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Sales Forecast

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Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Unit Sales
Basic Pastries 0% 2,500 2,625 2,756 2,894 3,039 3,191 3,350 3,518 3,694 3,878 4,072 4,276
Full breakfast options 0% 1,500 1,575 1,654 1,736 1,823 1,914 2,010 2,111 2,216 2,327 2,443 2,566
Coffee and drinks 0% 1,500 1,575 1,654 1,736 1,823 1,914 2,010 2,111 2,216 2,327 2,443 2,566
Total Unit Sales 5,500 5,775 6,064 6,367 6,685 7,020 7,371 7,739 8,126 8,532 8,959 9,407
Unit Prices Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Basic Pastries $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50
Full breakfast options $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00
Coffee and drinks $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50
Sales
Basic Pastries $3,750 $3,938 $4,134 $4,341 $4,558 $4,786 $5,025 $5,277 $5,540 $5,817 $6,108 $6,414
Full breakfast options $7,500 $7,875 $8,269 $8,682 $9,116 $9,572 $10,051 $10,553 $11,081 $11,635 $12,217 $12,828
Coffee and drinks $2,250 $2,363 $2,481 $2,605 $2,735 $2,872 $3,015 $3,166 $3,324 $3,490 $3,665 $3,848
Total Sales $13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090
Direct Unit Costs Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Basic Pastries 25.00% $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38
Full breakfast options 25.00% $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25
Coffee and drinks 15.00% $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22
Direct Cost of Sales
Basic Pastries $938 $984 $1,034 $1,085 $1,140 $1,197 $1,256 $1,319 $1,385 $1,454 $1,527 $1,603
Full breakfast options $1,875 $1,969 $2,067 $2,171 $2,279 $2,393 $2,513 $2,638 $2,770 $2,909 $3,054 $3,207
Coffee and drinks $337 $354 $372 $391 $410 $431 $452 $475 $499 $524 $550 $577
Subtotal Direct Cost of Sales $3,150 $3,308 $3,473 $3,647 $3,829 $4,020 $4,221 $4,432 $4,654 $4,887 $5,131 $5,388

Marketing Expense Budget

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Marketing Expense Budget
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Website and Online Marketing $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150
Print and Poster Advertising $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Mystery Customers $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250
Loyalty Club Promotions $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 $500 $500
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $1,450 $1,500 $1,550 $1,600 $1,650 $1,700 $1,750 $1,800 $1,850 $1,900 $1,900 $1,900
Percent of Sales 10.74% 10.58% 10.41% 10.24% 10.06% 9.87% 9.67% 9.48% 9.28% 9.07% 8.64% 8.23%

Key Marketing Metrics

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Key Marketing Metrics
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Revenue $13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090
Leads 5,000 5,250 5,513 5,788 6,078 6,381 6,700 7,036 7,387 7,757 8,144 8,552
Leads Converted 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00%
Avg. Transactions/Customer 1 2 2 2 3 3 3 3 4 4 4 4
Avg. $/Customer $3 $6 $6 $6 $9 $9 $9 $9 $12 $12 $12 $12
Referrals 100 110 121 133 146 161 177 195 214 236 259 285
PR Mentions 15 5 3 5 5 5 5 5 5 5 5 5
Testimonials 0 1 2 3 4 5 5 5 5 5 5 5
Loyalty Club Members Added 20 30 40 50 60 70 80 90 100 110 120 130

Gap Dashboard

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Gap Dashboard
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Personal
Owner hours spent on marketing 60 55 55 50 50 45 45 40 40 40 40 40
Owner speaking engagements 0 0 0 0 0 1 0 1 0 1 0 1
Owner vacation days 0 0 0 0 0 0 0 0 0 0 0 5
Business
Total revenue $13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090
Transactions Per Customer 1 2 2 2 3 3 3 3 4 4 4 4
Spend Per Customer $3 $6 $6 $6 $9 $9 $9 $9 $12 $12 $12 $12
Tactical
E-Newsletter Subscribers Added 50 55 61 67 73 81 89 97 107 118 130 143
Bakery Club Members Added 20 30 40 50 60 70 80 90 100 110 120 130
Business Referral Partners Added 1 1 1 1 0 1 0 1 0 1 1 1
Strategic
Investment Funding Raised 0 0 0 0 0 0 0 0 0 0 0 0
Market Share of Union Station added 8% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50%

