CONTACT:

Cell Phone Shop

BUSINESS PLAN
cellphoneshop.com
Kavita G. Sahai
Phone: (609) 316-7355
E-mail: kgsahai@gmail.com
1.0 Executive Summary

1.1 Financial Highlights
1.2 Objectives
1.3 Mission
1.4 Start-up Summary
1.5 Company Ownership
1.6 Company Location
2.0 Products and Services
3.0 Market Analysis Summary
3.1 Market Segmentation
3.2 Big Box Stores
3.3 Competitive Comparison
4.0 Strategy and Implementation Summary
4.1 Competitive Edge
4.2 Marketing Strategy
5.0 Management .Summary
5.1 Personnel Plan
6.0 Financial Indicators
6. 1 Revenue Forecast
6.2 Break-even Analysis
6.3 Projected Prot and Loss
6.4 Projected Cash Flow
6.5 Projected Balance Sheet
6.6 Sensitivity Analysis
7.0 Appendix

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Table of Contents
cellphoneshop.com
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cellphoneshop.com
Cell Phone Shop (also referred to as the the Company),
is a start-up venture that is scheduled to commence
operations upon receipt of funding. Based online, Cell
Phone Shop will establish itself as a retailer of designed
electronic cellular goods and accessories such as cases,
chargers, personalized stickers, and other items. The
Company intends to partner with national retailers
such as Best Buy and Wal-Mart to sell their electronic
products online.
E-commerce as an industry is expected to grow to $500
billion by 2014. Cell Phone Shop will primarily sell
products in the consumer electronics category, which is
predicted to see 29% of its total industry sales occur on
the Internet by 2014. The Company will primarily target
big box stores like Wal-Mart and Best Buy as its
customers, and by extension, the people who shop for
consumer electronics at these stores. Competition will
come from major consumer electronics retailers and
wholesalers, but none of these businesses operate with
the goal of personalized design. This artistically driven
model will distinguish Cell Phone Shop from its
competitors.
Cell Phone Shop will utilize a broad range of direct
advertising techniques to attract consumers to its e-
commerce website. The Company's initial marketing
strategy will include targeted Internet advertising,
banner ads, and cross-promotion with major retailers.
Cell Phone Shop also plans to use viral marketing
campaigns that promote art competitions and
encourage designers to create designs for the
Company. Above all, Cell Phone Shop recognizes that
positive word of mouth referrals from satised
customers will be its most powerful promotional tool.
Through these methods, Cell Phone Shop intends to
develop a strong reputation and a loyal customer base.
Steve Martin will own and operate the Company. To
achieve the Company's objectives, Cell Phone Shop is
seeking $100,000 in total funding through bank and/or
Small Business Administration (SBA)-backed lending.
The bank/SBA-backed loan will be paid back from the
cash ow of the business within seven years,
collateralized by the assets of the Company, and backed
by the personal integrity, experience, and a contractual
guarantee from the owner.
1.0 Executive Summary
Page|2
cellphoneshop.com
$140,000
$120,000
$100,000
$80,000
$60,000
$40,000
$20,000
$0
Year 1 Year 2 Year 3
Revenue
Gross Margin
Net Prot
1.1 Financial Highlights
The objectives for the rst three years of operation include:
Increase the number of services sold by 15% the second year
Develop a sustainable and protable start-up business
Achieve ~$100,000,~$115,000 and ~$132,000 in sales in Year 1, Year 2, and Year 3, respectively
Maintain an approximate 30% gross margin throughout the rst three years
1.2 Objectives
1.3 Mission
The Company's mission statement is as follows:
To create a simple,
functional, and user-friendly
e-commerce website.

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cellphoneshop.com
The following tables and graphs detail the funding the Company needs to bring its vision to reality. Start-up
expenses include all the expenditures incurred in the start-up period the development stage before the
Company starts earning revenue.
