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Grassroots Wireless is an innovative start-up company that provides wireless broadband Internet connections to several Chicago neighborhoods. Utilizing Wi-fi technology and proprietary antennas and repeaters, Grassroots will be able to serve a large area with broadband Internet connections. Grassroots was been founded by Steve Teche. With a MBA and an undergraduate Computer Science degree, Steve has the skills to execute on this well-researched business plan. Steve spent two years in the Peace Corps, which gave him not only an incredible and reasonable boost in confidence to accomplish a business venture, but also provided him with solid project management skills and experience. The market for wireless broadband Internet connections is wide open. Demand for traditional broadband connections is surpassing conservative forecasts. The wireless market is even more exciting due to the significantly lower costs needed in terms of delivery infrastructure. As Grassroots' customer base grows, costs decrease through scales of economy, creating an even more compelling argument for Grassroots' existence. Grassroots has targeted three distinct groups. The first is students, a market segment that uses the Internet the most and also have high expectations regarding the speed of the connection. The second group is professionals, people with disposable income, not a lot of excessive time on their hands, and a group that uses the Internet a fair amount, both personally as well as professionally. The last group that will be targeted is techies. This group is the early adopters of any type of technology and spend incredible amounts of time immersed in Internet technology. Grassroots is a compelling business concept that leverages advances in technology and proprietary tools to offer a market need at below market prices. In addition to earning great margins with low infrastructure costs, margins increase as the customer base increases. This exciting business plan has a high likelihood of success with Steve Teche responsible for the execution of it. The business will earn modest profits in year two, increasing exponentially in year three. Net profit is forecasted to be commensurate in years two and three.
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1.1 Mission
It is Grassroots Wireless' mission to provide fast, wireless Internet access at a reasonable price. The most important thing to remember is that every customer must be satisfied with our services.
Practice disciplined growth. Reach profitability by year two. Ensure that the customer's needs are met and maintain a 90% customer retention ratio.
1.3 Objectives
Provide, fast, reliable, wireless Internet access. Treat customers with the upmost respect. Become profitable within two years
Company Summary
Grassroots Wireless will be formed in 2003 to offer an inexpensive, wireless broadband Internet connection to compete with DSL or cable offerings. Using Wi-fi technology, it is inexpensive to set up a neighborhood network. The company was founded by Steve Teche. Steve will rely on outside investors for the necessary start-up costs.
Three computer workstations; Wireless access point; Five repeaters; Five antennas; Assorted office equipment and supplies.
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Start-up Funding Start-up Expenses to Fund Start-up Assets to Fund Total Funding Required Assets Non-cash Assets from Start-up Cash Requirements from Start-up Additional Cash Raised Cash Balance on Starting Date Total Assets Liabilities and Capital Liabilities Current Borrowing
$0
Long-term Liabilities $0 Accounts Payable (Outstanding Bills) $0 Other Current Liabilities (interest-free) $0 Total Liabilities $0 Capital Planned Investment Investor 1 Investor 2 Additional Investment Requirement Total Planned Investment Loss at Start-up (Start-up Expenses) Total Capital Total Capital and Liabilities Total Funding $15,000 $55,000 $0 $70,000 ($9,500) $60,500 $60,500 $70,000
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Start-up Requirements Start-up Expenses Legal Stationery etc. Consultants Insurance Rent
Research and Development $1,000 Expensed Equipment $5,000 Total Start-up Expenses Start-up Assets Cash Required $9,500 $55,500
Services
Grassroots offers wireless broadband Internet access. The service is DSL speed with customers only needing a Wi-fi card and to live within range of the signal which covers a thirty block radius currently. There are plans to enlarge the coverage area as more customers sign up. Wi-fi technology is based off of 2.4 mhz spectrum wireless transmissions. Using the same wave lengths that some cordless phones use, the Internet signals are broadcasted out through the neighborhood. With the supplied password and a Wi-fi receiver in each customer's computer, customers will have fast, wireless Internet connections.
