A & T Custom PC

Business Plan

OWNERS
Greg Anderson & Stacy Taylor
A & T Custom PCs
Renaissance at Colony Park
1000 Highland Colony Parkway
Ridgeland, Mississippi 39157
(601) 519-0901

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Table of Contents
I.

Table of Contents.....................................................................................................2

II.

Executive Summary................................................................................................3

III.

General Company Description..............................................................................4

IV.

Products and Services............................................................................................5

V.

Marketing Plan & Sale Strategy............................................................................8

VI.

Operational Plan.....................................................................................................8

VII. Management and Organization..........................................................................10

VIII. Personal Financial Statement...............................................................................11
IX.

Startup Expenses and Capitalization.................................................................16

X.

Long Term Goal & Financial Plan.........................................................................17

XI.

Appendices............................................................................................................20

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Executive Summary
A & T Custom PCs aims to offer its customers the flexibility of a custom built
computer while providing a friendly and personal shopping experience. Unlike its
competitors, A & T Custom PCs will give each customer a personally tailored computer
based on their particular needs, so that customers will not have to pay for what they dont
need. By carefully analyzing a customers needs and preferences, A & T Custom PCs can
provide a perfect fit based on the customers intended uses, and the computer will be built
instantly in the store. A & T Custom PCs also aims to assist the elderly and less informed
computer shopper to make their shopping experience as pleasant as possible.
A & T Custom PCs is a privately held corporation run by its owners Greg Anderson and
Stacy Taylor. Greg has 15 years of experience in computer building and repair, with 10
years of employment as Jackson State University Computer Technician. Stacy Taylor has
14 years of computer experience, 4 years with Mississippi Valley State University and 10
years as the IT Specialist at Greenwood Utilities. We have also maintained a private
computer repair service for two years. We will be supported in daily operations by an
assistant manager/computer technician and a part-time assistant manager, both with
extensive experience in computer repair, sales, and management.
With technology growing rapidly and a large generation still knowing so little about
computers, there is a strong need for personal computer shopping. With specialized
technology and graphic and speed intensive PC games and software, the lack of power in
shelf bought computers calls for a more needs based method of computer shopping. One
that doesnt require the consumer to spend more money than necessary on features he or
she will never use. Because computers have so many uses, many consumers spend a lot
of energy trying to find an affordable computer that will do what they need, and no more.
A & T Custom PCs will compete well in our market by providing the leading edge in
computer technologies, high-quality, reliable machines built by competent, certified
technicians, by delivering the highest quality in customer support while offering a
friendly and pleasant atmosphere at competitive prices, as well as building a strong
reputation with clients through unmatched service and customer satisfaction.
A & T Custom PCs will focus on one major shopping center: Renaissance Shopping
Center, which is a dynamic lifestyle complex, located in Ridgeland upscale Grassland
area, and offers a total of 610,000 square feet of mixed-use space. The outdoor mall also
includes a movie theater, hotel, restaurants, and second-floor commercial office space.
Our target customers will be a wide range of ages, seeing as how nearly everyone uses
computers. However the elderly, who generally know too little about computers to
efficiently shop for one, and teenagers/young adults that play PC games that require more
power than the average computer, will be our primary focus. Our services can be suited
for consumers of nearly every income class, from the lower middle-class through the
high-class consumer.
We will open for business on January 21, 2011. We project healthy revenues by the end of
the first year, and expect to triple that by the end of 2013. Our biggest operating expenses
will be rent on our facilities and the first stocking of a wide range of computer parts and
accessories. We would eventually like to grow into a franchise, but growth will be
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determined based on future cash flow and earnings. We anticipate a net profit beginning
in our second year.
Such a proposed business requires a considerable amount of investment. Consequently,
sufficient funding in the form of an SBA loan would be a vital step in the startup for this
business.
Company Description
1.1 Goals
1. Sales increasing to almost double first year sales by the end of Fiscal 2012.
2. Maintain a high raw gross margin by the end of Fiscal 2011.
3. Begin franchise effort by end of Fiscal 2013.
1.2 Mission
In this day in age, computers have too many different uses for consumers to purchase
computers intended for a general market.
Technology changes rapidly, and so do the prices. Often consumers end up paying too
much for a computer either due to lack of knowledge or lack of options. Most computers
available off the shelf today have more features than some would ever use, especially the
elderly. With an all A & T Custom PC store, a person with little or no knowledge in
computers can purchase a totally new and reliable computer personally suited just for
them and spend the least amount of money possible. This method of computer shopping
would offer the advantages of a shelf bought computer, such as warranties, quality, and
reliability. And with a more personal than ever customer relationship and premium
customer service, customers know they will have a reliable support service to go to if
they have a problems or questions about their product. No more calling a technical
support hotline or sending computers back to the manufacturer.
A & T Custom PCs is a one-stop shop for virtually any computer shopper. The store
dedicates its efforts and resources toward ensuring top-notch customer satisfaction while
meeting the needs and budgets of every shopper, from old folks to gamers.