1.4 Start-up Summary
Consultants $1,500
Total Start-up Expenses $1,500
Start-up Expenses
Working Capital $10,000
Other Current Assets $0
Website $20,000
Domain Names $40,000
Other Long-term Assets $3,500
Total Start-up Assets $73,500
Start-up Assets
Total Start-up Expenses $1,000
Total Start-up Assets $74,000
Total Requirements $75,000
Total Requirements
Liabilities and Capital
Current Borrowing $0
Long-term Liabilities $0
Accounts Payable $0
Other Current Liabilities $0
Total Liabilities $0
Start-up Liabilities
Planned Investment
Owner $75,000
Investor $0
Total Planned Investment $75,000
Start-up Investments
Total Liabilities $0
Total Planned Investment $75,000
Total Funding $75,000
Start-up Funding
Loss at Start-up (Start-up Expenses) ($1,500)
Total Capital and Liabilities $73,500
Cash Balance on Starting Date $10,700
Start-up Capital and Liabilities
1.5 Company Ownership

Cell Phone Shop will be a corporation registered in the
state of Florida. The Company will be owned by Steve
Martin (100%).
1.6 Company Location
Cell Phone Shop will be headquartered in West Palm
Beach, Florida
$80,000
$60,000
$40,000
$20,000
$0
Expanses Assets Investments Loans
Page|4
cellphoneshop.com
The Company will establish itself as an online retailer of designed refurbished cell phones and accessories. To sell
these products, the Company intends to partner with national retail chains such as Best Buy, Circuit City, and Wal-
Mart. With its domain, cellphoneshop.com, the Company will sell the following products from its website:
Covers & Gel Skins
Chargers & Data cables
Cases & Pouches
Screen Protectors
Cell Phone Batteries
Refurbished cell phones
Steve has always had a passion for art and wanted a more functional way to display designs. He started designing
skins for his phone and got so many requests to do designs, he decided to open up his own business.

Customers will be able to purchase products directly from the Company's website, cellphoneshop.com.
Additionally, the Company will consider selling other products once it establishes a strong e-commerce presence.
2.0 Products and Services
Page|5
3.0 Market Analysis Summary
Smartphones will drive $20 billion in aftermarket accessory revenue in 2012, accounting for more than half of the
$36 billion that all aftermarket handset accessories will produce. According to ABI research, by 2017, smartphone
accessories will grow to $38 billion in revenue. The increasing penetration of smartphones is driving a shift in
accessory design toward smart accessories that drive higher levels of consumer interaction, product value, and
brand recognition, says Michael Morgan, senior ABI reserch analyst. Smartphone owners on average spend
$56.18 on accessories per device.

The Company's outlook is largely inuenced by the health of the e-commerce industry as a whole. According to
statistics published by Internet Retailer.com, 66% of U.S. Internet users are active online searchers and shoppers.
This represents 126 million Americans shopping online, with some estimates topping 147 million.2 E-commerce
has continued to grow as an industry by 25% each year since 2003, with $175 billion being spent online in 2007. If
this growth trend continues, the nal sales gure at the end of 2012 will reach $334.7 billion.3 The following table,
provided by the same source, displays the projected growth in online retail sales from 2008 to 2012.
In terms of the outlook for online shopping by product category, the table below shows Forrester Research data on
the e-commerce sub sectors between 2007 and 2012.
cellphoneshop.com
Total US online sales (US $ billions) $174.5 $204.0 $235.4 $267.8 $301.0 $334.7 10.7%
Apparel, accessories, and footwear $22.7 $26.6 $30.5 $34.4 $38.2 $41.8 18%
Appliances and tools $7.5 $9.0 $10.7 $12.6 $14.6 $16.9 9%
Autos and auto parts $16.8 $19.3 $21.9 $24.8 $27.8 $30.9 4%
Baby products $1.8 $2.1 $2.4 $2.7 $2.9 $3.1 30%
Books $7.6 $8.1 $8.5 $8.9 $9.2 $9.5 28%
Computer-related products $20.7 $23.9 $27.1 $30.4 $33.7 $37.1 55%
Consumer electronics $13.5 $16.3 $19.4 $22.6 $26.0 $29.5 29%
