Professional Documents
Culture Documents
Overview
Kimberly A. Kindred is a 1996 FastTrac graduate ample of a home-based product and service ven-
of the Premier FastTrac I program from the First ture that was started with little capital, which is
Step Fund in Kansas City, Mo., targeting low- to typical of many ventures started by FastTrac gradu-
moderate-income entrepreneurs. Kimberly won the ates. Kimberly’s Plan for Further Action section
award for the best Feasibility Plan from her pro- in her feasibility plan indicated that she could be
gram. She has started American Gardenscapes, successful if she started this venture. This section
located in Johnson County, Kan., and sells a vari- of her plan could have been expanded to give the
ety of rare antique and standard plants, seeds, reader a clearer picture of the next steps she plans
herbs, fresh cut flowers, and gift items as a home- to take.
based business. Her marketing focus is to sell plant American Gardenscapes was included in this
and seed items that are not readily available from book because it is clearly written, concise, and is
local sources. easy to read and follow. Her format is clean and
Kimberly works full-time for Sprint and is us- simple, but attractive and pleasing to the eye. Kim-
ing her free time during her lunch hours, in the eve- berly used bullets to summarize key points, but
nings and on weekends to establish her business. she could have used a chart displaying some in-
An avid gardener, she is enrolled in the Horticul- formation that appeared in text form.
tural Science program at Johnson County Commu- Because her venture required little investment
nity College and plans on obtaining a Master Gar- and her feasibility plan proved it could be profit-
dener certification from the Johnson County Co- able, Kimberly launched this business after gradu-
operative Extension. In addition, she is negotiating ation and plans to write a business plan to help
with the city of Kansas City, Mo., to establish a her better plan and manage her new venture.
community-based children’s garden. Review her feasibility plan and use it as a guide
She wrote her feasibility plan on American in preparing yours. The authors of The Entrepre-
Gardenscapes and used the suggested format and neurs First Step FastTrac Handbook want to thank
subtitles found in The Entrepreneur’s FastTrac I Kimberly for allowing us to include her plan in
Handbook. Her feasibility plan is an excellent ex- this book.
simple yet appealing. Her feasibility plan includes plan could have been improved by adding sample
bullets effectively, which encourage reviewers to pictures of her products.
continue reading the plan. The length is appropri-
ate for this type of venture.
AMERICAN GARDENSCAPES
__________________________________________
__________________________________________
KIMBERLY A. KINDRED
(913)236-7676
Summary Executive
Service
The Market
Pitfalls ................................................................................................................ 21
Positive Points ................................................................................................... 21
Needed Capital .................................................................................................. 21
Entrepreneur’s Role ........................................................................................... 21
Business Plan .................................................................................................... 21
License Potential ............................................................................................... 22
Corporate Partners/Sponsors ........................................................................... 22
Infrastructure Members ...................................................................................... 22
October 7, 1996
The enclosed feasibility plan is being provided for your review. American
Gardenscapes, to be located in Johnson County, Kansas, will sell a variety of stan-
dard, as well as antique, rare and heirloom herbaceous perennial, annual decora-
tive, houseplants, seeds, herbs, and fresh cut flowers. In addition, gifts, gardener’s
gift baskets, tools and supplies will be offered. The marketing focus is to sell plants
and seeds which are not readily available from or to local sources
Start-up is planned for Spring, 1997. The business consisting of the gen-
eral manager, grower/buyer, sales representative and one or two part-time assis-
tants will be fully operational at that time. An injection of capital will be needed prior
to that time to purchase a Macintosh computer, printer, indoor lighting, supplies and
inventory. A small business loan from a banker or other lending source is being
sought.
Sincerely,
Kimberly A. Kindred
¦ S TAGE OF D EVELOPMENT
American Gardenscapes, while currently in the concept stage, will begin op-
eration as a home-based business. Several clients have already expressed
an interest in having the service/product available.
The majority of the plant inventory, gift basket items and supplies will be
purchased from local and national wholesalers. Retail space will be leased
on a temporary, “as needed” basis to accommodate retail sales and growing
seasons. Some of these sources are The Schultz Company, Fiskars, Inc.,
Antique Flowers, and Smithmark Publishing
¦ P RODUCT LIMITATIONS
Plants are subject to fashion trends and are somewhat perishable. If Ameri-
can Gardenscapes finds itself limited by such fashion trends, specific plants
can be purchased to update existing stock. American Gardenscapes will
overcome the perishability issue by participating in and promoting inner city,
educational gardening programs to which unnecessary stock will be donated.
¦ P ROPRIETARY R IGHTS
American Gardenscapes has trademarked its name and logo. No other pro-
prietary requirements or limitations are evident at this time.