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1.3 Company Summary
A & T Custom PCs will be located in Ridgeland, MS. The store will apply 8 key
principles that will define the business and its services:
High Quality Custom Built Computers
World Class Customer Service and Support
Up To Date Technology, Parts, and Equipment
Skilled, Competent, and Friendly Staff
Full Range of Peripherals, Games, and Services for Gaming Customers
Patience, Understanding, and Guidance for the Less Computer Literate Shopper
In-Store, Same Day Repair Warranties on All A & T Custom PCs Machines
A Relaxed, Friendly Atmosphere and a Pleasant Shopping Experience
1.4 Company Ownership
A & T Custom PCs is a privately held corporate owned by its founder, Greg Anderson
and Stacy Taylor. The company intends to eventually expand into a franchise, when it
will re-register as a limited liability company.
1.5 Location
A & T Custom PCs will focus on one major shopping center: Renaissance Shopping
Center, which is a dynamic lifestyle complex located in Ridgelands upscale Grassland
area, and offers a total of 610,000 square feet of mixed-use space. The outdoor mall also
includes a movie theater, hotel, restaurants, and second-floor commercial office space.
1.6 Financial Overview
Initial working capital requirements will be $50,000, which will consist of owners
capital and a business line of credit from a financial institution.
1.7 Effective Date of Business
We will open for business on January 21, 2011. We project healthy revenues by the end of
the first year, and expect to triple that by the end of 2013.
Industry Analysis
2.1 Description of Industry
The personal computer industry is a vast and rapidly growing market. There are a very
few, if any, businesses offering our services, there is little or no competition in the custom
computer niche. However, we will have to compete on some level with off-the-shelf
retailers. Personal computer sales have been expanding since the 1980s, and further
growth in the industry is almost guaranteed.

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2.2 Trends
Older baby boomers are beginning to buy computers, especially for basic functions such
as banking and emailing. In addition, gaming is becoming very popular among the
younger generation.
2.3 Strategic Opportunities
Off the shelf computers do not meet the needs for these groups. Custom PCs will take
advantage of these unmet needs while redefining the standards of computer retailing.
Target Market
3.1 Target Market
Our target market is any potential computer buyer. While our services may appeal most to
the less informed shopper and gaming community, our target market will remain broad,
because every consumer can benefit from a custom computer. This includes professionals
using processor and graphic intensive software, or anyone that uses any kind of
specialized application:
Graphic designers
Video editors
Visual artists
Architects
Scientists
Biologists
Physicists
Chemists
Researchers
Software Developers
Engineers
3.2 Market Potential
The number of uses for computers is so vast, and because they make nearly any process
more efficient (for both businesses and consumers), that number will continue to grow.
Consequently, the need for specialized computers is significant, and will also continue to
grow.
3.3 Current Patterns
With technology in computers advancing at such a high rate, the computer retail business
is prospering. Baby boomers and elders continue to enter into the age of computing. As
hardware capabilities develop, so does software and games. Businesses and corporations
are finding more and more uses for computers every day.

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3.4 Sensitivities
Each of the following are sensitive factors pertaining to the industry, which could
potentially affect the buying behavior of consumers:
Technological advances
Increased capabilities and functionality
New ideas
Competition
4.1 Main Competitors
1. Computer Co-op:
Strengths: Matured franchise. Recognized company name. Personal
customer service.
Weaknesses: Too many hats. Uncompetitive prices.
2. Best Buy:
Strengths: Convenience. Competitive prices. Name recognition.
National marketing.
Financial resources.
Weaknesses: Sales staff lacks knowledge and experience. Impersonal.
Understaffed. Poor customer service.
3. Internet Retailers:
Strengths: Competitive prices. Convenience.
Weaknesses: Lack of personal service. Product intangibility. Little or no
technical support.
Inconvenient to return or repair. Cost and inconvenience of shipping.
4.2 Potential Future Competitors
Copycats
National retailers potentially offering customization services.
4.3 Entry Barriers
Attracting qualified and personable employees to provide the best service
Need for start-up capital
Saturated market
Obtaining reliable suppliers