Cosmetics and fragrances $1.0 $1.2 $1.4 $1.6 $1.8 $2.0 16%
Flowers and cards $3.3 $3.9 $4.5 $5.2 $5.8 $6.4 22%
Food, beverages, and groceries $6.2 $7.3 $8.7 $10.2 $11.9 $13.7 2%
Gift cards and gift certicates $7.3 $8.9 $10.5 $12.1 $ 13.8 $15.4 35%
Home furnishings $12.3 $14.8 $17.6 $20.5 $23.6 $26.71 5%
Jewelry $6.4 $7.6 $8.8 $10.1 $11.3 $12.6 20%
Movie tickets $1.2 $1.5 $1.8 $2.1 $2.4 $2.8 18%
Music and videos $8.2 $8.9 $9.8 $10.5 $11.1 $11.7 35%
Oce supplies $7.7 $9.3 $11.1 $13.0 $15.0 $17.1 22%
Over-the-counter medicines $1.8 $2.2 $2.6 $3.1 $3.6 $4.2 12%
Event tickets $5.7 $6.6 $7.5 $8.4 $9.1 $9.7 43%
Pet supplies $1.1 $1.4 $1.8 $2.3 $2.8 $3.4 9%
Sporting goods and apparel $6.9 $8.1 $9.4 $10.8 $12.3 $13.9 14%
Toys and video games $6.7 $8.0 $9.4 $10.7 $12.0 $13.2 32%
4
US eCommerce: 2008 To 2012 Forrester Research
Actual
2007
Forecast
2008 2009 2010 2011 2012
Online %
of category
sales in 2012
s
Internet Retailer. 58% of Canada's population is online, lagging slightly behind U.S. October 2006. Obtained at:
http://www.internetretailer.com/dailyNews.asp?id=20349

s
Internet Retailer. 2007 online retail sales hit $175 billion, Forrester Research says. January 2008. Obtained at:
http://www.internetretailer.com/dailyNews.asp?id=25168
4
Ibid
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3.0 Market Analysis Summary
cellphoneshop.com
3.1 Market Segmentation
The Cell Phone Shop market is divided into two segments: consumers (Internet shoppers) and major companies
like big box stores. Each of these groups is described below.
Consumers
The Company's market will potentially encompass the 87% of Americans between the ages of 12 and 17 who are
5
frequent Internet users.

The Company's market will also include a sizable portion of the 37% of American adults who use the Internet
(especially the 18 to 29 group).6 The following table shows the percentage of each major demographic group who
uses the Internet.
The Company hopes to partner with major corporations like Best Buy, Wal-Mart, Costco and Target.
The founder already has relationships with the buyers for each of these stores and is discussing doing test cases
with designed iPhone cases that will be representative of artwork from local artists.
3.1 Big Box Stores
Total 73%
Men 74%
Women 71%
Age
18-29 88%
30-49 84%
50-64 71%
Race
White, Non-Hispanic 73%
Black, Non-Hispanic 61%
English-speaking Hispanic 76%
Income
Less than $30,000 per year 53%
$30,000 - $49,999 80%
$50,000 - $74,999 86%
$75,000+ 91%
5
Pew Internet & American Life Project: Internet use and e-mail. December 2005. Obtained at:
http://www.perinternet.org/pdfs/PIP_Generations_Memo.pdf
6
Pew Internet & American Life Project: Home broadband Adoption 2006. May 2006. Obtained at:
http://www.perinternet.org/pdfs/PIP_Broadband_trends2006.pdf
7
Pew Internet & American Life Project: Demographics of Internet Users. April 2006. Obtained at:
http://www.perinternet.org/pdfs/User_Demo_4.26.06.htm
Demographics of U.S Internet Users
7
(Pew Internet & American Life Project Data)
Uses the Internet
Page|7
cellphoneshop.com
Cell Phone Shop will face competition from many other businesses that sell phone accessories online. Based on
successful search engine optimization for the term consumer electronics online, the leaders in this market are
Newegg.com, Amazon.com and Sony.com. In general, these competitors are strong in that they have good brand
recognition and large capitalization to fund marketing initiatives. However, none of these companies operate with
the goal of being on the edge of electronic design. This is how Cell Phone Shop will distinguish itself from market
leaders and smaller rms alike. For information regarding the Company's competitive advantages, see 4.1
Competitive Edge.
3.3 Competitive Comparison
Page|8
cellphoneshop.com
4.0 Strategy and Implementation Summary
Before a company can eectively market itself, it must rst establish a strong brand and identity. Cell Phone Shop's
brand will emphasize its core value of innovation and commitment to customer satisfaction and original artwork.
