Business Plan William J Terry terryjincorporated@gmail.com 302-743-1415 101 Smyrna Ave, Wilmington, De 19809
Table of Contents 1.0 Executive Summary ........................................................................................... 3 1.1 Objectives ............................................................................................................................. 3 1.2 Mission Statement ............................................................................................................... 6 1.3 Keys to Success .................................................................................................................... 6 2.0 Company Summary ........................................................................................... 6 2.1 Company Ownership .......................................................................................................... 6 2.2 Pre-Operating Source and Use of Funds .......................................................................... 7 3.0 Products and Services ........................................................................................ 8 4.0 Market Summary .............................................................................................11 4.1 Demographics Summary .................................................................................................. 14 4.2 Industry Analysis .............................................................................................................. 15 5.0 Marketing Strategy/Implementation .............................................................17 5.1 SWOT Analysis ................................................................................................................. 19 6.0 Management Summary ...................................................................................20 7.0 Financial Summary ..........................................................................................21 7.1 Revenue Forecast............................................................................................................... 21 7.2 Personnel Forecast ............................................................................................................ 23 7.3 Income Statement .............................................................................................................. 24 7.4 Statement of Cash Flow .................................................................................................... 26 7.5 Balance Sheet ..................................................................................................................... 28 7.6 Break-Even Analysis ......................................................................................................... 29 7.7 Best & Worst Case ............................................................................................................ 30 Appendix A – Year 1 Financials ...........................................................................31 2
1.0 Executive Summary Terry J Incorporated (“the Company”) is a new entertainment industry venture. Based in Newark, Delaware, Terry J Inc. will offer a variety of investment and employment vehicles, including The Vortex nightclub, Vortex Promotional City Tour Bus, and a performance runway venue that will tie into the new online Vortex Magazine that showcases local talent. Terry J Inc. will also provide new and existing artists with the gateway into the worldwide, billion dollar music industry by offering professional promotional services to assist talented individuals and groups to realize their dreams to be a part of the highly lucrative music and entertainment business. Terry J Inc. will contribute to all aspects of the entertainment industry, from creating a local nightclub venue to presenting fashion shows and providing entertainer management services. Initially, however, the Company will focus on launching The Vortex Nightclub, affectionately referred to as The V. The Vortex Nightclub will eliminate the need for local residents and visitors to seek high quality entertainment in other larger metropolitan areas. The club will offer big name entertainment and seek to become a major draw to downtown Newark by offering entertainment options not found in any other area establishments. In today’s entertainment business, it is necessary to have the proper contacts and industry knowledge to succeed. Terry J Inc. was founded by an entertainment industry professional with over 2 decades of experience and expertise. The Company will especially focus on revitalizing and putting back into the Newark community via its high profile nightclub, while also cultivating and developing new, fresh local talent in all genres. Terry J Inc. will leverage this expertise, along with industry connections to offer a range of services, from mentoring their own aspiring entertainers to providing promotional services to venues and other artists in a variety of genres. Emphasis will be placed on providing quality entertainment to a diverse audience in order to maximize its geographical and demographical reach. The Company will work with artists, using its extensive lists of industry resources and contacts to promote live music concerts and special events, providing a full array of marketing and advertising promotional services, and facilitating music CD and downloading sales - handling all the details and negotiating the best contracts possible. To achieve its goals, the Company will purchase the Park N Shop Shopping Center in Newark, Delaware, refurbish it, and utilize three of the retail spaces to house the Company, while the other spaces will produce rental revenue on a monthly basis. The market will consist of a several-mile area surrounding downtown Newark, as well as outlying areas of New Castle County and beyond. Within just a five-mile radius from the Company’s proposed location downtown, there are more than 158,000 people, including over 58,000 households, with an average household income of $78,000. The state government, numerous major employers, and University of Delaware, with 21,000 students, are also nearby, creating a year-round flow of consumers around this area. From here, The V will tap into multiple growing, related markets. Bars and clubs are a $20 billion a year industry, having grown over the past few years as consumer spending away from home has increased substantially. The market for event and concert promotion is $25 billion in the United States, and event and party planners generate over $6 billion in revenue. According to market research 3
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