Medical Equipment - Supplies Business Plan

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Table of Contents
1.0 Executive Summary...............................................................................................................................1 1.1 Objectives..........................................................................................................................................2 1.2 Mission...............................................................................................................................................2 1. !eys to Success..................................................................................................................................2 C"art# $ig"lig"ts.................................................................................................................................. 2.0 Com%any Summary............................................................................................................................... 2.1 Com%any O&ners"i%......................................................................................................................... 2.2 Start'u% Summary..............................................................................................................................( Table# Start'u%.....................................................................................................................................) C"art# Start'u%......................................................................................................................................) .0 Pro*ucts..................................................................................................................................................) (.0 Mar+et ,nalysis Summary....................................................................................................................(.1 Mar+et Segmentation.......................................................................................................................... C"art# Mar+et ,nalysis /Pie0...............................................................................................................1 Table# Mar+et ,nalysis........................................................................................................................1 (.2 Target Mar+et Segment Strategy.......................................................................................................1 (. 2n*ustry ,nalysis.............................................................................................................................10 (. .1 Com%etition an* 3uying Patterns.............................................................................................10 ).0 Strategy an* 2m%lementation Summary...............................................................................................11 ).1 Com%etitive E*ge.............................................................................................................................11 ).2 Mar+eting Strategy...........................................................................................................................12 ).2.1 Message Matrices......................................................................................................................1 ). Sales Strategy...................................................................................................................................1) ). .1 Sales 4orecast............................................................................................................................1C"art# Sales Mont"ly.....................................................................................................................15 C"art# Sales by 6ear......................................................................................................................15 Table# Sales 4orecast.....................................................................................................................1. ). .2 7ecruitment an* Training.........................................................................................................1. ). . Sales Process.............................................................................................................................11 ).( Milestones........................................................................................................................................11 Table# Milestones...............................................................................................................................22 C"art# Milestones...............................................................................................................................2 -.0 8eb Plan Summary.............................................................................................................................2 -.1 8ebsite Mar+eting Strategy............................................................................................................2 -.2 9evelo%ment 7e:uirements.............................................................................................................2( 5.0 Management Summary........................................................................................................................2( 5.1 Personnel Plan..................................................................................................................................2( Table# Personnel.................................................................................................................................2) ..0 4inancial Plan.......................................................................................................................................2) ..1 Start'u% 4un*ing..............................................................................................................................2Table# Start'u% 4un*ing.....................................................................................................................2..2 2m%ortant ,ssum%tions....................................................................................................................25 Table# ;eneral ,ssum%tions..............................................................................................................25 Page 1
Table of Contents
................................................................................................................................................................25 .. 3rea+'even ,nalysis........................................................................................................................2. Table# 3rea+'even ,nalysis...............................................................................................................2. C"art# 3rea+'even ,nalysis...............................................................................................................2. ..( Projecte* Profit an* <oss.................................................................................................................21 C"art# Profit Mont"ly......................................................................................................................... 0 C"art# Profit 6early............................................................................................................................ 0 C"art# ;ross Margin Mont"ly............................................................................................................ 1 C"art# ;ross Margin 6early............................................................................................................... 1 Table# Profit an* <oss........................................................................................................................ 2 ................................................................................................................................................................ ..) Projecte* Cas" 4lo&........................................................................................................................ Table# Cas" 4lo&............................................................................................................................... C"art# Cas"......................................................................................................................................... ..- Projecte* 3alance S"eet................................................................................................................... Table# 3alance S"eet.......................................................................................................................... 2 ( ( (
..5 3usiness 7atios................................................................................................................................ ) Table# 7atios...................................................................................................................................... Table# Sales 4orecast...................................................................................................................................1 ......................................................................................................................................................................1 Table# Personnel...........................................................................................................................................2 ......................................................................................................................................................................2 Table# Profit an* <oss.................................................................................................................................. ......................................................................................................................................................................( Table# Cas" 4lo&.........................................................................................................................................) ......................................................................................................................................................................Table# 3alance S"eet....................................................................................................................................5
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=energy Me*ical 2n*ustries