With its brand and guiding principles established, the Company will be able to send a clear message about its
mission and what is stands for, thereby building customer loyalty and persuading potential customers to patronize
the business.
The Company intends to achieve the following objectives:
Establish itself as a trusted online resource for purchasing phones and accessories
Generate new and original artwork and support new artists
Build a loyal customer base that is large enough to sustain business
Generate enough revenue to expand operations
In order to reach the operation goals, the Company will build on its strengths and advantages as outlined in the
following section.
4.1 Competitive Edge
The Company will face competition from other e-commerce websites that oer similar goods; however, none have
the same focus on art and design.
Cell Phone Shop will capitalize on its competitors' weaknesses by building on the following strengths
(also see: 2.1 Product and Service Description):
User-friendly interface
Partnership with various artists associations
Partnership with a major retailer
Excellent customer service
Cell Phone Shop will generate interest for its website by utilizing a variety of advertising channels that will increase
the Company's exposure among consumers.
Website: Cell Phone Shop will pay particular attention to the development of its website. It will contain products
reviews, contact information, customer testimonials and a user-friendly e-commerce function. The Company will
eectively draw trac to the website through cost-per-click marketing.
Internet advertising: The Company will use a combination of Internet advertising including Cost-per-Click,
Google AdWords, Tags, keyword searchers, and search engine optimization of its website. This multi-pronged
eort will help generate interest in the Company from the online community and general public. Key words may
include: television, computer, electronics, DVD player and laptop.
4.2 Marketing Strategy
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cellphoneshop.com
Cross-promotion: Cell Phone Shop will make use of cross promotional marketing tactics by working with large
corporations such as Best Buy and Walmart as well as local artists groups. These partnerships will be mutually
benecial for all parties, and will help increase brand awareness in the target market.
Banner ads: The Company will create a series of non-intrusive banner ads to appear on popular consumer
websites and partner URLs. These ads will feature the Company's brand name, and may include information about
its services and products. Primarily, the purpose of these banner ads will be to generate interests in the Company,
resulting in visits to its website.
Word of mouth: Word travels quickly between peers, family members and colleagues who are pleased with the
quality of service they receive. The Company will rely on this form of eective, yet inexpensive marketing to
generate interest in its services. Consumers have reported that a person like me has become the most credible
9
source of information about a company or a product from 20% in 2003 to 68% today.
9
Edelman Trust Barometer. Ecommerceetimes.com. Can Web 2.0 Help Retailers Win Price Wars? Obtained at:
http://www.ecommercetimes.com/story/56517.html
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cellphoneshop.com
5.0 Management Summary
Steve Martin, Owner
Steve has been in the electronic retail business for over ten years. His passion for art with his extensive knowledge
of electronics and the market for goods will turn this dynamic project into one of the most promising startup
ventures in the area. He worked as business development of sale for Best Buy e-commerce division so has intimate
knowledge on their sales process and how to be most eective online.
5.1 Personnel Plan
Given the nature of the business, Steve will not need to hire additional sta. Any other functions such as marketing
and accounting will be outsourced to specialized providers
Personnel Count
Owner 1 1 1
Total Personnel 1 1 1
Personnel Wage
Owner $10,000 $10,500 $11,025
Personnel Costs
Owner $10,000 $10,500 $11,025
Total Payroll $10,000 $10,500 $11,025
Year 1 Year 2 Year 3
Personnel Forecast
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cellphoneshop.com
6.0 Financial Indicators
The following table summarized the Company's projected nancial performance with standardized measurement
indicators used to evaluate protability, leverage, asset turnover, and liquidity. As with any long-range projection,
accuracy is based on reasonable estimates of return on investment and past performance. The Company believes
the following numbers are attainable and reasonable. However, actual results will vary.
Protability %'s:
Gross Margin 30.00% 30.00% 30.00%
Net Prot Margin -1.45% 1.04% 3.28%
EBITDA to Revenue 2.74% 4.68% 6.44%
Return on Assets -1.79% 1.47% 5.01%
Return on Equity -2.01% 1.63% 5.59%
Activity Ratios:
Accounts Payable Turnover 7.97 10.22 10.34
Asset Turnover 1.24 1.42 1.53
Leverage Ratios:
Debt to Equity 0.12 0.11 0.12
Debt to Assets Ratio 10.86% 9.71% 10.35%
Interest Coverage Ratio N/A N/A N/A
Liquidity Ratios:
Current Ratio 2.53 3.39 4.05
Current Debt to Total Assets Ratio 10.86% 9.71% 10.35%
Additional Indicators:
Revenue to Equity Ratio 1.39 1.57 1.70
Year 1 Year 2 Year 3
Financial Indicators
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cellphoneshop.com
The following is a three-year revenue forecast. Direct costs include all costs which can be directly tied to revenue
and include cost of goods. The cost for accessories are a little higher than expected due to the designed elements.
