Hookah Bar Business Plan - Free Essay Example

Sample details Pages: 14 Words: 4281 Downloads: 10 Date added: 2017/09/19 Category Business Essay Type Argumentative essay Did you like this example? Cowboy HookahTM Business Proposal Executive Summary Cowboy Hookah is a hookah bar concept that will be located in Laramie, WY to serve as an alternative place for customers to relax and enjoy a cultural experience. The focus will be to bring in students from the University of Wyoming and community members as well as young professionals in the area. The bar will be located in downtown Laramie and be managed by a team of four owners. The business will generate revenues through the sale of flavored tobacco, non-alcoholic beverages and snacks. Cowboy Hookah will enter the market with a competitive advantage given that there are no hookah bars in Laramie. Cowboy Hookah projects to be earning profits by its first year of operation. Below are the projected gross income, total expenses and net income. The business projects growth of 50% the first year and 25% the next two years with more sustainable growth after that period. Since the company is in the introductory stage it is exp ected to see a lot growth after opening. 1. Objectives Cowboy Hookah’s objectives for the first year of operations are: †¢Effectively corner a niche market for a previously non-existent business. Turn in profits from the first month of operations. †¢Maintain a 65% gross margin. 2. Keys to Success The keys to success will be: †¢Store design that is deemed legally acceptable and will be both visually attractive to customers, and designed for efficient operations. †¢Employee training to insure the best education and knowledge of products and preparation techniques. †¢Marketing strategies aimed to build a solid base of loyal customers, as well as maximizing the sales of high margin products, such as our line of hookah products. 3. Mission Cowboy Hookah will give its best effort to create a unique place where customers can socialize with each other in a comfortable and relaxing environment while enjoying the best brands of smoking tobacco and products i n town. We will be in the business of helping our customers to relieve their daily stresses by providing piece of mind through great ambience, convenient location, friendly customer service, and products of consistently high quality. Cowboy Hookah will invest its profits to increase the employee satisfaction while providing stable return to its shareholders. Company Summary Cowboy Hookah is a new company that provides knowledge and expertise in hookah smoking along with a lounge for people to relax in a cultural environment with their friends while enjoying smoking flavored tobacco. The concept for our hookah lounge centers around the community of Laramie and being available to the people for them to have a new experience. The business will launch its first hookah lounge in Laramie within the next six months and hopes to create a modern, cozy, hookah bar with knowledgeable employees and guaranteed high quality service and products while at a reasonable price. The business will earn revenues through the sale of tobacco (multiple flavors), drinks (coffee, tea, and juices), food (Pastries, hummus and chips, etc) and hookah products. The customers are expected to be those interested in hookah and hookah culture, and young (18-25 years old) students interested in a community-oriented experience that is an alternative to bars serving alcohol and coffee shops. 4. Company Ownership Cowboy Hookah will be registered as a Limited Liability Corporation in the state of Wyoming. 5. Start-up Summary We will need initial start-up funding of approximately $265,000 to get our hookah bar up and running. The funding will be mainly through financing but we will need at least 20-30% through equity in order to have enough money in the deal to make this a favorable loan. We will maintain a cash reserve at startup in order to cover approximately two months of expenses. The expenses covered by this reserve will not include cost of goods sold as we will also have enough dedicat ed cash equivalents to purchase two months of inventory. †¢Legal expenses for obtaining licenses and permits totaling $1,300. †¢Marketing promotion expenses for the grand opening of Cowboy Hookah in the amount of $3,500 and as well as flyer printing (2,000 flyers at $0. 