Students: these are people currently in academia and are accustomed to fast connections and are willing to pay for it. This group uses the Internet the most, whether they are trading MP3s or downloading videos. Professionals: this group conducts a fair amount of business over the Internet, whether banking, e-commerce, or communications. Techies: this group embraces technology as they enjoy challenging themselves with technology and the complexity it brings.
Other than the students, Grassroots' customers are fairly affluent (household income of >$50,000) and spend their money on technology offerings, whether it is digital cable, cellular service, or broadband Internet connections. The target customers are also generally well educated with 65% having a college degree and 20% having a graduate degree. Combining several demographic factors, Grassroots arrives at the following primary customer profile:
Spends 10 hours a week on the Internet away from home. Has purchased something from a website at least once within the last two months. Educated with at least some course work for an undergraduate degree. Household income of at least $50,000.
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Market Analysis Year 1 Year 2 Year 3 Year 4 Year 5 Potential Customers Growth CAGR Students 9% 54,000 58,860 64,157 69,931 76,225 9.00% Professionals Techies Total 8% 11% 8.87% 34,000 10,000 98,000 36,720 11,100 39,658 12,321 42,831 13,676 46,257 15,180 8.00% 11.00%
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DSL (digital subscriber line). A connection that utilizes the copper phone lines as the method of transmission. Cable. A connection that uses cable TV wiring for transmission. Satellite connections. These use satellites, in orbit to provide "cable" TV as well as Internet connections to residential and remote consumers.
Availability: not every type of broadband connection is available to every consumer. Consumers often pick service providers based on what is available to them. Convenience: this is often based on where the outlet cords are based in the house, whether the computer will be located closer to the cable TV or nearer to a phone jack.
Advertising/postings with local retailers and commercial businesses. This will provide Grassroots with great visibility in the exact community that it operates in. Mailings. Grassroots will adopt a targeted mailing campaign to local residents. Website. Grassroots will leverage its website as a comprehensive and efficient source of marketing/sales information.
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Sales Forecast Year 1 Sales Monthly Internet Service Other Total Sales Direct Cost of Sales Administrative costs Other Subtotal Direct Cost of Sales $36,584 Year 2 Year 3
$132,665 $211,443
$0 $0 $0 $36,584 $132,665 $211,443 Year 1 Year 2 Year 3 $1,829 $0 $1,829 $6,633 $0 $6,633 $10,572 $0 $10,572
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5.4 Milestones
Milestones are a very important aspect of a business plan. They provide concrete, achievable, yet lofty goals that the business must concentrate on. By targeting lofty goals, Grassroots ensures that it is aiming high, therefore it is more likely to achieve more. The milestones that Grassroots has chosen are very specific to the company and will be embraced by all employees.
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Milestones Milestone Business plan completion First 10 customers Profitability Enlargement of the network Totals Start Date End Date 1/1/2003 2/1/2003 $0 1/1/2003 3/30/2003 $0 1/1/2003 1/1/2003 2/1/2004 2/1/2004 $0 $0 $0 Budget Manager Department Steve Management Steve Sales Steve Steve Operations Operations
Management Summary
Steve Teche, founder and president will be the anchor of the management team. Steve received his undergraduate degree in computer science from Loyola University. While Steve enjoyed the course work he recognized that it was not something that he was interested in pursuing as a career. Steve decided that it would be in his best interest to study for an MBA, however, he was not immediately ready to do this. So Steve headed off to Ghana with the Peace Corps to develop community-based trading systems. Steve's Peace Corp experience was invaluable, providing him with extensive project management experience as well as giving him confidence that he could accomplish anything he set his mind out to do. After getting back to the States, Steve began the MBA program at the University of Chicago. Steve's course of study concentrated on entrepreneurial ventures, recognizing at some point his desire to start his own business. Near the end of his second year, Steve began to hear about Wi-fi technology. He became interested in what he saw was a strong market need for inexpensive broadband Internet connections transmitted wirelessly, thereby significantly decreasing delivery costs. Steve formed Grassroots Wireless to fulfill this market need.