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Marketing Plan & Sales Strategy
5.1 Key Message
A & T Custom PCs will give each customer a personally tailored computer based on
their particular needs.
5.2 Message Delivery
We will deliver our message through a combination of advertising, promotional events,
and community involvement:
1. Advertising will consist of a combination of print, radio, and television.
Channeling appropriate media outlets will help to maximize exposure to our
target customer base.
2. Promotional Eventswe will engage in promotional activities with the goal
of increasing our visibility and attracting new customers. Initial ideas of
promotional activities include hosting all-night gaming tournaments and
sponsoring or participation in technology expos.
3. Community Involvementwe will become members of the Chamber of
Commerce, participating in its networking functions.
5.3 Sales Strategy
The main goal of A &T Custom PCs is to make the customer feel comfortable shopping
for and purchasing a custom computer. A needs-based analysis can then be made based
on their specifications. Once the customer knows what they want, a plan can be made to
fit their budget.
Operations Plans
6.1 Business Facilities
The business will be located at Renaissance Shopping Center and will lease
approximately 2,000 square feet of retail space.
6.2 Production Plan
We will have a wide assortment of computer parts and accessories in inventory in order to
build a specialized computer of any number of configurations. Keeping a large inventory
will allow larger availability of parts and accessories for shoppers, and will allow the
needs of the customer to be met by ensuring the availability of the necessary parts to
build a specialized computer in a timely manner.
The aim for A &T Custom PCs is to discover a customers needs, and then determine
the right computer for the customer. The computer specifications and detailed price
summary is then put on paper and explained for the customer, who will then be able to
adjust specifications and details of the purchase according to their budget. Once the
customer decides on the right configuration, a technician will build the computer
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instantly, in the store. Building the computer, installing software, and testing should take
around an hour, so the customer may choose to enjoy Lakeside Villages many shops,
restaurants, cafs, or ice-creameries while they wait. Accessories will also be sold in the
store including monitors to make A &T Custom PCs a source for a broad range of
computer shoppers.
6.3 Workforce Plan
Our staff will consist of the Owner/Manager, an Assistant Manager/Technician, and a
part-time Assistant Manager.
Duties and Responsibilities of Employees:
1. Owner/Manager: Run and manage the business and facility while assisting
customers.
2. Assistant Manager/Technician: Building custom ordered computers and
assisting the manager with various tasks.
3. Part-time Assistant Manager: When all employees are present, the part-time
assistant manager will be responsible for helping the manager maintain the store
and assist customers, or other various tasks. In the absence of a technician, the
part-time assistant manager will be solely responsible for covering the
responsibilities of the manager while the manager covers the responsibilities of
the technician. The part-time assistant manager will also undertake the same
responsibilities in the absence of the manager.
Employees will be cross-trained in order to be well prepared and able to function in other
areas.
6.4 Impact of Technology
Technology will not have a significant impact on the operations of our business; however
it will have a considerable impact on growth prospects.

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Management & Organization
7.1 Management Team
Owners Greg Anderson and Stacy Taylor: The Owners will have overall fiscal
responsibility, ensuring that the business is financially sound and attains its planned
goals.
Fifteen years of experience in computer building and repair
Ten years employment at Jackson State University
Cisco Certified Network Associate (CCNA)
Minor knowledge in business management and accounting systems
Ten years of experience in IT with Greenwood Utilities
A + certified
Microsoft Certified Systems Engineer (MCSE)
7.2 Recruiting
Employees will be sought after based on the following criteria:
IT Certified
Experience and Knowledge in Concepts and Sales
A + certified
Employee History and Reputation
An interview will be conducted to determine the applicants ability to work well with
others, judge his or her attitude, competence, and friendliness, as well as how well he or
she is with customers.
7.3 Compensation & Incentives Plans
Bonuses will be offered based on employee performance and overall production goals.
Managers will be salaried. Other employees will be paid on an hourly basis. To recruit
and retain superior staff, compensation will need to be very competitive.
As of now, our current financial status precludes us from offering any employee
incentives, however as the business grows and more employees are hired, we intend on
providing basic benefits such as retirement plans and group health insurance.