4 per copy) for the total amount of $3,580. †¢Insurance (general liability, workers compensation and property casualty) coverage at a total premium of $2,400. †¢Premises remodeling in the amount of $20,000, which, we consider to be sunk costs because it will not significantly increase the value of the property. †¢Other start-up expenses including stationery ($500) and phone and utility deposits ($2,500). The required start-up assets of $235,000 include: †¢Operating capital in the total amount of $40,000 which includes cash reserves of $27,000 and inventory for the first two months of operation. Start-up inventory of $7,657, which includes: oHookah tobacco $3,000 oCoffee filters, baked g oods, salads, sandwiches, tea, beverages, etc. $3,450 oRetail supplies (napkins, coffee bags, cleaning, etc. ) $920 oOffice supplies $287 †¢Equipment for the total amount of $25,000: oSmoking apparatus and equipment $3,000 oFood service equipment (microwave, toasters, dishwasher, refrigerator, blender, etc. ) $3,000 oStorage hardware (bins, utensil rack, shelves, food case) $2,720 oCounter area equipment (counter top, sink, ice machine, etc. $4,750 oServing area equipment (plates, glasses, flatware) $1,495 oStore equipment (cash register, security, ventilation, signage) $5,935 oOffice equipment (PC, fax/printer, phone, furniture, file cabinets) $3,600 †¢Purchase and remodel of the Building in the amount of $190,000: oBuilding $170,000 oRemodel (Sunk Costs) $20,000 Funding for the company comes from two major sourcesowners investments and lender financing. The owners will contribute $80,000, $20,000 of which will be immediately sunk into the remodel. The rema ining $185,000 needed to cover the start-up expenses and assets will come from two bank loans and short-term debt instruments. The two loans will consist of a 10 year loan in the amount of $29,000 and a 30 year mortgage on the building of $136,000. Both loans will be secured through the First National Bank. The additional $20,000 of financing needs will use distributor financing through their accounts payable and will be used in the purchasing of inventory and other supplies. Start-up Requirements Start-up Expenses Legal$1,300 Stationary$500 Brochures/Flyers$3,500 Insurance$2,400 Remodeling$20,000 Other$2,300 Total Start-up Expenses$30,000 Start-up Assets Cash Required$27,000 Start-up Inventory$6,500 Other Current Assets$6,500 Long-term Assets$195,000 Total Assets$235,000 Total Requirements$265,000 Start-up Funding Start-up Expenses to Fund$30,000 Start-up Assets to Fund$235,000 Start-up Funding Required$265,000 Assets Non-cash Assets from Start-up$195,000 Cash Requirements for S tart-up$13,000 Additional Cash Raised$0 Cash Balance on Starting Date$27,000 Total Assets$235,000 Liabilities and Capital Liabilities Current Borrowing$29,000 Long-term Liabilities$136,000 Accounts Payable$20,000 Other Current Liabilities$0 Total Liabilities$185,000 Capital Planned Investment (Owner Contributions)$80,000 Additional Investment Required$0 Total Planned Investment$80,000 Loss at Start-up($30,000) Total Capital$40,000 Total Liabilities and Capital$195,000 Total Funding$265,000 6. Company Locations and Facilities Location and Legalities The majority of funding will go towards our building and property. We will be purchasing a two unit commercial building in downtown Laramie on the corner of 1st and Grand Avenue. We believe this to be a prime location which will have a large positive impact on our exposure and growth. Because of the remodeling needed to convert one unit of 106/108 Grand Avenue into an outdoor patio we have elected to purchase the building rather tha n rent. This does increase our initial costs but the remodel is necessary in order to conform to the smoking ban, Title 8, Chapter 8, of Laramie, WY Municipal Code. For this remodel we have budgeted $20,000 which we consider to be sunk costs as it will not significantly affect the value of the property. The remodel will consist of removing upper portions of two walls and installing additional supports and sliding glass doors. By doing this it will allow us to conform to Laramie Municipal Code because the structure will then have only two walls and be considered an outdoor patio, which therefore will fall under 8. 