The Business Plan 195Assumptions.
- The initial Web site will be largely designed and developed internally, thus reducing the
upfront requirement for cash. - The Internet will remain an accepted purchasing channel for consumers.
- As a LLC corporation, the owners will be responsible for paying all potential taxes through
their personal tax returns. The corporation will not have tax liability.
For pro forma financials, see attached Appendix A.
Exit Strategy. The goal of this company is to grow organically through sustainable efforts with
the founders maintaining substantially all the equity. As evidenced by our financial projections,
we expect that by end of Year 5 we will have a Net Worth of $2,541,276. Because the company
is an LLC, all equity owners will be rewarded annually with ownership distributions according
to their percent of ownership. If any owner desires to sell his/her interest in the company, this
request will be honored based on standard practices of our legal entity structure at the time of
such an occurrence.
Internal Controls and Monitoring. Cash flow will initially be monitored by Matt Sifferlen and
Neal Cawi. A secondary quarterly check will also be done as part of our quarterly CPA-compiled
financial statements provided by Ernst & Young’s Indianapolis location.
Organization and Management
Key Personnel Resources. Babyyourway.com will be managed by the four primary partners.
Each partner brings extremely valuable expertise and experience that will allow the collective
group to succeed. The following chart indicates each partner’s functional areas of ownership.
Neal Cawibrings almost 15 years of IS expertise to babyyourway.com. He has the proven
skills necessary to launch a successful start-up company (IS consulting firm). Neal will own
Product Research & Development as well as IT/IS.
Brian Erdmanbrings an engineering background and five years of marketing and branding
experience (primarily at P&G) to the management team of babyyourway.com. Brian will head
the venture’s sales, marketing, and consumer research.
David Rucker, with almost 15 years experience in operations and product development at
P&G, will own operations, supply chain, purchasing, and quality control for babyyourway.com.
Matt Sifferlenhas more than a 10-year background in financial services and banking. He will
own financial management, customer service, and overall administration (including HR) for
babyyourway.com. Matt will also serve as CEO.
In addition, it is important to note that several of the partners have experience and back-
grounds in areas outside their immediate responsibility for Babyyourway.com. For instance, Matt
Sifferlen has worked with Web-based program management in addition to his financial back-
Neal Cawi- Product R&D
- IT and IS
Brian Erdman- Sales
- Marketing
- Consumer research
Dave Rucker- Operations/
supply chain - Quality control
- Purchasing
Matt Sifferlen, CEO- Finance
- Customer service
- Administration (HR)