Management Team
Our management team consists of 4 in-house individuals whose backgrounds consist of
years of in-depth experience in computer system development, sales/marketing,
corporations and institutions throughout Mississippi and the U.S.

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In-House Management
Gregory Anderson, President
Katrina Berry, Marketing Manager
Alexis Williams, Corporate Secretary, Operations Director
Outside Management Support [hourly/project basis]
Ladd W. Sims, Accountant/CPA
Raymond Banks, Corporate Attorney
LaFelton Norman, Financial and Business Consultant

Personal Financial Statement

Personal Financial Statement of:
Greg Anderson
as of:
9/30/2010
Assets
Cash - checking
accounts
Cash - savings
accounts
Certificates of
deposit
Securities - stocks /
bonds / mutual funds
Notes & contracts
receivable
Life insurance (cash
surrender value)
Personal property
(autos, jewelry, etc.)
Retirement Funds
(eg. IRAs, 401k)
Real estate (market
value)
Other assets
(specify)
Other assets
(specify)
Total Assets

Amount in Dollars

Liabilities
Current Debt (Credit
cards, Accounts)
Notes payable
(describe below)

Amount in Dollars

Taxes payable

$ 45,000
50,00
0
35,00
0
120,00
0

75,00
0
250,00
0
150,00
0
$

725,000

$ 35,000

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Real estate
mortgages (describe)
Other liabilities
(specify)
Other liabilities
(specify)
Total Liabilities

Net Worth

2,50
0
$

37,500
$ 687,500

Gregory Anderson
Signature:

10/1/2010
Date:

Personal Finance Statement of:

Greg Anderson
Details

1. ASSETS - Details
Notes and Contracts held
From Whom Owing

Bal. Owing
$

Original
Amt
$

Original
Date

Monthly
Payment
$

Cost
$ 10

Market
Value
$ 25

Date of
Acquisition
8/28/2000

$ Invested
$-

Est.
Market
Value
$-

Maturit
y Date

History /
Purpose

Securities: stocks / bonds / mutual funds

Name of Security
Divers Portfolio

# of Shares
12,000

Stock in Privately Held Companies

Company Name

No. of shares

Real Estate

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Description /
Location
Prime Reality
Subdiv

Market
Value
$225,000

Amount
Owing

Original
Cost

Purchase
Date

$150,000

9/19/1999

Original
Amount

Monthly
Payment

Interest
Rate

Original
Amount

Monthly
Payment

Interest
Rate

$150,000

$ 25,000

$60,000

2. LIABILITIES - Details
Credit Card & Charge Card Debt
Name of Card /
Creditor
Amount Due
American Express
$23,000
Capital One
$7,000
Visa
3,000
Master Card
2,000
Notes Payable (excluding monthly bills)

Name of Creditor

Amount
Owing

Secured
by
(Lien)

Mortgage / Real Estate Loans Payable

Name of Creditor
First National Bank

Amount
Owing
$ 60,000

5.50%

Secured
by
(Lien)
Real
Estate

Personal Financial Statement of:

Stacy Taylor
as of:
9/30/2010
Assets
Cash - checking
accounts
Cash - savings
accounts
Certificates of
deposit
Securities - stocks /
bonds / mutual funds
Notes & contracts
receivable

Amount in Dollars
$ 25,000
20,00
0
15,00
0
60,00
0
10,00
0

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Life insurance (cash
surrender value)
Personal property
(autos, jewelry, etc.)
Retirement Funds
(eg. IRAs, 401k)
Real estate (market
value)
Other assets
(specify)
Other assets
(specify)
Total Assets
Liabilities
Current Debt (Credit
cards, Accounts)
Notes payable
(describe below)
Taxes payable
Real estate
mortgages (describe)
Other liabilities
(specify)
Other liabilities
(specify)
Total Liabilities

Net Worth

40,00
0
80,00
0
80,00
0
$

330,000

Amount in Dollars
$15,000
2,00
0
70
0
$

17,700

$ 312,300

Stacy Taylor

10/1/2010
Date:

Signature:

Personal Finance Statement of:

Stacy Taylor
Details

1. ASSETS - Details
Notes and Contracts held
From Whom Owing

Bal. Owing
$ -

Original
Amt
$-

Original
Date

Monthly
Payment
$ -

Maturit
y Date

History /
Purpose

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Securities: stocks / bonds / mutual funds