9.+ C6ecutive #ummary .his business plan has been developed to present our company to prospective supplier partners, employers, and investors. Denergy Eedical ,ndustries is a start:up company focused initially on distribution of leading brands of therapeutic systems for use by residents of Fomecare and Assisted Living facilities at risk of complications from G disease. After establishing a market presence with this product niche, we will e6pand to offer other products related to further treating and managing complications of the disease. .he market is currently served poorly and inconsistently by a patchwork of local pharmacies and distributors. We will offer a regional, and ultimately national, network of clinical sales professionals, which will make us the partner of choice for large, geographically diverse Fomecare and Assisted Living $A.L.& chains, and will make us attractive to potential supplier partners. &arket Potential .he two major market opportunities are Hat riskH residents with the disease in Fomecare and Assisted Living. .here are an estimated IJ2,=;J Fomecare at risk residents, with a potential K2<.> million revenue, and an estimated >>,>=9 Assisted Living at risk residents, with a potential for K9=.> million in revenue. Competiti%e Ad%antage .he product technology is available to all players in this market. We will differentiate ourselves by adding value through our distribution strategy and channels, and our comprehensive product lines and programs that make working with us incredibly easy. We are uni-uely positioned to gain market share in this segment due to our corporate account relationships, our ability to build a regional $ultimately national& field clinical sales team -uickly, and our ability to create compelling marketing programs. .he competition is largely smaller, more local distributors and pharmacists who are not approaching this market in a sophisticated or coordinated way. Strategy 9. Asing relationships with decision makers at major homecare chains to gain uni-ue access to sell into their facilities. .his will allow us to provide Hpre:-ualifiedH sales opportunities to our field:based clinical sales team. *. Cffectively building a strong national clinical sales team capable of building strong relationships with clinical decision makers at the facility level. I. 1reating marketing strategies and tactics to position ourselves as leaders in providing clinical product solutions to help facilities manage the complications of disease. J. Laining distribution relationships with a uni-ue combination of top suppliers to build a comprehensive line of product solutions for managing the complications of the disease. We will create an effective channel of distribution that will be indispensable to suppliers as a cost effective way for them to penetrate the post:acute market. We will utiliMe the therapeutic system offering as the means to gain entrance into the market and build our organiMation. .hen we will add complimentary products for managing complications of the disease, followed by other products related to managing complications of heart disease and aging. 'inancial S(mmary .he owners will invest personal savings in the business. We are seeking an additional short: term $I year& loans, to supplement initial cash flows from sales for the first year. We anticipate
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a first year net profit. .his should grow substantialy by year three. 'y the end of year three, Denergy Eedical ,ndustries will have a very respectable net worth. 9.9 Nbjectives .o achieve the sales growth targets by month si6 and by end of year one. Aggressive gains in market share and average monthly revenues in year two. .o grow the contracted sales team to seven field clinical sales reps by month eight and to *2 field clinical sales reps by year three. .o achieve net profit in year one, increasing in year two, by containing costs and meeting sales goals. .o begin paying Oice residents a regular salary starting in year two. .o maintain <+ day customer satisfaction survey results $3 who would definitely repurchase and definitely recommend us& at <;3 or higher.
9.* Eission We provide post:acute:care facilities with product solutions to help manage complications of G disease. We take pride in helping to alleviate patient suffering associated with these conditions. 9.I Peys to #uccess 9. We offer a comprehensive line of innovative, top -uality products. *. We provided une-ualed clinical support on a regional $national& level to post acute facilities. I. We have close relationships with key decision makers in top post acute chains, and with key administrators and clinicians at the facility level. J. We do an e6ceptional job of articulating the value of our products and solutions.We position ourselves in a clear, powerful, and memorable way in the marketplace. 2. We have an organiMation with a uni-ue spirit that makes people eager to join us or do business with us. Nnce people join us, they canQt imagine working anywhere else.
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1hart! Fighlights
*.+ 1ompany #ummary Denergy Eedical ,ndustries will be seen by post:acute:care providers as .FC source for product solutions to manage the complications of G disease. We are a start:up company that will initially distribute a full line of disease therapies and medications, followed by additional complimentary products that fit with our strategy. Denergy Eedical ,ndustriesQ head-uarters will be in 1harleston, #.1. Nur source of differentiation will be in our distribution and marketing strategies. We will leverage our corporate account relationships and create marketing programs to drive demand for our products solutions at the corporate level. We will establish a uni-ue network of clinical sales professionals, first in the #outheast, then nationwide, who will then build relationships at the facility level by providing value:added service and e6pertise to caregivers. 7egulatory ,ssues As distributors, our only relevant compliance issues are to stay in compliance with 1E#Qs supplier standards as regulated by the BEC71s and to stay in compliance with F, AA regulations regarding patient data. *.9 1ompany Nwnership Denergy Eedical ,ndustries is a division of )inkelstein and Acropolis, LL1., which is e-ually owned by Acropolis, )inkelstein, and Aktum. 1apital for start:up costs will be provided out of private funds from Acropolis, )inkelstein, and Aktum. Denergy Eedical ,ndustries will also seek an #'A Eicro:Loan to supplement the private funding provided by the three managing e6ecutives.
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*.* #tart:up #ummary .he key elements in the start:up plan for the company are! 1reate the strategic business plan. Cstablish a corporate identity and positioning strategy. Cstablish a location and place of doing business. Nbtain a Eedicare provider number. 'uild a field clinical sales organiMation focused initially on the #outhern A.#. Befine key business processes for ordering, billing, reimbursement, record keeping, customer satisfaction tracking, etc. 'uild relationships with key decision makers in targeted Fomecare and Assisted Living chains. 1osts of raising capital through private placement.
Eore specifically, start:up re-uirements include the following! Legal fees to draw up employment agreements and various company legal documents. Nffice supplies and stationery to purchase business cards and stationery with the new companyQs information@ this is also intended to cover basic office supplies $pens, paper, calculators, files, etc.& ,nitial cost to obtain appropriate general liability insurance policy of KI++P on our facility. 7ent $9 month rent and 9 month deposit 8 KJ2+ per month&. Nffice e-uipment lease : computer, printerRcopierRscannerRfa6 machine. .elecommunications : 1ost of B#L internet connection, phone line listed under company name in directory assistance@ purchase of phone. Accounting : )or =:; hours to get our bookkeeping processes in place $accounts payable to suppliers, lessors, etc., accounts receivable from Eedicare and patient co:pay, commission payout system, basic journal entry system for recording orders, collections, etc. #urety bond : per 5ational #upplier 1learinghouse 1ustomer #ervice Lroup, this re-uirement has been waived $verified with Pimberly on *R;R+2, and 'onnie on *R<R+2&. Earketing Eaterials : urchase desktop brochure software and brochure -uality paper, secure marketing materials from manufacturers, create a basic website, license use of any research articles, and create our own flyers and brochures for corporate account use, facility use, and use to recruit sales people. Nther : Ananticipated e6penses. #tart:up assets : Working capital@ product inventory@ office furniture $file cabinet, desk, book shelf&.
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.able! #tart:up
Start-up Requirements Start-up Expenses Legal Stationery and Office Supplies Liability nsurance Rent Office Equipment Leases $elecommunications &ccounting Surety 'ond (ar)eting (aterials $ra*el Ot+er $otal Start-up Expenses Start-up &ssets -as+ Required Start-up n*entory Ot+er -urrent &ssets Long-term &ssets $otal &ssets Total Requirements $",500 $2,500 $2.5 $0 $#2,2.5 $#5,5/0 $500 $250 $!0 $"00 $#25 $%20 $#50 $0 $500 $0 $500 $%,%05
1hart! #tart:up
I.+ roducts Denergy Eedical ,ndustries sells disease therapy systems for use by homecare and assisted living residents who have been diagnosed with an ,1B:< code of G disease.
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At no additional charge to the resident, we provide value:added services like initial consultations, management of all paperwork for order placement, billing and reimbursement, training on the system upon delivery, and management of annual reorder processes. Nver time, we will contract with leading suppliers to distribute additional complimentary products for managing the complications of the disease. J.+ Earket Analysis #ummary Nur primary customers are elderly residents living in homecare or post:acute care facilities and at risk for complications from G disease. .hese residents can be divided into two major markets! homecare residents, and assisted living residents, and they fit in one of three broad payor classifications for the costs of their stay! Eedicare, rivate ay, or Eedicaid. A profile of the homecare market today! 9. .here are 9>,9*9 facilities with 9,>;I,+>; patients. *. Average utiliMation rate is ;2.>3, which translates to an average of 9,JJ+,=>; patients. I. Bisease prevalence is estimated at 9;3 in the general population of people over the age of >+. Nne Eedicare survey estimated the prevalence within homecare at *J3. ,n the overall population it is generally estimated that diagnosed cases of the disease represent only about =+3 of the true total number of these patients in the country, so these are probably conservative numbers. J. About 9*3 of residents are covered by Eedicare, another *+3 by private sources $family, personal assets, private insurance, managed care&@ the remaining >;3 are covered under Eedicaid. 2. >+:=+3 of these patients suffer from related symptoms, which places them at higher risk for complications $ulcers, other problems, etc.&. >. 92:*23 of these patients will suffer from complications during their lifetime. =. ;>,+++ surgeries occur per year@ an estimated 2+3 of these are considered preventable. .he cost of managing these complications has been estimated at anywhere from K*+++: K9I,2++ per year and up to K*=,+++ overall for the two years following surgery.
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'ased on these statistics, the market siMe is estimated as follows!
)omecare *At +isk* Segment total S of Fomecare residents G Fomecare disease prevalence rate S of these patients in payor category G 3 with related symptoms , of at risk these patients in )omecare market G reimbursement per year )omecare +e%en(e potential
: 9,JJ+,=>; *J3 IJ2,=;J >23 **J,=>+ K*>J.+J -! ,./!,!#/
A profile of the Assisted 0i%ing market today! 9. .here are I*,;;> facilities with <;=,+++ beds. *. Average occupancy rate is ;+3, which translates to an average of =;<,+++ residents. I. Bisease prevalence is estimated at 9;3 in the general population of people over the age of >+. Nne Assisted Living survey estimated the prevalence within Assisted Living facilities at 9I3. ,n the overall population it is generally estimated that diagnosed cases of disease represent only about =+3 of the true total number of these patients in the country, so these are probably conservative numbers. J. About <93 of residents are covered private sources $family, personal assets, private insurance, managed care&@ the remaining <3 are covered under Eedicaid. 2. >+:=+3 of these patients suffer from related symptoms, which places them at higher risk for complications. >. 92:*23 of these patients will suffer from complications during their lifetime. =. ;>,+++ surgeries occur per year@ an estimated 2+3 of these are considered preventable. .he cost of managing these complications has been estimated at anywhere from K*+++: K9I,2++ per year and up to K*=,+++ overall for the two years following surgery. 'ased on these statistics, the market siMe is estimated as follows! A0 *At +isk* Segment total S of AL residents G AL disease prevalence rate S of these patients in payor category G 3 with related symptoms , of at risk these patients in A0 market G reimbursement per year A0 +e%en(e potential : =;<,+++ 9I3 9+*,2=+ >23 >>,>=9 K*>J.+J -11,2$.,213
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4lderly and diseased growth pro5ections! 'etween *++* and *+*+ it is projected that the overall population with the disease will grow JJ3 driven by increased heart disease, an aging population, and above average growth in segments of the population considered most at risk $African American and Fispanic&. .he Fomecare and AL markets will continue to grow due to continued growth in the elderly population $>2T&, which is projected by the 1ensus 'ureau to grow from IJ.= million in *+++ to 2I.* million by *+*+, a total increase of 2I3. Buring that same period, the total number of elderly patients with the disease is projected to grow from J.> million to 9+.> million, a total increase of 9I+3. All of these dynamics will drive demand for products to manage complications of disease. J.9 Earket #egmentation Nur three highest priority target markets will be! 9. HAt riskH residents in Fomecare chains. *. HAt riskH residents in AL chains. With Fomecare and AL chains, we can leverage our relationships at the corporate office level to more efficiently gain access to the member facilities. )omecare " top !$ chains total S of Fomecare residents G disease prevalence rate S of these patients in Fomecare top 2+ chains G 3 with related symptoms , of at risk patients in )omecare top !$ chains G reimbursement per year )omecare +e%en(e potential Assisted 0i%ing " top .$ chains total S of AL residents G disease prevalence rate S of these patients in AL top I+ chains G 3 with related symptoms , of at risk patients in A0 top .$ chains G reimbursement per year Assisted 0i%ing +e%en(e potential : I=2,+++ *J3 <+,+++ >23 2;,2++ K*>J.+J -1!,//2,./$ : 9>=,=++ 9I3 *9,;+9 >23 9J,9=9 K*>J.+J -.,1/1,213
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1hart! Earket Analysis $ ie&
.able! Earket Analysis
Market Analysis 0ear # 2otential -ustomers L$- at ris) &L at ris) Total 3ro4t+ 25 15 261.5 221,.!0 !!,!.# 2"#,1%# 22",255 !",%%/ 2"/,5"% 2%%,/10 .2,##2 %05,"52 2%/,5#. .1,""! %#%,5#% 21%,2/. ..,""! %2#,2/% 0ear 2 0ear % 0ear 1 0ear 5 -&3R 26005 16005 261.5
J.* .arget Earket #egment #trategy Leographically, we will focus on facilities located in the #outhern A.#. that fit within our two top priority segments. Nur model will be to leverage our relationships with these chains to get easier and faster access at the facility level for our field clinical sales team. .his should allow us to achieve economies in marketing, promotions, and sales costs, and should allow our field sales team to be more efficient in working only with highly -ualified facilities. .he #outhern A.#. BEC71 7egion 1 will be our geographic focus because the prevalence rates for the disease tend to be higher in the #outhern A.#. $2 of the top 9+ states, ranked in order of prevalence rates, are in the #outhern A.#.& and there tends to be a high number of chain facilities located in this region. We will begin by targeting Fomecare and A.L. chains with the majority of their facilities located in .ennessee, 5orth 1arolina, #outh 1arolina, Alabama, Leorgia, and )lorida in year one, then we will e6pand further into Oirginia, Louisiana, Eississippi, Nklahoma, and .e6as in years two and three. ,n years three and four we will e6pand across the country into other BEC71 regions to create a national presence. Nf course, our field reps will also call on non:chain accounts
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within their territories where opportunities arise, but our strategic focus will be on trying to leverage corporate account relationships to open doors at the facility level for the field reps. Bemographic trends indicate that the larger African American and Fispanic populations in this region will cause prevalence rates to continue to grow at above average rates over the ne6t *+ years. J.I ,ndustry Analysis Nur industry is Burable Eedical C-uipment, rosthetics, Nrthotics, and #upplies $BEC N#&, focusing on the elder care markets. .he elder care market will be impacted by conflicting sets of dynamics. 1onsumer preference, payor desire for lower costs, and advances in pharmaceuticals, non:invasive surgery, assistive devices, telemedicine, and remote monitoring will continue to allow more elderly patients to be cared for in their homes. Fowever, the continued growth in the elderly population and continued increase in heart disease, disease, AlMheimerQs, and associated disease states will force an older and sicker resident population into institutional settings due to the intensity of care re-uired to manage these disease states. .he net effect is difficult to predict, but it would appear likely that Fomecare census will remain flat or e6perience slight growth $9:I3 per year&, while Assisted Living will likely continue to e6perience slightly stronger growth $I:23 per year&. F,BA estimates that the Burable Eedical C-uipment $BEC& marketQs revenue has grown J:23 per year from *++*:*++J@ while total national spending on Clder care grew appro6imately 23 per year during that period. F,BA also estimated that total distributed medical product sales from *++9:*++I grew appro6imately 23 per year. .hese revenue growth rates may decelerate somewhat over the ne6t several years as the industry struggles to find ways to control costs, so we conservatively estimate that growth rates in the BEC institutional elder care market will probably be in the I3 per year range. J.I.9 1ompetition and 'uying atterns .he market is currently served inconsistently and, in some areas poorly, by a variety of players including pharmacies, BEC manufacturers, rehab facilities and therapists, and local dealersRdistributors who lack a national presence, a clear marketing strategy, and the ability to leverage corporate chain relationships. .heir field sales team mainly functions as order takers, going out and visiting facilities, targeting only residents they believe are covered under Eedicare part ' or an e-uivalent private pay coverage, then submitting orders for these residents. Nur growth will not come entirely from overall market growth, but also from taking market share away from our competitors. .he market is very fragmented@ 1E# estimates that <23 of BECs generate less than KI2+,+++ per year in annual billings and <<3 generate less than K2 million. We will grow in part due to the underlying trends specific to growth in disease prevalence, but also by consolidating a fragmented market by creating a regional $then a national& clinical sales channel that provides a source of competitive advantage. Nne study in 9<<2 indicated that utiliMation of the Eedicare therapeutic disease benefit was e6tremely low and could be boosted substantially via the use of a coordinated marketing approach. We believe that the combination of market dynamics along with our sales and