Technician: this position is responsible for the smooth operation of the wireless network as well as the website. Administration: this is a general customer service position, assisting in sales and support.
Personnel Plan President Technician Administration Total People Total Payroll Year 1 Year 2 Year 3 $24,000 $36,000 $48,000 $19,800 $21,600 $21,600 $15,000 $18,000 $18,000 3 3 3 $58,800 $75,600 $87,600
Financial Plan
The following sections outline important financial information.
Average per-unit revenue: based on the $20 monthly access fee. Average per-unit variable cost: costs based on infrastructure, and administrative costs. Estimated monthly fixed costs: Internet connections costs.
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Break-even Analysis Monthly Revenue Break-even $8,072 Assumptions: Average Percent Variable Cost 5% Estimated Monthly Fixed Cost $7,668
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Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan. Create your own business plan
Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan. Create your own business plan
Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan. Create your own business plan
Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan. Create your own business plan
Pro Forma Profit and Loss Year 1 Sales Direct Cost of Sales Other Costs of Sales Total Cost of Sales Gross Margin Gross Margin % Expenses Payroll Sales and Marketing and Other Expenses Depreciation Rent $58,800 $2,400 $996 $2,400 $75,600 $5,600 $1,002 $2,400 $87,600 $12,000 $1,002 $2,400 $36,584 $1,829 $0 $1,829 $34,755 95.00% $132,665 $6,633 $0 $6,633 $126,032 95.00% Year 2 $211,443 $10,572 $0 $10,572 $200,871 95.00% Year 3
Utilities Insurance Payroll Taxes Other Total Operating Expenses Profit Before Interest and Taxes EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales
$13,000 $3,000 $11,340 $6,000 $117,942 $8,090 $9,092 $0 $2,427 $5,663 4.27%
$15,000 $3,000 $13,140 $6,000 $140,142 $60,729 $61,731 $0 $18,219 $42,510 20.10%
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Pro Forma Cash Flow Year 1 Cash Received Cash from Operations Cash Sales Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received New Current Borrowing New Other Liabilities (interest-free) New Long-term Liabilities Sales of Other Current Assets Sales of Long-term Assets New Investment Received Subtotal Cash Received Expenditures Expenditures from Operations Cash Spending Bill Payments Subtotal Spent on Operations Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out Principal Repayment of Current Borrowing Other Liabilities Principal Repayment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $58,800 $31,112 $89,912 $75,600 $49,195 $124,795 $87,600 $77,871 $165,471 $0 $0 $0 $0 $0 $0 $0 $36,584 Year 1 $0 $0 $0 $0 $0 $0 $0 $132,665 Year 2 $0 $0 $0 $0 $0 $0 $0 $211,443 Year 3 $36,584 $36,584 $132,665 $132,665 $211,443 $211,443 Year 2 Year 3
Long-term Liabilities Principal Repayment $0 Purchase Other Current Assets Purchase Long-term Assets $0 $0