Name of Security
DuPont

# of Shares
1000

Cost
$60

Market
Value
$55

Date of
Acquisition
2/25/2005

Stock in Privately Held Companies

Company Name

No. of shares

$Invested
$

Est.
Market
Value
$

Real Estate
Description /
Location
Lakeview Subdiv

Market
Value
$100,000

Amount
Owing
$ 75,000

Original
Cost
$80,000

Purchase
Date
7/30/2007

Original
Amount

Monthly
Payment

Interest
Rate

$10,000

$700

Original
Amount

Monthly
Payment

$80,000

$700

2. LIABILITIES - Details
Credit Card & Charge Card Debt
Name of Card /
Creditor
Amount Due
American Express
$ 12,000
Discover
$ 2,000
Sears
$1,000

Notes Payable (excluding monthly bills)

Name of Creditor
Trustmark National
Bank

Amount
Owing
$ 6,000

7.00%

Secured
by
(Lien)
Real
Estate

Mortgage / Real Estate Loans Payable

Name of Creditor
Trustmark National
Bank

Amount
Owing
$75,000

Interest
Rate
5.00%

Secured
by
(Lien)
Real
Estate

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8.1 Financial Assumptions

Revenue:
Will average 2 computer sales per day at $700 each, increasing to an average of
4 computer sales per day at $700 each by 2011 and subsequently selling an
additional 2 computers per year.
Will sell an average of $100 of accessories per day in 2011, an average of $200
of accessories in 2012, and an average of $400 of accessories by 2013
Gross Margin:
Gross margin will average 35% for the sale of computers and accessories
Compensation:
A full-time manager will be paid $35,000 per year with annual raises of 5%
One part-time employee will be paid $10 per hour with annual raises of 5%
Plans are to add an additional full-time technician by 2012
Rent:
Rent will be $25 per square foot with an annual 4% escalation
Utilities:
$250 per month with annual average increases of 10%
Advertising:
Initial advertising will be $3,000 a month decreasing to $1,000 per month by
2012
Other Expenses:
Interest
Payroll Taxes
Supplies
Miscellaneous Taxes

Long-term Development
9.1 Long-term Goals
Our primary goal is to develop and grow into a franchise by the end of 2014. We also aim
to become a nationally accredited company with a widely known name, be recognized as
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a well-managed business with the best customer service and satisfaction, and ultimately
be a profitable and prosperous competitor in the industry.
9.2 Potential Negative Results
Not achieving anticipated sales results
Not being able to meet consumer needs
Not being able to compete in the market
9.3 Strategy
Instill into the company the importance of high quality customer relationships
Profit as a business
Make plans to expand
Effective marketing strategies
Appealing business appearance (name, logo, colors, building and interior)
Build a strong, positive reputation with customers and the community
Financials
10.1 Accounting System
We plan to utilize QuickBooks as our primary accounting software. Our inventory
records will be accounted for using QuickBooks as well.
10.2 Financial Projections
2011
$256,950
167,017.50
89,932.50

2012
$900,000
585,000
315,000

2013
$1,380,000
897,000
483,000

2014
$1,550,630
930,000
620,630

2015
$1,853,200
978,367
874,833

Expenses
Compensation
Rent
Utilities
Advertising
Other/Misc.
Total Expenses

17,815
29,167
1,750
21,000
15,000
84,732

28,560
52,000
3,300
18,000
40,000
141,860

54,988
54,080
3,630
12,000
50,000
174,698

63,000
59,800
4,000
8,000
57,000
191,800

67,250
64,378
5,500
3,000
59,785
199,913

Net Income

$5,200.50

$173,140.00

$308,302.00

$428,830.00

$674,920.00

Revenue
Cost of Good Sold
Gross Margin

Financial Plan
INCOME STATEMENT ASSUMPTIONS
Year 1 projected units of sales

680

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Year 2 projected units of sales
Year 3 projected units of sales
Year 4 projected units of sales
Year 5 projected units of sales
Selling price
Fixed cost of goods sold
Fixed operating expenses
Variable cost of goods sold
Variable operating expense
Income tax rate
Sales
Cost of goods Sold
Fixed cost of goods sold
Variable cost of goods sold
Total cost of goods sold
Gross profits
Operating expenses
Fixed operating expenses
Compensation
Variable operating expenses
Total operating expenses
Operating profits
Interest expense
Profits before taxes
Taxes
Net profit