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marketing approach should allow us to grow revenue in this market rapidly over the ne6t three years. 1urrently, residents may elect to purchase therapeutic disease systems for several different reasons! 9. A medical e6am may prompt the residentQs physician to prescribe therapeutic systems. *. A local BEC, dealer, or distributor may recommend therapeutic systems for a resident with Eedicare coverage. I. .he resident may be prompted to purchase therapeutic systems after receiving a direct mail piece, viewing a television advertisement, viewing a brochure, or through word:of:mouth. J. A disease:related complication may prompt them to purchase therapeutic systems. 1urrently, no one effectively approaches this market on a regional or national level with the type of strategy that we have outlined in this plan. 2.+ #trategy and ,mplementation #ummary .he key element in our strategy is to market to Fomecare and Assisted Living corporate account chains in the #outheast, where we are likely to see the highest level of arthritic residents covered under Eedicare art '. We will create a program that offers a solution to improve disease care at no cost and minimal time commitment to the corporate office or the individual facilities. .o do this we will leverage our corporate account relationships to open the door, and use our marketing e6pertise to build a compelling program. .his will allow our field sales team to be much more efficient in prospecting, improving their Hhit ratioH on each facility visit. We will grow to seven e6perienced clinical reps in year one, and e6pand to *2 by year three. We will be uni-ue in that we will have a large scale team of contracted clinical pros in the field, making us attractive to chains who can use us as their one source for products supporting the complications of G disease. At the same time we will develop streamlined internal processes to ma6imiMe cash flow through fast reimbursement, and we will develop supplier relationships with manufacturers of other products that are a good strategic fit. .he therapeutic system product line will be our initial entry into this market, then we will leverage the market presence this gives us to e6pand to other complimentary products for managing complications of the disease. 2.9 1ompetitive Cdge .hrough our combined 2+ years of healthcare industry sales and marketing e6perience, we have built industry relationships and networks that we will leverage to build our business. Nur competitive edge lies in four major areas! 9. Nur relationships with decision makers at homecare chains. *. Nur ability to effectively build a strong national clinical sales team. I. Nur ability to build a comprehensive long:range marketing strategy and create a compelling therapeutic system program. J. Nur ability to secure distribution relationships with a uni-ue combination of leading suppliers by creating a very effective channel of distribution that will make us indispensible.
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2.* Earketing #trategy As mentioned previously, our primary market is residents of homecare agencies and post:acute care facilities who are covered and considered to be highly at risk for complications. ,nitially, we will focus on serving these patients in facilities that are part of Fomecare or Assisted Living chains in the #outhern A.#. Nur success is dependent on building a strong field clinical sales team that can build relationships at the facility level, successfully leveraging of national account relationships, and effectively marketing the value proposition that our therapeutic system program can offer to both the resident and the facility. We will utiliMe the therapeutic system offering as the means to gain entrance into the market and build our organiMation. .hen we will add complimentary products for managing complications of the disease, followed by other products related to managing complications of heart disease and aging. Nur key to marketing success will be to effectively manage the building of our brand platform in the market place, which will consist of the following elements! 9. Brand 6ision : our envisioned future of the brand is to be .FC national source for product solutions to manage the complications of G disease in the elderly. *. Brand Attri7(tes : artners, problem solvers, fast on our feet, fle6ible and easy to work with. I. Brand 4ssence : the shared soul of the brand, the spark of which is present in every e6perience a customer has with our products, will be H roblem #olvingH and H1ompassionate.H .his will be the core of our organiMation, driving the type of people we hire and the type of behavior we e6pect. J. Brand Image : the outside worldQs overall perception of our organiMation will be that we are clinical pros who are alleviating the complications of G disease in the elderly. 2. Brand Promise : our concise statement of what we do, why we do it, and why customers should do business with us will be, H.o alleviate pain and suffering in patients with G disease.H >. Positioning Statement : Nur positioning statement is! H)or Fomecare roviders who want solutions to manage the complications of G disease in their residents, we offer a uni-ue portfolio of product solutions and clinical support that allows providers to alleviate resident suffering. .his provides caregivers with peace of mind and a sense of pride and satisfaction. Anlike our competitors, we focus first on understanding the needs of caregivers to residents, then we scour the market to find the most innovative products, and deliver them with a team of compassionate clinical professionalsH. Image Nur company name will be Denergy Eedical ,ndustries. .his reflects the passion and problem solving that are to be the essence of our brand. Nur tagline will be more specific to our initial focus on disease related products! 8energy &edical Ind(stries9 *Alle%iating the pain of disease.* Nur logo and color scheme will be finaliMed by our Hgo live dateH of Eay =th. .he communications strategy we will use in year 9 to build our brand platform will include the following items!
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9. Website : featuring product line information, research, testimonials, cost benefit analysis, fre-uently asked -uestions, and medicare reimbursement information. .his website will be used as a tool for both our sales team and our customers. *. resentations, brochures and mailers geared to the facility level $ideally, distributed by the corporate office as part of an initiative to prevent complications of disease& e6plaining the benefits of our product as part of a comprehensive care plan. I. resentations and brochures geared to the corporate account decision maker e6plaining the benefits of our program in terms of positive outcomes, reduced cost from complications, and reduced risk of lawsuits or negative survey events. J. A presentation and recruiting brochure geared to prospective sales people that emphasiMes the benefits of joining our organiMation. 2. .raining materials that help every employee deliver our brand message in a consistent manner. 2.*.9 Eessage Eatrices .hese si6 elements described above combine to create our brand platform, from which we can develop our marketing message to our target segments. .he key -uestions to answer in our marketing message will be, for each key segment! 9. *. I. J. 2. Who is the key decision maker or influencerU What do they want or needU What problem do they need to solveU What do we offer to satisfy the need or solve the problemU What are the key messages : benefits $emotional or tangible& of our offeringU What are the proof points, success stories, research, to support our key messagesU
We will use these -uestions to develop four specific tactical level message matrices for our target market segments : primarily Fomecare chains at the corporate level, Assisted Living chains at the corporate level, and Fomecare and Assisted Living facilities. We will also develop a similar message matri6 for our prospective employees. .hese message matrices will be used as templatesRguidelines in developing sales and marketing pieces for these specific market segments. .hey will ensure continuity between our brand vision and the tactical marketing communication efforts we undertake on a daily basis.
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&essage &atri: for )omecare Chain Corporate ;ffices ! Pey Becision Eaker or ,nfluencer What do they needU
O of rocurement, O of 1linical, O of 7isk Eanagement Ways to reduce risk@ improve outcomes and -uality of life for arthritic residents at no cost to the facility and with minimal effort on their part
roducts at no cost to them that help reduce risk of complications and surgery What do we offerU in arthritic residents. rogram for care that is easy for them to adopt. Eanagement of the entire process. What are the tangible benefitsU What are the emotional benefitsU roof, research, success stories ,mproved outcomes, improved -uality of life, and reduced costs $complications& in arthritic residents. .hey create a reputation as a H1enter of C6cellenceH. .hey feel like innovators and shrewd business people. .hey have a sense of pride and satisfaction, and gain piece of mind. 7esearch articles, testimonials, manufacturer success stories.
&essage &atri: for )omecare 'acilities! Pey Becision Eaker or ,nfluencer What do they needU What do we offerU What are the tangible benefitsU What are the emotional benefitsU
BN5, Administrator, 7esident, )amily members, hysicians Lreater comfort, and prevention of disease related complications. 7educed risk of ulcers, infections, and surgeries. 7educed costs $complications& and improved outcomes and -uality of life. 1ompliance with 1orporate mandated programs. A clear, simple program of care@ an easy buying process with the assessment, ordering, and fitting of systems managed by us with no cost, hassles, or e6cessive paperwork for the facility. Lreater resident satisfaction@ improved comfort and outcomes@ reduced complications $cost& and risk of adverse complications Fappier residents and family. eace of mind. A sense of satisfaction and pride from being proactive caregivers. A sense that they provide something special that residents could not get at other facilities.
roof, research, 7esearch articles, testimonials, manufacturer success stories. success stories
&essage &atri: for Internal ;rgani<ational Team! Pey Becision Eaker or improved What do they needU
)ield based clinical sales representatives@ receptionists Lood income potential, fle6ible hours with good family vs. career balance@ freedom to be entrepreneurs@ the ability to Hmake a differenceH in improved and in providing input to shape the direction of the company@ the desire to belong to a great organiMation and get in on the ground floor.
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What do we offerU What are the tangible benefitsU What are the emotional benefitsU )le6ible hours and independence. A good compensation plan@ a great organiMation with a growing product line@ the opportunity to make a difference in improved and in shaping an organiMation from the ground floor. A nice income with fle6ible hours. Long range potential as part of a growing organiMation. .he opportunity to gain clinical sales e6perience. .o feel valued and valuable. .o make a difference in organiMation and in their company. .o love their job and company. to make a nice income without sacrificing family lifeRpersonal life.
roof, research, 7esearch articles, testimonials, manufacturer success stories. success stories 2.I #ales #trategy Sales Strategy9 Nur sales strategy will be to call on Fomecare and Assisted Living chains doing business in the #outheast to educate them on the benefits of a .herapeutic #ystem program. We will seek to gain their support in allowing our field clinicians to visit their facilities to meet with residents that are at risk for complications of G disease. We will be uni-uely positioned to gain market share within our target segments because of our! 5ational account relationships which will open the door to pre:-ualified sales opportunities at the facility level Large:scale field clinical sales presence, which will provide comprehensive coverage of facilities across the entire #outheast, and eventually the entire country. owerful compelling marketing programs that will present a compelling cost:benefit story for chains, facilities, and residents.
We will seek to do a comprehensive assessment of all at:risk residents in a facility, then we will utiliMe different sales strategies based on their payor status, which will fit into one of the following classifications! 9. Eedicare part ' will reimburse for the product. .his is an easy sell because Eedicare part ' will reimburse for ;+3 of the cost of the product. *. rivate insurance will reimburse for the product. .his may re-uire gaining a contract with the private insurer in order to -ualify for reimbursement. I. .he resident or their family must be willing to pay for the product. .his will re-uire demonstrating to the resident andRor family members the benefits of enhanced comfort and safety, and reduced risk of complications by using our product $which can cost thousands of dollars& compared to K*>J per year for therapeutic systems $as part of an overall program of care&. J. .he facility is willing to pay for the product out of the per diem reimbursement they receive for the resident from either Eedicare, Eedicaid, private insurance, or other private sources. .his will re-uire demonstrating the value to the facility in reduced risk, enhanced resident comfort, and potential savings of costs associated with complications that can run to K*,+++:9I,2++ per year for two years. Pricing9
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Eedicare reimbursement for standard systems is set at K*>J.+J per year, with ;+3 covered by Eedicare part ' and the remaining *+3 being a co:pay that is the responsibility of the resident. Nur compensation plan will be a straight 9>3 commission paid when we receive reimbursement for delivered product. We anticipate I+:J2 day payment cycles from Eedicare. We will utiliMe an e6perienced Eedicare part ' biller to ensure correct submissions to Eedicare and help us ma6imiMe cash flow by shortening reimbursement cycles and ma6imiMing collection of *+3 copay amounts. We plan to coordinate the order, reimbursement and other record keeping processes out of a central office located initially in 1harleston, #1. 2.I.9 #ales )orecast ;(r sales in year one are calc(lated (sing the following ass(mptions9 #even reps are hired, in Eay, Vune, August, #eptember, Nctober, 5ovember, and Becember )or the first 9* months each rep is in their territory, it is assumed they will generate increasing unit volume each month. .he rate of increase in unit sales slows in later months because more time is devoted to servicing the clients who were sold earlier in the year, leaving less available time to drive new unit volume. Anits per rep tops out at a ma6 capacity of 2+ units per rep per month. 5et sales are calculated using the average sales price of K*99.I*, which is ;+3 of the total sales which are based on the K*>J.+J Eedicare approved rate.
;(r direct costs in year one are calc(lated (sing the following ass(mptions9 K>2 per unit cost. #hipping is estimated at 23 of total sales. Eedicare part ' billing is estimated at K<.2+ per unit, which is the HintermediateH service package from our planned part ' billing service. 1ommissions are estimated at *+3 of net sales.
;(r sales in year two are calc(lated (sing the following ass(mptions9 #even reps hired in year one following the 9* month ramp up to ma6 monthly capacity of 2+ units. Cight new reps hired follow the 9* month ramp up.
;(r direct costs in year two are calc(lated (sing the following ass(mptions9 K>= per unit cost. #hipping is estimated at 23 of total sales. Eedicare part ' billing is estimated at K9+.++ per unit, which is the HintermediateH service package from our planned part ' billing service. 1ommissions are estimated at *+3 of net sales.
;(r sales in year three are calc(lated (sing the following ass(mptions9 )ifteen reps hired in years one and two following the 9* month ramp up to ma6 monthly capacity of 2+ units. .en new reps hired follow the 9* month ramp up.
;(r direct costs in year three are calc(lated (sing the following ass(mptions9
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K>< per unit cost. #hipping is estimated at 23 of total sales. Eedicare part ' billing is estimated at K9+.2+ per unit, which is the HintermediateH service package from our planned part ' billing service. 1ommissions are estimated at *+3 of net sales.
1hart! #ales Eonthly
1hart! #ales by Year
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.able! #ales )orecast
Sales Forecast 0ear # Sales $+erapy System Ot+er $otal Sales 7irect -ost of Sales n*entory 8sed Ot+er Subtotal Direct Cost of Sales $15/,%.1 $0 $15/,%.1 0ear # $##2,/10 $0 $##2,/10 $#,!.0,/15 $0 $#,!.0,/15 0ear 2 $151,"%0 $0 $151,"%0 $%,10/,22/ $0 $%,10/,22/ 0ear % $/%1,"00 $0 $/%1,"00 0ear 2 0ear %
2.I.* 7ecruitment and .raining +ecr(itment9 We will focus on contracting with clinicians $L 5, 75, N., ., or 7.& with two or more years of sales or customer service e6perience, who desire part:time or fle6ible work schedules and are willing to work under contract employee status. .hey will have minimum call activity re-uirements of three to five calls per week, and we anticipate that the average revenue generated per year will be appro6imately K9*+,+++ for someone working 92:*+ hours per week and meeting the minimum sales call guidelines. Nver time we will add additional products related to supporting the complications of G disease. Eitch )inkelstein has been involved in clinical salesforce management and recruiting for 92T years in this area, and Yanni Acropolis has 92T years of clinical sales e6perience in the #outheast as well. We plan to leverage our relationships in the clinical sales arena to recruit top caliber sales reps, focusing first in the #outheast. Nur goal in year one will be to fill at least seven positions by Becember 9st in the following territories! .ennessee : 1hattanooga, Pno6ville, Eemphis, 5ashville 5orth 1arolina : 1harlotte, 7aleigh, Lreensboro, #outh 1arolina : 1harleston )lorida : Eiami, .ampa, Nrlando, Vacksonville Leorgia : Atlanta