56. 050 where smoking is not regulated. This conforms to the City of Laramie’s Attorney recommendations. The floor plan will include a 50 square feet back office and a 1200 square feet Hookah bar, which will include a seating area with 10 tables, a kitchen, storage area and two bathrooms. The space in the hookah bar will be approximately distributed the following way1,200 square feet (i. . , 55% of the total) for the seating area, 600 square feet (26%) for the production area, and the remaining 440 square feet (19%) for the customer products service area. This property is located in a commercial area within a walking distance from the University of Wyoming campus on the corner of a major thoroughfare connecting affluent neighborhoods with the busy downtown commercial area. The commercially zoned premises have the necessary water and electricity hookups and will require only minor remodeling to accommodate the hookah bar, kitchen and storage area. The hookah bars open and clean interior design with modern wooden decor will convey the quality of the served beverages and snacks, and will be in-line with the establishments positioning as an eclectic place where people can relax and enjoy their hookah experience. The clear window displays, through which passerby will be able to see customers enjoying the atmosphere, and outside electric signs will be aimed to grab the attention of the customer traffic. 7. Product Description/Products Hookahs for Sale range from $30. 00 to $150. 00 to purchase These include the following pieces: Pyrex Bowl †¢Snap-on tray †¢Stainless Steel Valve †¢One-way valve †¢Glass Base †¢Custom Hose †¢Bowl Grommet †¢Hose Grommet †¢Base Grommet The Python: 28 Multiple Hose Rotating Hookah The Python Multiple Hose Hookah is the first type of Hookah model to be fully customized for todays Hookah smoker. This Hookah has been designed with superior craftsmanship for complete authenticity and quality. The Python rotates a full 360 degrees to allow for durability and flexibility with the individual Hookah smoker. The Python may always be converted depending on how many users are available. This Hookahs durable design allows for ease with setup and maintenance. The Neptune: 33 Double Hose Hookah The Neptune is a larger Hookah model designed specifically for producin g a great smoking experience. This Hookah model may be converted to a one hose model if two users are not available. This Hookahs durable design allows for ease with setup and maintenance, while providing entertainment for years to come. The Zeus: 33 Single Hose Hookah The Zeus is a larger Hookah model designed specifically for producing a great smoking experience. This Hookahs durable design allows for ease with setup and maintenance. The Colossus: 33 Triple Hose Hookah The Colossus is primarily used by Hookah smokers who are interested in smoking with a larger group of friends. Although this model allows for up to three hookah users, it may always be converted into a two or one hose model. This Hookah may be used for both decorative and smoking pleasures, providing entertainment for years to come. The Helios: 26 Triple Hose Hookah The Helios is a smaller version of the Colossus, but still offers a great smoking experience. This Hookah allows for up two three users, but may alwa ys be converted into a two or one hose model. Whether smoking alone or with a group of friends, this Hookah is guaranteed to make an undeniable presence at any party. Hookah Sessions- Each session consists of the customers’ choice of size of hookah. Larger crowds usually get larger hookahs with more hoses. Then they can choose flavors of tobacco to use. Flavored tobacco for hookah pipes will be sold as well for $15 for the first round and $12 for subsequent rounds. Each round last approximately from 30 to 45 min. Flavors include: †¢Cherry †¢Strawberry †¢Blackberry †¢Mixed Fruit †¢Apple †¢Blue Mist †¢Candy †¢Jasmine †¢Banana †¢Rose †¢Grape †¢Pistachio †¢Lemon †¢Cola †¢Mint †¢Orange †¢Peach †¢Vanilla Mango †¢Blueberry †¢Grape †¢Purple Haze †¢Raspberry †¢Coconut †¢Melon Berry A quick lighting coal made by Miraculum Coal brand. Miraculum Coals formula allows for the charcoal to light faster as well as maintain a more even and consistent burn throughout without