturally in some way want to express themselves. And much like say with art or music, where isn’t the fun in creating something and expressing yourself with it?

Product Strategy

1.)My product is a Smiley which in a simple context is a smiley face with a celebrity or a personal influence. Then that image is then created on an object. Right now the plan is shirts, hats, rings, key chains, cards, with the smiley created on the chosen object. Other products in the works for the future would be action figures with the celebrity faces (or even possibly a customized creation you’ve made); also a website where you can create your custom image and then put them on products and then order them. A computer game (on the website), and a possible future video game, and costumes for like Halloween.

Location

Smiley Inc. headquarters is located 319 Mozart Avenue East, Mankato Minnesota, 56001. I chose this location to save money, it is currently where I live so until I generate more revenue I figured I’d cut costs where I could and keep the company HQ at home. Other details in location besides headquarters will be explained, like where is the ideal location for a store. I would say that my ideal location for a branch of our store would be a busy place that is easily accessible. I would like the facility to be small, and for many of the branches to be stores located in a strip mall, or chain of small businesses that are together. I would want to own the facility so that I could customize it to my liking. I would want my store to have a unique design and feel, and for it to be full of color, and create an atmosphere of wonder. Other business’s I imagine being around are the heavyweights like Target, and Walmart, and is many of the branches or Smiley Inc. are located in strip malls I imagine clothing stores, and more small scale retailers like Barnes and Noble, Gamestop, being around us. I think this is the right location because I want to be where the people are.

Legal Business Description

Smiley Inc.The legal name of Smiley Inc. is Nathan Beil doing business as Smiley Inc

Legal Form of Business

The legal form of Smiley Inc. is a corporation.

Marketing Analysis

Customer Profile/Demographics

I have a broad target market, so I will do my best to pin-point and be as specific as possible in the definition of my target market. I believe my ideal target market would be kids and then young adult/ college students. So I would say for age ranges 6-12, and then 16-25, would be the people I am targeting. To give a comparison I think of a super hero, like say Captain America. He can appeal to both kids and adults in different ways and that’s what I think is a blessing to my product idea. As for geographic location I think because I am looking for mass consumption and anyone can buy the product because it is mainly clothing. I am going to look for more heavily populated areas because in theory more people equates to more consumers

to buy my product. I think income is going to be middle class, much like say with a mass consumption of a CD or DVD; I envision the same result with my product.

I don’t see the price being too high unless you really get into customizing your shirt. Education level I am going to go for the norm too because, again, my product is flexible where anyone can buy it, and I don’t want a bias where say with a Tiffany where more “rich people buy it”. I want to (as much as possible) appeal to all incomes and ages, but if I have to pick I’ll go with the group that I believe has the most population (young people, and middle class folk).

Lastly for the psychographic information, I would ideally like to target the “cool” people and the trend setters first and possibly get well known people to wear it too. I think that has helped set trends are when well-known people wear the product, people think “I want to be like them”, wear it, and then it trickles down with everyone wanting to fit in and be accepted. So in conclusion this is a broad base of my target market/customer profile, and what I would do to start spreading it out!

Competition

To be honest, I think what my makes my product and company unique is there isn’t really a specific competitor who is selling anything similar to our own product. I think the closest competitors are LIDS with the custom hats, and Spencer’s with the random, goofy products.

Trends

The main trend that were appealing to is EGOnomics, which is the person’s craving to express themselves and for people to recognize it. We feel as a company that much of today has to do with one expressing themselves; And creating your own, customizable Smiley will help curb the appetite of that desire. We also feel that trends in our world have helped support our theory that self-expression is a positive epidemic for business’s.

Trade Area

Our potential customers live all over; we are targeting everyone because we feel that our product is going to be so big that almost everyone is going to

want it. And with our website and shipping capabilities we will be able to deliver our product to anyone who wants to buy it.

Promotional Plan

By month:January- Deals for Single ParentsFebruary- Deals on Smileys regarding Valentine’s DayMarch- Saint Patrick’s Day SmileysApril- Spring SpecialsMay- Military Special SmileysJune- Back to School specials on SmileysJuly- Most Creative Smiley contest (video, normal Smiley)with prizes for winners!!August-Deals for VeteransSeptember- Fall SpecialsOctober- Deals on Halloween themed SmileysNovember- Black Friday specials on all productsDecember- Deals on special Christmas Smileys and Holiday themed stuff!