.he remaining unfilled territories will be filled early in year two, and we also begin to look at the following markets for years two and three to reach at least *2 territories by early in year three. Alabama : 'irmingham .e6as : Ballas, #an Antonio, Fouston Eississippi : Vackson, Lulfport Louisiana : 'aton 7ouge, 5ew Nrleans Nklahoma : .ulsa, Nklahoma 1ity Arkansas : Little 7ock, )ort #mith Oirginia : 7ichmond, 5orfolk
Training9 .he product is straightforward and limited in scope $initially&, and we will be hiring clinicians with e6perience in the post:acute marketplace who are generally familiar with Eedicare
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reimbursement, so we anticipate the ramp:up time to full productivity to be brief $I+:>+ days&. .raining will be provided in the following areas! A review of the company strategy, their job e6pectations, and our internal processes for ordering, billing, collecting, commissions, record keeping, etc. $one:half day re-uired& roduct:related training from the manufacturer $one day re-uired& 7eimbursement:related training from the appropriate BEC71 7egion 1 ombudsman $one: half to full day re-uired& A review of the basics of disease care, ideally conducted by a -ualified physicians $one:half to full day re-uired&
2.I.I #ales rocess Sales Process at 'acility 0e%el9 9. Wualified Eedicare residents must have an disease diagnosis. *. 7esident must have one of the following conditions! o X roprietary and 1onfidential ,nformation 7emoved.Y I. 7esident must be currently being treated under a comprehensive disease care plan by a physician. .he patients medical records must reflect the need for the care. J. .o place an order, the sales rep must submit! a. A statement of certifying physician for therapeutic systems form reviewed and signed by the E.B. or B.N. overseeing the disease treatment plan. b. A signed prescription form from the prescribing physician $E.B., or B.N.&. c. An order for the systems signed and dated by the physician. d. A completed Eedicare claim form $F1)A 92++&. 2. .o be successfully reimbursed under Eedicare part ' re-uires all the documentation above, plus demonstrated evidence of attempts to collect the *+3 co:pay, proof of delivery documentation, and an electronically filed F1)A 92++ form including the prescribing physicianQs name and A ,5 number. >. Eedicare part ' will pay ;+3 towards the allowable reimbursement on one system $F1 1# code LI2++&. .he resident pays the remaining *+3. Eedicare will reimburse for one new system every year. .he BEC71 7Cgion 1 reimbursement for this is K*>J.+J, of which K*99.I* will be billed to Eedicare and the remainder is billed to the resident. .ypical reimbursement time is estimated at I+:>+ days. =. )or rivate ay, or Eedicaid residents, we must gain a commitment either from a& the residentQs private insurer, b& the resident or their family, or c& the facility to reimburse for this product, by e6plaining the costRbenefit proposition of investing K*>J in therapeutic systems to help avoid the risk of complications or surgery which can cost K*,+++ : K9I,2++ to treat per incident over a two year period. We plan to contract with an e6perienced part ' biller who will, for a flat charge per every si6 line items on an order, handle the electronic claims submission, and the billing and collection of co:pay amounts. .his will minimiMe the time our field sales people spend chasing paperwork, and allow them to ma6imiMe their time spent building relationships, selling, and providing e6traordinary service. 2.J Eilestones =otes relating to some of the key milestones ! 9. >etermine cash needs and draw (p partnership ! o We estimate K92,2;+ will be re-uired to fund start:up and initial operations. )inkelstein, Acropolis, and Aktum plan to contribute e-ually to fund these cash needs
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and )inkelstein will create a partnership agreement with a plan for financially accounting for the investment capital. *. 'ind part B 7iller and sign agreement! this biller will be our CB, filer as well. I. +ent facility! o #ign lease agreement with target of I months guaranteed, <+ day out clause, out clause if provider number delayed or we move operations out of state. o #ecure computer, printer, B#L line, phone and phone line, answering system as back:up to forward calls the receptionist misses, secure filing system, office furniture, signage with company name and hours of operation. J. Sign s(pply contracts with 0ot(s Ind(stries and S(tra Corp.! must show that we can order product directly on credit terms $not 1NB& and receive immediately, reducing need for inventory. 2. ?et in%entory and samples! enough to demonstrate the range of products offered. 1reate starter kits for reps with product samples, name tags, lab coats, a heat gun, and B E training. >. ?et lia7ility ins(rance! we will see if landlordQs policy covers us ade-uately $we will need a copy of the entire policy with the specific verbiage showing we are covered under their facility insurance for at least KI++P&. =. Create forms, checklist, processes ! o )orms : certificate of necessity, prescription, product order form with patient info, proof of delivery, 1E# reimbursement form. o 1hecklist : an easy to follow list of things the rep must cover $paperwork, reviewing Eedicare reimbursement and the residentQs co:pay, warranty, etc.& o rocesses : flow chart the order, reimbursement, and complaint processes with electronic tracking sheets. ;. +e%iew with @anniAs wife! make sure the forms make sense and we havenQt missed anything. <. Train receptionist! she needs to know how to handle calls or in:person in-uiries, and be properly coached for the initial site inspection and what to do if there is a random inspection later. 9+. Create a(ditBCA process! define process for auditing field Eedicare claims to ensure only legitimate claims are being processed. 99. Create sales recr(itment packet! o Firing profile and job description. o 1ompensation plan and employment contract. o .erritories defined with listings of accounts. o 7ecruitment brochure and ower oint presentation. .his will include a letter, press release, and corporate marketing brochure. 9*. +ecei%e pro%ider n(m7er! this is estimated to take >+ days if we have everything right the first time. 9I. Begin recr(iting reps! identify top priority territories and begin to network. 9J. Se%en reps contracted! goal is to hire one by the first of the month in April, Eay, Vune, August, #eptember, Nctober, 5ovember. 92. Sales training program $to be done in the first I+ days&! o roduct training by the manufacturers. o 7eimbursement training by the ombudsman. o Nrder process training by the management team. o 1ompany orientation from the management team. o 'asics of anatomy, pathology, and therapeutic system fitting from EB consultants in each major market. 9>. Identify corporate acco(nt targets! determine which key chains have the biggest presence in our initial seven territories. 9=. 'irst &arketing pieces! o Eailers to be distributed by the corporate accounts to the member facilities.
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o o Eailers directly to other facilities in the initial seven territories. 'rochures for use by facilities or corporate offices.
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.able! Eilestones
Milestones (ilestone $rain receptionist on correct protocols -reate &udit9;& process for c+ec)ing for bad (edicare claims -omplete 'usiness plan Resol*e open issues for regulatory applications 7efine -ompany <ame, Logo, $ag line, 'rand 2latform 7etermine cas+ needs and dra4 up partners+ip agreement Obtain business license Sign agreement 4it+ a (edicare part ' biller ser*ice Set up a c+ec)boo) and establis+ accountant relations+ip Rent facility, get :urn9-omp9print9fax9p+one9files97SL line Sign supplier contracts 3et liability insurance Sales info pac)et territories9comp9contract9=ob descript9recruitment piece 3et in*entory and samples - create starter )its for reps -reate forms, c+ec)list order9reimb9complaint processes Submit forms to -(S Re*ie4 forms9c+ec)lists9processes 4it+ 0anni>s 4ife Sales training program - product, reimb, order process, strategy, recuit docs dentify target corporate accounts Site inspection 'egin recruiting sales team members Recei*e pro*ider number Officially ?go li*e? selling to facilities Send out first mar)eting pieces @mailerAB 4ebsite goes li*e Cire . field reps in prime mar)ets -all on targeted corporate accounts dentify future product linesB become fabulously 4ealt+y Totals Start 7ate %9#92005 %9#92005 29#592005 29#592005 29#592005 29#592005 292592005 292592005 292592005 %9#92005 %9#92005 %9#92005 %9#92005 %9.92005 %9.92005 %9.92005 %9#192005 /9%0920#0 /9%0920#0 %9.92005 %9#92005 %9.92005 59.92005 59.92005 19#92005 19#92005 /9#92005 End 7ate %9.92005 %9.92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 %9#/92005 19#92005 19#92005 19%092005 59#92005 59.92005 59/92005 59%092005 #29#92005 #29#92005 #29%#92005 'udget $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 (anager :in)elstein Steiner &)tum (ut)a &)tum :in)elstein :in)elstein :in)elstein :in)elstein :in)elstein &cropolis :in)elstein &)tum &cropolis &)tum (ut)a &)tum &)tum &cropolis Steiner :in)elstein $eam $eam &)tum :in)elstein &cropolis $eam 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment 7epartment
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1hart! Eilestones
>.+ Web lan #ummary Nur website will be informational and will serve as a repository for the organiMation through password:accessible pages where we will update critical company information. .he Web pages viewable by the public will be designed to be e6tremely fast and easy to use, and will enhance our brand image as, Hclinical pros with a variety of product solutions for the complications of G disease in the elderly.H ,t will feature the following content! 9. *. I. J. 2. >. =. ;. roduct information. 1ontact info for the representative who covers their area. ,nformation about comprehensive programs. 7esearch articles with the latest on disease care. Links to disease websites and to our suppliersQ websites. 1ustomer testimonials and sales success stories. ,nformation about Eedicare guidelines for the therapeutic system program. rogressively e6panded content relevant to homecare and post:acute care and the complications of disease. <. Links to other disease product companies. 9+. ossible customer Web portals to allow corporate office e6ecutives to track progress of member facilities in implementing a therapeutic system program. >.9 Website Earketing #trategy We will attempt to drive customers and sales reps to use the website as our primary source of communicating company information and any other relevant information on disease, the market, reimbursement, etc. We will e6plore using Web portals as a means to get corporate office decision makers to drive program compliance.
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>.* Bevelopment 7e-uirements We will develop a very basic website using standard packages and doing the development work in:house. We will target going live with the basic site by early Eay, then we will enhance the site as we go along. =.+ Eanagement #ummary Denergy Eedical ,ndustries is being founded by three individuals with a combined 2+T years of healthcare sales and marketing e6perience. &itch 'inkelstein! Eore than *+ years of clinical sales and technical service specialiMing in disease care prevention and treatment across the healthcare continuum. #erved as Area O of #ales at A 1ompany for the Fomecare market, managing =+T clinical sales people across si6 regions in the eastern A.#. Carned 7egional Birector of the year honors in GGGG and residentQs 1ouncil honors in GGGGG. Went on to serve as O of #ales and Earketing for the ' 1ompany, a start:up electronic documentation software provider focused on outpatient facilities, before joining 1 1ompany as Birector of 1orporate Accounts. @anni Acropolis, +=! Nver *+ years of e6perience in nursing and clinical sales, specialiMing in disease care prevention and treatment in the post:acute marketplace. Nver si6 years of e6perience in post:acute corporate account sales and L N sales. Yanni was consistently a top performer with ,## and then A 1ompany, which was rated a top healthcare salesforce in the A.#. in a best practices study commissioned by #elling ower EagaMine and earned their 9<<2 World 1lass #ales Award. Yanni also served as Birector of 1orporate Accounts at B 1ompany, and most recently served as C6ecutive Birector for 1orporate Accounts at 1 1ompany, a leader in documentation, charting, and training systems for the post:acute marketplace. Yanni received his 75 from GGGG in GGGG and his '.#. from GGGG in GGGG. 4kim Akt(m, &BA! Nver 92 years of e6perience in the healthcare marketplace in sales, marketing, product development, and business unit leadership across all segments of the healthcare continuum. Buring his 99 years at A 1ompany, he lead a start up capital e-uipment business unit in the Fomecare market for five years. #erved as O of #ales and Earketing at C 1ompany, a leader in e6am lights, tables and e-uipment management systems before taking the role as #enior O of #ales and Earketing at 1 1ompany. Ckim has a '.#. in 'usiness from GGGGG and an E'A in Earketing from GGGGG. =.9 ersonnel lan .he three founding management team members will be our sole employees during the start:up phase until we go live at the beginning of Eay. .hey will not take a salary until the second year, because they will be under a profit sharing agreement. #tarting Eay 9 we will add one sales rep per month starting on the first of each month in Eay, Vune, August, #eptember, Nctober, 5ovember, and Becember. We will continue contracting more representatives in *++> to reach 92 salespeople by mid:year, and then *2 by mid:year *++=. Nur sales team members will be contract employees paid straight commission, with no e6penses reimbursed or benefits. As contracted labor, their commissions are listed with other non:inventory costs of sales in the rofit and Loss.
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Nur sales team will be recruited from our network of contacts within the arena of post:acute: care clinical salespeople. 'eginning in #eptember of *++2, we will hire a part:time office manager from a temp agency at K9* per hour for *+ hours per week. .his will move to I+ hours per week in year two and J+ hours per week in year three. .able! ersonnel
Personnel Plan 0ear # D2 of (ar)eting and 3eneral (anager D2 of -orporate &ccount Sales D2 of :ield -linical Sales Office (anager $otal 2eople Total Payroll $0 $0 $0 $!,.20 1 $!,.20 0ear 2 $.5,000 $.5,000 $.5,000 $#/,.20 1 $21%,.20 0ear % $/0,000 $/0,000 $/0,000 $21,"!0 1 $2!1,"!0
;.+ )inancial lan Nur #tart:up re-uirements for cash, inventory, e6penses and assets will see us through the first year, as we hire our contracted sales representatives and secure increasing market share. Cven with our conservative estimates, based on market research and the industry knowledge of the the founders, we will far surpass the break:even point from the first month of sales. .his financial advantage is largely a result of the deferred salaries of the principals, who will take salaries starting in the second year based on the success of the business $projections below&. Nur commission structure for contracted sales representatives, along with our shipping methods, means that our variable costs always e6ceed our fi6ed costs : we have low overhead, and are investing in low:risk face:to:face sales time to generate profits. 7ent, travel for the founders, and payroll for our part:time office manager are the largest operating e6penses. With a -ualified medical biller, we should collect -uickly on reimbursements, and maintain a positive cash balance throughout. We will repay the initial loan within three years, at 9+3 interest. ,f sales go better than projected, we may pay it off sooner. We do not e6pect future rounds of investment or loans, since the business will be self:sustaining by the end of year one. 'y the end of the third year, Denergy will have a respectable net worth.
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;.9 #tart:up )unding As mentioned previously, we plan to personally invest to cover portion of the initial start:up costs for the business. )or the first year, our re-uirements will be met as follows! rivate funding from Aktum, )inkelstein, and Acropolis. An #'A Eicro:Loan. 1ash generated from ongoing operations beginning in months three through si6.
We will seek credit terms of >+ days from our suppliers until we build up sufficient cash flow to be able to accept net I+ terms. .able! #tart:up )unding
Start-up Funding Start-up Expenses to :und Start-up &ssets to :und $otal :unding Required &ssets <on-cas+ &ssets from Start-up -as+ Requirements from Start-up &dditional -as+ Raised -as+ 'alance on Starting 7ate $otal &ssets $2,..5 $",500 $0 $",500 $#2,2.5 $%,%05 $#2,2.5 $#5,5/0
Liabilities and -apital
Liabilities -urrent 'orro4ing Long-term Liabilities &ccounts 2ayable @Outstanding 'illsA Ot+er -urrent Liabilities @interest-freeA $otal Liabilities -apital $5,000 $0 $0 $0 $5,000
2lanned n*estment O4ner n*estor &dditional n*estment Requirement $otal 2lanned n*estment Loss at Start-up @Start-up ExpensesA $otal -apital $#0,5/0 $0 $0 $#0,5/0 @$%,%05A $.,2.5
$otal -apital and Liabilities Total Funding
$#2,2.5 $#5,5/0
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;.* ,mportant Assumptions We are assuming the following key points! 9. We will submit our application to 1E# by Earch = and receive a Eedicare provider number in >+ days. *. We will successfully recruit field clinical sales reps per our schedule to reach seven reps by Becember *++2 with the first reps coming on line to begin selling in Eay. I. We will be able to successfully leverage our corporate account relationships to drive business for the field sales force. J. We will successfully secure supplier agreements with G ,ndustries and Y 1orporation with favorable credit terms $>+ days& at the outset@ and with availability of product samples, marketing materials, and token inventory at no cost or a nominal cost. 2. We will be able to routinely receive reimbursement from the BEC71s in I+:J2 days. .able! Leneral Assumptions
General Assumptions 0ear # 2lan (ont+ -urrent nterest Rate Long-term nterest Rate $ax Rate Other # #06005 #06005 %06005 0 0ear 2 2 #06005 #06005 %06005 0 0ear % % #06005 #06005 %06005 0
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;.I 'reak:even Analysis .he following table and chart show our break:even point in the first year, when the three O s are deferring compensation. With a low monthly fi6ed cost and variable costs $including commission and shipping&, we need to sell per month the amount calculated below to break even. Earket research and previous e6perience assures us that we will easily surpass the break:even point even in our first month of sales. .able! 'reak:even Analysis
Break-even Analysis (ont+ly Re*enue 'rea)-e*en &ssumptionsE &*erage 2ercent Dariable -ost Estimated Monthly Fixed Cost 255 $2,1". $%,%#2
1hart! 'reak:even Analysis
Page 2.