interfering with the flavor of tobacco, making it the most sought after quick lighting charcoal brand available. These Charcoals are manufactured in Holland, and are specifically designed for smoking with the Hookah. Cowboy Hookah wants to keep our prices low and competitive. Each customer has the option of what hookah size they want to use and how many types of tobacco they would like. We hope to keep bringing new flavors to the shop so people can continue to try new things. In the future we would also like to start selling hookahs of different sizes and shapes. Food and Drink The initial menu includes: †¢Assortment of organic teas †¢Assortment of organic coffees †¢Fruit juices and juice blends †¢Salads †¢Pita or pita chips and hummus/other dips †¢Assorted pastries 8. Sales Literature Two thousand flyers will be distributed in the adjacent neighbo rhood, on the University campus, and in the selected office buildings within two weeks prior to the opening of Cowboy Hookah. Subsequently, free postcards with Cowboy Hookah endorsement will be printed to increase the company visibility among the patrons. Market Analysis Summary U. S. tobacco consumption has shown level growth. They favor new and interesting smoking experiences and demand great service. Laramie, Wyoming, with its liberal and outgoing populace and long winter, has traditionally been a great place for establishments that have great atmosphere. Cowboy Hookah will strive to build a loyal customer base by offering a great atmosphere in a relaxing environment of its hookah bar, located close to the ustling University of Wyoming campus. The market for hookah bars in the United States has grown significantly in the past decade. Hookah-bars. com reports that, as of October 2008, there were at least 470 hookah bars in the U. S. and an average of five new hookah bars were o pening every month. From these numbers, it can be estimated that 2-5 million current hookah smokers live in the United States. Of these hookah smokers, approximately 90% are of American origin but have grown to embrace hookah culture. In Laramie, Wyoming, Cowboy Hookah Bar will focus on college students, Community members and young professionals. . Market Segmentation Cowboy Hookah will focus its marketing activities on reaching the University students and faculty, people working in offices located close to the hookah bar and on sophisticated adults who are eighteen years old or older. Our market research shows that these are the customer groups that are most likely to buy our products. Since tobacco consumption is universal across different income categories and mostly depends on the level of higher education, proximity to the University of Wyoming campus and local bars will provide access to the targeted customer audience. College Age Residents: College students who seek an alt ernative to bars and parties on campus seek out different ways to hang out with friends. Hookah bars provide such an experience because of their exotic ambiance, colorful atmosphere, focus on group dynamics, and a unique place in Laramie without alcohol. Furthermore, those between the ages of 18 and 20 can patronize hookah bars while they cannot go to the bars that serve alcohol. Laramie has plenty of bars, but lacks spots for those under 21 to socialize with each other. Young Professionals: 18-30 years-old professionals who are tired with bar culture here in Laramie are looking for other activities. They seek locations where they can socialize with friends, talk, and share a new experience. Hookah bars make a great substitution for these individuals. According to the 2000 census there were 27,204 people living in Laramie. Out of this 31. 8% were 18-24. This group of 8,651 makes up our market segment. According to our survey that participants took online, 50% of people ages 18-20 would be patron of a hookah bar in Laramie. Out of the participants surveyed, 48% in the age range of 21-24 said they would patronize a hookah bar in Laramie. This means that roughly 50% of the 8,651 or 4,325 individuals between the ages of 18-24 in Laramie would patronize a hookah bar in Laramie. 