The Artemis Project

 

MOON

 

John Koltes, Alex Lapides

Dr. Peter Schubert

Packer Engineering

 

 

I. The Organizational Plan

        

            A. Summary Description of The Artemis Project

             

Mission:

The Artemis Project's goal is to establish a private, permanent lunar base and exploit it for a profit.

 

Business Model:

Strategy:

Strategic Relationships:

SWOT Analysis (strengths, weaknesses, opportunities, threats):

 

B. Product or Services

 

Manufacturing Process Description:

Describe Services provided to Public:

 

C. Intellectual Project

 

Copyrights, Patents, Trademarks:

Support Documentation, Pictures, Diagrams:

 

D. Legal Structure

 

Legal Organization:

Owners/ Corporate Officers (Resumes):

 

E. Management

 

            Officers' abilities and responsibilities (Resumes):

Projected Salaries:

 

F. Personnel

           

            Project Number of Employees:

            Necessary Employee Qualifications:

 

 

G. Accounting and Legal

 

            System of Daily Accounting:

            Tax Accountant:

            Company Lawyer:

 

I. Insurance

 

Carried Insurance Policies (Property, Liability, Life, Health):

Cost of Insurance:

 

J. Security

 

            Inventory Control/Information Theft Risk:

 

 

 

 

II. The Marketing Plan

 A.  Overview and Goals of Marketing Strategy

 

 B.  Market Analysis

Target Market (identify with demographics, psychographics, and niche market specifics).

Competition (describe major competitors assessing their strengths and weaknesses.

Market Trends (identify industry trends and customer trends).

Market Research (describe methods of research, database analysis, and results summary).

 

C.  Marketing Strategy

 

General Description (budget % allocations on- and off-line with expected ROIs).

Method of Sales and Distribution (stores, offices, kiosks, catalogs, d/mail, website).

Packaging (quality considerations and packaging).

Pricing (price strategy and competitive position.

Branding.

Database Marketing (Personalization).

Sales Strategies (direct sales, direct mail, email, affiliate, reciprocal, and viral marketing).

Sales Incentives/Promotions (samples, coupons, online promo, add-ons, rebates, etc.).

Advertising Strategies (traditional, web/new media, long-term sponsorships).

Public Relations (online presence, events, press releases, interviews).Networking (memberships and leadership positions).

D.  Customer Service

Description of Customer Service Activities.

Expected Outcomes of Achieving Excellence.

E.  Implementation of Marketing Strategy

In-House Responsibilities

Out-Sourced Functions (Advertising, public relations, marketing firms, ad networks)

F. Assessment of Market Effectiveness

To be completed after a marketing phase is completed

 

III. Financial Documents

A.  Summary of Financial Needs

How much capital will Artemis need initially, eventually, totally:

B.   Loan Fund Dispersal Statement

How will funds be allocated?

C.   Pro Forma Cash Flow Statement

This document projects what your Business Plan means in terms of dollars. It shows cash inflow and outflow over a period of time and is used for internal planning. It is of prime interest to the lender and shows how you intend to repay your loan. Cash flow statements show both how much and when cash must flow in and out of your business.

D.  Three Year Income Projection

 

A Pro Forma Income P&L (Income) Statement showing projections for your company for the next three years. Use the revenue and expense totals from the Pro Forma Cash Flow Statement for the 1st year's figures and project for the next two years according to expected economic and industry trends.

E.   Projected Balance Sheet

Projection of assets, liabilities, net worth at the end of upcoming fiscal year.

F.   Break-Even Analysis

The break-even point is the point at which a company's expenses exactly match the sales or service volume. It can be expressed in: (1) Total dollars or revenue exactly offset by total expenses -or- (2) Total units of production (cost of which exactly equals the income derived by their sales). This analysis can be done either mathematically or graphically. Revenue and expense figures are drawn from the three-year income projection.

G.  Profit and Loss Statement

Shows your business financial activity over a period of time (monthly, annually). It is a moving picture showing what has happened in your business and is an excellent tool for assessing your business. Your ledger is closed and balanced and the revenue and expense totals transferred to this statement.

H.  Balance Sheet

Shows your business financial activity over a period of time (monthly, annually). It is a moving picture showing what has happened in your business and is an excellent tool for assessing your business. Your ledger is closed and balanced and the revenue and expense totals transferred to this statement.

I.     Financial Statement Analysis

In this section you will use your income statements and balance sheets to develop a study of relationships and comparisons of: (1) Items in a single year's financial statement, (2) comparative financial statements for a period of time, or (3) your statements with those of other businesses. Measures are expressed as ratios or percentages that can be used to compare your business with industry standards.

If you are seeking a lender or investor, ratio analysis as compared to industry standards will be especially critical in determining whether or not the loan or venture funds are justified.

J.    Business Financial History

In this section you will use your income statements and balance sheets to develop a study of relationships and comparisons of: (1) Items in a single year's financial statement, (2) comparative financial statements for a period of time, or (3) your statements with those of other businesses. Measures are expressed as ratios or percentages that can be used to compare your business with industry standards.

If you are seeking a lender or investor, ratio analysis as compared to industry standards will be especially critical in determining whether or not the loan or venture funds are justified.

Liquidity Analysis (net working capital, current ratio, quick ratio).

Profitability Analysis (gross profit margin, operating profit margin, net profit margin).

Debt Ratios (debt to assets, debt to equity).

Measures of Investment (return on investment).

Vertical financial statement analysis (shows relationship of components in a single financial statement).

Horizontal financial statement analysis (percentage analysis of the increases and decreases in the items on comparative financial statement).

IV. Supporting Documents

A.  Personal Resumes

Include resumes for owners and management. A resume should be a one-page document. Include: work history, educational background, professional affiliations and honors, and a focus on special skills relating to the company position.

A statement of personal assets and liabilities. For a new business owner, this will be part of your financial section.

Business and personal from suppliers or wholesalers, credit bureaus, and banks.

All agreements currently in force between your company and a leasing agency, Mortgage Company or other agency.

Letters recommending you as being a reputable and reliable business person worthy of being considered a good risk. (both business and personal references)

Include all business contracts, both completed and currently in force

All legal papers pertaining to your legal structure, proprietary rights, insurance, etc. Limited partnership agreements, shipping contracts, etc.

All other documents which have been referred to, but not included in the main body of the plan. (for example, location plans, demographics, competition analysis, advertising rate sheets, cost analysis, etc.).