;.J rojected rofit and Loss 5otes on rofit and Loss statement for year one! 5on:inventory 1osts of Loods #old are tracked at the top of the table. .hese are variable costs, such as commission and shipping. Low payroll e6pense in the first year: all reps will be contract employees paid straight commission, no e6penses or benefits. .he managers will not take a salary in the first year, but will take salaries in the second and third years dependent upon first year performance and profits. .he only personnel in year one is our part:time office manager. Earketing and promotion e6penses will include website management@ creation and printing of custom Hprogram overviewH flyers for corporate accounts to distribute to member facilities, mailers to go to facilities in a reps major E#A, and any other sales collateral that must be developed. 7ent assumes KJ2+ per month lease. .elecommunications of K*++ per month assumes primary phone line with call forwarding and answering machine capabilities, tied:in to a receptionist, with a number listed under our business name in directory assistance@ B#L internet line@ phone card for long:distance calling. Leneral Liability insurance assumes KI+ per month to cover the place of business. Legal e6penses include drafting of initial start:up documents and contracts, with minimal additional work on a monthly basis. Accounting assumes K*+ per hour and seven hours per month to close the books, handle commissions, etc. #tationery and office supplies includes business cards and stationery, files, miscellaneous supplies, etc. .ravel : left unbudgeted at this time. C-uipment assumes K9,+++ purchase up:front during start:up phase. Nther : unanticipated e6penses. 5ote! 9+3 of profits will be allocated to repay initial cash investments by Acropolis, )inkelstein, and Aktum at 23 simple interest. 9+3 of profits will be paid to )inkelstein and Acropolis to cover corporate overhead costs.
5otes on Years two and three growth assumptions! ,ncrease stationery and office supplies $.2*3&, telecommunications $.2*3&, marketing $.>23&, legal $.*>3& and accounting $.I<3& as a consistent 3 of sales. 9+3 per year increase in rent associated with need for more services and facility related growth. *+3 per year growth in liability insurance. C-uipment lease e6pense doubles each year associated with rapid sales growth and e6pansion. 9+3 per year growth in miscellaneous e6penses. .ravel grows to K92,+++ in year two and K*2,+++ in year three for increased recruitment, management, and corporate account sales calls.
Page 21