10. Target Market Segment Strategy Cowboy Hookah will cater to people who want to unwind and enjoy the company of friends in a relaxing atmosphere. Such customers vary in age, although our location close to the University campus means that most of our clientele will be college students and faculty. Our market research shows that these are discerning customers that gravitate towards a new experience. Furthermore, many college students consider hookah bars to be a convenient studying or meeting location, where they can read or meet with peers without the necessity to pay cover charges. For us, this will provide a unique possibility for building a loyal client base. To attract these yo ung students and young professionals residing in Laramie, Cowboy Hookah will position itself as an alternative to bars. We will attract them by giving them a place to socialize without having to drink alcohol. This will also give young students between the ages of 18-20 a place where they can hang out at night since they can’t go to any bars in Laramie. Along with having hookahs available to partake in smoking we will also market snacks and non-alcoholic beverages. Competition There is currently no hookah bar in Laramie; the company will have no competitors within this industry. Bars and the bowling alley will not be considered as competitors as a substitute for our services since most are restricted under the smoking ban. That means our customer will be willing to come to any location in Laramie to relax at a hookah bar. With no competitors we will not need to worry about differentiating our service or product. This makes it easy for us to meet the needs of our custome r. Website Marketing Strategy The website for Cowboy Hookah will be promoted through public relations, direct advertising, search engine optimization, and the growing community of customers. †¢Public relations events will include handing out handbills around campus. Hanging posters around the town at popular locations promoting an event. †¢Direct advertising will include Google ads and Facebook ads. We can advertise directly to our target market with Facebook. The community of customers will generate word-of-mouth and online referrals by inviting friends to become fans of Cowboy Hookah on Facebook. Development Requirements Development of the website requires an experienced Web development firm. The website will include the following in its basic, front end: †¢About Us background on the business and its concept and mission †¢FAQs about hookah smoking, etc. †¢Menu of food, drinks, and tobacco †¢Photo gallery †¢Contact page †¢Location and Direct ions page with connection to maps from Google Maps Furthermore, the management will create and regularly update a Facebook fan page. They will update the information on the fan page including: †¢Upcoming events, including live music and bands †¢Photos of the events and the hookah bar †¢New flavors, products or discounts 11. Market Needs General trend toward quality among U. S. consumers definitely plays an important role in the recent growth in the hookah bar industry. Additionally, such factors as desire for small indulgencies, for something more exotic and unique, provide a good selling opportunity for hookah bars. 12. Industry Analysis Tobacco consumption has shown a level growth rate in the United States over the last decade. In 1994, total sales of tobacco were approximately $7. 5 billion. The retail tobacco industry is remaining consistent. The local climate, with a long winter season, is very conducive for the consumption of items in an indoor setting. At the same time, hot dry summers drive people into cafes to order iced drinks and other amenities. 13. Buying Patterns The major reason for the customers to return to a hookah bar is a great products, quick service and pleasant atmosphere. Although, as stated before, tobacco consumption is uniform across different income segments, Cowboy Hookah will price its product offerings competitively. We strongly believe that selling tobacco with a great service in a nice setting will help us build a strong base of loyal clientele. Strategy and Implementation Summary Cowboy Hookah’s marketing strategy will be focused at getting new customers, retaining the existing customers, getting customers to spend more and come back more often. Establishing a loyal customer base is of a paramount importance since such customer core will not only generate most of the sales but also will provide favorable referrals. 