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Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Unit Sales
Basic Pastries 0% 2,500 2,625 2,756 2,894 3,039 3,191 3,350 3,518 3,694 3,878 4,072 4,276
Full breakfast options 0% 1,500 1,575 1,654 1,736 1,823 1,914 2,010 2,111 2,216 2,327 2,443 2,566
Coffee and drinks 0% 1,500 1,575 1,654 1,736 1,823 1,914 2,010 2,111 2,216 2,327 2,443 2,566
Total Unit Sales 5,500 5,775 6,064 6,367 6,685 7,020 7,371 7,739 8,126 8,532 8,959 9,407
Unit Prices Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Basic Pastries $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50
Full breakfast options $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00
Coffee and drinks $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50
Sales
Basic Pastries $3,750 $3,938 $4,134 $4,341 $4,558 $4,786 $5,025 $5,277 $5,540 $5,817 $6,108 $6,414
Full breakfast options $7,500 $7,875 $8,269 $8,682 $9,116 $9,572 $10,051 $10,553 $11,081 $11,635 $12,217 $12,828
Coffee and drinks $2,250 $2,363 $2,481 $2,605 $2,735 $2,872 $3,015 $3,166 $3,324 $3,490 $3,665 $3,848
Total Sales $13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090
Direct Unit Costs Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Basic Pastries 25.00% $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38
Full breakfast options 25.00% $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25
Coffee and drinks 15.00% $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22
Direct Cost of Sales
Basic Pastries $938 $984 $1,034 $1,085 $1,140 $1,197 $1,256 $1,319 $1,385 $1,454 $1,527 $1,603
Full breakfast options $1,875 $1,969 $2,067 $2,171 $2,279 $2,393 $2,513 $2,638 $2,770 $2,909 $3,054 $3,207
Coffee and drinks $337 $354 $372 $391 $410 $431 $452 $475 $499 $524 $550 $577
Subtotal Direct Cost of Sales $3,150 $3,308 $3,473 $3,647 $3,829 $4,020 $4,221 $4,432 $4,654 $4,887 $5,131 $5,388
Marketing Expense Budget
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Website and Online Marketing $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150
Print and Poster Advertising $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Mystery Customers $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250
Loyalty Club Promotions $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 $500 $500
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $1,450 $1,500 $1,550 $1,600 $1,650 $1,700 $1,750 $1,800 $1,850 $1,900 $1,900 $1,900
Percent of Sales 10.74% 10.58% 10.41% 10.24% 10.06% 9.87% 9.67% 9.48% 9.28% 9.07% 8.64% 8.23%
Key Marketing Metrics
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Revenue $13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090
Leads 5,000 5,250 5,513 5,788 6,078 6,381 6,700 7,036 7,387 7,757 8,144 8,552
Leads Converted 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00%
Avg. Transactions/Customer 1 2 2 2 3 3 3 3 4 4 4 4
Avg. $/Customer $3 $6 $6 $6 $9 $9 $9 $9 $12 $12 $12 $12
Referrals 100 110 121 133 146 161 177 195 214 236 259 285
PR Mentions 15 5 3 5 5 5 5 5 5 5 5 5
Testimonials 0 1 2 3 4 5 5 5 5 5 5 5
Loyalty Club Members Added 20 30 40 50 60 70 80 90 100 110 120 130
Gap Dashboard
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Personal
Owner hours spent on marketing 60 55 55 50 50 45 45 40 40 40 40 40
Owner speaking engagements 0 0 0 0 0 1 0 1 0 1 0 1
Owner vacation days 0 0 0 0 0 0 0 0 0 0 0 5
Business
Total revenue $13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090
Transactions Per Customer 1 2 2 2 3 3 3 3 4 4 4 4
Spend Per Customer $3 $6 $6 $6 $9 $9 $9 $9 $12 $12 $12 $12
Tactical
E-Newsletter Subscribers Added 50 55 61 67 73 81 89 97 107 118 130 143
Bakery Club Members Added 20 30 40 50 60 70 80 90 100 110 120 130
Business Referral Partners Added 1 1 1 1 0 1 0 1 0 1 1 1
Strategic
Investment Funding Raised 0 0 0 0 0 0 0 0 0 0 0 0
Market Share of Union Station added 8% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50%