1hart! rofit Eonthly
1hart! rofit Yearly
Page 0

1hart! Lross Eargin Eonthly
1hart! Lross Eargin Yearly
Page 1

.able! rofit and Loss
Pro Forma Profit and Loss 0ear # Sales 7irect -ost of Sales S+ipping9Candling (edicare 2art ' 'illing 8ncollectible &ccounts Reser*e Sales -ommission $otal -ost of Sales 3ross (argin 3ross (argin 5 $15/,%.1 $##2,/10 $22,"#" $#!,01% $"#,!.5 $.%,%10 $%#!,/#! $#1#,55/ %06//5 0ear 2 $#,!.0,/15 $151,"%0 $/%,512 $!!,/%1 $%%1,#!" $2!.,%%5 $#,20!,/#0 $1!1,0%5 2.6..5 0ear % $%,10/,22/ $/%1,"00 $#.0,1## $#%!,%2" $!/#,!1! $515,%#! $2,%!/,!0% $#,0%",!25 %06505
Expenses 2ayroll (ar)eting92romotion 7epreciation Rent $elecommunications 3eneral Liability nsurance Legal Expenses &ccounting Expenses Stationery and Office Supplies $ra*el Office Equipment 2ayroll $axes Ot+er $otal Operating Expenses 2rofit 'efore nterest and $axes E' $7& nterest Expense $axes ncurred <et 2rofit et Profit!Sales $!,.20 $%,000 $0 $5,100 $2,100 $%!0 $#,200 $#,/00 $2,100 $5,000 $1/0 $0 $#,200 $2","!0 $###,5"/ $###,5"/ $1#/ $%%,%51 $..,/2! #!6"/5 $21%,.20 $#0,/!0 $0 $5,"10 $/,!// $1%2 $1,%11 $!,5#! $/,!// $#5,000 $"!0 $0 $#,%20 $%0!,1!/ $#5.,5!. $#5.,5!. $",!5% $11,%.1 $#0%,510 !6205 $2!1,"!0 $22,#5% $0 $!,5%1 $#.,.2% $5#/ $/,/!# $#%,2"2 $#.,.2% $25,000 $#,"20 $0 $#,152 $%/0,#%! $!5",1/" $!5",1/" $#.,!/5 $#"2,51# $11",2!% #%6#/5
Page 2

;.2 rojected 1ash )low 'ecause of the relatively -uick ramp:up process for sales people, and our relatively low start:up e6penses, we believe we can start generating very positive cash flow within the first year. .his is all contingent on achieving our e6pense targets for rent, insurance and other Hfi6edH items, plus contracting and training new sales reps per our plan and achieving successful reimbursement cycles from the BEC71s. .able! 1ash )low
Pro Forma Cash Flo 0ear # -as+ Recei*ed 0ear 2 0ear %
-as+ from Operations -as+ Sales -as+ from Recei*ables Subtotal -as+ from Operations &dditional -as+ Recei*ed Sales $ax, D&$, CS$93S$ Recei*ed <e4 -urrent 'orro4ing <e4 Ot+er Liabilities @interest-freeA <e4 Long-term Liabilities Sales of Ot+er -urrent &ssets Sales of Long-term &ssets <e4 n*estment Recei*ed Subtotal -as+ Recei*ed Expenditures Expenditures from Operations -as+ Spending 'ill 2ayments Subtotal Spent on Operations &dditional -as+ Spent Sales $ax, D&$, CS$93S$ 2aid Out 2rincipal Repayment of -urrent 'orro4ing Ot+er Liabilities 2rincipal Repayment Long-term Liabilities 2rincipal Repayment 2urc+ase Ot+er -urrent &ssets 2urc+ase Long-term &ssets 7i*idends Subtotal -as+ Spent <et -as+ :lo4 Cash "alance $0 $#,!50 $0 $0 $0 $0 $0 $%%5,"1! $#%,5%# $2%,0%# $0 $#,!50 $0 $#2,000 $0 $0 $0 $#,5"0,1#1 @$.,!#"A $#5,1#2 $0 $#,.00 $0 $21,000 $0 $0 $0 $2,"%.,/01 $5.,!.0 $.%,0/2 $!,.20 $%2.,5.! $%%1,2"! $21%,.20 $#,%%%,011 $#,5.!,.!1 $2!1,"!0 $2,!1.,#11 $2,"#2,#01 $0 $0 $0 $0 $0 $0 $0 $%1",1.. 0ear # $0 $0 $0 $200,000 $0 $0 $0 $#,5/2,."! 0ear 2 $0 $0 $0 $0 $0 $0 $0 $2,""5,1.1 0ear % $22,"#" $%2!,55/ $%1",1.. $/%,512 $#,2"",25% $#,%/2,."! $#.0,1## $2,/25,0!% $2,""5,1.1
Page