6.1 Revenue Forecast
Units
Phones 200
Unit Price
Phones $150.00 $150.00 $150.00
Phones $150.00 $150.00 $150.00
Revenue
Phones $30,000 $40,000 $50,000
Accessories $70,000 $75,000 $82,250
Total Revenue $100,000 $115,000 $132,250
Direct Unit Cost
Phones $25.00 $25.00 $25.00
Accessories $10.00 $10.00 $10.00
Year 3 Year 2 Year 1
Revenue Forecast
Monthly Projected Revenue by Product Type
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$0
Phones Accessories
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267 334
Accessories 3,500 3,750 4,113
Total Units 3,700 4,017 4,447
cellphoneshop.com
Revenue by Year
$160,000
$120,000
$80,000
$40,000
$0
Year 1 Year 2 Year 3
Phones
Accessories
6.2 Break-even Analysis
The following break-even analysis shows the revenue
necessary to break-even in the rst year of operation. It
equilibrates revenue and expenses. As shown below,
the Company is expected to incur an average monthly
xed cost of $2,621 in Year 1. To cover xed costs and
variable costs, which rise and fall with revenue, the
Company must, on average, achieve revenue of $8,735
per month to break even.
Monthly Revenue Break-even $8,735
Assumptions
Average Monthly Revenue $8,333
Average Monthly Variable Cost $5,833
Estimated Monthly Fixed Cost $2,621
Break-even Analysis
$0 $8,375 $17,470
$3,000
$2,000
$1,000
$0
($1000)
($3000)
($2000)
Year 1 Break-even Analysis
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cellphoneshop.com
6.3 Projected Prot and Loss
The Company intends to deploy its funding to maximize growth and protability. In the Prot and Loss table below,
gross margin equals sales minus direct costs. The bottom line or prot (as measured before and after interest,
taxes, depreciation, and amortization) equals gross margin minus operating expenses.
Revenue $100,000 $115,000 $132,250
Subtotal Cost of Revenue $70,000 $80,500 $92,575
Other Direct Costs $0 $0 $0
Total Cost of Revenue $70,000 $80,500 $92,575
Gross Margin $30,000 $34,500 $39,675
Gross Margin/Revenue 30.00% 30.00% 30.00%
Expenses
Insurance $6,000 $6,300 $6,615
Utilities $3,060 $3,213 $3,374
Marketing $5,000 $5.750 $6,612
Oce Supplies $1,200 $1,260 $1,323
Web Hosting $500 $525 $551
Depreciation $4,187 $4,187 $4,187
Payroll Taxes $1,500 $1,575 $1,654
Total Personnel $10,000 $10,500 $11,025
Total Operation Expenses $31,447 $33,310 $35,341
Prot Before Interest and Taxes ($1,447) $1,190 $4,334
EBITDA $2,740 $5,377 $8,521
Interest Expense $0 $0 $0
Taxes Incurred $0 $0 $0
Net Prot ($1,447) $1,190 $4,334
Net Prot/Revenue -1.45% 1.04% 3.28%
Year 1 Year 2 Year 3
Revenue Forecast
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cellphoneshop.com
$3,500
$2,500
$1,500
$500
($500)
($1000)
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Gross Margin
Prot
Projected Gross & Net Prot
Year 1 Year 2 Year 3
$45,000
$35,000
$25,000
$15,000
$5,000
($5,000)
Gross Margin
Prot
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Projected Gross & Net Prot Monthly
cellphoneshop.com
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6.4 Projected Cash Flow
The following depictions of the Company's projected cash ow show that the Company expects to maintain
sucient cash balances over the three years of this plan. The pro forma cash ow table diers from the pro forma
prot and loss (P&L) table. Pro forma cash ow is intended to represent the actual ow of cash in and out of the
Company. In comparison, the revenue and expense projections on the P&L table include non-cash items and
exclude funding and investment illustrations.