¦ G OVERNMENT A PPROVALS
¦ P RODUCT L IABILITY
In the plant area there are many avenues that American Gardenscapes could
take:
a Landscaping
a Interior plantscaping
a Lawncare services
a Plants and flowers for special occasions, i.e. weddings, banquets, funerals
a Consulting
a Gardening classes
a Cafe featuring items prepared from nursery grown plants, herbs and flowers
a Cooking classes
a Cookbooks sales
¦ PRODUCTION
Some stock will be grown from seed, however the majority of stock will be pur-
chased from local and national wholesalers. Retail space will be leased on a
temporary “as needed” basis to accommodate spring, summer and fall retail sales
and planting seasons. Should the needs of the business indicate that a perma-
nent retail location would prove beneficial, space will be sought at that time.
Grounds Maintenance, February 1995, p.8, from the U.S. Department of Agriculture Economic
Research Service reports that in 1993, retail spending on floriculture products reached $13.5
billion.
Nursery Business Grower, February 1995, from Greenridge & Associates, Inc., states that a
total of $15.50 billion in green goods was sold in 1994.
Looking at this demand for landscape and bedding plants, as well as garden equipment and
supplies indicates that more people than ever are gardening in their spare time and therefore
demanding more variety and quality in their bedding stock choices. Today’s gardening enthusi-
ast is very savvy. Healthy stock and variety will be the factors for success or failure of floricul-
ture in the 1990’s and beyond.
With today’s fast paced lifestyles, more people are turning to gardening in their spare time as a
means of stress reduction. Throughout the centuries gardening has been a popular hobby and
although plants fashions may change, the demand for both indoor and outdoor plans remain
constant and in fact has been steadily on the rise in the 1990’s.
There do not appear to be any limiting factors in the floriculture arena. Gardening has withstood
the test of time. It remained popular in Europe and America despite revolutions, depressions
and political upheavals. Floriculture is an industry that permeates every part of out lives and will
continue to do so well into the 21st century. Mankind is dependent upon to plants in the same
manner as they are on air.
¦ I NDUSTRY TRENDS
Many areas of floriculture are rapidly expanding (i.e., landscaping, interiorscaping and xeriscaping)
and some have lagged in the area of variety. Most bedding stock offered is considered to be
standard and common, with most nurseries selling on the most popular plants, rather than the
antique, heirloom, “hard to find” varieties. These trends indicate that American Gardenscapes
could quickly expand by focusing on its niche market of antique and heirloom plants and seeds,
as well as offering the standards.
From tulipmania in the 16-1700’s through the rise in interest in Tea and English roses today,
floriculture and horticulture began escalating centuries ago and continue to do so today. Vari-
ety, quality and service are the tools American Gardenscapes will use to penetrate the green
goods market, so it is important to understand this medium. The consumers can be divided into:
a Corporate
a Individual
a Landscapers & Xeriscapers
a Interiorscapers
As more people begin to explore the exciting areas of floriculture, they also become more
aware of the pleasures, rewards and styles available on the market today, Gardeners also
quickly learn their specialties and personal limitations. In theory, this should create a mag-
netism between the educated gardener and the professional green good merchants. After
years of training and practical hands on experience in the horticulture and floriculture fields,
the professional gardener/green goods merchant becomes the person best suited to assist
the customer with plant choices, care, site, design and color.
¦ C USTOMER P ROFILE
¦ C USTOMER B ENEFITS
a The opportunity to purchase antique, rare and heirloom plants which are not
readily available from local sources.
a American Gardenscapes’ low operational overhead also affords the client the
opportunity to purchase quality, healthy plants and seeds at highly competitive prices.
a Gift and gift baskets customized for the gardening enthusiast that include items
any gardener would enjoy.
a Free garden plans and planting instructions with every purchase.
American Gardenscapes will target both novice and avid home gardeners and
businesses in the Kansas City Metropolitan area who are seeking unusual plants
for their home gardens and /or offices. The target market will be:
Plans are being made to contact potential customers in each target market.
¦ M ARKET P ENETRATION
American Gardenscapes will penetrate the high end retail and wholesale mar-
kets, using a direct sales approach. Through referrals, networking and contacts,
names and addresses of potential customers and marketing opportunities will be
compiled. Each contact will be sent a seed packet business card and a pamphlet
introducing the products and services offered:
Then after a few weeks, a telephone call will be made to the potential buyer to set
up a sales appointment.
C ONSULTING S ERVICES
Landscape Design 25./hr
Interiorscaping 25./hr
Classes/Seminars 25./hr
S EED P ACKETS
Annuals .69
Perennials .79
Vegetables .59
HOUSEPLANTS
4" Container Grown 1.99
6" Container Grown 2.99
8" Container Grown 3.99
10" Container Grown 4.99
G IFT B ASKETS
Small 19.95
Medium 29.95
Large 49.95
Custom Quoted
BOOKS
Title A 5.95
Title B 8.95
Title C 12.95
Title D 16.95
Title E 22.95
S EED P ACKETS
Annuals 175. 228. 319.