1hart! 1ash
;.> rojected 'alance #heet .he 'alance #heet reflects the fact that many of our Assets will be tied up in Accounts 7eceivable@ billing correctly and promptly, and following up on unpaid reimbursement claims, will be critical to the 1ash balance. .he #tarting 'alances are the re-uirements from the #tart: up table and the #tart:up )unding. 'y the end of the first year, we will increase the net worth of the business handsomely. 5et Worth will continue to rise dramatically as we secure a higher market share and continue to contain costs. .able! 'alance #heet
Pro Forma Balance Sheet 0ear # &ssets 0ear 2 0ear %
-urrent &ssets -as+ &ccounts Recei*able n*entory Ot+er -urrent &ssets $otal -urrent &ssets Long-term &ssets Long-term &ssets &ccumulated 7epreciation $otal Long-term &ssets $otal &ssets Liabilities and -apital -urrent Liabilities &ccounts 2ayable $!%,11. $##%,!"5 $22!,/.! $0 $0 $0 $#5#,/"/ 0ear # $0 $0 $0 $1"2,0%! 0ear 2 $0 $0 $0 $#,02/,./0 0ear % $2%,0%# $#0/,/". $#",!"5 $2.5 $#5#,/"/ $#5,1#2 $%"!,"1! $.",10% $2.5 $1"2,0%! $.%,0/2 $/0",.00 $#15,.2% $2.5 $#,02/,./0
Page (

-urrent 'orro4ing Ot+er -urrent Liabilities Subtotal -urrent Liabilities Long-term Liabilities $otal Liabilities 2aid-in -apital Retained Earnings Earnings $otal -apital $otal Liabilities and -apital et #orth $%,%50 $0 $!!,.". $0 $!!,.". $#0,5/0 @$%,%05A $..,/2! $/5,#0# $#5#,/"/ $/5,#0# $#,.00 $0 $##5,%"5 $#//,000 $%0%,%"5 $#0,5/0 $.1,52# $#0%,510 $#//,!1# $1"2,0%! $#//,!1# $0 $0 $22!,/.! $#!1,000 $%"0,/.! $#0,5/0 $#./,0!# $11",2!% $!%.,"01 $#,02/,./0 $!%.,"01
;.= 'usiness 7atios Nur comparison industry is Eedical C-uipment and #upplies, #,1 1ode 2+J=.+I. 'ecause we are a start:up, our sales growth rates will be much higher than the industry, especially given that we are competing in a small niche with fragmented competition. We have constructed our operation to keep start:up capital re-uirements to a minimum, building much of our e6pense into our variable cost structure $sales compensation, reimbursementRcollections,& or farming it out $legal, accounting&. 'ecause we do not have a retail storefront or e6tensive distribution facilities, our fi6ed overhead costs are e6tremely low. 5one of our three managing e6ecutives are on the payroll in the first year, and our sales team will be contract reps on straight commission. We have farmed out all legal, accounting, and reimbursementRcollections to outside services to keep overhead and risk to a minimum. As a result, we will have e6tremely favorable margins, #LZA, and currentR-uick ratios compared to industry standards.
Page )

.able! 7atios
!atio Analysis 0ear # Sales 3ro4t+ 2ercent of $otal &ssets &ccounts Recei*able n*entory Ot+er -urrent &ssets $otal -urrent &ssets Long-term &ssets $otal &ssets -urrent Liabilities Long-term Liabilities $otal Liabilities <et Fort+ 2ercent of Sales Sales 3ross (argin Selling, 3eneral G &dministrati*e Expenses &d*ertising Expenses 2rofit 'efore nterest and $axes (ain Ratios -urrent ;uic) $otal 7ebt to $otal &ssets 2re-tax Return on <et Fort+ 2re-tax Return on &ssets &dditional Ratios <et 2rofit (argin Return on Equity &cti*ity Ratios &ccounts Recei*able $urno*er -ollection 7ays n*entory $urno*er &ccounts 2ayable $urno*er 2ayment 7ays $otal &sset $urno*er 7ebt Ratios 7ebt to <et Fort+ -urrent Liab6 to Liab6 Liquidity Ratios <et For)ing -apital nterest -o*erage &dditional Ratios &ssets to Sales -urrent 7ebt9$otal &ssets &cid $est Sales9<et Fort+ 06%% 115 06%5 56%" 062" 2%5 06#1 /6/! 06%0 225 06%2 56%1 n6a n6a n6a n6a $/5,#0# 2!.6%0 $%.!,!1# #!6%2 $/0#,"01 %.62" n6a n6a 06./ #600 #6!# 06%/ 06!# 065/ n6a n6a 1600 12 ##6!5 !6#! 2. %602 1600 5/ "6#/ #26#. 2% %610 1600 !/ .612 #26#. 2% %6%# n6a n6a n6a n6a n6a n6a 262. #6"/ 1%6".5 #%06!15 .%6#"5 0ear # #!6"/5 "#6155 162! %65/ !#6!!5 ./61#5 %060!5 0ear 2 !6205 516/"5 165% %6/" %.6""5 #006!#5 !26%/5 0ear % #%6#/5 .061%5 n6a n6a #6/! 06/1 5.6."5 56/55 #%6/.5 #006005 %06//5 #%6"05 06005 216%55 #006005 2.6..5 2#65/5 06005 "61%5 #006005 %06505 #.6%25 06005 #"6%55 #006005 %061#5 #56%%5 #60%5 26.15 .#6!"5 #26".5 06#/5 #006005 06005 #006005 1%6".5 06005 1%6".5 5!60%5 /06!.5 #!6#15 060!5 #006005 06005 #006005 2%6155 %/62#5 !#6!!5 %/6%15 ./6.05 #16#!5 060%5 #006005 06005 #006005 226055 #56"15 %.6""5 !260#5 2"60"5 %.6555 206%25 /!6"!5 #%6015 #006005 1262/5 #06"/5 5%62!5 1!6.15 n6a6 0ear 2 2!16525 0ear % #0%6"/5 ndustry 2rofile 16.55
Page -