Pro Forma Balance Sheet Year 1 Assets Current Assets Cash Other Current Assets Total Current Assets Long-term Assets Long-term Assets $5,000 $5,000 $1,998 $3,002 $13,044 Year 2 $5,000 $3,000 $2,000 $58,014 Year 3 $2,172 $0 $2,172 $10,042 $0 $10,042 $56,014 $0 $56,014 Year 2 Year 3
Accumulated Depreciation $996 Total Long-term Assets Total Assets Liabilities and Capital Current Liabilities Accounts Payable Current Borrowing Other Current Liabilities $2,938 $0 $0 $4,004 $6,176 Year 1
$70,000 ($9,500)
$70,000
$70,000
Ratio Analysis Year 1 Sales Growth Percent of Total Assets Other Current Assets Total Current Assets Long-term Assets Total Assets Current Liabilities Long-term Liabilities Total Liabilities Net Worth Percent of Sales Sales Gross Margin Selling, General & Administrative Expenses Advertising Expenses 100.00% 95.00% 251.52% 0.00% 100.00% 95.00% 90.73% 0.00% 100.00% 95.00% 74.90% 0.00% 100.00% 100.00% 73.80% 1.37% 0.00% 35.17% 64.83% 100.00% 47.56% 0.00% 47.56% 52.44% 0.00% 76.99% 23.01% 100.00% 31.76% 0.00% 31.76% 68.24% 0.00% 96.55% 3.45% 100.00% 11.38% 0.00% 11.38% 88.62% 56.35% 87.48% 12.52% 100.00% 30.66% 23.07% 53.73% 46.27% 0.00% Year 2 262.63% 59.38% Year 3 Industry Profile 15.97%
Profit Before Interest and Taxes Main Ratios Current Quick Total Debt to Total Assets Pre-tax Return on Net Worth Pre-tax Return on Assets Additional Ratios Net Profit Margin Return on Equity Activity Ratios Accounts Payable Turnover Payment Days Total Asset Turnover Debt Ratios Debt to Net Worth Current Liab. to Liab. Liquidity Ratios Net Working Capital Interest Coverage Additional Ratios Assets to Sales Current Debt/Total Assets Acid Test Sales/Net Worth Dividend Payout
-156.52%
6.10%
28.72%
1.03%
n.a n.a
11.59 27 5.92
12.17 26 10.17
12.17 24 3.64
0.91 1.00
0.47 1.00
0.13 1.00
n.a n.a
($765) 0.00
$5,900 0.00
$49,412 0.00
n.a n.a
Appendix
Sales Forecast Month 1 Sales Monthly Internet Service Other Total Sales Direct Cost of Sales Administrative costs Other Subtotal Direct Cost of Sales 0% 0% $0 $0 $0 Month 1 $0 $0 $0 $0 $0 $0 Month 2 $0 $0 $0 $1,200 $0 $1,200 Month 3 $60 $0 $60 $2,112 $0 $2,112 Month 4 $106 $0 $106 $2,544 $0 $2,544 Month 5 $127 $0 $127 $2,887 $0 $2,887 Month 6 $144 $0 $144 $3,543 $0 $3,543 Month 7 $177 $0 $177 $3,877 $0 $3,877 Month 8 $194 $0 $194 $4,322 $0 $4,322 $216 $0 $216 $4,899 $0 $4,899 $245 $0 $245 $5,323 $0 $5,323 $266 $0 $266 $5,877 $0 $5,877 $294 $0 $294 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
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Personnel Plan Month 1 President Technician Administration Total People Total Payroll 0% 0% 0% $2,000 $0 $0 1 $2,000 Month 2 $2,000 $1,800 $0 2 $3,800 Month 3 $2,000 $1,800 $1,500 3 $5,300 Month 4 $2,000 $1,800 $1,500 3 $5,300 Month 5 $2,000 $1,800 $1,500 3 $5,300 Month 6 $2,000 $1,800 $1,500 3 $5,300 Month 7 $2,000 $1,800 $1,500 3 $5,300 Month 8 $2,000 $1,800 $1,500 3 $5,300 Month 9 Month 10 Month 11 Month 12 $2,000 $1,800 $1,500 3 $5,300 $2,000 $1,800 $1,500 3 $5,300 $2,000 $1,800 $1,500 3 $5,300 $2,000 $1,800 $1,500 3 $5,300