Advertisement #1

Got Your Smile?

Advertisement #2

BE YOURSELF

Company Website

Descriptions of numbered items on Company website:

I have numbered each section of my website vision so that I can explain it in greater details in the next section. Some definitions show some categories that you can click on if your mouse was over it. Otherwise if that is not applicable, then the logic behind adding that feature to website is explained.

1.) Like our page, add our team as friends, post your smiley!2.) Post videos, create your own for prizes, watch our videos!3.) Tweet, follow us and our team, post on twitter with our hash tag!4.) This week’s blog, previous blogs5.)About us, History, Mission Statement/ Vision, Income Statement,

Company Details6.)Create your own Smiley, How to create a Smiley, Adding images to

clothes & merchandise7.)Hats, Shirts, Accessories, Customized Gear8.) FAQS, Questions, Help, Call/ Email Us9.) Job openings, franchising, internships10.) Sign in, My account, My stuff11.) Opportunity for fans and customers to connect with the site and

brand more, so it feels like it’s more personalized and that they help make the product!

12.) Same with Twitter/ Facebook posts logic, a way to keep the buzz going and for fans to participate and have fun with Smileys!Interactive gamed, targeting kids more, another reasons for people to hop on our website more and to add visitors. Also creates the foundation if we choose to enter the video game market.

13.) Interactive game, targeting kids more, another reasons for people to hop on our website more and to add visitors. Also creates the foundation if we choose to enter the video game market.

Management Team

Due to our company being new we are keeping our management team, short, sweet and to the point .

Chain of Command:

Nathan Beil: Founder/CEO/President

Sam Gast: Vice President

Amber Bartlett: Chief Designer

Steve Dirckx: Daily Operations Manager

Ashley Enter: Public Relations/ Human Resource Manager

Levi Pederson: Director of Technology

Heidi Beske: Director of Marketing

Responsibilities

Nathan Beil, Founder

-Acts as the leader of the company, and oversees the implementation of his companies vision (obviously with consent from other team members).

Sam Gast, Vice President

-Acts as assistant to the President and helps take on his roles and assume his responsibilities as needed.

Amber Bartlett, Chief Designer

-Acts as the chief designer and creative expert for current Smiley’s and the creation of future Smiley’s.

Steve Dirckx, Daily Operations Manager

-If the company were a boat, he’d make sure everything is running smoothly on the production/sailing end; works closely with the Vice President.

Ashley Enter, PR/HR Manager

-handles problems within the organization, keeps up to date on polices, and handles the companies PR to the outside world.

Levi Pederson, Director of Marketing

-Runs our Twitter, and Facebook page, and runs the website and makes sure there up to date, and running smoothly.

Heidi Beske, Director of Marketing

-Gets our name out there, and makes sure that the consumer knows about us.

Outside Support

We accept volunteers which would feature family and friends. Benefit of that would be that if there work is good, and greatly contributes to our organization then we would add them to our business and create a customizable position for them. Also as we grow we are looking to add college students via interns. Much outside support is to be expected but too numerous to list.

Staffing

We recognize we need a big staff, and thou we are excited to accept and add volunteers/interns to our ranks we are going to be looking for in the near future, social media experts, more sales and marketing people, technology experts to prevent hacking, retail experts (to help purchase property) and many more things in the foreseeable future. Projected staff is difficult to determine at this point.

Income Statement

Sales Daily Price TotalNumber of Shirts 10 $15 150Number of Hats 5 $15 75Number of Accessories 50 $5 250

475plusExpensesInk/Material $50Manufacturing $50Equipment Use $25

125minusDonations 25 plus

Total Revenue One Day $375

Revenue projections

Sales Daily Price Total X30 (monthly total) X12 (Yearly Total)Number of Shirts 10 $15 150 4500 54000Number of Hats 5 $15 75 2250 27000Number of Accessories 50 $5 250 7500 90000

$475 14250 171000ExpensesInk/Material $50 1500 18000Manufacturing $50 1500 18000Equipment Use $25 750 9000

125 3750 45000Donations 25 750 9000

Total Revenue One Day $375Total Revenue One Month $11,250Total Revenue One Year $135,000

Equipment Needed

We will need a steady variety of equipment: 3 Computers, tons of printing paper, a plethora of ink cartridges, sowing machines to stich hats, shirt racks, big signs, big smiley costumes, coupons, and software for website our personal website.