1360
2040
2720
3400
$700
35% of sales
$50,000
25%
20%
25%
Year 1
Year 2
Year 3
Year 4
Year 5
$476,000 $952,000 $1,428,000 $1,904,000 $2,380,000
166,600
119,000
285,600
190,400

333,200
238,000
571,200
380,800

499,800
357,000
856,800
571,200

666,400
476,000
1,142,400
761,600

833,000
595,000
1,428,000
952,000

50,000
17,815
95,200
163,015
27,385
4,000
23,385
5,846
$17,539

50,000
52,000
190,400
292,400
88,400
8,000
80,400
20,100
$60,300

50,000
54,080
285,600
389,680
181,520
12,000
169,520
42,380
$127,140

50,000
59,800
380,800
490,600
271,000
16,000
255,000
63,750
$191,250

50,000
64,378
476,000
590,378
361,622
20,000
341,622
85,406
$256,217

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BALANCE SHEET
ASSUMPTIONS
Year 1 projected sales
Year 2 projected sales
Year 3 projected sales
Year 4 projected sales
Year 5 projected sales
Cash/sales
Accounts receivables/sales
Inventory/sales
Accounts payable/sales
Accured expenses/sales
Cost of equipment
Building cost
Assets
Cash
Accounts receivables
Inventories
Total current assets
Gross fixed assets
Accumulated depreciation
Net fixed assets
Total assets
Debt and Equity
Accounts payable
Accrued Expenses
Short-term line of credit
Total current liabilities
Mortgage
Total debt
Equity
Common stock
Retained earning
Total equity
Total debt and
equity
Current ratio
Debt ratio

$476,000
$952,000
$1,428,000
$1,904,000
$2,380,000
10%
8%
25%
8%
5%
$7,000
$38,000
Year 1
$47,600
38,080
119,000
204,680
45,000

Year 2
$95,200
76,160
12,000
183,360
45,000

Year 3
$142,800
114,240
14,000
271,040
45,000

Year 4
$190,400
152,320
15,000
357,720
45,000

Year 5
$238,000
190,400
17,000
445,400
45,000

45,000
45,000
$249,680 $228,360

45,000
$316,040

45,000
$402,720

45,000
$490,400

3,000
1,200
75,941
80,141
2,000
82,141

1,600
47,600
41,780
90,980
2,080
93,060

1,800
71,400
58,516
131,716
2,184
133,900

4,000
95,200
59,998
159,198
2,272
161,470

6,500
119,000
71,321
196,821
2,363
199,184

150,000
17,539
167,539

75,000
60,300
135,300

55,000
127,140
182,140

50,000
191,250
241,250

35,000
256,217
291,217

$249,680 $228,360

$316,040

$402,720

$490,400

2.06%
42.37%

2.25%
40.09%

2.26%
40.62%

2.55%
32.90%

2.02%
40.75%

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Alexis A. Williams
931 Monroe Dr. NE Suite A102 #436
Atlanta, GA 30308-1795
Mobile: +1 678 665 7826

Personal email: aawilliams@itt.edu

Available online:
http://www.itt.edu/~aawilliams/aawres.doc

Relevant Experience
Director of Business Operations
HomeAway.com, Austin, TX -- Vacation rentals internet classifieds
Reporting to the President of the company as part of the initial management team forming a new firm that
achieved market leader position through acquisition of leading brands: CyberRentals.com,
GreatRentals.com, A1Vacations.com, Rent101.com, Fewo-Direkt.de, and Holiday-Rentals.com.
Responsibility for U.S. product and business operations.
Product and Support Operations for US brands servicing over 30,000 customers with over
$6M/subscription revenue and 40% yearly growth.
Built Operations organization to over 20 employees within first year.
Lead definition of tools and processes to coordinate US Operations with European offices to ensure
efficiency in supporting the overall business.
Key accomplishments:
Led technology organization during board led CTO search.
o Delivered first major technology initiative on time and on budget.
o Concurrently hired technology and business operations staff.
o Deployed from scratch new website and internal technology infrastructure.
Improved operating efficiency on legacy systems through process reengineering and organizational
restructuring. Productivity increases in key areas ranged from 20-150% thereby reducing the rate of
hiring staff.
Centralized all operations of four acquired companies within six months while exiting original
founders.
Defined and consolidated Business Intelligence reporting across 10 legacy technologies and 6
business units.
Director of Operations
Brickstream Corporation, Atlanta, GA -- High tech CRM startup
Responsibility for creating a new organization at a start-up growing 100%+ per year that provides
Customer Relationship Management (CRM) solutions to measure customer activity within physical retail
locations.
Architect and implement strategic plan to support planned growth in business critical areas:
o Product Operations (managed service on customer premises) growing from 60 sites / 400
servers to 200+ sites / 1000 servers in one year. Customer sites located across US, Canada,
and the UK.
o ASP/MSP and internal IT operations. International WAN infrastructure.
As a member of senior management team, establish corporate objectives and execution plans to
manage the growth of the company.
Key accomplishments:
Co-chaired corporate wide process reengineering effort to scale deployment capacity from 30
sites/year to 200+ sites/year.
Negotiate vendor agreements to support worldwide product deployments and support.