General Assumptions Month 1 Plan Month Current Interest Rate Long-term Interest Rate Tax Rate Other 10.00% 10.00% 30.00% 0 1 10.00% 10.00% 30.00% 0 Month 2 2 10.00% 10.00% 30.00% 0 Month 3 3 10.00% 10.00% 30.00% 0 Month 4 4 10.00% 10.00% 30.00% 0 Month 5 5 10.00% 10.00% 30.00% 0 Month 6 6 10.00% 10.00% 30.00% 0 Month 7 7 10.00% 10.00% 30.00% 0 Month 8 8 10.00% 10.00% 30.00% 0 Month 9 9 10.00% 10.00% 30.00% 0 Month 10 10 10.00% 10.00% 30.00% 0 Month 11 11 Month 12 12 10.00% 10.00% 30.00% 0
Pro Forma Profit and Loss Month 1 Sales Direct Cost of Sales Other Costs of Sales Total Cost of Sales Gross Margin Gross Margin % Expenses Payroll Sales and Marketing and Other Expenses Depreciation Rent Utilities Insurance Payroll Taxes Other Total Operating Expenses Profit Before Interest and 15% $2,000 $200 $83 $200 $800 $250 $300 $500 $4,333 ($4,333) $3,800 $200 $83 $200 $800 $250 $570 $500 $6,403 ($6,403) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($6,988) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($6,122) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($5,711) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($5,385) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($4,762) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($4,445) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($4,022) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($3,474) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($3,071) $5,300 $200 $83 $200 $800 $250 $795 $500 $8,128 ($2,545) $0 $0 $0 $0 $0 0.00% $0 $0 $0 $0 $0 0.00% Month 2 Month 3 $1,200 $60 $0 $60 $1,140 95.00% Month 4 $2,112 $106 $0 $106 $2,006 95.00% Month 5 $2,544 $127 $0 $127 $2,417 95.00% Month 6 $2,887 $144 $0 $144 $2,743 95.00% Month 7 $3,543 $177 $0 $177 $3,366 95.00% Month 8 $3,877 $194 $0 $194 $3,683 95.00% Month 9 $4,322 $216 $0 $216 $4,106 95.00% Month 10 $4,899 $245 $0 $245 $4,654 95.00% Month 11 $5,323 $266 $0 $266 $5,057 95.00% Month 12 $5,877 $294 $0 $294 $5,583 95.00%
Taxes EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales ($4,250) $0 $0 ($4,333) 0.00% ($6,320) $0 $0 ($6,403) 0.00% ($6,905) $0 $0 ($6,988) -582.33% ($6,039) $0 $0 ($6,122) -289.85% ($5,628) $0 $0 ($5,711) -224.50% ($5,302) $0 $0 ($5,385) -186.54% ($4,679) $0 $0 ($4,762) -134.41% ($4,362) $0 $0 ($4,445) -114.65% ($3,939) $0 $0 ($4,022) -93.06% ($3,391) $0 $0 ($3,474) -70.91% ($2,988) $0 $0 ($3,071) -57.70% ($2,462) $0 $0 ($2,545) -43.30%
Pro Forma Cash Flow Month 1 Cash Received Cash from Operations Cash Sales Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received 0.00% New Current Borrowing New Other Liabilities (interest-free) New Long-term Liabilities Sales of Other Current Assets Sales of Long-term Assets New Investment Received Subtotal Cash Received Expenditures Expenditures from Operations Cash Spending Bill Payments Subtotal Spent on Operations Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out Principal Repayment of Current Borrowing Other Liabilities