Perennials 190. 247. 345.
Vegetables 150. 195. 273.
HOUSEPLANTS
4" Container Grown 900. 1,170. 1,638.
6" Container Grown 1,050. 1,365. 1,911.
8" Container Grown 1,000. 1,300. 1,820.
10" Container Grown 900. 1,170. 1,638.
G IFT B ASKETS
Small 3,000. 3,900. 5,460.
Medium 2,500. 3,200. 1,050.
Large 2,000. 2,600. 3,640.
Custom
BOOKS
Title A 900. 270. 378.
Title B 450. 650. 189.
Title C 1,000. 1,300. 1,820.
Title D 900. 1,170. 1,638.
Title E 1,200. 1,560. 2,200.
First year capital expenditures for equipment will be approximately $6,000. Use of outside contract
labor and consultants will total approximately $1,200. Approximately $4,500 will be spent on inven-
tory, supplies and booth rental fees. Total first year costs to produce estimated sales are $11,700.
Second year capital expenditures for equipment will be approximately $14,600. Use of outside
contract labor and consultants will total approximately $2,500. Approximately $7,500 will be spent
on inventory, supplies and booth rental fees. Total second year costs to produce estimated sales
are $24,600.
These figures are variable by the actual number of hours spent consulting, giving classes and units
sold. Profit margin percentages should be estimated and effected by and units sold in each product/
service category on a single purchase from a customer. The following chart illustrates the different
profit margin percentages expected by unit:
HOUSEPLANTS
4" Container Grown 1.10 2.20 3.30
6" Container Grown 1.40 2.80 4.20
8" Container Grown 2.20 4.40 6.60
10" Container Grown 2.50 5.00 7.50
HOUSEPLANTS
Small 5.99 11 . 9 7 17.95
Medium 8.99 17.97 26.95
Large 32.47 64.93 97.40
Custom Quoted Quoted Quoted
ASSUMPTIONS
1. No salary for owner/manager 1st year
2. Contract labor - no payroll taxes
3. Meeting Room/Booth rental fees
4. 75% Advertising work done In-house
5. Local only
6. Lighting, seed trays, labels, potting medium, seeds, baskets
7. New line, plus install
8. Additional electricity for grow lights
9. Business Policy
10. Computer Equipment, light bulbs
11. Tax return preparation & Accounting
12. Petty Cash
EXPENSES
Salary of Owner/Manager 0. 2,000. 2,500.
All Other - Consultants 1,200. 500. 1,000.
Rent 2,000. 2,200. 2,500.
Advertising 2,500. 3,500. 5,500.
Delivery Expense 600. 750. 850.
Supplies 4,500. 7,500. 12,000.
Phone 720. 720. 720.
Other Utilities 300. 300. 300.
Insurance 300. 400. 400.
Maintenance 250. 450. 600.
Legal/Professional 350. 650. 850.
Miscellaneous 600. 800. 1,200.
S TART - UP C OSTS
Inventory 800.
Supplies 1,000.
Phone 200.
Initial Marketing 250.
Business Cards 300.
Total 2,550.
Lower Sales Projections: Sales were not projected on maximum hours available to bill.
If additional hours are needed each month to meet budget, marketing efforts will be increased;
alternative uses for consultants and equipment would be considered.
Unavailable capital for expansion in year two: Should there be no money available
from a bank or other lender for the expansion into retail space, stock could be sold to family and
friends to fund the move. If insufficient funds were raised, the business can continue as a home-
based business venture until funds were available either from profit or borrowings.
¦ P OSITIVE P OINTS
¦ N EEDED C APITAL
Most start-up costs will be covered by the owner. Additional funds are needed to purchase equip-
ment and some inventory. In two years expansion will be considered.
¦ E NTREPRENEUR’ S R OLE
Kimberly Kindred, sole proprietor, in addition to being an avid gardener, has successfully
completed several college level courses in the areas of Botany and Horticultural Science. She is also
currently seeking Master Gardener certification from The Johnson County Cooperative Extension
Office. Her contribution to the business will be general manager, grower and sales representative.
Additionally, she will contribute some capital to the business in the start-up phase.
¦ B USINESS PLAN
Based on information gathered for this Feasibility Plan and the results of the financial
analysis, a full business plan can now be written.
a Competition
a Market Survey
a Personnel requirements and job descriptions and compensation requirements.
a Operating and control systems.
a Changing technology that may affect services/products.
a Back-up subcontractors.
None anticipated.
¦ I NFRASTRUCTURE M EMBERS