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Cox Enterprises and subsidiaries

Vice President, Business Solutions (3/02 - 6/03)
AutoTrader.com, Atlanta, GA -- Automotive internet classifieds
Operational responsibility for all internal business applications and enterprise-wide CRM
implementation.
Define implementation strategy and direct implementation teams for a new CRM infrastructure to
support revenue growth from $100M to $500M. Unified platform to support all customer segments,
replace major internal legacy applications, and streamline operational business processes.
o CRM modules: Sales Force Automation - 400 users, Contact Center - 180 users, Workflow
Management - 80 users, and Campaign Management.
o As of 5/03, first phase of a 3 year / $8M plan successfully implemented.
o Lead definition of a comprehensive architectural roadmap to integrate CRM system with
website and back office systems.
o Created business-unit driven process to select CRM software vendor, with E.piphany being
the finalist.
Direct all business software initiatives (Oracle, Lotus Notes, Great Plains).
Vice President, Technology and Operations (10/99 - 3/02)
AutoTrader.com, Atlanta, GA -- Automotive internet classifieds
Responsible for the technology operations and strategy for the web sites, infrastructure and internal
business systems.
Direct the activities of multiple groups, including Database Systems, Quality Assurance, Unix
Systems, Enterprise Operations Center, Security and Networks, Windows Systems, Business
Intelligence, Business Applications, and Windows Support with 50+ full-time employees and up to
10 contractors reporting into the department.
Budgetary responsibility for operating and capital expense totaling over $10M per year. Negotiate
and manage multiple million+ dollar strategic vendor relationships.
Architect major infrastructure systems, such as multiple high-volume replicated databases and high
availability for mission critical systems.
Responsible for architecting and maintaining a national network infrastructure that covered 6 offices
and 3 data centers across the U.S.
Direct 24x7 website operations that support the primary consumer website, during 3/02 sustained
7.6M page views per day during peak load. Number of Sun/Windows servers totals over 300.
Key accomplishments:
Redesigned and deployed within 2 months the new AutoTrader.com web architecture to handle a
600% percent growth in traffic for a Super Bowl advertisement. New architecture supported a multidatacenter environment with no single points of failure.
Implemented new web site processes and procedures to manage system changes and failures. At
beginning of tenure, web site was unable to remain operational for more than two hours without
substantial technical intervention. Reduced error rates under peak load from 30% to under 0.5%.
General Manager of an acquired business unit with P&L responsibility of $3M/year revenue while
integrating into AutoTrader.com. Key areas merged into the company: Customer Service,
Technology, Sales, and Accounting.
Part of management team that grew revenues from $5M/year to $120M/year and achieved
profitability one quarter ahead of schedule.

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Manager of Systems and Databases (12/98 - 4/99 - contract, 4/99 - 10/99 permanent)
Cox Enterprises, Inc. CIS Strategic Technology, Atlanta, GA. -- $11B Holding Company
Direct Unix and Oracle staff to support technology infrastructure.

Responsible for the establishment of policies and procedures in database and system management,
security, maintenance, database and system configuration, performance tuning, backups, and disaster
recovery procedures.
Key platforms: Oracle V8 on Sun ES4500s with EMC Symmetrix disks.

Technology strategist for Cox divisions to align technical infrastructure plans with projected
operational needs.