Di$idend Payout 0600 0600 0600 n6a
Page 5
,%%en*ix
.able! #ales )orecast
Sales Forecast Month 1 Sales Therapy System Other Total Sales 0% 0% $0 $0 $0 $5,281 $0 $5,281 $10,562 $0 $10,562 $15,842 $0 $15,842 $23,236 $0 $23,236 $31,685 $0 $31,685 $41,190 $0 $41,190 $51,752 $0 $51,752 $58,353 $0 $58,353 $66,274 $0 $66,274 $74,195 $0 $74,195 $80,004 $0 $80,004 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
D re!t "ost o# Sales $n%entory &se' Other Subtotal Direct Cost of Sales
Month 1 $0 $0 $0
Month 2 $1,300 $0 $1,300
Month 3 $2,600 $0 $2,600
Month 4 $3,900 $0 $3,900
Month 5 $5,720 $0 $5,720
Month 6 $7,800 $0 $7,800
Month 7 $10,140 $0 $10,140
Month 8 $12,740 $0 $12,740
Month 9 $14,365 $0 $14,365
Month 10 $16,315 $0 $16,315
Month 11 $18,265 $0 $18,265
Month 12 $19,695 $0 $19,695
Page 1
,%%en*ix
.able! ersonnel
Personnel Plan Month 1 () o# Mar*et n+ an' ,eneral Mana+er () o# "orporate -!!o.nt Sales () o# / el' "l n !al Sales O## !e Mana+er Total )eople 0% 0% 0% 0% $0 $0 $0 $0 3 Month 2 $0 $0 $0 $0 3 Month 3 $0 $0 $0 $0 3 Month 4 $0 $0 $0 $0 3 Month 5 $0 $0 $0 $0 3 Month 6 $0 $0 $0 $960 4 Month 7 $0 $0 $0 $960 4 Month 8 $0 $0 $0 $960 4 Month 9 $0 $0 $0 $960 4 Month 10 $0 $0 $0 $960 4 Month 11 $0 $0 $0 $960 4 Month 12 $0 $0 $0 $960 4
Total Payroll
$0
$0
$0
$0
$0
$960
$960
$960
$960
$960
$960
$960
Page 2
,%%en*ix
.able! rofit and Loss
Pro Forma Profit and Loss Month 1 Sales D re!t "ost o# Sales Sh pp n+01an'l n+ Me' !are )art 2 2 ll n+ &n!olle!t 3le -!!o.nts 4eser%e Sales "omm ss on Total "ost o# Sales 5% 4% 20% 16% $0 $0 $0 $0 $0 $0 $0 Month 2 $5,281 $1,300 $264 $185 $1,056 $845 $3,650 Month 3 $10,562 $2,600 $528 $370 $2,112 $1,690 $7,300 Month 4 $15,842 $3,900 $792 $554 $3,168 $2,535 $10,950 Month 5 $23,236 $5,720 $1,162 $813 $4,647 $3,718 $16,060 Month 6 $31,685 $7,800 $1,584 $1,109 $6,337 $5,070 $21,900 Month 7 $41,190 $10,140 $2,060 $1,442 $8,238 $6,590 $28,470 Month 8 $51,752 $12,740 $2,588 $1,811 $10,350 $8,280 $35,770 Month 9 $58,353 $14,365 $2,918 $2,042 $11,671 $9,336 $40,332 Month 10 $66,274 $16,315 $3,314 $2,320 $13,255 $10,604 $45,807 Month 11 $74,195 $18,265 $3,710 $2,597 $14,839 $11,871 $51,282 Month 12 $80,004 $19,695 $4,000 $2,800 $16,001 $12,801 $55,297
,ross Mar+ n ,ross Mar+ n %
$0 0500%
$1,631 30588%
$3,262 30588%
$4,892 30588%
$7,176 30588%
$9,785 30588%
$12,720 30588%
$15,982 30588%
$18,021 30588%
$20,467 30588%
$22,913 30588%
$24,707 30588%
67penses )ayroll Mar*et n+0)romot on Depre! at on 4ent Tele!omm.n !at ons ,eneral 8 a3 l ty $ns.ran!e 8e+al 67penses -!!o.nt n+ 67penses Stat onery an' O## !e S.ppl es Tra%el O## !e 69. pment )ayroll Ta7es Other 15% $0 $250 $0 $450 $200 $30 $100 $150 $200 $0 $40 $0 $100 $0 $250 $0 $450 $200 $30 $100 $150 $200 $0 $40 $0 $100 $0 $250 $0 $450 $200 $30 $100 $150 $200 $0 $40 $0 $100 $0 $250 $0 $450 $200 $30 $100 $150 $200 $0 $40 $0 $100 $0 $250 $0 $450 $200 $30 $100 $150 $200 $0 $40 $0 $100 $960 $250 $0 $450 $200 $30 $100 $150 $200 $0 $40 $0 $100 $960 $250 $0 $450 $200 $30 $100 $150 $200 $0 $40 $0 $100 $960 $250 $0 $450 $200 $30 $100 $150 $200 $1,000 $40 $0 $100 $960 $250 $0 $450 $200 $30 $100 $150 $200 $1,000 $40 $0 $100 $960 $250 $0 $450 $200 $30 $100 $150 $200 $1,000 $40 $0 $100 $960 $250 $0 $450 $200 $30 $100 $150 $200 $1,000 $40 $0 $100 $960 $250 $0 $450 $200 $30 $100 $150 $200 $1,000 $40 $0 $100
Total Operat n+ 67penses
$1,520
$1,520
$1,520
$1,520
$1,520
$2,480
$2,480
$3,480
$3,480
$3,480
$3,480
$3,480
)ro# t 2e#ore $nterest an' Ta7es 62$TD$nterest 67pense
:$1,520; :$1,520; $42
$111 $111 $40
$1,742 $1,742 $39
$3,372 $3,372 $38
$5,656 $5,656 $37
$7,305 $7,305 $35
$10,240 $10,240 $34
$12,502 $12,502 $33
$14,541 $14,541 $32
$16,987 $16,987 $30
$19,433 $19,433 $29
$21,227 $21,227 $28
Page
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Ta7es $n!.rre' :$469; $21 $511 $1,000 $1,686 $2,181 $3,062 $3,741 $4,353 $5,087 $5,821 $6,360
<et )ro# t Net Profit/Sales
:$1,093; 0500%
$49 0593%
$1,192 11528%
$2,334 14573%
$3,934 16593%
$5,089 16506%
$7,144 17534%
$8,729 16587%
$10,156 17541%
$11,870 17591%
$13,583 18531%
$14,840 18555%
Page (
,%%en*ix
.able! 1ash )low
Pro Forma Cash Flow Month 1 "ash 4e!e %e' Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
"ash #rom Operat ons "ash Sales "ash #rom 4e!e %a3les S.3total "ash #rom Operat ons $0 $0 $0 $264 $0 $264 $528 $2,676 $3,204 $792 $7,693 $8,485 $1,162 $12,709 $13,871 $1,584 $18,796 $20,380 $2,060 $26,355 $28,415 $2,588 $34,917 $37,504 $2,918 $44,482 $47,400 $3,314 $52,509 $55,823 $3,710 $59,449 $63,158 $4,000 $66,974 $70,974
-'' t onal "ash 4e!e %e' Sales Ta7, (-T, 1ST0,ST 4e!e %e' <e= ".rrent 2orro= n+ <e= Other 8 a3 l t es : nterest>#ree; <e= 8on+>term 8 a3 l t es Sales o# Other ".rrent -ssets Sales o# 8on+>term -ssets <e= $n%estment 4e!e %e' S.3total "ash 4e!e %e' 0500% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $264 $0 $0 $0 $0 $0 $0 $0 $3,204 $0 $0 $0 $0 $0 $0 $0 $8,485 $0 $0 $0 $0 $0 $0 $0 $13,871 $0 $0 $0 $0 $0 $0 $0 $20,380 $0 $0 $0 $0 $0 $0 $0 $28,415 $0 $0 $0 $0 $0 $0 $0 $37,504 $0 $0 $0 $0 $0 $0 $0 $47,400 $0 $0 $0 $0 $0 $0 $0 $55,823 $0 $0 $0 $0 $0 $0 $0 $63,158 $0 $0 $0 $0 $0 $0 $0 $70,974
67pen' t.res
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
67pen' t.res #rom Operat ons "ash Spen' n+ 2 ll )ayments S.3total Spent on Operat ons $0 $36 $36 $0 $1,221 $1,221 $0 $5,093 $5,093 $0 $9,938 $9,938 $0 $15,018 $15,018 $960 $21,342 $22,302 $960 $27,973 $28,933 $960 $35,734 $36,694 $960 $44,803 $45,763 $960 $49,079 $50,039 $960 $55,601 $56,561 $960 $61,737 $62,697
-'' t onal "ash Spent Sales Ta7, (-T, 1ST0,ST )a ' O.t )r n! pal 4epayment o# ".rrent 2orro= n+ Other 8 a3 l t es )r n! pal 4epayment 8on+>term 8 a3 l t es )r n! pal 4epayment ).r!hase Other ".rrent -ssets ).r!hase 8on+>term -ssets $0 $0 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0 $0 $150 $0 $0 $0 $0
Page )
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D % 'en's S.3total "ash Spent $0 $36 $0 $1,371 $0 $5,243 $0 $10,088 $0 $15,168 $0 $22,452 $0 $29,083 $0 $36,844 $0 $45,913 $0 $50,189 $0 $56,711 $0 $62,847
<et "ash /lo= Cash Balance
:$36; $9,464
:$1,107; $8,356
:$2,039; $6,317
:$1,603; $4,714
:$1,298; $3,417
:$2,072; $1,345
:$669; $676
$661 $1,337
$1,486 $2,823
$5,633 $8,456
$6,447 $14,904
$8,127 $23,031
Page -
,%%en*ix
.able! 'alance #heet
Pro Forma Balance Sheet Month 1 -ssets Start n+ 2alan!es Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
".rrent -ssets "ash -!!o.nts 4e!e %a3le $n%entory Other ".rrent -ssets Total ".rrent -ssets 8on+>term -ssets 8on+>term -ssets -!!.m.late' Depre! at on Total 8on+>term -ssets Total -ssets 8 a3 l t es an' "ap tal $0 $0 $0 $12,275 $0 $0 $0 $12,239 Month 1 $0 $0 $0 $15,848 Month 2 $0 $0 $0 $21,568 Month 3 $0 $0 $0 $28,622 Month 4 $0 $0 $0 $38,509 Month 5 $0 $0 $0 $49,822 Month 6 $0 $0 $0 $64,269 Month 7 $0 $0 $0 $81,777 Month 8 $0 $0 $0 $95,842 Month 9 $0 $0 $0 $113,877 Month 10 $0 $0 $0 $133,310 Month 11 $0 $0 $0 $151,898 Month 12 $9,500 $0 $2,500 $275 $12,275 $9,464 $0 $2,500 $275 $12,239 $8,356 $5,017 $2,200 $275 $15,848 $6,317 $12,375 $2,600 $275 $21,568 $4,714 $19,732 $3,900 $275 $28,622 $3,417 $29,097 $5,720 $275 $38,509 $1,345 $40,402 $7,800 $275 $49,822 $676 $53,178 $10,140 $275 $64,269 $1,337 $67,425 $12,740 $275 $81,777 $2,823 $78,379 $14,365 $275 $95,842 $8,456 $88,830 $16,315 $275 $113,877 $14,904 $99,867 $18,265 $275 $133,310 $23,031 $108,897 $19,695 $275 $151,898
".rrent 8 a3 l t es -!!o.nts )aya3le ".rrent 2orro= n+ Other ".rrent 8 a3 l t es S.3total ".rrent 8 a3 l t es 8on+>term 8 a3 l t es Total 8 a3 l t es )a '> n "ap tal 4eta ne' 6arn n+s 6arn n+s Total "ap tal Total 8 a3 l t es an' "ap tal Net Worth $0 $5,000 $0 $5,000 $0 $5,000 $10,580 :$3,305; $0 $7,275 $12,275 $7,275 $1,057 $5,000 $0 $6,057 $0 $6,057 $10,580 :$3,305; :$1,093; $6,182 $12,239 $6,182 $4,767 $4,850 $0 $9,617 $0 $9,617 $10,580 :$3,305; :$1,044; $6,231 $15,848 $6,231 $9,444 $4,700 $0 $14,144 $0 $14,144 $10,580 :$3,305; $148 $7,423 $21,568 $7,423 $14,314 $4,550 $0 $18,864 $0 $18,864 $10,580 :$3,305; $2,482 $9,757 $28,622 $9,757 $20,418 $4,400 $0 $24,818 $0 $24,818 $10,580 :$3,305; $6,416 $13,691 $38,509 $13,691 $26,792 $4,250 $0 $31,042 $0 $31,042 $10,580 :$3,305; $11,505 $18,780 $49,822 $18,780 $34,245 $4,100 $0 $38,345 $0 $38,345 $10,580 :$3,305; $18,649 $25,924 $64,269 $25,924 $43,175 $3,950 $0 $47,125 $0 $47,125 $10,580 :$3,305; $27,378 $34,653 $81,777 $34,653 $47,233 $3,800 $0 $51,033 $0 $51,033 $10,580 :$3,305; $37,534 $44,809 $95,842 $44,809 $53,548 $3,650 $0 $57,198 $0 $57,198 $10,580 :$3,305; $49,404 $56,679 $113,877 $56,679 $59,549 $3,500 $0 $63,049 $0 $63,049 $10,580 :$3,305; $62,987 $70,262 $133,310 $70,262 $63,447 $3,350 $0 $66,797 $0 $66,797 $10,580 :$3,305; $77,826 $85,101 $151,898 $85,101
Page 5

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=energy Me*ical 2n*ustries

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: 9,JJ+,=>; *J3 IJ2,=;J >23 **J,=>+ K*>J.+J -! ,./!,!#/

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.able! Earket Analysis

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1hart! #ales Eonthly

1hart! #ales by Year

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Liabilities and -apital

$otal -apital and Liabilities Total Funding

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1hart! 'reak:even Analysis

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1hart! rofit Yearly

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1hart! Lross Eargin Yearly

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Pro Forma Cash Flo 0ear # -as+ Recei*ed 0ear 2 0ear %

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Pro Forma Balance Sheet 0ear # &ssets 0ear 2 0ear %

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Month 2 $1,300 $0 $1,300

Month 3 $2,600 $0 $2,600

Month 4 $3,900 $0 $3,900

Month 5 $5,720 $0 $5,720

Month 6 $7,800 $0 $7,800

Month 7 $10,140 $0 $10,140

Month 8 $12,740 $0 $12,740

Month 9 $14,365 $0 $14,365

Month 10 $16,315 $0 $16,315

Month 11 $18,265 $0 $18,265

Month 12 $19,695 $0 $19,695

,ross Mar+ n ,ross Mar+ n %

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