Principal Repayment Long-term Liabilities Principal Repayment Purchase Other Current Assets Purchase Long-term Assets Dividends Subtotal Cash Spent Net Cash Flow Cash Balance $0 $0 $0 $0 $0 $0 $0 $2,075 ($2,075) $53,425 $0 $0 $0 $0 $0 $0 $0 $6,059 ($6,059) $47,366 $0 $0 $0 $0 $0 $0 $0 $7,830 ($6,630) $40,737 $0 $0 $0 $0 $0 $0 $0 $8,107 ($5,995) $34,742 $0 $0 $0 $0 $0 $0 $0 $8,151 ($5,607) $29,135 $0 $0 $0 $0 $0 $0 $0 $8,173 ($5,286) $23,849 $0 $0 $0 $0 $0 $0 $0 $8,190 ($4,647) $19,201 $0 $0 $0 $0 $0 $0 $0 $8,223 ($4,346) $14,856 $0 $0 $0 $0 $0 $0 $0 $8,240 ($3,918) $10,938 $0 $0 $0 $0 $0 $0 $0 $8,262 ($3,363) $7,575 $0 $0 $0 $0 $0 $0 $0 $8,291 ($2,968) $4,607 $0 $0 $0 $0 $0 $0 $0 $8,312 ($2,435) $2,172 $2,000 $75 $2,075 $3,800 $2,259 $6,059 $5,300 $2,530 $7,830 $5,300 $2,807 $8,107 $5,300 $2,851 $8,151 $5,300 $2,873 $8,173 $5,300 $2,890 $8,190 $5,300 $2,923 $8,223 $5,300 $2,940 $8,240 $5,300 $2,962 $8,262 $5,300 $2,991 $8,291 $5,300 $3,012 $8,312 $0 $0 $0 $0 $0 $0 $0 $0 Month 1 $0 $0 $0 $0 $0 $0 $0 $0 Month 2 $0 $0 $0 $0 $0 $0 $0 $1,200 Month 3 $0 $0 $0 $0 $0 $0 $0 $2,112 Month 4 $0 $0 $0 $0 $0 $0 $0 $2,544 Month 5 $0 $0 $0 $0 $0 $0 $0 $2,887 Month 6 $0 $0 $0 $0 $0 $0 $0 $3,543 Month 7 $0 $0 $0 $0 $0 $0 $0 $3,877 Month 8 $0 $0 $0 $0 $0 $0 $0 $4,322 Month 9 $0 $0 $0 $0 $0 $0 $0 $4,899 Month 10 $0 $0 $0 $0 $0 $0 $0 $5,323 Month 11 $0 $0 $0 $0 $0 $0 $0 $5,877 Month 12 $0 $0 $0 $0 $1,200 $1,200 $2,112 $2,112 $2,544 $2,544 $2,887 $2,887 $3,543 $3,543 $3,877 $3,877 $4,322 $4,322 $4,899 $4,899 $5,323 $5,323 $5,877 $5,877 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
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Pro Forma Balance Sheet Month 1 Assets Current Assets Cash Other Current Assets Total Current Assets Long-term Assets Long-term Assets Accumulated Depreciation Total Long-term Assets Total Assets Liabilities and Capital Current Liabilities Accounts Payable Current Borrowing Other Current Liabilities $0 $0 $0 $2,175 $0 $0 $2,436 $0 $0 $2,712 $0 $0 $2,756 $0 $0 $2,776 $0 $0 $2,793 $0 $0 $2,825 $0 $0 $2,841 $0 $0 $2,862 $0 $0 $2,890 $0 $0 $2,911 $0 $0 $2,938 $0 $0 $5,000 $0 $5,000 $60,500 $5,000 $83 $4,917 $58,342 Month 1 $5,000 $166 $4,834 $52,200 Month 2 $5,000 $249 $4,751 $45,488 Month 3 $5,000 $332 $4,668 $39,410 Month 4 $5,000 $415 $4,585 $33,720 Month 5 $5,000 $498 $4,502 $28,351 Month 6 $5,000 $581 $4,419 $23,620 Month 7 $5,000 $664 $4,336 $19,192 Month 8 $5,000 $747 $4,253 $15,191 Month 9 $5,000 $830 $4,170 $11,745 Month 10 $5,000 $913 $4,087 $8,694 Month 11 $5,000 $996 $4,004 $6,176 Month 12 $55,500 $0 $55,500 $53,425 $0 $53,425 $47,366 $0 $47,366 $40,737 $0 $40,737 $34,742 $0 $34,742 $29,135 $0 $29,135 $23,849 $0 $23,849 $19,201 $0 $19,201 $14,856 $0 $14,856 $10,938 $0 $10,938 $7,575 $0 $7,575 $4,607 $0 $4,607 $2,172 $0 $2,172 Starting Balances Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Subtotal Current Liabilities Long-term Liabilities Total Liabilities Paid-in Capital Retained Earnings Earnings Total Capital Total Liabilities and Capital Net Worth