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$25,000
$20,000
$15,000
$10,000
$5,000
$0
Cash Received
Revenue $100,000 $115,000 $132,250
New Current Borrowing $0 $0 $0
New Long-term Liabilities $0 $0 $0
Sale of Other Current Assets $0 $0 $0
Sale of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $100,000 $115,000 $132,250
Expenditures
Expenditures from Operations
Cash Spending $10,000 $10,500 $11,025
Bill Payments $78,482 $100,025 $111,625
Subtotal Spent on Operations $88,482 $110,525 $122,650
Additional Cash Spent
Current Borrowing Repayment $0 $0 $0
Long-term Liabilities Principal $0 $0 $0
Purchase Other Current Assets $0 $0 $0
Purchase Long-term Assets $0 $0 $0
Subtotal Cash Spent $88,482 $110,525 $122,650
Net Cash Flow $11,518 $4,475 $9,600
Cash Balance $22,218 $26,693 $36,292
Year 1 Year 2 Year 3
Pro Forma Prot and Loss
Year 3 Year 2 Year 1
Year 1 Cash
cellphoneshop.com
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Assets
Current Assets
Cash $22,218 $26,693 $36,292
Other Current Assets $0 $0 $0
Total Current Assets $22,218 $26,693 $36,292
Long-term Assets
Long-term Assets $62,800 $62,800 $62,800
Accumulated Depreciation $4,187 $8,373 $12,560
Total Long-Term Assets $58,613 $54,427 $50,240
Total Assets $80,831 $81,119 $86,532
Liabilities and Capital
Current Liabilities
Accounts Payable $8,778 $7,876 $8,955
Current Borrowing $0 $0 $0
Other Current Liabilities $0 $0 $0
Subtotal Current Liabilities $8,778 $7,876 $8,955
Long-term Liabilities $0 $0 $0
Total Liabilities $8,778 $7,876 $8,955
Paid-in Capital $75,000 $75,000 $75,000
Retained Earnings ($1,500) ($2,947) ($1,756)
Earnings ($1,447) $1,190 $4,334
Total Capital $72,053 $73,244 $77,578
Total Liabilities and Capital $80,831 $81,119 $86,532
Net Worth $72,053 $73,244 $77,57
Year 1 Year 2 Year 3
Projected Balance Sheet
Year 3 Year 2 Year 1
6.5 Projected Balance Sheet
cellphoneshop.com
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Revenue $115,000 $132,250 $152,087
Cost of Goods $80,500 $92,575 $106,461
Gross Margin $34,500 $39,675 $45,626
Gross Margin/Revenue 30.00% 30.00% 30.00%
Operating Expenses $31,447 $33,310 $35,341
Net Prot $3,053 $6,365 $10,285
Cash Flow $17,109 $10,914 $17,001
Cash Balance $27,809 $38,722 $55,723
Net Prot/Revenue 2.66% 4.81% 6.76%
Year 1 Year 2 Year 3
Best Case Scenario (Revenue Increases by 15%)
Year 3 Year 2 Year 1
6.6 Sensitivity Analysis
The sensitivity analysis below assumes that revenues are 15% higher or lower than gures projected earlier in
this business plan.
Year 1 Year 2 Year 3
Worst Case Scenario (Revenue Decreases by 15%)
Year 3 Year 2 Year 1
Revenue $86,957 $100,000 $115,000
Cost of Goods $60,870 $70,000 $80,500
Gross Margin $26,087 $30,000 $34,500
Gross Margin/Revenue 30.00% 30.00% 30.00%
Operating Expenses $31,447 $33,310 $35,341
Net Prot ($5,360) ($3,310) ($841)
Cash Flow $6,657 ($617) $3,741
Cash Balance $17,357 $16,740 $20,481
Net Prot/Revenue -6.16% -3.31% -0.73%
cellphoneshop.com
Page|20
7.0 Appendix
To preserve the privacy of our client, we have changed the
name and numbers throughout the business plan. In the
Appendix, we will include our detailed monthly projection
model for the income statement, balance sheet and cash
ow statement. Examples Below
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