Level 2 Business PlanTable of Contents

EXECUTIVE SUMMARY 4Legal Description 4Business History & Description 4Current Status 4Future Plans 4Key Management 4

MISSION & VISION 4Mission Statement 4Core Values 4Core Purpose 4

PRODUCT & SERVICE DESCRIPTION 4Overview of Products & Services 4Product & Service Advantages 6Proprietary Features 6Product Development Activities 6Product Liability 6

MARKET ANALYSIS 6Market Segmentation 6Market Trends & Growth Patterns 10Market Size and Potential 10

INDUSTRY ANALYSIS 10Industry Overview 10Industry Participants 13Industry Trends & Growth 13

COMPETITIVE ANALYSIS 13Competitive Overview 13Market Share Analysis 13Direct Competitors 13Indirect Competitors 16Competitive Advantages 19Barriers to Entry 19

SALES & MARKETING PLAN 19Sales Goals 19Marketing Goals 19Target Market 19Positioning 19SWOT 19Branding 21

Pricing Strategy 21Marketing Strategies (Promotion & Advertising) 21Public Relations 21Customer Service 21Distribution Channels 21

WEBSITE PLAN 21Website Goals 21Website Marketing Strategy 21Development Requirements 21

OPERATIONS PLAN 21Location 21Property Ownership / Lease Terms 21Equipment 21Purchasing Policies 22Manufacturing Process 22Quality Control Measures 22Organizational Chart 22

MANAGEMENT TEAM 22Key Management 22Board of Advisors 22Board of Directors 22Professional Service Providers 22

FINANCIAL PLAN 22Financial Summary 22Current ownership Summary 22Projected Start-up Expenses 22Assumptions 23Sales Projections 24Personnel Projections 26Pro�t & Loss Projections 27Cash Flow Projections 29Balance Sheet Projections 31

APPENDICES 33Product Samples/Pictures 33Management Resumes 33Legal Documents 33Other Critical Data 33

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