4. Competitive Edge Cowboy Hookah will position itself as a unique hookah bar wher e its patrons can not only enjoy a relaxing smoke but also spend their time in an ambient environment. Comfortable sofas and chairs, dimmed light and quiet relaxing music will help the customers to relax from the daily stresses and will differentiate Cowboy Hookah from any incumbent competitors if we eventually get any. 15. Sales Strategy Cowboy Hookah employees will handle the sales transactions. To speed up the customer service, at least two employees will be servicing clientswhile one employee will be preparing the customers order, the other one will be taking care of the sales transaction. All sales data logged on the computerized point-of-sale terminal will be later analyzed for marketing purposes. In order to build up its client base, Cowboy Hookah will use banners and fliers, utilize customer referrals and cross-promotions with other businesses in the community. At the same time, customer retention programs will be used to make sure the customers are coming back and spendi ng more at the hookah bar. 16. Sales Forecast Food costs are assumed at 25% for coffee beverages and pastries, 50% for retail tobacco sales and products. Proximity to the University campus will dictate certain sales seasonality with revenues slightly decreasing during the school vacation periods. The chart and table below outline our projected sales forecast for the next three years. Sales Forecast Year 1Year 2Year 3 Sales Tobacco Products$150,000$225,000$281,250 Tobacco$37,500$56,250$70,313 Food and Beverages$62,500$93,750$117,187 Total Sales$250,000$375,000$468,750 Direct Costs of SalesYear 1Year 2Year 3 Tobacco Products$32,142$48,215$60,267 Tobacco$16,073$24,107$30,135 Food and Beverage$26,785$40,178$50,223 Total Direct Cost of Sales$75,000$112,500$140,625 18. Management Team Gaps Despite the owners and managers experience in the industry, the company will retain the consulting services of Sahara Smoke. This company has over twenty years of experience in the Hookah industry and has successfully opened dozens of hookah bars across the U. S. Consultants will be primarily used for market research, customer satisfaction surveys and to provide additional input into the evaluation of the new business opportunities. 19. Personnel Plan The table below outlines the personnel needs of Cowboy Hookah. Personnel Plan Year 1Year 2Year 3 Owners$80,000$100,000$110,000 P. T. Employees$12,000$22,000$27,000 Total People677 Total Payroll$92,000$122,000$137,000 Financial Plan Cowboy Hookah will capitalize on the strong demand for new and unique experiences. The owners have provided the company with sufficient start-up capital. With successful management aimed at establishing and growing a loyal customer base, the company will see its net worth doubling in two years. Cowboy Hookah will maintain a healthy 65% gross margin, which combined with reasonable operating expenses, will provide enough cash to finance further growth. We have assumed very conservative interest r ates of 5. 25% for our commercial mortgage of 80% of property value and 8% for our small business loan. These loans are amortized over 30 and ten years respectively with all interest expense and depreciation being tax deductable. We plan to each work as needed and draw a $20,000 salary for our time during the first year. To provide additional help we will also hire part-time servers at an expense not to exceed $12,000 for the first year. We have budgeted $30,000 and an additional $15,000 for staff increases over years two and three respectively. We have also assumed a 25% payroll tax and a 15% income tax over the first three years. 20. Important Assumptions Financial Assumptions Year 1Year 2Year 3 Mortgage Interest Rate5. 25%5. 25%5. 25% Long-term Interest Rate8. 00%8. 00%8. 00% Tax Rate15. 00%15. 00%15. 