Database Architect / Product Consultant

Retek Information Systems (Acquired by Oracle), Atlanta, GA -- Retail Systems Software
Database Architect (5/98 - 12/98)
Database Administrator and engineer in R&D.
Oracle DBA / systems administration on HP-UX, Solaris, and AIX platforms.
Development of a C++ OLAP application interface to Oracle databases.
Product Consultant (10/97 - 5/98)
Implementation and installation of a proprietary client-server retail-forecasting product.
Managed problem customers through resolution of technical issues and managing customer
expectations.
Custom product solutions using a multi-dimensional database engine.
Technical Project Manager
CCI Europe Inc., rhus, Denmark and Atlanta, GA - Advanced Publishing Systems Software
Technical management of the integration, installation, and support of mission-critical newspaper
publishing systems.
Manage technical deployment of UNIX, WindowsNT/95, and MacOS based proprietary software and
Oracle V7 databases.
Senior Research Associate (11/95- 4/96), Research Associate (8/93 - 10/95)
University of Tennessee, Computer Science, Knoxville, TN -- Academic web research
Researcher for Dr. Jack Dongarra.
Manage technical staff.
DBA and systems admin for an Oracle V7 database on SunOS 4.1.4.
Development and maintenance of a website (HTTP, Gopher, FTP, email).
Education
M.S.

Computer Science 1994

University of Tennessee, Knoxville TN , GPA: 3.9/4.0

B.A.

Economics and Business Administration 1991

Trinity University, San Antonio TX , GPA: 3.1/4.0 (Within Majors)

Foreign languages: French - Intermediate, Spanish Fluent

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References
On request, can provide references from C-level executives for all positions.

Katrina Jordan
619 Jackson Street Ridgeland, MS 39092
(601) 354-2791

Skills:
Strategic Planning Telecom Marketing Direct Marketing Competitive Response Offer
Management Web Marketing Product Management Product Development Public
Relations Market Segmentation Channel Marketing Promotions MarCom/Advertising
Database Marketing Sales

Experience:
Sport Stats, Inc Denver, CO
President 12/01 to Present
* Invented, developed, and implemented the SlopeTrackerTM GPS Tracking System for
skiers and snowboarders. More info is available at http://www.slopetracker.com/
USWEST/Qwest Denver, CO
Sr. Marketing Manager 11/99 to 12/01
* Managed all promotions for Business and Government Services. (USW)
* Initiated comprehensive bundling strategy that emphasized a solution selling' approach
and generated over $100 million in new incremental sales. (USW)
* Orchestrated development of the company's first competitive response system,
integrating competitive intelligence with marketing programs specifically designed to
disrupt the marketplace. (Qwest)
* Conceived, developed and launched extremely aggressive penetration program that
penetrated 12 new fortune 1000 companies in its first month and is projected to generate
$330 million in new sales. (Qwest)
* Built a secure, web-accessible, database driven market intelligence system that, for the
first time in company history, gives all sales and marketing personnel easy access to
everything the organization knows about all customers and prospects. (Qwest)

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West Coast Mailing & Distribution San Diego, CA
Direct Marketing Specialist 9/97 to 11/99
* Advised telecommunications clients in designing and implementing direct marketing
campaigns. Clients included WorldCom, AT&T, Cisco, USWEST, AOL, One.Tel
Communications, IDT, and PAIC.
Netsource Communications Petaluma, CA
Marketing Manager
* Developed innovative 'Click Call' telephony/internet convergence product.
* Created competitive direct access international telephony products in Germany, UK,
and Sweden.
WORLDxCHANGE Communications San Diego, CA
Director of Marketing
* Managed $2 million/mo. advertising campaign that included Direct Mail, Radio, TV,
Magazine and Newspaper Ads.
* Created unique new residential product line that increased total company sales by a
factor of 10.
* Designed and built extremely impressive collateral sales materials, including multimedia computer presentations, High-tech trade-show booth, brochures, etc.
* Acted as Company Public Relations Director, publishing news
stories and managing a $10,000/mo. charity campaign.
US Navy San Diego, CA
Naval Aviator
* Aircraft Commander of the SH-60F Seahawk helicopter, including over 1,500 total
flight hours.
* Served on two WESTPAC deployments on the aircraft carrier USS Lincoln,
participating in both the Arabian Gulf and Somali theatres of operations.
* Supervised 48 man division
* Graduated first in class from Navy flight training.
* Rescued two downed aviators in the Iraqi desert during operation Desert Storm.
* Published 14 different articles and papers in professional journals and local newspapers
while acting as squadron Public Affairs Officer.
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* Ranked in top 1 per cent of Naval Aviators and recommended for accelerated
promotion five consecutive reporting periods.
Education:
University of Utah Salt Lake City, UT
B.S., Communications & Public Relations 1988

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