00% 21. Projected Cash Flow As the chart and table below present, the company will maintain a healthy cash flow position, which will allow for timely debt servicing and funds ava ilable for future development. Pro Forma Cash Flow Cash from OperationsYear 1Year 2Year 3 Cash Sales$250,000$375,000$468,750 Total Cash from Operations$250,000$375,000$468,750 ExpendituresYear 1Year 2Year 3 Cost of Goods Sold$75,000$112,500$140,625 Cash Spending$26,275$39,932$51,761 Bill Payments$133,237$177,490$201,283 Total Expenditures$234,512$329,922$393,669 Net Cash Flow$15,488$45,078$75,081 Cash Balance$16,213$21,359$44,679 22. Break-even Analysis With average monthly fixed costs of $20,300 in FY2001 and an average margin of 65%, Cowboy Hookah’s break-even sales volume is around $31,300 per month. As shown further, the company is expected to generate such sales volume from the out start. Break-even Analysis Monthly Revenue Break-even$19,561 Assumptions: Average Percent Variable Cost35% Estimated Monthly Fixed Cost$13,003 23. Projected Profit and Loss Annual projected sales of $250,000 in FY2010 translate into $156. 25 of sales per square foot, which is in line wit h the industry averages for this size of hookah bar. Overall, as the company gets established in the local market, its net profitability increases from $15,264 in FY2010 to $75,956 in FY2012. The table below outlines the projected Profit and Loss Statement for FY2010-2012. Pro Forma Profit and Loss RevenueYear 1Year 2Year 3 Sales$250,000$375,000$468,750 Sales Allowance($2,500)($3,750)($4,688) Net Sales$247,500$371,250$464,063 COGS($75,000)($112,500)($140,625) Gross Income$172,500$258,750$323,438 Expenses Payroll($92,000)($122,000)($137,000) Marketing($20,000)($30,000)($37,500) Loan Principle($1,429)($1,995)($2,102) Depreciation($8,525)($8,525)($8,525) Utilities($3,600)($4,140)($4,761) Insurance($2,400)($2,520)($2,626) Payroll Taxes($23,000)($30,500)($34,250) Other($3,500)($5,250)($7,875) Total Expenses($154,454)($204,930)($234,659) EBIT$18,046$53,820$88,779 Interest Expense($10,118)($9,795)($9,448) Taxes($1,189)($6,604)($11,900) Depreciation$8,525$8,525$8,525 Net Income$15,264$45 ,946$75,956 24. Projected Balance Sheet The companys net worth is expected to increase from approximately $212,000 by the end of FY2010 to approximately $443,000 in FY2013. The table below summarizes the projected balance sheets for this period. Pro Forma Balance Sheet AssetsYear 1Year 2Year 3 Current Assets Cash and Equivalents$27,000$21,359$44,679 Other Current Assets$13,000$24,500$36,375 Total Current Assets$40,000$45,859$81,054 Long-term Assets Equipment and Furnishings$25,000$35,000$45,000 Building$170,000$178,500$187,425 Total Long-term Assets$195,000$213,500$232,425 Total Assets$235,000$259,359$313,479 Liabilities and Owner’s Equity Liabilities Short-term Debt$20,000$20,000$20,000 Long-term Debt$155,000$152,106$147,756 Total Liabilities$175,000$172,106$167,756 Owner’s Equity$60,000$87,853$145,723 Total Liabilities and Owner’s Equity$235,000$259,359$313,479 25. Business Ratios The table below outlines the companys business ratios. The last column rep resents industry average business ratios for Specialty Tobacco Places (SIC 5812). Ratio Analysis Year 1Year 2Year 3Industry Profile Sales Growth0. 00%50. 00%25. 00%7. 60% Inventory7. 83%6. 30%5. 23%3. 60% Other Current Assets0. 00%0. 00%0. 00%35. 60% Total Current Assets80. 11%86. 41%90. 46%43. 70% Long-term Assets19. 9%13. 59%9. 54%56. 30% Total Assets100. 00%100. 00%100. 00%100. 00% Current Liabilities14. 31%9. 56%7. 13%32. 70% Long-term Liabilities7. 40%4. 44%2. 54%28. 50% Total Liabilities21. 71%13. 99%9. 67%61. 20% Net Worth78. 29%86. 01%90. 33%38. 80% Percent of Sales Sales100. 00%100. 00%100. 00%100. 00% Gross Margin65. 00%65. 00%65. 00%60. 50% Selling, General Administrative Expenses47. 94%48. 47%47. 37%39. 80% Advertising Expenses2. 26%2. 18%2. 26%3. 20% Profit Before Interest and Taxes23. 27%22. 47%23. 85%0. 70% Main Ratios Current5. 609. 0412. 690. 98 Quick5. 058. 3811. 950. 65 Total Debt to Total Assets21. 71%13. 9%9. 67%61. 20% Pre-tax Return on Net Worth62. 87%44. 64% 37. 71%1. 70% Pre-tax Return on Assets49. 22%38. 40%34. 06%4. 30% Additional RatiosYear 1Year 2Year 3 Net Profit Margin17. 00%16. 58%17. 62%n. a Return on Equity46. 93%33. 48%28. 12%n. a Activity Ratios Inventory Turnover10. 9110. 1110. 11n. a Accounts Payable Turnover11. 2512. 1712. 17n. a Payment Days273029n. a Total Asset Turnover2. 161. 741. 44n. a Debt Ratios Debt to Net Worth0. 280. 160. 11n. a Current Liability to Liability0. 660. 680. 74n. a Liquidity Ratios Net Working Capital$177,858$284,304$408,334n. a Interest Coverage48. 1662. 07104. 13n. a Don’t waste time! 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